LO2: Planning a Print Based Advertisement

A)
The aim of this print based advert is to promote the film production 'Silent Captive', a psychological thriller short film, to an audience so that they are more likely to see the film when it's released. The objective of this is to intrigue the audience and get them to ask questions to what the film is about and what will happen. The target audience to this film and who should be targeted by the print based advertisement will be in the general age range of 16 to 21, this is because of the idea of ideal self in which the majority of the characters in the film are this age. This also goes the same for the target audience's gender which for the majority would be male, as this is the majority of the cast of characters are also male, again creating an ideal self for the audience to relate to. The print based advertisement will be aimed to an audience on a local scale due to the low budget nature of the film, the social grade that the print based advert is aimed at are of people in the social grade as low as Grade D, which is about a 92% frequency of the UK, this would put them in the working class, on average they earn at most £47,000 a year, this would give them enough spending power to see the film. The campaigns message that will be portrayed in the print based advertisements is the idea of loneliness, or even loss as this is the theme of the film I'm advertising. the story follows a brother, who had recently lost his brother, unsure if he's missing or if he's dead. He ventures into a forest that people have suspiciously been going missing in, he has constant illusions of his brother and things take a turn for the worst in the forest as the brother realises that his brother is gone and he can't help that, his hallucinations get worse until he finds the body of his brother, this is when his mind is relieved of a guilty consciousness. I think the theme I'm trying to portray in the print based adverts will fit in well with the story of 'Silent Captive', the loneliness relates to the fact that he is on his own, not just because his brother is dead (Which would associate with the idea of loss), but also because he is on his own in the forest, specifically a place where people mysteriously disappear. I am planning to feature the two main characters in the film, this being the two brothers, I will also use photographs took at the shooting of the film, the photographs will mainly consist of the forest setting, this will be an establishing photo took from outside the forest, there will also be medium shots of the characters and close-ups, this is seen a lot in print based adverts that are associated with the genre. These print based adverts will be distributed and displayed a month before release, I feel as though this would give the film's advertising enough time to be exposed to the audiences it's aimed at.

B)
Gantt Chart:

Task

Month 1 (November)

Month 2 (December)

Month 3 (January)

Week 1

Week 2

Week 3

Week 4

Week 1

Week 2

Week 3

Week 4

Week 1

Week 2

Week 3

Week 4

Research into existing Print Based Adverts

Plan my production of the print based advert

Aim and Objective

Campaign Message

Target Audience

Gantt Chart

Relevent Legal/ethical issues

Create a draft and mock up for the logo

Create a draft and mock up for the print based advert

Finalise the logo design

Plan the film poster photoshoot

Recce Form

Risk Assessment

Call Sheet

Model Release Form

Location Release Form

Photoshoot

Finalise the print based advert

Calculate the campaign cost and budget

Get Feedback for improvement

Launch date and distribution of Print Based Advert

Launch Date of Film (29/01/2017)

Milestones:
07/11/2016 - Plan the Print Based Advert
14/11/2016 - Create logo
01/12/2016 - Photoshoot
08/12/2016 - Create the Print Based Advert
26/12/2016 - Distribution of the Print Based Adverts
29/01/2016 - Film is launched

C)
When creating my print based advertisement, I will have to oblige to ASA, also known as Advertising Standards Authority, and its requirements which make it suitable for advertising to the public. They also act on complaints about advertisements from consumers too. It associates with the obscene publication act as this covers the negative influences of something that could be in the advert, on the audience, meaning it's ethical. This means it can't show nudity, bad language, violence, drug use and alcohol in the print-based advert. Copyright is a legal factor I will have to look out for in the print-based advert, this means we cannot use another person’s intellectual property, due to it being protected by copyright. Copyright usually means you can't use things like music, photos and videos, in this case it will only be photos due to it being a print-based advert, there also may be a few logos which might be involved in the print-based advert too, so anything we do use will need permission from the owner of that intellectual property, usually by sorting out a deal to pay them for using their own intellectual property. Model release forms are another key component in making the print-based advert as I will need the consent of anyone used in the photos of the print-based advert, this is so I have their consent to use their identity.

M2:
In the audio-visual advert I will use shots from the short film, I will also use certain shots to help emphasise on the idea of loneliness and loss, the audio-visual advert will also be none linear to help keep the story and film a mystery. The shots used in the film will have been filmed at a few locations, such as a local park, a forest and a bedroom. I plan to have the audio-visual advert to be promoted on social networks such as Facebook and Twitter, I'd also have it distributed across multiple on demand sites, such as YouTube, Vimeo and Dailymotion which is an easy way to get the film known nationally as it can be seen globally through websites. IMDb is also a suitable website to advertise the film with an audio-visual as it's based around the media of films, this would make it easier to reach specified audiences. I plan to have the audio-visual adverts promoting the film a month before release, I feel as though this would give the film it's advertising enough time to be exposed to the audiences it's aimed at. OFCOM, also known as the Office of Communication, is a government approved regulator authority that makes sure the UK audience get the best from communications services on TV. OFCOM would come into use when I plan to distribute the trailer to multiple channels such as Film 4 and Sky Movies as these channels are specific to broadcasting in the UK.