Purpose
The purpose for the mug and poster are to promote the Glastonbury festival which encourages sales of tickets to those who are interested. Therefore the poster and mug are also used to sell the tickets to the festival. The mug is especially good at promotion by creating a talking point for friends and family who might be interested about hearing more about the festival. The tickets on the other hand are used solely as entry devices to allow access to the festival, but may also be used as a form of promotion if others see the tickets.
Format
The formats above include a mug, poster and tickets. The benefit to having this package is cross promotion, this time especially in the home. For example people might bring up the topic after having a drink from the mug and then seeing the tickets which would spark interest. Another benefit to having multiple formats is that it can reach a wider target audience to promote the event even further.
Content
The colours are quite dark for the package, including black, navy blue, dark pink and orange. The orange and navy work particularly well as complementary colours whilst the pink/blue and black/white contrast each other creating a likeable effect. The logo isn't really apparent in the content of the formats, which each format having a different style but containing the word 'Glastonbury'. On the poster the font size is very big causing an overflow of the word 'Glastonbury' to be split over different lines, even though the kerning and leading are quite low. The different formats also use the different styles of font, sans-serif and serif.
Style
The connotations of the darker colours include power and elegance, which indicates more of a night time festival rather than a day time one. This attracts the younger target audience of 18-24 year olds who stereotypically are out at night more. The vibrant contrasts also suggest that the festival is unique and worth going to for that reason. The tickets show pictures of people jumping which would be a big incentive for the younger audience, who enjoy the fun in the festival. The blue and pink could also be stated to be the two main genders, male and female broadening the target audience for the event.
Layout
The poster for the 'Glastonbury Festival' is quite different in comparison to the others reviewed. The title of the festival 'Glastonbury' is displayed to take up the majority of the page and therefore is the biggest element on the page. The word is split into three lines, being 'Glas', 'Ton', and 'Bury' respectively. The position of the text content is centred but is aligned left in respect to the page. Underneath this the word Festival is displayed in a thin orange font however is not the same size as the word 'Glastonbury', showing the first word is more recognisable. Underneath the word 'Festival' in the same font, the dates to the event are given in an unusual format. The link to the website then follows this. The position of the artists/bands are unusual in the sense they are in a very small font and are positioned at the bottom of the page, just above the sponsors. The reason for this may be that the event is one of the biggest in the UK and so the poster is advertising the event which people know and love over the singers turning up there.
The tickets follow all the standard conventions of a normal ticket, a barcode being on the left (allowing the owner to be scanned into the event) and also the title of the event in bold lettering, once more re-enforcing the title of the event over the singers. Underneath the title is the names of some major people who will be attending. Further information would commonly be on the back of a ticket.
Target Audience
The target audience for Glastonbury are teenagers aged between 18-24. This is due to the pop nature of the event with famous bands like 'Coldplay and U2'. With a potential lack of revenue for affording the tickets, some of the teenage audience would have to use their parents income for buying the expensive tickets at £228. The NRS rating for these parents could be B,C1 or C2 however the teenagers are most likely either C1,C2 or D. The theme of the tickets even further suggests the stereotypical teen age.
Regulatory Bodies
The Advertising Standards Authority (ASA) is a regulatory body that views and rates all media across the UK ensuring the content supplied within the media is safe for viewing by the age range selected by the media company, or potential viewing audience. ASA regulates non-broadcast media but also co-regulates broadcast media with Ofcom. Non-Broadcast media has to comply with the Code of Non-broadcast Advertising which helps to maintain the safe media we see around the UK.
With the festival being aimed at a teenage market, it is easy to promote drugs which event organises know will be present at the event. This stereotypical teenage trait is very easy to glorify and advertisers must stay away from promoting anything of the kind to keep the products safe to view.
Copyright information would also be needed to use the sponsor's (Vodafone) logo and also the names of bands that may be present at the event.
No comments:
Post a Comment