Purpose
The purpose of the poster is to promote the events occurring at the Leeds Festival of 2013 which is a big UK festival. Another purpose is to attract people into buying tickets as their favourite bands/artists might be there. The map helps users to navigate their way around the festival easily which may also help to promote people returning in the future due to the simplicity of getting around. Finally the tickets are used as access passes to the event and also specify the dates of the event to people who may forget.
Format
The types of product featured about help to promote the event (poster) and navigate around the area (map). Benefits to having a package including map and poster is that they can both be used as promotional material. The poster promotes a limited number of well known bands/artists whilst the map promotes everything at the event as well as the location to this said event. The theme also remains consistent over the three formats with the logo being a prime example. This helps people to identify that (for example) the tickets are related poster and map.
Content:
The colours for all three formats of the product are light & dark variations of blue, often having a gradient from one to the other. This is so as capital FM (the host of the event), has blue, white and red (of which is a complementary colour of blue) in it's logo, hence working with the colours of the promotional content. The poster in particular has bolder text for the 'Summertime Ball' over their logo. There is quite a larger amount of 'white space' thought all different formats which is allows the user to see more clearly the text denoted rather than an abundance of text for which some people wouldn't be bothered about.
The colours for the poster and tickets are yellow and red, whilst the map more commonly uses green and red (green denoting the grass on the map). The yellow and red act as complementary colours which creates a better looking theme. The package also contains many chevron icons within its formats. The white space is considerably less within this package and the kerning is quite low.
Style
Connotations of the yellow and red indicate fun and summer sun (yellow). This therefore suggests the summer festival will be fun for the target audience, which is a 'student audience' meaning around 17-22 year olds. The yellow also connotes 'energy' which suggests that the festival will be exciting for the target audience. This would attract more people to buying tickets due to the relatively well known nature of the festival. The logo with chevrons also point forward showing the festival is ahead of the competition, providing the biggest names around in comparison to other festivals.
Layout
For the poster, the logo for the festival is positioned at the top left of the page and is in a big font for most people to easily identify. This makes it easier when coming to order tickets to buy from trusted sources who have the same logo. Right of the logo comes the date for the event start, another important feature of the poster. Underneath the logo/event date comes the names of artists/bands featured at the event. Bigger names like 'EMINEM' or 'Green Day' are bigger as these are more 'famous' and hence more recognised by a wider audience. Underneath artists/bands come the social links to the event followed by the sponsors of the event.
Tickets for the event contain the title at the top, showing the event they are for, followed by the ticket type. In the case of the image these are 'Weekend tickets'. This is followed by the date the tickets are valid for and then a barcode for marshals to scan on entry to the event. After the barcode comes some of the less important information, like terms & conditions, price and ticket number etc. This information isn't the most important but is still required by law (especially the terms and conditions).
Target Audience
The target audience for 'Leeds Festival' are teenagers aged between 17-22 and who have a relatively low spending power (due to age). For this reason I would categorise the C1,C2 demographic for the target audience as it is a predominantly teenage audience. Artists/Bands recognised also have a rough target audience around the same age as well (e.g Skrillex) which further reassure the teenage audience. The event would attract both males and females to a near 50/50 percentage based on the acts at the festival. The styling of the format also helps to back up this target audience even further.
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, NME, Spotify) logo and also the names of bands that may be present at the event.
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