Purpose
The purpose of the t-shirt and poster is to promote the Latitude festival to potential buyers of tickets. The tickets allow people to recognise the event they are going to and provide the ability to access the event. The poster and t-shirt therefore have intentions of selling products, like the tickets to the festival which could attract even more people over future years. The poster may also be used to promote the artists/bands performing at the festival.
Format
The products featured above include a t-shirt, poster and tickets. The benefits to having these different formats help with cross promotion of the festival (for example the t-shirt people wear would act as mobile advertisements for the main event). For this reason the t-shirt is a very good method of promoting the event. The three formats also keep a consistent title which help to promote and recognise the event.
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.
For content the colours actually vary across the different formats, containing a multitude of colours. A consistent colour assigned with the logo and certain parts of the t-shirt is the colour orange. The logo containing the text 'Latitude' is consistent across all thee formats of the package. The Latitude text is normally bold and stands out by being positioned at the top of the different formats. There is relatively small white space on the posted and kerning is very small. Leading is also relatively small.
Style
The connotations of the colour orange suggest energy, joy and enthusiasm. This relates to the summer stereotypes and also shows the 'vibe' of the festival, which would attract the Middle Aged target audience by providing something different to the standard life. At middle age it can become difficult to enjoy things as much and so the orange colour suggests It can change that. The latitude logo also follows a quite calm theme, mainly being text. The poster uses a multitude of colours but also shows trees which once again show the calmness and summertime theme of the festival, contrasting to events aimed at a younger audience which primarily show people having a lot of fun. The T-Shirt also follows the middle aged theme, showing colours that would be stereotypically worn by someone in the middle age. The whitespace between the curved latitude and festival suggest the open nature of the event and its relatively wide target audience.
Layout
The poster of the event contains the main 'Latitude' logo centred at the top of the page, and is also the biggest element of the posted. Proceeding downwards comes a lot of text which is preceded by the names of acts starring at the event. As in most cases, the most well known artists/bands are positioned towards to top of the poster with less known being placed further down. The text underneath is centred and contains the name of all less known artists who may be amateurs in the industry. The bottom of the page fits the common theme of social links followed by sponsors to the event.
For ticket information the ticket follows the common theme of all the others. However one noticeable difference is the small logo which is still at the top, but not as visible. The reason for this may be that the purchaser of the ticket already knows what event they are going to and so the dates/type of ticket are more important. For this reason the ticket states it is a weekend ticket and this is the biggest font on the overall format. The text is aligned left but positioned central allowing an easy reading experience.
The t-shirt to the event contains the festival name at the very top and in biggest font. This is followed by an image which the text flows under. The main importance of this format is to promote the title of the festival which it does.
Target Audience
The target audience for the 'Capital FM: Summer time ball' are teenagers aged between 15-24. I define this from the famous singers/groups that attend the event, and their position in the teenage music world. The event is predominantly pop music which are stereotypically assigned to the teenage market. This attracts both males and females, but mainly females who tend to attend to watch their favourite groups. Therefore the teenager may not have a job and so would rely on their parents to pay the fees to attend the event. The parents would have a B,C1,C2 demographic due to expensive ticket prices being paid through disposable income. The theme of the format's also helps to re-enforce the age of the audience.
The target audience for the Latitude Festival is a Middle Aged audience with age range from 30-45 primarily. Therefore the spending power of this audience would be higher than the previously analysed ones. A spending power of B,C1 and potentially even A is the spending power of the people who turn up to the event. The event can be seen to have this target audience with the bands present in the event. New Order for example were created in the 1980's rather than the latest upcoming pop artists at teenage festivals. The gender may also be primarily male with the music being heavily indie. With less famous bands/artists the event is also quite niche, and hence attracts a niche target audience in comparison to some of the more wider known events like the previously analysed.
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.
The festival is aimed at a middle age target audience so therefore stereotypes/themes to stay away from that may involve this audience are alcohol and violence. Alcohol being a primarily drunk beverage at these types of festivals, it is necessary to ensure that alcohol isn't present on posters/media as a wider than intended audience could see the media for this festival.
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