D2 - Meeting Requirements

 MEETING REQUIREMENTS

Client Brief:

Aim: 

To develop an advertising campaign for a new proposed BBC3 drama series that I seeing launched into the market.

TECHNICAL ELEMENTS:

- Appropriate planning documents to be created 

- Each component must comply with all relevant legislation/regulations

- The campaign components must be suitable for release to the public.

- Correct technical elements of each element to unsure it can legally be released

TV ADVERT:

I met the technical requirements of the brief for a TV trailer by exporting it in both a higher quality and lower quality version that could be used on different platforms such as actaul TV broadcasting and the BBC iplayer page with the higher quality version and social media platforms e.g. Instagram with a lower quality version. I also used dimensions of 1920 x 1080 which is standard for video and therefore suitable to be shared to audiences. I also ensured it used a 48 kHz stereo sound. This meant that the TV trailer was suitable to be shared to the client and shared to audiences because this the legal level that audio can be released at. Ensuring that these elements were correct meant that the campaign was able to be released to fulfil the purpose of bringing popularity to the new BBC3 show.

RADIO TRAILER:

Similarly in the radio trailer I ensured I used a 48kHz sound. This again ensured that the trailer was safe to be released to the public, meaning it could be shared on different platforms to reach the most audiences and therefore best market the new show to audiences. I also exported the trailer in a lower quality and higher quality file format so it is suitable to be shared online e.g. on YouTube and Instagram as a lower quality version which is quicker and has a lower size and shared to radio stations and TV channels as a higher quality version that has a bigger size and is slower to share. The radio trailer being good quality is important so that audiences will feel it is proffessional and want to listen to it. This fulfils the purpose of increasing the amount of audiences who listen to the trailer and then take action to go and watch it on BBC3, increasing popularity of the show. To ensure high quality I recorded the trailer in a controlled quite environment with little background sound. This meant there was no muffled sounds or background audio which may have distracted the audience from the true message and narrative I was trying to portray. 

SOCIAL MEDIA:

For my social media posts I created them on Instagram which means I can release these posts to the public and have them shared around the platform and online. I used persuasive language in the captions as well as hashtags to help people find these posts better as well as relate to audiences. These also engaged audiences with the show and the message I was trying to portray of sharing the show to audiences. I used the same logo image as radio ident to create a house theme across the campaign. This logo also links in with the themes in the show, using the same serif font and purple light feature with flowers which attracts the younger target audience as it connotates a youtful and personal feeling. This attracts the target audience to paying attention to the campaign and therefore increases the amount of people taking action to go and watch the show. I created 5 posts which were a mixture of different aims such as entertaining the audience educating the audience on the book etc. The mixture of these posts helped to keep audiences engaged in what they were seeing and therefore follow the campaign further to then increase views to the show. I also re-purposed my radio ident as a post which helped to create a house theme for the campaign, which creates a stronger brand image for audiences and therefore they will be more confident to then go and watch the show. I generated interest by posting these posts in incrinemts leading up to the release of the show, increasing tension with audiences meaning that fans will be watching out for new posts to come out meaning an increased chance of the posts going viral with audiences. I encouraged fans to share like and comment in the caption of the post, this means that fans will interact with the campaign more which increased their engagment and therefore the chance they will take action to go and watch the show.

POSTER/BILLBOARD:

For my poster I kept it at 300dpi resolution to ensure good quality. I kept the size as A3 which is able to be increased or decreased in size depending on the platform. If I was to make this into a larger billboard I would need to increase the pixel size using Affinity designer so that the quality wouldn't be compromised when making it bigger. This ensured that my poster was technically okay to be shared and printed for audiences to see and therefore fulfil my aim of bringing popularity to the show.

AESTHETIC ELEMENTS:

- Making sure each element is appealing to the target audience

- Ensuring that each element fits the genre and narrative of the show

- Making sure each element produces a call to action for consumers and fits its purpose of attracting them to watch the show on BBC3

TV ADVERT:

In my TV trailer I used an indie colour scheme to relate to the teen audience of my show. I used a lot of neon colours like a party again relating to the young target audience and appealing to them because these will be colours that they enjoy and feel are around them a lot - making the show more relatable. These colours move throughout the whole campaign such as in the radio ident and poster. These bright colours throughout attract the target audience to the campaign to mkw them feel as if the show relates to them, they will then be more likely to go and watch the show becasue they see themselves and their experiences being represented wihin the show and will watch it to see this. Similarly I also kept the font the same in the poster, radio ident, and the text at the end of the radio trailer. This creates a house theme throughout all the components and when people see the font in the title and text at the end of the trailer they will be reminded of the other components of the campaign and therefore be more likely to remember what they have seen and take action to go and watch the show. The font in the title screen is also placed centrally which gives a sense of proffessionalism to the trailer and means that audiences have more confidence in the trailer as being a reliable advertsising source and will be more likely to go and watch the show. The font used is a calligraphic font that gives the trailer a personal feel towards the end as if the main character had written it. Audiences may then take action to go and watch the show becasue they feel a peronal connection to the character and narrative. This all fits the purpose of meeting the brief by appealing to the target audience of 15-21 year olds. This teenage and young adult age group see the mise-en-scene of the trailer as familiar and relatable to them with themes they are interested in. They will feel represented in the show and feel more motivated to go and take action to watch the show. This therefore fulfils the brief of increasing popularity to the show on BBC3.

RADIO TRAILER:

In my radio trailer I used the same narrative VoiceOver elements as the TV show (Violets voice over). This links both of the campaign elements and creates a strong vision of the show to audiences. It creates consistency across all the campaigns which means that audiences will get a clear idea of what the themes and atmosphere in the show will be. This means people will have more confidence taking action to then go and watch the show and are less likely to feel misled when watching.

SOCIAL MEDIA:

In my social media posts I pulled images from the show of the characters (especially the protagonist) alongside text of the same font throughout the campaign. This means that audiences finding content on the Instagram page will get an accurate feeling of what the show will aesthetically look like, they will then get a feeling of whether they would like to watch the show or not and then take action to do so. Using the text text and images throughout the campign creates consistentsy and means that audiences feel less led on about the themes and images within the show, and feel like the campaign created a true representation of it for them - therefore fulfuling my aim of correctly marketing this show. I used a mixture of different posts to keep the audiences visually interested in the posts. This means that audiences stay engaged in what they  are seeing and follow the channel further to then take action to go and watch the show - which fulfils the brief of bringing populairty to the show.

POSTER/BILLBOARD:

For my poster I used an image of my protagonist as the main focal point. Audiences may see her on this and make connections to other campaign elements they have seen her in such as the TV trailer or social media. This increases the chances of them thinking about the campaign and therefore take action to go and watch the show. The bright purples and pinks and yellows I have used relates to the target audience as these connotate youth and fun and give an atmosphere of LED lights. This attracts the target audience as they will watch the show because they feel represented in it and like they can relate to themes within it, it also links to the colour theme within my other campaign elements to keep a house theme for audiences. The images within the poster such as the bed, the main figure, the flowers, bottle and cigarette case etc all link to the themes within a show and give the audience an idea to the narratives within it. The composition of the image is a central composition with the main figure being layed vertically across the poster, and the title being placed vertically. This composition gives a sense of proffesionalism and also relates to the one main protagonist of the show being the central focal point. This hints to audiences the themes and narratives within the show which appeal to them, and they will then take action to go and watch the show. The target audience will then feel more inclined to watch the show and feel like they had a representative vue of the show from the campaign. This ultimatly achieves my aim of successfully marketing the show to audiences.

CONCLUSION:

The different components of my show fulfilled the purpose of creating popularity for my show. This was done by researching my target audience and their behavioral and viewing  habits to accurately be able to place my campaign elements in places the target audience would see it, alongside researching their wants, needs and interests to create a campaign that is intriguing and appropriate for them. For my radio trailer, I created a dramatic voice over to establish my narrative using audio cues which can be shared on BBC radio where teenagers and adults will be listening. For my TV trailer, I used a dramatic narrative and visual sequence using editing, sound effects and dialogue. This could then be shared online on social media and on live TV to reach a wide audience. My poster, I used an eye catching central image to keep my audiences interested in the poster and the visual elements within it when they see it on the street,online etc enough to read the typographical elements which inform the audience about the details of the show. My social media included a mixture of different posts with visually striking images and typography to keep audiences interested, to read the caption and explore further on the page or around the shows using hashtags etc. All of thee elements stuck to a plan I had created including storyboards, visualization diagrams, scripts as well as production plans, gantt charts, and all relevant legal documents. Certain aesthetic elements of the components changed during production as not every single feature was possible with limited resources. This included not being able to use the scene with my actor in a moving car at the beginning of my planned trailer as this was unsafe but also not realistic to film. Also, in my poster the scale of the image was not exactly as I planned as well as the specific light sources which proved hard to create. I tried to follow the planned technical elements as these were planned to avoid any legal or ethical issues which may have arose in the campaign such as not exporting them in the right format or not getting consent from actors and locations to be able to film. Overall, I believe my campaign was successful. 

M1 - Evaluating Different Cross Media Advertising Campaigns

 EVALUATING DIFFERENT CROSS MEDIA ADVERTISING CAMPAIGNS

D1 - Legal and Ethical Restraints

 LEGAL & ETHICAL RESTRAINTS

Regulatory Bodies:

ASA: 

Monitor all advertising to check it meets all relevant guidelines. Makes action to change these adverts to ensure that all adverts are responsible and good for people to see. If action isn't taken they will remove adverts. They also conduct research on public opinion of advertising.

CAP:

Rulebook for non-broadcast advertising, sales promotions and direct marketing communications.

Their members represent the advertising industry and cover media owners, advertising and agencies. They give instructions and guidance on how to create advertising to fit in with the guidelines.

BCAP:

Stands for UK Code of Broadcast Advertising. It applies to all advertising and programme sponsorship. This is the code enforced by the ASA, who then step in if the advertising does not meet this code.

OFCOM:

The communications regulator for the UK. They oversee TV, radio, telephone services as well as postal services. They are an independent body funded by the companies they regulate and with duties from parliament, set out to prevent harm to people by providing advice and information and taking action against firms which let their customers down. However, they do not have the power to resolve peoples complaints about their broadband, home phone or mobile phone. 

Consumer Protections from Unfair Trading Regulations 2008:

They protect customers from unfair or misleading trading tactics and set out to ban these. It was added to provide quicker and better solutions to customers dealing with these problems.

BBFC:

The British Board of Film Classification is a non governmental UK regulator of film and video, and give classifications of age ratings such as U, 12 and 15.

TV Trailer:

- copyright

I created an assets table listing all my assets and where I got them from. This ensured I was keeping track of everything I was using in my trailer and if I was allowed to use them or not. Most of these assets I collected copyright and royalty free from sources like Pixabay. However the background music I used would need further permission by the owner, I may need to pay roylties to the owner to ensure I am able to use this. If I do not follow these steps of ensuring I am allowed to use this music by the artist then my trailer may be taken down by the ASA for copyright infrigment.

- intellectual property rights 

I will need to ensure that my own work is created such as the shots i have filmed, as they are my own intellectual property. I will need these copyrighted so that other people cannot use them in their own work and take the credit. If this happens it will discredit my work reduce the meaning and professionalism of it. Any relevant refulatory bodies e.g. the ASA, BCAP or CAP will flag up any use of this or take it down. I may also be able to choose to recieve compemnsation for the use of work if I allow it.

- representation of victims of rape

My trailer gives one of the most in depth representations of victims of rape throughout thw whole campaign, being long and having both visual and auditory elements. It is established from the beginning of the trailer that Violet has experienced some form of sexual assault, although this is told quite ambitiously. Throughout the trailer and the show we then see Violet descend into more chaotic nature such as drinking, and being very emotional. We see the effects of this with Violet undergoing arguments with her friends and family who tell her how much she has changed. In the show we see the resolution to this, and more of an in depth explanation of why she is behaving this way and more of an explanation on the behaviour of those around her as well. An issue with the trailer is that the short time frame of nature of it means that non of these questions are answered and more stereotypes are leaned into because of this. Unfortunately this is inevitable with the nature of the theme of the show, however there are certain steps I could do to reduce this. I could add an element to the very end of my trailer which has help sites and recources for victimes of assault or those wanting to learn more about it to try and educate people on the topic and show that these stereoypes are created intentionally to show the effects of sexual assault people can experience in different ways. Interviews with the cast and crew before release will also reduce this, if the audience sees them also being educated on the topic and showing that all dramatic decisions are intentional. If i dont take these steps OFCOM may intervene and take the trailer down if they think it is causing harm to viewers.

- representation of sexual assault 

In my trailer there is an ambiguous sequence to suggest the sexual assault to viewers without giving too much detail away which may harm viewers. This montage allows me to subtly suggest to the assault however will create stereotypes of assault to viewers especially when showing it in such a short space of time like a trailer which leaves no explanation to viewers. It also causes a problem for those who have experienced sexual assualt feeling like they are misrepresented. To avoid this I could use a focus group to stream my trailer to before release to outline any queries about this element nd fix any issues. Similarly to the issues around victims of rape I could also add a screen to the end of the trailer with recources around assault otherwise my trailer may get taken down by OFCOM for harming viewers.

- representation of teenagers 

My trailer shows the main teenager drinking alcohol, with a boy and also very upset. These are all very stereotypical things for teenagers, especially girls. This creates a harmful view of teenagers for those who watch it - both for teenagers who feel they are being misrepresented but also for other age grouos who then get a skewed representation of this age group. I try and avoid these stereotypes by also presenting the whole narrative in the trailer and trying to give an explanation for these behaviours, and feeling like they are in the show for a reason. I have only used very short snippets of these scenes in the whole trailer to avoid focus being drawn to these things, and so they are only there for dramatic effect. Hopefully this will be portrayed to viewers and won't take an issue with OFCOM who will then take it down.

- age rating of tv trailer

When creating my TV trailer I had to carefully consider the fact that the age rating of 15 of my show does not translate to the TV trailer as this is streamed to a more public audience and will need to pass certain criteria in order to be shared on the TV as well as on the BBC iplayer site, the internet and social media sites like Instagram, YouTube and Twitter. This means that the content in my trailer needed to be thought out as to fit a lower age requirement more like a 12. I didn't include any swearing in my trailer for this reason. I also kept any inapproapriate images to a minimum. This is why i created a montage to suggest  the sexuak assault to viewers rather than showing in a little but more detail which would have been inappropriate to share to a mainstream audience. I also didnt include any images of Violet smoking or taking drugs as I felt this would be too inappropriate.  There are images of Violet drinking alcahol however this could be combatted by the trailer only being streamed on TV past the watershed of 9pm when adult content starts to be streamed. If i dont follow these rules the BBFC may take down my trailer if they deem it inappropriate for viewers.

- consent forms 

I ensured that consent forms were filled out by all of my actors and that I had permisson to film in all my locations as part of my pre-productaion documents. This ensured I avoided any legal issues by non gaining consent, and ensured I would be allowed to release the footage to the public becasue I had permisson.

- misleading?

I want to avoid misleading consumers by giving them a false representation of the themes in the show. Because the trailer is only a short snippet of shots from the show and I can only use so many sue to the short time frame of the trailer, I need to think carefully about which scenes to include to give a succesful teaser of the complete narrative. To do this I have carefully planned my trailer in pre-production documents such as scripts and storyboards. I wanted to include a mix of calmer scenes as well as areas of drama as this is what the show will be like. If I dont represent this correclty consumers may become disatisfied and feel as if the trialer misled them. If this is the case I would be going against

Risk Assessment: 

 

Consent Forms:

Asset Table:

Radio Trailer:

- copyright 

For my radio trailer I used sourced assets including the police siren. I listed these in my assets table to ensure that I had covered if I was allowed to use each element or not. These were all free to use as I had sourced them from free sources like Pixabay which were royalty and copyright free. If I had not covered the fact that these were free to use then my trailer may be taken down by the ASA due to not meeting all guidelines. 

- intellectual property

For my radio trailer I recorded my own dialogue with actors. This intellectual property is my own and needs to be protected otherwise other people may take it in their own work and ASA or CAP would not be able to take this content down as they would have full rights to it. One way of protecting my work would be to copyright it.

- representation 

One ethical issue of my radio trailer is that all of the voice actors in my trailer are women, there are not any male voices. This is a representation of the cast - with the main voice actor being the main female protagonist. However, it may still be contraversial not to have any men in the trailer especially with something so simple as a radio trailer. Although this wouldnt provide any legal issues OFCOM may flag up the ethical issue. To resolve this I could include some dialogue from the male cast in the trailer or make the announcer male. 

Social Media:

- representation

I had to take into consideration how my characters are presented, especially on social media as this will also take reflection on the cast. I am portraying mainly a young female girl who people may create stereotypes of if she is presented a certain way. I tried to create posts which didnt feed into the online stereotypes of young girls especially alongside the themes of the show, by using images that were ambiguous but felt like someone you might be friends with - someone relatable. If I presented the character using images from certain scenes e.g. her drinking or partying this would have created stereotypes and set the character in a bad light, which could leas to these stereotypes also being placed on the actor if people on the internet just saw the post and were not informed of the relevance. This would cause issue with CAP and OFCOM from breaking guidelines and causing harm to viewers as well as the BBFC for showing age inappropriate content.

- age category of social media

Similarly to the issues of if the character is presented in an age inapporpraite content, I needed to consider that all of the content from the platforms will be seen by a much wider audience and therefore the content will have to abide by a lower age rating from the BBFC, more like a PG or 12. This also includes not using strong language in the captions or quotes on the posts.

Poster/Billboard:

- representation

I have presented a teen girl slouched on a bed with vodka and ciggarettes on the poster. This presents the character in a ad light which may create stereotypes if audiences see it without being informed of the purpose and the narrative of the show. This puts the show in a bad light but also misrepresents the themes within it. If the stereotypes created about young women are seen to harm viewers then OFCOM may take the poster down.

- distribution

I will need to abide by CAPs marketing guidelines for how the poster is distributed. If I don't abide by these by marketing fairly then CAP might take the poster down.

- showing alcahol/ciggarettes

Although my show is rated a 15 I needed to be aware that the poster will be seen by a much wider mass audience and therefore needs to be more appropriate. There is alcahol and cigarettes shown in my poster. These may cause an issue with the BBFC if they deem thesw too inappropriate to be shown on the streets or online where more children has acess to it. If this is the case I may need to change these elements of the poster or be ordered to remove the poster from being mzrketed completely by the BBFC.

M3 - Codes & Conventions

CODES & CONVENTIONS

RADIO TRAILER

The conventions of a radio trailer include using dramatic music, tense dialogue (often from the protagonist), being informative about narratives and themes and using a narrator to give more information.  

I was aiming to meet the dramatic conventions of radio trailers by using clips from the actual show to create a mini audio teaser. This allowed the audience to get the best idea of what the actual show will seem like rather than just audibly axplaining the show to audiences. It allowed me to create drama without any visuals. To do this I used specific audio effects to make the most immersive experiences such as a police siren to connotate chaos and mayhem. This was provided with dramatic music paired with the most dramatic sections of dialogue from the plot such as the clip of Violets friend shouting at her. This created more dramatic areas paired with calmer areas of the audio to create tension. I have also used a narrative voice at the end of the trailer to announce the name of the show and when and where to watch it. This ensures that the audience knows where and how to go and watch the show and will therefore take action to do so.

POSTER/BILLBOARD

The conventions of a poster is to use an interesting image (often images of the protagonist/s), striking title and images throughout to fit the theme, as well as a logo.

For my poster I decided to use a central image which reflected the overall themes of my show. The female figure is depicted sprawled out on a bed along side a cigarette box and vodka bottle. This connotate chaos and helps to leave the audience curious about what these could signify further in the character of Violet. The font used represents the messy-ness of Violets character and makes it feel more personal, like she has written it. This font is used throughout the campaign such as in the TV ident to create a house theme for the campaign. This font helps to suggest to the audience the themes of the show which are reinforced through the title 'The Way I Used To Be', which hints towards the shows themes being based around Violet and how she changes over time. I have also included the BBC3 iplayer logo towards the bottom of the page to give audiences a call to action when they see the poster. As a poster is more likley to be seen later than the schedueling for campaign (if physical posters are still on the street), using the iplayer logo allows the audiences to always be able to access the show in one place after the show stops airing. Something I could improve to further fulfil this call to action would be to add hashtags or social media handles so that audiences know where to visit social media sites and access online content. I could also add some persuasive text to hook the audience such as a tagline relevant to the narrative. One example where this ha been effective would be in the 'Normal People' campaign, where they used big billboards on the street where there will be footfall past it in more urban areas. This posters and mine are relatively similar, with the same colour theme, use of BBC logo and a striking title. This poster includes portrait images of the two main protagonists which people will recognise from potential trailers or social media campaigns, and then see that they can watch the show on BBC iplayer and therefore may take action to do so. These posters also can be shared online to show to fans, which they may then go and visit in person. These were effective at bringing popularity to the show, and show the effectiveness of posters on the popularity of campaigns if the conventions are used correctly.

SOCIAL MEDIA

The conventions of a social media campaign include posting interesting images with captions such as sections from the show or extra behind the scenes images to promote the show to audiences.

For my instagram social media account I used my radio ident to act as a logo, as it contains the title used throughout the campaign. This creates a house style for the audiences to familiarise with the show. I created a sequences of instagram posts which can be used to keep audience interested in the social media site, feel more connected to the characters and story and also gain more information about the show. These posts also work for before the show is released, to help give audiences teasers to the content in the show. These help keep the audiences interested before the release of the show, and increase footfall on the site. This means popularity of the show is increased and more people will be eager for the release. The posts which fulfil this purpose could be the typographical quote posts. The quotes give the audience a hint of whats going to happen and visual aid but they dont give too much of the dramatic element away which would spoil the show. In these posts I may use a lot of visual and textual posts that is more common on this platform however i might also post my radio and TV trailer that provide audio information to the audience. This audio element gives a contrast to the visual and textual elements and helps to keep the audience interested in the content they are seeing. This means they are more likely to follow the page to have easy and quick access to new content, and they are able to turn on their notifications to recieve this. It also means that I am able to access a wider target audience; by using different types of posts with different elements to entice the viewer, more people will be likely to like something that we are releasing and therefore be more likely to support the show. This is paired with the use of captions. Captions on posts help me to give information to the audience such as 'Episode 2 streaming tonight!' but also be releavnt to the posts. These captions help the audience to feel as if they have a friend or someone they know whos running the account - it makes it feel more personal to them and like they are part of a community. These captions also have hashtags included. These hashtags help to share the content around the social media site for more people to access but also help to create one place for all the shows content to be - not just content from our account. Fans can see content each other have posted through this as well, although this doesnt help in gaining popularity to our own page it still assists at the bigger aim of gaining popularity to the TV show, and these fan posts can often be a big part of this so encouraging this active community is very important. This also assists in the aim to help bring popularity to the show by making fans more aware of it and the themes within it and therefore will be more likely to be called to action and actually watch it. This was also similarly used by the show 'Normal People' who have a very popular Instagram account (127K followers) by using the similar posts as to mine, with information on cast events as well as images from the show and unseen bits.

TV TRAILER

The conventions of a TV trailer is using dramatic music, fast and slow paced interesting shots, dramatic characters (mainly use of the protagonists) with dialogue and tense ending with a title element.

For my TV trailer I created a script as part of my Pre-Production documents. This script helped me plan which dramatic scenes to add to my trailer, to fulfil the purpose of teasing the audinece with drama while also leaving them with questions about the narrative, characters or drama. This consisted of snippets of dialogue from key sections of the show, such as a line from Olivia shouting at Violet, but we dont know the context of this. The voiceover used at the beggining of the trailer works at a narrative voice which suggests to the audience that the show is from Violets point of view, and that the narrative is based around her. This also helps give more auditory information to the viewers about themes and hints of the narrative to the viewers. This voiceover pulls extracts of dialogue from the radio trailer which creates a sense of familiarity with the audience and also keeps continuity across the campaign. I tried to use a mix of fast paced editing with slower edited scenes such as at the start and end of the trailer, to create tension with the audience and leave a lasting dramatic effect - when the audience has questions about the ending of the trailer (e.g. What happens to Violet? What are Olivia and her parents mad at her for?) and wants to watch the show to find out what happens or just becasue they enjoyed the trailer.

P4 - Campaign Creation

 CREATING MY CAMPAIGN

P3 - Campaign Planning

 CAMPAIGN PLANNING

TV ADVERT

Technical Aspects:

My trailer will follow all the conventonal technical aspects for film and TV to abide by national guidelines, give a sense of familiarity to the audience and also to ensure ease when filming and editing the trailer. This includes me using 1080p HD video so that my video is high quality, to ensure it looks professional to the audience. The trailers resolution will be 1920x1080 as this is the national standard and will allow me to broadcast my trailer on national television like the BBC and ITV. I will be using 25fps, which is European standard and something which audiences are familiar with to work in film and TV. The Audio will be steer 48kHz, bit depth of 16 which is also broadcasting standard.

TV SCRIPT:

STORYBOARD:

RISK ASSESSMENT:

M2 - Justifying My Choices

JUSTIFYING MY CHOICES

TV ADVERT

Using a TV Advert helps me to give the audience a hint at how the show will visually look. They are given a short snippet of a wider show to either learn if they want to watch the show or not, or for audiences of the book just being interested at any news on the show. The trailer includes the most dramatic elements of the show to try and entice viewers to the drama which they are promoting. It also causes audiences to view the show to answer potential questions that were left with the ambiguity of the trailer. This ultimately helps lead people to watch the show and promote it successfully. This trailer will be distributed on social media, YouTube and certain TV channels as adverts. This is to ensure that my target audience of 15-21 will see the trailer. This age group will be very active online and will be much more likely to see the trailer is promoted correctly whereas if my target audience was older more traditional forms of advertising would be better such as pushing the trailer as adverts on daytime TV. I can however place my trailer as an advert to similar shows on BBC3 such as Normal People to make sure as big of an audience sees it as possible. This is commonly used on BBC's website to promote other shows which the audience who are watching the original show may also enjoy from shared themes etc. For example on the show Normal People, Salley Rooney's second show 'Conversation with Friends' is advertised. This age group of 15-21 will be receptive to a trailer because it give them a short burst of information and drama in one go, so they can quickly make a decision to watch it or not. This is relevant after the popularity of TikTok, where younger audiences are more receptive to shorter videos but then may and go and watch the longer one if they like it enough. They can then keep track of the show from these platforms such as the YouTube sight for when other things are released such as the poster or the radio trailer. 

RADIO TRAILER

A radio trailer helps to reach a wider audience. Although it is audio only it catches peoples attention who may be listening to the radio in the morning on their way to school, university or work. The short burst of drama with the voices of the characters from the show will catch peoples attention, who can then go and search up the show or watch it when it streams. If people hear the radio trailer who had also seen the TV trailer they will become familiarised with it, as they will recognise the voices. This will make them think about it more and becoming more inclined to learn more about the show by searching up social media channels or the show on the BBC3 website. This aids in accessing a wider target audience, who may not be as active on social media such as the younger bracket of the age group who may watch more channel TV and radio rather than iPlayer and the older bracket of the audience who will watch iPlayer or listen to the radio more if they are busy with work or at university. They will hear the radio trailer from listening to BBC Radio, as it will play as a trailer during the times when they know this audience is most likely to watch so access the widest audience as possible. 

This statistic shows radio habits by age and gender. This shows that women have higher radio listening habits than men and even though the listening habits dip slightly in teenage-young adults it still remains very high and very popular within this age category. This shows that using a radio trailer will be effective to access this target audience. 

POSTER/BILLBOARD

The poster/billboard helps to advertise to a huge audience at once. The poster/billboard with visuals of the protagonist and the name of the show will be placed around areas where the target audience is proven to have a lot of footfall such as indie markets, shopping centres, school/university buildings. When the target audience walks past this poster they will may gain interest from seeing themes they are interested in seeing on screen through symbolism or representation such as the image of the dead flowers, the alcohol bottle and cigarettes. They may also recognise the protagonist from seeing her in the trailer and become interested in what this poster depicts and search further into the show and gain. following to it. this poster can also be used alongside social media as it will be published as a post on Instagram to share developments of the campaign with audiences and so that new audiences have an easy way to access all the information for the show. This target audience who are interested in literature and education will enjoy seeing this visualisation of the show with symbolism they can depict to find out themes about the show. BBC3 may use this on they own social media sites to promote it or alongside other BBC3 shows posters in public or on their website to audiences they feel would be interested. For example the show 'Normal People' by BBC3 has several posters which they use as billboards. They place these round more urban areas where they know this younger audience has more footfall such as areas near student accomodation or student areas. This has proven to be very effective at reaching their target audience and gaining popularity to the show.

 

SOCIAL MEDIA

Using Social Media in my campaign helps me to reach a huge audience incredibly easily. Using sites such s Instagram and Twitter which 15-21 year olds are proven to be very active on means I can market my show to this whole audience online. There is a 30.8% share of Instagram users aged 18-24, which proves this. Instagram and twitter are also the top two platforms used by marketers worldwide in 2023 and 80% of social media marketers use Instagram, showing that these platforms have valid effects in reaching audiences. Using Instagram I would be able to post updates on the show as well as post all of the campaign material such as my radio and TV trailer and my poster so that it becomes almost a gallery of everything to do with the show - an easy place for the young audience to find out all the information they 

need. It also means I post more casual updates using stories, which this audience will feel is more personal to them - like they can really connect to the cast or the people creating it. It means that this age group can see the social media site, perhaps by searching it up after seeing the poster or trailers, or perhaps from it being marketed to their feeds using algorythm with hashtags etc, and they then will be more inclined to go onto the BBC3 site and watch the show on iPlayer or when it is released every week.This creates more views for the show. The BBC also have social media sites they promote their shows on which their audeince will keep track of. they will be able to repost anything we create and tag us in association to it which will mean we can reach their huge audience easily. Normal People have also used this technique with their social media sites which have gained massive attention from audiences, with 127 thousand followers even years after their intense popularity.

P2 - Plan for Cross Media Advertising Campaigns

 PLAN FOR CROSS MEDIA ADVERTISING CAMPAIGN:

PROPOSAL:

CAMPAIGN SCHEDULE:

For my campaign schedule I had chose to use the pulsing model. This is with a mix of promotional, start-up and erratic types of the pulsing model. I have decided to focus promotion on just as the trailers are being released, stop them for a little bit and then begin them again just before and as the episodes are being released as this will be when audience involvement in social media accounts will be highest. If trailers are released closer to and around the episode releases it means that the viewers are reminded about the show, either being reminded to watch the new episode or reminding themselves on what they have just been. This allows promotion to be the most effective as possible. I have decided to use the erratic type of model for the memes and character profiles as it means that audiences are more active on social media account like Instagram and twitter just incase any more content is released, meaning that they stay up to date with news of the show and continue support of the show. I have use the start up type of model as all of these promotional elements will be in a higher volume during the episodes release. During this time would be when interviews and Q&A's with cast are released. When all the episodes are released and the show is on iplayer the promotional content like trailers and memes will become less heavy and move into even more of an erratic model to remind viewers to watch the show every now and then but by that point popularity of the show will have grown and the show will be shared between people and promoted naturally without a heavy push on TV trailers etc.

GHANTT CHART:

LEGAL AND ETHICAL ISSUES:

Intellectual property is anything that someone makes. This includes creating of art, logos, literature, symbols, names and images. This means that people one what they make and have to decide how to use this, freely to other people, to no one at all or charging in some way if other people need to use it. I need to consider this when making my own content and also when using other peoples. If I used source footage/images/fonts in my campaigns I will need to make sure it is royalty free, free to use or pay to use it. I will also need to make sure that the content I create is private so that other people can't use it. The way that intellectual property is protected is through copyright which protects original property. This means that I need to be weary in what I include in my show. for example if I'm filming a scene I need to make sure there aren't any brand labels in the image which the companies may not want in as it could cause me having to re-film scenes or even take down the whole show. The music I include in my show will also be applicable to this, and I will need to get permission from artists to include songs in my show - which will most likely include paying them. I will need to get permission when I film on location to check that I am allowed to film there, and again this may involve me having to pay a fee. If I make my own footage/assets and film on my own property this would avoid copyright issues.

I need to comply by ASA's, Ofcom's and BBFC's regulations. I will be mostly implying to ASA's BCAP code for advertisements on radio and television. To comply to these rules I will need to make sure that my advertisements don't cause any harm or offence viewers for example if they contain any violent images or inappropriate content around drugs or alcohol that would be inappropriate for children to view. These rules also cover protection about those acting in the show, making sure everyone gives their permission if filming in a public place - to comply by this I will make sure my actors fill out relevant consent forms. I will need to be careful about what content I include in my advertisements such as my topics around sexual assault, drugs and alcohol. I will need to make these appropriate and make sure the audience doesn't perceive my show as promoting any of them. If the content in my advertisement does contain more inappropriate things then I made have to release these after the relevant watersheds, as I am advertising a show which is rated a 15 by the BBFC.

P2 - Evaluating the Brief

 EVALUATING THE BRIEF

The brief is telling me that that a low budget TV drama show has been green lit to produce in HD video quality, with the editing due to be finished by January 2024 and available on BBC player from Friday May 2024 with each episode being released on Fridays one week apart. The brief is telling me that IGS Creative is a local advertising agency that has been approached by the BBC to plan and create a cross media advertising campaign to promote their new TV drama series, working with four main members of staff. The brief outlines that the campaign must be cross media. I must produce adverts in at least three different mediums although the proposal can include more media components for creation at a later stage. taking into consideration the conventions of the media types. Each component must also comply with all legislation and regulations relevant, using appropriate planning documents to be shared with the client for approval. I must create a show ident/logo. The advertising campaign must start at least two weeks before the first episode appears on BBC iplayer, and certain media components scheduled for release after the first episode is but into BBC iplayer. A concept for at least one interactive component such as a mobile app must be included with quiz elements included and it must include an opening audio/visual element with an avatar of the protagonist or antagonist from the TV series. I must include findings of primary research into advertising habits of my target audience in my proposal. the overall budget for the cross media marketing campaign is £15,000 including planning ,production, post-production and execution. The proposal must be presented to the BBC3 Commissioning Editor on 14th December 2023 with a final version of at least three components delivered to the client by end of January 2024.

Aim= to create a cross media advertising campaign for a drama TV show to promote the show.

Objectives= film and edit HD quality video by January 2024

The drama series I will be advertising is my TV show 'The Way I Used To Be' which I had previously planned the idea of. This show will need to fit in to the 15-21 age group that is stated in the brief. This drama series will appeal to this target audience because it is a drama series with based around characters and lifestyles familiar to this age group. It covers key themes and topics that are relevant for this age group, that people aged 15-21 will want to educate themselves about and see being dealt with by characters in media such as issues around drugs, alcohol and sexual assault. This shows that my target audience has a specific demographic of teens and young adults in high school/university in the UK. This target audience is majority females as the protagonist is a teenage girl who this target audience will be able to relate to in some way, the topics around sexual assault that the show focuses on are also more relevant to a female audience. Because of this younger age group this will be targeted to people of a lower income who can access BBC3 for free when the weekly episodes come out and then when all the episodes are released on iplayer. This young audience will also be able to access the interactive components such as the mobile app a lot more easily and receptively than an older audience.

There are many possible methods and platforms I could use to promote my show. I will have to stick to the brief and create thee final components however plan more in my proposal. these will have to include the ident/logo, one interactive component e.g. an app that has a quiz element, and an opening audio/visual element. This could include a radio trailer, a TV trailer. 

I will need to consider the legal and ethical issues when creating the campaign. I will need to stick to what the client has asked for and also stick to Ofcom and ASA regulations by keeping the campaign appropriate to be published to a wide target audience beyond the 15-21 target age group of the show. One of the main things I need to stick to is the time restrictions 

D1 - Requirements Met

 THE BRIEF:

The brief I was given instructed me to write a script for the production of a short dramatized sequence that can be used to promote a television show. Its purpose is to gain interest for this TV show among 15-21 year olds and last between 10-15 minutes.

SHORT DRAMATIZED SEQUENCE:

GENRE AND CONVENTIONS:

CONVENTIONS OF A TV DRAMA:

Episodic dramas are made for a home audience who are watching the on going narrative, based on serious conflict. My screenplay is based on this on going narrative from a wider episodic TV show based around a girl, Violet, who gets sexually assaulted by her brothers best friend. This happens at the beginning of the narrative, we then go on to see how this event effects Violet especially as she grows up. This short dramatized sequence happens at the very end of the on going narrative when Violet finally opens up to her family about what happened. This movement of conflict through episodes allows my audience to keep interested in the drama that is happening through each episode. 

GENRE: 

I had to consider meeting the conventions of the drama genre when writing my script. As my script doesnt have a sub genre - is just a drama i am following the conventions of just a drama. These conventions are used to make sure the drama attracts my audience who are at home watching. These genres are also important when considering the fact that this short dramatized sequence is part of a longer on going narrative with episodes.

CONFLICT:

To keep audiences interested in this short sequence it needs to remain some sort of conflict - physical, emotional or mental. The conflict in my script is the argument between the portagonist Violet and her brother Alex. 

One key convention of drama shows is the use of characters to transmit messages to the audience. These characters can help to relay the specific genre to the audience by their behaviour and what is expected in each genre. In my script, we see Violet and Alex (siblings) arguing with each other, creating drama and tension for the audience. This also links with how character arcs are used to keep the audience interested in the narrative. The character arc within my script also holds as a place in the wider concept of the TV show. My protoagonist has a transformation

arc. From the beggining of the show she changes from an innocent and naive girl to a broken and chaotic teenager. This part of the screenplay I have focused on is especially relevant in the character arc as it takes place at the very end of the show. The screenplay focuses on when Violet finally opens up to her family about what happened to her and tried to heal. Although the audience will only see this last bit of her character arc, elements of her transformation arc are insinuated throughout for example '(changing the topic, fearing too much truth being revealed)' and Violet getting overly upset. This is the end of her tranformation arc, with her trying to finally heal. This helps to establish the drama in my screenplay as audiences will see these subtle hints and clues at Violets character arc and the drama that happens in the screenplay will be more effective. It also helps to make the audience want to watch the rest of the show to find out what happened to Violet and why she feels this way.

Another convention of the drama genre is how technical codes are used. Technical codes such like editing instructions and shot types are used to convey the genre to the audience. In my screenplay I tried to convey the tension between the characters using shot types and

camera instructions.  For example, I used a low angle shot type in an action block at the beggining of the extract to establish Violet as the protagonist and show that the story is from her angle. I also used a dolly shot to establish as well, as well as create tension between the siblings. this both help to establish the dramatic elements of the show without having to actually say them in the specific dialogue. This makes the screenplay feel more natural so that an audience can actually believe that a scene like that would happen.

Audio codes are also used as a convention of drama TV. Similarly to technical codes, they are used as instructions for editors or camera crew. At the start of my screenplay i used multiple Off-screen '(O.S)' technical codes alongside dialogue. Having this dialogue be off screen helps the screenplay to run more naturally. This allows the audience to focus more on dramatic elements (for example in these off-

screen moments we could see Violets emotion while her family is talking about George) rather than every character every time they say something. Dialogue is also arguably the most important element in creating drama. Although the most simple audio code, it is often what the audience most focuses on and has the most effect in how dramatic the screenplay turns out to be. Because my screenplay's sole element of drama is an argument between Violet and Alex, when writing my screenplay i was focusing on dialogue. I used lots of parenthesis to expand on how charcters should be behaving in this time so that the flow of emotions what clear to the audience. I also ended my show on a cliffhanger when the protagonist confesses she had also been assaulted by George to her brother. The audience will be left will this last piece of dialogue and want to watch the show for answers.

Setting is a key convention which helps to establish the dramatic genre. The setting of a scene helps the audience to infer what may be happening in the scene, so that when this does or doesnt happen this is more dramatic. The description of settings can help establish the mood and emotions of the scene. I described the setting of my scene in the beggining of the extract. I used detailed information about wjere charcters were placed and how 'dimly lit' the staircase was to establish this lower mood immediately into the screenplay byb just the iconography. 

Todorov's narrative theory helps to describe how the narrative can create drama. narratives move throiugh these 5 stages (Equilibrium, Disruption, Recognition, Repair, New Equilibrium) to make sure the narrative is as dramatic as possible. When creating my screenplay i had to consider how this was a promotional screenplay; i had to consider where this

extract took place in the whole TV show narrative as well as how much I revealed in the extract.  This extract takes places in the reapir section of the whole narrative - when Violet tries to fix her relationship with her brother and heal herself. The extract reveales an important section of the narratuive when Alex reveals his opinions about George and Violet reveals what she went through to him. Within my extract i also go through these stages to keep the audience interested and feeling like there is a moving drama even just in these 10-15 minutes. The extract begins in the equilibrium with Violet by herself, nervous, and Alex and their parents by themselves and trying to sort themselves out; reflecting the constant moods and

themes that occur towards Violets charcter arc. The disruption occurs when Violet and Alex have disagreeing opinions about George. They recognize this in their argument. We see the very start of the repair of this when Violet admits to Alex that she was also assaulted, ending the extract on a cliffhanger. The extract didnt reach a new equilibrium as this would have taken away the element of tension that had to be included for it to be a promotional extract. This leaves the audience curious about how this is resolved and leaving questions about what happened in the rest of the series for them to be acting this way.

USED TO PROMOTE THE TV DRAMA:

The brief stated that the script I was writing for was to be used for a promotional video for my TV show. this meant i had to find a way to portray the whole TV show is just this 10-15 minute clip.

I wanted to get the theme of my show across. I chose to do an emotional scene as i felt this correctly represented my show and what people will find when they watch it. I made the two siblings argue and cry to get these emotions across. This provided the main conflict of the extract, the sibling argument is what the extract revolves around, creating dramatic effect. If this theme didnt translate correclty to the audience then they may be mislead about what the show is about and be dissapointed when they watch it. The theme and conflict had to be something that would draw in potential viewers. I used a cliffhanger as a hook to persuade the audience to go and watch the entire series. By ending the screenplay on the main character confessing to her brother that she had also been assualted ('He did it to me too'), it leaves the audience questioning what happens next - how does the brother react, what happened to violet? 

THEME:

Using this short clip as promotion is also important at drawing in the correct audience. I have used emotional scenes and topics to correctly aim to my 16-21 year old audience who are more mature and more open to these themes than younger people whom it may be too innapropriate or older people who may have more conservative ideas on TV. I included converstations around attitudes towards female victims of assault as well as males who are accused of assault in hopes to draw in my target audience of people who are interested in raising awarness to these topics and be educated around them. Even by adding these to my screenplay if a wider audeince see's this I would still be fulfilling my aim of eductaing people about these topics and it may end up even bringing attention back to my TV if an active converstaion begins around these topics on social media or in society as a response. 

LEGAL/ETHICAL ISSUES:

However, when including these serious topics I had to consider the legal/ethical issues I had to abide by knowing this promotional extract would reach a more mainstream audience than just my target audience. 

I made sure not to include any swearing as I felt it wasnt needed in my scene, especially as it is two siblings talking and this if often uncommon even when angry. This means I can abide by BBFC rating of keeping it an age 15, and will also allow me to be more confident when sharing it on social media sites uch as Instagram or Twitter when it may reach a wide audience and people below the age of 15. Similarly to this I also havent included any explicit drug taking, sex or violence as it wasnt needed in this scene and also allows me to keep in guidelines.

When promoting this I also had to consider the book which my idea was inspired from. Even though it was loosely inspired by the book, it was important to make sure that the scene didnt put the book in a bad light. People who have potentially read the book may be interested in watching the scene and may be dissapointed with what they see. As this is a loose inspiration from the book this shouldnt be a problem but i would still need to check that i wasnt putting the origional book in a bad light or stealing any of its property without permission from the author. My script doesnt refer to any other products or things which may potentially get copyrighted so this a legal issue i dont need to worry about

GAIN INTEREST AMONGST TARGET AUDIENCE:

My target audience audience is 16-21 year olds watching on BBC3. This is a small age group to target to however my show will appeal to a mass audience. Lots of children this age will want to watch the show as it is set in a UK school with charcters of this age group. Even though my show is on a very emotional issue, it one that lots of girls may identify with or be interested in watching. It will also bring in a lot of men to watch who may want to be educated on the topic. 

Audience needs:

Escapism = One of the reasons people will want to watch the show is to escape reality. As the show is a drama, it means that they can escape into the drama of the characters and the storyline as a distraction from their everyday life. They may escape into stories or charcters that they identify with or even ones that they have no idea about. This gains interest from a big secton of the target audience are looking to watch the show solely for entertainment.

Surveillance = Another reason people may watch the show is for surveillance. My show is based around

sexual assault and how it effects victims in many ways, also about the sterotypes of victims. People may watch the show to be educated more on this topic. Watching someone else go through someone and see how they deal with it can give us an insight to someone elses life, and other people issues to educate us. This is especially important for the male section of the target audience who may not so much identify with the female protagonist but more want to learn from what she went through. This age group of 16-21 will also gain more of an interest because of this compared to an older audience, as they will be more interested in looking to actively educate themselves on topics like.

Personal identity = People may watch the show who identify with any of the characters and what they

go through, or see situations that happen on screen. They will then see this and learn how to deal with their own issues. In my screenplay the protagonist is dealing with being sexually assaulted by her brothers best friend. Although this is quite a unique situation, people may be able to learn from how she deals with this and apply it to something they have experiences. People may be able to find comfort or just this lesson i the characters or the situations and expand as an individual.

Relationships = People may also want to watch shows to enhance their relationship with other people. Shows that become popular with the 16-21 age group become part of culture around this age group at least for a short space of time, topics around the show will be brought up in conversations with friends or family. Watching the show can mean you can connect or bond with people over the storylines or characters. 

Characters:

My characters play a key part in attracting my target audience. I have created my characters in a way

that reflects my target audience. The main charcters are the same age as my target audience and live in the UK, where my target audience lives. This means that the storylines will be more relatable to the target audience as it will more accurately reflect sitauations around them. This means that the audience will gain more interest in the characters and the show as a whole if they can understand them more. The audience will also want to watch the show for the characters if they appeal to them. I have tried to create complex characters in my TV show to keep the audience interested. In my screenplay, the two main characters invloved are Violet, the protagonist, and her brother Alex. These two people not only reflect what lots of people in this age category eith idenitfiy with as people and them as siblings, but also provide complex drama as them having both good and bad elements to their personality keeps the audience interested. 

Setting:

My screenplay is based in a recognizable setting of a UK school and town. This is relevant to my TV show being a drama show. With it being a drama, people will want to see situations that are relevant to them to focus on the drama and be most effected by it because they relate to it. The 16-21 audience will relate to this school environment and the storylines will ahev the most dramatic effect. People will want to watch the show to see these similar people in similar situations.

SCREEN DURATION BETWEEN 10-15 MINUTES:

The screen duration is controlled by the format of the script. I used the industry format of 12pt Courier font with correct allignment and spacing - using a title page, slugline and scene headings, action blocks, character names and character dialogue. This is important because it means that 1 page of my script equals to 1 minute of screentime in my short dramatic sequence. This is including what is said and what happens which isnt said in the dialogue. When writing my script I made sure to write 11 pages of script pages so that my sscreenplay will be 11 minutes and within the limitations of the brief.