Task 1: Research portfolio P1(U20), P1(U24), M1(U20)
Learning Outcome 1 (U20): Know how existing advertising campaigns embed advertisements across a range of media products
Learning Outcome 1 (U24): Understand the products that are produced within and across media industries
There are Instagram posts on the Uniqlo UK Instagram account promoting the new T-shirts and the designs that would be used. They had 2 posts one on was promoting the dragon ball series and the other one was one piece both being the top read comics on
[Image found on Instagram account]
They also have posters in and around the shops. They used the poster that had lots of the designs on it for the front of the shop or in the area the building is located.
[Both images found on google]
They had paper bags that have all the Comics that is featured within the campaign. You would get this when you have purchased the products from the store. This help promotes their product as lots of the Uniqlo stores are placed within central areas, so people would be walking around with the bags and optional customers would see this and seem interested in it.
The campaigns age representation would be all of them from kids, teens and adults. This would be because of their target audience, even though their main target audience is teenagers they want to hit all the other age groups for the products.
Aims and Objectives
The trailer came out in lots of different platforms, for example, Tv, Cinema trailer, radio and YouTube. They created this trailer to have a lot of high tension and most of it building up to the massive fight that happens in the film. In all the different platforms they used the same trailer to make sure they don’t show too much of the film to keep people interested in what happens in it. The radio advert doesn’t have any visuals, but it just uses the trailers sound and puts a voice over it, so the audience is able to listen to the realise data and information about the movie.
They created posters for the movie for the front cover of the film. This poster follows a lot of the other posters they used for previous movies to show that they are all connected. This would be because a lot of people would be following the previous films to know what is happening in this one so too similar looking poster would help the audience identify its part of that trilogy.
They also used a lot of instream through this campaign with them posting very regularly as the time got closer to the actual film itself. From the pictures, it shows that they had a few countdowns until the film came out. The reason for this is because most of their fans would be on social media because they either want to follow what’s happening in the film and the fact that a lot of them are young teens that would use social media regularly. They also did regular updates as to what is going on with the film and interviews with celebrities from the film itself.
The magazine also follows the billboards way of adverting’s with different heroes on the front cover of the magazine to show their own stories. This would also enforce the idea of all the heroes being split up in the movie until the very end when they meet up and have a massive battle with the big villain.
Another way that this campaign would challenge stereotypes is it uses strong female characters in the film. By having these character for example 'Black widow' it broadens the campaigns reaches and targets audience wider. The reason why this is challenging stereotypes is that female characters in superhero movies are normally the damsel in distress but they switched it and made a female character into a superhero. This pushes equality and helps to get everyone part of the film.
The YouTube video post on the account shows a very comics theme to it giving only a white background with black text this is very simple and follows conventions of manga (Japanese comic) which are normally black and white. They would use the same logo for all the adverts this would be from their YouTube video with both the Uniqlo logo and the Shonen Jump 50th-anniversary logo and the normal Shonen jump logo. They would also make sure that the colour keeps to red white and black as Uniqlo itself has the colour scheme of red and white and black would be from Shonen jump to give it the comic theme, this shows consistency as it shows they are collaborating their colour scheme with the other business that they made the products with.
The poster also follows in the campaign's message as it uses lots of boxes from lots of different manga and placed it into 1 poster this shows that they are being consistent as they are still making sure to use the original art from Shonen jump they also have the poster in red and this colour is used to print on for the magazine as they would have multiple different comics in it they would use colour pages to show which one is which. The image used is the same this is from posters online to then posters in the shop, as well as the bag that they give when customers purchase the products from the campaign.
The colour in the campaign uses a lot of dark colours and light colours showing the contrast of the 2 conflicting sides of the movie. The main colours where red and blue the secondary colours used in the campaign were gold, black, purple and green. This was done through all the campaigns adverts with the billboard’s magazines and the main movie poster. This shows the consistency of the film and how there will be a different story’s as each colour would represent the different parts of the film.
The font for ‘Avengers infinity war’ is all ways the same with the ‘A’ in it having an arrow it but this would mainly for as a logo for the movie than the font. It has a gold material look to it. This was used for all posters Instagram posts, and the trailer. This shows the consistency for their campaign making sure that the font and look of the title of the film is always the same, it helps to create a brand identity and easily recognisable for audiences.
Consistency of the message is they would always use the same stance of characters meaning the heroes are always at the front of the posters making sure that the audience can see them so they know exactly what it is. Within the posters, the characters are presented in long short or medium long shot and they tend to be quite crowded suggesting that the film will be full of action. The title Avengers is also very important for their consistency making sure that the A is always the biggest letter out of all of them on posters and billboards.
The way they engaged their target audience was for teens and kids having a collaboration with the massive trending video game at the time ‘Fortnight’ this has millions of players between the ages of 12 – 18 which is one of their main target audience. For the older target audience, they teamed up with stand up to cancer and American airlines to promote awareness this was to get more of an identity that they are there to help, adults would see this when travelling so they would notice the avenger’s logo and that would create awareness for them. The film was also on a lot of magazines this would engage the older target audience as they would be the ones to normally read the reviews online or the magazine. The reason as to why they are target such a large amount of different ages is because it hits their stereotypes and this movie is all about coming together no matter what the differences are to defeat one evil villain trying to harm the universe.
Learning Outcome 1 (U24): Understand the products that are produced within and across media industries
P1 U20
P1(U20): Describe an existing media advertising campaign
Uniqlo – Shonen Jump 50th anniversary
Aims and Objectives
The aims in this campaign were to create awareness for the 50th anniversary of the weekly magazine from Japan ‘Shonen Jump’ that have a broad number of comics within it and wanting to spread the word around the world. Also, it introduces new T-shirt designs from the best moments of the magazine. Their aims would also be to create a new product that consumers of a shonen jump like as well as their own audience.
Target audience
There would be 3 target audiences that they wanted to hit. The main target audience would be teens between the ages of 15 – 18 this would be for the fans that follow the comic now and are reading and watching the newest ones that would be coming out. The second target audience be would 25 – 28 these young adults where the ones growing up with the ‘original’ comics (e.g dragon ball, one piece and slam dunk). Then lastly young kids from the ages 7 - 9 would also be a target audience this would be because these kids watch the anime (cartoons) of these comics. All the genders of these target audience would be for boys this is because the magazine genre is for teenage boys, the name also references on how it's for teens as ‘Shonen’ in Japanese latterly means ‘boys comics’. The main target audience race would be Japanese as they are both Japanese companies, but the second target audience would be western people that are interested in Japanese comics.
Key messages:
The main key message for this campaign would be the historical event of 50 years of Shonen jump coming out weekly to the public. Also, the fact that Shonen jump and Uniqlo are doing a collaboration as its very rear to see this happening.
[Image found on google]
Choice of media:
Choice of media:
The campaign has a video of showing the products and the comics that are going to be used for the t-shirts. It also has the logo of Uniqlo as well as the 50th-anniversary logo for Shonen Jump. They would use this because it’s a very easy way to promote to 2 of the target audience as kids and teens would use YouTube regularly.
There are Instagram posts on the Uniqlo UK Instagram account promoting the new T-shirts and the designs that would be used. They had 2 posts one on was promoting the dragon ball series and the other one was one piece both being the top read comics on[Image found on Instagram account]
They also have posters in and around the shops. They used the poster that had lots of the designs on it for the front of the shop or in the area the building is located.
[Both images found on google]
They had paper bags that have all the Comics that is featured within the campaign. You would get this when you have purchased the products from the store. This help promotes their product as lots of the Uniqlo stores are placed within central areas, so people would be walking around with the bags and optional customers would see this and seem interested in it.
Approach
There is an emotional approach to this campaign this is because as Shonen jump has been around for so long that the first amount of people that started reading it would have an emotional connection to it as it would be such a big link to their childhood.
Representation
The campaigns age representation would be all of them from kids, teens and adults. This would be because of their target audience, even though their main target audience is teenagers they want to hit all the other age groups for the products.
There are white coruscations models in the adverts and well as Japanese models for the adverts. These don’t confirm or challenge much of the stereotypes, but they just show both models enjoying their time wearing the clothes. This is what Shonen thrives for their customers to enjoy their magazine every week and have fun while reading it. Uniqlo make sure to represent this as they are showing off their brand as well as the other brand at the same time
Campaign logistics
The campaign was realised on July 27, 2018. It was done in 2018 because this was when the 50th nameservers were happening so it was very important to keep it to those years. Though out the months they went through a different era of the comics that were realised.
Call to action
The campaign's call to action is to purchase the t-shirts that Uniqlo and Shonen jump have created together. Its also it pushes awareness for the 50th anniversary of Shonen Jump making adults remember their past and having the teens become more interested in the history of the company.
Relevant legal and ethical issues
One legal issue for this camping would be copyright. This would because the camping is using art from an artist that is part of Shonen Jump, this is the original art that they made them self’s and if Uniqlo did not ask to use it from Shonen jump they would get sued or the product itself would not come out. They wouldn’t ask the artist them self’s because Shonen owns their works so it's their responsibility that no one uses it.
An ethical issue would be underplayed employees, this could be from how cheap the products are promoted to be. This could mean that the staff get underpaid as the pricing of them are so cheap that the workers don’t get enough from it.
Regulatory bodies
Regulatory bodies
Unique would have had to make sure that their campaign wasn't offensive or harmful in any way if it was then the ASA (Advertising standards authority - the regulator for the advertising industry) would have been notified and they would have taken down if anything bad was about it. The campaign could have encouraged violent behaviour due to all the clothes being a reference to a violent comic. The ASA wouldn't monitor the adverts them selfs they would get complaints from customers that find it in some way offensive or harmful to others or themselves, once the complaints are sent through the ASA would look through the advert to see if they can find anything that the people brought up if not they leave the advert, but if they do find something inappropriate then they would have to stop the advert and talk to Uniqlo and go over the problems of it.
Avengers infinity war
[Image found on google]
[Image found on google]
Aims and Objectives
Target audience
As this film has such a big cult following all its audience are primary audience this would be because they are all a very big part of this massive trilogy that has come over 10 years. So, they would have a very wide target audience but one of the target audience would be a teenage boy between the ages of 14 – 17 being any ethnicity or race the reason for this is because it follows the stereotypes of boys who are supposed to be strong and protect people and that is what a superheroes doe all the time this films also would have a lot of violence and action also pushing the boy stereotype type. Another target audience they would also have are the fans from the comics these would be the men from the ages of 25 – 30 as the original comic came out in 1992 and they would have been teenagers when reading that. The reason why they would be men again is that it follows the stereotypes for boys wanting to be superheroes. The target audience would also be Caucasian due to its release in America mainly white working-class kids would buy it and read it. Its also a family film that a family would go watch together this is because it holds lots of different theme within the film that each of the family members would like for example romance to appeal to females lots of action of men and superheroes for kids.
Key messages
The key message in this campaign is the proposition of suggesting watching this film. As well as how intense it will be for the viewers and fans of the movie. They also have the key message of how this ir coming to the 'End Game' which is the last film. This is the second run up film to represent what has been the last 10 year of Marvel cinematic universe.
Choice of media:
[Screen shot from youtube]
[Screen shot from youtube]
The trailer came out in lots of different platforms, for example, Tv, Cinema trailer, radio and YouTube. They created this trailer to have a lot of high tension and most of it building up to the massive fight that happens in the film. In all the different platforms they used the same trailer to make sure they don’t show too much of the film to keep people interested in what happens in it. The radio advert doesn’t have any visuals, but it just uses the trailers sound and puts a voice over it, so the audience is able to listen to the realise data and information about the movie. 
The film is split into 5 different stories’ following the different heroes experience with what is happening to them, the billboard poster uses this they created 5 different ones all showing the different heroes that have their own story within the movie. This is because it promotes more of the storyline of the movie so people understand what could be happening in it so they are more interested in going to see it.
They also used a lot of instream through this campaign with them posting very regularly as the time got closer to the actual film itself. From the pictures, it shows that they had a few countdowns until the film came out. The reason for this is because most of their fans would be on social media because they either want to follow what’s happening in the film and the fact that a lot of them are young teens that would use social media regularly. They also did regular updates as to what is going on with the film and interviews with celebrities from the film itself.
[All images screenshot from avengers instagram]
The magazine also follows the billboards way of adverting’s with different heroes on the front cover of the magazine to show their own stories. This would also enforce the idea of all the heroes being split up in the movie until the very end when they meet up and have a massive battle with the big villain.
Approach
Using shock to gain attention from the audience. The way they used a shock within this campaign is it's going to be the biggest film of this year and they are having a 2 partner to it's going to end on a cliff hanger.
As well as a lot of celebrity endorsement is used a lot for this campaign this is because the actors that are used for this are all very famous so they are also promoting it through their social media or just by talking about it in an interview they would be in. The actors that would endorse the films would be all the actors that are apart of the film this is because it's so big that they would have a rasta of over 15 actors promoting. some actors that would promote the film would be Robert Downey Jr, Chris Evans, Scarlett Johanson, Chris Hemsworth and Mark Ruffalo. Additionally, they are very popular amongst the target audience, therefore encouraging them to watch the film.
Representation
The age represented in the campaign is mostly middle-aged people this is because they are showing that kids shouldn’t fight in these battles and the heroes need to protect the weak and kids are normally seen to be weak.
The ethnicities are challenged as it shows all the ethnicities fighting together even the aliens that are made up fighting towards one person and stop the end of the world. This helps to push equality as it shows that people are open to having all kinds of superheroes nowadays. this would lead to Avengers being able to have a wider demographic from this.
Another way that this campaign would challenge stereotypes is it uses strong female characters in the film. By having these character for example 'Black widow' it broadens the campaigns reaches and targets audience wider. The reason why this is challenging stereotypes is that female characters in superhero movies are normally the damsel in distress but they switched it and made a female character into a superhero. This pushes equality and helps to get everyone part of the film.
Campaign logistics
The avenger’s infinity war campaign started in 2018 in January with not a specific time frame, but this is because they had been hyping this film for the past few years before they started filming it. So, they properly started the campaign within the months of January February March and April as the release of the film was 27th April 2018.
Call to action
The call to action on this campaign would be to go out and watch the film. They also used a hashtag for the campaign so they would also have the call to action to get people to use this hashtag on social media to get more attention from the target audience.
Relevant legal and ethical issues
A legal issue the Avengers would need to consider is the regulatory body of the ASA (Advertising standards authority). This would mean they need to make sure that they are not advertising the film in a harmful or offensive way to anyone that it could effect. This would be because if they do have something harmful then the ASA would get notified by customers then the whole campaign might have to be stopped due to them finding something inappropriate in it. The age rating of this film was awarded a 12A, therefore the company would also have to abide by the BBFC regulations outlined.
An ethical issue would be that they need to make sure that they don't have any stereotypes or offensive language used within the campaign. This would be because if they use strong language parents of kids that watch the movie would find this inappropriate for the genre of the film due to so many young kids watching it.
M1 (U20) Evaluates different cross-media advertising campaigns for consistency of message
Uniqlo – Shonen Jump 50th anniversary
The YouTube video post on the account shows a very comics theme to it giving only a white background with black text this is very simple and follows conventions of manga (Japanese comic) which are normally black and white. They would use the same logo for all the adverts this would be from their YouTube video with both the Uniqlo logo and the Shonen Jump 50th-anniversary logo and the normal Shonen jump logo. They would also make sure that the colour keeps to red white and black as Uniqlo itself has the colour scheme of red and white and black would be from Shonen jump to give it the comic theme, this shows consistency as it shows they are collaborating their colour scheme with the other business that they made the products with.
The Instagram posts also follow in order of having black and white pictures from the manga in them and including the t-shirts that would be sold. This shows the campaign being more consistent with the message of the 50th anniversary of Shonen jump as they are featuring 2 of the most popular comics to ever come out from them.
The poster also follows in the campaign's message as it uses lots of boxes from lots of different manga and placed it into 1 poster this shows that they are being consistent as they are still making sure to use the original art from Shonen jump they also have the poster in red and this colour is used to print on for the magazine as they would have multiple different comics in it they would use colour pages to show which one is which. The image used is the same this is from posters online to then posters in the shop, as well as the bag that they give when customers purchase the products from the campaign.
Additionally, the use of comic images is apparent across all three platforms to encourage the magazine and to show the importance of their 50th anniversary and how much the whole brand of Shonen Jump has grown to have so many amazing hits changing kids and teens life’s to be so much more enjoyable.
The consistency of the message is very visible as you are able to see that Uniqlo is trying to promote the important 50th anniversary of Shonen Jump. from having the same manga and scene from the billboard, bag and even t-shirts making customers reconsigned their brand and what they are selling. By repating the same scene from the same manga images across the clothing range and the advertising sections of the shop and other platforms a strong brand identity is created. Unliqlos manga camping is well suited for the company because it is Japanese. therefore as most customers are aware of its history they will buy into this particular camping.
The consistency of the message is very visible as you are able to see that Uniqlo is trying to promote the important 50th anniversary of Shonen Jump. from having the same manga and scene from the billboard, bag and even t-shirts making customers reconsigned their brand and what they are selling. By repating the same scene from the same manga images across the clothing range and the advertising sections of the shop and other platforms a strong brand identity is created. Unliqlos manga camping is well suited for the company because it is Japanese. therefore as most customers are aware of its history they will buy into this particular camping.
Avengers infinity war
The colour in the campaign uses a lot of dark colours and light colours showing the contrast of the 2 conflicting sides of the movie. The main colours where red and blue the secondary colours used in the campaign were gold, black, purple and green. This was done through all the campaigns adverts with the billboard’s magazines and the main movie poster. This shows the consistency of the film and how there will be a different story’s as each colour would represent the different parts of the film.
In all images with the heroes posing they would be looking off in a different direction, this would be the same for most of the posters that are used in the campaign from the billboard posters and the main poster with all of them looking away from the actual camera that would be taking the picture. This creates a consistency of message as the images being easily recognisable and a recognition point for audiences. Although each image is adapted, the same characters are placed into each method.
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The font for ‘Avengers infinity war’ is all ways the same with the ‘A’ in it having an arrow it but this would mainly for as a logo for the movie than the font. It has a gold material look to it. This was used for all posters Instagram posts, and the trailer. This shows the consistency for their campaign making sure that the font and look of the title of the film is always the same, it helps to create a brand identity and easily recognisable for audiences.
The logo is the ‘A’ used in the title this would be very common for all the avenger movies as they have such simple looking title that kids could recognise and redraw if they wanted to. The ‘A’ is also used for the release date as in April they change the ‘A’ into the Avengers one. They also have the marvel studios logo on the poster which is recognised by all as they are such a big brand that anyone can identify it with them.
Consistency of the message is they would always use the same stance of characters meaning the heroes are always at the front of the posters making sure that the audience can see them so they know exactly what it is. Within the posters, the characters are presented in long short or medium long shot and they tend to be quite crowded suggesting that the film will be full of action. The title Avengers is also very important for their consistency making sure that the A is always the biggest letter out of all of them on posters and billboards.
P1 (U24): Describe the media products for an identified industry sector
There are a lot of different ways an advertising industry can advertise their products to their customers for example:
Website
Social media
Facebook
Instagram
Snapchat
TV
Film
Billboard, static/ interactive
Bus posters/ bus stop poster, static / interactive
Taxis
Tube - billboard
Radio
plantlets/ leaflets
Newspaper adverts
Banners
Trailers
Brochure
Games
The product is adapted by using lots of different platforms this would be through Social media (Instagram, Facebook and snapchat) Billboards, Banners, trailers and TV. This means that they are making sure that the posters they use as well as the banners used are using the same font title and logos for them. As well as if they have a trailer and they want to show it on social media they would need to make sure that only the clips from the trailer are in this 30second ad so that it doesn't spoil anything. The font of the title of the Avengers is all ways the same of blocky gold text making it a lot easier for the audience to know what they are looking for. The colours they use are always primary between all the posters magazine covers and billboards making pushing the primary supers as colours.
The brand is created through all the images, colours, fonts logo and slogan. This would be done through all the actors being on the images as the audience would recognise them instantly through this. As well as the same use of the logo in the 'A' with the circle around it for Avengers this helps create the brand as people would be able to identify this A on its own and know that it's from Avengers.
The product is adapted by using lots of different platforms this would be through Social media (Instagram, Facebook and snapchat) Billboards, Banners, trailers and TV. This means that they are making sure that the posters they use as well as the banners used are using the same font title and logos for them. As well as if they have a trailer and they want to show it on social media they would need to make sure that only the clips from the trailer are in this 30second ad so that it doesn't spoil anything. The font of the title of the Avengers is all ways the same of blocky gold text making it a lot easier for the audience to know what they are looking for. The colours they use are always primary between all the posters magazine covers and billboards making pushing the primary supers as colours.
The brand is created through all the images, colours, fonts logo and slogan. This would be done through all the actors being on the images as the audience would recognise them instantly through this. As well as the same use of the logo in the 'A' with the circle around it for Avengers this helps create the brand as people would be able to identify this A on its own and know that it's from Avengers.
In the Avengers trailer it doesn’t show some of the characters being together that is because they didn’t see teacher in the film but it’s also from them all fighting their own battles in it, it has shots with characters like iron man and doctor strange together and then Thor and gardens of the galaxies together, this is adapted very well to the billboard posters as each poster the used they made sure to have those characters together in them. This showed that some characters were not going to be together in the film and pushed the fact of them being in teams to fight this one big villain.
They successfully created this as they were hinting at the story through all the adverts making sure that characters that are not together in the film are not together in the advertisement. They also made sure to put in the Marvel logo which can be identified by anyone that has knowledge of films or tv.
The way they engaged their target audience was for teens and kids having a collaboration with the massive trending video game at the time ‘Fortnight’ this has millions of players between the ages of 12 – 18 which is one of their main target audience. For the older target audience, they teamed up with stand up to cancer and American airlines to promote awareness this was to get more of an identity that they are there to help, adults would see this when travelling so they would notice the avenger’s logo and that would create awareness for them. The film was also on a lot of magazines this would engage the older target audience as they would be the ones to normally read the reviews online or the magazine. The reason as to why they are target such a large amount of different ages is because it hits their stereotypes and this movie is all about coming together no matter what the differences are to defeat one evil villain trying to harm the universe.
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