Conventions of our Campaign

Our Brainstorm

Mind Map created by Claire Walker with ExamTime

Our Presentation

This is a video of our presentation me and my group presented to our class about our campaign and how we plan to work with copyright heroes to make piracy and copyright a well known issue and to help stop it continuing in the future. I found some of the feedback very useful. Some points were to give more eye contact when speaking, speak slower, not to rely on our scripts as much and to speak with more confidence. From this, i have learnt that next time i will learn my script and not use it as much so that i will be able to give more eye contact.

Copyright SlideShow

Here is mine and my groups slideshow which we used to support our presentation. I think it is good because there is not much to read and doesn't bore the audience trying to read it all and there are relevant images used. One thing that was said which could improve our slideshow was to change the order of the slides to have the survey results before our target audience so that what we were talking about made more sense, in a chronological order.

Campaign Comparison

RSPCA-home for life Campaign

 This TV advert campaign is targeted at elderly people who have pets. It makes the audience feel sad which makes them want to sign up to the campaign so it uses emotive language to appeal to the old people who have most probably lost family members and friends so they would know how their pets would feel to loose the ones close to them. To help this, the advert has filled silences with dreary, unhappy music. 

The advert starts with the cat standing outside meowing to get inside, showing the audience what it would be like if the owner was to leave or to pass away. Which makes the audience feel sad for the animals, making them want to find out more about the RSPCA campaign. The advert uses a rule of three half way through. The speaker says 'your pets give you their love, trust and loyalty'. This reminds the audience of how much they love their pets and if anything were to happen to them, they would want their pets looked after.

 The images of the dull looking house make the audience for sympathetic for the cat. The way the speaker is speaking, makes you want to carry on listening as it feels like he is talking to the audience. There is a change in atmosphere when the lighting changes, making the audience think the cat is happy with its owner, unlike before when it was lonely. This is where the logo and number appear on the screen with 'home for life is a FREE service from the RSPCA'. This is the name of the campaign and the free capital letters let's the audience know that it is a free service and that they are doing it for the pets welfare and a piece in mind for the owner. The RSPCA logo stands out from the rest of the background which allows the audience to instantly know who is doing the campaign.

The name of the campaign is constantly repeated as well as the logo and phone number. The music gets a little brighter when the speaker says 'and we will do our very best to find your pet a loving home'. Then the cat is joined by the RSPCA lady who speaks in a calming voice to the cat showing they are nice and will look after the pets.

These RSPCA posters clearly show that they are from the same campaign as the advert, with the same cat as the first one, the same font, the same number and the same logos. In the first poster, you can see the cat, it clearly shows it is looking in to the window, looking sad. In the second poster, I think it shows more emotion. 

The dog is sitting, in the dark looks out the window. It is looking very isolated. The words at the bottom of the poster 'Who'll look after me when you're gone?' Makes the audience feel sad for the dog. The words are aimed at the owner from the dog which brings emotion and makes you feel upset by thinking the dog will be left on its own. The logos stand out on both posters, making the audience aware of who the campaign is from.

Macmillan cancer support-Not alone Campaign

The Macmillan cancer support campaign is targeted at all ages but mainly at middle aged men. I think this is because on the advert, there are a range of ages and genders included however, the majority of them are middle aged men. I think this is because men are less likely to go to the doctors than women are so it is raise awareness to them. The adverts purpose is to get people to donate money to the campaign. The advert starts with a man at the doctors, speaking to his doctor. The doctor has just told the man that he has cancer.

The way the camera moves and becomes out of focus from the mans point of view makes the audience feel upset and worried for the man, making the audience want to help him and the advert is telling them that they can, by donating to the campaign. When the man leaves the doctors, he is walking down the corridor and sad music starts to play, another way of making the audience feel sad. The advert is focusing on the one man which appeals to more people because they are thinking of the one man. The man starts to fall in the corridor and then the screen switches onto a little girl at a playground where she also starts to fall and then the advert shows many people falling, showing the audience that anyone can get cancer.

The advert then has a voice over saying 'today, 889 people will be hit with the news they have cancer'. This fact would make the audience feel very shocked at the large number of people who could be faced with this news. 'Then it will hit everyone who loves them'. This use of emotive language makes the audience picture themselves in the people on the adverts shoes. The beat of the music then changes to a happier beat and it goes back to the first man, showing him falling and a nurse running towards him. The advert shows all of the previous people falling with someone there to catch them. The speaker says 'no one should face cancer alone' 'with your support no one will'. The use of direct address to the audience makes them feel like it is their responsibility to support the Macmillan cancer campaign. The advert ends with the Macmillan logo and slogan "We are Macmillan. Cancer support". This is the way everyone will recognise the campaign. It also has the email address where people can find out more about how to donate to the campaign.

             

These Macmillan posters have the same layout, colours and font as the advert, showing they are part of the same campaign. The first poster says 'No one should face cancer alone' with their slogan next to it. These words may mean much more to some people, the ones who have or have family and friends who have or had cancer. This would make them picture these friends, family or themselves facing the cancer alone, making them feel they need to donate. 

The other posters are telling the audience to get involved, find help and to donate. The people who get involved and donate are the people who are supporting the campaign and the people who are finding help are the ones who the supporters are helping. 

Analysis of copyright campaigns

Analysis of copyright campaigns:

Moments worth paying for Campaign

The moments worth paying for campaigns methods of promotion included a TV advert, social media and posters on billboards, buses, in magazines and newspapers etc also adverts shown in cinemas. The aim of the campaign is to let people know what they are missing out on in the cinema. The advert shows the audience having a lovely time, laughing at what they are watching. It's aim is to show the audience that it is worth paying to have a good time. 

On the posters, there are quotes including, "I shouldn't laugh but...". This campaigns target audience is from teenagers to middle aged. The campaign specifically speaks to its audience by using direct address. The campaign inspired viewers to respect the value of creative content by demonstrating that film , TV and video have an entertainment value that is worth paying for.

Here is the moments worth paying for twitter page, it has links to all of their different campaigns including their most recent one, Dracula untold. The links are very day to access, meaning everyone can view them at any time. By having a twitter page, it allows people to give their ideas and opinions on the campaign. The tweets are very short which would attract the audience to read them as they do not have to read a long passage. The 'profile picture' has a picture which has been shown on a poster for the campaign. The logo is included on the picture, this helps people find out who they are if they see it on other methods of promotion. On the left, under the picture there is a list of who they are and clear links to their website if to wanted to find out more about them. You can see it is clearly linked to the other products with the same images and slogans etc.

Their Facebook page is very similar to their twitter. With a picture of their logo as their profile picture and clear links to the website and they have also posted all of their posters and adverts. The cover photo for their Facebook page is a competition where they are offering a chance to win a trip for 3. This stands out and makes the audience want to read on how they could win. The image next to it has a woman who is laughing a caption, showing whatever the woman is laughing about is very funny.

Piracy, it's a crime Campaign

The piracy it's a crime campaigns method of promotion includes a TV advert, posters and film adverts. The aim of the campaign is to tell the audiences that they should not watch films that are not from the cinema or on DVD. They are letting people know that copyright is illegal and they could get in trouble for it. It makes the audience feel guilty by having large letters on the screen saying 'you wouldn't steal a car'. Which is implying that piracy and copyright are the same thing, being a crime and being illegal. It shows a clip of a young man breaking into a car, followed by another young man stealing a woman's handbag, next there is a clip two men stealing a television out of someones house and finally there is a clip of another man stealing a DVD from a shop. 

The words on the screen say 'downloading pirated films is stealing' The word stealing makes the audience realize that what they are doing is wrong. In the advert, every crime they show is of young men. This tells us who the campaign is aimed at as they think the most downloaded items are from them. The advert has used the same font throughout the whole clip and it is also used on the posters and the other methods the campaign has used. The persuasive techniques used are the use of direct address where they direct the stealing about the audience, saying that 'you' wouldn't steal a car, 'you' wouldn't steal a television.

This campaign does not have any social media accounts. This is because its an older campaign and was not used as much as it is today.

History of copyright campaigns

Research

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Initial Research