The five social message campaigns that I researched and analysed were all very similar, and used the techniques. They all used affection and wanted to play on the viewers emotions to make them feel sympathy towards the people in the advert. Most of these adverts were made in a way so the viewer could easily relate to the events occurring in it. For example, in the driving safely advert there are children getting run over by a speeding car which could make a parent think about how they would feel if it was their child. I noticed that all of the social message adverts are in real environments with realistic things happening throughout the video. This is a good technique to use because the viewers will be able to relate to the environment (school, in a car), and will make the advert even more hard-hitting. These campaigns didn't just focus n one audience, there were various audiences throughout the five adverts I analysed. For example, the bullying one was aimed at children because the advert involved school kids and was filmed within a school. On the other hand, the driving safely adverts were aimed at over 16's as this is the age you will be able to start driving. This information was I found was very helpful and reliable as I researched into several different campaigns that are from different locations in the world and aim their advert at different audiences. The research allowed me to now know what is needed to make a successful and effective advert on a social message campaign.
These two pictures are screenshots of the anti-bullying advert I analysed. It is aimed at children, which shows from the location filmed in and how old the actors are.
The research I carried out for campaigning websites also used various techniques to target their audience, and seemed very similar according to who they're aiming at. The research I made into competitor analysis I found out that the majority of campaign websites I looked a included similar patterns. Each website would primarily target their audience from the colours used, font used, amount of information and the type of images used. Websites that targeted the younger generation would include bright colours, interesting options (games, quizzes etc.), interesting pictures and the information was given in a way that didn't look boring e.g. bullet points or smaller passages. On the other hand, the websites that were targeting teenagers didn't include as many bright colours or options to play games, as this could possibly make the viewer seem a little babyish. However, images and colour were still used to grab their attention whilst easy-to-read information was again included. The websites that targeted adults included a lot of information, mostly plain colours were used and there weren't any images on display. I think they have been set out this way because for the website to appear serious and worth reading, it shouldn't look un-professional or childish. each website used various techniques to appeal to their target audience which included; humour, emotional response and everything that was on the website the viewer could relate to. They used these techniques because they wanted thier the audience to understand the issue and feel as though they are being listened to and that there are other people out there with a similar problem. It will also tell them what can be done to prevent their problem from carrying on or how to help others who may be in a similar situation.It is important for the audience to realise their problem can be stopped and that there is support out there to help them through their issue.
These are screenshots taken from the website aimed towards adults. You can see this from the plain colours, lack of images and blocks of information with standard font.
Throughout my research I have seen a lot of techniques used and various patterns in the campaigns that will help me with mine. However, the websites I have been looking at seem quite serious or something that would have an impact on a young child, up to an 11- year old. I haven't seen anything that primarily focuses on teenagers and appeals to them successfully. In order for me to create something successful whilst aiming it at teenagers, I think I need to include the following: A few pictures, some bright colour but not a lot, informative information that is easy to read and things that they can relate to/are up to date e.g. usage of Facebook, twitter and YouTube videos. If I include these then I think it would appeal to a teenager because it wouldn't bundle them with writing and boring information, and wouldn't seem that they are on a childish website. It would interest them more whilst learning important information from the ability from access YouTube videos, activities on social networking sites and observing pictures. Adding all of the above to the other products would improve them hugely, whilst making sure that they're 100% targeting teenagers and making sure the viewer can relate and is feeling hopeful that what they're on can help him/her.
I analysed Channel 4, Sky and MTV for my product placement, and each one had different results for various things researched. They each supply a range of programmes that attract different ages, genders and locations from around the UK.The main genres that I found were being shown on these channels were; comedy, reality and drama which I think are all appealing to my target audience. However, having more genres of programmes on a channel will attract more viewers, therefore this channel would be the most suitable for my advertisement to be shown on. Channel 4 is going to be the place where I will be showing my advert. I picked this channel for various reasons such as; it was the only one from the channels I researched that gave the more appealing programmes and genres for my target audience. This means that they are more likely to tune into this channel than any other if what they like to watch is always on Channel 4. I also found out throughout the day, that 16-34 year olds are calculated to over 50% of viewers on Channel 4. I also found out that the Royal Marines Commando School is the most watch programme, which is aired at 9PM. This is a time where most teenagers will be watching, therefore I have chosen this time slot to show my advert.
