P3 - Project Plan

P3 - Story Board

P3 - Visualisation Diagrams

P3 - Scripts for Trailer and Radio

P3: The genre 'Drama' and its conventions linking to my series

Drama is the most broad of cinema's genres and has many subgenres such as as romantic drama, period drama, courtroom drama, and adventure drama. A drama usually consists of a character or characters who are in conflict at a crucial moment in their lives. Often revolving around families, series like Luther get the audience to ask big questions and touch on their deepest emotions. Dramas often have tragic or at least painful resolutions and concern the survival of some tragic crisis, like the death of a family member or a divorce or kidnap. A lot of great screen performances come from dramas, as there is large opportunity for actors to stretch into a role that most other genres can't allow as it looks into a realism of life and serious lens on situations. 

Conventions of a Drama linking to my series Pigeon Hunt:

-They are serious representations of life and show emotions of situations at a height 'dramatizing' them to make them real as well as watchable for an audience. Within my series I follow the real lives of three teens and the dramatic events that come out of the norm. 

In terms of the plot of a drama they are real with heightened emotions. It has a protagonist that is easy to relate to, and follow them on their journey of sorts that includes a plot twist with emotional peaks. My series follows the journey of Matthew, a shy, introverted teen who enjoys the outdoors and how he is faced with a murder of his best friend were ultimately the blame lands on him. As a character he is relatable to the teenage target audience I want to attract. We go through emotional peaks from the murder, the murderer discovery and then Matthew dangerous journey to escape from police. This links well to a typical drama's protagonist having to go through an emotional journey being particularly unstable and venerable. He is faced with hard decisions and we as an audience find it easy to sympathise with him and have a lot in common with.  

Other traits of drama's find to challenge the ignorance of stereotypes. In my own series, it is Matthew who challenges Matilda when he finds she murdered their friend. Her stereotype incudes being strange, opinionated and psychotic. Drama's often connect to an audience on a therapeutic and complex level. This could be seen in my own piece to be with Matthew's love of nature and the outdoors and the freedom he gains from it. 

D1: Discuss the legal and ethical constraints within the planned campaign

For the advertising campaign I will follow the regulatory constraints written out by the ASA (Advertising Standards Authority). In order for the advertisement to be legal and eligible to publish to the public I comply to the regulations set out by the ASA's codes and rules.

The overall Principle for Marketing -

'The central principle for all marketing communications is that they should be legal, decent, honest and truthful. All marketing communications should be prepared with a sense of responsibility to consumers and society and should reflect the spirit, not merely the letter, of the Code'. 

Representation -

Through my advertisement I will make sure the characters I portray don't show negative representations of gender, look or ethnicity and will maintain a fair presentation of each character.

My character Matilda being the only female within the series will bb presented in advertisement as creepy yet her likeable traits such as lack of humour and forward personality will present her 
positively. As well as not giving away her character motives within the series to create spoilers.

Matthew and James as the male protagonists will not be shown to be superior in any way over Matilda. Their character and personalities will almost be dimmed by Matilda's intelligent ways of thinking and asking lots of questions. They will visually appear inferior, Matthew as well being new to the village, and James being portrayed as young and easily influenced and immature.

Stereotypes -

As my series is different to anything else my characters will not follow a specific stereotype and won't conform to audiences stereotyping them. My characters will be more archetypal in their motives and characterisation. Matthew as well as being a typical introverted young boy who has a dislike for the outdoors and prefers the safety of his room will change over the series course. Within my advertisement I will not portray any negativity of this stereotype as Matthew's likeable personality will draw in audiences and they will enjoy his performance and overall character. 

Matilda will also conform to a stereotypical representation of a creepy young girl, but the humour within her that the series as a whole offers will allow her stereotype to be far more likeable and not negatively portray her character in the advertisement.

James being the victim of the series will be portrayed stereotypically as slightly stupid and immature creating the sense of inevitability of his tragic fall. Within the advertisement though I positively portray his stereotype as being the young immature character as a release of overthinking and youth for the audience.

Suitability for young viewers -

I will age rate my series at 15 due to the graphic content as well as occasional foul language to reflect realistic emotions in scenes. For advertisement though I will make sure I do not make any content unsuitable but I will make sure that it is clear the series is for older audiences with a dark setting and mysterious, sinister titles, tones and colour. This will be through my logo title 'Pigeon Hunt' which will offer a sense of grittiness and the colours corresponding to images will be dark and bleak offering that sense of fear and horror. I will not include any swearing or graphic content in the advertisement, only characters and the setting offering a sense of environment. 

Ethical Issues -

In terms of my representations of characters with my advertisement I need to make sure they are not portrayed negatively i.e their dress code cannot be offensive as well as their physical stances and personalities not portraying a stereotype negatively. This needs to be considered in terms of cultural stereotypes, religions and races, along with suitable age viewing. With all this in mind however my characters still need to portray the series vision and character descriptions.

Copyright Issues -

All advertisement themes, fonts and images all need to be originally created by the production team and clearly stated. Any media created by another company/artist needs to be shown and referenced for their own work. In both my trailer advert and radio advert I used the song 'The Last Hangman' by the British band 'Hotel Lux'.


Compliance:

'Marketers should use the ASA website, www.asa.org.uk, or the CAP website, www.cap.org.uk, to inform themselves of recent ASA rulings, the latest text of the Code and CAP guidance on the Code'.

Rules- 

In order to comply to the rules my advertisement must be truthful, not saying anything false. The overall campaign should reflect the spirit of the of the ASA code. 


















Recognition of Marketing Communications:

'Other sections of the Code contain product-specific or audience-specific rules that are intended to protect consumers from misleading marketing communications. For example, the Charity-linked Promotions and Children sections of the Code contain rules that apply, as well as the general rules, to marketing communications that fall under those sections'.

Rules- 

All the advertisement must be easily accessible and identifiable as 'Pigeon Hunt'. And all advertisement must be clear as advertisement. On adverts on social media and public posters, audiences to be sure on what the poster is and that it is clearly portraying the series.
















Misleading Advertisement:

'The ASA will take into account the impression created by marketing communications as well as specific claims. It will rule on the basis of the likely effect on consumers, not the marketer's intentions'.

Rules- 

The advertisement must not be misleading and be truthful to what I want the audience to watch. All material and information must be visible to the audience and have nothing hidden to provoke the audience. 












Harm and Offence:

'Marketers should take account of the prevailing standards in society and the context in which a marketing communication is likely to appear to minimise the risk of causing harm or serious or widespread offence'.

All advertisement must be sure to not cause any widespread offence. My product must not show any characters or themes in a disrespectful way or harmful. Especially being advertised online, it will be reached by people from many walks of life; cultures, religions, race and nationality. 















Children:

'The way in which children perceive and react to marketing communications is influenced by their age, experience and the context in which the message is delivered. Marketing communications that are acceptable for young teenagers will not necessarily be acceptable for younger children. The ASA will take those factors into account when assessing whether a marketing communication complies with the Code'.

When advertising my product which will be publically visible to  wide audience of ages. Despite the dark themes and connotations my series portrays, I will need to make sure they do not cause any distress to children and show any form of graphic material. Children in today's society also have large access to online advertisement, so it needs to be clean and not offensive or harmful to them in any way. As well with the trailer which would be easily found on YouTube by kids. 












Privacy:

'Individuals should be protected from unwarranted infringements of privacy'.

In terms of our online advertisement via social media and websites, audiences need to be sure that their privacy is secure when operating on posts and websites created by the production company. 

M2: Justify the choice of planned components by targeted media sector

In order to distribute my television series and gain the largest audience viewers from my target audience I have chosen these components to advertise on.


Poster/Billboard

Using posters and billboards to advertise my product will enable me to distribute the name of the series over specific areas such as cities and large towns on buses, train stations and road side marketing posters. Displaying these billboards will advertise not only to our target audience but audiences of other ages. The main areas for our advertisement will be public transport and street displays as the younger generation tend to use public transport. My target being 15-21, a large demographic cannot drive so I will promote the majority of my advertisement away from roads as it is also a danger for drivers as a distraction.

'Cestrain' say that the advantages of billboard advertisement are:

• -'You only have a few seconds for someone to glance up at a billboard, so their size is a huge advantage. Large, bright, eye-catching graphics with one key message is the best route – it will leave people with a lasting impression in their mind'.
• -'Ads on billboards are free to passers by – they don’t have to buy a newspaper or a cinema ticket in order to view your message'.

Trailer

The advantages of producing a trailer is that it will give our audience a glimpse of the series we will promote. What I can show through moving picture rather than still image is the movement of characters and landscapes and the style and atmosphere that is created. As well, the range of visuals will give an audience a wider glimpse of the series and a sense of the environment that the series is set in. It will also offer an insight into the story line and the life of the characters which may entice the audience to want to see more about these characters and the life they live.

'White Animation'  addressed benefits to video advertisement:

'Video ads convert sales. The biggest names in online marketplaces, including Amazon and eBay, report that adding a video ad to a product description increases the chances of a shopper buying that item'. 

'People share the video. Those who view a video ad and find it interesting or valuable will share it with their followers on social media. In fact, more than 700 videos are shared by Twitter users every minute. This phenomenon can increase your video’s exposure exponentially'.


Social Media Post

Social media posts will be one of the largest form of advertisement for my series. Any promotion that needs to be uploaded is free of charge and has the ability to be seen many audiences as well as be shared. I will also be able to copy links to websites and trailers within these posts which audiences can be lead straight to. The biggest factor is that social media is heavily used by young people which works very well for my target audience of 15-21 years old's. This will act as a chain reaction as one viewer see's the post and can share it to all of their friends and so on. I will be able to reach out to people everywhere without having to spend any more of the budget.

Forbes Magazine say this about social media marketing:

'Higher conversion rates. Social media marketing results in higher conversion rates in a few distinct ways'.

'Decreased Marketing Costs. According to Hubspot, 84% of marketers found as little as six hours of effort per week was enough to generate increased traffic. Six hours is not a significant investment for a channel as large as social media'.


Radio Broadcast

Radio Broadcasting will be beneficial to my series as I can directly control when I advertise, what time to attract the specific audience, where, to once again direct specific audience and how often they her it. in modern society, younger people rarely listen to radio broadcasts as they are able to listen to music freely on platforms such as Spotify and Apple Music. Using the BBC's radio will be beneficial as we can direct a broadcast from the same company. Other channels like that of Capital who have a large young audience demographic would be able to reach out to a large platform. I could also advertise on a local radio station to where filming for the series will take place (Fort William) which will promote local interest and raise awareness of the series to be spread by word of mouth.

TEC Direct Media said this about radio advertisement:

'The ability to target your audience.  Radio offers the opportunity to pinpoint your perfect audience and target your sales approach solely to them. For instance, you can choose a station that caters to a certain age group, giving your marketing dollars real power.  In particular, busy moms listen to AM/FM radio stations both over the air and online and 65% report doing so weekly'.

'The ability to offer more frequent ads. The fact is, frequency sells. The more ads you can get on the air, the better the chance it will make an impact.  Radio allows advertisers an inexpensive way to get their voice heard – over and over again'.

'The ability to stir emotions and create demand. Even with the focus today on video, radio is still an active medium.  It can create immediacy, driving shoppers to a specific store, brand or to take a specific action.  Radio advertisements are able to engage with audiences in a personal and unique way'.