Advertising Project

Product: Kanken Backpack

Demographic/ target audience: Young adults

Campaigns with similar ideas: #cooltest by Icebreaker co. 

USP: Stylish, Essential, Eco-friendly 

Meaningful message: Long-lasting backpacks that are a must, stylish while being eco-friendly

Presentation of the photo project

Newspapers' Analysis

Analyse the following cover in terms of how the technical codes ( main image, headline, pull quote etc.) persuade the audience to buy the newspaper and how the audience is being persuaded to respond to the main news story.

The most visual-striking element in the Mirror's newspaper cover is the main image of the Statue of Liberty's "face-palm". It links to the headline "What have they done?", a rhetorical question that responds in negativity to Trump being elected to be the new US president. The sub-heading "How Trump triumphed... and what it means for you and the world", suggests it will include reasons as to why it is a negative outcome, making people want to buy it as they're curious as to "what it means (for them) and the world". Also, the plug "see pages 2-13" makes it easy for the newspaper-buyers to read the story. Furthermore, the negativity around the news story is mainly created by the bleak choice of colour, black and white, which connotes seriousness and creates a negative effect on the audience. 

Additionally, there's another news story, that is given less importance, due to the US election outcome being known that day, however, the choice of font and colour maintains the bleak negative element. The headline starts with "7 killed in speeding tram crash", which is straightforward in order to cause shock to the reader so that he buys the newspaper to learn about what happened. Once again, the plug that indicates the reader the story can be found on "pages 14&15", making it easy for the audience to find the story they could be interested in. Also, a smaller image is added to include a visual element of the tragedy, which helps create an emotional response.

Analyse which factors that make up the news agenda  ( threshold, unexpectedness, elite nations etc.) are being considered in the choice of cover story.

The Daily Mirror is left-leaning, and therefore its stand against a right-wing leader is somewhat evident. The threshold of the story means such an event is given more importance than a national tragedy, as it has huge political consequences. In this case, proximity isn't the priority, proved by how the story of a "speeding tram", which happened in the country has a smaller headline and image than the US election one. However, the elite nations are still considered, as America is a country that's usually given priority after Britain, given the superpower aspect of the country and the historical ties it has, both being English-speaking countries. Also, given the currency of the news story, it is understandable they'd use such story as their main-selling one, as it was a global event at the time. Furthermore, the shock by the newspaper before the outcome is explicitly expressed, suggesting it was unexpected, given the bad image Trump had in the media due to his racism, homophobia, etc. This is what leads to the left-wing newspaper using such a strong main image as their focus. It is also personalised to the audience, as many will be found in a similar position on the political spectrum.

The Mirror- main information

Tabloid- a type of newspaper that contains bigger, less writing and more images, in order to appeal to its audience visually. It is often directed at the working class, unlike broadsheets.

Owned by parent-company Reach plc, one of Britain's biggest newspaper company, publishing 240 regional papers in addition to the national Daily Mirror, Sunday Mirror, The People. Simon Fox is the CEO of the company.

The Mirror's political bias is against right-wing given they're on the left-wing side of the political spectrum. This means their news coverage may be biased against right-winged leaders and contrastingly supportive of left-wing leaders. Left wing is usually more progressive than the conservative traditionalist right-wing. Left-wing usually supports the idea of more money going into public services whereas right-wing values free market more.

Analysis of a right-wing newspaper covering the same news story 

The New York Times covered Trump's election with the heading "Trump Triumphs", this catchy alliteration contrasts with the negative outlook by The Daily Mirror, explained by the newspapers' opposite political views. The central image used by the newspaper is one of Trump handing his ballot, suggesting he's a good, responsible citizen. This positive persona created due to the newspaper's agenda, is also highlighted by the subtitle "outsider mogul captures the presidency, stunning Clinton in battleground states", which makes him seem God-like. 

Research and find out which organisation is responsible for the regulation of the content of British newspapers, and how you make a complaint about accuracy or offensive content in a newspaper.

Independent Press Standards Organisation (IPSO)
The organisation considers complaints from newspapers and magazines with IPSO membership. Plus they consider complaints made under the Editor's code. In order to make a complaint, you can either call or contact companies through their website.

Film Advertising & Marketing

Movie: Crazy Rich Asians

Poster

The poster for this comedy, suggests it's a romantic comedy, due to its use of visual codes. The background is colourful and deliberately laid out that way to highlight its light and comedic tone. It contains peacocks, red and blue fans, along with green leaves and vibrant clothing like scarves, glasses etc. This highlights a stylish lifestyle, and because it's placed behind the main image it implies they're related to it someway or another. The main image is the couple, indicating they're the protagonists in the movie, and given their positive facial expression and gesture (i.e. they're hugging) they're in a happy positive relationship. They're dressed formally, in a suit and a dress, indicating their costumes are proper for a party or another formal event. The font continues the lighthearted but sophisticated tone with the typography in the title "Crazy Rich Asians", a gold block capital font in which the "rich" stands out as the biggest. This typography suggests the main plot of the movie has to do with wealth.
Trailer
The trailer establishes the lighthearted romantic mood throughout the two and a half minutes. For example music is used to emphasise comedy parts such as when someone spills a drink in Nicholas' shirt and there's a silent pause which juxtaposes with the quiet background music in the rest of the trailer. Another example is when there's no music and only dialogue, once Rachel starts to question whether Nick's family is rich or not and he claims they're "comfortable" to what Rachel responds "that is exactly what a rich person would say".
It begins with an almost comic-like separation btween the initial scenes in the trailer, from the skyline, thus the establishing shots set the movie in a city. In this way, when Nicholas mentions his family, there's three lines to separate his mum, dad and sister. It sets up a quick pace so that the viewer gets a fast clear idea of the plot (Nicholas proposing to Rachel and taking her to meet her family in Singapore).
Typography is also used towards the end of the trailer, along with shifts of music volume to emphasise the audience's attention towards the words. The background is green, just like the poster, which makes it stand out along with the yellow words, contrasting in order to drive attention to the message.
At the end, the title for the movie is shown, with the last word changing from "food" to "parties", "family", "style", "mother" to "Asians". All those words tie in with the narrative, so anchorage has been used.
The audience will expect a lighthearted romantic comedy, as both the trailer and the poster highlight these through visual codes and the trailer with moving image and audio codes as well.