P4 - Advertising Campaign

 P4 - Unit 20

Radio trailer 

For the voice recording set up i used my phone to record the audio on voice notes in a quite classroom, and followed the script that i made on writer duet, i had all my actors in the room at the same time because at some points i needed them to say a piece of script at the same time, i mostly followed the script in order with each actor saying their line after the other and only had to re-record 2 of the voice notes due to background sounds. I sourced the music from youtube and search for copyright free horror theme background music, along with the sound fx being copyright free. 

My radio trailer is around 1 minute 4 seconds long, this is suitable for a radio trailer as it isn't too long and doesn't drag on, but also long enough to catch the audiences attention. I have included various sound effects which builds tension throughout the trailer. My sound effects included...

I have also added background music which is a low and slow piano, it sounds eerie which fits my genre of horror. For my voice over I got my actor Blake, which was recorded in a quiet room where he practised the script before reading it, I also sent him a copy of the script so that he could read it whilst speaking. I lowered my background music to -20db and increased the volume of Blakes voice to +2db. 

I have shortened the the audio clips so that it fits and transfer nicely to the next one and on some audio clips I have made it fade out such as the scream to make it more realistic. I edited things such as the length of the audio clips to cut out additional and unneeded talking from my actors, and also had to sequence the clips in order to make the narrative make sense but also to not give too much of the story away. When the sound effects are played, i cued them so the scary effects would come after a darker line of dialogue of the narrator for example the sound of sinister nuns followed by a scream to imply somethings bad happens, but the audience will not know what that is unless they watch.

I made sure to build tension throughout the trailer, at the start I had my actor Blake say the title and bit about the tv series, I sequences all clips to make it sound like it was a conversation and had to change most of the db of the clips, this is because the clips were either not clear enough and needed turning up in db or down because they were too loud, however the more tension building audio clips I turned up more than the others to make them more dramatic

I used a H.264  to make sure the file was easily compressible and means I can share it to YouTube and other platforms easily. and exported the resolution as 1280x720 which is suitable for BBC3 and still looks good quality, it is also at 60fps which was the minimum requirement from the brief. however since the radio trailer only needs to be posted on the radio I didn't need any visuals, but since I'm also uploading it to YouTube I decided to include my ident in it. It exported as a .mv file for YouTube and an audio, Mp3 file for radio use.

Ident

Poster

Because I didn't have access to a nun, or a nun's costume, I decided to source my images for my poster. These were sourced from royalty/copright free websites such as Pexels and Pixabay and PNG sites that can be seen in my assets table. 

I made this image on affinity photos and used effects and layers to build my final version of the poster, I used a background picture of a graveyard to reinforce the horror genre of my tv series, it also has a church in the background which is also in my series which hints towards the location of some of my scenes. I darkened this image to better suit the aesthetic of my poster. I added a png of a hand holding a spliff to imply that there is some drug use in my drama which might make the audience infer that there is a link between drug use and the seeing of the nuns.

I have added the BBC3 logo to allow the audience to know where they can watch the drama, and iPlayer aswell. This works as my call to action and is conventional of a poster. 

I have also got a 15 age rating picture in the bottom right to show the audience that it may have some explicit content, this is conventional and is also a legal requirement.

I have also added my title of "Look" and added a font called "Deadfall" and have also added a gradient of black to red to make the text look more sinister and look more like a horror film, along with a outer glow to reinforce the supernatural nature of my drama. 

I also had text for the release date of the 26th of may so my audience know when they can watch my drama. And the added the actors names at the top to help promote my drama if the audience have seen them in another other media texts.  The nun in the background of the text portrays that the series will include nuns, which is why I have added a low opacity outline of a scary looking nun in the background. This is an enigma code and hints to the narrative but doesn't give away any of the plot and doesn't explain how my characters and the nun are linked. Again, my audience will need to watch it to find out.

Exports - I exported two versions of my poster, a JPEG and a PDF. The JPEG is the low resolution version which I can use for sharing online. The PDF is the higher resolution version which is better for print advertising and resizing without losing quality. 

Social media posts

Instagram

Tiktok

Twitter 

For my social media posts I used zeeoub to generate the image of my posts that look like they are on the actual platform. I made the images on publisher photos before, I have copied the text from the poster to my social media posts, I took pictures of my friends and then cropped them out on publisher photo, I did this by rasterising and trimming then selected remove at the top then rubbed out the background of the images that I didn't need. I then added a fx to the images of Cuba and Blake, I clicked lighten and added black colour overlay to make them greyed out which I believe worked well. I also used the same text and photo of nun for the twitter post however I changed the size of both to make them suit the post better and differentiate it from the poster. I have used my ident as my profile photo on each platform to keep consistency in order to build a product/brand image and makes the series recognisable. this means when the trailer is released people will be able to search the name look up an find it easily. I have also included hashtags like "#look" to build awareness of the hashtags and also included "#BBC" and "#iPlayer" to show that the series can be watched on these platforms. I have kept consistent throughtout the posts by having an image of a nun on each post, this also makes the series recognisable, as it has use of a nun which hasn't been seen in a horror film before. By putting 2 of my characters in my twitter post I am able to show the star persona and hint towards what happens in the titles, the "#horror" also shows the audience that it is a horror series. My instagram post is the same as my poster, I have done this because instagram will be my most popular platform for my age range of 15-21 year olds, therefore I used the most effective/ aesthetically pleasing post to build the most awareness, for my instagram post I haven't included images of any of the actors apart form the nun, instead I have put the names of each actor within my series. along with the release date to build hype for the trailer, if I build more views and audience for my trailer I am likely to gain more viewers for my actual series as people who are interested in the posts will make sure to watch it the day it releases and if I make my trailer effectively, they will most likely watch the first episode of the series to see if they enjoy it, in my trailer I will be able to build actual tension and hint towards what the series is about and show that it isn't just a horror film, its about a friend group leaning to trust each other and the consequences of using drugs. 

TV trailer

For my TV trailer I made a storyboard as a guide for me to follow, I also made a script however I did change a lot of the dialogue and kept it to visual story telling instead of audio, this is good as a horror film will normally have short clips of action such as in my film and builds up an event for a shock. I had 4 actors for my series trailer, Blake, Kuba, Xander and Sam. The only props I had to use in my tv trailer was the mask which I made by printing a picture of a nuns face and sticking it down on a piece of cardboard, and string. for other costumes I asked my actors to wear their own clothes but make sure they wore tracksuit bottoms or joggers and bring a big puffer coat to make them look like stereotypical teen boys and also didn't have to spend extra money on costumes and props. 

I have filmed in 3 different locations in order to suit the genre more, for example I started on the moors near white wells and found a build which looked good for my trailer, however when I changed locations and went to Ilkley graveyard,  I found that that church looked way better and looks similar to the one in my storyboard and on my poster. The audience will be able to tell that it is a horror film due to the low angle shot of the nun that I used makes them look powerful and supernatural. 

The school which is where my nun is filmed in dark classrooms in a small window where it has eerie lighting, this wasn't my ideal location but I couldn't get permission to film in the church so I had to film here instead. I told my actors to act like they were smoking and talking to each other which they did by using vapes and talking to each other, and for other clips I told my actors to walk in a straight line towards the church, I also asked one of my actors to lie on the floor and act like he was possessed which he did well. 

Overall i have met all the codes and conventions of a standard horror film and have also used many video effects on some of the clips shown in my tv series, this added a darker look to the trailer and worked well with my clips, i have also used sound effects sourced from a copyright free website, which has allowed me to build tension and match visual to audio throughout my trailer which I found on YouTube by searching for horror themed music that is copyright free, along with my sound effects I made sure they weren't copyright. 

In my tv trailer I made sure the camera was stable for most clips by using a tripod, however some such as when the nun appears on the screen I have added a slight bit of movement to the camera by shaking my hand whilst recording, but I do think this added to the eerie aesthetic as they are more POV shots and the shakey cam makes them feel more realistic.

I tried recording in the night as often as possible, however for the clips filmed throughout the day I used video effects over them to darken the scenes and make it look more like the night. To do this I put a darker colour filter over the scenes and this helped to make them look like they were shot at night time.Such as this clip where I put cold steel over the video to make it look more sinister and adds a dark theme 

Some of my clips had to be trimmed because my extras were in shot e.g. the shot of my actors running up the stairs was zoomed in, trimmed and sped up because Sam, who was supposed to be dead by this point, was in shot and also the actors ran up the stairs too slowly. For the shot of Sam being dead/possessed i used the Ken Burns setting on FCPX, this allowed me to track points in the shot to zoom in on and cut out part of my actor (Blake) because he is smiling in the shot and needed to be distressed. 

Throughout my trailer I included typical gothic style music to make sure my audience would recognise the genre before there was even any speech. I started my video with my indent and then went straight into my actors smoking and one of them seeing nun. I had to re-record my dialogue for this because my original dialogue was muffled but this then gave me the opportunity record soundbites for over my establising shots e.g. the first shot of the church.

I included screen titles in my trailer to help the audience understand the narrative but without giving too much of the story away. I didn't include a narrator so I think the screen titles were a good replacement

I first sequenced on my clips together and reused them to create a fast paced montage that went in time with the music. This was to make the audience feel the chaos and panic that my characters would have been feeling the drama. I sequenced all my clips to make sure the fit my storyboard or similar, which I ended up changing, in between each clip I have a different shot of the nun to jump scare the audience. I had to change all the decibels of each clip, apart from a few like when the friend group are speaking to each other. and when same on the floor so the audience knows he's mean to be passed out / possessed. other than that I turned the volume all the way down on most of my clips. I added the copyright background music and turned it up to 3db to make sure it was suitable volume. and the sound effects were kept the original 0db as they were already pretty loud. 

I also included my ident at the start of the trailer to make sure it was recognisable and the audience knew it was on BBC3 and iPlayer. 

The it's part of my trailer is the BBC 3 logo and iPlayer logo - this worked as my call to action and its a standard code and convention of a tv trailer. My audience will know where they can watch my drama. I layered a soundbite of one of my actors saying 'we all need to quite this shit' which is a clue to part of my narrative and hopefully will leave my audience with questions that they can only have answered if they watch the show. 

I used a H.264 codec  to make sure the file was easily compressible and means I can share it to YouTube and other platforms easily. and exported the resolution as 1280x720 which is suitable for BBC3 and still looks good quality, it is also at 60fps which was the minimum requirement from the brief. The file type exported was a .mov file and it was compressed to 176mb which means it is suitable for sharing on socials, Youtube and with BBC to go on their platforms. 

Asset table

M2 - Unit 20

 M2

TV trailer - I have created a tv trailer for my horror film that will be shown on BBC3 and also will be put on my social media platforms (Twitter, Instagram, TikTok), a TV trailer will be effective for my genre as it can build tension which will attract attention to my series. My trailer will last around 1 minute 15 seconds but it will have credits etc so will round up to 1min 45s to a minute. The TV trailer includes a short montage of clips that build up tension (such as deep piano music building up, with scary clips like nuns running in a circle and black screen to a nun face and back to black with the aim of scaring my audience of ages 15- 31) and hints at what the series will be about, it shows all the characters so that the audience will recognise them in the series and sinister looking nuns with clips of the friend group defending Lucas from the nuns. It will show the use of drugs which I will need to review to see if the clips are usable for a 15 age rated audience. The trailer will also show the location (abandoned church) and get across the message to the audience that drugs may help at the moment but over time it will hurt you more and will discourage the younger audiences from using drugs such as weed to get rid of stress etc. This paired with a deep voice over and suspenseful clips building tension and a call to action of watching the series. It will include that the series will be aired on BBC3 and the trailer can be rewatched on their aswell, with my socials included at the end. I will make my trailer on Final Cut Pro and export the file as a 1980 x 1080 HD at 25 fps will be suitable for social media pages and television which BBC3 have told me to use. 

this graph shows the iPlayer and netflix are the most used streaming services, sincd my t v trailer will be posted and streamed live on BBC iPlayer and BBC3 it is likley that my campaign will be sucessful and reach my target audience. 

Radio trailer - my radio trailer will include special effects such as lighter noises, deep eerie piano music, and footsteps etc to add suspense to my radio trailer, the main voice over explains the key points such as Lucas having skitzophernia which my radio trailer raises awareness on mental issues and that you should always be kind to your friends as you don't know what they are going through, it will also mention about the sinister nuns and dark consequences of using drugs to highlight my point of discouraging younger audiences from using drugs and also allows the audience to build an image in their heads of what the series will look like. My radio trailer will be streamed on BBC Radio 1, 2, 3 to boost the views/reach of my trailer. BBC Radio 1 will be the most effective as their main demographics are 15-29 year olds, radio is the third most used media for my demographics of 15 - 31 year olds

I will also be advertising by using billboards, using billboards helps widen my audience as it includes everyone that drive past it (my billboard will be on a main road) so it will include all demographics. My billboard will have my social media pages on so people can view more online and I can build recognition. It will be a scary and sinister image in order to gain attention and catch the eye of my audience and make it recognisable by using an image such as a nun with the main title "Look" in big writing. If I design my billboard well in a way that will gain attention a pick a good location for my such as near a university or main city/road so that I can target my audience of 15-31 year olds, advertising outside a university will be good for age ranges of 18-23 which is a good demographic for my series. I will have the release dat and where to watch the trailer so that the trailer can be watched. 

I will also use social media to advert my series, the platforms I will be using are Tiktok, Instagram and twitter and YouTube. These platforms are suitable because they have similar demographics to my audience which helps me target them and directly post to my target audience. Th best times to post are 4pm on Mondays to Fridays and 10 am or 5pm on weekends as this is when most people use social media. Social media is suitable for me to promote because it has no cost and I can share the post with anyone around the world, widening m audience allows me to gain more views and therefore boost my social presence and build a recognisable brand//series. BBC3 also use social media a lot to promote, this is due to their target audience mainly use social media as their main source of media, this allows them to gain the most amount of viewers as possible. 

Since the ratio of men having a wider reach on adverts, i will use twitter to promote my social media posts, this is because more men enjoy horror films than women do, also since twitter has a good amount of users, i have promoted my advert to my target audience.

since instagram is the most popular social media platform with their demographics aligning with mine i used instagram to promote my trailer and it worked well.

These charts show that my platforms have a wide audience and my ads will reach above 20% of the people using my platforms will most likely see my advert, the percentages of male to females is fairly balanced however this doesn't matter to me as my series is targeted at both genders. 

BBC iPllayer post celebrity endorsement posts and also posters for series films that are popular on their platform, sinc i didnt have any famous actors due to my budget, i have made a poster and tv trailer that focus on build a story so the viewers get hooked and want to watch the full series. they also post other content for educational purposes. they have built a good social media presences and have 1.4m followers, due to the amount they post and the populatiry of their platform.

smile gained over 43 minutes long, since its a film trailer, it is two minutes long but follows a similar advert type to me, where they focus on the main events and havw short tension build clips with low angle shows ans over sholder shots with intense music in the background. they also have a similar tagret audience of 18-25 year olds.

P3 - Unit 20

 Unit 20 - P3

Trailer Script 

Risk assessment 

Shooting schedule

Storyboard

Radio script

My radio script follows te normal codes and conventions of a horror film, with deep voice narrations and also deep paino music, it also follows a storyline. It explains the point that a group of friends were smoking and one of the friends believes he saw a nun in the window. Followed by sound effects like creaking doors and leafs crunching to show that he is walking, it builds tension until we hear a scream and the audio cuts for a bit. WHich makes the adueince wonder what happened and makes them want to watch the tv trailer, it also allows the adueinc to know where to watch the trailers as it says "BBC3" and call to action. 

Storyboard

shooting schedule

moodboard

poster diagram

 

permission to film 

 P2 - Brief and proposal 

What is the brief?

The brief is in place to create my advertising campaign, as well as to inform / educate / entertain, my younger audiences in my case i will be informing my audience about the consequences of using drugs. My series and adverts will be able to be watched on the BBC iPlayer and each episode will be released one week apart. The target audience of the show is 15-21 year olds. The brief mainly states that my series and ads must be overall budget of £15000, each part of the promotion campaign must obey the rules and regulations needed.  There needs to be 3 different mediums. To achieve this, I will use copyright free images and sound effects etc so i dont have to pay to use images to fit within the budget. To appeal to my audience i will use social media to promote my trailer and series, this will work well as most of my target audience will use social media daily, meaning they are likley to see the post if i use the right hashtags and comments.

Client breif

Aims & objectives

The aim of my TV series is to disencourage the use of drugs on younger audiences and the way i will show the drugs will be in a negative way, and instead of using drugs speak to people about your problems and hopefully encourages my audience to check on their friends. My main aim is to increase my views on my series and break even. My main objective is to bring more viewers to BBC instead of BBC's competitors and to hopefully help my target audience (15-32 year olds) to have better mental health in the future.

Information about my advert

My TV advert will be around a minute and 15 seconds long and it will be a montage of all the intense clips and will be hint towards the last event but then it cuts to black, each clip roughly 2/3 seconds to keep the audience on edge and entertained. This gives my audience a sense of suspense and build up for the big event which they dont see in the trailer which makes them more likley to watch the series when it comes out

Target audience

My target audience is 16-31 year olds, within this age group the most watched TV drama series watched are "Peaky Blinders" and "Breaking Bad", which are both comedy and action, my series will also be a comedy as it is a hybrid genre between horror and comedy, by using this i can keep my audience entertained whilst building up to the last event, the suspense will build through the film, by using low and quick angle shots in suspenseful scenes. 

Demographics 

15 - 32 year olds, this age group fits my genre well as they normally enjoy suspense films and thrills, this allowed mid - 30's people to also be able to enjoy the series aswell.  I have a balanced gender appeal however horror as a slightly more male audience, however the nun aspect may attract a few more women to the series than normal. 

Methods and platforms 

I will include TV, social media, and radio adverts to promote my series, most of which will be shown on most BBC channels / platforms. My TV advert will be around 1 minute long and it will have quick, suspensful clips to appeal instantly to my audience and gets them excited from trailer, building the awareness and want of the series which builds hype. My radio trailer will talk about the key aspects of my series, which will be about discourage younger audicnes from using drugs and hopefully better young peoples mental health, it will explain the narrative of the series. My print media will also be converted to digital to be posted on social media, the posts will have different backgrounds but will have the main title / logo of my series on all of them and wil have a link to BBC to watch it and boost their users. I will use instagram, tiktok and X (Twitter)

Call to action - my campaign will have a call to action in some components however not all, for example my actual poster will not have the call to action however it have the bbc3 logo and the release date of the trailer and series. however on my social media posts I have included a call to action and other interactive things for my audience. for example i will ask a rhetorical question in the comment sections for the audience to answer in the comments. Within my radio trailer and tv trailer I will include call to actions at the end of both trailers, this is because they will more likely be more effective than the social media posts and will have a higher chance of the audience enjoying the full trailer instead of just a social media post. The call to action will most likely be "watch now on bbc3" or "comment below what you think". I will include rhetorical question in every advert so that I can gain interactions such as my instagram posting having a "do you think they will escape" will allow the audience to discuss in the comment section. 

Pertinent issues/concerns

Some concerns i may need to think about are;

Drug use - the legality of weed varies in different countries, so i must make sure the use of weed aligns with the laws in the countries that i air onto. there is also a age restriction so i will have to comply with BBFC rules of showing weed in a negative way

How i show the nuns - i will need to think about the way i show nuns in my series as i wont be able to show them in a scary or horrofiying way, instead i will show them as a regilous and respectful actors in my crew. I will need to be careful of the symbols and images i show related to nuns because it may be seen as disrespectful if i mispresent them in a bad way. 

Trespassing - i will need to ask for permission to film in most locations that i film in and make sure i am allowed to be on thier property, i will do this by emailing or calling the locations im using like the ilkley graveyard.

Ethical - i will need to be respectful of the religions im using and i will not show any negative images of the nuns, i will also include all cultures and races in my series to make it equal and respect all of my audience.

Seasonal - i would like to release my series during the winter near halloween as it will be the best time and fits the genre of my series, as my film will be dark and mysterious and will most like be filmed in winter aswell

 

Campaign schedule  

My series will not all be released at once, i will make teasers for each episode and post when it will be live on BBC3, they will be released every sunday to be watched live and then can be bingewatched. The teasers will include small clips of what is happening in the episode, after episode 1 i will have Q&A's with my actors and they will be recorded and put on social media, it will be streamed at around 10am on sunday, this is good because majority of my audience will be on TV and with family. I will do my social media posts every friday and saturday at 10am or 3pm as this is the most common time for my audience to be online on the platforms im using. 

Gannt chart 

Moodboard 

The moodpboard has clear hints towards my series, such as the dark and mysterious pictures of the nuns and church, and haunted buildings, the graveyard hints that there may be a death or something dangerous. There's also a friend group with an image of a joint on the moodpboard which shows that there maybe younger actors in the series. along with the "check up on your friends" shows that the character may have mental issues which may be the disruption of the series. The house style is mainly black grey and dark red colours, which shows that it is a horror film as horror films have dark colour schemes. I have also used low lighting in each photo that I have takem, and also have a photo of a nun which show the cries has an element of supernatural. Overall the moodpboard does link to horror as it follows all the codes and conventions of a horror moodpboard. I may include a slogan or tagline that is short and snappy the tagline may be "check up on your friends.... before it's too late" or the logo being "what hides in the shadows"

Legal and ethical considerations

I will include all representations by avoiding any stereotyping (especially with including nuns in my series i will have to be careful in the way i show the nuns so i dont offend anyone), and i will also be careful on how i show the schizophrenic friend as i may offend people if i show Lucas in a bad way. I plan to use copyright free images and other effects so i can stay within my budget and aviod being copyrighted. I will also create my own logo with my own images in adobe express. I will make sure my series doesnt put any wrong messages out such as offending people or any world issues going on, so i aviod offending people. I will make sure that my actors sign a consent form, so i have permission to film them. Along with permission to film in public locations like the ilkley moors or te graveyard i may film at, which i will do by email or phone. I will also have to make sure my series doesnt include heavy drugs, violence and other offensive / sensitive behaviour, this is so i can stay ithin ASA and OFCOMs ratings so that i can stick to the 15 age rating, which i wont be able to do if i include heavy use of drugs, violence or sex. Since i will be using / showing a smal amount of drugs in my trailer and series, i will have to show the negative effect, which i plan to do with lucas being schizophrenic and dont plan to use many cuss words in my trailer. Since my series will be available to the public i will have to make sure i address drug use and mental health aspects in the right way so i dont violate any rules. 

Regulators 

ASA - adverts must not be fake, they must be truthful and no false advertisment, or misleading information, i must also show drugs in a negative way to fit within their guidelines. I will have to make sure my trailer and series doesnt promote bad behaviour.

OFCOM - overlook tv and radio content, which i will be using for my radio trailer and tv trailer and also my series when released, they will monitor things such as drug use, amount of violence shown, and the language used throughout my campaign. 

BBFC - set age ratings for each series/film and sets guidelines so companys know how to stay within a given age ratings, for example mine being a 15 i am able to include moderate drug use and strong language, espically since its a horror film i will be using a small amount of both however it will be shown in a negative way so i stick within all the guidelines of each regulator. 

M1 - Unit 20

 M1 - Unit 20

Existing Cross-Media Advertising Campaign - P1

 P1 - Advertising Campaigns

Aims

the aims of the trailer was to showcase the escalating tensions and conflicts among the team and police, it highlights the character development and relationships, especially under pressure. Featuring intense and dramatic scenes to captivate the audience. Providing glimpses of key points to intrigue viewers without giving away too much. It does promote a new product of an existing product, but it has changed alot as the tension builds from the police upgrading the units however the hiest was fully planned out. and they also want to carry on the viewing figures of the series, which they have done well by getting feedback and developing part 2 to these reviews. the aims of the print media promote the part 2 of money heist, by creating a intriguing to audience by using images of the key characters and also having action within the poster, such as the police shooting towards the victims.

Objectives 

the objectives of this trailer was to generate excitement and build anticipation for the continuing parts of the series, they have done this well in the trailer by showcasing risky and intense scenes. They also tease the key point for developments and provides an important plot twists and character arcs without revealing too much. It highlights character dynamics and focus on the pros and cons of the heist team and shows some of their weaknesses. They also emphasise the high production values, including acting, music, and maintainer thier current viewers. the objectives of the print media promote the part 2 of money heist, by creating a intriguing to audience by using images of the key characters and also having action within the poster, such as the police shooting towards the victims.

Target audience

Their target audience, is primarily young adults (18-45 year olds) due to the fast paced and character development will appeal to this age group. both males, females although there maybe more males than women watching the series due to action and crime interest men more than women. This audience will range for income level, mainly those with disposable income for streaming services such as Netflix. The series is popular worldwide in Europe, America, Asia mainly. The series is mainly for binge watchers, with cliffhangers and continuous narrative arcs to encourage the audience to keep hooked to the series. They will also be people who enjoy high stake drama and action, and the audience will enjoy the diverse plot twists. the target audience for the print media is young adults and middle aged audiences such as 18-45 similar to bbc3, they will also be games of crime and drama genres and enjoy action packed film with interesting plots

Slogan 

The "The Heist Continues: Every second counts" is the main slogan for the whole series however, this part did have its own slogan called "Unfinished Business: The Plan Unfolds". Which hooks the audience because if they watched the first one which the audience tends to do they will be hooked by this slogan as "Unfinished Business" shows there will be more actions scenes as they try to find a way out of the bank. throughout the print media that the money heist has used, they have used many slogans such as "1 plan, 1 team, 1 last chance" and "every second counts" tell the audience that it will be action packed and intense, this is to gain quick attention and get the audience hooked, if they enjoy the look of the poster thy are more lily to watch the series/trailer

Key messages

The USP is that they have unpredictable plot twist, which is shown in the trailer when it says "expect the unexpected with mind blowing twists that keep you on the edge of your seat", and their complex characters with different backgrounds and we see some of the characters history to see how they have developed, there's lots of intense actions scenes. it also allows the audience to escape (escapism and adventure) and keeps the audience on the edge of their seat. the print media  did this by using a dark and mysterious tone such as the dark room they are sat in. they also include elements of the plot by having an outline of a bank and map on the poster, makes the audience wonder what they are plotting. 

Approach

They used shock advertising because it suits the genre better than celebrity endorsement, this is shown that they use shock advertising in the trailer where we see intense and dramatic scenes, which captivates the audience, they showcase some of the plot twists and makes the audience eager to see the new series. It also has other elements of shock advertising such as cliffhangers (it allows the audience to be on edge and they want to know what happens next), and using memorable visuals such as intense confrontations or high tension moments during the heist. in the print media, the key message is what the gang is planning as they have a map with a blueprint which shows they are plotting to rob a bank again. the poster also has the key characters which could indicate that there will also be character narrative. 

Call to action 

They have many call to actions in this trailer such as, watch now "Part 2 is streaming now on Netflix. Don't miss a moment", they ask the audience to set a reminder - "mark your calendars and set your reminders the heist continues". they also encourage people who haven't watched the first episode to go and watch it now. the print media uses this to encourage viewers of the poster or trailer to watch the actual series, however the print media doesn't use a call to action it only has the date, and Netflix logo.  

House style and consistency

The colours are mainly red, black and suspenseful atmosphere they always were red suits and a famous Dali masks. They use strong, bold fonts and sans-serif fonts that are easy and accessible, is it consistent through size, placement and animation. They use fast cuts and transitions, ensuring character development and behaviours. They also use constant flashbacks, time jumps, and a non-linear narrative structure. the print media uses red white and black for the key colours, the black shows the darkness and red shows that the series will have danger. which aligns with the genre of the series. 

Representation 

The representations in money heist part 2 is focused on smart and quick criminal "masterminds". they have different stereotypes of mindless/careless and ruthless criminals. The team includes both men and women, they each have different capabilities, with strong character development. The police figures aswell have different stereotypes and we see how the different character develop, adding importance to their roles. Within the heist team there are various different background, and mainly is represented by cultural stereotypes in order to build the character. Which if all is done well, it creates a dynamic and engaging narrative. for the print media, the representation has both male and female character, which each are different and all intelligent and confident, as they are shown a criminal masterminds

Campaign logistics 

The trailer had many key phases which include teasers, they introduce small clips of intense scenes in order to build anticipation and gain attention, the trailer was released Mar 29, 2018 and the actual series was released on the April 6th, which is a bursting campaign technique. It shows the key plot points such as how much they made in the bank, and how they are planning to get out of the bank. They do posts on social media, such as platforms Instagrams, Twitter, Facebook, behind the scenes content. the print media campaign, also uses digital advertising such as social media to promote the posters, they also uses billboard in busy cities and magazines

Choice of media 

They have use many different platforms in order to promote the series, this is so that they can reach their target audience effectively. It is promoted heavily on Netflix and is shown on Top Picks, which allows more people to see that the series is available and are more likely to watch the series if they enjoy the first trailer. It is also uploaded to youtube, which matches with the wide customer base and they are able to attract a wider audience. They also use other platforms to promote, which include; Facebook, Instagram and Twitter, which will be because they are able to attract the younger audiences that use these apps a lot. They also used other TV spots and for the first series they were on online news, and other known websites to cover traditional media techniques. Thi allows them to have full coverage of their audience and they are able to reach everyone they intend. for print media they have used posters and billboards for large visual ads, in locations such as Times Square and central London, along with the underground. they have also included ads on some magazines such as Empire

Relevant legal and ethical issues 

Legally, the producers have to make sure that they dont break any copyright laws and ensure they don't use any images or music that they dont have permissions for. They must avoid misleading or gore/inappropriate content. In terms of ethics the producers must keep violence on a low, and crime on a low (dont show much violence and crime), especially with younger audience they must avoid these things because they might get influenced by the actions seen in the series. They must also avoid stereotyping as it may be seen as unethical, and ensuring all cultures and beliefs aren't offended. However it is rated a 18 so this means that the regulations will be less strict and they may be able to show more crime and violence than they would if it was rated a 15. for the print media, asa and of com may review the posters for false advertisement, and other offensive content like the guns and blood showing in the poster

Regulatory bodies 

To keep within ASA they must be careful what content they sow, for example they must not mislead the trailer and it must be relevant to the series, it must also be targeted appropriately to ensure it is shown to thier suitable audience (18-25 year olds). Interms of OFCOM's regulations, they must be careful with wat language they use, the amount of voilence and sexual content shown in the trailer because it may be shown to younger audiences who shouldn't be seeing images like sex, voilence etc. They must also ensure that it doesn't harm or stress the audience and avoid sensitive subjects. BBFC would make sure that the age classification is correct, for example money heist is an 18 so they have more control over what they show in the series and the regulators may be more lenient. BBFC reviewed the trailer because it has voilence, sensitive language, sexual content. the print media doesn't show any sensitive content, however on the second poster, it could be reviewed by of com because of the guns and scene that we see. 

Print media

This media print advert hints towards the same things as the tv advert as it shows the bank (the white outline on the screen) and has all the main characters in the background, which builds on the character development and makes the viewers wonder what will happen, especially since there is a table behind them, which hints towards them plotting how they are going to rob the bank and the plans they have made. 

Furthermore, this poster hints towards the tension and action that will happen in the series, the police are the closest characters who are aiming at the main characters / robbers of the series. Along with the robbers shooting back at the police, with formation as if they have planned it. They also have 2 people on the right which seem to be arrested and hand cuffed, this make the viewers want to find out what happened and how they got arrested. this action being shown in the poster is also shown on the trailer. it also has the release date and the Netflix logo to allow the audience to know where to watch the trailer and new series. Which allows the business to build awareness and hype about the new series being released. They have also used an effective tagline to build further tension to the poster, which says "when everything falls apart, the real plan begins" this makes the audience who have already watched series 1 want to find out what happens next, especially since they thought they have been watching the heist plan unfolding also end, but in reality it has only just started. This also makes people who haven't watched the first series want to watch it to find out what happened to allow them to follow along with the new series. 

 Advertising theory

Shockvertising

This shocks the audience by showing a upsetting and brutal photo of a young child with a needle in his hand and they are asking people to raise money to help children such as these. The child is in a dark room with something like a rope in his mouth and around his body, and a needle in his hard, which shows how deprived he is. target audience is mothers as some of them can picture thier children in this situation and would never want that to happen so they send money in order to help children like this. In the financial year of 2022-23 our total income was £315.3 million. So the adverts have been very effective as shown but thier fundraised income. This will be because the adverts are very relatable for mothers and they have a hard feeling for young children because they are meant to look after children.