Aims and objectives
The campaign i will be looking at is the campaign for the film Captain America Civil War. The aim of these specific print advertisements is too create awareness for the brand/project and the products they produce. All in order to increase the overall sales off the product and interest their audience. As well as this the advertisements set the scale off the product by showing well known characters facing off and by using taglines such as "united we stand" and "divided we fall" these help to create anticipation for the film by setting high stakes for the audience.
Target audience
The target audience for this product will be ages 16+ both male and female. For the spending power off the target audience would be around B/C i have chosen this spending power as the audience will have to be able to afford tickets too be able to watch the film. The audience will be fans off action films or more specifically the marvel cinematic universe line up of films. I chose this demographic because marvel movies mainly focuses around the action genre and this appeals to a more younger and yet mature audience. The way they will entice their audience is by showing popular characters that the audience will already be familiar with and by using an established film franchise they will already have an audience who will want to see the product.
Representation
An ongoing theme that is represented in all of the advertisements is the house style of red, blue and white. The house style is associated with the products main character "captain america" and is represented in all parts of the advertising campaign. I feel that the campaign is targeted towards males because of the choice in house style as the majority of colurs used are stereotypically related with men being the colours of red and blue. I also believe they target a specific gender because males are more likely to be associated with the action genre. The campaign is aimed to "nest builders" as these people are established with a house but are working there way towards family life so they maybe more likely to own things related to the science fiction genre such as a video game console, PC or comic books. The campaign is also targeted at a mainstream audience as it features elements that appeal to a wide range of demographics by featuring people of multiple different genders and ethnic backgrounds they show this by not including racial or gender stereotypes. It also features many widely none locations such as New York and Berlin that may appeal to a younger audience who may want to visit them.
Campaign message
The message of the advertising campaign for Captain America Civil War sets the stakes for the film itself. It does this by including phrases on promotional material such as "united we stand" and "divided we fall" help to establish the dark tone of the film and a message of "division". All promotional material portrays two teams facing off and also help to establish a darker tone towards the film as the films narrative features heroes . The teams are also separated by colour on the poster one being on the blue and the other on the red side these could be used to portray each team under a certain tone or mood for example red has connotations or aggression and anger, while blue has connotations of truth and loyalty so by using certain colours too establish backgrounds for the teams they have linked too the message off division. The campaign, as previously mentioned, has a dark tone however when compared with the marketing off the first film the tone is much different. The first film featured a light hearted tone this was featured within the marketing as they feature taglines such "patriot" and "hope" the change in tone of films is that they are know trying to tell a much darker narrative than its predecessors by having heroes be the villains of the film.
Print-based advertisements used in the campaign
The print-based advertisements in this particular campaign that I've decided to analyse are several posters and one print-based advertisement in a newspaper. The differences between the print-based advertisement and the posters are the way each one is laid out in relation to how the advertisement is meant to be viewed by a viewer. Both of the posters for example are created to be glanced at like billboards and T.V advertisements, the posters have used techniques such as white space in order to make the logo and images stand out to passing viewers and therefore they need to be large for the viewer to easily identify the campaign being advertised.
When looking at the magazine cover we can see the use of a sans serif font for the film title, i believe it is used to make the film appear more modern to the audience and make the title of the film stand out on the cover. We also see the use of a sans serif font used on the website banner, it is located next to a poster of the film, i believe this text was written in this format as it really highlights what it is saying "Own Captain America Civil War out on digital HD" and grabs the viewers attention the minute they enter the website on what the campaign is currently trying to advertise to its audience.
Audio visual advertisements used in the campaign
Within the tv advert for "captain america civil war"we see many uses of camera shots. Once such being the use of a wide shot. This could be used to establish the characters in a new location in the diegesis it could also help to build anticipation for a viewer by quickly showing a new location perhaps on that they could be familiar with. We also see the use of a shot reverse shot, I believe this was used in order to show the tension between two of the main characters this works well within the tv advert as it creates a very quick paced advert by using quick shots alternating between characters. Another camera shot used is the use of a low angle shot is used to show a more dominant character, by giving the audience a quick glimpse at who could be the possible antagonist however by showing this within a short tv trailer it doesn't reveal too much of the films narrative but still intrigues the viewer enough to make them want to see the film.
When we look at sound one example being the use of music in the trailer, this is very intense and adds suspense to the trailer, it connotes fear and aggression, this works well within the form of a tv advert as the music is fast paced and controls how the scenes in the advert are structured by having no scene featured more than a couple seconds, this creates a spectacle for the audience by having multiple fast paced scenes mixed with a dark piece of music too reflect the tone of the film.
We can also see the use of multiple editing techniques in the tv advert one such being the use of a fade to black, I believe that this was used in order to create tension for the viewer to keep them intrigued it is also used multiple times throughout this helps to pace the trailer keeping scenes quick and intersting. Another use of editing techniques in the trailer is the use of a slo-mo effect I believe that this was used as it intensifies the combat and is another convention of the action genre.
Relevant legal and ethical issues
Copyright law is a legal concept, enacted by most governments, giving the creator of an original work exclusive rights to it as its theirs (This means no one can copy or steal this idea as its not their).
The only relevant Legal and Ethical consideration issues that I can think of that Marvel will face in there day to day print and audio-visual advertisement campaigns are the usage of products in the campaign advertisements and backing it up by proving that they own the rights to the products they advertise, and that the products are theres.
All advertisements used in the campaign must be truthful, this may come in the form of small print, but still must honest to customers and buyers or the company could get in serious trouble for false advertisement this could leading to possible legal action. In terms of there specific print-based advertisements I've looked at, there doesn't seem to be any trademarks on the promotional material. Actors will have signed release and consent forms when signing up for the film
The Advertising standards Authority (ASA) are the independent regulator for advertising all media in the UK. The ASA use advertising codes for Advertising Practice written by Committees. The main focus of the ASA is act upon complaints and troubles from the public by taking action against advertisements that may have harmful, misleading or offensive advertisements.
The ASA intend to ensure that all advertisements are honest, reliable and overall genuine and can be presented to the public, as a real advertisement should be. The ASA also have a council and a Senior Management team with the council being in charge of deciding if a piece of advertising has breached the code of being able to be shown to the public and the team being responsible of setting the direction of the organisation.
My film poster complies with ASA for example it complies with section 16 gambling if they had featured this on there poster the film would have been given an 18 age rating which could have resulted in a lower profit when the film was released. Another way in which my film complies with the ASA code of conduct in another aspect as there are no graphic scenes of violence.
My film poster complies with ASA for example it complies with section 16 gambling if they had featured this on there poster the film would have been given an 18 age rating which could have resulted in a lower profit when the film was released. Another way in which my film complies with the ASA code of conduct in another aspect as there are no graphic scenes of violence.
Print based
The Print based advertisements are in this campaign are in multiple forms of media, for example the purposely placed out in magazines such as Empire and Entertainment. Also because of the mainstream appeal you will find advertisements for this campaign in many different places and in many forms of media.
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