Audience Profiling

Reader Profile

Demographics -

Gender – Male

Age- 18

ABC- E (Student)

Religion - Muslim

Education- A Levels – Pending

Marital Status- Single

Income – Family Business (Varies)

Nationality – Albanian

Psychographics –

A confident self-motivated individual, who can develop a mature and responsible approach to any task he undertakes. He is studying Business and Sociology both at A Level, he aims to go to university and study Business Management. He enjoys keeping up with the new trends in fashion and clothing and likes to go shopping regularly, he is also an outgoing individual as he enjoys to go to the cinema and socialising with friends and family. His taste in music can vary from London Grime to American Hip-Hop, as he enjoys listening to Future, The Game, and 50 Cent. He does not usually watch soap operas on TV, however he is a big fan of Narcos and Power. His aspirational goals are to own his own business in the UK and America, to do this he says he will go to University and get his degree in Business.

Likes – Football, Boxing, Music, Driving Cars, Nandos, Five Guys and Cinema.

Dislikes – Smoking, Theme Parks, Burger King, Rock Music and East Enders.

Audience Profiling – Audience profiling is a task all media organisations need to perform when creating a new product that they will be launching on the market, this could be a film, magazine, album etc. Factors like Age, Gender, Race and Sexuality, Education, Occupation, Annual Income Disposable Income, Current Lifestyle/ Aspirational or Desired Lifestyle, Culture, Media Interests will need to be considered when defining an audience.

Psychographics - This is a way of describing an audience by looking at their behaviour and personality. Psychographics labels a specific person and makes a judgement/assessment about their viewings/beliefs and spending habits. Psychographic segmentation divides the market into groups based on social, lifestyles and personality characteristics.

Taste and Decency unit 25

Taste and Decency – Taste and Decency is a guideline which is provided by Ofcom, it is put in place to stop presenters broadcasting any content which could come across offensive to the public. This is because taste of decency is likely to encourage crime or any sort of violence. Using bad languages is a very common offence that is presented through television programmes although some bad language moments are “beeped” out programmes like Family Guy has offended the public for years and has even been banned several times due to the public taking offence of it. Family guy is targeted at young adults however parents have said that this is not appropriate for them and should not be presented in that sort of manner.

Quality and Standards – This is a term to describe a genre or style of a television programme. This could be to meet the standards or expectations of the programme as it could be too violent and explicit. It is said that the quality is failing, a survey was conducted by the Broadcast in 1999 and it showed that more than 450 people in it. It was said that “70 percent of them felt that the TV output had declined since 1994, this meant that more than a quarter thought that it had got a lot worse. This reason it was getting worse was because of the financial side as one director stated they were asked to make the same programme for less money.

The Public Service Ethos and The Free Market Ethos – Public Service broadcasting is a broadcasting service which is funded by the public it is worked through TV licences that cost £145.50. It provides a public service of showing programmes that provide entertainment for viewers. BBC is a public service broadcaster which is owned by the public and government this is because the public pay for it this also means that it as to provide impartial service to the public which also means any sort of research or information that is presented as to be unbiased in all broadcasts. BBC is the best example of public service in my opinion as it as a great name and platform in the UK, the public respect the broadcasts they provide and it also provides regulations about their content which is crucial information to the public. The free market ethos does not have any sort of payment to broadcast this allows a group of new audiences to be formed. There have been many issues with the free market ethos as any company is allowed to form any sort of channel and broadcast it to the public, this is an issue because some contents may be unacceptable for viewers. A few examples of free market channels are Sky, MTV and Dave.

Ownership and Access – ownership and access is having the title of a piece of content which can only be accessed by you only unless you give permission to other users to access it. For example different types of programmes have signed ownership contracts so that only there channel can broadcast a specific programme however other programmes like Catfish or My Wife and Kids is viewed on different types of channels which shows that it is not owned by a specific channel.

Regulations and the Free Market – Regulators are there to prevent people from seeing things that are too explicit or inappropriate certain target audiences. They will delete programming channels or fine them for showing specific things at unsuitable times. An example of a Television Regulator would be Ofcom as they are the main independent regulator authority for the UK’s communications industry. Ofcom deal with complaints and takes appropriate action with them so that UK viewers enjoy entertainment.

Ratings War- Ratings War is all about the competition between two different shows as each show looks to get the most viewers but it is all about who will stay viewing for the following season. This is because if a channel does not get enough viewers they will most likely be cancelled and will stay on air for another season, an example of this would be ‘so you think you can dance’. Shows like X-Factor and Strictly Come Dancing are another pair of rivals that compete as one is on BBC and the other is on ITV.

Effects on-Demand Servicing eg on Scheduling – On-Demand TV services like BBC IPlayer or ITV Player enable viewers who do not get the chance to watch specific programme to watch them at a later time. This is an advantage for regulators like OFCOM to view the different ratings and viewings of the channel and find out how many people view it at different times. This is a great way of helping people to get a catch-up on their favourite shows.

The Effects of Streaming Media Online- streaming media online is a very popular, there are hundreds of websites and links made to be able to watch things illegally online. This is now breaking copyright laws however it is very hard to enforce on the internets as anonymous people have made these sites and links and the law will not be able to track down identities from this. Also when viewing a specific show or programme On-Demand TV services like ITV player give ‘I am over 18’ option. A lot of people especially at young ages will tend to lie on this and say that they are 18 or over. This shows that this option is on a reliable source for streaming online media in.

Production Journal -

In today’s lesson we are planning advert 3 and making sure we have included all the type of shots and have the story line figured out. We have also prepared the types of props we will need for each advert and whoever is going to bring them in. We have sorted out how many people will be in the adverts and planned out when we will be filming them and at what time, place etc. Although we got the location sorted we have had a few problems due to finding the sports hall for our second advert as there have been mock exams and we have not been able to access the hall for filming. We will now be filming the following week as the location will be available to film in.  

Production Journal - sharing out tasks

We went through our tasks and roles that we will undertake as a team or independently. We are making sure everybody as a role for the project, we are also making sure that we have props for the advert that link to Adidas. Also we have made sure that we get the tasks done for a specific deadline that we will need to meet. As a team one of us will need to go a sort out the locations whilst Jai will be writing the script and Habibe will be doing the mood board and storyboards.

Adidas Adverts –

I have looked through many Adidas adverts, they all have similar aspects to them as there is a lot going on in the adverts. They tend to show quick shots of many different things, they have also used a lot of colour in most adverts, especially with the ones that advertise the clothings and footwear. I have also found that they use a lot of celebrity endorsement in their adverts. This shows how popular the brand is as they have used the big starts like Rita Ora, Nicki Minaj and many more.

An example would be the one that was about the Adidas Superstar Shoes, stars like David Beckham, Pharrel Williams and Rita Ora were chose to advertise this. They had made a 90 minute film on advertising the brand ‘superstar’ expressing the world and saying that the superstar is not what you think it is. Having watched this and knowing that the Superstar shoes they were advertising are one of the most iconic trainers ever designed shows how successful this advert was.

 The Superstar shoe was first released by Adidas in 1969 as a basketball trainer and till this day (21^st century) is still a very popular pair of trainers. I have also found that in Adidas adverts Celebrity Endorsement is a big key to promote the product as it is very eye catchy, they tend to use the big, good looking stars that are also very popular worldwide so that more people decide to tune in.

Adidas have huge promotions with the football industry, promoting some of the biggest football clubs in the world such as Manchester United and Real Madrid shows great success as they have Footballers like Ronaldo and Pogba advertising their brands which usually always leads to success as it is said football is one of the most popular sports in the world.

adidas research

Adidas

Adidas are a German Multinational Corporation that designs and manufactures shoes, clothing and accessories, they were founded in July 1924.

Adidas is a very big company and is popular worldwide. Using a brand like Adidas for this campaign I thought would be a good option as, a lot of people in all different target groups know about Adidas and in most cases buy/wear clothing and footwear from them as that is what they are popular for. Adidas is known to be the largest manufacturer in Europe and the second biggest in the world. 

Advertising a brand like Adidas was quite difficult at first as we had to link the advert to the theme of identity, however we come up with 3 different adverts which do include Adidas branded clothing and footwear. 

There are two different Adidas brands which separate into Adidas and Adidas Originals, it can be said the Adidas Original might be the more popular for teenage clothing however in Adidas ’essential’ is mainly used in the sports industry. As in football boots, basketball brands etc.

The brand does rival with Nike as they were the world biggest manufacturer, however there is a high percentage of people that prefer Adidas to Nike.

Systems and technologies

Systems and technologies

Digital media is “all new media objects ,whether created from scratch on computers or converted from analog media sources are composed on digital code” . - Lev Manovich -The Language of new Media.Digitization is the process of analog media to digital media for example a sound wave was recorded in analog form and convert the data through manipulation of software. Nevertheless , digital media can be gathered into a larger form of medias without losing their form of independent identity. For example the movie Amazing Spiderman which play in cinemas has several footages of images and effects etc.In contrary the footage can still be edited without a new construction because it keeps the same format.

Analog media is essentially printed and recorded  broadcast such as magazine , recorded sound , videotapes , films and so on.It can play the wave of a sound independently and does not rely on a machine.For film , every frame is recorded in measure tapes so if an actor or an actress does not perform well the tape has to be thrown away and start over again.This leads to analog media taking more time and cost to complete the product whereas digital camera are advanced and so on.Most of analog media distributions are on flyers,newspapers or leaflets etc, analog media as a whole is less creative than digital and there are far more limitations.

Satellite broadcasting is the circulation of multimedia content or broadcast signals over or through a satellite network. The broadcast signals usually come  from a station such as a TV or radio station and then are sent via a satellite uplink (uploaded) to a geo-stationary artificial satellite (earth orbiting satellite) for redistribution or retransmission to other fixed geographic locations through an open or a secure channel.The key organisations involved in providing digital service to the people are British Sky broadcasting also known as Sky, British Broadcasting Corporation known as BBC and Virgin Media.The advancements of new technology has been developing with new programming which has allowed fast forward, rewind , pause and replay.Also majority of television technology are now able to record programmes if necessary.Also the development of ‘Catch Up’ which gives viewers a chance to catch up with programmes they missed . For example Sky has created ‘On Demand’ which are pre-recorded after they have been recorded on live television so even if the viewer did not record the selected programme it’ll be available for them.

Emerging technologies have started a new wave of constant new developments being made to existing media platforms. Journalists can go past the usual suspects of Facebook, Twitter and Instagram to get consumer or target audiences aspects. Social platforms bring a fresh take on how the media industry engages and interacts with its audience. Qanda (An Australian television panel discussion program)  allows anyone to provide video answers to questions, which sanctions journalists to get authentic video interviews and form diverse views from the public, without being physically present to encapture answers.Wearable technology is providing dynamics the way consumers get ahold of news. The Apple Watch makes getting the current news as easy as telling the time. Wearable journalism is ideal for quick updates until viewers have the time to get the full story. From clothing to contact lenses, wearable journalism presents the opportunity to deliver content in trimmed-down formats without losing the essence or true meaning of the story.

VR promises to transport the viewer into the middle of an experience to form a better connection to the story. The New York Times VR app is a good example of VR, and its launch was partnered by sending 1.2 million Google cardboard viewers to subscribers.

Production Journal - Researching Adidas

Working on Adidas, what they are? Who are their brand Ethos?. Chosen Adidas Original as our brand. Identify message will be ‘don’t judge a book by its cover’. We will be starting by putting together a moon board. We identified the target audience for this advert which would be youngsters (teenagers).

We defined the term identity and we think identity is. We brainstormed the ideas on a big sheet of paper as a team. Once we got the ideas we discussed them between ourselves and make sure we understand what they think of the term identity from each other’s perspective.

We looked at different types of character roles that we needed, we came up with a geeky person and Muslim girl with a hijab, we also found out how we was going to link the adverts with the company Adidas.

Production Journal

Brief: create a TV Campaign which communicates the theme of identity. We was brainstorming ideas. We got into a group and discussed what we could do to link this advert to identity. We started off by defining the word identity and making sure each and every one of us understand what it means so that we can understand what sort of ideas would link with it. We then developed them ideas by picking a brand which was Adidas and started researching about the brand itself and what their slogan is.