Evaluation
Section 1: Analysis of the project (Unit 2, (2.1) Unit 3)
1. Describe the campaign theme: Refer to the film and the importance of the awareness it discusses. Refer to other sources than the film you we asked to watch
My theme that I chose was Deforestation, and how bad it is becoming. Deforestation is the mass removal of trees, for supplies. We were shown a short movie called "The need to Grow" and this is what inspired my idea. I chose deforestation because it is a huge problem that we are facing. Deforestation was mentioned in the movie, so I decided to elaborate on this topic, and I believe people should properly know about the danger of it.
2. Explain how you analysed the film and other sources / knowledge and then selected an aspect / subject / issue to focus your campaign on.
I watched the film and thought hard about deforestation, as its a big problem that we face today. I have researched a lot and found multiple fundraisers to attempt to prevent deforestation from occurring in the future. For example, Money donations. There are a few websites where you can donate money to plant trees. Here is the link for the website I chose.
On this website, you can pay £1, which then plants 1 tree. And obviously, bigger donations, more tree will be planted.
3. Explain who your target Audience is based on for your Campaign idea, how it evolved through the research, campaign items Proposed and the final designs. Use relevant language (see handout, target Audience updated).
My target audience consists of Younger people, and middle aged people who want to change the world. I think that there are groups out there who would love to see this campaign, and who would be interested in joining in standing behind me in the fight to save our world. In my designs, I tried to attract everyone's attention, by saying it is their fault, and this will then let them delve in deeper to my explanation of how it was all of us together, destroying our planet.
4. Explain how you wrote, selected content (images, graphics, use of colour) and adapted the press release into three copy versions for three campaign-based items.
I chose the lines:
You did this- Its your fault
Our world is falling- Its your fault
Plant Murderers - Its your fault.
I did this to Target everyone, Because nobody wants the blame to be all on them, so they would have to find out what it means. I chose red coloured font to make it stand out. I used awful photos of forests being burnt down, and Trees being chopped down. These would make the audience realise what damage they have caused as a whole, and their brains would kick in, prompting them to do something about it.
5. Detail the parts of your campaign: Explain what you made for your campaign. Explain where the three items would have been seen based on your target audience (publications, locations, demography)
For my campaign I made three types of adverts, that would be shown to the public, in some of the easiest ways possible, therefore spreading the message around quickly. My first idea was a bus side advert. This would be great as lots of buses travel around, all day everyday. This then gets many views from people in cars, pedestrians etc. My second idea was a magazine cover. This is another easy way to get the message to people, as lots of hospitals, doctors, dentists, have magazines in the waiting rooms. And finally, My third idea was a newspaper double page spread. I believe this is also a great way to spread the word, because lots of middle aged people do actually get newspapers. Or, in fact, their parents could get newspapers, and give them the information when they speak to them. Either way, This is a good method of communication of this problem.
Section 2: Discuss the effectiveness of the campaign (unit 4).
I think that the hypodermic needle theory could be good in my case, but not amazing. It will tell them the truth, and they will take it as the truth and believe it, but they have no opinion on it, and they wont do anything about it. The Two step flow theory is better as people will see the campaign, and will want to address the situation, and form an opinion on the problem we have. Finally the cultivation theory shows the advert, and keeps repeating it. People will see it multiple times, and will finally want to look into it. For example, an advert is shown on the tv for a new tv show, if they keep being shown the advert, they will most likely want to see it or get bored of seeing it.
The theory that the bus Banner will have is probably the cultivation theory, as they will most likely see it many times, because they will either want to check it out, or just get bored of seeing the same adverts on the buses every single day.
I think that the magazine will have the Two step theory. People will see this once or twice, and the magazine will give lots of information. The viewer will then read this and form an opinion on whether they agree with the problem that is occurring.
For the Newspaper, i think that it will also have the two step theory, as the audience will see it, and the newspapers have tons of information. they viewer can then have lots to back their opinion up.
When I shows my sister the final campaign, I believe I used the two step theory. This is because I shows her the adverts, and then gave her plenty of information, backing up why I made those adverts and why its our fault.
I would like to raise awareness about deforestation, and I want to let people know that they are the cause of it. People want to use paper, and obviously paper comes from trees. So people wasting paper is wasting the trees that are being cut down. they need to know that we don't have an unlimited amount of trees in the world. And they are taking an advantage of all the paper they have, and nit knowing how they are affecting the world. Moral Panic is where you make the society, well, panic. I would show them what it would do if we didn't change the way we are using the trees, and this could make them act differently towards looking after our planet.
I think that my campaign could work really well for my target audience because it agrees with what they say about deforestation, and they would like the message to be spread around, which is exactly what I'm doing.
3 main strengths
One of my strengths is the Newspaper Advert because they text just screams in your face and grabds your attention very much. It is in a bold font, and it has a drop shadow to pop out even more.
Another strength is in the Bus Banner. This is the fallen tree, it is the length of the bus banner and it uses up all of the space.
Finally, the last strength, which is also on the bus banner, is the title that goes with it. It says "OUR WORLD IS FALLING". this is really good because the tree has been cut down, and this links to the title and makes it a play on word.
3 Weaknesses
My first weakness would be the magazine cover, as the stock image of the shocked man doesn't look very professional, and it might not be taken seriously.
My second weakness is the bus banner. The text is a bit boring and doesn't really stand out from the background as I would like it to.
My third weakness is on the magazine double page spread. I didn't put an apostrophe on the word ITS like I should've done.
To improve on my overall Advert, I have 5 things that could be made better.
1. I think I should've made the Magazine cover look more professional by getting ride of the shocked stock image. By doing this, I think it would make it seem like less of a joke, and people would take it more seriously.
2. Secondly I should've added either a drop shadow or an outer glow to make it stand out from the background.
3. On the Newspaper I should've added the apostrophe to make it seem even more professional.
4. I could've added a little bit of information on all of the adverts to explain the banner so they know what it is actually about.
5. I think that the Bus banner could've done better with a thin border going around the outside to separate it from the bus a little bit better.
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