FACT, BVA and Industry trust

FACT

FACT has existed for over 30 years, and is incredibly active in stopping pirated films from being distrubuted, and arrests people for doing it. It is responsible for the vast majority of PSA's in britain about Films.

BVA

The BVA, or British video association represents the creators of the video in britain. It's Members include the BBC, and even the Hollywood studios. It holds award shows, and reports on facts, but doesn't really stop pirates

Industry trust

The industry trust is exactly what the name infers. It is people in the industry, who don't target pirates, but thank people for buying the works legally. It lets people choose what to do, but guides them towards the legal option, by telling them that these moments are 'worth paying for,' and it also shows that people involved in the industry really care about the fact that you pirate their stuff

Analysis of two copyright campaign

Moments worth paying for

1. To promote not illegally downloading movies, it uses elite people, and their views on their favorite movies to convince people that these things are worth paying for
2. It aims to get more people to pay for watching these movies, and to stop people from illegally downloading them.
3. The target audience is probably young adults, as they seem to download movies more than older adults, and it also targets film fans, as it shows movie stars talking about other movie stars
4. To the right are 2 different ads put out by Moments worth paying. One of them is Billy Murray, a famous English actor, and his opinion on taxi driver and Rob De niro, and the other is a ad made by Will Ferrell just for the thing
5. How successful it is might be debatable, but numbers of pirates have gone down, at least slightly, since this ad campaign was introduced
6. It uses imagery to persuade you to stop pirating, as it has the people involved talk to you. It also uses the opinions of celebrities to convince you to change your opinion
7. How it specifically targets the audience is it used the people in the movie to talk to the fans through an advert

Knock off nigel

1. To convince people to stop stealing films, the knock off Nigel campaign makes people who do do it seem like an idiotic minority, by ruining the date Nigel was on in the first ad, and ruining his job in the second.
2. The campaign aims to get people to stop illegally buying fake DVDs/ illegally downloading movies, and to convince them to buy it legally.
3. It has the same target audience as the Moments worth paying for, as they both target young adults, who are also film buffs.
4. There was two videos, the one above, and one with a Ron Burgundy lookalike with the same job as the old man. There is also an internet ad, above, comparing downloading fake films with other crimes
5. It was a bit successful, as it would have convince people that they are acting like idiots by illegally obtaining these fake movies
6. It features comparative language in one of the ads, comparing him to idiots, and another is calling him cheap for doing the crime they are ridiculing him for.
7. It speaks to the target audience by featuring a catchy song, and someone who is their age in the ads. It also features a slightly recognizable face in the other, so that they will connect with the ads

Research

Why is file sharing/IP/Copyright an issue

It is an issue because it actually hurts the people involved in the industry it is illegally accessing, as sales through copied discs don't go back to the original creator

Why is it wrong

It is wrong because it blocks the money getting to the original creators.

What methods does digital Piracy include

 Digital piracy includes:

• Illegal downloads
• Illegal streaming
• Illegal disc distributing

How are teenagers involved

Your teenage years are the years when you discover who you are. However, you might want to get the music that your friends are into, but can't afford it. This is how teens are involved, they spread the music through school.

Timeline of copyright campaigns

Copyright campaigns have existed since videotapes first came out. One of the first ever ones was just a warning at the beginning talking abut how buying fake videos can ruin your enjoyment of the movie you are watching, and a number to call to report if you see any. This particular example was introduced in the 90's, however similar examples have been around since the 80's

This was followed by a ad campaign which is above, and it is about the fact that the man who bought the VHS from this person, and it wasn't good, but he is unable to return it, because the guy just doesn't care enough, and makes up excuses, to not give him the Money back for the VHS

This was followed in 2004 by a creepier ad campaign, at the beginning of VHS's/DVD's. The video is above, and it featured ominous music, and a bald guy who was incredibly creepy, branding stuff with an X. It also featured comparing pirates to terroists, and the phrase copyright is cool, so not being able to see it is not missing out on much. It was also much more creepy than any previous campaigns. The guy is not that much unlike the devil, and this also has connotations that people who pirate stuff are going to hell.

Another campaign that came out in 2004 is this one, arguably the most famous anti-piracy campaigns, comparing the act of stealing a film to that of stealing a handbag and a car, depending on what ad you are watching. This ad is incredibly in your face. It is also one of the most copied Ad campaigns in history, one famous example coming from the IT crowd.

This campaign was followed by a campaign called knock off nigel.The video is above, and this is one famous example which has an irish singer singing a song about how nigel is a massive cheapskate, ruining his date and everything.

Another example is devoted to downloading films, and is targeting nigel in his office, with all of his co-workers getting involved with the will ferrel lookalike song. This is basically calling everyone who copys films pathetic, and showing that they are alone, and looked down upon by people who legally get dvds

Another anti-piracy ad campaign was the last cinema, showing what would happen if everyone downloaded films- There would be no more films to pirate. It aims to scare the people who download films into going to the cinema to give money to the people involved, or the films they are able to download would shrink and shrink by the day

Lastly, there is moments worth paying for. They have plenty of adverts devoted to them. Some they just voice over a normal advert for the advert, and other examples, such as the one above, have the actual actors from the film, and still feature as an advert for the film, but also feature the actors trying to convince pirates to stop pirating their films. They also have posters which have the same basic idea as the adverts.

Conventions of Ad Campaigns

 Campaign Conventions

• Brand name will be on every single bit of the campaign (Poster, tv etc)
• Slogans will be across all media.
• The same colours used will be across all media
• Same people/locations/artwork will be used across all media
• Same word formating will be used across all media

Analysing existing campaigns

Dumb Ways To Die

This campaign is run by the Australian metro train company, and it's about being safe about trains. It is a public safety campaign, as it is made to keep people safe.

It aims to keep people safer around trains, as it compares not being to to all these ludicrous things, such as selling both your kidneys and eating superglue.

It specific target audience is probably more pre-teen kids. It does this by having bright colours. It also has cutesy characters to cover deaths which could be covered much more graphically. The cutesy, catchy song and the simple words also add to this.

The way it speaks to target audience is through a song that covers loads of incredibly graphic deaths with incredibly cutesy little characters, and shows the deaths as cute as it possible can.

There is only really 2 media products. The original thing was the viral video that came out around 2 years ago, which didn't reveal it's true purpose until the very end. Following this, they came out with posters, which purpose was obvious, as they reference the video pretty much directly, so people would remember the lyrics to the video, so they would 'be safe around trains.'

We know they are part of the same campaign because they include the lyrics in the video on the poster, and it also feature a character from the video. The poster is also lifted straight from a scene in the video, and is in the same art style as the video is. The lyrics are aslo lifted straight from the video. It also has the logo of metro, who ran the advert.

The persuasive techniques used is comparing being stupid around trains to setting fire to your hair. They are effective because no one thinks that they are that stupid.

We would see the video online, because that is where it was posted, and we would see the posters around Australia, as that is where the PSA came from.

It is still running, as it is internet based, so it doesn't really end. It was most popular when it was first launched, however, back in late 2012, and probably early 2013

Brain on drugs  

The people running this are the partnership for a drug free america (PDFA)

It is about how drugs mess up your brain. It is a public safety campaign, as it warns how drugs can mess up your brain real bad.

It wants the audience to stop taking drugs, as it shows all of the bad this that could happen if you do.

It's target audience is older teens to young adults, as they are most likely to take drugs.

You can tell it is aimed at this audience because it is straight to the point, but not incredibly graphic. It also require some thinking, which younger people might not understand. It speaks through straight to the point, simple language.

It included 1 poster, as seen to right, and 2 tv adverts. The first of which is seen to the right, the second involved a woman who messed up the kitchen she was in showing off what other drugs do to your body, in a incredibly violent way, to symbolize people abusing drugs.

They are connected because they both show the same imagery, of an egg and similar. They also both show the exact same happen, one in video format,  and one in poster format, by showing the brain as the egg, and the pan as drugs, and cracking the egg into the pan. They also feature the PFDA logo thing at the bottom

They use comparative imagery to persuade you not to take drugs.

They are effective because it shows what drugs does without even showing drugs.

You would see it on tv, and posters would be plastered all over college campuses and the like.

The campaign started in the 80's, and ended in the 90's, so around 10 years. It probably didn't run fully for 10 years, maybe off and on. It was a part of a massive campaign in america in the late 80's to around the mid 90's, which was called the war on drugs. The PDFA was the creator of the adverts, but the president was in this as well.

Campaign Introduction

What are campaigns?

Campaigns are how people get your attention to sell you stuff. They work across multimedia, and all share a logo, or formatting. They can include: 

• Threat
• Shock
• Catchy Music/slogans
• Enigma
• Famous/relevant people

depending on the purpose of the campaign. Campaigns can be produced to:

• Promote a product
• Publicize an event
• Raise awareness of an issue
• Educate people
• Public service.

Campaigns have existed since the printing press was invented, and the statute of Anne was the first real copyright campaign, in 1710.

 

What methods of promotion are there?

There are many different types of promotion. These can include, but are not limited to

• Billboard
• TV
• Web video
• Film
• Poster
• Web page
• Magazine poster.
• Stunts

Types of campaign

• Political campaigns - try to convince the watcher to vote for them.
• Ad campaigns - try to convince the watcher to buy the thing they are selling
• PSA - try to convice the watcher to be safer
• Charity campaigns- try to convince the watcher to donate

Well known campaigns

One extremely well known campaign is the dove 'real beauty' campaign. It includes many different adverts. One is called onslaught, and it is the one I've included on the blog. It starts off with a picture of a little girl, set to simian's La Breeze, which it uses the ominous 'Here it comes' to build up tension, and has loads of imagery thrown at the viewers face about beauty. And it ends with the little girl looking tough, telling mothers to talk to their daughters about beauty before the industry does.

Another more recent campaign is about public safety, featuring a happy family playing I spy on a bike ride in the british countryside. The PSA begins with the youngest 'spying' something begining with T. They all try to guess what it was, when at the end the girl guesses track followed by a ominous horn, followed by a voice warning about distractions. I might be incorrect, but I believe that there was a different cut to this PSA where you saw the train that was banned for being too scary.

Advertising techniques

Advertising techniques include:

• Guilt-tripping the watcher into donating to the cause/buying dog food.
• Making the kid feel like he should be the first to have this new toy
• Fact and figures to make the product look better.
• 'Weasel words', making the product seem amazing, without promising anything
• Simple solutions, making it seem that everything can be fixed by getting this product
• Making it seem like this product is already used a lot, even though it is new.

What is meant by copyright, Intellectual Property, File sharing and digital piracy.

Copyright means the exclusive legal right given to the creator for a fixed number of years to use the product in question

Intellectual Property means the property that is the result of creativity

File-sharing means the sharing of the certain file to uses on a network, such as music, and films

Digital priacy means the infringement of the copyright on a digital platform, that is illegal file-sharing of someone elses Intellectual property.

How are young people involved with Piracy?

Young people are arguably one of the biggest contributers to digital piracy. When there is a new film out, many young people go straight to putlocker and different websites because they can't afford/don't have the time to go out to the cinema. Teen years are also the time when people discover their music tastes, and they want to have the newest album of their favourite band, but they can't afford it, so they either illegally download it off the web, or take a copy of their friends CD of it.

What methods of piracy and illegal sharing are there for the various media forms?

Methods of piracy include

• Illegally download the film/music. 
• Streaming it illegally online
• Copying it on a disc, and either spreading it through a school/workplace, or selling it
• Filming it in the cinema, and selling that later

 Why is file-sharing/illegal downloads etc wrong?

Although it means people see the product, it is wrong because the owner of the Intellectual Property doesn't get any money from it, meaning he might not be able to continue making stuff to entertain people, even if it is his passion, because he is just getting nothing from it.

 Analysis of examples of piracy/copyright in the news

http://www.digitaljournal.com/technology/op-ed-technology-at-the-forefront-of-stopping-digital-piracy/article/403704

This news articles is about waterstones adding digital watermarks to their e-books, so it would work on e-books. It shows how far piracy has gone, as people are taking to illegally downloading books, just so they can get them for free, and how this problem is big enough for big book-stores to find a way to stop them doing this.

http://www.digitalspy.co.uk/gaming/news/a594783/the-sims-4-introduces-pixel-based-anti-piracy-measures.html

This article is about the sims 4 and it's clever anti piracy method. Instead of stopping the person from downloading the product, it just makes the pixelisation instated to protect a sims modesty continue to spread and spread until it renders the game unplayable, and when asked how to fix it, the makers of the games tell them to buy the game. This is clever because until it is patched, people will have to put up with this if they refuse to buy the game.