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.