P1
The campaign I am focusing on is Quentin Tarantino's film Kill Bill Vol 1
A) Aims and objectives- the aims and objectives of TVNZ (television New Zealand) the head of the advertisement is to promote the film in a well represented and shocking way to try and get people to watch Kill Bill Vol 1. They also want to gain publicity from the shocking advertisement to gain attention to TVNZ and to the film.
B) Target audience- the campaign is aimed at people who enjoy past Quentin Tarantino films like pulp fiction, reservoir dogs and from dusk till dawn. They would be from the ages of 18-45 and would mostly be male because of the genre of the film and the content being very bloody and action packed. Fans of bloody action movies would also be who the campaign is aimed at as the advertisements for the film are very different to most advertisements and feature rather bloody and adult imagery like with the spray of blood leaking across the poster onto some cars and on the road.
C) Representation- the movie is being presented to the audience as a very bloody and gory film as all of the advertisements feature imagery of blood or signifying that the lead role for the advertisements Uma Thurman's character is killing and slicing people with her sword and is represented as a very strong and powerful character with high skill in sword fightings. The advertisement is very clever on how it breaks out of the border other advertisements stick to like the edges of a poster or the frame of a bill board and most other bloody and action film dont do this they stick within the borders and do general posters and bill board advertisements.
D) Campaign message- the overt messages is that this movie definitely includes a lot of blood, sword play and Uma Thurman is the lead role within the film. Other overt messages are that Uma Thurman character kills people with a samurai sword as that is what the advertisements show. The covert messages of the film include why is this character killing people, who is bill and what has he done.
E) Print-based advertisements used in the campaign- quite a few different formats were used in the advertising for the film. Posters, billboards and bespoke installations were used. The billboard featured Uma Thurman's character holding a sword and a stream of blood is coming off the sword past the borders of the billboard onto the building and then onto two cars and the street below. The bespoke installation featured stickers in places like bathroom stalls which gave the impression blood was running out from a toilet stall and when opened revealed the title of the film and the release date. Another bespoke installation is an elevator were the doors when closed show a man but when the doors open he splits in half with Uma Thurman's character seen swinging her sword giving the impression the man was just cut in half
F) Relevant legal and ethical issues- all though the advertisements being rather bloody they still fit within the New Zealand ASA guidelines as there is no offensive imagery towards race, religion, sexual orientation, disability or age. Marketers are urged to consider public sensitivities before using potentially offensive material but just because someone finds offence does not mean it cant be used which fits within the advertisement of kill bill showing imagery of blood which some could take offence to. No dead people or children are shown and so none of the guidelines within those sections account towards Kill Bill. The advertisements do not condone drinking and driving or violence but the advertisements can be seen as violent.
G) Regulatory bodies- the guideline that the kill bill advertisement needs to take account on is the rule where it must not cause fear or distress and the blood imagery on the billboards or the fake blood splatters in the rest rooms could encourage that but these guidelines follow the British guidelines of the ASA but the New zealend guidelines are more lenient with when it come to the FEAR guideline as long as the advertisement does not exploit the superstitious it is fine.
H) Method- I think the advertisements do use a certain tactic of shock and placement as the way the blood splatters off the billboard and onto the walls of the building and the cars and street below to me seems very shocking if saw that personally the placement is also very high up which adds to the effects of the advertisement. The fake blood running from under the toilet stall is shocking and takes advantage of placement as you do not expect to see some kind of advertisement disguised as fake blood ruining from under a toilet stall which is very shocking. The whole advertisement campaign was rather socking as it was all within public space and unexpected.
A) Aims and objectives- the aims and objectives of TVNZ (television New Zealand) the head of the advertisement is to promote the film in a well represented and shocking way to try and get people to watch Kill Bill Vol 1. They also want to gain publicity from the shocking advertisement to gain attention to TVNZ and to the film.
B) Target audience- the campaign is aimed at people who enjoy past Quentin Tarantino films like pulp fiction, reservoir dogs and from dusk till dawn. They would be from the ages of 18-45 and would mostly be male because of the genre of the film and the content being very bloody and action packed. Fans of bloody action movies would also be who the campaign is aimed at as the advertisements for the film are very different to most advertisements and feature rather bloody and adult imagery like with the spray of blood leaking across the poster onto some cars and on the road.
C) Representation- the movie is being presented to the audience as a very bloody and gory film as all of the advertisements feature imagery of blood or signifying that the lead role for the advertisements Uma Thurman's character is killing and slicing people with her sword and is represented as a very strong and powerful character with high skill in sword fightings. The advertisement is very clever on how it breaks out of the border other advertisements stick to like the edges of a poster or the frame of a bill board and most other bloody and action film dont do this they stick within the borders and do general posters and bill board advertisements.
D) Campaign message- the overt messages is that this movie definitely includes a lot of blood, sword play and Uma Thurman is the lead role within the film. Other overt messages are that Uma Thurman character kills people with a samurai sword as that is what the advertisements show. The covert messages of the film include why is this character killing people, who is bill and what has he done.
E) Print-based advertisements used in the campaign- quite a few different formats were used in the advertising for the film. Posters, billboards and bespoke installations were used. The billboard featured Uma Thurman's character holding a sword and a stream of blood is coming off the sword past the borders of the billboard onto the building and then onto two cars and the street below. The bespoke installation featured stickers in places like bathroom stalls which gave the impression blood was running out from a toilet stall and when opened revealed the title of the film and the release date. Another bespoke installation is an elevator were the doors when closed show a man but when the doors open he splits in half with Uma Thurman's character seen swinging her sword giving the impression the man was just cut in half
F) Relevant legal and ethical issues- all though the advertisements being rather bloody they still fit within the New Zealand ASA guidelines as there is no offensive imagery towards race, religion, sexual orientation, disability or age. Marketers are urged to consider public sensitivities before using potentially offensive material but just because someone finds offence does not mean it cant be used which fits within the advertisement of kill bill showing imagery of blood which some could take offence to. No dead people or children are shown and so none of the guidelines within those sections account towards Kill Bill. The advertisements do not condone drinking and driving or violence but the advertisements can be seen as violent.
G) Regulatory bodies- the guideline that the kill bill advertisement needs to take account on is the rule where it must not cause fear or distress and the blood imagery on the billboards or the fake blood splatters in the rest rooms could encourage that but these guidelines follow the British guidelines of the ASA but the New zealend guidelines are more lenient with when it come to the FEAR guideline as long as the advertisement does not exploit the superstitious it is fine.
H) Method- I think the advertisements do use a certain tactic of shock and placement as the way the blood splatters off the billboard and onto the walls of the building and the cars and street below to me seems very shocking if saw that personally the placement is also very high up which adds to the effects of the advertisement. The fake blood running from under the toilet stall is shocking and takes advantage of placement as you do not expect to see some kind of advertisement disguised as fake blood ruining from under a toilet stall which is very shocking. The whole advertisement campaign was rather socking as it was all within public space and unexpected.
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