Response to The Brief
The aims and objectives of the brief:
The aims and objectives are to produce an advertisement campaign for the BBC3 upcoming series ‘Duplicity’.The purpose of the campaign is not only to raise awareness of the series but also the social issues that occur within it, such as tackling racism, and to raise the question nature vs nurture.The campaign must also attract viewers from both mainstream and niche audiences to so that viewership is as high as possible upon the release of the pilot episode.The advertisement campaign must take place across several cross-media platforms.Finally, there must be no copyright or ethical issues that could damage the reputation of the BBC.
I will be advertising the series Duplicity, a crime drama which follows two twins, one striving to be a medical student, the other morally corrupt. The series follows the sequence of events when the student is taken to prison for a murder his twin committed and how, from the death of their mother, they ended up so different. Duplicity, tackles issues such as racism and also questions the ethical benefit of prisons, making the series contain a wide range of transgressive content, appealing to a younger target audience and, therefore, the audience of BBC3. It is a form of surveillance for the audience for an audience who isn't educated in school about these issues but is an integral part of society so cleverly appeals to an audience who may usually ignore such issues due to being separate from them. It will similarly appeal to audience members interested in psychology, giving them a deeper education on the impacts of trauma and grieve along with audience members simply looking for escapism through the fast action, building of tension and romance. Finally, the series is likely to create a form of pleasure for the black community, reinforcing their own identity through watching characters facing issues that they may be able to relate to.
The target audience for the Duplicity is 15-21-year-old male and females as the young central characters are likely to reinforce personally identities or act as role models for the younger viewers. Madison, the strong female character will appeal to the female target audience for this reason whilst Garret, a student studying to become a surgeon will create pleasure for the male viewers. The likely social demographics will be A, B or C1 as these are the demographics which are most likely to attend higher education as the jobs they are likely to go forward with a career in to make them of this social demographic. For example, A social grade viewers are likely to become Chief Executives or work in managerial roles which would normally require a degree. B social grade viewers are likely to aspire to similar roles whilst C1 social grade viewers may aspire to jobs that aspire degrees but may not be essential. To work out the exact target audience, secondary research from BBC Three could be used to see what the most common target audience for its programmes may be. Primary research may also be useful. Focus groups could be held to get feedback from different audiences about the programme or online surveys could be carried out to see how different groups of people react to the programme - therefor helping to determine exactly who would watch the programme therefor who the target audience would be.
Potential issues that could arise in the campaign is the potential audience of where they adverts are displayed as the transgressive content may be inappropriate for some people. This will have to be considered when releasing print adverts as it cannot be controlled who sees these. This would minimise the reach of the adverts as they could only be broadcast on TV and Radio after the watershed. For this reason, it may be best to make the adverts appropriate, through excluding scenes of violence or of a sexual nature, although this in itself could then attract the wrong kind of audience. There is also the issue of representation within the adverts as, because the characters will only be seen very briefly, typical stereotypes may be assumed by the audience as they do not get the whole backstory. Due to this, the negative stereotypes have been kept to a minimum, for example Madison is strong and independent and Garret, a black character, is striving for a selfless and skilled job which balances out the stereotype of Cason being crime ridden, coupled with his race. Another issue will be ensuring all the correct permissions are granted to avoid legal issues before release. For example actor and locations, forms will be required for the advertising campaign as well as the drama series itself. Permission for all audio will need to be granted and licensed if required.
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