My project is a digital campaign that includes two movie posters and three Instagram posts about a film called “Restricted Dance”, The film is about a teenage girl named Julia Kuzmina who goes on a journey of self-discovery and must face challenges in her dystopian life to fulfil her dreams of becoming a dancer, however things take a dramatic turn throughout her progression.  

The posters will be posted on The Gentle Woman’s website. I am aiming to base my target audience on females in their early 20s to 45. In terms of VALS classification, my audience can be described as ‘activators,’ ‘seekers’ and ‘explorers.’ These people are open to new ideas, self-expression and self-discovery. They try new trends and experiment with fashion and are most likely to see more modern techniques of advertising so that is why I plan on creating atmospheric and outwardly aesthetics in both my posters and Instagram posts.

Because my target audience is open-minded and explorative, the theme of freedom and self-discovery will be the main focus of my advertisements.

To keep my audience’s attention, I plan on using tactics such as star power. I will use the band brand in the textual components of the advertisement. I plan to use dominant signifiers such as a outfits and clothing inspired by Florence and The Machine. I will also use similar poses and quotes that they are also known for and are easy to identify.  

I plan to keep my audience engaged by creating, what Uses and Gratification’s theory describes as, diversion. I will achieve this by creating an imagery of excitement, drama and tension rooted in ethereal and outwardly figures within my advertisements. Relatable and enjoyable characters will also feature on all posters and posts. I plan to give the opportunity for my audience to create personal relationships and feel emotionally engaged with my characters so that they enjoy the movie much more. I will do this by making sure my movie posters convey real life/daily struggles and problems through the protagonist and elements in the posters, this is to create a connection with the audience’s own personal identities and the film.