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.

Who owns the guardian?

The guardian is operated by the guardian media group (GMG) which also owns The Observer.

The parent company is Scott Trust limited which was created in 1936 to secure the financial and editorial independence of the guardian, however it was dissolved in 1948 to avoid more death taxes.

The trust was then replaced by the limited company to respond effectively to the rapidly changing media landscape, in 2008. It was drafted to make sure that no one could personally benefit from dividends so that the paper could remain faithful to its liberal roots.

Demographics

2021 data from PAMCo says the guardian had a 3.2m monthly print and an 18.4m monthly digital readership. The guardian also reached an average of 113m unique browsers around the world each month.

Further data shows that more males reading the paper each month, 10.2m males compared to only 9.4m females across numerous platforms. Data also showed that more 35+ people read the paper than under 35.

The data further shows that higher class/more income earning people read the paper compared to others.

The reader

Most guardian readers are often described as left-wing and have a liberal point of view.

The guardian’s target audience is modern and progressive people.

A poll had found that guardian readers hold a progressive view and are motivated by new ideas and innovation, they also have a strong desire to change.

A typical guardian reader is labelled as an activator from SBI’s list of UK consumer groups because they are the most open to new ideas and are at the forefront of innovation.

Guardian Politics

The guardian is part of the quality press, this is a group of national papers which focuses on hard news.

The guardian often promotes the ideologies of the mainstream left of British Politics.

It had declared its support from the liberal democrats in 2010 general election.

The guardian had a liberal perspective which appeals to its progressive consumers.

Newspaper funding

A double page spread in the guardian costs £32.400 and a billboard at the top of the screen or MPU would cost an ad agency around £46.000 a day.

The guardian relies on revenue from its global readership.

Any profit made from their sources of revenue is reinvested in journalism.

The decline in the newspaper industry

In 2012 the guardian lost £100,00 per day, to underwrite the newspapers loses, Scott Trust sold 49.9% of its stake into auto trader to venture capital firm in 2007 and then the remaining 50.1% to the same company in 2014.

They also sold its regional media output to a competitor in 2010 and GMG radio subsidiary in 2012.

In 2020/2021 the GMG increased their revenue by 0.9% to £225.5m.

The total values of the Scott Trust endowment fund and other cash holdings also increased to £1,148.5m from £954m the previous year.

Important Events

1821

In April, a prospectus is issued explaining the aims and objectives of proposed newspaper, the Manchester Guardian. A month later, on 5 May 1821, John Edward Taylor publishes the first Manchester Guardian as a newspaper in the liberal interest. It appears weekly on a Saturday at a price of 7d.

1855

Stamp Duty tax on newspapers is abolished allowing the Guardian to publish daily, Monday to Saturday, at a reduced price of 2d.

1919

On 4 July Guardian Weekly is launched to provide a compact weekly edition of the newspaper, aimed at an international audience.

1959

On 24 August the newspaper changes its title from the Manchester Guardian to the Guardian, to reflect the growing importance of national and international affairs in the newspaper.

1988

The Guardian has a radical redesign, splitting the newspaper into two sections and introducing a new masthead. An international edition is launched in Europe.

1992

The Scott Trust formally sets out its central objective for the first time: “To secure the financial and editorial independence of the Guardian in perpetuity: as a quality national newspaper without party affiliation; remaining faithful to its liberal tradition; as a profit-seeking enterprise managed in an efficient and cost-effective manner.”

G2, the daily features tabloid section, is launched.

1994

The Guardian and Observer contributes editorial content relating to the Edinburgh Fringe Festival to the 1994 FringeWeb. This is thought to be the first online publication of any Guardian journalism.

Thames Valley Newspapers (owners of the Reading Evening Post and the Wokingham and Bracknell Times group of newspapers) is purchased by GMG from the Thomson Corporation.

The group’s radio interests are sold to Emap.

Auto Trader National Magazines is launched as a joint venture.

2001

The Guardian wins widespread acclaim for its coverage of the events of 11 September – it is proclaimed “bold, simple and courageous” at the British Press Awards.

GU’s URL changes from guardianunlimited.co.uk to guardian.co.uk in February. In April its first ever TV advertising campaign is launched

2003

Life, a new Thursday science and technology supplement, is launched, plus a daily media business page.

The Guardian launches its first paid-for website services, including a new digital edition of the newspaper and an advertising-free version of the guardian.co.uk site.

2004

In March, digital editions of the papers launched, allowing access to articles, images and adverts as they appeared in print. In July the Soulmates dating service interactive website goes live. The paper also introduces a weekly tabloid edition aimed at students and distributed throughout UK university campuses.

The Guardian watchdog article example:

The Daily Mail watchdog article example: