Instagram posts:

Movie posters:

Statement of Intent

The demographic which I have chosen for my media products is females who are in their teenage years, mainly focused on those who have an interest in motor racing.  

In psychographic terms, my audience would be seekers. This group is invested in finding self-discovery and action, while also seeking excitement and experimentation. They could be seen as a group of young adults who want to see change in certain elements of society, which would help them be a part of my audience as I wanted my media product to create a different perspective in certain areas of sports which are seen as male dominated.  

Another psychographic label which is from the Young and Rubicam’s cross-cultural consumer categorisations is the reformer. The reformer has a mindset of ‘Don’t tell me what to do or what to think’ and they value their own judgement. Often perceived as intellectuals, the reformer is very socially aware, priding themselves on their tolerance to society. They lead an edge to society, seeking out authenticity and their core need in life is enlightenment.  

Therefore, with my media product I have a dynamic audience. The genre of my film poster is motor sport and therefore the different audiences I am promoting to need to be a part of diverse social groups. However, the posters and Instagram posts will be distributed to a wide range of people to try and encourage a larger, more diverse audience for the media products.  

The two-step flow theory would help promote my media products because the audience will already have an interest in coming-of-age films as there is many examples of these films already produced and have a large popularity. The way which the actors had posed on my posters allow for an image to be created of the film, allowing to encourage young females to see how women can be portrayed differently for different forms of media.  

Representation is the most important aspect in my media product. This is because the film is aiming to have a positive outlook on women in motor sport and allowing for a wider range of people to have the opportunity to see the different choices they can take in life. By using a picture of a female on my posters and Instagram posts, it helps encourage the audience to understand how the main female lead will be represented in the film. The use of different aspects in my media product will help catch the audience’s attention and help draw them into the film, my posters and Instagram posts are unique and help the audience to understand how the film could be related to themselves.  

I have decided to create marketing materials for a film called “Romantic Rivals”. Romantic rivals is a movie about a hardworking small-town girl who moves to a big city to pursue her dream of becoming a film maker, during the momentous change she gets caught in a love triangle. This will be broadcasted on Netflix so that it will reach international and mainstream audiences.  The posters are going to be posted on the fashion magazine The Gentle Woman; therefore, the primary audience is arty female audience. It will also be shown in the theatres so that people who enjoy theatres or cannot access the internet can also get a chance to see the movie. 

The movie poster emphasizes dynamic forms of womanhood and agency and promotes the emotionally rich atmosphere of the film.  The main character exhibits determination and perseverance. This is shown in the posters through a representation of female character with vigorous personalities, visible in the body posture, facial expression, and style of clothing.  

The audience that I am targeting is described as “leaders’ by VALs.  They are independent, concerned, and hardworking and these exact traits are highly visible in the characters who dominate the poster.  The small-town girl who is so hardworking invites female viewers to identify with her and creates an atmosphere of intimacy and familiarity. her image will be globally appealing, but it also targets the more sophisticated readers of the gentle women, as it promotes modern, innovative, and elegant ways of rebellious womanhood   

Audience will be persuaded through media language in my posters. This is seen in my Instagram poster 1. The main character breaks the fourth wall, whilst the other two characters are looking away, showing that powerful gaze towards the audience. This implies that the there is clearly powerful main character therefore will engage viewers because some may relate. The second Instagram poster shows the three characters running away towards the sunset. This gives the poster a more aesthetic feel to it and fits the more artistic side of Instagram instead of the more professional side that movie posters imply. The third and last Instagram poster shows a hand holding a camera. This indicates that cameras/filming is involved and for that reason audiences who may be interested in filming may be encouraged to watch the film due to the character having similar enjoyment. The reviews on the poster also motivate viewers to watch the film. On the other hand, the two movie posters have a different atmosphere than the Instagram posters. This is evident on movie poster 1 where there are snippets of the faces of the characters within the film. The editing suggests a different type of appeal and may engage views who are more interested in editing or admire editing in a movie poster and may be influenced whether they want to watch a movie because of how good the editing in the poster is. The use of different fonts is eye catching and may persuade audiences to watch as it’s something that doesn’t look normal and instead may look like it has some type of reason to why the fonts are different and this causes curiosity. Lastly my final movie poster shows two of the characters leaning on each other. This is visible that there is some type of romance in this movie which will curarize people who are into romance. However, for audiences who have seen the other posters they might notice that this on only has two people and not three which may interest them because it might create wonder of whether the main character stays with the character that is in this movie poster or if it’s all a distraction from the actual main love interest.  

The demographic for my media product are females and teens/tweens.

In terms of psychographics, this audience likes fast fixes of drama and celebrity gossip but also want to delve beneath the superficial filters and representation of the gen-z generation aka the internet generation. They want something more thought out. My target audience would be the reformer in terms of the four C’s inspired by Maslow’s hierarchy of needs, the “Don’t tell me what to do or think” of the generation, the leaders and armchair rebels in terms of Youth Facts IAO’s. They have attitude, and want something that can portray rebellion, and free will of there generation.

There is also the secondary audience of females of a older age, for example mums who want a spark of romance and romantic interest in there married lives.

Since my target audience have a natural suspicion of the world and wish to rebel against being victims of “Fake News” and being held down. Daunting, engrossing and insubordinate are the three key element’s I focused on within my branding and representation. The UKs VALS framework group of activators includes Self-Expression Activators, they want to see their unruly personality’s portrayed, so I chose photos that looks like the ones on their Instagram stories, posts and actors who look like them and wear there outfits which link with the ‘gangster ideology’ around wearing a hoodie and baggy trousers. This “anti-materialistic’ ideology will be a key theory instigating my narrative (Maslow’s Hierarchy Of Needs).

I would like several of my images to relate to the audience and take advantage of all there divergence, but yet bring them together in their weak matches. This should portray a diversion for their own personal stresses and strains from their bold personality in the real world but instead let them watch someone else go through the same struggles so they can have a better outlook on their own life’s. Allowing a personal relationship with the film, which fits in with Maslow’s concept of social belonging.

I think it is important to use celebrity endorsement. Therefore I have included the “Soundtrack By James Arthur”, which utilises the Two-Step-Flow theory so my message is meditated through an actor who looks like they listen to James Arthur, and the background of my product having the same vibe and effect on people that his music does. My actor has posed appropriately , with shots looking away from the camera to portray the daunting effect, and the teenage actors posing in a un-mature and un-formal way. Portraying the opposite of grabbing there attention to attract the rule breakers of the generation, sort of saying ‘don’t come watch my film’.

Representation is important, so I have used well known signifiers, for example the Rotten Tomato’s Rating, and a PG rating from the well known Motion Picture Association film rating system.