Analysis of Target Audience

We have decided that the target audience for our campaign will be teenagers. This is because that as we are teenagers, it is easy for us to understand the kind of things that they would want out of our campaign and makes it easier to attract them. It also means that it is easy for us to get feedback from our peers, both at school and through social networking (73% of teenagers have accounts on sites such as Facebook, Twitter and tumblr and are the age group that use the sites most frequently). We will aim it at teenagers between the ages of 13 and 17. We chose to target younger teenagers because typically they would be more enthusiastic and motivated to follow and support the campaign. We are not biased towards a particular gender as we want to widen our target audience and get as many people involved as possible. The idea of our campaign should appeal to and benefit both boys and girls. 

We still plan to focus our campaign on Buff's Field in the centre of Baldock- it was one of our initial ideas, and looking at the responses from our target audience, this was one of the most popular places that teenagers would like to be regenerated. We want to transform the field into somewhere that teenagers would want to meet up with their friends- there are no community areas in Baldock that satisfy the teenager's needs. Avenue Park was rebuilt in 2012 and some of the equipment is currently being refurbished- although it is the most popular park in Baldock it is aimed at younger families- the facilities there are too childish for teenagers to use and there is nothing appropriate or entertaining for them to do. 

Our target audience has influenced our ideas and final designs for the campaign as each detail should attract them and appeal to them rather than any other age group, for example the fact that our campaign is spelled regener8 and that we use casual text slang and a smartphone means . 

Our Target Audience is teenagers.

These are some of the stereotypes that surround teenagers and do apply to them that we will refer to and consider throughout our campaign. We can use some of these to our advantage in attracting as many teenagers as possible, for example: 

• We want to create social networking pages on the sites teenagers use the most to interact with them and get feedback through smart media. 
• We will film/ photograph teenagers for campaign material wearing clothes that are in style and will be perceived as cool by the target audience so that they don't feel our campaign is below them.
• We could attract teenagers by using the music of their idols or songs they will recognise in the background of our video or if we filmed a scene in somewhere like a bedroom include posters of these idols. The small details mean teenagers could relate with the campaign and what we stand for. 
• We could script teenagers using casual language or modern slang to make it sound authentic and like something teenagers would expect to hear from their peers, again attracting them and making it sound like something that involves/ appeals to them. 
• In the film and possibly the poster we could show a teenage boy or girl listening to music or watching TV, a scenario that teenagers could relate to and make them consider how our campaign could also affect them.
• Teenagers want to have a say and more power than they do- our campaign would help them petition/ have a say in the future of Baldock, and this aspect of the campaign could encourage them to support us. We could also show through our different media forms that this could also be fun, bringing them closer together within the community. 
• Most of the teenagers in our target audience will be in school and all of them in full time education- we aim to create posters, and a school would be a good place to place these and promote our campaign as virtually everyone there would be within our target audience. It would be a logical place to educate teenagers about regeneration and the environment. 

Brainstorm Products

Initial Ideas (Groupwork)

Positives in green, negatives in red

I am in a group with Polly Pritchard because we work to a similar ability level and get on, so we work well together.

Area

We have chosen to campaign for Baldock because there is a lot of potential for regeneration here. It is a market town that is one of the oldest settlements in Hertfordshire with some key facilities such as pubs, a library and a community centre. It is important because it is surrounded by several small villages that don’t have the same resources, such as shops (specifically the large Tesco), the sport centre and the library. We want to regenerate Buffs Field, the large playing field opposite Baldock. It is a large, empty space that nobody uses and is in a good location regarding accessibility for locals. The only negative is that it is currently used as a shortcut by dog walkers- if the field was regenerated for teenagers it may no longer be suitable for the dog owners to use.

Media Forms

1. We’d like to do a documentary on regeneration. We want to create a documentary because we can use more persuasive techniques in a documentary than a short time frame such as a television advert e.g. facts and statistics, anecdotes, emotional language, shock and guilt. It may be harder to hold the attention of the target audience as it is longer. We considered making three shorter adverts however we thought that there wouldn't be as much time to use these techniques and they would not be as memorable for the target audience.
2. We would like to make three posters. We want to make eye-catching posters that appeal to the target market group. We can use thought provoking images and language to gain support for our idea and create a memorable campaign as well as the opportunity to use a logo, we could use QR codes to link social networking. If we simply made a website then it would be hard to gain a wide readership as people would have to search for our campaign specifically, however we could make a website with a poster so we can link people to the site. 
3. We are going to create a Facebook and Twitter page for our campaign that we will regularly update. We will promote these pages using the documentary and posters. We think this will appeal to our target audience as well as promoting our campaign to a wider audience. It offers teenagers a chance to interact with us and acts as a constant reminder of the campaign and the work being done. 

We will link our products by using similar colours, images/ videos of the same people or area, the same typography/ logo and slogan. The visual continuity will make it obvious that the products are promoting the same cause and make the campaign look professional and realistic.

Target Audience

Our target audience is teenagers. We chose to target teenagers because we know how to appeal to them and understand the facilities that they want in Baldock. We could also extend our campaign by using social networking sites like Facebook and Twitter that are statistically used the most by young people.

It is a suitable campaign for teenagers because it is their future so they should be aware of the issues surrounding the community. They’re the people who will benefit the most from our ideas. Also, they are the least concerned about environmental issues and regeneration, so although they may not be enthusiastic in getting involved, this campaign would not only promote our ideas but also educate them. 

Existing Community Campaigns and Analysis

 Local

Below are some examples of exsisting campaigns in the Hertforshire area; Wild Stevenage, Team London and Baldock Needs A Skate Park. All of these campaigns were created with the purpose of improving their local area for the benefit of the community.

Wild Stevenage

The Wild Stevenage Project is run by the Herts and Essex Wildlife Trust. The trust campaign on local and national issues in attempt to protect British wildlife. They started the Wild Stevenage Project in April 2011 with the intentions of getting more local people to volunteer and help look after the wildlife in their area- in this case Shackledell Grassland near Fairlands Valley Park. It ended in February 2013.

The Herts and Essex Wildlife Trust created leaflets to promote their idea, which they gave out to people in the local area, particularly young children and their parents. These outlined why the campaign was so important and how they would benefit from the project. To encourage them further, people from Stevenage Council and the Green Space Volunteers came into local primary schools to talk about the project.The trust also set up stalls at local events to advertise their cause. The campaign also used the Herts and Essex Wildlife website as well as other blogs to talk about what was going on and the progress they were making. The campaign eventually made local newspapers, raising further awareness of the project. (x)



The webpage for the campaign provides the main source of promotion and information. There is a lot of information about the aims of the group, the work that they have done and what they achieved. The language used fairly simple, so a child could understand what is being said, however there may be the odd phrase they do not understand as there is a lot of environmental jargon- people who are not enthusiastic on gardening would not understand. The target audience for this campaign is people who are keen, so the website is appropriate for them. 

The colour scheme of the webpage is green, and silhouettes of leaves are used for the background, so without reading the page it is fairly obvious to the audience (through association) that the page is related to nature and the environment. There is one main image, showing children smiling as they help tidy up an area. This is relevant to the work that the group do, and the fact the children are smiling immediately makes the audience presume that the work they are doing is successful, enjoyable and for a good cause. 

There are lots of links to other websites, which is the advantage of having a website- although a print campaign could include a web address, there could not be a direct link. The same applies for other forms of media, e.g. videos. There is also a 'Please Donate' section. This addresses the audience directly, and combined with the text talking about how good the work they do is, makes them feel obliged to donate and feel guilty if they do not. There is a preview of the Wild Stevenage twitter feed- this will attract a wider target audience, in particular older teenagers and young adults. Social networking is a huge advantage because it allows the audience to interact with the people behind the campaign- they can find out what is going on and also share their opinion. Similarly, people can also sign up for a news letter, which is similar however the e-mail addresses just one person as opposed to many. This makes people feel as though they are directly getting involved and they are making a difference; it creates a sense of belonging. 

Friends of Norton Common

The Friends of Norton Common are a Letchworth based group founded by locals in 2006, who campaign to people who live in the surrounding area to volunteer and help keep the common looking good for the public and safe for the wildlife that lives there. The Common, a huge park in the centre of the town, is used by many residents for playing in, long walks, biking and taking dogs. There is a park in the middle as well as a football pitch, tennis courts and the outdoor pool on the borders. The work that the group does includes looking after the trees and rubbish, clearing the brook and creating pathways, planting new greenery and getting rid of litter. The campaign is aimed at adults, in particular older men and women who do not work unlike Wild Stevenage, which was aimed at younger children and parents. 

The campaign uses leaflets encouraging people to visit the common, with details about the Friends and their work on the back. There is a lot of information about the kinds of wildlife you can find in the reserve, and facts to go with them. These facts will interest the audience, and make them want to go and see the animals, flora and fauna. Facts also make the Friends seem knowledgeable, professional and reliable, all of which are qualities that will make them seem more appealing to the audience. Some other linguistic techniques include rhetorical questions- 'What can you see?' (this question gets the audience thinking, and if they haven't visited the common they they may want to in order to answer the question) and pronouns/ direct address 'Here you can see...'. This makes the encourages the audience to identify with the cause and makes them feel included in it, which is effective in getting people involved- it has been proved that people like feeling included in a group or community. There is also a lot of positive imagery that has been used to describe the area 'Here you can explore woodlands alive with birds, roam through grasslands full of wild flowers, find mineral rich springs feeding the Pix Brook and see traces of ancient farming'. This is a slight exaggeration of the beauty of the common, but it will make people want to visit it to see how good it is, the intention of the group. The constant reminders and implications of how great Norton Common is reinforces the point that people should visit it. 

The main colour used throughout the leaflet is green. This is probably because green is a colour that is generally associated with nature and natural beauty. This is a silent reminder that Norton Common is an area that has not been ruined or built upon; it is all about the wildlife. The fact that it is the exact same shade of green on every single page of the leaflet creates visual continuity between pages and makes it look neat and professional. There are a lot of images used here, of the wildlife in the common; the images are all relevant to the text and demonstrate the kinds of animals and plants people can find there. The colours of the images are all very vibrant and stand out from one another. These make the leaflet look even more attractive and break up the long pieces of text. There is also the North Herts District Council logo on the cover. It is an image that will definitely be familiar to any locals, and this recognition may motivate them to pick up the leaflet.

The group also use the internet to promote their cause, for example they have a YouTube channel showing pictures of the common and examples of the work they have done, a website (x) and a blog (x). These all offer the group to share forms of media that they couldn't do through the leaflet, such as videos and sound files. In 2008, the Friends also produced a calender to sell to locals, which not only helped raise awareness of the work they were doing but earn money too. 

Baldock Needs A Skate Park

Baldock needs a skate park is a campaign that began in 2011. It is run by and aimed at younger teenagers in the area. Skateboarding is becoming increasingly popular activity, especially among teenage boys, and there is nowhere in Baldock for teenagers to relax, make friends or socialise. The aim of the campaign is to get the attention of the Baldock Council and convince them to build a skate park. So far the campaign has been partially successful; in 2012, the council put the skate park on their agenda and considered 3 possible locations after a meeting with the leader group although there have been no further discussions. 

The group campaign through social networking; they have a page on Facebook (x) and on Twitter (x). This is the best way of promoting their cause considering the target audience; they are not likely to pay much attention to a leaflet or newspaper, how Wild Stevenage and the Friends of Norton Common spread their ideas. Facebook and Twitter are sites that majority of teenagers have accounts on and tend to check regularly. This means that the person behind the campaign can use multimedia they could not through print, e.g. videos or audio links. It also offers the group the chance to directly interact with the audience, by commenting on Facebook statuses or relying to tweets. This means that it is easier to see what the audience want and get them all involved. Here is an example of people getting involved on twitter; the Baldock News group are helping to promote the campaign. 

Headway Hertfordshire

Headway is a charity that raises awareness of and supports people who have or are affected by brain injuries. The Hertfordshire branch are currently running an advertising campaign to promote the work the charity does. The main way that the charity does this is through leaflets and posters that are handed out around the county; this leaflet was from Baldock Community Centre, which is used by a lot of people, in articular adults. The charity will naturally want as many people to get involved as possible, so promoting it in a popular area within a community means that more people will see it.

The target audience is most likely adults; the topic is very serious and may even upset younger children. The language that is used is fairly sophisticated and includes some medical jargon that children and younger teenagers wouldn't understand. There are also lots of persuasive techniques used throughout the text in the leaflet. An example of this is the bottom left third; facts and statistics make the reader feel as though the information is more accurate and reliable. It also acts as evidence which appears to prove the point/ promote the cause of the leaflet. There are also a lot of pronouns and direct address being used; 'You can support Headway Hertfordshire by...'/ 'We have a wide variety of opportunities...'/ 'Our services include...'. These encourage the reader to identify with the cause, and makes them feel as if the leaflet is speaking to them, as opposed to the general audience. 

The colours used are very basic; the front cover uses blue and white, the colours used throughout the rest of the leaflet (the house scheme- keeping it the same provides visual continuity). Unlike the rest of the leaflet, burgundy and yellow are also used. Yellow is a bright and happy colour, and as well as standing out from the other colours and attracting people to the leaflet, the positive connotations instantly make people think the charity is good. Burgundy was probably used to attract the target audience- using something like red, a primary colour, is typically associated with children, or childish values. This would attract the wrong kind of people. 

There are not many images used but they all demonstrate the good work that the charity does and illustrate some of the points that the leaflet makes. For example; the bottom right images highlights that the charity runs 'community based groups and activities, run by our OSWs'. All of the images all give off positive images of the charity- they show the work is successful and people are smiling, implying it is helping them. This makes people think that the charity is worth supporting because of what it is doing for people- the advert almost makes the audience feel guilty for not donating or getting involved. 

There is a whole page dedicated to getting into contact with the charity; it clearly shows their address, email, website and links to social networking. Headway Hertfordshire runs a Facebook (x) and Twitter (x) page that it regularly updates. This is to let people know about the work that they are doing and promote the charity further. It will be mainly used by younger adults, who statistically check social networking sites the most often and offers the audience the chance to interact with the charity and get involved. 

Some examples of similar campaigns that aim to affect communities on a national scale are; The Big Tidy Up, The Conservative Volunteers and Talk to FRANK.

Analysis of NSPCC Campaign

This is a short video documentary that the NSPCC used as part of their campaign in 2012 to promote their charity, preventing cruelty towards children. The advert was shown on television and at cinemas, trying to get the message across to as many members of the public as possible. Although the campaign revolves around anuses children, the bad language and darker themes suggest the target audience for this campaign is adults, who are more likely to recognise the signs of child abuse than a younger child, who may feel threatened or scared by this advert. At first, comedy is used to grab the audience's attention, with children making comments that adults will find sweet and funny (e.g. 'Rabbits are scary, it's like they're looking for people to eat!')- this can be juxtaposed with some of the later quotes. The audience will be shocked when the stories turn slightly darker- 'I can't help getting hurt, I'm too big for my boots'. Children are usually associated with innocence and purity, and hearing a young child talk about serious issues so nonchalantly ('I'm a mistake, it's always my fault/ Daddy banged my eyes on the floor.. It's a secret, I'm not allowed to tell') should make them feel upset, uneasy and almost guilty if they haven't acted. The colours and lighting grow darker as the advert progresses, highlighting the serious themes and reflecting what the children are implying. The closing shot is of one of the young children looking at the camera, visibly upset- it is as if he is begging the audience to help him, or another child in a similar situation. There is the slogan of 'It could be nothing but it could be something'  which, although is not a rhetorical question, makes the audience think. The final few seconds of the advert display contact details and the name of the charity for the first time. As it is the last thing the audience sees, it is more likely that the name and number will stay in the audience's head.

Television adverts are not the only form of media that the NSPCC use to promote their cause; they also use the internet, and have their own website, YouTube channel, Facebook page and Twitter account. This is probably to appeal to the younger end of the target audience, who are stereotypically more likely to use the internet regularly. It can also be accessed from any device, at any time and anywhere in the world, unlike a television advert. The sites are regularly updated to remind people of the good work the charity is doing and to direct anyone struggling with any issues to helpful sites. 

Above is the original NSPCC poster. Although the current NSPCC posters and other adverts nowadays are more complex, this simple logo and slogan are still used. It is effective because there is nothing to distract from the logo and the message. The green circle is still associated with the NSPCC and the work that they do. The same typography and logo were used in the campaign above 'The $#*! Kids Say'.

Regeneration Around School

Lots of areas around the Knights Templar School have been regenrated or built for the benefit of the students around the school, for example;

• The benches and outdoor seating around school
• The school chicken pen
• The new sixth form block

The school council and grow global club are also working on improving the school- over the summer, a school garden and vegetable patch were developed.

Places That Could be Regenerated For The Community

Clothall Park

Clothall Common is the largest housing estate, built in the late 1980s. For any young children or families in the area, the park is the nearest green space/ recreational area; there is a small court for playing ball games, space for bike riding/ skateboarding and play equipment. The park has not been done up in many years, meaning the area is badly kept; the grass is messy and overgrown in some areas, the play equipment looks tacky as the colours are fading and there is a lot of graffiti due to older teenagers. The play equipment could be fixed or even replaced, the grass and bushes could be trimmed and reghularly looked after, the litter picked up and the graffiti painted over, to make it more appropriate for the young families who use it and would benefit from these changes. 

Baldock Police Station

The old Baldock Police Station was located in the centre of the high street, until it was closed in May 2011 in a bid to cut costs. Police officers and PCSOs now work from Baldock Community Centre on Simpson Drive. The downside to this is that the old building, which takes up a fair amount of space, is now abandoned and in a complete mess, distracting from the aesthetics of the rest of the high street. There is a lot of litter and mess in the old car park, while the building itself is in a terrible condition. To make it not only look better but to benefit the community, the old police station could be knocked down and built upon, for example a Cafe, small hall or shop. 

Field Opposite Hartsfield

The field opposite Hartsfield JMI School was a popular teenage hangout on Baldock a few years ago, and was also used as the training grounds for Baldock F.C.  Now, the field is still used, but by mainly dog walkers. It isn't in a good condition the field is extremely muddy and the grass isn't very tidy. The football pitch lines are faded and the goalposts are wonky and rusted, meaning footballers no longer frequently use the area. The small building at the edge of the field, previously used by the football players and then a darts club, is currently abandoned. The football pitch could be redone, the greenery tidied up and the building renovated- it could be rented for small functions in the summer, and there is room for a small skate area to attract teenagers again.

Derelict Garage on Icknield Way

The garage, located on the edge of Baldock on Icknield Way, used to be a second hand car showroom until it was shut down around 6-7 years ago. Since then, the large building has been left empty, and there is still rubbish left there from when the garage was open. It looks bad- it is in the midst of housing, making it even more of an eyesore. The remains of the garage could be knocked down and more residential buildings could be built there; this would attract more people to the community, make the area look a lot nicer and also bring more money into the local economy.

Goldcrest Hotel on the High Street

The Goldcrest Hotel is located in a prime location in the centre of Baldock, however was forced to shut down roughly 10 years ago because of the lack of business/ losses in profit. Ever since, it has been boarded up, which doesn't look great. It is an older building, like many of the other buildings on the high street, and architecturally pleasing. The hotel could be regenerated and reopened as not necessarily as a hotel, but as a venue for functions or meetings (from which the community would benefit the most), a residential or retail outlet. It would make the high street much more aesthetically pleasing and would be good for the locals too. The look of the building would definitely fit in with the modern high street, which underwent regeneration in 2008.

The Hotel in the 1990s, when it was still open.

The Hotel now; the windows and door are all boarded up, and it doesn't fit in with the rest of the high street.

Community Areas in Baldock

The video below shows some examples of community areas in Baldock town. These include; 

• Ivel Springs Nature Reserve
• Baldock Allotments
• Avenue Park/ Avenue Park Sports Club
• Park Drive Play Area
• The Arena (Baldock Football Club)
• Costa Coffee
• The Orange Tree
• The George
• Baldock Community Centre
• Baldock Library 
• Baldock Town Hall
• Baldock Scout Hut
• Saint Mary's Church
• Church Hall

Research into the Issue

Why do we need to focus on regeneration?

Regeneration is important and something we should focus on because it is something that can benefit everyone within a community. It can affect an area socially, economically, environmentally and aesthetically. Creating a new area that offers the locals opportunities to interact such as a community centre or park gives the area a sense of community and belonging. It gives people a place to go to and relax; an example of how Baldock could use somewhere like this for teenagers would be by building a skate park. The town offers nowhere for teenagers to socialise- the parks are used by families and younger children and the church hall and community centre give adults opportunities to interact. 

Some regeneration projects can help the local environment and wildlife, for example Ivel Springs, the small nature reserve in Baldock. In the last few years, the Friends of Baldock have worked on redeveloping the area, with volunteers regularly checking up on the area. It was redeveloped to make it not only more friendly for the wildlife living in the fields there but look more aesthetically pleasing and raise awareness of the area to encourage people such as bikers, dog walkers and runners. Making somewhere look more appealing to the community can have a positive impact on the area as more people will want to go there. (X)

The current state of the Springs; clean and spacious with clear pathways for visitors

Regenerating an area can not only benefit the community but the local economy too. An example of this on a large scale is the East London Docklands. The docklands were on the Thames and used for trade and transporting various products in and out of London, however around 1960, as industry developed (e.g. aircraft, trains) the warehouses there were forced to closed and the docks left abandoned. Another contributor to this was the Blitz in the Second World War, that ruined many or the larger buildings and had a negative impact on the business. As the warehouses shut, people lost their jobs and began to move away. Unemployment was high, and poverty and other social problems were rife; the area became a popular site for vandalism and gangs. Regeneration began on the area in 1981, when the LDDC was created (London Docklands Development Corporation). The area was rebuilt upon; there were houses built as well as many new offices and the iconic Canary Wharf building, which was, at the time it was built, the tallest building in London. Jobs were created in firstly creating new buildings and then in the offices themselves. People began to move back into the area, bringing more money into the local economy. The opening of the Millennium Dome in 2000, nearby the docks in Greenwich would have also benefited the area, as well as the Olympic Park, opened in 2012 the other side of the river. The Olympic Park is an example of regenerating an area that not only benefits the area economically but leaves a legacy and is a reminder of the event for generations to come. The sporting facilities can also be reused for sports teams. This is an example of the positive impact that regeneration can have on an area.

An abandoned area of the Docklands in the 1950's, after the Second World War

The Docklands now- large offices have been built in place of the warehouses such as Canary Wharf

 Why is getting people involved with community and green space so important?

It is important to get people involved within their local community; it gives people time to interact with different people and make new friends within their area. It also gives people a sense of belonging and makes them feel as if they have a voice within their community. People who are involved with community generally safer within the area that they live in because they know that they are not isolated; they have people to rely on if something goes wrong. Most towns will have lots of different clubs and activities. For example; Baldock community centre offers foreign language classes, dance and cheerleading classes, Sunday School and parent and toddler groups. There are also plenty of local groups to get involved in who work with the local council to improve the town. (X)

Green areas also play an important part in community. Places like parks and nature reserves offer locals a place to escape from any stress, and helps them to relax and calm down. It also is important to preserve these areas for the sake of any wildlife there is. It also creates a place for people to play sports and start teams, which links back in to why community is also important. Some people also enjoy green spaces because they break up blocks of building in larger cities and can bring life to a community. (X)

Emma Stone Revlon Analysis

This is an advertising campaign by Revlon, promoting their product 'Just Bitten Kissable Balm Stain'. The target audience of this campaign is young women, most likely in their late teens or early twenties. This is because (stereotypically) women around this age enjoy going out a lot, and looking good/ keeping up with the latest fashions is important to them. The poster attracts the target audience by using bright, vibrant colours, in particular pink. This may be because pink is a colour that is associated with woman and femininity. It also has connotations with love, romance and passion, which will appeal to the target audience who are old enough to be concerned with these values. 

There is one main image, of Emma Stone, a famous actress, modelling the makeup. Using an image of an elite person will not only attract fans of the person but make people feel that if the product is good enough for a celebrity then it is good enough for them as well. Emma Stone has starred in films such as Easy A, Friends with Benefits and Crazy, Stupid Love. These are all romantic comedies, films that generally attract young females. This means the target audience will have likely heard of Emma Stone. She is also very young and stereotypically beautiful; this not only gives the company a positive reputation but people may think that if they buy Revlon makeup it will make them look as good as she does. The makeup she is wearing is fairly natural, apart from the bright lips. This means people will notice her lips first, which will have been done deliberately as this advertisement is for lip balm. She is standing against a background of pink flowers which again reinforce the femininity and beauty of the product. 

The advert uses a lot of text, especially at the bottom, describing the product. Positive language and adjectives are used to highlight why the audience should buy the product, for example 'Get smoother, softer looking lips with a perfect flush of colour that will last hour after hour, in 12 vibrant shades'. The choice in words exaggerates how good the product is, and makes it stand out among similar products. 

There is a huge Revlon logo down the right hand side of the page, that promotes not only this product but the brand itself. Down the bottom there are contact details, encouraging people to stay in touch with the company through (in this instance) the internet. 

Smoking Kills NHS Analysis

This is a public safety campaign poster created by the NHS that is trying to convince people to give up smoking by using threat and shock. It is aimed at regular smokers, most likely young adults of both sexes. The poster attracts the target audience by using colours that are not stereotypically associated with one gender (e.g pink is feminine whereas blue is masculine). The black is not only unisex but has also been used to highlight the message of the campaign- black is a dark, unhappy colour with negative connotations, the most common of which is death. This emphasizes how serious the effects of smoking can be and acts as an underlying threat.

The main focus of the poster is on the image of a skull made from the smoke of a cigarette. The skull is a clear representation of death and the fact it is coming from the end of the cigarette shows the audience that smoking is to blame and can be deadly. This is a shocking image, and could scare the audience in wanting to quit smoking in order to avoid an early death. Instead of resting on a plain surface such as a table, the cigarette is resting on an urn, which again reinstates how serious the problem is because of it's association with death and cremation. This could also be a metaphor; cremation is the burning of a body which could have been brought on by lighting/ burning a cigarette.

The main text is the simple 'Ashes to Ashes' in the centre of the right hand side of the page. This keeps in with the references to death and links between smoking and death that act as a threat to smokers of what could happen if they do not quit. It is a well know line from a prayer that is recited at Christian burials; 'Earth to earth, ashes to ashes, dust to dust'. It could again be a metaphor that links the ashes of a cigarette to the ashes in an urn, again showing the audience how smoking kills. 

In the bottom right corner there is the small slogan 'smoking kills' which is very short and simple but effective in directly summing up the message of the campaign. Next to this is the NHS logo; they are the people behind this campaign. Although there are no contact details, it is obvious to the audience that they should go to the NHS for help or further advice.

Overall, the campaign uses threat and shock to show the serious message and try and scare the audience in quitting smoking.  Maslow's hierarchy of needs says that health is one of the first things that people need to feel content is good health and this poster makes the audience feel uneasy by showing the worst possible outcomes and using grim images with negative connotations.