Thursday, 16 October 2014
Wednesday, 15 October 2014
Thursday, 2 October 2014
Research into Campaigns and Piracy
Research into Campaigns and Piracy
Introduction to campaigns
Campaigns are a way of raising awareness about a cause that an organisation are trying to raise awareness or money for. For example, THINK! are trying to raise awareness for stopping road accidents.
Conventions of campaigns
The main thing an organisation needs to make a good campaign is a strong advertising campaign. The NSPCC would have big billboards and other public poster of their cause. They would also have television adverts and radio adverts so they can give you information where ever you are. They will also put adverts in magazines. Any way for a campaign to get itself seen or heard will be used in one way or another. The main convention is advertisement.
Copyright campaigns
Anti-copyright/file sharing campaigns
Conventions of campaigns
The main thing an organisation needs to make a good campaign is a strong advertising campaign. The NSPCC would have big billboards and other public poster of their cause. They would also have television adverts and radio adverts so they can give you information where ever you are. They will also put adverts in magazines. Any way for a campaign to get itself seen or heard will be used in one way or another. The main convention is advertisement.
Copyright campaigns
- Home Taping is Killing Music-launched in the 1980's
- Piracy is Theft-launched in the 1980's
- Don't Copy That Floppy-launched 1992
- You Can Click, But You Can't Hide-launched 2005
- Defective by Design-launched May 2006
- Operation Red Card-took place from May to mid-June 2006
- Knock Off Nigel-launched 2009
- Open Genealogy Alliance-launched March 2, 2011
Why is file sharing a problem?
File sharing is a problem because it destroys the industry in which you are involving yourself with piracy. For example, if you buy an illegal film from a dodgy market, then you aren't giving the money to the film industry. The money you use to buy the film can in some way go towards either the sequel of the film, or a completely new project altogether. It the fact that these movies are so easy to see without being payed for. Dodgy markets sell all the latest films and obviously the hundreds of websites that there are. People can just click on any old site instead of going out to get it for themselves. The main people who do this are teenagers. They think that it is pointless to go out and buy the film if you can just find it on the internet for free, so they are the main cause of of this problem are teenagers.
Campaign analysis
I am going to analyse the campaigns for THINK! and NSPCC.
First of all, I'm going to talk about THINK!, a campaign devoted to the safety of the public around roads. The main way that THINK! get their point across is by using adverts, they use adverts on TV, radio and in magazines. They also use big and public places, such as bus stops and billboards. They use shocking images and shocking slogans on their adverts to get a viewer to look or watch one of their adverts, but if it's on the radio then they'll use sharp and loud noises of cars crashing. This shock factor makes the viewer see the absolute worst in car and road accidents and will make them be cautious around the road, whether it's learning to cross a road safely, listening to music when crossing a road or looking both ways twice at a junction to watch out for cyclists and motorcyclists. The main target audience isn't specific with THINK! because road safety applies to everyone. Learning to cross a road for the younger children, acting safely around the road (listening to music, crossing safely) for the teenagers and car safety for the adults.
Next I'm going to talk about the child abuse campaign NSPCC. This campaign is determined to stamp out child abuse all around the UK. Just like THINK!, NSPCC use adverts to get their point across and like THINK! they put them on rather public places. They put their adverts on TV, radio and in magazines. They also have them on bus stops and billboards too. They don't tend to use the shock factor like THINK!, but they do use images and slogans that will make you feel sorry for the kids that get this awful treatment. They have photos of sad and dirty children crying or just looking unhappy, then they would put the slogan like 'Don't turn away' to make the reader feel like they should have to do something to help. It's a persuasive technique that really works. The main target audience for these posters and adverts is mothers. Mum's will look at these adverts and think 'what if that was a child of one of my friends, I should do something!'. Women are an easy target because it is easy for a woman to feel sorry for someone.
File sharing is a problem because it destroys the industry in which you are involving yourself with piracy. For example, if you buy an illegal film from a dodgy market, then you aren't giving the money to the film industry. The money you use to buy the film can in some way go towards either the sequel of the film, or a completely new project altogether. It the fact that these movies are so easy to see without being payed for. Dodgy markets sell all the latest films and obviously the hundreds of websites that there are. People can just click on any old site instead of going out to get it for themselves. The main people who do this are teenagers. They think that it is pointless to go out and buy the film if you can just find it on the internet for free, so they are the main cause of of this problem are teenagers.
Campaign analysis
I am going to analyse the campaigns for THINK! and NSPCC.
First of all, I'm going to talk about THINK!, a campaign devoted to the safety of the public around roads. The main way that THINK! get their point across is by using adverts, they use adverts on TV, radio and in magazines. They also use big and public places, such as bus stops and billboards. They use shocking images and shocking slogans on their adverts to get a viewer to look or watch one of their adverts, but if it's on the radio then they'll use sharp and loud noises of cars crashing. This shock factor makes the viewer see the absolute worst in car and road accidents and will make them be cautious around the road, whether it's learning to cross a road safely, listening to music when crossing a road or looking both ways twice at a junction to watch out for cyclists and motorcyclists. The main target audience isn't specific with THINK! because road safety applies to everyone. Learning to cross a road for the younger children, acting safely around the road (listening to music, crossing safely) for the teenagers and car safety for the adults.
Next I'm going to talk about the child abuse campaign NSPCC. This campaign is determined to stamp out child abuse all around the UK. Just like THINK!, NSPCC use adverts to get their point across and like THINK! they put them on rather public places. They put their adverts on TV, radio and in magazines. They also have them on bus stops and billboards too. They don't tend to use the shock factor like THINK!, but they do use images and slogans that will make you feel sorry for the kids that get this awful treatment. They have photos of sad and dirty children crying or just looking unhappy, then they would put the slogan like 'Don't turn away' to make the reader feel like they should have to do something to help. It's a persuasive technique that really works. The main target audience for these posters and adverts is mothers. Mum's will look at these adverts and think 'what if that was a child of one of my friends, I should do something!'. Women are an easy target because it is easy for a woman to feel sorry for someone.
Anti-copyright/file sharing campaigns
The two campaigns I am going to analyse will be the Knock-Off-Nigel campaign and the You Wouldn't Steal A Car campaign.
The main aim of the Knock-Off-Nigel was to make people stop using pirate DVD's. They did this by including a song in their advert which had the message that if you used pirate DVD's, then you are a bad and cheap man. The main way that they got the word out about their cause was that they made a TV advert. This advert appeared on TV, DVD's and in Cinemas before the movie. These are the perfect places to put the adverts because you are watching a film when it is on, so the advert is targeted to all of the people watching. The main target audience for these TV adverts are people who tend to watch films with pirate DVD's or pirate websites. This is obvious because they are trying to stamp out piracy. It was on quite a lot of famous DVD's, so success grew. It was rather successful as a campaign. The persuasion in these adverts was to draw people away from buying the pirate DVD's, so they made out that Nigel was cheap, sad and bad for doing all of these bad things. He gave his girlfriend a watch he found on the street and bought pirated films, they want to make the viewer feel like this is how people feel about people feel about you watching pirated films. If it makes you feel bad, then you'll stop or won't start watching pirated films.
The next campaign I will talk about is the You Wouldn't Steal A Car campaign. The Motion Picture Association of America (with the Intellectual Property Office of Singapore) started the campaign in 2004 and it is still on almost every DVD that you watch, it has also been parodied on the internet and on famous show like The IT Crowd. This is the most famous advert campaign that is against piracy and it has been very effective. Like the other campaign, the aim is stamp out piracy for good, and the fact that it is so well known must mean that it has been effective. The word has got out and that was the companies aim, to get worldwide recognition, and it has. The target audience is for more of a teenage audience because in the advert, the person that is on the computer downloading a new film is a teenage girl. The criminal acts shown are to make the reader get that piracy is on the same crime level as all of these things, it is still stealing and this is meant to scare the teens into not doing it. It is a good persuasive technique to draw the person away from piracy because it seems like such an extreme crime when you go into detail, this should persuade people not to do it.
Information about...
FACT
The main aim of the Knock-Off-Nigel was to make people stop using pirate DVD's. They did this by including a song in their advert which had the message that if you used pirate DVD's, then you are a bad and cheap man. The main way that they got the word out about their cause was that they made a TV advert. This advert appeared on TV, DVD's and in Cinemas before the movie. These are the perfect places to put the adverts because you are watching a film when it is on, so the advert is targeted to all of the people watching. The main target audience for these TV adverts are people who tend to watch films with pirate DVD's or pirate websites. This is obvious because they are trying to stamp out piracy. It was on quite a lot of famous DVD's, so success grew. It was rather successful as a campaign. The persuasion in these adverts was to draw people away from buying the pirate DVD's, so they made out that Nigel was cheap, sad and bad for doing all of these bad things. He gave his girlfriend a watch he found on the street and bought pirated films, they want to make the viewer feel like this is how people feel about people feel about you watching pirated films. If it makes you feel bad, then you'll stop or won't start watching pirated films.
The next campaign I will talk about is the You Wouldn't Steal A Car campaign. The Motion Picture Association of America (with the Intellectual Property Office of Singapore) started the campaign in 2004 and it is still on almost every DVD that you watch, it has also been parodied on the internet and on famous show like The IT Crowd. This is the most famous advert campaign that is against piracy and it has been very effective. Like the other campaign, the aim is stamp out piracy for good, and the fact that it is so well known must mean that it has been effective. The word has got out and that was the companies aim, to get worldwide recognition, and it has. The target audience is for more of a teenage audience because in the advert, the person that is on the computer downloading a new film is a teenage girl. The criminal acts shown are to make the reader get that piracy is on the same crime level as all of these things, it is still stealing and this is meant to scare the teens into not doing it. It is a good persuasive technique to draw the person away from piracy because it seems like such an extreme crime when you go into detail, this should persuade people not to do it.
Information about...
FACT
- FACT stands for the Federation Against Copyright Theft.
- It is the UK's leading trade organisation established to protect and represent the interests of its members Intellectual Property (IP)
- FACT was established in the year 1983.
- They have a thirty second page that comes up on almost every DVD, this tells you about what happens when you buy pirate DVD's and the consequences.
- They also had messages on video cassettes, and had TV adverts about the dodgy market.
- BVA stands for British Video Association.
- This organisation was introduced in 1980 and is still going today.
- The BVA includes members from the BBC and Hollywood Studios.
- In 2003, the BVA reported a 61% increase of DVD sales alongside a tripling in illegal downloading of film and TV files.
- The Industry Trust for IP awareness is the UK film, TV and video industry's consumer education body, promoting the value of copyright and creativity.
- It was set up by the UK video industry in 2004 and was joined by retailers, film and television industry to help promote the role of copyright in the creation of film and television content.
- The Industry Trust is funded by more than 30 member organisations from across the film and television sectors, ranging from film studios to retail outlets.
- A recent campaign that they have used is the 'You Make The Movies' campaign. This was a trailer that thanked the British public for buying cinema tickets, genuine DVDs and authorised downloads.
- The series of the trailers used for this campaign acknowledged the role that the public plays in helping the funding for future film production.
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