LO1: Task 4: Cross media product case study

The Adaptation I have studied is the movie and comic book of the antihero 'Deadpool'. This adaptation was proven very popular with its release in February of 2016 to its mass audience of comic book fans from the ages of 15- 40, this provided a wide range of different marketing and cross promotion to gather their wide target audience’s attention. Deadpool worked to create more marketing and gather more profits for example they came up with Deadpool inspired merchandise and games on Playstation4 for example which gave 20th Century Fox a higher profit margin. They all cross promoted on social media pages such as Facebook, Twitter, Instagram and has their own Snapchat page which has information on the release, they also had their own Snapchat Deadpool filter which was around the lease of the film to promote it more successfully

Due to the mass of advertising 20th Century fox did it made the Deadpool movie very successful which then allegedly made around $300 Million Worldwide on its weekend debut. Both above the line and below the line advertising methods were used to create such a big phenomenon, for example above the line methods like the use of posters and billboards around the World and in major cities to show the release of the film, this was to get the mass target audience a glimpse of what the film will be like and the fans who have been waiting this whole time. They also therefore used below the line methods of advertising Deadpool with the use of social media pages such as Facebook and Twitter where you could share and give your thoughts on the movie which made it very effective and a form of promotion which is word of mouth, this meant more people would see and hear of the movie because nearly everyone in the world uses social media. Synergy also played a major part in the marketing and distribution in the form of a game which was released in 2013 although it was before the release of the film it still acted as a form of synergy and marketing towards the movie as people who played the game already have a fan base of this therefore are definite of watching the movie when its released even without seeing the trailer etc. Although the game wasn’t widely received when it was brought out it has now been more successful due to the release of the movie as more and more found out about it, it is rated 8.3 on IMDB and 9 on Steam which is widely popular within the gaming community.

A very popular piece of advertising was the 12 days or Deadpool From December 14 through December 25, every day had a unique piece of content leading up to a new trailer for the movie. This consisted of gifs, posters, emojis, teaser trailers and then the final trailer on Christmas day which got a lot of attention as it showed with the lead up to it. Also as the date of release was coming closer they started with more advertising techniques such as allowing five TV networks ran custom ads during three-hour blocks, customized to the demographic of the programming being run. “Workaholics,” “Tosh.0,” and “Golden Girls” were all featured in this campaign. 20^th Century Fox also took advantage of the release date’s proximity to the Super Bowl.  Not only did they buy a commercial during the game, but they also ran several live promotions over the course of the weekend.

The marketing for Deadpool has an audience range of 13- 30-year-old male and females of an ABC1 audience, although the film had a much wider audience when the release came out it was more focused on males of the late teenage years as Deadpool character was quite witty and dark it suited that range of audiences more. Also with the advertising of Deadpool emojis this suited the younger generation who use them daily when talking to friends on social media for example. It reached an older generation as it already had a solid fan base of those who like to read comic books when they were younger etc and families who watch superhero films with their children however although this film was classified at 15 year olds younger generations would watch it is as it’s a superhero film. An ABC1 audience would watch this film at the cinema as it is not of working class but those with a higher spending power and it shows the characters of this.

Audiences can access this adaptation due to technological convergence as over the years we have technologies working together to produce higher quality stuff, so for example Deadpool can be accessed on Sky movies or NowTv for audiences to watch it whenever they want at the comfort of their own home, this is gathering in more money for 20^th Century Fox as its already 61^st highest grossing film it is getting more audience views at the same time, also with streaming which we wouldn’t have been able to do before technological convergence came around. Several black box devices such as Smart TVs, laptops, mobile phones allow us to download movies on it so audiences can watch it when its more convenient for them. These news ways of viewing films due to web 2.0 are highly beneficial for not just the producer but the consumer as the producers are still gathering money in and the audience are time shifting to decide when they want to watch the film.

Overall Deadpool was a very successful film as it gathered $783.1 million, against a budget of $58 million which broke numerous records, as well as being the ninth highest grossed film on 2016. On Twitter the movies page is also very successful for a movie with 697k followers and with the tweets with the hashtag Deadpool still being used every day it has become a household name, also with 9 awards in 2016/2017 it has become widely popular

LO1: Task 3: Technological convergence, advertising and distribution

Advertising is key to making an audio-visual product, making social media marketing very beneficial for the audience and distribution company, Facebook, Twitter and YouTube are the immediate options. An example of a successful marketing campaign is the social media marketing of the Hunger Games franchise which has been exceptionally successful over the years. As part of the Hunger Games social media marketing they used Twitter to base some of their clever marketing on, the marketing idea the Hunger Games franchise did was to let users tweet special hashtags to unlock cities to show the movie before its release. If the city, you tweeted was ‘unlocked’ you also were entered into a drawing to win free tickets to attend. This was successful for marketing the movie as it used above the line marketing to a mass audience to interact with the audience, using Twitter as a source for this way of advertising was good as it focused on the target audience more as Twitters most active users are from the age of 15-17 male and females, which is around the same demographics as the Hunger Games franchise. This supports the black box theory as we have all the advertising in our hand on our phone or laptop for example, so the Hunger games franchise would be recognised through everything on a black box device. Also, due to technological convergence we have new ways of accessing these advertisements instead of just on a smart phone for example internet on pcs, Play stations, smart TVs- as we get technologies coming together the amount of advertising we produce and see rises.

As technologies evolve we also get a rise of viewers using video on demand services such as 4 on demand, this has become more popular over time as people can watch it whenever they want instead of watching at the initial broadcast, which has led on to the result of users time shifting so either recording or watching on demand television programs after the broadcast, this  is useful for a mass audience who aren't available to watch the show etc at the time. We get more and more Video on demand sites as they are becoming more popular, Netflix is also a very popular site which allows users to watch program what aren't aired on their TV or original series for example Stranger Things, although video on demand sites are useful for audiences they can be disadvantages of it as it is allowing audiences to become fragmented into doing what they want when they want, this relates to Sonia Livingstone's theory 1999 of the Death of the schedule who argued that schedules are becoming less and less relevant and although people still tune in for big shows such as Xfactor and The great British bake off audiences still watch their shows at a time which suits them.

In addition to this Technological convergence has impacted on how audiences access products. Black box devices are very popular among audiences nowadays as they can access products on their smart tvs, phones, laptops at more convenient times which has impacted on how audiences access media products. Also the rise of being able to download movies has affected the way audiences access products as now a lot of medias allow you to download movies by buying them for example on Sky or downloading them on Netflix when you want to access a product without an internet connection, this is beneficial to audiences as it allows them to watch what they want when they want, this is similar to streaming as the audience are streaming movies etc which weren’t available to do before the rise of technological convergence and web 2.0 which has brought along the successfulness of how audiences access products. Web 2.0 has also brought along simulcasting which plays a part of how audiences access products. Simulcasting is when a media product is distributed on more than one platform at a time, this is seen on radio channels and sports event channels for example. This is also similar to a second screen which is when you are watching something on your television or laptop etc and are on another device at the same time like your phone either tweeting about what you’re watching or just scrolling through, this is similar as you are talking about the product while streaming at the same times

LO2: Task 4 Professional Etiquette

Creative Designer: The responsibilities of a creative director include leading the communication design, interactive design, and concept forward in any work assigned.

Marketing Director: This is a more strategic role than a marketing manager. The role calls for a mix of marketing, marketing communications and sales.

Graphic Designer: Create visual designs for their clients and also oversee the production of the design

Layout Designer: The role of a layout designer is to design where everything should be placed so it suitable for the clients needs.

Photographer: Taking photographs for the business or client etc

Visual Journalist: Role is to produce visuals for online journalism etc on business pages and looking into data 

Interface Designer: Creates the hardware devices for such work to do with graphic design 

Copy Editor: The role of a copy editor is to check for any grammar mistakes and any changes needed to be done

LO1: Task 2: Technological convergence and production techniques

The convergent of technologies has positively impacted the stages of making an audio visual product in pre production, production and post production. Technological convergence is when different technologies come together in one device or place for example ' a black box device' which was theorised by Henry Jenkins. A black box device contains a range of technology all in one place like phones with internet, cameras, apps, touchscreen and over the years our black box devices for example smart phones have been useful for making an audio visual product for producers and prosumers. Prosumers can now make their own movies in the matter of these black box devices and distribute them to a wide audience on YouTube for example which wouldn't be as time consuming or expensive as distributing it to a company. As a result of Web 2.0 we now have many other technologies which allow for audio visual products to be made. Web 2.0 also allows us to use social media platforms for example Facebook and Instagram to talk to people anywhere around the world, this is useful for marketing as it allows us to market films for example to a wider audience on platforms for a wide range of target audiences, due to the amount of advertising we can do due to web 2.0 this therefore makes the companies get a lot more profit than they would before these technological convergence and web 2.0 came along.

There have been many films in the present day which use new technologies one example being motion capture which is highly successful for the film. An example of a film franchise which uses motion capture is the Planet of the Apes. This particular franchise has been widely praised for creating their compelling narrative but also the use of the new technologies they use one being motion capture. This is showing how the actors performance translates to the apes. This has benefitted the film as the CGI is a lot more complex throughout these newer films which benefits the team who produced the films as the audience are more entitled to want to watch them. This could be because it gives the audience visceral pleasure which could give them a physical effect from the film, this relates to Rick Altman's theory that argues genres give off different audience pleasures. This doesn't just benefit the production team but also therefore the audience. The use of motion capture and other new technologies which are used in the present day also are beneficial for the film and also creating an appeal to the audience showing the purpose of entertaining as it allows the audience to escape from reality. This is a main theme which occurs in films like planet of the apes and other science fiction/ adventure films as it allows their audience to escape from their everyday life and get hooked into a film which was what the franchise of Planet of the apes did with the help of CGI and motion capture. Due to the amount of success motion capturing has received in more recent films it has gathered a wider audience who are interested in watching films which use this as it is interesting to see how they are made due to these new technologies.  This is all due to technological convergence and how it has evolved.

In the pre production stage of making an audio visual product an online script writer would be useful for prosumers for example plotbot which allows people to write scripts and share them with friends who can callobrate with you. The great thing about this free online service is you just think of the ideas and it writes the script for you this would be beneficial to people who are just wanting to make a short film and are new to the media industry. Another free software which would be useful for pre production would be 'www.mindmupfree.com' this allows users to create a mind map with loads of ideas on which can be saved from any device and changed whenever needed to suit the ideas the producer/ prosumer is wanting, it is also very easy to use and understand as it is formatted neat for anyone to read it, as you can send the saved mind map to other people which with the clean layout would give you better feedback.

As with pre production apps you can get a lot to help with production too in the stages of making an audio visual product for example on the android play store an app named Movie maker which is great for anyone wanting to make short films as you can apply filters, effects, objects, text and music all in the same place this makes it quick, easy and cheap to distribute to a wider audience on YouTube for example without all the hassle this is due to web 2.0 we can make films in the comfort of our own home for no charge. This app is rated 4.5 stars out of 5 on the play store therefore it must be good for a quick way of making a film and knowing if you have knowledge of camera angles etc. this will make your film even better. Another example of a technological convergence in the production steps would be the app Soundcloud which allows user to produce and consume music for free, this app is great for anyone wanting to make music as it is just based on music unlike YouTube which users allow distribute their music on. Therefore the prosumers have a higher chance of getting a wider audience consuming their products due to the app. It is also a great production app as their are comments sections on the songs this gives the audience a chance to find new musicians and gives the producers feedback on their music. In the film industry Soundcloud would be great for non diegetic sound or diegetic as it would be easier to access and sometimes free of charge after getting permission of the producer. By using music off soundcloud this benefits both the film company (consumers) and the producer as they are getting more recognition of their songs and allowing a wider target audience and for the film company as they are using a song which wouldn't have been used in other promos of independent films which might have been royalty free off the internet.

Finally post production apps which are useful for making an audio visual product would be Adobe Premier as it has a wide range of tools to get your product how you imagined it, this is one of the most commonly used post production software as its not very hard to use and as I've said has a lot of tools on to finish off your final products. It is also great for post production as you can save them on to a variety of devices which allows them to be more obtainable for different audiences. Another app which would be good for post production would be an app on the apple iPhone store called 'Camera Awesome' this is great for sharing straight onto your social media platforms with a click of a button and allows you to access some similar tools to Adobe Premier, however they aren't as many but it is great for someone wanting to make a quick video or product etc. Both these apps are easy to distribute onto YouTube to get a wider target audience and its free which would help the prosumers both.

LO2: Task 3 Career pathways

Graphic Designer


Independent:

The skills needed for this job is to know how to operate Adobe Illustrator and how to do graphic design, however you need to have personal attributes for example good communication skills as the client knows what they want but you need to have accurate information. Organisation skills would impact on being successful in this freelancer job role because the client wants it done within one day of it being sent therefore knowing what order you’re doing everything in etc will be useful. An example of how to find freelance work would be on freelancer.com as you can hire people for jobs or advertise them for yourself.


Voluntary Sector:

For this voluntary job they aren't asking for much experience because you aren't getting paid however they want you to have the ability to use design software and provide a portfolio of your work to see if the standards are good enough. Personal attributes you need will be to have a creative flair, this is useful because you need to create the work from only what they are showing you but it is for 15-25 so you will need to make sure it is appealing for them, by doing this it will impact on how successful you are on the voluntary section.



Employment

To work in employment at Cactus you need to 3 years of commercial experience this is useful to them to know that you will be trustworthy to work with them also a major skill is having a good understanding of photoshop/ illustrator etc as it will be graphically produced. Cactus want you to have patience to appreciate the finer details this means you need to be good at problem solving for example if you rush the project more problems will go wrong with it so having an eye for detail will be useful. You also need to be highly creative to work in this industry because they are wanting you to be responsible for compelling the designs so the more creative you are the further you will get in the industry.


Work based training and higher education

There is a course at Hillsborough college which offers a foundation degree in graphic design however to further my skills I would get a work based training with the college which will help me with the course. There are entry requirements for this course as it is higher education therefore there are skills needed to start this course. You need skills in maths and English to be successful in this course as you must be understanding people’s inquiries and also have an art based skill this is useful as they may want to see your portfolio for example to show you can work in this type of industry.

Further Education


If you are wanting to study graphic design at college for example you may be able to take the course or a creative arts course which will allow you more experience in graphic design in the future. They allow you to learn more about how to work within in a team which will be key for employment, however they would expect you to have some type of skills on design/ art skills to show your creative side and you can work well on the course

LO2: Task 2 Job role in a chosen sector (p)

Graphic Designer (Digital print)

A graphic designer works on a variety of products and activities, such as websites, advertising, books, magazines, posters, computer games, product packaging, exhibitions and displays, corporate communications and corporate identity practical and Technical skills

I would need to show:

· passion and enthusiasm for design, with a creative flair;

· a flexible approach when working in a team;

· excellent communication skills to interpret and negotiate briefs with clients;

· good presentation skills and the confidence to explain and sell ideas to clients and colleagues;

· time management skills and the ability to cope with several projects at a time;

· accuracy and attention to detail when finalising designs;

· being open to feedback and willing to make changes to your designs;

· effective networking skills to build contacts.

Relevant subjects for graphic design work include those that involve visual arts. In particular, a degree or HND in the following subjects may increase your chances:

· 3D design

· communication design

· film/television

· fine art

· graphic design

· illustration

· photography

· visual art

Specific Industry Knowledge

I will need to have deep understanding of how to use software and making sure you don't lack in creativity. You need to have good communication skills to do this job well and web design as this increases your chances of getting a job in this media. Also understanding typography so when to pick the fight font will get you higher in the job.

Communication skills- Oral and written

Graphic Designers need to discuss, understand and interpret the needs, ideas and requirements of their customers accurately, therefore you will need to have good communication skills also as you will be writing them down you need to know exactly what the customer wants so you need to have good written skills.

Organisation

You need good organisation skills to be a graphic designer to make sure everything has excellent attention to detail so being organised with what your doing will make it precise, also you will be doing different sections at a time so having everything organised will make the outcome better

Creativity

The main skill needed to be a graphic designer is to be creative this plays a wide part because you are designing things what are going to be in someone’s house, business etc therefore the more creative you are the better you will be at the job. Also, as it could lead on to a higher graphic designer job for example

· Advertising art director

· Animator

· Creative director

· Illustrator

· Printmaker

· Production designer, theatre/television/film

therefore, you will need to be very creative to get a job at this and they need someone who is different from the rest and creativity shows this

Problem solving

Problem solving is also a major part played in graphic design as you will come across a lot of problems through this job and will need solving up to the customers standard

Working as part of a team

Graphic designers need to have good team working skills because if you are working part pot a company you need to be working as a team and be successful at it however even if you are freelance you still need to work as a team as you your clients will be part of your team as well

LO2: Task 1 Job roles and Skills

I am going to investigate the print and digital content sectors of media. There’s a lot of jobs in the media industry for example;



Textile Designer (Digital print)

The job involves transferring a digital image to the surface of a fabric or soft furnishing product for example a cushion. Some companies may expect you to have a relevant degree for example art however they are more interested to see that you have a creative flair and artistic ability.



http://creativeskillset.org/job_roles/724_textile_designer_digital_print

Digital Imaging Specialist (Photographic laboratories)

This role involves colour correction and digital manipulation of images for printing or archiving. You don’t need a formal qualification to be a digital imaging specialist. However, many colleges now offer NVQ and SVQ qualifications in digital imaging.


http://creativeskillset.org/job_roles/377_digital_imaging_specialist_photographic_laboratories

Machine Print Operator

You will be producing high quality photographic prints to meet the requirements of photographers and graphic designers. You don’t need a formal qualification to become a machine print operator however you need to be interested in photography and have good computer skills



http://creativeskillset.org/creative_industries/photo_imaging/job_roles/400_machine_print_operator

Minilab Operator

Controlling and maintaining the minilab machines in a photo retail outlet to process and print customers’ images and you won’t need a specific qualification for this role however some employers might accept you to have GCSEs or standard grades in maths and a science subject


http://creativeskillset.org/creative_industries/photo_imaging/job_roles/386_minilab_operator


Digital Imaging Specialist (Picture library)

Digitally manipulating, colour managing, colour correcting and keyboard tagging images in preparation for storage in a pictures library’s archive. You done need to have a formal qualification to do this role. However, there are now NVQs and SVQs in digital imaging, and an apprenticeship in Photo imaging.


http://creativeskillset.org/creative_industries/photo_imaging/job_roles/377_digital_imaging_specialist_photographic_laboratories

Designer

Global water intelligence: research, marketing and IT teams on our portfolio of digital products, print publications and events. You will need any degree in a design role to be able to get this job or someone who has already worked in designing


https://www.artsandmediajobs.com/uk/job/13144/designer-6/

Advertisement Executive

Promoting and selling print advertising/online and digital packages for one of their international B2B magazine titles. You can have any degree to get this job however it would suit a recent graduate with a couple years’ experience in the work place

https://www.prospects.ac.uk/job-profiles/magazine-journalist



Digital Print Operator

This role you will need to have experience print operator or work within a busy team of printers, finishers and install professionals working within the retail and property sectors, you won’t need experience however it is an advantage

https://www.indeed.co.uk/Print-Finisher-jobs?vjk=b5afb14672188dd0

Print Finisher

Turning printed-paper into finished products such as books, catalogues etc.  You will need to have 5 years of print finishing experience and a required licence or certificate to a fork lift


https://cdn.cityandguilds.com/productdocuments/manufacturing_industry/printing_and_graphic_communications/5261/5261_level_2/centre_documents/5261_l2_qualification_handbook_v1.pdf

Digital Print Operative

Work with computers to produce printed materials that will be sent to process.

You will need at least 1-year experience to do this role however some places require 5 years as they have more experience

https://www.prospects.ac.uk/job-profiles/graphic-designer