LO1 - Analysing existing graphic design work (Alton Towers Scarefest)

a) purpose

The purpose of this campaign is to advertise and inform people about the event. The logo reflects the intended atmosphere of the event. The bats, pumpkin, the colour green and the unusual font of the word "Scarefest" all lead to connoting the idea of the event.

b) format

These graphics could be seen in many different formats, from the cover of the park map, to merchandise, to being featured in an advert on television. This allows it to be seen by as many people as possible, extending the event's audience to many.

c) content

These graphics are very full-looking, with different colours and lots of different images. It connotes the excitement that the event is meant to create. In the logo, the kerning (space between letters) is a little smaller than average, adding to the crowded, exciting feel of the graphic. The house style is seemingly unorganized, with many colours like dark blue, navy, black, white, red, orange, pink, purple and green. This also adds to the exciting feel of the campaign. The main fonts are also big, bold and exciting, and original, which connotes the originality of the event. The main logo font is a thick, bold, serif font, and the boldness connotes the excitement whilst the serif font connotes the professional sense that they know what they are doing.

d) style

These graphics have been created digitally, and are very artistic in the way they are shaded and brightly coloured. The style isn't particularly modern or old fashioned, but relies on distinctive images such as pumpkins and bats that are so closely thought of with Halloween, to be able to advertise its cause.

e) layout

On the web page, the logo is featured in the very centre of the page, making it stand out to the viewer. The logo is on nearly all of the graphics related to the campaign, apart from the background of the website. The layout of most of the graphics is very much crammed full of things to look at.

f) target audience

The target audience of this campaign is very wide. The main majority would be people in the ABC1 demographic who enjoy, or are interested in, Alton Towers at Halloween. The graphics are generally very recognisable to initial fans of the park, and the event itself is meant to appeal to adults and children alike, with happy characters and bright colours as well as portrayals of very frightening concepts for thrill-seeking adults.

g) regulatory bodies

All of the graphics in this campaign are created and designed originally by Alton Towers. Any use of copyrighted material created by someone else would be a violation of copyright laws.
The content of the campaign can't be too frightening, as even though it is intended to appeal to adults as well as children, the ASA (covering broadcast and print media) states in its codes that advertising should not harm children.