LO1 - Analysing existing graphic design work (Brave film)

a) purpose
The purpose of this campaign is to advertise it to the target audience and make it look appealing. The colours, design and effects in each piece of advertising reflects the theme and genre of the film. The film takes place in the rural Scottish Highlands, and the logo seems to signify this with the font. It's very detailed, and looks carved out of wood, and these features work together to give an impression of authenticity.

b) format

The main form that these graphics would be seen in would probably be in an advertisement on television, billboards, promotional desktop backgrounds or perhaps in magazines. These are all ways of spreading the message about the film.

c) content

In terms of house style, blue/green is a very prominent colour, which signifies the idea of magic and nature in the film. The character's bright red hair draws the viewer's attention. The kerning in the logo is smaller than usual, with the letters actually touching each other, which is the style of the detailed Scottish theme. The smaller text has a kerning which looks a little larger than average, which makes it easy to read, and makes it look professional.

d) style

The style is very obviously old-fashioned, as this reflects the theme of the campaign and film. They are all digital, however as concepts they will have been designed by hand first. The fonts and house style reflect the atmosphere of the film.

e) layout

These graphics are all very sparse-looking but very detailed. The focus is very much on the main character, who is depicted in more light and is more clear than the background, which is also very detailed. The logo is on every graphic from the campaign.

f) target audience

The target audience for this campaign are families in the ABC1 socio-economic demographic. Even though the film is to be enjoyed by children, it also needs to appeal to the parents as they are the ones who would take the children to watch it. It's advertised more to the ABC1 demographic because stereotypically these are the types of people who would be able to afford to see the film in cinema or buy the DVD.

g) regulatory bodies

This campaign is created by the Disney Pixar company. If it was made by another company, they would have to be credited on every piece they designed. The advertisements shouldn't cause offence, and they can't be misleading about the film. These advertisements break none of the rules covered by the ASA.