As Website Evaluation

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As Website Evaluation

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Evaluation

In what ways does your media product use, develop or challenge forms and conventions of real media products?

Our website conforms to many different types of website conventions, and takes into consideration the content and layout of other campaign websites. Our website has many similarities to the Talk To Frank website which is one of the top government funded sites. Like Talk To Frank, our website is aimed at a young target audience from 15-21 which is a niche audience. In order to attract them we also had to think about ways which we could challenge conventions to keep them interested.

One of the important ways in which we wanted to follow the conventions of websites was to use a mode of address which was suitable for the target audience so all the information that we provide it is straight to the point and there are a lot of relevant facts. The audience that we are trying to appeal to have very little time to waste so that is why we have adapted this philosophy that all the content will be clear and easy to read.

We wanted our website to include the conventions that some of the current websites have because we believe these conventions if included within the website will give it a professional look. Most websites follow conventions such as the use of columns, navigations bars and brand identity with logos and a colour scheme throughout. The government run website Talk to Frank challenges some of these conventions extremely well. They don’t use obvious columns although there is a structure, which makes it easy to follow for us but maybe not the older generation so parents for example would not use the site for information. Another aspect of conventional websites would be emphasizing the message through photography and video. We have used our own images to emphasize the campaign message, which is to be aware of what it is you are taking and the effects that they might have both long and short term.

How does your media product represent particular social groups?

We are actually trying to represent our target audience to them and we are representing the use of drugs by this niche group. People who are affected by drugs often are introduced into them by their peers or other individuals similar to their own age. As a social group we are defining them by their age but we can’t define them by demographics because drugs are an issue that affects such varied backgrounds and personalities we are not going to neglect any particular demographic group of people. We do recognise however that the type of people who will succumb to peer pressure are a mix of people who just like to have a good time and those who may do it just to impress others or fit in. We want to communicate that we are not preaching the target social group about not doing drugs, the way we have represented the audience and the issues is in a way to help them stay informed and safe. We have represented this idea through our photography for example. The ‘enter site’ page has a black and white photo of a teenage girl cradling a bottle of JD and looking downcast. What we wanted the audience to understand from this image, is that the girl is using alcohol as a comfort tool to make her feel better about herself/her situation when actually she looks fairly trapped by the effects of the alcohol.

The social group that we have aimed our website at is youths, this is because we ourselves fall into this age bracket it was easier to represent the problems that they go through as we have experienced them before. We also have concluded that this is the age that drugs and alcohol have the most influence on our lives because they are always present so then it is harder to avoid them, this is a result of going out more and also teenagers want to experiment with drugs as well. There were no particular gender that we targeted this was due to the fact that drugs due not effect a particular gender more than other and therefore we have designed our website in order to appeal to both gender.

What kind of media institution might distribute your media product and why?

Due to the target the audience the distribution of our website will be focusing on location where they are likely to be present. For example are age range targets youths and therefore information about our website will be available and advertised in schools. This will mean that children are aware of the website and can start learning about the issues that are present in their lives. It will help them understand a bit about drugs and hopefully pass it onto their friends. Also another location and term of distribution that I am going to display information about our website will be in nightclubs and place social gathering such as pubs, this will help the slightly older age group.

Who would be the audience for your media product?

The target audience of our website is very difficult to define in terms of using demographic guidelines is because of two reasons, firstly how complex and unclear the categories can be and secondly drugs effects everyone lives not just the rich or poor. The only two factors that we are sure of is that our aim is concerning audiences is the age of our target audience and the topic of the campaign. People who our affected by drugs often are introduced into them by their peers or other individuals similar to their own age. why? this is because especially concerning young males looking good and seeking approval from peers are a priority in lives, due to the fact they have low income and self esteem. Concluding these reasons for taking drugs in the first place people who are strivers. Because drugs is an issue that affects such a varied backgrounds and personalities we are not going to neglect any particular group of people. Secondly due to the age that we set out for our target audience it has appeared that experiences which are described to be young, impulsive and rebellious are likely to be most attracted to our website and therefore that is the audience that will be our focus on. This particular group of people are likely to turn to drugs due to their boredom of current products, bored of their life and surrounding and have little responsibility and therefore what ever they can afford spend on clothes, going out and possible drugs. Psychographic categories include Trendies these are those who crave the admiration of their peers, Egoists those who seek pleasure, Rebels these are those wish to remake the world in their image. Also Groupies are individuals who just want to be accepted and lastly Drifter’s these include people who are not sure what they want.

How did you attract/address your audience?

The way in which we attracted our audience was to include different forms of media throughout to make it interesting so the audience will be attracted rather then result in boredom. For example the layout is very straightforward without any complications or confusion to how you navigate your way around the site. This makes it more appealing to the audience as they do not have to worry about being distracted from other websites and can focus on the topics they wish to research. This challenges the conventional design of website because there are often links are present on the website which can distracted you from the original website they you visited. We made sure our target audience knew who they were and as a result I believe they will want to visit this website more if they know its been created specifically for them.

What have you learnt about technologies from the process of constructing this product?

The software I used the most was iWeb this was the software that we published our website on. In iWeb the conventions of the website were created this included, the links and navigation menu. The video was edited in iMovie HD and all the images that were edited in Photoshop before they were used as links or backgrounds. Lastly and briefly GarageBand was used to edit the recording which is used as a background sound throughout our website. Throughout this creation of my website I learned to use all these different programs. Certain programs have allowed me to connote the message more clearly to the audience, for example GarageBand has allowed us to put sound throughout our website which has really contributed to making a conventional and more professional site. The sound that we have created to put into some of the pages is heavy breathing, this is to demonstrate one of the effects that drug can cause, bronchitis.

Advertising Agency: Accentmarketing

Client: Anti-Tobacco Message

Name Of Campaign: 'Pressure'

Aim: The aim of the pressure campaign was to try and say that Your strength makes you unique. So, don't be pressured, be yourself and don't let tobacco rule or ruin your life.

Advertising Agency: 15 Ideas

Client: Oxfam

Name Of Campaign: 'Give a $%@#'

Aim: The aim is to show people that a little help and care will make a big difference.

A woman who is on a sofa with her daughter expressing her shock upon having discovered that she could help fight hunger and poverty simply by "giving a $%@#." She then lets people know about this, and tries to encourage people to join her.

Advertising Agency: Bartle Bogle Hegarty

Client: Barnardo's

Name Of Campaign: 'Never Give Up'

Aim: The campaign introduces a new long-term brand positioning called "Believe in children". The aim is throughout all elements of the campaign is that Barnardo's is determined to stick by young people until they get their lives back on track and not just to give up if they say they don't need any help.

Calendar Planning

Internet Survey

1Q	Why do you use the internet?
1A	Research Music Communication Video Social
2Q	What website do you look at the most?
2A	……………………………………………
3Q	Do you donate any money to charity?
3A	Yes – No
4Q	Have you ever donated through the internet?
4A	Yes – No
5Q	If you have had any problems with alcohol, smoking or drugs where would be likely find help from?
5A	Internet Help Group Help Lines Leaflet/Brochures
6Q	Do you currently know of any campaign websites to help you with drugs, drinking or smoking?
6A	……………………………………….

This is the sites opening image, on the enter page the plan is make the image in black and white. this image is important to viewers because it sets the mood and the overall theme for the rest of the site and allows the audience to have a understanding of what the website is about. the image consists of a close-up shot of a girl holding a alcoholic drink and hiding behind it. this shot is suppose to be a demonstration that the girl is using the bottle as a form of protection behind the reality. alcohol is also one of the topics that are campaign is aiming to improve. as well as having a image i have included a logo in the conventional top left hand corner of the page which is also a link to the main website.

This is the main navigation page for the website in contrast to the themed black and white images throughout the websites. this page of the website allows the audience to have a chance to view any page they would like to visit. we have presented the links within the locker doors which demonstrates some of our target, with the use of this it allows the audience to relate to the page.

This as the majority of the images will be edited to be black and white, there is no complex shots it a medium close up of the alcoholic drink which obviously relates to issues we try to combat throughout our campaign.

This image is the image that will be edited in "Adobe Photoshop" so the image will appear in black and white and there give the sense that alcohol and drug have a negative on our audience which backed up again by the models action of not looking like she is aware of situation she has got herself into. also for the audience that is worried about their loved ones it shows that even if they are reluctant to speak and share they should still perceive otherwise this could be the outcome.

Similar to the drugs website we have kept it simple and in relation to the rest of our website and our content. this allows the audience to grasp again the idea of the website.