P1
The campaign I am focusing on is Quentin Tarantino's film Kill Bill Vol 1
A) Aims and objectives- the aims and objectives of TVNZ (television New Zealand) the head of the advertisement is to promote the film in a well represented and shocking way to try and get people to watch Kill Bill Vol 1. They also want to gain publicity from the shocking advertisement to gain attention to TVNZ and to the film. The way the blood sprays in the trailer and print advertisements is a representation of how blood is normally visualised in Manga and anime so to have this connection draws in another group of people to be interested in this film. The similarity in Uma Thurmans yellow jumpsuit to Bruce Lees classic yellow and black jumpsuit creates a connection of the two and so by the jumpsuit you can already envision the movie and the martial arts that will be involved. The similarity to Bruce Lees attire also brings in groups of people who also enjoy Bruce Lee movies. The radio advertisement also strengthens these similarities listed with the soundtrack that mixes more oriental instruments at the start which then fade into a more western sounding soundtrack. As well as making shocking advertisements TVNZ needs to also make sure that people are hooked on the story and want to watch the film and so the radio advertisement manages to create more of a hook for the story as they cannot convey images of blood or action and such so the audio advertisement must have as much as an affect as the other advertisements.
Movie trailer
B) Target audience- the campaign is aimed at people who enjoy past Quentin Tarantino films like pulp fiction, reservoir dogs and from dusk till dawn. The link of manga and anime like elements like the blood spray would also target fans of manga and anime. They would be from the ages of 18-45 and would mostly be male because of the genre of the film and the content being very bloody and action packed but they would also be female because of a woman being the lead role in the movie and the way the lead role is shown as strong and doing martial arts beating other people. Fans of bloody action movies would also be who the campaign is aimed at as the advertisements for the film are very different to most advertisements and feature rather bloody and adult imagery like with the spray of blood leaking across the poster onto some cars and on the road. The radio advertisement also attracts fans of western movies because of the soundtrack that starts of oriental and then fades into a very western sounding soundtrack very similar to other westerns and cowboy films that have the classic sounding music such as the good the bad and the ugly.
C) Representation- the movie is being presented to the audience as a very bloody and gory film as all of the advertisements feature imagery of blood or signifying that the lead role for the advertisements Uma Thurman's character is killing and slicing people with her sword and is represented as a very strong and powerful character with high skill in sword fighting. The advertisement is very clever on how it breaks out of the border other advertisements stick to like the edges of a poster or the frame of a bill board and most other bloody and action film dont do this they stick within the borders and do general posters and bill board advertisements. The name "Kill Bill" also represents violence and death and just by the title and seeing Quentin Tarantino's name you know what you can expect from this movie. The radio advertisement also conveys this representation of the movie with the sound of guns shooting, screams of pain and the narration of Uma Thurman that states she has killed many people and will now Kill Bill. The dramatic narration from the radio advertisement also shows the film in a serious and dramatic way which further pushes the presentation of the film being dramatic and with action.
D) Campaign message- the overt messages is that this movie definitely includes a lot of blood, sword play and Uma Thurman is the lead role within the film as she is the main Narrator for the radio advertisement as well as the other trailers and print based adverts. It also shows the mix of western and eastern movies with the eastern martial arts movies and the western Hollywood look and budget. The fact that a woman is the lead role is also part of the campaign message as it is not often that woman are portrayed as the lead role and as a strong fighter. Other overt messages are that Uma Thurman character kills people with a samurai sword as that is what the advertisements show. The radio advertisement also influences the campaign message with the sounds of guns being fired and mentioning of killing many people and wanting to kill more showing that this film will contain action and drama. The covert messages of the film include why is this character killing people, who is bill and what has he done.
F) Relevant legal and ethical issues- all though the advertisements being rather bloody they still fit within the New Zealand ASA guidelines as there is no offensive imagery towards race, religion, sexual orientation, disability or age. Marketers are urged to consider public sensitivities before using potentially offensive material but just because someone finds offence does not mean it cant be used which fits within the advertisement of kill bill showing imagery of blood which some could take offence to. No dead people or children are shown and so none of the guidelines within those sections account towards Kill Bill. The advertisements do not condone drinking and driving or violence but the advertisements can be seen as violent.
The radio advertisement includes a lot of influence towards murder, death and violence with the narrator stating that she has killed many people and will kill more as well as the sounds of guns being fired at the start. The ASA guidelines also state that any sound effects used within a radio advertisement must make sure that they will not cause distress or shock to people as they may be driving which could cause accidents and the sound of guns being fired could fit within this issue.
G) Regulatory bodies- the guideline that the kill bill advertisement needs to take account on is the rule where it must not cause fear or distress and the blood imagery on the billboards or the fake blood splatters in the rest rooms as well as the radio advertisement that conveys a lot of death and killing could encourage that but these guidelines follow the British guidelines of the ASA but the New zealend guidelines are more lenient with when it come to the FEAR guideline as long as the advertisement does not exploit the superstitious it is fine.
H) Method- I think the advertisements do use a certain tactic of shock and placement as the way the blood splatters off the billboard and onto the walls of the building and the cars and street below to me seems very shocking if saw that personally the placement is also very high up which adds to the effects of the advertisement. The fake blood running from under the toilet stall is shocking and takes advantage of placement as you do not expect to see some kind of advertisement disguised as fake blood ruining from under a toilet stall which is very shocking. The whole advertisement campaign was rather shocking as it was all within public space and unexpected. If any other director apart from Quentin Tarantino tried to do an advertisement in this way then there would be backlash but because it is Quentin Tarantino it is expected from people to see crazy sprays of blood and over the top gore and action. If Quentin Tarantino decided to advertise the film and a lighter way people would think that he has lost his touch if he wasn't controversial. The radio advertisement focuses less on the shock factor like the advertisements and more on the story itself which is done in a way that really hooks the audience with a well done soundtrack over the top and dramatic narration from Uma Thurman.
A) Aims and objectives- the aims and objectives of TVNZ (television New Zealand) the head of the advertisement is to promote the film in a well represented and shocking way to try and get people to watch Kill Bill Vol 1. They also want to gain publicity from the shocking advertisement to gain attention to TVNZ and to the film. The way the blood sprays in the trailer and print advertisements is a representation of how blood is normally visualised in Manga and anime so to have this connection draws in another group of people to be interested in this film. The similarity in Uma Thurmans yellow jumpsuit to Bruce Lees classic yellow and black jumpsuit creates a connection of the two and so by the jumpsuit you can already envision the movie and the martial arts that will be involved. The similarity to Bruce Lees attire also brings in groups of people who also enjoy Bruce Lee movies. The radio advertisement also strengthens these similarities listed with the soundtrack that mixes more oriental instruments at the start which then fade into a more western sounding soundtrack. As well as making shocking advertisements TVNZ needs to also make sure that people are hooked on the story and want to watch the film and so the radio advertisement manages to create more of a hook for the story as they cannot convey images of blood or action and such so the audio advertisement must have as much as an affect as the other advertisements.
Movie trailer
Radio advertisement
B) Target audience- the campaign is aimed at people who enjoy past Quentin Tarantino films like pulp fiction, reservoir dogs and from dusk till dawn. The link of manga and anime like elements like the blood spray would also target fans of manga and anime. They would be from the ages of 18-45 and would mostly be male because of the genre of the film and the content being very bloody and action packed but they would also be female because of a woman being the lead role in the movie and the way the lead role is shown as strong and doing martial arts beating other people. Fans of bloody action movies would also be who the campaign is aimed at as the advertisements for the film are very different to most advertisements and feature rather bloody and adult imagery like with the spray of blood leaking across the poster onto some cars and on the road. The radio advertisement also attracts fans of western movies because of the soundtrack that starts of oriental and then fades into a very western sounding soundtrack very similar to other westerns and cowboy films that have the classic sounding music such as the good the bad and the ugly.
C) Representation- the movie is being presented to the audience as a very bloody and gory film as all of the advertisements feature imagery of blood or signifying that the lead role for the advertisements Uma Thurman's character is killing and slicing people with her sword and is represented as a very strong and powerful character with high skill in sword fighting. The advertisement is very clever on how it breaks out of the border other advertisements stick to like the edges of a poster or the frame of a bill board and most other bloody and action film dont do this they stick within the borders and do general posters and bill board advertisements. The name "Kill Bill" also represents violence and death and just by the title and seeing Quentin Tarantino's name you know what you can expect from this movie. The radio advertisement also conveys this representation of the movie with the sound of guns shooting, screams of pain and the narration of Uma Thurman that states she has killed many people and will now Kill Bill. The dramatic narration from the radio advertisement also shows the film in a serious and dramatic way which further pushes the presentation of the film being dramatic and with action.
D) Campaign message- the overt messages is that this movie definitely includes a lot of blood, sword play and Uma Thurman is the lead role within the film as she is the main Narrator for the radio advertisement as well as the other trailers and print based adverts. It also shows the mix of western and eastern movies with the eastern martial arts movies and the western Hollywood look and budget. The fact that a woman is the lead role is also part of the campaign message as it is not often that woman are portrayed as the lead role and as a strong fighter. Other overt messages are that Uma Thurman character kills people with a samurai sword as that is what the advertisements show. The radio advertisement also influences the campaign message with the sounds of guns being fired and mentioning of killing many people and wanting to kill more showing that this film will contain action and drama. The covert messages of the film include why is this character killing people, who is bill and what has he done.
E) audio advertisements used in the campaign- There are only two audio advertisements used within the campaign for Kill Bill the first being a trailer that includes visuals and snippets of the film that include a lot of dramatic pump up music that fits in with the intense visuals as well as the audio of a gun being fired and the slices and slashes of swords in the trailer. The second audio advertisement is the radio teaser that is filled with very western and dramatic soundtrack that builds up as the advert plays. The radio advert also includes dramatic lines from characters within the movie as well as screams and gunshots heard that are heard throughout the teaser.
F) Relevant legal and ethical issues- all though the advertisements being rather bloody they still fit within the New Zealand ASA guidelines as there is no offensive imagery towards race, religion, sexual orientation, disability or age. Marketers are urged to consider public sensitivities before using potentially offensive material but just because someone finds offence does not mean it cant be used which fits within the advertisement of kill bill showing imagery of blood which some could take offence to. No dead people or children are shown and so none of the guidelines within those sections account towards Kill Bill. The advertisements do not condone drinking and driving or violence but the advertisements can be seen as violent.
The radio advertisement includes a lot of influence towards murder, death and violence with the narrator stating that she has killed many people and will kill more as well as the sounds of guns being fired at the start. The ASA guidelines also state that any sound effects used within a radio advertisement must make sure that they will not cause distress or shock to people as they may be driving which could cause accidents and the sound of guns being fired could fit within this issue.
G) Regulatory bodies- the guideline that the kill bill advertisement needs to take account on is the rule where it must not cause fear or distress and the blood imagery on the billboards or the fake blood splatters in the rest rooms as well as the radio advertisement that conveys a lot of death and killing could encourage that but these guidelines follow the British guidelines of the ASA but the New zealend guidelines are more lenient with when it come to the FEAR guideline as long as the advertisement does not exploit the superstitious it is fine.
H) Method- I think the advertisements do use a certain tactic of shock and placement as the way the blood splatters off the billboard and onto the walls of the building and the cars and street below to me seems very shocking if saw that personally the placement is also very high up which adds to the effects of the advertisement. The fake blood running from under the toilet stall is shocking and takes advantage of placement as you do not expect to see some kind of advertisement disguised as fake blood ruining from under a toilet stall which is very shocking. The whole advertisement campaign was rather shocking as it was all within public space and unexpected. If any other director apart from Quentin Tarantino tried to do an advertisement in this way then there would be backlash but because it is Quentin Tarantino it is expected from people to see crazy sprays of blood and over the top gore and action. If Quentin Tarantino decided to advertise the film and a lighter way people would think that he has lost his touch if he wasn't controversial. The radio advertisement focuses less on the shock factor like the advertisements and more on the story itself which is done in a way that really hooks the audience with a well done soundtrack over the top and dramatic narration from Uma Thurman.
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