Research Portfolio

LO1 (U20): Know how existing advertising campaigns embed advertisements across a range of media product.

LO1 (U24): Understand the products that are produced within and across media industries.

First Advertising Campaign: Nike - Colin Kaepernick 

P1(U20): Describe an existing media advertising campaign.

The first advertising campaign I will be looking at is the "controversial" Nike advertising campaign involving the former NFL San Francisco 49ers quarterback Colin Kaepernick. Nike, Inc. is an American multinational corporation that is engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services.

Aims and Objectives:

One of the first aims was to create awareness around the situation. Colin was standing up for what he believed in and it caused a lot of negative controversy around him as a player and role model as well as shined a negative light on the sport and branding. However, the fact that Colin Kaepernick stayed true to himself and did not back down when he was threatened really links to Nike's saying of "Just do it". By taking on this campaign Nike aimed to take something that was deemed negative and by branding it themselves they hoped to shine a positive light on stance. Whilst this campaign was USA based, it reached world wide audiences. Nike raised awareness about the campaign by shooting a TV advert and using the image above and plastering it all of the USA in all states on giant billboards. They also used Colin Kaepernicks social media handles to promote the advertisement campaign. Since he was getting so much attention on his social media due to his stance this meant that the campaign got many views and almost instantly became a trending topic. This means that Nike was also getting a lot of attention from this campaign which would be one of their ultimate aims as it brings a spot light back onto Nike.

Another one of Nike's aims and objectives would have been to increase sales, as it is with all advertising campaigns. But, as well as this, they would aim to generate feedback towards the company or a product. As it was the 30th year of Nike's slogan "Just do it" making Keapernick the star of this new branding for Nike and putting a riff on the Nike slogan: “Believe in something. Even if it means sacrificing everything. "Just Do It.” created a surgence around Nike with both positive and negative outcomes. As there was already a lot of controversy around Colin Kaepernick it meant that there was a lot of negative feedback towards Nike aliening themselves with Kaepernick. In response to Nike’s decision to center its campaign on Kaepernick, some people decided to boycott the company and in some extreme cases people had taken to social media to video themselves destroying the Nike items they own. This is obviously a very bad outcome to this campaign you would think due to the fact that in the USA a very large majority of the feedback is negative and the campaign based on Keapernick has generated a lot of negative actions. 

They would look at this aim normally very closely to see what they could improve on to make sure that the next campaign is better and so that they generate positive feedback next time. However, this advertisement campaign caused a $6 billion increase in overall value of Nike from Labor Day, when they released the campaign to the end of September. Which clearly goes against all the negative feedback that they were receiving in the US. They would look at this in a lot of detail, analysing which products were selling the most and why so that they knew which part of the campaign was causing this increase so that they could hope to reproduce similar results with the next campaign.

Another one of Nike's aims and objectives would be to rebrand. For them it isn't necessarily rebranding a new product but to help rejuvenate their brand as a whole. This is due to the fact that this was clearly a campaign to bring themselves media attention, all be it with mixed effects on their market. Even though they recieved mixed views on the advertisment campaign with some supporting their message and others burning products, Nike Sales rose and they turned over one of their best ever years. This clearly shows that the controversial decision payed off and the Nike name was rejuvenated, meaning that the aim and objective was met for the campaign.

Target Audience:
Nike has a very wide target audience being a sports brand. This means that they target all ages and therefore must think about this when creating and developing campaigns. However, this can be easily done especially for the campaign such as this. When they select  a famous sportsman that the country will all know in their taggert audience it makes it much easier to accommodate and attract the main target audiences. The younger target audience will be immediately attracted towards nike if they can see that their hero, or a famous sports man is the face for the campaign. The thought of if they wear Nike then I want to will be extremely prominent. This means that they have already covered a certain area of target audience, and whilst that age can't necessarily walk in off their own accord and buy lots of Nike products, they will constantly ask their parents for the latest Nike gear. 

Nike then address the older target audiences ranging roughly from 16+. This particular campaign catches the eyes of the older target audiences because of the mass amount of media that was already surrounding Colin Kaepernick and what he was standing up for. This links to the older target audiences because they will all have a different opinion on the matter. This can be seen as the campaign had mixed final reactions and caused different things to happen in the different communities. By having Colin Kaepernick as the star of the campaign it does cause divide between the Nike target audience as seen in the chart above.

Key Messages:
Nike has a very clear key message through all there campaigns as they will always base the message around their slogan "Just Do It." In this case, they are taking Colin Kaepernick situation and turning into motivational slogans like their main slogan. Colin was standing up for what he believed in and it caused a lot of negative controversy around him as a player and role model as well as shined a negative light on the sport and branding. He was kneeling during the national anthem of the USA to signify that he was not solute a flag that had cops shooting black and minority races and getting away with it. Even through all the threats he stood up for what he believed in. This is a clear message form Nike through all their campaigns. This means that whilst this campaign doesn't necessarily differ, this was a current case at the time, with threats from the US President, the NFL Head Boards and the public. This was a live case that Nike took a lot of risks with by selecting Colin Kaepernick to lead the campaign. But this only links with the key message more as Nike were taking risks as well to stand up with Colin Kaepernick. 

Approach:
Nike took attempted to reach out to their target audience and show off their message with the clear approach they took to the advertising campaigning. They were not shy in their campaign as they plastered Colin Kaepernick's face all over massive billboards in some of the most populated states in the USA. They also invited responses and replied to tagged messages. They were attempting to clearly show where they were standing not encase of Colin Kaepernick.

Representation:
Nike's representation of Colin Kaepernick is clearly a positive one as they are effectively siding with the QB on his opinion. This is potentially why they gain so many sales and so much positive attention from the US Black/African American and Asian American. As company such as Nike has so much sway power over so many people that because they decided to paint Colin Kaepernick in this view and agree with him it caused many other people to see what he was doing as a positive action for standing up for more than just himself. It all comes back to "Just Do It." as the campaign shows that whilst Nike are a sports brand their slogan can be put into all aspects of life which is what makes it so effective. 

Campaign Logistics:
For Nike's campaign images surfaced of the collaboration between the QB and the global sports brand. These images found there way to various social medias such as Twitter, Facebook and Instagram. This is because of the wide audience that both Colin Kaepernick and Nike already have on social media. With a combined total of 148.4 million Instagram followers it gave them a huge free platform for the initial release of the campaign. As well as this, as soon as the initial images were realised on the pairs social media platforms many other pages reacted to the campaign only boosting how many viewers would see the campaign. This is very important to Nike as they targeted their younger audience first by creating a campaign with a very famous and current sportsmen. This would lead them to be more interested in Nike and hopefully spike early sales. 

This was then shortly followed by billboards being spotted all over the major states in the USA. This helped to solidify the fact that Nike were having a real campaign and were in full support of what Colin Kaepernick was standing up for. This was further supported by other players in the NFL also taking a knee during the national anthem. This showed that Nike had the platform the Colin Kaepernick needed in order to project his message everywhere. It also showed that through all the negativity Nike were following their own slogan. In the end Nike came off the winners as people started to buy products just to burn them or throw them away. This did effect Nike and they shrugged off these comments and laughed. But it was extremely important that they showed that they were sticking to their word and following through with the campaign as they started to gain a lot of positive feedback from other races and minority groups. 

They then created a video to add to the campaign, but for this they added even more famous sportsman. This was really important because they were no longer just endorsing one person who wanted to stand up for something. The video made no direct reference to taking a knee but showcased Lebron James, Serena Williams and a slew of other athletes. Whilst the video moves away from Colin Kaepernick's specific personal campaign of standing up to the cop shootings, it still followed the idea of sacrificing everything, and becoming bigger than yourself. This is very important for Nike as they were able to show off their power by recruiting other world famous athletes. 

Overall, the campaign was a massive success for Nike in terms of revenue, an increase in sales and an increase in engagement. Even with all the negative attention at the beginning of the campaign Nike followed their own slogan and it turned into a very successful campaign for them. It is believed that in a less-than-24-hour window, Nike received more than $43 million worth of media exposure, much of that positive.

Choice of media:
Nike has a clear choice of media using social media as a massive part of their campaign, to kick start the campaign and receive media exposure from other pages as well. Most importantly it meant they got a section on the news in the evening which is watched by mass amounts of people meaning the campaign received tons of exposure within the first few hours of the campaign. By choosing to follow up with billboards it showed that they were still heavily focusing on Colin Kaepernick and his story. This shows to the public that the campaign and purpose of choosing Colin Kaepernick was more than about just making money and about standing with someone with what they believe in and giving them a platform and backing to share their beliefs. By choosing to realise a video last it showed that again that the campaign wasn't meant to be used as a money making platform. It also allowed them to move away from the original campaign as they were using Colin Kaepernick to stretch out the campaign and it has defiantly moved away from taking a knee and moved towards just generally taking a stand for what you believe in and what you want to do, and about better yourself. This is moving back towards more traditional Nike adverts, but by using Colin Kaepernick to narrate and be the final character that you see, and him still stating his slogan from the campaign, there was a still a definite connection between the old and new campaign. 

Call to action:
The campaign is a strange one due to the fact that the campaign wasn't created with an aim of getting their target audience to purchase Nike items. Apart from the tick and slogan there is no other representation of Nike or their products. Yet they still managed to drive sales through the roof, as people felt they were supporting Colin Kaepernick and Nike and what they were standing up for by purchasing products. It is not till the TV advert that you see various Nike products such as Serena Williams's tennis clothes, and Lebron James's Jordans'. This advert isn't directly showing off or asking you to buy Nike products, however, they are talking about all the greatest athletes in there sports and by advertising that they are wearing Nike it entices people to buy the products that they are wearing as the public think if the best are wearing/using that then I should be too. 

Legal and Ethical issues; Regulatory bodies:
This campaign faced many clear ethical issues due to what Colin Kaepernick was standing up for and how he was standing up for what he believed in. By taking a knee during the national anthem is it seen as a massive disgrace when you are not actively supporting your country. As well as this, another ethical issue would be that some might think that Nike are using the already huge media presence around Colin Kaepernick as an advantage and using him to just make money instead of actually caring about the situation. However, by the way that Nike went about conducting the campaign it was clear that this was not true. 

This ad campaign will have all the usual Legal campaigns. This means that they will need to make sure that they do not break the Copyright Law of 1988. This means that they need to make sure that all the advertisements that they produce are their own work so that they can not be taking to the court of law and fined. Whilst this would not have much of an effect on their financial situation, it would put a down on the campaign and would lead to future campaigns being questioned if it is their own. As well as this, they will need to make sure that they have signed permission forms from the participants in the campaign, this is just to make sure that they don't get sued in the future by anyone participating in the ad campaign. Whilst the athletes will already have agreed to do adverts in their contracts the others in the video who are not contract obligated will need to individually sign a permission form allowing Nike to use the in the campaign and post the video across different advertising platforms. This is so they do not have any potentially court cases as this would put a down on the campaign as a whole, and may lead to others who are not contract obligated to not wanted to work with Nike on future campaigns.

The regulatory bodies that Nike will need to worry about are the ASA for the video as it will need to make sure that it passes the strict requirements so that it can be shown across the different media platforms in the UK. In the USA they will need to make sure that they meet the Federal trade commission. The FTC's work is similar to the ASA as they protect consumers against unfair, deceptive, or fraudulent practices in the marketplace and helps companies understand and comply with the law.

Second Advertising Campaign: Disney/Marvel - Avengers: End Game

The second advertising campaign that I will be looking at is Marvel's campaign to promote their latest movie Avengers: End Game. Marvel Comics is the brand name and primary imprint of Marvel Worldwide Inc., formerly Marvel Publishing, Inc. and Marvel Comics Group, a publisher of American comic books and related media. In 2009, The Walt Disney Company acquired Marvel Entertainment, Marvel Worldwide's parent company. 

Aims and Objectives:

The main aim and objective of this campaign is to entice people into going into the cinema to watch the movie as this is where they will make the most money. They do this by creating multiple trailers that tease different aspects of the movie with an aim to get the public excited by the movie. By creating a "hype" around the movie is means that there is more of a chance that fans of this type of movie will go and watch the movie so that the movie can make profits. It is important that the movie makes profits for a number of reasons. These include:

• So the business does not lose money on the money, paying their staff, actors and all the extra costs. 
• Allows the business the make more movies potentially.
• Gives the director and company a good name which means that they might be able to make or direct other different movies.

This particular movie was part of a linked series that took 11 years to get too. This means that it was clear that this particular genre was very successful as the company has made enough money to create 22 movies each ranging in cost and profits. This shows that the advertising campaigns has been carefully thought about through out the series of films releasing for them to be able to span and series for that long. 

Target Audience:

Marvels Avengers: End Game has a very wide target audience as the film is such a huge success. They have the film industry target audience for the "Hero and villain" type genre which will attract many different ages, races, and demographics. This movie will then also aim to attract the niche audience of comic book readers, since the stories and pot lines are mildly based off the original comics. Finally they will also be aiming to attract families and kids since most male children will be brought up with similar ideas and shows around them, such as power rangers and other super hero shows. The great thing about a movie, especially like this, is that it give the chance for many people to escape into the world that is on the bog screen in front of them meaning that a movie of this grander can have such a wide target audience, also because Marvel have made these types of movies a main stream movie genre due to previous films that they have created. 

Key Messages:

The key messages from the movie campaign do not have educational messages like the Nike advert with Colin Kaepernick, because this type of campaign is more about enticing the public to watch the movies ini the cinema, at home, on DVD or Blu ray or renting it online. Hence why the campaign is set up to tease the viewer so that they gain a glimpse into that world on the big screen but not a full picture making them believe that they must go see the movie in the cinema. By making sure that they a campaign that will make people want to watch the movie in the cinema they are making sure that they are making a profit for the movie so that the branding and the name are only talked about positively. 

Approach:

Marvel needed to make sure that all the talk was about the movie in the weeks coming up to its release. They did this in the traditional movie ways by releasing trailers that would tease the movie. Putting up massive billboards in all the major cities in the world, getting featured in magazines and making sure that the cast members go on TV shows such as talk shows in order to promote the movie through word of mouth. This is very effective due to the fact that the movie has an all star cast. As well as this, there was a lot of controversial talk about the contracts of some of the actors with Marvels company. However, instead of trying to put the rumours down, they allowed everyone to speak openly about them as it meant that everyone was still speaking about the movie and people were speculating what those characters roles would be in the movie. This only enticed the public to go and see the movie more.  

Representation:

The campaign represents the characters in the movie to be the hero's of the story therefore depicting them in a positive manor. This benefits the franchise as more people are likely to go to the cinema and see a movie if they can get behind a main character or hero and support them through there personal battles. This is particularly present in these trailers as this is actually a second part to Avengers: Infinity War which was released last summer. Since we are already half way through the story arc for these hero's we already support them and we can sympathise with how they feel. We have been following these characters for 11 years now which gives the viewer and the character a very special connection, this is drawn upon by Marvel by how they represent the characters in the trailers and advertising campaigns as they have been learn and understand how we react.

Campaign Logistics:

For this campaign it is believed that the studio has reportedly spent an estimated $200 million (£153.5 million) on marketing for the Infinity War sequel. This money involves being spent on full trailers, teaser trailers, billboards and posters. In June 2018, Feige spoke to this, stating that these dead characters would not be featured in any marketing for the film, though the decision regarding that could change. Marvel felt what was so remarkable about the anticipation, was that it was mostly "fan-created, without noticeable direction from Marvel or the filmmakers involved" and that the amount of knowledge surrounding the film without any type of promotion was "a kind of brand awareness that most studios would kill for". Because of this, McMillan urged Marvel not to release any trailers for the film since "the advanced level of enthusiasm that's already out there for the movie... is only likely to build as it gets closer to" the film's release. This meant that we did not get a trailer till December 7, 2018. Dustin Sandoval, vice president of digital marketing for Marvel Studios, stated the marketing team "actively made the choice not to include the title or hashtag of the movie in our trailer posts so fans could see it at the end reveal without it being spoiled". This trailer did not reveal much which meant that it only enhanced the talk around the movie and what was believed to be going on. The second trailer for the film, along with the theatrical release poster, was released on March 14, 2019, the poster featured 13 of the main characters on it with the films name and branding in the middle. These two items still did not give away any details but let us into the world that had been created more. 

Choice of Media:

Like any movie the clear choice of media for advertisement campaigns are trailers and billboards. This means that Marvel are able to promote their media and product over many different platforms of media. These include social media, YouTube, TV and very importantly before other movies in the cinema. The campaign lasted from December 2018 through to the movies release of April 26, 2019; in this time they made sure that they were always on the radar somewhere, by spacing out the trailers and plastering them everywhere with above and below the line forms of media, it meant that people kept on watching a re-watching the same trailer until new information was given out. As well as this it meant that they were able to get the actors onto late night chat shows to promote the movie. The movie was also very much social media orientated with the use of Facebook, Instagram and Twitter being used personally by the actors, by a Marvels social medias and the movie having it own dedicated social medias. With a combined total of over 192.5 million people seeing the social media posts on only a few of the actors involved in the movie, it meant that this was a heavily influencer on keep people engaged and fixed on the movie.  

Call to Action:

The call to action for this campaign is to make sure that with the advertisements that they produce, it entices the public to go to the cinema and watch the movie since this is where they will make there most money and this is how the film is judged on its success. As well as this a secondary call to action is to get the public who are interested in viewing the movie, and get them talking to other who are and aren't interested in seeing the movie as it will create talk around the movie which only gives off good brand awareness. 

Legal and Ethical issues; Regulatory bodies:

This ad campaign will have all the usual Legal campaigns. This means that they will need to make sure that they do not break the Copyright Law of 1988. This means that they need to make sure that all the advertisements that they produce are their own work so that they can not be taking to the court of law and fined. This includes fonts, photographs and styles. Whilst this would not have much of an effect on their financial situation, it would put a down on the campaign and would not shine a good light on the movie before its even been released.

As well as this, they will need to make sure that they have signed permission forms from the participants in the campaign, this is just to make sure that they don't get sued in the future by anyone participating in the ad campaign. Whilst the actors will already have agreed to do adverts in their contracts people who work on the set and things that they take from other such as the music will need to have  signed form of documentation stating that they have the right to use the items in the campaign. This is so they do not have any potentially court cases as this would put a down on the campaign as a whole, and may lead to others who are not contract obligated to not wanted to work with Nike on future campaigns.

The regulatory bodies that Nike will need to worry about are the ASA for the video as it will need to make sure that it passes the strict requirements so that it can be shown across the different media platforms in the UK. In the USA they will need to make sure that they meet the Federal trade commission. The FTC's work is similar to the ASA as they protect consumers against unfair, deceptive, or fraudulent practices in the marketplace and helps companies understand and comply with the law.

M1 (U20): Evaluate different cross media advertising campaigns for consistency of message:

Both advertising campaigns create consistent messages across different platforms, throughout the entire campaign. This makes the campaigns more effective, and will more likely to end of in the call the action being more successful for the business, whether this is buying products or watching the movie. 

Nike: Colin Kaepernick.

This campaign remains consistent throughout the whole campaign as the message that they are giving off remains the same across two of the three media platforms with the final media platform of a video, the message changing to move the campaign on, yet the original idea is there. 

The strange thing about this advertisement campaign is that Nike are not advertising products in any of the billboards or social media posts which are released at the beginning of the campaign, months before the video for the campaign is released. On the billboards and social media posts which are released at roughly the same time, the only form of placement is the Nike tick and their main slogan of "Just Do It." on the billboard/post. Even though they do not advertise new products and you wouldn't even know if Kaepernick was wearing any Nike products or not, it still has an extremely powerful effect. Which was seen due to the massive raise in sales due to this ad campaign. 

The purpose of this ad campaign is to convey a message using Nike's slogan. With all the controversy that was around the QB, the fact that he was standing up for something he believed in despite the bad image that he was getting from it. Yet he stood strong and stayed true to himself, and it may have caused him to loose his job at that point he believed it was worth it. Which for the Black/African American race has seemed to be something that happens throughout history in the USA especially. Therefore, for this campaign many people, whether they wore Nike or not, went to the gym or not, played sports or not, they were in full support of the campaign. In turn this caused for people to end up buying Nike products as a kind of support for the campaign and what they were doing and standing up for. 

Then the final phase of the campaign moved away from taking the knee. However, that message of standing up for yourself and not letting anyone put you down or tell you what to do was very prominent. The main difference between the two parts of the campaign was that in the video, Nike brought in the many of the incredible athletes that they have in order to give off the message stronger, but this also allowed them to, for the first time in the campaign, show off products that they were selling.

Avengers: End Game.

This campaign is very consistent across all media platforms. They definitely complete there goal and were extremely effective in their advertising methods, to get people to watch the movie in the cinema as it had the biggest opening weekend of all time, doubling the previous hull of $60 million held by their prequel. 

The consistent message that can be seen throughout is the idea of pushing people to the cinemas to watch the movie. This can be seen because of the evident date of 26 April, which can be seen on all form of media. This means that they are constantly telling you when the movie is going to be in the cinemas. This a very important tactic because with putting the date of release on all the ads it means that when someone looks at any form of advertisement they will subconsciously take in the date of April 26, and when this date is brought up they will immediately know that that is the date this movie is coming out.

The message that this movie gives off it that the hero's will always win and to never give up, this can be seen in the advertisement campaign as everyone who is interested in seeing this movie will have watched Avengers: Infinity War too as this is the follow on. This means that everyone knows what has happened and it means that everyone is routing for the hero's of the story to find away to win. Giving off the message that good will always win, as the hero's don't give up, you shouldn't either. This is a positive message that is backed up by actions as during the campaign the actors visited sick children who loved the movie series and gave them signed products and took photos, this follows the message of being a good guy and never giving up.

P1(U24): Describe the media products for an identified industry sector:

There are many different platforms that advertisers use to attract audiences. These include:

- social media

- trailers

- posters and billboards

- video ads

- talk shows for film actors

- pop-up ads

- email shots

- magazine and newspaper ads

- bust stop and public transportation ads

- flyers

- stickers

- leaflets

For this task, I will be looking at the Avengers Endgame campaign.

There are many codes and conventions that go into the creation of film posters, and most production companies take these into account when devising new posters. For example, colour schemes tend to be quite uniform, with one or two main colours used throughout. Often these are shades of blue or orange, especially for action films or superhero films. Another convention is to use floating heads, where the heads seem to be floating over the background without a body. Floating debris is also shown in the background quite often. Superhero posters tend to feature destroyed cities in the background, and there will usually be images of the hero and villain, in either close up or medium shot, though sometimes in long shot. Therefore, when consumers see this type of poster, with these codes and conventions, they will know to expect an action film with explosions, chases, and good vs evil battles.

The main theatrical poster for Avengers Endgame uses many of these conventions. Target audiences will be familiar with most of the characters featured because they have appeared in many of the films in the franchise before this. The placing of Captain America at the front suggests that he will be the main focus, with Iron Man at the back also playing an important role, because he is shown in long shot and higher up than the others. The villain is shown in the background overshadowing the main characters, so we can expect some kind of battle between them. The colour scheme used is quite dark, with blue, purples and reds used throughout, giving the poster a gloomy feel. Combined with the title Endgame, this suggests there will be lots of bloodshed in the film, and some of the main characters might be killed off. This engages target audiences, because many of them will be fans of certain characters, so will be worried that their favourite characters might be killed off. This creates an enigma code around the film, encouraging the target audiences of mainly teenagers to come and watch the film.

This poster is more minimalist than the first, with only one character featured - Chadwick Boseman, who died in another film in the franchise. This also engages audiences, because they will be expecting him to return in this film, wondering how this could happen. The floating debris, that is signifying the fade of 50% of the population from the last film means that they are linking the two movies clearly, keep the thought of what happened in the last movie fresh in the mind. The fact that he is even on the poster when he was meant to be "dead" again adds excitement to the thought that he may be coming back, especially since he is a fan favourite.

There is minimal branding in this poster, with the name of the film not even written out in full. Instead, the 'A' logo is used from the franchise, which will be instantly recognisable to fans because it has been used throughout the franchise. The logo is repeated on the 'A' of the release date, and the subtitle of the film, 'Endgame', has been used as well. Also important is the use if the Marvel logo in the bottom left hand corner. Marvel is a very well-known brand that has been around for many years. Having the logo alone is enough to convince many people to come and watch the film, because the company has such a large fanbase, both through its film franchises and its comic books. The use of the red also contrasts with the blue background, making it stand out.

The target audience of the film is likely to use social media, which is why they have chosen Instagram as one of the forms of advertising. Instagram allows users to be interactive, for example following the film and liking and sharing content. This will appeal to teenagers, as they like to feel involved in the film. This is also useful for the brand, because social media can be used quite cheaply, and is a good example of below-the-line advertising, used to target specific audiences, rather than the mass media above-the-line advertising used in the billboards and trailers. Facebook and Twitter were also used, perhaps to target a slightly older demographic of people who have grown up watching the Marvel films.

Finally, this is from the trailer. One way in which it continues the branding from the billboards is through the 'A' logo for Avengers, as well as the same colour scheme of dark blue and purple, and the hashtag at the bottom. This is important because it links back to other forms of advertising. A big draw for the target audience is the fact that the film can be viewed in both 3D and Imax. These technologies make the films more spectacular, and many people will come to watch the films in this format. Another advantage of this is that these cinemas tend to charge more than regular cinemas, increasing the revenue for the film company.