Skins
A) Aims and objectives.
The main aim for this advertising campaign is to build brand awareness, their intended target audience must first recognise that they exist. A lot of the advertising that Skins do is to maintain they brand awareness and increase their ratings. Their campaigns also persuade people to watch their show, by tailoring their advertising campaigns to what their intended target audience would like it would engorge more people to want to see what there are advertising.B) Target Audience.
The intended target audience for Skins would be people in the age range of 18 - 24 and 50/50 spilt between males and females. This down to the synopsis of the show, which is about teens who have just started their first year of college and it shows the audience what kind of things they get up to within their two year period. This appeals to the target audience because they can relate to a lot of the things on screen. A lot of the viewers experience escapism with skins as it allows them the have an insight into a life that they might not be able to live because of their own circumstances. This campaign is designed for an A,B,C1,C2,D this is because the TV show showcases a range of different lifestyles through their characters that can relate to a wide range of people. The creator understand that for this to be as realistic as possible they would need to include people from all walks of life.
C) Representation.
One of the things that is repetitively used in the advertising campaigns for skins is the party scene, there is usually one of the main characters seen around a group of intoxicated teens surrounding them. This is one of the stereotypes that are created over the years from teens how have acted like this is the past. A lot of the advertising campaigns for skins use the stereotypes that have been pin on teens as the representation for the TV show so that when people seen this they will know immediately what it belongs to.
D) Campaign message.
The main message behind the campaign is to show people the deeper meaning as to way the younger side of the population behave the way that they do. The show covers a lot of sensitive topics which includes death, abuse, sexuality and drug use and how that affects different people.
E) Print based advertisements used in the campaign.
The main print based advertisement that was released for Skins were film posters. There were nine different types of posters for the nine main characters of the show. Each poster represents the personality of each character. One example of this is in the picture above with the girl above (Michelle Richardson), when around her parents she is quite and polite. However secretly she enjoys going out to parties and it is very often that she will wake up the next day with no idea of what happened the night before.
This is one of the billboards for skins, this was targeted towards the current viewers of the show as the billboard was three faces of the previous cast. To people who have watched this before know that this is a continuation of some of the more favourable characters on the show as they look more aged from all of the previous adverts. Since this was the last season there was no point in trying to reach out to outside their intended audience as they would have to go back through ten years to when it first begin to understand what is happening now and also, this is mainly to provide closure for people who have been with the show for the start who want to what was the final outcome for these characters.
This is one of the posters from the advertising campaign, it features Tony (one of the main characters) submerged in a bath with his eyes open. The image foreshadows what happens to him later on the in series where by he gets hit by a bus and towards the end of the series he ends up bed ridden looking lifeless. The important information like the title and the release date are put in bold, with this standing out from the rest of the poster it makes it easier for people to see as they past by. People are always on the move so they only see the poster for a few seconds so it is vital for this information to stand out. The colour of the text has the same colour scheme as the E4 logo and that is so people know that what channel skins will be on. Colour is one of the first things that people see therefore even if people miss some of the text then they would know to check the channel for the advertised show.
F) Relevant legal and ethical issues.
There are a lot of ethical issues with the advertising campaign with Skins as it portrays a lot of antisocial behaviour and since it is an ad non of the content on it can be justified until the TV show comes out. One of the main problems with this is that all of the content appeals to the intended target audience so it does complete its purpose as an ad however, since it is out in the public on billboards and buses many other people see it too. This caused come of the posters to be pulled from the public as some where placed in sites where there were children around. All of their advertising campaigns has had an effect on the target audience, it has given rise to the term 'Skins Party' referring to night of heavy drinking and the drug use. During the first year of its release a girl in Durham threw a house party, it was advertised on her Myspace profile as "Skins Unofficial Party" referring to the party in the first series with the subtitle "Lets trash the average family sized house disco party." Two hundred people turned up, breaking into the house and causing over £20,000 of deliberate damage. These incidents have happened all over the UK which have been linked to the show all under the name Skins Party. 
G) Regulatory bodies.
A lot for the advertising campaigns for Skins have been pulled by the ASA for being too inappropriate for the public with most of their offences falling under the 'Harm and Offence'. This rule states that the Marketer should take into account the prevailing standards in society and the context in which the ad is likely to appear to minimise the risk of causing harm or serious widespread offence. This poster was one of the ones that had received the most complains about from the public, it features two of the main characters, Michelle and Sid surrounded by couples apparently taking part in an,
The ASA said the image could cause serious or widespread offence and that it was inappropriate for poster sites that could be seen by children. Because this they had ordered channel 4 to stop using the poster after receiving 42 complaints. The ASA dismissed further complaints that the 'o' poster condoned underage sex and that the images would encourage children to copy the behaviour. Channel 4 said it did not mean to cause offence and the second series of Skins clearly showed the 'consequences of their irresponsible'. There was also another poster that had received a number of complaints which shows the character Tony lying submerged in a bath however, this one was dismissed by the ASA as it wasn't breaking any of their rules.
M1
The trailer for Skins works together with all of the posters that make up the advertising campaign, the series of posters that were released show a range of characters in different scenarios and the trailer connotes to the intended target audience the transition between each poster and justifies the content on the poster. All of the posters for Season 1 had come from the TV trailer, therefore the whole advertising campaign in linked together. The trailer showcase all of the main characters at a house party taking part in drug use and excessive drinking and as the night goes the mood begins to change, this is relaxation of the characters future. Everything starts off well for the group until you learn more about them and the darker side of their live begins to emerge. A lot of cross-cutting is used in the trailer to dictate the pace of the trailer, the meaning behind this is to connote how the plot will develop and how quickly things change for the characters. The characters are also represented through the use of music in the trailer, the song is called standing in the way of control by Gossip who are a rock band who are known for their funky punk style of music and their brash behaviour. This mirrors all of the characters for Skins. There are a lot of close ups in the trailer which is used for detail such as the charatcer's emotions, these are very common in dramas and in soap operas. The close ups are also used for distinguishing main characters. Major characters are often given a close up when they are introduced as a way of indicating their importance.
