critical approaches - topic 2 - week 4 - demographic & anchorage
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Topic 2 - Week 4 Content for Critical Aproaches self supported learning at Middlesbrough College.TRANSCRIPT
Critical Approaches to Critical Approaches to Media ProductsMedia ProductsBTEC National Diploma in Media (Games)
Develop our responses to media products/texts.
How the industry defines an audiences for their products/texts
How the industry create products for specific audiences/texts
How different audiences respond to media products/texts
How the industry defines an audiences for their
products/texts
Socio-EconomicSocio-Economic
• Made up of two terms• Sociology• Economics
• In Pairs take a word each, research and define it simply to partner.
• WHAT DO THESE TWO WORDS MEAN TOGETHER?
Socio-EconomicSocio-Economic
WHAT CATEGORIES
COULD WE USE IDENTIFY THESE?
Socio-Economic StatusSocio-Economic Status
• Income• Education• Occupation• Marital Status• Property Type/Value• Media Consumption• Leisure Interests• Worldview
• Why is this important to us as developers?
• What's it known as?TARGET DEMOGRAPHICTARGET DEMOGRAPHIC
Target AudienceTarget Audience
WE NEED TO KNOW OUR
TARGET DEMOGRAPHIC….
Why?
Target DemographicTarget Demographic
Ted Price, Insomniac Games
“Ask most ambitious young game designers who their games are
targeted at and they'll give you the same, poisonous answer: everyone!
Today, more than ever, that is a very dangerous answer. Today's audience is incredibly diverse, and you have a much better chance
of reaching your audience if you segment it into demographics. “
Target Demographic - Target Demographic - GlobalGlobal
Exclude audiences and cultures at your peril. January 11th
2012
June 2012
“ Within 48 hours of launch, the Chinese version of Hero Academy
made the Top 10 list in free games. The new Chinese version of the
game was downloaded more in its first 3 weeks on the market than the
original, non-localized version attracted in its first 8 months in
China.”
Target Demographic – Target Demographic – Platform Platform ProblemProblem
Each platform defines it audience based on socio-economic status, to the exclusion of others. This can
conflict with game releases. ‘ The jacket and the trousers don’t fit’
What strategy did these employ?
Is it working?
Target Demographic – Target Demographic – Platform Platform ProblemProblem
Each platform defines it audience based on socio-economic status, to the exclusion of others. This can
conflict with game releases. ‘ The jacket and the trousers don’t fit’
What strategy did these employ?
Is it working?Andrew J. Smith – (iOs Developer)
"Your target audience is the platform holder. The fact is, without the permission of the
platform holder, you simply cannot effectively market to potential customers. The platform
holder (Microsoft, Nintendo, Apple, Sony, Amazon, Google, Steam, whoever) guards the keys to your success. Match their tone, stance and content and it becomes sensible for them
to bring you into the fold."
Demographics Galore!Demographics Galore!
•Which demographic are you?• Can you define a game designed for each demographic?
• How could this information be useful?
http://bit.ly/QF63tKhttp://bit.ly/QF63tK
http://ex.pn/1hh4F5qhttp://ex.pn/1hh4F5q
AssessmentAssessment
Write a formal report analysing the choices made by the developers in the marketing campaign of any completed or recently released Game of your choice, consider the following areas:
•Marketing formats (Billboard, Newspaper/Magazine, Publicity Stunt, Viral Marketing, TV/Cinema trailers, Radio, New Media)
•Anchorage (Hook and anchor)•Selection of content (Semiotic analysis)•Use of imagery (Metaphor, Representation, Juxtaposition)
Define the target demographic of the Marketing campaign according to: •Demographic/ Socio-Economic Status/ Audience Type/ Psychographics
How the industry create products for
specific audiences/texts
AnchorageAnchorage
One image can have many meanings
Add detail to create more specific meaning.
AnchorageAnchorage
Two images placed together create a new meaning.
AnchorageAnchorage
• One Image alone is polysemic. • (Has many meanings, many
interpretations) • Poly = Multiple• Semic (semiotics) =
Signs/meanings
The image acts as the ‘Hook’
• Text is added to focus meaning, to give a specific purpose to the images.
• The text anchors the meaning to the viewer.
• Without it no clear interpretation can be concluded.
The text acts as the ‘Anchor’
AnchorageAnchorage
• ‘Hook’
• ‘Anchor’
AnchorageAnchorage
• ‘Hook’
• ‘Anchor’ Other Images can
be used to anchor
AnchorageAnchorage
• ‘Hook’
• ‘Anchor’
AnchorageAnchorage
• ‘Hook’
• ‘Anchor’
AnchorageAnchorage
• ‘Hook’
• ‘Anchor’
TASKTASK
How many mediums use How many mediums use anchorage?anchorage?
How is anchorage used How is anchorage used in each?in each?