Purpose
The product is trying to promote the rockabilly event that takes place in Las Vegas (America). The event is a vintage event where the main look is baced in the 1940's and 1950's so the advertising for this event will be geared towards people who have an interest in this fashion or music.
The posters for this event are shown in a pinup/ tattoo style artwork that really appeals to the Target audience. It also gives the relevent information for the event such as the date it is on and it says some of what is happening. Also on the poster it shows a link to the website, where you can get more information about the events and what is happening.
The website for the Rockabilly Weekender The website follows the same house style as the poster (a pinup, tattoo style of artwork). and ha sother casino style artwork (dice) to link with the overall aesthetic of the event.
Viva Las vegas also released a Tote bag that has a similar house style to the website and shows the film poster for Viva 18.
Layout-
The logo for the Poster of the event is placed in the top, centre of the 2016 poster and is just lower in the top centre in the 2017 poster. This is done because it is where the eye is first drawn to in a poster and it makes the name of the event more memorable.
The same placement goes for the events website.
Whereas the event name on the tote bag is on the top centre of the poster displayed on it, but more in the left for the tote and is less noticeable/ prominent than on the other two promotional pieces.
There is not much text on the 2017 poster except for the website information, this may be because not all of the detail is set for the event as it is next year, but the 2016 poster has text moulded around the tattoo style drawing of a pin up model (who looks like Betty Paige) in a sans serif font to the right side of the poster. This may have been done to both showcase the art and to make it more bold/ easy to read from a distance.
For the website, the text is mainly used in the same sans serif font as the poster to direct the user to a specific part of the site it is effective as it is easy yo read and carries on the vintage house style.
On the tote bag, the text is easy to read on both the logos for the sponsoring companies and the Viva Las Vegas poster. The text is more prominent for the logos than the event though as they are brighter colours and stand out more against the black background.
The dates of the event are shown on both posters on the upper portion of the poster (across the entirety on the 2016 poster and in the upper right hand corner in the 2017).
The artwork images on the 2017 poster for the event is central in the poster. This is to make it more prominent and stand out to the audience as it is surrounded by a lot of white space. This makes the image stand out as it doesn't have to battle with as many opposing objects for attention. It is also well drawn and fits with the vintage look of the event.
The 2016 poster, the artwork of the pinup is on the left side, spanning most of this side with a retro car image to go along with it to show the car show. This image has less white space than the 2017 poster but it still stands out, even surrounded by test and another image of a performer, which is on the upper right hand side.
The website images have less whitespace than any of the other pieces but is used very effectively to show each section of the site more easily, thus aiding navigation. The images in the website can be seen across the entirety of the home page.
The tote bag has a good amount of white space that acts like a border to surround the three separate parts/images of the bag to make things more prominent (like the different logos and the poster).
Style- Connotations
The cartoony/ tattoo style artwork connote a freedom of expression and difference between the masses. This is because the pin up characters are not something you see every day (especially in this art style) and it shows a different group of people getting together and celebrating what makes them different.
Target Audience
The target audience for this event is women over the age of 18 (21 if you want to drink alcohol as this event is in America), who like the pinup/ vintage look and music.
She would fit in with the NRS (National Readership Survey) score of C1 and above. This is because they need to be able to afford travel, a hotel, the tickets and spending money for things to buy (as well as food and drink). This can be expensive, even more so if you are traveling abroad to this event.
This is shown by the overall vintage/ pinup style of the poster, website and tote bag that is shown/ used as promotional pieces or merchandise.
Also the Acts in this years event range from well known in the vintage community to those who are not quite as well known but are very good and have a good 'vintage' sound. This would appeal to someone of the events target audience. The content of the packages would be useful as well as practical (especially with the tote bag) as it enables you to carry things around at both the festival and at home.
Regulatory bodies
The ASA (Advertising Standards Authority) is a regulatory platform that sets rules to what adverts can/ can not include or do to make the advertisement suitable for all audiences.
No part of the poster, website or tote bag are offensive, harmful or abusive to anyone/ in any way. This is because if the poster was any of these, it would not be permitted to be shown to a mass audience.
The genre of the event is vintage and they would be able to glorify the car show. This is because many people (including children) like looking at classic cars. Something that would not be able to be glorified in this event is the burlesque shows. This is because it contains more adult themes and are not suitable for children to see.
Things that would need to be trademarked in this events promotional pieces are the logos of companies sponsoring the event. You would get permission for trademarks by getting touch with the company/ person via letter, a phone call or email, often though lawyers or other legal team and discuss using their logo with the companies legal team and coming up with payment/ agreement for the use of their product. After the trademarked company agrees you are free to use the logo in the way agreed in some form of contract.
The things that would need to be cleared for copyright are the image used for the artist Brian Selzer. This is because it is used by him for his own promotion. You would gain copyright permissions by getting in touch with the person/ company via email, a phone call or by letter and ask if you can use their image/ name for the promotion of their event. If they say yes, you can discuss payment or referencing them for the image and you can use the image. If they say no, you can't use the image/ their name you will have to find something else to use.
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