How effective is

the combination
of your main
product and
ancillary texts?
Evaluation question 2 : Niamh Hayes

TARGET AUDIENCE
All three of our products were targeted to the same age range
(16-25) and the same genders.
The documentary was based in a sixth form college and
included interviews with students within our target audience age
range along with speaking to experts about how gender equality
affects this age group. Including our target audience in our main
product was very important as the audience can relate to those
giving their opinion and they will be able to identify more than
for example if it was someone 60years old speaking to them.
The uses and gratification theory can be applied to this as our
audience will be able to relate to those in the documentary
which can help to develop their personal identity and
understanding of such an important topic. We assume our target
audience will use our documentary for cognitive needs and
therefore they want to acquire more information and knowledge
on the issue of gender equality.

TARGET AUDIENCE
Our target audience is clearly also represented in our magazine double page
spread. Secondary images taken from our documentary makes an obvious
connection between the two products. The main image also features 6 young
adults. We didnt choose to target only one ethnicity however the majority of
the people in the documentary are white. We tried to widen our target
audience again so we ensured our DPS targeted a range of ethnicities by
including white, black and Asian models in the main image. There are many
clips in the documentary that feature a range of ethnicities however none of
the vox pops or expert interviews do, and since this is a key way the thoughts
of our audience is heard, this limited how well we could target all ethnicities.
This would be something Id choose to improve if we had the chance.
The radio advert also clearly targets females. The role play at the beginning is
based on the common cat calling experience many females have witnessed
and the common attitude towards it too.
Our target audience class of working class is also targeted since the
documentary is based in a sixth form college (where majority if not all are
working class). This will then lead to the views of the working class being
represented in the doc, magazine and radio advert.

Brand Identity
The outward expression of the brand,
including its name and visual appearance. The
brands identity is its fundamental means of
consumer recognition and symbolizes the
brands differentiation from competitors.
Each link between my three products help to
create a brand identity. The continuous house
style, colour scheme, images and subject topic
are all important factors which if kept constant,
allow our target audience to recognise each of
the products and their relation to one another.

Images
The secondary images used in the dps were shots from the
documentary. Visually showing some of the people involved in
the vox pops and expert interviews links the two products
together and it also anchors the parts of the article which
mentions them. On reflection, an improvement we could have
made is by using an image of the three presenters on the dps
too. The presenters are one of the main factors of the
documentary however they werent mentioned in the DPS.
Adding this photo could have also changed the image to text
ratio which will match our example radio times advert more.

Titles
The name of the documentary is also the same as the name of
the DPS. The question Are We Equal? are both very clear in both
products, this is an effective way I have linked both of these
products. In the DPS, the name is bright pink and a large font
which takes up a large amount of the first page. In the
documentary, although the text wasnt pink, the background was
which maintains the house style. The intro was fast pace however
the name of the documentary is very clear. This creates a brand
identity. The bright colours used with the titles will help target
our young audience as its vibrant and interesting compared to
just a plain black text. The use of the rhetorical question will also
make our audience want an answer - therefore they will watch
the documentary. The font was also the same however we altered
the width of the text to suit the DPS more, it was too wide and
dominated the page too much beforehand.

Vertical Integration:
Another way my three products are linked is through vertical
integration.
My documentary is scheduled on BBC 1, the TV listing is featured
in Radio Times and the radio advert is on BBC radio 1. A vertical
integration strategy is one in which one company operates at
more than one level of the distribution channel. Our gender
equality documentary is promoted on several platforms which are
possible since theyre all owned by BBC. This maximizes the
amount of advertising available for our main product and in
theory it would save a lot of money if this was a real production.
The fact the same company is producing all three products
ensures our target audience is targeted in several ways. Those
who read the radio times are most likely going to watch BBC and
listen to that radio ( and vice versa), therefore our products get
as much exposure as possible. Although it could be said that only
featuring our products within one company could prevent us from
reaching a wider audience, the BBC has a very wide audience
including our primary (16-25 females) and secondary audiences
(males and 30 + older adults).

Its clear that

our target
audience of
young
females
watch bb1.

Binary Opposites:
Levi Strauss theory of Binary Opposites play a big part within the
Media; the most common example of this is males vs females. As the
topic for our products is gender equality, this theory is very relevant to
our work.
The double page spread uses the mes en scene in the main image in
order to demonstrate our documentary topic of gender equality. The
positioning of males on one side vs females on the other with serious
facial expressions connotes a possible war between the sexes.
However, both genders are presented equal. When taking the main
image photos, we wanted to encode equality & in my opinion, theres
no clear difference in masculinity and Femininity through their body
language or appearance. This deviates from the socially constructed
stereotype that females are inferior.
In contrast, in the documentary we used mediation to edit the vox
pops in a way that highlights the difference in opinions and knowledge
between males and females. This was one of the main points of our
argument and the emphasising the difference helped to reinforce it.

Scheduling:

The time date and name of our documentary was in the

introduction paragraph on the dps which is a larger font
than the rest of the article. This is the most important
information if the reader wants to see the documentary.
The documentary name time and date was also
promoted in the radio advert twice. This feature will
promote the documentary and therefore increase the
views.

Pull Quotes
Another way the documentary effectively links with my
double page spread and radio advert is through the use
of a pull quote from one of the vox pops. The quote
have you ever been cat called? ...no im a man was
used in all three products. This would catch the attention
of our primary female target audience and it was a clear
example of the negative attitude people had (which was
one of the main parts of our argument).

The voice over narrator is the same in the documentary

as the final narration in the radio advert. The voice used
was clear and friendly so we thought it would work well
for the radio too.

 I feel that the combination of our three products were

effectively produced and its clear that they are all
promoting the same documentary.
Referring to our audience feedback, 15 out of 20 people
said the radio advert would make them want to watch
the documentary and 20 out of 20 said they could tell
what the advert was promoting. This shows that the two
products are linked successfully.