Culture in Sunderland

 Client 

The client for this project is a local company called Sunderland culture. Sunderland Culture is a company that helps bring together all the cultural assets of Sunderland. The company was formed in April 2016 as a partnership set up by Sunderland set up by Sunderland city council, the university of Sunderland and the business led Sunderland MAC (music, arts and culture) trust. Sunderland Culture recognizes the values of audiences and staff. The company aims to act as an influence to there audience and stakeholders to share there values. They constantly seek to promote the work of artists from diverse backgrounds. This enables visitors from diverse backgrounds to enjoy and participate in their work. The venues that they operate within are Washington art centre, the fire station, the glass centre, Northern gallery for contemporary art, Sunderland Museum and winter gardens and City wide programme. They are holding an exhibition called 'who am I' at the museum and winter gardens in the city centre.

The client has requested a short video in the form of a documentary or a print advert about the culture of Sunderland. 

Target Audience

The target audience for this project is people aged 16-25. There psychographics would be that they all have an interest in discovering and learning about local culture. They will be encouraged and educated when the products are shown to them as it is an interest of theirs. The audience fall into social grades D and E. This is because the purpose of the project is to encourage young people to express their regional identity. 

Audience Profile

Survey Feedback

I have made a survey recently and got some answers back about the culture in Sunderland.

My Idea

For my idea I am thinking about doing a Print advert with a photo of a famous landmark in Sunderland. There will also be writing that will inform the audience of the landmark. These landmarks could be either Penshaw Monument, Wearmouth bridge, Stadium of light or Roker pier. 

Existing Products

I've looked at some existing print adverts. They were not only of Sunderland as I had more success looking at other print adverts that were not related to Sunderland.

 

This print advert is spreading awareness for people to look into and discover local culture. This is useful for me as it is the aim for my advert. They have picked apart loads of key events what happens in there area and added a message at the bottom which explains the meaning of the print advert and a link to there website is there so the audience can take themselves there to get educated on the culture of their local area. The bright colorizing on this Print advert is used to show the culture to have an impression of being exciting and positive. This engages and encourages the audience to do what the message is telling them to do just through the use of these bright and positive colours. The layout of the Print Advert highlights the examples of the key aspects of their culture. The pictures in circle form are giving the audience a first hand look and a taster of what they will experience. The audience will interpret this as an influential message for them to get involved within the culture and take notice into what the pictures shown mean on the print advert. The words used on the poster are 'read record photograph'. These words are used as a tagline and direct address. They have basically given the audience a small to do list. It is a way of informing the audience that they are going to make memories if they explore and discover the community and take part in what the poster is informing them to do.  

The narrative of this poster is advertising their own unique way of explaining to people about local culture. The masthead at the top of the page is the main aspect of this Print advert. This is because it is the title of the event which is taking place. The image of the musician used is an action code to give the audience hints on what the event will consist of.. This is a different and unique way of expression culture to the local community. The caption of this page includes words to describe the culture as 'extraordinary'. This is an extremely positive word that stands out and will appeal to the audience and give them a positive view and expectation of the event. This poster also explains the career of the artist which shows he take his work very seriously and is proud enough of his home town to make music about the history. It also shows that the artist has had a successful career so the audience will be persuaded more to go and visit the event as the musician has been good at his job for many years. The cover lines at the bottom of the Print advert gives away more information of the event such as prices, dates and venue. This is a very important part of the Print Advert as the audience will know where and when to go for the event. 

This poster highlights the key parts of Indian culture. As well as regional identity this is known around the world. All of the images used are cultural and used to attract an audience who have an interest in this sort of culture. They have made all the symbols link together  and relate to each other in a unique way. The images used also  highlight how there are different parts and aspects of Indian Culture. This is a good use of direct address to inform the audience that there is something for everyone within the culture. The symbols which are used are very recognizable and well known worldwide due to the popularity of Indian culture. Therefore there will be nothing new when the audience looks at this poster as some parts will be recognizable to them and some may come new to them. The coloring is used to show brightness and positivity towards the culture and it succeeds in making each symbol on the print advert look appealing and easy on the eye.