New Media Application Creating brand recognition and making your products instantly recognisable to the audience is an important factor with promotion, stirring up interest before your product comes out can prove to be very successful. The best source of promotion is mainly from word of mouth, getting people to want to talk about your advertising to other people so information of what you are releasing spreads to the masses. To generate this a clever campaign needs to be created. The Human Centipede managed to gain this valuable word of mouth promotion by being a shocking concept for the audience as this kind of surgical horror story is likely to have never been thought of by many people, this made the public discuss the many angles of the concept, from the thought of being in a 'human centipede' to questioning the mentality of the people involved in making the film. The film carried the tagline '100% medically accurate'. When the sequel came to promoting, the Six Entertainment production company decided to use the tagline '100% medically inaccurate'. The main hook of the advertising that The Human Centipede uses which i wanted to talk about was the use of the BBFC (British Board of Film Classification) and their part in it. When The Human Centipede was sent to the BBFC it passed with an 18 certificate and without any cuts having to be made. The sequel, The Human Centipede 2, however rejected due to the content. What Six Entertainment did, whilst trying to appeal against this, was to use the fact that it was "banned in Britain" in the trailer as a selling point for audiences in Australia where the uncut version was shown. The advert also states that it was "cut in the USA", uses quotes from reviewers stating how disturbing the film is and with reactions of people watching the film with some being sick. Continuing on, getting a brand into the world and getting attention from it can be difficult, the general public are becoming desensitised to advertising so they can pass many adverts without even realising. This is why advertising needs to keep bringing out alternative new forms, to keep fresh with the general public. Sometimes advertisers try different angles such as the interactive adverts that are now coming onto the internet, other advertisers go for the basics. In the Summer of 2009 I was at Reading Festival, I saw someone wearing a black t-shirt with a big white 'X' on it. Throughout the weekend I saw more and more people wearing the t-shirt and also saw posters around with it on, there was no information, just a logo. I found myself being curious about this logo and what it was about. After a while I found out that it was the advertising that a small signed band called 'The xx'. Due to the curiosity, i felt needed a pay off for finding out about this band so I listened to them. This shows that the advertising they used in the form of a mysterious logo and fans of the small band wearing their t-shirts was a successful ploy to gain a wider audience for the band.  |
