Analysis of file sharing and copyright campaigns

The industry trust have a campaign called moments worth paying for. It is designed to try and stop illegally downloading, it's main technique was to advertise current films best bits saying this moment is worth paying for.


 The real problem with this though is by trying to stop piracy trying to convince people already paying for the film in the cinema probably isn't the best way.

Their target audience are people that illegally download which our normally considered to be younger people as they can't afford to necessarily buy or go to see lots of films.

An example of this is this link https://www.youtube.com/watch?v=oYnHA2vSSvk&list=PLg0Hi_1t1Y1kWm4T0Cc6bmITfyhCp3WyT  This was featured probably mainly during children's films as this film despicable me 2 is also a kids film this then means that the target audience of this is the adults which are taking these children to see this certain film.

Overall I would say this campaign was very successful this is because for every film it was different having many different versions of the same advert which then meant they could appeal to a vast range of different target audiences by changing this certain advert. So overall I think this campaign got it's point across well especially towards the target audience. The young adolescent teenagers are the ones that need to be convinced that they should pay for all films as illegal downloads ruin the industry.

It's persuasive techniques include it saying "think about how much fun you have at the cinema" this is very effective as this will make the target audience think that they do have a lot of fun at the cinema. This then makes them feel they shouldn't download instead they should go to the cinema. Also saying "where else can you experience moments like this", this is again a very good technique as it makes them think this place is unique as you can't actually experience moments like this anywhere else so it again reiterates the point against downloading illegally.



Mandem on the wall, is a previous campaign that was funded by the British industry trust to try and show how much work goes in to making a film. Their methods of promotion included were to try and get it trending on both Facebook and Twitter which it did.

 The reason why this was done was to try and appeal to the younger generation who use social media as they are considered to be the ones who do the illegal downloading whether this is entirely true is up for discussion.

 The campaign was widely successful as it trended on both main social media platforms, this could be mainly down to the star power of the cast of youngers which is a popular TV show about young aspiring musicians, Which then made it far more appealing to young people.

 The main persuasive technique is to try and make people see how hard it is to make films and the amount of effort it takes so then maybe they would feel empathetic  towards these people which may stop them from illegally downloading.

 The campaign specifically talks to its target audience as it uses young people and uses language associated with them such as "mandem" this may then make it seem more relatable even though the people who download the most may not necessarily be young people

FACT, BVA and Industry trust

FACT stands for the federation against copyright theft, Fact is the biggest organisation in the UK  that is against copyright theft, and the breach of intellectual property. It was created in 1983 the creative industries create 1.68 million jobs in the UK and fact fight to make sure that these jobs are kept safe. Fact works in three major areas to try and stop online piracy like file sharing websites, hard goods piracy the actual sales of pirate DVD's and finally source piracy trying to stop people recording in cinemas.

The BVA stands for the British video association, Their idea is to try and protect the interests of publishers and also the rights owner of video entertainment. Their whole point is to try and protect the film industry in Britain from collapsing because of the sheer amount of people downloading and purchasing pirated material online and physically from someone.






The industry trust for intellectual property awareness is the UK film, TV and videos consumer industry education body. There idea is to try and educate people about the damage that downloading can have on the film industry and peoples whole livelihood. As they want people to respect others intellectual property which is anything that is created creatively which is designed to entertain people. So by not supporting all this is will just stop films and other creative ideas not being created anymore.

Timeline of copyright campaigns

1694:
This is when they believe that copyright was first introduced when the stationers company was introduced and this involved all books that were printed had to be put into it's register.

1990:
This advert was about a video and how some were not legitimate and there was an easy way to check obviously warner who made the videos didn't want illegitimate ones bought as that would mean they would lose money.
https://www.youtube.com/watch?v=XMKSH5LvezQ&safe=active

2002: This advert was not just about pirated videos they were now also about pirated DVD's. This advert was banned because it said buying pirated material helps to fund terrorism however there is absolutely no proof of this.
https://www.youtube.com/watch?v=x4ei-osKqIs&safe=active

2005:
Piracy it's a crime advert was designed to try and reason with people ethically and make them therefore not illegally download. By saying you wouldn't steal a car the audience think no I wouldn't and then they think so if they are the same thing why would I steal a DVD.
https://www.youtube.com/watch?v=HmZm8vNHBSU&safe=active

2014:
The type of piracy has changed massively it used to be about videos, then it transpired to pirated DVD's that apparently fund terrorism and other illicit crime organisations. This has now changed so that it's now about trying to stop illegal file sharing websites.

Analysis of campaigns

Analysis of campaigns

This is a charity appeal campaign, this is clear as the girl has stitches holding her mouth together. This is used to make it seem like the girl cant talk which uses the shock effect as the actual advert is quite intense. The target audience is quite obviously aimed at younger people like teenagers that are suffering with being bullied. We know this because the person that is used is a young female, the fact that she is a girl may mean that they think girls are normally bullied more than boys. Also it says speak to someone your own age so if a you area teenager you will be asking another teenager for advice. By using language like "you're" it helps to relate to the person as they know that they're being addressed personally which makes the poster far more effective.





Cyber mentors is a campaign designed to try and stop bullying  in online chat rooms E.T.C. They created this poster to try and speak to their target audience. They are a campaign created by BeatBullying, they have a social media page as well. Here is a link to their Facebook page.
https://www.facebook.com/CyberMentors?fref=ts

This is a public safety campaign funded by the government. They are an organisation called THINK!, they run many campaigns all about driving safely this particular campaign is about educating about drug driving and the dangers of it. The main impact of this poster is to try and use shock, by showing the dead body it makes you think of one of your won friends. That you wouldn't want them to die so it makes you want them to not do it. Also it uses a catchy slogan, it creates vivid imagery of your friend missing their head. By using the shock technique it makes people instantly wonder if they should do it. The target audience are young adults, 20 year old .T.C as they are the most likely people to take drugs and then drive as it is very dangerous. The language that is used is also used when someone says that you "are off your head" when you may have drunk alot of alcohol or done drugs. This is used but in a different way as it means that you are really missing your head as you have crashed your car.


The campaign is also featured on the THINK! website as one of their featured campaigns, the name of the organisation instantly makes you think, the idea is that you need to think before you act such as driving after taking drugs.
http://think.direct.gov.uk/drug-driving.html

Also there was a TV advert for the campaign that was on television a few years ago.

This was what the advert was about that the persons eyes gave him away and he was then caught by the police the advert was very effective advert as it made people realise tat should you drug drive you will be arrested.

Intellectual property questions

What is meant by intellectual property?
Intellectual property is something that is created by a person using their creative side literally anything that is made, including books, films, music, photographs E.T.C.

Describe the amount of work that goes into making a film?
There is so much work and money that goes into making a film. There is the set, the script of the film, the costumes, the lighting, the actors and so much more. To do all this work it can actually take years so to in the end not get paid it must feel like a waste of time for the people who make it.

How does Intellectual property protect peoples ideas?
By having intellectual property written down it is then automatically protected by copyright which then means if people were to copy it then its protected. Whereas if you have a patent then it will stop people recreating your work and trying to sell it for cheaper.


Why is it good to choose watching films legitimately?


It is really good to watch films legitimately as it means that you are paying for the right to own or watch watch the film. This then means the industry makes money from it which means that films will carry on being released.

Research part 2

What is meant by digital piracy?
The practice of copying music or films E.T.C and then preceding to selling the music, films or computer software.

What is meant by copyright?
the exclusive and assignable legal right, given to the originator for a fixed number of years, to print, publish, perform, film, or record literary, artistic, or musical material.

What is meant by intellectual property?
Intellectual property refers to creations of the mind: inventions; literary and artistic works; and symbols, names and images used in commerce

What is meant by file sharing?
the practice of making computer files available to other users of a network, in particular the illicit sharing of music and video via the Internet.

What is meant by illegal downloads?
An illegal download is something that you have downloaded that you haven't paid for and don't have permission to download.

What industries are affected?
The main industries that are heavily affected are the music and film industry both of these are illegally downloaded and also computer software is also copied and given to other.

What ways are people able to watch films?
People are able to watch films in many different ways, you can go to the cinema and then a few months after they've been to the cinema you can buy a DVD. However after quite a while they go on to instant viewing websites such as  Netflix, Lovefilm E.T.C. Also you can download films from websites, also you can stream them on websites like putlocker.

Are all these ways legal?
Three of these ways are legal but the downloading from file sharing websites and also streaming from websites like putlocker are illegal and destroy the industries of music and film.

Has new technology made piracy worse?
I  think new technology has made the problem of piracy much worse, twenty years ago when computers were very privileged things putting up a film wouldn't do much damage even if they had the technology to put it up. Whereas now as you could easily put it up on the computer and billions of people can download it it means that people can get hold of the downloads easier.

Ways that teenagers break the rules of file sharing, copyright and piracy
Teenagers break the rule of file sharing by using websites that share files such as music which teenagers then download this is mainly because they have little money of their own and heavily reliant on their parents giving them it. Copyright is also breached a lot as often people will take film clips and feature them in youtube videos which breaks copyright law.

What does You tube do to try to do to combat copyright rule breaking?
You tube make it so any music that you do not have the right to use will be removed and also your video. Any clips from movies that are used will also be removed this can lead to you having a strike put against your channel, 3 strikes and your channel will then be banned and all your content will be removed.

What companies are there in the UK that handle copyright, intellectual property, digital piracy and illegal downloads.?
The company that handles copyright is called the UK copyright service they deal with all breaches of copyright and then prosecute the people responsible. Whereas There is a law firm called Chambers and partners that deal with all intellectual property problems.

Why are these things bad for the industry?
The reason that these things are bad for the  creative industries is because the fact that these people that download and share this material it then means that the people responsible for creating the piece of work do not actually make any money from it. This will then lead to people not bothering to create the work as they know they wont get paid for doing so.

Campaign research

What are campaigns?

Campaigns are things that are created to try and push an idea, there are many different types including political, public and charity campaigns. They are designed to promote a public, publicize an event, raise awareness of an issue, educate people or provide a public service. 

 Methods of promotion

There are many different ways of promotion including billboard, emails, an advert in a magazine, you could put an advert in a local paper, you can use posters tactically placed in a train station, and you could use a radio announcement or a television advert. There are many different ways to advertise but they vary in affect and also some, like TV adverts are very expensive.

                                     

Types of campaigns

The major types of campaigns are public safety, political and charities.

This is a public safety campaign trying to make people more aware of motorcyclists and make sure to watch out. We know it’s a public safety campaign as the company do not profit from it they are just trying to educate people.

This is a political campaign trying to get you to vote for Adlibs we know this is a political campaign because it’s trying to get you to vote.

This is a charity campaign we know this because it’s trying to get you donate its quite shocking as it talks about digging graves which means death.

Advertising techniques

The type of advertising techniques are shock, like the above picture by doing this it shocks the viewer and makes them know just how bad something is. Another alternate is some catchy music or a clever slogan this is good as it makes people remember the product. The use of enigma which is mystery surrounding the adverts and finally there is famous people such as Gary Lineker who is in the Walkers advert by having these memorable faces it makes them much more appealing. 

What is copyright, intellectual property, file sharing and digital piracy?

Copyright: the exclusive and assignable legal right, given to the originator for a fixed number of years, to print, publish, perform, film, or record literary, artistic, or musical material.

Intellectual property: intangible property that is the result of creativity, such as patents, copyrights, etc.

File sharing: the practice of making computer files available to other users of a network, in particular the illicit sharing of music and video via the Internet.

Digital piracy: Copyright infringement is the use of works under copyright, infringing the copyright holder's exclusive rights, such as the right to reproduce, distribute, display or perform the copyrighted work, or to make derivative works, without permission from the copyright holder

How are young people involved in piracy

Young people are involved in piracy as they are considered people who download music and films this is because they don't necessarily have much money as they might not have a job so they can then see the newest films and have the newest music. 

What methods of piracy and illegal sharing are there for the various media forms
There are many different ways such as with music there are websites that you can download songs from such as you tube down loader. Whereas with films you can download films from websites like pirate bay however both these types of down loaders are full of viruses. However with websites such as putlocker you can just stream films and this saves the hassle of downloading films which takes time this takes seconds. You can use apps on apple such as free music downloader where you can download music straight to your phone without even the hassle of transferring it from computer to phone.

Why is file sharing E.T.C wrong
File sharing and other illegal downloads are morally wrong because they lose these industries money and you are not actually paying these people for these forms of entertainment. If people constantly just illegally download from these websites eventually the industries wont make enough money for it actually be worth them making films or music.