Statement of Intent

The ASA is a company that regulates UK advertising making sure it complies with rules in place to protect people and show them safe adverts that are genuine and have the correct information for example the ASA says that there can be no graphic violence and gore on non-broadcast (posters and billboards) adverts. In 2022, it dealt with over 33,350 ads which over 31,227 were changed or removed entirely. My print will have to follow these rules as it will be in public in bus stops where anyone who uses the public transport will be able to see it including children who don’t want to be exposed to anything graphic as they could be easily frightened. Though there is no broadcasting time on the product as it is exclusively a streaming service show there will be warnings before the show begins and it will probably be rated by the BBFC (British Board of Film Classification) helping people decide if this is right to view for them.

Following these rules will be important to the company, in this case it will be ITV, if they do not follow the rules of the ASA, it can create controversy especially if the advert is graphic in any way to avoid a loss in their reputation because the public will always be reminded of the advert rather than the company as whole. Though the show may present some challenges topics like murder or suicide it will deal with these topics in a manner which is respectful, and a lot of shows do specify in their credits that the views and actions are not a reflection of the writers.

Companies want to paint themselves and their customers in a positive light and by creating an advertisement that directly targets an audience by making it relatable for example if you wanted to target an audience of 16–25-year-olds you would include someone of that age range in your show and adverts for example college or university students being in the main storyline while still fitting into the genre of a thriller. Because it is a thriller, and the target audience is in the higher educational age it could be targeted towards studying criminologists using terms and features they would understand. For the colour palette of my posters, to fit the conventions of Thrillers, I would want it to be cold and sharp for example having blue and grey tones to give a gritty and real feel.