Client:
Sunderland Culture is a organisation to improve the City of Sunderland through culture. They are holding a exhibition in the glass centre and it will be called 'Who am I?' The exhibition will also be held in Sunderland Museum and Winter Gardens in Mowbray Park. I've been asked to explore around and develop ideas for my own media work relating to 'Rational Identity' which explores the question 'Who am I?'
Sunderland Culture was founded on April 2016 as partnership set up by Sunderland City Council, the University of Sunderland and the business-led Sunderland MAC (Music, Arts and Culture). Its aim is to manage cultural venues across Sunderland and develop city-wide cultural projects.
Sunderland Culture operates on Sunderland Museum, Winter Gardens in Mowbray Park, National Glass Centre, Northern Gallery and many more. They operate in these areas is because they are the most iconic places in Sunderland and this will attract more audiences into Sunderland as well.
Sunderland Culture actively seek to promote the work of artists from diverse backgrounds and enable visitors from different backgrounds and diversities to enjoy and participate their work. Sunderland Culture ensures that commitment is demonstrated through all aspects of business, governance structure, staff recruitment and training, creative programme and audience development activities.
Sunderland Culture's key stakeholders are businesses because they want the development of strategy for the future success of the company.
Audience:
The target audience are the ages between 16-25 years of age and my audience can be any demographic, which means their race, ethnicity, gender and education. Sunderland Culture's main aim is to engage with young people and encourage them to express their regional identity, like their background, martial status and education. The audience who are particularly interested in this are people who want to know the City of Sunderland and might be interested to learn about North Eastern culture and also visit the places that are recommended by Sunderland Culture, places like National Glass Centre, Sunderland Museum & Winter Gardens, Northern Gallery for Contemporary Art and many more.
My overall audience are explorers who are particularly interested to explore Sunderland and want to see the most popular and most viewed places around Sunderland. They are very interested to visit The Glass Centre to see the different kinds of glass work and also visit the Sunderland Museum because they will be informed about the history of Sunderland etc.
Audience Research:
I made a form about life in Sunderland as I want to hear my audience's opinions about Sunderland as this will help me to understand of what their perspectives about the city and also to know them a bit better by reading their responses and opinions. The positives that my audience said about Sunderland were 'the shops are decent' probably due to the fact that Bridges is the most popular place to go to shopping and the shops inside of Bridges are decent as well. The other question that I want to know from the audience is if they think living in the North East is really comfortable, one had a sort of mixed response saying that it only depends on what kind of people that you live in but some parts of Sunderland are decent. The final answer that I purposed into my form is if they would recommend to anyone to live in Sunderland and majority said yes, probably due to the fact that it is cheaper living in the North East as apposed to living in the South. These responses shows their opinions about their way of life in Sunderland and pretty much some responses were positive and these responses also helps me to know my audience a bit better and hearing their opinions and views about the City of Sunderland.
My Idea:
My idea is for creating a print advert for Sunderland Culture. The plan is I'll include the places that Sunderland Culture shows on their website such as, National Glass Centre, Sunderland Museum & Winter Gardens and Northern Gallery for Contemporary Art. In the middle, the main title will be 'Visit Sunderland!' in order to attract audience to visit and the Sunderland Culture logo will be in the top of the text. This will appeal to my audience because there will be people who are curious to visit the whole City of Sunderland and learn the Northern Eastern culture as well.
I want my audience to relate to one another about Sunderland and tell one another about the lifestyle living in Sunderland for example is life in Sunderland great? and is Sunderland a city that would he or she recommend?
Print Advert Examples:
These are my inspirations for my own print advert. These adverts are made by Sunderland Vibe and I like how they promote the City of Sunderland by showing most popular places around Sunderland like Bridges and the old clock building. But I'm gonna do different than Sunderland Vibe as I will include more images from Sunderland in order to attract more audiences to come and visit the city, places such as the Glass Centre, Sunderland Museum etc.
The audience for Sunderland Vibe is the same as Sunderland Culture as they want change people's perspectives about Sunderland and want to paint Sunderland in a positive light by showing them places that they themselves (the audience) haven't been before and also show the talents that people have in the north such as the glass centre, as well as museum to show the proud history that the City of Sunderland has to offer.
In each advert, Sunderland Vibe is representing Sunderland in a positive light by making the adverts really colourful to give positive vibes and impressions that Sunderland is a great place to visit, for example the third advert shows the rainbow which can mean Sunderland is a friendly and happy environment. Also Sunderland Vibe shows popular and well known places in Sunderland such as Northern Spire Bridge, Roker Lighthouse and Bridges shopping mall. By showing popular places of Sunderland, it will attract even more people to Sunderland.
In their print adverts, Sunderland Vibe shows the name of their website and social media platforms for their audience to know more about their organisation and activities if their are interested to participate in the them.
Location Research:
In Sunderland, Winter Gardens Museum is well known for its different types plants, fishes and the glass centre buts also known for the exhibitions that are being held every year; exhibitions include arts, history and nature. Sunderland Museum & Winter Gardens was established in 1846, in the Athenaeum Building on Fawcett Street. In 1879, the Museum moved to a new larger building next to Mowbray Park including a library and winter garden based on the model of Crystal Palace.
I think the reason why exhibitions happen in the Winter Gardens is because they have a lot of space and a lot show about the history of Sunderland who is a visitor. Winter Gardens also has a exhibition full of plants for those who are interested on having a look on different kinds of plants.
Audience Profile:
Audience profile shows who are my type of audience is. Also it shows their interests and ambitions, like exploring around the city of Sunderland and learn about its culture. My audience can be from lower to middle class and any race, colour and religion. Everyone in this group is welcome in Sunderland Culture. Also they have really good impressions about Sunderland, for example in one of my responses says that Sunderland provides good restaurants, shops and beaches which tells me that they have good impressions of Sunderland as a City and good museums and parks, which makes Sunderland well represented and has history of its past etc.
Self reflection:
The research has helped me a lot on making my own plan to promote for the client. I learned a lot from the research that I have done for myself, I learned about the Sunderland Culture and the history of the organisation and their aims to improve Sunderland to change people's perspectives and managing the cultural venues around the City. The example products shows that my intentions are on making multiple print adverts because for me, print adverts are easier to make and people will quickly be noticed by it and their for, people will be interested.
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