LO2: Professional Etiquette

Professional Etiquette is the sentence used to refer to the manner and way you behave and communicate in a workplace. In the job role of an animator, I am going to largely have to communicate with my employer, other animators working along side with me and especially clients. This means that when writing emails to clients discussing certain projects, that my language will need to be clear, and formal, since I am writing to someone who needs to be regarded with importance since he is either paying me or my employer depending on the situation. Regardless any form of communication to anyone during the work place needs to be contain aspects of formality, as well as a friendly nature.

This is because the people you are communicating to in this industry are likely to be people that you are going to spend a lot of time with, working on a project. The friendly aspects of a tone however, should never lead to discussions of personal problems or gossip about other people that you are associated with, since this would be regarded as highly inappropriate, and may in fact slow the production of a project down. If you come across as focused on the task at hand, your client is more likely to have faith in the fact that you are going to complete their project to a high standard.

This all applies to the animators you are working with, however animators would find it difficult to act too formal around each other, since animation is as much acting as it is animating, and you would need to act out scenes towards each other, in order to successfully communicate the desired facial expressions/ideas and mannerisms you want them to animate. This is hardly a task which can be completed without having a couple of humorous moments, however as long as those moments are beneficial towards the product then they are ok.

In terms of the job roles hierarchy, the animator is placed in the middle, since the animator requires other peoples ideas to execute in the scenario of a job role, since controlling the idea as well as animating the product would be too large and difficult of a task for one person to take responsibility for, which could risk the speed of the production of a project. It is important that the job role of a creative director and a creative director is around in the top tier, in order for the concept of the project to be formed entirely, in order for the idea to be as refined as possible. This will result in a more successful product and a happier client. Along side the animator, the art director and the storyboard artist are vital in order to refine the products visual style, perhaps one of the most important aspects of the animation project, since you are technically creating visuals which are designed to appeal to a specific audience. The lower tier of the hierarchy shows the people who's work supports the whole project more than catalysts it, however their tasks are inherently just as vital in terms of creating a stop motion animation, since you can not create a stop motion animation without models or a set, however these job roles are considered to require a lower amount of skill than the job roles above.

LO2: Task 3 Career Pathways

Chosen Pathway: Animator

Independent pathways:
-On a website called freelancer, there are many tasks and options for animators to bid on, in terms of the amount of money they would like for the task. The person who is looking for the task to be completed can then look at your profile and port-folio and decide who they think would best suit the task, and will also base their decision on the amount of money that has been suggested they get paid. Freelancing is good, because it gives the person the freedom and range of different jobs and tasks to complete, which means a freelancer will never get bored of the same project or job. The downside to freelancing is the unsteady income which freelancing provides, since each week in and out, you will never know for sure how much money you will make, or if you will make any money at all. This could be detrimental to someone with a family to provide for.

Skills needed:

-be able to work in a range of styles and genres

-be able to successfully advertise themselves to any potential client

-be flexible with your time in order to create the clients needs

-practical and technical skills:

It is important that Animators are familiar with using computers, including a range of operating softwares (both MacOS and Windows) and a range of animation/video editing softwares. This is because during different tasks, animators may find themselves having to use different softwares which are more suited to certain tasks. For example when creating a stop motion animation, I would have to use the software Adobe After Affects, meanwhile if I was needed to create a 2D animation for a task, I would be required to use 2D animation software like Adobe Animate or ToonBoom studios. It would also be important for an animator  to have artistic skills at drawing, and creating worlds which seem believable, which would be achieved at having skills at cinematography, since animation uses the same principles of shot types and camera work, however through the use of animated characters instead of real ones. I would also need to have technical experience in terms of software, since certain types of animation (especially 3D animation) require a very high amount of computer power, including high graphics requirements in order to render 3D animations. In the case of a computer crashing or breaking, I would need to know how to resolve this in order not to compromise the project.

-creativity:

Being an animator requires creativity, since you are attempting to mimic life and movement in characters, which first of all requires imagination. Imagination is also required for the design of characters, and the design of set, since you are trying to create the illusion of a certain world, which needs to appeal to a certain audience in order for them to be interested in your animation




-Another independent pathway, is the option to be a self-employed animator by starting up your own animation production company which offers the service to businesses and different types of clients your animation abilities. If the business was to grow and become successful, you would then be able to start employing other animators to animate the products for you and along side with you. This would then speed up the process of production, meaning that you business would begin to grow faster.

Skills needed:

-be able to budget efficiently with your business's money

-be able to advertise yourself on a larger scale to appeal to clients with more budget

-be able to employ people in a professional way and pay them fairly

-communication skills:

It would also be required of me to be able to communicate fluently and successfully when interacting with clients. This is because when animating a product, I need to be sure that what I am creating fits their requirements in order for the animation to be successful. In terms of communicating with other animators, it is important that we have a mutual understanding of the task in hand, and an understanding/ability of how to make our animated sequences link together in continuity.

-organisation:

In a similar way to the organisation sector, working as part of a team is vital, since when working as an animator along with many other animators, you need to be able to create a sense of synergy within the product, since if you are all animating different parts of the same product, you wouldn't be able to animate in separate styles, since the animation wouldn't have a clear sense of continuity and flow. All the animators will need to decide on a certain style that they are all able to work in, and then all complete their designated sequences in as similar a style as possible.

Voluntary sector pathways:
-For the job role of an animator, a good way to begin your career would be to volunteer for the company you would like to work for. This would be a good way to get your foot in the door, and demonstrate your animation skills, meaning that they may either eventually employ you, or recommend you to other people looking for people with your talent. Businesses are usually happy to do this because of the amount of work you would provide for them for no cost. The down side to this pathway however, is the fact that no profit would be made from this huge dedication of time.

Skills needed:

-be able to listen to to an employer and fulfil his needs

-be able to work professionally along side actual employers

-be able to dedicate yourself to the task at hand, which may include new styles of animation, or production tasks which you are not familiar with.

-working as part of a team:

Working as part of a team is vital, since when working as an animator along with many other animators, you need to be able to create a sense of synergy within the product, since if you are all animating different parts of the same product, you wouldn't be able to animate in separate styles, since the animation wouldn't have a clear sense of continuity and flow. All the animators will need to decide on a certain style that they are all able to work in, and then all complete their designated sequences in as similar a style as possible.

Employment pathways:
-Perhaps the most ideal pathway, in the animation industry you could find a company who works in the similar style to you, and also uses similar techniques that you use personally as an animator. This would mean that would be able to integrate easily into the business, and quickly get up to speed with the types of products they are creating. Companies that employ animators include Aardman studios, Laika Studios or Finger Industries. As a beginning animator however, you are likely to be more successful at getting a job at a smaller studio than a larger one to begin with, since well established studios like Aardman like to employ very experienced animators.

Skills needed:

-be able to work in a range of styles and animation techniques

-be able to animate smoothly and fluently in a way which creates an appeal to the target audience

-be able to dedicate yourself fully to the job in order for the media product at hand to be as successful as possible

-problem solving:

In a similar way to the practical and technical skills section, it is important that I am able to resolve problems as quickly as possible with as little help from anyone else as possible in order to speed up the production of a product.

-specific industry knowledge:

Being an animator in the industry would require me to have a huge amount of experience in a large range of softwares. These softwares include Adobe Premiere, Adobe Animate, Adobe Character Animation, ToonBoom studios, Adobe AfterEffects, Maya (3D Animation software) and also the ability to use professional industry standard cameras (to create stop motion) and lighting equipment (again for in case of creating a stop motion). It is also important that I have a general awareness of the type and visual style of animation which is popular during the time, in order for the animation to successfully appeal to an audience.

Further Education:
-During the study of A-Levels or BTEC qualifications, there are a number of subjects where you can develop animation skills under, for example the qualification Creative Digital Media contains units where you can animate short films and media campaigns. This can train you to use the right equipment for productions of animation like Stop-Motions, as well as it can train you to use certain softwares to produce a range of animations. These qualifications can be studied at colleges such as the University Technical College in Sheffield.

-be able to listen and learn intently from your teachers

-use time outside of college to work on projects

-improve your animation skills rapidly and learn how to work in as many styles as possible

-problem solving:

In a similar way to the practical and technical skills section, it is important that I am able to resolve problems as quickly as possible with as little help from anyone else as possible in order to speed up the production of a product.

Higher Education:
-In a same way to A-Levels there is a range of qualifications where you can explore your skills as an animator, however the most logical qualification to choose, would be a Bachelors Degree in Animation, where you can learn the techniques of animation to the industry standard, preparing you of a career in animation. Courses like this can be studied at Sheffield Hallam University, as well as the University of the West of England in Bristol.

-be able to listen and learn intently from your tutors

-use time outside of University to work on projects

-improve your animation skills rapidly and learn how to work in as many styles as possible

-problem solving:

In a similar way to the practical and technical skills section, it is important that I am able to resolve problems as quickly as possible with as little help from anyone else as possible in order to speed up the production of a product.

LO2: Task 2, Job Role in a chosen sector

The job role I am going to investigate is the role of an animator, this is because I enjoy creating animated visuals in my own spare time.

Practical and technical skills:
It is important that Animators are familiar with using computers, including a range of operating softwares (both MacOS and Windows) and a range of animation/video editing softwares. This is because during different tasks, animators may find themselves having to use different softwares which are more suited to certain tasks. For example when creating a stop motion animation, I would have to use the software Adobe After Affects, meanwhile if I was needed to create a 2D animation for a task, I would be required to use 2D animation software like Adobe Animate or ToonBoom studios. It would also be important for an animator  to have artistic skills at drawing, and creating worlds which seem believable, which would be achieved at having skills at cinematography, since animation uses the same principles of shot types and camera work, however through the use of animated characters instead of real ones. I would also need to have technical experience in terms of software, since certain types of animation (especially 3D animation) require a very high amount of computer power, including high graphics requirements in order to render 3D animations. In the case of a computer crashing or breaking, I would need to know how to resolve this in order not to compromise the project.

Specific Industry Knowledge:
Being an animator in the industry would require me to have a huge amount of experience in a large range of softwares. These softwares include Adobe Premiere, Adobe Animate, Adobe Character Animation, ToonBoom studios, Adobe AfterEffects, Maya (3D Animation software) and also the ability to use professional industry standard cameras (to create stop motion) and lighting equipment (again for in case of creating a stop motion). It is also important that I have a general awareness of the type and visual style of animation which is popular during the time, in order for the animation to successfully appeal to an audience.

Communication Skills:
It would also be required of me to be able to communicate fluently and successfully when interacting with bot clients, people working along side with you and also employees. This is because when animating a product, I need to be sure that what I am creating fits their requirements in order for the animation to be successful. In terms of communicating with other animators, it is important that we have a mutual understanding of the task in hand, and an understanding/ability of how to make our animated sequences link together in continuity.

Organisation:
It is important that when animating, I set myself certain deadlines when animating in order for the product to be finished in time for a certain release. This is vital in the animation industry, since animation takes up a huge amount of time regardless of the style, and needs have a large amount of time dedicated to completing it. Animation is not something which can be left till the last minute. Creating milestones and timelines for myself will also ensure that the process is completely as efficiently as possible in order for the production to happen as quickly as possible.

Creativity:
Being an animator requires creativity, since you are attempting to mimic life and movement in characters, which first of all requires imagination. Imagination is also required for the design of characters, and the design of set, since you are trying to create the illusion of a certain world, which needs to appeal to a certain audience in order for them to be interested in your animation.

Problem Solving:
In a similar way to the practical and technical skills section, it is important that I am able to resolve problems as quickly as possible with as little help from anyone else as possible in order to speed up the production of a product.

Working as part of a team:
In a similar way to the organisation sector, working as part of a team is vital, since when working as an animator along with many other animators, you need to be able to create a sense of synergy within the product, since if you are all animating different parts of the same product, you wouldn't be able to animate in separate styles, since the animation wouldn't have a clear sense of continuity and flow. All the animators will need to decide on a certain style that they are all able to work in, and then all complete their designated sequences in as similar a style as possible.

LO2: Task 1, Job roles and skills

For this task I will be investigating the media sector, web and digital interactive content. This is also a media sector I hope to work in, as one of the jobs you can get within this sector is a stop motion animator.

All information found about this Job Role at:

http://creativeskillset.org/search/59?tags%5B%5D=&tags%5B%5D=2D+computer+animation&tags%5B%5D=&q=Animator

LO1: Task 3, Technological convergence, advertising and distribution

Advertising in the media industry has been revolutionised by digital convergence, due to the fact that companies can now directly advertise to customers through their own phones (their black box). Many companies have started to realise, that if you engage a customer in an activity which they find enjoyable, interesting or even humorous they are likely to remember the activity and remember the brand that provided that activity.

An example of this is the amount of films coming out in the cinema, and how their production companies have promoted them through snapchat. This includes short sequences that appear between people's stories when using the product, however the main thing I am focusing on, is how studios create snap chat filters which link to their film, for example when the release of the new IT film happened in 2017, the production company created a snap chat filter which made the user either turn into the "it" or the little boy who gets murdered in the first scene, Georgie. These filters have the potential to firstly entertain the audience, and then get them interested in watching the film at the cinema. The best part about these interactive filters, is that users are likely to take a selfie with them, and then share it on their story, spreading the promotion of the film It for free.

Other production companies like Netflix have also used social media to promote their show, for example Netflix created an Instagram account for the character Bojack from the series Bojack Horesman, which featured images and posted which made it seem believable that he was controlling the Instagram account, and also linked into certain events which happen during the series.

Both of these methods create a direct appeal to the target audience since both products are aimed at an audience of 15-20 year olds, who all stereotypically enjoy using social media, and also enjoy watching these movies.

These audiences also enjoy having the freedom of different ways they can consume these products, since technological convergence has made it so that users can now have apps like Netflix on their smart phones, meaning that they can be entertained by films or series on the go. This also changes the way people watch television in house holds, since previous to Web 2.0 and technological convergence, users used to consume television and movies when they were programmed to show, which meant that families/households all watched things at the same time. Now due to technological convergence and Web 2.0 consumers can consume their media products whenever they desire to do so, which in some ways may have increased business for certain companies like Netflix due to the recent trend of binge watching, when one person continually watches the entire of a series at once.

This was referred to as 'the death of the schedule' by Sonia Livingstone (1999), since Video on Demand platforms like Netflix and Amazon prime now allow users to watch any specific content they like whenever they want too, as well as wherever they want to since these platforms can be used in the form of Apps which means that users can use these services on portable devices such as black box's which use technological convergence to allow users to access these apps. This means that families have gone from watching the same television show together on the settee, to watching the television separately in different places so that they can watch the specific show they want when it suits them, this can include steaming, or downloading the films, as well as simulcasting which means that users can watch the same program from different sources, such as Formula One, which can be both watched live on tv as well as live on their website.

LO1: Task 2, Technological convergence and production techniques

In the media industry technological convergence has changed the way that media products are both consumed by the target audience. Technological Convergence is when specific types of technology are brought together and formed together. These technologies include a camera, a computer, a phone and a music player. Before technological convergence, in order to make a call, you needed a phone, in order to watch a film, you needed a tv, and in order to listen to music, you needed a stereo, and in order to surf the internet you needed a computer and finally in order to take pictures, you needed a camera.

In this modern age however, all those things have been brought together through technological convergence, and the greater example  of this is the "black box device" which was a theory created by Henry Jenkins. The black box represents all these technologies being converged in a small place, for example a Smart-Phone, which is an appliance which has almost become an essential in this modern age. The smart-phone allows users to take photographs, use the internet, call people and both listen to music and watch films. The phone also includes new technologies, like touch screen which allows the user to have a much easier way of accessing this computer, in a user friendly way. Another feature of the black box device is that they are usually incredibly portable, and able to be held in one hand, which is incredibly convenient.

Because these devices have become a daily interaction in human's lives, industries can successfully complete most of their marketing through them, since they can put their adverts on social medias which are being used by their target audience. The target audience for companies like McDonalds and LYNX are very likely to use social media, since the target audience are likely to be digital natives, who have grown up used to the idea of social media and smart phones. These adverts can appear in the form of adverts and posters, which are very likely to be seen on social medias like Instagram.

These social medias which provide this advertising platform have been revolutionised due to the development of Web 2.0 which allowed  creators to make websites and applications which were more interactive and user friendly, creating an innovative and fun experience on the internet, which we are familiar with today. It is because the target audience enjoy using these applications online that they are going to be easily marketed to through these services.

Web 2.0 also allows people to produce products easily across the globe, since people are able to use instant messenger through social medias like Facebook in order to contact each other for free across the globe to discuss production of products. Another function of Web 2.0 is the use of Google Docs which allows users to document ideas for a production and then instantly share them with other people they are working for.

Another app that can be used online is pixel app, which is a website which allows users to create 2D pixel animations online, these visuals could be used for the production of a website or even an audio-visual advert. Certain products come with their specialised production software as well, for example the iPad Pro now comes with professional graphic design software which allows users to create stunning designs and drawings, which can then be shared instantly online.

Another  example of technological convergence are user friendly cameras, which come with pre installed editing software which allows the users to refine their photography. Certain cameras also come with smart phone like features (minus the phone option) which allows the users to share their photographs on social medias like Instagram.

Post production can also be improved by technological improvements, since computers can now use editing software as well as being used to surf the internet, which means that once videos are edited on software like Adobe Premiere, and then once the file is exported, it can be uploaded immediately online to be distributed online through social medias like YouTube, which is a video service which is free to upload to. Social media can also increase the potential of a campaign through the use of encouraging the audience to participate in a fun activity, and then use a hashtag which is associated with the brand, therefore the product is being advertised by normal people for free, and the brand is being spread around the internet.

An example of a film which uses new technologies is Rogue One: A Star Wars Story, this film uses many different technologies such as Computer Generated footage (CGI for most scenes, including scenes in space) Digital Motion Capture, for filming scenes of actors and anything physical, this meant that the film used an incredibly high budget, which creates and boosts the appeal for the sub-culture of Star Wars fans, as well as creating an appeal to anyone who likes action Sci-Fi films, due to the films genre, however the appeal will mainly be created through the fact that the film's budget is huge, meaning that the product is likely to contain dazzling visuals in a high resolution.

LO1: Task 1 (P1) Media products in the audio visual industry

INDUSTRY: AUDIO VISUAL:  For this task I will be studying the conglomerate 21th century fox, and will also be studying the independant company Warp in order to compare the two.

OWNERSHIP: Conglomerates are large media companies that own many smaller media companies called subsidiaries. For example 21th century fox own smaller media comapanies such as Blue Sky Studios (the creators of Ice Age). Subsidiaries usually only specialise in one type of media, for example Blue Sky specialise in computer generated animations. Because of this conglomerates are able to produce many different types of products across a huge range of medias. Because of conglomerates ownership of subsidiaries, when bringing out certain products, 21th Century Fox are able to use their subsidiaries as they please to maximise the success of the product, this is called using horizontal integration. For example during the production of a movie, a conglomerate would use subsidiaries that specialise in print media and then use that subsidiary to advertise the product through visual adverts. The conglomerate would also use subsidiaries which specialise in TV Broadcasting, and then use that subsidiary broadcast the advert for that movie, this is called cross media ownership. Meanwhile independent companies, such as Warp Films are more comparable to a subsidiary than a conglomerate, since independent companies usually specialise in one certain type of media, Warp Films speciality is live-action films, and it is also common in these independent companies that type specialise in a certain type of genre/style, Warp Films in particular are known for creating gritty thrillers, which take a low budget to create, however have incredibly sophisticated scripts. Independent companies usually have a very low budget to create their products, which is why the amount of products they are going to release are going to be limited compared to the amount of products released by conglomerates.

ADAPTATION: Because Conglomerates have huge amounts of money, they are able to buy the rights to ideas/stories and adapt them into films/series. For example the highly popular graphic novel character Deadpool for recently adapted into a huge budget live action picture by 21th Century Fox. Deadpool was a joint venture between Marvel Studios and 21th Century Fox. The film included/referenced other characters from the marvel universe casted Ryan Reynolds, who was origonally casted as Deadpool in the Wolverine Origin movie. The reason that 21th century fox were able to execute the Deadpool movie so successfully, was because 21th century fox had already previously made X-Men movies, and will have mantained a valuable relationship with those who own the rights to Marvel's characters. Fan's would have also antisipated the film's arrival more due to this, since they are likely to be fans of the previous X-Men movies. 21th Century Fox would have also been able to acquire an incredibly high budget, which was required for the film due to the immense amount of computer generated graphics sequences and special effects, this will also create synergy with the rest of the Marvel films, which use a very high budget. The audience, being males aged 15-18 (due to the films 15 age rating and gory nature) would have appreciated the large budget, since younger audiences are a lot more likely to watch a high budget action film than anything else. The sub-culture of this audience, who are likely into video games as well as comics, would have had a high amount of appreciation for detailed special effects, due to the appreciation of the computer graphics power required to create these visual products.

BRANDS:

Star Wars ROGUE ONE: A Star Wars STORY:

The first brand I am going to discuss, is the Star Wars brand, which has impacting the audience so much that an entire sub-culture of 'Star Wars Fans' now exists, some just enthusiastic nerds, and others who actually follow the 'Jedi' religion.

This is because Star Wars is now a huge franchise that have released many huge budget films as well as money other media products such as animated series, and comic books. The main media product I am going to focus on is Star Wars Rogue One: A Star Wars Story, since that is a recent media product which uses technological convergence and an incredibly high budget to appeal to the specific audience of Star Wars fans and high budget scientists-fi fans.

Star Wars Rogue One uses many different advertising platforms to generate an appeal for the project, including below the line advertisement such as Snap Chat filters which show the users own face in a filter which make you look like you are in a scene from Rogue One, which make the advert more personal since they can see their own face. The user may also take the photo of themselves in the Snap chat filter, and then share it to their stories in order for their other friends to see it, which means the advert will spread for free via social media and generate a larger appeal.

Another advertisement includes the above the line TV adverts which will be scene by the target audience Star Wars has for families, since stereotypically most families like to watch TV after their day at work/school. These adverts will be very cinematic on comparison to  the actual genre of Star Wars, which has the main convention of being a very cinematic and beautiful film. The advert being played through the television will also be able to advertise to a larger audience since almost everyone has a television.

Star Wars brand themselves as a very exciting and family friendly brand, as well as being a brand which isn't too dark in order to appeal to younger audiences, since as well as targeting the sub-genre, Star Wars also aims to advertise themselves to families of all ages. This is why Star Wars films range from very bizarre and wacky and comedic characters, to more threatening characters like Darth Vader and Kylo Ren.

However in terms of creating the more direct appeal to the sub-culture of Star Wars fans, the media product Stars Wars Rogue One specifically has scenes which link and reference directly to the original Star Wars films, by ending the film leading into the beginning of Stars Wars: Episode IV. Since this was the very first Star Wars film, very enthusiastic fans would have found the scene where Darth Vader be a badass very exciting, since the film creates a spectacle of the Scene through the beautiful CGI shots of the Death Star, as well as keeping the Star Wars suit very similar to the original. The film even uses special effects to create a scene where the audience see Princess Leah through the use of special effects being applied to the original Star Wars footage. This means that scenes like this create Audience Pleasures (theorised by Rick Altman in 1999) which suggests that audiences gain pleasure through genres.

This applies to the brand Star Wars, since the genre is Sci-Fi, which means the film offers scenes in many different planets, with characters which include a range of scientific-fi species like aliens created through special effects, you will see that all Star Wars films have these different conventions.

It is also is created through Star Wars having a really large budget, which means that the product will have a more direct appeal on people who like to play video games with good graphics, since those types of people have a huge appreciation for high definition special effects, as well as having a more direct appeal to ABC1 audiences who enjoy buying expensive products, such as large TVs which can play high quality films such as Star Wars Rogue One.

The mode of address Star Wars uses as a brand is parent to the child, since most of the narrative focuses on Older Characters giving advice to younger more child like ones about using the force and following the path. This creates direct appeal to younger audiences, and makes watching Star Wars a more enjoyable and meaningful experience.

MARIO KART:

Another brand I am going to discuss, is the brand of Super Mario, more specifically the game franchise Mario Kart which is a game which has been released on a range of devices, which creates a direct appeal to wide audiences, as well as the sub-culture of people who play Mario games as well as other games by Nintendo.

The portable gaming device, the 3DS uses technological convergence by converting a gaming console, with a computer, as well as combing the use of the technology of a 3D Camera, as well as a 3D screen which allowed users to take pictures in 3Dimensions. The game Mario Kart 7 was released on the Nintendo 3DS which meant that people who had a 3DS were very likely to buy and play the game.

More recently, due to the release of the Nintendo Switch, the brand of Mario Kart was advertised further for the release of the new game Mario Kart 8. The Nintendo Switch also used technological convergence, since it combined a portable gaming device with a home console, since the Nintendo Switch can be played using the screen on the device, as well as being able to plug the device into your high definition TV at home through HDMI cable.

The brand Mario Kart during the release of Mario Kart 8 was advertised though above the line adverts, which advertised the new game as well as the new console, in order to get the target audience excited and buy both of the products. The product appeals to the target  audience of families, since the game is family-friendly, and entertains a huge range of audiences including adults.

The product of the Nintendo switch also appeals to a range of audience, since it can be played individually as well as being played as a group of people (including families). The more direct appeal Nintendo creates for audiences include gamers who are specifically loyal to the gaming brand Nintendo, due to growing up with their previous consoles as a kid, including the Nintendo Wii, which combined sensory movement with gaming.

This means that the games visual style and familiar game play (based on previous versions of the Mario Kart franchise) will create a sense of audience pleasures, since the genre is familiar to the target audience due to the style the characters have been designed in.

Below the line advertisement for this game included the creation of the Super Mario App, which offered a game similar to the game Super Mario Bros 2 for the 3DS, which meant that the genre and style of Nintendos games is advertised and experienced personally by a huge range of audiences, since the app can be accessed by anyone with a mobile phone, and will mean that a larger audience will want to buy the Nintendo Switch and play the game Mario Kart 8.

Above the line advertising was also used through the use of billboard posters, which will be seen by most people, including of parents of potential children in the target audience, who are wondering what to buy their children for Christmas whilst stuck in traffic.

Another above the line advertisement used was the TV advert, which seemed to encourage consumers to buy the product as a Christmas present for children, which appealed to a huge western audience, since Christmas is celebrated very highly in the west.

The appeal is created to the target audience, through Mario Kart 8 having very high graphics, and being made in an improved style comparable to the previous games, as well as clearly being a game created by Nintendo, which means that the games are fun, quirky and enjoyable to play.

The mode of address of Mario Kart is also parent-to-child, since the game prompts and informs the player of how to play the game in a very childish way.