Distributed online

print advert
I chose to create an online advert
because it is engaging, compared to
traditional marketing, digital marketing
captivates the audience on a totally
different level with its ads. On social
media there are billions of users on
every platform, Instagram, TikTok,
Facebook and Twitter. Social media
advertising reach very specific target
audiences with the help of targeting
features and different audiences across
of all the social media platforms.
Resulting into UK users to automatically
come about my online knife crime
advert as knife crime and the UK are
unfortunately correlated together
because of its huge epidemic in the UK.
When seeing my advert, they would
more likely create discussions on those
platforms and re-post my advert to
make it trending, so that knife crime can
get the true awareness it deserves.
Step 1
I got a found image of a knife on the internet
because it is not safe for myself to bring a
knife in school for a photo. I then opened the
image on Adobe Photoshop and used the
eraser tool to erase the white background off
the knife.
Step 2
I took mugshots of mostly
BAME teenagers to represent the
statistics of how nearly a third are
offending and getting victimized by
knife crime. I mixed the gender of girls
and a couple of white children in this
advert to show how knife crime is
spreading throughout the UK, as now
that knife crime was announced as an
epidemic, it now does not discriminate
in race. On Adobe Photoshop, I put all
of these mugshots in the knife by
putting the layer below the knife layer
and then I started using the eraser tool
to rub some of the knife out so the
audience could see the children that
have been victim to their own knife. I
did not rub out all of the knife because I
wanted the image to look tragic and
murky, which will emotionally evoke
and fear monger teenagers to think
again about carrying a
knife. Afterwards, I put my S.I.F.T. logo
on the advert. For later movement of
the knife layer, I linked all the photo
Step 4
For my slogan, I used a personification tactic
"Carry me , I'll own you" to alarm and
fright teenage boys mostly to not carry a
knife for protection and trust, as it will end
up deceiving them by killing them. For
starters, I went on dafont.com and chose the
"bloody" type font for my text, then I went
on Adobe photoshop to erase the white
background off each text by using the magic
eraser tool. I then used the paint bucket tool
and coloured each text red to represent
blood from getting stabbed or killed by a
knife. The colour red will also dread
teenagers into getting into knife crime as it
symbolises blood, which foreshadows their
fate if they carry on with the crime.
Step 5
I then used a statistic to further explain to my
slogan if some may not understand. "If you
carry a knife, you are 3 times as likely to be
stabbed by your own knife". This makes
teenagers reflect and second guess if the
knife that they are carrying actually
shelters them from harm or brings harm to
them, which does. I put this statistic on
Adobe Photoshop by using the horizontal
type tool, I let the colour of the text remain
black because it stood out on my advert's
white background.
Final evaluation
I used the pathos technique by utilizing
deceased teenager's mugshots that have
been victim to knife crime to create
condolence and trauma for teenagers,
puritans and utopians. This advert will
produce alarm and fright to teenagers that
trusting a knife with your life and carrying it
for protection will more likely get you killed
by your own knife. This will then prevent
them from carrying a knife. For utopians and
puritans this will motivate them further to
stop children getting killed by these knife by
the view of innocent faces stripped from
their life by a knife. Furthermore, I also used
the logos technique by adding a statistic that
aligns with my key image giving the audience
more confidence to believe my ANTI knife
crime advert and the dangers of it. This will
result in, specifically teenagers, to listen and
stop carrying knives.