Download is a music festival with the purpose of entertainment with an incredible line up of well known music artists performing over a three day weekend. The Target Audience of the festival is people aged between 18 to 30 mainly. However people from the age of 14 to any age attend because people of all ages like the genre of music that the festival offers, the problem is the danger of attending the festival at a young age as when in the crowd "moshing"is a danger. The format of the campaign is an informative poster but the way in which the information is displayed does not make the poster look morbid. The poster has all the key information which keeps very with the theme of "Rock" as the logo is a wolf/dog with flames surrounding it. The synergy of the logo across the advertisement of the festival is used to expand the range of advertising. On each style of advertising e.g. posters, tickets etc the logo is changed slightly, however it is still the same logo. All the images on the poster are designed in a Tattoo style which would appeal to the target audience because the people who go to Download Music Festival who listen to the genre of music played they are known as part of the subculture as "Rockers" who are commonly known to have tattoos. The images used connote a firey atmosphere which represents the ethos of the festival and the electricity that all the delegates experience. The use of red on a few of the headlining acts is used simply to highlight the more important acts so that the reader is drawn to the popular acts that most people will know. Also the individual use of each font per act reflects the individuality of each act and that the festival will involve all kinds of exciting experiences for everyone. The kerning of each act title is different per act as both Serif and Sans Serif fonts are used within the poster. Also the way the poster uses the trademark font familierises the reader with the act as it is the font used on all the albums by the artist. The content of the poster is information of the days that the event is on and the artists each day. The Leading of the artist names are more uneven at the top of the page as each act has different sizing of their fonts are images are included also. The gutters in between each day are the same size to keep the days separate and organised. If the columns overlapped then the reader would be confused as to which day they want to buy a ticket for. The layout of the poster is very organised and neat as it is informative despite all the "rock" images that fill the border, leaving minimal open space. This resembles the festival as the festival its self will be loud and chaotic, the overlapping images connote the immense crowds of people who will be attending the festival. The Cross heads used on the poster are used at the top of each column are used to title the day which each act is performing. There are no banners particularly used on the poster because they would not stand out from the alternative fonts throughout the poster. The images used on this poster such as the ones at the bottom for advertisment the sponsors of the event, it is very important for these events to have sponsors for financial funding and advertising the festival. Kerrang Magazine is used as a main source of advertisement because the subcultured readers are the delegates who would attend Download Festival. The Headlining acts images anchor the genre of the music which is performed at Download as the titles of the act are images of the bands names.
