15 June 2008 2 Comments

One of the first things we got taught at university was to make sure your message is relevant to your audience, or in other words - we were familiarised with the principle of targeting.

It is important to define who you are looking to target before you craft your message. No matter how brilliant your message, if it’s aimed at the wrong people it will not resonate and fail to get you the desired results.

With that in mind I find the anti piracy messages on original DVD’s rather ironic. The video’s where downloading content is compared to shoplifting, theft, running a red light and other heinous crimes - I’m sure your familiar with them. The message is clear: It may not feel like you are stealing, but you are.

So who do they target this message at? The people who’ve actually gone through the effort of buying a copy of the DVD! If the ridiculously high prices didn’t drive people to download ‘illegally’ then stupid, unwanted ads like this will. I paid for this DVD, so don’t f’ing bother me with your futile attempt at stopping illegal downloads.

So instead of crafting cleverly intended ads targeted at the wrong people why not have a little think and try and come up with a business model which can actually survive in the current climate!

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