Treatment

The advert I will be creating will be in the service of agencies like CEOP (Child Exploitation &
Online Protection) and thinkuknow, whose purpose is to help inform young people about the
dangers of the Internet and helping them prevent giving personal information and improving
personal privacy online, as well as teaching about strangers and what they can do online.
The adverts target audience will consist of being within the demographic consistency of the
ages between 11 -18 years, and will include both sexes with the profession of students and low
pay workers. The audience will also cover mainly all races and religions, however, the advert
will mainly cover the experiences around christian beliefs, due to the race and appearance of
the actors we have in mind for the roles. The audience also must be directed towards only those
who have access to the Internet, since an audience with no Internet will not find interest in the
advert. With this in mind, this is the primary reason we chose the age range of our target
audience, since students and low pay workers would have the most free time to spend on the
Internet, as well as being naive and have the tendency to be immature online, therefore being
the most vulnerable to online predators. As well as this people who are new to social media
should also be a main target for the advert, however, with the growing population and the newer
generation who have grown up with technology, this audience shouldnt be too far from the
target audience age. The target audience will have the psychographic characteristics of the
explorer, since they like to explore new things and seek adventure, which ties into people who
are new to the Internet. as well as this, the Explorer psychographic are renown to be the
younger demographic of people rather than the older like the successor. refer ably, the socioeconomic group this avert will appeal to would be class E as it is populated by students and
young people who may be vulnerable to online predators. another thing to add into this
audience is that it holds a secondary audience of the parents of the vulnerable ones who can
keep a closer eye on their children, and therefore create an extra line of precaution to those who
are in danger. This advert even has a tertiary audience of the online predators, as this
advertisements existence will prove to them that they can be caught out and that they are
known to the police.
The style of the advert will be realistic. The realistic approach may help get the point of the
advert across as well as making the audience realise that the situation in the advert has aspects
of truth and that it is very likely to happen in real life. If the advert is realistic enough we may
also gain the support of victims similar to the situation on the advert who the audience will be
able to confide in and gain more awareness. We also wan the advert to be dramatic and to
emphasize the danger of online predators.
As said in the last paragraph, the advert will focus on being dramatic to help get the danger of
the Internet across to the audience. This will be shown by using dark colours and including
dramatic non-diagetic sound to the scenes. This could be recognised as a persuasive technique
as well as shock tactics to scare the audience into abiding by what the advert says. This will
relate to other advert of the same kind. The advert will also create a sense of realism in the
protagonist, making him relateable to the target audience, which would scare the audience
even more by making it almost like them in character.

The advert will be set in a park, where the young male protagonist (16) is waiting for a
supposed online boyfriend to be meeting them there, which will be taking place on a weekend
around late afternoon. The protagonist will face flashbacks of when he was in his bedroom late
at night, talking to this boyfriend, deciding when to meet on a social media website, as well as
swapping images of each others faces with an implied sexual relationship. The scene will then
cross cut to another room with an older woman(late 20s) who turns out to be the boyfriend of
the protagonist, and we watch as she takes an image from online of a boy who she pretends to
be the boyfriend. The advert will conclude with the two meeting at the park and a narration of

the protagonist warning the audience about the dangers online and giving relevant websites and
phone numbers to CEOP and Childline. The male protagonist will be portrayed as a casual,
middle class homosexual teenager who attends school in their 11th year. The woman
protagonist will be portrayed as a businesswoman who is on her days off work who is also
middle class. We decided to feature the victim as male because it is a common trend for the
victim to be female and the predator male in infomercials similar to ours, with this we thought we
would attract the LGBT audience as well as our own.
With our target audience being made up of half of the under 16, a BCAP code we need to be
wary of is that children under the age of 16 should not be seen or portrays in sexual ways (5.5),
which could be a problem due to the advert originally wanting to hint at a sexual relationship
between the two characters. Another rule that could be a problem is the rule under harm and
offence about violence, crime, disorder, and antisocial behaviour since the advert hints at sexual
behaviour and sexual harassment. (4.9)