18+ Certification
LANGUAGE: There may be frequent use of strong language (eg 'fuck'). But the strongest terms (e.g. 'cunt') will be acceptable only where justified by the context. Continued aggressive use of the strongest language is unlikely to be acceptable.
IMITABLE TECHNIQUES: Dangerous techniques (eg combat, hanging, suicide and self-harming) should not dwell on imitable detail. Easily accessible weapons should not be glamorised.
DRUGS: Drug taking may be shown but the film as a whole must not promote or encourage drug misuse
12+ Certification
Films certified 12 often have mild restrictions to strong language (eg 'fuck') therefore such words have a tendency to be used infrequently and racist remarks are a great cause for concern. These films are very strict on the violence presented in them. There should be no emphasis on injuries or blood, and any misuse of drugs must be limited and should not be promoted or instructional.
15+ Certification
In such films any detailed portrayal of violent or dangerous acts, use of illegal drugs or any other activity likely to encourage bad behaviour are permitted however they have to be exceptionally justified by the content of the film.
I am aiming to target an audience of young adults and youth at the ages of 15+. In such films we often see an interpretation of youth today, therefore allowing the aimed audience to relate to the film. These films represent teenage life and therefore attracting them to be interested in the film by directly relating, this teenage audience is also a good group to introduce educational short films that could tackle difficult issues but have a moral or a hidden meaning to the short film.
My target audience of 15+ will be slightly less informed then 18+ which gives me the opportunity to inform them on the world they are growing in, at this age the youth is finding their legs through puberty into adulthood, a time where a youth feels independent but also confused by hormone fluctuations. This part of their life in which by this time they have many social friends/groups and may be introduced to new things and ideas for example alcohol. I believe that this age can be very important in deciding the future in terms of balancing out the youth’s social life and work, and that it is good at this age to start being informed and pointed in the right direction in life.
If my target audience was 18+ then the effectiveness of these educational type short films would decrease in my opinion, younger minds are easier to influence and mould. Therefore according to the BBFC's guidelines, my portrayal of violence, offensive language, injury and blood must be limited or justified by the content of the film and the portrayal of drugs must be limited, not promoted or instructional. This is especially true when educational videos are shown to the class by teachers, the teachers are cautious of what messages are portrayed to the students and the typical way a teacher decides whether a film is appropriate is the age certificate of the film. If I make an educational short film I must be careful of what concepts or messages I portray to my certificate age group to make sure the content is appropriate for my audience.
In terms of my target audience I also have to consider how they would gain access to my product, in this generation the youth/teenagers are experiencing less contemporary medias such as the newspaper, radio and even television, and replacing these media institutions with the internet due to its wide range off access and compatibility with all medias. Now convergence is allowing all form of media on the internet from radio to newspapers that can be accessed all over the world. Therefore to achieve the highest viewing rate for my target audience it would be best if my production was made available online possibly via the video sharing site http://www.youtube.com/
Another way my product could be viewed is at short film conventions or competitions, this method will allow contract signers and advertisers to want to get involved in my products funding or distribution.
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