Anti-piracy ads target digital-savvy youth over illegal downloads

Everybody remembers the ‘piracy it’s  a crime’ advertisement that was played previous to lots of movies from 2004 to 2007. This ad made us clear that illegal downloading of movies is equal to stealing a car or a handbag. A few months ago, some new anti-piracy advertisements have been launched. The advertisements show us a parody on classic films such as Reservoir dogs and The sixth sense. The target audience of this ad is the so called digital-savvy youth. After all, these young people find it so obvious that they can find everything on the internet and they don’t even think about the consequences of this illegal downloading for the movie industry. And the consequences are quite big. Declining incomes  more and more prevent good films being made. The UK film and television hopes that these advertisements will urge the young generation to buy more legal DVD’s and downloads and to go to the movies.guardian

Ann-Sophie Parmentier