By Josh Davey

Comparison to existing product

Font:My product Existing product

A brand identity has been established conventionally, across all three products, as shown above, for both the existing product as well as my own production. The images show a clear comparison, showing that the same font, or at least a similar font has been used across all three products, therefore familiarising the audience that this brand is now associated with this style of typography.

Image:My product Existing product

All images used in my film poster and magazine cover are of the three main characters within the film, who would be “recognisable actors”, similar to the way that the Sherlock Holmes franchise has branded their product, showing the lead protagonist looking mysterious on the front cover of both, which is a similar approach to what I did.

Colours:My product Existing product

The colours used on my product are very similar therefore associating conventional colours of the genre with my production, similar to what the Sherlock brand did, by consistently using white across the promotional methods, as it is a contrasting colour with the typically mysterious and dark background of the images, which is the approach I followed for my own production.

Themes:The themes portrayed in all of the Sherlock methods of promotion are conventional themes of mystery and tension, created by the low key lighting and the dark and bleak typography used, as well as the mysterious and mischievous pose undertaken by the lead protagonist. My production is very similar to this as it is all in low key lighting, with the trailer having the majority in low key lighting, with various scenes of tension and mystery, therefore meeting the conventions, and with all three products doing the same it further shows the brand identity through the use of conventional themes, both in my production and in the existing production.

Representations:For the existing production, the pictured character on the film poster and magazine cover is represented as mysterious, which is how he has been represented throughout the trailer, giving a conventional representation that all together creates a conventional brand identity.

My production does the same by representing the protagonist as weak within the poster and film trailer, as well as representing the antagonists as strong and mysterious, which are all conventions of the genre, therefore adding together to generate a conventional brand identity.

Film trailer:

http://www.youtube.com/watch?v=fS2cdq8R2Ak http://www.youtube.com/watch?v=Qq175nYr8B8

The film trailers both add to make the brand identity further, by taking these themes and representations shown in the film posters and ensuring that the audience can clearly see how the characters have each individually been represented, as shown within the posters and magazine covers.

Summary:It is clearly shown through the previous slides that both productions have utilised production methods and created a strong brand identity that not only directly links all three promotional methods together as one, but also puts forward the conventions of the film genres through the use of character representations, as well as use of themes. As all film posters, magazine covers and film trailers each clearly showed the following representations and themes:•Showing the protagonist as weak or mysterious•Showing the antagonist as strong and deviant •Clearly portraying the use of the theme of mystery•Clearly portraying the use of the theme of tension

All of these themes and representations put across the brand identity further and essentially make it mean something more, as without it being conventional, the advertisement methods would be rendered useless.

But overall my production has generated a brand identity that is similar to that of an existing product, therefore meaning it was successful.