Question 2 Brand romany

8/7/2019 Question 2 Brand romany

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Question 2: How effective is the combination of your main

products and ancillary texts?


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What is a brand?

A brand is the identity of a specific product. A brand can take many forms, including a name, sign,symbol, colour combination or slogan. There are many successful brands in the media today whichall follow the many forms of a brand. Notably, some of the most well known are Heinz Tomato

Ketchup, Coco-Cola and McDonalds.

Coca-Cola has a very successful brand campaign that hasran for many years and still remains as popular today as itdid in the past. Coca-Cola became so successful that itchanged the colour of Father Christmas suit from Green toRed. The red and silver writing with the red, silver or blackcolour of the cans makes Coca-Cola very recognisable.

Also, it has become such a successful

brand that at Christmas, it is notofficially Christmas until the Coca-Cola Christmas advert is on thetelevision. This just shows howsuccessful and well known the Coca-Cola brand is.

Over the years, the Coca-Colabottles have changed in shapebut they have always had the

same text font and size. Thisimage clearly shows how longthe Coca-Cola campaign hasbeen running and the everchanging bottles show how it willnot end any time soon.

Also, Coca-Cola is so popular that it

has been used many times tosponsor a very popular up andcoming film. The last film itsponsored was The Quantum OfSolace.


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What is a brand?

When looking at a brand image for a new band or artist. It is important to getthe right image that will fit with the intended primary target audience. WhenKings Of Leon released Sex On Fire, it was very obvious that they knew theirtarget audience and made sure they fit that image. Kings Of Leon are very well

known for their style of image. They are a rock band that not only appeal totheir intended audience but also to their secondary audience. They haveachieved this very well by promoting a very good brand image. Kings Of Leonsbrand image is all about having fun, enjoying life and not having a care in theworld. This fits very well with their target audience of around 15 year olds to 25year olds as they are the main age group that will listen, watch and go to gigs toenjoy music.

They all, also, have rocker hair. This appeals to their target audience asthe audiences feel like they connect with the brand with how they dressand act in every day life. Considering Maslows Hierarchy Of Needs,Kings Of Leon fulfil the top 3 sections, Love/Belonging, Self-Esteemand Self-Actualization. They fulfil these with their brand image as music

creates friendships, it gives the audience confidence to be themselves,and also lets the audience know that creativity and being different isgreat. They also show respect to others, which as role models isimportant to their fans as they could copy them.

Kings Of Leon are the modern day rock band. This is shown through their rockstyle of clothing. The skinny jeans and shirts with ties. This style fits really wellwith their brand image and their target audience.


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What is a brand?

Continuing with Kings Of Leon, they have kept their brand image throughout their many album, singleand video releases. This is the result of a very successful brand image campaign as know audiencesknow what to expect when a new song or album is released. However, they offer the same but different

to keep the audience guessing as to the style of the next song or the type of video they will make. Use

Somebody and Sex On Fire are the most popular singles from Kings Of Leon and they were from the5x platinum, number 1 selling album, Only By The Night.

This is the album cover for Only By The Night. To make this album assuccessful as it was, Kings Of Leon had an very successful albumcampaign going on for months up to the release. This worked very well,they would feature on TV programs, be on music channels such as MTVevery hour with their new song. This was incredible successful as they

appealed directly to their audience. Also, within all the videos, the guitars and drums arealways featured in the video. This shows the brandimage of the band. This is a major part of the imageas they are very successful musicians.

http://www.youtube.com/watch?v=94RNp7veIJE


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What is your brand?

Once we had decided on the target audience for our music video,we created our brand image that will appeal to our mass audience. Our brand image is:

Indie Rock and Roll, Having Fun, Having a Good Time,Rebellious, Cool, Sex, Drugs, Experimenting and Being Young. This brand image suits our target audience very well as it appealsto teenagers and young adults as they are all about having fun,going out and not having a care in the world.

Once we decided on our target audience, we needed to makesure that it would go right across our video and our ancillarys.

Initially, once we had gathered the results of ourquestionnaires and found out what our targetaudience enjoy more when they listen to music andhow they listen to music. This helped us when wemade our final decision on our target audience andthen started planning our video and ancillarys.

Another important part to our brand imagewas making sure we got the bands imagecorrect through the mise en scene of the

characters in the video. I feel that we did thisreally well as we researched many bandswhich the same connotations of our band.

We were very inspired by The RollingStones band image as they wereskinny jeans, shirts, leather jackets,doc martins and hats which is verymuch the indie rock and roll mise enscene when it comes to clothes.


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What is your brand?

Mise en Scene is important when creating the perfect brand image as this appeals to

the audience as they are interested in their ideals clothes.

This is the type of clothingthat has been used in our

music video and ancillarytasks. This is very commonof the indie rock and rollgenre. She is wearing DocMartins, leggings' and aleather jacket.

Once we started creating our music video, we thoughtabout the best clothes for our characters to wear whichwill fit our target audience. For our female character, we

decided to use mise en scene of a dress, leopard printcoat, dark make up, red lipstick, bright red hair, tightsand Doc Martins.


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What is your brand?

We made sure that our brand image also had a house style (colour theme) that ran through

the music video and the ancillarys. For this, we decided on purple/pink, black and white.

This is the start of ourvideo, we decided tomake this pink as it willappeal straight to ourtarget audience and grabthere attention.

We also made the guitar go from black topurple. This continues the colour theme but

it also shows our brand image of rock androll and musicians. This will appeal to ourtarget audience as they are the ages whichenjoy using guitars and this also fits one ofMaslows Hierarchy of Needs as it fills self-actualization of creativity and expressingyourself whilst also Love/Belonging as ithelps friendships develop over the sametaste in music.

We also decided to use the vinal aspart of our brand image to show thestate of minds of our characters withinthe video. This shows the fast pacedfeeling of the characters minds andthis links very well to our brand imageof drugs and drinking.


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What is your brand?

For our ancillary tasks, we also made sure our colour theme followed through. We did this so our

audience would recongise our music video and ancillarys are linked.

This is the second panel forour CD. We decided to makethe back ground black andwhite and have the writingand cigarette pink/purple toshow the connection betweenour music video andancillarys. Also, by having the

cigarette highlighted in

pink/purple, it shows ourbrand image of drugs andhaving fun. This also showsthe rebellious side to ourbrand image.

This is the secondmagazine article. We havemade this very pink/purple

so make sure our brandimage and colour themestands out and is obviousto our audience. We alsoput our front cover of ourCD on the advert so our

audience will make thelink but with the colourtheme and the camecharacters on the front

cover and magazine. It willbe obvious to our targetaudience and secondarytarget audience who thisis advertised for.


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How have you constructed a sense of brand identity using media

language first in the video, then how have you continued this

across the ancillary texts?

To construct our brand image and make sure we meet our target audience. We used media language, thatincludes, Editing, Colour, Lighting, Mise en Scene, Sound and Cinematography to make our videoappealing and ensue multiple viewings from our audience and secondary audience. It was very important

that we used media language correctly to make sure our brand image reaches across our products.

When creating our music video, wedid lots of editing as we had a lot offootage to narrow down. We cutmany shots on final cut to meet thepace of the soundtrack and the styleof the lyrics.

This was a very fast part to ourvideo at the beginning as themusic is just kicking in. We

decided to split it into split screento show the contrast between thenights out and also show the fastpaced track. Also, by using split

screens, it means that it is hardfor audiences to see both nightsout which ensures multipleviewings. When we gathered ouraudience feedback on our video,it was obvious that we had

created the right video for ourtarget audience as all of themsaid that they will watch our

video many times.

This shows how we edited this part of thevideo to show our characters state of mindby making the left hand split screen, blackand white and reversed. We decided to dothis to make our video stay appealing andbeen known for pushing the boundaries ofnormal indie rock and roll videos.


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At this part of the video, the soundtrack was jumping and to fit thebeat of the song and the fast paced

tempo of the track, we cut down thefootage of our male characterjumping and make it jump from animage to black screen to an image.We did this for 8 seconds of thesong and this worked very well andmet the style of editing this trackneeded.Also, we did this to keep areaudience interested as they didnt

know what was coming after thesejump cuts of our male characterdrinking his pint.

This also did cuts to highlight our brand image ofrock and roll and how musicians are part of this. Wedecided to use this to show variety in our video. This

was also, again to show the fast paced tempo of the

track.


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For our video and ancillarys, we continued the colour theme of pink/purple, black and white throughout. Wedid this to show the continuity between all the products.

For our video, we colour corrected parts of our video which make our brand image stand out against the rest of

the product and this makes it recognisable with our audience. We also made parts of the video black and whiteas this pushes the boundaries of normal rock and roll videos and it also makes the video more visual for ouraudiences.

This is the back panel of our CD. Thisclearly illustrates the brand image ofour video and ancillary's as thelocation of this image is connected toour rebellious brand image. Also, byhaving the image black and white withthe writing in the pink we have used

throughout our project, it stands outand catches the audiences eye. Ourbrand image, once again, is clearlyshown on this image as our characteris standing there with a cigarette in hishand and it is clear that he shouldntbe smoking there. That is why wepicked this location as we thought itshowed our brand image to its full

potential.

This is the vinyl at theend of the video. We

decided to use this atthe end to connect ourprojects together andkeep the musician and

colour theme runningthroughout the video.

Also, by continually using the vinyl, ouraudience will associate our video and ancillarytasks and will remember the band when theysee this colour and vinyl.


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When we were filming our video footage, we wanted to get as much natural light as possible in the venuesthat we used. This worked really well with the video as it gives it more of a feel of actually happening whenthe video is being viewed. We edited some of the lighting but only to enhance the effect it had. For ourancillarys, we used side lighting, high key lighting, dark key lighting and also natural light when the images

were being taken.

With this part of the video, we enhanced the coloursslightly. I think this works really well as it shows the

night out for our female character and it also grabsthe audiences attention as many colours are flashingup on the screen. This also meets the fast pacedtempo of the track.

This this the right hand sidepanel of our CD album. Wetook this image in the studiowhere we had bright lightscoming from the side andabove the vinyl. We used thislight to highlight the vinyl to its

pull potential.

Also, by having most of thelight coming from the rightside, it can illustrate thedifferent sides to ourcharacters and theirpersonalitys. The lighter sideshows our male characterspersonality of being good andnot pushing the rules too

much.

Where as, the darker side showsour female characters personalityas she breaks the rules and has adarker side to her.

These are two of thedifferent colours that have

been highlighted in this partof the video and this gets theaudiences attention.


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The mise en scene of our video and ancillarys arevery important when considering our brand imageas this is one of the main things that appeal to

audiences when they watch music videos as they

look at them as their ideals and want to be likethem.

Mise en Scene covers many different aspects of thevideo and ancillarys. Not only does it cover theclothes that our characters are wearing but also the

props that are used within the video and ancillarys,such as cigarettes, powder as the drugs, the vinyl,guitar, money, the locations and the lighter. All ofthese props show are brand image throughout ourvideo and it is obvious to our audience what kind ofvideo is this, whilst leaving audiences wanting to seeit again.

This is the clothing of our male character. Hewore a top, shirt and then a blazer on top. This

didnt really fit our brand image but it shows thedifference between the two characters. Wedecided on these clothes for the male characterto show that anyone can like indie rock and roll,it doesnt matter what you wear.

These are the Doc Martinsworn by our female character.She is a indie rock and roll girl

and fitted the role perfectly.She also appeals to ourtarget audience as she showsaudiences that it is ok to bedifferent and dress differently

to other people. She isappealing to our youngeraudience to be themselvesand not stick to the trends.


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This shows the props that were used when ourcharacters were taking the drugs they were

actually using powder and money. This wassuccessful as it shows our brand image off very well

and appeals to our older target audience who are allabout having fun and enjoying a good night out.

From this still, it is clear that smoking is a big part ofour brand image as the majority of our target audiencewill smoke regularly or just on a night out.

This is one of the location shots which shows ourcharacters going into different bars and clubs. Thelocations are very important as they appeal to different

audiences and in order to appeal to everyone beyond ourtarget audience, we made sure that the clubs and pubswere popular and our audience would match the type ofclubs they go into on nights out.


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For our ancillarys, we made sure the same props and similarclothing was warn to keep the brand image running

throughout our project.This is the front cover of our

album. It is clear from thesepictures what our brand imageis and how it connects to thevideo. The main images thatmake the connection is theimages with our female

character smoking. This is ourclear brand image of drugs,rock and roll, being rebellious

and having fun.

We made sure the make up of our femalecharacter stood out against the background.I think we did this successful as, even

though the images have been colour graded

to keep the colour theme throughout theproject. The dark lipstick and dark eye makeup is clear to see.

This image from ourfront cover shows thedark lipstick that stands

out and meets theaudiences eyes.

This is one of our magazineadvertisements. This very clearlyshows our brand image of drugs.We did this image to clearly showthe connection between all our

projects and the colour of the text

also shows the audience who theband is and their brand image.

Also, by having this advertisementlandscape, it stands out in the magazineand gets the audiences attention. Thiswould be very successful as it is appealing

to the eye with its bright colours and simple

but effective image as the backround.


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For a fast paced tempo song, the editing and images need tobe fast paced. This needs to be done to meet the sound ofthe video.Our video has a different soundtrack and to get the full effect,

it would have to be played loud and along with the visuals, thevideo will be watched many times.

This still shows how the fast paced sound and thetrack meets with the visuals as our femalecharacter has drunk too much and it links very wellwith the sounds of the song.

Cinematography is a very important part ofany music video and ancillarys. For musicvideos, close ups are very important to usemany times and Pete Fraser and Andrew

Goodwin state in their theories that usingclose ups appeal more to audiences as theyfeel connected to what is happening in thevideo. We made sure we had many close

ups in our video, along with medium shots,point of view shots, low angled shots, highangled shots, extreme close ups and zoomshots.

This is a close up on our

female character gettingready for the night out. Weused close ups at thebeginning of our video tofamiliarise our audience withour characters and have the

audience feel like they aregetting ready for the nightout too.


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This still image shows the panning shot used whilsthaving a point of view from both of our characters

showing the beginning of the night out. A panning shothas been used on the right hand side of the splitscreen to show the transport that is being used.

This still image shows thepoint of view shot from themale characters night out andhim drinking the beer. This

makes the audience feel veryinvolved with the video andthey feel like they are justabout to drink the beer.

This is an extreme close up and a zoom shot on theeyes of our female character. We used this to showthe effects of drinking and taking drugs on a night

out.


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When we were creating our ancillarys, we did many images that were mainly, close ups, medium shots,birds eye view shots, eye line shot and low angled shots. We used these as they are the most popular

cinematography techniques used when creating CD albums and magazine advertisements.

The cinematography used for our front cover aremainly close ups and side close ups. We used amixture of these to appeal to our target audienceand to make our album have multiple viewings byaudiences. Also, the close ups have been used toshow the facial expressions of our characters.

This is a slight high angle onour female character for our

second magazineadvertisement. We used aslight high angle to show herfacial expression and bodylanguage.

This is an birds eye view shot of the righthand side panel. We decided to use the vinylto make the link between the video andancillary tasks as the vinyl is featured manytimes in our video. We used the birds eyeview shot to show how the lighting and colourcorrection have worked together and make it

stand out against the rest of our CD album.

Question 2 Brand romany

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