Question 2: How effective is the

combination of your main products and ancillary

tasks?

Shannon Abraham

What is a brand?• The need for brand identity came about through

a result of mass production.• Naomi Klein, No logo stated that “...competitive

branding became a necessity of the machine age – within a context of manufactured sameness, image based difference had to be manufactured along with product.”

• They can generally be a line product being produced by the same company for example Birds Eye.

• Branding is about creating an image for a certain product. It is a message repeated constantly to the consumer and draws them in.

Eight Elements of Branding according to mudvalley.com

• Brand Essence - Tells us what the brand means in a sentence

• Brand Slogan – This is often a catchphrase linked to the logo

• Brand Personality – The characteristics of the brand. It makes the brand easier to relate to.

• Brand Values – What the brand stands for and against

• Brand Appearances – What the brand looks• Brand Heritage – What traditions it has• Emotional Benefits – The feelings offered to the

customer• Hard Benefits – Is it cheaper or better? The benefits

offered to the buyer.

Brand Identity for Spicer’s Life• It was our aim as a group for Spicer’s Life to have a similar

brand identity to Hollyoaks, which has a similar target audience.

• The Hollyoaks logo connotes that it is for both girls and boys through the use of the signs used to represent each gender and how half of Hollyoaks is written in pink (which connotes femininity) and the other half is written in blue (which connotes masculinity). This suggests youthfulness. It is plain and simplistic.

• This is the logo that we designed using LiveType.

• We used the font “Queer” and put it in the colour yellow.

• We designed it like this as we felt the colour yellow and the font was youthful and quite glamorous giving the connotations of “showbiz”, so that it would appeal to a younger audience (16-25).

• We placed the E4 logo there so that the audience would know what channel the soap opera would be shown on.

Institution of E4• E4 is a spin off channel from channel

4 for younger people generally watched by students.

• E4 broadcasts programmes including the likes of Glee, 90210, Hollyoaks, Shameless and One Tree Hill.

• The characters in most of these shows are good looking and they are all targeted towards the same target audience as Spicer’s Life (16-25).

Institution of E4• The Spicer’s Life trailer gives the

impression that there is going to be plenty of conflict and controversy as with many of the shows on E4.

• The characters are not as glamorous and good looking as characters in some programmes shown on E4 such as One Tree Hill and 90210.

• However they do dress in a sort of similar way to characters in Shameless.

• Many shows on E4 such as 90210 rely on a certain element of voyeurism, whereas Spicer’s Life wants to encourage the audience to think about what is going on and question the characters

• Many effective trailers reveal nothing of the actual plot which was the case with EastEnders and the Jackson 5 trailer.

• http://www.youtube.com/watch?v=uhMogwLsS-s • However trailers can be just as effective by revealing clips

from the storyline without giving away too much information as was the case with the trailer for Danielle’s exit storyline in EastEnders.

• http://www.youtube.com/watch?v=Qx6-05NCkJA&feature=player_embedded

• For our soap trailer we decided in order to make our trailer as effective as possible that we would have a trailer similar to the Jackson 5.

Spicer’s Life trailer

Spicer’s Life trailerhttp://www.youtube.com/watch?v=f9eZkkIqw6o

• To appeal to our target audience

we did the trailer in the style of Jeremy Kyle/Jerry Springer.

• The background used for the studio background is simplistic and we used the colour blue. It is quite similar to the Jeremy Kyle background.

• Many people within the 16-25 age category find these types of programmes entertaining.

Spicer’s Life trailerWe created a Brand Identity through:-• Placing the Spicer’s Life and E4 logo at

the end of the trailer.• Using an upbeat song – Night Out by

Silence is Sexy - as the theme tune for the soap to appeal to the target audience.

• Tackling controversial issues to entice the audience to watch the soap.

• We had characters that have similar traits to characters from other soaps

Spicer’s Life trailer• Stacey could be likened to Chas

from Emmerdale due to the fact that they are both strong willed characters.

• Stacey’s strong will comes through in the way that she remains adamant that she is telling the truth and is fighting her own battles.

• Chas’s strong will was seen in the recent episode of Emmerdale when she stuck to her plan to jilt Carl at the alter due to his infidelity.

• They are both willing to resort to whatever methods necessary to reveal the truth.

Spicer’s Life trailer• Geoff could be likened to the

character of Aaron in Emmerdale due to the fact that they both challenge the homosexual stereotype.

• Emotionally both characters express their feelings in rather a violent manner. When Aaron refused to admit he was gay he lashed out. Geoff likewise lashes out at Stacey refusing to admit the “truth”.

• This is evident through the mise en scene. They both dress in clothes which you would associate with a tough guy such as leather/chav like jackets and jeans.

Spicer’s Life trailer• Marco could be likened to Sean from

Coronation Street as they both conform to the homosexual stereotype.

• They are both sensitive characters.• This is evident through the mise en

scene. Both of them wear much more feminine clothes which include the colour pink which is stereotypically associated with homosexuals.

• Both of them have a very relaxed and feminine posture in the pictures.

Angel wings and a halo to connote the fact that he is the innocent party in the “scandal”.

The way the angel wings have been drawn on and the writing style are done in a graffiti style to make it appear hand drawn to connote youthfulness and rebellion in order to appeal to the target audience (16-25). The use of the colour red makes it stand out and draw in the audiences’ attention.

The question mark is there to suggest an element uncertainty that is surrounding the storyline to draw in the audience and make them want to find out more by watching the soap.

Spicer’s Life and E4 logo to indicate what channel the show would be shown on. The writing is in Queer font and this font is used as it is youthful and would appeal to the target audience.

Ancillary task PosterThe use of the colour red makes it stand out and draw in the audiences’ attention.

The broken heart clearly symbolises hurt and relates to the trailer in that if Marco finds out Stacey is telling the truth his heart will be broken. Also it suggests that in a way it is already breaking because of the conflict.

The clothes worn in the poster are the same as those worn in the trailer which keeps in line with the brand identity as it makes it easier for the audience to recognise him as a character from Spicer’s Life

Ancillary task Poster

Spicer’s Life and E4 logo to indicate what channel the show would be shown on. The writing is in Queer font and this font is used as it is youthful and would appeal to the target audience.

Use of angel wings and devil horns to indicate that it is unknown whether or not Geoffrey is lying or not.

“Saint” and “Sinner” indicates that there are two sides to his personality. Sinner is written in red to suggest the devil and Saint is written in blue to suggest innocence. The question marks suggest an element of uncertainty as to what the truth is

The writing, angel wings and devil horns and tail that are drawn on are done using paint to suggest graffiti and appeal to the target audience. The graffiti style writing suggests an element of rebellion which would appeal to the target audience.

The clothes worn in the poster are the same as those worn in the trailer which keeps in line with the brand identity as it makes it easier for the audience to recognise him as a character from Spicer’s Life

The angel/devil idea is present to make the audience question whether or not Geoff is telling the truth. The audience would be able to relate this to the conflict in the trailer where she adamantly claims that he is telling the truth and the other party claims that he is lying.

Ancillary task Poster

Spicer’s Life and E4 logo to indicate what channel the show would be shown on. The writing is in Queer font and this font is used as it is youthful and would appeal to the target audience.

Use of angel wings and devil horns to indicate that it is unknown whether or not Stacey is lying or not.

“Lover” and “Liar” indicates that there are two sides to his personality. Liar is written in red to suggest the devil and lust and Lover is written in blue to suggest innocence and truth. The use of the question marks is there to suggest an element of uncertainty about the truth.

The writing, angel wings and devil horns and tail that are drawn on are done using paint to suggest graffiti and appeal to the target audience. The graffiti style writing suggests an element of rebellion which would appeal to the target audience.

The clothes worn in the poster are the same as those worn in the trailer which keeps in line with the brand identity as it makes it easier for the audience to recognise him as a character from Spicer’s Life

The angel/devil idea is present to make the audience question whether or not Stacey is telling the truth. The audience would be able to relate this to the conflict in the trailer where she adamantly claims that she is telling the truth and the other party claims that she is lying.

Ancillary task Poster

Spicer’s Life and E4 logo to indicate what channel the show would be shown on. The writing is in Queer font and this font is used as it is youthful and would appeal to the target audience.

The writing, angel wings and devil horns and tail that are drawn on are done using paint to suggest graffiti and appeal to the target audience. The graffiti connotes that there is an element of rebellion.

This poster would be placed on a billboard and contains all three characters.

“Heart-breaker” and “Dream-maker” suggest that there is some conflict and that someone is lying. The red suggests the devil and lies, and the purple suggests This would catch the audiences’ attention as they would want to know the truth.

Marco is caught in the middle suggesting that he doesn’t know what or who to believe in this conflict. In the trailer he stands by his boyfriend but in this poster he is appearing to have slight conflict

There is a consistent colour scheme. Wings are the same colour, as are the devil horns and tail. Makes it a recognisable style which is present on all the posters and the audience can recognise it as Spicer’s Life.

Ancillary task T.V. Listings Cover

Title of the magazine. Keeps with the Brand Identity for Inside Soap

Strapline reading exactly the same as Inside Soap magazine to keep in line with the Brand Identity

Bold words that stand out against the rest to draw in the audiences’ attention

The cover shows several storylines and the images are placed on a white background and fill the page

“First for all the big news.” We used this on the cover to keep in line with the Brand Identity of the magazine. Draws in the audience and makes them want to pick it up and read it to find out more

We used our own images and incorporated them on the magazine cover. We used them for other storylines in already established soaps, such as Coronation Street, to draw in the reader.

Direct address to connect with the audience and draw them in..

We kept our Brand Identity present on the magazine cover by:-• Having the same characters from the trailer on the cover

and having them wear the same clothes. • Placing Stacey in-between Marco and Geoff to show how

her pregnancy is driving a wedge between Marco and Geoff (and that it could be her intention.

• Putting the words Lover and Liar in capital letters, bold and a different colour so that they would stand out and catch the audiences attention so that they will be able to connect the cove to the posters and the trailer.

• Mentioning “Spicer’s Life EXCLUSIVE” on the cover to ensure the audience knows it is Spicer’s Life and possibly recall the trailer they would have seen on television

Ancillary task T.V. Listings Cover

How the posters keep with the Brand Identity.

All four of the posters keep in line with the Brand Identity of Spicer’s Life through:-

• The use of graffiti style writing to appeal to the younger audience.

• The use of angel wings, devil horns and tail to suggest that there is conflict between good and evil (truth and lies). This would encourage the audience to watch it to find out what happens.

• The use of question marks to suggest uncertainty and draw the audience in and make them want to watch the soap to find out the truth.

• They all have the Spicer’s Life logo to inform the audience about what the soap is called and where to find it.

How the posters and trailer keep with the Brand Identity.

• All the characters wear the same clothes in the posters that they wear in the trailer. This makes it easier for them to recognise the characters and make the connection with Spicer’s Life.

• The Spicer’s Life logo was present everywhere (apart from the magazine cover) to make the show instantly recognisable to the audience.

• The posters and the trailer question what the truth is. The magazine cover develops this with the use of the line Lover or Liar?