3. BRANDING
Character image/ iconography
Across the three texts we put a lot of emphasis on branding , we
wanted to market Alex as the centre of attention and at the centre of
the brand; taking into consideration Richard Dyers star theory we
knew that to market our brand efficiently we would need to sell it
across all three of our texts. As such we developed our own house
style that reflected both our artist and our song selection, using bright
colours that appeal to both the fashion tastes of our target audience
and are in keeping with the colour scheme across our brand. We made
sure to include the specific iconography of skating, hoodies, graffiti
and London to create an image reflecting our target audience that they
could relate to, this type of brand recognition is recognised by
Maslow's hierarchy of needs as creating belonging and self esteem
which would build a stringer relationship between audience and
product.
Texts- fonts
The typeface that we used through all our products was consistent we
decided to use a straight white font because we wanted to balance
the use of vibrant and clear colours on our designs and to give our
artist a professional brand identity. I specifically suggested the use of
sans serif and serif fonts because as well as being modern it was a
masculine font; the use of a masculine font suggests to the audience
that the star Alex possesses similar masculinity. This is another
technique in audience gratification as for both females a males a
masculine character is desired as males look up to and want to
emulate the star and females want to be with him. The use of white
serif text was consistent on our website although we made the font
bolder because we wanted our website and the name Alex Jones as a
whole to be more eye catching.
4. BRANDING
Props/Costume
After having decided on the song knew that we decided on
how we would dress our artist, we chose a purple cheque
shirt both because the colour choice reflects the funky genre
but because this style is also very popular with young
people today. And so we made sure that this was repeated
across all texts to compound the iconography; We did the
same with the roller blades because we wanted the skate
image to be fore fronted.
Colours and Effects
Similar to the costuming we chose a purple colour scheme
because it fit in well with the theme and matched what the
artist was wearing, in all photographs and images used we
also included a coloured vintage filter that gave the images a
80’s feeling that fit the colour scheme. After researching
similar products we decided to add a similar colour filter to
the music video itself using the colourising tool in final cut
to give it both a professional and vintage visuals, although
unfortunately the days we filmed were quite dull at times and
the as bright as we would have liked which meant that at
times the effect was ruined.
5. FUNCTION
Functionally all three texts worked well together and
balanced each other out the music video itself is the most
direct of the three texts naturally and after the audience has
seen the music video first because it has the most mediums
available for access they can then go to the website for
instance provided our target audience with an in depth view
of our artist. There were more photos available to
view, biographical information as well as an interactive
platform that fans can use to interact with Alex through social
media such as via a Facebook page; the digi-pack also has an
inside section with photographs and some information but
has less detail then the website and gives fans a taster
directing them to the website if they want to have more
information; and we tried to use direct address and close ups
as much as possible to ensure that there was a direct
relationship being formed with the viewers and as many of
the photos were taken on set the link is strengthened further.
