This document analyzes how a film trailer and poster for "Dear John" create a romantic brand identity through conventional techniques. The trailer uses shots of the characters showing affection, a beach setting, warm colors to connote love, and changes in lighting and color to represent their relationship's highs and lows. Similarly, the poster depicts the characters embracing on a beach in blue tones against a pale background. Both appeal to their target audience through stereotypical romantic characters and relationships.

1. Analysis of promotional package.
Dear John Romance film trailer.
This film trailer creates brand identity by using shots like this to show the romance and love between
the characters which creates the romantic brand identity. Also by having a conflict in the trailer it
creates brand identity because it shows the positives and negatives of the relationship which is
creating the romantic brand identity. Language such as “fall for you” also shows the loving
relationship they have and that they have these romantic feelings for each other.
Even though typically the font would be serif to connote the feminine romantic brand identity, sans
serif fonts are used throughout the trailer of Dear John which creates an informal tone of the trailer,
signifying that it is informal because the characters are only young adults and are still seen as naïve
because it is their first love. This creates a romantic brand identity because the sans serif font shows
a link between the characters, connoting romantic feelings which is conventional for the trailer.
High key lighting is used in this trailer a lot to show
the happiness of their relationship and the love, as
well as low key lighting at night time to also connote
the romantic intimacy between the characters
therefore the use of high key and low key lighting are
able to create a romantic brand identity for the
trailer. Also using a beach location is conventional for
a romance trailer because the use of this location is

2. useful due to the fact they are quite isolated and have only each other’s company which is typical as
they have these feelings for each other. This also creates a romantic brand identity because the
beach has positive connotations and the setting
can also be seen as quite romantic.
This trailer varies the colours but there is a
consistent use of warm colours which is
connoting love and passion, this forms a
passionate and romantic brand identity because
these colours signify love. Also there is a lot of
blue used in this trailer, signifying calmness for
the two characters and a calm loving relationship.
However, when there is a conflict dark colours
such as black and grey are used, connoting the
sadness that the characters are feeling which is
conventional for a romance trailer to have the mixed emotions that the characters are
feeling.
Also having the characters show affection towards each other is useful for this trailer because it
shows the audience the intimacy between the characters and the love they have for each other. Also
the use of each character being upset and hurt contributes towards the conventional and successful
trailer because most romance films have the negative parts of the relationship which keeps the
attention of the audience.
This poster is very conventional for the film genre and creates a romantic brand identity mainly due
to the image of the poster because the couple are showing affection and holding each other which is
showing the love and intimacy between the characters.
The font of this poster
is very colloquial
because it is sans serif
which is generally
showing the youth
and their young love
as the young adults
are usually seen as
Having the background of
the poster being quite
pale and blue signifies the
calmness and health
meaning that they are
young and they can be
seen as naïve, causing
problems in their
relationship. This is

3. +
The lighting of this poster is conventional because the
high key lighting connotes happiness and that the
relationship between the two characters is romantic.
Also the setting of a beach is seen as romantic for the
characters which is conventional because the location is
usually a nice place to be, such as the beach to highlight
their romance.
The image used is conventional for a
romance trailer because the male and
female characters are showing affection to
show the intimacy and romance in the
relationship. Also it shows the main
characters in the film to give the audience
and idea, which is what the main purpose
of the trailer is too.
The trailer appeals to the target audience which is usually female teenagers or young adults because it shows
romantic scenes and a couple being romantic. Also the ‘Dear John’ trailer appeals to the target audience because
of the stereotypical characters and the conventional location makes the trailer look more stereotypical which
appeals to the audience.
The poster appeals to the audience because it shows who the main characters are and gives the audience an idea
of what the film is about. Also this appeals to the audience because the use of mise-en-scene and the use of
image shows the stereotypical romantic relationship between the two characters.
The trailer and the poster are linked because they both give an insight to the actual film and show the
conventional romance between the characters. Also the mise-en-scene is similar in the trailer and the poster
because it is showing the characters and their relationship positively, however in the trailer the use of low key
lighting is useful when there is conflict between the characters.