scott pilgrim brand identity

2. Is there a strong brand identity?
• There is a clear, strong, brand identity between all three
products ; the film trailer, the film poster and the magazine
cover. Between the three products, there is the clear link
between all three products, and the main aspect of the brand
identity is the main character himself, Michael Cera, who
features on all three products. The colour red also brands all
three products together, as it is a bright, distinctive colour.
The director 'Edgar Wright' is used on all three products which
also creates a strong brand identity.

3. What common elements can you
identify?
• One of the most common elements that can be
identified is the main character, Scott Pilgrim ( Michael
Cera) who features on all three products, which would
be the main element that links the brand and how fans
and audiences would recognise the branding and
products. Another key element that is identified is the
colouring, mainly the bright red, that is featured in all
three products, firstly in the film poster, he wears a red
t-shirt and the typography is red, and in the magazine
cover, the whole background is the same red colour,
linking all three products.

4. Do all three products suggest the same
genre?
• All three products do reflect the same genre, which is almost
a hybrid of comedy, fantasy and action. The film trailer
suggests the genre, particularly the action through the
narrative and characters. A key element is the fight scenes in
the film, including car scenes and Scott Pilgrim being thrown
into the tower. The film poster suggest the genre mainly
through mise-en-scene, especially the make up and
costume. The make up design of the 'exes' suggest that it
belongs to a superhero/fantasy genre as the makeup is
stereotypical of that genre, and suggests that the characters
each have a 'superpower' to them. In addition, the magazine
cover uses the image of Scott Pilgrim holding a lightsaber,
superhero type weapon, and the fire surrounding it
emphasises that the film belongs to the fantasy/action
genre. Although there is little evidence of romance on the
magazine cover, on Scott Pilgrim's shirt, there is a love heart,
which is a subtle hint of the romance genre. In addition, the
background is red, which is often connoted as love and
passion, again, another hint at the romance genre.

5. Do all three products suggest the same
narrative?
• The three products suggest the same narrative through the use of different
aspects of the storyline in each product. for example, the trailer allows us to gain a
brief overview of the synopsis, and all the aspects of it, through the use of
montage editing and the introduction of the protagonist, whereas, the other two
products emphasise different aspects of the film. For example, the film poster uses
the tagline at the top to suggest the romance side of the film, and the two
characters that take up the centre of the poster suggest that these are the main
characters, and that they are probably the characters that are in love like the
tagline suggests. However, the poster also suggests the action side of the
narrative, through the collection of characters at the top of the poster and their
different 'superpowers', so the film poster suggests two key elements of the
narrative. Furthermore, the magazine cover focuses more on the action aspect of
the narrative, using props, tagline and typography. The magazine cover does not
suggest the romance or the comedy aspect of the narrative, and merely focuses on
the action aspect, perhaps to attract more fans that follow the action genre, rather
than the romance or comedy genre. Conflict is linked between all three products, a
key element in any drama narrative.

6. Who is the target audience?
• The target audience for this film is quite a wide target
audience in terms of gender, mainly because it has a wide
range of genres, however, there are some aspects that would
target each gender specifically. For example, the fight scenes
and comic book action would possibly attract more of a male
audience, where as the romance and drama aspect would
possible attract more the female audience. However, the films
target audience age would most likely between 15-24 year
olds, so a fairly younger audience target audience.

7. Why might the magazine cover be different to
the other products?
• The magazine audience is a certain
demographic compared to the poster and the
trailer. Also, the magazine is owned by a
different company that would attract a
different audience, for example perhaps and
older target audience.