This document analyzes soap opera promotional posters for EastEnders. It discusses several key elements of the posters including the taglines, images, institution logos, and use of social media hashtags. The taglines are meant to be dramatic and foreshadow major upcoming events. The images typically feature characters looking back at key locations with concern. Institution logos help promote the BBC brand while social media integration encourages audience interaction online. These elements are intended to pique audience interest and draw them into following the dramatic stories and changes coming to the fictional town of Walford.

1. Soap Opera Genre –
Ancillary Product
Analysis
Name: Jessica Blundell
Candidate Number: 1020
Center Name: St. Andrew’s Catholic School
Center Number: 64135
OCR Media Studies – A2 Level
Unit G324: Advanced Portfolio

2. Tagline – the tagline ‘Walford will change
forever’ is dramatic and foreshadows (‘enigma
clue’ – Roland Barthes) a big event is going to
occur and change everything the audience
knows about the soap. The fact that it is on top
of the Walford which fades to black connotes
that the characters are going into a dark time
and will be forever changed because of it.
Image – The main image is of an EastEnders character who is
looking to the right, it appears as though she is looking back
at Walford, the fictional location of EastEnders. This connotes
that she is looking back as it is her past which reveals that this
character is potentially gone and not coming back. The fact
that there is some red colouring denotes that this character
could or has been in danger and leaves the rest of the
characters in danger too.
Synergy with social media – encourages the audience to be interactive with
the soap and the rest of the audience. It also acts as free advertising as word
of mouth will happen as people will see the hash tag on their social media
and discuss it, especially twitter and possibly want to watch to find out more
Institution Logo – The institution logo helps to promote
BBC and its programming, as well as providing a easily
recognizable brand identity. It is also placed in a position
where it doesn’t interfere with the main image
Brand Identity

3. Image – This non-verbal code of the image of
the soaps characters has been manipulated to
look like flames. This connotes that there is
fear, rage, danger and destruction in the
episodes this poster is promoting. This
foreshadows future events in the soap as
unpredictable and dangerous as it can be
suggested that the characters have the ability
to be threatening towards each other.
Institution Logo – The institution logo is in
white and is to the right of the page so that it
doesn’t obstruct the main image consisting of
edited characters. It is also not too bold and is
transparent so that the main image is still
visible.
Tagline – The tagline denotes how
there is going to be permanent
change to the characters’ lives on
the soap. The words ‘week’ and
‘forever’ contrast as they are such
different lengths of time which
could denote how the soap will be
dramatic and full of tension in
that one week and have long
lasting effects.
By looking and this poster and understanding the ‘Propps character roles’ the centralised female
character would be known as the ‘princess’ because she looks vulnerable as she has her arms
around herself as if she is protecting herself. The male at the right in the back would be known as
the ‘hero’ because he is looking in the distance with his arms folded which could suggest he is a
protector.

4. Social media synergy – The
twitter and facebook
idents along with the
#hashtag allows the
audience to be active with
the soap and will also act
as free advertising as the
#hashtag will be discussed
on social media and bring
in new audience members.
Quotes –
quotes critics
and stars the
soap has got
helps promote
the soap as it
makes it seem
interesting and
exciting. The
fact they are
from
professional
TV magazines
further
promotes the
soap because
if it has been
reviewed by
critics people
are more likely
to want to
watch it.
Main image –
the main image
shows 5 of the
soaps characters
looking serious,
symbolising the
themes of the
soap and how it
is serious and
dramatic. The
pictures are
medium shots
show that the
characters are
not close and
allows you to
see the dark
clothes they are
wearing,
highlighting how
the soap has
dark themes and
bad things may
occur.
Tagline – The tagline connotes that the soap will get
dramatic very quickly and no one has any control over
it. It is outlined in a red/brown colour which
represents heat but also how the characters are under
threat from the themes present in the soap.
Institution logo – the institution logo is
one that many people will be familiar
with and therefore will be more likely to
watch it. It is also placed in the corner so
that it doesn’t distract people from the
main image but is still in a position where
people can see it.

5. From looking at these posters I have gathered ideas and got a better idea of
what codes and conventions I should use in my own poster.
In my poster I will ‘repeat’ (Steve Neale - 1980) the use of a tagline to
increase the drama and anticipation to watch and find out what happens in
the soap.
Another convention I will ‘repeat’ is Walton Hill’s social media idents and
hashtag. This is because it will increase discussion about the soap, convincing
people to watch another episode and possibly inviting new audiences. It also
makes the soap seem like it wants to interact with the audience which makes
it appear friendlier and like it wants the audience to interact.