Evaluation Question 2

1. Question Two:
How effective is the combination of your
main product and ancillary texts?

2. Brand Identity and Marketing
Brand identity is the way companies want to be perceived by consumers. They often have a
specific look which represents their brand, which is shown through: imaging, name, logo
and tagline. In our task, brand identity was particularly important in ensuring that each of
our three products connected and made sense in correspondence with each other. Brand
identity is particularly important in successfully marketing a product. Marketing is the
process and action of promoting/selling products or services. Having a strong and powerful
brand identity makes marketing your product easier, and the end results more successful.
Here are some examples of
Brand Identity within film
campaigns:

3. Understanding Brand Identity – Real
Media Examples
To completely understand brand identity in the role of marketing, I researched into the real
media campaign for the film ‘Warm Bodies’. This is a thriller/comedy, so not exactly
matching our films genre but including various features which could be inspirational to our
marketing campaign. I will be discussing the marketing campaign for ‘Warm Bodies’ and
how that established their brand identity, and how researching this helped to influence how
effective our media products were.
The unique selling point of the film ‘Warm Bodies’, was a combination of its genre – a
comical thriller, and its inclusion of zombies and romance. They mainly presented this
unique selling point through use of colours and taglines through their marketing campaign.
They released a series of posters throughout their campaign which I would agree was one of
their most effective forms of promotion.

4. Warm Bodies – Brand Identity through Marketing
Here are some examples of how they showed their brand identity within the
marketing campaign through posters:
Use of Slogans: The slogans they used
throughout their posters, relate to the main
character being a zombie and the romantic
connection that is revealed throughout the film.
This shows their brand identity of creating an
unusual zombie romance.
Use of 3 main colours: Within
the posters the use of red,
white and dark grey is
repeated. This helps to
establish a particular
aesthetic look helping the
audience to recognise their
film and campaign. The
colours they’ve chosen have
been picked carefully to
represent certain things. For
example: red in this film
represents the dead zombies,
and the process of this zombie
coming back to life.
Visual Imaging: The imaging used throughout the
marketing campaign consistently shows the two main
characters. This perfectly represents the brand
identity of romance between two unlikely partners.

5. Warm Bodies – Brand Identity through Marketing
Here are some examples of how they showed their brand identity within the
marketing campaign through publicity – magazines, interviews etc:
Interview with the two main actors:
Although this feature of the ‘Warm Bodies’ marketing campaign is different to anything we had to create, it is
still successful in keeping the films brand identity. Using a red and black background for the interview
corresponds with the colours used throughout the campaign. Additionally, by displaying a poster on the wall
during the interview allows the audience to connect the real life actors to the characters within the film. In this
interview in particular, they have chosen to just interview the main characters. I believe this makes this part of
the marketing campaign successfully as it is showcasing the main two characters from the film and therefore
suggesting their key importance.

6. Warm Bodies – Brand Identity through Marketing
Here are some examples of how they showed their brand identity within the
marketing campaign through publicity – magazines, interviews etc:
Review:
As this film ‘Warm Bodies’ was not actually chosen to feature
on a magazine cover like our film, I’ve chosen to look at an
review done by TIME magazine. Although what is said isn’t
chosen by the marketing team, due to their successful
marketing of the films brand identity the review picks up on
the key aspects of the film.
Simply referring to the character as a
zombie shows that the whole
campaign has successfully shown this
character and role within the film.
These sentences refer to the use of clever lines within the
movie which show the main character’s thought process. As
the reviewer is mainly commenting on the movie, from
interpretation you can gather that this mirrors the use of
clever tag lines within the campaigns posters. Those lines also
mimic the main character’s thoughts, and signify key themes
within the film.

7. Warm Bodies – Brand Identity through Marketing
Here are some examples of how they showed their brand identity within the
marketing campaign through Teaser Trailers:
A trailer is one of the main ways that a film
can really showcase its brand identity. Within
the teaser for ‘Warm Bodies’ it features:
zombies, use of internal monologue and one
liners, the 3 main colours and the element of
romance through the main characters.
Doubleclicktowatch
Zombies
A large majority of the
characters shown in the
teaser are zombies.
This successfully
showcases the theme of
zombies in the film.
Romance This screen recording is just
one example of how they
show romance within the
teaser. Throughout the teaser
clips are shown similar to
this to showcase the romantic
connection between the
zombie and the girl.

8. Our Media Products and Brand Identity
Magazine Cover
Teaser Trailer – double click to
watchFilm Poster
Here are our three final products. I believe our products were very successful in showcasing a particular brand
identity. Our genre was a thriller and we definitely based a lot of our visual decisions on the genre.
Our unique selling point of our film was our characters split persona. One part of the character was a regular teenage
boy who enjoyed writing, the other side to him was a devil-like character. Therefore we focused a lot of our brand
identity on character imagery. We did want to show a split personality, however we also didn’t want to entirely reveal
what two sides the character had to him. We represented our brand identity and unique selling point of the film,
through dark colours, shadows and facial imagery. I will breaking each product down into the key features which
represented our brand identity in the next slides.

9. Comparing Real Media to Our Media Products
Our film poster has many components to it which showcase our brand identity and make it a successful product. The
visual imagery was a very important part of the poster. It shows our main character, with a layered face. Showing him
face on openly shows the audience his character. However, through use of shadowing half of his face fades into black.
This represents the idea of a split personality. Another feature which represents our brands identity is use of colour.
Our key colour palette used was red, grey and black. The red is used to represent the devil and the idea of blood and
danger. Through layering a very subtle red eye has been added onto the right side of the characters face, this
represents the devil character in a secretive way through colour. The grey is used to represent mystery and the black to
represent the unknown. Additionally, our tag line is used to give a hint to the idea of the devil which takes over our
main character. I believe this poster is an effective product, holding all of the main components a film poster should
use, whilst also showcasing our brand identity.
In comparison to this film poster
for ‘Warm Bodies’, I believe our
poster works successfully. Just like
this ‘Warm Bodies’ film poster,
colour has been used intentionally
to give a particular message.
Additionally use of visual imagery
is used in both posters to represent
a theme within the film and
throughout the campaign. In the
poster for ‘Warm Bodies’ the image
represents the theme of romance
and zombies. In our film poster,
the image represents the theme of
a split hidden persona.

10. Comparing Real Media to Our Media Products
This is our films cover feature that we created for Empire Magazine. In my opinion I
believe that this magazine cover showcases our films brand identity but in a more subtle
way than our poster. The use of our main features of visual imagery and specific colour
palettes are used to show the brand identity of the film. However, they aren’t as
prominent as on the film poster. For the magazine cover we chose a close up image of our
main character. This allowed the audience to connect with the character, and begin to
recognise the facial imagery. To keep the idea of a split persona, we used this close up
photograph which incorporated very deep shadows on the right side of the face. This is
the aspect which suggests a lose of true persona, and creates mystery into who our main
character really is. In terms of use of colour, red and black are primarily used on the
magazine cover. We kept the background black in order to keep focus on the image, and
use red writing throughout the cover to link into the colours used on our film poster.
However, the use of white and yellow colouring in the magazine cover slightly takes away
from our colour scheme. I believe this magazine cover is an effective product, and does
showcase brand identity. However, the brand identity is not as strong here as on our films
poster.
As the ‘Warm Bodies’ film does not have a magazine cover I can compare our films cover to, I
will focus on another film poster that they used for advertising. Within this film poster for
‘Warm Bodies’, they have used a slightly different colour palette to the main set of posters.
This is similar to our magazine cover which incorporates a slightly different range of colours
to our film poster. A big part of this second film poster for ‘Warm Bodies’ is the visual
imagery. This shows a close up to the main characters in the film, which is the same
technique we used for our magazine cover.

11. Comparing Real Media to Our Media Products
In a similar way to the ‘Warm Bodies’ campaign, our teaser trailer is one of the
main forms of marketing for our film. It allows us to showcase the main themes
of our film and the brand identity through moving image. Focusing on the three
main elements which helped to create our brand identity: colour, visual/facial
imagery and shadowing, I will be showing and discussing examples of where
these appear in our teaser.
 Double click to watch our teaser.
Facial Imagery:
Within our teaser trailer we used a mixture of facial imagery of our main
character. Whether this was side or front profile view, we showed him
throughout our teaser in a mysterious way. I believe this was effective in
order to stimulate the idea of their being mystery behind our main
character. We never kept the clips to long when showing our main
character. This is because we only wanted to hint his characteristics to
the audience so they could start to ponder on the different traits of his
character. Showing the main character throughout the film’s teaser
trailer is vital in order to establish who the main feature of the film is. I
believe we have done this successfully, as in ‘Warm Bodies’ the main
character is also shown throughout.
Warm Bodies Facial Imagery:

12. Comparing Real Media to Our Media Products
Use of Shadows:
Use of Colour:
Just as in ‘Warm Bodies’ for our trailer and
promotional products we chose to use three main
colours which were used throughout. This not
only link our products together, but created
memorable visuals for the audience to remember.
Our main colour palette included red, black and
grey. Red being the key colour, represented the
idea of the devil and death. We even incorporated
the colour scheme into our ident (shown above), in
order carry the colour scheme through the entire
teaser. This made our teaser effective in
suggesting our brand identity, as use of particular
colours influenced the ideas and motives behind
the film idea. This can be compared to the chosen
colour scheme in ‘Warm Bodies’. There main
colours were red, white and black. However, their
use of the colour red represented romance instead
of death like our film.
Another element of our brand identity and image,
which we kept across our promotional products, was
the use of shadows. In our teaser trailer these were
particularly prominent in order to disguise the main
characters face, and create mystery behind who are
character really was. This helped to make our teaser
trailer a successful product by suggest the idea of there
being more to our main character than it seems. This
can be comparable to the ‘Warm Bodies’ teaser in the
way they use blue toned lighting to emphasise the idea
of the dead characters within the movie. Its
implications are subtle but link successfully into the
main character of the film.

13. Magazine Cover
Teaser Trailer
Film Poster
The Combination of Our Media Products
Overall, how effective is the combination of our main product and ancillary texts?
I believe overall our products were very successful, both individual and in combination. Each product carried the
same ideas, and reflected themes and genre throughout in similar ways. I would say they main three reoccurring
themes in the three separate products were use of shadows, facial imagery and a specific colour palette of red, black
and grey. Although the magazine slightly swayed away from the specific colour palette, it did incorporate our main
colour of red. I definitely believe the products link to each other effectively, and are clearly connected. I do believe
the teaser trailer is the leading and most successful part of our promotional package, however both the magazine
cover and poster effectively connect to the teaser and promote our brand identity as a whole.