2. BRAND IDENTITY
One marketing techigque we used in order to create an
identity for our production was through the use of sicoal
media, or below the line marketing. Not only would this
appeal to our secondary audience of digital natives, but it
would also appeal to the largest growing demographic in the
social media industry, which is 35-45 year olds, many of
which would be part of our target audience. The font used in
the Facebook and Twitter sites is the same as used in the
poster and the opening sequence of the documentary. The
simple font and one word ‘WIRED’ would appeal to the target
audience, as it does not give away too much of the product,
allowing the audience to use their intellectual pleasures.
3. Throughout all three products, we aimed to promote an
identity of the production being cool, urban and stylish. We
believed that this almost relaxed and neutral approach on a
fairly serious topic would appeal to our target audience, as
they would be allowed to use their intellectual pleasures to
make their own decisions on the matter. I believe that we
achieved this identity, firstly through the poster.
The vibrant, modern and bold nature of the poste, as well as
the high-key lighting, connoted that new technology can
have positive impacts on the cognition of teenagers. This
was contrasted by the mise-en-scene of the model having his
eyes covered by the logos of technological devices, as well
as social media logos. This juxtaposition of ideologies
highlights a ballanced view on the topic, and is therfore seen
as being modern, new and urban.
4. Secondly, the documentary itself also promoted the identity we
were aiming to promote. The use of the montage shots of the public
highlighted how new technology can effect almost everyone, but
not necessarily in a bad way. We also aimed to challenge traditional
hegemonic and markist ideologies through the interview with
Graham Jones, as he would usually be seen as a hegemonic figure,
although he actually talked very optimistically about the use of new
technology. That said, the fact that it was a man of the
establishment stating his opinion still resembles hegemonic
ideologies.
(Think of other examples and get screenshot of montage shots)
5. It could be argued that the identity of being cool, modern
and urban was also gained and promoted through the radio
advert. The Foley sound effect of the keyboard being typed
on, bedded with the acoustic score made for a fluid
background score for the radio advert. However, in hindsight,
I believe using a younger sounding Voice of Authority would
have been a more efficient and effective way of achieving the
identity of being cool and modern.
