2. BRAND IDENTITY
One marketing technique we used in order to create an identity
for our production was through the use of social 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 gain intellectual
pleasures. It also connotes the fact that, through our
production, we will be focusing on one specific aspect of new
technology, as opposed to its affects on a large scale.
Therefore, our audience would gain more information.
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 balanced view on the topic, and is therefore seen as being
modern, new and urban.
However, having Graham Jones as the primary voice in the radio advert, it could be
argued, prevented the ‘cool and urban’ brand identity. This is because he is an older and
sophisticated man of the establishments, thus promoting ideologies of mainstream
hegemonic ideologies of trying to control the usage of technology among teenagers.
That said, as what he was saying was optimistic, this would challenge the fact that he
prevented the cool brand identity. It could also be argued that it was postmodern, as a
white, upper middle class male was speaking optimistically about the use of new
technology. this postmodernism would appeal to our target audience.
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.
6. MAIN POSITIVES
Poster and documentary had a strong brand identity, of being
cool, modern and urban, as well as challenging traditional
ideologies.
The poster would appeal to a mass market, due to its bold
nature, but the juxtapositions promoted in it would also
appeal to a sopisticated audience. For example, the close up
of the model connotes the control of the teenagers in regards
to their usageof technology. whereas the covering of the
eyes connotes disillusions and a lack of vision.
Our radio ad would still appeal to our target audience, just
not as part of the brand identity.
7. MAIN NEGATIVES
The lack of brand identity regarding the radio ad
The use of ‘undoubtedly’ in the radio ad, as it was forcing an
opinion on the target audience, when they would prefer to
have the freedom of drawing their own conclusions.
