3. Newspaper Advertisement:
Dominating images
relating to shows
Fire border links
semantically to
channel
Mantra of channel
represented under
logo
Ignite logo
represented as
dominating
Name of shows
depicted largely in
white
Social networking
links shown
underneath logo
and mantra
Launch date of channel
represented in large,
white typeface
Borders separate
each show in
advert
4. Analysis
This is the newspaper advertisement that we have completed for the launch of the Ignite channel. The design is slightly
unconventional, alike the double page spread in the sense that the logo is not placed at the top of the page and it
instead features within the middle of the advertisement. The dynamic design of this allows the audience to see the
Ignite brand as exciting, and thus they will be drawn towards the innovative aspects of the channel. The advertisement
itself starts with a large image from the reality television show ‘#CorbyLife’, with this being a dominating image that is
used in order to appear as inviting for the audience and this will draw them towards the programming on offer. This
image stands out prevalently within the page and this is because we wish to entice the audience towards this show,
hence why it is so concurrent. At the bottom right of this image that advertises the show is a small black border that
states information, in a white typeface, about the name of the show – as it states ‘#CorbyLife’. This is used because the
border sections allow the image to still be entirely visible, though the contrast between the black and white colours
allow the text to be easy to see also. Furthermore, the white colour contrasting with the rest of the black within the
advertisement is prevalent within all of the products that we have created and this is because we wanted to create the
consistency for our brand identity. The text of the titles within the page is a sans serif text that has been used within
other products and this not only creates further consistency and identity for the Ignite brand – but it also conveys a
dynamic sense for the younger psychographic audience that we have targeted with our cohesive marketing campaign.
The logo is the largest aspect within the media, and this has been a factor across all of our products that that the
audience can become synonymous with the Ignite brand. The logo is placed underneath the border for the top image
and this is because it means that the spacing is maximised within the advertisement and this makes the Ignite brand
appear as high quality towards the audience. The size of the logo means that the audience can see all of our brand
without any potential issues. Moreover, the slogan of the brand is represented underneath the logo and this has been a
consistent factor across all of the products, because it means that the brand identity is emphasised towards the
audience, in order to allow them the opportunity to become engaged with what Ignite are offering. Moreover, there is
a combination between the red, yellow and orange colours because this signifies a link to the name of the brand itself,
thus creating an exciting sense about the channel because these are all ‘hot’ colours that stand out upon the black
background.
5. Further analysis:
Underneath the logo and slogan of Ignite, the date of the channel launch is depicted, and this is done in
the white typography because of the fact that, yet again, it contrasts with the dark black colour of the
background. This makes the information stand out on the page and the audience are instantly drawn
toward the date of the channel launch, which is the overall purpose of the marketing campaign,
meaning that it was of intrinsic importance to highlight this information as being vital to the discourse
of the advertisement. In terms of the language used, the date ‘19’ is in a bolder font in comparison to
the rest of the newspaper advert, and this was simply for the purpose to make the advert appear as
visually pleasing – and to just make this important information stand out as much as possible within the
page.
The newspaper adverts contains a fire border that relates to the entire Ignite brand and hence connotes
our slogan of ‘setting your passion for television alight’. The fire background is consistent with the other
products that we have made and this creates consistency across all of the Ignite brand, which indicates
a cohesive marketing campaign by the company as we launch the channel successfully. The fire
background not only relates to the word ‘Ignite’ itself, but it also provides the associations for exciting,
‘hot’ television that the audience needs to watch and our entire brand focuses upon this identity –
which is why it is so replete within our brand and our products. By using these fire elements, it not only
stands out on the page and will make the audience want to look at the information about the channel –
but it will also mean that they will start to become synonymous with the brand and the fact that our
identity is clear is a very effective and professional marketing campaign that will make Ignite extremely
recognisable.
6. Further analysis:
Underneath the logo are the social networking links that allow the audience to
become engaged with the Ignite brand, because they can use web 2.0 in order to gain
a further interpretation about the brand. The inclusion of these links shows yet
another focus upon combining the traditional methods of marketing with new media
technology, as we use a paper-based form of advertisement to further promote the
web 2.0 features – thus indicating the synergy within the company’s cohesive
marketing campaign. By including these links, and therefore promoting web 2.0, it
encourages the audience to become active within the brand, which is of paramount
importance for the Ignite brand – as our target audience are a younger psychographic
that have strong capabilities of using new media technology. We are able to give the
audience more information about the entire brand and we allow them the chance to
become involved with the brand, due to the prevalence of synergy within this product
– and also within our entire marketing campaign. Our target audience are able to use
web 2.0 and they are concurrent users of social networking, hence why we have
decided to include it within our entire campaign. In terms of psychographic audiences,
the mainstream and explorer categories are aimed at primarily with the addition of
these links because of the fact that they are able to seek a sense of individualism
through opinions, meaning that the audience are able to interpret the information
about the brand in their own way – and can become involved within a technological
word-of-mouth with aspects like the Twitter hashtag.
7. Final analysis:
After the social networking links are shown on the advert, the other
two images from the other flagship shows of the brand are depicted.
These are set in the same format with the black border and white
typeface, because this is consistent with our brand identity and this is
the way that we have presented the top of this newspaper
advertisement. These images convey the names of the shows in the
exact same ways, with the black border and white typography
purposefully contrasting yet again to make the programmes stand out
– and they also appear as dynamic and interesting for the audience, so
that they will be enticed the watch them. Moreover, one of the titles is
at the top of the image, whereas the other is at the bottom, and this
was simply a design decision to make the product appear as visually
pleasing and innovative, as this will interest the audience, because it
shows a clear distinction between the two shows that have been
represented within the product.
8. Theoretical Analysis:
The newspaper advertisement adheres to Daniel Chandler’s genre theory. This theory states that genres
tend to be based on the notion that they constitute particular conventions of content. Thus, as a result
of the fact that we have depicted a range of shows due to the images and also the textual content
within the newspaper advertisement, we have highlighted the primary genres that will be concurrent
within the Ignite brand – and have followed this genre theory.
We also have followed the uses and gratifications theory in the sense that we are providing audience
pleasure through the medium of a newspaper advert, as we give them the chance to find out more
information about the brand. This is why we have followed the typical conventions of a newspaper
advertisement, merely as a result of the fact that we wished to follow the uses and gratifications theory
as the audience will have a clear indication of what our product aims to do.
The newspaper advertisement follows Deborah Knight’s theory as we believe that we have connoted
the genres that will satisfy the audiences and will hence make them want to watch our programming on
offer. By stating information about the shows and giving a succinct synopsis about what they contain,
we are able to elicit a response from the audience about which genres they prefer – because this allows
them to make a clear choice of the types of shows that they wish to watch all as a result of the
presentation of genre. Furthermore, we follow Freytag’s dramatic structure theory in the sense that we
provide only small aspects of information about the programming – without giving a definitive ending
aspect – meaning that by leaving the information on a cliffhanger without denouement, the audience
will have to watch our shows in order to find out what happens. This is especially prevalent within the
image from the soap opera, because the character’s face appears as slightly mischievous and villainous,
which allows the audience to interpret the fact that there is a sense of disequilibrium, though they have
to watch the show in order to find out why.
9. Theoretical Analysis:
We have conveyed Propp’s character types with the image of the female character
within the soap opera show ‘Oakley Vale’. We provide a close up shot of this character
with the facial expression appearing as clandestine, because this means that the
character has a structure within the media that they belong to. A villain is thus
represented through the use of this image, and we believe that this follows Propp’s
character type of a villain, with this keeping the audience interested and engaged
because they will wish to find out the purpose for this character.
The newspaper advertisement involves hermeneutic code theory, with Roland Barthes
giving the concept of building audience interest and making them anticipate what will
come next. We have given information about the events within a television
programme but do not reveal the overall endings and denouement. The purpose of
this is to attract the audience towards what actually happens in the shows – so that
they will watch them. Furthermore, the inclusion of web 2.0 within our newspaper
advertisement allows the audience to use Barthes’ theory because of the fact that we
can leave our synopsis without a climax, so the audience can use the social networking
aspects and web 2.0 in order to become an active audience and they can become
engaged with all of the shows as they seek to find out what happens in the
programmes.
10. Theoretical Analysis:
We use mediation within our newspaper advert, because of the fact that we have emphasised our
entire brand in order to draw the audience towards watching it on the launch date. With our use of a
dynamic design, we appear as unique and interesting towards the audience and this is vital for an
audience that is materialistic, because they will seek fundamental importance from image, and thus the
brand is hyperbolised for the purpose of giving significant recognition to the quality of Ignite. We have
used selection yet again, because of the fact that we have depicted the three flagship shows for the
brand, and by conveying the main shows of the channel, it means that the audience are able to see the
best aspects of the cohesive marketing campaign from the brand.
The mediation theory applies fundamentally within the newspaper advertisement because of the fact
that we are also using focusing – which is alike selection in the sense that we wish to draw the audience
towards the most vital and best parts of our channel. This involves our presentation of the brand
identity, with this concurrent not only within our newspaper advertisement, but within our other
products, as this is a focal point for advertising as we needed to make the brand synonymous and
instantly recognisable for the audience to remember.
We have used stereotypes within this product yet again, because of the fact that they were vital for our
presentation of the brand identity – which has been kept consistent across the entire marketing
campaign. We have wished to aim our products towards both a male and a female audience, thus
meaning that have thought about stereotypes in terms of the colours used within the advert. The
orange, red and yellow colours do not aim specifically towards either gender and therefore we have
managed to be neutral, whilst still using hot colours that are vibrant within all of the forms of discourse
that we have used.
11. Theoretical Analysis:
The improved access to new media technology means that we
had to incorporate it into our advertising, because of the fact
that there is a paramount emphasis upon our target audience
using web 2.0 in order to become an active audience and thus
engaged with the Ignite brand. All of the products are
integrated into each other for consistency, and also because of
the fact that it gives a plethora of opportunities to the
audience, meaning that we have been able to represent our
brand with the use of postmodern technology. Thus, we have
been in control of what we present to the audience in terms
of information, as we have used postmodernism alongside
mediation – meaning that we give all of the vital information –
but not the information that we have not seemed as
necessary.
