This document analyzes soap opera advertisement posters and identifies conventions used. It summarizes three posters: 1) Uses a grainy effect on an image to make a character appear dead, fitting the storyline. 2) Includes the institutional logo to advertise the channel and maintain brand identity. 3) Has an effective tagline that links directly to the visuals. The document concludes that it will repeat conventions from each poster in its own advertisement poster, specifically the grainy image effect, institutional logo, and impactful tagline.

1. Soap Opera Genre –
Ancillary Product
Analysis
Name: Abigail Ronald
Candidate Number: 2121
Center Name: St. Andrew’s Catholic School
Center Number: 64135
OCR Media Studies – A2 Level
Unit G324: Advanced Portfolio

2. Tagline – The font style is very basic,
which makes a statement on the poster, the
tagline reveals very little about the upcoming
storyline, just stating that an event will cause a
change within the soap, ‘Forever’. The faded
editing used at the end of each line of the
tagline could represent the characters life
slowly fading away. As it faded into the
darkness this could suggest that her death is
dark and gruesome, this will intrigue the
viewer as they will want to know what
happens to Lucy and why it will effect the soap
so dramatically.
Image – The main image within this poster is
of the character ‘Lucy’, the image is edited and
manipulated so that she has a red/grainy tint over
her face/body. This editing makes the character
look haunted, and also dead, this is effective
because this is a poster advertising the storyline
which entails her murder. The mid-close up shot of
‘Lucy’ looking over her shoulder connotes fear and
terror.
Synergy with social media – By adding in
the hashtag ‘EastEnders’ the producers are creating direct
links with the young adult viewers whom tend to be the
main age group than use social media.
Institution Logo – By placing the logo of the
channel that the soap advertised is going to be aired,
the producers of ‘EastEnders’ are placing Brand
Identity on to the poster discretely. This is also useful
because it allows people to know where they can
watch the soap if they didn’t know already.
Features that are missing from
this poster include point of call
information. This is an
extremely important element
as it allows the audience to
know when the soap is being
shown.

3. Image – This main image shows 5
characters from ‘Hollyoaks’ being engulfed
in flames with either suspicious or pained
facial expressions. The colors of the fire
connote danger which could suggest that
these characters are going to
hurt/betrayed in the advertised upcoming
episodes. All the characters appear to be
in the nude which could suggest that all
secrets are revealed which leaves them all
bare, stripped of their dignity.
Institution Logo – Like the ‘EastEnders’ logo,
this institution has placed theirs on their poster
aswell in order to keep the brand identity and let
people know where their soap is shown.
Tagline – Through the use of language
such as ‘Forever’ the poster is suggesting that
the changes that are going to occur in the
next week will mean that the soap ‘Hollyoaks’
will be hindered permanently. This could
suggest that the characters presented on the
poster are key figures so if they were to
die/leave the soap there would be
unchangeable damage left.
Even though this poster succeeds in promoting the soap opera, conventions they're lacking in include
references to social media, which is a key element which should appear on an advertising front cover so
potential audiences can discuss the show and create viral marketing.

4. Student Exemplar Work – Textual Analysis
Image – this image is of two love
hearts featuring two characters from the
soap ‘The Avenue’. Due to the fact that
the balloons are heart shaped it may
symbolize how the poster may be
suggesting that there may be an upcoming
love affair or something similar.
Institution Logo – Like
the previous posters, the logo is
used to promote what channel
the soap will be available on.
Brand Identity – This
poster also entails the name of
the soap, as this is a ‘Brand New
Soap’ this is effective as it will
create brand identity so people
will remember the soaps logo.
Tagline – the language used in this
tagline is very effective, the use of the
word ‘burst’ connotes anger, but is also
ironic as in the poster there are balloons
which someone is about to ‘burst’.
Day/Time – This is
also placed on the poster to
notify viewers when the
new soap will be aired,
followed by what time.
Social Media
Links– By including
social media links, it means
that potential viewers can
visit the soaps social media
pages to get more
information if they want it.

5. Conclusion
• To conclude, across all three of the advertisement posters I have analyzed,
there are conventions from all I wish to repeat (Steve Neale).
• Poster One – a convention from this poster I wish to ‘repeat’ from this
poster is the effects on the main image. The use of this grainy, washed out
effect on the image makes the character appear dead, which is relevant
for the poster I will be creating a poster for. another convention I wish to
‘repeat’ is the spotlight effect on the image, as this highlights the
importance of the character.
• Poster Two – one convention I will be ‘repeating’ from this poster is the
use of the institutional logo within the poster. I will be ‘repeating’ this
convention in order to advertise the channel the soap opera will be aired
on, as well as keep the brand identity evident.
• Poster Three (Student Exemplar) – the convention I wish to ‘repeat’ from
this poster is the use of an effective tagline. The language used in this
tagline links directly with what's being displayed within the poster, this is
very effective as it furthermore connotes the key storyline which will be
apparent in my poster.