The document analyzes soap opera promotional posters for the shows EastEnders and Hollyoaks. For EastEnders, the tagline hints at upcoming dramatic events while mentioning the iconic setting of Walford. A lone character image does not reveal too much of the plot. Including social media tags engages audiences. For Hollyoaks, characters appear to be on fire, suggesting danger and heating up plotlines. The tagline emphasizes missing this series means missing future episodes. Both posters successfully use institution logos to establish brand identity and social media to drive interaction.

1. Soap Opera Genre –
Ancillary Product
Analysis
Name: Dan Sgarbini
Candidate Number: 2005
Center Name: St. Andrew’s Catholic School
Center Number: 64135
OCR Media Studies – A2 Level
Unit G324: Advanced Portfolio

2. Tagline- The tagline is effective at engaging the audience as it is hinting at the
upcoming events in the series. The use of punctuation acts as dramatic pauses to let
the content sink in. The verbal code of ‘Forever’ could connote how things will never
be the same again, which is a big statement for a Soap Opera. Walford is an iconic
place in the EastEnders show, so the inclusion of this in the poster could be an
incentive for the fans that are more involved in the show and for people who are new
to the Soap.
Image – The main image within this poster is very
simplistic, not giving a way too much of what is
going to happen. The use of the character could
hint at their involvement in the next series and the
London background could express the brand
identity of EastEnders even more.
Synergy with social media- Social Media has been successfully used within this poster
to generate ‘hype’ for the events the poster is promoting. By including a generic social
media hash tag, users are able to interact with each other and the producers to
discuss their views towards what has, and what is going to happen. This engages the
audiences and makes them more likely to carry on watching the series.
Institution Logo- The institution logo has
been successfully used to reinstate the BBC
brand identity, giving the audience the
security that this is the real brand.

3. Image – The image has been manipulated so the
characters look like they are on fire by changing
colours and applying smoke effects around the
characters.
This connotes how the events of Hollyoaks are
“Heating Up” and it could be potentially dangerous
for the characters. Alternatively, it could hint
towards the plot, where there may be a house on
fire or someone getting injured by fire.
Institution Logo- The
institution logo has been
successfully used to reinstate
the Channel 4 brand identity,
giving the audience the
security that this is the real
brand.
Tagline
The verbal code of ‘forever’
used in the tagline for Hollyoaks
is successfully used to highlight
the importance of the series,
imparting how if you miss this
series you are not going to be
able to follow future episodes.

4. Student Exemplar Work – Textual Analysis
Title- For a new Soap it is important that the name of the Soap
is visible on the page as it isn’t a previously established brand.
The bold, white title stretching the width of the page is
effective as it stands out and doesn't obstruct the characters.
Personally I would have had it smaller on the page as this might
make it look more professional.
Social Media- The inclusion of Social Media on the page is
effective as viewers are then able to interact with each other
and the producers of the Soap Opera outside of the programme
timings. The hash tag means this can be achieved on a wide
variety of platforms, giving the audience different ways to
interact with the content.
Institution- inclusion of the institution logo is effective as it
allows the reader to have a sense of security that the Soap
Opera has been professionally produced by a brand they are
familiar with.
Main Image- The main image is effective as the low opacity
flames in the background hint towards the “heat” of the events
in the series while also looking aesthetically pleasing. The
alignment of the character is also effective as they are all
looking directly at the camera intimidating the audience. Their
personalities have also coming across in these photos with the
three men and one woman looking like dominant males and
one woman looking more innocent.
Tagline- The tagine “It’s
time to turn up the heat”
coincides with the low
opacity fire effect in the
background hinting
towards the events of the
series metaphorically
‘heating up’. This is
additionally effective as it
coincides with their trailer
where they put everything
in an oven to be heated
up, therefore producing
the Soap ‘Walton Hill’.
Critical Praise- The use of
critical praise gives the
audience the security that
what they are about to
watch is of good quality
and it makes other
viewers more inclined to
watch it. The lack of 5 star
reviews is modest, which
shows that the Soap is
honest and understands
that it may not appeal
directly to everyone.

5. In my Soap Opera promotional poster I would ideally like to ‘repeat’ (Steve Neale) the use of
social media as this primarily gives the audiences a universal way of reacting with the content
and creates free advertising for the Soap Opera. Furthermore, I would also like to repeat the
subtle institution logo in the bottom left hand corner to give the audience the idea that this is
a professional Soap produced by a professional institution. I also like the idea of the inclusion
of fire as this does make the poster look more engaging and aesthetically pleasing. It is also
important that I include a tagline for the Soap as this hints towards the plot of the series and
gives the audience a clear idea of what they are about to consume. Moreover, the inclusion
of critical praise is effective as you are able to show that your content has been viewed and
appreciated by big name brands in the respective industry.
Conclusion