Question 2

How effective is the combination of your main products and ancillary

texts?

What is a Brand?

• “Branding came about as a product of mass production. There was so much of a choice people needed image based differences to define brands, to give them personality. It makes people want to buy one more than the other.” – Niomi Klein.

• This statement shows how tough the competition is now, meaning brand images are essential and very much needed for a product to make it in the industry.

• For example due to having a strong brand image, a product such as ‘Flash’ would sell more than a similar cleaning product without a well known label such as a supermarkets own brand.

• A brand is used to familiarise the audience with the particular product.

• It is an image created to give a certain personality to a product, it can often cover a different range of products, e.g. Cleaning products.

In the sense of media products such as my

own, a brand image is usually the image an

artist is creating through costume,

personality, genre etc. For example, Nicki

Minaj’s brand image is quirky, cute, harajuku

and happy.

My brand image

• The brand image we aimed for was the typical conventions of the hip-hop/R’n’B genre. For example:- gold, glamorous, expensive lifestyle.

• We proceeded to use this in our ancillary task too, we did this to keep the brand image very obvious to make it stick into the audiences minds.

We used gold and bronze make-up to stick with the brand image of wealth and a glamorous lifestyle.

We used a strong facial pose to portray strength and independence, very typical of the hip-hop/R&B genre

We went for the typical font for the CD inserts. Again to portray a glamorous lifestyle.

We decided to have our artist filling all of the frame to show her dominance, we did this by giving her huge hair that fills the frame and draws attention to her facial expression.

• Keeping the same brand image throughout he project reflects the sound of the artist, forming a ‘brand essence’, this allows the audience to familiarise themselves with the product and decide beforehand if they will enjoy it.

• If there is a clear brand image the consumer will be more likely to purchase the media product due to the recognition towards it. E.g. Nike.

• The artists brand image we were aiming to come close to was Beyonce, J-Lo and Mariah Carey.

• The reason why we chose to base our brand image on these artists is due to their popularity. Also because they are all in the same genre of the song we chose to use and share a similar brand image.

• In our music video we constructed a sense of brand identity through the editing, mise-en-scene and cinematograpy.

• Through the editing we used an effect that created a silhouette, I was aiming for the same effect as on the Ipod adverts.

• I did this to make the music video ‘the same but different’ –Nick Lacey.

• Through the cinematography we created the brand image by using the typical camera angles and frame size.

• Most shots were close ups to create direct address, creating a relationship between the audience and artist.

• The other kinds of shots we used were long and medium shots, this was to establish the artists brand image and distance her from the audience, making them hope to see more of her.

• Through the mise-en-scene we created the brand image through the excessive make-up, fake tan and tight tiger print dress.

• We chose to use this costume and make-up to reflect the genre and the song.

• We proceeded to use these typical conventions through to our ancillary tasks. (mainly the excessive make-up and tight dress.)

Tight dress with large print

Strong facial expressions

Excessive make-up

Gold shiny background

Confident pose