Question 2) How effective is the combination of your

main products and ancillary texts?

Sarah Turner.

What is a brand? A brand is different from a product, for

example coffee is the product and the different brands would be ‘Kenco’ and ‘Nescafe’

The need for brands came from the age of mass production, as a costumers had so much choice each different product needed a different ‘personality’ so that the costumers would buy their product and not any other one.

So why do brands work? Brands work because they offer us

some kind of guarantee, a set of values that we associate with the brand image.

They also work because they turn a product into something special and something that is different from the rest and stands out.

‘’Advertising today is not merely about selling products, it’s about selling a brand, a dream, a message.’’ – Katharine Viner.

Why is branding important to the music industry?

It’s important to the industry because the audiences of a certain band or artist can relate to them by this. It is essential that the artist creates a brand image so all different products relate to each other.

There are three different products that an artist should use for their brand image, these are;

- Constant font and colour for their logo which has the correct connotation for the artist.

- A constant image, which the audience can associate with the artist.

- A constant theme or campaign which would be used throughout all their products.

Our brand image. The brand image given to our artist was; - Quirky- Cute - Unique

- This brand image was shown through the use of mise en scene, costumes and locations.

-We looked at ‘Florence and the Machine’ and we wanted to have a unique and quirky mixed with ‘Eliza Doolittle’ to have a cute edge to her.

Brand Image Florence and the Machine was our most

focused on artist. We looked at her music videos and her CD covers.

Her brand image is quirky and unique which was the same as ours. We wanted our artist to have the same qualities as her.

- Her CD cover for ‘Lungs’ is very focused on the artist and, although very artistic it’s a plain cover.

We wanted our CD cover to be like this so we had the cover based on out artist with a very plain background. Our writing is very similar also.

Our main inspiration for our video was Marina and the Diamonds - I am not a robot as this is were we got our ideas for close ups, and the medium shot of her swaying her hair.

From these we also got the inspiration for our ‘lip shots’ and shots where the artist looks as if she could be

naked.

Brand Image – Mise en scene.

Mise en scene played a big part in out video as we wanted a lot of her brand image to be shown through

this. The masks, used as the ‘villains’ in the music video,

played the biggest part as they separated the three different characters and added an element of fun to

the video too.

The two main animals were the badger and the fox but with the owl in some shots.

Brand Image –Mise en scene Another element of our mise en scene

to match our brand image is the cakes used.

The other ones were just plain pink ones, that give a continues flow of colour through the video.

We had two different types, the first ones spelt the words ‘eat me’ this gave a unique twist in the video and added an element of creepiness to it too.

Brand image – Locations. The main location was a circle wood area in a park

near us. The circle represented isolation and that, the protagonist could get away from.

The other locations were the long wood area in the same park, this give the artist somewhere to run and to get the ‘chase’ effect shown in the video.

Brand Image – Costumes. The costumes played a big part in

creating the perfect brand image, as the artist wore dresses in all the shots. This was a plain

white dress with tights. This creates a consistent flow and the audience can recognise the protagonist.

The make up used was fairly simple and natural with no bright make up on apart from the pink lips.

Ancillary texts. For our ancillary texts we had to create 2 panels, a front

and back cover and two released posters advertising the new album.

4 Panels:- For our four panels we wanted to use the same theme throughout, this was all based around the mise en scene of the animal masks and the woods. The artist is also included in two of the panels which keeps the consistency.

Ancillary texts:Back Cover:- For our back cover we used a simple picture of a red bow.

This links with our main task as in the video you will say ribbons hanging from trees and in her hair.

- Linking everything together was important to us as we wanted to keep up the consistency throughout all the different pieces.

Ancillary texts: Front Cover:

- For our front cover we kept it, like the back cover, simple but also a little different to front covers researched.

- The consistency is still there with the front cover as the artist is wearing the same dress as worn in the video.

- The text used is also similar to the back cover and the panel font which links them altogether.

Ancillary texts: Released Posters:- Our released posters both include the artist

from our video. This helps the audience recognise the artist and her new albums.

- The writing used in these posters is the same as used in the front and back cover and the 4 panels.

- The first released poster was done on location and it holds the ‘tea party’ theme and you can see this with the bunting, the ribbon and the masks in the back ground. The location of the photo is also the same as used to shoot some of our video and so it all ties together well.

- The second poster was done in a studio and the theme of this one is the animal the artist turns into in the video so again it ties with the video.

- Both posters have a small picture of the album cover on to show exactly what they are promoting.

- In conclusion, the combination of our main products and ancillary texts where effective of showing our brand image as we kept the image of the artist the same in every shot and even in our posters and panels.

- As well as this, the mise en scene used in our main products was also used again in our ancillary texts and it always kept the consitency I wanted to keep throughout the whole project.

- However, there were some parts that were not as effective, for example the panels weren’t as creative as I would of liked. As the main video used many way to show our creativity the ancillary texts seemed to lack of this.

- Apart from this, everything else seemed to work well together and I was happy with the end product of all ancillary texts and the main product.