1. HOW EFFECTIVE IS THE COMBINATION OF YOUR MAIN PRODUCT AND ANCILLARY TASKS? Jayne Summers

4. EXAMPLES OF BRANDING “ Advertising today is not merely about selling products; it is about selling a brand, a dream, a message.” - Katharine Viner. Although the Cadburys advert has minimal relevance to the actual product, it still conveys the brand image. Because Cadburys is such an established company, they can produce adverts which do not contain the actual product but still trigger the emotional response the audience link to the product, making them more likely to buy it. For Cadburys this is a brand image of joy and fun – “a glass and a half full of joy.” The brand image for Coca Cola is youth, fun and friendship. Again, the advert doesn’t seem particularly related to the product, (though more so than Cadburys), However, Coca Cola also humanise their product and allow people to relate to it in a more personal way, which encourages their target audience to buy the drink – in this case young people, who, as you can see, the advertisement targets. Cadburys continue their brand image with the colour purple for their products and their logo, which is ‘Cadbury’ in the familiar white swirl. Coke Cola also continue their brand image through their logo (company name) and colour scheme, particularly reds.

7. OUR BRAND IMAGE Quirky, Timeless, Unique Throughout our music video and album artwork, the colour scheme is red, black and white. Particularly the colour red stands out as being that which would be most associated with the artist, shown through mise-en-scene. Red clothing and accessories Red nail varnish Red high heels Red cape Red face paint and lipstick Red clothing Red track listing Red text and logo

8. OUR BRAND IMAGE Another way in which our video product and print products show a continuous brand image is the use of intertextuality, linking to fairytales. This is quite a unique idea, linking to the artists brand image. The video opens and closes with a fairytale like book. The main intertextuality is the use of the red cape from ‘Little Red Riding Hood’ and the presence of the unknown ‘wolf.’ When the protagonist looses her shoe in the forest we are referencing the fairytale ‘Cinderella,’ who also looses a shoe. The final intertextual reference is ‘Snow White’ at the end of the video with the bite of an apple and the protagonist dropping to the ground. When thinking about borders for the back of the album, we kept this fairytale theme in mind and think that the swirly pattern of the border we chose has a certain fairytale feel about it, linking back to the video. We also thought that that the name of the song ‘Big Black Horse and the Cherry Tree’ lent itself to a fairytale theme as it sounds mysterious and the lyrics are quite dark.

9. OUR BRAND IMAGE During the studio shoot, we used a spotlight so that the artist stood out against the black background and to create shadows and a slightly darker mood than low key lighting would. The front cover of the album has a vignette effect so that it also resembles a spotlight, linking to the music video.

10. OUR BRAND IMAGE The location we used for the narrative of our video was a small forest. For our album advertisement and thank you page we used shots taken on-location, rather than in the studio. This spreads the brand image across both the video and artwork, as the setting is directly relatable and someone who has seen the video would instantly recognise the poster. A number of location shots were also used in our montage panel, with the poses suggesting the artists quirky nature.

11. OUR BRAND IMAGE In the music video, our artist is wearing a blue dress, with a red cape and Doc Martins, (another ‘quirky’ aspect, as these items wouldn’t usually go together). She is wearing the same costume for the shots of her which appear on the album advertisement and the inside panel. (below) We also used the prop of a guitar for both on location shots and studio shots to link back to the fact that she is an acoustic rock artist.

12. OUR BRAND IMAGE The artists ‘timeless’ brand image comes largely from her makeup – red lips, with smoky eyes; which is reminiscent of the 1930s. This style is maintained both on the album cover and montage and the music video as you can see from the close up above. The artists logo (right) is simply her initials in a red font inside a black circle. The colour fits with the artists branding, as does the simple design and handwritten style. We used the logo in both our print and video products (left and below) by painting it on the artists face for the front cover and some montage shots, adding to her quirky branding style. We also used the logo at the beginning and end of our music video because it is on the front of the fairytale book. The logo is therefore the first and last thing you see and will therefore hopefully stick in peoples minds.