Textual

Analysis By Amber Bush

Sponsorships brands

Rimmel

Barry M

Maybelline

Areas for analysing

Narrative

Location

Composition

Sound

Font

Text

Sponsorship Sequences

Rimmel London Colour Rush for Made in

Chelsea

http://www.theppc.com/departments/br

ands/rimmel-sponsors-made-in-chelsea-

season-7/15-colour-rush

Narrative

Throughout this sponsorship, we are heavily

shown depictions of London’s tube line map.

Places such as Knighsbridge is shown to the

audience which is a very attractive and well-

known place in London. The audience will

make links between this and the brand which in

theory will enhance their opinion on the brand.

The tube line runs through the heart of London,

visually the make up replaces the map,

therefore Rimmel is the heart of London.

Location In this sponsorship sequence there is no geographical location and is studio filmed. Graphics are used to make reference to location, tube line maps, the British flag and soldiers marching in the iconic uniform. This relates the brand Rimmel London and the actual place together. To incorporate the product of Colour Rush lip gloss the traditional colours of the flag has been replaced with pink, blue and yellow. The link with Made in Chelsea adds to the British value of this product, the people shown in this programme are wealthy, well-spoken, respected and classy. These views are reflected in the brand itself.

Composition This has taken up a montage style of editing, to begin the product itself is shown, we are then moved on to images of a model applying and then wearing the product with other graphics relating to the location of London as this is a big selling point for the brand, this then finishes with the product being shown again. Throughout the studio shots there are motion images of ‘x’ representing kisses. Different angles are used when shooting and shapes such as circles and squares create interest in the sponsorship which keeps the audience visually entertained and keeps their attention for the short time it is on.

Sound

From the start there is an upbeat sound track, a

young woman does the voice over. What she is

saying corresponds with the visuals seen, for

example when ‘pops with colour’ is said we are

shown a close up of bright coloured red lips and

when ‘destination’ is said when the tube line

map is shown. She reinforces the name of the

brand, the product and the show it is sponsoring

and also not forgetting the slogan which

accompanies this, ‘get the London look’.

Font The font used is the recognisable Rimmel branding with the crown shown above the R which relates instantly to London and our monarchy. The size of the font is not overbearing and in the audiences face but is understandable, it is spaced out and very clear this gets the message across quickly and efficiently. The font is in red which infers excitement and love which keeps the young vibe and also is an iconic colour in London, for example, the red buses, the guards uniform and he Union Jack. Also red infers power, this can be in relation to both the location and the product, trying to give the impression of higher status.

Text

The text is very simple, and the basic text on

the product itself is shown, along with the

places on Rimmel’s depiction of the tube

line map. Finally we see the brand’s name

along with the programme it is sponsoring

which is Made in Chelsea.

Sponsorship Sequences

Barry M for 4Music Sundays

http://www.nicksneath.com/DirectorVFX/

Director-

1/15166968_ZKcRCh/1583445086_n3Sz5cc

#!i=1802329093&k=hN6sjKz

Here there are three sponsorship

sequences together.

Narrative In the various sponsorships shown, the make-up is heavily linked to the music and the products are shown moving backwards and forwards to the beat of the music. There is lots of emphasis on colour, graphics and animation. This gives a sense of perfection to the audience which is suggested to be achieved using Barry M’s products. This is targeted at a young audience of women taking in to account, the colours, the models, the graphics, the sound and music and also the channel they are sponsoring.

Location

This sponsorship is based in a studio and is

highly animated so there is no real sense of

location. However the product is shown

around musical instruments and equipment,

for example music speakers. This relates to

the channel they are sponsoring which is

4Music.

Composition

This is montage editing, and has been put together to create a glossy and smooth finish. Images of the product are shown at the start of each sponsorship, these are shown to be moving around in time with the music. After this at least 10 different photos are shown of a model wearing this make up, in each picture is it in a slightly different ways, in terms of colour. In each sponsorship a different model is used.

Sound Music is one of the main attributes, as the Barry M is sponsoring 4music. From the start the same music is playing but slightly differs in each sponsorship, the music is very light-hearted and slightly playful. The voiceover is a young woman who says “make everyday beautiful” this is a very simple phrase but will catch the attention of many young people as to be ‘beautiful’ is highly valued in the younger generation. The voiceover also states the brand and the channel they are sponsoring “4Music Sundays sponsored by Barry M”.

Font The logo of 4music if used and the use of colour is still carried on through. The pinks purples, and whites attracts a young audience. Also the colourscorrespond with what is happening on the screen and the font is turning the same colours. The font at the start is very small but is enters and disappears from the left had side on the screen so is noticeable, and is done in an animated way. Towards the end of the sponsorship the font is all over the screen, this is very big and in the audiences face, unlike the other sponsorships I have looked at. This reinforces the brand and the channel.

Text

The text is very simple and has no

complexity which makes this a very easy

sponsorship to watch. The audience are

given hardly no information through the

text, only the brand name, who they are

sponsoring and the text which is on the

product. “4Music Sundays sponsored by

Barry M” and on the product “liquid eyeliner

by Barry M”.

Sponsorship Sequences

Maybelline for Gossip Girl

http://www.thedrum.com/news/2011/10/

20/maybelline-ident-gossip-girl-created-

mccann-london

Narrative This sponsorship again relies on location to tell its narrative. The link between New York and Gossip Girl creates excitement, employs a modern vibe and incorporates fashion and trends. The fast paced graphics and visuals show glamorous young women in New York, who are seen to be the center of attention. The story is aimed at the younger generation of women, and how capturing peoples attention is possible even in a place like New York. This is shown by the shot of the woman standing in the middle of the road and the group of photographers. The underlining story is that Maybelline’s products will get you noticed no matter who or where you are, and is bringing the glamour if the catwalk to the ‘sidewalk’.

Location This sponsorship again, relies on a location to sell their product. For Maybelline they use New York. This is a very high profile place were ‘everything’ happens. Iconic views are shown of New York such as the yellow taxi’s, zebra crossings, and the tall buildings. In a place as busy as this its hard to be noticed but the women are shown to have all the attention on them for example, the paparazzi and the woman standing on the zebra crossing has all the cars waiting for her. The programme they sponsor is Gossip Girl which is very popular in America and is well known for glamorous, beautiful and fashionable girls.

Composition

This is a montage style of editing, it is heavily

edited with graphics, and the use of transitions

to move images on and off the screen. Images

of black and white contrasts with the coloured

images, these show the difference between the

catwalk and reality of the ‘sidewalk’ but the

same look is seen to be achievable. Different

shapes and colours represent the make up and

trends, the style of montage helps to create the

urban vibe.

Sound The music is a heavier beat compared to the first Rimmel sponsorship, it is more electronic beat which creates a dramatic and serious feel. The woman who does the voice over is a young woman, she first introduces the programmethey are sponsoring which is Gossip Girl. The woman says ‘bringing catwalk glam to the sidewalk’ this matches the visuals. However the usual slogan heard with this make-up brand is not used and it is replaced with a young American girl saying ‘totally’, this relates the brand more with the programme.

Font

The font used is the recognisable logo of

the brand, this is all shown in capital letters

to give importance to the brand. However,

the size is understandable and not too big.

Text

The only text shown in the sponsorship is the

brand name ‘Maybelline New York’. This is

positioned across the center of the bottom

of the screen, which allows the audience to

still see the background picture and see the

text, this helps them make a link between

the picture and the brand name.

Web Pop-Ups

Pop beauty

Sleek

Urban decay

Please note that these web pop-ups, are

from the brands own website. This was the

only way I could get web pop-ups that

related to my product.

Areas for analysing

Colour scheme

Layout

Rule of thirds

Image text and font

Pop Beauty

Colour Scheme

The colour scheme is fairly simple,

using a range of pinks and whites. This

attracts a more feminine audience, of

16-24 more than 34 plus. This relates

the brands name ‘pop’ and the idea

of colour together. A variety of

colours of products are show on the

web pop-up which gives the

audience wide range of choice.

Layout

The layout is set out into four compartments. We have the top ¾ introducing one product, this could be perhaps they’re most popular product, for example. The bottom left and middle compartments is for a different products, and the bottom right corner is again of the product on the top half. If the audience was to click on these, it would take them further into buying that product.

Rule of Thirds

The bottom of the web pop-up is split into

three parts, for different products. The top

of the web pop-up which takes up ¾ of it, is

the main attraction and is what the

audience see’s first.

Image text and font

The text uses words such as ‘perfect’ and

‘shine’ to show its product in a positive way,

also the simple ‘shop now’ gives the

consumers a clear indication of where to

go and by clicking on this shows they’re

intentions. The font colours are blacks and

pinks, this is soft and inviting which is aiming

for younger people.

Sleek

Colour scheme

In terms of colour this is split into two

halves. The product of an eye shadow

and cheek palette is emphasised on

the left half with the graduated colours

of purple, pink and black. The right half

is a plain white background, which

simply shows a picture of the product.

The range of colours is visible and

corresponds with the rest of the colour

scheme on this web pop-up.

Layout

The layout is split into two halves, the first half, details what the product is with a brief description and a link for the consumer to click on. The other half shows the product, so the consumer can make an instant connection between the words on the left of the screen with the image on the right of the screen.

Rule of thirds

In this the image looks as if it takes up more of the web pop-up, this draws more attraction to it, this is placed on the right and middle. The writing is placed on the left, with the writing starting at the top and finishes around ¾ down. This keeps the flow as the consumer can read the information given to them and see the image on the right clearly and effectively.

Image text and font The text states what the product is, which gets straight to the point. The description given underneath suggests that the consumer needs this product by using the word ‘essentials’ and creates simplicity by stating that the consumer can get this ‘in one chic compact’. The use of ‘discover now’ as a link, is more interesting from an audiences point of view instead of ‘shop now’ as seen in the previous web pop-up. The colours used for the font are pinks and whites, which connect to a younger audience.

Urban Decay

Colour scheme

The colours used in this web pop-up

are much more reserved compared

to the other examples. In the image

dark and rich colours of blacks, reds

and purples are used. This is

contrasted with the white

background of the other half of the

web pop-up, with black text, the

colour scheme is also used with the

purple ‘sign up’ box.

Layout

This is spilt into to halves, the same as the previous web pop-up. However this slightly differs as the image is of a model with make up on, and is on the left of the screen, the text is shown on the right of the screen. There is much more text on this web pop-up and details what the want the consumer to do along with additional information.

Rule of thirds

The image is on the left and

therefore is what the consumer

is forced to see first. This is

followed by the text of the right

of the screen, which goes

down the whole length of the

web pop-up. There is nothing

directly centre of the screen

and is split clearly onto two

sides.

Image text and font The text is a lot more detailed and gives more information to the consumer, this is due to the different purpose of the web pop-up. The purpose of the previous two web pop-ups was to get the consumer to start purchasing the product directly, this one wants the consumer to sign up for emails in order to find out about new products and therefore the brand can keep advertising their products to the consumer on a regular basis. The repetitiveness of ‘sign up’ reinforces the idea into the consumers mind in order to make them do this.