Task 3C (mind map)

Orange: (My Section)

Blue: (Kenny)

Green:(Jordan)

Red: (Eunice)

Black: (Ugo)

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Task 3B

Theme

The theme of the idents is moving image. Each ident includes the logo and reflects the genre of the film that the viewer is about to watch. This is done by using a typical location and prop that a particular genre would use. For example, the location used in this ident above, is a location that one would typically see in a thriller movie. Not only does this ident reflect the genre of film that the audience is about to watch, it also reflects the content and theme of the actual channel (Brand identity). The ident is moving as if it is a strip of celluloid film. Celluloid film is widely recognised as a symbol or iconography for the film industry and films in general. Therefore, having a ident move in such a way, only reinforces the idea that this channel's identity is about films.  

 How/why the theme appeals to the viewers



The theme of the idents appeal to the viewers because Film 4 is a channel that is aimed at 18-35 year olds.The channel content mainly consists of  films. As I have mentioned before, the suite of idents are cinematic and they have decided to reinvent the celluloid film strip and use it in a way that tells a mini story. These idents make  the audience think they are watching an actual film through a celluloid film strip. The Film 4 Idents also appeal to an older audience. This is because they will be old enough to be able to know the film that each ident within the suite is referencing. For example, The ident with the corridor is referencing the movie The Shining which was made in the 1980's.

How they have used the same theme in different ways to create Brand Loyalty

As mentioned before, the theme of Film 4's suite of idents is moving image. The purpose of ident suites is to create continuity and maintain brand identity, which is useful because it's less complex than having a lot of themes. Film 4 has maintained continuity and created brand loyalty within their suite of idents. This has been done by reflecting  the genre of film that the viewer is about to watch, in each individual ident. This creates brand loyalty, because the viewers will expect film 4's idents to tell them what they are about to watch.

Explain whether, how and why the idents are information-led or entertainment led

This particular suite of idents is entertainment led. However, It can be argued that some of the idents are information-led. This is because, some of the idents provide information such as the scheduling of content on the channel.This is often in the form of a voiceover.

Are the idents intended to be used at a particular time of day?

The ident below is intended to be used to segment content that starts in the night (8:00pm -12:00). It is also used to indicate that 18+ films are about to be shown and that the audience is entering watershed hours.

Are the idents intended to be used at a particular time of year?

This particular suite of idents was not created for a particular time of year.

What does the suite convey about the channel's Brand Identity

Film 4 are known for their variety of films that they air. So the suite of idents gives them a preview of what to expect and creates a tone for the the films that are shown.

How effective the design of the suite is

The duration (Time) (30 seconds) of the ident further solidify this notion. The on-screen tempo of the ident starts off slow and then builds up quickly (0:06), Almost like a Celluloid film animation. As mentioned, before the ident itself, has characteristics of a Celluloid film strip. This again, puts emphasis on the tone of Film 4 as a TV channel.

The positioning (space and time) and colour of the film 4 logo is important as well. At the beginning of the ident, the logo does not appear. However, as the ident starts to move (0:05) the logo begins to appear. Again, this is something that relates back to the Celluloid film strip concept of the ident. 

The position in which the logo is placed, allows it to catch the attention of the audience. It is placed in the center, which is known as the "natural field of view".The only colour that is prominent in the ident is red. Similarly to Funimation and BBC One, the Film 4 ident incorporates it's brand colours. Red is the colour that film 4 uses to brand their channel. This ident is information led, rather than entertainment led. This is because the ident includes a voice-over which is providing segmentation within the scheduling of the channel. The density of information on screen isn't that much. The reason for this could be because of the voice-over. The voice-over already tells the audience what is coming up next. There's also the fact that the ident itself, uses visual communication to tell the audience what they are about to watch. Overall, the design of this particular suite of idents is very effective.in communicating to the audience visually. However, The audience would have to understand the design of idents. This proves that the ident isn't very effective in terms of communicating to a non- visual audience.