Understanding your brand

The identity of the brand I'm studying (Yellow Pages) can be divided into four parts - personality, heritage, values and essence.
The personality of the brand is trust-worthy, reliable but also old-fashioned. In the advert, the protagonist turns to the Yellow Pages for help and asks someone to 'save his life'. It shows that the product is very helpful to anyone in an emergency and a feeling of no failure is conveyed. However, as the settings of the advert is not the present, it could emphasise the fact that Yellow Pages is old and traditional, yet still helpful to us. Moreover, the product looks heavy and big and it could show its reliability by showing how much information it contains. Furthermore, the yellow colour of the product conveys that it's energetic, just like the protagonist when he jumps above the obstacles in his living room to get the Yellow Pages.
Traditional and simple could be its heritage because the advert is set in the 1980s and also the costumes of the characters suggest that it is not in the present. It emphasises the fact that the brand was created years ago and the product is still available and used often now. This shows that even though the brand is old, it could show its matureness and how people trust it throughout the years. Therefore, timelessness is also one of the brand's heritages. The music used is fast and comedic which keeps up with the rhythm of the story and also shows timelessness as it suggests time passing. Also, it reinforces the energetic personality of the brand.
The brand puts emphasis on its quality and efficiency as in the advert, the protagonist finds the number he needs almost immediately after he opens the Yellow Pages without much effort and his 'rescue team' arrives in no time. This shows that the product provides high quality and quick services, which the costumers can feel secured about. Also, the advert mentions about the protagonist's family. It could be one of the values of the brand because the protagonist wants to fix everything before his parents come back to avoid arguments and fights between them. Hence, family might be a theme in this advert and for the brand, as everyone in the family could use the Yellow Pages in ease.
The hard benefits of the brand would be providing help whenever it is needed and the services are efficient and affordable, whereas the emotional benefits could be the owner feeling safe and secured when owning the product as they know that it is handy and helpful to them.

Practical project reflections

The product of our advertisement is yellow pages and from the original advert, I learn that this book is almost ‘omniscient’, it has every phone number that one might need when in emergency like the teenager in the commercial, where the scratch on the table needs to be covered before his parents get home and find out. The narrative starts off by the main character receiving a phone call and we assume that it is from his parents informing him that they’re coming home soon. However, the house is in bad condition and there’s a scratch on the table that his parents cannot know about. Hence, he takes out the yellow pages and finds the number for cleaning services. At the end, the ‘hero’ comes and clears the scratch on the table and ‘saves the world’. It is shown that the service is efficient because it finishes before his parents come back. The music is fast and creates a rhythm that matches with the idea of time passing and everything happens very fast.

I would want to buy this product because it seems very helpful to me as a university student living on my own because all of the problems can be solved by just one phone call.

We plan to draw the storyboard and divide the shots first before shooting as this will help us organise our shooting better. This advert is chosen because the yellow pages is a multifunctional product so that it's easier for us to brainstorm new ideas for the advert. We have decided to keep some of the elements from the original advert but add in new scenes/scenarios to make the advert more interesting. Some of the problems we might have would be creating the setting, as we need a messy kitchen and broken things. Also, we need to consider the number of pictures we need to take in order to complete the scene without any misunderstanding.

Brand Identity

'Think different.'

Apple Inc. is a very reputable brand that produces high quality electronic products, computer software and provides online services. It is one of the most luxurious electronic brands in the market but the users ranges from teenagers to elderlies in their 60s. As shown, it is a very popular brand with its sleek and high-end products that are loved by most people.

The brand was established in 1976 when Steve Jobs, Steve Wozniak and Ronald Wayne started selling the Apple personal computer kit. The company has been focusing on producing computer hardware and software until 2007, when its company name changed from Apple Computers Inc. to Apple Inc. It started to produce mobile devices since then and widened its market.

The products are largely used in daily life, for instance, the iPhone is a smartphone that can be used for phone calls, texting, internet, taking photos/video and more. The iPhone 5C launched in 2012 set a new record of selling over nine million devices in the first day of launch. It reinforces the popularity of the brand. On the other hand, another popular product is iPad, a tablet that enables users to watch movies or videos on a larger retina monitor comparing to the original iPhone. People use it as portable computers to be used conveniently in conferences and meetings. Therefore, it is much loved by businessmen and even teachers.

The products are said to be produced in America until 1990s, after that the manufacture line has extended to overseas. According to the New York Times, the industrial skills of foreign workers have 'outpaced' the American counterparts that 'made in USA' is not a good option for producing its products.

Moreover, the brand's slogan 'Think different.' suggests the creativity and refreshing feeling of the brand. The photos used on its official website are sophisticated and look professional, which allows consumers to trust their products and helps to build up its brand image.

The slogans on its adverts and website are simple and straightforward, such as 'The New Macbook' and 'The watch is coming.' which are short but powerful. Also, the message is delivered to the consumers accurately while enhancing the clean, professional image of the brand.

According to the Apple website, all products include an unlimited complimentary support within the first 90 days of purchase. Also, the costumers could buy a one-year limited warranty and AppleCare protection plan in addition to further protect their products.

Apple Inc. has experienced rebranding in 1997 to improve its brand image and gain more costumers. The conversion started by changing its logo from a colourful, fun colour to a more sophisticated silver, suggesting expertise and profession. Moreover, not only the logo, the company has developed different products other than computers to attract even more consumers, such as mobile apps with App Store and music with iTunes. This change has transformed Apple Inc. into a more diverse company which produces high quality products that are user-friendly.

Narrative device - Casablanca (1942, Michael Curtiz)

Structure-wise, the narrative of Casablanca is linear which means the events are in chronological order; however, the back story is shown by a flashback when the male leading actor is drinking wine soulfully after seeing his former lover. The back story fulfills the curiosity of the audience by informing them about the reason behind the way those characters act. Also, the disruption in this film is when Rick, the male leading character sees his former lover (Ilsa) again after several years. It disturbs the equilibrium because it affects Rick’s normal life as he finds out that he still loves her. Nonetheless, when he knows that her husband (Victor) needs to leave Casablanca immediately and Ilsa forces him to hand her the transit letter, he realizes this disruption and tries to fix it by planning to run off together with Ilsa. Unfortunately, he finally realizes that Ilsa cannot leave Victor alone and the decision is too rash, hence he decides to give the transit letter to Ilsa and Victor and help them leave Casablanca. This is a heroic act of him as he sacrifices his love for Ilsa. At the end, the new equilibrium is that Rick learns the reason that Ilsa left him in Paris and that he has let go of her while carrying on with his life in Casablanca.

The main characters are definitely Rick and Ilsa, and maybe Victor too as he’s Ilsa’s husband. Rick is the hero in this film as he is the one who tries to repair the disruption and make everything alright. Also, the helper is Captain Renault as he helps Rick with allowing Victor and Ilsa to leave and becomes friends with Rick at the end. Rick seems to be a tough person as mentioned in the exposition of the film, that he has experienced several hectic incidents and is wanted by Paris police. Also, we learn that he is very loving because he still shows affections to Ilsa after a couple of years and at last he lets her go for her sake. On the other hand, Ilsa is a vulnerable woman owing to the fact that she cries easily and is indecisive between two men. Moreover, she is described to be the ‘prettiest woman in Casablanca’ which shows that she is not an ordinary woman.

When Ilsa and Victor get on the plane and leave Casablanca, it is surely the closure of the film as a new equilibrium is reached and Rick has let go of her. Rick is relieved from it and wishes Ilsa the best. This is a happy ending for him; however, we can see that Ilsa is reluctant to leave Rick so it suggests that she feels miserable about it when Victor, obviously is the most satisfied of this closure.

The story and setting are both very clear as it mostly evolves around Rick’s café in Casablanca and the background is delivered to us clearly in the beginning of the film in the exposition.

Some of the themes of the film are romance, war and drama. The theme of war is shown right in the beginning of the film as it is clearly mentioned at it was during the early days of the Second World War. Also, when Ilsa appears the theme of romance is introduced to the audience as we're curious about their love story.

Cinematography - Raging Bull (1980, Martin Scorsese)

When Jake (performed by Robert De Niro) walks into the ring, a long tracking shot is used from filming in front of him. It is in eye level and medium shot is used. This conveys the continuity and pace he walks to the ring, which suggests his confidence as we can tell by his facial expressions. Also, this scene is shot in selective focus to put the audience’s attention on Jake. It suggests that he is the ‘star of the show’ and everyone besides him is not important. By blurring the faces of his supporters behind him, a sense of ignorant is shown and it suggests that Jake doesn’t pay any attention to them as he wants to concentrate on the competition; however, it could perhaps show how snobbish he is as he sees them as unimportant. Moreover, the camera changes from shooting in front of him to following behind him. This is significant as it could imply that the audience is one of his supporters and it reinforces the pace he walks to the ring, which is fast and hard to catch up with.

Telephoto lens is used when Jake enters the ring, as the movements would seem to be faster and sharper. This helps to create the tense and exciting atmosphere of the competition. It also allows the audience to feel the movement more vibrantly. Furthermore, panning is used when the judge points at Jake in order to show the connection between the two as the judge is the one who decides the outcome of the competition. It also conveys the attention of the audience, which is from the judge to Jake. Moreover, the close-up shot both on the judge and Jake emphasises the concentration of the audience as they are all focused onto those people. The close-up suggests tension as we only see their faces but not their surroundings. On the other hand, the medium close-up used to shoot Jake’s wife shows that he only pays attention to her out of all the audiences. This could convey their close relationship and also could be a hint of his jealousy over her, as he is always observing her and who she’s with.

During the fight, the vibrant movements of the boxers are emphasised by the use of medium long shot, which shows most parts of their bodies. Some shots are done in eye level but worm’s eye is also implemented to show their facial expressions and slightly distorted faces. This shows their exhaustion and intensity of the fight. Moreover, medium close-up is used to shoot Jake as the fight pauses. This creates tension and emphasises how tired he is as we see him breathing deeply and sweating heavily. The ring is presented as a very intense and tight space by a high angle shot. This again reinforces the intensity of the fight and the nervousness of not only the boxers, the judge but the audience as well.

Through the canted angle used after the fight, extreme exhaustion of Jake is emphasised as well as the sweat on his body. It shows that he took this fight seriously and how hard he fought. Slow motion is used afterwards, when the judge is walking towards him to tell him the result of the fight. The slow motion helps to build up tension and trick the audience’s curiosity as we all want to know the outcome. Moreover, the moment when Jake knows he wins is presented in a more dramatic way by slow motion.

Lastly, in the celebration scene, the camera tilts from shooting Jake’s belt to him raising his hands above him, showing his victory. This is used to emphasise the massive belt he wins which is seem as bigger than him in this shot and this conveys how important this victory is to him. Nonetheless, extreme close-up is used as well to show Jake’s facial expression which is rather overwhelmed. Also, this method is used to shoot the cameras flashing light on Jake too. The flash lights are so bright and somehow irritating but it suggests Jake’s glorious victory as well as letting the audience empathise with Jake when facing all the ‘fame’. The angle used is mostly eye level but also there are some low angle shots, they convey that Jake is ‘taller’ than us and probably suggest a higher in status as he wins the fight. The light shines on him is also emphasised which reminds us of the fame he has and also his happiness.

Mise en scene - Metropolis (1926, Fritz Lang)

In the settings of Metropolis, the lower class workers are belittled by placing them as very tiny in the frame while the upper class rich people have close-up and occupy most of the frame to emphasis the difference between the two classes. The faces of the higher class are shown clearly but the audience could barely identify one of the workers as they appear small in the frame and have their heads down. This also conveys one of the themes in this film, which is the social hierarchy and how the rich are unaware of the tough life of the poor. It is ironic because everything the rich enjoy and use are actually produced by the hard work of the lower working class.

Moreover, the workers wear the same dark, dull uniform and move in unison in the first scene. This shows that they are all equal and not as important as the higher class because in contrast, the higher class is presented as nobles and their costumes are more detailed and glamourous. Also, they wear different costumes which suggests their wealth and the freedom they have. The upper class wear costumes that are lighter in colour while the workers wear darker clothing. It suggests the varied moods they have.

 

On the other hand, the workers move in groups and their footsteps are heavy and slow. It emphasises the workers feelings about going to work, or even living in Metropolis – dreadful and sad. They only move forward and their movements are synchronised which suggests the lack of freedom and that they are under control. Hence, their lives are very different from the rich, where they can run around freely and move as individuals. The close-up of their faces shows huge smiles which implies happiness.

Furthermore, the atmosphere is shown as boring and poignant with the use of dim, blue lighting in this scene. This reinforces the tough lives of the workers. Also, it creates a huge contrast with the second scene, where above the ground, in the upper class’ garden, yellow and bright lights are used to emphasis the fact that they are much richer and happier than the workers. Consequently, the difference between classes is again reinforced by the clever use of lighting as the mood is obviously changed. In addition, the dim lighting in the first scene could suggest that the workers are in underground; whereas the bright lighting in scene two shows the life above the ground. This also suggests the division in class and the status of the lower class, which is beneath the higher class.

After the explosion, the machines become a monster-like fierce face with a massive mouth and groups of workers keep approaching unwillingly into the mouth. This is very iconic as it shows how the workers are seen as slaves and offerings to the upper class (as the large mouth). It also emphasises the pain of the workers and how little they are comparing to the rich. Moreover, as this scene is seen by the rich male main protagonist, it could suggest the realisation of the rich about the reality of the world of Metropolis. Fear is shown as he tries to use his hands to cover his face and because he is leaning onto the wall. This conveys that the rich people in Metropolis have no idea about the lives of the lower working class. Therefore, this could emphasis how absurd and ignorant they are.

In the last scene, skyscrapers and advanced transportations are shown which differs from the first three scenes largely. This scene suggests the dystopia of the future world as lightings are dim and in cold tone. We also do not see any human in the scene which could suggest a deadly atmosphere.