Analysis of a promotional package;

Ministry of Sound 2014

Album Cover

TV advert

Music Video

How do they create brand identity?

The promotional packages that I have analysed are the Ministry of Sound dance genre.

All of the promotional packages all create brand identity through having the company logo in throughout. On the album cover the whole image is based on the ministry of sound logo, which is a clear representation of who the artist is.

This links to the TV advert because throughout the TV advert the logo is constantly used just with change of colour. The entire advert has the ministry of sound logo faded into the background with changing text over it. This links all of the products together and creates brand identity because people will recognise the logo which creates brand awareness.

How do they appeal to the target audience?

All of the promotional packages do appeal to the target audience through using all of the conventional elements of the dance genre music. The album cover appeals to the target audience through the use 0of bright and bold colours, this will appeal to their target audience of young adults and teenagers as it will be interesting to them.

The video appeals to the target audience because it is a video of a live night club, there is the use of strobe lights and images of people dancing. This is a stereotypical element that is typically seen in the dance and house music genre products. This will be appealing to the target audience because they are interested in partying and nightclubs. It will attract them and make them want to feel and be like that by listening to the album.

The promotional package of the TV advert also appeals to the target audience because this uses a fast pace that makes it exciting and fun for the target audience to watch. Throughout the video there is a build up of things that the target audience love doing, in the advert they show the pool parties and festivals of this brand music. The advert will appeal to them because they are interested in being at these parties and also the extracts of tracks that they play are all the latest music tracks.

This will appeal to the target audience also because they are interested in the type of music and therefore this will make them want to buy the product so they can listen to the songs.

How are fonts, colour, language, mise-en-scene, images used?

Colour:All of the colours that are used throughout all of the promotional package are

similar bright and bold colours that are appealing to the target audience, all of the colours that are used are the same across all of the packages to make it clear that they are linked and that they are the same music company.

The main colours that are used are bright green and pink, these have been used throughout because these colours connote fun and excitement and this is conventional to the music genre of dance. These colours have be used to make it as appealing as possible to attract the target audience and make them want to buy the product.

Mise-en-scene:

The setting throughout all of the promotional packages, such as the TV advert, music video and also the album cover is all the same. The setting that is used throughout the packages is a summer pool party that is full of young females partying, and also another setting that is used is an indoor house party with strobe lighting and a DJ.

This setting is conventional to the genre of the music because having the setting of a festival or nightclub is a stereotypical and conventional element of the dance genre, the use of a night club or pool party setting that has been used in all of these promotional packages connotes wildness, party and fun which the dance genre is all about. The way that the setting connotes fun and being wild appeals to the target audience because it is the behaviour ands settings that they are interested in.

Costume

The costume that is used throughout the promotional packages is consistent throughout, the costume throughout all of the promotional packages is summer clothing that is the party style and that is at a minimum. All of the clothing that is shown throughout the packages are costumes such as bikinis, these have been used in the promotional packages because these connote summer which the album is all about, the costume also connotes pool parties which are conventional for the album.

The representation of pool parties then connotes the convention of fun and excitement which represents the album as exciting and fun.

How do the different products link together?

All of the promotional packages link together in many different ways, one way that they link together is through the use of colour. All of the colours that are used throughout all three of the promotional packages are the same, these are bright colours such as bright green and pink. These link together because they are the only colours that are used throughout all of the packages.

As well as this, the way that the promotional packages all have the brand logo on them also links the packages together. All of the products have the logo very big and bold so that is stands out to the audience, this links the products together through creating brand awareness. When the audience see the logo they instantly recognise it and see that they are linked.