How logos are brought to life in TV adverts

Introduction

In this blog post, I am going to present examples on how brand logos are brought to life in television adverts to help it promote its products/services to the customers and how the company portrays itself (brand identity). The logos I am going to use are Jaguar, Cbeebies and KFC.

1st advert - Jaguar

Great Jaguar TV Ad (Commercial) - (1)

The use of denotation used in the logo on the use of colours, shapes, the brand name and image is brought to life in the television advertisement by putting in camera shots (such as close up shots on the car to symbolize quality), the use of music/non-diegetic sounds (raw jazz music with lyrics that relate to the meaning/purpose of the advert) the mise en scene elements (colours, props and lighting used) has been used such as the silver tones, open stretch safari style roads and dim/key lighting helps create the atmosphere that it is an animal (jaguar) in its natural habitat, performing to it's high calibre status.

2nd advert - Cbeebies

CBeebies Song Time TV Advert - OUT NOW! - (2)

The use of denotation used in the logo which has been brought to life in the use of bright primary colours to help attract the target customers and to relate to the logo/corporate house style colours. The use of fonts helps to promote the service/product of the brand, as it is following the trends of the brand identity scheme. The style of music used is from the brand's products/channels as it relatable to the key target audience. The mise en scene elements (colours, props and animation used) has been put into the advert to relate to the brand by making it more child-like and to the theme of the brand.

3rd advert - KFC

KFC Brazer TV Ad 2011 (Official Version) - (3)

The advert uses elements of special effects to help bring the logo to life as it makes the logo animated/motion. The use of music and non-diegetic sounds is put into the advert to help promote the brand by making the customers feel hungry (persuasion by using senses to lure them into buying it) and the advert also uses the company jingle, slogan and logo to help promote the company by making it visually and auditory appealing to the customers. The advert also uses related colours to the company to allow the audience to link up the theme and it uses mise en scene elements (lighting, camera shots, props) to help emphasize the product and the company identity.

Bibliography

(1) http://www.youtube.com/watch?v=-PVODtFaYHU (07/11/2012)

(2) http://www.youtube.com/watch?v=I270zeljJbE (07/11/2012)

(3) http://www.youtube.com/watch?v=ZOh55nEAagY (07/11/2012)