ITV : 2013 Idents (4): Pugwash dent (v2)
Density of Information
In this ident, there is a relaively high density of information. At the very beginning of the ident, the ITV logo is displayed with the words: Channel of the Year, underneath and then slowly fades away. During the rest of the ident, the ITV logo is displayed on the screen throughout the entire clip after it has reappeard on the screen, catching the viewers' attention, with no other words being displayed. However, we hear the voice of TV Personality Keith Lemon after about 6 seconds into the ident, lasting through to the end. The voice over introduces the next programme due to be shown on ITV; Through the Keyhole, but also encourages the audience to interact with the show and post comments and opinions on a social networking site. The density of information is relatively high as ITV is a channel that is centred around its' viewers; they want their viewers to know what they're watching and when. Altough there is a lack of visual information, there is plenty of verbal information compensating for this.
Composition
The composition of the ident is balanced. the ITV logo is displayed on the left hand side of the screen whilst the pug remains centre of the picture throughout the clip. A pair of hands enter the picture from the left hand side of the screen; one hand leaves the screen but returns holding a jug of water. There are no close ups, or shot type changes in this ident so as to keep the viewers attention on the soapy dog in the centre of the screen. The composition of the ident is good as it keeps the audience focused on the screen for long enough to listen to the voice over and find out information without having to read a list of upcoming TV programmes.
Space and Time
The ident is set in a typical modern-day household; this is because ITV is a current and up to date television channel that shows programmes for all ages in a home environment. ITV is using this ident to portray this message that they show programmes for everyone, not just for one particular genre or age group. ITV are branded as a family channel and therefore use their ident's to represent the channel's personality, target audience and overall aim; to cater for all.
Tempo
The tempo of this ident is a slightly slow pace. ITV have designed this ident to try to get across to their viewers that they need to slow down and watch an ITV program. The average household task of bathing the family dog is shown almost in slow motion so as to create a tired out mood, in an attempt to make the aduience want to sit down, relax and watch ITV. The ident could also be seen as a way to relate to the viewers as they feel simple tasks take a lot longer than they should after a long day. The ident is neither sped up or slowed down throughout the 29 second clip, keeoping the viewers' attention on the ident and not elsewhere.
Interaction with Viewers
The infomation in this ident is presented informally. The voice of Keith Lemon is known to be informal and often uses colloquial language; which is what is used int the clip. At the start of the ident, when the program information is presented, the langauge used is formal, but delievered in an informal tone. Further into the latter stages of the ident, the voice over begins to use younger language, indicating that the channel wants to include all ages that could be watching the show, rather than just adults. Because of the two differing styles of communication, it implies that ITV are attempting to show that they are arw channel that wants more than one age group to be intersetd in the programmes they show, as well as trying to relate to each type of viewer i.e. young or sophisticated.
Information or Entertainment led?
This ident is based on information as well as entertainment. The visual aspects of the ident are for the audience's entertainment; the dog with soapy bubbles on his head and body are meant to entice the viewers as lots of people will find this amusing and rather cute. However the program information is translated through the voice over, giving the audience the relevant material to chose whether or not they want to watch the show or not. ITV want to entertain you with this ident although they are aware of what information needs to be relayed onto their viewers and balance the visual and verbal aspects of the ident well.
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