Learner Response

How does the trailer promote channel 4's brand image?

The trailer promotes channel 4's brand image in multiple ways but mainly through the use of the contenders. Channel 4 has been known for being too reliant on TV shows so broadcasting the games allows their channel to appeal to a different audiences. The trailer shows all the paralymic contenders working hard to do well this can be reflected in Channel 4's brand values as they want to be seen as a hard working institution  which highlights that they are a good institution. The use of non-diegetic sound in this trailer helps channel 4 to promote because it has a different affect on the audience. The voice over of motivational music playing in the background shows that all the participants involved in the paralympics are very determined and motivated to produce the best results they possibly can do. In addition the use of fast paced shot movement showed the audience that they have a lot of training to do before they enter the paralympics. As the directer of 4Creative said "We had to make some noise." connotes that they are trying to raise awareness for people with disabilities and encourage them rather then making them feel as if they are not one of us. This also promotes channel 4's image because by raising awareness they will have achieved a company goal for themselves which is to educate the public about serious matter going on in the world and disability would be one of them.The trailer itself shows how disabled people themselves are determined and competitive, which can be reflected in their brand values as they want to be seen an independent institution. Also they're displaying disabled people which shows they don't discriminate and puts their brand in a good light. An oppositional reading may occur as the people are competitive and their brand value may be seen as competitive and selfish.The association with youth culture also promotes Channel 4's brand image as majority of the athletes featured in the advert are young and youthful. This creates an appeal towards the youth which is effective as statistics show most viewers on Channel 4 are youth. Association with youth culture isn't just seen but also heard in this advert. The hip-hop music heard throughout this advert also creates appeal towards the youth thus reinforcing the image of Channel 4 as trendy.