Jasmine Lee Photography is a small-time wedding and lifestyle photography company stationed in San Fransisco, California. I have chosen to analyse this business because it provides insight into a smaller organisation and how they deploy and mix various promotional techniques to create a successful promotional video as opposed to larger businesses such as Apple.
Because Jasmine Lee Photography targets less of a mass market than Apple's promotional advert; one of the requirements their promotional video would be expected to fulfil is catering to a more niche audience interested in photography with the California-styled theme the organisation operates their business around.
The video begins with visuals of the company's work being displayed, a voiceover describing the photographer's experiences whilst exploring the art of photography.
Around the 30th second mark, the narrator says "I'm Jasmine Lee and I'm a wedding photographer". At this point; a logo of her business appears over blurred footage, to pull the audience's focus. This is done this way to create a brand image. Now when a member of audience is presented with the logo or hear the name Jasmine Lee, they are more likely to associate it with her business, whilst creating a mellowed brand reputation. I believe that this technique is implemented early in the promotional video as the audience's attention wanders as time drags on by, and so this emphasises the importance of getting in the message through quickly.
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