E4 and Channel four comparison
Although Channel 4 and E4 come under the same company, with Channel 4 being E4’s parent company, the two have very different and distinct differences between their channel ethos and design, particularly when regarding their channel’s ident. The channel 4 ident that I looked at was the ident based at Nelson’s column statue with a pigeon on it, The story cuts to lots of pigeons and what looks like a building. It looks like a building because of the detailing on it, like pumps and things. It also shows in depth the building covered in bird poo and pigeons roaming free. Its shows a MS shot from an angle that make it look like a statue in front of Nelson’s column because it has statue base underneath it giving this impression. Then the statue folds in and kills all the pigeon’s except those which could get away. I believe they have done this because it is humorous and unexpected, which is like channel 4 and it’s ethos. Channel four its renowned for break through television programmes, such as Dispatches that looks into exploring popular culture topics, and comedy programmes such as Black books, Green Wing and Peep Show, which defy traditional comedy. The target audience is for 13+, it is not for really young children channel but targeted at a mature audience, with programmes such as Dispatches, Come dine with me and Peep show, all aimed at older audience. However they do have programming for teens such and T4, Hollyoaks and The Simpsons. The ident shows the logo killing pigeons, which young children may not understand. So they have done this to show they have done this to establish it if for a mature audience. They have also carefully chosen a location that is essentially British to establish the channel as a British channel. The location for this advert is set in the iconic Trafalgar square. We know this because Nelson’s column statue is situation in Trafalgar sq. It also shows London landmarks in the background like the London
eye. Acting in the film are pigeons. As we know Trafalgar sq and London is full of pigeons and it adds to the realism of the location. Everything in the mise en scene is real apart from the statue, which floats above a real base is CGI animation. The 4 looks quite dirty which suggests that pigeons have landed there before, and looks grubby suggesting that it has always been there and has deliberately been done to look realistic. These refining details make the ident believable. When you see close up the 4 logo, its looks like a building. Although it looks realistic, we also know it isn’t real because we as an audience know the location and therefore its surrealism keeps the audience intrigued because we know as an audience that this statue isn’t usually in Trafalgar and this keeps the audience involved.
The soundtrack to this advert is Peter and the wolf. I believe they have used this classical song because it’s an iconic song, and it quite dramatic and cheery. You can hear diegetic sound with the pigeons flying to the statue and cooing, in the beginning. When statue closes, the music stops and it makes a crunching sound, the crunching of the building and of the pigeons. When it has stopped crunching, it opens up making machine noises like a robot and the music resumes as if nothing happened. This is unexpected and slightly shocking which again relates to Channel 4’s ethos to defy the boundaries of television, but is comical. The pace of the advert is very slow, and not much is happening in the scene, which also gives it a slow relaxed feel. WHAT YOU NEED TO WRITE ABOUT NOW IS - HOW THE IDENT PROMOTES THE CHANNEL – ESTABLISH’S CHANNEL WITH THE CLASSIC LOGO - HOW IT MARKETS THE CHANNEL – SOPHICATED WITH A
COMICAL TWIST - TARGET AUDIENCE – MATURE LOOKING, AND FUNNY - IN WHAT WAY IT IS USED – USE TO FILL GAP BETWEEN PROGRAMME WITH LIGHT ENTERTAINMENT – FILL IN GAPS – NO V/O - REBRAND CHANNEL – KEEPS IT MODERN BY USING CGI FOR LOGO BUT STILL CLASSIC BY USING NELSON