Analysing Ident Designs

Analysing Idents

Density of information- this ITV ident has verbal information throughout. The information it gives is the programme which is on next ‘X Factor’ and the voiceover tells us who is in the program and that ‘Sharon is back’ along with ‘Gary, Nicole and Louis’. ITV have done this to capture the audience by telling them that a former person from the panel is back and they hope that this will encourage viewers to watch.

Composition- The ITV logo appears within the ident. The logo changes colour throughout the advertisement but it is placed on the left of the screen, maybe to show the importance of the girl spinning a hula-hoop around. Itv might have placed the logo here because whenever the hula-hoop spins around the colour catches the logo which brings it to attention.

Space and Time- This ident is set in the present day and at night. We know this by the realistic actions which the girl is doing and this is playing with a hula-hoop. ITV may have done this to emphasise the colour of the hoop because if it was set in the day, you would not be able to see the bright colours as well as you can when they have done it at night.

Tempo- The text appears slowly during this ident but the voice of Davina McCall is quite quick when she gives us information on what programmes are coming on next. Also the girl spinning the hula-hoop around is quick but it is not extremely fast, it is of a moderate speed. This may have been created to contrast each other or to show when things around you are happening quickly and at a fast pace, ITV slows that done and when you watch the channel you become relaxed and calm.

Interaction with the viewers- The interaction this ident has with the viewers is very colloquial ‘your Saturday night starts here’ this is colloquial as it engages the viewer as Saturday nights are seen as being full of fun and partying and so therefore the programmes that are coming up on ITV are going to be fun and full of energy just like a ‘Saturday night’.

Information vs. Entertainment- ITV is full of entertainment due to its style of programmes. For example X Factor and Britain’s Got Talent is full of fun and excitement and it doesn’t really have formal programmes apart from during the day also the girl playing in the background shows the entertainment which is filtered throughout ITV. ITV would have created this ident to emphasise their joyful nature within their programmes.