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University of Education, Winneba Television Channel University of Education, Winneba http://ir.uew.edu.gh UNIVERSITY OF EDUCATION, WINNEBA TELEVISION CHANNEL BRANDING IN GHANA: A STUDY OF TELEVISION IDENTS NYARKO, AYU JOEL EMMANUEL A THESIS IN THE DEPARTMENT OF MUSIC EDUCATION, SCHOOL OF CREATIVE ARTS, SUBMITTED TO THE SCHOOL OF GRADUATE STUDIES, UNIVERSITY OF EDUCATION, WINNEBA IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF MASTER OF PHILOSOPHY (ARTS AND CULTURE) DEGREE JULY, 2015 University of Education, Winneba http://ir.uew.edu.gh DECLARATION Student’s Declaration I Emmanuel Joel Ayu Nyarko declare that this thesis with the exception of quotations and references contained in published works which have all been identified and duly acknowledged, is entirely my own original work, and it has not been submitted, either in part or whole, for any degree elsewhere. .............................................. ….......................... Date Supervisor’s Declaration I hereby declare that the preparation and presentation of this work was supervised in accordance with the guidelines of supervision of thesis as laid down by the University of Education, Winneba. Name of Supervisor: Patrique deGraft-Yankson, PHD. ........................................... ......................... Date University of Education, Winneba http://ir.uew.edu.gh ACKNOWLEDGEMENTS I would like to express my deepest appreciation to GTV, TV3 and UTV for assisting me through this thesis especially during the data collection stage. A special gratitude goes to all the creative departments of GTV, TV3 and UTV for their support. My heartfelt gratitude goes to Dr. Patrique deGraft-Yankson whose supervision, tuition and stimulating suggestions helped me see the big picture about research and guided me to a successful completion of this study. Furthermore, I would also like to acknowledge with much appreciation the crucial role of Dr Sarah Djsane of National Film and Television Institute and Dr. Edward Appiah, College of Art-KNUST for their support, guidance and critique throughout this thesis. Special thanks go to my wife and daughter for the sacrifices they made which enabled me to complete this study. My ultimate appreciation goes to Jehovah for his underserved kindness. University of Education, Winneba http://ir.uew.edu.gh DEDICATION This work is dedicated to my wife Mrs. Rita Nyarko, my daughter, Naa Ofiebia Efya Nyarko. University of Education, Winneba http://ir.uew.edu.gh TABLE OF CONTENTS Contents Pages Declaration ...................................................................................................................... ii Acknowledgements ........................................................................................................ iii Dedication ...................................................................................................................... iv Table of Contents .............................................................................................................v List of Figures ..................................................................................................................x List of Tables ................................................................................................................ xiii Definition of Terms ...................................................................................................... xiv Abbreviations .................................................................................................................xv Abstract ........................................................................................................................ xvi CHAPTER ONE: INTRODUCTION ..........................................................................1 Background to the Study ..............................................................................................1 Statement of the Problem .............................................................................................6 Objectives of the Study ................................................................................................7 Research Questions.......................................................................................................7 Signinficance of the Study ...........................................................................................7 Delimitation ..................................................................................................................8 Organization of the study .............................................................................................9 University of Education, Winneba http://ir.uew.edu.gh CHAPTER TWO: REVIEW OF RELATED LITERATURE.............................10 Television Channel Branding .....................................................................................12 The Emergence of Television Branding and Its Importance ......................................15 Television Idents.........................................................................................................19 Visual Elements of Television idents .........................................................................21 Logo ........................................................................................................................22 Typography .............................................................................................................23 Colour .....................................................................................................................23 Visuals and Images .................................................................................................24 Slogans / Taglines ...................................................................................................24 Television Ident Design and Best Production Practices ............................................26 Television Ident Audiences ........................................................................................30 Television Idents and the Production of Meanings ....................................................31 Branding .....................................................................................................................35 Brand Identity .........................................................................................................39 Brand Image ...........................................................................................................45 Brand Communication ............................................................................................43 Semiotics ................................................................................................................47 The production of meaning and sign systems ........................................................48 Film Aesthetics and Symbolism .....................................................................................60 University of Education, Winneba http://ir.uew.edu.gh Tone and Contrast .....................................................................................................61 Lighting ....................................................................................................................62 Camera angle and shots ............................................................................................62 Film Editing ..............................................................................................................63 Montage ...................................................................................................................64 Conclusion ......................................................................................................................64 CHAPTER THREE: RESEARCH METHODOLOGY .............................................67 Introduction ....................................................................................................................67 Research Design .............................................................................................................67 Qualitative Research ......................................................................................................68 Library Search Activities. ..............................................................................................69 Population for the study .................................................................................................69 Sample ............................................................................................................................71 Sampling technique ........................................................................................................73 Data Collection instruments for this study .....................................................................74 Interview .....................................................................................................................74 Questionnaire ..............................................................................................................76 Semiotic Analysis .......................................................................................................76 Data collection Procedure ..............................................................................................77 Interviews ...................................................................................................................77 University of Education, Winneba http://ir.uew.edu.gh Questionnaire ..............................................................................................................78
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