The document discusses how the media product uses, develops, and challenges conventions of real sports advertising. It summarizes that studio and gym locations were commonly used and were adopted. Camera techniques like tilts, pans and zooms were also used to emphasize movement. Close-ups and medium shots were used to showcase outfits. Upbeat sounds were included to create energy. Some conventions were challenged, like using models that were not extremely toned to appeal to a wider audience. Editing followed conventions but slow motion was also used. The voiceover in the sponsorship was female instead of male. Shot types for the pop-up were changed to close-ups of the outfit instead of full figures.

1. In what ways does your media product
use, develop or challenge forms and
conventions of real media products?
Amelia Barrett

2. Adics Sport (Advert)
Locations
When researching the conformed locations
that sports adverts use I identified from well
known brands for example Nike and Adidas
that the locations in particular that were
used were mainly studio based, a gym or
streets/sports fields. The reason why I chose
to use the correct convention to film my
adverts in the studio and gym was because
the studio allows my first advert to
aesthetically look very professional and
allows the bright and intense lighting to
highlight the sportswear more as the model
moves. Furthermore in my second advert I
chose to film the shots in a gym. This
locations was chosen as it’s a familiar
location that the target audience 18-24 year
olds who enjoy sports can relate to. This is
because it’s a very realistic location that can
also influence others who aren't my target
audience to keep fit and healthy.
Two adverts that already exist that had
massive influence on my work were the
‘Adidas- your best fit’ advert and the new
‘Miss guided sports wear’ advert. Both these
adverts used a studio and gym based
location in their adverts which allows
inspiration to be shown for me to develop
from in other aspects of conventions.
In my A2 main and ancillary tasks in my adverts, sponsorship and online pop up I had to make
sure they all included genre conventions that show the connection and research I have done
with real media products that already exist. The conventions that I have included are: Camera
angles, mise-en-scene, editing, casting, narrative and color. These conventions were vital to
use because it shows clearly where I have used, developed or challenged them. Furthermore
this will also allow the audience to recognize each convention allowing them to know what to
expect. Therefore if there is anything different included the audience will notice this and
analyze if it was a success or not.
Nike
Nike
Adidas
Miss guided
My advert

3. When researching sports adverts every
advert that I viewed had the camera
movements: tilt, pan and zoom. These
camera movements are very affective
and are known as the technical code.
This is because they emphasize the
movement in the sports wear therefore
showing how flexible, breathable and
light the sports wear is during exercise.
These camera movements make the
advert more captivating and break up
the still shots to show a sense of speed
and pace in the intense adverts. The
zoom especially that I used allowed the
sports wear to be seen much closer
therefore showing the detail in the sports
wear much clearer. In addition the shot
types that appeared frequently in
research that I done into sports wear
adverts were close ups and medium long
shots. This is because close ups can be
edited very tightly to allow the advert to
be noticed more as the shots appear
more exciting. In addition to this the close
up shots also allow the actual sports wear
being advertised to been seen much
closer illuminating the colors and textures.
Furthermore the medium long shots were
used to allow the audience to see the
whole outfit in action from head to toe.
This will show the full potential of the
sportswear outfit and make the audience
want to purchase one even more. In
both my adverts I followed these
conventions as I used all the camera
movements and close up shots a lot to
create pace. The sports adverts that
influenced me to follow the camera
movements were the ‘Nike live strong’
advert mainly because of how slow
motion was used in the close up shots
which made the shots very different and
stand out. In particular the adverts close
up shots intrigued me as they had chosen
to do particular close shots of the female
running this is stereotyping the women
being a sexual figure and attracting more
of a male audience.
Camera angles/ movement

4. When researching the sound that
sportswear adverts use the results that I
found were that the diegetic sound used
were always very upbeat, intense and
created an explosive atmosphere. The
reason for this is because this makes the
dynamic movements more exciting and
catches the audiences attention
immediately. Several sounds that I
researched were remixed which made
the sounds include different pitches and
tones which made the sounds very
unique and create a rhythm that its
audience would remember. By using very
modern and upbeat sounds attracts a
teenage audience as the music used
they can recognize.
In both of my adverts I followed the
conventions of sound for sportswear
this is because I used the royalty
free remixes for both.
Lighting
Further more lighting is another
technical code that I followed.
Further research into the lighting in
sportswear adverts the lighting in all
of the adverts I observed was very
bright lighting or very neutral
lighting. This is because when shots
are being filmed outside the
sunlight is the main source showing
a neutral lighting. Furthermore when
filming in a studio the lighting is very
bright to capture the vibrant
sportswear very well. Therefore from
this research when I shot both
adverts in a studio and a gym the
lighting I used was very bright to
enhance the colors in the
sportswear and to create a more
positive vibe to show the audience
that exercise is fun.
Sound

5. In both my adverts I had made a
conscious decision to challenge several
conventions. These were mainly towards
the models that I used. This is because in
most female sports adverts I researched
the models were very toned and had
shown that they work out regularly.
However I decided to challenge this and
use two female models who weren't
toned but had a slim physique. The
reason why I chose to use them because
this then brings a more wider audience to
my sportswear range. As it doesn't’t make
any females feel conscious with their
bodies and the bodies shown give them
a realistic goal to reach when exercising
in these outfits.
Editing is one of the most important
stages of the construction of my main
adverts. The research into the editing of
sportswear adverts that already exist
allowed me to identify that straight cuts
were used through out. This is because
this allows the advert to be quick and
captivating and not slow and tedious to
watch. The straight cuts also keeps the
audience understanding the
narrative/message of the advert. In both
my adverts I followed the conventions of
using straight cuts this is what made my
adverts exhilarating and interesting to
watch. Furthermore slow motion is also
another huge editing technique that
adverts used for example in Nike ‘Live
strong’ slow motion is used a lot to
enhance the skillful movements of
running therefore the inspiration I gained
from when they used slow motion and
what movements look best in slow motion
was shown in both my adverts as I
followed this convention.
Casting
Editing

6. Sponsorship
After looking at sponsorship's that already exist the
camera shots and angles that were used a lot in the
sponsorship's were firstly long shots this was to allow the
whole of the sportswear outfit to be seen much clearer to
allow the audience to see a better idea of how it could
look on them. Another key convention for sports
sponsorship's were close ups which I found were presented
with the transition of the camera movement zoom before
the shot was shown. This was to make the sports sponsorship
more exciting to watch and by using the close up allows
more detail of the sportswear or companies that are being
sponsored to be seen. As well as the action taking place
more sharp and to the point. For example in the Santander
sponsorship, sponsoring the world cup the use of a long shot
is shown through out and in the William Hill sponsorship the
use of the transition zoom is used through out and these are
mainly where I gained my inspiration from which is why I
followed these conventions. Furthermore the reason I
followed the convention of the camera shots and
transitions was because I didn't find many sponsorship's that
involved the theme of sports therefore the ones I did find
were my only influences to follow.
 The editing stage of the sponsorship's from watching the
sponsorship's that already exist was very basic. This is
because to begin with the shots were shown as straight
cuts this is because one shot was followed by the other.
The reason this convention was made is because
sponsorship's are only shown for the maximum of 10
seconds therefore the producer doesn't want to confuse
the audience the sponsorship needs to be straight to the
point. In addition I also found that transitions were put in to
show the two logos of the companies in the sponsorship.
The common transitions were zoom inwards or outwards
as this transition is very fast and effective. I followed these
conventions in my own sponsorship however I also used
the zoom transition in the middle of my sponsorship as well
to make the sponsorship look more complex instead of at
the end showing I'm challenging this convention as well as
I used a still show at the end to show both logo's.
 When researching sound the main vocals is mainly being
said by a male which is very stereotypical as this is
showing that the gender male is associated with sports
and not females. With every sports sponsorship I came
across for example the Santander and William Hill
sponsorship's a man was the voice over therefore in my
own sponsorship I decided to challenge this as the target
audience for my sponsorship was women therefore by
using a females voice would encourage more females to
take an interest in my sports wear company 'Adics sport'.
Furthermore the way the voice over was said was both
companies mentioned highlighting which one was being
sponsored. I followed this lay out of the voice over as this
was a main convention for sponsorship's and the it made
sense to allow my sponsorship to be as realistic as possible
to the sponsorship's that already exist.

7. Pop up
Furthermore the link is one of the main conventions of the
online pop up as its the interaction for the audience that
leads to the actual website. The most common links that I
came across were: order now, shop now, click here. The
reason why I chose to follow this convention and chose to
word my link as 'Order now' is because I felt that this example
was the most effective as the phrase is commanding enough
to make the audience click the link but it is said in a polite
tone which allows the audience and the producer who
wrote the link to build a friendly relationship.
The shot types were a key convention that had to be one of
my main focuses because of the image being the center of
the pop up. From my research into online pop ups I found it
very challenging to find sports pop ups that advertise sports
wear therefore the inspiration of my shot types weren't from
existing pop ups it was from my knowledge of advertising
and how images would look more eye catching and
appealing. This is why I chose to challenge this convention
and go with my own idea of an close up/ extreme close up
of the sports wear focusing on the crop top and the waist
band of the running leggings. This made the pop up look
very bold and by highlighting the sports wear outfit not
showing the models face makes the audience find the
sportswear more stylish.
When looking at the main conventions of the online pop up
that came to my mind instantly was the content. This is
because the content includes the whole of the pop up,
what it includes and how it is laid out. When researching
the conventions of content the first thing that was shown in
all the pop ups I looked at was that the image was always
positioned in the center. This is because then the
audience's eyes will automatically be drawn to the image
allowing the company to be more recognizable when the
for example sports wear is seen first. I followed this
convention as it was a very good marketing technique that
would appeal more to my target audience.
The Font that is in online popups are very bold and are
always either white or black from my research. This is
because of the background or sportswear being advertised
are normally very vibrant colors therefore the black or white
font stands out from this without distracting the audience
from looking at the product being advertised. Also from
further research into the conventions of font in a pop up I
had also discovered that the font is always in capitals this is
to grab the audiences attention immediately and make
them read the pop up and follow through and press the
link. Lastly the link that creates an interaction for the
audience is seen in a different color therefore I followed this
convention and made mine a purple. This is a different
color to the rest of the font as the producer wants this to be
seen much clearer to the audience so they press the link.