1. In what ways does your media product use, develop or challenge forms and
conventions of real media products?
Main adverts & sponsorship
When beginning my research into nail varnish adverts, I made sure that I understood and knew the codes and conventions well. I felt it was important to be
aware of how my adverts used and challenged forms and conventions of real media products throughout the process of creating them, as now coming to the
evaluation I already have a clear understanding of how they do. From my research I am aware that one of the codes and conventions of a sponsorship advert is
a voice over which uses persuasive language throughout to help sell and attract the audience to the product, (see blog post - 26 september 2013: ‘sponsorship
adverts - summary). For example in my sponsorship advert(https://www.youtube.com/watch?v=QHLsuTN0wHk) the dialogue of the voiceover includes the
brand name ‘Infinity’ and the slogan ‘click.colour.change’, as in many of the other nail varnish adverts I researched previously. Therefore in this aspect my
sponsorship is using the conventions of sponsorship adverts. However, as there is no persuasive language in the voiceover in my sponsorship advert, it could
be argued that here it is challenging the forms and conventions. Instead of having the voiceover use persuasive language to attract the audience to the product,
I decided to give persuasive dialogue to the actors throughout the advert. Therefore my advert can be argued to both use and challenge sponsorship adverts,
as it uses persuasive language, however in a different way.
My first main TV advert(https://www.youtube.com/watch?v=PPQZZICDLXw) includes four female actors, including the protagonist. When researching the codes
and conventions of nail varnish adverts, it is evident that all include fashionable female actresses. As nail varnish is a product for females, it would be very
difficult to challenge this convention. I feel that as nail varnish is cosmetic, it is reasonable to assume that the female actors should appear fashionable women
that take pride in their appearance etc and did not feel that challenging this convention would be necessary, nor would it benefit my adverts.
Here are two conventional shots
from two Barry M nail varnish
adverts, presenting fashionable,
Here is a shot from my second
main advert, which is fairly similar
to the conventional shots from the
Barry M adverts
2. I feel that with my two main adverts (https://www.youtube.com/watch?v=PPQZZICDLXw) (https://www.youtube.com/watch?
v=fOpequ5PYLc) I used a conventional narrative, as from my research on nail varnish adverts it is typical that the storyline is based
around females, girls having fun, parties, getting ready together etc, as this attracts the target audience. If I were to have taken a
completely different direction with the narrative of my nail varnish adverts I don’t feel as if they would have been as effective. This is
simply because the narrative is immediately known to the audience, therefore if it does not automatically link to females or a female
product it is unlikely that the target audience will be engaged. On the other hand the use of nail varnish and the model’s nails being
shown in nail varnish adverts is very common. However I chose to challenge this convention, as I felt filming models painting their
nails and showing them to the camera was overused and not as interesting as I would like. Throughout the majority of my two
adverts I used the colour changes in outfits to highlight the nail varnish shades and reinforce Infinity’s quick and easy application. I
feel that this was effective and did not cause confusion, as at the end of the advert the voiceover, logo, slogan etc ties the advert
together and focuses on the nail varnish itself.
In what ways does your media product use, develop or challenge forms and
conventions of real media products?
Here a conventional shot
from a L’Oreal advert can be
seen of a model posing,
displaying her painted nails
to the audience
Here is a shot from my first
main advert of my model
posing, however not
displaying her nails, leaving
her blue dress to highlight
the colour change/colour
shade of the nail varnish
I felt it was important to keep the music in my main adverts conventional, being upbeat and having a female sound to it. This is
because it allows the audience to recognize what kind of advert it is and who it is aimed at. From my research I began recognizing
how important the music piece is for setting a positive mood and feel, as well as attracting the target audience.
3. In what ways does your media product use, develop or challenge forms and
conventions of real media products?
I feel that my sponsorship advert has both conventional and unconventional aspects. The narrative is very simple, however
unlike my two other main TV adverts or the other nail varnish adverts I have researched. From my research having a plain
backdrop behind the models is typical with nail varnish adverts as it allows the audience to see the different nail shades
clearly. However there is usually a narrative as well as this. As I wanted my sponsorship to stand out from my other TV
adverts, I challenged the conventions of real life media products and decided against a typical narrative. My sponsorship
advert focuses on the application of the nail varnish more than my first TV adverts, as I feel it is important to put across this
aspect as it is one of the main selling points. The dialogue I selected for this advert carries this message across, as each
actor describes the application. This is another way I have challenged nail varnish sponsorship adverts as the voice-over is
often non-diagetic, however I feel that the way I have incorporated the dialogue with the actors works successfully and
hope it makes the advert unusual and engaging. I deliberately chose to challenge the conventions with my sponsorship
advert as I felt my two main TV adverts followed along similar lines to standard media products. I hoped that by presenting
the sponsorship in a different way to these would make the brand stand out.
I decided on ‘The Only Way Is Essex’ for Infinity nail varnish to sponsor as it has a similar target audience, mine being 15-
21. Therefore the people that watch the programme are likely to be interested in the product. I selected The Only Way Is
Essex over other programmes with a similar target audience as the actors are very glamorous and stylish and obvious
users of cosmetics and beauty products such as nail varnish. I feel that incorporating the programme with the sponsorship
would benefit the Infinity brand as it creates an association for the audience and as The Only Way Is Essex is extremely
popular, the viewers would view the sponsorship also. From my research, many sponsorships I researched were
associated with programmes that linked well to the product and kept to a similar target audience. Therefore I feel my media
product uses the conventions of real media products well with this aspect.
4. In what ways does your media product use, develop or challenge forms and
conventions of real media products?
From my research I noticed that sponsorships ensure the brand is portrayed strongly throughout the advert, especially towards the
end. I incorporated and used this convention, however only towards the end of my adverts, arguably challenging the conventions of
real media products. I decided on displaying the brands logo, brand name etc at the end of my sponsorship as it leaves the audience
wondering what the advert is about. Therefore they have to watch it to find out, which is effective as it allows them to the think about
the message it is trying to put forward about the brand. I am aware that a sponsorship’s purpose is not necessarily to sell the product
but to create an association for the audience with the programme, therefore branding is an easy and successful way to do this. I feel
as my sponsorship sequence is different from others, being memorable with the catchy dialogue, coloured backdrops etc, having the
Infinity brand revealed at the end is still effective.
Who it sponsors
Who it sponsors
I used branding in my sponsorship by displaying the Infinity nail varnish bottle, the logo and the brand name, along with the ITV2
logo, which allows the audience to associate the two.
5. How effective is the combination of your main and ancillary texts?
My research into TV adverts made it clear how they link together as part of the same campaign. Therefore, before creating all of my
adverts I was aware of the importance of there being synergy between them. This was in order for them to be viewed and understood
as one campaign and also for them to stand out and be effective when viewed on their own. The main way I decided to create this
synergy was by using the slogan ‘click.colour.change’ and the clicking of the Infinity nail varnish lid, as these are recognizable
aspects of the product. I also kept the continuity with the idea of the outfit matching the nail varnish colour throughout all of my TV
adverts and radio advert.
The continuity of the actors outfits matching their nail varnish is very evident throughout my adverts and links them together well. To
ensure this was recognizable to the audience I kept the colours as bright and bold as possible. For example by selecting bright plain
clothing opposed to patterned with multiple colours. I felt this was an important aspect to include as I wanted to reinforce the
message that Infinity nail varnish changes your look and allows you to stand out and be different.
Above are shots from my first and second main advert, as well as my sponsorship, where the matching of the outfit and nail colour is evident.
I felt it was important that I incorporated this idea into my radio advert, otherwise the audience may not link it to the Infinity brand, or
nail varnish at all. As I couldn’t visually show this idea, I had to decide on effective dialogue to put this message across. In order for it
to come across strongly and be clearly understood I felt it was important to have the first voiceover mention clothing to begin with,
‘Hey disaster! Harvey has brought home the wrong dress, its blue!’. Therefore the first thing the audience are aware of is the
colour of the clothing. Moreover to ensure that the audience are made aware of the advert being for Infinity nail varnish, I then
decided to have the end dialogue being ‘Infinity nail varnish includes two striking colours and a nail varnish remover, allowing
you, to change the colour of your nails in just two clicks’, which I feel successfully ties the radio advert together and effectively
links to my TV Adverts.
6. How effective is the combination of your main and ancillary texts?
I have kept a combination between my main and ancillary texts with the mise-en-scene. With my first and second advert I decided to
use the same location as from my research I had noticed that many other TV adverts do this. I feel this is very evident in my two main
adverts which makes them memorable and recognizable to the audience. The situation and the time of day is also very similar in my
two main adverts as I wanted them both to have a ‘party’ atmosphere.The actors in all of my TV Adverts are similar throughout. I feel
if the actors become recognizable to the audience they will remember them and associate them with the product and brand.
One of the main and most important aspects of my adverts is that the backing track is the same throughout all three. I felt the
audience would become familiar with the track so when they heard the music they would automatically link it to the Infinity brand. I
also continued the clicking sound effect through all my adverts, which will also trigger the audience’s memory and allow them to
relate it back to the Infinity brand. The font of the text, as well as the colour of the text throughout all of my adverts are exactly the
same, from the brand name to the slogan. I felt it was important to keep the Infinity brand name in it’s original font throughout my
adverts to keep the continuity and to avoid confusion. As bright colours are already evident within the imagery of my adverts I did not
feel it was necessary to add more within the text. The logo is kept the same colour and size and is shown at the end of each advert to
link them together. The logo is therefore the last thing the audience see and are left with.
Same location Same actor
7. How effective is the combination of your main and ancillary texts?
In my questionnaire I decided to ask the audience whether they thought my adverts were part of the same
campaign and the results were very positive, being that 71% answered yes to this question and 29% answered
sometimes. This informs me that I have been successful in linking my adverts together, such as with the music
and the colour changes being a significant part of each. This is because the audience have understood these
similarities and have been able to link them together.
Overall I feel I linked my adverts together well by using certain aspects that would be memorable to the audience
and am pleased with the fact that no one who answered my questionnaire selected no to them working together
as a campaign.
8. What have you learnt from your audience feedback?
To obtain audience feedback on my adverts I created a questionnaire on Google Docs. I incorporated questions that I felt would help
me gain the most useful information about their thoughts and opinions on my product and adverts. I included yes/no questions to
gain an overall response to my product and then asked questions to encourage them to add additional comments to get individual
views. Although my target audience is aged 15-21, I decided to have a range of ages answer my questionnaire to find out if other
ages found it interesting and engaging also. I asked specific questions in order to receive the most informative responses that would
give me a clear idea on things like, how professional my adverts were, which ones were the most successful etc.
How old are you?
I decided to ask the age of the people answering my
questionnaire to find out how the product and adverts
appealed to different age groups. The majority of people I
asked were within my target audience. It was important that
my target audience, being 15-21, found my adverts engaging
and interesting as the purpose, when creating my advert, was
to target them specifically. For example by including actors of
a similar age, incorporating fashion and a product that would
appeal to them etc.
9. What have you learnt from your audience feedback?
What is your view of the product from my adverts?
I felt this was an important question to ask the audience as before asking any other questions I wanted to know
the overall view of my product. The result to this question was very good, with 52%, being the majority, selecting
their view of the product to be extremely positive and 42% selecting positive. This indicates that a total of 94% had
a positive view of my product overall. This informs me that my adverts created a positive view on Infinity nail
varnish and put forward it’s qualities successfully. Before creating my adverts I wanted the audience to find Infinity
nail varnish interesting, unique and engaging and from the positive feeback on my first question I feel I have done
this to some extent so far.
10. What have you learnt from your audience feedback?
Did you find the logo and slogan memorable?
I included the logo and slogan at the end of the adverts, not throughout like many other nail varnish adverts I had researched.
Therefore the audience have to watch it to find out, which is effective as it allows them to the think about the message it is trying to
put forward about the brand. However I am aware that from my research I have challenged the codes and conventions with this. My
audience feedback for this question suggests that this was successful as 95% of the people who answered my survey found the logo
and slogan memorable in my adverts. The results to the question are beneficial to me as it confirms an important aspect of an
advertising campaign, a memorable brand.
If no, please specify why?
I felt it was important to establish why the logo and slogan of my advert was not memorable for 5% of the people
answering my survey. The responses I received all addressed the fact that the logo and slogan were only included at the
end of the adverts. Therefore although the majority of people found them memorable, a few did not and pointed out that
there was a lack of them throughout the rest of the adverts.
11. What have you learnt from your audience feedback?
Was the product being advertised clear throughout the adverts?
I felt this was an important question to include as keeping the advert focused on the product is necessary in order
for the advertising campaign to be successful. From my research on adverts I am aware of the importance of the
product being the main focus of the advert so tried to make this a priority when creating my adverts. From my
questionnaire I am aware that 75% said ‘yes’ to the product being advertised clearly throughout the adverts. I am
pleased with these results, as I tried to use colour, nail varnish bottles and outfit changes to symbolise Infinity nail
varnish, so it seems my ideas were effective. However I am still aware of the 25% of people who said ‘no’ to the
product being clear throughout the adverts. I did not ask the people who selected ‘no’ to specify why, however I
feel it is possible that the fact that the models painted nails were not included in my adverts, which may have
slightly confused the audience.
12. What have you learnt from your audience feedback?
Did you feel the adverts were part of the same campaign?
From this question I am aware that 71% of my audience felt that my two main TV adverts, sponsorship advert and
radio advert were all part of the same campaign, which is very positive. Before creating my adverts I was aware of
the importance of them being viewed and understood as one campaign and also for them to stand out and be
effective when viewed on their own. I decided to ensure this by using certain aspects that would be memorable to
the audience, such as the clicking of the Infinity nail varnish lid, as this is a recognizable aspect of the product. I
also kept the continuity with the idea of the outfit matching the nail varnish colour throughout all of my TV adverts
and radio advert. From my audience feedback I feel I have been quite successful as although 29% of people
answered that ‘sometimes’ they had not been aware that the adverts were from the same campaign, 0%
answered ‘no’ that they could see no link between the adverts in the campaign.
13. What have you learnt from your audience feedback?
Which advert did you enjoy the most?
I decided to ask this question in order to understand what is most effective and engaging in advertising, as I can compare each advert and understand why
some are more enjoyable than others. From my feedback it is evident that Advert 2 and my Sponsorship advert are by far the most favoured adverts out of the
four, with 38% selecting Advert 2 and 46% Sponsorship. I feel that this is understandable as the uniqueness of these adverts was greater than that of Advert 1
and my radio advert. The coloured backdrops and the quick outfit changes at the click of the Infinity lid were two of these unique qualities. In order to
understand accurately why these two adverts were enjoyed the most, I added a second part to this question asking the audience to specify why they thought
The difference in percentages between Advert 1 and the Radio Advert are considerable, with Advert 1 having achieved 4% and the Radio Advert 12%.
Please explain why
With this question it is evident that Advert 2 and Sponsorships were found most enjoyable due to the uniqueness of them, the
coloured backdrops and the colour changes of the actors outfits. I am pleased that these aspects of my advert have been recognised
and understood by the audience as I intended for them to be the main focuses in the adverts and to be effective and successful.
14. What have you learnt from your audience feedback?
Did you find my adverts engaging?
I decided to ask this question simply to find out if my adverts engaged the audience and created interest in the product. The feedback
I have received from this question is fairly positive as 0% selected ‘no’ to my adverts being engaging and the majority of 63%,
selecting ‘yes’. Although 37% selected that they only ‘sometimes’ found the adverts engaging it still remains encouraging as nobody
found the them completely uninteresting. This is beneficial to know as I am now aware that my adverts were successful and received
well by the audience.
Please explain why
I felt it would be beneficial to know why people did or did not find my adverts engaging to know in which ways I succeeded and which
ways I could have improved. The positive feedback to this question has reassured me that the message of my adverts have been
understood by the audience and that they were able to connect with them in some way.
15. What have you learnt from your audience feedback?
Any additional comments
To finish off my questionnaire I asked if anyone had any additional comments they would like
to share. The main positive comments I received addressed the colours of the product and the
effectiveness of the quick application. I am pleased with this feedback as these were two of
the main aspects of Infinity nail varnish, therefore it is evident that the adverts were
successful in engaging and attracting the audience. On the other hand I received a few
criticisms with this question, such as the brand and logo needed to be included more
throughout the advert. However I am already aware of this from the previous questions in the
16. How did you use new media technologies in the construction and research,
planning and evaluation stages?
I feel that the planning and researching of my product was the most important part of the overall process, as beforehand I knew little
about advertising. I recognised the importance of researching and planning before beginning my project as I had briefly looked at
previous students blogs and the quality of their final adverts. Therefore ensuring that I researched and planned well was necessary in
order to know the codes and conventions of advertising.
I began my research by looking at all different types of adverts on Youtube, as well as searching for adverts created by students. I
feel this was helpful as it allowed me to make a comparison between the two, as well as being made aware of the main differences,
for example the professional TV Adverts having real celebrities, models etc in them. This was beneficial as I was then aware of the
codes and conventions of adverts, allowing me to select which were possible for me to create myself. Throughout my research and
planning I ensured I analysed ten sponsorship adverts, main adverts and radio adverts, which advertised a range of products and
brands. As I had already decided to create a nail varnish campaign, I decided for the analysing of main adverts I would select only
nail varnish products.
From researching adverts I noticed that many different effects were used, such as the fading/sliding in of text etc. Therefore I thought
it was necessary for me to practice with Adobe Premier Pro and Photoshop and look into the different tools and learn the process of
creating the adverts. This was very beneficial to me, as when it came to beginning my project I did not have to waste time learning
the basics of the programmes.
17. How did you use new media technologies in the construction and research,
planning and evaluation stages?
I used the two programmes Adobe Premier Pro and Photoshop for the construction of my adverts. Originally I planned to use Adobe
Premier Pro, however throughout my planning I established that I would need to create a nail varnish bottle and therefore used
Photoshop to do this. I decided on using these programmes after speaking to my teacher and understanding which would be most
suitable. Adobe Premier Pro was effective in creating my titles as I had planned them to be black and in plain font. However with the
‘Infinity’ text and the logo I had more choice with fonts and editing tools in Photoshop.
For the filming of my adverts I used a Sony camera, provided by the school. This allowed me to effectively film my adverts, as I have
previous experience from filming last year. This year I had to work independently and found it challenging making all the decisions
and deciding the most effective angles by myself. However I feel that because of this my filming skills have developed. Throughout
filming there were a few shots which I had to change, as although they appeared effective in my storyboard, they were not when it
came to filming them on the day. This delayed the process of filming slightly, however I managed to try out a few different angles and
decide on new shots, which were more effective. Overall I feel the filming of my adverts have been successful, as where there have
been challenges I have overcome them and moved forward with my project.
In order to record the voice overs for my adverts, as well as my radio advert I had to learn how to use the voice recorder effectively. I
found it easy to use after a couple of practices and the recording of the rough copy of my radio advert was a fairly quick process. I
recorded the dialogue for my radio advert in the same room, at the same time to ensure that there was minimum background noise
and so all the recording flowed effectively when it came to adding the clips into Adobe Premier Pro. After recording I imported the
files onto a macbook, then into my animatic. This allowed me to get an idea of whether the dialogue was effective and how my radio
advert will come together. After importing the sound clips into my animatic, I was made aware that the sound was not loud enough.
To overcome this I experimented with the volume in Premier Pro, as well as in Adobe Audition.
18. How did you use new media technologies in the construction and research,
planning and evaluation stages?
I also used online technology, such as Google Docs, Youtube and Blogspot. After completing my adverts in Adobe I had to export
and upload them. I decided to upload them to Youtube as it as an extremely popular site, therefore it would be able to reach a wider
and varied audience. Blogspot is the website I used to blog all the researching and planning I carried out throughout the process of
creating my adverts. I am familiar with this website, therefore using it was not a challenge for me. I found blogging a very helpful and
efficient way to keep track of where I was in terms of my project, as well as knowing what areas I have progressed in.
The last online technology I used was Google Docs to create my questionnaire in order to receive audience feedback on my adverts.
With previous projects I have done, for example the Thriller sequence last year, we used Google Docs to create a questionnaire. I
decided to use this technology as I am familiar with it. Google Docs allows you to copy the link and post it on social networking sites,
as well as send it to people you know, meaning it was an effective way to get many responses. Creating my questionnaire in Google
Docs saved a lot of time compared to how long it would have taken doing it on paper and handing them out individually. Collecting
together the results was also made much easier with Google Docs as it allows you to take your results and put them into different
charts, allowing you to see and count the results efficiently.