2. In what ways does your
media product use,
develop or challenge forms
and conventions of real
media products?
3. Insight
My product use techniques and conventions from real media texts. I did
my research on types of adverts such as Presentation, Narrative and
Demonstration. After doing the research I was able to apply what I had
learnt to create an advert that followed the conventions of advertising in
order to sell my product. However I looked more specifically at Car
Adverts and how the conventions differ. As a general rule the editing of an
in adverts' is fast with a range of 12 to 15 shot in 30 seconds this short
period of time doesn’t allow a lot of time to connote meaning. The types
of cuts in advertising are also important as they generally use a straight
cut, with very few dissolves or fades.
4. I chose the shots for a reason, using long shots to denote the car arriving at a destination or
the use of close ups to denote specific aspects of my product or the owners emotions. This
is the same for the advert shown in the print screens where they have used extreme long
shots to show the cars capabilities over different terrain. The use of shots also was similar in
both adverts to keep the continuity throughout my adverts but I also had to decide on the
shots for my TV Sponsorship where I included some of my footage from the adverts and
extra footage not used to create my TV Sponsorships that would use similar shots to show
some specific points about that car to help promote the product.
5. It is a common convention for Car Adverts to use a voice
over. However I was able to develop existing texts to create
a Voice Over that suited the purpose of the product. BMW
“It’s only a car” I found this voice over diminished the
importance instead of connoting the cars importance.
Therefore I was able to develop the voice over to that it
would fit in the conventions of a Voice Over as it needs to
grab the audiences attention as well as being upbeat. A
voice over is to connote a products desirability and purpose
this has been done in the M&S advert however I needed to
develop something that was up beat and interesting. I found
my self developing the typical conventions of a Voice Over
to create something that would also work as a narrative for
the advert.
These are the inspiration for
my Voice Over and my own
narrative styled Voice Over.
6. “It’s Not just a car”
Narrative
Many adverts follow a very conventional
narrative that tells a story throughout. “It’s the journey to work”
However I wanted to take conventions of
both the narrative and voice over and
remix them to create a narrative that would
work for my product. In affect I used
bricolage to recycle old forms I did this to “It’s the weekly shop”
create a narrative in which allowed me
develop typical conventions as I was
combining a voice over into a narrative. I
found that the narrative was effective in
creating a list of events much like a story “It’s the time spent
and paired with the voice over connoting with your kids as
the cars importance related to each event. you take them too
school”
“It’s Life”
7. Conventional car adverts generally denote the car in some form of situation and
being able to solve the problem better than any of its rivals. This also included
technology as it is a very important factor to connote in car advert. However I
decided I would keep to the more conventional car advert by introducing a range
of situations that my car would be able to handle therefore connoting its
versatility.
Conventional Following
Screen Shots Conventions
These are some screen shots how
my main texts following the
traditional conventions of a car
advert. By using a close or medium
shot of a situation, then capturing
the drivers emotions and then
overall outcome of the car being
capable of fulfilling the situation.
8. On one hand I was following the conventions of a traditional car advert by creating a situation
or purpose that the car was able to use in connoting its capabilities. However I chose to
challenge this convention as I found in my research it was massively used therefore becoming
slightly ineffective. In addition to challenging conventions traditionally found in a car advert by
having a multiple of situations that the car was able achieve, for example commuting to work,
on a road trip, weekly shop or a romantic date. As well as challenging the typical conventions
of a car advert I found myself developing others to create my Ad.
I took a typical convention from food
adverts that connote a range of offers or
foods throughout the advert.
I was able to create an advert that was unique in its construction by challenging typical car
conventions and also developing food conventions. I paired this with my narrative as I was
able to set up situations in which the car is able to exceed expectation. By adapting typical
conventions of one type of advert and challenging others I was able to produce an Ad that
connoted all of the cars capabilities, of versatility and family orientated. My target audience
understood the intended purpose of the text by recognizing the fact the list method taken from
the food adverts paired with the narrative, then challenging the conventions of creating
situations in the advert. My target audience benefited from my combination of challenging and
developing conventions as they were able to recognize the adverts purpose of its versatility.
9. Conventionally car adverts use the last 5 seconds of the advert to display their
logo and slogan therefore promoting the brands image. I looked at a range of
previous adverts that followed the typical convention of denoting the brands logo.
I found that it was ineffective and could be developed so that it related back to the
product or what the audience had viewed. I wanted to achieve an ending that
would ensure the viewers leave with the message imprinted in their minds. I tried
to do this by dividing the screen into 4 with the three main sections of advert
being denoted as well as the brands logo. My aim was to create a brand page
that summed up all aspects of the advert as well as relating it back to the brands
logo and name.
My interpretation denoting the brands
display page.
10. An aspect of my advert was to be up beat and up lifting, I achieved this by
the use of quick paced narrative. However my advert was lacking
substance and needed something extra, one option was to add a Non –
Diegetic sound track. This is not a typical convention of Car Adverts, I felt it
would be worth while adding an up beat and happy sound track to follow
the theme of the advert which will enhance the ability to keep the audiences
attention throughout the duration of the text. I found that this convention
was worth while to challenge as it allowed for my Ad to have a rhythm that
worked in relation to my narrative. The audience feedback proved that they
also benefited from the use of challenging the conventions as they were
able to determine the purpose and key aspects of my text and campaign.
The up beat sound track worked in tandem with the quick pace narrative
and the fast pace of editing, this helped my advert to flow, more refined in
comparison.
11. In my TV Sponsorship research I found that many sponsored ads will incorporate
aspects are related to the channel or programme the viewers are watching. I felt
that many of the TV Sponsors were branding their product in relation to the
programme this is a convention I wanted to challenge.
TV sponsorship adapts their featured products for
example Fruit Tella, and advertise it in such a way
that it would create a direct relationship to the
sponsored programme. Fruit Tella was able to do
this by using the product to symbolize people in
the programme.
Fruit-Tella – "Odd One In"
on ITV
This was a convention I wanted to challenge as I wanted to create a message that
remain constant in all my text and found keeping to the basic conventions of TV
Sponsorship I would be unable to do this.
12. To maintain the message of the texts I decided to create the TV Sponsorships in
a way that they would denote the key aspects of the car. However I would make
sure the construction of the TV Sponsorship would fit the channel I was
sponsoring, I met this convention by creating a car Ad for motor based channel.
Unconventional as Sponsorship Ads don’t
generally take similar aspects of adverts,
that will connote the products importance.
TV Sponsorship challenges conventions
carrying on to advertise the product and its
capabilities in a similar fashion to the main
adverts. Instead of following the conventions of
using your product as a tool in relation to
advertising the program.
13. Convention of “Dave’s” TV Sponsorship Ads.
Discrete
placement of
Sponsoring
Dave
Product still the focus of TV Sponsorship
Large Logo denoting brand
Product being centered and use of Kept to the convention of my
close up connoting importance. TV Sponsorship Ad finishing
Discrete with the product being the
placement of primary purpose, with product
Sponsoring placement and sponsoring the
Dave channel in a minimal way EG
Only text.
14. I have constructed a conventional Radio Ad as it explains and creates
scenarios in which the product is able to excel. My research proved that many
Radio Ads do this to generate a buzz about the product as the audience is
unable to see the product, it follows the form of a demonstration Ad as it
shows that the product perform its given functions as described in the text,
and then how to obtain the product at the end of the Ad. I decided to follow
this convention but by using the same layout of narrative as my main texts,
this was effective as it allowed me to maintain continuity throughout all my
texts, but also meant I was able to generate situations which my product was
well suited too. I used non – deigetic sounds to create an atmosphere, so that
it would grab the attention and was more likely to engage with the audience. I
decided it could be beneficial to try and challenge the radio conventions by
adding aspects of a demonstration ad which generally give details of the
product such as deals or test drives. This kept my audience engaged with the
text right to the end. I found this was effective as 75% of the audience was
influenced enough by the radio ad to want to take the car for a test drive. I
challenged the conventions and made them work in advertising my product.
15. How effective is the
combination of your
main and ancillary
texts?
16. For the combination of my main and ancillary texts to be effective I need to
ensure that their was synergy throughout all media texts so that they could be
viewed as a campaign and would work a more effectively together rather than
signally.
Synergy
One way that I was able to create
synergy throughout the texts was
with the use of shots. I tried to use a
range of similar shot distances and
angles. This was important, as it
allows the audience to recognize
and connect the texts.
These shots are similar in their construction as
they are shot from the same position creating
similarities throughout the texts. In addition to
creating the same mid shot in different situation I
also included them in several of my texts, this was
to create the much needed continuity throughout
the texts.
17. I used my knowledge of shot angles and distances to create meaning an
purpose in the texts, as I needed to convey a similar meaning throughout all my
texts.
The first TV Sponsorship in its self denotes versatility as you are able to see a range of different
people using the vehicle. I further connoted the versatility through a range of close ups, medium
shots and two shots. I used the range of shots I did in both my main texts and ancillary to connote
he happy emotions when driving, but also to denote the cars capabilities of having a large boot or
the nice features of the car such as the wheels which will add to the USP. Used the same range of
shots to connote the same meaning and purpose through all the texts, however the TV Sponsorship
also connotes the cars key features such as the versatility with a range of drivers as I have a
combination of specific shots one after another that all connote the same message.
Denoting the car has a large boot space Connoting the cars luxurious
throughout all the texts. features, in both the main texts and
ancillary texts.
To connote the drivers happy emotions, with the use of a close up.
In both the main text and ancillary text.
18. Pace of editing steady through all texts, this is a convention that I need to
maintain throughout so that the audience would be able to associate the
individual texts to my brands camping. I had challenged the pace of editing in
my main texts by having around 12 shots within the 20 seconds this
dramatically faster than the conventional 12 shot throughout a 30 second Ad.
As the pace of editing was noticeably quicker I tried to maintain this
convention throughout all of my texts I was able to do this and keep the
continuity. I was challenging the conventions of a both TV sponsorship and
Radio Ad as they generally use a slower pace of editing this meant my editing
needed to be precise and accurate for the audience to understand the
intended purpose of each text.
Audience Feedback
I asked a question in my audience feedback to see whether or not the
audience would agree I have created a combination of effective texts. I was
glad to find that 100% of my feedback agreed that I have produced the texts in
a way that the audience was able to notice the continuity and synergy.
19. Mise – En – Scene was a massively important factor to maintain synergy through all
5 texts. I wanted to ensure that the car was centered in the every shot as it was the
primary purpose of the texts. Although in the second advert the vehicle owner is in
some ways more important to the car as it denotes the diversity of drivers.
Lighting very consistent
Screen shots displaying Mise – En – Scene throughout all texts
I have used the screen shots as they denote how precise my use of Mise – En –
Scene was in ensuring that the car was always centered or in the foreground. As
well as this I needed to take lighting into account to make sure that the brightness
was consistent in all texts as it was very visible on the car, even when filming in
the rain to connote the cars “can do attitude” I edited and changed to brightness of
the footage so that they remained consistent with the previous shots.
20. Text & Logo
I had entered the logo at the end of the main texts I wanted to maintain the
consistency between the main texts and ancillaries texts. A key convention of car
adverts is to add the the brands logo at the of the text I wanted to use this
convention to my advantage as it would allow me to help continuity and have
synergy in all texts. In addition I placed the logo so that it was in a similar place
through out all texts this was another stage of effectively combining my main and
ancillary texts.
I used the same text style and size in all texts, this is
something my audience may not pick up on. However it
is the small details as using the same style fonts that
ensure that my texts have exactly the same convention
as well as maintaining continuity.
21. Narrative I followed the exact same style of
narrative in both main texts and the
Radio Ad. I did this by creating a
voice over than could also be used
“ It’s not just a car “ It’s not just a car to tell a story. Additionally I needed
something that I could adapt
It’s the journey to It’s a romantic date depending of the advert, this was a
work perfect outcome as it meant it as
Its getting to the able to change the situation but
It’s the weekly shop concert on time keep the structure. I was able to use
the narrative in both main texts but
It’s the time spent It’s a road trip with simply changing what happened. In
with your kids as your friends the case for the Radio Ad I was able
you take them too to use the exact same narrative, this
school It’s life” became symbolic of the brand with
a can do attitude. The viewer would
It’s life” be able to associate the narrative
with the majority of the texts
maintaining the viewers ability to
recognize all individual texts as a
campaign.
23. Reaching The Audience
I created the questionnaire on Google Docs as it allowed me to link the form to a large
audience that consists of friends and family on Facebook and Twitter. I needed to look
back on a previous questionnaire for my research on what my target market would like
from the advert as well as the product to be advertised. However as this had been
created at school I found it was incredibly biased and narrow minded towards a young
audiences wants. I knew I wanted to create an advert about cars therefore needed to
reach a wider audience, an older generation that will use a car and be my primary
target market.
I found that I had fallen into a similar trap when creating a questionnaire on my final
texts as I was broadcasting the questionnaire to a young audience on social feeds. To
resolve this I went about ensuring that I asked an older generation, preferably ones with
families and adventurists. Additionally another aspect of my feedback that may hinder
the accuracy of my results was the amount of responses I received. Although I had put
the link on social networking sites and sent emails multiple of time I only received 4
responses. This is not an accurate representation on how a mass audience would
interoperate the text and respond to my questionnaire.
24. I decided to base the questions around the aims of the text which were to
create an advert that would invite and denote how the BW Aida is able fit
any situation of the families daily life. However the second advert is to
connote the cars capabilities in fitting any drivers life style. As this was the
aim of the adverts I was targeting an audience that was 17 and above,
mainly family oriented but also will be targeting a range of adults that need a
versatile vehicle. I wanted to see whether or not I had achieved my aims of
the advert and used the questionnaire to see how successful the campaign
was.
25. Would you watch the whole duration of the adverts while watching TV?
I thought it was important to find out whether not my intended audience would even watch the
entire advert, as if they wouldn’t it would defeat the objective of creating an advert that made
the viewers want the product.
I was glad to find that the majority of my target
audience would watch the whole duration of adverts
this meant I had successfully created my texts so that
the intended audience would find them interesting.
If you answered No to 1.a please expand on why ?
I added a second section to the question to the question to find out why the viewers would
either watch my advert or the reason why they wouldn’t.
As I had used social networking sites to get my responses I had some of feedback maybe
negative or inaccurate due the wrong audience viewing the texts. The feedback was very
useful however as I found that many viewers whom are of a younger generation do not
watch adverts at all, more so would not find a family car advert interesting to them. Therefore
my product is trying to reach a more specific market than I had originally thought.
26. What was the campaign trying to connote about the car?
After assuring myself that the majority of viewers would watch my texts and actually
give their full attention. It is an argument that mass media audiences are passive
and are easily manipulated by what they see in the media, this is a key feature but
also an issue in advertising. As the advert it to sell and promote a product therefore
it is to influence the audiences opinion about the product, by connoting what it is
capable of. I therefore did this question as a test to see whether or not my
audience would influenced by the connoted meaning of my campaign. I was happy
to find that all participants had realized my product was connoting its versatility and
multiple uses, as I had based the idea of one of my adverts around the cars
multiple uses. However the audience was unable to pick up on the campaigns
family orientation. This was a problem as it was part of the campaign as meant that
the first advert was lacking meaning as the audience was not recognizing the
intended message.
27. The TV Sponsorship is a way to advertise the car for a motoring audience.
Have my TV sponsorships done a good job of advertising the key aspects of
the car in the small time they are shown?
This was a test of my editing skills as my Sponsorship Ad is relatively fast paced.
Therefore I needed to make sure that my text was denoting all the key features to
the audience. I found that all participants agreed it did a good job, however It was
not enough to just say yes I wanted to know why it had worked. Therefore I added
the question –
Please justify why?
The results confirmed what I expected from my TV Sponsorship. I was able to
receive very positive feedback in relation to how the TV Sponsorship denoted key
aspects. This was a conventional feature generally found in Sponsorship Ads as
they are not used in aid of denoting the product use. “Because they show a few
quick scenarios of what the car is capable of without giving too much
detailed info which can become tedious” This response sums up my
Sponsorship as I wanted to give the audience a preview of the product using a
quick pace of editing to briefly denote key aspects that have been shown in the
advert. I was glad to find that all participants were able to understand what was
intended by creating the TV Sponsorship in the way that I had.
28. After watching the Advert Campaign did you feel there was continuity
throughout?
I was creating a campaign I
needed to make sure that the
campaign was consistent and
maintained continuity throughout.
Ad 1 Ad 2 TV Sponsorship
My results proved that I was able to use a range of conventional adverts and
unconventional ones in a campaign and still keep the continuity. The reason for this was
down to the same aspects being used in all adverts, which followed conventions of the
main adverts but challenged and developed the ones in the TV Sponsorship. I used the
same footage throughout the campaign I feel it was this aspect that allowed the
audience to see the connection in my texts as they were able to recognize similar shots
and angles in all texts. I was happy that the campaign was able to keep continuity
throughout as it is an important aspects of producing a successful campaign.
29. Listening to the Radio Advert did it make you want to find out more about the
car or take it for a test drive?
The idea of the radio advert was to entice the audience and give them a taster of the car
making them want to find out more and possibly take one for a test drive. I was happy to
find that the audience wanted to find out more about the product and would be willing to
take the car for a test drive. This meant my radio advert was meeting the demands of my
audience as they were interested enough and wanted to find out more.
Do you feel my product would be suitable to sponsor a motoring channel?
As I had created a motor related campaign it was vital for me to be able to advertise my
brand on specific channels that were motor related. As this was going to give me the
best chance of generating interest in my product through an audience whom is
interested in cars. Therefore it was appropriate to find out whether or not the audience
thought the TV Sponsorship Ads would be suitable to sponsor a motoring channel. I
received 100% positive feedback, which was encouraging as meant my adverts were
more likely to be watched and interacted with if the audience were interested in the
products and watching a related channel.
30. Were the Ads engaging to watch?
I had created the narrative so that it would be up beat and engaging to keep
the audiences attention focused on the advert. Additionally I had added an
lifting Non – Diegetic sound track to connote the up lifting mood, additionally
my adverts use a rather unconventional fast pace to keep the audience
engaged. It was beneficial to find that my results had confirmed my attempts
of challenging and developing conventions to create this up lifting and
engaging text. This meant the audience was more likely to watch the whole
duration of the advert if they had found it engaging enough due to its
construction.
31. To finish the questionnaire can you suggest any possible improvement's or
possible errors not asked in the questionnaire?
This was not something I had even though of but it could have been an amazing shot
to finish the TV Ads with. However I could have used the idea of breaking the 180
degree rule for the TV Sponsorship as it would have been a great way of showing all
the cars aspects. Also the use of a 360 degree shot would have allowed me to connote
the cars importance as breaking the 180 degree rule is not a convention normally
broken.
“I think some of the text in the adverts could be better positioned and
transitioned, they are a good way to advertise but it could have been done better,
overall though a very good advert, perfect continuity and well produced.”
Editing is one of my main issues and is a skill that really needs improving, so I am not
surprised there is an improvement about the editing on the TV Sponsorship as I was
trying something very ambitious. I was personally happy with the out come of the text,
but have realized it could be improved with my feedback picking up on not being as
smoothing as it should be.
32. What the Feedback Means
In the audience feedback I was glad to find that the majority of results were
positive in creating effective texts that use, challenge and develop conventions
of real media products. In certain cases I am happy with the results as my two
main Ads received very good feedback as they have connote the correct
message, but also how I was able to develop the conventions of the TV
Sponsorship while still being able to denote all of the cars capabilities, whilst
fitting the channel it is sponsoring in my case reaching a more specific
audience as they would be interested in most types of motoring. As well as
taking into consideration the improvements to my texts, this is both in things
that could have been changed or improved but also to my personal skill and
improving certain aspects to ensure a high quality of work is produced.
33. How did you use new
media technologies in the
construction and research,
planning and evaluation
stages?
34. Planning & Research
To film the adverts I used an HD camera
this allowed me to get the highest quality
footage possible as I am really fortunate
that my school offers such good
equipment. In addition to this I was using a
trip so that I was able to get perfectly still
shots that are also level no matter the level
of surface. As shown in the image the
surface is not level but I was able to set the
tri pod in such a way so that the shot would Tri Pod set up to
still remain level. If I was using a camera be level even on
with a tripod I would have been unable to an unlevel
get such a level and precise shot. All this surface
good equipment has allowed me to get
some good quality and level shots that I
would have been un able to achieve this
level by hand.
35. Adobe Premiere Pro
I used Adobe Premier Pro in my AS project but
this year I used Adobe Premier Pro CS5.5
which is the newest software option available.
There where many new options on the up to
date software although I did not use the extra
options I found this time using the software I
was more confident and understood the
settings and variables that were part of the
program so that it would be appropriate for my Practice Filming / Editing.
adverts. I had to ensure my editing was precise
so that I would capture the correct footage as Ensuring it was fast pace editing
well as ensuring that I maintain the flow and being parallel with the Non –
rhythm of the advert. For this I decided to to Diegetic sound track.
practice filming and editing to ensure I was
prepared and ready when I began to edit my
final texts.
36. Personal Development
In preparation of using new software to
create the adverts I used Web 2.0 to get
some background information on the
software that I will be using. Additionally I
looked at a few tutorials on how to use
the software, I used this to brief myself
on what I have to do when creating
adverts. I then went back to these
tutorials in the making process of the
adverts so that I was refreshed and was
able to use the software correctly. These
tutorials were mainly focused on learning
to use PhotoShop and GarageBand as I
had not previously used either of these
software options.
37. The New Software
I used Garage Band to keep continuity Photoshop was program that I used to create the
the teacher recorded my Voice over for logo for my product, Photoshop allowed me to
all adverts. This was the best way to create the best result possible but also offers the
record it also meant that I was able to most options when creating the logo. I used the
edit the track so that I was happy with tutorials to help teach me the skills need to use
the outcome before importing it to Photoshop, but my teacher knows a lot about the
Premier. I was able to cut the recorded software and many of my class mates study PVA so
track so that it would fit the my advert I was surrounded with able bodies who I could refer
perfectly but also add a fade to the to when stuck. Using this software allowed me to
voice over at the end of each section. create my logo on a transparent background, but
Adding this fade made it sounds more also have a massive range of texts that aren’t on
appropriate in my advert, allowing me to many similar software’s. Additionally I wanted to
take my campaign to the next level. create a circular logo with the text centered and a
These new technology options helped outline around the edge of the circle this was made
get me there. possible using Photoshop having layers allowed me
to have different aspects of the logo on the page.
38. To My Advantage
I found the planning of the In the research stages of my project I used the
storyboard very hard as I was Web to allow me to analyze the many existing
unable to draw some of my adverts and to gain information about the
possible shots and feel happy common codes and conventions of adverts. This
with the details which would was something I may later decide to use, or
ensure that they were self challenge or develop depending on my advert
explanatory, I then took a few style and purpose. I used Youtube the majority of
still pictures of the locations of the time to analyze the existing media texts, I was
certain shots and then drew on able to embed the videos on my Blog
top of the photos, I also used (www.blogspot.com) I then used the blog to
Photoshop to add construct lines analyze existing texts which helped me develop
to allow me to get my distancing my own work. Youtube allowed me to research all
right. the media texts in the advert project, this ranged
from 2 x 30 second advert, 2 halves of a TV
Sponsorship and radio advert. I used this in my
research as I searched types of adverts,
narrative, presenting, viral advertising etc I was
able to use this sites to aid me summarizing my
research which was referred back to in my
creation of the adverts.
39. Evaluation
I used technology through out the project even when creating the evaluation as I wanted to reach
the broadest audience and receive the most feedback on my media texts. I then posted links to
both my questionnaire and adverts on social networking sites like Facebook& Twitter where I was
able to receive feedback from friends and family.
Google Docs allowed me to create a questionnaire
that I was able to link to friends and family through
social networking and email. Online I was able to
generate a lot of audience feedback within a short
period of time.
Google Docs was an excellent addition to creating the evaluation as I was able to create a
questionnaire which was online therefore I was able to edit it. This was a more efficient way of
getting feedback as I didn’t have to print the questionnaires out and try to get people to watch
the adverts whilst filling the questionnaires out at school. The audience was able to view it in
there own time and to fill out the feedback from, Google docs automatically creates a Pie Chart
diagram showing the results.
