In what ways does your media product use, develop or challenge forms and conventions of real media products?There are many elements across my media texts that take on conventions from real media text. In my research I beganto analyze many different advert types this allowed to me understand the codes and conventions. As a general rule theediting of anin advert’s is fast with a range of 12 to 15 shot in 30 seconds this short period of time doesn’t allow a lot oftime to connote meaning. The types of cuts in advertising are also important as they generally use a straight cut, withvery few dissolves or fades. I followed many conventions of advertising when creating my advert, one of these was withthe choice of shots in my advert. As I was selling a car and what it can offer its owner I found that using a variety of shotswould be more beneficial than many of the similar shots.I have taken some print screens of shots from my advert and another car advert, the purpose of this was to show thatmy adverts follows many of the same conventions as other’s. I chose the shots for a reason, using long shots to denotethe car arriving at a destination or the use of close ups to denote specific aspects of my product or the ownersemotions. This is the same for the advert shown in the print screens where they have used extreme long shots to showthe cars capabilities over different terrain. The use of shots also was similar in both adverts to keep the continuitythrough out my adverts but I also had to decide on the shots for my TV Sponsorship where I simply included some of myfootage from the adverts and extra footage not used to create my TV Sponsorships that would use similar shots to showsome specific points about that car to help promote the product.
The first advert has footage that denotes everyday situations and how the car is responding to situations you may comeacross. In the second I wanted to show that the car would be suitable for different people that use the car. The problemthat I found with this was its hard to determine purpose and meaning behind the text. This meant I needed somethingto help engage the audience with the text, I included a Voice over to connote meaning behind the footage. After doingsome research I found that many car adverts used a voice over in the same way as mine to create a sense or purposeand meaning behind the text. Furthermore I took certain aspects from previous adverts and then adapted them so thatthey would fit my advert. BMW used a voice over which said” It’s only a car” however I felt that this was not doing thecar justice removing the car’s Wow factor and diminishing its importance. Therefore I developed this part of the voiceover so that it connoted importance, “ It’s not just a car” this instead connotes that the car is special and better than therest. In advertising I am trying to sell my product so connoting the product is special is to make the audience want theproduct even more. I also took inspiration from another advert that would allow me to develop it to denote the carscapabilities, I looked at the M&S advert as they list what’s on screen in a way that connotes the food’s desirability. Iwanted to take this concept but develop it so that it would fit the purpose of my advert in a way that would denote thecars capabilities and abilities to do any job but also fit any life style. Intertexuality was used to create the adverts as Itook parts from other adverts and developing them so that they where better and appropriate for my advert.In addition to this I found that many car adverts displayed their logo and slogan on the screen for the last 5 seconds ofthe advert, some of which also used the voice over to pitch the product one last time. I found this would be a goodconvention to use in my advert as it meant I could sum up the advert and finish the advert with something the audiencewould remember. Not only did I add this to my advert however I found it could be use full to develop it so that I wouldbe able to bring the advert to a finish keeping the meaning throughout. In the pictures below I have shown some logosto other products that the adverts finish with, mine is much the same however I also incorporated the same screen intoa screen that also has still shots of each location of the advert. The reason for this was to tie all aspects of the advert tothe logo and name but also have it so they audience would last see all aspects of the advert at the end keep it fresh intheir mind.The name of the product was also to follow the idea of the car being multifunctional, so I called mineproduct the “Aida” as it would aid the family and owner in their daily life. This then fits in with themessage of the Adverts denoting the car capabilities but also to fit any type of owner.
One convention I was able to challenge of the car adverts was that I added a non diegetic sounds as many car adverts use thediegetic sounds of the car to connote its sporty aspects, or the luxurious features of the cars. My product has these features ofbeing a large car with masses of interior space that is still luxurious. But I wanted to create an advert that used a faster pace thanmany other car adverts one way that I did this was to use a up beat and up mood sound track that I could edit my clips in timewith the sound track. I then usedanup beat sound track to allow me to create an advert that was more upbeat than the traditionalcar advert but it meant that I would keep the audience engaged with the advert. To be able to edit the advert in time with soundtrack I did some research on Music videos look at the way they edit the song to the clips so it flows. However I also needed tomake sure that I was able to hear the diegetic noises from the clip as well as the sound track and the voice over this was a veryhard task to get the audio to the correct levels, I was able to use the audio effects tab on adobe premier to change the soundlevels according to their importance to create a level and constant sound throughout the adverts and campaign.This is what the audio effects looks like I was able to edit each clip as long as they were separated in to different layers.
How effective is the combination of your main and ancillary texts?Throughout my adverts and ancillary texts I decided to denote the same message through out all the texts created. The messagethat I wanted to createwas how flexible and able to fit any life style orowner but also be able to handle any task in every day life. Icreated this synergy throughout all the texts using similar editing pace, the distance and angles of shots, the voice over followsthe same structure in both adverts. The reason for keeping the the adverts similar was it meant that the audience watching wouldbe able to relate the advert with the brand name and product with out being told within the advert.Therefore the two main adverts and radio advert use the same style voice over –(I will be showing the voice over’s in a blog post)I also created synergy by using the same shots in some of my adverts and the TV Sponsorships –These are just some of the shots that featured in multiple of my adverts the reason for this was to create synergy but also makingit easier for the audience to link the adverts together in a campaign. The shots are the same, editing is similar using very closeediting these efforts were to help allow me to create the synergy I wanted throughout my campaign.Overall then I feel the combination of my main and ancillary texts have worked well together to create synergy, I used similarfootage in more than one of my texts so the audience would recognize the avert instantly, the similarities are also found in theways I edited the pieces using a quick pace to keep the audience engaged. Additionally the non diegetic voice over is one of themain forms of synergy as I have used the same style in both main texts and the radio advert, as it uses the same style just fitsdifferent situations.
What have you learned from your audience feedback?
How did you use new media technologies in the construction and research, planning and evaluation stages?To film the adverts I used an HD camera this allowed me to get the highest quality footage possible as I am really fortunate thatmy 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 arealso 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 sucha way so that the shot would still remain level. All this good equipment has allowed me to get some good quality and levelshots that I would have been un able to achieve this level by hand.I used Adobe Premier Pro in my AS project but this year I used Adobe Premier Pro CS5.5 which is the newest software optionavailable. There where many new options on the up to date software although I did not use the extra options I found that thistime around of using the software more confident and understood the settings and variables that went with the program sothat it would be appropriate for my adverts. One feature of the software that I used a lot more this timewas the zoom tool forthe time line which allowedmy editing to be more crisp, this was a vital step for the adverts as the clips needed to be short thismeant the editing needed to be precise for the clips to flow from one another.In preparation of using new software to create the adverts I used Web 2.0 to get some background information on thesoftware that I will be using. Additionally I looked at some tutorials on how to use the software, I used this to brief my self onwhat I have to do when creating adverts. I then went back to these tutorials in the making process of the adverts so that I wasrefreshed and was able to use the software correctly.Another piece of software that wasn’t used in the previous year was Garage Band. The reason for using Garage Band was I hadmy teacher record my Voice over for all adverts to keep continuity through out. Additionally the best way to record this was touse Garage band but also meant that I was able to edit the track so that I was happy with it before importing it to Premier. Iwas able to cut the recorded track so that it would fit the my advert perfectly but also add a fade to the voice over at the endof each section. The reason for this was so that it flowed better throughout the advert, as the recorded version with out anyediting sounded harsh. It was small things like adding a fade so that it sounds more appropriate in my advert that allowed meto take my campaign to the next level it was the new technology options that helped get me there.Photoshop wasprogram that I used to create the logo for my product, Photoshop allowed me to create the best result possiblebut also offers the most options when creating the logo. I used the tutorials to help teach me the ways of Photoshop, but myteacher knows a lot about the software and many of my class mates study PVA so I was surrounded with able bodies who Icould refer to when stuck using the new software. Using this software allowed me to create my logo on a transparent background, but also have a massive range of texts that aren’t on many similar software’s. Additionally I wanted to create a circularlogo with the text centered and a outline around the edge of the circle this was only made possible using Photoshop but alsohaving layers allowed me to have many different aspects of the logo on the page.
In the research stages of my project I used the Web to allow to analyze the many existing adverts to gain someinformation about the common codes and conventions of adverts. This was something I could later decide to use, orchallenge or develop according to my advert style and purpose. I used Youtube the majority of the time to analyze theexisting media texts, this is where I was able to embed the videos on my Blog (www.blogspot.com) I then used thenblog to write up the existing media text’s which I researched which help me develop my own work. Youtube allowedme to research all the media texts in the advert project, this ranged from 2 30 second advert, 2 halves of a TVSponsorship and radio advert. So I used Youtube to look through the advert options but I also used Google to allow meto search for millions of of websites related to advertising. 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 writing up my research that informedme in my creation of adverts.In the planning stages of my project I was able to use the equipment to refresh my skills and and practice some techniques I hadlearned from the year before. Once I had got my footage I also used the software available to edit the clips together, using somedissolves and fades but also adding titles. I was therefore familiarizing myself with all the aspects of equipment and software Iwould need to create my product. However in my planning I found storyboarding very hard as I was unable to draw some of mypossible shots so that I was happy with the detail and so that they were self explanatory, I then took a few still pictures of thelocations of certain shots and then drew on top of the photos, I also used Photoshop to add construct lines to allow me to get mydistancing even more correct.In my evaluation I used the the internet to get my audience feedback to the public I was able to do this by creating aquestionnaire on Google docs this was a online document meaning I was able to edit the document at any time. Additionally I wasable to embed the document on many platforms allowing me to reach a larger audience to watch and review my campaign. I usedmy blog as the centre point of the questionnaire to be filled out, but also where I linked the questionnaire and adverts together. Ialso linked the questionnaire and adverts on social networking sites so that I could reach this larger audience as I wasn’t receivingmany responses from viewers of my blog and google doc.Lastly I used a website called slide share to get my presentation in a form that would allow me to embed it on my blog, this alsoconverts the presentation is a slide show that looks more professional that a simple power point presentation that I used to createmy evaluation.