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Evaluation final Evaluation final Presentation Transcript

  • Advance Portfolio Evaluation Ellie Biddle
  • In what ways does your media product use, develop or challenge forms and conventions of real media products?
  • The key codes and conventions used in TV advertising typically consist of the identification of thebrand through the use of the logos and slogans, the restricted length of the adverts generically30 seconds, compression of story line and the differing categorises of adverts includeNarrative, Spokesperson Presentation, Pitch Presentation, and Voice-Over ads.I started by researching into a wide variety of adverts and sponsorship sequences. This enabledme to start to analyse the key codes and conventions of this medium, for example I analysed thestop frame TV commercial, advertising the Amazon Kindle, created by photographers AngelaKohler and Ithyle Griffiths presented in the screen grabs above. Kohler and Griffins had themusic inextricably entwined with the mise-en-scene of the advert; the music became synonymswith the USP of the brand itself. The use of mise-en-scene and props connotes the imagination ofthe persona in the advert, The interchange between reality and idealism is indexically shownthrough the use of the magic location with the magician props and then the realism of the‘everyday ‘props including the bike and day to day wear. I adopted the same conventional use of mise-en-scene in my advert whereby I used props and thelocation to symbolically reference the modernday music festival .i.e. The ukulele and native Indianhead dress.
  • I also analysed the moving image John Lewis advert, the advert used a veryconventional nostalgic narrative theme with a start, middle and end. As shown inthe screen grabs presented belowHowever I felt that this type of convention would not work as well withmy concept therefore I adapted this particular convention by creating anon-linear narrative advert, telling a story with only a loose narrativetheme, i.e. the child that is in everyone experiencing and enjoying thefestival spectacle .
  • I then specifically looked at music festival adverts, for example the Channel 4’s WirelessFestival advert; it became clear the specific conventions of the generic music festival advertswas that the pace of the editing fitted with the choice of non-diegetic music which makes theadvert both visually and vocally attractive.I adapted this convention in my own This is my Soundtrack which I usedadvertisements, by having the editing pace throughout my first 30 secondintrinsically link with my choice of indie music. An advert, following the Indie Genre ofexample of this was when the drum solo is Festival I was promoting.present, I introduced a moving footage of theactor with the drum sticks, synchronising theediting and the sound.I also analysed the 4music advert this along with the Wireless Advert both usedthe Fade transitions to allow individuals shots to come together and fade into oneindexically implying the connections the artists had together. I adapted thisparticular convention in my own advertisements by having the alternative shotscoming together. I used the dissolve transition in the post production section of my adverts production, similar to the editing technique used in the Wireless Festival Advert.
  • I created narrative basedadvertisements, using slow motion and fastmotion in elements of the advert tocompress the story. I learnt from myanalysis of the media products this beingsponsorship sequences or commercials avariety of shots and angles were usedthroughout many adverts to engage theviewer and add increased interest to the I adopted this convention by having a staticproduction. camera, interspersed with various angles and shots to increase the engagement with the viewer. However I wanted to keep the positioning of the actor central at all times as I was using green screen technology I felt this was paramount to my production. This use of camera was also seen in the E4 Adverts, which use a static camera to allow the
  • How effective is the combinationof your main and ancillary texts?
  • In order to create a successful radio advert Iresearched into existing radio adverts onYouTube and listened to relevant radiostations, such as XFM and NME radio stations tosee how advertisers target the particulartarget market I was promoting to. Thishighlighted some of the key conventions such asthe use of jingles, music, and a clear vocal line.I also used Media Magazine website to aid myresearch, finding an article on How to makeradio ads- By Clive Edwards clarifying myresearch. into I research Radio Advert Article relevant radio Analysis on Blogger to adverts to increase the synergy in explore the my adverts. medium further.
  • A key convention often used through radio advertising is theuse of clear vocals, I also learnt the significance of thescript being synonymous with the music and brand; and thatthe use of sound effects should make the radio advert moreinteresting promoting the advert to the highest standard.The most significant aspect I wanted to achieve with myancillary texts and TV adverts was an element of synergy. Iattained this by using the same indie music I used throughoutmy TV adverts; this displays a direct connection betweenboth my radio advert and the TV advertisements.Furthermore I also used the same actor for the voice over inboth the TV adverts and the radio advert to achieve thechild-like voice over indicative of the brands slogans. Thescripting of the radio advert reflected the concept of the TV Radio Advert- With Childlikeadverts displaying a high level of synergy. voiceover also used in the Television adverts.
  • In terms of the cohesive relationship with my sponsorshipadverts and the main 30 seconds adverts, I felt I displayed astrong sense of connection throughout.The most significant way I created synergybetween the sponsorship and the 30 secondadverts was my use of mise-en-scene I usedsimilar props and the locations(backdrops) to suggest the adverts where abrand. This can be seen through the use ofthe African headdress which connotes theenjoyment of the festival and is used inmany of the moving image adverts. I alsoused the camera in a similar way whereby Ikept it static interspersed with close-upand shots from differing angles to addvarious and keep the production similar.
  • I asked my audience whether they felt the brand image wascohesive and well established throughout both my radio advertsand televisions adverts and the results were very positive with nonegative comments. This suggest that both the ancillary texts andthe main adverts display a high level of synergy across the board.This emphasises that the work I conducted to reflect the brand imagewas cohesive throughout the texts, this can be seen through thescripting of the radio advert, the child-like voice over linking withthe age of the actor in the main adverts. Also the use of soundeffects in the radio ad highlighting the overall tone and atmosphereof the festival I was trying to conduct in both texts, reflecting astrong brand image.
  • What have you learned from your audience feedback?
  • In terms of receiving feedback from my target audience I used GoogleForms to create a questionnaire, when I had finished all my advertsalong with my radio advert. This enabled me to analyse responses frommy target audience to determine their understanding of the concept. Thequestions I featured covered many dimensions and therefore gave me therelevant information and resources to aid my feedback. I wanted tocover both the 30 seconds adverts and ancillary texts (my radio advertand the sponsorship sequences.) Therefore I have received feedback onboth the individual texts and the overall brand as a whole.I wanted the audience to be engaged in my advertisements from thefirst question I received very positive feedback resulting in theaudience enjoying the moving image adverts I produced.
  • I asked the audience what specific elements of the adverts theyenjoyed and engaged with the most, from the results I conductedthe most appealing elements was the green screen backdrops. Thissuggests how the audience enjoyed the changing backgrounds suitingthe generic festival backgrounds. The concept of my advert was very significant part of promoting the service, therefore from the results of question 3 I received very positive feedback resulting in the audience understanding the concept and meaning of the adverts.
  • 65% of people stated that they would be more likely to purchase an Imagine Fest ticket having seen or heard the adverts and the remaining 30% said they would not be sure, generally I felt this was a positive response.Furthermore I wanted to see whether my audience understood the synergyacross both the TV adverts and the radio adverts, from the question Do youfeel the brand concept is well established across the advertisements? (E.g.Sponsorship sequence and Radio Adverts), the public suggested that they didunderstand the brand image throughout both texts and the connection thatwas displayed through the same music and voiceover, identifying a high levelof synergy.
  • The variety of shots was the most common choice for the aspect tochange; this is something I agree on as it would have given the audiencea more engaging moving picture to view. The next most common choicewas more than one actor; this is something I could have gained by usinga different actor in the second 30 seconds advert however I do feel itworked well with the same actor in both as it increased the level ofsynergy. Furthermore the same use of actors is an element that wasreflected throughout the John Lewis commercials, whether theywere 30 adverts or sponsorship sequences.
  • How did you use new mediatechnologies in the construction and research, planning and evaluation stages?
  • Research and PlanningStages:I used a number of research tools such as the internet whichallowed me to access TV commercials through sites .i.e. YouTubeand Google videos. I used YouTube.com to do relevant researchinto existing media products for free, such as John Lewis’sadvertisements it also allowed me to embed the adverts intoBlogger.com where I was recording all my progress. I also usedGoogle as a search engine, as this enabled me to find relevantsites in the Music Festival Industry e.g Reading Festival andindependent sites to further my research stages. I felt verycomfortable using these sites as I had used them previously in AS.
  • I also used Media Magazine Websites tofind articles on advertising, in particularRadio Adverts for example ‚How to makeradio ads‛- By Clive Edwards, developingmy research and aided the planningstages of my radio advert production. Iused Sound Cloud, which is a cloud basedmusic service to find indie music royaltyfree. I could then embed the individualtracks into Blogger.I feel I successfully used websites andsearch engines to develop my researchand planning as I had previously usedthese sites in AS.However the online Media Magazine sitewas the first time researching from this
  • Construction Stages: In the construction of my production I used several new media technologies; to video the footage these included the use of a HD camera, a higher resolution camera, which allowed me to attain high quality footage when filming, green screen technology. The Chroma key compositing is a special effects / post-production technique for compositing two images or videos streams together, used heavily in many fields to remove a background from the subject of a photo or video.The Green Screen technology wasn’t a piece of technology I had ever used before inthe construction of my production, therefore it was hard to understand the basicrequirements when using the equipment and setting it up. When filming with the GreenScreen I used both the green screen and the studio lights, this was the first time I hadused this equipment so it was also a very different experience and environment tofilm within, in comparison to shooting outdoors for my AS production. However, Imastered this technique which has increased my knowledge base in media
  • I learnt that the studio lights, are the most important element when using the green screen to make sure there is no shadows in the shot, otherwise when dropping in the background image in the editing suite ‘Premier Pro CS5’ it would not be as clear and in some cases not work, therefore this was a very significant aspect. I placed the studio lights at either end of the green screen without the diffuser on the bulbs to make sure maximum light was present and then was really to film with my HD camera.As I was using the green screen technology in the construction stages of myproduction in the post-production stages I used Premier Pro CS5 similar to myuse of the editing suit in AS. However this particular use of the editing suit wasmore complex and out of my skill set, therefore I used ‘YouTube’ to learn howto drop the images in the background of the footage, to understand how to dothis I watched a quick tutorial on it. I felt I handled this difficultly well, byusing other technology to aid and guide me through the post-production of my
  • Evaluation Stages: My Evaluation stages has been an ongoing process as I have been able to broadcast my media to peers and members of public through social media sites such as Facebook and YouTube to keep up to date with relevant feedback. This is something that wasn’t particularly difficult as I felt I knew how to work on these sites to aid my evaluation.Furthermore in terms of my feedback I created a Questionnaire on GoogleDocs, this allowed me to see whether my target audience enjoyed andunderstood the concept of the advert. This use of technology was new to metherefore I didn’t feel as confident using it in my evaluation stages, although Iovercame this by spending time overlooking the process of making the formand how the site worked. The questions I featured covered many dimensionsand therefore gave me the relevant information and resources to aid myfeedback and my evaluation. Also once attaining the relevant feedback this useof new media technology, Google Docs, places all of the results into a