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 the brand through theuse of the logos and slogans, the restricted length of the adverts generically 30 seconds, compression of story line andthe differing categorises of adverts include Narrative, Spokesperson Presentation, Pitch Presentation, and Voice-Overads.I started by researching into a wide variety of adverts and sponsorship sequences. This enabled me to start to analysethe key codes and conventions of this medium, for example I analysed the stop frame TV commercial, advertising theAmazon Kindle, created by photographers Angela Kohler and Ithyle Griffiths presented in the screen grabs above.Kohler and Griffins had the music inextricably entwined with the mise-en-scene of the advert; the music becamesynonyms with the USP of the brand itself. The use of mise-en-scene and props connotes the imagination of thepersona in the advert, The interchange between reality and idealism is indexically shown through the use of themagic location with the magician props and then the realism of the „everyday „props including the bike and day today wear. I adopted the same conventional use of mise-en-scene in my advert whereby I used props and the location to symbolically reference the modern day music festival .i.e. The ukulele and native Indian head dress.
I also analysed the moving image John Lewis advert, the advert used a very conventional nostalgicnarrative theme with a start, middle and end. As shown in the screen grabs presented belowHowever I felt that this type of convention would not work as well with my concepttherefore I adapted this particular convention by creating a non-linear narrativeadvert, telling a story with only a loose narrative theme, i.e. the child that is ineveryone experiencing and enjoying the festival spectacle .
I then specifically looked at music festival adverts, for example the Channel 4‟s Wireless Festival advert; itbecame clear the specific conventions of the generic music festival adverts was that the pace of the editing fittedwith the choice of non-diegetic music which makes the advert both visually and vocally attractive.I adapted this convention in my own advertisements, by This is my Soundtrack which I usedhaving the editing pace intrinsically link with my choice of throughout my first 30 second advert,indie music. An example of this was when the drum solo is following the Indie Genre of Festival I waspresent, I introduced a moving footage of the actor with the promoting.drum sticks, synchronising the editing and the sound. I also analysed the 4music advert this along with the Wireless Advert both used the Fade transitions to allow individuals shots to come together and fade into one indexically implying the connections the artists had together. I adapted this particular convention in my own advertisements by having the alternative shots coming 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 based advertisements, usingslow motion and fast motion in elements of theadvert to compress the story. I learnt from myanalysis of the media products this beingsponsorship sequences or commercials a variety ofshots and angles were used throughout manyadverts to engage the viewer and add increasedinterest to the production. I adopted this convention by having a static 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 shots to be synonymous with one another.
How effective is the combinationof your main and ancillary texts?
In order to create a successful radio advert I researchedinto existing radio adverts on YouTube and listened torelevant radio stations, such as XFM and NME radiostations to see how advertisers target the particular targetmarket I was promoting to. This highlighted some of thekey conventions such as the use of jingles, music, and aclear vocal line. I also used Media Magazine website toaid my research, finding an article on How to make radioads- By Clive Edwards clarifying my research. I research into Radio Advert Article relevant radio adverts Analysis on Blogger to to explore the increase the synergy in my medium further. adverts.
A key convention often used through radio advertising is the use of clearvocals, I also learnt the significance of the script being synonymous withthe music and brand; and that the use of sound effects should make theradio advert more interesting promoting the advert to the higheststandard.The most significant aspect I wanted to achieve with my ancillary textsand TV adverts was an element of synergy. I attained this by using thesame indie music I used throughout my TV adverts; this displays a directconnection between both my radio advert and the TV advertisements.Furthermore I also used the same actor for the voice over in both the TVadverts and the radio advert to achieve the child-like voice overindicative of the brands slogans. The scripting of the radio advertreflected the concept of the TV adverts displaying a high level of synergy. Radio Advert- With Childlike voiceover also used in the Television adverts.
In terms of the cohesive relationship with my sponsorship adverts and themain 30 seconds adverts, I felt I displayed a strong sense of connectionthroughout.The most significant way I created synergy betweenthe sponsorship and the 30 second adverts was myuse of mise-en-scene I used similar props and thelocations (backdrops) to suggest the adverts where abrand. This can be seen through the use of theAfrican headdress which connotes the enjoyment ofthe festival and is used in many of the moving imageadverts. I also used the camera in a similar waywhereby I kept it static interspersed with close-upand shots from differing angles to add various andkeep the production similar.
I asked my audience whether they felt the brand image was cohesive and wellestablished throughout both my radio adverts and televisions adverts and theresults were very positive with no negative comments. This suggest that boththe ancillary texts and the main adverts display a high level of synergy acrossthe board.This emphasises that the work I conducted to reflect the brand image was cohesivethroughout the texts, this can be seen through the scripting of the radio advert, thechild-like voice over linking with the age of the actor in the main adverts. Also theuse of sound effects in the radio ad highlighting the overall tone and atmosphere ofthe festival I was trying to conduct in both texts, reflecting a strong brand image.
What have you learned from your audience feedback?
In terms of receiving feedback from my target audience I used Google Forms to create aquestionnaire, when I had finished all my adverts along with my radio advert. Thisenabled me to analyse responses from my target audience to determine theirunderstanding of the concept. The questions I featured covered many dimensions andtherefore gave me the relevant information and resources to aid my feedback. I wantedto cover both the 30 seconds adverts and ancillary texts (my radio advert and thesponsorship sequences.) Therefore I have received feedback on both the individualtexts and the overall brand as a whole.I wanted the audience to be engaged in my advertisements from the first question Ireceived very positive feedback resulting in the audience enjoying the moving imageadverts I produced.
I asked the audience what specific elements of the adverts they enjoyed andengaged with the most, from the results I conducted the most appealing elementswas the green screen backdrops. This suggests how the audience enjoyed thechanging backgrounds suiting the 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 synergy across both theTV adverts and the radio adverts, from the question Do you feel the brand concept is wellestablished across the advertisements? (E.g. Sponsorship sequence and Radio Adverts), thepublic suggested that they did understand the brand image throughout both texts and theconnection that was displayed through the same music and voiceover, identifying a highlevel of synergy.
The variety of shots was the most common choice for the aspect to change; this issomething I agree on as it would have given the audience a more engaging movingpicture to view. The next most common choice was more than one actor; this issomething I could have gained by using a different actor in the second 30 secondsadvert however I do feel it worked well with the same actor in both as it increasedthe level of synergy. Furthermore the same use of actors is an element that wasreflected throughout the John Lewis commercials, whether they were 30 adverts orsponsorship sequences.
How did you use new mediatechnologies in the construction and research, planning and evaluation stages?
Research and Planning Stages:I used a number of research tools such as the internet which allowed me toaccess TV commercials through sites .i.e. YouTube and Google videos. I usedYouTube.com to do relevant research into existing media products for free,such as John Lewis‟s advertisements it also allowed me to embed the advertsinto Blogger.com where I was recording all my progress. I also used Google asa search engine, as this enabled me to find relevant sites in the Music FestivalIndustry e.g. Reading Festival and independent sites to further my researchstages. I felt very comfortable using these sites as I had used them previouslyin AS.
I also used Media Magazine Websites to findarticles on advertising, in particular RadioAdverts for example “How to make radio ads”- ByClive Edwards, developing my research and aidedthe planning stages of my radio advertproduction. I used Sound Cloud, which is a cloudbased music service to find indie music royaltyfree. I could then embed the individual tracks intoBlogger.I feel I successfully used websites and searchengines to develop my research and planning as Ihad previously used these sites in AS.However the online Media Magazine site was thefirst time researching from this site, suggestinghow my use of new media has developed.
Construction Stages:In the construction of my production I used several new media technologies; to video thefootage these included the use of a HD camera, a higher resolution camera, whichallowed me to attain high quality footage when filming, green screen technology. TheChroma key compositing is a special effects / post-production technique for compositingtwo images or videos streams together, used heavily in many fields to remove abackground from the subject of a photo or video.The Green Screen technology wasn‟t a piece of technology I had ever used before in the construction ofmy production, therefore it was hard to understand the basic requirements when using the equipmentand setting it up. When filming with the Green Screen I used both the green screen and the studiolights, this was the first time I had used this equipment so it was also a very different experience andenvironment to film within, in comparison to shooting outdoors for my AS production. However, Imastered this technique which has increased my knowledge base in media technologies.
I learnt that the studio lights, are the most important element when using the green screen tomake sure there is no shadows in the shot, otherwise when dropping in the backgroundimage in the editing suite „Premier Pro CS5‟ it would not be as clear and in some cases notwork, therefore this was a very significant aspect. I placed the studio lights at either end ofthe green screen without the diffuser on the bulbs to make sure maximum light was presentand then was really to film with my HD camera.As I was using the green screen technology in the construction stages of my production in thepost-production stages I used Premier Pro CS5 similar to my use of the editing suit in AS.However this particular use of the editing suit was more complex and out of my skill set,therefore I used „YouTube‟ to learn how to drop the images in the background of the footage, tounderstand how to do this I watched a quick tutorial on it. I felt I handled this difficultly well,by using other technology to aid and guide me through the post-production of my advertswhich was a very worth while learning curve.
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 Google Docs, this allowedme to see whether my target audience enjoyed and understood the concept of the advert. Thisuse of technology was new to me therefore I didn‟t feel as confident using it in my evaluationstages, although I overcame this by spending time overlooking the process of making the formand how the site worked. The questions I featured covered many dimensions and thereforegave me the relevant information and resources to aid my feedback and my evaluation. Alsoonce attaining the relevant feedback this use of new media technology, Google Docs, places allof the results into a spreadsheet and graphs which allowed me to understand and analyse myresults in the simplest formats.