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1. Conventions-
Form and Genre-
Sponsorship Sequence
Jenny Katy Olivia Millie

2. A typical convention of sponsorship sequences is their timing; with the
production usually lasting 15-20 seconds long, sometimes shorter. This
convention aims to quickly advertise the product in a quick and sharp way which
manages to attract attention off the audience. Our sponsorship sequence
roughly conforms to this convention being 13 seconds long. Due to this time
limit we created a variety of short takes which included jump cuts to quicken the
pace. This variety enabled our clothes to be cleverly advertised in a short space
of time and it definitely allowed us to portray our brands message. We managed
to advertised our product’s unique selling point by focusing on the clothes that
the model is wearing, and making sure that the outfits were obvious, despite the
short takes and quick cuts. Due to the short natured shots we were able to
include shots that focused entirely on each element of the outfit. Another
convention of a sponsorship sequence is it’s lack of narrative. Due to
questionnaire results we decided to conform to this convention not including a
narrative in any of our products. However, it could be argued that we did have a
narrative, with the sequence expressing the new equilibrium of the female
learning the secret of where to access fashionable clothes.

3. Sponsorship sequences always sponsor a particular programme because it is
associated with it in some way. They conventionally link to this programme through
it’s genre, protagonist, target audience and so on. Our sponsorship sequence
definitely conforms to this convention, firstly due to Pretty Little Liars having four
female protagonists who have an equal interest in fashion. Each character has their
own individual style expressing their individuality which links with our brands
message of dressing for yourself and standing out from the crowd. With one of the
genres of the programme being mystery, we decided to interpret this into our
product to create another link. India’s composition and poses connote the fact that
she has confidence to bare all, therefore linking in with the fact that this mystery is
something which needs to be worked out. Here, we can link the ‘secret’ established
in the new equilibrium of discovering FYI to the genre of Pretty Little Liars. Finally,
our target audience is very similar to that of Pretty Little Liars. This therefore
creates personal identity within the sponsorship as the audience can relate to India
and the message the brand gives in the same way Pretty Little Liars does. The idea
of a secret brand that the audience has discovered fits with the sponsorship
sequence, however we have not featured this idea anywhere within the branding of
the two TV adverts. We could have improved this, as in doing so, we could then
have a more developed and stronger cohesive marketing campaign.

4. At the end of most sponsorship sequences, there is a
voiceover that refers to the brand name and what it is
sponsoring. We have conformed to this convention by using a
teenage girl, so from our target audience and that of Pretty
Little Liars, to voice our brand name and sponsor programme.
Another common convention of a sponsorship sequence is the
use of celebrity endorsement. We did not conform to this due
to not having access to a celebrity. The convention of
animation we have conformed to, for example our use of bright
colours at the end in order to grab attention with the
limitations of time frame.

5. The soundtrack of our sponsorship conforms to the convention of an
upbeat sound with relatable connotations to the brand. Our sound
has a fast and upbeat pace which immediately catches the attention
of our target audience. It also fits perfectly with the fast nature of
the shots which are short and the many jump cuts included. The
soundtrack relates to the message of the brand being confident and
outgoing with connotations of individuality and boldness.
Furthermore, we have followed conventions by using many jump cuts
and quick cuts. This connotes the versatility of the brand, showing
the amount of clothes on offer, whilst promoting the look of the
clothes and the style of the brand. These shots that capture full
details of the whole outfit match the upbeat music.

6. Finally, we have followed the convention of a stationary camera
in every shot. Our production contains no camera movement in
order to simply promote the detail and the style of the brand.
It sticks to bold, fast paced shots that attract attention
through the jump and quick cuts that don’t match the camera
movements within a shot. Also, the stationary camera emulates
the viewpoint of a fashion show, clearly linking with our
productions.
We hope that by following these conventions, our target
audience who are dedicated to the programme it sponsors;
Pretty Little Liars, will relate to and buy the products because
conventionally, they are subconsciously linking a favoured TV
programme with our product.