Evaluation In what ways does your media product use, develop or challenge forms and conventions of real media products? Here I have to analysed 10 key shots from my main task( 5 shots from male advert and 5 from female) I have wrote about generic conventions I applied and subverted, use of camera work, lighting, music, mise en scene and shots which show I’ve watched similar media texts. Hollie Ferguson
Long Shot This shot is one of the opening shots and we used a long shot to introduce the characters and the audience can get an insight to what they look like. The red chairs in the mise en scene add class to the atmosphere which is the impression we want our audience to feel when wearing the perfume- class and wealth. We have gone against conventions in male adverts in which there is normally only one main character whereas we chose two to work around.
Close Up Shot The close up shot of both characters is edited so the camera angle is turned quickly to face one male and then the other. We have used a close up shot to show attractiveness of the male and if you wear our product you will be seen as attractive. The mise en scene is once again based around the red chairs. We made the lighting so the face was really visible on camera, however when we changed the advert to black and white effect – a convention of male adverts the lighting wasn’t as good as in colour. No females in the advert show that men are independent.
Mid Shot We used this shot based on our main inspiration – PacoRabbane One Million. We found the shot where he popped the collar upon his shirt really striking and adapted well to the product of our advert. Both males are shown in the shot and being fast paced it is hard to focus on the character as a whole so the shots we use have to really effective as the audience may become bored too soon.
High Angle Shot Also taken from inspiration from PacoRabanne One Million we used the mise en scene of “male objects” such as poker chips and snooker balls. We used high angle shots on the objects, all based on the pool table. High angle shot was best to use to enable the audience to get a clear view of the object being portrayed as masculine.
Text And Perfume Shot. Inbetween shots of the characters is text ( to the left ) which by the end of the advert spells out Dare To Play. Love Life. When researching adverts we didn’t find any that broke the advert up with text but we decided with the fast paced ed it looked really effective. The perfume shot is also the end shot in which the voice over “AmoTu Vida Para ill” is said which is a convention of all adverts so the audience then know what the product is so they can purchase it. The perfume shot is the only shot in the advert that is shown in colour, this breaks conventions as normally male adverts are black and white throughout.
Mid Shot This is the opening shot of our female advert and unlike the male where we start on the characters we decided to start by showing the mise en scene of feminine objects which the audience can associate with themselves such as make up, mirrors, jewellery and of course the perfume. The female advert is in colour which is a genetic convention of female fragrance adverts. The lighting is bright and of a warm atmosphere. Pearls are visible in the mise en scene as we associate this image with our female product.
Extreme Close Up An extreme close up shot is used here to show detail of the mascara on the eye of the character. We used many make up shots because this is the daily routine a women goes through when getting ready before putting her perfume on. Close up zooms into the beauty of the character and the audience envy her and want to be like her, only being able to do so if they wear the fragrance product.
These 3 shots of the perfume are edited to a fast pace and are in a sequence together, repeated twice in the advert. This conforms to the aim of the advert – to sell the product. The audience can see the product being advertise and are likely to go and purchase it if it appeals to them. Associating one thing with another is something we found is common convention used in adverts as you can see from our research. We took this into account when creating the mise en scene of these shots making the key feature pearls as you can see be repeating the image of pearls in the advert it makes our product more memorable as pearls are associated with glamour. Perfume Shots
Close Up Like on the male advert we used the close up shot of the character to show the beauty of the character and wanted the audience to inspire to be like her and knowing she wears AmoTu Vida they will also want to wear it and be like her. She is seen as a role model to the young adult females that the advert is aimed at. This shot also shows we have watched
Symbolising Beauty The use of this mid shot in the advert reflects a commonly used convention seen in many adverts shown today; this being the creation of a symbol the women is presenting, in this case one of beauty and attractiveness. We wanted to create this image through the use of costume. By dressing the character is a cream silk gown the audience can recognise the glamour we wanted to show; consequently proving the purpose of the shot, this being to make the viewer believe this is what the product can do for them.
Low Angle Shot & Male Gaze This is the ending shot of the advert in which the female takes her dressing gown off. The camera is placed at her shoes at a low angle shot to create quite a sensuous feeling and the gown drops onto the camera as the last shot in which “AmoTu Vida Para Elle” is said and the text comes up. This shows what the advert is selling. The Male Gaze was a theory proposed by Laura Mulvey in the 1970s. It refers to how an audience will look at images of people within a media text. The Male Gaze could fit into our advert because our adverts are aimed to be seductive to make the audience want to buy it, men could watch the female advert and buy the product hoping their wife will wear the fragrance and look like the character, or may watch the male advert and inspire to be like him. Vice versa for the female watching the advert.
Close Up Close up shot draws the audience into the beauty of the character. This sponsorship is aimed at a programme females would watch, in which they would envy the character and want to look like her, if men watched the programme they would want their partner to look like the character. The perfume is worn and gives off the thought it will make you beautiful.
Mise En Scene We had shots between the character of the mise en scene of the perfume and feminine objects. Shots of the perfume will allow the audience to know what is being advertised. The pink coloured background is a feminine colour which appeals to a female audience.
Lighting With the use of lighting in these close ups we wanted to reflect the image that ‘The spot light is on you’ while wearing this perfume. We came up with this idea after researching the male gaze theory made by Laura Mulvey in the 1970s. The Male Gaze could fits into this advert because they are designed to be seductive to make the audience want to buy it. Men will watch the advert and buy the product hoping their wife will wear the fragrance and reflect the image of the character. This challenges the normal conventions of many media text’s as it is an female product aimed at a male audience and as well female.
Voice Overs Obviously a radio has no images so I can’t analyse the shots, however it has conventions that we found when researching radio advertisements. Products aimed at males are spoken by a man and vice versa for females. We advertised both the male and female fragrance in one radio advert so used both male and female voices. We played sensual music softly in the background to create a atmosphere of a sexual feeling.