My media product follows typical conventions of a traditionaladvert, lasting around 30 seconds meaning my message has tobe put across quickly. These adverts have become increasingly San Serif fontstargeted to a niche audience, which is a convention I haveused. This is denoted in my product as it is masculine,connoting its aimed specifically at males through san seriffont, an iconic representation of boldness and power. Thisrepresentation is connoted further in the Powerade advert,with the protagonist being a male, which is anotherconvention I used for my product. Male protagonists Another convention typical of traditional sports adverts, is when the audience is introduced to the advert with close up shot to establish the sport that is being played right from the start which I recognised in my research of the Golf Pride advertisement. I used this shot also to open my adverts as it makes the text easier to comprehend and digest. I also incorporated the variety of shots the Golf Pride advert uses Golf Pride in a short space of time to show the action shot of the golf ball being hit and the football being kicked. This creates pace within the filming which I believed made the texts engaging to watch, which is vital for a traditional 30 second advert.
After researching advertisement to broaden my knowledge, I came across theadvert for chipshot.com that shaped part of my idea, of denoting that myproduct Max Relax improves performance by including the bad performanceand the good performance after using my product. The chipshot advert showssimilarities to my campaign when the man in the advert demonstrates a badgolf shot. However, I developed my advert further to improve my productsrepresentation by denoting that Max Relax also improves performance byincluding a shot of the athlete hitting a good golf shot/football kick, connotingthe product brings about success rather than failure which could berepresented to some in the chipshot.com advert. Chipshot.com Max Relax improving golf shot
Another convention that I developed within mycampaign for my product was to maintain speed in theshots where the football and golf ball was hit. Duringmy research, adverts I analysed altered the speed ofshots. This is denoted in the Powerade advert whenWayne Rooney kicks the ball into the goal. The speed ofthe ball is reduced, which I had the option to do onAdobe Premiere by changing the speed/duration of the Powerade - slowclip. However, I felt that after analysing this advert, the motionslow motion effect made the shot in the Poweradeadvert unrealistic and therefore connotes a degree ofpostmodernism. Therefore, maintaining the speed ofthis shot in my advert not only made it fast paced andengaging, but increased the adverts verisimilitude,which would build trust towards my niche audience. Max Relax – maintain normal speed
To some extent, I challenged the conventions of real media products by using non diegeticmusic in my campaign. Although the Powerade advert did have non diegetic music, all theother adverts I analysed which were sport related didn’t have it. And relied on the sounds ofthe sport. I chose to challenge this and include non diegetic music once the product had beenused. I felt that this added excitement connoting that the audience would be more engagedand want to watch or listen to the rest of the text.Furthermore, another challenge towards traditional conventions of real media sportsproducts, was attempting to apply humour towards my main adverts. This is somethingwhich is rare in traditional sport adverts as the purpose of the product has to be denoted tothe audience in a short time, which in some cases can be difficult for sport related activities.However, I challenged this in my football advertisement by making my protagonist fall overwhen demonstrating the bad shot, which I hoped an audience would find funny. Protagonist falling
To a large extent, the combination between my main adverts and ancillary texts such as mysponsorship sequences and radio advert are very effective. Researching helped me to recognise theimportance of relationship between texts to help create a successful campaign.This is known an SYNERGY – “ The interaction of two or more agents so that their combined effectis greater than the sum of their individual effects”My two main adverts denote large synergy through avariety of aspects. These images denote that in both thefootball and golf adverts, the product is held upidentically, at roughly the same point in each advert,connoting that this shot would be recognisable to anaudience. Furthermore, parody is another theme within my two main adverts which makes them interlink. This is because comedy is used when the footballer and golfer miss the ball. I used the same idea in both adverts because it binds the adverts closer together with more attention to detail, which I believe will make the adverts memorable.
Furthermore, both adverts and sponsorshipsequences denote combination through the use ofbricolage, when bits of existing material is stucktogether in another piece of material. This is evident Main advertsin the main adverts and sponsorships when thetwo protagonists use the exact same pose to denotetheir high status at the end of the texts which helpsto recognise that in the campaign synergy hashelped to create a relationship between texts. Sponsorship sequencesFurthermore, effective combination between the main and ancillary texts is denoted furtherthrough the non diegetic music. The music which I found from Garage Band was called Headspinwhich I used in my main adverts, sponsorship sequences and radio advert. This connotes a formof intertexual reference as the same music is used throughout my campaign, helping my nicheaudience to become more familiar with the music and recognise it is related to Max Relax. Not only does the non diegetic sound denote synergy, but diegetic Headspin sound does also, as in the main and music from ancillary texts, the same voice over Garage Band is used to say the name and slogan for radio of the product, a traditional trait for advert and a successful advertising campaign. main adverts
A combination between my texts is denoted again within my radio advert. Further synergy is evident by including the sound of the golf ball being, a sound from garage band at the start and finish of the advert. This connotes synergy has occurred because the sound reinforces the sport genre that is the focus in my adverts and sponsorship sequences, which builds a relationship between all my texts further. Therefore my niche audience of males who play sport can recognise my radio advert as part of the Max Relax campaign.However, the effectiveness of my main andancillary texts combination could have beenstronger, but sometimes I missedopportunities to do this. An example of thisis when I used a close up shot in my mainadverts to show my products logo.However, in my sponsorship sequences, Ididn’t include a shot of my logo, whichmay result in my audience not recognising My sponsorshipthe product and its combination relation sequence does notwith the main adverts. include my logo like my adverts.
In order to film the footage for my texts, I used a HD camera, which I learnt how to use lastyear in AS, which gave my confidence from the start of this years project. This camera gaveme high quality footage so my main and ancillary texts appeared professional. I filminglocations were at a golf club and football club, both of which I am a member of so gainingpermission to film here was easy so I could get started quickly. The only flaws with theequipment was the weather problems which on some days were windier than others,creating continuity errors in my sound. The main media technology I used in the construction of my production was AdobePremiere Pro. This programme allowed me to upload footage and organise it in sequences. Adobe Premiere –The editing of clips I found fairly easy as I also learnt this at AS level, although it still took up Sequence and Dip toa large amount of my time as I needed my adverts to be edited smoothly to make them look black toolas good as possible. Tools I found useful in Adobe Premiere Pro were the dip to black anddissolve tools as it pieced clips together nicely and made the end of my texts look pleasing towatch. Also, this programme allowed me to fix the sound problems due to the wind in myfilming, as I could take sounds from my other clips to cover the sound of wind where iscreated a continuity error. Garage Band is what allowed me to construct my radio advert. It offered a variety ofsound effects I could drag onto my podcast. It also recorded, which meant I used Garage Garage BandBand to record my narrator in my texts. The only sound that wasn’t from here, was thesound for my the car alarm which I got from www.freesfx.com, connoting Garage Bandhelped me produce the majority of my radio advert. Not only for this, Garage Band alsoallowed me to convert sounds from there to iTunes, into Adobe Premiere, which is how I gotmy non-diegetic music for my other texts. Adobe Photoshop was a programme I used vaguely to produce my logo for myproduct. I drew a template which I scanned into Photoshop. Then I had access to many toolssuch as text, colour and lassos to help me accurately create my final logo design. Lastly, from Adobe Premiere, I exported my footage onto iMovie whichwas a Adobe Photoshop –programme which allowed me to embed my final adverts onto Blogger via You Tube. Lasso tool
I used a variety of new media technology to research and therefore learn moreabout advertising to build up an idea of what I want to achieve. YouTube wasone of these, which allowed me to research, watch and analyse videos of alltypes of adverts to build my knowledge on the subject. Then I could use it towatch sport adverts specific to my idea. YouTube also leaves comments from Audience Feedbackadverts which I noticed under the videos which I read to get audiencefeedback so I understood what an audience expects from sports advertisement.Blogger was another media technology which helped me to researchingadvertising effectively. This is because after watching the adverts on YouTube,I could analyse them by blogging which helped me to build up a morethorough knowledge the subject.Social networking sites such as Twitter and Facebook also helped with a smallpart of my research. This is because initially, when I first began my project, Ihad a limited knowledge on advertising, so I used these sites to see if my I blogged on Bloggerfriends could provide me with useful information I could take on board. after watching adverts on YouTube
After thorough research, I could begin to understand who my targetaudience were and therefore plan my initial ideas. These ideas started bycreating mind maps about advertising and things which I have found in myresearch to be successful and that could be incorporated into my idea. Withthese mind maps, I paid close attention to sport as this was the topic I Mind mappingdecided to focus on early into my research. initial ideas After building up a variety of ideas with my mind maps, these ideas influence me in the designing of my logo. Originally my design was of muscular structures in the body as my product was to relieve sporting muscular pains, connoting I was binding all parts of my project together. Ever so slightly, my logo idea developed and Body parts Mind map for progressed through more mind maps until I had my final design. design logoThe final stage of my planning consisted of designing mystoryboards for my adverts. I drew them up on A3 paper Progression ofwhich meant planning how I wanted my adverts to look my logovisually. Here I could figure out what shot distances, anglesand shot locations I needed and in what order they wouldappear. Once this was done, I took photos of each shot andimported them to Adobe Premiere to create my anamatic formy adverts. I found that storyboarding and producinganamatics gave me a good starting point before heading intothe construction stage and allowed me to dwell on my chosenshots and improve them before my first filming session. Storyboard and example of over the shoulder shot idea
In the evaluation stages I used Google Docs to create a questionnaire whichwere specific to my texts and that my audience could answer, feeding backto me what they thought of my adverts, sponsorship sequences and radioadvert. I posted the link for the questionnaire onto my blog and then postedthe link for that specific post (Saturday 7th April) onto social networkingsites such as Facebook and Twitter, instead of collecting my feedback onFacebook and Twitter themselves. This is because I felt doing this wouldmean I’d receive unhelpful comments from friends which would not help toevaluate the success of my final texts. Whereas having my feedback sent tome via Google Docs and putting the link onto my blog meant that feedback Audience Feedbackwas anonymous and therefore was most probably more reliable. Another media technology used in my evaluation stage of my project was Slide Share. I used this to upload my complete evaluation to my blog. I used this previously on my blog when blogging about my progress so far so was confident on using it again. To conclude, I would expect to find my adverts and sponsorship sequences on sports channels such as Sky Sports, where the audience would my interested in sport and therefore likely players too, connoting that Max Relax would appeal to them if they had a muscle injury. I would expect my radio advert to feature on radio stations such as Five Live, in between breaks when events such as football matches are being commentated on, as again the conventions of my radio avdert suit the sport genre and consumers of sport.