In what ways does your media product use, develop or challengeforms and conventions of real media products?
In many ways, all media texts can be seen as highly conventional, employing conventional advertising techniques and taking inspiration from the conventions of real media products. Ilooked at many different water adverts in order to make sure that I used the same conventions in order for the customers to understand the product better. Main Adverts - During my research, I found that normal main adverts were around 20 - 30 seconds long. I tried to aim for the longer lengths, however Advert 1 ended up at 22 seconds long, and advert 2 came to 19 seconds, so it was slightly short. Music -During my research, I found that most water adverts usedsound effects rather than music. Other water adverts usedupbeat, happy music which made you relate to the product. Idecided that I wanted to use some upbeat, happy music formy advert in order to help distinguish the product as water.Although the music wasn’t the most important part of theadvert, to me it was important that I had it so that the advertfelt complete. I think the music helped me set the tone andthe mood for the product, and made people want to buy theproduct. I used ‘Icing – Charity Vance’, and I think I achievedthe conventional happy tone that I was looking for.
The Narrative of each of the advertsfollowed a very conventional type ofhaving the beginning, middle and end.This is a conventional ad style with astrong narrative in which the product isplaced in a situation where it is neededor necessary. I feel like I followed thisfor the main adverts, and I feel thatthere was a clear beginning, whichalways started with a shot of the fridgeor opening the fridge. The middlealways included the water coming outthe fridge and being packed into alunchbox and the end ended up withlogo. In advert 1, the sequence wasended with a shot of the lunchboxbeing picked up and taken away, whilstin advert 2, it ended with a shot of thefull water. I did use a stop motionhowever; this therefore shows that Iemployed a conventional narrative,which may have been used in astereotypical way.
However, the adverts to some extent are not aesthetically conventional. This is because mostwater adverts include an image of nature, or where the water comes from, such as a river or avalley. My advert does not include any images of this; therefore I am challenging the convention,and instead show a fridge and the uses of the water, as well as showing each of the differentcolours, therefore making it so that it is not aesthetically conventional. It is aestheticallyconventional on the basis that it shows the logo and the bottle very often. I do this because I feltthat it helps to get the message across about the water and reinstates what the advert is for. Idecided that I wanted to change it up because the nature is very common and obvious. I used thelunchbox and made sure that the first and last shot was of the water so that it was clear what theadvert was for. My audience feedback shows that the challenge paid off as people were aware ofwhat the product was and therefore I was able to show my brand as a water product. Highland Spring conventional advert My advert - unconvetional
I decided that there were also important conventions to incorporate into my advert, as I wantedpeople to be 100% sure on what my product traditionally was. The mise-en-scene is important tome because I want everyone to be able to understand what the advert is for. I decided to use the kitchen as a set because its normally where lunchboxes are packed and water is kept. Although traditional water adverts didn’t show this, I felt that this is what I would try to do for my advert. I used a modern lunchbox so that people knew that the water was a new product. Not only this, but I also wanted to get across that the water product was for children. However, my audience feedback shows that some people were unsure of the audience. They didn’t know whether the product was for adults or children, especially once my slogan was ‘one the kids will love too’. I chose that slogan because I understand that adults prefer to drink normal water, and therefore I created a drink which children would want to drink too. This shows that perhaps I wasn’t able to get across the message that I wanted to with my mise-en-scene or my slogan, confusing my audience.
SponsorshipsMy sponsorship sequences both fit into the conventional time space of sponsorships. Bothsponsorships were 8 seconds, which is normal for a sponsorship sequence. They fit into theconventional mise-en-scene and narrative as they were simple and didn’t have a storyline, whichI found out during my research. Instead, they just showed each of the water and the logo, as wellas helping to associate my product with the programme. I developed the convention in the factthat I used a lunchbox in which the water was placed in advert one, this is developing because itis linking it back to my other adverts and is therefore different to the normal, no storylinesponsorship. I decided to go with this convention because it is what people are used to andtherefore is better for the advert. Advert 1 Sponsorship 1 I also didn’t incorporate the programme into mysponsorship, which is often common as it creates anassociation between the product and programme forthe viewer. I did this because I chose to sponsor‘daytime television on four’, and therefore kept theadvert open to different audiences.
I also incorporated the most important convention, and this was the strong branding of the product. I knew that in my research that each sponsorship sequence portrays a strong brand image through the uses of colour, logo, mise-en-scene and slogan. You need to do this because of the short time you have and this is the purpose of the sponsorship. The sponsorship doesn’t try to sell a product to the projected audience, and they aim to build up the association of the product with the television programme. Once this is done, it is a successful sponsorship. Nature Specific font type – also on the bottles Slogan Green hills/nature Logo/Product nameI used branding in my sponsorship by showing the logo on the bottleof water – which is traditional for a water bottle. I also had the logoat the end with the Channel four logo which helps associate the two.I didn’t however have the slogan written anywhere and I didn’t add itin the speech, which I feel I should have perhaps done.
I used branding in my sponsorship by showing the logo on the bottle of water – which is traditional for a water bottle. I also had the logo at the end with the Channel four logo which helps associate the two. I didn’t however have the slogan written anywhere and I didn’t add it in the speech, which I feel I should have perhaps done.ProductLogo Channel Logo I had the separate video for the beginning sequence and the end sequence. The beginning sequence started with the name of the product being said, so that the audience could relate straight away, whilst the end sequence ended with the saying ‘Aqua-blast’. I feel this helped with the association of the product.
2. How effective is the combination ofyour main and ancillary texts?
I recognised the importance of creating synergy between all five media texts so that they wereviewed as advertising campaigns which were all linked. I also wanted to make sure that all of themwould be able to stand alone and would be understandable.The main way which I created synergy was through the lunchbox and the base of the kitchen,therefore also using the mise-en-scene and the props. I felt that this was important because Iwanted people to relate to each advert, and the audience would be able to relate to this. Not onlythis, but I used the same song for each one which helped to link the adverts together. As I decidedto do a radio advert for my ancillary text, I needed to make sure that there was some form ofidentity to the ad, therefore showing why I used the same song. This therefore meant that theaudience was able to relate these together. I therefore think that the Lunchbox and the song werethe most iconic of the brand, which ties them all together. I continued the soundtrack throughoutall 5 of the texts. This means that the tune follows on throughout all of the ads and becomes arecognisable tune which is symbolic of the brand. The viewer would associate the tune with thebrand and immediately recognise it as an Aqua-Blast ad, no matter which media text they arewatching.
Ad 2 Ad 1Another thing I did to combine the main and ancillary texts was to use a stop motion. This isbecause I wanted all of the adverts to be made the same way, and I wanted them to all besymbolic of the brand. I also made sure to have the same water bottle in each picture,therefore having the same colours and the same labels in each advert, therefore helping peopleto relate to the adverts. This was difficult to link to my radio advert to however, so the mostimportant thing to combine these was using the song ‘Icing – Charity Vance’ to help peoplerelate the radio advert to the actual advert. Sponsorship 1 Sponsorship 2
I also made sure to re-use props, which was the fridge and the lunchbox. I don’t think that I didthis subtly, however I was trying to spark memories from each advert.The lunchbox was used in Advert 1 as well as Sponsorship 1. This shows the link between theadverts and the sponsorships.Sponsorship 2 uses the same bottles as they all have used, whilst advert 2 also uses the samebottles and the same fridge as advert 1.
I asked in my audience feedback whether the audience felt like all 5 of the media advertsworked well together and overall the responses where wholly positive. Most of the audienceanswered ‘5’ which was ‘I completely agree that they work well together’ and a few answering‘4’ which was the next step down. I got nothing lower than this, showing that they all thoughtthat the adverts create synergy and the audience looked at them cohesively.In all, I believe that all 5 texts support each other and the sponsorship sequences link well withthe main adverts. I also think that due to the radio advert, the music works will in linking all ofthe 5 media texts together. The main adverts have a conventional narrative, which helps todescribe the products attributes and then the sponsorship just shows all the bottles and thecolours they come in. I believe that each text would be able to stand separately, each supporteach other and each build up a strong picture of the brand.
3. What have you learned from youraudience feedback?
I first posted my adverts on Youtube and tried to get people to watch them, however I realisedthat this was pointless and didn’t give me any feedback, as people didn’t really watch them. I then created a questionnaire on Google Docs, which was a range of open and closedquestions. The closed questions helped me to see the age of people and quick answers aboutmy adverts getting data analysis. The open questions help to gain the audience opinions. I putthis onto Twitter and Facebook and asked my friends to fill it in. I didn’t specifically need anyage group and therefore left it open for anyone to do.
‘How old are you?’I decided to ask how old people were so that I was able to see whether I was getting a range ofdifferent answers, however it wasn’t completely necessary if I didn’t have a range. I wanted toknow so that I could see if my product appealed to people in a range of different ages, and Imanaged to get people in different age groups. 6 people were within the age group of 16 – 25,which was 40% of all questioned. 3 people were within the 26 – 35 age group, 2 in the 36 – 45age, 3 in the age of 46 – 55 and 1 person was in the 56 – 65 age groups. This shows that I got avariety of different age groups answering my questionnaire.
‘On a scale of 1 to 5, Did you clearly understand what each advert was advertising?’ I felt like this was the most important question and this was therefore why I placed it straight afterasking the age question. The main aim of my advertisement was to capture peoples attention andwant them to buy the product, which meant that I needed a positive response from the advert andpeople to know what the advert was actually advertising. The results were extremely positive, with3 people saying ‘4’ and 12 people saying ‘5’. This assures me that the advert did the rightjob, connoting the product and getting positive responses from the audience.
‘What is your view on the product now after watching the adverts?’I then left an open question asking people for their view on the product after watching the adverts,seeing if people had a positive or negative response to the product. I wanted to see if the audiencewould pick up on what I was trying to do, to see if they felt that the product would be one that theywould buy.‘I would buy it, I think that it seems exciting and will make more people drink water’ – this was one ofthe main things that I was trying to achieve as I wanted to get more people to drink water. Thistherefore shows that my advert was picked up well.‘I love the product. I think that its child friendly and looked exciting. Id definitely want to try it.’-Another thing I was trying to do was get it to be aimed more at children, which therefore suggests that‘child friendly’ was exactly the word I wanted people to use.
‘What within the adverts did you think worked well?’I also wanted to know what people liked about the advert, making me see what the best thing wasand seeing if people thought that the advert worked as a whole. I wanted to know what peopleliked the most as I wanted to see if anyone picked up on something which I had perhaps notintended to do.‘I liked the variety of different shots and the stop motion. I feel that it was done well and each imagelinked to the next.’- This was a positive comment for me because I wanted to make sure that eachadvert made sense, and the fact that this person is saying that each image linked meant that I wasable to run the story well.‘I liked the voice overs, the voice was calm and nice to listen to’ – During my research, I stumbledupon some information that audiences respond better to female voices. This therefore makes mebelieve that I have achieved this convention and I am pleased that this was the response.
‘What within the adverts do you feel could be improved?’I also wanted some constructive criticism so that I was able to look back and see that if I did theproject again, what I would do differently. I feel that this is important to ask so that the audience isinvolved more and next time I will be able to see what they would prefer.‘I didn’t like how one of the sponsorships had a white back-ground and wasn’t in the kitchen like theothers’ – now that this has been pointed out, I have seen how my synergy was perhaps broken.Although the advert still worked because it had the bottles and the lunchbox. If I did the projectagain then I would probably take this on and redo it in the kitchen.‘The number of photos for your frames to make it quicker, it was a bit slow’ – Another comment Ireceived was this one, which I feel mixed emotions about. I agree with it because I could have madeit quicker in some areas, however if I made it even faster and then it would have been short and veryquick, meaning people may not have understood it.
‘Within my five media texts, do you think that the logo and slogan were effective andmemorable?’This was a simple question to see if my audience thought the advertising campaign was successfulin terms of its branding. The results for this were all positive, with 67% (10 people) saying and 1person saying no.Some people also said ‘other’, which I asked for further feedback on.‘I felt that the logo was strong in all of the adverts, however the slogan could have been said atthe beginning and the end of each advert so that it was remembered, rather than just at the end.’‘I felt they were memorable for the 2 adverts and the radio advert, but I didn’t hear the slogan atall in the sponsorships.’Both of these are perhaps something which I need to build up on, however the positive feedbackconfirms that the adverts achieved the most important aim, which is to communicate amemorable brand.
‘Do you feel the music within the adverts helped to create a positive atmosphere?’I wanted to know what people thought about the music that I used within my advert and this iswhy I decided to ask this question. I wanted to know if people thought that the music helpedthe advert or if they felt that id challenged the convention in the wrong way. In all, I got 100%positive responses, and so I feel that I have chosen the right song for this advert and am veryconfident towards it.
‘What Feelings/Moods did you gain from the advert?’This was a simple question in order to evaluate whether my main adverts had connoted what I hadhoped for the viewer. I was hoping that the advert would make the viewer happy, excited, intriguedand interested given the right connotations. I thought that the music would help this and the Mise-en-scene in the advert.I was very pleased with the results in the question, suggesting to me that the audience hadresponded in the exact way I was trying to achieve. Words such as ‘happy’, ‘relaxed’, ‘joy’ and‘Intrigued’ were used throughout by all of the people who were questioned, with the musicmentioned more than once. This therefore largely suggested that my aim was carried out andworked well.
‘Do you feel that all 5 adverts work well together?’The last and possibly most important question was asking if all 5 adverts worked welltogether, creating synergy. I wanted to ask this because I wanted to see if the audienceunderstood that each of them are linked via little things such as the lunchbox. I felt that Iwanted to be able to achieve the link and this is because I wanted to know that my advertswere received in a positive way. Overall, I had great feedback for this question. I had manypeople answering ‘5’, which was ‘yes, they work perfectly together’ and the rest of the peopleanswered ‘4’ which was the second highest.
4. How did you use new mediatechnologies in the construction and research, planning and evaluation stages?
Planning and Research Before starting filming, I had to makesure that I took time to do someresearch and planning. This is a crucialpart of the process as it allows me tofully understand the codes andconventions of advertising, both radioand TV. I used YouTube to research intoadvertising, looking at previous wateradverts and analysing them, all whichcan be seen on my Blogspot. I alsolooked on previous students blogs inorder to find out what kind of stuff Ishould look for. I did 2 audiencesurveys, one as a questionnaire onGoogle Docs, which I circulated onTwitter and Facebook, and one for mylogo choice which I circulated by hand,as this was easier for me.
I used programmes such as Preview,Adobe Audition, Photoshop and PremierPro in order to experiment, and madesure to use all the different tools withinthis. This helped me to know what Ineeded to do as well as what transitions Ipreferred. I was able to create astoryboard, and analyse my actionsdeeper and see if I needed to changeanything.
ConstructionThe construction of my media was predominantly in Premier Pro CS6. I chose this because I wascomfortable with it as I used a version of it last year, however I still had to get used to the new versionand therefore decided to use this for the creating of my adverts and my radio advert. I took manypictures of each bottle, the fridge, the lunchbox and numerous sequences. Before I put them onto theprogramme, I made sure to crop and resize the pictures on preview, then uploaded them ontopremier pro. I found this much easier to edit and change, and then exported them as QuickTimemovies. I was able to use many different effects and transitions to help me, although as a stop motionyou do not need to use transitions. I also created my radio advert in premier pro, which was anunusual choice. I did this because I felt comfortable editing within this and this is therefore why Ichose to use this adobe programme. I used Adobe Audition to edit the soundtrack used within myadverts, which was easy to use to change the volume coming into the track and ending the track.I used Photoshop in order to create my logo and the channel four sign which were put on the end ofmy adverts. I decided to do it in Photoshop because I had previous experience and wanted to do thisbecause I was able to make it look more professional. I got the image for the logo off Google, theninputted my own text to say Aqua-Blast. I created a group of different ones so that I could ask mytarget audience which one they preferred, so that I was able to choose something that the audiencecould relate to. I feel that this looked professional and am pleased with the outcome.
I also used other technologies in the process of filming, such as an SLR camera and a Fujifilmcamera. The SLR was important, and made me know exactly how in control I was from thepictures that it created. I was able to control the shutter speed and make sure they were thesame in each photo and a standard digital camera, which is used for adverts 1 and 2 andsponsorship 2. I was able to use the other digital camera in my other adverts because it is mineand therefore I know how to work it. I also used a voice recorder to record Fran, who wassaying my speech. I made sure to get quality sound, and was able to get it as loud or as soft asI wanted it. I was able to put it close to Fran or further away and therefore had full controlover this.
Evaluation For the evaluation, I still used technologies. I uploaded my final videos to YouTube and thenlinked them to my BlogSpot so that they could reach a group of different audiences. I thencreated a questionnaire on Google Docs which helped me conduct my audience feedback, andthis is because it’s an easy tool to make a questionnaire and is easy for people to fill in. It’s aconvenient tool which converts all the answers to graphs, which makes it easy to read. I was alsoable to post links to all five texts on the questionnaire so that the audience cause watch theadverts before they answered, getting the most reliable answers. I posted links of these ontoFacebook or Twitter in order to get feedback from friends and family. I also posted the link ontoBlogSpot so that I was able to reach out to everyone who read my blog.