Evaluation: Question 1

1. Q1) In what ways does your media
product develop or challenge forms and
conventions of real media products?

2. What is Advertisement?
Advertisement is a media text in the form of a visual announcement or notification for the public in order
to promote a product, service or event. Advertising has been an influential form of media and pivotal to
the success of production companies. It ultimately raises awareness for the product, service or event and
there have been new ways of doing this. The history of advertisement can be traced all the way to pre
modern century which shows how important it has been. Advertisement is used to communicate
information to the audience regarding a service or product, and in turn, convince them to actively
respond to it. Advertisement is ultimately crucial to the selling of a product because it attracts audiences
and raises awareness. They create a demand for products and services through engaging with the
audience and responding to their need.
The aim of this portfolio was to create an advertising package for a new product or service, including two
TV advertisements together with a radio advertisement and a TV programme sponsorship. I had many
ideas for a product but eventually concluded with football boots. I had to carry out research and planning
such as looking at a number of theories that can be related to advertisement. I also researched all the
different forms, styles, characteristics, techniques of advertisements that make up common conventions.
Following this, I had to enter the planning stages for my production which helped me towards the overall
success.

3. Different forms of advertisements
There are many forms that advertisements can be presented and some of those involve:
• Realistic
• Non Realistic
• Narrative Driven
• Animation
• Documentary
•Talking Heads
• Stand alone vs. Series
For my TV advertisements, I implemented a realistic form combined with aspects of narrative
driven. This is because my narrative follows the rise of a football player who begins to play well
once he acquires the brand product that is the football boots. Everything in my advertisement
is realistic and achievable by football players thus it is in the realistic form. I felt that a realistic
form will allow my target audience to relate with the advertisement and respond actively to it
by purchasing the football boots. I was also able to add an honesty with my product and show
to my audience that they can follow a similar narrative if they purchase the football boots.

4. Influences for my Advertisements
There were many influences for my advertisements for football boots. I took inspiration from renowned big
brand companies that produce football boots and their advertising pivotal to their success. Nike’s ‘Total 90’ or
‘T90’ was a series of sportswear products that mainly consisted of football boots was one of the key influences
for my advertisements. Nike had released advertisements in different forms, and the TV adverts were especially
significant in my influence. They released a similar TV Advert in a constant point of view shot as if the audience
are the player who is experiencing different matches. The advert follows the rise of the player who is wearing
the football boots and begins to score different goals and gain fame outside of the field. The different scenarios
and narrative was highly influential for my first TV advert especially. As well as this, Nike’s advert ‘Winner Stay
On’ had various uses of cinematography that influenced me in my own production. The narrative and all other
aspects of the advert was highly influential for me. Puma also released new football boots called ‘evoSPEED’
and the TV advert that was released to promote it influenced certain aspects of both of my TV adverts. The
different shot types influenced me to replicate them in a different scenario. Also the narrative that involved
players in casual clothes playing football in different environments, influenced my decision to make my second
advert more ‘street’ based.

5. Does my product use, develop or challenge forms
and conventions of real media products?
Forms & Conventions: My advertising package for my football boots used many forms and conventions
that are found in advertisements. I used a realistic form in my TV advertisements and also implemented
several techniques such as overt messages. My advertisements used key codes and conventions such as
brand product identification where my football boots were a key form of iconography. There were benefits
offered with the brand product and the brand logo allowed for brand identity. I offered advantages over
other football boots by highlighting the design that aids in a player’s shot power and this was my unique
selling point. I also challenged many of these forms and conventions by adding my own ideas such as
using a football cage as a location for my secondTV advert.
Theories: There are many theories that are present in my production that can be applied. For instance,
Roland Barthes’ Semiotics theory was a key theory that was utilised to raise the audiences awareness and
signify the brand product. Goodwin’s theory of key conventions being put to place so that the audience can
understand and identify it is also used in my production. I used many of these theories and developed
them to make my own production unique at the same time.
Character Representation: For my production, I used and developed different conventions that relate to
the character representations in my advertisement. This is particularly shown through the costume as in
the second TV advert, he is wearing casual clothing while playing football which clearly show this. I convey
a normal person who overcomes his struggles in both locations to hint at the power of the boots.

6. Cinematography: Sizes
The cinematography utilized in Puma’s advertisement was highly influential for
my own adverts. Due to the intensity of the narrative, there was a variety of shot
sizes that were used to show different forms and conventions. There were
establishing shots that presented the location or close up shots to focus on the
football boots by Puma.
I have used and developed conventions by also implementing a variety of shot
sizes in my TV adverts to convey the narrative in different ways. It was used to
show different levels of importance in the narrative. For instance, I used a variety
of close up shots to clearly present the football boots that are being promoted. It
emphasizes the power of the football boots which is my unique selling point.
This allows the audience to clearly view the brand product and understand what
is being offered to them. It also allows them to trace the narrative of the advert
with the football boots. I also used other shot sizes to convey the intensity of the
game and show the action. I used a variety of long shots and medium shots to
show different attacking scenarios in the game. In my second advert, long shots
were a reoccurring use of cinematography because it allowed me to include all
my characters in one shot. I was also able to show the different actions in the
game being played and show the different costume, hair and make up.
Note: Top two images are
examples of other adverts and
bottom two of mine.

7. Cinematography: Angles
Camera angles are important to establish power and importance within the
advert. In both the Nike and Puma advert, there are a variety of camera angles
used to present the boots. They use slight high angles to present the football
boots as a special force. There are also neutral angles which allow for the
product to be easily presented.
I used a variety of camera angles that were used to present product placement.
To closely follow the boots on the player feet, I often used high angles to clearly
show this. To highlight the two different football boots, I used high angle shots
to show my character strike the ball. This allows the audience to clearly see the
product being put to use. The angle also allows the product to take up most of
the screen which presents to the audience what I am promoting. It is hard for the
audience to not spot the brand product as the angle allows it to stand out. I have
developed conventions of cinematography by making a high angle a reoccurring
use throughout my TV adverts. I have shown the confidence to use this
constantly and promote the brand product in a different way. I also challenged
the conventions by using high angles to focus on the brand product and present
its importance from a high angle rather than a low one.

8. Cinematography: Movements
Researching into similar adverts like mine allowed me to observe the
conventional camera movements. Due to football being a high intensity sport,
there is a lot of movement required from the camera to keep up with everything.
Looking at Nike’s advert, there was a constant use of panning which followed
the movements of the players. The audience was able to clearly follow the
narrative through the movement and this use of cinematography influenced me
in my own work.
I have used and developed conventions by using panning movements in my
second TV advert to show the player dribbling through each other. The panning
shot allowed the audience to clearly follow his movement and it contributed to
the intensity of the game. The movements reflects the location as it is
stereotypically hostile. It also shows the brand product in constant while the
player moves. I have challenged conventions of cinematography in my first
advert by not using much movement. Rather than using a continuous panning
shot, I utilized many cuts to show different positions and build his way up to the
goal. The movement can still be tracked through cuts and it makes everything
more fast paced. I developed conventions by using a tilt shot to show the player
pass to a player and the other player controlling it, showing use of the product.

9. Sound
In my production, I followed the conventions of sound in relation to Goodwin’s theory which I have applied
in my work.The conventions include:
The relationship between the music and the visuals
To make an advertisement an effective one, the use of music is crucial towards appealing the audience as it
stand out. It is important that the music and the actual footage compliment each other and suit. I have used
these conventions in my final production. Goodwin claims that the beat of a song should match the editing
speed to create smooth cuts and transitions which are easy for the audience to follow. If the relationship
between the music and visuals does not match then this can lure an audience way as it may come across as
annoying. The non-diegetic sound of music follows the narrative and matches the mood that is transmitted.
When my main character is playing poorly, the music is slow and low but rises when he receives the brand
product. This exhibits the intensity with the football boots which come across as a supernatural force when
the music speeds up and rises. I have developed the conventions through constantly lowering the music
sound and using diegetic sounds of voiceovers as commentators of the game. The music and the voiceovers
have a good relationship and follow each other which is conventional. I challenged conventions by also using
diegetic sounds of natural sounds in my second advert to emphasize the location. The authentic sounds add
to the realistic aspect of it that appeals to my target audience. The ball could be heard being kicked which
suggests adds to the realistic form of the advert. As well as this, the voiceover used for my brand slogan is
highly conventional as it appeals the audience even more. ‘Feel the Power’ relates to my unique selling point
and appeals to my target audience will be interested in this ability of the game.

10. Editing
The editing in my advertisements are used to assemble all the shots in a coherent
sequence that the audience can easily follow. It is important to assemble all the different
shots to allow continuity so that it contributes to the audience’s emotions. Goodwin also
communicates that editing contributes to a pleasant viewing if it matches the pace of the
music. In football advertisements, such as in Nike’s ‘Winner Stays On’ there are a variety of
cuts that are used to speed up the action. It exhibits the intensity of the match and this is a
conventional way of presenting advertisements promoting football boots. They need to be
in constant use for the audience to see the way they are being used and cuts allow the
involvement of many actions.
I have used and developed these similar conventions by using cuts to make my narrative
flow quickly. This allows the audience to stay hooked and witness an entire narrative in a
short amount of time. In my first advert, I used match on action to continue the flow of the
advert. I challenged conventions in my second advert, I used a dividing transition to
emphasize the brand slogan. It creates the effect through showing the audience that the
character is breaking through his shell with the football boots and using the power of the
football boots to do this. I used cuts between different attacking scenarios, sometimes
focusing on the football boots, then onto the ultimate goal. I challenged conventions by
using the editing technique of fading to a colour as soon as the audience become gripped.
This allowed me to introduce my brand slogan and show text over the colour. This was also
evident in Nike’s advert for ‘T90’ which shows the way I have been influenced.

11. Mise En Scene
The mise en scene in my advertisements was a crucial factor in the way it engaged with the audience and
grabbed their attention. I believe that I have used, developed and challenged mise en scene
conventions throughout my advertisements. The mise en scene is everything that we see on stage and is
made up of five elements which involve:
Costume, Hair and Make-up: This helps towards the construction of a character and injects distinctive
characteristics that the audience can identify them with. The costume, hair and make up can express the
characters feelings and also contribute to the narrative.
Setting: The setting is the different locations that I have used for my advertisements. The setting is
significant as it helps towards an initial perception of the advertisement. The audience can assume what
the advertisement is about when they see the location.
Iconography: This is the key objects or props that are used in the advertisement to communicate a
message to the audience.The iconography will have different connotations that the audience interpret.
Lighting & Colour: The lighting is used to reflect the mood and convey a characters thoughts which the
audience respond to.The colour is all the colours that stand out to make up the setting for the audience.
Body Language & Facial Expression: The body language of a character is used to represent their inner
thoughts and help towards finding out what character they are. It reflects their mood and emotions
which the audience can respond to. The facial expressions have the same effect as it communicates their
emotions which the audience can interpret and understand.

12. Mise En Scene: Costume, Hair & Make Up
Looking at the costume, hair & make up of other similar advertisements has helped me to
building my own ideas for this element of mis en scene. In the Nike advert, there is a
variety of costumes where some players are wearing jogging bottoms and a t-shirt, or
some are in full kit. There are other characters who are casually dressed and this gives the
impression that they can’t wait to play football and their boots are all that matters. The
hair varies as different characters have different hairstyles which appeals to anyone. There
is limited or no make up which adds a simplicity and seriousness with the players.
I have used and developed these conventions in my advertisements by using similar
costume, hair and make up. In my first advert, my main character is wearing football
joggers and bib which is conventional to someone playing professional football. It enforces
the idea that it is aimed at audiences who aspire to be professionals. Most importantly, he
is wearing the brand product of the football boots which shows its use. His hair is simple
and short and he wears no make up which allows for focus on the brand product. In the
second advert, I have challenged conventions as my characters are more casually dressed
as if they are coming from a business meeting. Rather than wearing tracksuits or football
kits, they are dressed this way which challenges normal conventions. All they wear is the
football boots which gives off the idea that all you need is football boots to play the game
which further promotes my brand product. It encourages the audience to buy the football
boots and do the same as the characters. The hair and make up is similar in the second
advert which allows the audience to focus on the brand product instead.

13. Mise En Scene: Setting & Iconography
The setting and iconography of the similar advertisements have helped me to implant
my own ideas into my TV adverts. I use two different key locations in my
advertisements that stands out to the audience. In the Nike advert, the main location
is at a stadium which is highly conventional for an advert promoting football boots.
One of the locations in the Puma advert are in a football cage which emphasizes a
‘street’ feeling attached to football. In both adverts, the key use of iconography is the
ball and the football boots. It is constantly utilized as a symbol to guide the audience
through the advert
I have used and developed these conventions by also using similar locations. As my
first advert gives the impression of professional football being played with the brand
product, the main location is on an Astroturf. It is where football is played and it suits
the narrative which shows how I have used conventions of media products. I also use
other realistic locations to contribute to the narrative. For instance, I use changing
rooms and a street location to show my character advancing in time and acquiring the
football boots which improves his form. I have challenged conventions by using a
football cage as the location for my second advert. This gives off a ‘street’ vibe and
invites the target audience to purchase the boots and play anywhere with it. It also
appeals to audiences who are familiar with such environments and shows that they do
not have to be professional players to enjoy the brand product.

14. Mise En Scene: Lighting & Colour
The lighting and colour utilized in similar adverts influenced me in both adverts.
In the Puma advert, there is low-key lighting when the location is at a football
cage. This gives off a ‘street’ vibe and adds a darkness to it that is stereotypically
attached to these environments. In a similar way, I have used this convention by
implementing a grey colour that can be attached to the location and there is
also mainly natural lighting. This emphasises the street vibe similar to the Puma
advert.
In Nike’s advert, there is a constant use of natural lighting which allows the
audience to clearly follow the narrative. It also allows the audience to focus on
the game and the football boots that are being promoted. I have used and
developed this convention by also using simple natural lighting in my first
advert. This deploys a realistic feeling with my advert and allows my target
audience to relate to it even more. It gives the impression that a real game is
being played and they are following the story of an upcoming stars. The green
colour of the pitch also stands out which is conventional for football
advertisements. As well as this, the colour of both football boots stands out
amongst the scenery which grabs the audience’s attention and appears more
appealing to them.

15. Mise En Scene: Body Language & Facial Expressions
The body language & facial expression of characters is important in advertisements as it
communicates information to the audience. In the similar adverts that I looked at, I could
see the confidence in the character’s body language and facial expressions who are all
wearing the football boots. In Nike’s advert, you see the character, Ronaldo shrug his
shoulders as if his opponent is no challenge to him. He shortly looks down at his feet
showing appreciation to Nike’s football boots. He also smiles which speaks his confidence
at playing football. Another example is where another character, ‘Hazard’ is also smiling
and looking down at his feet. The advert continually uses this element of mise en scene to
hint the work of the football boots and this promotes it in a special way.
I have used and developed conventions by also adding a confidence with my main
characters involving the brand product. In my first advert, my player walks confidently
towards the camera nodding his head in disapproval of someone else’s football boots that
aren’t the football product. As well as this showing advantages over rival products, this
shows good use of mise en scene to promote the football boots. In my second advert, my
player nods his head in approval and slightly grins in approval of the new football boots
that are given to him. This enforces the brand slogan of ‘feel the power’ as it not only
relates to the shot power of the football boots, but also the power in a player’s confidence.
This appeals to my target audience as they will also want to feel this way. I also show my
players initial frustration at his poor performances when he is slouching in the changing
rooms which shows conventional use of mis en scene. The player also shows his slight
annoyance early in the second advert before he changes boots.

16. Characteristics
In advertisements there are many characteristics that can be applied in a conventional way that help me
make the advert appealing to the audience. It is what makes an advert stand out and unique compared to
other adverts. The research that I held looking into other similar adverts has helped me to use, develop
and challenge conventions of characteristics.
Brand product identification: The brand identity of an advertisement is a convention that is used in
almost every advert. It is how the production company want the audience to perceive them and allows
them to recognize the product immediately. This will immediately make the audience interested in the
advert when they see something that stands out. The brand identity can be in the form of both a brand
logo or slogan. Nike’s advert for ‘T90’ presented the brand product as well as the brand logo that
conventionally appears at the end of the advert. This allows the audience to associate the product with
the brand which increases their publicity. I used and developed this convention by also creating a brand
logo and slogan that were present in my advertisements. I also challenged the forms and conventions by
including my brand logo throughout my advert in the top left corner. I felt this was beneficial as it allows
the audience to be constantly aware of the brand identity and also allows them to relate it to the product.

17. Characteristics (Continued)
Advantages over similar products: It is important for advertisements to present advantages over similar
product as it appeals to the audience and convinces them to actively respond. Nike’s advert for ‘T90’
presented this through the narrative of the advert showing a player’s form increase as a result of the
football boots. In a similar way, I utilized my narrative to show the advantages of the football boots
through my characters rise in form after wearing the brand product. The design and material is used to
attract and appeal to audiences. In both of my adverts, I used and developed these conventions by
showing that my football boots enhance and aid in a player’s shot power which makes the audience
interested. I also show this through the actions of my player who scores goals and the camera focuses on
the boot to emphasise its effect. In my radio advert, I highlight the way in which my football boot is one
of the most technology advanced boots in the world which shows the way I used this convention
effectively.
Compression of narrative: In most advertisements similar to mine, there is a clear narrative in place that
is used to motivate the audience to purchase the boots. The Nike advert shows a player who improves as
a result of the football boots and I use and develop this convention in my own advertisements. I invite
the target audience to follow a similar pathway as my main character by purchasing the football boots.
Lifestyle Appeal: This is another conventional characteristic that I used and developed in my adverts. As
the football boots are brand new, it represents the audience’s desired lifestyle which they wish to obtain.
The way in which it is focused through product placement creates a demand for the target audience.

18. Techniques
The different techniques in adverts are effective in communicating a message to the audience that they
can respond to. It is a common convention used in adverts to engage the audience’s interest and I have
used them in my own adverts:
Overt messages: This technique is effective as it communicates a direct message to the audience which
will interest them. Nike’s advert for ‘T90’ presents an overt message through the clear narrative. The rise
in form of the main character is clearly presented as a result of Nike’s football boots. This communicates
to the audience that if they purchase the product then they can also experience a similar story. I have
used and developed this convention in my own adverts as I also show a clear shift in fortunes once my
main character wears the football boots. Combined with the rising music and editing pace, I
communicate the way in which the football boots can lead to success. Through this use of convention, I
was able to attract the audience to purchase the product and respond to the message. The constant use
of close ups on the football boots adds a significance to it. This communicates to the audience that these
football boots are the best option for them.
Emotional Responses: There is also aspects of the technique that triggers emotional responses from the
audience. The initial failures of my main character may cause the audience to sympathize with him and
this shows the way I have used and developed this convention. Although I do not think this techniques
applies as much, the ultimate success of my character can motivate my target audience to do the same.

19. Relating Question toTheories
There are many theories that can relate and apply to my advertisements which shows the way
I have used, developed and challenged forms and conventions of real media products. It
shows the way I have made my adverts conventional to other similar adverts. Some of the
theories include the following:
Roland Barthes:
Barthes’ theory involves the study of signs and symbols and their use or interpretations. It can
be applied to adverts as producers will try to include different forms of iconography that will
indicate and inform the audience what the advert is promoting. For example, in my advert the
football and goalposts are signs that the audience responds to and unconsciously interprets
the meaning of. It informs the audience that the advert is football related which takes them
closer to the brand product. The focus on the football boots also serve as a key sign as the
audience will interpret it and realise this is what is being promoted to them. Through applying
this theory to my work, I have shown the way I have used and developed conventions of real
media products. The iconography instantly alerts the audience that the brand product is to do
with football. I also challenge the conventions by constantly focusing on the football boots.

20. Relating Question toTheories (Continued)
Richard Dyer:
Dyer’s utopian theory involves the idea that audiences consume media texts and products with a clear set of pleasures
to draw from the experiences. This relates to my football boot advertisements as through the product placement, my
audience will develop an expectation that it will be the best product on sale. The different elements of my adverts such
as the narrative is what my target audience want to consume and envision themselves in a similar position. The brand
product will serve as a utopian solution where my target audience can play football to the best ability. I have used
conventions of real media products as my advert is greatly influence through the narrative and this can appeal to the
audiences desires. I have also develop and challenged this convention through the editing techniques that I have
added to highlight the effect of my brand product. I use a transition which lights up the football boots and this appears
as a product that meets all their expectations. Thus, this appeals to the audience as they will believe they are
purchasing a product that fits their expectations. They will want to undergo a similar experience with the brand
product. Also, in the second advert I add further transitions which show the effect of the football boots through blue
streaks. It relates to Dyer’s utopian theory as the target audience will envision a world where this is possible.
Tzvetan Todorov:
As both of my adverts are narrative driven, I had to implement Todorov’s narrative theory. He communicates that the
narrative faces a disequilibrium until a resolution is found to balance the narrative and create a new equilibrium. In
both adverts, the main character is initially playing poorly. This is resolved when he wears the new football boots
which sees him improving his form drastically. The narrative then follows his success and this highlights the effect of
the football boots that appeals to the target audience. This shows the way I have used and developed this narrative
convention based on Todorov’s theory. I use my brand product as the resolution which allows for a new equilibrium .

21. Conclusion
To conclude, I believe that I have used, developed and challenged a variety of conventions
throughout my production. This is clearly shown through the different micro elements
involving mis en scene and cinematography. As well as this, relating my production to popular
theories shows the way I have used the conventions. I was able to produce advertisements that
were conventional and successful, however I have also used and developed many of these
conventions which adds a uniqueness with my advertisements when compared to others. It
still remains conventional to advertisements that promote football boots. A key example of
where I challenged conventions is through the costume. I showed my characters playing
football with the brand product and other casual clothes. It reinforced the idea that the
football boots are all that the audience needs and encourages them to go and purchase it.