The document summarizes how the author's media product for an advert for a perfume uses and develops conventions of real perfume ads. It follows conventions like focusing on fashion/the actress and mysterious promotion of the product, but develops them by making the bottle the main focus. It is also inspired by black-and-white ads like "1 Million" to fit the "Diamonds" theme. The ad challenges conventions by featuring a sole female character throughout to relate to the target audience. It analyzes the "Armani Diamonds" ad for conventions like emphasizing both the female and product.

1. A2 Media Studies
Advanced portfolio evaluation
Daniel Robbins | 8123 | 20956

2. 1. In what ways does your media product use,
develop or challenge forms and conventions of real
media products?
In many ways our advert for our product follows the conventions of a stereotypical
perfume advert. The idea behind the advert is to be classy and mysterious whilst still
promoting the product in a desirable way. Much like other adverts for this type of product,
such as the “J’ador” by “Dior” advert, we adopted a photography style shoot which
focussed as much on the fashion and the actress in the advert as much as the product.
These are some ways in which we used the conventions of a typical perfume add.
However we further developed this by adding unique features to our advert for example
in the sponsorship advert the bottle is primarily the main focus of the “photography
shoot”. Unlike other adverts where the actual product often doesn’t make an appearance
until towards the end of the ad.
Images taken from google.co.uk/images (03/05/2013)

3. We also took inspiration from adverts such as “1 Million” which are filmed entirely in black
and white for affect. We felt this fitted in with the theme of the product/advert. Our
fragrance is called “Diamonds” therefore we choose to look at other adverts that had
similar themes, styles and conventions. The typical conventions that we found in these
style adverts included things such as mystery, fast paced editing and an element of
sophistication/glamour. We established these conventions so that we could not only
adapt our advert to challenge them but also to identify ways in which our advert could
enhance these conventions. One major way we did this was by featuring one main
character which was female.

4. Most adverts of this nature adopt a female to be the main character that features through
the whole ad campaign. This is essential as it is reinforcing the target audience of the
product. By having a woman as the main character then women can relate to the advert
and will automatically feel fascinated to the product. We analysed the “Armani
Diamonds” advert to see what conventions their sequence consisted of.
In adverts such as this we
also found that although the
female character in the advert
was one of the preliminary
focusses the advert also had
a lot of emphasis of the
product itself.
Images taken from google.co.uk/images (03/05/2013)