The document discusses how four products from sports brand TGR combine across different platforms to promote cohesion while also allowing for individuality. There are similarities and differences between the two main TV ads, sponsorship sequence, and radio ad. Similarities include using the same logo, slogans, costumes, music, voiceovers, cinematography and simple locations to link the products while differences allow each to appeal to specific sports or activities. The combination of similarities and differences effectively promotes the brand's versatility and broad audience reach.

1. How effective is the combination of
your main product and ancillary
tasks?
Katie Hunt

2. We have created four different products which
collectively combine across a range of platforms
to promote our sports brand, ‘TGR.’ It is
important that these products combine in order
to create cohesion and link the
product, advertising it in a number of ways.
However, difference is also valued, as it shows
individuality of each product.

4. These are the logos used in both of our main TV adverts. They are similar in the sense that they both use
the same logo, and the same brand name (in the same font). This creates cohesion between our two
main tasks, meaning different sporting activities (i.e. football, tennis and running) can all be linked to our
brand, broadening our products versatility as well as our audience reach. The other similarity is that
both the logo’s cover moving footage. This creates discontinuity editing throughout both adverts and
links the products to the sports further. This use of discontinuity editing is a fairly common convention
of sports TV adverts, hence why we included it. As for the ancillary tasks, the sponsorship sequence also
uses this logo idea for the same reasons. Our radio advert is aural, and therefore we cannot create this
same effect. However, our speaker says ‘TGR’ clearly, creating cohesion between our visual and aural
products.
However, the difference between our two TV advertisements in terms of displaying the logo is that one
advert is specific to a running shoe, and so uses the additional ‘run’ as part of the title. This also sets this
particular advert apart from our two ancillary tasks, as they are also not sport specific. This idea came
from our research and planning, as we noticed some adverts were specific to certain sports.
Therefore, this difference was created so to fit certain conventions of sport brand adverts. As for radio
adverts and sponsorship sequences, these are conventionally more generalised, which is why they are
only similar to the first of our two adverts.

6. In terms of slogans used for our sports brand, our two main TV adverts take two different
approaches. Our first advert uses the slogan ‘change the game.’ This is a more generic
slogan, referring to all types of sport and motivating all athletes. It has also been displayed on a plain
background, allowing it to stand out, and the use of orange creates cohesion, as this is our brands
logo colour. Alternatively, our second advert uses the slogan ‘ready for anything’ referring to the
running shoe. This is cohesive with the footage shown, as the runner is seen in a variety of
locations, tackling different obstacles on his run. However, this is a key difference between our two
TV advertisements, yet does highlight the versatility our brand has to offer. Therefore, this is good
when looking at our target audience, as it offers a broad spectrum of what the brand has to offer for
them, by highlighting the different avenues the brand can follow. Another key difference here is the
two font types. The ‘ready for anything’ does not follow the same font as the brand name, where as
the main slogan, ‘change the game,’ does. This is so to set apart the running shoe from the general
brand, giving it its own identity, thus representing the product as more individual, unique and
appealing. However, it seemed important to maintain a link between the main brand slogan and
name fonts, as this is the main driving statement behind the sporting brand.
As for our two ancillary tasks, we have effectively created cohesion by displaying the ‘change the
game’ slogan in our sponsorship sequence, and it is spoken during our radio advert, following the
announcement of the brand name. In terms of the sponsorship, this is because the main focus of this
sequence is to advertise another product, and therefore our products slogans should not be as
conspicuous. We have, however, maintain the slogan with the hash tag, so to still appeal to our
audience through social media technology and keep our brand appealing to our target audience. As
for the radio advert, this is linked very well to our main advertisement, as the ‘TGR’ and the ‘change
the game’ are spoken in the same order as they appear in our main TV advert.

8. Another similarity between our two main TV adverts is the use of costume. The two adverts both
successfully use the brands theme colours to help advertise the product. For example, the first of
our two adverts follow an orange and black theme, which mirrors the colours used in the brand
name and logo. Not only this, but also these colours carry the connotations to help motivate our
audience. Orange is a vibrant colour that can be associated with energy. Not only this, but it carry’s a
positive tone, which could motivate our target audience as they view the brand in a good light. As
for our second TV advertisement, the ‘run’ part of our logo is displayed in a grey colour at the end of
the advertisement. Therefore, our runner is dressed wearing grey also, creating the same cohesion
as before. Grey is a simple colour that we felt would suit the simplicity of the activity, which is
running. People can do this as casually or as competitively as they feel suits them. We didn’t want to
intimidate our audience by displaying this kind of activity to seriously, and so we felt the plain
colours would suit the tone we wished to create.
As for the sponsorship sequence, we decided to maintain the orange and black theme, to link to the
brand name and to maintain the idea of energy and positivity. Also, a sponsorship sequence is aimed
at making the product stand out against the product it is arguing, and so effectively takes the centre
of attention. Using these bright colours would help our product to be noticed in such a situation, as
well as linking our footage and brand together well.

9. Another thing to consider when it comes to our
actors, is the idea of target audience. We have
purposefully used young sportsmen/women to
appeal to a young generation, and motivating them
to get into sport. We felt that by using a similar
character, our ideal audience could relate and feel
more confident about using our product and doing
sport. We have maintained the idea of youth through
our use of costume, also, as some of our actors can
be seen wearing hoodies, which are stereotypically
associated with the youth. As well as
young appearing actors, we have also used a
confident young sounding voice for our radio advert
and sponsorship sequence voice over, in an attempt
to create a similar effect on our target audience.
Therefore, we have effectively used cohesion in
order to maintain the same target audience
throughout all of our media products.

10. Another area to consider in terms of similarities is the use of music between the two main TV adverts. Both our
our main products include the song 'You! Me! Dancing!' to create a link between the two products. Also, we felt
this was an upbeat song which created a positive tone and placed the idea of sport in a positive light, motivating
our audience. It is also then a song people will associate with our product, and therefore makes our product
and, more importantly, our style of advertising, more well known. However, there is a difference, as the two
adverts use two different edits of the same song. The running advert uses the part of the song which is fast
pace, matching the fast pace of the cuts in the advert as well as the motion of running. The other advert, however
uses not only the fact pace section, but the slower part of the music, to accompany the actors preparing for
sport. This was done therefore to not only give our two adverts a slight sense of individuality, but also to work
with the pace of our footage and editing. However, we have also used this song during our sponsorship sequence –
however, it is played much more quietly, so not to dominate the sponsorship with TGR based advertising
techniques, and represent the ‘ITV Sport’ fairly. It also means the voice over can be well heard.
As for the radio advert, this uses a different type of sound to accompany the voiceover. We have included some
backing music that has a basic beat, yet adds an edge to the speech during the radio advert. It is different from the
song used during the main TV adverts, as we felt this song could become overused and perhaps wouldn’t fit the
pace of the speech. Therefore, we have found another song to act as the non-diegetic sound for this piece. The
new song is also softer, and so gives way for the speech in the advert to be well heard, so to have the greatest
impact on the audience.
A final aspect of sound worth mentioning, is the use of a voiceover. In our radio advert and sponsorship
sequence, we have used the same voice to speak, creating cohesion in this way. We decided to do this as the voice
used is strong and confident, and so creates this tone for our product, adding to its success. It is also good for
representation, as this young sounding voice would represent sports and the product as youthful, appealing to our
main audience.

11. Another way through which our actors are
successfully used as part of cohesion between
our main adverts and sponsorship sequence, is
through the repetition of cinematography. For
example, at the end of our main TGR
advert, there is one actor kicking a ball, as the
‘TGR’ text appears. This idea is mirrored in the
sponsorship sequence, as a different actor is
used doing the same wide angle shot as the
text appears. This shows a link, whilst also
giving each product a slight sense of
individuality. We have also adopted other
similar cinematography between all of our
products using footage, so to fully represent
the idea of this being a sports product.

12. In terms of actors, we have used a wide range of people to help us film our two TV adverts and
sponsorship sequence. We have used a different actor for the running advert to give it that
sense of individuality and uniqueness. However, the actors in the sponsorship sequence and
the first of our two main TV adverts are the same, as familiar faces are good in terms of the
audience being able to recognise them and associate our product with them. This works in a
similar way to celebrity endorsement, as certain sporting stars are often associated with
certain brands (for example, David Beckham is associated with Adidas.) As for the idea of
voiceovers, we have used the same voice for both our radio advert and for the aural aspect of
our sponsorship sequence. Again, a familiar voice is good for audience recognition, as it is
what they would associate with our product. Also, the pronunciation of the brand name 'TGR'
is aurally important, as people will recognise it and know the brand immediately. This idea
works well for products such as the comparison website 'Go Compare,' as that singing is
instantly associated with that website, and so people know what to expect from a radio or TV
advert when they hear it.

13. Another similarity between all of our
products is the use of a simple location.
Both of our main TV adverts use the simple
locations of either an urban town area, or
rural park or country park area. This creates
cohesion and also promotes the appeal of
our product as being the simplicity of
sport, as oppose to the competitive side.
This is the appeal we wanted to create
amongst our target audience, as we wanted
to promote the idea that sport is for
everyone, and our product is openly
available to all levels of sporting ability. This
idea of the simplicity of sport could be
considered to be represented through the
use of colour. The majority of our footage is
shot in dull colour, and is much less
vibrant, connoting the idea that this is
sporting for beginners, away from the
vibrant lifestyle of professionals. Also, the
use of ‘training’ locations, such as the
netball hoops and tennis court, suggests a
similar idea. This idea connoting simplicity is
maintained throughout the sponsorship
sequence and two main TV adverts. As for
the radio advert, the speech and nondiegetic also follows a simplistic editing
style, and so fits this idea well.