2. Television Advertisement
During our form and genre research, we have come across many conventions of
which we intend to follow and in some cases, break.
There are many variations in format, for example there can be mini dramas. This
format is a full range 30-60 second drama that presents characters and conflict,
creating a narrative within the commercial. These type of commercials can
however be extremely expensive, which is difficult for us as we clearly don’t
have that high budget experience.
Another example of format is the use of a voice over. This is popular in a lot of
commercials. The performer who reads the copy is not seen in a voice over
commercial. The performer’s voice is heard as a major component of the
soundtrack. In relation to our production, by researching genre and form, voice-
over commercials can be typical for a fashion advert.
3. Television Advertisement
Another example of the use of format is something called spokesperson presentation.
This type of commercial usually involves a celebrity using his or her actual identity, or
it can be implied identity. This means using someone who is recognizable as a
character, but not necessarily themselves. The spokesperson needs to have an
authoritative presence, and an honest, convincing delivery and performance.
The idea of using someone known, or using implied
identity is a very successful approach for television
commercials, for example the River Island advert with
Barbara Palvin is a very successful one as for this advert,
a lot of the target audience idolize Barbara Palvin and
therefore helping the brand along. For our production,
although it is not possible to get a well known
actress/model in, the idea of using implied identity
could help in order to make our production successful.
4. Television Advertisement
Regarding the length, a typical television commercial is around 15 seconds to a minute.
However more modern examples have included longer running times which can be three
or four minutes, these adverts are often shown in a cinema. This does not apply to our
production as showing a fashion advert in a cinema is not conventional.
The brand/product must be visible in the
commercial. Generally speaking, the product is
identified very early in the advert or at the end as a
surprise tactic, almost making you guess what the
brand is or what is being advertised, making you
interested. An example of this is the advert for Jack
Daniels whisky. This idea however is not good for a
fashion advert, as the product is shown all the way
throughout the commercial.
5. Fashion Advertisement
After having done theoretical research into representations of women, and form research, there are
many conventions of a fashion advertisement which we, for our production intend to follow and
possibly break. Some typical conventions of a fashion advertisement are:
Camera angle and shot: camera angles tend to be a tilt of frame, to create an ‘edgy’ look, depending
on what type of clothes you are advertising. Camera shots are mainly focused on what the model is
wearing, low angles which show the full outfit and shots of the clothes, shoes and accessories.
Editing: typically for fashion adverts, there are lots of
quick cuts, which is good for keeping the audience
focused on what they are watching, as it creates an
exciting and lively atmosphere. This, along with Special
Effects like splashes of light/colour throughout the
advert, and using the Boohoo #ownit advert as an
example, how they have used special effects to get more
than one of the same model in one shot is very
successful.
6. Fashion Advertisement
Sound: the use of sound in a fashion commercial is very important. Typically, there are upbeat and dance
soundtracks, usually without singing in them. This shadows the upbeat and lively atmosphere that is portrayed in
these commercials. The soundtrack does not have to be well known, as that is not what the commercial is about.
The sound is only there to portray the atmosphere and keep the audience interested. Also, usually towards the
end of the commercial, a voice over comes in, usually a woman’s voice when advertising fashion, explaining what
the advert is doing, so for example, ‘introducing the new season’s trends’, usually followed by a slogan, and then
the brand name.
Lighting: lighting is also very important when advertising fashion, and
usually in these types of commercials there is very high key lighting,
once again emphasising the lively atmosphere created. However in
some commercials this convention is broken, for example in the
March 2013 Topshop advert, the lighting is very low key and you can
only see a silhouette of the model, however the use of spotlights are
very effective as they suggest that by wearing these clothes you will
be in the spotlight. This however is not a stereotypical fashion advert
as it is not showing a lot of the clothes, which is what it is meant to be
doing.
7. Break/Follow?
There are many conventions of a fashion commercial, most of which we intend to
follow. For example:
◦ Tilt of frame, low angles and focusing on the clothes
◦ Quick cuts
◦ Upbeat soundtrack
◦ High key lighting
However, there may be some of which we may break, for example:
◦ Some uses of special effects, as we may not have the correct
equipment/software/ability to create these.
◦ Possibly the voice-over, as this may put our production at risk of being professional.
