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1. Conventions of TV
sponsorship sequences
Jenny Katy Millie Olivia

2. Sponsorship Sequences
• There are many sponsorship sequences shown on the television which run
just before a show. There are typical conventions which sponsorship
sequences portray.
• A TV sponsorship sequence is usually 15-20 seconds long, sometimes
shorter. This aims to quickly advertise their product in a short and sharp way.
These sequences consist of little narrative, and the brand is used before a
particular programme because it is associated with it in some way. They
usually use references from the main advert, and there is a spokesman
speaking about the product. Sometimes, there is a celebrity used to endorse
the product. A good example of this is the Rimmel London nail polish
sponsorship sequence we did for our textual analysis, which uses Rita Ora.

3. Fashion Sponsorship Sequence
• After having done some research into fashion sponsorship sequences and
having analysed them, there are many conventions in which we aim to follow
when constructing our production.
• The fact that the sequences are very short means that we have limited time to
create an attention catching, successful sequence. The use of animation is
very good for this, as there are plenty of things that can be done in order to
grab attention from the audience. For example, bright colours.

4. Fashion Sponsorship Sequence
• Conventionally, the sound in a sponsorship sequence is upbeat and usually
relates to the connotations of your brand.
• There is conventionally a lot of jump cuts and quick cuts. Long takes are
unconventional, as they don’t usually portray the stereotypical sponsorship
sequence of being upbeat, therefore not matching the music.
• Camera movements are rare, as the jump and quick cuts do not match
camera movements within a shot. It is conventional that the camera is
stationary throughout a sponsorship sequence.

5. Fashion Sponsorship Sequence
• Research shows that with the right programme to sponsor, the viewers who
are dedicated to said programme are more likely to buy the product, because
subconsciously they are linking a favoured programme with a product.
The conventions we intend to follow are:
• 10-20 seconds long
• Not to contain much of a narrative
• Animation used, bright colours, large logos etc.
• Featuring the physical product.