The document discusses how the media production followed, developed, and challenged conventions of real media products. Main Task: The production mainly followed conventions of camera angles, shot types, lighting, and editing seen in fashion advertisements and children's fashion. However, it also developed some conventions, such as incorporating camera movements not typically seen in children's ads. Ancillary Task, Sponsorship: Conventions of shot types and editing were generally followed. Medium close ups were included to develop conventions for sponsorships involving talking. Ancillary Task, Pop-Up: Long shots showing full outfits were followed as a convention. However, medium shots and close ups were also used to develop how the clothing could be shown

1. Conventions Followed
Conventions
Challenged
Conventions
Developed
In what way does your media production use, develop or challenge forms & conventions of real
media products?
Main Task:
Camera angle & shot types were key conventions that I followed throughout my advertisements, they are known as
Technical Codes.
I looked at existing fashion adverts on YouTube, such as: Misguided (Project Ibiza/Spring, Summer 2013 Collection)
to gain a basic understanding of typical fashion adverts to get basic knowledge of conventions used. I found that is
was common to include both tilt and zoom in/out shots along with low angle shots as it allows you to show full
outfits and key elements of the clothing, for example: Accessories. Also by incorporating these camera movements it allows the main focus of the
advert to be the clothing. I then looked more into children’s fashion adverts, as this was the area I am going to be
focusing on, therefore I needed to look at specific camera angles & shot types used in children’s fashion, after looking
at Asda’s Gorge advert I found that Zoom In/out shots were commonly used to highlight certain elements of the
clothing.
Lighting is another area of Technical codes, I found that high key lighting against a plain background was
commonly used in fashion adverts as it’s bright, soft, vibrant & emphasizes the lively/fun atmosphere. Therefore I
decided to follow this convention by using bright lighting as I wanted to portray a fun atmosphere as I found a happy atmosphere was also a
common convention used in children’s fashion adverts & found that lighting helped portray this & due to the fact that my clothing range was
for a Spring/Summer collection it was only right to follow this convention & use bright lighting to symbolize the sun.
Editing is a very important process when it comes to advertising, as you need to keep the audiences attention in order to make them want to
buy your clothing. I found a common convention used in editing was the speed of the shots, they moved very quickly as adverts are only very
short but include so much. Quick cuts from each shot to another were used, as this was very eye catching to watch due to the fact that
something was always happening, I followed this convention in order keep the audience focused and allow me to include as much camera
movement as possible.
Sound in a fashion advert is the upbeat/dance soundtrack, usually without words/singing in the track. This is a common convention used to
portray the upbeat lively atmosphere. Therefore when choosing my soundtrack I had to think about the beat as it needed to fit with the
movements of the models and create the lively atmosphere that I wanted. I followed the conventions of a soundtrack with no singing/words as I
felt it made the advert itself the main focus rather than the song.
Ancillary Task, Sponsorship:
After looking at existing fashion sponsorships the Camera angles & shot type conventions were to incorporate long
shots to show full outfits & medium shots but I also found medium close up shots were used if the sponsorships
involved talking. For example in the M&Co sponsorship mainly long shots and medium shots are used but in the
Emmerdale sponsorship that I was inspired by many medium close up shots are included.
When looking at editing within sponsorships it is very basic as they are very short, straight cuts are a common
convention, as any transitions between shots would cause the sponsorships to being lengthy. I followed this convention
as I kept the editing basic and used straight cuts from the shots. Also when looking at editing I found that it was
common for the logo of the company to be positioned in the bottom corner throughout the whole sponsorship, I
followed this as I incorporated my logo in the bottom right corner for the whole duration of the sponsorship.
Sound conventions within fashion sponsorships are women voiceovers. The name of the company & the slogan
appears at the end of the sponsorship and then the voiceover is over the top. I followed this convention as I had a
voice over at the end of my sponsorship and it was also a women’s voice.
Ancillary Task, Pop-Up:
Shot types were key conventions to look at when thinking about the shot type of my photograph that will be included on my pop-up, as you
needed an image that would capture they eye. I found from existing pop-
up’s that long shots where used to show the full outfit. I followed this as I
Main Task:
Camera angles & shot types were mainly conventions
that I followed, however I also developed them as
when looking at children’s fashion adverts I found
that the children were the
ones making most of the
movement rather than
incorporating actual camera
movement, therefore I
developed this as I included a zoom in/out, tilt, pan
which I gained knowledge from women’s fashion
adverts.
Ancillary Task, Sponsorship:
After looking at editing I found that it was kept to a
minimum, for example, no transitions between shots.
I followed this, however I also developed the use of
editing as I incorporated a freeze frame at the end of
the sponsorship as I had speaking in my sponsorship I
needed a clip with no audio so the voice over could
go over the top.
When looking at Camera angles & shot types I found
that they was a convention of sponsorships but not a
convention of fashion sponsorships, therefore I
developed this as I incorporated a medium close up.
Ancillary Task, Pop-Up:
When looking at Shot types I found long shot were
commonly used, however I developed this as I also
incorporated medium shots and medium close up
shots in order to show the model from different
perspectives and allows the audience to see specific
parts/areas of the clothing.
The content includes:
 The picture itself on the pop-up which is
normally placed in the center, I followed this
but also developed it as I included more than
Apart from following and developing conventions, I also challenged some.
Main task:
 When looking at existing children’s fashion adverts I found that a white background was
common convention. However I decided to challenge this as I was making two adverts, one boys &
the other girls &I wanted them to differ from each other. Therefore I used a blue background for
the boys advert and a pink background for the girls advert.
 While looking at editing techniques used in childrens fashion adverts, I found that less obvious
editing techniques where used such as quick cuts, dissolves and overlay. I challenged this by
using more advanced and obvious editing techniques such as flashes to make it seem as if the
camera itself is flashing, this was a way of keeping the audiences attention during longer camera
movements such a tilts. I also incorporated a freeze frame in advert two of the models face due to
the fact that I captured him laughing and it was a good was to end the advert to link to the fun
Ancillary Task, Sponsorship:
 I found that my sponsorship sequence challenged a number of conventions. As my
sponsorship was a child’s version of loose women I decided to use teddies and one model
to make it more child like, this hasn’t been done in fashion sponsorships before. My
inspiration for this came from the Emmerdale sponsorship sequence.
 I also found that sponsorships shot types were mostly long shots/medium long shots or
medium shots, however I challenged this as I included a medium close up shot as It was
the model and teddy talking to the audience.