The document discusses the evaluation of a student's media product which was a newspaper. It summarizes how the student used conventions of real newspapers by adopting a broadsheet layout format and font style to make the product seem realistic. It also discusses how the student developed conventions by targeting niche audiences and challenges conventions through unique design elements like the 3D logo. The student learned from audience feedback that minor text changes were needed and positive feedback validated the work. Different technologies were used at various stages - from research online to construction using software to evaluation using presentation tools. The document discusses how technological convergence allows using different devices for multiple tasks.

1. Evaluation
Question
Advance portfolio

2. Q1. In what ways does your media
product use, develop or challenge
forms and conventions of real
media products?

3. Conventions
Used
in my newspaper

4. Many of todays newspaper companies use the broadsheet layout format for their
newspapers hence I decided to keep up with the tradition for my own newspaper
so that when compared to actual media products (newspapers) my product gives a
sense of realism

5. English towne was the font which was used as I was inspired by the writing
style of the heading of the daily times newspaper. This was the closest
similar looking font I found. The use of this font helped me give a attractive
and elegant look to my newspaper heading and also cover up the empty
space which would have been there if I only used the logo on the left

6. Newsworthy is very important in any newspaper hence care has been taken to
ensure the news is worthwhile reading. For instance the example I have
displayed is the heading of my front page . The phrase pride of nation touches
the sensitive topic of patriotism. This that this news will be prominent and
will be of human interest fulfilling two of the criteria s.

7. Conventions developed
in my newspaper

8. I developed in terms of my target audience . General paper today tend to
focus more on politics and sports . I tried through my newspaper to target a
different target market while catering to the already typical market as well so I
included in my paper news regarding for example the field of photography
like I included a news of the photography walk that was held in Lahore as
the main headline of my second page to emphasis it importance and also the
regarding a photography workshop .

9. This step of targeting smaller segments of the market is
related to Chris Anderson long tail theory which we studied
in our theory course work which states that with the
revolution of the web the niches of a market which can now
easily be reached when combined can add up to a total
which generates equal or higher profits compared to a mass
market.

10. Conventions
challenged
in my newspaper

11. All the newspaper had logos which were either complete text like the mail or
were text with in the logo. I used a different technique in which I placed the name
and slogan of my newspaper in my logo and the text “newspaper was spread
across the top. This helped to give it a different look from other similar media text
and also covered up the empty space on the top of my newspaper. I also tried
making the logo look three dimensional so that it looks unique rather than the flat
logos of most newspapers.

12. Ancillary tasks
(Poster and Radio
adverts)

13. Use
1) I used a cliffhanger ending giving no details of the paper and the release date so that
customers are curious to know about it. This technique is used by similar poster for the
same reason.
2) The poster is kept simple like majority of real poster so that the consumers are not
confused by the overload of information
Develop
I used a symbolic sign of an under
construction site to give a look that
the product is not yet ready but is in
the production process. Other
poster usually use the coming soon
phrase to illustrate the concept.
Challenge
I have given a paper curl effect to the side of my poster which is revealing the
logo of my paper. This is a unique idea from other actual posters that I have
researched on which usually had an advert of a flat surface. By giving the effect
my poster has a 3d look to it.

14. Use Challenge
I used a background jingle like most
of the radio adverts.
Many of the adverts either have fast music with fast
voice over or a slow music with a slow voice over.
I did the opposite by using slow paced voice over
backed by a fast beat music
Voice over is used like many adverts
in which the product is narrated to
the listeners
I tried to create expressions through the speech
rather then adding sound effects .
The qualities of my newspaper are
mentioned in the advert like mostly
every product advert does
_________________________________________

15. Q2.How effective is the
combination of your main
product and ancillary texts?

17. As part of the coursework we were asked to produce a Newspaper
front and second page as well as two ancillary tasks. The two
ancillary task were created to advertise and promote the newspaper
.The combination off all the three demonstrated a marketing
campaign for the newspaper. This is very important for newly
formed newspaper to have efficient and effective advertising to be
able to compete with the existing companies.
The poster is formed to grab the audiences
attention persuade them to find out more
about the newspaper. The poster includes a
slight peek at the newspaper logo to establish
a brand recognition but the whole logo is not
reveled so that the customers is anxious to
know more about the paper.
The radio advert further persuades the listeners to buy the paper
stating all the product qualities, the low price, ease of access so
that the consumer is attracted towards it
This means that both the ancillary task effectively combine with the
newspaper and help promote it to the intended target audience

18. Bright colors such as yellow
and red are used so that
audience attention is grabbed
The phrase tells the customer that the
approach to buy the paper is easy as it will
be available at nearest retail outlets so that
they are motivated to buy the newspaper.
Making the logo partially visible will
help crate a brand identity for the
paper yet as not all of it is shown the
consumers will be interested to know
more about the paper .
The logo of the
newspaper is
displayed to
show that this
poster is related
to the Lahorian
newspaper
Hence the
combination is
effective

19. The advert starts by putting forward a
question to the listeners which is as
follow “Have you had enough of the
lack of information in your local
newspaper” This is used to tell the users
that my product will be better than their
existing one so that they will want to buy
it.
The advert mentions the
segments of the newspaper
“Business, stock
market, crime, drama, enterta
inment the lahorian
newspaper has it all” all these
are present in my newspaper
hence showing the relation
between the main product and
this ancillary task
The advert mentions about the
facebook page of the newspaper so
that customers can get more
information regarding it and develop
an interest to buy it. This can prove to
be an effective marketing of the
product
The advert ends with the
tagline of the
newspapers logo which
is “Lahoian newspaper
news fully your’s” this
is another example of
effective combination of
the main and ancillary
task

20. The newspaper poster could be uploaded to
twitter, facebook. emailed to target audience
and can be displayed at presentations hence
resulting in an effective marketing of the
newspaper
The radio advert can be uploaded to
YouTube, vimeo, dailymotion, and sent
as an MMS to mobile phones which
can promote the newspaper to the
target audience at a much wider scale.

21. Q3. What have you
learned from your
audience feedback?

22. • Feed back Is a vital part of any product as it helps you to
understand how your audience reacts to the products what
are the flaws and what are the strong points. Feed back
can help improve any errors hence giving the product a
better chance of success in the market
• It helps you understand what the audience wants so this
means that the final product will be more targeted
towards the wants of the intended audience.
• Wastage of time and money is avoided for example if a
test market is developed and feedback is gained from it
then the final production of the product will be more free
from errors resulting in an effective final product.

25. • I used Facebook as my first source of feed back from the audience. I mainly
received positive reviews although some suggested to improvements that
could be made for example
With the suggestion I reformatted some of the text to make the final product better
I made minor changes to the layout but felt that it was not really in need of a
change
I realized that this was an error in one of the article of my newspaper and corrected it

26. Other than the suggestions I also received complements from which I
learned that people actually like my work and feel a sense of realism to
it

27. My second source was a recorded message from the target audience
in which they expressed what they think about my newspaper. This
was a good method to learn about my mistakes and strong points as I
could see the visual facial expressions of the audience this helps clear
any confusion that text may create as no expressions are shown.

28. Different audiences can understand a media message but can have different responses to
it. Some people believe and accept the message, others reject it using knowledge from
their own experience or can use processes of logic or other rationales to criticize what is
being said. As quoted by the theory of Miller and Philo, 2001.
According to this theory I can conclude that my audience is an
active audience which have a say in what they like or dislike
about the product. They depict the contents in a different
manner to one another and hence have different opinions.
Audiences offer resistance against existing meanings by creating their own
meanings Media is a “cultural battlefield” of
resistance, incorporation, hegemony, and oppression Van Bauwel, 2006

29. Q4. How did you use media
technologies in the construction
and research, planning and
evaluation stages?

30. Research and planning
For my research I used Google to search for helpful sites that improved my
understanding of newspaper and poster forms and conventions and how i can apply
them to my paper and poster in terms of layout etc .
YouTube was used to view different radio adverts of products to get an idea of how
to make the advert. Also I searched for video's on steps to make a radio advert

31. Construction
1) These were all the technologies I had used in the construction stage.
2) The Nikon d800 camera was used to capture the photos for the newspaper
articles
3) Adobe photo shop was used to construct the newspaper and the poster
4) The radio advert was recorded using the microphone and the camera
5) The logo for the newspaper was made using logo design studio pro
6)The radio advert was made using movie maker
7) Finally all the software's were run on the hp envy laptop running windows 8

32. Evaluation
For evaluation I used the following technologies
1) Power point and word to make presentation of the evaluation question
2) Blogger to view different blogs for reference and also upload my work to
3) Slide share to upload the presentation which could then be put on blogger

33. Technological convergence
Technological convergence means that one device could now be used for
many different purposes than its one sole purpose for example I was able to
search for contents on my mobile while I worked on making the
presentations and project on my laptop. Henry Jenkins says that media
convergence is an on going process according to various media technologies
and audiences this is a theory that we studied in our course work