Priyanka evaluated her media product and how it used, developed or challenged conventions of real media. She researched perfume ads and found they sell feelings rather than products. Her ads aimed to make women feel confident and beautiful. She used similar lighting, costumes, sound and camera work as real perfume ads. Her audience survey showed people enjoyed the ads and found the music appealing, but the concept and brand image could have been clearer. She learned new media technologies like Adobe Premiere, Photoshop and Google Drive were useful for research, planning, construction and evaluation of her project.

1. Media Evaluation
Priyanka Chawla

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

3. In what ways does your media product use, develop or
challenge forms and conventions of real media products?
I started off by researching various types of adverts, and one of the most apparent
patterns was that the same protagonist was used, in order for the brand image
to become familiar to consumers. The use of sound was very significant also
because it was usually a specific type of jingle that was used, each brand had
their signature sound that made the brand recognisable and catchy to the
consumers.
At this point now that I had gained general research regarding adverts, I began to
do more specific research on adverts based on perfumes, because they are
slightly different. The main thing that perfume adverts are aiming towards are
more towards selling a type of feeling rather than the actual product. They are
selling what one wants to gain from a product. Most of the time what women
look for in a perfume is to feel pretty, sensual, attractive and fresh, a boost of
confidence. Therefore the way in which an advert is created has to be crafted
in a way to represent a specific ideology and focus on creating that feeling for
consumers.

4. Mise- En- Scene
Advert one and two lighting
The lighting of perfume adverts are quite dependant on the type of emotion that
perfume is intending to give. My perfume is supposed to make a woman feel
confident, strong, beautiful and sensual. This type of a perfume advert, generally
had low key lighting, but I filmed it with natural lighting, so I was able to adjust the
lighting specifically to how I wanted it to be during the editing process. As a result I
decided to put a black and white filter over my frames.
Costume
When it came to looking at the costume, for the protagonist to look poise and well put
together many adverts go for a dress, but not a short dress, because that wouldn’t
represent a classy image, therefore my actress, wore a royal green, below the knee
dress, that was high neck in order to emphasise class. I didn’t want to challenge
this costume ‘regulations’ because in my opinion I thought this type of approach
was best fitting for my advert and the type of image I wanted to portray. However
in my second advert I challenged the conventions slightly I did this by giving the
protagonist a slightly more edgy look, by her wearing high waisted trousers and a
slightly embellished cami. I felt by doing this my perfume became more accessible
and relatable to various types of consumer age range, and different personalities.
In what ways does your media product use, develop or
challenge forms and conventions of real media products?

5. TV advert Sound
The general idea I had gained from the sound in adverts that it was meant to be catchy, yet enticing at the same
time, one of the main purposes was to attract the audience and ensure that the tune would stick in their minds,
therefore continually reminding them of the product. For my advert the non- diagetic sound I had used was
quite fitting for the tone of the advert, as it enhanced the enticing mood and engages the audience. The style of
music has a smooth jazz approach, slow with elements of a strong beat, giving the consumer a boost of
confidence. In order to keep the synergy between my adverts, I kept the sound the same throughout each and
every one of the adverts.
Camera
I believe that my camera style followed the conventions of a perfume advert quite closely, as I felt this type of style
was most suitable and actually helped with the narrative and flow of the advert. This type of approach is what I
would call the ‘in the footsteps of the character’ approach. So as you can tell by the name, it pretty much
follows closely every move of the character. This type of camera style was nicely represented
J’adore Dior fragrance, very similar in the way that they are both low angle shot of the lower leg,
deemed the elegant part to be on show. The idea of watching their footsteps, increasing the suspense
of what the next part of the narrative will be. The only convention I challenged in comparison to this
advert was to make this black and white because it is what I believed matched my use of sound.

6. My advert was quite inspired by this Dior advert, because I felt it was the advert that
was attempting to convey the same message as I intended, strength, beauty simplicity,
confidence. Therefore the camera angles and shots were quite similar. This is another
example of a shot I used. This mid front facing shot emphasises dominance and
confidence, the sense of ‘looking into the eye’ not being afraid.
In what ways does your media product use, develop or
challenge forms and conventions of real media products?

7. How effective is the combination of
your main and ancillary texts?
If there is one thing I had noticed between radio adverts (ancillary text) and the main text,
is that there is always a synergy, between them. the reason there is a synergy is so that
ultimately there is a form of connection between the two. By having some sort of
connection, consumers can see the links and will soon become more and more familiar
with the product. There is continuity within the brand increasing brand recognition,
giving viewers more of a push to try the product out.
I began the synergy with the use of sound, for the main text and ancillary text I used the
same non diagetic sound, so that when consumers heard the advert on the radio, after
watching it on TV, they will be more likely to recognise the advert and will be more
inclined to listen to the advert. As a result the continuity has caused recognition of the
brand increased the awareness.
Another form of synergy within my two pieces is that the advert is explicitly advertising
what my brand is about. The opening line of the advert starts as ‘independence, beauty,
simplicity’ this emphasises, what I want the perfume to do. Make the consumer feel,
beautiful and strong. The lyrics emphasise what people see on screen.

8. The synergy continued between my sponsorship advert and my main texts.
Lighting
For both adverts and the sponsorship advert, I had filmed them in natural
lighting then added a black and white filter, this continuity would almost
become a signature look for the brand. By having this signature look, it will
make it a familiar to everyone. The black and white filter adds a simplistic
touch to my adverts, the simplistic touch was followed through with the
rest of the advert, because I didn’t use many props, because I felt like if
there was too much going on it would take from the real message of the
advert. Therefore by having a minimal amount of props I was able to
connote that you do not need many accessories in order to feel good
about yourself. You just need one accessory the fragrance ‘La Belle’.
The final aspect is regarding the camera, my camera use and style was very
much similar with both of my adverts and the sponsorship advert. All
three media texts, adopted a ‘following the footsteps’ of the the
protagonist. Giving you a sense of walking in their shoes, making you
believe that you as a consumer is also able to feel that way.

9. What have you learned from
your audience feedback?

10. What have you learned from your
audience feedback?
Creating an audience survey is a significant part of being able to
effectively critisise my production piece and to know if my media text
attracted and engaged the audience. therefore I created my survey on
Google docs, by doing so I was able to electronically summarise my
data, making it easier for me to analyse my work as a whole. Another
positive aspect of creating my survey online, was that it was much
easier to get a higher number of responses, this is because I would be
able to post it on social media websites such as, Twitter and Facebook.
The questionnaire I had created was based entirely on my adverst, rather
than adverts in general, the reason I had chosen to do this was so that I
could get a specific understanding as to what the positive and negative
aspects of my adverts were.

11. What have you learned from your
audience feedback?
The first question I had asked was whether people enjoyed watching my advert. The
majority of responses I had received was positive feedback. This was a positive and
reassuring start to my advert because it demonstrates that, whatever I was trying to
achieve from my adverts, had been successful. I wanted to engage with my audience
and I wanted my adverts to appeal to the, and according to my audience survey that is
exactly what I had achieved.

12. What have you learned from your
audience feedback?
My main aim for my slogan and logo was to keep it simple and appealing to
the audience, over 50% of the audience remebered my slogan and logo,
however I had to ask my self why I wasn’t memorable to everyone. After
looking back at my work and produce I had thought that perhaps my logo
and slogan was too simplistic for the audience to remember, so I believe if I
were to do this again, I would experiment further on how to make a
memorable yet simplistic slogan and logo. I may also conduct an audience
survey on various options of my logo choices in order to see what type
appeals to my audience more.

13. What have you learned from your
audience feedback?
My aim was for my advert to represent a high class brand, 50% of my audience did believe
that I had a high class brand, because of advert one and the radio advert, however the rest
of my audience didn’t think it was a high class brand. I looked back at my work to see why
exactly it wouldn’t have represented a high class brand. My conclusion was that possible my
back ground locations were not exactly extravagant that may have represented a high class
brand. Therefore I had made not that if I were to do this again I would give my self more time
in order to find those extravagant locations that would allow me to film a high class looking
advert.

14. What have you learned from your
audience feedback?
It was important for me to know which advert was most preferred, because I
could then know which one worked best, then go back and look into what I had
done differently with that specific advert, and then know for my future projects
what I could do to improve and ensure all of my productions are consistent. From
the information I had gathered I have noticed that the majority of my audience
had preferred my first main advert or my radio advert, i looked back at why this
may have been the case and I concluded that overall feel of the advert was just
attractive and inviting.

15. What have you learned from your
audience feedback?
One of the most important aspects was to ensure that all of my adverts linked and
that there was some form on continuity, and I had received 100% positive
feedback on my continuity which means that my logos and slogans though not
being 100% memorable, made it easier to see the links between the adverts.
However, despite the clear links, according to my survey it wasn’t 100% clear on
the concept of my advert. Therefore if I were ever required to advertise a perfume
again I would have to slightly more detailed research on how to advertise a
perfume more effectively so the concepts are clearer to a consumer.

16. What have you learned from your
audience feedback?
Finally the last question I had asked was what aspects was most
appealing, and the results were that most people found the
music most appealing. I believe this aspect is most important as
it rounds off the advert and assists the narrative to move along,
also the repetitive jingle would stick in the audiences mind, and
make them more aware and familiar with the advert.

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

18. How did you use new media technologies in the
construction and research, planning and evaluation stages?
Throughout my media product I was required to use many different types of technology, in order
to complete my planning, construction and evaluation stages.
The main technology that we used throughout the year was Blogger. This website was used, in
order to keep track on every stage of our coursework. Making regular posts regarding
research and planning. By using this particular website I was able to make positive and
negative comments on my work, which then allowed me to stay on track, in order to know
what improvements were needed. By staying on track and critiquing my work often, I was
able to analyse my work and then as a result then, when it came to the point where I needed
to write my evaluation, I could easily pick up bits of information regarding my coursework,
that would be valuable to write about in the evaluation. Blogger was also extremely useful
because it was like a personal journal for my coursework, this was helpful because if ever I
was to forget a code or convention or a specific Idea I had, I was able to quickly and
efficiently look back at blogger where all of my ideas were written down and all research
regarding adverts was in various posts. As a result, blogger was a useful piece of media
technology towards my coursework as it helped me stay on task.

19. Another type of media technology that was significant to my coursework over all, was Youtube.
Youtube was useful within every aspect, research, planning and post production. During the
reseach process, I relied a lot on youtube, because I was able to watch various perfume adverts
and analyse the codes and conventions of it from there. This was efficient because I was given
visual aid, and along with visual aid comes inspiration and ideas that I could have used for my
own piece of work. It also gave me insight as to certain things not to include within my media
text.
Along with analysing the videos off youtube, I was also able to embed the videos on to my blog
post, so that when It came to reading the analysis I could clearly see what I had beem referring
too.
Finally when it came to uploading my final pieces, I uploaded them to you tube and then
embedded them onto my blog.
How did you use new media technologies in the construction
and research, planning and evaluation stages?

20. How did you use new media technologies in the
construction and research, planning and evaluation stages?
Google drive was also an extremely useful media technology as it allowed
me to electronically construct my surveys and analyse them, which
made the whole process a lot more efficient for me as I was not
concerned about loosing bits of paper and valuable data for my final
production piece.
Adobe premier was where I did all of my editing for my final pieces,
initially I wasn’t familiar with this particular software, however
because I had background knowledge on editing so far, I was able to
find my feet very quickly with the software. I was also confident with it
this year as I learnt how to effectively use it during my AS media
coursework.

21. How did you use new media technologies in the
construction and research, planning and evaluation
stages?
• The final piece of software I am going to talk
about is photoshop. This media technology was
completely new to me this year, so it proved
difficult to begin with but over time I learnt
through the process of trial and error in order to
learn how it functioned. I also had watched some
youtube tutorials online which gave me a step by
step guide as to how it work, this also
demonstrates another aspect as to where
youtube was helpful towards my whole
production process.