1. How effective is the combination of
your main product and ancillary
tasks?
Katie Hunt

2. We have created four different products which
collectively combine across a range of platforms
to promote our sports brand, ‘TGR.’ It is
important that these products combine in order
to create cohesion and link the product,
advertising it in a number of ways. However,
difference is also valued, as it shows
individuality of each product.

3. These are the logos used in both of our main TV adverts. They are similar in the sense that they both use the
same logo, and the same brand name (in the same font). This creates cohesion between our two main tasks,
meaning different sporting activities (i.e. football, tennis and running) can all be linked to our brand, broadening
our products versatility as well as our audience reach. The other similarity is that both the logo’s cover moving
footage. This creates discontinuity editing throughout both adverts and links the products to the sports further.
This use of discontinuity editing is a fairly common convention of sports TV adverts, hence why we included it.
As for the ancillary tasks, the sponsorship sequence also uses this logo idea for the same reasons. Our radio
advert is aural, and therefore we cannot create this same effect. However, our speaker says ‘TGR’ clearly,
creating cohesion between our visual and aural products.
However, the difference between our two TV advertisements in terms of displaying the logo is that one advert is
specific to a running shoe, and so uses the additional ‘run’ as part of the title. This also sets this particular advert
apart from our two ancillary tasks, as they are also not sport specific. This idea came from our research and
planning, as we noticed some adverts were specific to certain sports. Therefore, this difference was created so
to fit certain conventions of sport brand adverts. As for radio adverts and sponsorship sequences, these are
conventionally more generalised, which is why they are only similar to the first of our two adverts.

4. In terms of slogans used for our sports brand, our two main TV adverts take two different approaches. Our first
advert uses the slogan ‘change the game.’ This is a more generic slogan, referring to all types of sport and
motivating all athletes. It has also been displayed on a plain background, allowing it to stand out, and the use of
orange creates cohesion, as this is our brands logo colour. Alternatively, our second advert uses the slogan ‘ready
for anything’ referring to the running shoe. This is cohesive with the footage shown, as the runner is seen in a
variety of locations, tackling different obstacles on his run. However, this is a key difference between our two TV
advertisements, yet does highlight the versatility our brand has to offer. Therefore, this is good when looking at our
target audience, as it offers a broad spectrum of what the brand has to offer for them, by highlighting the different
avenues the brand can follow. Another key difference here is the two font types. The ‘ready for anything’ does not
follow the same font as the brand name, where as the main slogan, ‘change the game,’ does. This is so to set apart
the running shoe from the general brand, giving it its own identity, thus representing the product as more
individual, unique and appealing. However, it seemed important to maintain a link between the main brand slogan
and name fonts, as this is the main driving statement behind the sporting brand.
As for our two ancillary tasks, we have effectively created cohesion by displaying the ‘change the game’ slogan in
our sponsorship sequence, and it is spoken during our radio advert, following the announcement of the brand
name. The sponsorship sequence does value one difference between that of the main TV advert, and that is that
the slogan is displayed much less obviously. This is because the main focus of this sequence is to advertise another
product, and therefore our products motifs cannot be seen as obviously. As for the radio advert, this is linked very
well to our main advertisement, as the ‘TGR’ and the ‘change the game’ are spoken in the same order as they
appear in our main TV advert.

6. Another similarity between our two main TV adverts is the use of costume. The two adverts both
successfully use the brands theme colours to help advertise the product. For example, the first of
our two adverts follow an orange and black theme, which mirrors the colours used in the brand
name and logo. Not only this, but also these colours carry the connotations to help motivate our
audience. Orange is a vibrant colour that can be associated with energy. Not only this, but it carry’s a
positive tone, which could motivate our target audience as they view the brand in a good light. As
for our second TV advertisement, the ‘run’ part of our logo is displayed in a grey colour at the end of
the advertisement. Therefore, our runner is dressed wearing grey also, creating the same cohesion
as before. Grey is a simple colour that we felt would suit the simplicity of the activity, which is
running. People can do this as casually or as competitively as they feel suits them. We didn’t want to
intimidate our audience by displaying this kind of activity to seriously, and so we felt the plain
colours would suit the tone we wished to create.
As for the sponsorship sequence, we decided to maintain the orange and black theme, to link to the
brand name and to maintain the idea of energy and positivity. Also, a sponsorship sequence is aimed
at making the product stand out against the product it is arguing, and so effectively takes the centre
of attention. Using these bright colours would help our product to be noticed in such a situation, as
well as linking our footage and brand together well.

7. Another thing to consider when it comes to our
actors, is the idea of target audience. We have
purposefully used young sportsmen/women to
appeal to a young generation, and motivating them
to get into sport. We felt that by using a similar
character, our ideal audience could relate and feel
more confident about using our product and doing
sport. We have maintained the idea of youth through
our use of costume, also, as some of our actors can
be seen wearing hoodies, which are stereotypically
associated with the youth. As well as
young appearing actors, we have also used a
confident young sounding voice for our radio advert,
in an attempt to create a similar effect on our target
audience. Therefore, we have effectively used
cohesion in order to maintain the same target
audience throughout all of our media products.

8. Another area to consider in terms of similarities is the use of music between the two main TV
adverts. Both our our main products include the song 'You! Me! Dancing!' to create a link between
the two products. Also, we felt this was an upbeat song which created a positive tone and placed the
idea of sport in a positive light, motivating our audience. It is also then a song people will associate
with our product, and therefore makes our product and, more importantly, our style of advertising,
more well known. However, there is a difference, as the two adverts use two different edits of the
same song. The running advert uses the part of the song which is fast pace, matching the fast pace
of the cuts in the advert as well as the motion of running. The other advert, however uses not
only the fact pace section, but the slower part of the music, to accompany the actors preparing for
sport. This was done therefore to not only give our two adverts a slight sense of individuality, but
also to work with the pace of our footage and editing.
As for our ancillary tasks, the radio advert uses a different type of sound to accompany the
voiceover. We have included a some backing music that is a basic beat, yet adds an edge to the
speech during the radio advert. It is different from the song used during the main TV adverts, as we
felt this song could become overused and perhaps wouldn’t fit the pace of the speech. Therefore,
we have found another song to act as the non-diegetic sound for this piece. The new song is also
softer, and so gives way for the speech in the advert to be well heard, so to have the greatest impact
on the audience.
A final aspect of sound worth mentioning, is the use of a voiceover. In our radio advert and
sponsorship sequence, we have used the same voice to speak, creating cohesion in this way. We
decided to do this as the voice used is strong and confident, and so creates this tone for our product,
adding to its success.

9. In terms of actors, we have used a wide range of people to help us film our two TV adverts and sponsorship
sequence. We have used a different actor for the running advert to give it that sense of individuality and
uniqueness. However, the actors in the sponsorship sequence and the first of our two main TV adverts are
the same, as familiar faces are good in terms of the audience being able to recognise them and associate
our product with them. This works in a similar way to celebrity endorsement, as certain sporting stars are
often associated with certain brands (for example, David Beckham is associated with Adidas.) As for the idea
of voiceovers, we have used the same voice for both our radio advert and for the aural aspect of our
sponsorship sequence. Again, a familiar voice is good for audience recognition, as it is what they would
associate with our product. Also, the pronunciation of the brand name 'TGR' is aurally important, as people
will recognise it and know the brand immediately. This idea works well for products such as the comparison
website 'Go Compare,' as that singing is instantly associated with that website, and so people know what to
expect from a radio or TV advert when they hear it.

10. Another similarity between all of our
products is the use of a simple location.
Both of our main TV adverts use the simple
locations of either an urban town area, or
rural park or country park area. This creates
cohesion and also promotes the appeal of
our product as being the simplicity of sport,
as oppose to the competitive side. This is
the appeal we wanted to create amongst
our target audience, as we wanted to
promote the idea that sport is for everyone,
and our product is openly available to all
levels of sporting ability. This idea of the
simplicity of sport could be considered to be
represented through the use of colour. The
majority of our footage is shot in dull colour,
and is much less vibrant, connoting the idea
that this is sporting for beginners, away
from the vibrant lifestyle of professionals.
Also, the use of ‘training’ locations, such as
the netball hoops and tennis court, suggests
a similar idea. This idea connoting simplicity
is maintained throughout the sponsorship
sequence and two main TV adverts. As for
the radio advert, the speech and nondiegetic also follows a simplistic editing
style, and so fits this idea well.