The document discusses conventions used in advertising and how the author's media product followed or challenged these conventions. It notes that most ads are 25-30 seconds, use voiceovers and endorsements, and have simple storylines. It then describes how the author's smoothie ad incorporated research on conventions by having a 30 second runtime, voiceover, and clear message while also using a sports theme to portray a healthy lifestyle. The ad aimed to clearly showcase the product and differentiate it from competitors by following typical advertising conventions.

1. IN WHAT WAYS DOES YOUR
MEDIA PRODUCT USE,
DEVELOP OR CHALLENGE
FORMS AND CONVENTIONS
OF REAL MEDIA PRODUCTS?

2. CONVENTIONS FOR ADVERTS

We did research into the different conventions that adverts
follow.

We found that there were several conventions used within
adverts to ensure they were fit for purpose.

We found:

Most adverts were between 25 and 30 seconds long

Included voiceover/ narrative (sometimes example of
endorsement)

Accents/ voices chosen to reflect favourably on product (e.g.
choosing a friendly sounding actor to voice over an advert for a
children's product)

Simple storyline that is easy to follow

3. SMOOTHIE ADVERTS WE WATCHED

We looked at different varieties of adverts that included Burger King and
McDonalds.

Overall, we looked at four adverts. We found these adverts met the
conventions we had found.

Example: Burger King Advert

28 seconds long

David Beckham was filmed as a means of endorsement

The use of David Beckham (footballer) implied a healthy lifestyle drink with
positive connotations towards sport etc.

David Beckham is also a popular celebrity amongst younger audiences as he is
perceived to be attractive.

4. OUR ADVERT
We have used the idea of a healthy lifestyle to reinforce the idea that
our product, a smoothie drink, represents a healthy drink that is good
for young people.
We decided upon a sports theme as a great way to do this. This
allowed us to make use of the Olympic and Winter Olympic games to
affiliate our product with, giving our product instant credibility and
portraying a sense of a healthy lifestyle as intended.
We have taken inspiration from several different adverts that began
our research.

5. CONVENTIONS WE FOLLOWED

Once we had researched the different types of conventions
used in adverts, we decided to use a variety of them when we
started to film our own.

We stuck to the usual time limit of 30 seconds for both of our TV
adverts. During this we were able to give enough screen time to
our product so the viewer could easily recognize what brand it
was.

We used close-ups throughout the advert to clearly put across
the difference between our brand and the others. Hence the
reason for using cartons for the 3 other racers and a plastic bottle
for our product. Using this close-up also allowed the viewer to
clearly see what has been wrote on the 3 different cartons, this
was important for them to view this as it is saying what is wrong
with them, showing why they aren’t as good as our product.
Although it isn’t a close
up, it is still clear to the
viewer what the text is
that’s written on the
carton, as well as what
the logo is.

6. CONVENTIONS WE FOLLOWED

Throughout the first advert, we have used a voiceover. The voice
is calm and pleasant making the smoothie sound more like a
friend and not just something to purchase.

It also sounds close to a whisper, reinforcing the name of our
brand ‘Secret Smoothie’. It has reinforced it by trying to
emphasize the meaning of ‘Secret’ as we don’t want the
children to know what is inside the drink as if they do, they may
not want to drink it.

Keeping to the secret theme, we have backed it up by not
showing all our ingredients on the label of the bottle.

7. CONVENTIONS WE FOLLOWED

Our advert is clear to follow and does not require our target
audience to use knowledge to work out what is trying to be
showed.

It is clear that we want our target audience to see our smoothie is
the best, shown by it winning the race as well as being a
completely different bottle overall.

Also both of our TV adverts end in the same way with the
smoothie bottle on a plain white background with the text
‘Secret Smoothie’ next to it. Although it is clear to see the brand
of the smoothie during the advert, doing this at the end helps to
reinforce the brand and logo into the target audience. Once
again, making it easier for them to remember.

8. HOW THE CONVENTIONS WE HAVE USED
WILL APPEAL TO OUR TARGET AUDIENCE

The conventions we have used for our smoothie advert will
appeal to our target audience. The reason for this is because our
advert isn’t too long. Therefore, our audience won’t become
bored yet they will still get all the relevant information they need
on whether to purchase the product or not. The camera angles
that we have used will also appeal to our target audience. One
of these includes the use of close-ups, as it is constantly showing
to the viewer why the other drinks are not as good. Then once
the race has finished we use a panning shot to show all the
competitors on the podium. When filming this shot we panned up
slowly so the audience could clearly see what position each drink
finished in, this also gave them the chance to re-read what was
on each carton. Reinforcing why they weren’t as good as our
smoothie.