The document discusses using the TV show Pretty Little Liars as a sponsorship property for a clothing brand. Pretty Little Liars features teenage girl protagonists and focuses on mystery and intrigue, making it a good fit for the clothing brand's target audience of teenage girls. The sponsorship will feature graphics opening up to reveal a model in the clothing brand's clothes, linking the mystery of the show to the brand. Characters from the show like Spencer and Aria exemplify the confident attitudes and styles the brand aims to portray, while a character like Emily demonstrates low self-esteem that the brand wants to help change.

2. For our Sponsorship sequence we have decided for our
brand to sponsor Pretty Little Liars, a programme
presented on E4. This is an on going drama with a
subgenre of mystery and thriller. Because is the
protagonists consists of teenage girls we thought it
linked with our clothing brand, having a very similar
target audience. This was also what we gained from the
questionnaire results as our audience wanted our
sponsorship sequence and the programme to link. Also
due to the heavy female characters, clothes are a very
important aspect of the show.
With mystery being one of the main elements of the
series, we are going to connote and present mystery in
our sponsorship sequence to link with the shows
subgenre. We had the idea of using graphics to create a
safe which would open up to the model wearing the
brands clothes. For example in the other E4 series
Made In Chelsea the graphics match the subject matter
of the programme. They create a tube map using the
makeup products which links with the constant location
of the programme, being London.

3. PLOT
A clique of teenage girls drift apart after
the group's leader, Alison DiLaurentis,
goes missing. Her body is found and the
girls are reunited at her funeral. All four
begin receiving text messages from the
mysterious 'A', who seems to know many
of the group's deepest secrets, some of
which only the late Alison had knowledge
of. The girls join forces against A's
scheming and try to uncover the mystery
of Alison's death.

4. CHARACTERS
Troian Bellisario plays the part of Spencer Hastings,
a wealthy over-achiever and extremely bright. She is
a straight A student and a perfectionist. She is very
organized and is constantly juggling many jobs,
internships and after-school activities. Spencer is
very protective of her friends and can be very bossy.
In that way, she is the de facto leader of the group.
Spencer’s confidence links with the message we want
to perceive and the feeling we want our brand to give
our audience. She is of the perfect age that we are targeting our brand
towards. Being the leader of the group, she connotes a bold and outgoing
attitude which we are promoting with our clothes. We want to create the
message that with fashion, girls should be leaders not followers. David
Gauntlett’s theory is applied to Spencer because she is in control of her
sexuality, which is for her own satisfaction. She is represented as an
empowered female. This links with our advert because we want the
audience to dress for and please themselves.

5. CHARACTERS
Ashley Benson plays the part of Hannah Marin, a
popular but insecure girl. Since Alison's death,
Hanna has lost a lot weight and is in great shape.
Hanna is now the new it girl of Rosewood High
School and the "queen bee" of the social scene.
Hanna is very generous and kind but is still
tormented by her days of being known as "Hefty
Hanna." Because of this anxiety, Hanna can act out
impulsively. She sometimes shoplifts and makes
poor choices. Hanna can be almost too trusting of other people but can be
very outspoken and sarcastic.
Being the new ‘it girl’, Hannah has gained and developed a new found
confidence, which is again the attitude we want to give our audience when
wearing our clothes. The fact that she has gained confidence suggests a
change in which she has been through. Typically being the ‘it girl’, clothes
are a important aspect of the look, they add to a girls character and
change her whole persona. This change is what we want to achieve, for
girls of our target audience to feel happy and confident in what they
choose to wear.

6. CHARACTERS
Lucy Hale plays the part of Aria Montgomery, a
free spirited girl. Aria is very artistic and wise
beyond her years. She dresses fashionably and
alternatively. She is very loyal to her friends but
does not always make the best decisions when it
comes to the men she dates.
Aria’s artistic features compliment her fashion
choices, as her sense of style is really bold and outside the box. Each of
her outfits in the series connotes her confidence with fashion, implying that
she's not afraid to experiment. This is exactly the inspiration we want to
achieve with our brand, as her different sense of style encourages her in
her actions and attitude. Also her popularity with the boys makes her part
of the male gaze, which applies Laura Mulvey’s theory. This is because
Aria is objectified and looked at through the eyes of a heterosexual male,
the males being seen as active, looking, and Aria passive as she is being
looked at. This is linked to our brand because our models in the advert
will be looked at in the male gaze.

7. CHARACTERS
Shay Mitchell plays the part of Emily Fields, a
thoughtful and athletic girl. Emily is a sophomore at
Rosewood High School. She is a competitive
swimmer, the star of the Rosewood High swim team
and the jock of the group. Although Emily has a
boyfriend, she is struggling with her sexuality and is
attracted to other girls. This is something Emily has
a difficult time admitting to herself or to anyone else.
Emily is very loyal to her friends, very caring and
very sensitive. She tries very hard to keep her friends
safe and protect them. She also will befriend those who are considered
social outcasts and will defend those who are unable to defend themselves.
Because she is an only child, Emily feels a lot of pressure to please her
parents and to not do anything that would upset them.
Emily is an example of what our brands message wants to change. Her low
self esteem and lack of confidence to express her true self is what we
believe our brand can change. Our message is based on believing that
clothes can give anyone the confidence to be themselves and to start
accepting who you really are.