1) The document analyzes conventions of fashion sponsorship advertisements, including having short 15-30 second ads, quick cuts between shots to showcase a variety of clothes, and upbeat soundtracks. 2) It discusses the ad's narrative of two girls getting ready for a night out and how this appeals to their target audience of 18-25 year old girls. 3) The ad sponsors Gossip Girl because the show and brand have similar target audiences that value fashionable self-expression.

1. Sponsorship Analysis

2. • The timing of any sponsorship advert is a convention;
a sponsorship advert usually lasts 15-30 seconds. We
conformed to this convention as our sponsorship
advert is 17 seconds long. The reason why
sponsorship adverts are short is because an advert
needs to quickly advertise their brand and product
before the audience become immersed within a
program. Because of the time limit we then decided
to have short takes with quick cuts. The wide verity of
different shots then allowed us to be able to connote
our wide variety of different clothes which we sell. We
showed our USP which was having unique camera
movements and styles in our adverts. In the
sponsorship we did this by having replays and rewinds
of shots and adding a flashing feature. By having these
bright different shots, it allowed us to be able to
attract the audience’s attention easily and makes our
brand stand out from the crowd.

3. • Another convention of a fashion sponsorship sequence
is having a narrative. Our narrative was having two girls
getting ready for a night out together. The reason way
our audience may prefer to have a narrative as the
income bracket which we are targeting, C2-E, are less
sophisticated and will need a narrative to guide them
through life. This then links in with the narrative and
conventions of the program in which Ellie-May
sponsored. This allowed us to be able to link out brand
to their target market. Due to the questionnaire results
saying that our audience prefer to have a narrative
within their adverts allows us to be able to know that
our target market will still like the advert. However, we
had to be careful about using the narrative idea as we
had to stick to the rules of advertising regulations. This
meant that making sure that the viewers understood
that the advert wasn’t part of the program itself.

4. • As fashion sponsorship adverts usually sponsor
particular programs which they will be able to
associate and link with in genre. They will link either by
genre or by having the same target audience or
protagonist. We are able to link with gossip girl
because it has a main link is through fashion as the
protagonists love fashion. But we also have the same
target audience of girls aged 18-25. Each character in
the series has their own different style. Which fits in
with our brands message of standing out from the
crowd and ‘wearing it your way’. As the genre of the
program is a American teen drama we wanted to show
this in some way. We then decided to show two girls
getting ready for a party as the program is about
parties as our target market will mainly be at university
and like to party.

5. • We can apply the uses and gratifications
theory to our sponsorship advert as because
we have a similar target market to Gossip Girl
it will allow the target audience to have
personal identity with our brand as they will
recognise the fact that we can provide for
their dress sense, and information and
entertainment as they would never have
heard of our brand and will be informing them
of the types of clothes in which we offer.

6. • At the end of any sponsorship sequence there
usually is a convention of the brand name and
who the advert is sponsoring being said by a
voice over. We have used a 18 year old girl as our
voice over, this is so that it would match the
target market for Gossip Girl.
• Another convention which is used in most
Product endorsing adverts and sponsorship
adverts is using a celebrity endorsement. Because
we are a low price and small brand we haven’t
used a celebrity endorsement due to the lack of
resources available. This idea was also backed by
the idea that our target market wanted a new
models as they wanted to see someone which
they have never seen before.

7. • The sound track of the sponsorship conforms to the
convention of adverts having a upbeat soundtrack. We
chose a simple up beat R’n’B track which doesn’t have
lyrics. This is because it is fast an up beat an will attract
the attention of our target audience. It fits in with the
fast pace cuts and the sort takes of our shots in the
adverts. The sound track supports our brand as it
shows that the clothes will make the target market feel
confident, out going and happy about themselves. In
each of our adverts we decided to feature a different
soundtrack, the reason why we did this is to be able to
target a wide range of different people. This allowed us
to make the brand versatile but also connote the fact
we have a wide range of clothes which will be able to
suit many different peoples fashion senses.

8. • Because of the many quick cuts featured in
our advert, this is the connoting the versatility
of the brand and the wide range of people we
will be targeting and able to cater to. We can
apply the uses and gratifications theory as the
shots then capture the full detail of each outfit
allowing us to give the audience information
about the clothes and have personal
interaction as they will then be able to relate
to the model feeling confident.

9. • There is a convention of having stationary camera in
every shot for a advert featured on TV. We have gone
against this as our production contain camera
movement as we feel this livens up the advert. Camera
movement is one of our USP’s as it makes our advert
standout. And as model is stationary in most shots
with slight movement the camera movement adds
excitement into the shot. The camera movement
connotes the target market standing out from the
crowd and choosing a unique style to fit their
personality. By following the conventions we feel that
we are then able to target the target market of Ellie-
May but also the ones of gossip girl. The use of having
camera movement in our advert links with the
narrative and may connote that the model featured in
our advert is going somewhere in life and will appeal to
our aspirers of our target market.

10. issues
• When filming our sponsorship sequence we had difficulties
when filming as one of our shots required camera
movement. However; because both Emily and I were
featured in the advert we had no one to film this for us. We
then ended up getting rid of the camera movement and
shortening the shot. Another problem which we faced was
the lighting for the project. We struggled when lighting the
room as the walls and most of the furniture were white
which then meant that we found it hard no to make sure
the lighting wasnt grey/blue. We ended up having to re-
film these shots and have practices with the lighting by
placing it in different areas around the room and not being
in the shot.