2. A typical convention of sponsorship sequences is their timing; with
the production usually lasting 15-20 seconds long, sometimes
shorter. This convention aims to quickly advertise the product in a
quick and sharp way which manages to attract attention off the
audience. Our sponsorship sequence roughly conforms to this
convention being 13 seconds long. Due to this time limit we
created a variety of quick shots which included jump cuts to
quicken the pace. This variety enabled our clothes to be cleverly
advertised in a short space of time and it definitely allowed us to
portray our brands message. Due to the short natured shots we
were able to include shots that focused entirely on each element of
the outfit. Another convention of a sponsorship sequence is it’s
lack of narrative. Due to questionnaire results we decided to
conform to this convention not including a narrative in any of our
products.
3. Sponsorship sequences always sponsor a particular programme
because it is associated with it in some way. They conventionally link
to this programme through it’s genre, protagonist, target audience
and so on. Our sponsorship sequence definitely conforms to this
convention, firstly due to Pretty Little Liars having four female
protagonists who have an equal interest in fashion. Each character has
their own individual style expressing their individuality which links with
our brands message of dressing for yourself and standing out from the
crowd. With one of the genres of the programme being mystery, we
decided to interpret this into our product to create another link.
India’s composition and poses connote this mystery so therefore again
adds to the conforming of conventions. Finally, our target audience is
very similar to that of Pretty Little Liars. This therefore creates
personal identity within the sponsorship as the audience can relate to
India and the message the brand gives in the same way Pretty Little
Liars does.
4. At the end of most sponsorship sequences, there is a
voiceover that refers to the brand name and what it is
sponsoring. We have conformed to this convention by using a
teenage girl, so from our target audience and that of Pretty
Little Liars, to voice our brand name and sponsor programme.
Another common convention of a sponsorship sequence is the
use of celebrity endorsement. We did not conform to this due
to not having access to a celebrity. The convention of
animation we have conformed to, for example our use of bright
colours at the end in order to grab attention with the
limitations of time frame.
5. The soundtrack of our sponsorship conforms to the convention
of an upbeat sound with relatable connotations to the brand.
Our sound has a fast and upbeat pace which immediately
catches the attention of our target audience. It also fits
perfectly with the fast nature of the shots which are short and
snappy and the many jump cuts included. The soundtrack
relates to the message of the brand being confident and
outgoing with connotations of individuality and boldness.
Furthermore, we have followed conventions by using many jump
cuts and quick cuts. This is to cleverly catch the eye of the
audience whilst promoting the look of the clothes and the style
of the brand. These shots that capture full details of the whole
outfit match the upbeat music.
6. Finally, we have followed the convention of a stationary
camera in every shot. Our production contains no camera
movement in order to simply promote the detail and the
style of the brand. It sticks to bold, fast paced shots that
attract attention through the jump and quick cuts that
don’t match the camera movements within a shot.
We hope that by following these conventions, our target
audience who are dedicated to the programme it sponsors;
Pretty Little Liars, will relate to and buy the products
because conventionally, they are subconsciously linking a
favoured TV programme with our product.
