1. Q1: IN WHAT WAYS DOES YOUR
MEDIA PRODUCT USE, DEVELOP,
OR CHALLENGE FORMS AND
CONVENTIONS OF REAL MEDIA
PRODUCTS?
Sofia Mazmanidou
2. What is Advertising?
Advertising is the process of promoting business products, services and information to an audience.
This is a form of communication between the manufacturer and the consumer. These
advertisements are paid for and huge agencies make a vast amount of profit by creating these
adverts and then distributing them in many forms. These forms vary from print media such as
newspapers, leaflets, posters to adverts on the TV, radio, and on the web. It has become an
economic force to everyone as it benefits both the manufacturer and the consumer. As well as that,
advertisement are part of our urban landscape as they are such a big factor in the business and
media industry. This is because by advertising a product it constructs and creates a image for the
audience which lures them in whether it is just their time or actually making them buy it.
The aim of my portfolio was to create two main products and two ancillary texts. My two pain
products were perfume advertisements for him and her, and my ancillary texts were a radio advert
and TV Sponsorship. My research and planning was significantly important as I had to include
conventions which would be best suited for my target audience. Across my research, I also came
across theorist which I knew would beneficial during my production. Theorists such as Barthes,
Richard Dyer, Bandura, Hall and many more enhanced my knowledge and allowed me to put their
theories into use.
3. Advert Influences
Specific existing perfume adverts were a significant inspiration for my own production as it guided me
when I was lacking creativity and ideas. It was not only useful within technical elements of the advert but
also macro concepts such as themes and messages which they transmitted.
Content and Visual Style Artist Representation Structure and further Representation
4. Does my media product use, develop or challenge
forms and conventions of real media products?
Form: I have used a realistic form to show how good the product that I am advertising is. This
creates a sense of realism as well as reality through the narrative. I have developed and challenged
the realistic form by not using celebrity endorsement and using a typical male.
Styles: I have used a dramatic style advert, as my male actor is confident and is seen as dramatic.
This is evident through the facial expressions and the body language. I have developed this, by not
including a female actress who falls in love with the male actor as this is stereotypical and is always
expected in a perfume advert.
Theory: I have used yet challenged Richard Dyer’s Utopian solution within my advert as I tried to
create escapism for my target audience through the use of sound. I also challenged it through the
mise en scene. The use of the background of a house, it sends the message that it is simplistic yet
confident. This is unconventional as I am not using celebrity endorsement to advertise my product.
This is done to challenge the audience that anyone can be confident like my actor within my advert.
Character representation: I have used the conventions of real media products as I portrayed my
male actor as ‘sexy’ through the use of costumes as well as the use of revealing shots. This was
heavily influenced by a Gucci advert, thus the representation of my male actor. Also, the black shirt
and tie connote masculinity and class which supports and develops my slogan of “All A Man Is”.
5. Cinematography
After researching and analysing many different perfume adverts, the Gucci – Envy
for Men advert was the one that inspired me the most during my production. The
simple cinematography of consistent close ups and mid shots not only emphasised
on the male actors physical appearance but also allowed the target audience to
create meanings through the camera work. The meaning behind the close up is to
promote product placement as well as a covert message which clearly is that once
you buy this perfume, you will become like my actor – successful, powerful, and a
Gent. This links to Barthes theory of Semiotics as it shows signs to the audience in
which they understand just by seeing the product.
I have used and challenged the conventions of the Gucci advert by adapting it to
my own ideas. For example, the close ups of the actors facial expression was used
in order to have an effect on the females despite being a product for males. This
was possibly done to appeal to a female target audience also, as they might want to
buy it for their boyfriends. This enhances their marketing. The facial expressions
connote masculinity in which aspirers and mainstreamers would look up to and
possibly imitate.
6. In both adverts, a direct mode address is used to create masculinity this
is shown through the serious facial expression.
Gents Perfume Advert for him Gucci Envy for him
7. Sound
Choosing a sound was a difficult process as I believe the use of sound creates
a significant difference to the overall advert. Originally in all my planning and
researching I had mentioned how I was going to use “The Weeknd – High for
this” as it a conventional song that I have seen in many existing adverts.
However due to copyright issues I have used an instrumental non copyright
sound called “The Jazz Piano”. The reason for this choice is because, I believe
that it worked well with my cinematography, mise en scene, as well as my
form and style. Jazz music is mostly popular within the male target audience
therefore works well with my male actor and the representation of him. The
effect of jazz music is relaxing and classy which reflects my slogan of “All A
Man Is” and the use of crescendo builds up tension alongside my actors body
language and actions as it suits the mood of the advert. When recording the
sound of my slogan, I used a Tascam to ensure that the voice overs were
clear and authentic.
8. Mise En Scene
Mise en Scene refers to everything that could be seen within the shot. There are 5 elements which are
included within the mise en scene, these are: Costume hair & make up, setting, iconography, lighting, colour,
body language and facial expressions.
• Costume, Hair & Make Up create a whole new character as it gives them characteristics which allows the
target audience to refer from and make assumptions.
• Setting is the location in which the scene takes places. Within my adverts, I have chosen to film both in real
life settings as well as using a Green screen. This created a different experience to me yet ultimately allowed
me to create something I did not think was possible.
• Iconography is the significant object which is used within the scene to create a reaction from the audience.
In my advert it was the perfume bottle.
• Lighting conveys the characters characteristics by portraying them in either a light or dark way. This creates a
mood within the advert and allows the audience to make assumptions about the production and the
meanings it offers.
• Body language and Facial Expressions are extremely important during the production of my advert as I
believe it allows the target audience to understand more and relate to the actor.
I believe I have used, developed and challenged mise en scene conventions throughout my production.
9. Mise En Scene: Costume, Hair & Make-Up
When researching existing male perfume adverts, costume,
hair and make-up remains the same throughout. There is
either no make up at all or minimal make up on the male
actors. This could possibly represent the ideology of make-up
being feminine and as they are perfumes for men they do not
want to cause controversy. Further to this, hair also remains
very similar amongst many male adverts. I had chosen to use
these similar mise en scene conventions of male adverts in
order to not confuse my target audience. The sleek back hair is
neat and looked after which may imply on the fact that males
like to look good especially successful men. As my slogan for
my advert was “Gents- All A Man Is”, through the mise en
scene, I am using yet challenging men who do not look like the
typical male in an advert to wonder “What makes a man a
Gent?”
10. Mise En Scene: Setting
Setting is very important when trying to convey a
specific message to your target audience. In my advert,
I have chosen to use the setting of a high class
professional room. The reason for this CGI setting was
to support the idea of the “successful” man I was
portraying through my slogan. I challenged the
conventional sexy advert being in a low key setting by
creating a bright room despite the dark décor. Through
the high key lighting, I developed the idea of the advert
being positive and bright. The light signifies visible mind
set and how there is a lot more to a “Gent” other than
just his looks. In the Gucci advert, the setting is unclear
due to the lighting, I wanted to develop this by
challenging that sexiness is created only in a dark
room.
11. Mise En Scene: Iconography
Commonly, most adverts I had analysed did not portray
their iconography as clear as I believe they should have.
Throughout my advert, I ensured to not confuse my target
audience with what isn’t the main product thus I used the
constant shots and editing techniques to keep the perfume
bottle the main priority within the advert. I had chosen to
develop this in comparison to other existing products in
order to not put the viewers/audiences off a specific advert
due to confusion. In my male advert, my iconography
consisted of masculine products which allowed me to
support my slogan. This was ensured through the watch my
actor was wearing, the shirt and the tie. These props are
conventional mise en scene which are associated with a
successful man.
12. Mise En Scene: Lighting
I challenged the conventional sexy advert being in a low
key setting by creating a bright room despite the dark
décor. In the Gucci advert, the setting is unclear due to
the lighting, I wanted to develop this by challenging the
ideology that sexiness is created only in a dark room.
Also, by working with high key lighting, it is clearer to the
audience what message needs to be conveyed, therefore
low key may have caused problems.
13. Mise En Scene: Body language & Facial
Expression
Body language and facial expressions play a significant role in
advertising. I used the conventional ideas of having my actor
with a open posture. The reason for this is because it implies
confidence and strength. By using open posture, my target
audience may be influenced and encouraged to be like my
male actor once they buy the perfume. This reflects on
Richard Dyer’s Utopian solution as it allows my target
audience to feel and look as confident as my actor. As
evident from both of the snip shots of the posture of my
actor, his body language and facial expression presents him
as fearless and powerful thus connoting and hinting at the
masculinity that this perfume provides any man with. This is
reflected on the slogan too.
15. Do my ancillary texts, use, develop or challenge
forms and conventions of real media products?
The two ancillary texts which were created alongside my main products
were:
• Radio advert
https://www.youtube.com/watch?v=9PC5XIqQP0c
• TV Sponsorship
https://www.youtube.com/watch?v=SgJswntlCoA
16. Radio Advert
I found that Radio adverts were harder to create especially when there is only
much you can give to your target audience through words. Through my thorough
research, in my primary research results, I gave an open question to find out what
they look for in a perfume. Through my results, I used similar adjectives to explain
the perfumes scent. I had used my primary research results as help yet developed
them through sound effects and soundtracks from existing adverts. Similarly, the
Nina Ricci perfume advert, chose to describe the perfume to the weather, I also
used this as I believe it enhanced the listeners senses by allowing them to imagine
and give them a sense of escapism through the descriptive language of nature. As
Radio adverts are limited in what they offer to their target audience my descriptive
language of the weather and nature compensates for the image that the listeners
are not provided with.
17. TV Sponsorship
After looking at existing TV Sponsorships, I found that many TV Sponsorships did
not last too long therefore I challenged the convention time length by creating a 31
second sponsorship. I chose to sponsor the show Love Island as it is about beauty,
love, self appearance which my product (perfume) is related to. The Superdrug TV
Sponsorship was what influenced me thus I chose to use, challenge and develop
some of their ideas. I chose to use the slide in bar which introduces the sponsor,
but I developed it by locating it at the top of the page. The reason for this is
because, I believe that it is easier for the audience to see the products and
therefore be aware of the brand. I also chose to use different shot angles and to
not blur my couple to create a clearer advert.
18. Conclusion
Overall, throughout my production I have used, developed and
challenged existing products. This has been achieved in many ways,
either through cinematography, mise en scene, editing or other micro
elements within my work. This was all useful due to my thorough
research and planning on perfume advertisements which had given me
the confidence to challenge existing ideas.
