1. Conventions Followed
Conventions
Challenged
Conventions
Developed
In what way does your media production use, develop or challenge forms & conventions of real
media products?
Main Task:
Camera angle & shot types were key conventions that I followed throughout my advertisements, they are known as Technical
Codes.
I looked at existing fashion adverts on YouTube, such as: Misguided (Project Ibiza/Spring, Summer 2013
Collection)
to gain a basic understanding of typical fashion adverts to get basic knowledge of conventions used. I
found that is was common to include both tilt and zoom in/out shots along with low angle shots as it
allows you to show full outfits and key elements of the clothing, for example: Accessories. Also by
incorporating these camera movements it allows the main focus of the advert to be the clothing. I then looked more into children’s
fashion adverts, as this was the area I am going to be focusing on, therefore I needed to look at specific camera angles & shot types
used in children’s fashion, after looking at Asda’s Gorge advert I found that Zoom In/out shots were
commonly used to highlight certain elements of the clothing.
Lighting is another area of Technical codes, I found that high key lighting against a plain background
was commonly used in fashion adverts as it’s bright, soft, vibrant & emphasizes the lively/fun atmosphere.
Therefore I decided to follow this convention by using bright lighting as I wanted to portray a fun
atmosphere as I found a happy atmosphere was also a common convention used in children’s fashion
adverts & found that lighting helped portray this & due to the fact that my clothing range was for a Spring/Summer collection it
was only right to follow this convention & use bright lighting to symbolize the sun.
Editing is a very important process when it comes to advertising, as you need to keep the audiences attention in order to make
them want to buy your clothing. I found a common convention used in editing was the speed of the shots, they moved very
quickly as adverts are only very short but include so much. Quick cuts from each shot to another were used, as this was very eye
catching to watch due to the fact that something was always happening, I followed this convention in order keep the audience
focused and allow me to include as much camera movement as possible.
Sound in a fashion advert is the upbeat/dance soundtrack, usually without words/singing in the track. This is a common
convention used to portray the upbeat lively atmosphere. Therefore when choosing my soundtrack I had to think about the beat as
it needed to fit with the movements of the models and create the lively atmosphere that I wanted. I followed the conventions of a
soundtrack with no singing/words as I felt it made the advert itself the main focus rather than the song.
Ancillary Task, Sponsorship:
After looking at existing fashion sponsorships the Camera angles & shot type conventions were to incorporate long shots to show
full outfits & medium shots but I also found medium close up shots were used if the sponsorships involved talking. For example
in the M&Co sponsorship mainly long shots and medium shots are used but in the Emmerdale sponsorship
that I was inspired by many medium close up shots are included.
When looking at editing within sponsorships it is very basic as they are very short, straight cuts are a
common convention, as any transitions between shots would cause the sponsorships to being lengthy. I
followed this convention as I kept the editing basic and used straight cuts from the shots. Also when looking
at editing I found that it was common for the logo of the company to be positioned in the bottom corner
throughout the whole sponsorship, I followed this as I incorporated my logo in the bottom right corner for
the whole duration of the sponsorship.
Sound conventions within fashion sponsorships are women voiceovers. The name of the company & the
slogan appears at the end of the sponsorship and then the voiceover is over the top. I followed this convention as I had a voice
over at the end of my sponsorship and it was also a women’s voice.
Ancillary Task, Pop-Up:
Shot types were key conventions to look at when thinking about the shot type of my photograph that will be included on my pop-
up, as you needed an image that would capture they eye. I found from existing pop-up’s that long shots where used to show the
full outfit. I followed this as I included a long shot of the model allowing the audience to see her head to toe.
Main Task:
Camera angles & shot types were mainly
conventions that I followed, however I also
developed them as when looking at children’s
fashion adverts I found
that the children were the
ones making most of the
movement rather than
incorporating actual
camera movement, therefore I developed this as I
included a zoom in/out, tilt, pan which I gained
knowledge from women’s fashion adverts.
Ancillary Task, Sponsorship:
After looking at editing I found that it was kept to
a minimum, for example, no transitions between
shots. I followed this, however I also developed the
use of editing as I incorporated a freeze frame at
the end of the sponsorship as I had speaking in
my sponsorship I needed a clip with no audio so
the voice over could go over the top.
When looking at Camera angles & shot types I
found that they was a convention of sponsorships
but not a convention of fashion sponsorships,
therefore I developed this as I incorporated a
medium close up.
Ancillary Task, Pop-Up:
When looking at Shot types I found long shot were
commonly used, however I developed this as I also
incorporated medium shots and medium close up
shots in order to show the model from different
perspectives and allows the audience to see
specific parts/areas of the clothing.
The content includes:
 The picture itself on the pop-up which is
normally placed in the center, I followed this
but also developed it as I included more than
Apart from following and developing conventions, I also challenged some.
Main task:
 When looking at existing children’s fashion adverts I found that a
white background was common convention. However I decided to
challenge this as I was making two adverts, one boys & the other girls
&I wanted them to differ from each other. Therefore I used a blue
background for the boys advert and a pink background for the girls
advert.
 While looking at editing techniques used in childrens fashion adverts, I found that less
obvious editing techniques where used such as quick cuts, dissolves and overlay. I challenged
this by using more advanced and obvious editing techniques such as flashes to make it seem
as if the camera itself is flashing, this was a way of keeping the audiences attention during
longer camera movements such a tilts. I also incorporated a freeze frame in advert two of the
models face due to the fact that I captured him laughing and it was a good was to end the
Ancillary Task, Sponsorship:
 I found that my sponsorship sequence challenged a number of conventions. As my
sponsorship was a child’s version of loose women I decided to use teddies and one
model to make it more child like, this hasn’t been done in fashion sponsorships
before. My inspiration for this came from the Emmerdale sponsorship sequence.
 I also found that sponsorships shot types were mostly long shots/medium long shots or
medium shots, however I challenged this as I included a medium close up shot as It
was the model and teddy talking to the audience.
Ancillary Task, Pop-Up:
 After looking at existing pop-ups I found that slogans were not included, however I