In what ways does your media product use, develop or challenge forms and conventions of real media products?

Main TV Adverts

We used our research as examples of adverts, to get ideas about conventional techniques used in advertising. One of the ways in which we did this with our main TV adverts, is through the way we displayed our logo and brand name at the end of the advertisement. Conventionally, sports adverts display this information at the end of their advertisement, and it either appears over the top of moving footage, or on a blank screen at the end. We used a combination of these ideas between our two TV adverts. For example, in our running advert we displayed the slogan ‘ready for anything,’ over the top of footage of our actor running up stairs. Not only does this follow the typical conventions, but it also depicts the idea of the running shoe being suitable for all situations, broadening the audience and product appeal. This is the similar effect that the ‘Nike - find your greatness’ slogan has, when it is displayed over footage of sports people achieving what seem almost impossible things. The audience are immediately motivated, as the visual impact the footage has accompanying the text reinforces such a message. We used this same convention to display our brand name and slogan on both main TV adverts. This is an effective convention to follow, as it links together the product and placement of the product within the advert well. However, we also used the other conventional idea used within sport adverts, as we displayed our slogan “change the game’’ on a plain orange background, at the end of our advertisement. This is another idea used by advertising companies that is effective due to its simplicity and vagueness. It gives the audience opportunity to interpret the slogan how they wish, meaning the product and brand has chance to impact them in different ways.

Another convention our main TV adverts followed, was the idea of representation of young people. In the professional sports adverts we analysed, a common theme running through them was to do with young people being motivated, driven and energetic when it comes to sport. Therefore, when planning our two main TV adverts, we were careful to choose young actors and actresses to depict a similar idea. We also ensured all the actors we used had a keen interest and were enthused by the sport they were performing, giving our advert a more realistic and natural edge. We knew maintaining this conventional representation of young people was effective, as it placed this certain part of society into a positive light, meaning all audience types would be driven by their motivations, and therefore the brand would be more successful. Also, this representation of young people would be more successful in attracting our target audience - young people. 

Another convention our two main TV adverts follows, is the idea of the versatility of sports brands. We noticed during our analysis, that many sport brands produce generalised advertisements, for the brand as a whole, as well as more specific adverts, displaying more specific areas of the brand. We saw this when analysing ‘Adidas’ adverts – they not only created adverts just for ‘Adidas’ as a whole, but also for a brand of one particular running shoe, ‘Climacool.’ We tried to adopt a similar idea in the variety of adverts we produced, as we created one just for 'TGR' and one for 'TGR RUN.' Although we followed this conventional idea, we also developed it, as we were able to establish our own brand name for the two different adverts. However, the structure of our 'RUN' advert followed the conventional format of a running advert we had previously researched, as it simply used a runner in varying locations. The only way we developed this was by establishing our own locations and differentiation between rural and urban areas. Finally, we were careful with our choice of actors. Conventionally, the specific sport adverts only included one actor, which depicted a good image of individuality and uniqueness of the product. Therefore, we followed this idea. The general advert, however, uses a lot more actors and actresses, as this is seen as representing versatility of the brand as a whole better.  

Another way our two main TV adverts follow conventional ideas of sports advertising, is through cinematography and editing. In conventional sports adverts, the cinematography tends to incorporate a variety of shot types, in order to add versatility and make the advert more exciting and fast paced. We mirrored this idea within our own main TV adverts, mainly through including close ups. One example of this was the number of close ups we used of the 'running shoe' during the 'TGR RUN' advert. Not only does this follow convention, but we have developed this idea further as we have been able to combine this conventional use of cinematography with our own product, as we have used to close ups to view the running shoe. Other developments we have included during these adverts in terms of cinematography is the use of focus pulls. This is conventional, as it shows varying types, however focus pulls are not commonly viewed in advertisements such as this. We decided to include them however to develop the idea and develop the use of the environment/location. For example, two focus pulls are used in the 'TGR RUN' advert - one on a bollard, and one on a fence. The aim of this was to give focus to both rural and urban locations, drawing attention to the fact that sport can take place anywhere and exploiting the slogan 'ready for anything.' 

In terms of editing, we followed similar conventions of sporting advertisements. For example, we used the conventional ideas of fast pace transitions and short takes, as we felt this connoted the idea of energy well, matching the nature of sports itself. In terms of short takes, we tended to use a number of these in our 'TGR RUN' advertisement, from a number of different locations. By combining a number of different takes together, creating a sort of montage, we have developed the conventional idea of short takes from our research, through creating an even faster pace with a combination. We felt this was necessary, as the non-diegetic sound we have used is particularly fast, and therefore this needed to be matched. In our 'TGR' advert, however, we have adopted an almost opposite development of convention during the slow paced non-diegetic sound at the beginning of this advert. We used aspects of slow motion to develop this idea of pace in editing, whilst also using black screens between short takes. This connoted an idea of tranquility, as well as idea of the unknown, giving the audience a feeling of not knowing what to expect and so enticing them to watch. This developments of conventions have worked particularly well for our advert.  

In terms of challenging conventional ideas within our main TV adverts, we also did this in a number of ways. One way in which we did this, was through the idea of time. On TV, most sport adverts we viewed were short, being around 30-40 seconds long. This idea was supported by research from 'Think box.' However, one of our TV adverts challenges this idea by being over 60 seconds long. This gave us more opportunity to show more variety in the sports and actors/actresses we could use to support out representation, as well as giving us more opportunity to show a variety of shot types and editing styles. It also meant our storyline of our actors preparing and then taking our various sports could be fulfilled to the audiences needs, so they had a good idea of what was going on, and also improved continuity. 

Another way in which we challenged conventional ideas used in sports brand advertisements, is our use of location. Obviously being a low budget production, we could not afford to or gain the permission required to film in professional sporting areas. Therefore, we had to use local park areas, public netball courts, and public rural and urban environments to film. This idea worked well for us, as it was easy to access these places and gain permission to film here. Another advantage of challenging this idea, is that it worked well with our motivational theme/representation we wished to create. The audience would view our sporting actors and actresses in these 'normal' looking areas, and this creates a sense of the sporting achievements being viewed being realistic and therefore more achievable. Therefore, our representation of young people being successful and driven is furthered, as we see it is happening in these 'normal' environments that are accessible to everyone. We also could use the aspect of lighting within these environments to challenge convention. As previously mentioned, we were unable to use a professional sporting location, and therefore flood lights weren't present at the location of filming. Therefore our footage is more desaturated and bleak. However, this also fits well with our tone, as it adds an aspect of normality, away from the vibrant aspects of competitive sport. 


Ancillary Task 1
For our first ancillary task, we had to construct a radio advert to advertise our sport brand. This also both used and challenged ideas of conventional radio adverts. 

In terms of using conventional ideas of radio advert, our finished product does this in a number of ways. One convention we have followed is the idea of audience interactivity. We have used a number of rhetorical questions as part of our radio script, which is a good technique often used in radio to grab and keep the attention of the listener. We have developed this idea in our own way to suit our advert; we have used rhetorical questions such as 'want to boost adrenaline?' Using verbs such as 'boost' and clipping the beginning of the sentence make the interrogative statement seem more natural and conversational, which is good technique to follow, as it is less intimidating to the audience, who will be more inclined to listen and take information on board. 

Another way in which we have followed conventional ideas for our radio advert, is through the use of the final part of the script. We have included the 'to find out more...' statement, which is usually found at the end of radio adverts, as it gives the audience direction as to where they need to go to enquire further. We have also followed this convention well in terms of pace, as it is spoken slightly faster, as is found with most radio adverts and this element of speech. We feel this is an effective technique, as it means the focus of the main speech and impact of the advert is not taken away by the main information. 

Another way in which we have followed conventions of radio adverts, is through the use of non-diegetic sound. Most adverts tend to use a background song to accompany their script, and so we have followed this convention by adding a song with a basic beat, to play softly behind our script. Another way in which adding music adds to conventional ideas, is through the tone it sets for the advert. For example, music on an advert can either create a positive tone, such as with 'Go Compare,' or a more negative tone, such as with 'Give Blood.' We used an upbeat song to create a positive representation, as well as appealing to our young audience well and motivating.  

A way in which we have developed conventional radio adverts, is simply through our product itself. During research, we struggled to find many radio adverts based on sport itself, and therefore we had to follow basic conventions, such as those above, and then developed them to relate to the genre of sport and sports products. We did this by following a fairly basic technique of simply powerful speech and background music. We thought of our audience whilst constructing this, as the younger generation were never going to appeal to a catchy jingle; they were more likely to relate, we thought, to a young and catchy song as backing music, and a young voice talking about a product they enjoy. 

Another way in which we have followed conventions of radio adverts during our construction, is through the length of the radio script. During research, we found many radio adverts to condense their information down into around 30 seconds; we have achieved this idea, by creating a radio script lasting 27 seconds long. This was a good convention to follow, as it meant that our information was concise and to the point, and that our audience would therefore respond well and take the information in well. 


Ancillary Task 2
For our second ancillary task, we had to construct a sponsorship sequence, featuring our sports brand.  

One of the ways we have followed conventional ideas of sponsorship sequences, is through linking our footage to the product we are sponsoring. In order to achieve this idea, we decided to choose a product to sponsor that would link to our sport - therefore, we chose ITV Sport. This meant our footage of our actors playing sport created a synoptic link, so that it was clear what we were sponsoring. Another way through which our footage follows conventional ideas, is through its use of a creation of a story. We see the characters preparing for sport and then taking part in sport, which not only links to the sponsored product, ITV sport, but also creates something for the audience to follow and become engaged. This is useful, as it can be considered interactional and therefore appealing to our audience. 

Another way through which we followed conventional ideas is through use of speech and text to illustrate the product being sponsored. Conventionally, sponsorship sequences use text to display the sponsored product, as well as a voice over. Therefore, we have copied this idea. In terms of the text used, we have simply added 'sponsors' in a plain font underneath the 'TGR' logo, and underneath this is the ITV Sport logo. This uses imagery and text to sponsor the product on screen. This is similar to conventional ideas, as they are still aiming to advertise the product whilst sponsoring. Both logos are displayed over moving footage, which is another convention borrowed from our research. This is to keep the themes flowing and not to disturb continuity. In terms of aural communication during our advert, we have simply used the speech 'TGR sponsors ITV sport.' This keeps the advert simplistic and to the point. Another convention we have followed is to do with length, as sponsorship sequences are typically a maximum of 10 seconds; therefore, our sponsorship sequence is only 10 seconds in length. This is a good convention to follow, as it means the footage must be quick and captivating. Similarly, the voice over must only be short and to the point, and we have also mirrored this convention in our own voiceover, to match the pace well. 

Another way through which we have followed conventional ideas, is through the use of snappy and short footage. We used Final Cut to create short takes of our footage, as this fitted well with the conventions of time, as well as making the advertisement exciting and captivating. We used similar short takes, such as a footballer doing tricks with the ball. This was so to create continuity and a theme running through our advertisement, which is another feature created by sponsorship sequences. The use of short takes could also be considered a development as far as our sponsorship is concerned, as the fast pace editing can be seen as a connotation of energy, furthering our genre of sport and linking all our products together, as they all follow a similar idea. 

A way our product could be seen as challenging conventional sponsorship sequences, is through the footage used. As previously mentioned during this evaluation, our construction was of a low budget, and so could not be shot in professional grounds that would stereotypically be associated with a big industry such as ITV Sport. We had to adapt ideas to fit our own construction. However, I feel the use of location in our footage works to our advantage, as it links all the products made together well, as well as refutes stereotypical ideas of industries such as ITV Sport. Using more natural environments could increase audience appeal, as they feel less intimidated and are therefore more likely to be drawn to both ITV Sport and TGR. Therefore, this idea of challenge works in favour of both products. 


Here is a multimedia version of how our main tasks use, develop and challenge conventions of real media products:

Here is a multimedia version of how our first ancillary task, the radio advert, uses, develops and challenges conventions of real media products:

Here is a multimedia version of how our second ancillary task, the sponsorship sequence, uses, develops or challenges conventions of real media products:

How did you use new media technologies in the construction and research, planning and evaluation stages?

Throughout this entire media project, I have come across a variety of new technologies, which have made the project easier, more manageable and efficiently completed. 

One online site used consistently throughout the project is the online programme 'Blogger.' This is the site that we have been using to show all of our research, planning, construction work and evaluations, as we have simply updated our progress through blogs. This is an efficient way of storing and keeping a record of our work, as it is unlikely to be lost once it is saved, unlike paper work that we could have used. It is also an easy way of displayed evidence for our research, such as the youtube videos of TV adverts I used to analyse and gain my initial ideas. I could not have shown this as easily on paper. Also, I found Blogger to be a good way of managing my work, as I could see at what point I was at and could easily identify what I still needed to do. All my work was in one place, too, and so it was easy to refer back to research and planning ideas during my construction process, as I knew where to look and it was easy to find. 

I also used other online sites to help with my project, particularly during the research and planning stage. One of these sites was 'YouTube,' which I used a lot to research different types of TV advert to analyse. I found the sport brand channels on YouTube, such as 'Adidas' and 'Nike' particularly useful, as these immediately took me to the types of advert I was interested in analysing, and gave me some good ideas. As well as using YouTube for researching, I was also able to use it to upload my evaluation videos, and my main advertisements, in order to be able to embed them onto my blog. This use of convergence between the two sites was useful, as it meant I could get my work onto two sites, so it was well backed up, and it was done with ease. Youtube was also useful, as it gives an 'annotations' option, allowing me to add annotations to my final construction in the evaluation stage. Another site I used throughout my research was a site called 'Thinkbox.' This is a website which looks at case studies and research done on TV audiences, and even features TV advert research. I used some of these results in my research stage, as it gave me a better insight into my own target audience - young people. It was easy to screenshot graphs from this website and then reference the website on my blog, meaning I could use the research with ease, too. Another site I used was 'Freesound.org,' which provided me with many sounds, such as runners footsteps, which I was able to use to accompany the speech in my radio advert. It was easy to use, as I simply had to search the sound I wanted and a variety would come up that I could choose between. I could then download the sounds for free and use them how I pleased. This was easy, as I didn't need to seek permission and meant I had more freedom with my choice. Finally, as part of the evaluation stage of my coursework, I used the sites 'Prezi' and 'Slideshare.net.' Both sites, in different ways, allowed me to create and share presentations of my evaluation. This was an adequate and easy way of providing a multimedia source as part of my evaluation, as it was easy to embed the creations, so they were functioning as part of my blog. As well as this, the 'Prezi' was easy to use in terms of adding text and images to my presentations, allowing me to be fully detailed and produce a detailed evaluation. 

Another programme I used to help with my research into target audience was 'Microsoft Excel.' Using this, I was able to construct pie graphs to display my questionnaire results. This was a good programme to use, as it meant I could easily transform my data into an easily readable graph, and then analyse it easily. This programme also allowed me to enter titles onto my graphs, so I could easily identify which results belonged to which question. Having all the graphs in one programme, saved on the computer, also meant it was easy to manage and refer back too when I needed too. 

During both the planning and construction stages, I used the software 'Final Cut' to edit. During planning, I used this programme to construct my animatic storyboard. This, however, was a very basic use of the programme, as I simply inserted all my scanned in, drawn shots and put them together into a basic sequence, using no effects what so ever. With the actual footage, for my two main TV adverts and the sponsorship sequence, however, I had to adopt a more complex technique, to create a professional final piece. With my running advertisement, I learnt a lot about how to edit to music, as I used markers (created using the space bar) to mark out where I wanted to edit each piece of footage too, so it fitted with the music playing. I was also able to create text, which would appear over the top of my footage while it was in motion. This created a professional look, as this was an idea I wished to create after seeing adverts that used a similar idea in my research stage. Not only this, I was also able to insert my logo to appear over the footage, which looked even better. This programme was easy to use and manageable, as you could insert all your footage onto the pallet and pick between each piece as you went. It was also easy to cut pieces of footage up and just use selected pieces to fit in certain places. 

Another pieces of software I used during this project was 'Audacity.' This was a programme I briefly used to put together sounds for my radio advert. It was good for shortening the length and lowering the volume of sounds I found on the website 'Freesound.org,' before I moved them into Final Cut to edit together with the spoken aspect of the radio advert. I decided to use Final Cut rather than Audacity to edit the entire radio script, as I felt more confident in using it and felt this would create a much better result overall. Another piece of software we used to help with sound was 'Garageband.' This was the programme we used to cut and edit our chosen song for the non-diegetic sound in our adverts. It was useful, as it allowed us to create layers, and cut apart the song so that we could access different parts and different times, and play them at different volumes and times. It was an easy way of being able to shorten the song and create the perfect song for the lengths of our adverts, as well as creating a good tone for each one. 

In the construction stage of my project, I used three pieces of hardware that were particularly useful. I used a Nikon DSLR to film my footage, and the recording studio microphone to record my radio advert. The recording camera was an advanced camera, which allowed us to perform certain techniques, such as focus pulls. It also was extremely clear and good quality, meaning our resulting products were of a good and more professional quality. It was also a small piece of hardware, that was easy to transport and use. The microphone and recording studio equipment was also straight forward and easy to use, as I simply had to set up my actor in front of the microphone and allow him to read the script a number of times into the microphone, before choosing a recorded version I liked best to use. The mic used was in a professional studio, meaning the problem of background noise and echoing was eliminated - my voice over was clear and in its simplest form with no need for editing further. I could add effects to it straight away. My final useful piece of hardware was the Mac's. These were an efficient way of being able to access documents and the blogs online, as well as all the above sites and software used, as they were free to access within college and easy to manipulate and use. Another particularly useful aspect of the Mac's within college, was the ability to connect between servers and transfer footage between mine and Steve's accounts. By selecting 'command K,' Steve and I could connect between our two Mac account and transfer certain aspects of our construction work to one another - such as the studio recorded footage, which was originally just on my account. Being able to access each others work like this meant we could share ideas, help one another, and were constantly aware of what stage we both were in the construction stage. 

The videos below show our adverts with annotations to describe how technology helped us in the construction process:

The video below is a screen recording of some of the key sites we have used during our coursework, with annotations to explain their use:

What have you learnt from your audience feedback?

In order to answer this question, I have decided to do two things. I have created an audience feedback video, using the main actor from one of my main TV adverts, and spoken to him about what he thinks about what I have done with the footage I filmed of him. I have also constructed a questionnaire, and will use the results to get an idea of the opinion of my target audience on all 4 of the products created. For both the video and questionnaire, I will be speaking to a younger audience, similar to the age of our target audience, so to get more reliable feedback. 

In this video, I spoke with my main actor, Lewis, about editing techniques, music and location, and the strengths, weaknesses and changes he picked out while we were watching the TV advert constructed, based on 'TGR RUN.' He further added information about where he expected to see this particular advert, and that was on a sports channel in between programmes. He said this is where he felt the advert would target the best proportion of my target audience. 

Questionnaire

1. How would you rate each of our constructions out of 10?

Advert 1                                                                                                                                 

1
2
3
4
5
6
7
8
9
10

Advert 2

1
2
3
4
5
6
7
8
9
10

Radio Advert

1
2
3
4
5
6
7
8
9
10

Sponsorship Sequence

1
2
3
4
5
6
7
8
9
10

2. Name one strength and one weakness of our main TV adverts.

S –

W –

 3. Do you find the two main TV adverts motivational?

Yes        No

4. Do you think the two main TV adverts appeal to a wide audience, of both competitive sports people as well as amateurs?

 Yes      No

5. Do you think the main TV adverts appeal to an audience of a younger generation?

Yes       No

6. Do you think we have succeeded in appealing to both males and females in this advert?

Yes        No

7. Do you think the radio advert and sponsorship sequence successfully link to the main TV adverts?

Yes       No

8. Do you think the radio advert and sponsorship sequence also appeal to an audience of a younger generation? 

Yes       No

9. Name one strength and one weakness of our radio advert.

S - 

W -

10. Name one strength and one weakness of our sponsorship sequence? 

S - 

W - 

Results

For a final aspect of audience feedback, I used the social networking site 'Facebook' to distribute the TGR Run advertisement, in order to get some construction feedback. Below are some of the responses I received: