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

Amelia Barrett

Adics Sport (Advert)

Locations

When researching the conformed locations

that sports adverts use I identified from well

known brands for example Nike and Adidas

that the locations in particular that were

used were mainly studio based, a gym or

streets/sports fields. The reason why I chose

to use the correct convention to film my

adverts in the studio and gym was because

the studio allows my first advert to

aesthetically look very professional and

allows the bright and intense lighting to

highlight the sportswear more as the model

moves. Furthermore in my second advert I

chose to film the shots in a gym. This

locations was chosen as it’s a familiar

location that the target audience 18-24 year

olds who enjoy sports can relate to. This is

because it’s a very realistic location that can

also influence others who aren't my target

audience to keep fit and healthy.

Two adverts that already exist that had

massive influence on my work were the

‘Adidas- your best fit’ advert and the new

‘Miss guided sports wear’ advert. Both these

adverts used a studio and gym based

location in their adverts which allows

inspiration to be shown for me to develop

from in other aspects of conventions.

In my A2 main and ancillary tasks in my adverts, sponsorship and online pop up I had to make

sure they all included genre conventions that show the connection and research I have done

with real media products that already exist. The conventions that I have included are: Camera

angles, mise-en-scene, editing, casting, narrative and color. These conventions were vital to

use because it shows clearly where I have used, developed or challenged them. Furthermore

this will also allow the audience to recognize each convention allowing them to know what to

expect. Therefore if there is anything different included the audience will notice this and

analyze if it was a success or not.

Nike

Nike

Adidas

Miss guided

My advert

When researching sports adverts every advert that I viewed had the camera movements: tilt, pan and zoom. These camera movements are very affective and are known as the technical code. This is because they emphasize the movement in the sports wear therefore showing how flexible, breathable and light the sports wear is during exercise. These camera movements make the advert more captivating and break up the still shots to show a sense of speed and pace in the intense adverts. The zoom especially that I used allowed the sports wear to be seen much closer therefore showing the detail in the sports wear much clearer. In addition the shot types that appeared frequently in research that I done into sports wear adverts were close ups and medium long shots. This is because close ups can be edited very tightly to allow the advert to be noticed more as the shots appear more exciting. In addition to this the close up shots also allow the actual sports wear being advertised to been seen much closer illuminating the colors and textures.

Furthermore the medium long shots were used to allow the audience to see the whole outfit in action from head to toe. This will show the full potential of the sportswear outfit and make the audience want to purchase one even more. In both my adverts I followed these conventions as I used all the camera movements and close up shots a lot to create pace. The sports adverts that influenced me to follow the camera movements were the ‘Nike live strong’ advert mainly because of how slow motion was used in the close up shots which made the shots very different and stand out. In particular the adverts close up shots intrigued me as they had chosen to do particular close shots of the female running this is stereotyping the women being a sexual figure and attracting more of a male audience.

Camera angles/ movement

When researching the sound that

sportswear adverts use the results that I

found were that the diegetic sound used

were always very upbeat, intense and

created an explosive atmosphere. The

reason for this is because this makes the

dynamic movements more exciting and

catches the audiences attention

immediately. Several sounds that I

researched were remixed which made

the sounds include different pitches and

tones which made the sounds very

unique and create a rhythm that its

audience would remember. By using very

modern and upbeat sounds attracts a

teenage audience as the music used

they can recognize.

In both of my adverts I followed the conventions of sound for sportswear this is because I used the royalty free remixes for both.

Lighting

Further more lighting is another technical code that I followed. Further research into the lighting in sportswear adverts the lighting in all of the adverts I observed was very bright lighting or very neutral lighting. This is because when shots are being filmed outside the sunlight is the main source showing a neutral lighting. Furthermore when filming in a studio the lighting is very bright to capture the vibrant sportswear very well. Therefore from this research when I shot both adverts in a studio and a gym the lighting I used was very bright to enhance the colors in the sportswear and to create a more positive vibe to show the audience that exercise is fun.

Sound

In both my adverts I had made a conscious decision to challenge several conventions. These were mainly towards the models that I used. This is because in most female sports adverts I researched the models were very toned and had shown that they work out regularly. However I decided to challenge this and use two female models who weren't toned but had a slim physique. The reason why I chose to use them because this then brings a more wider audience to my sportswear range. As it doesn't’t make any females feel conscious with their bodies and the bodies shown give them a realistic goal to reach when exercising in these outfits.

Editing is one of the most important stages of the construction of my main adverts. The research into the editing of sportswear adverts that already exist allowed me to identify that straight cuts were used through out. This is because this allows the advert to be quick and captivating and not slow and tedious to watch. The straight cuts also keeps the audience understanding the narrative/message of the advert. In both my adverts I followed the conventions of using straight cuts this is what made my adverts exhilarating and interesting to watch. Furthermore slow motion is also another huge editing technique that adverts used for example in Nike ‘Live strong’ slow motion is used a lot to enhance the skillful movements of running therefore the inspiration I gained from when they used slow motion and what movements look best in slow motion was shown in both my adverts as I followed this convention.

CastingEditing

SponsorshipAfter looking at sponsorship's that already exist the camera shots and angles that were used a lot in the sponsorship's were firstly long shots this was to allow the whole of the sportswear outfit to be seen much clearer to allow the audience to see a better idea of how it could look on them. Another key convention for sports sponsorship's were close ups which I found were presented with the transition of the camera movement zoom before the shot was shown. This was to make the sports sponsorship more exciting to watch and by using the close up allows more detail of the sportswear or companies that are being sponsored to be seen. As well as the action taking place more sharp and to the point. For example in the Santander sponsorship, sponsoring the world cup the use of a long shot is shown through out and in the William Hill sponsorship the use of the transition zoom is used through out and these are mainly where I gained my inspiration from which is why I followed these conventions. Furthermore the reason I followed the convention of the camera shots and transitions was because I didn't find many sponsorship's that involved the theme of sports therefore the ones I did find were my only influences to follow.

The editing stage of the sponsorship's from watching the sponsorship's that already exist was very basic. This is because to begin with the shots were shown as straight cuts this is because one shot was followed by the other. The reason this convention was made is because sponsorship's are only shown for the maximum of 10 seconds therefore the producer doesn't want to confuse the audience the sponsorship needs to be straight to the point. In addition I also found that transitions were put in to show the two logos of the companies in the sponsorship. The common transitions were zoom inwards or outwards as this transition is very fast and effective. I followed these conventions in my own sponsorship however I also used the zoom transition in the middle of my sponsorship as well to make the sponsorship look more complex instead of at the end showing I'm challenging this convention as well as I used a still show at the end to show both logo's.

When researching sound the main vocals is mainly being said by a male which is very stereotypical as this is showing that the gender male is associated with sports and not females. With every sports sponsorship I came across for example the Santander and William Hill sponsorship's a man was the voice over therefore in my own sponsorship I decided to challenge this as the target audience for my sponsorship was women therefore by using a females voice would encourage more females to take an interest in my sports wear company 'Adics sport'. Furthermore the way the voice over was said was both companies mentioned highlighting which one was being sponsored. I followed this lay out of the voice over as this was a main convention for sponsorship's and the it made sense to allow my sponsorship to be as realistic as possible to the sponsorship's that already exist.

Pop up

Furthermore the link is one of the main conventions of the online pop up as its the interaction for the audience that leads to the actual website. The most common links that I came across were: order now, shop now, click here. The reason why I chose to follow this convention and chose to word my link as 'Order now' is because I felt that this example was the most effective as the phrase is commanding enough to make the audience click the link but it is said in a polite tone which allows the audience and the producer who wrote the link to build a friendly relationship.

The shot types were a key convention that had to be one of my main focuses because of the image being the center of the pop up. From my research into online pop ups I found it very challenging to find sports pop ups that advertise sports wear therefore the inspiration of my shot types weren't from existing pop ups it was from my knowledge of advertising and how images would look more eye catching and appealing. This is why I chose to challenge this convention and go with my own idea of an close up/ extreme close up of the sports wear focusing on the crop top and the waist band of the running leggings. This made the pop up look very bold and by highlighting the sports wear outfit not showing the models face makes the audience find the sportswear more stylish.

When looking at the main conventions of the online pop up that came to my mind instantly was the content. This is because the content includes the whole of the pop up, what it includes and how it is laid out. When researching the conventions of content the first thing that was shown in all the pop ups I looked at was that the image was always positioned in the center. This is because then the audience's eyes will automatically be drawn to the image allowing the company to be more recognizable when the for example sports wear is seen first. I followed this convention as it was a very good marketing technique that would appeal more to my target audience.

The Font that is in online popups are very bold and are always either white or black from my research. This is because of the background or sportswear being advertised are normally very vibrant colors therefore the black or white font stands out from this without distracting the audience from looking at the product being advertised. Also from further research into the conventions of font in a pop up I had also discovered that the font is always in capitals this is to grab the audiences attention immediately and make them read the pop up and follow through and press the link. Lastly the link that creates an interaction for the audience is seen in a different color therefore I followed this convention and made mine a purple. This is a different color to the rest of the font as the producer wants this to be seen much clearer to the audience so they press the link.