Sponsorship Standard Conventions

Emily and I will need to create a short sponsorship sequence to help further advertise our clothing line.  We have decided to sponsor 'Britain's Got Talent', this a family oriented show, which is viewed in the millions all across the country by family households.Therefore we believe this is the best for our product to sponsorship due to  the fact our target audience included families, who contest all types of ages and genders. It will be designed for advertising our brand before, during or after television programmes or internet platforms such as Youtube. Emily will be taking charge of the sponsorship sequence, and I will be assisting her. In order for our sequence to be successful, we need to conduct some research into them to help us have a clear understanding of some of the conventions used. It will give us some ideas of how we can create the sequence but also allow us to challenge some of the conventions to make ours stand out. This research will help us to produce a good sponsorship due to the knowledge.

We both looked into the typical conventions of a sponsorship sequence, so that we could gain an idea of how we were to successful create one. The idea of a sponsorship sequence is that it plays before a television program, it's like horizontal integration where one company promotes another. However it has become more common for these sequence to appear on YouTube automatically played before  a video. Therefore, makes money not only for YouTube but also for the individual's channels as they allow the sponsorship sequence to feature before the video.

The average time for a sponsorship sequence is around 15 to 30 seconds long, this allows the promotion within a small amount of time, therefore needs to capture the attract to the desirable audience. There is a short music clip and a voiceover which promotes clearly the brand and the sponsor.

I've looked a variety of sponsorship sequences that have helped me explore the conventions and what is important to include in our sequence to make it effective and promote our product well. 

Below shows a mind map that I and Emily needed to use. It shows the initial ideas we wish to portray within the sponsorship sequence. A previously mentioned. I am taking lead on it, however we going to make major decisions and choice collectively. The initial ideas that we came up with are fairy straight forward in terms of generalisations. We have to choose sponsor we will choose and then portray that within our sequence.

Sponsorship Sequence - Initial Ideas

For our advertisement campaign, we are also including a sponsorship sequence advert. We looked at already existing sponsorship sequences to gather an understanding of what is included and also the length and conventions of a sponsorship sequences.

Below we have examples of existing sponsorship sequences: 

Keeping up with Kardashians sponsored by Forever Unique

This sequences last 31 seconds which is maybe a little over the normal length for a sponsorship sequence which are usually around 10-20 seconds long, as they are short and only have  little period of time to sell their product. The video just shows an ideal model, modelling the outfit, slowly and almost seductive.The product matches the theme of the program being sponsored, using a fashion product to sponsor KUWTK, who are big in the fashion industry, therefore it would be sensible to use this as a sponsorship. which when thinking about creating my own sponsor sequence I need to choose what i sponsor to match with our product. The simplicity of the advert is effective and to the point in the need of the advert is just to show the product in the time limit. They use light music in the background and a voice over to announcing the product/ company name what it is sponsoring which I see as an convention of a sponsorship sequences.  

X Factor sponsored by Talk Talk 

The Talk Talk sponsor sequence for X factor also link to the program they are sponsoring and have characters singing. The length of the sequences is 11 seconds, as it is quick and to the point and promotes its product effectively by using of cartoon appeals to the audience that watch the show as it is a family show, so using cartoons make it fun and exciting and grabs the attention of the audience as there are also young viewers so when thinking about our own sequences we will have to think about the audience who are going to see it. The music used is well known which will attract the audience and get the excited for the upcoming program and also to capture the attention of the product being sold. 

Keeping up with the Kardashians sponsored by Miss Guided 

In the Miss Guided sequence is 31 seconds long is a  sponsored sequence for the show Keeping Up with the Kardashians, they use upbeat music mix which will attract the target audience which is a teenagers and young adults as it is fun and the kind of music they listen to. The use of models dressed in the product in ideal settings which match the lifestyle of the Kardashians. The models are shown having a good time and interacting with each other which I aim to apply to my own advert.  The models are ideal, attractive girls, who the target market for Miss Guided are targeting would inspire to be. The young female viewers mostly inspire to be like the Kardashians, therefore this sponsor can be where they can buy from to dress like them.

M&S - Initial Research - Further TV advert Analysis

When looking at a range of advertisements, we have decided that we have been inspired by M&S with their style and way of advertising. Therefore, we have gone to do further research M&S existing adverts, these will help us understand the conventions and ideas used in order to attract an M&S audience. In conclusion, my analysing of these adverts will help with further understanding of things I need to make my advertisement for my product looks realistic and affective.

This M&S Christmas advert 2012 they promote their clothing collecting well, having models dance and pose and do activities in the clothing, makes the audience look more at what is being sold but also along with being entertained.  They use a whole age range from the young to the mature to show that they aim to provide for a whole range of people which is important to show who their target audience are by including them in the advertisement.  They also use different scenes to show all the different occasion and type of clothing there is from winter essentials of winter jumpers, scarfs and hats and to Christmas party outfit to pyjamas which clearly shows the audience what they have in their winter collection.

Throughout the advert, every scene showing a new product from the collection was join with a new song. I found that using Christmas song is not necessary as they use a range of different well known songs however start with ‘Merry little Christmas’ to show clearly that this an advert for Christmas. Also each song linked in with the age/gender of the current product being presented in the scene which makes it even more aimed t that type of audience, so when contrusting my own advertisment I will have to think about the choose of music and sound I am going to use as this is a key feature of an advert as the music will have to link with the storyline but also grab the target audience attention. Having the models dance and play around with each other is a fun aspect of the advert and makes it fun for the audience but also this shows the product clearly but also in more a fun, playful way. 

M&S Christmas Advert 2013

This M&S Christmas advert shows some change in the method of promotion. They don't only promote clothing but also combing their food products , for example the use of Alice in Wonderland the use of their own food products are used for the tea party scene. Throughout the scene products are being shown from what the characters are wearing and also the props around them which are M&S products. This subtle selling is more affective than obvious adverting. 

The use of idea contextually by using well known tales such as Alice in Wonderland, Little Red Riding Hood, Aladdin and the Wizard of Oz. The use of contextually really helps to keep the audience hooked and interested  as it is always is that it caters for extremely wide audience as many people know these tales. Throughout the advert, they use sound effects and no lyrical music to go with what is happening in the advert to build tension and carry the story along, which suggest the use of Christmas songs isn't very necessary.

M&S Christmas Advert 2014

In 2014 M&S advert, they use a mythical aspect again as last year. They use fairies as the main part of the story which creates a magical and fun feel to the advert which could attract younger audience. The fairies wear the product and give product sold as present which show the audience clearly what could be good presents that they can buy. The magical, mythical take on this advert makes it rememberable and fun and also more of a 'christmassy' compared to pervious adverts by M&S. 

They again don't use a christmas song instead 'Fly me to the Moon', it is am iconic song and well known so will capture the attention of the audience further. This still give those vibes of christmas and also a catchy song so the audience will link the song with advert which I believe we need to aim for as well with our own advert. At the end of the advert it ends with #FollowTheFairies - these are becoming common within advert to stick with the day and age and use of social media is important to stay current, so we will create our own hashtag to go with our own advert. 

When looking at all three adverts, I reconsidered features such as the music used, what they tend to use well known tracks so the audience could relate with the advert and also be interested to watch the advert linked with the song. They used a variety of characters of different ages and ethnicity which I think will be  important to includ a diversity of people to attract our group.