Throughout the production of our final television advert, Emily and I completed different research tasks in order to gather information on the typical conventions the public and our target audience would want to see in order for it to have a successful campaign.
One aspect we tried to use conventional camera shots. For example using close ups on particular body movements we wanted to enhance, for example The boys in suits, when they pose to sure their clothing, we used a wide shot to show all the clothing clearly. Additionally we also used close up in order to show emotion, for example, in the Home advert, Keria's face when the doorbell rings, to bring a more personal feel and also to keep the audience engaged. Other conventional shots we used were, Establishing shot; this was used at the beginning of our television advert in order to introduce the setting through the train and also showing the house to show where Adam was heading and to help the audience know what is going on. We believe this was a successful us of establishing shot because it did not only create a recognisable and relatable setting for the
additionally we used eye
level shot. This was done so the audience could see the models in the advert as
you would see them in real life. We balanced this shot with mid shot in order
to promote the clothing, at the same time as allowing the audience to form a
connection with the models themselves.
However we also
challenges convention as we used in our Fashion advert, a unnatural setting. We
used a photo studio, which is clearly seen in the advert. We believed that even
After researching a range of television adverts, that using outside setting
were typical settings seen in most clothing adverts. For example M&S use
natural landscape and outside settings to help promote their brand, whether
that to promote the time of year, or the theme of a collection they are
releasing. We thought we would use indoor settings, in a studio to break
conventions and it was also easier to get all our models to that location. Also
we the props such as fake snow, confetti and feathers, it was easier to use
these indoor, in the studio rather than outside. We believe it is still an
successful advert and real shows to the audience what we are selling and still
has the elements of fun and exciting that pre-existing Christmas advert
present.
As well as this, we used well known,
current backing music in order to further promote our brand. In our final
product we decided to use ‘Sax ’ by Flur East, which currently has been in the
charts for many weeks and when we talked to our target audience, so popular and
known by all no matter age, gender or race. Therefore it made sense to use a
song that is recognisable and would allow our target audience to associate that
song with our brand whenever they hear it.
For our home advert, we
used a very update pop song, 'One Call Away' by Charlie Puth. This song was no
as well known but still a hit with our target audience and as they told us the
lyrics matched the storyline of our advert. Also when looking at pre-existing
adverts, we saw they used not well known songs which go on to be big due to the
advertisement campaign. Therefore we believe it was a good song of choose.
We also tried to break
conventions when choosing our models. Looking at pre-existing advertisements,
we saw usually white, middle class, idealistic to society models were used and
didn't particularly present people of colour, different sizes and age,
ect.Therefore we decided to choose a different range of models from young to
mature and from all different ethic backgrounds to really attract our audience
as we were aiming to a whole range of people and our product was for everyone.
As well as developing and
using the typical conventions, we also challenged them in order to make
our television advert
stand out. We challenged convention through the timing of our media product. We
created a ? second and a ? second advert. Both adverts did run over the
convention time of an normal advertisement but not by a lot but still had all
the necessary information and quality of existing advertisements.
However although our
research suggested the majority of television adverts lasted at around 30
seconds, we challenged this by creating a 45 second version. Our ran over,
however when look at Christmas adverts in particular, they were longer than
your everyday adverts you will see any other time of the year. We believe that
advertisements during Christmas are big factor of the countdown to Christmas
and everyone is interested to see the new Christmas advert for year by M&S
and John Lewis for example. Therefore they usually are a bit longer than
normal,
An additional convention
that we decided to feature in our adverts was to add in an # and tag line to be
featuring at the end of our advert. As social media is a big part of how people
converse and big way businesses stay in touch with their target audience,
attract other audiences and promote their product. Social media sites such as
Twitter and Facebook are platforms that are used to do so. The use of a hashtag
can make your product/business trend on this social media sites and get people
more aware about you. We used the hashtag, which matched the theme of Christmas
and was also very catchy and easy to remember. When looking at pre-existing
advertisements such as Marks and Spencer, we saw that they used the same technique,
which we saw as an affective way of advertisement.
