A2 MediaStudies

Real Media Conventions

Kialli Perry

“In what way does your media product use, develop or challenge forms and conventions of real media products.”

Our brief for our A2 coursework (which we decided on ourselves) was to create an advertisement for a new female targeted indulgent chocolate. To ensure our final piece appealed to the audience it was targeted to, we did research into several other advertisements of similar products.

For our A2 projects we composed three television advertisements (one of which a sponsorship) and a radio ad, we took inspiration from multiple different places for each of these.

Advertisement 1Galaxy

The soft sensuous music we featured in all three of the advertisement was one convention which we decided we would use. A similar style of music is featured in the majority of similar media text, the convention seems to complement the tone of the text which is why we decided to use this in our piece.

http://www.youtube.com/watch?v=b3QBVZdVvAI

Our first advertisement featured a woman coming in from work (which was made clear by use of costume and props) and indulging herself into our chocolate bar. This was similar to, and inspired by the galaxy advertisement involving a similar plot.

Whilst doing our research and looking at other similar media text we came across the galaxy advertisement which we used for inspiration.

The slow camera movements which were in keeping with the music and added to the indulgent theme and various close ups that we used helped us to create a similarity between this advertisement and ours.

Advertisement 2

Our second advertisement was more original, it was not based on or entirely inspired by one specific advertisement however we did get some inspiration from other chocolate ads in general. Our plot of the women meeting up for lunch and conversing came from the idea of chocolate bringing people together which is seen in the majority of chocolate advertisements. Including Ferrero Rocher and Kinder Bueno.

We decided to make this advertisement more fast paste similarly to the Kinder ad to show versatility with our product whilst still in keeping with our theme. We included more shots per minute when filming and edited the shots so that they lasted a shorter duration, this increased the pace of the text on a whole. The discussion and banter between the women was another aspect we included in our piece to show the lighter side of our brand whilst still appealing predominantly to women.

This advertisement still included some conventions of a similar media text such as the close ups of the product and people enjoying it on multiple occasions, a title page of the chocolate and a slogan related to the company. However we didn’t stick to other conventions that we had in the other advertisements like the slow, soft music or the low key lighting.

SponsorshipLindt/Malteser

Our sponsorship was our most original idea, however we were inspired by aspects of other products. Lindt’s lindor truffles advertisement inspired our sponsorship advertisement in the sense that the focus of the ad was relaxation and indulgence. We kept this convention in using the low key lighting, soft music and slower, smoother camera angles.

The plot for advertisement was to show a busy mother with a heavy work load however once she indulged herself in the Signature chocolate the atmosphere of the advertisement changed. The soft slow music featured in the previous advertisements begins to play to show the transition of mood of the advertisement and the same slow and rounded camera angles from the lindor chocolate ad created the same effect.

This advertisement was our most adventurous in the terms that we created a product with multiple genres.

This advert had a more of a comical, humorous side than the others. An idea which was generated from the advertisements of Maltesers. Maltesers as a brand is more light and cheeky than that of Lindt or Ferrero Roche. We thought that this aspect was quite attractive to the audience so we decided to include it along with the typical conventions used in our other ads. By showing how much work the mother had, and then having her leave her duties to indulge herself we were able to create this element of cheekiness and a sort of hypothetical wink to the audience who would relate.