Evaluation 1 -In what ways does your media product use, develop or challenge forms and conventions of real media products?

For my advanced portfolio I was given the task to create an advert, including a radio advert and sponsorship sequence. Throughout my research into real media text I discovered the traditional codes and conventions for this type of media product. My products show my individuality within vision of contemporary media. Throughout this journey of looking into real media texts, it helped me juxtapose past media and present more current media.
I made the decision to break and challenge existing conventions of media products in the advertisement sector. I made this choice because the idea of advertisement is to persuade, in order to be recognised you need to bring difference into the consumer world. I believe that bringing something different to the table can be effective in the sense of sticking out from the rest of the massive advertising sector.
My advanced portfolio was to create an advert, I had the choice to pick a sector. I chose to create an advert in the hair product sector of beauty. Consumerism is a massive growing part of society itself, with a large intake of products on a daily basis. The modern society that we live in shows great importance in appearance, it is largely idolised to look contemporary and at your finest. Due to beauty being a large influence in the mass media, there are loads of brands trying to stay on top, with hundreds of beauty adverts airing on televisions, radio stations worldwide. In order to be the brand with makes a great success, you need to be able to create something that makes your advert stick out from the other hundreds of adverts being made. Especially when the audience for beauty is unbelievable large.
My target consumer audience was the females’ ages ranging from higher end of the teenage sector (16+) to the younger 20's. This is a very specific consumer audience I have chosen, the younger audience usually are very contemporary and modern. This is what I have tried to show in my products. Media is changing very frequently, due to a growth in technology itself.
In my advert I have broken the convention of a voice over. A voice over is one of the very traditional conventions in advertisement itself, used in nearly every advert. I had chosen to break this convention because I have tried to give my advert a more unique, modern and contemporary look to it, voice overs a used to fill in the gaps. However visually the advert itself should already fill in the gaps for the consumer audience to the extent that the audience knows what it is and who it’s from, and if curious the audience will go and find out more about the product. This immediately increases the interest on that particular product, during the research done by the audience on that product the consumer audience can come across previous products made by that brand. Sound however is vital in attracting the audience, so I have chosen to use an instrumental soundtrack to play through the advert. What many adverts miss out is using sound to entertain its audience, in order to keep their attention the audience must feel entertained. The process of finding a soundtrack that will be suitable for the target audience as a whole was difficult, from a range of selected sounds, I conducted a questionnaire aimed at my consumer audience to identify which was most liked and would be most suitable for my advert. Results showed that WUS GOOD from PARTYNEXTDOOR was most liked due to its upbeat modern instrumentals, which would be enjoyed by a wide variety.

In addition, my sponsorship sequence was really manipulated in terms of breaking and challenging existing conventions. A sponsorship sequence is meant to be a moving sequence which sponsors a programme. Mine had been adjusted in order to fit the audiences’ ideal sponsorship. I had conducted a series of surveys to identify what my target audience thought about existing sponsorship sequences. The majority of the feedback correlated with each other. It was thought by the audience that sponsorship sequences generally bored the audience due to its duration, the audience tended to feel frustrated and wanted to get straight to watching the programme they were intending to watch. I considered this and believed that in order to create a successful sponsorship I will cut down the duration in order to keep my target audience pleased. I had cut down the duration down to a still image, the whole purpose of a sponsorship sequence is to sponsor a particular programme, and mine was still going to do that however without visual movement. Therefore the consumer audience will be informed about the product, the programme would be sponsored but without boring the consumer audience.