Evaluation Q1
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The document discusses how the media product, an advert for the energy drink Rhino, both uses and challenges conventions of real energy drink adverts. It uses conventions like showing a comparison of someone's physical performance with and without the drink, including close-up shots of the product being consumed, and using upbeat music. However, it also challenges conventions by including two main adverts that show the drink being used for basketball and cycling, rather than just one sport. The adverts also include the consistent slogan "Charge Past Your Opponents".
Evaluation Q1
- 1. In what ways does your media product use, develop or challenge forms and conventions of real media products?
- 2. Our media advert for Rhino energy drink was similar to other energy drink adverts in many ways, but was also different in other ways too. One Powerade advert, including Wayne Rooney (http://www.youtube.com/watch?v=Adhd2ifYWTk), showed two versions of him, one drinking standard water and the other drinking Powerade. The one drinking Powerade had a major technical and physical advantage over the one drinking the standard water. The advert then concludes with a close-up shot of the product.
- 3. In our energy drink fitness bike advert, we also decided to show a comparison between rehydrating using just water and rehydrating using Rhino energy drink, to show the audience what technical and physical boosts you get when using our product. We also used the generic convention of having a close-up shot of the product in all of our adverts; in both of our two main adverts, we showed a close-up of the main actor drinking the product and the immediate effect of what happens when consuming it. We decided to stick to this generic convention due to the fact that it is demonstrative action, meaning that the product is physically demonstrated in the advert.
- 5. Another generic convention of our adverts, particularly our basketball advert, would be the use of fast-paced music. For example, in the Powerade ION4 advert (http://www.youtube.com/watch?v=f-ecpn2l-YI) there is upbeat music, with loud percussion and drum sounds. In our basketball advert we utilised a fast- paced hip-hop Jay-Z instrumental to kick in when the main actor consumes the energy drink, right after a mellow build-up. This shows that there is a contrast between doing physical activity before drinking Rhino energy drink and doing physical activity after drinking Rhino energy drink.
- 6. Another generic convention of both of our main adverts would be showing the physical element that comes with drinking Rhino energy drink. For example, in the Powerade ION4 advert there are several professional athletes doing various types of exercises, such as sprinting, biking etc. In our first main advert, the main actor is also taking part in a sport-related activity, which is basketball, and in our second main advert, the main actor is using a fitness bike. We decided to stick to this generic convention due to the fact that is also demonstrative action, showing the audience what physical capabilities they will have when they consume the drink.
- 8. Another generic convention of all of our adverts is that we have included a slogan in them, “Charge Past Your Opponents”, which links to the product itself, ‘Rhino’. At the end of the Red Bull (http://www.youtube.com/watch?v=F9pKUMvN7SU) advert, under the picture of the product it shows their recurring slogan, “Red Bull Gives You Wings”. Although this advert does not specifically verbalise the slogan, it is still there in the advert because they are an established company.
- 9. At the end of both of our main adverts we have a voice- over saying “Charge Past Your Opponents” in quite a bold and punchy way. We decided to stick to this generic convention due to the fact that having such a catchy slogan should remind the audience about the product, making it more memorable. In addition, our basketball advert is quite similar to generic energy drink adverts due to the fact that we used quick cuts, generating fast-paced action to keep the audience involved and interested in the product we’re trying to sell to them.