Q1 eval
- 1. Q1: IN WHAT WAYS DOES YOUR MEDIA PRODUCT USE, DEVELOP, OR CHALLENGE FORMS AND CONVENTIONS OF REAL MEDIA PRODUCTS? Sofia Mazmanidou
- 2. What is Advertising? Advertising is the process of promoting business products, services and information to an audience. This is a form of communication between the manufacturer and the consumer. These advertisements are paid for and huge agencies make a vast amount of profit by creating these adverts and then distributing them in many forms. These forms vary from print media such as newspapers, leaflets, posters to adverts on the TV, radio, and on the web. It has become an economic force to everyone as it benefits both the manufacturer and the consumer. As well as that, advertisement are part of our urban landscape as they are such a big factor in the business and media industry. This is because by advertising a product it constructs and creates a image for the audience which lures them in whether it is just their time or actually making them buy it. The aim of my portfolio was to create two main products and two ancillary texts. My two pain products were perfume advertisements for him and her, and my ancillary texts were a radio advert and TV Sponsorship. My research and planning was significantly important as I had to include conventions which would be best suited for my target audience. Across my research, I also came across theorist which I knew would beneficial during my production. Theorists such as Barthes, Richard Dyer, Bandura, Hall and many more enhanced my knowledge and allowed me to put their theories into use.
- 3. Advert Influences Specific existing perfume adverts were a significant inspiration for my own production as it guided me when I was lacking creativity and ideas. It was not only useful within technical elements of the advert but also macro concepts such as themes and messages which they transmitted. Content and Visual Style Artist Representation Structure and further Representation
- 4. Does my media product use, develop or challenge forms and conventions of real media products? Form: I have used a realistic form to show how good the product that I am advertising is. This creates a sense of realism as well as reality through the narrative. I have developed and challenged the realistic form by not using celebrity endorsement and using a typical male. Styles: I have used a dramatic style advert, as my male actor is confident and is seen as dramatic. This is evident through the facial expressions and the body language. I have developed this, by not including a female actress who falls in love with the male actor as this is stereotypical and is always expected in a perfume advert. Theory: I have used yet challenged Richard Dyer’s Utopian solution within my advert as I tried to create escapism for my target audience through the use of sound. I also challenged it through the mise en scene. The use of the background of a house, it sends the message that it is simplistic yet confident. This is unconventional as I am not using celebrity endorsement to advertise my product. This is done to challenge the audience that anyone can be confident like my actor within my advert. Character representation: I have used the conventions of real media products as I portrayed my male actor as ‘sexy’ through the use of costumes as well as the use of revealing shots. This was heavily influenced by a Gucci advert, thus the representation of my male actor. Also, the black shirt and tie connote masculinity and class which supports and develops my slogan of “All A Man Is”.
- 5. Cinematography After researching and analysing many different perfume adverts, the Gucci – Envy for Men advert was the one that inspired me the most during my production. The simple cinematography of consistent close ups and mid shots not only emphasised on the male actors physical appearance but also allowed the target audience to create meanings through the camera work. The meaning behind the close up is to promote product placement as well as a covert message which clearly is that once you buy this perfume, you will become like my actor – successful, powerful, and a Gent. This links to Barthes theory of Semiotics as it shows signs to the audience in which they understand just by seeing the product. I have used and challenged the conventions of the Gucci advert by adapting it to my own ideas. For example, the close ups of the actors facial expression was used in order to have an effect on the females despite being a product for males. This was possibly done to appeal to a female target audience also, as they might want to buy it for their boyfriends. This enhances their marketing. The facial expressions connote masculinity in which aspirers and mainstreamers would look up to and possibly imitate.
- 6. In both adverts, a direct mode address is used to create masculinity this is shown through the serious facial expression. Gents Perfume Advert for him Gucci Envy for him
- 7. Sound Choosing a sound was a difficult process as I believe the use of sound creates a significant difference to the overall advert. Originally in all my planning and researching I had mentioned how I was going to use “The Weeknd – High for this” as it a conventional song that I have seen in many existing adverts. However due to copyright issues I have used an instrumental non copyright sound called “The Jazz Piano”. The reason for this choice is because, I believe that it worked well with my cinematography, mise en scene, as well as my form and style. Jazz music is mostly popular within the male target audience therefore works well with my male actor and the representation of him. The effect of jazz music is relaxing and classy which reflects my slogan of “All A Man Is” and the use of crescendo builds up tension alongside my actors body language and actions as it suits the mood of the advert. When recording the sound of my slogan, I used a Tascam to ensure that the voice overs were clear and authentic.
- 8. Mise En Scene Mise en Scene refers to everything that could be seen within the shot. There are 5 elements which are included within the mise en scene, these are: Costume hair & make up, setting, iconography, lighting, colour, body language and facial expressions. • Costume, Hair & Make Up create a whole new character as it gives them characteristics which allows the target audience to refer from and make assumptions. • Setting is the location in which the scene takes places. Within my adverts, I have chosen to film both in real life settings as well as using a Green screen. This created a different experience to me yet ultimately allowed me to create something I did not think was possible. • Iconography is the significant object which is used within the scene to create a reaction from the audience. In my advert it was the perfume bottle. • Lighting conveys the characters characteristics by portraying them in either a light or dark way. This creates a mood within the advert and allows the audience to make assumptions about the production and the meanings it offers. • Body language and Facial Expressions are extremely important during the production of my advert as I believe it allows the target audience to understand more and relate to the actor. I believe I have used, developed and challenged mise en scene conventions throughout my production.
- 9. Mise En Scene: Costume, Hair & Make-Up When researching existing male perfume adverts, costume, hair and make-up remains the same throughout. There is either no make up at all or minimal make up on the male actors. This could possibly represent the ideology of make-up being feminine and as they are perfumes for men they do not want to cause controversy. Further to this, hair also remains very similar amongst many male adverts. I had chosen to use these similar mise en scene conventions of male adverts in order to not confuse my target audience. The sleek back hair is neat and looked after which may imply on the fact that males like to look good especially successful men. As my slogan for my advert was “Gents- All A Man Is”, through the mise en scene, I am using yet challenging men who do not look like the typical male in an advert to wonder “What makes a man a Gent?”
- 10. Mise En Scene: Setting Setting is very important when trying to convey a specific message to your target audience. In my advert, I have chosen to use the setting of a high class professional room. The reason for this CGI setting was to support the idea of the “successful” man I was portraying through my slogan. I challenged the conventional sexy advert being in a low key setting by creating a bright room despite the dark décor. Through the high key lighting, I developed the idea of the advert being positive and bright. The light signifies visible mind set and how there is a lot more to a “Gent” other than just his looks. In the Gucci advert, the setting is unclear due to the lighting, I wanted to develop this by challenging that sexiness is created only in a dark room.
- 11. Mise En Scene: Iconography Commonly, most adverts I had analysed did not portray their iconography as clear as I believe they should have. Throughout my advert, I ensured to not confuse my target audience with what isn’t the main product thus I used the constant shots and editing techniques to keep the perfume bottle the main priority within the advert. I had chosen to develop this in comparison to other existing products in order to not put the viewers/audiences off a specific advert due to confusion. In my male advert, my iconography consisted of masculine products which allowed me to support my slogan. This was ensured through the watch my actor was wearing, the shirt and the tie. These props are conventional mise en scene which are associated with a successful man.
- 12. Mise En Scene: Lighting I challenged the conventional sexy advert being in a low key setting by creating a bright room despite the dark décor. In the Gucci advert, the setting is unclear due to the lighting, I wanted to develop this by challenging the ideology that sexiness is created only in a dark room. Also, by working with high key lighting, it is clearer to the audience what message needs to be conveyed, therefore low key may have caused problems.
- 13. Mise En Scene: Body language & Facial Expression Body language and facial expressions play a significant role in advertising. I used the conventional ideas of having my actor with a open posture. The reason for this is because it implies confidence and strength. By using open posture, my target audience may be influenced and encouraged to be like my male actor once they buy the perfume. This reflects on Richard Dyer’s Utopian solution as it allows my target audience to feel and look as confident as my actor. As evident from both of the snip shots of the posture of my actor, his body language and facial expression presents him as fearless and powerful thus connoting and hinting at the masculinity that this perfume provides any man with. This is reflected on the slogan too.
- 14. Theorists • Richard Dyer – Utopian Solutions • Adorno – Popular Culture • Barthes – Semiotics
- 15. Do my ancillary texts, use, develop or challenge forms and conventions of real media products? The two ancillary texts which were created alongside my main products were: • Radio advert https://www.youtube.com/watch?v=9PC5XIqQP0c • TV Sponsorship https://www.youtube.com/watch?v=SgJswntlCoA
- 16. Radio Advert I found that Radio adverts were harder to create especially when there is only much you can give to your target audience through words. Through my thorough research, in my primary research results, I gave an open question to find out what they look for in a perfume. Through my results, I used similar adjectives to explain the perfumes scent. I had used my primary research results as help yet developed them through sound effects and soundtracks from existing adverts. Similarly, the Nina Ricci perfume advert, chose to describe the perfume to the weather, I also used this as I believe it enhanced the listeners senses by allowing them to imagine and give them a sense of escapism through the descriptive language of nature. As Radio adverts are limited in what they offer to their target audience my descriptive language of the weather and nature compensates for the image that the listeners are not provided with.
- 17. TV Sponsorship After looking at existing TV Sponsorships, I found that many TV Sponsorships did not last too long therefore I challenged the convention time length by creating a 31 second sponsorship. I chose to sponsor the show Love Island as it is about beauty, love, self appearance which my product (perfume) is related to. The Superdrug TV Sponsorship was what influenced me thus I chose to use, challenge and develop some of their ideas. I chose to use the slide in bar which introduces the sponsor, but I developed it by locating it at the top of the page. The reason for this is because, I believe that it is easier for the audience to see the products and therefore be aware of the brand. I also chose to use different shot angles and to not blur my couple to create a clearer advert.
- 18. Conclusion Overall, throughout my production I have used, developed and challenged existing products. This has been achieved in many ways, either through cinematography, mise en scene, editing or other micro elements within my work. This was all useful due to my thorough research and planning on perfume advertisements which had given me the confidence to challenge existing ideas.