2. My media product follows typical conventions of a traditional
advert, lasting around 30 seconds meaning my message has to
be put across quickly. These adverts have become increasingly
San Serif fonts
targeted to a niche audience, which is a convention I have
used. This is denoted in my product as it is masculine,
connoting its aimed specifically at males through san serif
font, an iconic representation of boldness and power. This
representation is connoted further in the Powerade advert,
with the protagonist being a male, which is another
convention I used for my product.
Male protagonists
Another convention typical of traditional sports adverts, is
when the audience is introduced to the advert with close up
shot to establish the sport that is being played right from
the start which I recognised in my research of the Golf Pride
advertisement. I used this shot also to open my adverts as it
makes the text easier to comprehend and digest. I also
incorporated the variety of shots the Golf Pride advert uses
Golf Pride in a short space of time to show the action shot of the golf
ball being hit and the football being kicked. This creates
pace within the filming which I believed made the texts
engaging to watch, which is vital for a traditional 30 second
advert.

3. After researching advertisement to broaden my knowledge, I came across the
advert for chipshot.com that shaped part of my idea, of denoting that my
product Max Relax improves performance by including the bad performance
and the good performance after using my product. The chipshot advert shows
similarities to my campaign when the man in the advert demonstrates a bad
golf shot. However, I developed my advert further to improve my products
representation by denoting that Max Relax also improves performance by
including a shot of the athlete hitting a good golf shot/football kick, connoting
the product brings about success rather than failure which could be
represented to some in the chipshot.com advert.
Chipshot.com Max Relax improving golf shot

4. Another convention that I developed within my
campaign for my product was to maintain speed in the
shots where the football and golf ball was hit. During
my research, adverts I analysed altered the speed of
shots. This is denoted in the Powerade advert when
Wayne Rooney kicks the ball into the goal. The speed of
the ball is reduced, which I had the option to do on
Adobe Premiere by changing the speed/duration of the Powerade - slow
clip. However, I felt that after analysing this advert, the motion
slow motion effect made the shot in the Powerade
advert unrealistic and therefore connotes a degree of
postmodernism. Therefore, maintaining the speed of
this shot in my advert not only made it fast paced and
engaging, but increased the adverts verisimilitude,
which would build trust towards my niche audience.
Max Relax –
maintain normal
speed

5. To some extent, I challenged the conventions of real media products by using non diegetic
music in my campaign. Although the Powerade advert did have non diegetic music, all the
other adverts I analysed which were sport related didn’t have it. And relied on the sounds of
the sport. I chose to challenge this and include non diegetic music once the product had been
used. I felt that this added excitement connoting that the audience would be more engaged
and want to watch or listen to the rest of the text.
Furthermore, another challenge towards traditional conventions of real media sports
products, was attempting to apply humour towards my main adverts. This is something
which is rare in traditional sport adverts as the purpose of the product has to be denoted to
the audience in a short time, which in some cases can be difficult for sport related activities.
However, I challenged this in my football advertisement by making my protagonist fall over
when demonstrating the bad shot, which I hoped an audience would find funny.
Protagonist
falling

6. To a large extent, the combination between my main adverts and ancillary texts such as my
sponsorship sequences and radio advert are very effective. Researching helped me to recognise the
importance of relationship between texts to help create a successful campaign.
This is known an SYNERGY – “ The interaction of two or more agents so that their combined effect
is greater than the sum of their individual effects”
My two main adverts denote large synergy through a
variety of aspects. These images denote that in both the
football and golf adverts, the product is held up
identically, at roughly the same point in each advert,
connoting that this shot would be recognisable to an
audience.
Furthermore, parody is another theme within
my two main adverts which makes them
interlink. This is because comedy is used
when the footballer and golfer miss the ball. I
used the same idea in both adverts because it
binds the adverts closer together with more
attention to detail, which I believe will make
the adverts memorable.

7. Furthermore, both adverts and sponsorship
sequences denote combination through the use of
bricolage, when bits of existing material is stuck
together in another piece of material. This is evident Main adverts
in the main adverts and sponsorships when the
two protagonists use the exact same pose to denote
their high status at the end of the texts which helps
to recognise that in the campaign synergy has
helped to create a relationship between texts.
Sponsorship sequences
Furthermore, effective combination between the main and ancillary texts is denoted further
through the non diegetic music. The music which I found from Garage Band was called Headspin
which I used in my main adverts, sponsorship sequences and radio advert. This connotes a form
of intertexual reference as the same music is used throughout my campaign, helping my niche
audience to become more familiar with the music and recognise it is related to Max Relax.
Not only does the non diegetic
sound denote synergy, but diegetic
Headspin sound does also, as in the main and
music from ancillary texts, the same voice over
Garage Band is used to say the name and slogan
for radio of the product, a traditional trait for
advert and a successful advertising campaign.
main adverts

8. A combination between my texts is denoted again within my radio
advert. Further synergy is evident by including the sound of the golf
ball being, a sound from garage band at the start and finish of the
advert. This connotes synergy has occurred because the sound
reinforces the sport genre that is the focus in my adverts and
sponsorship sequences, which builds a relationship between all my
texts further. Therefore my niche audience of males who play sport can
recognise my radio advert as part of the Max Relax campaign.
However, the effectiveness of my main and
ancillary texts combination could have been
stronger, but sometimes I missed
opportunities to do this. An example of this
is when I used a close up shot in my main
adverts to show my products logo.
However, in my sponsorship sequences, I
didn’t include a shot of my logo, which
may result in my audience not recognising My sponsorship
the product and its combination relation sequence does not
with the main adverts. include my logo like
my adverts.

9. In order to film the footage for my texts, I used a HD camera, which I learnt how to use last
year in AS, which gave my confidence from the start of this years project. This camera gave
me high quality footage so my main and ancillary texts appeared professional. I filming
locations were at a golf club and football club, both of which I am a member of so gaining
permission to film here was easy so I could get started quickly. The only flaws with the
equipment was the weather problems which on some days were windier than others,
creating continuity errors in my sound.
The main media technology I used in the construction of my production was Adobe
Premiere Pro. This programme allowed me to upload footage and organise it in sequences. Adobe Premiere –
The editing of clips I found fairly easy as I also learnt this at AS level, although it still took up Sequence and Dip to
a large amount of my time as I needed my adverts to be edited smoothly to make them look black tool
as good as possible. Tools I found useful in Adobe Premiere Pro were the dip to black and
dissolve tools as it pieced clips together nicely and made the end of my texts look pleasing to
watch. Also, this programme allowed me to fix the sound problems due to the wind in my
filming, as I could take sounds from my other clips to cover the sound of wind where is
created a continuity error.
Garage Band is what allowed me to construct my radio advert. It offered a variety of
sound effects I could drag onto my podcast. It also recorded, which meant I used Garage Garage Band
Band to record my narrator in my texts. The only sound that wasn’t from here, was the
sound for my the car alarm which I got from www.freesfx.com, connoting Garage Band
helped me produce the majority of my radio advert. Not only for this, Garage Band also
allowed me to convert sounds from there to iTunes, into Adobe Premiere, which is how I got
my non-diegetic music for my other texts.
Adobe Photoshop was a programme I used vaguely to produce my logo for my
product. I drew a template which I scanned into Photoshop. Then I had access to many tools
such as text, colour and lassos to help me accurately create my final logo design.
Lastly, from Adobe Premiere, I exported my footage onto iMovie whichwas a Adobe Photoshop –
programme which allowed me to embed my final adverts onto Blogger via You Tube. Lasso tool

10. I used a variety of new media technology to research and therefore learn more
about advertising to build up an idea of what I want to achieve. YouTube was
one of these, which allowed me to research, watch and analyse videos of all
types of adverts to build my knowledge on the subject. Then I could use it to
watch sport adverts specific to my idea. YouTube also leaves comments from
Audience Feedback
adverts which I noticed under the videos which I read to get audience
feedback so I understood what an audience expects from sports advertisement.
Blogger was another media technology which helped me to researching
advertising effectively. This is because after watching the adverts on YouTube,
I could analyse them by blogging which helped me to build up a more
thorough knowledge the subject.
Social networking sites such as Twitter and Facebook also helped with a small
part of my research. This is because initially, when I first began my project, I
had a limited knowledge on advertising, so I used these sites to see if my I blogged on Blogger
friends could provide me with useful information I could take on board. after watching adverts
on YouTube

11. After thorough research, I could begin to understand who my target
audience were and therefore plan my initial ideas. These ideas started by
creating mind maps about advertising and things which I have found in my
research to be successful and that could be incorporated into my idea. With
these mind maps, I paid close attention to sport as this was the topic I Mind mapping
decided to focus on early into my research. initial ideas
After building up a variety of ideas with my mind maps, these ideas
influence me in the designing of my logo. Originally my design was
of muscular structures in the body as my product was to relieve
sporting muscular pains, connoting I was binding all parts of my
project together. Ever so slightly, my logo idea developed and
Body parts Mind map for progressed through more mind maps until I had my final design.
design logo
The final stage of my planning consisted of designing my
storyboards for my adverts. I drew them up on A3 paper Progression of
which meant planning how I wanted my adverts to look my logo
visually. Here I could figure out what shot distances, angles
and shot locations I needed and in what order they would
appear. Once this was done, I took photos of each shot and
imported them to Adobe Premiere to create my anamatic for
my adverts. I found that storyboarding and producing
anamatics gave me a good starting point before heading into
the construction stage and allowed me to dwell on my chosen
shots and improve them before my first filming session.
Storyboard and example of over
the shoulder shot idea

12. In the evaluation stages I used Google Docs to create a questionnaire which
were specific to my texts and that my audience could answer, feeding back
to me what they thought of my adverts, sponsorship sequences and radio
advert. I posted the link for the questionnaire onto my blog and then posted
the link for that specific post (Saturday 7th April) onto social networking
sites such as Facebook and Twitter, instead of collecting my feedback on
Facebook and Twitter themselves. This is because I felt doing this would
mean I’d receive unhelpful comments from friends which would not help to
evaluate the success of my final texts. Whereas having my feedback sent to
me via Google Docs and putting the link onto my blog meant that feedback Audience Feedback
was anonymous and therefore was most probably more reliable.
Another media technology used in my evaluation stage of my
project was Slide Share. I used this to upload my complete
evaluation to my blog. I used this previously on my blog when
blogging about my progress so far so was confident on using it
again.
To conclude, I would expect to find my adverts and sponsorship sequences on sports channels
such as Sky Sports, where the audience would my interested in sport and therefore likely players
too, connoting that Max Relax would appeal to them if they had a muscle injury. I would expect
my radio advert to feature on radio stations such as Five Live, in between breaks when events
such as football matches are being commentated on, as again the conventions of my radio avdert
suit the sport genre and consumers of sport.