Evaluation Question 4

How did you use media technologies in the construction and research, planning and evaluation stages?

First of all, through the use of blogger, this enabled me to clearly state, plan and execute my intentions of my documentary. This media platform was utilised throughout the production (pre and post) as I created various blogs regarding my documentary; ranging from analysis’ and audience research to storyboarding and scripting. Take a look:

http://pariscowleya2media2016.blogspot.co.uk/2016/10/analysis-of-documentary_31.html
http://pariscowleya2media2016.blogspot.co.uk/2016/10/tribes-script-finished-product.html

The blogging was also a form of continuously updating my progress in order to maintain maximum efficiency and keep track of all the work and organisation required.

Throughout the planning and research stage of this process blogger was the main focus and body of pre – production. It encouraged me to thoroughly plan for my documentary. The purpose of the planning stage was to take on board ideas and concepts of real documentaries and apply that new knowledge to your documentary. I feel the most important research blog was everything completed regarding conventions, generic conventions and conventional aspects.

This gave me an incredible insight into what makes a good, relatable and purposeful documentary. As a result, this enabled me to construct the documentary to the best of my ability and receive an A grade for my hard work and dedication to the cause. An example of where generic conventions were implemented and embedded within the narrative of my documentary was: the Vox Pop element.

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Not only that but the conduction of interviews and interview techniques that came with it.

Consequently, from this research, the desire to learn more increased and encouraged me to research into audiences and what audiences expect. I concluded the research I must conduct must be in the form of a description of my target audience in order to provide this demographic with what they want. Here is just one aspect of the description of my particular target audience:

Podcast.

Another purpose for the media technology usage of blogger was in the form of planning for my documentary. These types of blogs included, shot lists, location recces, equipment lists etc. This planning stage of my coursework demonstrated through blogger and blogging played a crucial part in the construction of my documentary because without it, there would be no sense of direction or clarity in relation to my documentary.  

Therefore, through utilising the media technological platform of blogger, this enabled me to create a success of my overall documentary. In addition, blogger allowed me to express not only my good news but also my concerns throughout the production stage of this process. During the production of this vigorous process, blogger enabled me to blog regular updates regarding the situation of my documentary. These updates aided me in my quest to either amend the concerns or strengthen the positive aspects. The reason for this is because my very patient teacher gave me suggestions to fix the problem or encourage success – through the use of blogger.

Podcast.

Furthermore, blogger is being utilised for the evaluation of my documentary as well, as I will be uploading this question to my blogger. In a way, this is indeed a blog in itself! Thus, blogger was a significant use of media technology that in actual fact, it was the foundation and cornerstone for my entire documentary.

Another form of digital media technology that I used for the planning and evaluation stages was a website known as ‘Scribd’. Scribd, as a media technological platform enabled me to upload various documents to my blog and therefore was an important part of the research & planning and evaluation stages. It allowed me to upload documents such as, shooting schedule for the planning stage and for the evaluation stage.  Also, during the planning stage ‘Scribd’ enabled me to upload a PowerPoint to my blog. This was helpful as PowerPoint’s are a good way to illustrate clearly what you have to say. Therefore, another media technology I utilised was Scribd, which allowed unlocking the key for variation in my presentation of work.

One unconventional form of media technology that you wouldn’t necessarily expect to see when creating a documentary is the use of mobile phones. An example of when I used my phone in terms of the production of the actual documentary was when I recorded sound with it. The audio from the interviews was recorded on my mobile phone with headphones connected to gain a clearer and better sound quality. Although this wasn’t ideal, I used my initiative and created the best outcome out of a bad situation. Furthermore, my mobile phone was used throughout the planning stage as well. When blogging, I took high-resolution photos with my iPhone as it has an 8 megapixel lens which is just about good enough for a clear, good quality photo. Therefore, I used this piece of media technology in the planning and production stage of this process to such an extent it became crucial in the smooth running of things. Not only that but this mobile device was utilised in my evaluation questions too.

More devices that were the centre point of this process were Apple Macs. This physical form of media technology enabled me to execute my documentary to an extremely high standard. The Apple Macs at school came in handy throughout this process during my lessons, in which research was conducted and planning commenced. Without the Macs at school the pre – production stage would have been slacking in terms of organisation and planning for the production of the creation of my documentary. In addition, I own a MacBook Air myself and this was another essential element to the overall production process. Especially, during post – production, in fact all the editing was done on this Mac instead of the Macs at school, as I believed it would encourage efficiency and concentration.
As a result, the editing aspect is flawless; bringing the narrative to a smooth running and completion of the documentary executed to the highest possible standard expected of me.

Moreover, my MacBook Air was utilised as well for the ancillary tasks. The reason for this being the software and programmes on my Mac are, in my opinion, more professional and easier to use. Why wouldn’t I take advantage of this? Thus why Macs were utilised throughout the entire process and these media technologies were and still are an essential aspect – as I am sitting here typing on a Mac at this very moment in time!

Another form of media technology that I used in this process was a digital camera. The digital camera that was at our disposal was a Canon EOS 600D, a digital SLR compact system type of camera.
It is a very sophisticated device with class-leading 18-megapixel resolution, user friendly design and can be connected to a range of special, specified lenses if needed. This piece of technology was utilised throughout the production stage of our documentary, capturing everything with its high quality lens – shot majority by myself. This usage of the camera managed to keep the high paced camera movement steady and to a clear – cut standard of quality. In particular, the camera shots captured from the fast – moving Chelsea game were incredible. Especially when the mis-en-scene is moving at such a pace, that this media technology managed to stay parallel with the camera techniques used such as, pans and pull focuses in order to follow and keep up with the game! Therefore, through the utilisation of this piece of media technology allowed me to construct the production stage of this process.

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Once again, another form of media technology that was used throughout this process was the editing side of things.  This editing programme was not only exhausted in the post – production stage but believe it or not, in the pre – production stage as well.

This is indeed a form of media technology as the software exercised is known as Premier Pro.

Firstly, during the post – production stage of this process, this editing software was put to good use. I spent days using this software editing my documentary as I had the skills to do so. Take my use of the combination of an action match and a cross dissolve all in one motion as an example. I have created a GIF down below.  The aim of these techniques was to create a sense of atmosphere for the target audience and become engaged within that very moment of the documentary. As it doesn’t cut quickly it is plausible that it represents the past and that is exactly what it does represent! This is due to the fact that I was connoting Tribalism from a long time ago to help the demographic gain an insight into what the documentary was about.  

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Secondly, another time me and my group had used this form of media technology was during the pre – production period of the process. To be more precise, it occurred when conducting audience research during the research and planning stage of this process. We set up focus groups in order to act and apply that feedback to our documentary and as this was a type of blog it had to be edited. Again, it was edited on Premier Pro by me resulting in a nice looking focus group. Therefore, throughout the key stages of this production, this editing software – in terms of a media technology – was used.

Another form of media technology that was used throughout this process was digital photo manipulation programmes like Photoshop. I used this programme when I created my print advertisement poster regarding the promotion of my documentary. This ancillary task was hard enough as it was but through the utilisation of media technology, this enabled me to execute my print ad to a good standard. This was indeed part of the production stage of this process and this particular media technology was put to good use.

One form of media technology that I have used throughout this process but particularly during the research and planning was the search engine ‘Google’. This Internet site was predominately where I did my second hand research for my documentary, for instance: the ‘Research into the Documentary Process’. This form of media technology was essential to the research stage of this process.

Finally, another form of media technologies that were utilised throughout this process was social networking. The main platform of social media that I used was YouTube. I created a YouTube channel purely for this purpose in order to share videos related to this documentary and of course the documentary itself!
Therefore, this media technology was utilised to provide the documentary with potential to go viral! This in itself created plausibility to create a vortex of publicity for the documentary. Also, a FaceBook page was formed to accompany and aid this possibility. As a result, social networking is a crucial part to the production of my documentary.

Evaluation Question 3

What have you learned from your audience feedback?

Audience feedback is an essential part of creating any production as it is your primary research and you need to know exactly what to provide your target audience with. The reason for this is because the demographic will have their own expectations and as a producer it is your responsibility to fulfil these audience expectations. As a result, I conducted various forms of audience research in order to gain insight and feedback that was required to do a good job. One example of when I carried out audience feedback was when I created questionnaires (this was pre – production), they received a positive response on them for the concept of the documentary.
Another instance of when audience feedback was carried out was when I conducted a focus group in relation to my documentary. This was during the production process. It did indeed come as a help because believe or not, the audience feedback from the focus group was taken on board and some amendments were made to the documentary.

An example as of how this particular audience feedback was taken on board was through the mention of chiaroscuro lighting, it was suggested that through the use of light and shade it would provide the documentary with emotion and more dramatic atmosphere surrounding it. This is exactly what we did when implemented the character applying his face paint. Furthermore, as a group we decided it wouldn’t do any harm to conduct some audience feedback once the documentary was complete. And so we did…

This interview that was shot and edited by my self features our target audience and our secondary audience. There were a mixture of positive and negative comments in the interviews and as a group we took it as constructive criticism.

We gathered a range of positive and negative comments from our peers and teachers as we thought this was a good idea. In order to obtain audience feedback from our peers we conducted interviews and here is what they had to say: 

One of our participants stated that they found the documentary “very interesting” and that it would “suit the target audience really well”. This is well-deserved positive feedback from the audience and these comments reinforce the satisfaction me and my group got from creating this documentary.  In addition, another participant who is part of the demographic had this to say: “It was very grabbing and you want to know more about what happens” implying that the documentary is extremely engaging and provides entertainment for the target audiences pleasure. This factor is supported by Blumler & Katz Uses and gratifications theory whereby they believe audiences watch pieces of media text in order to gain a particular “function”; in this case, the function was the element of entertainment for the target audience. Furthermore, there were specific aspects that the participants of this interview liked, they were: the narration throughout the documentary executed through a voice over, the camera shots and movement capturing the football element was done well etc. Ultimately, the documentary lives up to the expectations of the target audience.

However, nothing’s perfect and the documentary did face some negative comments regarding the lack of locations featured in the documentary. This isn’t a problem but if you had to find something then that is what it would be.

In terms of feedback we received from our teachers it consisted of a balance of positive and negative comments. The reason for this is because our teachers waned to try and achieve the best grade possible. The positive feedback we got included points about the locations and participants we had access to were very good and it was organised well. The narrative structure was dealt with in a an appropriate manner “with a mix of interviews, well scripted voice over and actuality footage filmed by students along with a small amount of necessary archive / found footage. Lighting is interesting and shots are mostly well framed with good sound.” This feedback was very pleasing as a lot of time and effort went into the production of this documentary. It was also mentioned that there was a creative use of typical conventions. This was encouraging to hear.

However, the negative comments attached all came down to one point, the fact that there was too much archive footage being used and we had to cut down on it. Although it is necessary, there simply can’t be too much. This was exactly the same criticism that came out of the focus group I conducted. One of the participants featured in the focus group stated that: “I don’t think you should use too much archive footage because it can end up taking over the whole documentary.” These wise words that we took on board helped us realise that we had to keep archive footage to a minimum and that’s precisely what we did.

Although there were improvements that we could make, some positive audience feedback came out of the focus group as well. Another one of the participants had this to say; “In particular I like the chiaroscuro lighting treatment” this was done to create drama, tension and mood in the scenes – which was executed well. For instance the use of light and shade and the where the chiaroscuro lighting was utilised was when the tribal paint was being applied to the character.

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This mis-en-scene was featured throughout the entire documentary and was therefore a significant aspect to the complexion of the documentary as a whole. Another participant stated that, (in regards to the chiaroscuro lighting) “with that kind of lighting it definitely enhanced the mood completely and brought a lot more emotion into the whole scene.” Therefore, the audience feedback from the focus group was mostly positive in the sense that they enjoyed viewing it.

All these comments we received may change the way I work in the future, as audience feedback is indeed helpful in the sense that it offers me a new perceived insight regarding the production I am working on. Thus I will take into consideration any suggestions people have to offer and constructive criticism regarding my production in order to improve my work. I never really use to listen to peoples advice before hand but this has changed my attitude towards production because to be honest you need all the help you can get. In terms of working in a group, this audience feedback has taught me to listen to my team members and this overall task has without a doubt adapted me to work in a group effectively and by myself efficiency.

These comments have taught me to work productively in a team throughout the production stage of this process. The feedback I obtained through audience research will ensure that I produce my next piece of work (possibly another documentary) to the highest of standards as I have learned not to rush the production of the creation because quality is key. The process of producing a documentary is a tedious one - especially the editing (post - production) - and therefore patience goes a long way in order to achieve the best work you can. Overall, this process isn't to be underestimated in terms of the effort and work you need to put in.

On a similar note, I have learned an astonishing amount regarding the process of actually gathering audience feedback. The main lesson learnt is that in order to succeed and create a success, you must always  consider every single big of advice, recommendations, improvements and even a positive element in order to focus and amplify that positive aspect. There is a sort of symbiotic relationship between audience and production as they cannot function properly without media. This intrinsic link represents how important the audience actually are and therefore must be listened to and respected - in the sense that they know best for their own satisfaction and engagement. Thus why the process of obtaining audience feedback throughout the production process is crucial, in order to ensure that the project you are working on will be a success!

Evaluation Question 2

How effective is the combination of your main product and ancillary tasks?

The effectiveness of the combination between my documentary and my ancillary tasks are suited and work hand in hand as I have created a brand identity for the products. This brand identity that I have created is the heart and soul of my media products; reason being the fact that brand identity is what enables audiences to make their own connections and engage. It is essentially how the platform wants to be perceived by consumers and it’s demographic, there are various components that formulate a brand identity for a specific product. These components can consist of: similar images used similar colours, wording, style, tone etc. It is all about denoting and reflecting the values of the product in order to appeal to its target audience. I strongly believe that I have indeed created a sense of brand identity for my media products as it is a crucial part of promoting the products. I have done this through utilising particular words, images, audio and dramatic techniques. The three key words that I have used include ‘tribal’, ‘rivalry’, and ‘football’ that are all featured in all of my media products – providing my main product and ancillary tasks with consistency and therefore a sense of brand identity. These three crucial words connote everything you need to know about my documentary from the sense of belonging relating to tribes, to football rivalry that encapsulates us as a society and morphs this demographic into something greater than one’s self. Thus why brand identity has been created through the use of well – written wording.

In addition, the visual aspects are just as important and images are paramount when it comes creating a brand identity for various products. I have executed this well by incorporating an extreme close-up of a tight frame with faces bearing tribal and football face paint within the mis-en-scene in order to connote these aspects. These shots were executed within the documentary itself and were featured in the middle of my print advertisement – when considering the Rule of Thirds. Once again, this is just another way I have formulated the concept of brand identity by connecting visual similarities to the documentary and the ancillary task.

Furthermore, when focusing on the target audience that listen more and pay attention to audio factors, this auditory audience requires the element of consistency when it comes to brand identity as well so that they can relate each product with ease. I have achieved this by implementing a dramatic sounding backing track in my radio advertisement and the dramatic sound track accompanying the documentary.

The rhythm and tone of the backing tracks and incredibly up-beat and fast moving with pace, doesn’t only capture your engagement but is a memorable experience as well. Therefore the audio aspect of creating a brand identity behind my media products can be considered a job well done!

I think that the design of my print ad will help promote and potentially sell the documentary to the audience as it provides the target audience with a sense of realisation as the demographic may not have made this link before. This moment of realisation that audiences will feel will entice them to think and urge their natural curiosity to find out more! The print ad demonstrates the connection between tribesmen and hooligan and will almost dare the audience to watch it as it features a ‘male gaze’ whereby the character in the mis-en-scene is staring directly at you. Also, in terms of the design, the two faces in the ad that are cut together connote and represent a split personality – which is exactly how my demographic are at football matches! As a result, the print ad itself is relatable to the target audience; consequently the documentary will sell itself. Moreover, the text used (Football Rivalry, A Tribal Culture) helps convey the message of the instinctive tribal element and the veracious football fan. Therefore, it is in my belief that my print advertisement will help ‘sell’ the documentary to the audience.

The radio ad created to help promote my documentary will indeed enhance its selling position to the audience as it clear, concise and clean cut. There are various influential factors consisting within the radio ad as of why it may help the promotion of the documentary. These include, the backing track, the description, the extract and the information provided at the end. The backing track is incredibly powerful and packs a punch at the end, ending on an impactful effect. It echoes the drama of the documentary and this conveyed message is reflected through the voice over the radio ad (the description element). The extract is particularly helpful in aiding the impact of the radio ad due to its tribal feeling; it really connects with the demographic. Furthermore, the radio ad tells the consumer exactly where to find it and what time, allowing the audience the convenience of just simply thinking about the documentary. Therefore, I believe that this radio ad will help ‘sell’ the documentary to the audience.

There are various elements within the ancillary tasks that do indeed communicate the genre of the documentary. The purpose behind this is to intrigue the demographic and encourage them to view the documentary for themselves. One aspect of the print ad that conveys the message of genre is the fact that the two sides of the face are attached with face paint. As part of the genre it is a hybrid genre (anthropology and sport), the football face paint on one side of the face is a clear genre signifier that the sub genre of sport is football. This genre indicator, which is classified under costume, communicates the genre immediately to the target audience that it will contain elements of football. In addition, the wording in which I use for the print ad states: ‘Football rivalry”. This piece of text for this particular ancillary task denotes the fact that football is involved. Also, within the radio ad another genre signifier for the sub genre ‘football’ is connoted through the use of dialogue covered by a voice over. The tone of voice in which I say: “Experience the rise and fall of the football hooligan” connotes that football is going to play a big part within my documentary; thus why it is considered a genre signifier. In terms of how the anthropology aspect of the hybrid genre is communicated to the audience, it is represented through the use of visuals. The fact that the face is split into two - connoting duel personality - signifies the element of human behaviour based on the very fact that personalities are all about human behaviour. The link here as of how anthropology is concerned comes down to the meaning of anthropology, it does indeed mean the study of human behaviour. Therefore, the connotation of split personalities allows the genre to be communicated to the audience.

In every piece of work you will find strengths and weaknesses of it because after all, we’re only human. In regards to my print advertisement, one weakness may be the fact that it could potentially be lacking consistency in the sense that the models featured within the advertisement don’t quite match the same character in the documentary.


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Thus the effectiveness of the combination of both my documentary and my print ad may be questioned. However, it could also be perceived as a strength as I believe it connotes that there is more than one of us who can relate. The fact that the characters are different signifies the fact that this type of demographic is found in groups instead of individuals. It could also represent that we are all equal in the sense that we share common goal, aspirations and beliefs. Although, if my print ad were to have a weakness, it would purely be the case that it lacks consistency. Another weakness of one of my media products could be that my documentary includes minimal exposure to various locations. The main locations were simply a football stadium, a studio and a police station. However, I think the narrative structure and the quality of the shots on hand compensate for the lack of locations. The technical codes of the shot types and movement do indeed recover the weakness mentioned above and fully embrace the good aspects of my documentary. Finally, the other ancillary task, the radio ad is strong in the sense that it wields the power to have an impact on the demographic. This is achieved through the use of a dramatic sounding backing track and the tone of voice used in the description of the documentary. The only weakness I would say the radio ad possesses is the length of it; it is a full 50 seconds and does drag on a little bit. Overall though, I am extremely pleased with the execution and outcome of all three of my media products.

Evaluation Question 1

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

One of the most important aspects any director or producer must consider when creating a piece of media text are, the conventional elements that are suited to the genre. These generic conventions are essentially what target a demographic and would appeal to their tastes. Therefore, without conventions of any form, your media product is unlikely to succeed.

Here is a document stating just some of the conventions linked and incorporated within my documentary:

Conventions of Documentaries by Paris on Scribd

In relation to conventions suited to specific genres, this is where generic conventions come into play. I learnt that one generic convention of our chosen genre (hybrid genre of anthropology and sport) is the narration of these particular documentaries; it requires a smooth and quite remarkable tone of voice in order to capture the target audience’s attention and engage them thoroughly. For instance: the most well-known and credible narrator for all genres of documentaries is David Attenborough (knighted for his broadcasting legacy). The voice over and visuals are like two sides of a coin, they go hand in hand, thus why the narration is so important and why it is considered a generic convention. I have chosen to include this particular generic convention of documentaries as it is an essential part to the making of the process; this has been executed by myself creating a voice over for the entire documentary narrating exactly what is happening and what the audience need / expect to hear.

Another generic convention is iconography. The iconography is a crucial part in the generic conventional process. Another convention of this genre is the use of lighting being focused and exemplified on an individual character in order to light up all his / her angles which connotes the representation behind: how all angles / aspects of the sporting industry matter on an essential level. 


Also, through the use of props this can help identify the genre, which in turn reflects the conventions of particular genres. These generic conventions for the sporting genre may include props from sports equipment to football boots. Therefore, iconography is a significant conventional aspect when constructing a specific genre for a documentary. This has been included in my creation of an extract from a documentary through genre signifiers, such as: props. For instance: a glass of water in the interview, a ball in play at a professional game etc. I learnt to take the element of iconography very seriously throughout the production of my documentary and various aspects were implemented in terms of iconographic images.

Another typical convention that I learned about of a real documentary was the fact that camera work is astronomical, in the sense that it is paramount above all else. Camera shots and movement determine whether or not the overall look of the documentary looks professional and executed to a high standard or a total shambles. Also, with this it thus engages an active audience and grabs the attention of the demographic. The reason behind why good shots and movements are imperative to be implemented is due to the fact that they can potentially hold connotations surrounding them. For instance: the camera movement of a pan incorporated within my documentary establishing the sheer size of the stadium, signifying the sense of tribalism and togetherness football fans wield.

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Therefore, I have not only learned but I have indeed developed this convention and embedded within the narrative of the documentary. This has been done because it has been executed in a professional and connotational manner. In relation to theories supporting conventions, according to Bill Nicholl's Theory of Different Documentaries, he believes that there are six main categories that most documentaries will fit into. In my case, the category that my documentary classifies in is actually a hybrid of categories, from the 'poetic' one as the narration deliberately sounds classy to the 'participatory' one due to the film maker (me) playing a major role in the narrative of the documentary. I am featured in the interviews with our participants asking those all important questions. Audiences enjoy each category for a particular reason as there is an element of repetition and conventional aspects - precisely why the target audience will relate and feel satisfied when viewing this documentary.

On the other hand, for effective purposes, I deliberately challenged one potential form of a convention within documentaries. This plausible convention consists of the narrator appearing on screen and talking directly to the audience in order to form a connection, a bond, even a rapport with some active audience members. This direct addressing or breaking the fourth wall is conventionally suited to documentaries, however I chose not to do this. The reason for my unconventional behaviour was so that the demographic can interpret my narration how they wish but more importantly, every single bit of dialogue was matched perfectly with a visual in order for the entire documentary to make complete sense for the target audience. This unconventional aspect is sometimes referred to as the “voice of God”. This aspect could be considered as an unconventional convention…

In terms of the sub genre aspect of my documentary, it would be defined as football. This particular genre offers entertainment to its specific demographic by introducing certain conventions that are indeed linked to the genre. These types of generic conventions are popular with target, active audiences as they enjoy the ‘repetitive’ aspect of it – tying in with Steve Neale’s Genre theory. One generic convention could be the implementation of a specific editing technique – known as an action match. The significance behind an action match is to make the shot more exciting and / or indulge the primary audience. The reason why this editing technique is considered a convention is because the sporting genre is very much action focused and the only goal is to emphasise this, what better way to do it? It also helps that active audiences love it as it gives the overall complexion of the documentary and smooth and professional finish. As a result, I have incorporated an action match within my documentary just to give it that little extra bit of spice.  

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Another convention of the sporting genre is the chosen location, for instance: take a football documentary, it will be set and shot around a footballing stadium or a football training facility. This is to connote the enhancement of the realistic element of documentaries. Again, as my sub genre is football, we not only did a location recce at Stamford Bridge but filmed there as well.

On to conventions regarding my ancillary tasks, one of these tasks were to create a newspaper advertisement print poster. I included various conventions linked with documentary print ads – here are a few:

A newspaper ad for a documentary aims to simply not only appeal but also inform the target audience. It is designed to tease the demographic in order for them to discover for themselves exactly what the documentary is about. This is a conventional technique of advertising – in the case of newspaper ads – because it stimulates intrigue and awareness for the audience. This is as a result of the print ad providing only one image to convey it’s message, so it can be hard but that’s why you got to keep it simple in order for that target audience to become engaged. This is why I implemented the design of my print ad around two types of people with a shared belief, shared passion and shared characteristics. Thus the split face, half tribal, half hooligan in order to connote this shared ideology. It could also connote a split personality of a football fan and when being subsumed by fellow fans, his inner tribal beast is released. These connotations get the target audience thinking about the documentary therefore creating intrigue and curiosity behind the advertisement. Therefore, I have through this media product; I have used this form of convention in my print ad.

In addition, the wording often makes or breaks a print ad so it has to be executed just right. Therefore, the text displayed is considered a conventional aspect when producing a newspaper advert. Moreover, these print ads are all about connotations so an active audience can think deep resulting in a potential vortex of publicity occurring – depending on how intellectually brilliant the print ad may be in terms of its wording. Of course this convention had been demonstrated in my print ad, for instance one text of line states “Football rivalry” and another line says “a tribal culture”. These lines not only describe the key words revolving around the documentary – “football” & “tribal” – but also bring a sense of intrigue. This sense of intrigue forces active audiences to ask them selves the question: what is the link between football and tribes? Therefore, this could be considered a convention that was incorporated into the print ad of my documentary.

Furthermore, the title in my print ad is clearly presented in order to capture the audience’s engagement; this is done through the use of the title font colour standing brightly out from the background in a form of gold. Also, on the first line the font size is increased for the same above purpose. This does indeed attract the audience as it sparks their interest levels and in turn become snared to the natural curiosity of human behaviour. Having the title stand out within the print ad is of course considered a generic convention of advertisements for documentaries located in newspapers. Therefore, this particular media product of mine used conventional aspects suited to real media products (documentary print ads).

Although, one form of convention that I challenged related to documentary prints ads is the fact that the schedule date and channel it’s being aired on is not featured on the poster. This is due to the fact that without all the necessary information, target audience’s curiosity takes over and they search up it up on their piece of digital technology of their own (their smartphone, tablet etc). This unconventional approach is a risk but with advertising, no pain, no gain. I believe that I used this media product effectively and implemented generic conventions within the design framework of the print advertisement. 

There are various conventional techniques used in order to execute a good radio ad. A generic convention suited to particular radio ads is essential to the execution of the advertisement – reason being is that it comes down to the art of engagement. The first conventional technique to consider is the length of the radio ad, although this may sound basic, it is crucial to the complexion of the radio ad and is therefore considered a convention. This will demonstrate whether or not the ad is short and dramatic to attract attention and engagement or long and informative in order to entice the target audience. In this case, my radio is long and informative in order to let the target audience know exactly what is going on – in terms of the description and when my documentary is being aired. The fact that it is informative speaks volumes as it wields a convenient element for the demographic entirely for their satisfaction. For example, I state: “this all new all tribal documentary is on this Sunday, 27^th November, Channel 4, 9pm – Tribes, don’t miss it!” It is beneficial in the sense that it is convenient due to the fact that the target audience aren’t required to do any research into when it is being aired and can simply think about the upcoming documentary. Therefore, the length of my radio ad is considered a convention of radio ads in general.

Another convention in which was used in the making of one of my real media products was the narrative structure behind it. Within my radio ad the narrative structure was kept simple, it consisted of the following: Voice over of the description of the documentary itself, cuts to an extract of the documentary (including dialogue from the documentary) and finishing with the relevant information regarding air time. All these elements are generic conventions of radio ads, for instance, dialogue, voice over, extracts; thus why narrative structure is considered a convention when it comes to radio advertisements. All these conventional elements have been utilised within my radio ad to attempt to reach out to the demographic. For instance, an extract from the documentary was embedded in the radio ad: “that sense of belonging, of identity, is stronger today then it ever has been – the tribesmen within all of us is alive and well”. This also includes the dialogue convention, as it is dialogue from the actual documentary. Also, through the use of the VO, for example, I say: “Experience the rise and fall of the football hooligan, the power and emotion that gripped a nation”. All of these combined aspects equate to the generic convention, which is narrative structure. Therefore, in this media product, this type of generic convention – in relation to conventions of real media products – was incorporated.

Another convention of radio ads is SFX (sound effects). The reason as of why this is considered a generic convention of radio advertisements is simply due to the fact that SFX is only way to imbue a powerful impact into not only a passive but an active audience as well. This is down to the lack of visuals that audiences require in order to be either entertained or engaged, thus why SFX are so important as they make up for this. Therefore, SFX are considered conventions of radio ads – same situation for a backing track potentially being implemented. In particular, in my radio the backing track consists of sound effects that convey a powerful impact on the target audience as they’re engaging and grab your attention. For instance: the ancient beating of war drums creates the rhythm of the backing track is accountable for a SFX on its own.  Accompanying this are the war cries that are indeed associated with tribesmen. This provides the impact that audiences are looking for in a radio ad. Consequently, this concludes the fact that these elements are indeed conventions of radio ads and are implemented within the body of this radio advertisement. 

However, on the topic of conventionality, an unconventional factor that comes into the equation is the fact that nor a jingle or slogan was incorporated into my radio advertisement. A jingle is a sonic mnemonic that is an aide de memoir for brand recognition and brand recall for the target audience. That is exactly why it is considered a generic convention of radio ads but I purposefully didn’t incorporate a jingle. This is purely because it may take away the serious mood and atmosphere my radio ad is aiming to create. This unconventional technique does have a dramatic impact on the overall finish and execution of the radio advertisement. Therefore, a jingle wasn’t incorporated for the above reasons. In addition, even though a slogan is obviously a convention of radio ads and adverts in general, it didn’t quite fit into the entire sequence of my radio ad and I felt not including a slogan will improve the ‘atmos’ that the advert is intending to generate. Therefore, these conventional forms of radio ads were challenged and the boundaries were indeed stretched as I didn’t embed within the advertisement, but it was all for the greater good!