1. A2 Media
Studies
Real Media
Conventions
Kialli Perry

2. “In what way does your media product use,
develop or challenge forms and
conventions of real media products.”
Our brief for our A2 coursework (which we decided on
ourselves) was to create an advertisement for a new
female targeted indulgent chocolate. To ensure our final
piece appealed to the audience it was targeted to, we
did research into several other advertisements of similar
products.
For our A2 projects we composed three television
advertisements (one of which a sponsorship) and a radio
ad, we took inspiration from multiple different places for
each of these.

3. Advertisement 1
Galaxy The soft sensuous music
we featured in all three
of the advertisement
was one convention
which we decided we
would use. A similar
style of music is featured
in the majority of similar
media text, the
convention seems to
complement the tone of
the text which is why we
decided to use this in
our piece.
http://www.youtube.com/wat
ch?v=b3QBVZdVvAI
Our first advertisement featured
a woman coming in from work
(which was made clear by use
of costume and props) and
indulging herself into our
chocolate bar. This was similar
to, and inspired by the galaxy
advertisement involving a
similar plot.
Whilst doing our research and
looking at other similar media
text we came across the
galaxy advertisement which
we used for inspiration.

4. The slow camera movements
which were in keeping with the
music and added to the
indulgent theme and various
close ups that we used helped
us to create a similarity
between this advertisement
and ours.

5. Advertisement 2
 Our second advertisement was more original, it was not
based on or entirely inspired by one specific advertisement
however we did get some inspiration from other chocolate
ads in general. Our plot of the women meeting up for lunch
and conversing came from the idea of chocolate bringing
people together which is seen in the majority of chocolate
advertisements. Including Ferrero Rocher and Kinder
Bueno.
 We decided to make this advertisement more fast paste
similarly to the Kinder ad to show versatility with our product
whilst still in keeping with our theme. We included more
shots per minute when filming and edited the shots so that
they lasted a shorter duration, this increased the pace of
the text on a whole. The discussion and banter between
the women was another aspect we included in our piece
to show the lighter side of our brand whilst still appealing
predominantly to women.

6. This advertisement still included some
conventions of a similar media text
such as the close ups of the product
and people enjoying it on multiple
occasions, a title page of the
chocolate and a slogan related to the
company.
However we didn’t stick to other
conventions that we had in the other
advertisements like the slow, soft music
or the low key lighting.

7. Sponsorship
Lindt/Malteser
Our sponsorship was our most original
idea, however we were inspired by
aspects of other products. Lindt’s
lindor truffles advertisement inspired
our sponsorship advertisement in the
sense that the focus of the ad was
relaxation and indulgence. We kept
this convention in using the low key
lighting, soft music and slower,
smoother camera angles.

8. The plot for advertisement was to show a
busy mother with a heavy work load
however once she indulged herself in the
Signature chocolate the atmosphere of
the advertisement changed. The soft
slow music featured in the previous
advertisements begins to play to show
the transition of mood of the
advertisement and the same slow and
rounded camera angles from the lindor
chocolate ad created the same effect.
This advertisement was our most
adventurous in the terms that we
created a product with multiple
genres.
This advert had a more of a
comical, humorous side than the
others. An idea which was generated
from the advertisements of Maltesers.
Maltesers as a brand is more light and
cheeky than that of Lindt or Ferrero
Roche. We thought that this aspect
was quite attractive to the audience
so we decided to include it along
with the typical conventions used in
our other ads. By showing how much
work the mother had, and then
having her leave her duties to indulge
herself we were able to create this
element of cheekiness and a sort of
hypothetical wink to the audience
who would relate.