Evaluation Q4

Q4. How do you use media technologies in the construction and planning and research, planning and evaluation stages?

Using different types of media technology in a my project as a whole allowed me to create my main and ancillary tasks to a high quality standard as software is better at creating certain media texts. Such as creating my poster in photoshop as opposed to paint, allowing me to manipulate photos and in the end increasing the poster's quality. By accessing different media technologies in the planning and research section, it allowed me view the existing products in their normal format such as the radio adverts on youtube, which allows me to hear the adverts and therefore analyse it in detail to prepare me for when creating my own radio advert.
The different technologies used in the evaluation allowed me to explain my work and include links to show specific parts of my blog to create a detailed, informed and interactive explanation of the planning, research and construction stage.

Here is my slideshare link showing the different media technologies used:
http://www.slideshare.net/cielle345/planning-stage-20953180

Evaluation Q3

What have you learned from your audience feedback?

I felt that it was important to take audience feedback in order to know how successful my products were in achieving the target audience.
Throughout my pre-production stage which included drafts of newspaper layout, posters and radio adverts. I decided to get feedback from my specific target audience in order to get an idea of how successful my products were. such as quotes on the draft of my poster and radio advert before creating the final. This ensured that the complete final products would be of interest to my target audience.

Audience feedback on poster draft link: http://lorettaq.blogspot.co.uk/2013/02/feedback-of-poster-sketch.html

Audience feedback on radio draft link: http://lorettaq.blogspot.co.uk/2013/05/final-radio-advertisement.html

After creating my final main and ancillary tasks, I collected audience feedback from the age range that I was targeting, like the pre-production stage, in order to find out how successful I was in terms of attracting them.
I decided to use blackberry messenger to ask the teenagers what they thought of the main and ancillary tasks, and how successful they were.
Here is a link using voice thread showing how what my target audience through of the main and ancillary tasks: http://voicethread.com/share/4520759/

I also decided to video some of my target audience and ask them questions on what the thought of the main and ancillary tasks:
http://www.youtube.com/watch?v=wpY2pCr3diM

Evaluation Q2

Q2. How effective is the combination of your main product and ancillary texts?

Using the Prezi presentation, it allowed me to look into the main and ancillary tasks individually, and identifying the features of the ancillary tasks and how they relate to the main product to show how cohesive the products are as a whole. When creating all of my ancillary tasks, I felt that it was important to always include what was being advertised and the features of the main product. I feel that I did this successfully as I included the USP which is being youthful in my ancillary tasks. The fact that the ancillary tasks reflected the main product which also included the USP showed how cohesive the products were as a whole, as well as the obvious media language being the same typeface and colour blue to represent the borough.

Here is a link showing my Prezi presentation:

http://prezi.com/ajk5mafad6ag/present/?auth_key=zy5wfef&follow=o-lt6my7jzmt

Evaluation Q1

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

Newspaper front page

In terms of my newspaper front page, I decided to use the conventions of tabloid newspapers which included the size of the tabloids (A3), because in my audience research, the teenagers mostly preferred the media language and features that were identified in tabloids. By using the conventions of these newspapers, my target audience will be familiar with and accept the media language as they are comfortable with the style of their preferred newspaper. When creating the media language of my newspaper, I decided to apply the Reception theory by Stuart Hall referring to encoding and decoding a media text by the producer and the reader. By creating a newspaper layout with recognised codes and conventions (tabloid style), they satisfy the audiences expectations of newspapers which therefore create a preferred reading, resulting into a greater number of my target audience being interesting in getting my newspaper. Instead of making the newspaper layout different, which could potentially affect the number of my target audience who will be interested in reading the newspaper.
In terms of challenging conventions, I decided to use the AR Christy font so that the audience know that it is indicated at them, it also creates a youthful vibe in the newspaper which challenge the stereotypes of newspapers being boring as the typeface suggests otherwise.

Below are the links to the specific parts of my blog that relate to the points I raised in the paragraph above:

Audience research link: (question 13) http://lorettaq.blogspot.co.uk/2013/02/questionnaire-analysis.html

Stuart Hall theory link: http://lorettaq.blogspot.co.uk/2013/05/audience-theory-stuart-hall.html

Newspaper front page link: http://lorettaq.blogspot.co.uk/2013/04/final-newspaper-front-page.html

Conventions of tabloid and broadsheet newspapers link: http://lorettaq.blogspot.co.uk/2013/03/newspaper-research.html

Typeface link: http://lorettaq.blogspot.co.uk/2013/03/typeface-of-newspaper.html






Inside page of newspaper

 



The inside of my newspaper also uses the convention of tabloids in terms of the 5-grid format.
When creating the inside of my newspaper, I thought of whether to include a story inside the second page, or follow the conventions of a tabloid and use that page for advertisements and features of the newspaper; which in the end I decided to follow. I decided to challenge the conventions of local newspapers and conform to the conventions of tabloids as according to my audience research, they preferred tabloid newspapers. This means that they are more familiar with the layout and style of tabloids, which do not have a detailed story on the second page. The research I had done into tabloid newspapers included advertisements on the second page which influenced my decision to also create advertisements as opposed to a detailed news story. I decided to conform to this because of Stuart Hall's theory; my audience is familiar with the media language in tabloid newspapers, so by creating my second page with a similar media language, my newspaper will be a preferred reading from my audience.
Looking at different second pages of tabloids, I decided to create use similar adverts in my second page to make the reading as preferred as possible to the audience, rather than creating a story on the second page and the audience might not even read it because they are too used to the conventions of tabloids and assume that the second page will not contain anything of interest to them. I also felt that creating a story on the second page could change the aim of the newspaper which is a tabloid for the local community. I feel that the story on the second page might be features of a broadsheet or too much of a local newspaper which my target audience seemed to like least.

Below are the links to the specific parts of my blog that relate to the points I raised in the paragraph above:
Second page newspaper research: http://lorettaq.blogspot.co.uk/2013/04/2nd-page-newspaper-research.html

Stuart Hall theory: http://lorettaq.blogspot.co.uk/2013/05/audience-theory-stuart-hall.html

Audience research (preferred newspapers Q13): http://lorettaq.blogspot.co.uk/2013/02/questionnaire-analysis.html






Poster for newspaper

In terms of developing conventions, I decided to develop the borough of Lewisham logo which is sometimes used as a poster. My newspaper poster developed the Lewisham logo as it put a twist on the original poster such as the newspaper print in the background and the change of typeface as opposed to the usual Lewisham borough typeface, making it relevant and identifiable to my target audience.
In terms of conventions of posters, I decided to brainstorm all the things I know that a poster should include (conventions) and follow them so that the audience can identify with it. (brainstorm link)
I also conformed to conventions of posters in terms of the shape being a simple rectangle which would have been the size of an A3 sheet. In terms of conforming to the conventions of a poster, I decided to do this so that the message can still get across effectively. I am advertising a newspaper so the tone of the poster needs to inherit some serious or sophisticated parts to reflect that the product being advertised is still a newspaper although it is fun and aimed at teenagers. This idea of conforming conventions of posters came from the analysis of existing posters that I had researched.
I feel that by developing the conventions of the Lewisham borough logo, it almost creates a new logo that is relevant to young people. I also decided to develop the conventions of the logo such as the crown due to copyright purposes.

Below are the links to the specific parts of my blog that relate to the points I raised in the paragraph above:
Poster brainstorm: http://lorettaq.blogspot.co.uk/2013/05/poster-brainstorm.html

Newspaper poster analysis: http://lorettaq.blogspot.co.uk/2013/02/newspaper-posters.html






Radio advert for newspaper

http://www.youtube.com/watch?v=0wX1sNPW4aY

I decided to challenge the conventions of a typical radio advert in terms of duration as it is a drama piece. I feel that despite the longer duration, my audience will not loose interest in the message that is being conveyed because the advert appears to be funny so the audience will therefore wait till the end to find out what is being advertised. I feel that despite challenging the conventions of a radio advert, It still manages to target my audience as the radio advert clearly involves teenager laughing, and joking which will appeal to my target audience. Challenging the conventions of adverts through the duration and by making it longer could create a sense of importance as the important adverts including campaigns against violence in relationships adopt this feature which could relate to the duration of my newspaper.
In order to help me with creating my radio advert and deciding whether to challenge or conform to the conventions of them, I decided to research a few adverts to help me make a final decision, baring in mind the tastes of my target audience.

Conventions of a radio advert: http://lorettaq.blogspot.co.uk/2013/03/radio-advertisement.html

Radio advert analysis: http://lorettaq.blogspot.co.uk/2013/04/radio-advert-analysis.html

Radio advert: http://www.youtube.com/watch?v=0wX1sNPW4aY

Final radio advert

http://www.youtube.com/watch?v=0wX1sNPW4aY

Final poster design

Final Newspaper Page 2

Final newspaper front page

Images for Second page

For the second page of my newspaper I decided to show the images that I will use and the reasons for them.

 

 

 

Well, you might have tried New York, Milan, or even African fashion week.

Why not broaden your horizons and have a taste of the Forest Hill fashion week right at you doorstep! With boutique outlets, catwalks, fashion and jewellery workshops, making it a fun event for everyone.

Hurry and purchase your tickets at the nearest store in Sydenham! 

I decided to use the illustration that was used for Forest Hill Fashion week so that my audience could identify with it if they have seen adverts about it already. I also decided to use an illustration as it can attract another type of taste in the target audience rather than just normal photographs as images. Adding a feature that is included in Forest Hill which is next to Sydenham could suggests being a community in Lewisham and attracting audiences that might be interested in events in their local area and not just immediate Sydenham.

Using the image of the weather, I decided to include this as it is a feature in tabloids and show other parts of England as most tabloids contain national topics. Including the weather links to the Stuart Hall encoding and decoding theory as the audience are familiar with the weather being on the second page of the newspaper, making my second page a preferred reading. I think that it could be improved however, by showing a monthly forecast to show teenagers in Sydenham the sum up of the weather as a whole in that month.

This is an image of one of the secondary school crests, I decided to use this image as it is relatable to the audience as most of them are in education or trying to aim high in some sense. I will use the school crest, but the anchorage will be about tips on how to aim high rather than about the secondary school. This almost creates a sensationalised effect as the connotation from the image can be misinterpreted into something else. This allows at the beginning an open text for open interpretations until the audience read the anchorage.

I would like to include this image of recycling in the second page of the newspaper as it is important to go green and save the environment. This feature is included in all media texts that are recyclable joining the proliferation also going green. I feel that an image of recycling is essential in creating products these days.

I will include this advertisement of a drama/dance and music video coming soon because this will attract the music and drama lovers that like to go to concerts. I like this poster as well because it is not obvious in terms of what it is, but most or some of the target audience will know what is being advertised as the artist 'vibe squad' is a popular musician amongst British teenagers.

Newspaper draft

 

 

-I chose to use the Ar Christy font as it is most suitable in terms of being sophisticated for a newspaper and still youthful. The fun font being used was taken from inspiration of the Live Magazine.

-I used the 'i' newspaper as inspiration to show the different contents in the newspaper to make it easier for the target audience.

Typeface of newspaper

I decided to research into the best font that will be suitable for me to use as a font in my newspaper. The font must be easy to read and be able to stand out, it should also be relevant to the target audience and still formal as my audience research showed that the teenagers will prefer their newspaper to still be formal. In order to find interesting fonts, I decided to search for fonts on dafonts.com instead of using the average fonts on Microsoft Word.


Here are some fonts that I decided will be suitable for my newspaper:

Positive:

• The AR Christy font appears quite playful which is relavant to the target audience in terms of age.
• The font makes the content seem fun and interesting

Negative:

• The font could be hard to read - might be harder for dislexic teenagers because of the irregular sized letters.
• The font is irregular- might appear too childlike

Positive:

• The Broadway font is bold
• The font is clear and easy to read

Negative:

• The font appears old fashioned
• The font seems quite boring

Positive:

• The Wrktag appears youthful which will be relevant to my target audience
• The font appears like graffiti which relates to being urban and youthful

Negative:

• The connotation of the typeface becomes abit cliche as people always use graffiti type text to appeal to the youth.
• The font is very informal and does not seem suitable for a newspaper

Improved newspaper layout

Taking into consideration research of newspaper conventions, I decided to improve my initial newspaper layout sketch, being specific about the dimensions, the contents of the newspaper and exactly where they would go. Bearing in mind the tastes of my target audience and creating a layout that will attract them most.

-I chose to use the 5column grid format because of the size of the paper and it is also the size of tabloids. I wanted my target audience to feel familiar with the size to attract them.
- I decided to use the feature from the 'i' newspaper showing the different contents of the newspaper as it shows the target audience the different sections of the newspaper that might attract them to read it.
- I decided to create a big space for the image as it is what the audience prefers rather than text according to my audience research. The text on either side of the main image makes it easier for the audience to read, and does not appear like a large amount of text.

Images for newspaper

 

After taking a selection of pictures for the main story of my newspaper, I decided to choose this photo as the layout of my newspaper allowed for a portrait photo. I like the angle of the picture which makes the youth centre in a way look more interesting. However, I did not like the amount of lighting in the picture. This might be a problem when creating my newspaper, but I can include lighting effects in photoshop to make it brighter.

As part of my advertisement and features inside the newspaper, I will use one of my classmates posters advertising a film they made. I will create the feature as if there is going to be an interview with the young director about the new film. This will be relevant to my target audience as the director is a teenager and therefore might be interested in finding out how the director managed to make a new film.

Being a teenager in Sydenham, I know how popular the jerk cook off competition is. It is an event for all families and friends. By including this feature in my newspaper, it will attract the teenagers that like to do things with their friends or are family orientated. So by taking a picture of the Hornimans museum which is a well known place, my audience might be attracted.

This image of a football clearly represents the feature of sports. I feel that it is important to have strong images that create a meaning already to the audience and then the text should emphasise the meaning so that the audience can see the images from far and make meaning of it if they cannot see the text.

• Fashion and jobs- For these two features, I feel that it will be more interesting and create an own sense of style if they were shown through typography as opposed to images, creating a convention of 'Sydenham Youth' itself and a unique sense of style.

By including typography and a range of different images and their connotations, attracts the different people in my target audience to show that there is something to interest everybody in the newspaper.

Sydenham Youth main story

We have all been waiting for over a year and it is finally here! The brand new youth club in Sydenham opposite Wells park is now open. Welcoming teenagers between 13-18, the centre is sure to meet the needs of everyone.

The numerous facilities, resources and activities on your doorstep -at-your-fingertips, even. You can enjoy the football and basketball court, and gym, as well as occasional events including youth talks about tackling youth issues. If relaxation is more your style, then by all means take advantage of yoga and aerobics workouts. The best part about all of this is...it is free! Yes FREE!

The new housing and facilities add to the evolvement of the new Sydenham, making it interesting for the youth and bringing life and vibrancy back into our area! A local Sydenham survey states that over 85% of teenagers felt isolated in the Sydenham community and did not see Sydenham as a convenient area for the youth. This could be down to the lack of facilities and events involving teenagers, meaning that they would have to travel outside...Continue on Page 5.





Using photoshop I was able to open the layout of my newspaper and figure out exactly the amount of text that will be included on the front page. Looking at existing tabloid newspapers, they don't not always finish the main story on the front page as it always continues on another page inside the newspaper. My original main story had more and was finished, but I decided to not to include all of the text so that it will not appear squashed. I also feel that by including the "continue on page 5" creates a marketing technique as the target audience that are interested in the main story will want to get the local newspaper in order to read the full story.

Inspired layout

In terms of layout, I was inspired by Live magazine which is a free magazine designed in all the stages such as illustration, filming, PR and marketing by youth.
I think it is important to use Live magazine as an inspiration because they are a professional magazine that target youth, so therefore create a  media text which will attract the youth. I therefore decided to look at the media language of Live magazine to see if I can include some of this in my newspaper frontpage design.

Media Language
-In terms of written codes, I like the typeface used on the magazine, especially the masthead because it appears youthful and playful. Suggesting that the magazine will be fun. The idea of the anchorage being slanted adds to the effect of being youthful and not boring.
-In terms of symbolic codes, I like the use other sticker in the corner making the magazine a bit sensationalised
-The technical codes such as the mid shot of the young woman is relevant to the target market as the woman's clothing makes her seem youthful so will therefore attract the young audience as they feel that the image indicates that the issues raised in the magazine will be relevant to them.


These are useful features that I can include when creating my local newspaper in order to target teenagers successfully.

Inspired newspaper layout

When designing my newspaper layout, I was inspired by the 'I' newsaper which is a new form of a broadsheet where it breaks most of the conventions of a broadsheet.

Here is the newspaper highlighting some of the features that I decided to include when sketching my newspaper layout:

• I chose to include the different images of the different contents in the newspaper, surrounding the main story, as it makes the newspaper more visually pleasing. It will also attract my teenage audience as my research showed that they preferred images more than text in a newspaper. The images are an easy way to sum up the news story, so I will therefore use relevant images that will be easy to decode and understand what the story is about.
• I like the idea of having a bold headline which makes it similar to a tabloid as it will be easy for my audience to understand and they will be familiar with it as they preferred to read tabloids.
• I liked the idea of including an image of the puzzles and jokes section, as my newspaper frontpage will show the contents relevant to the different ages within my target group.

The I newspaper

 

The 'I' newspaper is published by Independent print and is aimed at "readers and lapsed readers" of all ages. It is a tabloid sized newspaper containing news, business and sports with small paragraphs of information that are expanded upon further in the newspaper. It is designed for people who do not have much time to read a newspaper.

 

In terms of conventions, the 'I' newspaper uses both conventions of a newspaper and broadsheet for the benefit of the reader. However it is classified as more of a broadsheet because of the serious contents inside the paper and no use of sensationalised topics, despite breaking the broadsheets conventions such as the summed up texts and newspaper size.

 

 

Here are some of the broken conventions of the tabloid that I have noticed on the newspaper:

 





Audience theory- Stuart Hall

Taking into consideration the audience research and the types of newspapers, it is important that my local newspaper should include features of newspapers that my target audience can relate to as this will attract them more.
 This could refer to the encoding and decoding model by Stuart Hall who states that the media text is encoded by the producer, and decoded by the reader creating a difference in readings of the same code. However, by using recognised codes and conventions the audience will be familiar with the texts which therefore creates a preferred reading.
When creating my main and ancillary tasks, I can use this theory as an influence of my media language as my audience research stated that they preferred to read tabloids more, which meant that they would accept the media language presented in this type of newspaper. My target audience will therefore be attracted to my newspaper if it used the same media language as a tabloid newspaper. This will make my newspaper in the end a preferred reading as the audience will be ale to accept the media language.
So when creating my final main products; the newspaper front page and the second page, I will make it similar to the media language and conventions of tabloids making it relatable to my audience. 

Newspaper Research

After creating a rough layout of my newspaper frontpage, I decided to research more into existing newspapers to establish the conventions when creating a newspaper depending on the type that I am creating. Although I created my layout, I feel that it will be worth researching into the conventions of newspapers so that I can decide whether to break those conventions or not.

Here are some images that I gathered on different tabloids and broadsheets, identifying the differences between them and the conventions of the two types of newspapers that I have noticed.

Tabloids

 

 

 

 

Broadsheets

 

Based on the comparison between tabloids and broadsheets, I have been able to establish the conventions of each type.

Conventions of a Tabloid newspaper frontpage

• Masthead is a moderate size
• Headline sometimes takes up to a half of the front page- contains pun or irony to sensationalise
• Wide range of typefaces and colours
• More advertising
• More information of different stories in the newspaper
• Stories are often exaggerated and sensationalised - easy to understand and are less detailed. which relates to target audience suggesting they are less educated or reading for leisure rather than to be educated.
• More spacing between words (leading) to make it easier to read
• Newspaper layout often in columns of 5
• Size of tabloid is smaller than a broadsheet

Conventions of a Broadsheet newspaper frontpage

• Masthead does not attract attention as much
• Headline does not take up as much space
• Minimal use of varied typefaces and colours
• Not as much advertising of competitions
• Detailed information on main story
• Less spacing between words (leading)
• Newspaper in columns of 5-8
• Broadsheets are bigger in size as opposed to tabloids

Local Newspaper content - Front page

For the frontpage of the newspaper, I will create content that will only be relevant to my target audience. According to my audience research, majority of the target market read newspapers for sensational topics and sports, so I will therefore try and sensationalise certain news stories such as 'tips on how to..' inside the newspaper, this makes the newspaper quite informal but will also attract the target market to reading the newspaper as it will educate but at the same time appear to be entertaining. I will also include sports that are being held in the local area of Sydenham and matches being played in schools to encourage the youth or keep them aware. This will make the newspaper seem interesting to the target audience as it includes features that attract them to newspapers taken from the audience research.

This image shows the content that I will include in my newspaper and where on the newspaper it will be.

New radio advert script

Taking into consideration the feedback that I had received about my radio advert draft, I decided to change the advert and include a drama piece so that it will be more entertaining for my audience.

Script

Teenagers gossiping and talking about party
Message ringtone of phone rings and talking stops

Teenager 1: Acknowledges that 'Sydenham Youth' is texting her. She reads the message in a confused tone.

Teenager 1, 2 and 3: All teenagers get excited as the features of newspaper is listed by Teenager 1

Teenager 1, 2 and 3: Find out that the newspaper is free and they are excited.

Jingle in the background
Teenager 1, 2 and 3: Sydenham youth, The newspaper aimed to communicate, educate and inform the youth! Out in all shops in Sydenham now.


I decided to change the script of the newspaper and make and just create guidelines for the actors to follow, as some of the feedback of the radio advert draft said that it seemed like it was scripted. So I decided to create a guideline and let the actors read from the previous script showing the features of the newspaper, allowing them to pick features that interest them so that they can be naturally excited, making it realistic and making the target audience laugh without trying to.

2nd page newspaper research

As part of my task is to create a second page of my local newspaper, I decided to take pictures of newspapers that I have collected as research into their front page and their second pages to give me an idea of what to include on my 2nd page.

Looking at the local newspaper for Lewisham, I realised that the story on the main page was different to the inside page. The inside page included an advert and different, short stories in the news.

 

 

 

 

 

I also looked at a tabloid to see if their main story on the front of the newspaper continued on the inside page. The inside page included the weather, advertisements and different news stories.

I also looked at another local newspaper which was from Greenwich and saw that the inside newspaper is not a continued story of the front page. The newspaper included advertisements and an opportunity for the audience to write to the newspaper.



When creating the inside of my newspaper, I will need to consider whether I would like to break the conventions of newspapers and continue the main story on the inside page or not.

radio advertisement draft and feedback

Using the script, I decided to create a draft of a radio advert to ask for feedback from my target audience to see whether they identified with this.

Here is a link to my radio advert draft: http://www.youtube.com/watch?v=c__aJwBwnuE

Below here are quotes showing what my audience thought about the radio advert draft:

Taking into consideration the feedback that I have received, I will improve certain parts of my radio advert in order for it to attract my target audience more in terms of taste.

Radio Advert analysis

Before creating my radio advert, I decided to analyse existing adverts to find out how the company manages to attract it's target audience and persuade them to be interested in the product being advertised. I could not find any newspaper adverts, so I decided to look at how the advert was produced in order to target it's audience and market the product, which is still useful in helping me construct my radio advert.

BBC 1Xtra

http://www.youtube.com/watch?v=l43W-K7aPYg
I chose to analyse an advert from BBC 1Xtra because this radio station is most relevant to me, as they are a popular radio station targeting teenagers which I will also be targeting.

Aim:
Although this is a TV advert, it is sometimes used on the radio. In terms of audio the advert achieves it's aim of targeting it's audience who are aged from 15 to 30 and interested in urban music.
The song being played in the advert is a popular urban song that those interested in urban music will be able to recognise. It cleverly attracts the audience from aged 15-30, as the 30 years olds will remember the original song from the beat which is original and the 15 year olds and older will identify with JME the rapper on the song. By playing this song in the advert, they have been able to successfully target the wide number in the audience.

Duration:
The advert is only 40 seconds long which is a reasonable time to get the message across to the young target audience without them loosing interest in what is being advertised.

Technique:
I liked the fact that the name 'BBC 1Xtra' was mentioned at the beginning of the advert so that the audience can realise immediately what is being advertised before they loose interest. However, I feel that something should have been said at the end to emphasise what is being advertised.




NANDOS

http://www.youtube.com/watch?v=uz1t82yCN3A

Aim:
The aim of the advert is to show the customers the companies USP which is to deliver great customer service and satisfy the needs of the customer. This is emphasised by the message of the advert which is the spirit of nandos, making the advert personal to the target audience as it is no longer just about business but satisfying needs. The audience get a feel of the culture of Nandos which is also a USP. The man with the Portuguese accent shows the origin of Nandos, and the fact that he is speaking about his aunty and relating it to Nandos could suggest that Nandos is intimate and relates to family.

Duration:
The duration of the advert is only 30 seconds which is a shot time for an advert, it is quick in getting to the point across to the target audience.

Technique:
I like the idea of the aim of Nandos which is 'the spirit of Nandos' being used throughout the advert to attract the target audience by showing that it is all about them.




TESCO

http://www.youtube.com/watch?v=RLvBRCyNHJs

Aim:
The aim of the advert is to show how affordable Tesco's is by naming the products that are in sale individually. The endless list emphasises on the bargain that is available in Tesco's.

Duration:
The advert is 25 seconds long which makes the advert very short and snappy. It also gets the message across to the audience effectively through the speed.

Technique:
I like the idea of the endless list being used in the advert to emphasise the idea of Tesco's being affordable.




TEENAGE RAPE PREVENTION

http://www.youtube.com/watch?v=WIX9oREk8Fw

Aim: The aim of the advert is to make the teenage audience aware that rape can happen even in a relationship which is emphasised by the question at the end of whether "if you could see yourself".

Duration: The advert is one minute long which seems quite long for an advert. This shows that if an advert has a long duration, it links to the idea that an important message needs to get across.

Technique: The advert uses the question at the end to make the audience feel vulnerable as it touches their emotions and makes them thinks about certain situations.

After analysing these radio and TV adverts, I decided that it will be useful to bare in mind some of the techniques and use of the conventions being used in order to attract the audience and market the product successfully.

Creative Brief- radio advertisement

After creating a creative brief for the local newspaper and poster, I decided to create one for my radio advertisement because it will help me understand exactly how to create my advert in order to achieve the aim of targeting the right audience.

Writing a creative brief for the radio advert helps me to create an effective script for the teenager hat will be talking on the radio. As the advert will be around 30 seconds, It is important that details of what the newspaper is about is mentioned in the advert to make it effective and also persuade the potential target audience to get the local newspaper, this is what the brief helps me with.

Newspaper radio advert script

For my advert, I have created a script of which the teenager will use when advertising the newspaper. I chose a teenager to speak in the advert as this makes the audience aware that it is aimed at them and relevant for their age.

Teenager mentioning the different features in the newspaper and at the ending stating that it's free.

Teenager: Want to be aware of issues and events in Sydenham? Why not get Sydenham Youth..the newspaper involving games, puzzles, crosswords, competitions, gossip, tips, events, issues, debates, discusssions, information, jokes, vote, jobs, internships, houses, crime, awareness, schools, revision, exams, sports, fashion, make-up, weather, tv listings, food, recipes, your say, politics, interviews, work, college, school, apprentiships, choices, life, money, health tips, beauty, weight…

Fading of sound as list goes on.

Teenager takes deep breathe in, as if exhausted

All for….FREE.

Sounding joyful

Yes free

Sarcastic and matter of fact tone

Sydenham Youth, the newspaper aimed to communicate, educate and inform the youth...out in all shops in Sydenham now!

Sounding joyful

Voice over the endless list of features

• The bold italics are the technical codes that I will be using when editing the advert.
• The italics present the way in which the teenager will express the advert

Looking at the Sun newspaper poster, I decided to use this as inspiration for my radio advert as my main focus of avertising is to make my audience aware of the many features in the newspaper that are relevant to them, which will persuade them to get the newspaper. I feel that the teenager mentioning the endless list does this well and is emphasised on the fade out of sound, making the list sound longer.

Conventions of Radio advertisements

As part of my coursework, I also have to create a radio advertisement targeting my audience, informing them about the local newspaper.

For the advertisement, I would like to have a teenager 'on the radio' informing teenagers about the new local newspaper that is available and what issues are raised in the local newspaper. I would like the advertisement to take about 30 seconds to a minute informing the audience. The fact that a teenager will be advertising the newspaper makes it more likely for the teenagers to be interested as they will realise that the newspaper will include issues that will attract them.

Conventions

Duration: The average time for an advertisement in the UK is from 30 seconds to 50 seconds. This is a reasonable time to advertise a product to the potential target audience before they loose interest in the message that is getting across.

Aim of advert: When advertising a product to the audience in an advert. The advert must include specific information about the product to inform the audience about it effectively before they loose interest. The advert must include:
Who - This could include who the company are which alone could attract an audience. eg. brand loyalty and also who they are targeting.
What - What product or service is being advertised to the audience.
When - When the product will be released.
Where - Where the audience could get hold of the product or service.
Why - This could include why the audience should get the product or service. This is the part where the company has to persuade the audience into being interested in the product.

 

 

My advert

 

Who - My advert will include who the target audience will be and also the name of the newspaper which will make the audience familiar with the newspaper.

What - I will also include my product is a local newspaper in the area of Sydenham for teenagers.

When - I will mention in the advert when the newspaper will be available to get

Where - I will mention where the product will be available

Why - The main part of my advert will include why the audience should get the local newspaper

Newspaper frontpage sketch

After drafting the poster for my local newspaper, I decided to sketch a draft of the layout of my newspaper, bearing in mind some conventions of existing newspapers which were mostly tabloids. I decided to focus on the layout of tabloids as teenagers prefer this type of newspaper as opposed to broadsheets and local newspapers, so I felt that if I create a layout of my local newspaper similar to a tabloid, it will more than likely appeal to teenagers.



 

 

This first layout allows the reader to see clearly the main story with just a few other contents around it. This layout was inspired from looking at other broadsheets and a few tabloids.

 

 

 

 





This second layout is more busy and has alot going around the main story, it is also more visual than the first sketch which makes the newspaper page seem more interesting. This layout is insire from tabloids and magazines as it has more pictures.

Poster sketch 2nd draft

Based on the feedback of my initial poster sketch, I decided to take the comments into consideration and improve my poster.

 

 

-Using photoshop, I decided to add a newspaper print within the crown to show what the poster is going to be about. I kept the idea of using a crown as it linked to being youthful and being in a community.

- I kept the background as blue as it was a popular choice in my audience research, and are the same colours as Lewisham Borough, which Sydenham is in.

- From my audience research, I decided to keep in mind that the majority of my target audience prefer less text, which is why I decided to still keep the text minimal but able to sum up what the newspaper is about in a few words.

- The magazine sticker makes the poster seem fun and sensationalised

 



Feedback of poster sketch

After creating a Creative Brief, I decided to get feedback from the media class and a member from The Engine Group.  Here are the quotes of what was being said about my poster:

 

The feedback that I received about my poster was relevant, as the media class is from age 17-18. Making their opinions useful as it could reflect the teenage audience in Sydenham in terms of media language and layout.

Creative Brief - poster and local newspaper

When analysing the posters in the boardroom with the media class, we decided to design a creative brief with help from one of the members of The Engine Group to help us establish what it is we want to get out of this poster and what we want it to achieve; mine being a poster advertising a local newspaper for teenagers and persuading them to read it.

Here is the creative brief for both the poster and the local newspaper because I found that they are both achieving the same thing in terms of target market.

The creative brief was useful to me as it gave me a clear idea on what my aim is. It also helped me extinguish my USP which is the local newspaper for teenagers and has helped me to create a function of what exactly I would like the newspaper to do for my audience.

 

When creating my poster and newspaper, I will keep in mind the creative brief, as it will help me structure the content of the newspaper and also the media language on the poster to attract the right audience.

The Engine group trip

As part of my media class, I visited The Engine Group in Central London, which is a creative communications company offering marketing services. This trip was a wonderful experience as I gained feedback from members of The Engine Group team on ways to improve my newspaper poster and design it to a proffesional standard. Aswell as having the opportunity to gain proffesional feedback, I was given a tour of the building which showed the many organisations within the company and also taught how the different organisations come together to market their clients which was very exciting and motivating!

 

 

These are pictures of the entrance once in the building, the bright colours and freedom of designs create a vibrant and a cool media working environment.

This is the boadroom that I was working in to analyse posters from The Engine Group's clients, focusing on the best ways to create an effective poster which achieves the aim of attracting its target market. I had also recieved feedback on my initial poster sketch from one of the members of the team in this boadroom, looking at ways to improve the poster and judging with my media class whether my poster achieved the aim of targeting its audience.

The Engine Group work with clients such as:

 

Although there are many more clients, we decided to analyse posters from these companies looking at how effective The Engine Group achieved advertising the brand.

Poster brainstorm

Before creating my poster, I think that it is important to brainstorm ideas of what a poster should contain, relating to the conventions of posters. By brainstorming ideas, it also helps me to create unique design ideas of the poster.

 

By brainstorming the different things that come to mind when I think about a poster, I realised that I identified conventions of posters. Such as the poster being fun, catchy, smart and clever.

When creating my final poster I will keep in mind some of these conventions and conform to them in order for my audience to identify with the poster.

My Newspaper Poster sketch

Based on the feedback that I have collected from the questionnaire, I decided to tailor the design of my poster to the tastes of my target market so that the poster will attract them to get my local newspaper.

• This rough sketch shows briefly what my poster could like. The crown at the top of the name of the newspaper 'Sydenham Youth' is suitable to the target market because it is a newspaper for the youth which makes the children joining hands together seem relevant. The crown is also the same logo for the crown of the borough of Lewisham. I thought that this would be suitable to use as Sydenham is in the borough of Lewisham. However, there could be issues with copyright.
• The blue background links to the idea of the borough of Lewisham and also was a popular choice of colour in my questionnaire.
• Underneath the name of the newspaper will have a catchy sentence of what the poster is about and who it is targeting.
• The 'New' imitation of a sticker in the corner resembles the features of a magazine and makes the poster seem more visual and something to attract the target market.

Newspaper posters



Before designing my newspaper poster, I decided to look at the media language of some existing newspaper posters and what made them successful in the aim of advertising the newspapers. I am also researching existing posters to identify any techniques or strategies used to advertise the newspapers.



This is a newspaper poster from The Sunday Times in the 1960's. Although the name of the newspaper being advertised is important, the words and images are equally important as it adds to the success of the advertisement to the audience. This advertisement is successful as it includes what is being advertised, the name of the newspaper and the sum up of content which is 'provocative'.

 

 

Media Language

 

The media text is polysemic through the symbolic codes such as the title on the poster creating an open text of what the potential reader thinks the type of issues raise in the newspaper. This is emphasised on the vibrant colours and the mustache on the woman. 

 

Technique

-The poster also links to the advertising technique of intelligence as the audience will have to be aware of political issues in order to gain meaning, making them feel intelligent.

- The image on the poster could relate to escape as the mustache reflects rebellion or retaliation from issues of that time.

 

 

 

 

 



This is a recent advertisement of the Metro newspaper. Unlike The Sunday Times, the main focus being used to advertise is the functions of the newspaper. The one symbol or image with the keywords are used as a signifier to show the function of the newspaper. This advertisment is also successful as the audience is aware of what is being advertised and the unique selling point which is the fact that it is free and easy to read.

Media Language

The symbolic codes denote to the audience the unique function of the newspaper through the illustrations and keywords, creating a USP against other newspapers.

Technique
-Escape technique could be used as the word 'dip in' suggests entering a world of your own to read the newspaper.

This is a newspaper poster for The Sun. The image of the receipt focuses on the numerous contents within the newspaper making the potential customer in the audience feel like 30p is a bargain.

Media Language
This newspaper poster is successful as it shows all the contents in the newspaper and how inexpensive it is.

Technique
- Technique of intelligence as it makes the people feel smart if they were to buy the newspaper because of the bargain.




Conclusions Drawn
After looking at these newspaper posters, I now have an idea of effective ways to target my audience and attract them through the use of my media language. I will be applying some of the knowledge I have to create my poster that will attract my audience

Advertising

As part of my ancillary tasks, I am going to create a poster and a radio advert in order to inform my target audience about the new local newspaper. The adverts should also be able to attract the audience to want to read the newspaper.
I will also use some of the feedback from teenagers in my audience research to identify their tastes and therefore the right media language for the adverts.

Some of the techniques commonly used in advertising are:

Celebrity endorsement- where the product is linked to a celebrity appearing in the advert. Suggest that the audience might feel like a celebrity.

Peer Approval- Suggesting that using the product will win you friends

Nurture- Adverts appealing to the maternal or paternal instincts

Escape- Adverts that want to appeal to people that want to get away

Beauty appeal- Adverts that draw people to beautiful places and things

Intelligence - the advert associates the product with smart people and also making the audience feel smart


I will be carrying out information on how existing posters use certain techniques to attract their audience, giving me insight into the best way to create my advert to attract my audience.

Questionnaire analysis

1.

When giving out the questionnaire, I decided to give it out to fifteen teenagers from aged 13-19 as their answers will be useful when identifying their tastes. I decided to give the questionnaire out randomly without controlling how many boys or girls took part in the questionnaire.



2.

For the second question, I decided to control the amount of people taking part in the questionnaire in each age group so that I could see if there was a distinction between the different age groups and their tastes.



3.

I asked this question to find out the most popular way of receiving the news within the age groups, and television was the highest as it is the most popular medium used by teenagers.



4.

The majority of teenagers read newspapers which will be relevant for me as I will be creating a newspaper. It also helps me to know that teenagers do still read newspapers in this day of modern technology and that it will still be relevant to my target audience if I were to create a newspaper.



5.

Most teenagers read newsapers quite often which shows again that when I create a newspaper, it will be relevant. I also created this question to find how frequent the newspaper should be issued for example: weekly, monthly or seasonly.



6.

I asked this question to find out if there was a popular choice with teenagers. The popular choices were pictures because it takes less effort to understand and can be more interesting. The other choice was sports because all of the boys were interested in just this when it comes to reading newspapers; whereas girls, have different categories that appeal to them in a newspaper which are the other choices shown in this bar chart.



7.

This question is useful to me as I can include some of the popular responses when creating my newspaper in order to attract teenagers to read my newspaper. The most popular choice was celebrities this was because the question was asked about a general  newspaper. When creating my local newspaper it will not be relevant for me to include celebritites as local newspapers include news about the local area. It will also be difficult for me to include celebrities in my local newspaper due to copyright issues.



8.

The majority of the target market would like a newspaper for teenagers which  is relevant information as the responses show that there is a gap in the market. It also shows that when I create my newspaper for teenagers it will be something that the teenagers want.



9.

This closed question was asked to find out exactly if most teenagers prefer images than text. Most teenagers prefer images because it can be more entertaining and easier to interpret.



10.

I asked this question to gain a rough idea of most of the colours that teenagers would like in a newspaper.



11.

I asked this question to find out the extent of how teenagers would like a newspaper tailored to their ages. Most teenagers said No suggesting that they would still like newspapers to remain formal otherwise it will loose the conventions of a newspaper. When creating my newspaper, I will prefer not to use slang as it can become complicated because different aged groups use different types of slang so it will be hard to find slang that will be identified by all the age groups in my target market.

12.

For this question, all 15 teenagers responded to have an app to view the news. This is relevant to the current day due to the proliferation of technology which interest teenagers. When creating my newspaper, I might consider creating an app for my newspaper to attract teenagers in the local area to want to read my newspaper.

 

 

 

13.

 

 

For the last question I decided to ask which type of newspaper my target audience prefer to read. The fact that the majority preferred tabloids could suggests that they prefer the reading or media language being presented. This question helps me as I am now able to identify which type of newspaper I can use as an influence in order for my main product to be relevant to the target audience.