Conventions- Form and Genre

Jenny, Katy, Olivia, Millie

A convention of TV adverts is to have a mini drama which tells a narrative, expressing conflict. However, we have deviated from this convention as the results of our audience feedback suggested we should not have a narrative and instead a series of non-continuity shots.

Again, in our questionnaire results, the use of a conventional voiceover was rejected.

Whilst celebrity endorsement is a convention of fashion adverts in particular, sourcing a celebrity is clearly unachievable for us.

Conventions- Form and Genre-AW14

Jenny, Katy, Olivia, Millie

This advert adheres with the conventions of a

fashion advert in terms of shot types, editing,

sound and lighting. The beginning shots in

the studio follow conventions of a typical

fashion advert through short takes, quick

cuts and a range of shot types which show

off the whole outfit.

This shot uses a reverse effect and a change in

speed, confirming the conventions of

postmodern editing which makes convention

of the idea of breaking conventions of film

editing.

This series of shots along with the first studio

shots break conventions of fashion adverts

having high key lighting, as it is clearly dark

in these shots.

Here, there is a jump cut. This is conventional

in fashion adverts as it adds to the

non-continuity editing. This low angle shot is

also conventional for a fashion advert, adding

to the variety of shots and angles.

The title cards at the end of the advert are

Also conventional of fashion adverts, showing

the brand names and web address.

We have also adhered with the conventions of

advert soundtracks as our songs are upbeat and

lively. However we have not used a well known

songs, due to copyright issues, which is often

the case with larger fashion companies.

Conventions- Form and Genre-SS15

Jenny, Katy, Olivia, Millie

The series of shots in front of the graffiti are

conventional in their variety of shot types,

showing off different aspects of the outfit as

well as the quick cuts and short takes in this

sequence.

Again, this advert has post-modern editing with

reversing shots and speeding up and slowing

down which is a convention of fashion advertising.

The bokeh effects and vignette are conventional

for a fashion advert because looking at other

adverts, special effects like splashes of light are

used very effectively.

The medium shots which show only the model’s

body without her head are also conventional of

fashion adverts as they show off the outfit in full.

We have also conformed to the convention of

having multiple locations and flicking between

them which adds to the conventional

non-continuity editing.