Conventions-Form and Genre-

Sponsorship Sequence

Jenny Katy Olivia Millie

A typical convention of sponsorship sequences is their timing; with the production usually lasting 15-20 seconds long, sometimes

shorter. This convention aims to quickly advertise the product in a quick and sharp way which manages to attract attention off the audience. Our sponsorship sequence roughly conforms to this convention being 13 seconds long. Due to this time limit we created a variety of quick shots which included jump cuts to

quicken the pace. This variety enabled our clothes to be cleverly advertised in a short space of time and it definitely allowed us to portray our brands message. Due to the short natured shots we

were able to include shots that focused entirely on each element of the outfit. Another convention of a sponsorship sequence is it’s

lack of narrative. Due to questionnaire results we decided to conform to this convention not including a narrative in any of our

products.

Sponsorship sequences always sponsor a particular programme because it is associated with it in some way. They conventionally link to this programme through it’s genre, protagonist, target audience and so on. Our sponsorship sequence definitely conforms to this convention, firstly due to Pretty Little Liars having four female

protagonists who have an equal interest in fashion. Each character has their own individual style expressing their individuality which links with our brands message of dressing for yourself and standing out from the crowd. With one of the genres of the programme being mystery, we decided to interpret this into our product to create another link.

India’s composition and poses connote this mystery so therefore again adds to the conforming of conventions. Finally, our target audience is

very similar to that of Pretty Little Liars. This therefore creates personal identity within the sponsorship as the audience can relate to India and the message the brand gives in the same way Pretty Little

Liars does.

At the end of most sponsorship sequences, there is a voiceover that refers to the brand name and what it is

sponsoring. We have conformed to this convention by using a teenage girl, so from our target audience and that of Pretty

Little Liars, to voice our brand name and sponsor programme.

Another common convention of a sponsorship sequence is the use of celebrity endorsement. We did not conform to this due

to not having access to a celebrity. The convention of animation we have conformed to, for example our use of bright

colours at the end in order to grab attention with the limitations of time frame.

The soundtrack of our sponsorship conforms to the convention of an upbeat sound with relatable connotations to the brand.

Our sound has a fast and upbeat pace which immediately catches the attention of our target audience. It also fits

perfectly with the fast nature of the shots which are short and snappy and the many jump cuts included. The soundtrack relates to the message of the brand being confident and outgoing with connotations of individuality and boldness.

Furthermore, we have followed conventions by using many jump cuts and quick cuts. This is to cleverly catch the eye of the

audience whilst promoting the look of the clothes and the style of the brand. These shots that capture full details of the whole

outfit match the upbeat music.

Finally, we have followed the convention of a stationary camera in every shot. Our production contains no camera movement in order to simply promote the detail and the style of the brand. It sticks to bold, fast paced shots that attract attention through the jump and quick cuts that

don’t match the camera movements within a shot.

We hope that by following these conventions, our target audience who are dedicated to the programme it sponsors;

Pretty Little Liars, will relate to and buy the products because conventionally, they are subconsciously linking a

favoured TV programme with our product.