For our Sponsorship sequence we have decided for our brand to sponsor Pretty Little Liars, a programme

presented on MTV. This is an on going drama with a subgenre of mystery and thriller. Because is the

protagonists consists of teenage girls we thought it linked with our clothing brand, having a very similar

target audience. This was also what we gained from the questionnaire results as our audience wanted our

sponsorship sequence and the programme to link. Also due to the heavy female characters, clothes are a very

important aspect of the show.

With mystery being one of the main elements of the series, we are going to connote and present mystery in

our sponsorship sequence to link with the shows subgenre. We had the idea of using graphics to create a

safe which would open up to the model wearing the brands clothes. For example in the E4 series Made In Chelsea the graphics match the subject matter of the programme. They create a tube map using the makeup products which links with the constant location of the

programme, being London.

A clique of teenage girls drift apart after the group's leader, Alison DiLaurentis, goes missing. Her body is found and the girls are reunited at her funeral. All four begin receiving text messages from the

mysterious 'A', who seems to know many of the group's deepest secrets, some of

which only the late Alison had knowledge of. The girls join forces against A's

scheming and try to uncover the mystery of Alison's death.

PLOT

CHARACTERSTroian Bellisario plays the part of Spencer Hastings, a wealthy over-achiever and extremely bright. She is a straight A student and a perfectionist. She is very organized and is constantly juggling many jobs, internships and after-school activities. Spencer is very protective of her friends and can be very bossy. In that way, she is the de facto leader of the group.

Spencer’s confidence links with the message we want

to perceive and the feeling we want our brand to give our audience. She is of the perfect age that we are targeting our brand towards. Being the leader of the group, she connotes a bold and outgoing attitude which we are promoting with our clothes. We want to create the message that with fashion, girls should be leaders not followers. David Gauntlett’s theory is applied to Spencer because she is in control of her

sexuality, which is for her own satisfaction. She is represented as an empowered female. This links with our advert because we want the audience to dress for and please themselves.

Ashley Benson plays the part of Hannah Marin, a popular but insecure girl. Since Alison's death, Hanna has lost a lot weight and is in great shape. Hanna is now the new it girl of Rosewood High School and the "queen bee" of the social scene. Hanna is very generous and kind but is still tormented by her days of being known as "Hefty Hanna." Because of this anxiety, Hanna can act out impulsively. She sometimes shoplifts and makes poor choices. Hanna can be almost too trusting of other people but can be very outspoken and sarcastic.

Being the new ‘it girl’, Hannah has gained and developed a new found

confidence, which is again the attitude we want to give our audience when wearing our clothes. The fact that she has gained confidence suggests a change in which she has been through. Typically being the ‘it girl’, clothes

are a important aspect of the look, they add to a girls character and change her whole persona. This change is what we want to achieve, for girls of our target audience to feel happy and confident in what they choose to wear.

CHARACTERS

Lucy Hale plays the part of Aria Montgomery, a free spirited girl. Aria is very artistic and wise beyond her years. She dresses fashionably and alternatively. She is very loyal to her friends but does not always make the best decisions when it comes to the men she dates.

Aria’s artistic features compliment her fashion

choices, as her sense of style is really bold and outside the box. Each of her outfits in the series connotes her confidence with fashion, implying that she's not afraid to experiment. This is exactly the inspiration we want to achieve with our brand, as her different sense of style encourages her in her actions and attitude. Also her popularity with the boys makes her part of the male gaze, which applies Laura Mulvey’s theory. This is because

Aria is objectified and looked at through the eyes of a heterosexual male, the males being seen as active, looking, and Aria passive as she is being looked at. This is linked to our brand because our models in the advert will be looked at in the male gaze.

CHARACTERS

Shay Mitchell plays the part of Emily Fields, a thoughtful and athletic girl. Emily is a sophomore at Rosewood High School. She is a competitive swimmer, the star of the Rosewood High swim team and the jock of the group. Although Emily has a boyfriend, she is struggling with her sexuality and is attracted to other girls. This is something Emily has a difficult time admitting to herself or to anyone else. Emily is very loyal to her friends, very caring and very sensitive. She tries very hard to keep her friends safe and protect them. She also will befriend those who are considered social outcasts and will defend those who are unable to defend themselves. Because she is an only child, Emily feels a lot of pressure to please her parents and to not do anything that would upset them.

Emily is an example of what our brands message wants to change. Her low self esteem and lack of confidence to express her true self is what we believe our brand can change. Our message is based on believing that clothes can give anyone the confidence to be themselves and to start accepting who you really are.

CHARACTERS