Skip to main content

[M3] Explain how the created media components comply with the codes and conventions of the media sectors


LO3 - Be able to produce the planned media components.

 Codes and Conventions - typical, written or symbolic signs used to create meanings within the media product.

To examine the codes and conventions of media products similar to mine, i have chosen to look at one campaign based on palm oil and two based on organic and natural soaps. All of these campaigns contain at least one YouTube advert, a heavy social media presence, online adverts and a few billboards.

Example 1 - Iceland - No Palm Oil














 Method of Advertising used - 2 YouTube adverts, twitter account, lots of tweets on social media, action on palm oil within their products
Key message - palm oil is damaging for the environment and harms orangutans

Features within this advert:

  • cute cartoon mascot
  • rhyming words used within the advertising
  • message causing people to feel guilty
  • talking orangutan used
  • impacts of palm oil shown
  • voiceover
  • neutral colours
  • orange green colour scheme
  • logo present
  • sad connotations
  • grey, miserable
Example 2 - Original Source




















Method of Advertising used - short YouTube videos, lots of online posters, skyscraper ads, some billboards, heavy social media presence and lots of posts.
Key Message - there is lots of natural and fruity fragrance packed into all of the shower gel.

Features within this advert:

  • bright colours
  • natural scenes
  • lots of fruit and natural objects
  • central focus
  • complimenting colours
  • water splash 
  • bold white text
  • eye-catching designs
  • sans serif text
  • logo present
  • hashtag for campaign
  • bright
  • happy, sunny connotations
  • energy, growth

Example 3 - The Body Shop 
























Method of Advertising used - lots of online poster, in store posters, short YouTube video, social media posts.
Key Message - Purchasing things from The Body Shop gives back to and helps the environment, people should help the environment year round.

Features within this advert:
  • natural imagery
  • bright colours
  • animals mascots
  • cartoon animals
  • blue/green colour scheme
  • bold white text
  • sans serif text
  • logo present
  • hashtag of campaign
  • abstract design
  • fruit and natural things relating to the product
  • dark enchanted looking
Similarities Between these Codes and Conventions
  • bright colours used
  • nature imagery
  • fruit imagery
  • tree/leaf imagery
  • hashtag
  • animal mascots
  • talking animal mascots
  • bold white text - sans serif
  • logo
  • water imagery
  • green colour scheme
  • contrasting and eye catching colours
Explaining How my Products Comply with the Codes and Conventions of Similar Products

After research done into the codes and conventions shown by 3 other brands that are similar to my product (Iceland's no palm oil campaign, Original Source and The Body Shop), several codes and conventions of these all natural and palm-oil free products are shown including bright colours, natural images and cartoon animal mascots which I have utilised when creating my 'Kind Soap' advertising campaign to ensure my products comply with the codes and conventions and a organic natural soap is clearly represented.

First of all my media products comply with the codes and conventions of having a clear bright colour scheme featuring bright greens, whites and oranges as shown in both The Body Shop and Original Source advertising campaigns. This bright colour scheme is consistently used within my Youtube advert, my billboards as well as my online advert and social media profile in order to clearly link them all together and make the brand more recognisable along with connoting to being organic due to the bright colours representing nature much like the colours used by Original Source.

Furthermore, tree, water and nature imagery is used throughout my adverts in the form of cartoons and real images with vines, bubbles, bamboo and leaves all strung throughout my skyscraper adverts and billboards. This complies with the codes and conventions shown by organic soap brands which aim to use natural imagery to show how they are helping the product and how they do not contain any harsh chemicals. Imagery such as animals - specifically cartoon ones has been used throughout to show the impact on animals and similar codes and conventions as shown by The Body Shop and Iceland. This attracts a younger audience as well as making the adverts more interesting and lighthearted to watch and clearly showing the viewer the animals they are helping

I have followed similar social media codes and conventions to many soap brands by having a clear bio within my social media account as well as linking a website and using the hashtag #kindtosoap in order to encourage a social media hype to build up and for more people to talk about the soap. This was used by  The Body Shop in order to promote certain natural products and encourage more people to talk about them by placing the # on all advertising. Furthermore, as all 3 of these brands show, I have followed the code and convention of featuring a logo to further make my brand recognisable and encourage people to talk about it while conveying the message of my soap being kind.

However, while the code and convention of using a logo within my products has been followed, many brands also use a slogan within their media products with the code and convention of using bold sans-serif font which is usually white to convey a bold and clear message. I have chosen not to follow this code and convention of advertising for organic soap in order to keep my branding consistent by placing my slogan in the same handwritten script font as my logo. I have done this in order to make my soap seems more personal and friendly with embedded hearts representing the love for the environment along with making it seem handmade rather than mass-produced.

Another code and convention commonly used by organic soap brands is featuring ingredients such as fruit and oils within their advertising in order to represent the natural goodness and scent of the product. I have chosen not to include these in my advertising as the organic soap is fragrance and colour free meaning the ingredients are all quite bland in colour (shea butter, goat's milk) so I have avoided the use of the ingredients within my advertising in order to keep the colours bright and consistent for my advertising with a stark contrast between the white soap and all other advertising.

In conclusion, the codes and conventions of the media sector of organic soap are clearly shown to include clear colour schemes and natural imagery as used by Iceland, The Body Shop and Original Source. I have chosen to follow many of these to keep my advertising clear and consistent while avoiding some to make it more personal.
Labels:

Comments

Post a Comment

Popular posts from this blog

[D1] Discuss the Legal and Ethical Constraints within the Planned Campaign

LO2 - Be able to plan a cross-media advertising campaign to a client brief. When creating an advert, it is important to make sure any legal and ethical considerations are considered and corrected to avoid upset and potential lawsuits which could put a bad name on the product and discourage people from purchasing it. For our 'Kind Organics' soap we have considered a number of legal and ethical issues that may arise and dealt with them accordingly. One legal issue that may occur within our campaign is unfair mascot use. Because our campaign includes the mascots of 4 animals associated with being eco-friendly across all 4 elements, these have been provided from external sources for use within our campaign so the proper usage rights must be gained in order to use them to avoid claims being made against the advertising campaign. To deal with this issue we have found the mascots on a number of sites including ones that are royalty-free meaning the cartoon images are free to be u...
Post a Comment
Read more

[D2] Demonstrate How the Technical and Aesthetic Properties of the Media Components Meet the Client Brief

 LO3 - Be able to produce the planned media components.  Within my 'Kind Soap' advertising campaign, I met the client brief by clearly showing a natural soap with a specific unique selling point, allowing me to properly target my advertising by showing the main benefit of 'Kind Soap'. Furthermore, I have met the client brief as I have created 4 different advertising products in a variety of sectors including large print and YouTube adverts in order to cover all medias and make the product as successful as possible. Within my advertising campaign I have met the client brief by developing a clear and consistent branding while creating a logo, mascots, slogan and colour scheme in order to represent the USP of my organic soap and create recognisable advertising products. Furthermore, the technical aspect of the editing within my YouTube adverts has helped to meet the client brief as I have edited it to be quick and snappy with very short clips and a lack of transitions in o...
Post a Comment
Read more

[P1 + M1] Describe an Existing Media Campaign and Evaluate Different Cross-Media Advertising Campaigns

LO1 - Know how existing advertising campaigns embed advertisements across a range of media products.  J2O is a popular brand of soft drink within the UK which has been around since 1998. Prior to the release of the new J2O Glitterberry product, J2O released a new campaign over the summer of 2018 introducing anew mascot, Mojo, the cockney alpaca. This campaign featured several video adverts shown across social media and television conveying scenes of a barbecue with Mojo singing and advertising the pre-exisitng J2O drinks. The campaign was also featured across bus stops and obtained a heavy online presence with a consistent message of J2O encouraging people to be extraverted and seize the moment.   The stills from the multiple video advertisements and the online web banners (as shown above) are consistent within the theme and clearly show J2O as a summer time drink based on the bright orange and summery lighting used within the adverts. This was consistent within...
Post a Comment
Read more