Screen shot from my promotional video:
The task given was to create a Christmas advert for the store Sandersons. A very obvious convention to include would be the appearance of snow, this is because Christmas occurs in England during the season of winter. Snow appeals to the target audience, since they like to experience the magical and cozy sensations which are amplified during the snow. The effects where added as a filter when editing the footage on Adobe Premiere. The shot type used is a landscape one, which was accomplished through the use of a drone, since both shots are portraying the traditional winter wonderland. What makes the shot even better is that it is featuring Fox Valley as a winter wonderland, which will make the audience want to go and visit the store themselves, in order to have a similar winter wonderland experience whilst shopping.
Screen shot from Marks and Spencer's Christmas advert 2017:
Screen shot from my promotional video:
The conventions contained in both of these shots, are close up's of sparkly decorations which are seen more often during the wintery season. Low aperture are used in both of these shots, because objects of such sparkly nature have a very appealing aethstetic when parts of them are in focus and parts of them are not, which is evident in both shots. This gives both the shots a very seasonal appearance, and makes the audience associate ideas of Christmas which they like with the brand, in my case Sandersons.
Screen shot from House of Fraser's Christmas Advert:
Screen shot from my promotional video:
The conventions contained in both of these shots is the use of a Vox pop, which is a representation of the voice of the people. The idea is to feature likely customers of that particular brand discussing the brand directly. Instead of the traditional way of advertisement, this way advertising comes across as more genuine and personal, meaning the audience are going to feel more inclined to shop at that brand. The inclusion of fairy lights in both of these shots gives the advert a very christmassy appeal again, to fit the conventions of a Christmas advert, the use of a low aperture makes the fairly lights appear blurred, which gives the shot a fuzzy and warm appearance, sensations linked to ideas of Christmas. When editing the Vox pop together, the shots of people discussing similar things were all linked together, in order for the audience to hear about the same topic from different types of people (males, older woman and younger woman). This gave the audience a clear sense that Sandersons appeals to a range of people, meaning that more people are going to feel inclined to shop at Sandersons. The lighting used in post gave the image a very warm and colourful appearance, the tint used orange/pinkish which are colours which represent the general brand Sandersons go for, since a lot of the shop is white and bright, and also fits into the conventions of a Christmas advert.
Screen shot from House of Fraser's Christmas Advert:
Screen shot from my promotional video:
This shot is inspired by the type of font and graphic House of Frazer use in their Christmas advert. Sandersons is a prestigious brand designed for an ABC1 audience with a very high disposable income in the same way that House of Frazer is a prestigious brand for an audience with disposable income. The title connotes a sense of neatness, organisation, and expensiveness, since the brand and title Sandersons matches the style of the brands which are featured in the store such as Barbour, Penhaligons and Hobbs. This means that people who are interested in those brands are going to be attracted to the brand Sandersons.
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