The document summarizes how a group used new media technologies in constructing, researching, planning, and evaluating their media products about a fictional cereal called "Super Cereal". They filmed their adverts using a portable Sony camera and edited in iMovie on Apple Macs. They researched real cereal adverts on YouTube for conventions. They created storyboards and took photos of them with the camera. They had issues uploading footage from the camera to iMac but solved it by changing memory cards.

1. Media Evaluation Cereal
Ellen, Claire, Ben and Josh

2. 1. In what ways does your media products use, develop
or challenge forms and conventions of real media
products?
Advert 1
• The first real life advert we looked at was a Weetabix advert.
The advert was similar to ours because it shows the main
character of the advert eating a bowl of cereal and she has
energy to get up and dance after eating the breakfast cereal.
– We have kept to the conventions of this advert because we liked the
idea of the cereal giving you super powers and it has the theme of
giving you energy. We wanted to move away from the idea from the
idea that cereal gives you energy and that it actually gives you super
powers to go and save someone.
http://www.youtube.com/watch?v=2YpOw8o34BM

3. In what ways does your media products use, develop or
challenge forms and conventions of real media
products?
Advert 2
• The second advert we looked at was a Frosties advert where a tiger
eats a bowl of cereal which gives him the courage and power to
dive from a high height. It also has a similar slogan to ours as it says
‘bring out the tiger in you’ which is very similar our own ‘bring out
the super hero in you’.
• This advert is similar to ours as it shows the cereal giving him
courage and power.
• The advert is different to ours as this is a cartoon and we didn’t
have the technology to make a cartoon advert and it doesn’t turn
the main character into a super hero but it does have the same
message and values as our adverts which is that it gives you energy
and courage. http://www.youtube.com/watch?v=rbwm0gZhuAk.

4. In what ways does your media products use, develop or
challenge forms and conventions of real media
products?
Advert 3
• We also looked at a Coco Pops advert to see how we could
make our advert more child friendly and how it could appeal
to young children and make parents actually go out and buy
the product for their own children.
• We felt it was important to use and compare this advert to
our own as we also wanted a children like feel it. The advert
still has a similar message to ours as it shows the cereal giving
you energy and power to succeed.
• http://www.youtube.com/watch?v=8KpMfZaxDUA

5. In what ways does your media products use, develop or
challenge forms and conventions of real media
products?
Mise-en-scene
• The music we used in our advert is slightly
different to the adverts we looked as ours has
a more super hero theme to it whereas the
Weetabix advert has a more up tempo dub
step type feel to it. The Coco Pops and the
Frosties advert has more children like music to
it which is different to ours.

6. Question 2 - How effective is the combination of our main product and
ancillary texts?
• The combination of our main
product and ancillary texts are
effective as they are pretty
similar therefore connect to
each other.
• Both the main adverts contain a
dilemma of someone being
stuck up a tree. These people
need saving, in both adverts
each character eats Super
Cereal to make them strong
before going to save them, this
is reflected in the radio advert.

7. • Both the main adverts and the radio
advert follow the same type of
storyline where the main character
eats the product and then becomes a
superhero and saves someone in
need.
• The radio ad contains sound effects
which relates to both adverts.
• The sponsorship advert is slightly
different to the other adverts as this
contains one person eating breakfast
over a dining table, whilst the other
character watches in boredom. Once
the one character ate “Super Cereal”
both characters go into an arm
wrestle, this is to show that the cereal
gives people power.

8. • We used a variety of camera shots, the types of
shots used in the two main adverts are similar for
example, a close-up shot of the product, medium
long shots of the person in trouble. Settings were
also similar, for example the kitchen areas.
• We wanted to create the two main adverts, so
they feel as though they are combined together.
To do this we created a male and female advert
for the same product. The sponsorship advert
brings both the main adverts together as a male
character and a female character have an arm
wrestle. The female character wins as she has
previously eaten “Super Cereal”, this reinforces
that the cereal gives you strength and power.

9. How the campaign as a whole attracts
the target audience?
• The campaign as whole attracts the target
audience of young children to teenagers by:
• Involving a cartoon styled cereal box.
• Using simple and easy storylines so they can
understand what is going on.
• Using up beat songs to advertise the product
makes the song remind them of the product.

10. 3. Audience Feedback
This evidence shows that our adverts were a success, Lucy Abbott says she would buy
this product. These people are part of our target audience of young children to
teenagers.

11. Advert 1- Review
Positive Negative
• Good range of shot • The voice over at the
types and end is a bit boring
movements, like how • The start of the
music relates to advert is quiet
actual products
• Has a clear story that
relates to the
product

12. Positive
Advert 2 Negative
• Consistent with • When the girl comes
advert 1 to the window you
• You see someone can’t here what she
eating the product says very well
• When the boy says
• You have seen them
‘Help save me!’ there
save someone
is a noise at the start
of that clip

13. Positive
Radio AdvertNegative
• Sounds a positive • No need for the
and happy product thunderstorm sound
• Links into advert 1 • Sounds sarcastic
and advert 2 when they say ‘yay’
• Enthusiastic
• Easily recognised
piece of music

14. Positive
Sponsorship Negative
• Links to other advert • When the girl speaks,
• Shows what the it’s a bit muffled
cereal does • It’s not very loud at
• Makes the girl win the start
shows how it gives • The boy changes
you powers position within
different shots

15. Successes of the Campaign
• Reaches the target audience
• They would buy the product
• Using the same music throughout links all the
adverts together
• Makes it memorable

16. Changes that could be made to the
Campaign
• When recording the radio advert, would re-
record the ‘yay’ to sound more enthusiastic
• Re-shoot when the girl is talking through the
window as the reviewers said they can’t hear
it very well.

17. Would re-record the worst of the acting parts –
Lucy Abbott
Re-take a picture of the product to be more
clear.
In sponsorship re-take when close up of arm
wrestle- actress is laughing/ smiling- takes away
mise-en-scene

18. 4. How did you use new media technologies in the
construction and research, planning and evaluation
stages?
• We filmed our coursework using a Sony portable camera and used
the apple macs to edit using the application ‘iMovie’.
• The camera we used was very portable and we were able to take it
filming with us with no problems as it is light and small.
• Simple shots not using too complex filming shots and angles
because the shots we felt necessary to use were simple long
shots/close-ups and medium shots,
• low angle shots.

19. How did you use new media technologies in the
construction and research, planning and evaluation
stages?
• Easy to use iMovie to edit. We all had past experiences of being able to use it and
use it to a high level.
• being able to cut and change things around to make the finish product to a good
standard.
• Since year 12 I think we have become more experienced with using the
technologies for example the cameras and the macs and the applications on the
macs.
• I think us as a group did find it a lot easier to edit this year because we all edited
our work last year on the macs are were able to be used to using iMovie and
iMovie HD.

20. How did you use new media technologies in the
construction and research, planning and evaluation
stages?
• To research our product we went onto YouTube to look up other cereal
brands
• We noticed that most of the cereal adverts like to engage the consumers
• YouTube is a very effective source to use basically because anything you
need to search for which can help you with your research is on there.
• We decided to try and make our adverts more funny than serious due to
the fact a serious advert could be seen as a more boring one compared to
a funny advert.

21. How did you use new media technologies in the
construction and research, planning and evaluation
stages?
• We created animatic story boards to follow for
our filming
• We had to take pictures of the story boards
using the camera’s this is another function of
the camera’s which was very useful and quick
process to get done.

22. How did you use new media technologies in the
construction and research, planning and evaluation
stages?
• We did have problems in terms of uploading
our products from the cameras onto the apple
macs
• Eventually we overcame this problem as we
managed to change the memory card from
the camera into another camera and upload it
onto the mac into iMovie finally working.