Conventions are the generally accepted ways of doing something. Conventions can be used, supported, reiterated. They can be challenged to deliberately brake and/or subvert conventions, for example a convention that we used in our digipak is to have the name of the singer bigger then the album now, this draws attention to their name and makes them more recognisable.
In evaluation of the question set I feel that I have drawn on the conventions of media products in my own campaign. This use of these conventions is evident in the construction of my own products, for example, having a graphic website homepage with the artists name on the page. This is supported by my own research into websites because almost every website I looked at had the artists name in big on the home page of their website, they also had a logo or a photo of the artist so they become recognisable.
At the same time I have sought to develop and been able to challenge conventions, for example, I have put a personalised message on the inside of the digipak, most artist don't do this, however I felt that as our artist was unknown a little note inside thanking the fans would add a nice touch and help the fans to connect with her. The reason why feel that I have achieved this is to differentiate my product in a competitive music industry market and I have attempted to challenge audience expectations, bring something new to the media forms. Media Conventions are ultimately relied upon for communicating the right message to the intended audience, but also deviate from these expectations helps sell the star image that I wanted to promote. Audiences produce meaning from the interaction of the conventional material in a text, and their understanding of conventions, for example in my website design the audience said that they liked the photo of Neveah but thought that buttons were to big so we went back to re-draft it and make it so the audience would want to interactive with it.
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