LILY STANNARD

EVALUATION

VIDEO

Use: From our audience research, we discovered that bright and vibrant colours appeal to the target audience. From this, we decided to use some plain colourful backgrounds and also use backgrounds that are more interesting. We did this by making flashing, multicoloured and moving backgrounds like the ones below. This meant that we were following conventions by incorporating vibrant colours into our video, as is a convention of pop music videos. We did this using the green screen

and backgrounds that we created using powerpoint backgrounds and some of the backgrounds that are installed

onto iMovie.

Use: We chose to use the performance element of our video as main parts of our video, considering we didn’t use a narrative. We used different backgrounds, and different props like microphones – to enforce the element of performance – along with balloons, to make the video more fun and lively and we included them in our dance scenes and make them more lively also! Performance, balloons, microphones and dance routines are often seen in pop music videos.

VIDEO

Use: We used a modern representation of women as being strong, confident and fun. We showed this by including

clips of Yolanda performing and having fun with friends and playing with balloons which backs up our representation.

VIDEO

VIDEO

Use: Goodwin’s theory; Goodwin theorises that music videos should follow a basic few rules. Lots of close-ups of the artist by demands of the record label. Links between lyrics and visuals, so we showed Yolanda performing, which also supports the performance-based video concept. Genre characteristics like bright colours and dance routines. Also, Yolanda is the centre of attention throughout the video which supports voyeuristic treatment of women and Yolanda looks at the camera the majority of the time,

which follows the direct gaze concept. Also, we created iconography of the artist through her hair, which I kept the same through all of my products.

Develop: From our audience feedback, we discovered that bright and vibrant colours and backgrounds are appealing to the target audience. So as well as using the different coloured, flashing and moving backgrounds, we made lyric backgrounds using powerpoint and saving the slides as images. This supports Goodwin’s theory as a link between lyrics and visuals.

We did this using green screen technology in order to still have Yolanda dancing and singing in front of the backgrounds.

VIDEO

Challenge: Originally, we planned to use a narrative in our video to follow conventions. But after consideration, we

decided that the song was so upbeat and about living in the moment, that it would be better to challenge conventions

by not including a narrative and making the video as fun as possible. Pop is a genre that is commonly kept to

conventions, but we decided that it is not inkeeping with the song. This meant that there was no love interest in the video – as is common in pop music videos – to show that

she is young and is more about having fun.

VIDEO

Use: Record label and copyright information always feature on the back cover, so I have included this on mine to create realism. As does the tracklist, usually an image of the artist, and the barcode. The barcode usually features in the bottom right corner of the digipack, so this is where I placed mine.

DIGIPACK - OUTSIDE

Use: To create continuity between the digipack pages itself, I have used the same colours, backgrounds, and the artist looks the similar in all three images that she is used on. This follows conventions because digipacks have to be continuous throughout products to make the products visually pleasing and by doing this, encouraging the product to be bought.Use: A convention of digipack front covers is that they are to be filled with the artist in order to promote them and so that the artist will be recognisable, therefore I have used a closeup of my artist, with only two large pieces of text to ensure that all the vital information – artist and album name – are seen. Along with the side panel that reinforces this information, this panel would be seen if the digipack were to be on a shelf.

Use: It is extremely common in digipacks for the artist to be looking at the camera for the front cover, so as to connect with the audience, and it also supports the male gaze theory, which widens the target audience. The costume in digipacks is usually inkeeping with the theme of the rest of the products, so in order to follow this, I used the same outfit as is worn in the video and it looks colourful, bright and fun, much like the video. They also tend to wear little or no clothes, again supporting the male gaze theory, and so I have followed this by having her wear a playsuit where a lot of her leg is exposed.

Use: the insert of a digipack will always be an image of the artist, it follows the same theme as the rest of the digipack and it will be continuous with the video, the digipack and the magazine advert.

Use: The actual disc I chose to make using photoshop, but with the intent of making it look like it was covered in balloons which creates continuity with the video.

Use: The inside of the digipack is also continuous with the outside of the digipack and with the video as well.

DIGIPACK - INSIDE

Use: As a convention of magazine adverts, I included all the important information needed for the target audience in order for them to encourage them to purchase the product, including the release date, songs featured on the album, and reviews.

Use: I used the same fonts and colours as my digipack and video and also the same costume that is used in the video. I used pink because it would appeal to the female target audience and blue could appeal to the relatively smaller male target audience, but I think the two colours both complement each other nicely and they bring together the text and the costume well. I used the

same fonts on both products because it creates continuity and also makes the products recognisable. The bold font promotes the artists and contrasts well with the thin, sketched effect of the thinner, smaller font.

MAGAZINE ADVERT

Develop: Well known artists like Rihanna, Lady Gaga and Mariah Carey tend not to follow conventions as much and prefer to use colours like black and white and more sophisticated layouts, but due to the target audience I have decided not to follow this and make it colourful, bright and fun, so that it would appeal to the right target audience for the genre.

DIGIPACK - OUTSIDE

DIGIPACK - INSIDE

Develop: I have developed conventions by using balloons from the video in my digipack. Usually on the disc is just writing stating the album and artist’s

name. However, I chose to use something like Lady

Gaga’s disc by using something recognisable from the video, e.g. a lightning bolt, which is her trademark. I chose to use

balloons which I used in the video.

Develop:

MAGAZINE ADVERT

Challenge: Commonly in digipack front covers, the artists poses are sultry, mouth-slightly-open, looking at the camera. For the target audience of teenage girls who are the most likely to listen to the video and be encouraged to buy the digipack, I decided to challenge this convention and use a picture of the artist smiling at the camera because the digipack is more fun, bright and playful than the sophisticated, glamorous images that are so commonly used on digipacks that are aimed at a much wider and slightly older target audience as well as the younger ones. She is still looking into the camera which follows conventions of connecting with the audience.

DIGIPACK - OUTSIDE

Challenge:

DIGIPACK - INSIDE

Challenge:

MAGAZINE ADVERT

WHAT HAVE YOU LEARNED FROM YOUR AUDIENCE

FEEDBACK

Our audience feedback originally formed our basic music video, it allowed us to make our initial decisions, basing them on the people we would be aiming our video at. This included majority female teenagers. Basically from our

audience feedback, we knew how we wanted our video. Also from our final audience feedback we learned that everything we originally discovered from our feedback was what we included in our final video.

HOW DID YOU USE NEW MEDIA TECHNOLOGIES IN THE CONSTRUCTION OF YOUR MEDIA PRODUCTS?

Photoshop: I used photoshop in the construction of my digipack and magazine advert, I used it to create my mock-upsand then build my products on top of these. I found that this was an easy program to use and it fit its purpose well.Digital camera: I used a camera to take all raw imagesfor my digipack and magazine advert. I took enough so that I had a wide range of shots and choices so that when it came to the actual construction I could alternate and essentially try on different images around my layout. Video camera: We used a video camera to film all of our video footage. We had a few problems with using different cameras, and had to ensure that we used the same one each time to avoid getting a blurred effect on some of the footage. This meant that we had to refilm an entire hours work. We also used green screen technology so that we could use different backgrounds and have versatile footage of Yolanda performing.1001 free fonts: We used a website called ‘1001 fonts’ in order to download the fonts that we wanted to use. iMovie: We used iMovie to make our audience feedback and our video and this was easy and quick to use. It was necessary in the construction of our videos and we used it to edit the footage and put it all together.

I created continuity between all 3 products by using the same fonts, layouts, outfits. I also used the same colour scheme throughout by using bright colours, blues and pinks in particular, which are predominantly used in the music video so I decided to put them on the other two products. Also, I used the same outfits throughout all 3 products. I also used balloons as a connecting prop between the video and the digipack.

HOW EFFECTIVE IS THE COMBINATION OF YOUR MAIN PRODUCT AND ANCILLARY TEXTS?

HOW DID YOU USE NEW MEDIA TECHNOLOGIES IN THE RESEARCH AND PLANNING OF YOUR MEDIA PRODUCTS?

Blogger: I used blogger in all stages of my work in order to display everything. Research and planning, the finished products and evaluation are all displayed on the blog and this was an easy website to use in order to do this. Video camera: We used a video camera to film our audience research, which allowed us to make all the initial decisions for our video. We also made our location shots video using the video camera and also our preliminary video. iMovie: We used iMovie to edit the videos of our audience feedback, location shots and preliminary video. PowerPoint: I used PowerPoint in the research and planning process during my music video analysis. I found this an easy program to use and fit the purpose well.Digital camera: We used a digital camera to take pictures of all the things we would need in the video such as props, costume, cast, our original sketches of our digipacks, it was easy to use and quick to download the images on the computer to upload them.Prezi: Prezi is a website that allows you to make more advanced presentations than PowerPoint and so I used this to analyse my digipack and my magazine advert. It was generally harder to use than PowerPoint but the overall effect is much better and after a while it became easier to use. Facebook: We used Facebook in the audience research part of research and planning. We set up a Facebook group that meant we could post videos and ask the people who we added into the group what they thought of our different ideas.

Video camera: I used the video camera to film myself evaluating my media products.

PowerPoint: I used PowerPoint to create this presentation, it meant that I could use different designs and easily present images and text all together.

HOW DID YOU USE NEW MEDIA TECHNOLOGIES IN THE EVALUATION OF YOUR MEDIA PRODUCTS?