EVALUATION QUESTION 2How effective is the combination of your main and ancillary

texts?

Liam Stewart Question 2 Media Evaluation

STAR IMAGE EMINEMDuring my research I found that artists keep the same themes throughout pieces of promotion, Eminem and his new MMLP2 as a prime example, all promo on this page is ultimately to promote his new album, as you can see- strong continuity is important even in magazine interviews. Looking at these allowed me to be able to make my own cross media campaign more effective by using the techniques seen here such as primary colours used on everything, a logo that goes through all media products etc, even the use of the same location in some shots, which is also used in videos (motif)

STAR IMAGE ED SHEERANResearch in to Ed Sheeran’s promotional campaign further showed me how to effectively promote Ed Sheeran uses heavy amounts of colour, most notably orange- motifs such as the paw print he is known for or in this case the albums “+” symbol As well the importance of typography- I hoped to follow Ed Sheerans lead and make continuity a strong part within my own media products.

Magazine Advert

Digipak Disc

Screenshots from my music video

The combination of my products is seamless. There are numerous motifs building my artists star image throughout my cross media campaign. The first is the use of the “old vintage”, TV look on each of my products. This anchorage is on the main image on my magazine advert. 3 parts of my digipak. (front, back, and centre) forcing the audience to see them as aged photos, therefore portraying the past, linking with my video (see right) whereby the footage from the beach has been cropped and distorted to look as though it is off of an old TV. The grade, noise and desaturation make it a motif and a dominant part in my cross-media campaign,- this is much like Eminem used red white and black for his Monster cross campaign. and Ed Sheeran heavily uses colours for each project (Orange for + for example). This was inspired by Eminems MMLP2 digipak which has a vignette round the edge, but with noise- I wanted to develop this- which I feel I have effectively. !!!The second motif that I have used to construct a successful and effective star image is the use of the cross symbol which I created as part of the typography for the song and video. Once again this is present on my magazine advert and is the dominant feature on the bottom half of my magazine advert, the part where your eyes are attracted to, it appears numerous times on my digipak on the spine of the digipak, the bottom left, the front and back cover also. It is present on the disc (at the top) at plays a part in my video as it is on the top that is worn when the person is shaving his head. This also makes my campaign extremely consistent, throughout the platforms creating a brand, and a logo specifically for the project (much like the + sign for Ed Sheeran’s project, or his “paw” symbol). This works well with the song topic and the 3 primary colours I chose to use as black and white has connotations of formality and seriousness, the cross is a well known signifier of christianity and often with death (as used in The Scripts “If You Could See Me Now”, therefore is effective as it symbolising the meaning of the song it this motif, especially when coupled with the typography which is stylised to be reminiscent of the font used on gravestones.. !!I created the typography specifically for this project, which is once again present on all of my media products and unique to this individual campaign thus building a instantly recognisable collective of motifs, so when seen together become a signifier for Whatever It Takes as its own project, and that the artists logo,(which adds to the artist star image) just reinforces what the motif is signifying and anchors the audience on this specific project. Much like Eminems new album logo. Using this typography on all promotional material allowed me to give the “promotional package” coherence and a sense of togetherness despite the fact that they are different products !All these above features are continuously on each platform to ensure consistency, therefore memorability. !!A further intertextual motif is the lyrics which are over-laid over the image- for example the background of the magazine advert- on the disc-on the bottom left side of the Digipak. This was inspired by Eminems MMLP digipak which I then developed (and put a cross in the middle). All photos in my digipak also relate to the video, by seeing the the digipak first it creates a sense of enigma, employing the uses and gratification theory, especially at the start of the video whereby the audience may try to guess the outcome. !

Effectiveness

STAR IMAGE WALTZZI decided to continue with my artists star image that he by himself had already been creating and take it to the next level as I felt this would be a more beneficial and consistent idea, rather than starting from scratch below shows all of the motifs I have created for this project, side by side with some of my artists previous work to show use of continuity and colours- much like the ones seen in Ed Sheerans and Eminem campaigns. As you can see although there is consistency with the logo their is not motif throughout these other projects- which I feel makes mine stand out due to the numerous motifs involved making it an effective cross-platform campaign. The most significant example of influences is using the front of the digipak on the magazine advert as seen below. I was influenced by Eminems promotional campaign making sure the unique beach shots were at the forefront of my promotional campaign. Allowing the audience buy in to the brand of “Waltzz” rather than just the artist. You can clearly see, through the use of the thematic and stylistic links in each of my products that they are all part of the same media branding campaign. All successfully create the mood/atmosphere of reminiscing of about the past (due to TV effect and desaturation), with reference to death by the typography, the main colours (black and white), the Mise en Scene in the video, especially the costume of my artist and the motif (the cross). The use of gradient fades is also a prominent feature throughout my piece