Evaluation Question 1

Transcript:

The music video that I have created uses conventions of a real media product as it is demonstrating to the audience the band's music. My video advertises the band and the song as it presents the song visually in order to emphasise the lyrics, which is what my video does. However the usual conventions of a rock video would mainly be performance based, with the band performing and having close ups of the instruments and the band members, mine does not. Instead I challenged these conventions by making my video simple, it does not feature any performance in it at all and does not show the band members. Also it does not have a particular narrative yet shows a performance of a different kind, as it relates more to the lyrics of the song than the image of the band, because usually rock music videos can be more style over substance. My video relates to the lyrics in a more metaphorical sense as the lyrics are about freedom and moving on from the past to a better healthier future, the video shows the model moving on as the water represents her washing away her past troubles and feeling good that she has moved on. The use of the slow motion and reverse effects make the video more interesting and emphasise the point the lyrics are making of her becoming free. Also the lyrics adopt a lot of naturally imagery, the video appears quite natural and organic as it is simple and shows the nature of the water and the model herself acting natural with natural movements, yet the reverse effects make the organic simple idea more unique and interesting for the audience to watch.

Furthermore the video links to Andrew Goodwin's Music video theory in many different ways. For example this video promotes the song by Illustrating, Amplifying and Disjuncture as the lyrics are illustrated by the visual and these emphasises the meaning, then this meaning is repeated and with the use of the reverse effect the viewer can see this meaning more. Secondly the video meets the technical aspects Goodwin's theory mentions, as the cuts and edits are in time and go to with the beat of the song. Also as the video is in black and white it makes the video more moody and again more simplistic in order to not to detract from the lyrics meanings. The video can also be linked to Goodwin and Laura Mulvey's theory of Voyeurism. This because the model in the video is being watched as if she does not know this because she makes no direct eye contact with the camera, also there are the occasional close ups of her lips, chest and neck, suggesting voyeurism.

Additionally my magazine advert and digipak all use typical conventions, such as the digipak has the album title on the front, features institutional information and has the song listing on the back of it, this is so the consumer knows what the album consists of. Furthermore my magazine advert contains familiarities to the audience and zeitgeists. For example the advert features reviews from well known magazines on it in order for the consumer to feel more familiar with it and trust it more so they therefore feel more inclined to buy the album. Also the advert features a QR code on it, which intrigues the consumer as they will want to find out what it will lead them too.  Moreover after researching into already existing digipak and adverts I was able to identify the key conventions of them so I could include them into my products. For example on the advert I included the front cover of the digipak and I added on the album information such as the release date, band website and Reviews. These were all common features that I noticed on the two adverts that I had annotated. Also when I was creating my digipak I made sure that the front image was striking in order to attract more buyers, I also wanted it to relate back to the album name therefore I decided to make it all symmetrical and I made it black and white in order for it to stay within my chosen house style.