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Q2   combining the main product Q2 combining the main product Presentation Transcript

  • Q2 - How effective is thecombination of your main product and ancillary texts? Anand Subramaniam
  • Costume
  • CostumeThe clothing worn by all the actors and our artist were very modern and fashionable. We had topersonally hand pick the clothes they were going to wear for each scene and this was difficult aswe did not film the music video in chronological video. This would ensure that the visuals wouldnot confuse the audience’s track of the narrative due to mistake in costume design. We had useda wide range of bottom wear including chinos, jeans and leggings. Shoes ranged fromtrainers, canvases and heels. Tops ranged from jackets , t-shirts, scarves, jumpers, shirts, cardigans, blazers and hoodies. This ensured that we couldidentify our target audience based on the clothes alone which were a mix betweencasual, casual/formal and formal. The costume did vary a little but not enough to mislead theaudience into thinking that the music video and ancillary texts were not constructed for the mainperson. When going through costume planning, we had to think about the actors and our artistwearing a wide variety of clothes as the clothes were one of the main clues to identifying thecomplex structure of our narrative. It is usually conventional to have R’n’B/Pop artists wear thelatest trends but we felt that our audience should be able to relate to the clothes that the actorsand our artist was wearing. The clothes that all characters wore were at the latest fashion in thepast few years as their wardrobe was quite limited. The costume that we used in the music videoand the ancillary texts were quite similar in terms of style. I feel that this may have helped themusic video and ancillary texts to compliment each other.
  • Location
  • LocationWe used a wide variety of locations. All locations can be found in London. There are some cluesthat indicate that the backgrounds of the ancillary texts were all in London. These include the redLondon buses, the red telephone boxes and the old fashioned buildings. We have used a widerange of both interior and exterior locations. We had to ‘create Sandhya’s house’ from theinterior of 3 houses and a music room that existed in our school. This was due to the specificneeds that we had. For example one of the needs we had was that we needed to have a largemirror for the second to last scene when our artist was getting ready. A fireplace was notavailable at that particular location so we had to use other locations. The exterior locations of themusic video included locations that were within the area of Wembley and Harrow. We hadoriginally planned to film more scenes in Central London but due to budget and time constraintswe were not able to do so. We had to make do with the area around us. Filming at public placesbecame a big problem for us as we had to continuously ask for permission to film. Many of theplaces had rejected the idea of having the local area recorded and we were also asked to deletefootage on a number of occasions. We decided that since we could not film near famousmonuments in central London we had to film near popular places in the area we lived in. Thisincluded Wembley Stadium, Wembley Arena, Wembley Park Station and Harrow Leisure Centre. Ifeel that the locations featured in our music video did not make a strong enough link with thelocations featured in our ancillary texts. The reasons of this has already been described above.
  • Font
  • FontApart from the font in the CCTV portion of the music video, the same font was used throughoutboth the music video and the ancillary texts. The reason for using a different font for the CCTVeffect was that we had to keep this bit as realistically looking as possible. If we were to use thesame font for the CCTV effect then it would not look as realistic, which is what we intended to do.We wanted our audience to believe that we had asked the leisure centre to provide us with theCCTV footage, that was the level of finish we were looking for when we were creating the effectin Adobe After Effects. The same font was used for the song title and artist name in theintroduction of our music video. We had different types of texts in the ancillary texts but we feltby keeping the same font colour and style, we would maintain the consistency andprofessionalism that we were looking for. I personally feel that the font was one of the strongestlinks between the music video and the ancillary texts.
  • Modes of Address
  • Modes of AddressWe used a mixture of both direct and indirect address. For the music video we mainly hadindirect modes of address where the core moments in the narrative required for our artist to beoblivious to the fact that the audience were watching the video. This is known as the ‘forth wall’where the world around a character is surrounded by 4 walls, naming the audience as the forthwall. However we have broken this forth wall by using direct address. We have done similarlywith the ancillary texts. Some may see it as inconsistency however I see it as a way of directingand capturing the audience’s attention. When there is direct address the character is pouringtheir emotions and feelings into the minds of the audience. On the other hand when there isindirect address the character has to be oblivious towards the audience, allowing the audience toassess the situation and absorb the emotions according to their view point. For example whenthere is indirect address during the argument scene we can feel two conflicting sides – Zeinwhom we feel sorry for, despite the amount of begging he does towards our artist makes us feelsympathetic towards him. We would also feel sorry for Sandhya , for the state she is in. On theother hand when there is direct address when our artist is singing lyrics, we can feel what she isfeeling as the direct address has a direct impact on us. I feel that the ancillary texts and the musicvideo work worked well together here despite the fact that we had a mixture of modes ofaddress.
  • Colour/Lighting
  • Colour/LightingWe used an array of different colours. We did not really control the use of colours apart from thefont colours for both the music video and the ancillary texts. However it did work well togethereven though the colour range was so vast. It is quite hard to control the colours of R’n’B/Popproducts since there are a number of emotions that can be conveyed from these genres. Wecould compare it to Hip Hop media products where the colours used would be quite limited – it isconventional to use darker colours . However we did have to control the colours for the CCTVportion of our music video where we had to keep the colours black and white to maintain itsauthenticity. Furthermore we made the background of the front and back CD covers black andwhite to back up the image of our artist and the text so that the audience’s attention would notbe diverted too much. We only used high-key, natural lighting for all the ancillary texts to give itthe realism that we were looking for. On the other hand the lighting for the music video had tovary to achieve the effect that we were looking for. For example during the letter burningscene, we had to keep the lighting to a bare minimum (low-key) and use the fire place as the onlysource of light. However due to the camera quality we were unable to capture the light thatemitted from the fire place so it did degrade the quality of the video slightly. Therefore I feel thatthe link between the music video and the ancillary texts have been strong in most aspects ofcolour and lighting but weak in some other.
  • Themes, Emotions and AttitudeThe emotions that we tried to convey with the music video were varied. The emotions andattitudes we tried to incorporate were happiness, sadness, anger, neglect and forgetting. Wewanted to make our music video unique by not going for the cliché of using ‘forgive and forget’theme in our video. We also felt that love had to be the main emotion that we had to work on toensure that we got the right message across to our audience. Our music video was about a storythat needed to be told. Love is a theme that is seen across a wide variety of mediums likebooks, films and music . In addition we had to base our story on the lyrics. On the other hand theattitude that the ancillary texts had to have were not so specific since it did not have to be basedon a selection of words. However we did have to use an overall attitude that did not focus on theemotions shown in the music video as they are a different media text compared to the musicvideo. The emotions shown in our ancillary texts were not as serious and accompanied with facialexpressions should inform the audience that the artist, Sandhya, was moving on from what eversituations she had faced and was not looking back in the past. We feel that this message shouldbe noticed by the names of the tracks that we had brainstormed. Based on the names, you cantell how the emotions have flowed from each track to the music video and then back to thetracks. The last track ‘Something New’ is the final clue we left for our audience in terms of theemotions and attitudes that we expected to be portrayed. Rather than producing ancillary workbased on the emotions conveyed in the music video, we felt that it would be better to let theaudience see a different approach to our artist, rather than seeing her riding an emotionalrollercoaster ride.