e2

1. Evaluation 2 - How
effective is the
combination of your
main product and
ancillary texts?

2. Synergy:
Synergy is defined as the interaction between two or more organisations to
produce a combined effect greater than what could be achieved on their own.
For our media task we created numerous products in order to produce a
greater effect on an audience. For example, we had a music video, digipak
and an album advert. The tasks combine together to create a brand imagine
for the artist that makes them recognisable. To do this, we had to stick to the
same theme throughout, similar typography and mise-en-scene... Our artist
would then be known as to having these conventions

3. Album Advert, Digipak and Music
Video:
https://www.youtube.com/watch?v=UElIjERGEUg

4. Colour
 Colour splashes: The colour splashes are a continuous theme within our products. We used this to
demonstrate Tia's personality, however, the splashes also resemble all the colours which are featured
within the narrative. The colours bring and lively image which suggest Tia is a likeable artist who is
outgoing are passionate about her music. The splashes also represent emotion as our artist is dealing with
a lot in the narrative the explosion represents the bust of emotions and events which take place.
 White: The consistency of the white theme throughout our products is evident. The connotations of white
are: pure, innocent, perfection... We wanted our artists to be likeable to an audience and therefore chose to
dress her in this colour as the connotations are positive. This links to our target audience as we suspect
they want to find inspiration/ role models which we indented our artist to be .
 Green: Green is a prominent colour within our components. We mostly used this for our album poster. This
is due to the majority of our music video being filmed in a woodland which links to the green theme. The
decision was not only made as it was a recognisable colour for our artist, but also due to the connotations
of green.
 Green has connotations of: new, fresh, growth... which is what we wanted our artist to have attributes of.
Our artist is newly produced which links to the freshness of her image. To continue, the growth of our
artist was important to us. We wanted to ensue the connotation of green as it shows Tia is upcoming and
current and she will continue to become into a bigger artist. Green also links to reflection linking to the
theme of the song as it is personal and looks over a period of time in her life.

5.  For our inspiration on the colours, we looked into Taylor Swifts music
video 'Out Of The Woods'. Similarly, we used a woodland setting as we
decided to keep the colours on the digipak, poster and video all neutral.
With her statement colour being a blue dress which also has connotations
of purity we chose the white dress for Tia to resemble the same aspect as
it had similar connotations. The woodland scenes of the green dark trees
in Taylor's video are also used within our narrative. We intentionally did
this in order to create an eerie atmosphere and a dreamlike setting. The
colours in Taylors video are contrasting. For example, the blue stands out
in comparison to the woodland. We also took inspiration as Tia's white
dress was bright and stood out in comparison to the woodland
background of green. Taylor uses a white background to emphasise purity
similarly to our intentions.

6. Typography
For our typography we used a consistent font throughout for our digipak and poster. We chose a dripping
font in order to keep the splash theme consistent. This font was memorable and stuck to the image of our
artist ( quirky). We chose to do this so all our tasks would always link and associate itself back with the artist-
this kept Tia's image consistent. For our poster and digipak we made the font stand out by contrasting it with
the colour of the background. For example, on the poster we used a black dripping font to make it stand out
against the white. And for the digipak we used a white font in order to contrast and highlight the name
against the black background.
We also opted for the dripping font as it linked to the pop and indie genre. The font adhered to the pop
genre as the runny font almost resembled dripping nail polish. However, the drips were also original and
different which the indie genre represents as the artists within this category are usually outgoing and different
to conventional artists.
The information on key dates and reviews was all placed in a simple standard font to highlight the
information was key but also to suggest our artist also has a serious side. We kept this theme running onto
our digipak as the track-list/ copyright was all in a standard font to show it was a key piece of information.
This also helped as it made the name stand out further.
Furthermore, we included an artist message on the digipak which was handwritten and therefore personalised
to the audience. This was intended as we wanted the audience to support the artist which a warming message
would. This small gesture suggested our artist was simple but also cared for her fans.

7. We took inspiration from two artists. This was due to our genre having
conventions of both indie and pop. Therefore, we combined our typography to fit
both categories. Firstly the female pop artist Ellie Goulding was a source of
inspiration as she had very simple, standard font which was effective as it
showcased her as a sophisticated and serious artist. This is what she wanted her
image to be. Similarly, we wanted Tia to have some of these attributes and
therefore took inspiration. We also took inspiration from the font colour on Ellie
Goulding’s digipak as she contrasted the colours like we did. The pink font on her
digipak stands out against the black. This was effective as it draws our attention in.
This keeps the artists appearance as classy. However, we also took inspiration from
the band Imagine Dragons - this was our indie band. They had a unique font which
was unlike the pop artists we looked at. The font is bold and large placed in the
centre of the image, to present the artist as important, bold and outgoing. We
took inspiration on the tracklist from both artists as they similarly had standard
font for their track list, this could be to highlight their sophisticated nature and
how they are serious about their music.

8. Brand Identity
For our artist we had initial ideas about how we wanted Tia to be portrayed. Some of our ideas
were: unique, stands up for women's rights, outgoing, confident. We chose to use these ideas
as we wanted our artist to be a role model for our viewers. We wanted to give our artist a
positive image and therefore used bright colours to portray her as a more exciting upcoming
artist. For the poster we featured a mid-shot which allowed the audience to view more of the
artist and get a feel for her image. The natural background of woodland represents her purity
and her good intentions as an artist, the hazy shadows suggest she is an edgy artist. For the
digipak we used close-up shots of the artist to adhere to the pop genre. This allowed more of
the artist to be seen so an audience could relate and get a further feel for her image.
We took inspiration from Marina and The Diamonds, she is portrayed as a women's right
activist, she was different from other artists we saw. Her brand image showed her to be an
exciting artist with the bright images showcased on her poster. Her clothing was
unconventional which makes her a more exciting artist and stand out amongst others. We used
this idea as we portrayed Tia to be unlike other artists in what she wears and how she
acts. Marina also has natural makeup which are artist had this presented her as pure. She wears
a spectrum of colours which are seen within our music video. However, a lot of her posters and
images she is shown to be wearing white clothing to suggest purity and innocence.

9. Cinematography
Cinematography portrays an artist in different ways and helps create an image. We used three main shots
within our narrative - Close-ups, mid-shots and long shots. The close ups allowed us to stick to the pop
genre as a lot of artists use this to show them lip syncing. Close ups block out any distractions in the
background fully showcasing the artist. Close ups ensure the audience are comfortable as it is an inviting
aspect from a music video - the audience feel more involved. Close ups convey emotion to an audience we
fell as though they are narrating a story to us.
Mid-shots and long shots were most commonly used in our video. This allowed us to show the
relationship between the two characters, we could see their actions and movements this way, and visually
see their emotion towards each other which were changing throughout our narrative. For the album poster
we used a mid-shot which showcased the artists emotions and body language. A mid shot allows the
setting to be seen as well as the artist to portray their current situations. Long-shots are used in order to
show the artist movements within the narrative. We can see dance routines in this way. All three shots are
used in our digipak, poster and video, this makes our artist memorable and noticeable.
We took our inspiration from Taylor Swift's video 'Out Of The Woods', Taylor uses a lot of mid shots, long
shots and close-ups. Her location is in a similar to our location and therefore the shots we were going to
use would be similar as we wanted to equally showcase the artist. For example, lip syncing... but also what
she was doing and where she was.

10. Themes
There are five main themes that run through our video. For example,: Love,
Betrayal, emotion, support and friendship. These themes create a positive image
for the artist as we feel sympathetic towards her due to what has occurred
throughout her experiences. We wanted our artist to be portrayed this way and
therefore included these aspects within our music video by showing Tia to be the
venerable character. Our digipak had a thank you message on from the artist to
show her kind, loving personality. Our typography for this was a curvy font
suggesting the artist could have wrote this herself. This adds to the personal
aspect and the loving theme running throughout. Furthermore, we used close up
shots to show the artist singing, this portrays Tia as having an emotional
connection with the song and having passion towards the lyrics and what they
mean which links to the theme of emotion. She is providing a sense of support for
an audience if they can relate. The theme of friendship was shown through the
video whereby she was at a meal with two other companions - this also makes the
video relatable to an audience and presents Tia as a likeable character.

11. Mise-en-scene
Mise-en- scene creates an image and synergy within the digipak, video and poster. The
audience should be able to see a link between all three products - the mise-en-scene
should be consistent. We have done this as our splash effect is in both the video and
the digipak which outlines they belong to the same category. We also used the main
artists image in all three products which highlighted Tia was the main vocalist and
made her recognisable. The woodland setting was consistent within the products as it
was featured in the poster and video. This ensured our artist would be recognised.
We decided the colour white was most effective for our main artist to wear. We
therefore dressed Tia in a simple white dress which outlined her purity and innocence.
Her clothing is seen in all three products ensuring she is portrayed the same way
throughout and avoids confusion. The simple outfit also suggests she is ordinary
making her relatable to an audience. The home setting also implies she is a normal girl
and the events which occur happen to people which makes it realistic. We have used
the same aspects of mise-en-scene repeatedly in our three products.

12.  Inspiration of the woodland setting came form Ellie Goulding's Beating Heart video -
she is shown to be walking through the woods in a verity of shots - this is a simple
idea and highlights she is a normal girl doing normal activities. Furthermore, it adds a
simplistic nature to the video as it shows her progression within her journey
emotionally similarly to our video. She is also dressed in a simple black dress
emphasising her innocent natural nature, we have altered this by dressing Tia in white.
However, we had similar intentions. Natural makeup is also worn similarly to Tia to
suggest innocence.

13. Conclusion
 In conclusion, after evaluating mise-en-scene, themes, cinematography, brand
identity, typography and colour schemes I can see our final three products had
a sustained image throughout. Synergy was created as we tied all three
products together and kept certain aspects the same for all three products. We
effectively did this by sustaining the colour splash theme and the woodland
theme throughout. As well as keeping the clothing the same on the digipak,
poster and video. Themes were effective as the same message of a strong,
independent character was consistent through our products . Overall all the
steps we took in order to sustain an image was effective for us. However, to
improve we could have used mid-shots on our digipak to match the poster in
order to be continuous. However, due to the close-ups in the video the idea
was also sustained .