evaluation question 3

1. EVALUATION QUESTION 3
By Kenza Hardy

2. HALL’STHEORY OF “DESIRED READING”
 Hall’sTheory of “desired Reading”
suggests that the producer of the music
video is responsible for creating a specific
message in the narrative.

3. HALL’STHEORY OF “DESIRED READING”
 This means that the audience will decode
and create an understanding the way I
wish them to.

4. HALL’STHEORY OF “DESIRED READING”
 Most of myTA research shows that I
successfully created the narrative of my
male artist trying to find love and spread
love in society.

5. HALL’STHEORY OF “DESIRED READING”
 From the questionnaires, focus groups and
Flickr feedback they eventually
understood the narrative I was trying to
create.

6. MY ORIGINAL AUDIENCE
 My original audience was 14- 30 because
of the artist of the song I was using, Olly
Murs. Olly attracts and younger and
older target audience which I thought
was a good idea for our music video to be
modelled after.

7. MY ORIGINAL AUDIENCE
 However, I realised quickly that this was
not the case. My music video and
ancillaries would appeal better to a
smallerTA range.This is when I changed
it to 14- 21.This then made it easier for
me to create a look for my artist targeted
to that audience.

8. MY MALE ARTIST
When creating my artist, I had to think
about the costume and style that would
appeal to a 14 – 21 target audience. He
had to be stylish especially as this adheres
to the costuming of a pop video. I feel that
this worked really well as the clothes met
the conventions of a pop artist and this, in
turn, appealed more to the audience.This
was the right decision as it makes my
artist look more professional and makes
my product more sellable.

9. MY FOCUS GROUP
 An effective way I found to conduct my
research was a focus group. I asked my peers
to analyse my music video. One question
that got us thinking about why we have used
this was “ How we are using our props”
Originally we decided to use headphones as
a form of brand identity however, it was
suggested that we use them as a means of
blocking out the bad points of society.This
lead to using it in our video..

10. MY FOCUS GROUP
 By thinking about this, we decided
on which props we were using and
how effective they would be.This
was also very helpful for me as they
understood media terminology and
could give me a professional like
answer. I turned the recording into a
chirbit and posted it onto my blog.

11. MY FOCUS GROUP
 I chose not to use the idea of charity and the
Red Cross because this would have made my
video too cluttered and my intended target
audience wouldn’t be able to decode the
narrative as well. Overall, this worked better
as our audience felt closer to our artist and
could relate to him.This is due to the video
touching on social isssues.

12. MY FOCUS GROUP
 Instead, I chose to include the idea of a
failed relationship as it touches on social
issues in todays youth and is easier for the
audience to follow.This was as a result of
our focus group as this was a frequent
question that came back.

13. QUESTIONNAIRES
 Another way I conducted myTA
researches was through questionnaires.
I asked a range of my intendedTA, from
16 – 18 year olds, 10 questions.This was
very helpful.

14. QUESTIONNAIRES
 One question I asked them
was “Do you think the video is
clearly of the pop genre”.
From this we got a mixture of
yes an no.

15. QUESTIONNAIRES
 Out of the 14 people we asked
11 said yes and 3 said no.They
didn’t like that there were so
many countryside shots. I
fixed this by using a Ken Burns
and crop on some of the
shots.

16. FLICKR
 I used Flickr to have people
comment on possible photos
for my digipak and advert. I
really liked using this site as it
was easy to see everyone's
comments and a quick way to
get everyone's thoughts.
However, it wasn’t helpful in
some ways as only a maximum
of 4 people commented on the
photos.

17. FLICKR
 One picture I got people to
comment on is the one on the
advert and the front cover of the
digipak. 4 people commented on
this image.

18. FLICKR
 They all said that they liked the
red top and costuming as I
related to the pop genre. 2 said
that “the red shirt was a good
contrast to the green
background.This then became
our colour scheme.We also made
sure brought out the blue and red
as it meant our products
appealed to both genders.

19. UPON REFECTION ….
 Using the following signs and signifiers of Barthes Semiotics
allowed the audience to decode the narrative easier.The hands
in the shape of a heart, Jake looking up and an image of a girl
appearing and the sign saying “bring love back around”.