Eval 1

1. In what ways does your media
product use, develop or
challenge forms and
conventions of real media
products?
BY MAISIE LEGG

2. Conventions of Music Video
 Story/Narrative
 Relationship
 Artist Lip Syncing
 Resolution at the end of the video
 Variety of shot types and movement
 Close ups of important characters
 Each genre has different colour schemes attached, e.g- Pop, bright colours
 Artist involved in storyline

3. My Products- Music Video
 Conventions I used-
 Narrative
 Variety of shot types
 Artist lip syncing
 Relationship- Friendship
 Resolution at the end

4. Why I chose those Conventions
 Graham Burton suggests that media products use a process of repetition and recognition leading to anticipation and expectation. I
believe this is displayed clearly throughout my video by utilising conventions such as props to show my protagonist is a soldier and
injured as well as a stop watch to create that sense of anticipation. Audiences expect to see conventions of the genre in a product. Rick
Altman argues that genre is a blueprint, as a formula that precedes, programmes and patterns industry production. I used this to my
advantage and took ideas from music videos I analysed such as If We Ever Meet Again and We Don’t Talk Anymore as well as the
inspiration behind my video Waiting All Night. Sven E Carson would argue that my artist is the televised bard of his modern mythic
embodiment. You identify this due to the conventions of having a serious story, various longshots of areas of interest as well as
medium shots of the struggling soldier. The artist is also filmed only in areas that the main characters of the story also have. Most of
the close-ups are of my artist as that fitted in with the conventions of the dance/pop genre, whereas the story has more medium shots
to mimic the feeling of the scenes. I still used the convention of having a relationship in a music video, but I changed it to suit my own
needs, rather than have a romantic relationship I decided to use a friendship which I believed better fit the lyrics of the song, therefore
you could argue I challenged this convention. With regards to the narrative I used Todorov’s Theory of equilibrium, this conforms to
the stereotype of pop videos having an issue then resolution, which usually involves a happy ending, which my video also has. However
the story line itself does not conform to the usual storyline of music videos of boy meets girl. I decided not to do this as my target
audience prefers a more diverse storyline. I also used Andrew Goodwin’s theory of the pace matching the visuals. While the soldier is
learning to deal with his injuries the pace of the song is very slow, once he learnt to deal with the issues and took up running thanks to
his friend the songs pace increases to match the pace of the editing.

5. Continued
 The colour scheme I chose for my video was based on my research, A common
theme for colour schemes was to use three complimentary colours, arguably I
went against the typical pop convention of having bright colours for the artist. I
did this because I portrayed my artist as a serious one, but still slightly fun. For
example the bright red lips featured throughout, on the digipak, front cover and in
the music video.

6. Conventions of Digipak
 Close-up of artist on front cover
 Song Titles
 Album Name on front and spine
 Barcode
 Serial Number
 Record Label
 Consistent colour scheme
 Disclaimer
 Multiple images of artist

7. My Product-Digipak
 Close-up of artist
 Song Titles
 Record Label
 Serial Number
 Barcode
 Disclaimer
 Album name on front and spine
 Artist name on front and spine

8. Conventions of Music Advert
 The release date
 Album title
 Image of album cover
 Artist name
 Information on album
 Record label logo
 Platforms to listen on

9. My Product- Music Advert
 Album Title
 Image of Album
 Information on Songs
 Record Label Logo
 Platforms it can be listened on

10. Why I chose to use these conventions
 My artist is a pop singer but the song itself was put together by a DJ and so is
classed into the dance-pop sub genre. The conventions I used to make my music
promotion into a brand was things such as using the same typography and
colour scheme across both the digipak, music advert and music video. I also used
similar imagery throughout all products, for example the shot of the artist looking
out at sea is used in the digipak and music video. I chose not to use a direct
mode of address as I believed that it would fit better with the brand of my artist.
It helped anchor the representation of my artist and better appealed to my target
audience.