1. Evaluation
Question 1
In what ways does your media product
use, develop or challenge forms and
conventions of real media products?
2. Main Conventions
• The conventions of real music videos that I learned of whilst producing my music video consisted of the
following:
• The artist – pop artist will normally be clothed in the latest fashion trends . An pop artist will give off self
confidence, most will portray sex appeal and lavish life style image.
• Lyrics – The lyrical content tends to be about relationships falling in love or heartbreak .
• Mise –En-Scene - Videos of this genre tend to be bright clothing and scenery(background), vibrant,
catches the eye with bold colours which gives a youthful scene which captures the young target audience.
• Editing - Video editing is used as most pop videos will be filmed in various locations trying to capture a
different scene to match the lyrical content. Editing is also used for artists' own image for enhancement.
• Camera - mainly focused on the artist, facial shots, emphasis on clothing, dance moves/routines, scenery.
3. “Camera shots”.
My camera shots included different locations , as my video was a
performance video there was different shots of the model which
include close up, scenic shots and long shots of the model walking
and dancing.
In comparison to Rhianna’s music video for ‘You Da One’ I have
also implemented the same type of camera shot for the making of
the video incorporating
dance movements.
4. “Mise –En-Scene”
In my video I chose two different locations my first scene
was a park location I used a particular scene which involved
bold colours giving a vibrant environment to attract my
target audience.
My second location was a more calm and therapeutic
environment using location by a river which emphasise the
love connotation of the song. I challenged the Rhianna
video by taking it away slightly from the bold loud vibrant
scene to a calm scenic location.
My fashion props in the video are similar to what were
used in the Rhianna music video ‘You Da On’ for may video I
wore sun shades which were similar to what was worn in
the real music video I also wore a hat as part of a scene
which was not then used eventually in the final editing of
the video.
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5. “Digipak & Advert conventions”
What I learned about real digipak convention is that a consistent theme need to be kept throughout the product. Branding is a key feature for
the creation of a digipak for a pop video. I used font and colours to co-ordinate with my album cover ensuring my design theme followed
through from the video production, album cover and poster. I researched the album covers and album released posters by Rhianna and
captured the effect of her imagery and design work. My album cover also stipulates the Parental Advisory for purchase guideline this is
because my target audience consist of high volume of under 16 year olds As part of my marketing strategy I ensured the logo of online
stores were included to indicate where the album will be available for purchasing and downloading. I chose to do the album release poster
as this was a valuable way of promotion and attracting the target audience and creating a brand identity for my artist.
6. • My use of conventions is particularly aimed at the 16 to 20 year old audience. To ensure the target
audience is captured I decided to choose a main location for my video which will deliver cheerful, fun and
vibrant environment. The video location has been incorporated through out my digi pack and poster to
ensure the theme is still captivating and consistent. I have demonstrated this by using a graffiti artwork
background for my main shoot which my audience can identify with, this was also use for my poster and
album cover.
• My artist clothing and make up was put together to appeal to the females of my target audience as this is
of great interest for young women in the 16 to 20 years age range. My use of the conventions is very
similar to the way Rianna has used her convention method to capture her target audience with the use of
colours and vibrancy. The difference with my convention in comparison to Rianna is that I have tried to
tone down the sex appeal that tends to be heavily present in Rianna’s conventions. Overall I feel that my
conventions will still be highly effective to attract my target audience.
How the use of conventions might attract or appeal to an audience
