2. Critical theory
Potential emphasis on the post modern elements e.g use of non-linear structure, breaking the fourth wall and style
over content
A combination of both Goodwin and Strauss's theory:
- The use of authorage of Sia's performances being a performance based concept (Goodwin)
- Visual representation of the lyrics ( Goodwin)
- Themes of realism vs fantasy and loss of childhood innocence which is shown through the change from the doll
towards the end.
- Use of direct address by looking at the camera
- The themes are almost open to interpretation through the several enigma codes.
- Main theory Levi Strauss- the tension between both male (tough, hard ,reasonable) against females who are
pliant, soft and emotional.
3. Colours/house style
I stuck with the 3 colour scheme of black, white and red in my print products as if
reflects our music video in where we make use of the colour red ( paint) which is to
connote the hatred, anger and frustration she has for him. The colour black is used
a part of both of the artists attire for an element of the song to connote the
contrast of empowerment over an empty heart or broken individual. To add on to
that the colour white which the artist wears towards the end is used to symbolise a
pure heart. The reason the attire changes over the period of the song is to suggest
the change of her identity. It is a representation of how Sia might have dealt with
the situation.
4. Layout
In terms of lettering I attempted to use a
similar font to what Sia uses which is a like
a type writer sort of font style. However it
didn't work well with the type of images
that I had taken for my cd digipack which is
why I stuck to a simplistic font like Sam
smith and Adele. Additionally, the layout of
the back cover is quite similar to Adele's
and Sia's with an element of Sam smiths. I
intended to align the song lists in a poetic
structure as it looked quite professional
and innovative in Sam smiths digipack but
it didn't coincide with the use of colour that
was used for the photography and some
text was hard to read why is why I aligned
my text to one side.
The layout of the advert was inspired on Adele's advert and
I liked how simplistic but effective the use of layout looked
which is why I embedded it on my work.
Case studies- these were all
images of the artist or a
symbolic feature ( authorage) of
the artist which gave me a clear
idea of what type of shot types
I should include.
5. Locations
The locations we used had to to
address the themes of the song that
we made/associated with the lyrics.
We deliberately used the hollow
pond, the cargo and theatre to show
the different transitions of Sia's life.
The theatre and cargo represented
her in her element of sorrow and
hollow ponds re-directed to her
making her own decision and
escaping.
6. Distributed methods
In order to extend the fan base of Sia's and for the track to gain recognition it is
vital to use distribution methods. Creating social networking accounts like
Facebook, instagram or Twitter will allow the fans to be able to interact and stay
updated with the artist.
Critical theory
The idea that there is an interchangeable producer and receiver links to David
Gauntletts theory on 2.0 that we as audiences are now able to be our own
producers due to websites like YouTube where we help mound and encourage
our own identities and those of others.
7. Interlude
The use of the non-linear structure ( post modernism) in the interlude will Help
build curiosity for the readers that are seeing enigma codes and this will help the
narrative flow later on.
Critical theory: Barthes micro elements
The use of the interlude helps the narrative progress and the specific actions that
are placed in the interlude are targeted so that the audience are on track with
the progress.
8. Lettering
I tried to keep the lettering consistent throughout but didn't quite stick to it
as it didn't go with my use of images. Nevertheless, I had to result in using
different fonts which didn't look quote professional.
9. Unique selling point
The unique selling point is
that we decided to base our
music video on the idea of
freedom in contrast to
trapped and captured which
we illustrated through the
use of the visuals. However
we represented the power
exchanges of superiority vd
inferior through the the
males appearance and
segment in the music video.
Our end in of our music
video is a cliff hanger and
allows the audience to
interpret what they want.
But our initial idea was that
she has made her own
decision to move on.
Critical theory:
Levi Strauss's theory on the tension between both male and females. Also that
women are usually the subject in the matter.
Case studies:
We've used Sia's performance based concept in our own music video to
outline all of these themes
