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  1. 1. Evaluation
  2. 2. 1. In what ways does your media product use, develop or challenge forms and conventions of real media products? <ul><li>The conventions of my media product depend greatly on it's genre. Within the pop genre the actors used are usually very good looking to appeal to the audience. The videos also typically include a lot of miming or lip syncing to focus on the artist. There is also usually a simple narrative or story which also cuts between this narrative and the artist performing. The artist is usually included in the narrative, either telling the story or being involved in it. The artist is also seen engaging the audience, either by simple miming to the camera or just by using different close up shots e.g. lips or eyes. Pop videos are also used to illustrate the meaning of the lyrics and visualize the music in a very straight forward way. In other words there is usually a direct link to the narrative chosen and the meaning of the song, the video is also usually edited to the beat or rhythm of the music. For mainstream, major record company artists, the music videos are they most important tool in selling the artist. So important that the artists image in fact becomes more important than the song, this is why the star's own personal or quirky style is usually present throughout to make them unique and special, their fashion is also usually representative of their target audience too. With regards to the technical side of pop conventions, the camera shots are usually different and fast paced. This means a variety of long, medium, close up and extreme close up shots. It is usually the close up shots of the face, or lips when lip syncing that sells the artist to the audience most. The movement of the camera is alos usually very varied, with the use of still tripod shots and overhead crane shots to establish settings as well as pans and dolly tracking to follow the story. Not only are all these shots edited to the beat of the music, but usually very fast to keep audience interested and wanting to watch it again to catch bits they may have missed first time. </li></ul>
  3. 3. <ul><li>We have included all these conventions mentioned in our video. When choosing our actors we decided upon a very pretty, photogenic girl who we knew would appeal to our female audience as a role model as well as to our male audience as a form of love interest. The same goes for the good looking actor we used, the girls will look up to the female more if she is seen with an attractive boyfriend as well as fancying him and the male audience will also look up to him. We used lip syncing for the entire first chorus and various other points when Lady Gaga sings 'Boys, Boys, Boys' or 'We love them'. We also included her miming the line 'Boy's like you love me forever' in the third verse. We used lip syncing as it is a good way to expose the artist and will make the audience think of them singing it when they hear the song. We didn't however want to use it too much as it would boring to just watch her singing the entire song, this is where the narrative convention came in and we used the rest of the song to tell the story. The presence of a storyline is evident at the very beginning when we see the girl waking up in bed with a boy, getting dressed and leaving. The plot is all about a girl who loves boys (links with lyric meanings), she is first seen waking up with a boy and hastily leaving trying not to wake him up. She is then seen walking down the road on her way home when a boy picks her up in his car. Once inside the house she is seen using her laptop, possibly talking to boys then getting ready for a possible night out. The last full verse is used to showcase the artist, which is where the cutting in of the performance and the narrative is present. The last chorus' of the song tell us of how she really loves the boy she initially woke up with and even though other boys are shown it is him that she ends up with. Our artist is also very involved as the whole video follows her, this is reinforced even more when it is apparent she is the only female that appears in the entire video. Different shots of her are used throughout, extreme close ups of her eyes and lips at the beginning to show her anxious thoughts about the boy's bed she is in. Close ups of her face are used for miming as well as more extreme close ups of her lips for 'Boys like you love me forever' and 'We love them'. There is also a medium shot of just her legs in one of the chorus'. As mentioned before the video is used very distinctly to visualise the song meaning of how our singer loves boy's, this is made obvious when she wakes up with one, gets a lift with one and when all the boys appear towards the end. There are also many obvious lyric references, for example on the line 'Love it when you call me legs' she is seen doing the splits, a clear connection with the words legs. The same can be said for drinks appearing on 'Buys us drinks in bars', our singer seen in a car for 'Boys in cars' and her flicking her hair on the line 'Hairspray and denim'. </li></ul>
  4. 4. <ul><li>The video was also clearly edited to the beat of the song, this is first seen when her eyes flick open on the predominant word 'pop' in the first verse and how each image of her in poses section changes on the beat. Our star's image is also quirky and cool yet representative of our target audience. For example the dress she is seen walking home in is a typical dress young girls would wear on a night out with a cool pair of heels and clutch bag. When she is getting ready she is seen in a leotard, which is a common fashion item of other pop stars such as Lady Gaga herself, Beyonce and Katy Perry. Our singers leotard however is worn over tights to make it more relatable to our audience. Her coat she is wearing in the pub and outside scenes is also very fashionable yet would still be worn by our audience. The last outfit she is seen in, the body con skirt, waist coat, pearl necklace and crop top is a slightly daring outfit however most girls in our target audience themselves would own a body skirt or a waistcoat. We used many different camera shots in our video, two occasions this is very obvious is when she is leaning against the boys front door and is beginning her walk home as well as when she is about to get into the passing boy's car. At 0.58 our singer is seen simply lifting herself from leaning against the door, in the space of the next 2 seconds there are 4 different types of shot - medium, close up, back to medium then long. At 1.19 is the first glimpse of driving down the street. The next 9 seconds includes another 7 shots of our singer simply getting into the car - long shot of girl walking and car emerging down the street, a medium/long shot of girl walking from inside the car itself, medium shot from the street of her getting in, a close up of her reaching for the handle, medium shot of her getting in from the view of the other side of the car, medium shot back from the other side, close up of boy turning wheel from other side of car to drive off then final long pan shot back on the pavement side of the road of the car driving off. The variety of movement is also evident at various points, the overhead crane position at the beginning when the couple are seen in bed, also for a brief moment when the girl is on the laptop singing the chorus. The use of a tripod is seen at all the 'drinks in bars' sections where the glasses pop onto the screen, as well as when the girl is walking down the road. A pan shot is the first shot seen in the video, the establish a closed bedroom door and the couple asleep in a bed, this is again used to follow the car driving away. A dolly tracking shot was used to followed the boy walking over to the girl with her drink at the pub. All these different views, shots and movements were edited together and the result kept our audience entertained. </li></ul>
  5. 5. <ul><li>The only convention we challenged was that we didn't use any choreography or back up dancers in the video. This purely because we wanted our artist to be the main focus and for the video to tell a story. Even though we did use performance aspects, we stuck to the posy options as it was more effect to cut still poses into the short snappy beats of the song rather than dance moves. </li></ul><ul><li>A convention we developed was the reference to sex at the beginning of the video, even though many pop videos and Lady Gaga's in particular show kissing scenes and revealing outfits not many have shown a girl waking up in a boys bed with a boys shirt on an her clothes strewn on the floor. This is challenging to our genre as it appeals to young children, this suggestion that the couple have had sex can appear to be too adult for our audience however we didn't show anything explicit which is how we kept in touch with our target audience. This suggestion will also be appealing to our older audience and make it more interesting or controversial which will attract more media attention to the video and ultimately the artist. </li></ul>
  6. 6. 2. How effective is the combination of your main product and ancillary texts? <ul><li>I think the combination of our main product and ancillary texts are very effective. To go with our music video we created an advert for the album to go in a magazine and a CD album cover which includes the front, back and a front insert. All 3 of these linked together with the girly theme, the girlyness is the video is very obvious from the mise en scene in the bedroom with the make-up and dresses to the girly flowy font used in the ancillary texts. The chosen font was used on both of the texts to relate the two to each other, keep a running theme and to allow the audience to associate the artist with this particular font and become part of their identity. Simplicity is also a running theme on both texts as minimal text is used. The front cover of the CD simply has a full face picture of the artist, another way of selling the artist not the actual music. The text itself also simply says the name of the album: Her Majesty and her name Louisa Giardina. The same simplicity can be said for the magazine advert, the main focus again is the photo of the artist with just the line 'Includes hit single Boys, Boys, Boys' along the bottom and a small image of the album itself in the bottom right hand corner. The mention of the single furthermore ties the video in this text. The photo on the advert also relates really well to the name of the album as the photo was taken from a low angle to give the appearance of her looking down, suggesting superiority and the hood up suggests royalty = Her Majesty. On both texts the dot on the top of the J has been replaced with a small crown. This is a cute, girly touch which also reinforces the album title of 'Her Majesty'. In order to relate the album cover to the song, the photo of her in the insert is in an outfit and very similar to a shot in the video itself. We also included 2 reviews on the insert to help give the album critical acclaim and encourage the audience to buy them. We decided to use reviewers that our audience would be associated with such as MTV, a channel most of them will watch and a Radio 1 DJ which most of our audience will listen too. We also replaced the traditional 5 stars with crowns to again relate to the Her Majesty title. The back of the CD cover also links with the simple theme as it has a plain black background with clear contrasting writing, again in the same continuous font. Overall I think due to the simple, feminine theme throughout the main product and ancillary texts the combination is very effective. </li></ul>
  7. 7. 3. What have you learned from your audience feedback? <ul><li>After showing our video to our target audience we asked for their thoughts, good, bad or both. The good qualities of our video which kept cropping up was the very quick editing and the wide variety of shots to show simple actions, especially the part where the girl is seen dropping the boy's shirt and just before it hits the floor we see a close up of it doing so. Feedback also complimented on how well we sold the artist and just how much the video was about her. All of the people we asked liked our album cover and advert and thought our choice of photos were perfect. The use of the same font throughout and the crown detail on the 'j' of majesty appealed to most however some would have liked it if the font was simpler to fit in with the simple theme. With regards to the video, the choice of actors, storyline and the way we edited so the drinks popped up on on the beats seemed to be the favourite aspects amongst our audience. However the only thing our audience would like to have seen would be some dancing cut in with the pose section of the video. These comments however were only made by 2 out of 20 people so we are generally very happy with our audience feedback and have just learnt that a bit more dancing would be desirable for a pop video. </li></ul>
  8. 8. 4. How did you use media technologies in the construction and research planning and evaluation stages? <ul><li>Research planning: </li></ul><ul><li>In order to research for our music video, album cover and magazine advert we started off by setting up a blog to store all of this research. We then used YouTube to find videos of existing music videos to analyse and the search engine Google to find album covers and magazine adverts. It was easy enough to find the videos on YouTube however not all had the embedding code to allow us to post them on my blog. When this occurred I used Google to find the videos on other sites such as MySpace. Album covers were extremely easy to find on Google then I used Photobucket to get embedding codes so I could upload those onto my blogs too. When looking for album adverts to analyse it was very difficult, after using various other search engines such as Yahoo and Ask I could still only find one. Once I had done all the analysis I used polls on my blog to get audience feedback, this technology helped as it not only collected the data but it also sorted it for me and told me which option came out on top. The next stage was to create story boards, once I had drawn these out I used a scanner and a HP scanning programme to get the drawings onto my laptop then Photobucket again to post on my blog. </li></ul>
  9. 9. <ul><li>Construction: The first step in constructing our video was to record all the footage needed on a video camera. We then used a USB firewire to transfer the footage from the camera onto the Apple Mac. When we first uploaded the footage we realised we had 19 minutes of footage to cut down to roughly 2 minutes of the video. In order to do this we used Adobe PremierPro. This software allowed us to create the whole video including the speeded up and reversed parts. In order to take the photos for the ancillary texts we used a digital camera and an SD card and card reader to transfer the photos onto the MAC. We then used Adobe Photoshop to edit the photos and arrange all the text on them. Within the video itself media technologies were shown. There are shots of a mobile phone being used to ring someone as well as a laptop being used. There is also a relatively close up shot of our singer using Facebook, this relates to our target audience incredibly well as it is a site most of them will use or at least be familiar with. </li></ul>
  10. 10. <ul><li>Evaluation: </li></ul><ul><li>Even though our evaluation consisted of verbal feedback from our audience we had to encode the video using Premiere Pro to a MPEG4 file in order to upload it to YouTube. This made it possible for our audience to watch our video without having to be at the MAC we used to make it. </li></ul><ul><li>Overall the most frequent and helpful media technology used was the internet and in particular blogger to create this blog, YouTube and Photobucket. I will also be using slideshare.net to upload this presentation to my blog. </li></ul>