1. Evaluation
Question 1
Question 1:In what ways does your media product use, develop or challenge forms
and conventions of real media products?
Our music video meets the stereotypical successful conventions of a pop/dance track that
we see consistently in the music charts. We used conventional mise en scene to create
verisimilitude. In normal popular dance videos it is conventional for the producer to
incorporate flashing lights in order to construct the ‘disco’ connotation, which
stereotypically are known to be incredibly fun. It is also essential that they use props such as
alcohol too in order to attract the target audience which is known to be incredibly youthful.
This is because in the modern day youths are associated with alcohol abuse and being
rebellious in their free time. We decided to dress one of the actors in polo as it shows
similarities to the old band joy division/New order that were a popular dance/indie band in
the 1970’s. Therefore by using all these we are following and replicating the conventions of
a dance video in order to capitalize on marks.
We decided to locate our music video in 3 effective places; 1 of the groups houses, the car
and the club itself. We decided to use a member’s house to create the ‘house party’ image
which is a popular event to teenagers in the modern day. Although we filmed on another
day to prevent drink driving, we created the image of all 3 boys in the car drunk driving to
and from the club. We thought it was a necessity to film inside the club itself in order to
show a larger scale of teenagers for realism. Also it would emphasise the enjoyment of the
night.
When using camerawork we thought it was essential to catch facial expressions through the
use of close up shots. Doing so emphasised the fun the boys were having through showing
their facial expressions. We also felt using several establishing shots were essential in order
to set the scene. We did this with the boys walking towards the house at the beginning. We
also did this at the club from the balcony. Doing so set the scene to the audience. We also
edited some special effects editing into the video to show a creative side and a break from
reality.
My music video and ancillary tasks are incredibly effective in how they follow conventions
yet show signs of originality and only necessary replications, i feel that the themes in normal
dance music cd’s and advertisements such as showcasing the artist have been met.
Throughout the ancillaries I kept a consistent colour code of red and black sans serif font
which is incredibly formal. This almost replicates the 1994 ‘New order’ release ‘substance

2. abuse’. Again copying the conventions met by such a large scale dance/indie band creates
the unique dance image. When using cinematography the long shot of Matthew performing
we matched the conventions of modern dance music where it is appreciated to sing to the
camera.
Question 2
Question 2: How effective is the combination of your main product and ancillary
texts?
My ancillary text is a very formal piece of design. I used research on music genres to do this
when looking at artists such as Eminem and New order. I noticed the formality in
advertisement and CD covers that they used and decided to use this influence inmy work.
Doing so was following the conventions required accurately.
When making the ancillary I thought to keep its sophistication and formal approach that I’d
avoid using any camera work. When making the music video we felt that using a lot of mid
shots would show the characters alongside showing the setting. Using the on-going
sequence of establishing shots is effective in showing every aspect to the video.
When analysing stereotypes I understood that dance music has grown in comparison to the
years of New order and their formality. Therefore I knew I had to find a balance between
formality and a construction of the youthful modern day promiscuity. Once finding this
balance the work was very easy as formality doesn’t necessarily being complex work. When
thinking of disco lights themselves we thought it would be essential to use one the colours
and to stick with it, we decided to use red as it is bright and would appeal to the
demographic we were aiming at.