dgff

1. Advanced PortfolioEvaluation
In whatwaysdoesmy media product use,develop or challengeformsand conventionsofreal
mediaproducts?
My mediaproducthastakenthe purpose of youthculture and beenchosentorepresentthe
ideologyonyouth differently.Youthinthe21stcenturyare havingtobe stigmatisedtoanegative
cultural identityinsociety,withthe mediacreatingamoral panic amongstyouthingeneral.The idea
of sex,drugsandviolence anddemotivate the youngergeneration intheirlife andthe waythe
portray themselves.Itcan evenleadtoa self-fulfillingprophecy,creatingthe youngerage groupto
take the stepstheyare expectedtotake despite beingnegative.
Our albumcovertheme andstyle issetout to attract the younger targetmarket.The genre of music
ishouse/dance,whichisquite anappealingtype of musictothe youngerage group.Thismeansthat
by creatingmusicthatwill attract youth,we neededtoputa purposeful message behindthe
artworkof the digipakandthe advertisement.The albumname iscalled‘Landscapes’,whichallowed
us to create a designwiththe artistwhoisa part of the youthculture evolvingintonature,by
sculptingthe headshape inside openforestsandrivers.The digipakshowsfourdifferent landscapes,
whichrepresentsthe ideologyof freedomandbeingable toneglectyourself awayfromthe negative
conceptsgiventoyouthfromthe media.Ourdigipakandadvertisementisusedtochallenge the real
conventionof youthbeingtroublemakingnobody’s.
Ratherthan havinghalf nakedidolsorstorytellingof drugsandviolence,Ihave createdmore of a
peaceful theme toyouth.Byhavingthe youngteenage artistVanGiapbeenshowntobe involved
withinnature andfreedom,itcaninspire more younger people todothe same,ratherthan side-
track downthe path to what the mediaproclaimthemtobe.
Thisis showninthe advertisementposterwiththreeyoungteenagersupina tree together
sightseeing.Theyare seentobe enjoyinglife andneglectedfromthe negativeideologiescreatedby
the media. Whenthe youngeraudience seethatthisposterisadvertisingapopulargenre of music
but withinthe setpurpose of the product,theycantake inspirationandperhapsevenmotivationto
ensure thattheybecome like VanGiapandaim to become more successful andfree withinlife,
rather thangettingintotrouble.
How effective is the combination of yourmain productand ancillary texts?
Our mediapackage isall basedon the albumname, Landscapes.Thisis shownthroughthe Digipak
and the Advertisementposters. Thisisshownthroughthe designsincludingthe colourschemesand
images.Onthe frontcover of the digipakthere isa picture of the artist withandimage of a forestin
theirhead.Thisrepresents the woodlandstheme of landscapes.The backgroundcolourisagreen
shadingoverthe restof the forestshowingthe cutout of her head.The
greencolourlinkstothe representationof a
woodlandtheme.Thisisshownthroughtoinside of

2. the digipak,with twomore differentimages.The image onthe leftisapicture of openfields
comparingto the picture of a stone wall representinganothertype of landscape.Tokeep
representationof the artistwe have half of herface on eachside of the inside.The backcoverthe
has anothercut outof the artist showingawaterbasedlandscape withablue shadingcolourover
the backgroundto representthe water.Thismeansthatinthe digipakthere isfourdifferent
landscape typestorepresentthe albumname,whilst alsogivingrepresentationtothe artist.
The purpose of havingthe artist cut outin the imageswiththe backgroundisto show the audience
that she isfilledwithwideopenlandscapestorepresentfreedomand
openness.Thisis usedtoappeal tothe youngertargetaudience togo
againstthe conventionthatyouthistrappedina dark place of society
filledwithcrime,drugsandviolence.Itisto provide the purpose of
the youthbeingfree andthe worldbeingtheiroyster.
Thisis alsoshowninthe advertisementof the poster.
The advertisementpostershowsthe three youngstersinthe music
videoonthe hitsong Good forYou whichisthe mainsingle fromthe
album.Theyare all onthe tree adventuringthroughthe forest
representingfreedomandthe abilitytodoanythingthattheywantto
do.
Thisis to representthe purpose of the entire albumwhichistoshow
the youththat theyare free andshouldbe havingnostressesto
worryabout.
The combinationof colours,real texts,andimagesall make the albumeffectivetothe purpose.The
use of greensandbluestogo withthe landscape imagesall give representationtothe albumname
and the message behindit.The imagesof youthwiththe three youngstersinthe advertisement
posterand the youngartiston the albumcover.
Whathaveyou learned fromaudiencefeedback?
From the audience feedback thatIhave takenbothpositive andnegative feedbackfromthe artwork
and the musicvideo.
The digipakandthe advertisementposterstookverypositive feedback.Othergroupswithinthe
classall took turnsto watch the musicvideo andassesseachaspect of the project.Whenthe digipak
and advertisementpostergotassesseditretrievedverypositive feedbackonthe designsandcolour
schemes.People were attractedbythe brightgreenandblue colourssetinwiththe scenic
backgroundssuchas the forestandthe river.The coloursall matchedwiththe textcolourand font
and itwas all easyto readand see whatthe purpose of the albumcoverwasabout.
The advertisementposterretrievedsimilarpositive feedback.Peoplelikethe blackandwhite effect
on the picture because inallowedthe albumcoverandthe texttostandout more makingiteasier
to read.The audience wasstraightawaygluedtothe albumcoverand text,allowingthemtosee the
importantpartsof informationfirst.However,one piece of constructive criticismretrievedfromthe
posteristhat the greentextat the top statingthe artist andalbumname wasn’ttoo easyto read.
The viewershadtolookcloselytosee whatthe textsaid.Thismeansthat nexttime whenIam
Advertisement poster

3. creatingadvertisementpostersfora projectIwill make sure thatall texton the posteris easily
readable.Iwill testitouton otherworkerswithinthe classandaskthemhow easyitis to read,and
compare one textto anotherto see whichone theyprefer.
We alsogot our musicvideoreviewedbythe classas well toretrieve anyfeedbackwe coulduse to
reviewourownperformance andhowwe couldimprove nexttime.We gainedpositivefeedbackon
the effectswe puton the video.Tomake the videosmootherand lessboringwe increasedthe
speedof certaincutsand useda fadedeffectedtogentlycuteachscene.Thisallowedthe videoto
flowa lotsmootherand seemedlike itwasshorterdespite beingathree minute video.Beforewe
don’tour videoourprimaryresearchgave the insightthatpeople preferredmusicvideosthatwere
3-4 minuteslongbutfeltface pacedatthe same time.
However,criticismwe receivedwasthatsome of the sceneswithinthe videodidn’tseemtohave
any relevance tothe purpose of the musicvideo.Atthe endof the videoviewersdidn’tseemto
understandthe message perceivedfromwhenone of the friends ignoresthe maincharactersphone
callsand tellshershe’sbusy.The message conveyedwasmeanttoshow thatas well associalising
and beingfree ishealthyandenjoyable,itisnotalwayspossibleasimportantlife matterscanalways
getin the way.This wasnot made quite clearinthe videoforthe viewers.
Thismeansthat nexttime we will needtomake sure thatwe are leavingno loose endsinthe video
and make sure that everymessage we are tryingtoconveyinthe videoisclearfor the audience to
understand.