C:\Documents And Settings\Joanne\My Documents\A Level Subjects\Media\Joanne Hodgson Evaluation
To be able to produce the 3 media texts I had to research a variety of different Digi Paks, adverts and music videos so that I had an idea of what was expected. I created a list of the codes and conventions found for each so that I knew what I needed to include in my work. When creating my work I followed some codes and conventions and I subverted others so that it was slightly different.
<ul><li>Subversion – album title above artist’s name. </li></ul><ul><li>Main image covering the front. </li></ul><ul><li>Band/artist title at the top of the page </li></ul><ul><li>Initially I looked at all different genre’s of music Digipaks before choosing specific one’s to focus in on. The codes and conventions that I found for Digipaks were: </li></ul><ul><li>Barcode on the back at the bottom </li></ul><ul><li>Band/artist title at the top of the page </li></ul><ul><li>Main image covering the front </li></ul><ul><li>Copyright information in small text near the bottom on the back </li></ul><ul><li>Similar colours used for images and text </li></ul>
<ul><li>When I took photo’s for my Digipak, the strobe light didn’t look right, so I had the idea to use the sides of a car for the front and back covers. </li></ul><ul><li>Once I had decided on the image I wanted to use, I put it onto my Digipak and cut around it so that I only had the car let. </li></ul><ul><li>I coloured the rest of the background in black to give the idea of night time, and so that the focus was on the car. </li></ul><ul><li>I chose to have a car because the type of music I wanted to focus on was dance, trance, stereotypical ‘boy racer’ music. </li></ul>For the Digipak my initial idea was to have a strobe light on the front and back cover, suggesting a night club scene which relates to the genre of music.
<ul><li>On the inside I decided I would have the inside of the car, to give the illusion of looking inside then car when opening the Digipak. </li></ul><ul><li>In the image I made sure that I had all the main elements included such as the door, the steering wheel, gear stick etc. </li></ul><ul><li>By having this as the inside of the Digipak it showed a continuance from the outside, as it all is linked with cars. </li></ul><ul><li>Followed codes and conventions by linking the outside to the inside. </li></ul><ul><li>Inside of the Digipak I used an image of the inside of a car, as if you are looking inside the car when opening the Digipak. </li></ul>
<ul><li>Four main colours alternated. </li></ul><ul><li>Copyright information in small font at the bottom. </li></ul><ul><li>Barcode in the bottom right hand corner with the record company website underneath. </li></ul><ul><li>Name of the album at the bottom of the page in neon text showing continuance. </li></ul><ul><li>Black and white neon style writing for the band name, similar colours to image. </li></ul><ul><li>I followed codes and conventions of a Digipak by having the name of the band at the top of the page. </li></ul>
<ul><li>After getting some main ideas for my Digipak I started to think about the advert and how I would present the information about the Digipak in a way that would get the readers attention. The codes and conventions of music album advertisements were: </li></ul><ul><li>Reviews from different magazines/ newspapers </li></ul><ul><li>An image of the album/Digipak </li></ul><ul><li>The release date </li></ul><ul><li>A pre order website </li></ul><ul><li>Band artists name in the top third </li></ul><ul><li>Most of the information about the album is in the bottom two thirds </li></ul><ul><li>The release date </li></ul><ul><li>Pre order website </li></ul><ul><li>Band/ artists name at the top </li></ul><ul><li>An image of the album/Digipak </li></ul>
<ul><li>For the advert I was going to have a plain background with the image of the Digipak on the front and underneath the information such as the name of the album, when it will be released and also a selection of reviews. </li></ul><ul><li>However this looked too plain, and I wanted something quite bold that would catch people’s eyes. To do this I used a strobe light which brightened up the page. </li></ul>
<ul><li>Creating the advert I started by putting the image of a strobe light on the background. Once I had done this I added the image of the front cover of the Digipak and chose to have it in the centre. </li></ul><ul><li>I used the same text for the advert as what was on my Digipak so they linked together. </li></ul><ul><li>I then added the text such as the release date, review’s and pre order website but kept the font the same, and the colour white as it stood out against the background. I made the release date stand out by having it in capital letters and using a large text size. </li></ul>
<ul><li>Image of the Digipak put in the centre of the advert. </li></ul><ul><li>Reviews from magazines and newspapers so that readers can see what other people think of the album. </li></ul><ul><li>I put the release date information in the bottom left hand corner of the page, but I made sure that the text was quite big so that it could be easily seen. </li></ul><ul><li>Underneath the release date I put a pre order website, </li></ul><ul><li>Strobe light as the background image, so that it is bright and catches the readers attention. </li></ul><ul><li>Band name at the top of the advert and the album title underneath the image of the Digipak so that the first thing seen was the name of the band. </li></ul>
<ul><li>Once I knew what ideas I had for the advert and Digipak I could start to think about what my video could include. I watched a variety of music videos, by both famous artists/ bands but also video’s on YouTube made by other media students. </li></ul><ul><li>It is very difficult to generalise the codes and conventions for music video’s as they are very diverse and the types of music depends on what the video will be about. However, I found that: </li></ul><ul><li>Most videos focus a main character </li></ul><ul><li>Use of similar camera shots </li></ul><ul><li>The band/artists isn’t always the main focus </li></ul>
One particular music video which stood out for me was Basshunter’s ‘Angel In The Night’ video. I liked this one because it had a similar plot line to what I wanted. The video that I had planned was to have a girl trying to decide between two boys that liked her, and them having a drag race to see who wins. However, when it came to filming this I couldn’t get the right shots, and I had difficulty finding somewhere for the cars to drag race. Since I couldn’t do this as my video, a started re- planning what I could do. I managed to find a racetrack in Middlesbrough where there was go – karting. I filmed all different parts of the race, and some parts which built up the atmosphere to the actual race like the people putting the helmets on and getting into the karts.
<ul><li>After collecting all my footage I uploaded the video onto the computer and then used Adobe Premiere Elements to edit it together. I choose to have the general idea of a race, rather than having I full story with individual characters. </li></ul><ul><li>To start with I had the characters putting on their helmets and gloves, and then heading into the pit area where they get into the go- karts. </li></ul><ul><li>This is similar to the codes and conventions of other music videos because it is building up tension to the actual race. </li></ul><ul><li>I then had the go karts actually racing each other around the course. I used a variety of shots when doing this which is similar to real video’s of races. </li></ul><ul><li>I then finished the video by having the go karts going back into the pits and the people getting out. </li></ul>
This is near the start of the video, so I made sure that I included the characters, which is a convention of most music videos. In this shot, I showed the characters getting prepared for the race. They are wearing the racing helmets and checking they have fastened them correctly. I did this so that it built up tension, for the race and kept the audience watching. They are wearing the typical clothing of a person who would be racing, so we can see that they are about to race. Also as this is the start of the video, we are introduced to some of the characters, who will be involved.
For my video I decided to focus on a go – kart race, so when filming I had to think about the key areas which are associated with this such as the black and white chequered flag being waved to signal the last lap. In the video, the clip of the marshal waving the white flag is about 5 seconds long, which is long enough to be in the video but isn’t too long that it drags on.
In this clip I used a pan shot to follow the go karts, while I stood still. I stood quite far away from the track, so that using a long shot gave the audience a view of most of the track, and where the vehicles were going All of the go karts are in a single line, quite close together so the audience can tell that it is still near the start of the race. The clip on the video before this was when they were all lined up ready to go, and the next shot was from here where we can see the track. From this shot you can see the advertisements around the outside of the track, showing it is an official course for go karts and other vehicles. By being able to see the advertisement the audience will be able to associate more with the location.
I filmed all the go karts lined up, which shows that they are about to race. They are all in the correct places for starting the race, and shows the audience that the race is about to begin. Also this shot shows some of the course, and helps to set the scene. Near to the end of the race the go karts all drove back into the pits, so I filmed them slowly entering the pit lane. This suggests to the audience that the race is over, and they are leaving the course.
After creating my video, Digipak and advert I think that they all work quite well together however the advert and Digipak link together better as they both include similar styles such as strobe lights, and cars. The video is based on go karts therefore doesn’t link as well.
I used a variety of colours when creating my advert and Digipak but the main colours that I used were pink/purple, black, white and blue. I used the neon colours as they are associated with things such as night clubs, and night time events. The colours used for the tracks are a similar colour to the strobe light on the advert which helps to link them together.
To begin with I used DVD’s, YouTube, television and the internet to look at music video’s and see what themes there were. I looked at different types of music video’s so that I knew what keeps the audience interested. For the advert I looked in magazines such as ‘NME’ and ‘Kerrang’ to see what adverts were like. For the Digipak I looked at existing one’s such as KT Tunstall, Damien Rice and Jack Johnson.
After gathering many idea’s together for my video, I planned out what I wanted to film, taking into account; time management, location, characters and the availability for certain camera shots. When planning the advert I used similar codes and conventions because I knew that the current adverts would attract the audiences attention because they are in well known magazines. For the Digipak I planned to follow some codes and conventions of existing one’s however I also chose to subvert some and create it slightly differently so that it stands out.
My initial idea’s for the video were too difficult to film so I changed them to something that was actually possible to film. I had planned to do shots where I couldn’t get the camera in the right place, or the area where I wanted to film was unavailable. I gathered my footage and used Adobe Premiere Elements to edit it together.
To edit my footage I had to start by opening Premiere and selecting add media. Once this was done a dragged the footage into the video bar in the bottom and used the razor tool to cut out the sections that I didn’t need. After this I put all the clips together and let it run through to make sure that it made sense for a storyline. After this I used the effects to put a fade from black at the start of the video and a fade to black at the end of the video. I chose not to have other effects within the video as I wanted it to seem more spontaneous. Once I had completely finished the video I added the song to it then saved it as a move file.
I had a similar problem when constructing my advert and Digipak as the ideas I had were too plain and I needed to change them so that they were more appealing to my target audience. I changed my initial idea’s to something which I thought was more interesting and used Adobe Photoshop Elements to create my advert and Digipak.
To create my advert and Digipak I used Photoshop because it has a variety of tools which are useful for changing images and manipulating them to suit the style of music that I wanted. This was my original idea for the Digipak however I thought that it looked to plain therefore I changed it and used the image of a car. In Photoshop I used many tools such as colour chooser to alternate the colours of the strobe light. After changing the colour I used the image for my advert and then started to edit images for my Digipak. For the Digipak I had to cut around the car and colour in the background so that the main focus was on the actual vehicle.
Once I had completely finished my final products I compared them with existing video’s, Digipaks, and Adverts to see how they were similar and different. I found that my Digipak was similar to Jack Johnson’s as I had two focal colours for the images, and very little text on the front.
The target audience for my video and ancillary texts were for young adults. I had to keep in mind when creating my products so that they would be appealing. Once they were made I asked different people to watch the video and comment on it. I put my video on a memory stick and took it home so that my family could view it and I could get their feedback also. I used a memory stick rather than burning the film to a DVD as it was an easier way to show the film.
The editing keeps the pace of the video continuous. The choice of song reflects what is seen in the video. The clips can get slightly repetitive. Some people had seen my previous plans and thought that they would worked better than the final piece. The feedback I received for my video was…
<ul><li>From this feedback I have learnt that… </li></ul><ul><li>If I planned out my video more it would have been a lot better however with such a short space of time and lack of camera’s within the school it was difficult to carry out my original idea. </li></ul><ul><li>If I included different shots, such as close up of the characters, it would be more interesting. </li></ul><ul><li>On the other hand I have found that the type of video is appealing to young adults. </li></ul>
I also uploaded my video onto YouTube so that people from around the world could view it. I have received a lot of feedback from that as well which has helped me understand what I need in order to make the video more interesting.