2. This shot here demonstrates how the use of high key lighting has been
conventionally used, this is conventional for the pop genre music videos
as it enhances the atmosphere as it gives a bright and upbeat feel. High
key lighting is typically used in pop music videos when lip syncing is
shot, this was recorded in a well lit room and then the contrast of the
lighting was edited through the use of adobe software.
This shot demonstrates how we have used the rule of thirds,
this is a convention as it follows the route of the eye. Meaning
that the audience will be instantly drawn to the most important
part of the shot due to the use of this conventional technique.
This close up is a conventional shot type, I discovered through my
research the reason for this is to put emphasis on the artist face,
also for a pop group this helps the audience identify the members
of the group with ease.
3. Props Conventional props are used
throughout the video, props are
essential in music video as they
help the audience connect with
the video. Through my research
I discovered the majority of the
audience of pop videos are
female and they are often very
feminine.
This is why props such as make up,
perfumes, mirrors and hair straightness
are used, to attract the target audience
Make-up
The use of red lipstick is not only
conventional as it is appealing to the target
audience as they can relate. It is also
conventional due the brightness of this
colour, colour represents the mood of the
song. Therefore bright colours are typically
used in pop videos to create a feel good
vibe.
Costumes reflect the genre of music and the
style of the artist, therefore costumes should
be considered to ensure they represent the
artist and genre conventionally. This
costume used is feminine, colourful and
fashionable, establishing how it is
conventional.
Location is important as it signifies a lot about the artist and
the genre. The location used here is a bedroom which is
feminine and therefore conventional and appealing to the
target audience, the use of props in this setting also make it
more conventional (for example the flowers in the vase). The
colours in this room however are rather neutral this allows
the artist to stand out, this is conventional as the artist is the
most important part of a music video.
Costume
Setting
4. Close up
Close ups are conventional
in this form and genre of
music videos because this
shot type allows the main
artist or group to be
indentified and recognised
throughout the video.
Therefore we made effective
use of this camera shot
throughout the video.
A wide shot has been used here,
this is conventionally used to
show the setting as well as the
action happening in this genre of
music videos. This is the exact
reasoning why I have used it, this
shot type allows the props in the
back ground to be seen such as
flowers, as well as the
conventional energetic action
(jumping) which is being
completed in this scene.
Wide shot
In this shot we have challenged conventions
through using an over the shoulder shot, this
is not commonly used in a pop music video as
it would have no real purpose. This shot is
often used in films or television programmes
when a conversation is taking place, however
we have used it to show one member of the
pop group doing her hair in the mirror. I feel
this was worth challenging the conventions as
it is an effective and creative shot, also this
allowed a significant amount of conventional
mise-en-scene to be used.
Over the shoulder
shot
5. This is another wide shot but how
ever a low angle has also been
used, this is conventional as it
allows the mise-en-scene to be
indentified enabling the audience
to relate to the artist(s). As well as
this with the wide shot I have
used it enables the audience to
identify the artist, due to there
being a lot of props and colour
but however only one person
clearly the most important part of
this shot. The rule of thirds has
been used in the shot also,
meaning that because it follows
the route of the eye the audience
will clearly identify the artist as
being important in this shot.
Low angle wide
shot
This is a conventional long
shot, through the research I
completed on pop music
videos I discovered that often
long shots are used to show
the outfit which the artist is
wearing, this is appealing to
the target audience because
the majority of them idolise the
fashion sense of these artists.
This is the precise reason I
have chosen to use a long shot
to demonstrate the outfit
which the artist is wearing.
Long shot
An extreme close up is used
here to emphasis the use of
the lipstick. This is
conventional as an extreme
close up is often used to grab
the attention of this audience,
this shot would as they are
interested in make-up and
idolise the artists look. This
demonstrates how this shot is
effective and conventional as
well as appealing to the target
audience.
Extreme close up
6. It is conventional for the image to be the main part
of the poster, the image of my advert and a
professional advert demonstrate how I have followed
this convention of having the image central of the
artist. Placing the image here follows the route of
the eye meaning the image of the artist will catch
the eye of the audience and enable them to indentify
them as an artist.
The name of the artist/group is the largest font as it
is the most important information, this is
conventional as this text will catch the eye of the
target audience and intrigue them resulting in them
reading the advert therefore encouraging them to
buy the product. The second largest font is the
name of the product, this is conventional as it
indentifies the product which the advert is
advertising. The image and these fonts are often the
same as what is used on the front cover of the
product (CD or digipak) which is conventional again
as it enables the audience to indentify the product.
As the professional advert demonstrates the name of the artist and CD are large and in fonts which stand out to ensure
they are eye-catching, I have followed this convention through using a dark background and then using a red and white
font colour to ensure they stand out against the image.
The layout of my magazine advert is conventional, as the image takes up the majority of the page and is central, the
name of the CD and artist is large and eye-catching, and finally all the additional less important information is placed at
the bottom of the page where it still follows the route of the eye but stands out less.
7. On the front of the digipak it is conventional for the
image of the artist/group to be central and take up the
majority of the cover, this is demonstrated by the image
of the professional cover and my cover demonstrates how
I have followed this convention.
It is conventional to have one font sans serif on the cover
and one serif, even though the professional example I
have chosen challenges this. I have used a sans serif font
for the artist name as I feel using a bold font is eye-
catching for the audience as well as conventional. I have
then used a serif font for the album name, this is because
this is conventional for pop albums as it is appealing for
the target audience and signifies positive factors, as well
as what pop music conventionally does.
The layout I have followed is conventional as it follows the route of the eye, it enables the to
audience to see the image of the artist, name of the artist and then the name of the album. The
layout also helps them understand and identify the artist. An example of this is due to the artist
name being in a larger font to the album name they understand the difference. The layout I have
used is very similar to the professional product, this is to ensure the layout I have used is effective
and conventional.
8.
9. The inside panels of a digipak represent the artist, so they are all often
very different depending on the artist. They usually have images of the
artist on them though, and sometimes have an images relating to the
single.
I have followed the first convention of having images of the artist, on
two out of three of the inside panels. These are conventional as they
are appealing to the audience because of their aesthetic appeal, as well
as because the target audience idolise these artists. These two of my
inside panels are similar to the inside panels of the one direction
digipak, this is to ensure my layout of the inside panels is conventional
and effective.
The third of my inside panels (the one with lips) relates to my music
video, because a lot of the video revolves around make-up. This panel
is conventional also due to the colour, in the professional (rihinna)
example there is a lot of red used, this is a bright and conventional
colour to be used as it is effective and signifies conventional activities
the target audience enjoy. This is why I thought this inside panel would
be conventional even though it slightly challenges the conventions due
to there not being a full image of the artists.
10. Layout is important on the back cover of a digipak
because a lot of information needs to be on it but it also
needs to look neat and professional as well as
conventional and appealing. This is why it is
conventional for pop albums to have a rather simple
layout on the back cover, the layout of my back cover is
very similar to the professional one, they both follow the
route of the eye ensuring they that are conventional as
well as appealing to the target audience.
There is often a fair amount of text on the back covers,
but the song names are always in the largest font, this is
conventional as it helps the audience to indentify the
songs as well as it clearly shows which is the most
important text for the audience.
The colour on both the professional and mine are black and white, this is conventional as
long as it follows the house style of the rest of the digipak which I feel it does due to the
mise-en-scene used as both members of the group are wearing black clothing on the front
cover and the background is intentionally white, demonstrating my back cover is
conventional.
