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Task 2


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Task 2

  1. 1. Electric Deserts DVNO How effective is the combination of your main product and ancillary texts?
  2. 2. Star Image- Richard Dyer <ul><li>A star is an image, not a real person, that is constructed (as any other aspect of fiction is) out of a range of materials (eg advertising, magazines etc as well as music) </li></ul><ul><li>The star image is made up of a range of meanings which are attractive to the target audiences </li></ul>
  3. 3. Target audience <ul><li>Our Target Audience: </li></ul><ul><li>Gender: Male and Female </li></ul><ul><li>Age: 15 – 25 </li></ul><ul><li>Class: Middle Class </li></ul><ul><li>Sexuality: Everyone </li></ul><ul><li>Race: Everyone </li></ul><ul><li>I believe that our products are successfully targeted towards our audiences, through our use of costume, cast and set which is presented through both our music video, CD covers and posters. </li></ul><ul><li>Our star image for ‘Electric Deserts’ is appropriate for our target audience because it creates a positive example to the audience. </li></ul>Other Music Interests: Pnau, Empire of the Sun, Bloc Party, White Lies, Pheonix, MGMT, Friendly Fires. Festivals: Glastonbury, Reading and The Big Chill Social Events: Clubbing TV: MTV, E4 Magazine: NME Radio: Kiss and Radio 1
  4. 4. Electric Desert- Star Image <ul><li>Through the use of costume, makeup, actors and set we attempt to create a star image:- </li></ul><ul><li>Club culture </li></ul><ul><li>Sexual magnetism </li></ul><ul><li>Youth </li></ul><ul><li>Individuality </li></ul><ul><li>Hedonism </li></ul><ul><li>Good nature and fun </li></ul>
  5. 5. Star Branding <ul><li>Club culture </li></ul><ul><li>In our music video, the use of our costume and our set we created a ‘club like’ diegesis. </li></ul><ul><li>Our music video plays upon the energy, dancing element of club culture, the positive element, rather than the negative elements, such as drugs. </li></ul>
  6. 6. Star Branding This ‘club culture’ was also reflected through our CD covers and posters, showing the prominent ‘DVNO’ sign. Again, on the inside CD cover (right) the dancer and her outfit emphasise the club atmosphere.
  7. 7. Star Branding <ul><li>Sexual magnetism </li></ul><ul><li>Our music video, CD covers and posters are targeted to both male and female audiences and therefore through the use of attractive lead singer and DJ and attractive dancers. </li></ul><ul><li>DJ and Lead singer  attractiveness for female viewers, however mainly for male viewers to identify with. </li></ul><ul><li>Clothing- DJ topless underneath fur jacket; encouraged sexuality and a sense of freedom </li></ul><ul><li>Female dancers  through the pink makeup and provocative outfits, they are not individual, unlike the DJ and Lead singer, but just appear as the ‘bodies’, dancing for the band and therefore loaded towards the male viewers. </li></ul>
  8. 8. Star Branding cont. <ul><li>Youth, Good fun and nature </li></ul><ul><li>DVNO presents a celebration of youth and its freedom and excitement. </li></ul><ul><li>Again, in this ‘club like’ culture we present the freedom to express individuality through the lead singer and DJ presenting a positive outlook on life. </li></ul><ul><li>Through this music video, I believe we present to always seek to have fun and does not express the negative elements in society. But presents the idea to ‘live life to the full’, enjoying every moment. </li></ul>
  9. 9. Star Branding cont. <ul><li>Individuality </li></ul><ul><li>Through their costume and makeup- </li></ul><ul><li>Fur coat </li></ul><ul><li>Red army jacket </li></ul><ul><li>Silver or pink stripe </li></ul>This presents a real sense of individuality and no fear to express it. From this our viewers may be encouraged to, as Electric Deserts have, to break the boundaries and push for a uniqueness. Also, as the DJ and lead singer are only in the silver makeup, this separates them from the majority, making them even more special and individual.
  10. 10. Star Branding cont. On our front CD cover, the main focus image is the pink stripe across the front of the girls eyes. This furthermore emphasises the individuality that ‘DVNO’ represents.
  11. 11. Institutional context <ul><li>Lunisolar records </li></ul><ul><li>Type of record label: Mainstream, major record label Other acts signed to the label: Vicarious Bliss, Zongamin, Simian </li></ul><ul><li>More money to spend on marketing </li></ul><ul><li>Connections with promoters, e.g. MTV music channels, Radio 1 radio station. </li></ul><ul><li>Ability to market through association with established artists. </li></ul>
  12. 12. How effectively do our products work together? <ul><li>I believe that our ancillary products work well because they: </li></ul><ul><li>Share imagery </li></ul><ul><li>Share the same elements </li></ul><ul><li>Create an atmosphere </li></ul>
  13. 13. How effectively do our products work together? Cont. <ul><li>Share Imagery: </li></ul><ul><li>‘ DVNO’- emphasises the importance which alike all the CD covers, the posters and the music video, this is the main focus point, selling to song to the audience. </li></ul><ul><li>The stripe across both the dancers face and the lead singers face is a key image and selling point of ‘Electric Deserts’, used in all of the marketing, CD covers and music video  originality </li></ul><ul><li>Similar use of colours- black  mysterious world of ‘DVNO’ </li></ul><ul><ul><ul><ul><ul><li>Red  striking, independence, different </li></ul></ul></ul></ul></ul>
  14. 14. How effectively do our products work together? Cont. <ul><li>Share the same elements: </li></ul><ul><li>- In the CD cover and posters we used the same fonts throughout therefore connecting the products together. </li></ul><ul><li>- Again we used the same costumes in the posters, CD covers and music video. </li></ul><ul><li>Used the same environment. </li></ul><ul><li>- Used the ‘DVNO’ that was used in the music video on the posters and the CD cover. </li></ul>
  15. 15. How effectively do our products work together? Cont. <ul><li>Create an atmosphere </li></ul><ul><li>Through the use of the black, creates an atmosphere of mystery and highlights the idea of a ‘club’, late at night. This too with the prominent image of the ‘DVNO’ sign in all three forms of media again accentuates the idea of a ‘nightclub’, drawing the audience into the world of ‘DVNO.’ </li></ul>
  16. 16. THE END <ul><li>Thank-you for listening  </li></ul><ul><li>Alice Stuart-Miller </li></ul>