Task 2


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Task 2

  1. 1. How Effective is the Combination of your Main Product and Ancillary Texts Electric Deserts
  2. 2. Target Audience <ul><li>Age – 15-25 </li></ul><ul><li>Gender – Both </li></ul><ul><li>Sexuality – All </li></ul><ul><li>DVNO is mainly aimed at fun loving people who may like gigs, clubbing, festivals… </li></ul>
  3. 3. Institutional Context <ul><li>Lunisolar Records </li></ul><ul><li>Similar artists also signed to the record label: </li></ul><ul><ul><ul><ul><li>Vicarious Bliss </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Justice </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Zogamin </li></ul></ul></ul></ul><ul><li>Type of Record: Mainstream, major record label. </li></ul><ul><li>More money to spend on marketing </li></ul><ul><li>Connection with promoters: BBC Radio, MTV UK and USA. </li></ul><ul><li>Ability to market through association with established artists. </li></ul>DVNO
  4. 4. Richard Dyer’s Theory on Star Image <ul><ul><ul><li>Dyer proposed: </li></ul></ul></ul><ul><ul><ul><li>A star is an image, not a real person, that is constructed out of a range of materials such as advertising, marketing and magazines, etc. </li></ul></ul></ul><ul><ul><ul><li>Stars are commodities produced and consumed on the strength of their meanings. </li></ul></ul></ul><ul><ul><ul><li>The star image is made up of a range of meanings which are attractive to the target audiences </li></ul></ul></ul>
  5. 5. Common Values of Music Stardom <ul><li>Some of the common that values that Dyer proposes can be seen in our band, Electric Deserts: </li></ul><ul><li>Creativity </li></ul><ul><li>Youthfulness </li></ul><ul><li>Talent </li></ul><ul><li>Sexual Magnetism </li></ul><ul><li>Originality </li></ul><ul><li>We emphasise these values through our video by using set, makeup, costume, lighting and choreography. </li></ul>
  6. 6. Creativity and Originality in the Music Video <ul><li>Originality/ Creativity </li></ul><ul><li>We decided that due to our music video not containing a narrative, we would have to create original, memorable aspects of the DVNO world that the audience would remember after they have finished watching the video. One of the ways we decided to do this was to have the dancers portray memorable makeup ‘infected’ by the music. </li></ul><ul><li>As well as this, the dancers’ makeup is different from the duo’s with them portraying a silver stripe across their face instead of pink. This illuminates their originality, encouraging their audiences to break out of the barriers they have been ‘restrained in’. </li></ul>
  7. 7. Originality/Creativity CD Cover <ul><li>Our product is a single rather than an album. This creates more focus on DVNO as a song and the DVNO world in which we portray. </li></ul><ul><li>Along with the memorable clips within the video we move it across the whole product and use the pink strip over the eyes as the centre of the front cover. </li></ul><ul><li>Again on the back cover we kept it black like the DVNO world however still using the focus of the makeup. </li></ul>
  8. 8. Sexual Magnetism in the Video <ul><li>Through creating a sexual magnetism for both male and female audiences, DVNO entices the audiences to have an ‘increased desirability’ for the performer and the music video itself. </li></ul><ul><li>This then makes the viewer more conscious of the video giving them the need to watch it over and over again. </li></ul>
  9. 9. Sexual Magnetism in the Marketing <ul><li>The main selling point in the single, ‘DVNO’, is the sexual magnetism created by the Duo and Dancers. </li></ul><ul><li>Through attracting the female audiences with want to be the dancers and causing the male’s to want to identify with the lead singer, the single is more likely to sell through the sexual magnetism created. </li></ul>
  10. 10. Youthfulness in the Music Video <ul><li>We attract our target audience by creating this DVNO world very close to a party like atmosphere, this attracts our youthful target audience. </li></ul><ul><li>Through having the entire cast of the music video as youthful, Electric Deserts represents the ways in which our ‘future generation’ is setting the trends in music. </li></ul>
  11. 11. Youthfulness in the Marketing <ul><li>As well as highlighting the sexual magnetism that is portrayed, this cover also highlights the emphasis place on the ‘youth of today’ with Electric Deserts depicting the ways in which the music industry is advancing and adapting. </li></ul><ul><li>We used quite a simplistic style to posters and covers to relate to the DVNO world further involving potential audiences. </li></ul><ul><li>Again on the poster we used an image of the lead singer with the silver band to carry across and emphases this memorable style. </li></ul>
  12. 12. Star Image in the Video <ul><li>By using original costumes and makeup for both the dancers and the singers we create a memorable start image which will make people remember the video and want to see it again. </li></ul><ul><li>The use of the choreography and the duos actions together give a star image in which our target market of youthful people can </li></ul>
  13. 13. Star Image in CD covers <ul><li>In the CD covers we use the lead singer and the dancers eyes, they are both wearing the DVNO makeup telling us that this is there look this is the start image in which people will remember. </li></ul><ul><li>Both singers and dancers are attractive again adding to the star image. </li></ul><ul><li>Within the letters of the DVNO sign on the CD cover we see the lead singer surrounded by dancers giving the audience the impression of popularity. </li></ul><ul><li>Through presenting the main singer in different “sections” of the music video, the incoherence causes audiences to continuously want to see him again, wondering when they will next appear and who with. </li></ul>
  14. 14. How Effective is the Combination of Products <ul><li>I feel that we have created an interesting and memorable video in which people can relate to and remember. </li></ul><ul><li>The interesting use of mise-en-sene is used throughout the video which creates the DVNO world not just within the video but the marketing campaign around it. </li></ul>