2. 1 .TREATMENT VIDEO AND AUDIENCE RESEARCH
▸ When researching my target audience I looked at several sites and created a questionnaire as well as a interview compilation. Within our
question are we found that the age range of girls between 10 -20 preferred a narrative video and found it easier to relate to female artists. This
isn when we decided to make our video revolve around three female characters.
▸ When we completed our questionnaire we saw that most males and females thought that men feature more in music videos than females. And
that even in female videos, there are always males who are seen as being domineering. We wanted to break this stereotype and run this
convention on its head, by having a full leading cast of females and show these characters as being powerful figures. When asking more
questions we sae that within the female category, Taylor swift, Katy Perry and Meghan trainer were all listed when describing female artists who
portray woman as being dominating characters within a video. I decided to follow this path and to look closer into these artists. After watching
videos such as ‘Blank space’ and ‘Roar’ I saw that the tongue on cheek and light hearted videos usually gain more positive responses form the
audience.
▸ In my treatment video we were asked whether we would follow convention and sexualise the artists. I responded by saying that just because
we would be putting them in dresses and high heels did not mean we were showing them provocatively, it saying that woman shouldn't be
afraid of their body r who they are and instead should embrace they inner selves, even if it meant showing off their outer serves too.
3. 2 .AUDIENCE FEEDBACK TO FIRST DRAFT
▸ After completing the first draft I received a lot of feedback regarding how to make it better, what to change, what wasn't clear and what was
good. When I first asked, I was told that I would need to pull up the saturation of the clips. I had intended on the video being bright and
colourful however at the time the shots were very plain and boring. I did so and the video then became a lot more interesting. The shots were
brighter and had a variety of different colours, fitting within my genre and keeping to my researched videos.
▸ I was also told that the book was not important enough during the first draft. They were right. I had centred my whole video around this
metaphorical book and yet it did not appear enough or at least not as dramatically as it should have done. The video centres around the idea of
magic and in this case the fact that the book holds something great. So I then added a special transition which added a spark of light which
went across the screen when the book appeared. This gave the illusion that it had appeared out of nowhere and that it was ‘magical’. This was
very useful because it was now clear what the book represented and that it was very important. When looking at the first draft it seemed very
disjointed and detached. It did not flow and did not seem like an interesting story to watch. I searched across all the different ways I could
improve and found a transition that gives the effect of turning a page. It was brilliant and fitted directly into my storyline. I have now centred my
print work around the idea of a story being told or the fact that the video is like reading a comic book or fairytale. The transition gave the video
a lot smoother finish and allowed the viewer to feel more comfortable when watching it, feeling interested as to who the next chapter would go
on. When I had completed a first draft I still had areas missing from the video. I had not filmed the party scene and had not filmed the second
chorus, I thought that this was brilliant because I was able to gain feedback on how I could improve my video when I hadn't even filmed two
scenes. I could then cater those scenes to the feedback I received. I was told that the party needed to be some sort of finale and create an
ending that brought the girls their dreams. I always knew I wanted the video to be like a book and every good book has a good ending. I did
just that and each character received a satisfying ending. I also used strobe lights and balloons in order to create the environment.
4. 3 .CLASS FEEDBACK ON DIGI-PACK AND ADVERT ROUGHS
▸ Throughout the making of the dig-pack and advert they have frequently changed. New ideas were brought to light and i had gained
more skills as the months went on. When I first started I had pitched the idea of them sitting beside a large book and on an apple, while
there is a bright blue background and stars in the distance. I later realised that this would be very hard. I was told by my teacher that this
would be quite difficult and that it would take a long time, however I knew that once it would be finished it would be worth it. I was also
told that compositionally, it might not make much sense. During a survey I carried out, I found out that people are usually attracted to
similar designs rather than complicated ones, my final dig-pack followed these lines more closely. When I told my classmates that I was
planning on creating my dig-pack as if it was a book, I was told that It might not be that clear unless I make it quite apparent. I took this
away and created a different design, not one that as like a book, but one that lead the viewer through the video and linked back to it
constantly.When I created the advert Idea I wanted it to be very different to the dig-pack. I thought that if they differed enough it would
make it more interesting and draw the viewers in. However my teacher told me that there should be a strong link between the advert
and the album. I wondered how I could do this without just recreating the same design.
