This question two for the evaluation.

1. Question Two- How effective is the combination of your main product and ancillary texts?
FormyproductsIwasaimingtocreate astrongbrandidentitythroughoutthem.Togetastrongbrand
identity I needed each product to be emitting the same theme and concept.
On my treatmentsheetImentionedmyoverall conceptwhichwasto show that behindeveryaction
there is a reason.Ofteninsociety,we are quick to make judgementswithoutknowingthe full story.
My ancillary texts and the video have a different theme and look, compared to each other. This is
because on the digipak and advert I show the actor looking hard and having a tough exterior, but in
the music video this actor is the beacon of hope, as she is shown in a positive light, and she seems
sensitiveinthe musicvideo.Eventhoughthe productsare givingadifferentlook,Ihave still retained
the linksbetweenthe videoandmusicpromopackage,asI have usedthe same actor, and have used
the same propsseeninthe musicvideo,forexample the boxinggloves,actor,andtaekwondooutfit.
These elements have been taken from the music video and included in the advert and digipak.
Because the songwasfamousonitsown,Ichose tomake a linkbetweenmyvideoandancillarytexts,
whereas other artists do not connect their products together, they end up creating a new concept
fromtheiradvertand digipakaltogether.Thislinkstomytarget audience because itisteenagersand
youngadults,therefore linkingdifferentelementstogetherwill make iteasierforthemto recognise,
as they will have seen the music video and that will be fresh in their minds. Alsomy artist is new to
the music industryandtherefore all three productsatmy disposal needtobe usedtogetherinorder
for the videoto be more effective;otherartistshave beenin the mediamarket for longer,and their
ancillarytextsshouldbe noticeableontheirownandbytheirtargetaudience,whowillmainlybe fans
by that time, and with no help from their music video.
There is a theme to the effectsthat are used on the ancillary texts. This effect makes the actor look
replicated,andthisreplicationisshownrepeatedlybesidethe actor,andthe actorisadifferentcolour
foreachreplicatedimage.The replicationseventuallyoverlapeachotherinordertomake eachimage
blendtogether.Thiseffectissimilartothe one presentedinthe musicvideo,andistherefore slightly
reflected in each product to show that they are connected.
However,the narrativeisreflectedthroughthe ancillarytextsinametaphorical way.Forexample,the
videoisedgyandfragmented;Ihave shownthisthroughmyancillaryproductsbyusingablur-overlay
technique.The narrative inthe videotouchesonthe singerbeingalone - thisisshownwhenshe isin
herroom byherself anditisalsoshownwhenshe islip-syncingonthe pier.Lonelinessisshowninthe
digipak, because it is only her on the product showing she is in solitude.
Whenthe actor is stoodpreparingforthe fightinthe Taekwondoclass,she lookslikeshe cantake on
the world,whichiswhatI presentedinthe ancillarytexts.The textshave beenusedtomake herlook
like she isa fighter,butas I still neededthe textstodraw the audience inI had to make her looklike
she wasinvitingthe audience in.Thiswasdone bythe poses,performance,andcamerashots.Formy
ancillarytextsIusedclose ups,whichshowedthe actorsintenselookof yactor.The camera shotsare
quite direct on the actor so that they are focused more on the position and look of the actor rather
than the camera angles.The performance of the actor isin protective stancesandfightingstancesto
showthe taekwondoelementinthe digipack,forexample onmyadvertshe ispunchingtowardsthe
camera showing a move from taekwondo.
The advertanddigipakhave manyconventionstouse inthe same waythatamusicvideodoes.Iused
the color convention in relation to the pop genre; doing this made sure my advert and digipak had
vibrantand bright colours. The advert showsthese coloursbetterthanthe digipakdoesbecause the
advert has a black background, therefore the colours stand out and are more noticeable. In

2. comparison to Mika’s advert, mine is slightly similar because we both use the background to make
other things stand out. For example in his advert: ‘The boy who knew too much’ the middle strip of
the advertiscolourful whereashe hasusedthe outside toemphasisethe middle,because hehasused
the colourblack for the outside.Also,he usesa range of bright coloursin his advertwhichis exactly
what I have done. However, pop can also mean a consistent colour; Nicki Minaj has a digipak that
consists of different shades of pink throughout which is seen to coincide with her star personality
because she isa veryfeminineartist.I,onthe otherhand,have chosentoagainstthisas I wantedmy
artist to remainincharacter inthe digipak.Thismeantheractinglike she has inthe musicvideo,and
that she could not be shown in such a feminine way and Nicki Minaj is.
Pop genre ancillary texts stand out to the public because theyare eye catching and I do believe my
adverthasthiseffectbecause itisverypowerfulregardingitsappearance.Furthermore,Popisaimed
at a younger audience, so bold texts and close-up images of the artists needed to be used. I have
followedthisconventionbecause Imade sure most of my imageswhere close-upsof the artist; I did
try long and medium shots but they did not have the same impact as close-ups did.
On the front cover of my digipak the text is bold but the placing is different when comparingto the
usual conventions of the pop genre. The text is used is called ‘Wrestlemania’, I used this because it
worksbetterwiththe imagesthanany othertextdid.Thisis because itisa blockedtext,butsome of
the letterscome out of the confinedlinesthatotherfontsuse.Forexample onmyadvertthe ‘R’ and
‘S’ are slightlyoutof the line withthe otherletters,thisgivesabettereffect,because noteverything
is straightforward.
The textonthe frontof the digipakisnotcentral,like ittypicallyshouldbe.Instead,the artistiscentral
and the textisplacedin the middle of the page on the same level of the artist'sface. The textfont is
importantas it isgenerallythe firstorthe secondthingthat the audience notice whenlookingatthe
ancillarytexts.The colourof the textisnotasmuchof a significantfactortowardsattentiongrabbing,
and typically the colour would match something in the background. This means I have followed the
conventionsof the textcolourbecauseIhave incorporatedthe same colourthroughoutmytexts.For
example,GirlsAloud’sdigipak:‘Ten’usesthe backgroundonthe frontof the digipakasabasisforthe
colour of the text on the back of the digipak. This backs up my point that using a colour from the
background is not a significant factor when trying to grab the audience attention. To contrast with
this, however, Jessie J’s advert: ‘Who are you’, usesa black background and gold font and therefore
the gold colour stands out better; this challenge to music conventions worked to her advantage, as
using the same colour as the background will make the text not as noticeable,and therefore the
digipak will not have as much of an impact on its audience.
When it comes to the ancillary texts’ backgroundconventions, they typically use a plain or a sparse
background. This is to make sure that the background does not take any attention away from the
artist. My products follow this convention because the backgrounds are completely plain, to be
specificthe backgroundcolour is a mixture of silversand,and gainsboro.The reasonwhy I usedthis
backgroundcolourwasbecause anyothercolourusedonthe grey stoodout,whichmakesthe artists
stand out more and also helped me when adding blur-overlay technique. To further make the artist
standout more Imade sure I usedclose-upsof the artist,andreplicatedthemonsome of the images,
so there are multiple images of one person.
The mainimagesof the artistsusuallyhave thesame conventions,asforfemaleartiststheyare usually
lookingtothe audience inaprovocative way.Thisenticesthe audience intothe textsastheyfeellike
the singer is looking directly to them, and therefore involving them. This is show on Jessie J’sadvert
‘WhoAre We’,she islookingdirectlytothe audience,because sheisasoloartist,she mustbe the one

3. todrawthe audience intobuyherproduct,whereasGirlsAloudcanhave differentangles,forexample
ontheirdigipaktheyuse symmetrywiththeirlinesof vision,becausethe middleone islookingdirectly
to the audience,butthe othersare lookingslightlyoff tothe side of the camera.I chose to follow the
single artists conventions because my actor is the single artist, therefore needs to be looking at the
camera directly.
To make sure nothing else catches the attention of the audience, ancillary texts tend to avoid large
props. Insteadof props they include differentaccessoriesinorderto emphasise the artistinsteadof
the propsaroundthem.Thismakessure the attentionstaysonwhatitneedstostayon.A digipakthat
followedthe same conventionwasNickiMinaj’s,whichiscalled‘PinkFriday’.Sheisthe onlythingthat
isstandingoutinherdigipak,thiswasdoneonpurpose sothatattentionremainsonher,becauseshe
is the most important thing that will make sure the album sells.I followed this convention as I only
included the artist on the advert and digipak, and no props. The only elements I added were boxing
gloves, which can be classed as accessories.
My products will be easily identifiable to my target audience because of the actor that I have used.
She is well knownbecause she has beenthe main subject of all three products.Having the singer in
all of the productsmeansthat the audience willinstantlybe abletoidentifythateachproductrelates
to each other, therefore creating and maintaining a strong brand identity.
The logoIcreatedhasbeenusedonthe ancillarytexts.This isbecauseithelpscreate astrongerbrand
identity with each product, because the products have to be sold by a company. This is what other
advertsand digipaksdo,asthe record companyhas to be seenas the one producingthe good music,
and the oneslinkedtothe artist. For example onJessie J’salbumadvertthe record company named
Lava Records is shown at the bottom of the advert. Which shows all adverts provide recognition for
the record companies that are producing their music. On the digipak the logo is placed on the spine
of the product,and on the advertit is placedon the bottom right.Having the logo replicatedonthe
productsmeansthatthe companywill be knownandidentifiedwhenthe audience thinksof the artist
because they will know that the company sells their products.
Because the ancillary textsare bright and colourful theywill be easily identified by the audience,as
they will catch their attention straight away. Having such a strange design will also mean that they
remain in the audience's memory as they do not see it regularly.
At first my ancillary texts were not successful, so I decided to change them completely. They went
froma classical design,toacuttingedge one.Atthe beginningIreceivedfeedbackfromthe audience
and they thought the images I took originally did not looklike what they usuallysee on adverts and
digipaks,thisisbecauseIdidnotapplyanymake-uptomyactor,soI chose toredothe filmshootand
apply makeup to my actor and this made more of an impact. This gave me a basis to work with to
create the classical design,howeveritissomethingthathasbeendone before.ThereforeIchange my
designto the newcutting edge one as this one has not beenseenregularly,meaningthiswill have a
bigger impact on the audience.
I liked the classical feel of my digipak, however when that was translated to my advert the classical
design did not work. Alsothe design didnot fit in withthe video.By using the same accessories and
costume fromthe video,IinstantlylinkedthemmeaningIshouldhave consideredthe narrative,and
how edgy it is before creating the digipak and advert, But after careful consideration I realised the
products did not work with the video, so as mentioned before I changed them. They now fit in with
the videoas the videois edgyand now, so are the ancillarytexts.AfterbeingchangedI believe they

4. are more successfullyfortheirpurposeandtheyemphasise abrandidentityforall products,the main
brand identity used is the actor, as she has been used throughout.
Being able to see my products successfully link together properly has made me happy with my
progress.My products insteadof havinga mediocre impactnow has a huge impacton the audience,
because theyall workinconjunction witheachothertocreate the mainbrand identity and concept.
The brief forcourseworkthisyearwastocreate amusicpromopackage includingavideo,digipakand
advert. All of the products needed to be researched and it helped to research the genre in which I
chose togetmysongfrom.Beingable tousethisresearchintothe genreshelpedtomake myproducts
more effective as I knew what the audience was expecting from a product that came from the Pop
genre.The ancillarytextsmeetthe expectationsandconventionsof a Pop product because theyare
colourful, vibrant, and unique.
If a promopackage is not createdthen the individual productisnot enoughto promote the artist or
the songs. But with using all of the products together it creates a brand identity which is effective if
theyare all emittingthe same representation.Brandidentityisshownthroughthe three productsby
using different things, such as a logo, the artist etc.