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  1. 1. In what ways does your media product use, develop or challenge forms and conventions of real media products?<br />
  2. 2. Conventions<br />The Coral's music products are known for being quite unusual and are therefore already challenging conventions of typical media products. <br />As our initial audience research proved, the surrealism of their music videos doesn't appeal to everyone. We took this into account and wanted to create a more conventional video, while keeping as many elements of The Coral's style as possible.<br />We have tried to follow the conventions of typical music videos more by several methods such as including a narrative, and limiting the number of unusual types of characters seen in Coral videos to avoid alienating their wider audience.<br />
  3. 3. Narrative<br />In ‘Dancing in the Distraction Factory’, Andrew Goodwin identifies the narrative as a key convention of music videos, which is something we have included in our video.<br />We kept our narrative simple as we didn’t want to focus on telling a story in our video - just to give it more structure than other Coral videos which have no narrative structure and sometimes doesn’t appeal to viewers.<br />The narrative of the main character going about his daily business in the morning, as positive things happen around him, remains faithful to the song's upbeat lyrics and music, and also allowed us to add elements of The Coral's uniquely surreal aspects.<br />
  4. 4. Characters<br />Our research told us that fans enjoyed the way The Coral presented itself - in that they always appeared as themselves, not making an effort about "attitude" and "posing" as James Skelly puts it. ( <br />We followed this by having our main character walking in a very laid back fashion, often with his hands in his pockets, and also by dressing him in casual clothes that we thought a typical indie fan or The Coral would wear: <br />Our product The Coral<br />
  5. 5. Characters<br />Similarly we wanted to dress the character with the tambourine in casual clothes as though they have just walked off the street and starts joining in with the song on a whim. The Coral does this in 'Pass It On' when the local people start dancing along with the band: <br /> Our Product The Coral<br />
  6. 6. Characters<br />The bear costume is perhaps the main factor that identifies our video as a product of The Coral. We think of the bear as a sort of mascot for the band and so were keen to include it in our products. <br />The bear acts as a concept or theme (another convention that Goodwin identifies in music videos) linking our products together.<br />As the bear suit isn't exactly the same in every Coral video, we didn't try to find an exact copy, but found our own version of bear suit:<br /> Our product The Coral<br />
  7. 7. Performance<br />Most of The Coral's videos involve the band themselves performing the song, as do many other music videos, which is another convention that Goodwin identifies. <br />Our video slightly challenges this convention as we decided not to try and recreate the band playing properly, but instead had our characters within the narrative playing various instruments throughout the video as reference to how important the music is to The Coral. <br />Our Product The Coral<br />
  8. 8. Locations<br />One convention that makes The Coral’s products easy to identify is the location. They typically film their videos on the streets of England, usually reflecting working or middle class societies, which we have included in our products.<br />Our main character can be seen walking down several streets that we picked out because they looked typically English. We particularly looked out for cobbled paths and old brick walls which feature in many Coral videos.<br />Our digipak also has images from the main character’s bedroom which we set up to look like a typical indie fan’s room. The mise-en-scene shows a fairly messy, care free and music loving person.<br />Our Products The Coral<br />
  9. 9. Digipak and Advert<br />We learned from our research that The Coral’s album covers varied greatly, so our aim was to create another new style for our own products, but with certain features that would identify them as Coral products, such as the images of the bear.<br />We also found the same font that The Coral use on some of their albums, which we found on as the font named ‘Butterfield’.<br />We include the guitar in several images,<br /> again as reference to The Coral’s focus <br /> on music.<br />