Evaluation Question Two

1. Evaluation Question Two:
How effective is the
combination of your main
and ancillary texts?
Jamie Farrow

2. “The American Dream”
• In all three of my media forms (music video, poster and digipak), I have
promoted the idea of the “American Dream” is supported. My intention was
convey the idea that anyone can succeed in their life – much like a “rags to
riches” story .
• In my music video, this idea is supported through the narrative (where we
learn about two homeless people who taken in by a dance crew).
From performing on the streets To performing with a dance crew

3. “American Dream” Continued..
• This idea of this “American Dream” was a conscious movement in
the production, so I made active choices that supported it in my
digipak as well (CD front and back cover).
• For example, one way I incorporated this concept into my digipak
was through the small print and the use of the dollar sign.
• The small print says “insert money here 5c”, and this is juxtaposed
against the large dollar sign, implying that a little bit of effort or
input can go a long way.

4. “American Dream” Continued..
Again, this idea of the “American Dream” can be seen in my
poster, for the very same reasons as my digipak front and back.
The large dollar sign is superimposed
over the front of the poster. I used the
opacity function to fade it out and make
it more subtle. My intention was to offer
the overriding concept of the “American
Dream” almost as a subliminal
message. My intention, in employing
a theme throughout the products, was
to promote a message that would
consistently appeal to my target
audience.

5. “American Dream” Continued..
• Incorporating “The American Dream” in to my music video
and ancillary tasks encourages positivity, determination and
perseverance to succeed. Nowadays, people like to be able to
relate to music, therefore giving this message through a
modern form of media will encourage people to react well to
the music video. This would generally make listening to the
music track a better and more meaningful experience, which
could help increase sales of the music track and serve its
purpose of being a promotional campaign.

6. Recurring Fonts and Text
Types
• Another promotional feature I focused on in the production was a consistent use of
the same fonts and text types in both the digipak and poster, as well as in the music
video. I did this in order to create continuity between all three productions, so they
can easily be linked.
• In my digipak (on the front and back covers), the same icon and title were used in the
music video and the poster, as was the font of the small text.
• Consistency within products helps create a brand/house style. So every time the
same font is used or the icon is seen then people will automatically link it with
“MadTwo” or “Beggin’”
• Bold fonts were used to help state that there is a bold message hidden in the music
video, digipak and poster (the same message discussed in the “American Dream”).

7. Recurring Fonts and Text
Types
Effectively, I was attempting to create a brand image, one that is
instantly familiar and recognisable. Michael Jackson is a notable
example where someone has achieved success using this
marketing strategy with the album “Bad”, as he used a distinctive
font across various advertising platforms.
For my advertising campaign, I manipulated stock fonts in
Photoshop for both the band title and the song track name to
create a bold image. I then rasterised the text and manipulated
the colours and added effects, such as increasing the opacity and
adding a shimmering quality across it. Finally I superimposed a
large dollar sign symbol image behind the text. This design is
intended to help connect my marketing campaign together, and I
made sure that it was present throughout the production, in the
music video, poster and digipak cover, so that it consistently
promotes the same message.
The word ‘Bad’ is written in a graffiti
style consistently in posters, record
and cd covers to help promote a
socially desirable image.
The design of my font and logo creates a bold image, a type of branding that
would stand out and promote a positive message to match the ideal of the
‘American Dream’ theme . This consistent branding is meant to reinforce the idea
of strength and determination.

8. Recurring Fonts and Text
Types Continued...
As you can see below, the
same fonts, text types and
icon which were found in
the music video and digipak
can also be seen in the
poster for the same
branding reasons
mentioned.

9. Recurring Fonts and Text Types
(Conclusion)
• The recurring fonts, text types and icons were used
throughout to increase the level of professionalism, which
made the videos come across more professional
• They also made the different forms of media consistent and so
that they were easily linked
• Bold text was used to reinforce and demonstrate that there is
a message within the video, digipak and poster
• Re using all of these features helps to drill the branding of
“MadTwo” and “Beggin’” in people’s minds. This will make
people think of them more, which would make the products
more likely to sell to the public,

10. Colours
• I considered the mise en scene in all of my products in relation
to lighting and colour, making sure that each of the products
combined by having a similar feel and mood.
• For example, in the music video, we used bright and warm
colours, as the video essentially has a positive narrative.
• Most of the bright and warm colours were created through
the natural use of the sunlight. In some camera takes I
adjusted the brightness and contrast through Sony Vegas and
manipulated colour corrections to ensure that the vibrancy
was maintained throughout the music video.

11. Colours Continued...
• For my front and back cover in my
digipak, the bright colours are
introduced by the white background
and the red and blue triangles
• There is also and image taken from
the location of the video of the
sunlight shining behind the dollar
symbol. This further reinforces the
positive concept behind the entire
production.
• Again, I used colour corrections for the
poster as well, to give it a warmer feel
as the natural yellow background
colour seemed dull and unsaturated.
• The lens flare also adds some
brightness to the poster as there was
no natural bright lights in this shot.
• The “coming soon” text stands out as it
is white and contrasts the colour
behind it. This helps make people
aware that the music video is out soon
as it stands out.

12. Colours Continued..
• The narrative in the video is positive, which is why the video
has bright and warm colours in it (as they are linked to
positivity).
• The positivity in the music video is of the homeless people
who rise above homelessness through perseverance and
determination doing what they love
• Using bright and warm colours comes across more
aesthetically pleasing to the eye, therefore making the music
video, digipak (front and back CD cover) and poster stand out,
which will aid the increase of sales

13. Break Dancing Culture
• The narrative of the music video consists of break dancing, which is
a particular sub-culture in itself. In the video it can be seen
performed by the homeless people initially, and later with the dance
crew members.
• We used break dancing in the video as we discovered that our target
audience had shown a preference towards it in our questionnaire
compared to other dance mediums. Break dancing is seen as quite a
trendy form of dancing and we managed to recruit dancers of a
adequate ability. Typically, it requires a high level of skill to become
competent; our intention was to make it seem impressive and
desirable to viewers, which we were able to achieve to a degree,
although we were slightly constrained as we were not able to
acquire professional dancers.

14. Break Dancing Culture
Continued..
• The inside cover of the CD has images of the homeless people
who are in a break dancing pose / freeze.
• People who like break dancing will be able to relate to this
image and will possibly like it, meaning they could be enticed
by it.

15. Break Dancing Culture
Continued..
• My poster does not contain anything to do with break dancing
culture, although it does include an image of the homeless
people, and people who have seen the inside cover of the CD
or the music video, they will be able to relate these people to
break dancing, therefore creating a link between the three
different forms of media

16. Break Dancing Culture
Continued..
• The narrative in the video consists of a break dancing culture
which links it to all three different forms of media created as
mentioned in the previous three slides.
• Creating this break dancing culture which is connected to
“MadTwo” and this version of “Beggin’” will appeal to the
younger generation of people, and all people who are
interested in break dancing.
• This is broadening the possible target market, which is
possibly increasing potential sales.