Evaluation

Within this question I will explain in detail the ways in which my media product, a short film,
develops or challenges the forms and conventions of real media products. I will begin by
revisiting my planning and research stage so that I can portray how I got to this final stage with
my media project.
During the beginning stages of this project, I buried myself mostly into research. I began by
looking into three particular genres that appealed to me the most, these included: Horror,
comedy and romance. To allow me to see the specific codes and conventions that are needed in
these three genres, I found an appropriate film poster for each one, and critically analysed them
all in detail. I feel that by observing three of my favourite movie genres before starting any form
of planning, I was in a better position when it came round to choosing a genre, as I understood
three different genres codes and conventions, and what was expected by each one. Furthermore
although I had now completed my analysis of genres, I thought it would be appropriate to then
research into the typical codes and conventions found on film posters in general. By doing so, I
was made aware of what was expected from me when I made my own poster, however I did not
concentrate specifically on these, as they were a generalisation and can be changed pending on
the genre you are focusing on. I also then repeated this stage, by looking at the codes and
conventions for double page spreads. I then critically analysed specific double page spreads
that where based on films so that I could see the typical house style, and layout that was used in
order to give me inspiration for when it came to creating my own.
PLANNING AND ANALYSIS

When it came to choosing a genre to base my
short film on, I chose horror. To help me come to
my decision I carried out primary research in the
format of two questionnaires. The first one was a
general questionnaire based on films, and the
genres that people prefer, by having done this I
came to the conclusion that the favourite genres
were comedy and horror. I was pleased with this
result as both genres are two of my own
favourites. Having said this after weighing the
pros and cons to each genre, I decided that it
would be more interesting to create a horror film.
PRIMARY RESEARCH

When it came to shooting my film idea, I had to ensure that I used the correct techniques in
order to follow the codes and conventions of horror films. Beforehand me and my partner,
thought it appropriate to watch a series of horror films, so that we could gain inspiration on
camera angles, camera shots, lighting and sound. The films we watched included: the grudge,
saw, cabin in the woods, mama and insidious.
After having watched each film, we made notes on the specific camera shots and angles that
stood out to us, and posted the clip examples onto our blog. The shots that we noted were: High
angle shots, low angle shots, tracking shots, close ups, point of view, and extreme close ups. We
also noted that the footage always appeared to be low saturated, and the surroundings were
often dark. In regards to the sound used, ominous music was used continuously throughout the
horror films to build tension, suspense, and to create an overall eerie atmosphere.
RESEARCH

When filming, we included several tracking shots
of the films antagonist. We followed his footsteps
at a low angle, we thought this appropriate as the
antagonist in the narrative is “stalking” the
female character in the film, so by including a
tracking shot, we were creating suspense and
tension therefore fitting in with the codes and
conventions of horror films. We also ensured that
we used close up shots, in order to reveal the
emotion on our main characters face, resulting in
heightening the viewer’s anxieties, and allowing
them to feel threatened at the same time as the
characters in the film. We also included a series
of point of view shots in our film, in order to
convey that our main characters are in fact in
danger, and being watched. The point of view
shot was taken from the perspective of the
antagonist, so that the viewers were then made
to feel uncomfortable yet aware of what is
happening, unlike the characters that are in
danger.
FILMING- SHOTS AND ANGLES
Tracking shot in our film
Close up shot in our film
Point of view shot in our film

Another feature that my partner and I had picked up on, with our own
experiences of watching horror films in the past, was that bathroom
scenes are often used to display particularly scary or threatening parts of
the film. We both decided that we wanted to include a bathroom scene
into our own film, by having the antagonist hide behind the shower
curtain, whilst the victim stands there oblivious, until he hears a sound.
We felt that this was an appropriate scene as it added suspense.
FILMING- Bathroom scene
Existing bathroom scenes in horror films
Our Own bathroom scene

Furthermore, although we aimed to follow the typical codes and conventions
used in horror films, we did however challenge and adapt certain aspects
within our own film. The main convention that we challenged, was that our
footage was filmed in daylight. This was not necessarily the plan we originally
had, but after our experience with our first film, and the poor result we got due
to the lack of lighting at night, we came to the conclusion that we could instead
film in daylight and just challenge the typical convention of horror films being
shot in the dark. At first we doubted the result, as the daylight did not create
our footage to appear scary or threatening. However after having converted all
of our footage to a lower saturation, a lot of the contrast and brightly lit colours
appeared more drawn and dull, still fitting in with the codes and conventions of
a horror film.
CHALLENGING CODES AND CONVENTIONS
Before and After colour desaturation.

In regards to music my partner and I first disagreed with the matter,
as he believed the lack of music added to the overall “creepiness” of
the film. However as a trial we inserted a threatening track we
found, to the beginning few clips of our film, and found that it
instantly just fitted well with the film. We then added appropriate
music to a few other scenes in our film, and found that it truly did
add suspense and tension to the film, as well as creating an overall
scary atmosphere.
FILM -MUSIC
This is a soundtrack that was played in
the film “the thing”. We used the song
“humanity part 2” which is at 32:24 for
the opening of our film.
We also used a part of this track called
“PRISON” in a clip of our film.

In regards to the theorists that I researched in my planning stage, I
wanted to ensure that I had included and detected them in my
own footage. Todrov’s narrative structure was somewhat inserted
into my film, however the equilibrium where everything is said to
be balanced at the beginning, is trickier to detect in my film, as it is
usually the opening scene in a horror film where everything is
calm and happy. Whereas my opening scene began with a point of
view shot following one of the characters into the house, so
automatically sets it up to be suspicious. However you could say
that the equilibrium was the scene where the couple is on the sofa
watching a film and everything appears to be calm to them as un
like the audience, they are oblivious. The Disequilibrium could be
seen when the antagonist breaks into the house, by jumping the
garden fence. However the new equilibrium is yet again hard to
spot in my film as the ending is somewhat distressing, and leaves
it open for a second film.
Furthermore Levi-Strauss’s theory of binary oppositions can be
detected in my film as empowerment VS weakness. This is
because the antagonist holds power over the main characters that
as a result are weak.
THEORISTS

When it came to creating my poster and double page spread, I followed
the codes and conventions closely, by creating a house style by using
three colours continuous: red, black and white. I also ensured that I
listened to the audience feedback I received in order to create a better
result and for it to appeal to my target audience.
Overall, I think I have followed the codes and conventions of the horror
genre well. However I did challenge certain aspects in order to develop
and create a better outcome for my film.
DOULBE PAGE SPREAD AND POSTER

My overall aim with our main product (the film)and the ancillary
texts (double page spread and poster) was to create all three
products to appear to be a part of the same brand. In order to do
this, I had to ensure that the products linked together, so that the
audience can instantly assume after seeing one, that it is connected
with the other. Below are my two ancillary texts.
THREE PRODUCTS

An obvious factor to how my ancillary texts link with
our main product is the repetitive use of the title.
The title is one of the main selling points to any product,
as it will stick in peoples heads, and help create the
brand identity. In this case the title of my film is “you’re
mine”.
Below shows the continuity I kept across all three of my
products in regards to the title.
LINK- TITLE
POSTER DOUBLE PAGE SPREAD FILM

In regards to the images I have used on my ancillary texts, they do
not necessarily carry out consistency. However my double page
spread does have consistency with my film, as the majority of
images I have used, including the main image on the page, are all
snap shots taken from the film. This is a generic code and
convention that I thought appropriate to incorporate into my
creation of my double page spread. I decided to use a complete
different image for my poster, as it is only a teaser poster for my
film. By using a silhouette as my main image, I feel that I have
created a sense of the audience wanting to know more, as to who
are the silhouetted figures? And why does it appear threatening?
LINK- IMAGE

In regards to the colour scheme for all three of my products, I would say this is the most predominant link found across them all, the
colour scheme I used was Black, red and white.
At the beginning of the project, I posted on my blog, research based on colours and their connotations. In doing so I found that the
colour red has both positive and negative connotations, the Negative connotations include: Fire, danger, blood and anger, which
automatically appealed to me as it suited my film idea, as well as the codes and conventions of the horror genre. The connotations of
black suggested power, evil, death and an overall eerie atmosphere yet again fitting in with my idea and genre. However the colour
white connotes goodness, purity, innocence and virginity, a complete opposite to the other two colours in my colour scheme. However I
chose white not so much for its connotations, but more so for its ability to stand out against dark backgrounds.
Below I have listed the use of the three colours in each of my products so that u can see the continuity in them all:
poster:
0 the silhouettes were black
0 background was dark.
0 The title font was red
0 the text was done in white in order to stand out.
double page spread:
0 background was black,
0 The title font was red
0 The image captions was red
0 The text was white
Film:
0 Obviously the footage was a lot harder to incorporate the colour scheme into. However I ensured that the credits at the beginning
were red and due to the fact we DE saturated all of the images, an almost black and white affect was created.
LINK- COLOUR SCHEME

Whilst creating my ancillary texts it was important for me to remember the research I had done previously into the uses and gratifications theory.
In doing so it allowed me to focus on certain elements of my poster and double page spread in regards to what is expected from audiences and
what they need to experience from watching/viewing my products.
USES AND GRATIFICATIONS:
0 IDENTIFY- being able to recognize the product.
0 EDUCATE- being able to acquire information, knowledge and understanding
0 ENTERTAIN- what you are consuming should give you enjoyment and also some form of “escapism” enabling us to forget our worries
temporarily
0 SOCIAL INTERACTION- The ability for media products to produce a topic of conversation between other people, sparks debates.
Identification in my products:
0 The topics that I have touched upon previously in this question are the main factors in which I have created identification amongst my
ancillary texts and my main product. The factors which allowed me to create consistency include: the title and the colour scheme primarily as
well as the images in regards to the film and my double page spread.
Education in my products
0 Although viewers will not necessarily be educated by watching our film, I hope that they can understand the storyline from beginning to end.
My double page spread however can educate readers, as it offers an interview about the film, therefore educating readers on its existence, as
well as a star rating.
Entertainment in my products
0 A films main purpose is to entertain its viewers and keep them engaged. As our film is a horror film, viewers will not find a sense of escapism
in watching it, but will hopefully be gripped by the story and want to know what happens next. I also hope that the audience can empathise
with the characters in the story.
Social interaction in my products
0 I would say from my own personal experience, that posters and magazine articles are two primary products along with television and music
that spark social interactions amongst the public. My film poster will hopefully trigger conversation between people as they question “what is
this film about?” and become interested in wanting to watch the actual film itself. The tagline “and always will be” will also hopefully intrigue
viewers and begin to make them want to watch the film.
USES AND GRATIFICATIONS

To conclude, I feel that my ancillary texts are
greatly effective in combination with the main
task, as if they were “real” products in regards to
actually being realised, the poster and double
page spread would help greatly in advertising the
short film. I also feel that I have created an
appropriate brand identity through the use of the
title, colour scheme and images used.
CONCLUSION

After having finished making my poster for my film, I put together a questionnaire. (see below) I then
handed this questionnaire around to 8 different people in order to receive their opinion on my poster.
AUDIENCE FEEDBACK- POSTER
The next slide shows the results that I received.

4. What do you think of the font used on the poster?
0 It helps make the film genre clear
0 Creates an eerie atmosphere
0 I like the font used for the title, and the font used at the top, but perhaps use a different one for
the third piece of text below the actors names
0 Its good, looks handwritten white makes it interesting
0 very interesting, not a typical font used, not seen before
0 Its average
0 appropriate for genre
5. What you think of the images used on the poster?
0 I like the fact that the street light creates a halo effect around the “victim”. it also makes it look as
if the street light is the back light for the silhouettes.
0 i think they look eerie and creepy, good for the genre!
0 The coat on the male figure makes him look like a werewolf, but other than that i like the overall
look,
0 Could be a tad clearer
0 I like the fact they’re dark
0 Very nice silhouettes used, giving a creepy feel.
6. Overall opinion on the poster?
0 I really like it
0 Its dark, the images do not give to much away, creating an interest in the film
0 Conveys the message well, straight to the point, and intriguing
0 Pretty damn good
0 Good but a bit too dark
0 Good
0 Creative yet simplistic and displays the right conventions of a horror poster
7. Any improvements?
0 Maybe adjustments to where the actors names are positioned
0 More info at the bottom of the poster
0 Film title slightly bolder
0 Use a different font for the text that says “from the directors…”
0 Bit more light around the male silhouette
0 Check spelling and maybe upload in a higher definition
AUDIENCE FEEDBACK-
POSTER
ADDITIONAL COMMENTS:
• Red and black contrast well with
the white text making it easy
to read.
• I like the fact that the red signifies
blood, fits the genre well
• Perhaps its too dark
• Simplistic yet interesting
• Follows horror conventions

After having collected audience feedback for my film poster, I decided to reopen my poster
document on Photoshop, and adapt and improve it based on the feedback that I received. I
thought this to be important, as otherwise I would not be appealing to my target audience, as 6
out of the 8 people I asked said that horror films are their favourite film genre. Although I only
made minor improvements to my poster, I believe the outcome is a lot better.
AUDIENCE FEEDBACK- POSTER
BEFORE AFTER
I changed the font for
this section of text. I
also corrected the
spelling mistake
I added a tagline to
my poster.

AUDIENCE FEEDBACK- DOUBLE PAGE SPREAD
After having finished making my double page spread for my film, I put together a questionnaire. (see below) I then handed
this questionnaire around to 8 different people in order to receive their opinion on my poster. For this questionnaire
however I wanted to ensure that the 8 people I handed the questionnaire out to, were all media students as they
understand the technical sides of creating a double page spread and what's expected in regards to the codes and
conventions
The next slide shows the results that I received.

0 ANY ADDITIONAL COMMENTS:
0 The black, red and white are good, and they present the magazines main colour
palette but don’t think it suits the colour scheme of the film, its too bold.
0 Fits the colour schemes of horror film
0 Love the colour scheme the red grabs your attention.
0 Maybe a bit more red
0 Not so keen on the frames on the bottom images and the large one.
0 WHAT DO YOU THINK OF THE FONT USED?
0 Font style is good, easy to read, just needs to be a little bigger
0 Quite basic, nothing uninteresting, nothing too interesting
0 Ok not that interesting but clear to readers eye
0 Clear to read, simple, works well for the article
0 Its looks fine, maybe the “you’re mine” could be bolder.
0 WHAT DO YOU THINK OF THE IMAGES USED?
0 Images are good, main image catches eye and shows the films main character, smaller
images show behind the scenes but can’t see them that much.
0 Good screen shots- doesn’t give too much information away, yet enough to get you
interested
0 Clear images, gives broad insight into film
0 Behind the scenes shots look good, and good captivating central image.
0 Film shots are good but need captions, I don’t understand the two black and white
portraits either.
0 OVERALL OPINION ON THE DOUBLE PAGE SPREAD?
0 Very well presented, clear layout
0 Good double page spread follows the codes and conventions well, nice pictures and
colour scheme
0 Well spread out, text is clear, lots of images and colour scheme fits.
0 Nice slick and clean layout, clear presentation
0 Well laid out and designed, just some tweaking (as mentioned in the other questions)
needed to finish it off.
0 ANY IMPROVEMENTS:
0 Main image is too big
0 Usually film double page spreads have 3 columns of writing not two.
0 Possibly use a different style of font
0 Tag lines for the pictures
0 Different frames on images. Caption put them in context. Less spacing in the interview
body text. Alignment of text in columns made more even.

After having collected audience feedback for my double page spread, I decided to reopen my
document on In Design, and adapt and improve it based on the feedback that I received.
The improvements that I made included:
• Caption to all of the images- as without them, people where not clear on what the
pictures meant.
• The alignment and spacing of the text
• Added a bit more red text
• Removed the red frame from around the main image
• Changed the font for the film title “you’re mine” to the font title I used on the film
poster in order to create a continuous theme.

After my film was complete, I needed to also carry out audience feedback in order to gain an honest
opinion on what viewers thought of our film, and as to whether we succeeded in conveying the genre
and the codes and conventions well or not. I did this by creating an inbox on my Facebook account,
and sent out a link to my video along with a set of questions for the people to answer, in order for me
to gain feedback on what they thought of the film. [SEE QUESTIONS BELOW]
AUDIENCE FEEDBACK- SHORT FILM
LINK TO FILM:
https://www.youtube.com/watch?v=fY8a9
gOYtkY

This was the message I
sent out on Facebook.

What was your favourite part of the film?
• The ending because there was loads of tension
• I really like the use of the music.
• I liked the constant use of point of view shots, as it made it appear more
threatening as we knew from the beginning that the characters were being
watched
• The quick cuts when the “stalker” jumped the garden fence.
• I really liked the camera work, the low angles of the antagonists feet mostly.
• I really enjoyed the ending, and the bathroom scene!
• I liked the fact it was shot in daytime, as not many horror films are. at first it did
concern me, but i think it worked really well with this film.
What part did you least like?
• The opening credits
• Some parts of the footage was really jumpy, were two different clips had
obviously been put together, they did not quit match up.
• The opening credits could be better, and perhaps adding end credits as well.
• I don’t like the ending really, it just kind of cuts of, and finishes. perhaps a fade
out, or a clip of the “stalker” walking down the street would have been more
effective
• I didn’t like the fact it was shot in daylight.
• the opening credits definitely let the film down. over than that i really enjoyed
it. i think the horror genre has been captivated well.
the bathroom scene could have been done a bit better

As I am now at the final stage in my project, I cannot act
on the feedback that I have received. However I can say
that I am pleased with the feedback, although there are
some faults with my footage, overall I have succeeded in
completing my main goal. Firstly the majority of people
said that the film conveyed the horror genre well, and
that they enjoyed watching the film, which were the two
factors that I wanted to succeed in. I have learnt a lot
from this experience, and if I were to create another
film again, I will incorporate the improvement
suggestions I got from my feedback into it.

Overall I feel that by having completed audience
feedback questionnaires on all three of my
products, I have learnt that getting a second
opinion from a variety of people who have an
interest in the products, has allowed me to
improve and adapt my work in order to appeal to
my target audience.
AUDIENCE FEEDBACK- CONCLUSION

In order to carry out my research and planning stage for
my project, I had to use several different programmes in
order for me to do so. Here are some of them:
MEDIA TECHNOLOGIES- RESEARCH AND PLANNING

0 In order for me to find appropriate research into codes
and conventions, and genres during my research stage,
my primary source of information was the internet. I
mostly used google, so that I could find a variety of
different sources and opinions.
0 Another search engine that was important during this
stage, was YouTube. I used the programme in order for
me to watch clips from existing horror films, as well as
listening to soundtracks and getting inspiration from
watching existing amateur short films.
0 The main programme that has held my entire project
together from start to finish is “Tumblr.” As this was the
programme we were told to use to document our work
on, by posting frequent blogs. Tumblr was useful as we
could also embed pictures, videos and links along with
the information we found.

0 I used the programme Photoshop and In design briefly
during my research and planning stage, in order for me to
practice my skills on both programmes, as I had not used
them since my AS year. I created a replica double page
spread from an existing magazine on In design, and on
Photoshop I practiced creating fonts. In doing so it made
me feel confident again in using the programmes before I
had to use them again to create my film poster and double
page spread.
0 Another programme that was useful in my research and
planning stage was the Microsoft programmes: word and
excel. I used both of the programmes in conjunction with
one another. Microsoft word is the document I used in
order to create my primary research questionnaires, and
Microsoft excel is the programme that I then recorded the
results on by making pie charts.

0 Facebook was a helpful source also in our research and
planning stage, in regards to organizing. I set up many
inboxes on Facebook, between me and my partner to
discuss ideas, as well as an inbox which allowed us to
contact our actors so that we could arrange a time and
date that was suited to everyone.
0 I also used my mobile a lot during this stage, yet again as
a source of communication between me and my partner
as well as the actors on the day of filming.
0 The app for BBC weather was used during this stage In
order for us to check the weather the day of filming, as
some of our footage would be shot outside, which would
have been a problem if it was raining.

During the construction stage it was crucial to use specific
programmes in order to create the film poster, the double page
spread, as well as the film itself. Here are the programmes and
tools that I used during this stage:
MEDIA TECHNOLOGIES- CONSTRUCTION

0 The most important tool that was used during my construction stage was the
DSLR. As we used two of the same model cameras to shoot our film footage.
We also used boom mics and tripods in order to help this stage.
0 Another crucial programme that we used during this stage was Adobe Pro.
This was the programme that allowed us to piece all of our footage together,
as we originally had over 100 clips to choose from. It also allowed us to edit
the footage, by fading in and out, adding music and adjusting sounds,
shortening clips and DE saturating all of the footage to fit with the genre.
0 Whilst piecing our film together we used my partner Nick’s laptop, as it
already had the adobe pro programme installed, and was portable, which
allowed us to work on it in various different places, not only college.
0 Photoshop was the programme that I used in order to create my film poster. I
used various different tools on the programme including: background eraser
tool, clone stamp tool and many more.
0 In Design was the programme that I used to create my double page spread.
0 I also continued in using Tumblr, in order to post my film, poster and double page
spread.
MEDIA TECHNOLOGIES- CONSTRUCTION

During my final evaluation stage, I used the following products:
MEDIA TECHNOLOGIES- EVALUATION

0 For my evaluation stage I used Microsoft word and excel again
in order to create primary research in the format of a
questionnaire, and then construct graphs to show my results
on excel. I handed these questionnaires out to a variety of
people to fill out in order to receive honest feedback for my
poster and double page spread. This allowed me to see what
needed improving with my products, I then returned to the
programmes of Photoshop and in design, so that I could
improve them both.
0 As well as receiving feedback from others, I evaluated my own
products, on my Tumblr blog.
0 In regards to evaluating my film, I posted the film onto my
YouTube account, and then set up an inbox on Facebook,
asking people to answer a set of questions based on their
opinions on the film.
0 And lastly my final stage of evaluation was the presentation
you are reading now. To create this evaluation I originally had
to open up the programme Microsoft PowerPoint and create
my presentation. Then in order for me to post this to my
Tumblr blog, I uploaded it onto the website of slide share.
MEDIA TECHNOLOGIES- EVALUATION

Over the past year I have succeeded in creating a film
poster, a double page spread, as well as a short horror
film. I am proud that I have achieved this, as at first I was
worried about being able to create a film, as I had no
previous experience in doing so beforehand. However I
feel that by having proved myself wrong, I have grown
and am now more confident in using certain
programmes. My research, planning, construction and
evaluation stages have all helped me to get to the stage I
am currently. I have learnt from this experience that you
have to rely heavily on the research on planning stages, as
we learnt from the mistakes we made with our first film
idea. To conclude, I feel that this project has been a
success, and I have learnt a variety of new skills.
CONCLUSION

Evaluation

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