This document contains a student's evaluation of their media production project for a course. It includes comparisons of the student's original media product (a soap opera trailer) to existing media products, how it develops and challenges conventions. The student discusses using title cards, lighting, close-ups, point-of-view shots and non-diegetic sound in their trailer. The student also explains their choice of the E4 television channel as the institutional context and how their billboard poster and trailer match E4's style. Audience feedback that informed the project and what was learned about media technologies like Adobe Premiere Elements and Photoshop is also summarized.

1. OCR G324 Advanced Production Hamilton, Amy Candidate number: 3354 Evaluation Diamond Street

2. Using and challenging media conventions: Trailer Q1 Differences: -My contrasts In lighting despite emphasising emotion are realistic, whereas the existing media product has an un naturalistic look- particularly the brighter scenes. This is also created in slowmotion whereas in my product the murder scenes are in slow motion to create tension. Similarities: -My product is similar to this coronation street siege trailer as it contrasts between warm, bright scenes and dark serious scenes, creating parallel narratives that converge to one. -Thejuxtaposition between the scenes in the trailers creates an enigma for the audience as it quickly edits from the contrasting shots. Develop/ Challenging Conventions: The contrast in lighting and narrative represents motifs for flashbacks (or forwards) in time. This typically is not used in soap as it is un-naturalistic, however as the existing product shows conventions are broken particularly for trailers to add excitement to a show. Original media product Existing media product Existing media product Original media product

3. Using and challenging media conventions: Trailer Q1 Differences: -My title cards give more of a narrative to my trailer, as it is a new soap audiences will not be familiar with characters and storylines and so more context is needed than the existing soap. Similarities: -Both use title cards in between scenes in the trailer to create questions and links between the parallel narratives. It also gives the audience addition information that cannot be provided in the trailer i.e. that it is over 4 nights. Develop/Challenging Conventions: -Title cards are more commonly used in TV drama. However the existing product (Hollyoaks) separates itself from the typical soap stereotype with a younger and more glamorous cast and un-naturalistic techniques. - I based my soap on this idea and set out to appeal to a younger teenage audience where more original soap is welcomed. It gives the soap a younger feel whilst adding suspense. Original media product Original media product Existing media product Existing media product

4. Using and challenging media conventions: Trailer Q1 Similarities: -Big close up of characters is intrusive, displaying their thoughts and emotion for the audience. Creates variety of shots and helps give deeper understanding of characters feelings. Differences: -Lighting in the shot differs as my product is set in a realistic context. Whereas the existing product has been created specially for a trailer and therefore isn’t from an actual scene. Develop/Challenging Conventions: -Whilst a big close up (above) is generally vey typical of soap in order to display emotion, the use of point of view is rare. However as shown is used in particularly dramatic and important storylines i.e. the coronation street tram crash (below). - My soap narrative is also dramatic as it is a new soap it needs a explosive start to get people interested. Original media product Similarities: -Both shots are point of view, which is often used to create drama or create an enigma. Although both are different contexts they are both used in highly dramatic scenes, as it is not a typical soap feature. Differences: -My scene uses pointofview in order to keep the person concealed and therefore keep the anonymity of the killer. This secrecy is the core narrative of the trailer therefore this shot is vital in creating drama but not revealing too much. -The existing product uses point of view to show what has happened to a character (on the floor) and emphasis emotion and a sense of danger. Existing media product Existing media product Original media product

5. Using and challenging media conventions: Trailer Q1 Sound I based my soap trailer on a music video idea, in which there would be little dialogue and that non diagetic sound would be placed over the top. The lyrics in the song (La roux-Going in for the kill) convey the message in the trailer. This gives the trailer more suspense as the momentum of the music coincides with the pace of the trailer. Existing media product http://www.youtube.com/watch?v=iOlbvANgs8A&feature=channel Similarly in this Eastenders trailer, occasional dialogue is used, but the majority of the trailer a song is played in which the lyrics convey the message of a judgement day. Original media product http://www.youtube.com/watch?v=IVvpgd5YPFY

6. Effectiveness of combination of main product and ancillary texts. Q2 Choice of institution E4 takes more than half of the 16-34 viewers and has the highest majority of that category by far. All 3 of these E4 programmes have a cast representing ages of around 17-22. -The style of programmes broadcast on E4 are similar to my soap. -Programmes mainly consist of TV dramas and soaps, featuring younger characters of around 17-25. -This attracts viewers as they are represented on screen. http://www.channel4sales.com/data/viewing_profiles

7. Effectiveness of combination of main product and ancillary texts. Q2 In order for our products to appear as they would be aired on the E4 channel, we used their style guide which gave all the information from the E4 font to where to place the logo. http://www.channel4.com/about_c4/styleguide/e4styleguide/e4-brand-guidelines.pdf

8. Effectiveness of combination of main product and ancillary texts. Q2 My billboard poster follows the theme of existing e4 posters in a number of ways: -Dark gritty lighting with blue and grey shadows. This conveys the mood of the programme. -E4 logo displayed at the bottom of the poster with accompanied stickers advertising the programme and when aired. - Cast appeals to a older teen+ age. Existing media product Existing media product

9. Effectiveness of combination of main product and ancillary texts. Q2 Synergy There is a clear shared narrative and content of ideas between all 3 of my products. The brand is clearly constructed through all three of the products as there is repetition of the key themes and representations throughout. Genre/Brand -It is clear in each of these products that a soap is being advertised due to the realism of the characters and the nature of the story. - The branding between the trailer and billboard is consistent in lighting, text, logo, character and colour scheme. This helps construct a brand for all 3 products and is relevant to the channel it is aired on.

11. A variety of ages but predominantly young-middle aged.

13. What have you learnt from audience feedback? Q3 After I created my trailer I asked for feedback and this is the response I got: “Excellent montage towards the end of the trailer. The cut and change of pace in the music gives it a great sense of excitement and a big build up.” “At 0.21(seconds) the music comes up little quickly and should fade more gently as to avoid it being too obvious.”

14. What has been learnt from media technologies across all aspects of the unit? Q4 Using Adobe Premiere Elements to edit I used this to add in transitions and adjust lighting. Throughout the unit I learnt to use a number of new technologies. One of the main new technologies was Adobe Premiere Elements 8, I used this throughout the unit first to edit my preliminary trailer and then my final product. With this learnt how to: -Cut and edit clips -Layer music over the scenes -Adjust sound and volume -Adjusting lighting -Adding transitions -Zooming in on clips -Upload my trailer online I used this programme to cut clips. And add in music.

15. What has been learnt from media technologies across all aspects of the unit? Q4 Editing lighting I adjusted the lighting on the murder scene clips in order to give them a more sinister feel. I did this by editing the light and contrast on adobe première elements 8 via the controls of the individual clips.

16. What has been learnt from media technologies across all aspects of the unit? Q4 Uploading to YouTube and blog -I used this application to upload my work online and then YouTube so others could view it. -From there I could paste the HTML link into my blog.

17. What has been learnt from media technologies across all aspects of the unit? Q4 Constructing the title cards: To create the title cards which were inserted between clips in my trailer I learnt to do a number of things: I found a background texture on the internet which I wanted to use. I hen edited in Photoshop by changing it to the desired purple cover (above). I then created my text in Photoshop and saved as a PNG file. Then I inserted them into Adobe Premiere Elements 8, on top of each other to create my title card. I then learnt to animate my text on screen by using a transition on the Adobe program.

18. What has been learnt from media technologies across all aspects of the unit? Q4 Constructing my billboard poster: -As a member of our group was missing the day we shot our ancillaries, we had to take her photograph at a later date and edit her In using Photoshop. - Also using Photoshop we added in a background and shadows. -Finally we added the Diamond street E4 logo we had earlier made also in Photoshop.

19. What has been learnt from media technologies across all aspects of the unit? Q4 The Soap magazine front cover was also constructed in Photoshop. -Highlighting on the main star was used to brighten the photograph and add a light around it. -Text was also used to create the cover in Photoshop.