1. Evaluation Question 1
In what ways does your media product use, develop or challenge forms and conventions of
real media products?

2. In our music video one of the conventions that we stuck to was the use of narrative. We felt that this
was a big convention to include as it helps to keep the audience interested as there is something
keeping them hooked.
In our video we included Todorov’s theory of
balance- unbalance- balance. We felt that
this would be the most effective as it is
simple but gets the message across. It is also
the most common in pop music videos
which usually include a simple love
misunderstanding.
This is well illustrated in Rihanna's pop music
video ‘ we found love’ as they start off
happy, have an argument and end up back
together in the end.
As you can see in the still to the right this was the
period of unbalance. We kept each narrative in black
and white to clearly portray which parts of the video
are the narrative aspects. This made it even clearer
to the audience so they could understand it, it
also helped to keep the video consistent.

3. However we also kept to the convention of using performance aspects in our music video. This is so that
we had a nice mix between the two as music videos rarely have just performance or narrative as it helps
to keep audiences interested.
As you can see in this still from the start of
our music video we have also included
performance aspects. The use of this is also
effective as It makes it of paramount clarity
to the audience who the singer of the song is.
This is important as it makes sure that the
audience can easily identify the artist so they
can go and buy their music.
We also placed our artist in front of a red
background in order to make her stand out, the
red contrasts to her plain black dress and the
black and white of the narrative structure. This
helps to accentuate the performance aspect as
they are clearly represented by the use of colour,
like in many real pop music videos.

4. Another convention that we tried to develop in our video was linking the videos actions to the lyrics of
the song. However we did try to do this subtly so that it did not look cheesy and unprofessional. We did
this is two ways, one by getting our artist to mime the lyrics and the other through the use of narrative.
The title of our chosen song is
‘waiting all night’ by Rudimental.
We wanted to incorporate the link
of ‘waiting’ for her love in the music
video in order to link it to the song
title. This is why in our video we
have a section when the girl is
physically ‘waiting’ for her love to
come along and get her. This helped
to develop the convention as we
were actually doing something to
match the lyrics through the actions
of the characters. This happens
again when she is waiting in the
café for him but he lets her down by
being with someone else.
We also linked our video to the lyrics by including our main artist. We took an extreme close up of our
artists lips to clearly demonstrate them singing the lyrics to the song. This again helps to link the video
to the song as the audience is being reminded of the song throughout.

5. Another convention of existing media texts we followed was the use of editing to the beat of the song.
For example we progressively increased our editing speed when it got closer to the chorus section.
This is shown really well in the section before the chorus when
the couple are shown to be happy. They are shown in a variety
of different locations and the pace of the editing gradually
increases to match the tempo increasing in the song.
However this is contrasted when the chorus kicks off as the girl
is shown to be hitting the male with flowers and it is put into
slight slow motion to exaggerate the situation, and the facial
expressions.
We also demonstrate the pace of the song at then end by
elongating the shots, For example there is a section when we
slow down a spin of someone's feet to match it with the pace
of the song. We also incorporate the narrative into this section
as well, as this is the section where he betrays her and goes off
with someone else. This helps to show the slowing pace of the
song as it is a sadder part in the narrative, aided y the use of
longer cuts.

6. We also used our two ancillary tasks to help and show the pop music convention with our poster and
digipak. We accentuated the use of our main artist to make it crystal clear who our digipak and poster
are about.