The document discusses how the media product uses and challenges conventions of real media. It summarizes that the music video was produced using stop-motion style with a length matching most modern songs. It challenges the convention of having a central character by not including characters, instead placing the audience as the perspective. The album cover and magazine ad use conventions like ratings but simplify the design for clarity. The video links to lyrics through its theme of motion and journey, challenging aspects of demand for the artist and treatment of women.

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

2. • In the Production of my music video and Print productions, I have
used, adapted and challenged the conventions of each product.
• This is mainly thought the use of technical skills combined with the
camera to create the stop-motion style of my production.
• I will start with the Music video

3. Length of the Music video
• One of the conventions of music videos that I have used in the
production of my music video is that of length of the Track and the
music video.
• Most Modern music of some of the most popular modern genres
tend to be around 3 minutes long, although there are some longer
songs as well as some shorter.
• I have used this convention so to keep the audience interested in the
video as a very long video can get quite boring if too repetitive, which
I didn’t want to risk.

4. Characters within the Video
• One convention that I have challenged in my music video is one of having a
character that the story of the track combined with the music video revolves
around.
• I have chosen not to have a character within my production because of the way
that I have filmed it as to place the audience as the character as to build their
own view on the story being told and depicted before them.
• An example of a music video that has used the convention of character's within a
music video to create a story would be the music video to Knights Of Cydonia by
Muse
• They have used this main character to construct a
narrative that shows him eventually defeating the
character that is depicted as his enemy and
‘winning the girl’ which follows another
convention of very generic action/adventure
films.

5. The Album Cover and magazine
advertisement

6. Design of Album cover
• Another main convention of these productions is the design and build of the
album cover.
• I decided, for simplicity to use a simple for panel design as this would not be too
obtrusive for the end viewer and being able to quite quickly and simply getting
the theme of Motion across to the audience.
• An example of a similarly designed Album cover would be Muse’s The 2nd Law
Album cover - albeit a using much simpler imagery.

7. • a 6+ panel design would be too complicated as well as having the
possibility for it being too repetitive as my production does not use
too many different images.
• This would make the Audience start to lose interest in the music
before they have even started listening to the music on the album

8. Magazine advertisement
• In the production of my magazine advertisement I have used many
conventions
• One of which is the rating of the album which is important because it
quite easily shows the audience how good (or bad) the album is to
better inform and justify their purchase of this album.
• Another convention that is present within my advertisement is the
logo I created for my record label which I made very contemporary
and simple which makes if easily identifiable.

9. Goodwin's theory
• I have also used the conventions stated in this theory that says that the lyrics of
the song have a link to the visuals in the video.
• In my video I have chosen to use the theme of motion and journey which links in
to the lyrics which do suggested that that character is looking through
time, which would link with the theme, for something or someone.
• However I have also challenged some aspects of Goodwin's theory, chief among
which Is the part that states that demand for the record label includes the need
for lots of close ups of the artist, as my video does not contain any characters as
stated earlier. Another consequence of this is that I have challenged the view that
a common characteristic of videos that contain a particularly voyeuristic view of
women.

10. • Another part of this theory that I have used is the inter-textual
references are common in music videos.
• An example of intertextuality within my music video could be
between it and the short film ‘Boy on a bicycle’ which is directed by
Ridley Scott. The storyline of which is about a truant boy which takes
the day off, ridding around town on a bicycle. This can be linked not
only just to the scene containing the bike, but the video as a whole as
it is also about a journey and traveling.

11. Conclusion
• Overall I have mainly used a lot of the conventions of music videos
although I have challenged some of the conventions, mainly with the
lack of characters depicted in the music video, and indirectly the
voyeuristic views and over sexualisation of women in a lot of modern
popular music videos.