The document discusses how the music video challenges some conventions while following others. It challenges conventions like lip syncing by showing the band recording instead of performing, and direct address by not having characters look at the camera. It follows conventions like synchronizing editing to the song pace and matching visuals to lyrics. The document also discusses how the digipak and magazine ad challenge and follow conventions, like the digipak showing both direct and indirect character looks at the camera, and the ad creating synergy between products through shared design elements.

1. In what ways does your product develop or challenge forms
and conventions of real media texts?

2. Music video conventions
 Lip syncing – This convention was challenged in our product as although we had a band in
the video, we wanted them to not perform the song as the main focus of the video should be
the narrative which was the most powerful aspect of the video. We felt like we should film
the band in their practice facility recording new music and put ‘Smoke’ over the top to show
that they have moved on from that point and are developing as a band.
 Direct mode of address – This convention was challenged in our video as we felt like there
was no need to have the characters addressing the audience. This is because the story of
the video is so relatable to the audience and they are almost addressed directly by the story
itself therefore we felt like it would be unnecessary to have the characters looking directly at
the camera.

3. Music video conventions
 Synchronisation of editing and pace of song – This convention was followed as we
changed the pace of editing throughout the song. We found it difficult to match the pace of
the song at the start as it is very slow for about 2 minutes and 40 seconds. We also found
it difficult to keep the video interesting for that amount of time. However, we increased the
pace of editing to match the beat of the song and I believe it matched the more rocky part
of the song.
 Visuals matching lyrics – We felt like this was very important to do in this song as the
narrative played such a vital part in telling the message of the song. The matching of the
visuals and lyrics was seen at the beginning of the video in the lyrics ‘smoking cigarettes
again’ with the visual of a burning cigarette.

4. Music video conventions
 Encoding meaning – From analysing the lyrics in the song we found that they are
full of deep meaning. The song revolves around a couple that are arguing and not
getting anywhere in their relationship. We encoded meaning in the video with the use
of the cigarette. This burning down at the start of the song was included to signify that
their relationship is going to run out eventually and at the end of the song it does,
much like a cigarette burns away.
 Mise en scene - I wanted the Mise en Scene of the more upbeat and rocky part of
the song to showcase the pivotal point of the song to signify the end of the
relationship between the two characters. I believe this was achieved by filming in
slightly darker lighting at a set of ruins to show that their relationship has deteriorated
much like the walls of the ruins.

5. Digipak conventions
 Name of artist/album name on front cover – This convention was followed as it
gives a clear indication to the audience what band it is and the name of the album.
It also allows for synergy to be created between the digipak and the magazine
advertisement with the use of the same font and colour scheme.
 Direct mode of address - This convention was both followed and challenged in
the digipak. There are 3 shots of the artists looking at the camera and 3 of them
facing away from the camera. I think that this creates synergy with the music
video as during the video the characters do not look at the camera and we wanted
to show a link between the video and the digipak.

6. Magazine advertisement conventions
• Synergy with other products - All magazine create synergy with either the music video
or another aspect of the advertising campaign. I created synergy primarily between the
digipak and the magazine advertisement by using the same black and white colour
scheme as well as the same font. I think that this was effective as it allows the audience
to easily relate the products and see that they are part of the same advertising campaign
for the music video.
• Date of album release/ Featured songs - These two very important conventions were
fully followed as it is vital for the audience to know when the date of the release is. In
addition to this, the featured songs opens up the advertisement to a wider audience as
they are able to recognise their already popular songs and listen to the rest of the album.