The document discusses conventions and forms used in various media products. It provides examples of conventions from music videos, such as close-ups in Adele's "Hello" video and dark lighting in Daughter's "Youth" video. It also discusses conventions for album covers, such as the relaxed field image on The Head and the Heart album and the color scheme and rural environment on the Autumn Glow album cover. The document aims to analyze how media products use, develop, or challenge conventions and relate conventions to conveying meaning and genre.

1. IN WHAT WAY DOES YOUR
MEDIA PRODUCT USE,
DEVELOP OR CHALLENGE
FORMS AND
EVALUATION TASK 1

2. WHAT ARE FORMS AND CONVENTIONS?
▸A form is the type of product such as: a comic book, a game
show, a music video or a newspaper etc.
▸A convention is the ingredients, style and structure that a
form includes. For example, the conventions of a TV game
show would include: a presenter, members of the public, a
jingle, bright lights, multiple cameras, etc.

3. LONDON GRAMMAR- STRONG
CONVENTION- CINEMATIC LOCATION
London Grammar- Strong Youth
To establish the narrative of the story
The cinematic location makes the video look
epic, similar to watching a blockbuster film
which therefore lets the audience relate to the
urban surrounding and enables them to follow
the narrative by watching the video and
listening to the words in the track.
The cinematic location, if used as a narrative,
can help an audience identify with the the
songs lyric and emphasises the meaning of the
track.
Cinematic locations were used in our video to
express the narrative of the story, making it
more visually interesting for the audience by
matching the epic sound of the track with an
impressive location.
The background of concrete and grey colours
matches the songs lyrics and therefore the
dance which expresses how the dances are
feeling in the narrative.

4. ADELE- HELLO
CONVENTION- MANY CLOSE UPS AND
DIRECT ADDRESS
Adele- Hello Youth
Close ups were used on Adele's face during
the video to emphasise her beautiful voice
The direct address was prominent in the
video so the viewer will feel like Adele is
singing right to them
In the gif below, you can see Adele lose
herself in the lyric of the song giving her a
powerful star image to the viewer
Using an 80mm lens we filmed a beautiful
close up of our singer, making her look
flawless like that in Adele’s.
We followed some of the conventions from
Adele’s video such as close ups showing
direct address and lots of soft make up her to
make our performer look flawless creating a
star image.

5. DAUGHTER- YOUTH
CONVENTION- DARK LIGHTING
Daughter’s version of Youth Youth
In Daughter’s Youth, the artist is singing in dark
lighting with a black and white effect. This makes
the video look simple, stripped back and
emphasising her voice. It is on the eye and also
helps the audience to focus on the lyrics and the
meaning of the song.
In our version of Youth, we also used dark
lighting as we were matching the original’s
convention as we were inspired by this.
We used the lighting from the hanging lightbulbs
instigated the feeling that the artist was in their
own little world and gave us a reflective in their
mind.

6. MUMFORD AND SONS- HOPELESS
WANDERER
CONVENTION- SETMumford and Sons- Hopeless Wanderer Youth
The set of the hopeless wanderer video is quite
different to that of our version of Youth, however
the lightbulbs were very inspiring along with the
simplicity.
The set seems busy, however is very simple as
only a barn with lightbulbs is used which is
similar to our version of Youth, however the set
really supports the indie folk music and
compliments the voices.
Very simple and minimalistic set which very
beautiful. This attracts the audience towards the
beauty of the artist and how lovely her voice is
to listen to.
The set also supports the voice as the simplicity
of the set is easy on the eye but also creates no
distraction from the tone of her voice.

7. LONDON GRAMMAR- STRONG
CONVENTION- PACE OF CUTTING
London Grammar- Strong Youth
Strong follows similar conventions to that of Youth
where the pace of cutting is slow so the audience
are able to follow the narrative of the story.
The slow pace of cutting reflects the pace of the
music
The slow pace of cutting matches the sounds and
rhythms of the music but also brings out new
sounds which are noticed by the audience as the
video is cut on the beat.
Similarly with Strong, we have produced a video
that enables the dancers in this section to dance
to the beat and not cutting frequently. The
reason for doing this is so that the slow pace of
cutting reflects the music and the narrative.
The video is an expression of the song Youth by
conveying the narrative through the slow cutting
pace matching the sounds and the rhythms of
song and therefore adhering to the conventions

8. SIA- CHANDELIER
CONVENTION- DANCE
Sia- Chandelier Youth
Sia’s video uses expressionistic contemporary
dance to portray the themes of the song
The dance however does remove some focus
from the song but on the other hand gives it the
song a new perspective
The songs beat supports the beautiful and
engaging dance which becomes the face of the
track and therefore will give Sia her image of
expressing her songs through dance
When shooting our video, we were influenced by
the contemporary dance of Sia’s, however due
to the different meaning of lyric, we decided to
get two dancers who were able to portray the
love song in the lyric as shown below
The dance reflects the themes of the song and
is illustrative
The dance as a third dimension to the song
enabling the viewer to get lost in the lyric whilst
also engaged wit h the beautiful dance.

9. THE HEAD AND THE HEART
DIGIPAK CONVENTIONS- PHOTOGRAPH
The Head and the Heart SET
‣ The album cover is very cool and relaxed as the
band are shown relaxing in a dry field with what
looks like not a care in the world.
‣ This is great and reflects the kind of music that
they make which is indie folk and it's very
relaxing.
‣ The simplistic style prepares the listener for
what to expect before listening to the record
such as relaxing and original and individual
music.
‣ I took inspiration from The Head and the Heart’s
album cover of relaxation and decided to shoot
the photoshoot overlooking a beautiful horizon.
‣ I did this because it will give the purchaser an
insight that the music is indie as the artists are all
alone in their ‘own little world’.
‣ The simplistic style is engaging but not overly
complicated which corresponds with the type of
music that the band produce which is simplistic
with only voices and musical instruments heard-
no electronic sounds.

10. AUTUMN GLOW
DIGIPAK CONVENTION- COLOUR
Autumn Glow SET
‣ The Autumn Glow album cover features a varied
and indie cover scheme which I have been
influenced by.
‣ The after effects that have been used have given
the cover an individual style
‣ The trees and surroundings of colours used such
as browns and yellows are typical conventions
used when creating a folk album which Autumn
Glow have followed.
‣ We have tried to follow similar conventions when
creating the digipak by creating a supernatural
indie folk colour scheme with the band
surrounded in a rural environment.
‣ The band are facing the horizon as they want their
consumer to focus on the beautiful scenery and to
think of this environment when listening to the
indie folk music they create rather than their faces
which is what most artists who are in the pop
genre do.

11. OF MONSTERS AND MEN
DIGIPAK CONVENTION- TEXT AND
IMAGEOf Monsters And Men SET
‣ The album from Of Monsters And Men have their
cover image with a large skyline enabling their
band name to fit within this. This is a great was to
not distract the consumer and for their name and
logo to be prominent on the album without taking
up the whole cover.
‣ The image shows an individual alone at the
beach which is what is stereotypically a relaxing
environment so the consumer can relate to the
star. This is an unconventional album cover
however has become conventional since the
release of the indie genre
‣ I have taken inspiration from the text in the
skyline from the OMAM album cover as it enables
the cover to be simple but also allows the title to
stand out so the consumer is constantly reminded
of the artists name creating star image.
‣ Additionally we have not chosen to do a
commercial product (such a the majority of pop
album covers) and have followed the convention
of the unconventional by not showing the artists
faces on the album cover; a convention of indie
album covers.