This document summarizes how the media product uses and develops conventions of real music videos. It discusses how the video takes influence from music videos by Cher Lloyd, Kanye West, and others. It implements lyrics onto the screen, focuses on the artist, and moves the camera in time with the music. The document also discusses how the ancillary products like the digipak and advertisement follow conventions by focusing on the artist and including things like track listings, bar codes, logos and QR codes.

1. Media Evaluation
Q1 : In what Ways Does Your Media Product use,
Develop Or Challenge Forms And Conventions Of
Real Media Products?
Danielle Hay

2. • Above is a montage of clips from music videos which were of significant influence to my final product.
The first one showing stylistic ideas is Cher Lloyd's Swagger Jagger . The influence from the music video
was the editing aspect , most significantly the lyrics being implemented into the video .
The Third music video in the montage is Kanye West's The Good Life . Similar to Cher Lloyd's music video the
video also has text implemented how ever in this video the lyrics move as in our music video
And of course the original music video was of significant influence after watching the music video
many times the idea was triggered to use a water association theme . The camera work in all the
videos is something that we took note of most importantly that the artist was the main focus the
majority of the time .
Water !

3. The way the artist was dressed and perceived in the music video is something
which challenged the conventions of females in pop music videos. The result
is the artist appearing in the desired way as a serious musician something
which went against Laura mulvey’s theory on the male gaze.This perception
and challenging of convention is also transferred into my ancillary products
from the images used and the colours which I believe continue connote this
representation.

4. • My music video uses and develops many of the conventions that
are typical in music videos of the pop genre, such as the ones
mentioned in Carol Vernallis’s theory on experiencing music videos
• My music video obeys the following conventions from Carol Vernallis
:
• The camera moves in time with the music
• A base track is used to give the video some form of structure
• The use of obvious edits (we used text implemented onto the screen )
The video also obeys some conventions from another theorist Andrew
Goodwin such as the following :
• Pop videos relying on repetition ( we repeated many of our shot’s
especially for the chorus)
• Our music video uses both a mixture of illustration and disjuncture
the illustration being the lyrics used and the disjuncture as the video
does not have a narrative as such
• The video uses the performer as both a narrator and character

5. • I think my ancillary products are conventional before
planning I did a lot of research on existing digipaks and
advertisements which gave me a rough idea of what
features were the vital to making a successful poster
from this I had a rough idea of what I wanted my
ancillary work to look like and I managed to stick to this
despite a few changes during the process.
Track listing
The convention of
the Artists name Artist is the main
being eye focus of the back
catching and and front panel with
larger then the a direct image as
rest of the text though the artist is
trying to establish a
connection
Record label
information , bar
code and logo’s

6. The artist is the
main focus of the
advertisement
• On my advertisement I have
used something which is
becoming a modern convention
the QR code which is becoming
an important feature in
promoting artists
The use of logos ands
social networking sites