1. EVALUATION QUESTION 2: HOW
EFFECTIVE IS THE COMBINATION OF
YOUR MAIN PRODUCT (VIDEO) AND
ANCILLARY TEXTS (DIGIPAK AND
ADVERTISEMENT)?

2. OUR SYNERGY
To incorporate synergy into all 3 of our products we decided to use the lights as
our main focus, not only because we live in an immense beautiful city and during
the night the lights that surround London constantly make everything look more
astonishing, but also because the song is called "The lights" and within the lyrics
there are references to lights and the idea of shining bright so we thought this
would make a good idea. In our music video we wanted our artist singing in
different locations during the day and night, the idea of lights worked best at night
because we picked a great location which was on the Millennium Bridge and here
we were able to have the main city lights in the background, which looked
beautiful.

3. DIGIPAK &
ADVERTISEMENT
For our digipak and advertisement we originally decided we wanted
an image of our artist standing in front of some city lights, we even
thought having an image of our artist standing at the Millennium
Bridge was a good idea because having the same location in both
the music video and the digipak and advertisement would create a
visual link between the two, so when thinking about our synergy
this is what we planned to do. However we decided to change this
idea because we thought having a close up shot of the artist in front
of a plain background and incorporating lights in a different way
would be better, as the artist would be the focal attention with no
distractions and also creating the lights would be more creative.

4. THE VISUAL LINK
I decided to create a visual link between the digipak and the advertisement I did this by
using the same font and colour scheme on both. Originally I was going to use a gold
and white colour scheme because it would represent lights better and these colours
stand out, however when I tested out how these colours would look on the digipak with
the image I didn’t like the way it looked, I thought the colours looked too boring, so I
decided to go for a purple/pink colour scheme I thought these colours looked so much
nicer and suited the image more, typically because the artist was wearing the same
lipstick colour. Also the colours I chose were simplistic but at the same time stand out. I
wanted the artist to be wearing similar clothing in all 3 products, smart casual clothing,
preferable white because it’s a relatively bright colour and allows the image to seem
more eye catching this would also create a visual link between the 3 products.

5. OUR TARGET
AUDIENCE
Our music video is based around the theme of lights which is interpreted through the effects in my
ancillary product this is suggested by the dotted lights that are printed on my digipak which creates a
visual link between it and our music video. Another way the audience can see a link through the video
and the digipak and advertisement is through the album name which is ‘Lights’ by watching the music
video the audience are able to see the idea of lights is a main focus because in all the night scenes
city lights are in the background and around our artist while she’s singing.
In the video the audience see frequent close up shots of the artist singing and in my digipak I decided
to use a close up image of the artist, not only does this link allow the audience to recognise this link
but it allows them to recognise the artist herself, which is a female artist that instantly appeals to a
female audience. The colours of the lights and the way that the lights are positioned on the digipak
appeal more to a female audience as the colour pink creates a feminine feel, and for this reason I
think our target audience would be attracted to them.

6. MAIN INFLUENCE
My ancillary products were influenced by Ellie
Goulding’s ancillary products.
My music video was based on the theme of lights, my
album name was also 'Lights' Ellie Gouldings album
name was also 'Lights' and her music video theme
was Lights as well, so it is clear she was my main
influence. Her theme of lights is continued through
the design of her digipak and advertisement. I was
influenced by her digipak because the front panel is
fairly simple, it shows a clear close up image of her,
which takes up the whole panel, the concept of lights
is noticed through the faded dots in gold around her
image, there is also a golden light shinning above her
head, which looks like a spot light. On her front panel
there is a simplistic font used in a gold colour for the
artist name and album name. You can see a clear
visual link between the front and back panel because
of the golden faded dots that are also used across the
track list, this effect has also been replicated on her
advertisement, representing lights which creates a
synergy. There is also a clear link between the
ancillary work and her music video, during the
beginning of the music video the same faded dots are
shown in multi colours.
These ideas influenced me in more than one way, I
followed the theme of lights and the way she
incorporated this theme in her music video and
ancillary work, in Ellie Gouldings products the use of
synergy is very clear and there are visual links across
all 3 products because of the simple effects, colour
schemes and images used on each product. What
motivated and inspired me most was the simplicity of
the products, which I showed in my products as well
allowing the audience to identify all 3 products as
linked.