- The document discusses the effectiveness of the package created to represent pop artist Serena Swan, including a music video, digipak, and print advert. Feedback was received from the target audience after viewing the package. - The target audience found the music video, digipak, and print advert to be generally effective at portraying Serena Swan as a feminine pop artist, though some improvements were suggested. Specifically, the print advert background could be more professional, and less layering could be used in the music video. - Comparisons are made between elements of the created package and real media texts to analyze how effectively they appeal to and engage target audiences. Mise-en-scene, music direction,

1. How effective is the combination of your
main product and ancillary texts?
Ashtynne Watts

2. My original ideas for my package
For my package, I wanted to represent Serena Swan as a confident
and feminine pop artist, that appeals to young audiences (ranging from
16-25 years old), through mise-en-scene and camerawork in her
package.
In the music video, Boosting My Ego, I wanted the audience to
recognise that Serena was establishing herself as an artist, as well an
unknown character who was heart broken by her ex-boyfriend, Jason.
In order for the audience to understand the distinction between
Serena’s narrative and performance.
In my digipak and advert, I wanted the audience to come across Serena
Swan as having a feminine and romantic personality via rose petals and
colour co-ordination.
The effectiveness of my package is determined from whether my target
audience will perceive Serena Swan as having the same representation
as I have intended to represent her in my package.

3. Feedback
After I showed my target audience the package (music video, digipak and print advert), I asked them to
establish how effective it is by answering these two questions …
Music Video Digipak Print Advert
YES:
• Editing was perfectly
done on the beat and
ideology of the song.
• Variety of shots were
used.
• Performance matched lip
syncing.
• Narrative was well
introduced, developed
and intriguing.
YES:
• Good use of special effects
and high quality images.
• Especially the CD cover, as
it looks powerful and
authentic.
• It looks really professional
and I can see it in stores.
YES:
• It has an official look to it
because of all the social
media links and large
titles
• It includes features, such
as Instagram and twitter.
• The layout looms
professional and realistic.
• It includes main features
of an advert.
NO:
N/A
NO:
N/A
NO:
• The background needs to
be more professional as
the floor does not fit as
well.
Music Video Digipak Print Advert
• The artist is a pop
artist due to the way
she was dressed
and presented her
attitude in the video.
• Very indie and
expresses herself
well with her
dramatic
performance.
• Showcase a
vulnerable, but also
independent artist.
• I would interpret the
artist as a pop artist
due to the stylish
look of the woman
on the cover and the
image of the rose.
• As a confident,
sassy artist who
produces pop
music.
• I would interpret the
artist as
romantic/pop artist,
especially with the
scattered rose petals
across the floor.
• The artist appears to
be girly and feminine
and I can imagine
her producing pop
music.
Does it look real? How would you interpret the artist?

4. Feedback
The feedback I received is positive overall, as most members of my target audience had managed to
recognise Serena Swan as a feminine pop artist, which demonstrates that my vision of Serena Swan has be
portrayed in my package. My target audience also mentioned that my package looks as professional and
realistic as real media texts. This means that my package has been really effective in convincing that my
package provides real media products, as well as perceiving Serena Swan in the same way as I have.
However, despite the positive feedback, some members have criticised my print advert for not appearing to
be as professional as my music video and digipak, due to the background (the wooden floor). As my target
audience have not interpreted my print advert as a professional media product, it makes my print advert
less effective than my music video and digipak. To improve my print advert, I would insert a plain
background, rather than the background of the wooden floor.
Finally, some of the members highlighted that I have used too much layering in my music video. To improve
my music video, I would have used less layering, in order to make the editing of my media product less
repetitive and more effective for my target audience.

5. Comparison between my package
and real media text

6. COPY AND PASTE THIS TABLE FOR MUSIC VIDEO AND DIGIPAK
Categories
My Music Video
Serena Swan – Boosting My Ego
Real Media Text
Taylor Swift – Love Story
To what extent do the mise-
en-scene elements of your
music video and the real
media text appeal to target
audiences?
Costume:
• In the music video, Serena was wearing three different outfits. When Serena was in the
basement, she was wearing a white top with black leggings. Because she wore this outfit after
her boyfriend broke up with her, it demonstrates to the audience that her uniqueness and
personality has been taken away from her broken heart, making Serena more vulnerable. This
outfit appeals to her target audience because it allows the audience to be engaged and give
empathy towards Serena, as her target audience are likely to experience unstable relationships.
• Serena also wore a white and blue graphic print dress teamed with a leather jacket. The leather
jacket implies that Serena became more protective from being heart-broken again from her
previous break-up. The dress also demonstrates that Serena maintains her innocence. This
outfit appeals to her target audience because Serena’s outfit can be interpreted as modern and
trendy, which makes Serena more relatable to her target audience.
• Finally, Serena wore a black dress with flowers, which indicates that Serena is becoming more
confident in herself and is becoming stronger by moving on from her ex-boyfriend. This outfit
appeals to her target audience because the some members of Serena’s audience are likely to
know how they can get a positive outcome after getting out of an unwanted relationship.
Facial Expression and Body Language:
• When Serena’s ex-boyfriend broke up with Serena, her body language was reserved and close
together. This body language illustrates that she was vulnerable to have contact with the outside
world. However, her body language became more open and exposed to the audience, which
demonstrates that Serena is becoming more confident in herself to move on from the pain that
her ex-boyfriend caused.
• The similar effect happen within the change in Serena’s facial expressions, from showing fear
and concern to showing confidence and happiness. The changes in her facial expressions
throughout my music video illustrates Serena’s journey in becoming with her new relationship
with her new boyfriend.
• Serena’s body language and facial expressions appeal to her target audience because Serena’s
journey in becoming a confident artist, makes her relatable to the audience, as they are likely to
understand how hard it must be to move on from long lost relationships
Setting:
• At the beginning of my music video, it was taken place in Serena’s bedroom, where she was
getting ready for a date with her boyfriend (before he broke up with her). This location was used
to establish that my music video began with a narrative, rather than the artist’s performance.
• My music video also took place in the basement, where Serena presented her reserved body
language. It demonstrates that Serena was too frightened and vulnerable to show herself in the
outside world and the basement is the place where she feels safe. However, Serena's reputation
changes when she was performing at the fields. The fields symbolise her freedom from her
broken heart and is now comfortable to move on with her new relationship.
Costume:
• In the first and last scene of Taylor’s music video, she was wearing a green top with a black
jumper, whilst she was holding books. This outfit represents Taylor as a mature young
woman who appears to be a student. This outfit appeals to her target audience because it
enables the audience to relate to Taylor, as her outfit is casual for the audience to
commonly use this sense of style.
• In most scenes, Taylor was wearing a cream dress with her hair in a bun, which is suitable
for the theme of her music video, as Romeo and Juliet was set in Medieval Times.
Although Taylor’s target audience range from 16-25 years old, this outfit enables her to
attract and engage older, as well as younger, audiences who are interested in
Shakespeare.
Facial Expression and Body Language:
• At the beginning of the music video, Taylor’s facial expression demonstrate no emotion
whilst she was singing Love Song. However, her facial expression began to show
happiness when Romeo began to appear towards the end. Because Taylor was playing the
role of Juliet in her music video, her facial expressions illustrate that she is not able to
express her personality without having Romeo by her side.
• Taylor’s body language also began to change throughout her music video, as they
transform from having a tense to relaxed body language once Romeo and Juliet began to
reunite towards the end of her music video.
• Taylor’s facial expressions and body languages are appealing for her target audience
because it makes her audience feel as if they are in the journey with Taylor (as Juliet) in
finding a way to make her relationship with Romeo stable and long-term.
Setting:
•At the beginning and end of Taylor’s music video, it was taken place in the school campus
where she made contact with a man. This location illustrates that Taylor was portrayed as a
student of that school. This location appeals to her target audience because it makes Taylor
a more relatable artist, as most of these audiences are likely to have an experience in going
to school.
•In most scenes, it was taken place inside and outside of the castle, which makes the theme
of Taylor’s music video (Shakespeare’s Romeo and Juliet) more realistic and believable to
her target audience. This setting enables Taylor to attract audiences from different age
groups because Romeo and Juliet are commonly studied by students and older audiences
are likely to recognise Romeo and Juliet as one of the most romantic plays Shakespeare
ever written.

7. 7
Categories
My Music Video
Serena Swan – Boosting My Ego
Real Media Text
Taylor Swift – Love Story
To what extent does the
music direction and genre of
the artist entice their target
audiences?
•The musical directions and genres that was established in this music video are;
pop and romance. The pop music genre was demonstrated through the use of
lighting in two colours (blue and red), that was taken place in the basement.
The colour illustrates a cold environment that Serena was in and presented
Serena’s vulnerability in the basement. However, the colour red symbolises
danger that Serena was in when she was approached by her ex-boyfriend.
•The use in lighting enables the music video to keep Serena’s audience
engaged with her performance by presenting different colours throughout the
music video.
•The romance genre was also demonstrated through the presence of rose
petals and narrative scenes that are situated around relationships. The rose
petals ensures that the audience understands that the music video is purely
based on love and relationships, as well as the artist herself. The narrative
scenes keeps the audience engaged by knowing that there is more meaning
into the music video, other than only containing constant shots of the artist
itself.
•The musical direction and genre that was established in Taylor’s music
video is country music, which was demonstrated through natural setting.
By using natural setting in her music video, it suits the forms and
conventions of typical country music videos, as they often take place in a
natural setting. This attracts Taylor’s target audience as most of the
members are likely to live a rural environment, rather than urban. The
setting also enable the audience to feel closer to Taylor, as they would see
the real her when she is not in the studio.
•Taylor’s music video also used a guitar, as part of Taylor’s song (Love
Story), to establish country music as her song’s genre. This instrument
also enables to attract her target audience, as the use of a guitar makes
Love Story contrasting to other songs, which then encourages them to
continue listening to Taylor’s song.
How can your music video
and the real media text attract
and engage their target
audiences ?
Camerawork:
•High angle shots = For instance, a high angle shot of Serena Swan sitting against the
wall in the basement. High angle shots enable the audience to give Serena sympathy
for her broken heart, which enables the audience to be engaged whilst watching my
music video.
Editing:
•Fast Pace Editing = For instance, there was fast pace editing when Serena was
pushing a man away from her in two different locations (basement and outside of a
house). The use of fast pace editing enables the audience to be engaged in my music
video by knowing that there are different shots of Serena that is going to appear in my
music video.
•Fade-out Transition = For example, there was a fade-out transition when the camera
shots changed from a medium shot to a close-up shot of the artist. This style of editing
gives my music video the ability to make the audience curious to know what camera
shots are going to appear in my music video.
•Dissolve = For instance, there was a layer of a close-up shot and a zoom in shot of the
artist in two different locations (fields and basement). This keeps Serena’s target
audience engaged by creating a smooth, gentle transition between video clips.
Camerawork:
•Providing same camera shots (from the beginning of the music video) = For
example, the extreme close-up shot was shown at 0:09 and 1:02, as well as a
close-up shot of Romeo whispering to Taylor at 0:10 which was shown again at
1:21. By providing the same camera shots as those were shown from the
beginning of the music video, it keeps Taylor’s target audience engage by
encouraging their curiosity into knowing what is going to happen after these
camera shots, during her music video.
Editing:
•Fast Pace Editing = For instance, there was fast pace editing when two settings
(school and castle) started to conflict with each other. This style of editing would
entice the target audience in wanting to see more camera shots of Taylor in
different settings and outfits in her music video.

8. COPY AND PASTE THIS TABLE FOR MUSIC VIDEO AND DIGIPAK
Categories
My Digipak
Serena Swan – BRAVE
Real Media Text
Taylor Swift – Fearless
To what extent do the mise-
en-scene elements of your
digipak and the real media
text appeal to target
audiences?
Costume:
• In the digipak, Serena is wearing a white and blue graphic print dress with a leather
jacket, which resembles one of her outfits from the music video. This outfit appeals to her
target audience because it has an interconnection between her digipak and music video,
which helps the audience to make a clear association that Serena is the artist performed
in her music video.
Facial Expression and Body Language:
• In both front and back cover of the digipak, Serena’s body language is laid back and
relaxed, which gives an impression to the audience that that she is a confident artist.
• In the front cover of the digipak, Serena’s facial expression looks serious, which makes
her appear to be a professional artist that the audience can trust. However, in the back
cover, Serena presented a happy facial expression through her smile.
• Both Serena’s facial expressions and body language attracts her target audience
because, through these qualities, they would view Serena as a trustworthy, professional
and passionate artist, as she appeared to be proud of her songs (when she was looking
at her tracklist in the back cover).
Setting:
•Both images of Serena were taken place in a natural setting, where some of the scenes
were also taken place in my music video. This setting enables my digipak to look more
realistic and natural, for the audience to associate themselves with Serena, as they are
likely to experience the natural environment themselves.
Facial Expression and Body Language:
•On the front cover of the digipak, Taylor presents a straight posture, whilst looking at
the camera on the left side of her face. Her body language gives her target audience
an impression that Taylor Swift is a professional artist, which make her more
trustworthy to the audience.
•However, her facial expression also makes Taylor look mysterious and intriguing for
the audience to be filled with curiosity into knowing Taylor, as an artist, by buying and
listening to the songs in her digipak.
Setting:
•Although the digipak focuses on Taylor, rather than the background, however, the
setting appears to be an isolated room. This setting enables the audience to pay
more attention to Taylor, on the digipak, as there are very little elements that can
distract their focus on Taylor as the artist of this digipak.
To what extent does the
music direction and genre of
the artist entice target
audiences?
• The music directions and genres that Serena’s digipak establish are; pop and
romance. Both of these genres are presented through the consistent colour of
red. Red is presented through the colour of the rose, as well as Serena’s
lipstick. The colour red is considered to be a bright colour and it is globally
known to be symbolised as love.
• The colour red attracts the audience as the colour also makes the digipak
more noticeable and unique from other digipaks, increasing the chances of the
members of the audience buy Serena’s digipak.
•The music direction and genres that Taylor’s digipak establish is country
music. Her genre is illustrated through the colour of brown, which is
suitable for her genre. This is because brown is the colour that symbolise
nature, stability and honesty, which portrays the true picture of country
music, as well as Taylor as an artist.
How can your digipak and the
real media text attract and
engage their target audiences
?
•In my digipak, there are uses of bright colours, such as; red, green, pink and white.
These colours ensures that the digipak will stand out of other digipaks, so Serena’s
target audience are likely to notice her digipak. The bright colours also make Serena a
youthful and fun artist that young audience are likely to engage with.
•My digipak also attract audiences by providing images of Serena on the front and back
cover of the digipak. By providing images of the artist, it enables the audience to identify
who created the songs in this digipak. The images also creates a close connection
between Serena and the audience, as it allows the audience to investigate who Serena
truly is through her facial expression and body language.
•Taylor’s digipak attracts her target audience by providing only one image of her,
with a plain background, on the front cover. This only image attract Taylor’s target
audience because the plain background helps to avoid any possibilities that may
weaken the audiences’ focus on Taylor as an artist who created this digipak.
•Taylor’s facial expression, on the digipak, is engaging for her target audience
because Taylor was looking at the camera, in order to give an impression that
Taylor is directly looking at her audience.

9. COPY AND PASTE THIS TABLE FOR MUSIC VIDEO AND DIGIPAK
Categories
My Print Advert
Serena Swan - BRAVE
Real Media Text
Taylor Swift - RED
To what extent do the mise-
en-scene elements of your
print advert and the real
media text appeal to target
audiences?
Costume:
•In this print advert, Serena Swan is wearing; a white and blue graphic print dress
teamed with a leather jacket. This stylistic choice of costume illustrates the idea
that she is fun, feminine and romantic. However, because the costume includes a
leather jacket, it demonstrates that the artist is a strong and independent young
woman.
•This costume enables the artist to be attracted by audiences aged from 16-25
years old.
Facial Expression and Body Language:
• As Serena laid on the floor, her body language illustrates that she is passive and
vulnerable. However, her facial expressions contrasts to her body language, as
she is mysteriously gazing into space. This demonstrates that Serena is a
confident and mysterious artist that entices the audience to find out who she is by
listening to her music.
Setting:
• I decided to take a minimal approach in establishing setting, that is why Serena
was lying on the floor. This effectively allows the audience to focus on the artist,
without the audience being distracted by other elements of the print advert.
Costume:
•In this print advert, Taylor Swift is wearing a white shirt, black shorts with a
black fedora hat. This sense of style illustrates that Taylor is a mature,
feminine and sassy young woman, who is taking a modern approach for her
target audience to listen to her digipak.
Facial Expression and Body Language:
• As Taylor’s body is positioned with her back facing to the audience and her
hands a firmly griped onto the balcony rail. This presents an alluring nature to
make her audience curious into knowing who she is by listening to her music.
Setting:
• As Taylor’s advert was taken place on the balcony in a natural setting, this
reinforces the fact that Taylor is a country artist. However, with an open door
bird cage featured behind Taylor, it implies that she is breaking the musical
norms of what is expected from a country singer and will possibly establish
pop or a different sound of music within her digipak. This creative direction is
in hope to ensure that Taylor will maintain and attract new audiences as she
will establish a new sound of music.
To what extent does the
music direction and genre of
the artist entice target
audiences?
• The musical direction and genre that Serena Swan establishes to her target audience,
within her print advert, are; pop and romance genres. The ‘BRAVE’ print advert clearly
establishes a pop musical direction by presenting bright colours, such as red, pink and
white. These bright colours are not only used to entice the audience, they also convey
themes of; youth, fun and engagement, which are all key themes of pop culture. In
addition, with these colours used, Serena is more likely to attract younger audiences,
due to bright colour in the print advert.
• Serena Swan also targets her audience through embedding another genre into her
music, which is romance. This is clearly seen within the print advert as rose petals are
presented within the background. This prop typically illustrates love and passion, which
is universally known for the audience to identify.
•The musical direction and genre that Taylor Swift establishes to her target
audience, within her print advert, is country music. This print advert clearly
establishes a country musical direction by the use of naturalistic setting. The
audience can identify this naturalistic setting, as Taylor is situated outside on a
balcony and a bird cage is featured as part of the background. By presenting a
natural setting, this makes Taylor more relatable to her target audience, as some
members of the audience could possibly live in a rural environment, rather than
urban.
How can your print advert
and the real media text attract
and engage their target
audiences ?
•In this print advert, it has large and bold texts of; the name of the digipak (‘BRAVE’) and
the name of the artist, (Serena Swan). These texts attract the audience, as they make
the print advert more noticeable from other print adverts, which ensures that Serena’s
target audience will notice her print advert.
•The print advert also attracts feminine audiences by presenting colours, such as red,
pink and white. As these colours are known to be associated to females, they make
Serena appear to be a feminine artist, which then makes her a suitable artist for that
audience group.
•Taylor’s print advert can attract younger and older audience, as her print advert
presented different styles that may attract both of these audiences. For instance,
the black and white filter of the artist would attract older audiences because it
would give them a lovely reminder of what their lives was like when they were
younger. The colour red would also attract younger audiences, as red is
considered to be a bright colour, which makes Taylor’s advert stand out from other
adverts.

10. In what ways does your print advert and real
media text establish a clear and distinctive brand
identity?
• Red Lipstick = Within Serena’s package, there are consistent
signs of her wearing red lipstick. The red lipstick becomes part of
Serena’s brand identity because red connotes one of the aspects
of her personality, which is part of her romantic character. The red
lipstick has the ability to create a close connection between Serena
and her target audience, as they would feel that they are getting to
know her as an artist.
• The red rose = The red rose illustrates her main genre of music,
which is a romantic genre, that is purely based on love and
relationships. The flower gives the target audience a clear
reminder that the red rose is associated with Serena Swan, which
then enables the public to be constantly be reminded of Serena
whenever they came across a red rose.
Serena Swan Taylor Swift
Even though Taylor’s brand identity has changed from country to
pop music over tie, however, there are elements that are still intact to
her brand identity …
• Romantic music genre = This music genre is part of Taylor’s
brand identity because, within every digipak she published, most of
her songs are based on love relationships, such as ‘Love Story’,
‘Blank Space’ and ‘Teardrops on my Guitar’. Therefore, audiences
are likely to recognise Taylor as an artist who publish songs about
romance, rather than other topics.