Evaluation question 2

Evaluation question 2

• 1.
  Evaluation - Question2 Combination of main product and ancillary texts
• 2.
  Brief The brief wasto create a promotional campaign for our chosen artist; which consisted of a music video, a digipak and a magazine advert. We decided to base our promotional campaign on our artist conforming to the genre of dance rather than basing it on Lemaitre’s conventions which were abstract and very hard to replicate
• 3.
  Conventions Dance music canbe interpreted in a variety of ways such as narrative based videos but also solely performance based however there are some conventions which are typical to the genre; a fast cutting rate, lip syncing to break the fourth wall, relationships and colour We tried to conform to these conventions as much as possible; our video features a fast cutting rate and lip syncing however we incorporated this into the narrative by using the second line of action All three of our ancillary texts feature relationships as the main concept which is the prime link between them.
• 4.
  Conventions Breaking the 4thwall is used to position the audience with the female character however if our video is consumed via focused viewing they would understand that the male character is imagining her singing it. We also overlaid certain lip syncing parts with the narrative to further express how the male character was imagining her. This is also to create a lack of absence with the characters to portray their relationship with one another.
• 5.
  Dyer Dyer’s idea ofcommon star values are not presented within Lemaitre’s videos, typically the band is not even shown. We wanted to create a star type image of the female character even though the audience will be positioned with the male character they will still respect and think the of the star as the girl. This was due to her screen time and close ups throughout the second narrative, using time lapse when she smiles and laughs to create a desire for the audience
• 6.
  Dyer By applying dyer’scritical framework on the construct of star imagine across all media products to portray the girl as glamorous but also mysterious as it is unclear what her purpose is creating an intriguing promotional campaign to entice audiences to consume the product Dyer’s idea of paradox of the star was used throughout the music video whereby all characters were in someway present and absent through overlays and the second narrative. This questions the relationship between them and if it is really present at all throughout the video
• 7.
  Femme Fatale The femaleprotagonist was intended to be portrayed as a femme fatale character challenging the modern day ideologies of music videos We achieved this in the digipak by creating the focus onto her not being interested in him rather than the traditional relationship that we conformed to in the magazine advert Also through the use of camerawork and editing we expressed how the male character felt for her She wore red lipstick during the narrative to portray a voyeuristic look to her from the male character
• 8.
  The Magazine Advert Theadvertisement was designed to run in a half page for Clash magazine, this is due to our research into Lemaitre when we found that they had previously advertised in this magazine making it apply to their target audience The reason we chose a half page would be because the band is not very well established and their previous advert was only a half as well. Also they would not invest large amounts of money into advertising due to their limited budget
• 9.
  Our magazine advertis the one product which doesn’t focus on the femme fatale nature of the female protagonist, the reasoning for this is to create a wide promotional campaign which benefits audiences to consume them. The picture differs to the relationship that is described within the video intriguing audiences into the deeper nature of the relationship which could be explained within the album, it influences consumers to purchase the ancillary media products The reading path takes us down the arms of the couple to read the artist name and album name followed by the secondary information Minimal use of whitespace is used to maintain audience engagement when consuming the product We used a white font with smaller text representing the artist to mimic the design of the front cover, trying to remain links between the media products
• 10.
  Digipak When designing thedigipak we really wanted it to appeal to the dance audience which is why we focused so heavily on colour. Using a clear cohesive colouring scheme across all four panes We featured the same characters to help create a link between the products, the femme fatale look of the female character is also continued. There are strong links created between the other media texts. The back pane with the song list on features a strong link to the magazine advert, showing the couple as in a relationship rather than in the video and the left and right pane, these panes further reinforce the idea of her not being interested in him which creates an interest for the consumer, which we hope will create a demand for the promotional campaign
• 11.
  The back panelfeatures silhouettes of our protagonists holding hands which contrasts to that of our narrative however conforms to our magazine advert, the song list is features in a simple white font within the outlines, this is trying to represent the authenticity of Lemaitre The front pane conforms to Lemaitre’s typical album covers of their logo on a quite a plane background, not featuring any band members to express the genuineness of their music and how it isn’t about stardom As featured in the magazine advertisement, the reading path of the song list follows the couple's arms to the songs. Similarly in the front pane the album name is more focused than the artist to represent how they care about the music not fame, as featured in the magazine advert
• 12.
  The left panelof the digipak strongly links to that of the music video featuring our female character looking away from the male character while smiling, this was to express her femme fatale nature The right panel features a voyeuristic gaze from our male protagonist towards the girl, this links to both media texts and reinforces the ideas of both which further intrigues audiences as they cannot decide what to think about the relationship Colour is used to link the two images, it could be interpreted that the girl has a lot more colour on her and therefore the colour is representing her bad influence onto him, this is further reinforced on the back pane where they are surrounded by colour by being together.