Q2 evaluation edited
- 1. How effective is the combination of your main product and ancillary texts? show how you have used coherence across 3 products and discuss how they work as a campaign Rachael Lau Q2
- 2. How effective was the music video for the audience liking? The music video which was our main product was successful in regards to conveying the genre of the song and narrative of the storyline we had created for the artist. The research we conducted on 3 main existing ‘rock’ music videos (Numb by Linkin Park, Gives you hell by American rejects and Set it off by Why worry) allowed us to gather appropriate information for creating a music video suitable for our genre. With this foundation of knowledge, we used our own creativity to build up a storyline. Using Andrew Goodwin’s music video theory, we had not only illustrates the video but also amplify and contradict the lyrics of the song to ensure that the audience would feel engaged with the product thus increasing its likeability.
- 3. How effective was the music video for the audience liking? Our narrative for the music video starts off with portraying the artist suffering through her troubled relationship that the audience would assume to be a friend as we illustrated their relationship with photos within the video (as shown on the right). During this conflict the artist finally overcomes her trouble by throwing away the photos, this is a story that most teenagers would be able to relate to which helps to make our video more successful as the audience would not feel like their is a barrier between the artist and them thus allowing them to relate to her. To amplify the genre of our music video, we used make-up, clothing and different settings to ensure we had the typical conventions of of a “rock” music video. For example we painted a skull on to the artist to amplify the intensity of “rock” music videos and bring a sense of mystery to intrigue the viewer and increase their interest on the product.
- 4. How effective was the music video for the audience liking? The element of contradiction comes from the fact that the song was song by a man while our artist is (physically) female. This might confuse the viewer but we wished to show the viewer that the artist was not restricted by their gender and that young people are free to be what they want, which enforces how “rock” artists are usually diverse and open-minded which appeals to teenage audiences thus making our music video effective as a main product. This problem would be resolved when the artist releases more music videos because the viewer would soon realise that this is her iconography and I think that this would make an unique selling point for the artist.
- 5. How effective was the digi-pack for the audience? Both of our ancillary text (digi-pack and poster) was effective as the research we did informed heavily on our work and we identified the common conventions used in existing products to allow our success on the products. One of the common convention for digi-packs was that they would position the artist/ band’s name on the top left such as the digi-pack cover “Too weird to live, Too rare to die” by Panic! At the Disco (bottom right image). It increases the visibility and increases the recognition of our artist’s name and identify our products easily. In addition, the individual images used on the digi-pack is relevant to the music video because the images of the trees link to the setting of our music video which was mainly the woodland while the polaroids were also featured in the video and acts as part of the narrative. The people who has watched the music video would know that thus enforcing the fact that this is also part of the campaign alongside the main product. Meanwhile, the blue water behind the CD linked to our poster’s background which had a smokey effect therefore, we used the water to mimic the effect instead so that the viewer would see the connection between the products.
- 6. How effective was the poster for the audience? The double page spread poster was effective in conveying the key information to the viewer and by showcasing the digi-pack cover on our poster the viewer would be able to instantly recognise that these media product acts as part of the campaign together with the music video. In addition, we featured quotes from famous rock magazines to intrigue our target audience who’s into the genre of music thus successfully attracting our audience to buy our products. By including a release date on the poster it acts as a reminder to our audience and informs them when they could purchase the product. The main image used on the poster has similar background to the digi-pack cover which shows the viewer that all our products have a similar theme thus encouraging continuity and ensure the audience that all our products has similar quality which is worth their money.
- 7. Overall, our main product and ancillary text works as an effective campaign because we established house style by choosing to use constant dark clothing and cooler colour scheme to enforce the typical image of the rock genre in all three products. It was effective because by doing so it appealed to our ideal target audience who prefers these colours instead of bright, vibrant hues. We had also formed our own style of clothing style for the artist so that our audience could relate to and like it in our campaign. Throughout all our media product we always hid our artist’s face with some kind prop or makeup because it’s part of her iconography to portray the fact that our artist is gender fluid thus we took particular care in dressing her up in unisex clothing. Furthermore, on the digi-pack and poster we decided to use fonts that were not too masculine or feminine to convey this point across to our viewer and allow them to see a connection between our product. By doing this repeatedly in the 3 products, it makes it easier for the viewer to recognise that we are trying to pursue gender equality and allow both gender to enjoy rock music and be comfortable with watching our artist without feeling pressured to believe that rock music is only suitable for one gender. The use of polaroids acts as a symbol of remembrance in the music video therefore when its shown in the poster and digi-pack it helps to let the audience know that it’s part of the campaign and holds the meaning of foreshadowing events that will happen in the music video.