2. Aim
My three projects had one aim which is
to promote a band through 3 products.
Those being a music video, digipak and
magazine advert. I personally believe
that they are all have unity and are
suitable for their purpose, with the
music video being approximately three
minutes long and accompanies the
track ‘Be Somebody’ and the digipak as
it is has four panes and contains the
following information;
-Album name
-Band name
-Song list
-Record label
-Barcode
-Copyright information
-Band website
The magazine advert serves it original
aim also which was to advertise the
album ‘Be Somebody’, doing this by
containing the release date and the
places you can buy the album e.g.
iTunes and Amazon.
If the band was actually real, all of the
three products would be produced by
the record label, for example Domino.
They would be created by the
marketing team and they would use
similar source material to give a
uniform and coherent identity to the
products so it would establish the style
of the band. We, as a group, have tried
to achieve this by making the products
similar through the gloomy, low lit
shots in the music video and images in
the digipak and advert. We have also
created an enigma style to the band by
not including them in the music video
(only the singers mouth) and having
back shots of them on the magazine
advert.
3. Media Language
Between my three products I have used various codes of
visual language, those being…
Facial expression. We kept the facial expressions of the
actors very serious throughout the first part of the music
video as they are trying to achieve something and be
somebody. The actors begin to smile at the end of the music
video as they have achieved their goal.
Body language. The body language in the music video is fairly
relaxed and calm apart from when the dancer falls and she is
in pain. The body language in the advert is also very relaxed,
with the band leaning on trees etc.
Camera angles. Throughout the music video we have used
various different camera angles to show power and
vulnerability, for example when the dancer falls, the camera
angle is high showing vulnerability and when the dancer gets
back up and starts again, the camera angle is high to show
power and prosper.
I have also effectively used mise en scene in the combination
of the music video, digipak and magazine advert.
Objects/props/iconography. In the music video there aren’t
many objects to take representation from however in the
digipak and magazine advert the old, worn out converse
connote that the band aren’t very rich and are relatable to the
majority of young adults today.
Set/location. We spent a fair amount of time deciding the
locations we were going to film at as our characters are
working class, so we needed to represent this through the
location and I believed we achieved this. In the music video
there are recognisable and relatable settings like a house and
office etc. In the digipak and magazine advert the wood and
outdoorsy images add to the enigma style of the band.
Clothing. The characters in the music video have everyday
affordable clothes on which represents that they are working
class.
Colour. We have used a few bright colours in our three
products despite belonging to the alternative rock genre. In
the music video we used a grainy overlay effect but this only
darkened the colour slightly. The digipak has the most colour
out of the three with the CD containing bold oranges and
blues and the magazine advert not really containing much
colour and being the one representing the genre most.
Lighting. Across all three products the lighting is fairly
gloomy and not very bright.
4. Representation/
Image
The way the band is represented in
the three products, it can influence
what fan base they have. target
audience etc.
Alternative rock doesn’t focus on
image instead the focus is more on
the music, so I incorporated this into
my three products. In the music
video the band is not shown, only
the lead signers mouth same for the
digipak. For the magazine advert the
band are featured but their faces and
therefore image is not shown, this
keeps in tie with the enigma feel. By
doing this though the band are not
fulfilling the audiences personal
identification (Uses and Gratification
Theory), but keeps them intrigued to
find out what the band look like,
similar to Daft Punk but not as close
to that level.
In the music video, I have
represented the characters
positively as they are teenage female
working class (dominant social
group) who are aiming to succeed
and make something of themselves.
Overall, we have been effective with
our three products as we have
presented a unified representation
through the connotations we have
constructed through the media
language.
