Final Advert Design and Draft versions

Final Design Of Advert:

Draft Designs For Advert:

In order for us to design our Digi-pak we had to go through various stages, we looked at text, text size, colour, font size and image. From our first design stages of our poster we changed the background colours from white to brown to pink. As seen from the designs shown above we chose black for the main background colour,as we thought the colour black will not draw any attention away from the artist image and also compliments the "out now" text by making it stand out.

Looking at other magazine adverts we found that keeping the format of our design simple it made it easier for the audience to digest the information as it is easier to read. We also challenged the idea of having the one central image of the artist. In our advert we used many different images of our artist, we used this idea as a technique to capture the artist attention by giving them more to look at.

From researching adverts from the R'n'B genre, we found that the main objective of the adverts is to sell the album using the artist image, this often done through close-ups of the artist in order to appeal to the targeted audience. In our final product we used some of the typical conventions of the R'n'B genre by including close up images of the artist, this was done because we established that our targeted audience are already familiar with adverts from the R'n'B genre. As we wish to attract R'n'B fans, familiarising our product with the R'n'B genre would make our album more successful as we would be able to increase our chances of attracting more of our targeted audience.

Theory of Semiotics

Semiotics is the study of sign processes, or signification and communication, signs and symbols.


There are three types of semiotics:
Semantics: Relation between signs and the things to which they refer to
Syntactics: Relations among signs in formal structures
Pragmatics: Relation between signs and their effects on those (people) who use them


In our music video we have applied the theory of semiotics through out these are some of the examples below:

Examples of Pragmatics:

This picture signifies that this message (our motif) is put across to appeal to everyone. As we have used an ordinary person, the common conventions of an R'n'B genre would be using glamorous artist and dancers. Using ordinary people is an aspect in which the genre of R'n'B music videos were challenged in our music video.

The impact this has on the audience is that it will aware our audience that we are aiming this message towards them.

Semnatics:

The image below signifies to the audience that this character feels isolated from society as she sits alone in the toilets eating her lunch. This challenges the conventions of the R'n'b genre as R'n'b music videos often follow an upbeat tempo; this scene is shown as a contrast to the narrative and performance of an R'n'b music video that is often portrayed.

3. Evaluation -new media technology

How did you use media technologies in the construction, research, planning and evaluation stages?

New media technology enabled many advantages in the research, planning and construction of the our media product, these advantages where from the benefits of being able to have multi-media experiences and audience feedback in order to better our selves. YouTube is an online website that allows our audience to watch our video and make active comments, these comments were then analysed and changes were considered.

YouTube also helped when researching similar music videos to mine, as I was able to watch other music videos and then use PowerPoint to analyse these music videos in the genre of R’n’B. The advantage of being able to watch the YouTube videos online saved me time, as I was able to choose which music videos I chose to analyse. This made my music video research more effective as I chose the music videos that I could relate to my own, such as “Kelly Rowland-Stole”. This music video had a similar narrative to the idea I wished to follow, analysing this video meant that I could incorporate some of the ways in which the narrative was addressed into my music video. Using the Internet also gave me a diversity of choice when researching genres of music; this was because I was able to have access to multiple genres of music such as Indie, R’n’B and Pop. Yahoo and Wikipedia also helped when researching genres as I found information on what the common connotations of various genres consist of, for example I found that in the R’n’B genre, music videos frequently used close-ups of the artist as a way of appealing to the audience and selling the artist. The Internet benefited the overall process of planning my product as I found I became more aware of noticing the common similarities in various genres when analysing my music video, although my music video was of the R’n’B genre I was able to identify times at where this genre was challenged by the incorporation of other genres.

In the development of technology, the audience now have more control and empowerment over technology. For example I was able to use my Sky+ box whilst at home to pause, rewind and record music videos of my choice. This meant that I was able to have an even wider choice and diversity of genres and music videos. From a previously recorded music video “where is the love?” I identified ways in which I could use my motif; this video used a continuous symbol throughout their video, the symbol being a poster of a question mark. I also watched music videos to understand the narrative and then I re-watched the same music video to see how the narrative was delivered to the audience. This was often done through close-up camera angles showing the characters emotions and facial expressions as well as the use of editing techniques such as camera cuts and lighting, which was often used to address the mood. After analysing and researching music videos, I was then confident in the planning of my own. I uploaded my animatic onto blogger and was then able to analyse it on screen and paper, preparing me for the making of my music video. From the animatic we found that the location of one of the scenes (where the artist is sitting in the toilet) needed to be changed, as we needed more room than this setting provided. This led to my group making the decision of which location was best to use.

In the evaluation stages we had uploaded our music video on to YouTube, this enabled are active audience members to give us feedback on our product, we then could absorb our audience opinions and consider any changes and adjustments. Audience feedback helped us to improve our final product, as we were able to access Mac computers to edit our music video when needed. My mobile phone (Blackberry 8900) also helped to improve our media product as it had the benefits of media convergence, I was able to use my phone to access the internet which meant that I gathered more audience feedback from the convince of accessing my music video on my phone to show family and friends. They were able to talk to me about changes they thought would be beneficial.

Overall new media technologies have been time saving, beneficial and great fun, this experience has helped me to make the most of new media technology.

Combination of Main Product, Advert and Digi-pak

How effective is the combination of your main product and ancillary texts?

The combination of the main product (music video) and ancillary texts are linked together through intertexuality. Intertextuality is a postmodernism concept that defines the relationship between the products.

Each product shows intertextuality as we have used images on the advert for the music video as well as the Digi-pak. This is used to make sure the advert sells the Digi-pak , as the audience will recognise the Digi-pak from the pre-released advert. The intertextuality is important as it will allow the targeted audience to be aware of the Digi-pak once they have seen the advert, as the image from the advert would be easily remembered. If the audience were more likely to recognise the Digi-pak album it would increase sales revenue of the album and result in being more successful.

We also used the phrase “dance your cares away” in our music video Digi-pak and advert; this phrase is used to capture the attention of our audience. The slogan is used to sell the artist personality, as their personality is portrayed as being “care free”. The more we use the slogan the more memorable it will be to the audience so the audience will be less likely to forget about the music video and song. We chose this specific slogan as it portrays the artist to have an optimistic attitude which we feel will attract more of our target audience.

The colour red is bright and eye-catchy, we used red font for our phrase and on each of the products we produced. For example in the music video we have shots that include the “Dance your cares away" posters in red font. The use of colour is also another way we used intertextuality to increase the way in which the products compliment each other in making our product memorable and noticeable.

Incorporating intertextuality in our products increases the chances of our product being more recogniseable and attracting wider audience. We hoped that this would also help our product to be successful as more of our target audience will be aware and therefore buy our product.

How artist in the the R'n'B are represented

HOW R'N'B' ARTIST ARE REPRESENTED IN THIS GENRE.....

Representation Of Genre 1

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Representation Of Genre 2

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Narrative Theory

Narrative Theory

Narrative theory is a method of deconstructing the narrative of a text in detail.

Propp

Propp studied folk tales and legends from many different countries and noticed that they tend to have a similar trend. This trend being that they seemed to be about the same basic problems and the same basic character types cropped up in most of the folk tales. He focused on the way the characters appeared as types rather than individuals. Some of the types being :

-The villain (opposes the hero)
- The hero
-The donor (helps hero)
-The dispatcher (also helps hero)
-The false hero (tempts the hero away from quest)
- The helper (helps hero)
-The princess (who is the reward for hero)
- The father (who rewards hero for efforts)
-The victim (hero tries to help)

From looking at Propp’s theory I found the artist in my music video would be defined as the victim. The narrative of our story being a victim who seeks for a way to escape from her problems, this is then done by the character dancing to relieve the stress and free herself from her problems.

The narrative is also broken down by Levi-Stauss’ theory of binary opposites . The binary opposites being happy and sad emotions, the speed of the cuts being slow and fast is used to emphasise the emotions of the characters and create a more realistic narrative.

Barthes theory was also incorporated into our narrative, he believed the audience produces new meanings”. We wanted our audience to interpret our meaning correctly, this was achieved by using close-ups to show the victims suffering.

“There are five stages to a narrative”- Todorov’s theory
-Equilibrium
-A disruption of this equilibrium by an event
-A realisation that a disruption has happened
-An attempt to repair the damage of disruption
-A restoration of equilibrium

Researching Todorov’s theory we found that our music video is fragmented as it does not follow the five stages of Todorov’s theory. The narrative of our music video is broken down into 3 scenarios as we use camera cuts to show how each of the characters are affected from their problems and how it is solved, our story does not follow one simple storyline.

Goodwin's theory.

Goodwin's Theory on What Distinguish Music Videos:


1.Links between lyrics and visuals with lyrics either complimenting, contradicting or amplifying


2.Genre characteristics


3.Intertextual reference


4.Notions of looking (objectification of women)


5.Voyeurism (direct gaze, other people looking at artist, insight into artist life, screens and mirrors)


6.Demands of the record label i.e. Demanding a lot of close-ups of the artist.


7.Performance based, concept based or narrative based music videos.





Genre Characteristic & Objectifying of Women- Beyonce, Lady Gaga, Video Phone

These pictures so the common characteristics of a music video from the R'n'b genre, these images show how women are objectified by the way they attract their target audience. The target audience is attracted by the nudity that is shown on screen which is used to capture attention and appeal to the audience.

Links between lyrics and visuals

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Voyeurism

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Demand Of The Record Label

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