EVAL PLAN: >>>>USE THEORIES!

Four elements; Music video, Ancillary task 1&2 and Poster.

Main Task (music video):
The forms and conventions of a music video:

To show off members of the band or the artist

To make the song memorable to viewers
To show viewers what the band or artist is about
Representations throughout the band or artist are made clear
To make the music genre of the band or artist clear
Needs to be recognized as a music video similar to others with the same
target audience.
(Our group followed this > we show Ross and what he supports, for e.g. he
supports the appeal to stop domestic violence, we also show that it is a soft
rock video, e.g. through the electric guitar but use an emotive narrative.
Our song Iridescent is a hybrid of soft rock and alternative rock.
We develop yet also use the forms and conventions of these genres, along
with challenging them when our ideas were visual throughout the video but
did not fit the typical conventions.
Strauss applied theory:
Binary oppositions throughout a narrative are always needed. We have two
different scenarios, with opposites happening, conforming to the theory and
we give an audience a comparison of narrative in order to attract attention to
the video, artist and song.
Hooks applied theory:
Interconnectivity of race, class and gender > representation of different
ethnicity and gender facing a problem which society lacks to defend > impact
on audience and change ideologies as their general concept is wrong.
Usually, the hero is white and male, but although we conform to this through
our artist being a white male, our narrative explains that in any situation
domestic violence can occur > our challenge of this general concept is done
to portray a stronger message.

Soft rock video comparison:

Generally use an acoustic guitar, we used an electric guitar electric was

used throughout Iridescent and to fit the artist profile. An electric guitar is
harsh like domestic violence we wanted to portray that the message was
a harsh, but important one. Harvey playing the electric guitar emphasises the
raw, authentic image of the artist > he produces his own music and songs
with own interpretation from OWN experience > connection with the artist is
a lot stronger.

Inspiration from NIRVANA, SMELLS LIKE TEEN SPIRIT.

The location is basic, in a school and we were inspired to have a basic
surrounding too in a home. For different reasons, Nirvana used a school to
reach out to the target audience, we used a home as we wanted to show
where the issue takes place along with focusing on the narrative > not the
location.
Nirvana use lots of artist performance to connect with the audience > we
thought we would do the same.
HOWEVER > BOTH CHALLENGE SOFT ROCK >>> the beginning is calm until
the climax of the chorus hits, usually is not calm at all.
Rock videos > use close ups and extreme close ups on the artist/band > most
videos based around this > many of these shots are done to highlight their
musical talents and abilities > done to appeal to audience as target audience
are drawn to their musical talent > we use this with Harvey as he plays the
piano and electric guitar >>> Desensitisation Theory applied > singer is
overexposed, making meanings and values in the lyrics more powerful,
capable of changing minds of the bands audience. Overexposure is a direct
mode of address between audience and artist/band > can lead to a God-like
given status > fans aspire to be like and act like > we use this & Harvey is
seen a lot.
Clothing is not designer, fashionable or extravagant > lack of interest in
clothing connotes more interest in music or narrative of the video, audience
can connect on a personal level as they can relate to dress code > we use
this >>> GRATIFICATIONS THEORY > the audiences Personal Identification
and Personal Relationship with the band; the audience see themselves as
part of the band and the personal relationship in which the audience connects
to members through their lyrics and narrative of the video > present in both
smells like teen spirit and iridescent.
High cut frequency > the progression of the narrative and to match the fast
pace of the action and moving.

Alternative rock comparison:

Inspiration from THE SCIENTIST, COLDPLAY.

Tells a strong controversial story > like ours > both testing the typical Male
Image > challenging Mulvey as not all film and cinematography is not made
to make the male look masculine or for womans desire > woman in part of
the story takes on the masculine role, being the violent one > challenged and
developed Mulveys concept to create a larger impact. We then also took note
of Mulveys observations with analyzing the artist throughout the video > our
artist is seen as ghost-like, ambiguous, asexual, angelic and a sense of
omnipresent takes gender out of the equation > he was observing and
showing us the situation > people are not attracted as they are more
interested in the narrative.

Both challenge typical alternative rock conventions as they use electric guitar
> usually acoustic.
Both songs use the lyrics and the narrative throughout the video to allude to
a mans powerlessness in the face of love.
Helplessness then emphasised throughout the first line of lyrics in both songs
nobody said it was easy and with Iridescent when you were standing in the
wake of devastation both want to go back to the start ( which is later
stated in the coldplay song) and present throughout our video through the
flashbacks of happy shots.
Both use a strong, controversial narrative > reverse narrative and split screen
> to show the effects of a broken relationship as both make the audience feel
unease > an inevitable unhappiness which the audience cannot stop and
know what is going to happen.
The scientist uses the car crash to symbolize the broken relationship > ours
uses violence.
Both songs use a link of the sad tone of the song to the emotive visual of the
car crash > gave inspiration for the violence to be our emotive visual.
Goodwin applied to both videos: In the scientist > Chris Martin is the singer
and in the relationship > we kept in separate as Harvey has already had his
own experiences and can relate.
Goodwin > First impression in the video and impression of the performer link
with the music and the video > both videos show an emotive side to rock e.g.
first shot in the scientist is the close up of the Chris Martin and a slow zoom
out to establish the facial expressions > our video has a slow dark first shot
in order to emphasise that this is how domestic violence feels.
Provides emotional side to rock/alternative music > target audience can
identify and remain intact with emotional side > this is the purpose of
coldplay videos and inspired our video to do the same.
Both take on a journey throughout the video the purpose of the video being
emphasised.
Effects of editing > are the main aspects of video and gives effect e.g. all in
reverse > we was inspired and wanted to do the same but with different
editing > split screen used to fit the narrative better.
Audience gain different perspective reverse narrative has links to the lyrics
> Im going back to the start > audience have a different perspective with
iridescent > split screen is used to see both stories and have a different
reaction > when you were standing in the wake of devastation > link to
lyrics as the relationship is broken.
Transitions used in the scientist to change from narrative to performance
(fades) > we use fades to change from the narrative to the time-lapse and
the flashbacks we use different shots of the artist performance as it allows
the audience to connect with Harvey on a personal level.
Scientist uses a dark/mundane setting sets mood for video and song > we
was inspired and done the same by using a ordinary house as it emphasises

the potential for it to happen to anyone> mundane narrative with a

hopeless/dull atmosphere.
Chris Marin wearing black trousers and white top = inspiration for Harveys
outfit > all about the narrative and song not what the artist is wearing props
are important to develop narrative and build climax e.g. in iridescent an
electric guitar is used when climax is developing to face harsh reality of song
and the narrative.
Audience can sympathise with Chris and Harvey > we contrast as the
audience cannot sympathise the couple throughout our video > both are
victims and both are violent > gives an audience a want to change and stop
domestic violence (which is the effect we wanted).
Both use a piano emphasizes the authenticity of the artist along with both
being filmed at various locations used in order to develop a narrative.

Ancillary Task 1 (digipak):

All digipaks have the following:
Visual image/key to the production
Band/artist name allow the audience to identify
Album title on the main cover
Track list what songs are on the CD
Basic information of the band/artist
Some reviews from companies.

We use all of these throughout our digipak.

Front panel main image usually of the band or the artist or an iconic symbol
that represents them. The name of the artist and album (usually in a big font
to catch the audiences attention).
Back panel usually track list of the songs and is printed on in a contrasting
colours so it Is readable.
Inside Panel usually a link from the front and back cover with a picture of
the artist/band and a continuation can occur.
Colour scheme usually reflects the mood of the album or the genre of the
track/songs on the disc. (innocence from the white and harshness of the red
can symbolize the danger of love).
Our production of the digipak informed by Richard Dyers Star Theory using
his three areas:
Construction using real human beings gives direct mode of address in the
CD cover he engages and reaches out to the audience. His simple pure
clothing suggests he is like us, his success is not unreachable. The audience
see him in different ways, the older generation see him like a son, girls want
him as a boyfriend, boys see him as a mate, friend or like a brother due to his
humbleness which is received through his persona.

Commodity by using mid shots of star our audience can connect and feel
close to the artist. This encourages the audience to believe that they have
developed a bond and relationship with Harvey, although like before, different
audiences have a different relationship with Harvey.
Ideology sensitive, deep thinker, thoughtful and open and this persona is
given through the image of Harvey on the front cover. This is attractive to a
female audience and gives a male audience that it is okay to feel and
express emotion.
Comparison to other digipaks: > chose to look at two in a similar genre with a
similar target audience > we know what we want to achieve and how to do it.
Chase and status, no more idols we really liked the effect it gave but
wanted to use a picture of Harvey, not a symbol that represents him. Both
use plain, basic images, the writing on the cover stands out. Both use a bold
colour > we used red to symbolize love and danger but we also wanted
people to recognize who Harvey was. Both have large evidence of white
throughout the cover to symbolize purity.
The Killers, When you were young once again uses a black and white image.
Although our album does not use this, we wanted to have no effect on Harvey
as it emphasises how ordinary Harvey is, along with highlighting the
normality of domestic violence (when it shouldnt be normal). The Killers
have their band name written in a big, bold font and their desired album
name in red writing at the bottom. Our digipak is similar to this, having
Harvey Whyte displayed larger than Fusion at the bottom. This is done so
the audience can immediately recognize who the artist is > also emphasised
through the direct mode of address.
Ancillary Task 2 (magazine advert):
All album/digipak magazine advertisements include the following information:
Visual image/key to the production
Band/artist name allowing the audience to identify who they are
The date of release of the album/digipak and the availability it has
A name of the company/retail store where the album/digipak is available to
purchase (itunes).
A review from recognized or trustworthy sources.
Throughout our digipak we use all these things and more, some other things
we use is the interaction of social media to find out more and give audiences
the opportunity to join and share. We also show the record label which is a
trustworthy band > therefore, the audience know that the CD will be good
quality.
Our production of the advert using Butlers Queer theory:
As spoken about before when applying Richard Dyers Star Theory, I was
able to recognize that Harvey reached out to many different audiences,
meaning certain things to the older generation, men and women.
However, Harvey also offers a alternative figure for homosexual men who
do not see him as a friend or a mate, but may see him as a potential lover.

His ambiguity shown throughout the advert, digipak and the music video
means that Harvey gives no certainty as to what his preference may be
and therefore, could be an icon to a range of different audiences. This also
means that the more appeal for Harvey and his music, ultimately ends in
a higher success rate for the album.
Comparison to other magazine adverts:
Coldplay, Clocks - The picture displayed shows all four members of the band,
looking directly at the camera in basic clothing, nothing special is alluding to
this picture, we have Harvey facing to the side to show his innocence and
shyness of the camera along with the information on the advert being the
focus. The band also uses bold writing to display the information for their CD.
The only difference being we use different colour writing. We really liked the
effect this digipak gave, it implied to the audience the mood of the album
along with immediately attracting their target audience through the colour
scheme also reflecting the genre of the songs that are on the DVD. We
reflected our magazine advert through linking the title of the album Fusion
to the work using smoke to create a bonding of fuses.
Kings of Leon, Only By the Night this is also another magazine advert that is
similar to ours, along with being partly inspiration for what we wanted to
achieve. Although the images are completely different, the kings of Leon
being the same as their album cover, we liked the way It was basic but had a
strong effect. The advert, like ours, has the image as the basis, but writing to
confirm what it is that is being advertised. We liked the way the writing didnt
overpower the image yet still attracted enough attention to inform audiences
on when the song would be released. For this reason, we used this album as
inspiration for our advert as it meant we could apply the same effect to our
target audience.
Domestic Violence Poster:
The poster was not a necessity for a part of our coursework, however, I had
taken on the role to make the poster independently. After doing much
research into different posters, I felt that I was important to create a poster as
this helps with our main target for the video which was to raise awareness for
domestic violence.
My poster was inspired by the PSA video it rarely stops (which can be found
on youtube and on my blog). I was really effected by the video and it
reinforced why we as a group, chose domestic violence to be the subject for
our music video. I also, when watching this video, knew what I needed to
include in order for people to gain access to the right information. This meant
I was developing the forms and conventions by adding logos and help lines
for people to use if it is necessary.
One poster which really stood out to me and was also an inspiration to me
was a Marie Claire article which had many different posters in order to stop
domestic violence. The one that stood out to me the most was the scar of the
voice note on a womens neck which spoke slut. I felt that this was key in
understanding domestic violence as It shows that domestic violence can be

misunderstood as not being a crime and can scar somebody, along with
people not recognizing the extent of their actions. Like the poster, I use the
same effect however I use a split screen to show domestic violence being
hidden. The information displayed on my poster is key as it means that those
who may need help or want to know more about domestic violence can, using
the helplines or websites.
I also used a very harsh image, which the video and the Marie Curie poster
also had used. This is to emphasise the impact of domestic violence along
with showing the harsh reality and ultimately, I felt this was the best way to
express how important the issue is.
Overall, when looking at how all four or our media products use, develop or
challenge forms and conventions of real media products I think that we have
done all three. By being controversial and having a strong, emotive message
to send, we challenged forms and conventions in order to create a further
effect. We also used real media products to compare and use as inspiration
for our media products that were created in order to make them real media
products.