Shivani Patel Mr .A.

Pamula GCSE Media Studies: Unit B321: Group Production Portfolio Production, Planning and Evaluative Commentary Brief I have selected the target audience of the female population, between the ages of 18-25 years. Prior to the production commentary, I was required to conduct a range of activities in the planning commentary. These include the following: Style Research, Style Research Statement, Target Audience Profile, Target Audience Research, Target Audience Analysis, researching into similar media products, Script/Storyboard, Location Stills, Treatment and Pitch. The Evaluation of the Success of Decisions/Revisions: In the music video, I decided that a wide range of clips will be inserted, in order to add great emphasis on the narrative of the music video. These particular clips were revised on a regular basis by utilizing the Adobe Premiere software. By utilising various tools on this software, I was successfully able to perform the alterations on the clips. Similarly to existing music videos, after performing these alterations the clips expressed a sense of professionalism by utilising the generic codes and conventions, which enabled the audience to grasp their attention into the completed production. Furthermore, I also decided to create a minor stop motion effect in which I utilise a large number of coins. The coins were moved in small increments between individually photographed frames, creating the illusion of movement when the series of frames were played as a continuous sequence. Similarly to the clips, these particular images were revised on a regular basis by utilizing the Adobe Premiere software, which enabled me to alter the colour of the images and create a sense of variety in the music video. Relating the Brief to the Research into the Similar Media Texts: During the pre-production commentary, I was required to conduct a range of research into six similar media texts. These include the following: Jai Ho (Slumdog Millionaire), Take A Chance on Me (.J.L.S.), I See You (Leona Lewis), Lego House (Ed Sheeran), Gotta Be You (One Direction) and Grenage (Bruno Mars). Therefore, by conducting this particular research, I was able to imbibe their successful codes and conventions into my music video. For example, similarly to Jai Ho (Slumdog Millionaire), I made an attempt to include a range of camera shots to create a sense of variety, which allows the audience to engage themselves into the music video. I have made an attempt to include the vivid lighting within my music video because; it has been able to emphasize a joyous and energetic atmosphere. By incorporating this particular lighting, I have expressed a sense of victory that may also motivate the audience. Similarly to Take A Chance on Me (.J.L.S.) and Gotta be You (One Direction), I have made an attempt to include a wide range of original locations. This enables the audience to recognize the locations with great ease which engages them into the music video. Similarly to I See You (Leona Lewis) and Grenade (Bruno Mars), I have made an attempt to include a narrative. Therefore, this has allowed me to match the lyrics of the music as part as parallel editing. The use of a narrative has also allowed me to send a message towards the audience which they can imbibe in their lives. Similarly to Lego House (Ed Sheeran) and Gotta Be You (One Direction), I have made an attempt to provide the characters with a wide range of casual clothing, in order to emphasize the originality of the music video in greater depth. Relating the Brief to the Research into the Target Audience: During the pre-production commentary, I was required to conduct a range of research into the target audience of the music video. This includes the female population, between the ages of 18-25 years. Therefore, by conducting this particular research, I was able to imbibe their favoured codes and conventions into my music video. During the pre-production commentary, a questionnaire was distributed to the target audience in order to recognise their personal preferences. Therefore, the statistics showed that the target audience preferred the colours of Black/White. Consequently, I have made an attempt to include these particular colours, as they enable the audience to enjoy the music video as they can observe a wide range of colours upon their personal preferences. Alternatively, the statistics also showed that the target audience do not prefer the colours of Blue/Green. I have made an attempt to avoid the use of these particular colours, as they may prevent the audience from

enjoying the music video. The statistics also showed that the target audience preferred the content of a narrative. Likewise, I have also made an attempt to include the content of a narrative that will entertain the audience. The statistics also showed that they did not prefer the content of Animations and Dancing/Singing. Therefore, I have made an attempt to avoid the use of these particular factors as they may not entertain the audience. The statistics also showed that the target audience preferred the use of a Natural Location and a Metropolitan Location. Therefore, I have made an attempt to incorporate these particular locations, in order to express a sense of professionalism towards the audience. By including these locations, the audience can recognize the locations with great ease which engages them into the music video. Furthermore, the statistics showed that the audience does not prefer a Simple Location. I have made an attempt to avoid the use of these locations because they can be considered as being monotonous. Hence, the use of vibrant and well-known locations will grasp the attention of the audience. The statistics also showed that the target audience prefers the characters to wear a ride range of Casual Clothing. I have made an attempt to include these clothes within the music video, in order to express a sense of comfort, informality and confidence. The statistics have showed that the target audience does not prefer the use of Casual Footwear. Therefore, I have made an attempt to avoid this factor because it expresses a sense of unprofessionalism towards the audience. The Codes, Conventions and Representations: In the music video, I have utilised a range of codes and conventions to communicate particular representations: Camera Shots: The music video has made an attempt to include close-up shots, medium-shots and twoshots (etc). This creates emphasis on the protagonist, location and emotions. The use of the close-up shots has been able to illustrate emotions, whilst reflecting the lyrics of the song. The medium shots have illustrated the facial expressions and body languages of the characters. The two-shot is a type of shot that has been used in the music video, in which the frame encompassed a view of two characters. The shots were also used to show the emotional reactions between the subjects. Camera Movement: The music video used camera movements in order to trace a character. Specifically, I have been able to utilize a tracking shot in order to document the route of the character. The tracking shot enables the audience to feel as if they are travelling with the character in the music video. Therefore, this allows them to feel involved and engages them into the music video. Mise-en-scene: The mise-en-scene refers to the arrangement of the performers and the props in a particular scene for a production of the music video. Therefore, the mise-en-scene involves a protagonist that consists of a deceitful and deceiving personality. This particular individual lurks around a wide range of locations in search of a victim, who is ultimately hustled for money. By incorporating this particular mise-en-scene, I have been able to forewarn the audience of the realms of the financial aspects of life. Editing: In the music video, I have created a large number of jump cuts. This is because they have enabled a sudden change from one scene to another. Colour: In the music video, I have utilised range of colours such as yellow, white and red (etc). By utilising a wide range of these colours, I have been able to provide a sense of femininity, because these particular colours are incredibly appropriate for the female population. Stereotypically, this particular factor shows the method in which the female population are associated with a wide range of vibrant colours, as they are an excellent representation of their optimistic and dominant attitudes. However, during this particular advertisement, I have also been able to illustrate an exclusion of the male population by the use of a wide range of colours. This is due to the fact that I have included specific colours that will grasp the attention of the female population; however, these particular colours will not be able to satisfy the male population because they can be considered as being extremely monotonous and unattractive. Sound: The music video has been able to include the soundtrack of Jai Ho (You Are My Destiny) by American pop girl group the Pussycat Dolls, as it was a considerable hit reaching number one in Australia, Finland, Ireland, Lebanon and Turkey. The soundtrack also emphasised a sense of joy, victory and satisfaction. Costumes: In the music video, the characters were able to wear a wide range of clothing. These include the following: shirt, t-shirt and tie (etc). Therefore, these costumes were incredibly important in the production of the music video. This is because they have a minor influence on the way in which the audience will wear their clothes, as they could use some of the characters as role models in their personal lives.

The Significance of Audience Feedback: After creating the music video, I was able to perform a test screening amongst the target audience of the female population, between the ages of 18-25 years. A test screening included a preview screening of the music video before its general release in order to gauge audience reaction. Therefore, this particular test screen was important. This is because the audience were able to provide me with their personal comments and queries regarding the music video. As a result, I was able to evaluate the clarity of the narrative and what intended and unintended reactions came to light. The responses played an integral part in how I constructed the music video. Specifically, during the test screening a particular member of the audience commented: I really like the narrative, but the shots are repetitive and there is a lack of special effects. This showed that during the production commentary, I was required to perform some modifications to the music video. Therefore, I made an attempt to include a wide range of additional shot types. These include the following: over-the-shoulder shot, medium shot and extreme close-up shot (etc). I also made an attempt to include a wide range of special effects. These include the following: repetition and colour balance (etc). Likewise, the audience would say something back and the music video was a direct response to what I had heard them say. Through this process my techniques were sharpened and honed at a much faster rate than when I began to create the music video. The audience also ceased to be something abstract and they became a collection of peers with whom I was loosely collaborating. I was dialoging with many individuals who were genuinely interested in the content and the conversations that I was having were relevant and helpful to the creation of my music video. Building an audience helped to proliferate the work but the most exciting aspect of the test screening was how the audience directly inspired and informed my music video process. The Evaluation of the Strengths: During the chorus of the audio, I have been able to incorporate a minor amount of text with a serif typeface. Serifs are semi-structural details on the ends of some of the strokes that make up letters and symbols. This particular typeface has enabled the text to become incredibly bold, vibrant and attractive. The serif typeface has allowed me to successfully emphasise a sense of victory, excitement and festivity towards the audience. By emphasising these factors, I have been able to provide the music video with variation which grasps the attention of the audience. According to the original brief, I was also able to include some dialogue at the beginning of the music video. By incorporating dialogue at the beginning of the music video, it enabled me to help the audience become more familiar the characters and for the characters to interact with each other. The dialogue helped with the suspension of disbelief, so what the characters say had to be believable and actually serve a purpose. Furthermore, at the beginning of the music video, by utilising the audio adjustment tool I was able to stop the music for approximately three seconds which allowed the character to say its dialogue. Therefore, this particular idea enabled my music video to become distinctive amongst a large number of existing music videos. This particular idea has also been able to interest the audience into the narrative of the music video, as they can hear the dialogue with great clarity and precision. The Evaluation of the Limitations: In the music video, the close-up shots displayed the most detail, but it did not include the broader scene. Therefore, my use of the close-up was overused by a minor amount, and this will leave the audience uncertain as to what they are observing. In order to prevent this particular error from occurring in the future, I could consider a range of additional shot types such as, medium-shot, longshot and an extreme long-shot (etc). By including these particular shot types the audience will be provided with a variety of engaging, interesting and unique illustrations that will grasp their attention into the completed production. The music video consisted of a lack of special effects. This meant that the music video appeared to be incredibly monotonous during various stages of the scenes. In order to prevent this particular error from occurring in the future, I could consider a range of special effect to incorporate into the music video. Special effects are traditionally divided into the categories of optical effects and mechanical effects. Optical effects are techniques in which images or film frames are created photographically, and can place actors or sets against a different background. Therefore, by incorporating optical effects, I could create a sense of variety for the audience which will enable them to grasp their attention into the music video. Furthermore, during the production commentary, I was required to conduct an original brief, formally known as the Script/Storyboard. Several scenes within the music video were able to correspond to the original brief. However, there were also a large number of scenes within the music video that did not correspond to the original brief. This is because the production commentary provided me with a wide range of additional ideas that I did not include in the original brief. Therefore, in order to

prevent this particular error from occurring in the future, I could design an extremely detailed brief that will allow me to become more organised, cautious and knowledgeable about the entire production. This will also require a prepared schedule regarding a wide range of factors. These include the following: the timings for filming and the timings for editing (etc). The Discussing of the Group Production: During the production commentary, I was placed in a group with another individual. We were provided with additional sessions during lunchtimes and afterschool, and I was attending these sessions in order to complete the production at an extremely high standard. Nevertheless, the other participant was not attending these sessions which meant that there was a lack of support and assistant in the group, and ultimately, I was required to complete the entire production by myself.