Question 1

At the start of the project we looked at the

theories of;

Andrew Goodwin,

Carol Vernallis

and Laura Mulvey.

Came up with a Theory that suggests there are

three ways to promote a song;

Illustrate – tell the story of the lyrics

Amplify - add meaning the lyrics

Disjunction – either contradict the lyrics or have

little meaning to the lyrics

In our video we ultimately chose amplification.

We related the video to some of the lyrics by

creating a deeper meaning, and interpreting

what we thought ‘walking alone in the red lines’

meant.

However right at the end of the song there is a

shot of the artist smoking which contradicts ‘the

right thing to do’ so we have a slight –

disjunction.

Example of amplification, where the

artist is portraying she is alone, and

trapped.

Another example, where the artist is

standing alone, and walking creating

a deeper meaning to ‘walking alone’

However this is slightly disjunction, as

smoking contradicts with the lyrics

‘right thing to do’ and suggest the

artists gave in to temptations.

Theories suggest representation - Gender is

one of the more obvious representations in

music videos.

Laura Mulvey claims that we live in a

patriarchal society, where women are seen

as sexual objects and the men he predators.

In our video we went against this theory as

the artist is fully clothed and was not

dismembered to create the male gaze.

Example of

creating the male

gaze. The artists

are wearing very

little clothing and

performing sexual

dancing.

Example of two

shots where we

challenge this

theory. The artist

Is fully clothed

and is not

dismembered, so

the audience can

solely focus on

the music and

lyrics.

The idea that women are 'Dismembered' in all forms of

media, suggests there is a focus, not on women as a

whole, but a focus on parts of their body ( their body is

dismembered), and men are shown as a whole.

Example of Mulvey’s theory.

The men in the background are shown

as whole and covered the woman has a

focus on her upper thigh, stomach and

breasts.

Example, of how we chose to go

against this theory and not dismember

the artist, instead the artist is covered

head to toe with no skin showing to

draw attention to the lyrics.

The concept of gaze is one that deals with how

an audience views the people presented. How

men look at women, How women look at

themselves How women look at other women.

Carol Vernallis studied editing and

camerawork closely in music. She recognised

that editing was more frequent in music

videos than in film and often fitted with the

rhythm of the song.

Here are the main points of her observation:

An example in our music video were we used

various effects on final cut pro and a specific

blue light throughout to create an electronic

atmosphere. The blue light effect is carried out

linking with the blue lipstick, the blue light in

the chosen locations to create synergy, the

electronic representation is followed through to

the digipak and advertisement.

From looking at Vernallis

theory, we used various

jump cuts to create a

narrative and set the

scene as it gradually get

darker.

A DigiPak is a patented style of CD or DVD made of card/paper and the inner packaging is made of plastic , They are normally used on special editions and albums. They became popular with artists and record labels in the early 2000s.

DigiPaks are designed to fold into a square CD case. The front and back panels are the main ‘promoters’ of the CD and are very much used to draw in the customers. The inside of the DigiPak is used more for information and extra bits to do with the artist/song/album. The theme of the inside packaging normally is more subtle compared to the outside packaging.

The front of DigiPaks tend to have a large eye-catching picture on them . The picture illustrated on the front panels tend to have some relation to the songs or artist . The song/album title is also found on the front panel

The Tracklist Barcode Album Artwork Record Label Extra Information tend to be found on the back panel.

DigiPaks come in all different styles and designs. They vary in artwork, number of panels and types of fold.

I followed the

conventions as I

presented the artists

name clearly on the

front, with a large

image that attracts the

audience, I also placed

the album name on the

front panel. On the

back panel I included

the barcode, track list

and record label

information, which

should be found on

album covers.

For the inside panel, I also

followed the convention of

sticking to the same theme

as the front and back panels

and adding something extra

– included another image.

The main image on the magazine advertisement should follow the same theme of the Album Cover, this is usually because they will be using similar images taken on the same photo-shoot as the Album cover.

The image for the magazine cover differ in someway, whether it has been enhanced, or only a portion of the same image has been used, they will also most commonly follow the same colour and font scheme.

The largest text on the page will be the artists name The second largest text will be the name of the new album.

The Advert will include the artists website address, it may include the label name, also will inform the reader where you can buy or download or even may have tour information.

I followed the conventions as the

largest text on the advert is the

artists name, followed by the album

name.

I used the same

iconic

image, however I

resized it, so it

would cover the

entire page.

In my final advert I did

not include ratings as I

found, real products

that did not follow

that convention,

nonetheless the idea

crossed my mind and

If I were to use one it

would a suitable one

for the genre of my

album.

I included the artist

website and places

the reader can

purchase or

download the album.

I used the record

label logo and an

interactive barcode

for smartphones.