Friday 26 November 2010

Evaluation and Feedback of the video


  • Question One - In what ways does your video use, develop or challenge forms and conventions of real media products?

When constructing the work for this question I decided to use windows movie maker, this gave me the chance to show my skills and present my work in a different way. However, even though I have used this programme before, as you can see from previous blogs, I hit a problem. When trying to save this project as a movie file it would not allow me to and came up with the message shown in the image below..



This meant that I had to use my initiative and I decided to film this video off the computer and then post this on here. I know that this means it will not be at its best quality but the writing and video clips are still clear which is the most important thing.



https://docs.google.com/leaf?id=0B2wxyB5nm5syZDg4MWE3NGUtNjIxNS00YTcwLWExMDYtOWYwZmM4NGM0NWI4&hl=en

Finished Video

Here is our video so far, this is the video we are using to get our feedback as we want to get some feedback now so we can carry on with our evaluation. This also means that we can see people's comments and see if they think that we should change anything that we haven't already got in mind. I will talk about the feedback in my evaulation but bare in mind that this isn't the finished product - http://www.youtube.com/watch?v=6CTycXjfRkw


Here is the finished product, a music video for Ellie Goulding's song 'I'll Hold My Breath' on YouTube - Or look at it on google docs - https://docs.google.com/leaf?id=0B2Xzmm6bQJK-M2I2OTdjMmUtZWQzZC00OWE5LWJiNTMtYTg0YjA5NmIwYTFj&hl=en&pli=1 This is our final edit, we have edited a few things to make this video flow a lot better and look more upbeat when the chorus is on. All of these things I feel have made this video really good and will be able to post this and possibly get feedback from this one before we have to hand our coursework in.

Creative camera use

Like the rejected footage I have shown this work in a short video clip to be able to explain my work in further detail. This is about the work that we did which shows our creativity throughout this project. Again, goolge docs cut off one side of the video so I had to upload it to youtube -

Rejected Footage

This is the footage that we will not be using in our video, I have presented this as a short video to explain why these aspects were not put into our video. I feel that displaying my work in this way shows my knowledge or media products and also makes it easier to display my information. I tried uploading this video onto google docs, however there seemed to be a problem when doing this as it cut the right side of the video out so it was not readable. I had to then upload it to YouTube -

Advert

An advert is a form of communication to persuade the audience to buy a certain something whether it be food, a kitchen or in this case a digipak. An advert is usual designed to promote the product that is trying to be sold and a good way of letting people know that this product is soon to be or is now on the market for them to buy. I will be comparing two adverts that relate to Ellie Goulding as they are also popular aritsts. For the music industry adverts are used to let the consumer's know when the artist's CD or digipak is coming out, or they can be about dates for up and coming tours. I will compare these two adverts and see what conventions are recognisable between the two before working on my own advert.

Katy Perry: One of the Boys 2008


This advert is very clear and easy to read. The background is a an old fashioned garden with a picket fence and flowers with a contrasting paddling pool with rubber ducks in. This is something that Katy Perry is known for doing within her work, challenging conventions in a way that makes her look cheeky along with a slightly different style. Katy Perry, one the left of this advert takes up half the page, her outfit relates to the decade that the picket fences are also related too. However, her clothing are bright with strawberries, this creates a sense of innocence about her but the fact that her long slender legs are showing, again creates a contrast in what she is trying to convey. The use of the bare legs attracts a male audience, this is something she did when I looked at her digipak.

When thinking about the colours within the text that are used they are very much the same as her album which we can see on this advert. This means that within my advert I will use the same colour and style fonts that I used throughout my digipak. The text fills up the right side of this advert and is centred all the way down. The text is clear, explaining the basic facts that are needed. The background has been darkened to make her and the text stand out I feel this is something that I will consider and already have within the inside of my digipak by blurring it. When looking at these I realise that all I need to have on my advert is just clear, simple information for the audience which explains when the digipak is out.

Gwen Steffani: Love. Angel. Music. Baby. 2004


This is very different to the one above, yes it has the CD cover showing in the corner, the name of the album they are trying to sell, the artist's name, the featured songs that have already been released and the artist's website. This difference between this and the previous advert that I just looked at is that this is all squashed into the bottom third. The picture is taking up most the room.

Look at this picture is has been edited to make it look like an oil painting, this is something that I could decide to do within my own work. The way she is sitting/laying is quite masculine along with the crown in her hand, I believe that this advert is trying to break the stereotype that men rule women. I feel that even though her posture is poor in this image she still looks seductive. One eye is showing and looking into the camera and her lips are a deep red which match the red material on the chair behind her. The same sort of image that we can see in her CD cover in the corner.

The text is very similar to the CD cover, this is the same as Katy Perry so I feel this is definitely something that I need to do with my own advert. This advert tells us the featuring songs on the CD that have already been released, we can see Katy Perry has also done this with the song that she had released. I feel I should show that the music video is the exclusive thing that is featured on this digipak as this is something that would not be given on Ellie Goulding's CD. Both Adverts have got their website in smaller text so again, I will take this into consideration.

When thinking about which aspects to take from both adverts I feel that the Katy Perry one is more to my taste, I like the way that the text and the picture take up half the space each, the Gwen Steffani one doesn't leave enough room for it to be easily readable to a passing audience. I will put the website on the bottom of the advert in smaller text but big enough for the audience to see as this is common of the adverts that I have looked at. Altogether these adverts have helped me for when I design my flat plans.

Designs for my own advert: 3 flat plans.


Number One -



This first advert is designed in a portrait format. The artist's name is shown clearly at the top with the less important information at the bottom, this is because I feel that people will read an advert such as this one like a book, starting from the top. I like the way that I have placed things either side of the model who is focused in the middle. I have taken this idea from Gwen Steffani's poster above (the model taking up most of the space). However, when having the image of the model so big in this photograph I felt that I could not effectively place all the test needed around the model for everything to be shown clearly. I am going to experiment with landscape style adverts instead to see if it is easier to fit more onto the page. I am going to be using similar colours to the digipak to make them look connected so people know what they are looking for after seeing this advert and trying to buy the digipak.

Number Two -

Here is my second attempt at an advert design, I kept the model in the middle of this advert as this is something that the audience will see straight away. I decided to draw attention to the exclusive new music video by putting this text in the middle at the top. This meant that I had to put the artists name and the name of the digipak at the bottom of this advert - I feel that this is still affective but doesn't show it so boldly as the one before. I feel that again, using the star ratings either side of the image look quite affective as well as making it quite symmetrical. I feel that this advert works a lot better than the previous as it is a lot easier to fit the text either side of the image. Still using a photograph where the model is facing straight into the camera - again connecting with her audience when they look at it, just like the digipak.

Number Three -

Here is my third and final advert flat plan. I feel that this has given the best results when thinking about space and the layout of the text along with the picture. This is because we have the model taking over one side of the page and the text taking over the other side. This was inspired by Katy Perry's advert design which I really liked. The artists name really stands out with the name of the digipak underneath it. I feel that the text is really clear to read, again, read like a book would be read. The most important information at the top and the music video which is the main reason to by this product in a colour which is clear between the rest of the writing. This means that people can clearly see, without spending too much time looking at this advert what it is trying to put across and what is trying to be sold to them. This is something that is an important part of the advertising area as these will be on posters and billboards - people do not have enough time to stop and read a long story - this is short, sweet and to the point. I like the way that the star rating breaks down the text a little and gives the audience information that they might want to know. The smaller things on this page are less relevant but are there for the public if they want to know anything in more detail, they have the website to visit and know the record label that Ellie Goulding is signed to.

Final Edited Advert.

Here you can see the finished product, as you can see I have used the idea from my third flat plan. When editing the photograph that I took of myself for this front cover it was against a cream wall in my house, I used a hair dryer to make my hair blow back. When thinking about how to deal with this image I decided to make the background black. This meant that I could make the photograph stand out and it would also be a lot easier to put the text on there, making the colours stand out still. I really like the fact that there is white around the picture of me, this makes me stand out and creates this magical vibe that we are trying to get across in our video as well. When editing this picture I also used the clone tool to get rid of any spots or blemishes on the skin, this is something that is very common for any photos of celebrities. I have not taken this to the extreme with any airbrushing or anything like that though.

I obviously used the same font that I used in my digipak, this is something that is necessary when advertising something, this makes the audience see the connections between the advert and the digipak, making it easier for them to find. I have used white as this is the colour on the digipak and another reason why I used black as my background colour. I have used a purple/blue colour which is on the digipak for the name of the song that we have created a music video to. I felt that there was quite a lot of white on the page and so this needed to stand out from everything else as this is one of the reasons someone is likely to buy the product. As you can see I have used some of the star ratings from the inside of the digipak, I think that this makes the advert and the digipak work well together in letting the target audience know a little bit about the artist and what she has been getting up to in relation to how well she is doing.

From this advert you can see that I have not stuck with the straight lines that I used within my flat plan, when looking at this on my work I felt that it made it too formal. I thought that this is quite a young artist, she is quite quirky, I do not want her advert to be plain and blocky with the writing. I experimented with the use of using a tilt for the text to make the "I'll Hold my Breath" text stand out from the rest. I did this by moving this more right than all the other text on this advert. I felt that this worked quite well and it doesn't make it more difficult for the viewer to be able to read what it is saying. You can see that I have used words such as 'Exclusive' and 'Extended', words like these will attract the readers of this poster as these words make this digipak feel as though it will be special/different from all the others. It makes the reader feel part of something and this is something that is used throughout the media, through television, adverts and magazines.

I really like the style of this advert the way that it is half model and half text, this makes it feel as though they are both as important as each other. The use of moving the text around in this advert makes it look a lot better and less formal, this is something that is not wanted when trying to sell an artists music as they want to be on the same level as the audience they are targeting the product at. I feel as though the colours really work and flow well from the digipak that I have created previously. All in all I think this looks really good.

Feedback from Facebook.


I posted my advert on Facebook and tagged quite a few people. This meant that I would get a selection of people letting me know there thoughts about this advert and how they think it relates to something that Ellie Goulding herself would actually do. I got mostly useful feedback back which was a relief but some which just complimented the work that I had done.
The only concerns that I got were that I had two Polydor logos, this was quickly changed as soon as I noticed. The other comment was that it should all be central and straight. As I have said above, I tried doing this but I felt that it looked too formal for an advert which was selling this type of product and that the music video song that we have created didn't stand out enough for me. This meant that I experimented with where I put things and came out with the advert above. I feel that this works really well and is still really readable. I think that I have understood the criticism as I tried and tested it myself.
I am really pleased that people like the things that I took into consideration and this has given a positive affect onto the audience that I have shown it to. I feel that for obvious reasons that these comments are valid as they the age group that Ellie Goulding is targeted at. But it also doesn't give a wide variety of comments as they are all my friends.

Digipak

A promotional pack is all the promotional material for the artist and the song, this will include advertisements, posters, CD's and the digipak. The digipak is a DVD sized cardboard or plastic package and includes different aspects depending on the band/artist. Commonly it includes all songs from the album and possibly a couple of videos from these songs or even all videos. It does vary a lot depending on the artist and the genre. It is becoming more common for digipaks to be released by artists as there is a demand from the public as it is a physical product which gives more than just the songs. I will look at two digipaks that relate to my artist in different ways and see what their digipaks look like before creating flat plans for my own.





Katy Perry: Teenage Dreams (2009)

This is the first digipak that I am going to look at, by Katy Perry. As you can see this is not the DVD sized digipak that I am going to be doing but this gives some indication of another popular chart artist and the way that the digipak is displayed.
Within this digipak there are clear conventions of a pop artist, the images inside this digipak are medium shot and medium close ups with a clear black background so the audiences eye is solely drawn to the artist and their make-up and clothing, this is something that I feel is done quite a lot within the Pop genre. Most of the pictures are looking into the camera so the mode of address is to the viewer and will make them feel like they have a connection with the artist.

The costume inside this digipak is her usual unique style with quite outrageous outfits which is something that her fans will be expecting when they buy this. I will take these aspects into my own work and use clothing and make-up that would be seen on Ellie Goulding normally through her other videos and general photographs. The front cover for this digipack has been sexualised which is primarily for the male audience, relating to Laura Mulvey’s idea of the male gaze. This will widen her target audience to males as well as females. Females will aspire to be like her because of her slim figure and lack of imperfections. This is something that I will not use within my own digipak as I feel that Ellie Goulding is quite an innocent artist and doesn’t go with the lyrics or videos that she has previously had, therefore sticking to the usual conventions of her CD covers in the past.


Mika: The Boy Who Knew Too Much (2009)




When trying to look for another digipak I started to find myself being very limited, even though they are becoming more popular they are still not too well known so it was quite hard for me to find recent, popular artists with digipaks. Here is a digipak from Mika which is clearly very vibrant and draws the audiences eye straight away.






The difference between this cover and the Katy Perry one is that he only has a small, black and white photograph of himself on the cover - this is restricted code towards a specific audience who already know who Mika is. I don't feel that this would be something to do with my digipak because I would like a nice clear image of the artist so people recognise her. Mika is known for being quite different and quirky and this is why I think this style of digipak has been used. The bright colours will still draw peoples attention and attract the right sort of target audience as the cover is artistic and a little 'outside the box'. I feel that the text 'Mika' is nice and bold and isn't swallowed up by all the colour on the page, making the font white has had a big impact on this. When considering the images that I will use for my digipak I might take into consideration the use of using a white font to make it stand out more.






The back of the digipak is fairly standard, we can see the songs that will be on the disc and a barcode. The style on the front cover has been taken onto the back which is something that makes the digipak flow when looking at it. The barcode isn't too big which means the viewers eye will not be distracted from everything else on the page, this is an area that I will explore when making my own digipak as I want to find the best place for it so it acts as though it is invisible to the viewers who look at this digipak. Unfortunately we cannot see the inside of this digipak but we can see the disc, this gives me some sort of idea of what we would be able to see inside - still following on from this artist feel the inside would most probably quite similar to the outside. When taking into account this for my own digipak I need to think about the colours and the images that I use to make sure that all of it flows together nicely.








Designing my own Digipak - 3 Different flat plans.





Number One -









Here is the outside and the inside of my first flat plan. The theme I went for for this digipak is a woods location, this involves colours such as browns, greens and blues mainly. I did not want too many colours throughout this as I wasn't the main focus to be on Ellie Goulding herself and the writing. I felt that a close up of her face would be the best way to see her on the front cover as people would see it straight away and know it was her. Another image of her in the inside which is a medium shot is something that I captured when looking at Katy Perry's digipak. The quotes from different medias inside the digipak give the audience who buy this magazine more information about her that they may not know. This will make them feel closer with the artist.




Number Two -





Here is my second digipak, this is a lot more beach and sun orientated both inside and out, this again is trying to make the digipak flow through each side. I like the idea of having an angled shot where she is not necessarily looking into the camera but then felt that this is something not so common of popular artists so it would be pushing the boundaries a little. I really like the summery feel to this digipak and the way that the blonde hair is shown on the front and then that colour is then used as sun on the back. The way that the guitar is sitting in the grass adds to the more indie feel in her music that we sometimes hear as well as showing an instrument that she plays which will be featuring in the video we make. I also feel that the cliffs are a strong background which is something else that we shoot in the video so it is representing the bonus video that will be featured on this digipak.




Number Three -










This is quite a plain digipak as I wanted all the focus to be on her in the front cover, the background being one plain colour behind her so all the focus - even though it is not as close up - is still on the face. The background is like what we would see on the back of her CD covers with the text centered to the middle. The fields are an aspect generated through out video which leads on to the inside which I feel is quite different. We can only see half her body with a guitar, this shows her playing the instrument but could also be sexualising her body as it is just her legs showing. However, I felt that this creates quite a lot of blank space so would look quite dull and plain.




Final Edited Digipak.



This is the front and the back of my designed digipak. Firstly, to talk about the front, I went for a close up picture to attract the audiences eye when it is sitting on the shelf I feel that it will stand out from others. In this picture I have made the blue in her eyes brighter and her teeth whiter. These are minor tweaks as I feel that Ellie Goulding is a natural looking girl throughout the photographs and adverts that we see. I chose a picture from the ones that I had taken (on self timer as this is me in the photograph) that was me looking into the camera as I feel this connects the artist with their audience. I decided to put the text at the bottom of the image because there is no need for the neck to be visible, the font is quite similar to the ones that we would see on her CD's which is why I chose it. I decided to use white and blue as the colours as these are the colours that stand out on her facial features - her eyes and teeth. This makes it all flow a lot better and doesn't bring too many colours into it.




For the back of the digipack I chose a woods theme, this is something that we have used quite a lot in our recording so far so I thought it was very fitting to the bonus video that will be inside this digipack. I decided to put the barcode at the top of my digipack as there is white sky so it wont stand out as much. This is something that I took a lot of consideration over as I didnt want to make people's eyes to be drawn away from the text. The polydor sign is also at the top so it stands out more, the black against the white, obviously the record label will want people to see which record company she is with so this is quite important. I have followed on with the white text for the song list, this is because, again, it stands out from the colours in the background, this also makes the front and back join together nicely. Then we have the small print at the bottom of the digipack, I decided to do this in small black text because this is stuff the buyer doesn't want to read, it is there more because it has to be.




Altogether I feel that the outside of the digipack flows nicely together in a way that doesn't look disjointed, this will appeal to the audience. I feel that the pictures that I have taken relate to the music video that my group and I are creating which gives the viewers some indication of what the video will be like. All the colours I feel go together well and there isn't too much going on, it is clear for the audience to understand what this digipack contains.



Here is the inside of the digipack, the right side is where the disc will be going, I decided to leave this plain and let the picture follow through from the left hand side. You cannot see it but the middle of the digipack is what it looks like I am leaning against which I thought looked quite interesting. I increased the colour blue in this image, making it more vibrant against the wood in the background. I then blurred the background to make me stand out more.


The clothing she is wearing is something that Ellie Goulding would be seen wearing, possibly not on a photo shoot but I wanted this image to be something that you would see when she is walking down the street. It is like you are going inside Ellie Goulding's life when you go inside the digipack. This has a spring like feel to this photograph which is the weather that is shown in the music video that we have produced so far so I think will work well with the music video that will be inside this digipack.

I then decided to use text down the side as I had planned in my flat plan number one, I feel that this gives the audience an inside look on Ellie Goulding's acheivements and this will make them feel closer to the artist and also let them learn more about her. I feel that these also use up the empty space to the left of the model and curves around her nicely. I used the same colours that I used on the outside of the digipack so it all blends together nicely, the wood theme has carried on through to the inside with the fence in the background so overall as a theme I think it has worked really well.



Feedback about my digipak on Facebook




After knowing that Ellie Goulding uses Facebook to communicate with her fans I decided to display my final images on Facebook and ask people what they thought. I tagged quite a few of my friends and explained what it was about - the fact it was for media coursework and that I needed their comments on what they thought about it. I added mainly girls and one boy, I thought that this relates with her target audience. Luckily I got quite a few replies!


As you can see when looking at these, some comments helpful towards whether I need to edit my digipack further or not and some comments not so helpful. I don't know whether it was just people being nice but people seem to like it quite a lot. What I did take in to consideration about the front and back of the digipak is -
  • Main image isn't central


  • Small print maybe too small or colour needs changing


  • Not enough green in main image for the front and back to flow

When thinking about these, I decided that the fact that the main picture is only slightly off central was on purpose, I like the fact that you can see the hair flowing behind her which makes her look like she is outside. This is something which is important as her video is all about being outside in open spaces. I also feel that because the artist is looking into the camera this takes the eye off her being uncentral as this is what draws the audience in straight away. I thought about changing the size of the small print but then realised that in actual fact, the size of this image isn't the size that they would of seen it on Facebook. My point being, the font size is bigger than it looks when she was looking at it so I do not feel this is a problem to consider. For the final point that I need to take into consideration I feel that I could edit the eyes on the main image for them to look greener, this would give the front and back more flow.


The comments for the inside of the digipak were very complimentary, they liked the idea that I came up with about bluring the fence in the background to make the model stand out more. This is something that I did deliberatly and has had a positive affect by the comments I have recieved. The use of using star ratings alongside the image have also been thought of as a really good idea, for the same reason that I did. It gives the audience a closer insight into Ellie Goulding and represents the radio stations, magazines and awards that you may hear or see her taking part in. Overall I don't think that I have to change anything about the inside of my digipak.











Shooting Diaries

We took many different days to shoot our music video, this depended on the location.

17/01/11 - In our first day of filming we focused on taking the street shots and the outside the home shots. For this we used the outside of my house, we fiddled with the tripod to make sure that the road didnt look as steep as my house is on a hill. Once all adjusted we got filming. I filmed the shot of the house standing alone, for this I looked at different angles that I could take this shot from to find out which one looked best. I feel that this shooting went okay and we have many different takes to choose from in the editing stages.

18/01/11 - My group stayed at mine which meant that we could get filming straight away today. We went to Seaford beach and the nearby park to take the swing shots. The weather was really holding out for us! When taking these swing shots we didnt have the music with us which made it really hard for me to mime the words with the right rythm and speed. When on the beach I took the shot of the cliffs, I used Alex and Jenny in these shots to be people walking along the beach. This gave a busier vibe as though it was a nice warm sunny day. Even though it was freezing! I took quite a few takes for this shot getting it to flow well when tilting the camera. However, on this day I wore different clothes as we had not establish which clothes I was going to be wearing before hand. This meant that we would have to reshoot yesterdays shoot with the clothes I was wearing on this day. We did not look at the footage until we got back as we didn't want to waste the battery life that we had left on it. We then discovered that there was a spot on the camera lens which the sun was attracted to, causing a bright light in the middle of the camera. This means that we are going to have to reshoot these two days! However, a lesson learnt!

24/01/11 - For this shoot we went to eastbourne and stayed the night at Alexs. This day we took the wood shots, another freezing day but lovely sunny weather! I took the shoots of Alex and Jenny dancing in their pyjamas. Obviously these are the shots that I can take as I am not in the music video at this time. We also took the field shots of me on this day. This time we had a portable iPod docking station and the song on the iPod, this meant that I could mime to the song as it was playing in the background. This made this run a lot quicker and smoother than the previous days of filming. I had the chance to use the camera a lot more on this day and capture quite a few shots. I redid these shots until I thought they were good enough as I want the shots that I captured to look really good, I felt as though I did what I intended and the shots came out really well when playing them back.


25/01/11 - On this day we went to Eastbourne beach and pier. For these shots we had to take a guitar with us as well, this was the part of the music video where we have Ellie Goulding playing one of the instruments that she is known for playing. We had another really nice sunny day which was very lucky! Taking the music with us again was really helpful and we will do this for all other filming days because it makes the filming process a lot quicker then if we went without as we learnt from the first two days. Again, I had a couple of shots, the sky and the guitar shots which I was able to take as I didn't have to be in these shots. I experimented a little bit with what looked best; zooming in and out, tilting, panning and focusing in and out.


01/01/11 - This day we went to see Dan to let him know how we were getting on after shooting on location for the past couple of Tuesdays. We then went into Lewes to shoot our town shots, this involved me in all of these shots. We were able to play them back as the battery would last for the whole time we needed it which meant that we could discuss and decide whether to retake the shot or not. I think this shoot was quite successful as we managed to get the shots done in a short space of time. There were quite a lot of maintenance work going on in the town so we had to deal with less space than planned so this was not in the shots that we were taking.

15/02/11 - This day Jenny and Alex stayed round my house, this was the day that we reshot our first two days as they both went wrong. This day we did the shots of the outside of our house and had problems with the lighting as the sun was shining through the window. This involved us adjusting the contrast on the video camera for us to get the right lighting. We played back after recording to make sure that everything was looking okay, after last time we were very careful. This was very successful and was very quick to do as we had already done it once before.

16/02/11 - This day we went to reshot the park scenes, the beach scenes and shoot the graveyard scenes. This was a lot easier when having the iPod dock to mime to and to get the right rythm. We were really lucky with the day as we have been all the days that we have shot stuff. We have been getting quicker and quicker and shooting these scenes as we understand how to work the camera more and have all our notes with us to follow which really helped.

14/03/11 - I had Alex and Jenny round for the night to shoot our final 3 shots. This was something that needed to be done in the evening and we had to have an extra person for these shots. These are the bedtime shots and we used Jack Codling for this. We made a bed on the floor to be able to get high angle shots of the bed to show the position of the people in the bed better. I felt that this was a really good idea, this meant that we could still use the tripod and the shots would still be nice and sturdy. I felt that these shots went well and were really quick to do when having the shooting scprit in front of us.

I felt that the shooting script meant that we knew which shots we were doing each time we went out on location to film, this made it a lot easier and gave us the advantage of knowing what happens in each shot and not making anything up when we were there as this would have wasted time. I felt that all the filming went really well and we all had the chance to film. I think the shots I did were thought out really well and I made sure that I did them to the best quality I could.