Ellen Ellen

WrightWright

Musi

c V

ideo:

Musi

c V

ideo:

Whilst planning the music video I

Whilst planning the music video I

was able to identify that to attract

was able to identify that to attract

the target audience, that I needed

the target audience, that I needed

to follow many conventions of both

to follow many conventions of both

music videos but also of the

music videos but also of the

romantic genre of my music video.

romantic genre of my music video.

From this I was able to incorporate:

From this I was able to incorporate:

GoodwinGoodwin’’s theory, the auteur

s theory, the auteur

theory and micro elements.

theory and micro elements.

By identifying each convention of

By identifying each convention of

all the relevant areas for a music

all the relevant areas for a music

video I was able to both follow and

video I was able to both follow and

defy conventions.

defy conventions.

TheoryTheory Image Example (extract from music Image Example (extract from music video)video)

Analysis:Analysis:

The lyrics are The lyrics are linked to what is linked to what is seen on the screenseen on the screen

As the lyrics suggest the couple are sitting As the lyrics suggest the couple are sitting there holding hands. The high angle shot there holding hands. The high angle shot indicates to the female target audience that this indicates to the female target audience that this is what they the audience desire, but also this is what they the audience desire, but also this indicates the romantic genreindicates the romantic genre

The music is linked The music is linked to the visual to the visual materialmaterial

As the tempo of the music is slow the passive As the tempo of the music is slow the passive actions by the protagonist and antagonist actions by the protagonist and antagonist incorporate this, which is shown through the incorporate this, which is shown through the protagonist walking or waiting for her date. The protagonist walking or waiting for her date. The walking shows her thinking about her lover, the walking shows her thinking about her lover, the waiting for her date indicates that she is similar waiting for her date indicates that she is similar to the target audience and she too doesn’t have to the target audience and she too doesn’t have a perfect relationshipa perfect relationship

Music video Music video demonstrates demonstrates genre genre characteristiccharacteristic

The natural theme running throughout the The natural theme running throughout the music is in keeping with the romantic genre, music is in keeping with the romantic genre, this in combination with the with the rose motif, this in combination with the with the rose motif, is although cliché emphasises the genreis although cliché emphasises the genre

TheoryTheory Image Example (extract from music Image Example (extract from music video)video)

Analysis:Analysis:

Demands of the Demands of the record label- close record label- close ups/ developing ups/ developing motifmotif

The motif in my music video is the rose which is The motif in my music video is the rose which is given as a gift by the lover, it symbolises love given as a gift by the lover, it symbolises love and passion however at the end of the music and passion however at the end of the music video it is a symbolism of the broken video it is a symbolism of the broken relationship. There are many closes ups relationship. There are many closes ups throughout the video whilst the artist lip syncs, throughout the video whilst the artist lip syncs, whilst developing audiences familiaritywhilst developing audiences familiarity

References to References to lookinglooking

The artist looks into the mirror as she signifies The artist looks into the mirror as she signifies the equilibrium returning, as she makes her the equilibrium returning, as she makes her decision to remove the antagonist from her lifedecision to remove the antagonist from her life

IntertextualityIntertextuality The rose motif is plays an intertextual role as it The rose motif is plays an intertextual role as it refers to multiple romantic films such as: refers to multiple romantic films such as: Beauty and the BeastBeauty and the Beast

Micro ElementsMicro Elements

The Auteur TheoryThe Auteur Theory

I think that the Auteur theory is not a

I think that the Auteur theory is not a

relevant compared to the other two

relevant compared to the other two

areas, as I am still developing my style,

areas, as I am still developing my style,

I think that I explore the use of clichés

I think that I explore the use of clichés

such as the rose, because that is a

such as the rose, because that is a

symbolism of love and passion and yet

symbolism of love and passion and yet

at the end I have the artist break it and

at the end I have the artist break it and

therefore it goes against the cliché

therefore it goes against the cliché

because the rose in many films is a

because the rose in many films is a

sign of hope, not that it can be broken,

sign of hope, not that it can be broken,

therefore I think my style is to explore

therefore I think my style is to explore

clichés.clichés.

Dig

ipak:

Dig

ipak:

There were many stages for the

There were many stages for the

Digipak and I felt that the feedback

Digipak and I felt that the feedback

from the music video would be

from the music video would be

significant in the overall Digipak

significant in the overall Digipak

design. design. Through using Polyvore I was able

Through using Polyvore I was able

to create mood boards which help

to create mood boards which help

to inspire my final product

to inspire my final product

Throughout all of my media

Throughout all of my media

products, I want a theme to be

products, I want a theme to be

running throughout.

running throughout. In this case the theme of the rose,

In this case the theme of the rose,

nature and a haunting tone to the

nature and a haunting tone to the

overall digipak.

overall digipak.

Front:

Front:

Colour Theme – The text is red for the

Digipak name and artist name, with the

track list being white. I used a Gradient

tool to make everything black and

white so that the isolated red colour

was more dramatic and eye catching

Artist name – appears in red, linking

to the theme of love and passion

Digipak Title – appears below the

Artist name in bold, is in the same text

style as the artist name

Front

Conti

nued:

Front

Conti

nued:

Artist image – Is locate3d in the

foreground of the picture with a

bedroom setting behind, the artist is

not on the bed suggesting that it is a

broken romanceRose motif – is featured in all four

sides of the Digipak, to illustrate the

theme of love within this Digipak, whilst

also linking to the music video, this

cliché is broken on the inside cover.

Back

:B

ack

:

Track list – appears in a white text, which

looks hand written linking to the target

audience who would perhaps be keeping a

dairy. The text in on a diagonal line around

the artist imageArtist image – her focus is on the top right

hand corner, looking up to the rose

Code of dress – To portray the artist as the

innocent victim in this relationship with love,

the code of dress conveys the stereotype of

damsel in distress, with a glow around her

head suggesting that she is angelic

Back

Conti

nued:

Back

Conti

nued:

Rose motif – is faded into the background,

although it is still prominent in the right hand

corner of the cover.Background – shows the artist as natural,

not fake, someone that the target audience

can relate toBarcode – this indicates that this product

can be purchasedRecord label – is located in the top left hand

corner, I was influenced by my case study

research and decided to use the same record

label as Sara Bareilles

Insi

de:

Insi

de:

Lyric Book – I decided to use this tray for the

lyric book rather than a ‘thank you’ message as I

thought it would be more suitable

Rose Motif – is shown as a broken cliché through

the stem of the rose being snapped

Tradition – there is a picture frame on the wall

with a picture of the couple together showing

good times, this is juxtaposed by the broken cliché

CD

Tra

yC

D T

ray

Rose motif – this is the only image

on the CD tray, with the rose itself

with no stem. The rose is a burning

flame, through the use of the flame

paint brush in a dark red colour, to

emphasise the breaking down of the

relationship through the colour

symbolisms.

Post

er:

Post

er:

Star rating follows the convention of

star reviews by the colour being

yellow. I gave a 5 star rating to show

that my artist is popular and

desirable.Review quote from magazine – I

used J-14 which has a similar target

audience as my artist

Social networks – the most up to

date social networking sites with their

logos appearing at the bottom right of

the

Post

er:

Post

er:

Where to purchase it – shown

through iTunes logoImage of Digipak – featured at the

bottom right hand corner on diagonal,

to show the audience what the inside

looks like.Extras – video exclusive

Text – All within one colour theme of

red, pink, white – these colours

connote the romantic genre. Same

font as Digipak, artist name in bold

and Digipak name appears below in

thinner text.

Conventions of

Conventions of the Romantic

the Romantic genregenre

Musi

c V

ideo

Musi

c V

ideo

My music video goes

My music video goes

against the convention

against the convention

of a ‘happy ending’ as

of a ‘happy ending’ as

the female protagonist

the female protagonist

walks away from the

walks away from the

broken down

broken down relationship. This

relationship. This therefore portrays the

therefore portrays the

artist as a strong

artist as a strong female character which

female character which

as a subsidiary follows

as a subsidiary follows

another convention of

another convention of

the romantic genre.

the romantic genre.

The emotional appeal is

The emotional appeal is

influenced by the narrative

influenced by the narrative

within the lyrics of the song, this

within the lyrics of the song, this

is then reciprocated in the

is then reciprocated in the

visuals in the music video. The

visuals in the music video. The

emotional appeal is the one of

emotional appeal is the one of

the main convention of this

the main convention of this

genre and creates a stronger

genre and creates a stronger

connection between the target

connection between the target

audience and the media product.

audience and the media product.

This emotional appeal is

This emotional appeal is

emphasised by the regular close

emphasised by the regular close

ups and lip syncing in the music

ups and lip syncing in the music

video – this is later developed in

video – this is later developed in

the ancillary texts through the

the ancillary texts through the

close up still images

close up still images

Adve

rt a

nd

Adve

rt a

nd

Dig

ipak

Dig

ipak

The rose, a cliché motif of romance is a clear

The rose, a cliché motif of romance is a clear

indicator of the romantic genre, the regular

indicator of the romantic genre, the regular

appearance of this motif creates an

appearance of this motif creates an

association of this rose with the artist.

association of this rose with the artist.

This combined with the simplistic images

This combined with the simplistic images

used, develops the convention that love

used, develops the convention that love

should be easy however the music video

should be easy however the music video

juxtaposes this, however I used this for

juxtaposes this, however I used this for

dramatic effect as the audience assume that

dramatic effect as the audience assume that

from the ancillary texts that the music video

from the ancillary texts that the music video

will have the stereotpyiacl happy ending,

will have the stereotpyiacl happy ending,

only for there to be a sudden twist in events

only for there to be a sudden twist in events

and the strong female character walks away.

and the strong female character walks away.

The rose motif is emphasised through the

The rose motif is emphasised through the

use of the gradient tool in the advert – the

use of the gradient tool in the advert – the

isolated red lips on a black and white image

isolated red lips on a black and white image

draws attention to the lips and as a

draws attention to the lips and as a

subsidiary reminds the audience of the

subsidiary reminds the audience of the

romantic genre.

romantic genre.