Evaluation Question 1: In what ways does your media product use, develop or challenge forms and conventions of real media products?

My media product follows forms and conventions as well as challenging them slightly. During my planning and research I researched many videos of the same genre, such as  ‘Something’ by The Beatles and ‘Heart of the Country’ by Paul McCartney. This helped me understand the conventions of my chosen genre, which was rock (folk/psych/classic).

When analysing these videos I made a list of the conventions I spotted, which were:

• ·        Outdoor Locations
• ·        Long establishing Shots (to establish the location and show nature)
• ·        Some close ups of the person in the video
• ·        Low angles
• ·        Soft Focus
• ·        Flowy, Bohemian type clothing
• ·        Shots that last for a long time

I also noticed that none of the videos featured lip-syncing.

I followed conventions by doing the following;

I observed that the mise-en-scene in my chosen genre was very similar in all the videos I researched. They all featured an outdoorsy location which a lot of countryside-like vegetation and nature. A common editing technique used was the cross dissolves between clips, which I chose to feature throughout my video to create authenticity and stick to conventions - which creates a professional final product and verisimilitude.

There are also a lot of long shots in the videos I researched, which is to establish the location and highlight the beauty of the natural surroundings. I included a lot of long shots in the scenes I filmed outdoors. I also used a lot of handheld shots to compliment the organic, natural nature of the surroundings. Close ups were also used in my researched videos to romanticize the person in the video. As my chosen song is about an ethereal character I thought it was appropriate to include close ups, but not too many as to reserve the mystery in the character. Low angles were also common as they make the person in the video look less vulnerable and more empowered. In the lyrics for my chosen song, the writer explains how Julia is the ‘queen of his dreams’, which shows an element of power and control; because of this I used a lot of low angles throughout.

As the song has a very natural, dreamy and misty feel to it I kept the lens softly focused, even using a stocking to put over the lens at times to soften the harsh lights outdoors. It was also common for videos/films in the late 60s/70s to use this technique in order to keep their product as soft as possible.  I researched the work of many directors and cinematographers whom I admire in order to gain inspiration. Sofia Coppola and Gus Van Sant were very inspiring as directors throughout my research, as was Harris Savides as a cinematographer.

Donovan’s video for ‘wear your love like heaven’ (1967) was also a huge inspiration for mise-en-scene, as it is set outside and uses creative props which was achievable for me to recreate because of my budget. I took his idea of using long sheets of mesh, simply for aesthetic purposes. It looked very pretty and brought a lot to the video.

I didn’t however follow conventions with costumes. I did slightly, but I developed it a fraction to make it appear more modern. I started this project with the intention of purchasing costumes that look like they’re from the late 60s/70s, however this proved difficult due to restrictions such as price and being unable to find the right size for my actress. One day when looking for costumes I came across a paisley dress in Zara which had elements of the late 60s to it; which is when I changed my mind. I thought it would be more effective and achievable if I used modern takes on clothing from the late 60s rather than purchasing actual clothing from that era, as it was proving too difficult. I used the paisley dress along with a band shirt to bring a modern feel to my video and attract a wider audience.

I also took inspiration from the french movie 'La Jetee'. I really liked the transparent image of the girl with the boat behind, which I thought would look great when the boat lyric is mentioned in my chosen song.

Overall, I think my video follows conventions enough to still give a late 60s-vibe to it while appealing to a younger audience by using special effects not used in the same genre to appeal to younger audience as technology and the ability to use effects etc., has established greatly since the late 60s when my research videos were created. My use of conventions has developed because of the change in technology.

For my ancillary text I researched existing advertisements and album covers/record sleeves from the same time my song was released. They varied greatly. I did however, notice that a lot of posters used a lot of blank white space with plain black bold text. I developed this convention by creating a contrast with the bright image.

I did challenge conventions in my digipak by using  font that would've been more commonly used on modern day album covers. I did this as I thought it made the cover look more interesting and modernized it in order to appeal to a wider audience.

I also used lots of close ups of the actress which is conventional and seen in the products I researched. I kept all conventional elements on my digipak, such as the tracklist being on the back cover as well as a barcode and memorable pictures of the artist as well as a simplistic spine including the record label's logo. I also included all expected conventions on the poster by making the most important text the largest and easy to read. I also included a QR code, which is a modern way for potential audience members to be able to look up the album on their smartphone. I included the record label's logo again as it makes the product look more realistic and professional as well as informing people who are in charge of the band as each record label is associated with certain ideologies which audience members may respect or appreciate. I also featured a website and social media logos to inform people who see the poster where to visit for more information on the band. In todays society the majority of young people are using social media and a lot of people have the internet. This information also shows the band as being professional as they already have a website set up for them where people can access further information.

The release date is large and central in order to be notice, however the band's name is bigger as that is who we're trying to sell. I also included memorable song names on the poster because someone may have heard one of the songs which would push them to buy the album.

This is also used on the kings of leon poster, as well as a closeup:

I followed conventions on my digipak by including a close up on the front cover and inside, which is typical of albums to promote the artist. here is my example and an already existing product:

Mine

Already existing product:

I also kept the track listing aligned in the centre on the back cover which is also commonly seen in existing products:

A barcode is also on my back cover, however I have put mine to the side when people usually put them in the corner. I did this as I thought it looked better aesthetically and didn't ruin the background image.

I kept my spine simple like the already existing product above. I featured my artists' name and album name on the spine which is conventional, along with the record label's logo to give them credit.