Wednesday, 8 April 2015

How effective is the combination of your main product and ancillary texts?

How effective is the combination of your main product and ancillary texts?


Script 

During my A2 project, I created three main products- the music video, digipack and poster to promote my chosen singer Zarenna performing Embrace This Day by DJ PANDAMAN. The first and main product created was the music video.  It was important to me that I created a unique and different stance to dance track music videos, as during my research I did not find any that involved a storyline which was not about a couple falling in love or partying/dancing. I therefore developed the personal identity storyline which involved Zarenna, coming to terms with being an angel and singer on earth and fighting between which individual would take over. I believe this storyline was extremely successful with my target audience and this was proved in my focus group testing. The theme was understood by most and therefore created an effective response. 

During the editing of the music video I added several effects and variety of shots to ensure that it was clear that Zarenna was fighting between her angel self and singer self- I did this by several effects such as red colouring at the end when Zarenna is 'becoming the angel' and lightening effects to show the severity of struggle she is going through at that moment. For example, the red colouring of the scene represented her anger and stress- which was understood by my audience which reflects it's effectiveness to my audience.

Furthermore, I developed effectiveness of my concept through mise-en-scene. I used a wide range of props throughout and different clothing to signify the difference between the two people. For example, the singer Zarenna character wore black clothing throughout, and sometimes had facial design such as diagonal/vertical lines on her face. Whilst on the other hand, the angel wore cream clothing, with black wings and a mask. It was clear to my focus group that the two were different 'souls' however they could recognise similar features such as her hair, and eyes which reinstated that the two were the same people. I additionally used close up's of the angels eyes on a few occasions to let the audience see this. The use of props and clothing was important as at the end of the music video, both characters came together as Zarenna is seen putting on the mask, whilst wearing her all black clothing- signifying her decision as a character. 

Editing to the beat and also adding a variety of different meanings of shots was important too. For example, I have edited to the beat throughout- to ensure that the audience are kept interested- it represents the upbeat nature of the song, and the personality of the singer too. It was also key that the shots were edited in a variety of ways- this is because I wanted to keep consistency of the location when Zarenna was singing, therefore she is filmed behind/in a white background throughout- which may be quite boring if I did not edit these. I edited them in a way which created 'variety' even if they were all filmed in the same place. For example many shots have been split in to two, four screens, two scenes in one, black and white or lightening effects. My response from my focus group did not express that it was boring, which therefore proves this point effective. 

Developing my ancillary texts had to stick by a strict theme throughout and I ensured that both contained the same text, design, colour , theme and images- to make sure that audiences were able to link the two, and the music video. For example, I chose a black theme throughout both texts so that it related to the dark, dingy nature of the music video and Zarenna's character that she presented to the audience. The text I chose therefore I coloured white, so that it stood out to the audience and was the first thing they saw, which is how I feel Zarenna the singer, should be presented. The text was simple however had a unique development on the 'Z' which I believe related to Zarenna's uniqueness. It additionally created a brand image which is important for all singers, therefore I believe I added a professional touch to the product. 

The digipack- used black and white themes, however the background was white and the text was black, which contrasts against the theme of the poster, which uses black backgrounds and white text. I was not worried about this at all, as I believe it represented differences between the two ancillary texts however both used the same texts and images, which therefore could be understood by my audience. I did not alter or change any text as I wanted it to create a flow between both ancillary texts. 

The images on the digipack and poster I believe were very effective in regards to the relation to the music video- creating the biggest link between the combination of the three. The images taken for the ancillary texts were created in a way to look as if they had just been taken off the music video- when capturing these moments I ensured Zarenna had similar make up, the same top and the same hairstyle so that she looks identical to how she did in the music video- when testing my focus group, they did not question that the images looked any different to the music video - which proves that this was effective in regards to linking all three products together. 

If I was to change anything about the combination of the three, I would of found the font for the ancillary texts earlier on and edited it into the start of my music video where text is used to represent the song. I would if I could, use the font 'Dolce Vita' in the music video which would create an even stronger bond and effectiveness of the three as the text in the music video is not the same as the ancillary texts. 

In conclusion I believe that the combination between the three products is very effective and it is clear that all three products are promoting the singer Zarenna.


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