One convention the

three products each

have in common is the

use of a black and white

filter. This helps to rep-

resent the R’n’B genre.

R’n’B songs are consid-

ered to be depressing,

sad full of negative and

depressing emotions.

The use of a black and

white filter suggests

depression and sorrow,

therefore meeting the

emotions that the R’n’B

genre conveys. Because

of this, the genre of

R’n’B is represented to

the audience. Whilst it

isn’t stereotypically

R’n’B it suits the song

(as the song isn’t a stere-

otypical R’n’B song) and

therefore successfully

represents the emotions

and meanings of the

song. Perhaps more

shades of grey could

improve this as more

grey would mean more

depressive elements

and would represent the

song even more effec-

tively.

Another convention the

three products have in

common is the use of

bright lighting. This is

representative of the

R’n’B genre. The bright

lights suggest the after-

life which suggests

death. Death is a com-

mon theme and idea

expressed in R’n’B

songs. The bright lights

therefore convey this to

the audience. This could

be more effective if the

light was less grey,

more white and bright-

er as it would give bet-

ter, stronger and more

meaningful connota-

tions of the afterlife to

the audience and would

increase the negative

emotions they feel and

would be more effective

at portraying the genre

to them.

The final code and con-

vention the three prod-

ucts have in common is

through the use of the

macro element of cam-

era shot. In particular

the use of close up. The

music video contains

lots of close-ups, whilst

the main photo on both

the digipack and the

advert is a close-up.

This represents the

R’n’B genre because

stereotypical R’n’B prod-

ucts use many close-ups

of their artist to signify

their importance and

status. Using lots of

close-up in mine con-

forms to the genre and

therefore portrays it to

the audience in a clear

and successful manner.

Overall I do not think

my three products give

clear stereotypical rep-

resentations of the gen-

re. Looking at the three

products it is difficult to

tell that they are R’n’B

products. This is howev-

er, not a bad thing. I

was aiming to represent

the song and an artist to

go with the song and

not a particular music

genre. All of these ele-

ments are effective and

successful at represent-

ing a depressing, mean-

ingful and emotional

song because the con-

ventions I have applied

are being used in a de-

pressing, meaningful

and emotional way.

This is better and more

true to the actual song

which has far more sig-

nificance than genre.

Representing the song

could be improved with

more tones of grey and

brighter lights to make

it even more depressing

but apart from that I

feel it is a good, strong

representation of the

song across all three

productions made.

How have Codes and

Conventions been used to

portray the same genre across all

three products?