Question 2How effective is the combination of your main product and ancillary texts?

Introduction

•I will be analysing my two print productions to discover how coherent they are to each other in creating a

recognisable hose style.•I have looked into each product separately and then combined my

thoughts in how I feel both my ancillary products and the music video share a

coherent house style and characteristics.

My Advert

Background: using house style colours. I created this background on Photoshop using a brush and eraser tool of Black (#0c0c0c), Grey (#737373) and white (#ffffff). I also used the same red stripe identical to the back panel on my digipak showing they are coherent and as part of a package.

Text from ‘Dafont.com, all text in ‘The quick monkey.’ I layered the font using three colours, red white and black to create my desired effect. All are uppercase and do not have a distinct baseline or cap-height, making it feel ‘handmade’ and quirky.

Main image of the three guitarists with the lead singer at the front, showing he is the ‘main’ focus of the band.

Posture and Posemics: They are jumping in the air showing ‘band’ and ‘performance’ characteristics.

Business logos: a main convention for advertisement

Silhouette to show the drummer is not a main feature of the band

Visual themes : Coherent to the digipak connotations of ‘young band’.

Costume: stereotypically ‘alternate’ clothes worn by youth to represent them as teenagers.

Visual aspects: The use of the moon I created, showing elements of ‘young’ and ‘homemade’ reflecting the ‘Late Nite’ element of the band name.

My digipak

Costume- stereotypically, ‘everyday’ clothes which fit in with the genre of music we were working in. Hoodies, jumper, retro t-shirts, fringe hairstyles.

Artificial lighting gives the digipak a ‘polished effect’

Text: font from dafont.com- ‘The quick monkey’ used through out both the digipak and advert.

Background: using house style colours of Black (#0c0c0c), Grey (#737373) and white (#ffffff).

Props- use of the guitars to connote they are a rock band and hands on with the music.

Visual aspects: The use of the moon I created, showing elements of ‘young’ and ‘homemade’ reflecting the ‘Late Nite’ element of the band name., (#e6fe14)

6 panel layout- a generic convention researched

What is My house style?• Quirky outgoing, decorative font which connotes the sense of

‘excitement’ which is used throughout both products.• Bright colours, especially yellows and reds, used in the moon

and the red stripe used as a background highlighter. • Coherent costumes, ordinary but stereotypical clothes, worn

by the audience profile of my products including hooded tops, branded t-shirts, ‘authentic’ looking jumpers, with fringes covering the face, often known as ‘emo.’

• Consistent background used throughout, to further the sense of teenagers having fun and they are enjoying the limelight, with artistic background, and not taking anything seriously.

• Similar postures throughout, such as the jumping poses which was used in both advert and digipak. Using the same body language, showing the emphasis Matt puts into the music shown through both the print production and the video.

• High form of artificial lighting, to make the productions seem more professional and high in entertainment.

Branding- LogoI spent a while developing my bands name

logo, as it had to represent the band themselves and the music which they produce. I used dafont.com and downloaded several fonts which I thought would be ideas for this which would connote the same sense of enthusiasm and quirky feel which I was hoping my video would pursue After collecting feedback from my focus group about the texts I had decided would fit the genre , I decided to use ‘the quick monkey’ (bottom on the right). I then developed this logo on Photoshop to make it more interesting to the eye of the audience, and not just leave it plainly black. I wanted to add some character to it, so the audience would be able to recognise it as something unique and refers to the bands image. I duplicated the text

twice more and changed one to white (#ffffff) and red (#c45e5e), rebellion colours connoting teenagers. Using the layering technique on the program, I was able to layer and move each text , to add more colour and style into the design. You can see the elements of all three colours being used, with the black as the conventional main colour to stand out above the brightness of the images. This layering also adds a little bit of a 3D shadowing effect to it, to make the whole album seem more enthusiastic and represent youth as rebellious.

Are both my ancillary products Coherent?I think my work does have a coherent house style as I consciously ensured

that both the digipak and advert complimented each other to show a visible recognition between the two. I used the same font throughout both products, with the uppercase layered effect in the 3 house style colours, black white and red across both pieces. Furthermore I used the same three band members in similar poses and positions, using the same costumes to further this coherency. Therefore it seemed logical to use the silhouette I created in replace for the drummer, to show he is still part of the band, even though he is unrecognisable as a person (due to complications with permission). I also used the same mono-colour background on both; 4 digipak panels and my poster, which started to build up my house style as a young band with bright colours and patterned backgrounds to entice their audience. I also used my visual image representing ‘Late Nite’ of the moon in both products as I felt it was an important requirement which made these two products unique to others I researched, as it has the image from the band name as a sort of logo.

Music Video- Image 1

Natural light which is fresh and bright, connoting a enthusiastic video.

Visual aspects: The main actors made apparent straight away with a direct address to the audience..He is situated in the middle of the frame, showing he is the main aspect. His lip-syncing to the words ‘Hey guys’ are the first words he says which directs straight at the audience, through his direct contact by looking into the camera. The overall look given is similar to my digipak and advert. Similarly the costume is very similar to those used within my digipak using the same form of a hooded top with a fringe sweeping across his face, connoting a teenage feel and connecting with the target audience.

Camera angle : mid-shot / close-up of the lead singer, which is something we were influenced by from Justin Bieber’s ‘Beauty and the beat’

The colours don’t seem to be as bright as I have used in my digipak and advert. They seem to be neutral and notated around green variations, therefore I don’t think it initially targets a young audience.

Music Video- Image 2

Similar costumes of everyday ‘alternate wear’ to what my models were wearing on the digipak- initial reference back to here.

The jumping in the car, could be a visual reference to the jumping on my digipak and advert as the main focus, showing some coherency of posture and movements between still images and the video.

Natural lighting- making it fresh and seem a natural occurrence

Again, quite neutral colours are being reflected in this location, therefore not showing a visible link to my brightly coloured ancillary products.

Nice bright blue sky to connote the energy in the video, which is a typical convention of many outdoor videos.

Music Video- Image 3Natural lighting. It does look very dark and dingy, which is something we did not pick up on when we were filming. We did try out other methods of artificial lighting, but none of the lights we had made any effect on the performance at the time. We are not happy with the lighting at all, and the lighting is bright in my digipak, therefore breaking this coherency of the two media products.

Costume : very similar everyday clothes, connoting teenagers which I also used in my print production. The same clothes which I used in the car scenes before the narrative and performance comes together at the end.

Posture: Matt is getting into the music, and using some of the forms of postures from our research into other music videos. He is the only one in the frame, making him the focal point, and putting all his enthusiasm into what he is singing. I used a similar still image of these postures on my digipak to connote the enthusiasm of the singing. However I feel that he is being more enthusiastic on the print production than he does in the video, nether the less it shows coherency by using similar forms of posture in both my media texts.

Music Video- Image 5Costume: outgoing, normal everyday clothing associated with this type of teenager for the genre of music I am working in.

Visual relations: same electric lead and bass guitars used in the video as the ones down throughout my digipack and poster.

Effect: split screen effect of three panels, with each guitarist being the main focal point of each separate panel. This effect of the split screen was something we were influenced to use through a video we looked into during production to add more charisma and an interesting style to the video.

Lighting: natural lighting, which does look slightly dark and dingy. We used ‘brightness and contrast’ to try and boost up the levels more to try and make the lighting seem more bright and fresh.

Mise-en scene of a band set up outside a house with the full kit. The drummer is present, but has no close ups like the other band members, as he is not featured as a main member in the digipak.

Music Video- Image 6Costume: everyday wear, which is something we showed right through the video, to allow them to look as natural as possible to connect with the audience. In this shot, the model is wearing an identical jumper to the one he is wearing in my digipak design, just a different colour, using grey instead of blue.

Natural lighting, with a blue sky, which is conventional of an outdoor filmed video. Bright setting to empathise the pace of the music and the energy of the video.

Bright colours of yellow, red, and blue used in the fence, which also correspond to the colours used in one of the panel on my digipak for the four separate backgrounds.

The document was flipped, this text would say ‘Late night reading’

Posture and proxemics- Actor walking through gate and off camera.

Music Video- Image 6Natural lighting , which now looks very dull and dingy, something which we wished we avoided. We attempted to brighten the clip up by using the ‘brightness’ and ‘contrast’ and make it seem more light.

Costume : again everyday ordinary clothes, which are the same ones used in the car element of the video. The separate performance and narrative come together at the end.

Props- musical instruments, cables, microphone and amps, set out like a proper performance which adds to our mis-en scene of the frame and the meaning of the song- singing outside the girls house.

Posture and proxemics: band playing the music in a performance manor.

Guitars: These are a visual relation to the guitars used on my print productions, further showing the coherency between the two media products.

Posture: jumping movements which adds to the energy of the video, and the jumps are on the beat which allows the video to run more smoothly. There is also the visual relation to the advert and digipak where all three band members are jumping, which is reflected here where Brandon is jumping in the air after Matt does not.. Showing an entropic twist.

Is my video consistent?After analysing my video, I feel that there are aspects which are coherent within itself, and other aspects where it seems not to be. This coherency is mainly due to the fast paced editing which we have kept consistent all the way through to reflect the pace and beat of the song. We also tried to use the same style of ‘normal ordinary’ clothing costume on the cast which corresponds to our main target audience of ‘alternate’ teenagers. The feel of determination and rebellion is shown throughout with the road trip all the way through the video.

However the lighting is not coherent all the way through. There are some elements where the natural light is really bright and reflects to the pace of the music in the way we intended. Other clips were really dark and dingy, which did not reflect the whole mood of the enthusiasm of the video, and made it harder for the audience to watch. It did not reflect the true spirit of the music, however this dingy lighting was more coherent that the bright lighting, which is something we did not intend, and are quite disappointed with. All the different camera angles also seem to have different levels of lighting, which makes the video seem distorted and not run as smooth as it should of done. We tried using the brightness and contrast to alter these levels to try and create consistency, but this seemed to make it worse, not better.

How coherent are my print productions and video together?

The colours used in my print production and main video are very different to each other which gives both media products very different feels I have used bright colours, of reds and yellows with bright photography lighting to show the professionalism in my work. Whereas with the video, the lighting is slightly dark which does not give the same professional feel, and makes it seem more homemade, therefore showing some incoherency between the two products.

Props

How coherent are my print productions and video together?

A big element which makes both my products coherent and recognisable as a joint marketing package is through the use of props, especially the guitars which has built up part of my house style. In the Photo-shoot for the images to use in my digipak, I took a variety of pictures, using my own DSLR of the cast playing their instruments of guitars and bass guitars, all of which were different, making each band member unique. I made sure I included some of these pictures on my digipak to ensure that it was recognisable as a band who played their own instruments, and performance is more important within the genre. These guitars are very visible throughout my digipak, connoting this performance orientated band. Throughout the performance scenes in the video, the band are using the exact same three guitars as they perform the song. This makes clear visible links between the digipak and video, as I have use consistent props throughout both media products.

How coherent are my print productions and video together?

My digipak focus’ on the performance area, which is a big convention in this genre. This performance is taken away

within the video, as I feel we have included more of a narrative than we necessarily needed and I think we

should of focused more around the performance of the band with little less of the story. I think we may of chosen

the performance over the narrative, if the lighting from our performance shoot was bright as we were not happy with the results we had, but did not have the time to go

back and re-shoot. The enthusiasm the boys put into the performance was excellent, so it is a shame we could not incorporate more of the performance into the video, but the elements we did use we think work really well to the

music with the lip-syncing being the main redundant convention, used extremely well to the

lyrics. It was essential that due to our research we used as much performance as we could, so we saturated the video as much as we could with the good

shots and angles we filmed which the lighting was decent in and fitted them to the music and beat, using the razor

tool to make it more exciting and snappy.

Posture

How coherent are my print productions and video together?

In both my ancillary and video I have tried to use a same sort of posture used by the cast. My advert in particular focus’ on the boys jumping in the air with the guitar. Since I used this image, I thought it was important to incorporate the same style of jumps and posture in the video, to show the recognition between the ancillary jumps and the similar jumps used in the video, this is to show my two products are coherent in the same media package, through other characteristics than just costume and colour.

Hypothetical Improvements

• Lighting was a really big issue when it came to our music video, and each clip looks slightly different. We filmed on different days so it doe not look coherent that the car and park days are really bright, whereas the performance is dark and dingy. I think we could have taken more stronger lighting to the location to brighten up the surrounding area and the performance as a whole.

• I think we could have used more jumps in the performance to reflect my digipak images more, making the two products more coherent.

• It would be ideal if we have included more fractional clips of matt and lily together to help anchor the narrative to the audience, as we were fed back that it was quite unclear, however this could encourage the audience to re-watch the video.