Task 4- Audience Research

Task 6- Audience Research

Task 2- Audience Research

http://www.youtube.com/watch?v=HIW6zc5YLIM

Task 11- Research

The magazine adverts that we analysed were from many different genres and backgrounds of varying artists. From this research we managed to understand the conventions of magazine album adverts and what we need to do in order to produce a successful advert.  

The main conventions used in this advert where the artists name/band in big lettering usually at the top of the advert. The name of the album- also in big lettering, popular songs featured on the album, the release date, an image of the artist/band and sometimes an image of the cover of the album.

Overall we preferred the style, colour pallet and shots on the Rihanna Magazine Advert. There was an underlying theme with two main colours, which worked effectively on this advert. This contrasted with the many bright, fun colours on the Katy Perry advert, however both work well fitting into the genre of music they are trying to target. This is something we will consider when created our own advert. The genre of music will be rnb/pop, focusing on a mainstream market. For this we can effectively take the use of two main colours as the Rihanna advert did and use certain ideas such as the ‘poppy’ ‘fun’ bubble writing used on Katy Perry’s album advert.

We may incorporate an image of the album cover depending on the layout we choose, if there are too many images already and if it fits with the overall theme of the advert. On the Katy Perry advert, I feel the album cover wasn’t needed because the background and main image was busy enough. Also the album cover shows such similarity with the advert, it blended in rather than standing out.

Although the Kings of Leon advert had all necessary information, we felt the colour scheme was not eye catching enough and looked bland and boring. However it worked with the theme of the album title. The image of the album cover was used as the main image which also helped the audience easily identify the album if they come to buy it. For an audience seeing this advert and album for the first time, they may not be drawn to it, or enticed into it due to the basic/ dull colour scheme.  For the genre of Rock however this is a common feature, as ‘The Vaccines’ album also shows similarity on this.

Taylor swift, katy perry and rihanna have a sugnature font/logo that it used throughout their adverts 

Task 10- Research

Task 8- Research

Task7- Research

Advertising Albums on Prezi

Task 6- Research

Task 5- Research

Task 5 - Analysis of Good Students Work on Prezi

Bad Students Work on Prezi

Task 4- Research

Task 4 Cherly Cole Music video analysis on Prezi

Task 4 No Church In The Wild Analysis on Prezi

Task 4 on Prezi

Professor Green Feat. Ed Drewett - I Need You Tonight Analysis on Prezi

 

Geri Halliwell - It's Raining Men on Prezi

Ed Sheeran - You Need Me, I Don't Need You on Prezi

Task 3- Research

Task 3 - Star Theory on Prezi

Task 2- Research

Analysis using Goodwins Theory

The Genre of the song ‘Raining Men is mainstream pop, this is reflected in the bright upbeat tempo of the music video. Usually the conventions of a pop video involve dance routines, in a form of location and possibly a form of narrative. This was shown in ‘Raining Men’ throughout the video. The idea of a dancer auditioning and getting into a dance school was fused together using intertexuality from the films flash dance and fame. There were many styles of dance and areas of fitness. For example Geri was seen practicing kick boxing and doing sit ups. This added to the narrative and also connoted the reason for the music video, showing Geri’s new body and her personal story in terms of excising to get the body and ‘look’ she has now. Geri uses a dance studio and school and what appears to be her flat in the narrative as her forms of location. This adds to the narrative helping to create Verisimilitude. There are links between the video and the lyrics with literal links between lyrics and the Bridgette jones film that the song is promoting. For example Geri sings ‘Blonde’ and the video shows a clip of Bridgette.

The visuals mostly amplify the lyrics. Geri sings about ‘raining men’ but this is not literally. Instead saps of people flood into the dance studio at the start and remain throughout the music video to create the imagery of raining people. However there is lots of rain nearing the end with the swam of people performing a dance routine with Geri in it.

When the music changed pace so do the visuals. At the start the music is slow with a fluid dynamic Geri performs slow movements that fit with the pace. Parts of her body are shown here in sections also to set the idea of what this video is trying to promote. The rest of the dancers/people then run into the studio and dance at a fast pace matching the beat and pace of the song. Also at certain parts of the son there is a change of location at different parts of the song also there is a cut of shot on the beat and movement to match. For example Huge Grant falls into the water from a boat on the loud beat of the song.

Geri Hallowell has been sold in this music video through many ways. A particular way in the mise en scene and the costume aspect of this. She begins in a black top and black knickers. This already shows her body and creates the male gaze audience, she is displaying signs of exhibitionism here also by showing off a large part of her body, these. She is also performing difficult moves such as the splits and ballet turns, this makes her appear impressive to her audience and shows off her talent as well as showing off her newly toned body and revamped image. She also changes costume in this video into a brightly coloured top, this again is to sell herself and make her stand out, especially when she has all the other people around her. In this video the camera angles and shot types have also been used to show off the artist. There are many close ups showing her directly looking into the camera and therefore connecting with her audience, this is also done so that the audience remember the artist as she fills up the entire shot. Geri is central of most of the shots when the other people surround her, the central framing rein-forces the video is all about Geri.

Low angle shots of Geri are shown making her look superior thus enforcing that she is a celebrity.

Intertexuality is shown in this video from the film Flashdance. The beginning location and costume is similar to the film and the character in it. The narrative also reflects aspects of the film. This video is very similar to the J-Lo video ‘I’m Glad’ as the dance audition and black top and knickers is shown here too. Geri is dancing outside and in a dance school. This shows intertexuality from the film Fame.

Geri invites Voyeurism throughout this video. Her skimpy black outfit shows many parts of her body, with fragmented close ups on these areas also. Geri wants to sell her new body image and displays it very confidently through choice of outfits and dace moves. She invites the male gaze as well as gaining a female audience through her self-confidence.

The idea of looking is used in the video from the audience’s point of view and the characters in this music video. At the start when Geri is dancing at the audition, a series of dancers look appear at the window watching her, this echoes the audience watching the video looking at Geri also connoting similarity and involving the audience. The panel of judges are also watching her, but in a different way to the people watching through the window who are smiling. There is binary opposition her as these groups of people both have different reasons for watching Geri, showing she can gain a wide range of audience.

 

 

 

Case study

Background info on artist

• Was previously in Spice Girls until May 1998

• Lead single from her second album 'scream if you wanna go faster' (The song was written by Halliwell on the day of her first recovery meeting for bulimia.. - could explain her toned frame)

• Halliwell's fourth and (to date) last no.1 UK single.

• Her new ultra-thin image in the video caused a field day for the press, who came up with all sorts of ways she had achieved this - some included her reported bulimia

Background info on director

• Jim Canty and Jake-Sebastian Wynne

• The video was influenced by the films Flashdance (1983) and Fame, where the opening sequence focused on the audition in Footloose and the rest of the video was based on Fame

• In the audition in Fame, Alex falls at the beginning of her routine, but starts over and completes the routine successfully, which is similar in Geri's case, although the video starts with that audition sequence, which then leads onto life at the dancing school, such as the dancing classes like ballet and spontaneously dancing in the middle of the school

• Jake-Sebastian Wynne

◦ After leaving University he began running at Rushes Post Production House and learned how to cut on non-linear editing systems. After working his way up through post-production and editing award-winning commercials and promos at Final Cut in London for the likes of Robbie Williams and the Spice Girls, he joined up with fellow school chum Jim Canty to direct a video for Sony Music's Nojahoda in 1999. The result was a fantastic urban epic, 'a bit like film noir meets 'Blackcurrent Tango' meets 'Like a Prayer' (Shots 1999).

◦ 1999 and 2000, they made videos for Super Furry Animals, The Bluetones, Granddaddy and others, and won the Best New Director Award for 1999 at the Music Week Creative & Design Awards. They continued to direct videos through 2001 for artists including Stereophonics, Catatonia, Feeder, Paul Weller, Spiritualized and their first foray into pop with two videos for Geri Halliwell including “It's Raining Men”.

In August 2001 they began to work on commercials, directing spots for Mother, BBH, TBWA and McCann-Ericson (Magic Hat). Commercials have included Observer Sport Monthly, Nescafe, PlayStation, BMW, Nike Footlocker, Abbey National, Strongbow, Kelloggs and a worldwide campaign for Vigorsol/Mentos.

In December 2006 Jake & Jim went their separate ways to explore new projects

Camera work

• Start -

◦ tilts up her body from her feet to her waist, but doesn't show her face - want to keep this hidden as a surprise? She was a bit bigger before - new image

◦ Before she dances there are close ups of the grama phone and her feet - but not her - suspense and two shots of the judges reactions - look quizzical - suspense

◦ Close - ups and midshots of her dancing - still her body not her face - still unsure - emphasise the fact that she's lost weight

◦ Close - up on the vinyl skipping and then a close up on her falling - judges check to see if she's ok - looking down on her - role in society?

◦ camera tilts and pans according to her movement - movement of dance

• Starts singing - tilts up to her face - emphasises its her and that all attention should be on her

• Cuts to doors where a boy is watching her - more and more people come

• Shots of the judges mooving and tapping their feet

• When the people do come in = midshot but close up on Halliwell still

• Pans the dancers

• Constantly cuts back to Halliwel in an orange top - close up

• In classes - camera tilts and follows her - class are in the background

• One instance - blue jumper - camera is looking up at her and others on the stairs - powerful eyc

• Dancers long shot/ mid shot with pan - emphasises dance + them having fun

• Close ups of her working - running in class + sit ups out of it - mid shot - can see a dog - audience can relate - likeable

• Long/ mid-shots of her doing ballet - discplined + when she finishes class - others run out after her - happy at the thought that they had finished

• Close up shots when she's punching

• Midshot of her running out of the school

• Mid/ close ups of the dancers

• Ariels shot - show that everyone is getting invloved

• Close ups on the people in the appartments

• Midshot of her on a cloudy sky - low angle shot - powerful - taking off her coat when it's about to rain - fear less - 'look at her' - damanding attention

• Close ups of her dancing in the rain - having a good time

• High angle shot of them dancing - cuts to close ups of her dancing and at the end it tilts up her

• Ballet - tilts when the man moves her

◦ Close up of her feet on tip toes

◦ and her face when she's doing it wrong

• Selling the artist

- Changes in costumes

- Use of close up

- Central framing

- Showing off her ‘talent’

- Selling Geri’s new image

- Directly looking at the camera – grabbing attention

- Low angle shot – makes her look superior

- Disciplined – ballet

- Mise-en-scene – brightly coloured clothes – youthful + energetic – red – anger etc

Narrative

• Starts as an audition - looks like it's going wrong, but then it's ok - she's good even - can tell this because the judges are enjoying themselves and lots of students are watching her. Cuts to life at the school (assuming she's got in) and we can see her doing ballet classes and doing school stuff like hanging out by her locker and in hallways - late for class. In another class she's running and by herself she's doing sit ups and boxing - dedicated outside school. Then at the end ( when school's fininshed for the summer) she and the rest of the school run out to the street where others watch in amusement. It starts to rain, but they are still having fun.

Representation

• Silly – beg – fails – good – does well – challenges stereotypes – part of girl power

Voyeuristic

Exhibitionist

Popular

Fun – doesn’t need the other spice girls?

Similar hair cut and colour to bridget jones - similar personality?



• 

 
Goodwin’s six points


 
Voyeurism

- Geri’s new body image – exhibitionism – invites voyeurism

- Fragmentation in early sequence

Looking

- Structure of characters looking at her

- Echoes ‘gaze’ of viewer

- People looking out of windows at her = smiles on their faces


Video style and iconography

Goodwin’s six points

Mise en scene

• Begining - top and kickers - like in flashdance - iconic - voyeristic/ exhibitionist

• Wears lots of sporty clothes - suitable for dance

• Ballet - tutu, shoes

Editing

Interextuality/ voyeurism

Analyse using Andrew Goiodwin and Laura Mulvey’s male gaze

 

 

 

 

 

Task 1- Research

What is a music video?

• Has specific conventions
• Last the length of the song
• Features the artists (not always)
• Can tell a story
• Needs to be visually interesting/memorable and worth repeating views

What is the purpose of a music video?

•         Entertain- Gratification
•         Advertise
•        Promote the artist
•         Enhance the meaning/understanding/story of the song
•        Encourage people to listen to the song
•         Connect with the song when listening
•         Helps to sell the song and make it memorable
•         Financially, better to have music video-increase selling figures
•         Creates reaction- talking point, social interaction

What are the conventions of a music video?

· Language used

· Camera angles:

· Close up- lip sinking, emotion

· Establishing shot

· Mid shot

· Long shot

· Camera movement:

· Tilt

· Pan

· Tracking

· Crane shots

· Mise en scene:

· Representation

· Location

· Hair/make-up/clothing- Influence on the audience, colour connotes moods and feels

· Props – Adding to scene, creates emphasis

· Lights

· Editing:

· Post production

· Shots

· Transitions- Fades, Dissolves

· Sinking music with miming

· Lighting:

· Artificial lighting

· Natural

· Sound:

· Vocals of the song

· Story told- short film

3 types of music video genre

· Stadium performances

· Studio performances

Location performances

 

 

 

Methods of Analysis

• · A relationship betweem the lyrics and visuals (illustrating, amplifying or contradicting the lyrics)
• · A relationship between music and visuals
• · Particular genre may have their own video style snd iconography
• · A demand from the record company for lots of close-ups of the main artist
• · Artists develops their own star iconography in and out of their videos
• · Refrence to voyeurism (screen within screen, binoculars, camers)
• · Intertexual references

Blumler and Katz-Uses of Grarification theory

John Stewart – music video has the esthetics of a TV commercial, Visual reference, incorporating, raiding and reconstruction, More access to the performer than a stage

 

 

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