Evaluation Question 3

 

 

Final Print productions

CD Front cover  

CD Back Cover

CD Inside panel (left)

CD Inside Panel (right)

Magazine Advert

Audience Case study

Audience case study from Alice Western

UPDATED Evaluation and feedback of print productions drafts

Print production draft evaluation from Alice Western

UPDATED Audience profiling (AW)

Audience profiling from Alice Western

UPDATED Inter-textual references (AW)

Intertexual references from Alice Western

UPDATED Goodwin's Theory in music videos

What is Goodwin's theory? Andrew Goodwin's theory helps the audience identify 6 key conventions of a music video. He stated:

• There is a link between the lyrics and visuals - either illustrative, amplifying or contradicting? 
• There is a link between music and visuals (through beats and editing in time with the pace). Goodwin also mentioned that visuals are commonly repeated within a chorus to emphasise lyric and beat repetition. 
• The record label demands close up shots of the artist (protagonist), making them stand out amongst other actors. The artist may develop motifs which recur across their work. 
• There are often intertextual references (to films, TV, other music videos etc) 
• There is frequent reference to notion of looking (screen on screen, making the audience feel involved as if they know the artist)
• Music videos demonstrate genre characteristics

Applying Goodwin's theory to music videos

'Bros' by Wolf Alice includes a variety of Goodwin's points in the music video. The narrative and visuals of the video closely relate to the lyrics, for instance the first verse says 'Shake your hair, have some fun' and 'Oh, theres no one that knows me like you do'. The video showcases two young girls (perhaps sisters?) who are running and climbing around in the countryside, laughing and smiling. Their facial expressions, the deserted and natural atmosphere that surrounds them and the close up camerawork of the characters, reflects their positive and strong relationship as if they do not need anyone else. The pace of the music also relates to the visuals - in the third verse, the intensity of the drums drops whilst the camera focuses closely on the faces of the two characters, making the viewer focus on them and understand their connection. As the pace of the music begins to progress faster, the video cuts with

shots from different scenes earlier in the music video. Instead of including close up shots of the band, their identity and relationship with one another is an inter-texual reference which is embedded within the girls, who both act as the protagonist/star image. This challenges Goodwin's point about a band being the main subject of their music video, so the ideas he came up with do not apply to every music video. Although 'Bros' does not include notion of looking, it gives a a secret insight into their relationship that the viewer can relate to on a personal level. 

The visuals of 'Summertime sadness' by Lana Del Rey, on the other hand, does not include many obvious references to the lyrics. Whilst she says 'I got my red dress on tonight', Lana is wearing a white dress. Red represents lust and white represents purity and delicacy, so perhaps Lana wants to be wearing red and 'feeling alive' like she sings, but 'summertime sadness' has prevented her from doing so. Therefore, the song title and lyric 'summertime sadness' is possibly the most noticeable reference to the visuals because Lana is displayed as being on her own and looking sad throughout the video. Additionally, the lyric 'I'll miss you forever' links to the nostalgic footage of Lana being happy and having fun. Unlike 'Bros',  'Summertime sadness' includes notion of looking so the audience feel sympathetic towards Lana. Her music is attributed to many styles, but the warm colours, light leak and film effect fits into the slow,soothing pace of the song and the dream pop/baroque/indie genre.

The points Goodwin came up with are not the only reoccurring features of music videos. Shown below are some other conventions:

• Miming/lip syncing
• Multi image - where the screen splits into several images at once
• Slow-motion with lip sync
• Chroma Key/green screen

Music Video

UPDATED Narrative Structures of music videos (AW)

A narrative structure consists of two different things - the content of the story (Narrative), and the form used to tell the story. Typically, the narrative is effected by a style of narrative that causes a dilemma/turning point. There are many types of narrative structures that are used within music videos, and the each of them are explained and analysed in the PowerPoint below.

Narrative structures from Alice Western

Which narrative structures/techniques am I using for the plot of my music video?

My music video will possess a non-linear narrative, as it will begin with a flashback of an unknown person (Katy) putting the soluble in the drink and Cody drinking the liquid. It will move forward to the present day but will later move back to the scene based in the past where Katy's identity is revealed behind performing this action, and the mask. These scenes will be the 'dream sequences' prior to the present narrative.
Additionally, my music video symbolises the rollercoaster of love, and will display Cody and Katy as binary opposites until the end of the video, because the characters feel differently about each other. (Please look at my evaluation questions where the plot of my video is explained more in depth).
A single strand narrative will flow throughout my music video. The camera angles and the effects will give an insight to the audience how Cody's character is viewing and undertaking his surroundings, as there will be shots that capture him looking confused and the ghost effect will be projected on Katy's character throughout. This will make Cody's character the focus and Katy's Character portray the enigma (until she is found), but because she will be the subject of 'the chase' also, her role within the plot is significant.

Climax/Cresendo: A build up of tension to a breaking point

Enigma: A mystery

Circular Narrative: Covers full circle back to beginning

Multi stranded Narrative: Multiple stories within a video

Convergent narrative: 2 narratives within

Interweaving Narrative: 2 stories muddled together

Impressionist Narrative: Rough idea as what the lyrics are about

Flashback/anecdotal: Referring back to the past

Flash forward: Hypothetical future

Real-time: Present day

Reversal: A change to an opposite direction

Dream sequences: Setting apart to a brief interlude from the main story
Repetition: Repeated motifs

Ellipsis: The exclusion of an obvious part of the narrative or hidden for a narrative purpose
Use of captions/subtitles/text: Helps viewers who are deaf to follow the dialogue, as well as giving information about the narrative
Script: Written form of speech that the characters/narrator say - often found in an intro of a music video
Use of Images/photos to tell the story: Helps the nostalgic tone, as photos have connotations of memories
Pre-echo of events that have not yet taken place: Events that are yet to happen

Fonts

 Shown in the examples above, the fonts of CD covers belonging to the indie/alternative genre are quite diverse - any font can be applied if it matches the design. However, a large majority of them include san serif fonts that are easy to read, highlighting their minimalist style. Additionally, the fonts on posters advertising indie/alternative CD's are normally the same as the ones on the CD covers. It is common for albums and adverts belonging to this genre to have different fonts for the headings and main text - the titles are displayed as being decorative so they attrract their target audience.

Although the song chosen for my music video contains elements of rock, I feel as though the theme and narrative of the song is not suited for this dramatic font. I get the impression from this  font that it would be more applicable for a CD cover & advert belonging to the heavy metal genre. The harsh, scratchy looking appearance would match the conventions of this genre as it involves sinister and rebellious approaches towards mainstream music, as well as indulging a gothic theme. My chosen song is quite the opposite of this as the beat and pace is far more relaxed than heay metal, so including this font within my print productions would not be suited to the mise-en-scene and narrative. The font does not have a fixed pitch, which can make it tricky to read.

This font, 'Painter', could be included in my chosen genre if it went alongside a minimal/flat and colourful design. The serifs of the capital letters (e.g. the P) are curled, making it look slightly psychedelic. Although I want my print productions to contain elements of the psychedelic appeal, I see this font as being old fashioned because it was commonly used in media productions as credits in the early 1900's. Consequently. this is does not link to the aesthetic of my print productions because I want them to look modern and without detaik/shading.
Excentric fonts can be tied to indie songs like mine, but including these type of fonts means I am showing how the ones suited for my genre are limited and subjected.

These three fonts shown on the right are currently my top three favourite. Visually they would look better next to my design than the fonts previously discussed, because they would not add complexity to the overall look. 'Handwriting' is my favourite font so far because its handwritten look would match well with my hand drawn illustrrations for the CD covers & advert - using a font that looks obviously digital may clash with this. Also, its sketchy and non-unifrom appearance reflects the male character's perspective in my music video, as through his body language and effects he is displayed as being bewildered and disarranged. I feel as though the other two fonts can be applied to my print production, shadowing different interpretations. 'Universal Accreditation' can be interpeted as being slightly psychedelic because of its tight and fixed pitch. 'Aliens and cows' looks filmatic which matches the aesthetic of my cinematic music video.

To summarise, 'Handwriting' is the font I will be using for the headers of my print productions. I will use it for the back cover as well as the front cover of my CD cover because I see the songs as holdinh significance so they should be shown in a noticable manner.

Storyboard (KA)

SHOT TYPE
 1. Shot from behind Katy's shoulder- wide angle, can see cody in bed and glass on table next to bed.
2. Close up shot of glass and 'tab' being put into glass, also includes shot from above glass.
3. Close up shot of cody's hand taking glass. 4. Shows cody drinking from glass, putting it back and then looking at his hands. this is a mid shot.
5. Close up of window frame.
CAMERA MOVEMENT 1. Possible zoom in on glass/katy- cut or pan to Cody.
2. Static shot.
3. Static shot.
4. Pan out to show cody as well as the glass. close up to more of a mid shot.
5. Shot zooms to become a close up.

DIALOGUE
1-5:  No dialogue.

NON- DIEGETIC SOUND
1-5: The only sound present is the soundtrack.

LIGHTING
1-5: Natural lighting.

SHOT TYPE
1. Mid shot - shows cody's upper body after panning out from square light (close up.)
 2. Mid shot of both characters.
3. Long shot - shows both characters in full and their surroundings.
4. Mid shot.
5. Zoom in - becomes a close up.

CAMERA MOVEMENT 1. Starts with pan out. then becomes mid shot (static.) 2. Static. 3. Static with several cuts. 4. Static mid shot. 5. Zoom.

DIALOGUE 1-5: No dialogue - cody says 'What the F***' under his breath.

NON- DIEGETIC SOUND 1-5: The only sound present is the sound track.
LIGHTING- 1-5: The lighting present is mainly natural.

SHOT TYPE                                                           1. Close up to mid shot.                                2. Long shot - shows mostly background                                                  3. More of a mid shot.                                  4. Same as shot 2.                                       5. Mid shot                                                    6. Mid shot to close up (zoom.)                       CAMERA MOVEMENT                               1. Zoom.                                                        2. Static.                                                       3. Static                                                         4. Static.

5. Static.

6. Zoom

DIALOGUE

1-5: no dialogue present.

NON- DIEGETIC SOUND

1-5: The only sound present is the sound track.

LIGHTING

1-5: The lighting present is mainly natural

 

 

SHOT TYPE                                                1. Fairly long shot, changing angles with cuts.                                                              2. Same as 1.                                                3. Long shot of door frame.                           4. Same as shot 2/3.                                     5. Mid shot of door/cody.
CAMERA MOVEMENT                                 1. tracking shot.                                             2. 5 static shots.
DIALOGUE 1-5: No dialogue present.
NON- DIEGETIC SOUND                             1-5: The only sound present is the sound track.
LIGHTING

1-5: The lighting present is mainly natural

SHOT TYPE
1-4.  Mid shots. Taken at same angle etc.
 5. Long shot.
CAMERA MOVEMENT
 1-4. Stationary shots.
5. Tracking long/wide shot.
DIALOGUE
1-5: No dialogue present.
NON- DIEGETIC SOUND
1-5: The only sound present is the sound track.

LIGHTING
1-5: The lighting present is mainly natural

SHOT TYPE
1. Long shot
2 Mid shot- can see Cody's top half of body. 3. Long shot
4. Mid shot
5. Close up of mask.
CAMERA MOVEMENT 
1-5: Camera is stationery.
DIALOGUE
1-5: No dialogue present.
NON- DIEGETIC SOUND
1-5: The only sound present is the sound track.

LIGHTING
1-5: The lighting present is mainly natural (SHOT 6 IS A 'FLASHBACK WHICH USES VARIOUS SHOTS FROM THROUGHOUT THE VIDEO.)