In preparation for the next stage of this project I researched the conventions of a magazine advert which promotes a new album release. The function of the advert is to: promote the album and artist, whilst also being eye catching. From my research I have been able to create a diagram of what the conventions of a magazine album is:
From this basic research I then completed further research on:
1. Types of images: Possible image of the artist, motif from the album, artists logo,
2. Key text: Name of artist, where album can be purchased, extra features in the album, reviews, name of album, optional tour dates
3. Visuals located on the page: Digipak image (usually located on bottom of advert), record label logo, where the album can be purchased logo.
Next I looked into selecting two case studies, using similar artists to the artist which I have used. The first case study is: Natasha Bedingfield. The second case study is: Katy Perry.
After weeks of work I have finally finished the Digipak. Everything seems to have gone really well in the end and so next is the Advert. Here is the finished Digipak:
Originally I had decided to develop the rose motif in the music video on the CD tray, however I was going to make the rose become a flame. However from feedback from those in my class I decided against it because it did not fit into the theme of the 'old romantic' which I was aiming for. Instead I still used the idea of the flame rose but more subtle. The record company which I have used is influenced by my case study - Sara Bareilles as her record label is Sony BMG.
My artist appears in three of the four covers as I wanted to emphasise the physical appearance of my artist as this will be her first album. The rose appears in all of the covers because the motif of the rose is significant in the type of music my artist does - in the majority of her songs have the theme of love within them. The rose is stereotypically associated with love and passion, there is irony on the lyric book cover because the rose is broken suggesting a broken relationship which links with the music video.
The china tea tray in the lyric book cover suggests the theme of tradition which encompasses the 'old romantic' theme.
As the theme was an 'old romantic' I used the back cover to illustrate this, with the front cover suggesting a sultry aspect to the artist therefore showing her versatility in music genre and themes. The back cover also has a barcode which shows that this product will want to be purchased.
The colour red is significant in all of the covers as red suggests romance, I was able to use the Gradient Map tool on the front cover to isolate the colours red and gold - illustrating romance and power or happiness this could be read as ironic by the audience as although the artist is wearing these colours her passive position on front cover is laying on the floor.
Today as a class we looked into the 5 main micro-elements that have influenced our work so far. The micro-elements are based on stereotypes which therefore allows the producer of the media product to generalise what their target audience will want however some stereotypes are not correct or are a negative generalisation over certain people for example blonde people are immediately assumed as stupid or dumb. Through the using of the micro-elements a producer of the media product can encode their media product how they wish, each micro-element has its own enigmas or criteria which can influence the encoding. The 5 micro-elements which we looked at are:
1. Use of the Body: Is it active or passive? Shape or position in the image. Style of dancing? 2. Facial Expression: describing the facial expression(s) e.g. rough, warm, smiling, frown 3. Mise-en-scene: Code of dress - items, colour, style. Props - items, colour, style. Location - geographically and more specifically e.g. club, room of house 4. The Gaze(s): Influenced by Laura Mulvey: Who is looking at who? What types of 'looks' is the person given? Locate what or where the main person's focus is. 5. How the Camera Frames the Body: Is there a focus on a particular body part? e.g. face, legs, chest. What type of shot is used? e.g. low angle, extreme close up, long shots. What is the effect of this type of shot? Once we were all familiar with the micro-elements we watched a video and were each assigned a micro-element which we would specialise in; I was in a group with Naomi the video was: Technology - by 50 Cent ft.Justin Timberlake.
In my group we were looking at The Gaze from this we were able to clearly identify how men and women are perceived, whether it follows a stereotype and if we as the audience see the portrayal of each person or character as positive or negative. Here is a mind map below of the influence The Gaze has on this music video:
From this we were able to feedback our ideas on each of the micro-elements. We then went off individually and were able to analyse our own work in conjunction with the micro-elements. I was able to create the table below based on my music video:
Tool Kit Foci:
Evidence in music video:
Meaning presented to the
audience:
1.Use of Body
Artist = active – range of locations and shots
Male= passive – close up of removing hand, low angle shot of him on
bed
Artist= audience can see that she is trying to make the relationship
work
Male = appears lazy, negative connotations
2.Facial Expression
Artist = meaningful – close ups
Male = not bothered – close up at dinner date
Artist = creating connection with target audience as they can relate
Male = increasing negative attitude
3.Mise-en-scene
Artist = multiple colour symbolisms e.g. purple = royalty/
insecurity and gloom, props rose flower motif
Sympathy for artist as the relationship although was equal is now
becoming one sided.
4.The Gaze(s)
Range of camera shots. Code of dress in suitable in creating a sense
of verisimilitude. Women are not objectified.
The female gaze on men in not sexual but negative towards the amount
of emotions they put into relationship which follows conventions as
stereotypically females are more emotive in the majority of things including
relationships
5.How the camera frames the body
Music video is from the female perspective therefore the male is cast
as the villain through the camera shots e.g. low angle shot of male
After planning for the Digipak, I have now done a photo shoot so that the editing process can begin. However due to personal reasons Corrina Suri did not take part in the photos but to over come this I have used another person (Nikki), who can be seen below to use in the Digipak. Although her physique is not the same as Corrina's, Nikki's wild hair suits the theme which I am trying to recreate.
So that the artist who appeared in my music video appears in the Digipak as well I will be editing Corrina Suri's face on to Nikki's using Photoshop. Through experimentation I will be using grey scale to emphasise the colour red - which signifies the passion and love which are themes within Corrina Suri's songs.
I decided to take lots of pictures with Nikki in different positions but also with different clothing (different dresses and shoes), although I wanted to highlight Corrina's femininity by having Nikki wear a dress.
The flower is the most significant motif within the music video and will also feature in one of the sides of the Digipak.
