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Clare Hanington A2 Media Evaluation

A2 Media Evaluations


In what ways does your media product use, develop or challenge forms and conventions of real media products?

Traditionally, media texts have followed rigid definitions of categorisation, however in a postmodern age, the task of defining these conventions has become problematic. You may now argue that each individual artist carries their own genre and conventions. For example, Lady Gaga. She is an extremely unique artist that has not only a sound, but also a look of her own which could suggest a ‘Gaga genre’ exists. Within the industry, there are typically 3 models of music video that are created; performance, narrative and conceptual. Before creating my music video, I had to consider which of the three models I wanted to place my video in and also whether I wanted to use, develop or challenge the conventions of the model. With regards to genre, I feel that

Clare Hanington

Kodaline are similar to Lady Gaga in the sense that they have their own genre. With alternative rock bands, an audience would typically expect to see a live performance music video, however, Kodaline challenge this form and mainly create videos highlighting an issue through a narrative. For example, in ‘All I Want’ the audience follow a linear narrative of a man with a facial disfigurement and what he has to go through every day. I think this is an extremely effective style of video and therefore wanted to use conventions of Kodaline’s videos within my own. Although I have not follow such as socially challenging storyline as this, I still wanted to create a sense of sympathy for the character and portray a high level of emotion through the narrative. The circulate narrative of my music video highlights the life of both a male and female performer who were dancing partners in the 1950s. The end scene ties the video together as we see an older lady sat within a modern day household watching her and her partner’s dance routine back on the

television. The indexical sign of the photo frame next to her is what informs the audience of their past relationship. This relates to Andrew Goodwin’s theory of the six elements that all music videos have; one of which being that all visuals illustrate the lyrics: “a love like this won’t last forever”. In terms of representation, I wanted to create the running themes of love and nostalgia within my music video. To do so, I had to focus heavily on Saussure’s theory of signs. My main focus within the planning stages was the mise-en-scene elements to ensure it demonstrated my intention of reflecting the 1950s. Firstly, the iconic signs of their costume; I dressed the male in a shirt, with pinned trousers, braces and a bow tie. Similarly, the female was dressed in a navy, white polka-dot dress with character shoes; costume will work as signifier informing the audience of the time period. Moreover, in order to further the theme of love and nostalgia, I got the female to wear red lipstick with a clear expli-


cation of this through the close ups of the application. Symbolically, it is purely red lipstick however the connotations of the colour red would create an indexical sign of love and lust which audience’s would notice based upon their own cultural reference points.

Goodwin also stated that within a music video, the music and visuals must intertwine one another; as I decided to use an acoustic version of During the editing process, I the song, both decided to edit some footage the harmonics and the voice so it would play backwards. are much slower and create For example, at the very bea calming, soft atmosphere. ginning as the female is tying Whilst filming, in order for the up her dressing gown, when visuals to fit with the music, I it cuts back to this shot, it is used slow, flowing movements now backwards. Although this with minimal movement; this all visuals illustrate the lyrics: effect was “a love like this wont last forever”. crewould be hard for an audiated successfully using the ence member to notice at first Shouldermount. This way, all glance, it subliminally informs of the shots aren’t static but them of the idea of turning still do not act as a distraction back time reflecting the narra- from the visuals. Similarly, durtive. Furthermore, nostalgia was not only represented through the circular narrative but also through the ongoing theme of photographs within my music video, digipak and poster. Within my music video, the photograph at the end is the most essential sign to ensure audience’s uning editing I slowed each clip derstanding of the video. The of footage down by 50% which images used for my digipak again made the video look and poster also reflects nostal- very smooth and fitted with the gia and the 1950s era as they pace of the music perfectly. are all in the form of a PolarSlow motion used in the same oid. This suggests the idea of way can also be seen in Kodmemories and looking back aline’s video ‘High Hopes’- the on the past as Polaroid’s are effect of slow motion within not so widely used in today’s this video allows an audience society. to look more closely at certain shots that the director deemed

to be the most effective. For example, the bride running down the hill towards the male’s car at the very beginning. Another element of Goodwin’s theory I choose to utilise is the idea that due to the high demands of the music industry, there is often a strong need or demand for lots of close ups. However, within the industry, close ups tend to be used to sexualise popular females such as Rihanna, Jessie J and Ellie Goulding. Although, I have used many close ups I have challenged the idea of using them to sexualise the actors and instead, work as a way of highlighting certain signs that I want the audience to notice more such as elements of their clothing like a bow tie. The close ups also will allow audience’s to identify with the actors which will create a greater emotional response when the narrative becomes clear. Audience would be able to feel like they have a gained a personal relationship with them as stated within the Uses and Gratifications theory. This mirrors the effect integral to the music video ‘Why’ by Annie

A2 Media Evaluations


In what ways does your media product use, develop or challenge forms and conventions of real media products? (Continued..) Lennox which was my main inspiration. My music video adheres to the hegemonic norm of heterosexual partnerships. The main

wasn’t necessarily as heard of and socially acceptable as it is today and was most definitely frowned upon. Because of this, I decided it was essential for me to attempt to recreate the time period as precisely and anachronistically as possible. My video conforms to the conventions of a circular narrative in the sense that the audience is exposed to seeing the older lady in the modern day at the beginning, it then goes back to the 1950’s to show the performance of the

the enigma posed as part of Barthes hermeneutic code. I also intended for my video to show elements of an episodic narrative as the action does not necessarily happen in one big chunk and through the editing, I decided to cut footage and go back to certain shots. For example, when the female is doing her makeup, it cuts between different sections so we see snippets of her getting ready- similarly with the male. One real example of this would again be ‘All I Want’ by Kodaline as the camera is stable in the car but it cuts between different moments to ensure the audience is engaged and stimulates a visual interest.

reason I decided to stick with the norm is due to the fact that typically you see a male and female dance partner rather than single sex, especially within this sort “My music video also demonstrates a Magazine Advert of dancing. My advert conforms to restrictive narrative as at the beginThis is somethe typical conventions of ning, the audience would be unaware of thing expected a poster in many ways; I of society and why there is a shot of an older lady un- decided to keep it quite this industry basic sticking to the til the end answering the enigma posed and therefore house style of Polaroid’s may challenge as part of Barthes hermeneutic code.” with this being the main audience if I item within the page and were to subvert this. Although, male and female then back to something you’re instantly some may say the industry the older lady. My music video drawn to. Surrounding the now has very little boundaries also demonstrates a restrictive Polaroid image, I have used with the extremes or differenc- narrative as at the beginning, large font sticking to the brand es that artists now go to within the autheir music videos, therefore, if dience I were to challenge this norm it would be may not have been questioned unaware with the generation of my of why target audience as it may be there is expected. Furthermore, I also a shot of used this hegemonic norm due an older to the time period of which my lady until music video was set in; durthe end ing the 1950s, homosexuality answering

Clare Hanington


guidelines stating the band’s name and album name which is essential on a poster. The use of the same font throughout will allow easy recognition for an audience member and therefore will allow fans to instantly notice who the advert is trying to promote. Another typical convention I have used within my poster is quotes and ratings from well known-established music magazines such as Q and NME, this will attract audiences to listen to the album as highly respected companies within the industry have been extremely positive about the album and would recommend it. Using quotes such as ‘The perfect album’ makes it seem like it is the best that you can get and that you must listen to it. This suggests ‘The Hyperdermic Needle Theory’ in the sense that audiences are

injected with the media and persuaded to consume it. Digipak Similarly to my magazine advert, my digipak also conforms to the typical conventions of them. Again, it links together the idea of polaroids as every image is of one; I decided to take the photos outside hanging on a tree relating to the theme of nostalgia and memories being in the past. The de-saturated effect makes it seem more authentic

and vintage from the 1950s. This ties both the print and moving image work together and there are clear similarities between them. The back cover lists of all the track names in an imaginative way as the song titles are written on the bottom of all the Polaroid’s. This makes it look appealing to the eye and also different from other Digipak’s so in this respect, I have challenged the typical convention of just listing the track names. Overall, I think all my print and

moving image work either use or challenge the conventions of real life media texts which all work collaboratively in order to make them look as realistic as possible.

A2 Media Evaluations


How effective is the combination of your main product and ancillary texts? Once being given my briefs, I based upon their own cultural understood that I had to create reference points. Similarly to a sense of synergy through the advertisement and Digipak, all three tasks. In order to do a younger audience that would so, I decided to create a unibe a fan of Kodaline, may fying theme that audience’s see these and not make links would be able to recognise and between the idea of Polaroid identify with either the artist or images and nostalgia due to the genre. Due to the nature the technologically influenced of my narrative being set in society we live in today. the 1950s, this instantly gave me a theme of nostalgia which Setting my music video in I coupled with love. Both of the 1950s has allowed me to which first of all are universal create a media text that could themes that the majority of be described as timeless. Bepeople would be able to relate cause it has already been givto instantly giving audience’s a en an era that it conforms to, connection “The music video simply it cannot get any without older and therewill not date” even havfore will still look ing to watch the music video. as effective in ten years’ time This narrative allowed me to as it would in two months’ time. clearly portray the themes The music video simply will throughout all tasks; for exam- not date compared to artists ple, I created an ongoing patsuch as ‘The Spice Girls’. Their tern that my DigiPak and Mag- music was clearly of its time azine Advertisement would be and music and music videos based around Polaroid images. have increasingly progressed Obviously, this are limited in from this era. Moreover, the use of today’s society therefore mise-en-scene elements suphighlighting the idea of memories and looking back on the past which is reflected in my music video. I believe all three of my products were extremely successful in relation to highlighting the themes however, they may be classed as being somewhat ambiguous and that it poses an enigport this idea as their fashions ma. The music video would be would not be worn in today’s ambiguous in the sense that it society as it simply looks would be interpreted differently outdated. However, it could by different people that watch it be argued that soon enough,

Clare Hanington

magazine posters and digipaks will be rarely used due to the proliferation of technology and online music purchases and downloads. Another recurring theme throughout all three products is the fact that ‘Kodaline’ have not been included within any visuals; this is one convention of Kodaline videos as they tend to follow a structure. This would take away any focus from their appearance, being 4 average males, so all of the focus is on the music and lyrics which is the most important aspect for them. This contrasts to artists such as Lady Gaga who mainly focus upon their appearance and it could be said that more time is spent on creating an overall performance and a ‘show’ rather than the music itself. Artists, typically pop artists, create the idea that you must be huge within the public


eye in order to be successful. collectible. As with my other name and the release date However, Kodaline and fans of products, I wanted to create the which in theory are the most Kodaline would not agree due idea of the band having a personal vital aspects of an advertiseto their huge success without relationship with their fans. In or- ment poster. Overall, I believe being photographed on the der to do, I created a short-po- that the poster is aesthetically front page of every magazine. etic paragraph describing the pleasing to the eye and suits I decided to stick to this idea making of the album and also all of its purposes and aims. throughout “in order to give the image a more The polarised layout creates a all three sense of symmetry and thereauthentic, vintage-style look to texts of fore all looks quite perfectly purposely laid out. The visuals are clearly adhere to the time period.” not includseparated to the information so ing the artist’s faces purely due a thank-you note. This will an audience would be able to to the message and themes influence audiences, in particu- choose where to look first and I am trying to convey to an lar fans described as purists, can easily locate information. audience. to purchase a hard copy rather The easily locatable informathan a digital as it is aimed at tion would also be essential I primarily demonstrated the them. due to the placement of the unifying themes of nostalgia poster; it would be placed and love through the narrative I have created an extremely in certain locations of which and the mise-en-scene of my minimalistic magazine poster the target audience would be music video. The narrative due to the nature of the band. ‘waiting around’ such as at a consisted of an older lady Kodaline simply do not need bus station, train station or billwatching an old performance extravagant eye-catching board on a road. Therefore, a back of her and her late partposters and their main aim is huge chunk of text would defer ner who was now no longer to appeal to their initial fans people from reading it meanwith her. This is shown through and ensure they are up to ing they would not gain any effective shots towards the date with their latest album. information about the band and end of the music video as the Strong fans would recognise therefore the poster could be audience are exposed to the “Kodaline simply do not need extravagant television playing the music eye-catching posters” video and then a shot of the older lady on her own looking the font and typography used pointless as it’s not fulfilling the at a photoframe with an image and therefore notice it is adpurpose of promoting them. of both the male and female vertising that particular band in it. This would enable audirather than from a huge image In order to ensure the combience’s to create an emotional of the artist. I had to create a nation of my three products connection with the video and hierarchy of importance with clearly suggested the 1950s therefore keep them engaged. regards to the information time era, I edited all colours required on a poster such as using either Photoshop for The DigiPak’s are then just as the band name, album name, the print-based work or Adimportant as the music video release date and different justment layers on Premiere itself as it was a way of proforms of the album. To ensure for the moving-image work. moting the album in a more I clearly different each section, On all three, I desaturated the creative, personalised way for I used a wide variety of fonts master colours in order to give fans. More importantly, the pro- and font sizes; the most impor- the image a more authentic, liferation of digital downloads tant information would be in vintage-style look to fit with the may stray audience’s away the biggest font and the most time period. This is the main from buying a hard copy so eye-catching compared to the element that tied all three prodtherefore a Digipak would be least important which would ucts together as it was clear an effective way to persuade subsequently be the smallest. to see that they were all repand capture the attention of The first thing to catch an audi- resenting a theme and deeper audiences to buy them as a ence’s eye would be the band meaning.

A2 Media Evaluations


What have you learned from your audience feedback? In my opinion, consistently collecting audience feedback throughout the entirety of the project has been essential. Without having a main consumer group for the products or without the audience feedback it is pointless and suggests the idea that the purpose has not been fulfilled. This feedback has also given me clarification of my ideas and therefore highlighted the strengths, weaknesses and what works and what doesn’t according to the intended audience. My main priority whilst considering the target audience for my video was that I wanted to ensure it would appeal to both males and females which I believe it does. Firstly, Kodaline is a band that would appeal to both sexes due to their huge range of songs so it could be said there is something that would appeal to everyone. The video style within itself would appeal to women more due to the nature of the storyline and the emotiveness of it which women are typically more open to. Again, stereotypically women would be more intrigued by the dance element than men would. However, my video would appeal to males due to the idea of using a female and

Clare Hanington

the multiple close ups of the female highlighting the ‘male gaze’ theory. The primary age group of intended target audience would be16-30. This is mainly because if they were any younger than 16, they may not grasp the concept of the video and the 1950s due to a change in generation. Similarly, if they were any older than 30, Kodaline’s music within itself may not appeal to them. Before I began filming, I decided to gain some feedback from both my teachers and others with a higher expertise of the technologies I would be using such as the particular lighting I should use to achieve my intended aim and the camera settings. This allowed me to confidently use the equipment and ensure it was done professionally and properly the first time to save re-shooting. This feedback was one of the most essential within the pre-production stages. Throughout the course I have decided to constantly collect audience feedback whether it be formal and recorded data or informal. I have also been able to establish the positive and negatives out of these different forms of feedback collecting which I can use for projects in the future. The most essential and utilised form of feedback was simply asking my peers their opinion on certain small

elements such as the positioning of an image on my print work or a specific shot/sequence within my music video. As all of my peers are media

students, it allowed me to gain an insight into a more technical opinion using their own knowledge and experience of a music video. Moreover, media students typically tend to be very critical which my class are; this allowed me to feel confident in what they were saying and that they would not be afraid to make any changes. I find this way is also very positive as I was able to get feedback on very small sections, sometimes even just one shot, rather than the entirety of the music video which at times, for an audience member can be quite daunting to evaluate 4 minutes worth of footage all in one go. Although receiving feedback off of the other media students within my class has been extremely beneficial, it also comes with many negatives as they could all be classed as ‘similar people’ based on their knowledge of the specification and requirements. If I were to gain feedback off of others within my target audience that weren’t media students, it may have created a more generalised opinion that was not from a media-background and simply


what looks aesthetically pleasing and interesting for them. The first piece of feedback I decided to formally conduct and record was for my initial idea. In order to do so, I picked 5 students at random from my class and filmed their responses to my idea. Gaining feedback from such an early stage was highly supportive and influential throughout the creation of my music video as it told me that I was on the right track and that this idea, if done well, is something that really would appeal to my intended consumer group. One positive of using this method means that I constantly had this footage to refer back to as they also gave some opinions on what they think could develop the idea even further. However, due to the small number of people that gave feedback, it may not appeal to the different people within my target audience such as somebody in the higher age range e.g. 28. From this feedback, I noticed that my target audience were really excited to see the 1950s element of the video and said to ensure I heightened this through the mise-en-scene which is something I then focussed on during pre-production. Another form of audience feedback I thought would help me with the development of my music video during the production stages is an online survey. I used the website Survey Monkey which allowed me to create a free survey which I could send to anyone of my choice and get them to

fill in the questions I entered video I decided to again post it after watching the first draft of onto my personal social media my video. The concept of an page on Facebook and Twitter. online survey is an exceptional Similarly to the negatives of idea due to the nature of how posting a survey onto these easy it is to create and access sites, I got mainly informal however, I found that this was responses from the same age ineffective and did not help me range of people. However, the to develop my music video. As feedback I did receive was Survey Monkey collates all of highly positive giving me confithe responses dence in the fact that my music together to envideo has fulfilled the sole able the creapurpose and has appealed tor to analyse to them and has given them the results, I a sense of enjoyment from noticed that the formal written watching it. Additionally, gainresponses did not help. For ing feedback of the emotional example, I received comments responses it had on people such as “make sure they are such as them crying, further both the same person” despite reinforced the idea that I have an explanation of it being a first met my intended purpose as I draft and instead of giving con- wanted to create an emotionstructive criticism, they were all ally, moving music video. The very basic, minimal answers. only small criticisms for my muHowever, this may be due to sic video from this draft was to many reasons. One of which extend the sections of the oldbeing the sort of questions I er lady as a way of heightening used; if I were to use shorter the overall message of the questions which enabled me music video and also ensurto get a much clearer, concise ing each clip is slowed down answer about small sections by 50% to retain the smooth, it may have slow“I have met my intended been more paced purpose as I wanted to cre- video beneficial. Furthermore, I ate an emotionally, moving throughpublished my out. music video. “ survey on social networking Overall, websites such as Twitter and I found the most vital format of Facebook which would attract audience feedback has been the same sort of people, e.g. conferring with my peers in orsame age range and of the der to get a media-influenced, same educational status being critical view and also from the either sixth form, college of uni- clarification of this feedback versity. This may have altered from my teacher to get an the overall responses and next opinion from someone with time I should attempt to reach an expertise. With regards to out to a much broader range of changes to feedback, next time people to ensure a non-biased I would hold more focus groups response. which will allow a group of people to have a free discussion Lastly, after I had finished an of all of my products. I also will almost final draft of my music use a much broader approach

A2 Media Evaluations


in the sense that I would ask a lot more people and of wider backgrounds, different cultures and ages. However, overall I feel that without the amount of

audience feedback I have received throughout, I would not have been able to create an as effective product that would cater to a specific audience as

much as I have done.

Audience Feedback I really enjoyed your music video, especially at the end when all the scenes linked together; I also really liked the vintage theme too. A possible improvement could be, at the beginning have a split screen of both the girl and guy getting ready, fade in of the girl doing sections of her make up; instead of there just being too long scenes of them getting ready.

I think your music video works really effectively. You can clearly see the emotion from the video through the end scene of the older lady. It has been shot beautifully and the camera angles and different cuts clearly tell the story. I really enjoy the element of the 1950s as it is different and something that you wouldn’t see a lot of in today’s industry of music videos.

I actually really enjoyed your music video. When I initially heard about your idea I was unsure as to whether the 1950s theme would clearly come through but it does. I think the narrative is well thought out and is clearly shown throughout the video. The colour adjustment layers further enhance the 1950s theme and creates synergy with the other products.

Katie Norris

Amy Wichelow

Alf Green

Clare Hanington


How did you use media technologies in the construction, research, planning and evaluation stages? Digital technology has now become vital in the creation of any media text in all stages; pre-production, production and post-production. Furthermore, due to the proliferation of technologies and the availability of these technologies, creating a media text has most certainly become easier and more efficient. Technology has allowed me to create effective, professional-looking products which can be hosted simply online. Whilst conducting my initial planning and research tasks, I started by using the internetWeb 2.0 in particular Blogger

which is the site I have used to host all of my work. Using a blog service allows me to easily upload documents in any format such as moving image or print. For any texts I created on softwares such as Microsoft Word and Powerpoint, I used a hosting website such as Issuu or Slideshare which transforms the document into an easily accessible, viewable format; this makes my blog extremely versatile and will extend my knowledge of other softwares. Another element of Blogger which I feel is helpful is that it automatically organises all uploads by date and label to support navigation. I

created the labels of: final products, production logs, planning, research, audience and drafting. If I was then required to edit any posts, I would not have to search through the entirety of the blog. One website in particular being YouTube. As I was relatively unaware of the band Kodaline, this allowed me to create an artist catalogue of their music, performances and videos so I could then translate this understanding of the band into my own music video. As YouTube is a video hosting site based mainly on user-generated content, I was able to search for other student and non-professional videos which I could analyse to establish the sort of effect and quality of a video that I need to create. YouTube gave me such as broad spectrum of videos so I could see what works the best and the different conventions of music videos. Moreover, during the post-production stages of my music video, I used Premiere tutorials from YouTube to assist in the editing; all of which were easy to follow therefore making the process a lot quicker and more efficient. In particular for the research stages, I used conventional for-

mats such as Microsoft Powerpoint and Word but for some I decided to use Prezi which is specifically designed for presentations. Prezi allows me to fly around the screen moving between different shots overall making it look more interesting and exciting. Documents such as the narrative of my music video worked more effectively in Prezi as I was able to show stepby-step guide to my music video through the use of arrows for easy navigation. During the production stage of my music video, I had to utilize as much professional equipment as possible in order to get the best footage. I found the most important aspect of

A2 Media Evaluations


filming is the lighting. For this, I used 800W Redhead Studio Lights; these allow for authentic performance lighting and if used in the correct way, makes the footage crisp and clear. With regards to lighting, placement is key. I used these as back lighting which washes out the background so all of the focus is then put onto the actors. Moreover, the Red Head lights allow you to adjust the positioning, height and depth of light which are all essential in order to lighting the performance correctly. I found that having higher up pointing down onto the actors created less shadows which is an effect I aimed to create.

tors, the lighting was bright so, I lowered the ISO as a means to not wash out the actors. However, during the older lady shoot, I had a much darker setting and therefore needed a higher ISO to keep the footage bright. Whilst planning my music video, I decided to slow down the footage in order to fit with the pace and tempo of the song. Due to this, I had a higher shutter speed of 50fps which allowed me to then slow down the footage to 25fps and still retain the original smoothness rather than looking jumpy and unprofessional. Lastly, changing the focus settings to manual which was extremely beneficial. Although this meant I had to individually focus each shot, it allowed me to create effective focus-pulls and therefore, I, as the director, decided what I wanted in focus at certain points highlighting what the audience are supposed to

The lighting then corresponds with the camera; whilst shooting I used a Canon 550D SLR camera. As this was a digital camera as opposed to analogue, it meant I was able to instantly “Whilst shooting different camera view mounts will create different effects.” the footage which was essential in the look at and for certain reasons. long-run as it meant I could For example, within the last see whether anything needed scene of my music video, I creto be re-filmed directly after ated an effective depth of focus filming saving having to conin the shot of the photograph duct a second shoot. Similarly, and flowers; the photograph I was able to shoot everything was in shot as this is what the directly to an SD card which most essential element in the held around 60 minutes worth shot at the time and what the of footage compared to a tape audience must look at. holding around 15 minutes worth. Whilst filming, different camera mounts will create different Canon SLR Cameras also give effects. Some shots I believed you the options of both manshould be completely still ual and automatic; having the and some should have some camera using manual settings movement. For example, meant I could adapt hem in during the scenes between order to fit perfectly with the the two actors, I wanted there lighting. For example, during to be slight movement which the studio shoot with the acwill show different elements of

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the setting therefore keeping audience’s intrigued; this effect was created using a Shouldermount. In comparison to this, the shots of the older lady I felt should be completely still using a tripod. This allowed the audience to completely

focus on both the woman, and the mise-en-scene of the shot. This was vital as this scene is what ties the entirety of the video together and I didn’t feel that movement would support this and instead take away from the message. I decided to use a 50mm 1.8 Prime Aperture Lens whilst shooting as it created a more dramatic depth of field again, allowing me to turn the focus onto specific points. Moreover, I initially decided my music video would be filmed mainly using close ups and extreme close ups. Therefore, as this lens is automatically zoomed without losing image quality, I felt it would be perfect to fit my intentions. It would enabled audience’s to keep fully engaged with the piece and create relationships through the close ups with the actors as stated by Andrew Goodwin. During the post-production stages,


I used different professional softwares in order to get the best possible results. I

As my video was set in the 1950s, I wanted to put in a colour overlay to desaturate

requires us not only to create a piece of moving image work but also print, I used Adobe Photoshop CS6 to edit the images for my DigiPak and Advertisement. Similarly to the adjustment layer made on Premiere, I desaturated the images on Photoshop to ensure the house style and vintage theme ran throughout all of my products creating a sense of synergy. The images were edging on black and white with some of the colours being shown through- for example, my magedited the entire video using the footage to give it a much azine advert image consists of Adobe Premier Pro CS6; this more authentic, vintage look. two polaroid photographs on a software works through the In order to do so, I created section of grass. After editing, use of a timeline making it an adjustment layer and enthe images appear black and extremely easy to work with sured it was over the top of all white but you can see a slight both the visuals and audio at of my footage excluding that tint of green from the grass, the same time. The use of a of the old lady as this reflects this cuts up the black and timeline creates a much easier the modern day. On this adwhite and still remains within and effective editing process; justment layer, I desaturated the vintage styling. Editing the I could drop any footage onto the colour to 48% meaning it images makes it look more the timeline on different laywas almost directly inbetween interesting and aesthetically ers creating a visually to the “as Goodwin stated that the visuals pleasing clear workspace. With eye. Lastly, I used should correspond with the song Adobe Illustrator regards to layers, I decided to create a separate CS6 to create the within all music videos.” layer for each shoot and signatures for my then rename them to keep it bright colour and black and Digipak. These were created clear and concis; this allowed white. I also applied the ‘RGB using the ‘paintbrush’ tool and me to clearly separate each Curves’ effect and created were easily copied over into shoot. I frequently used the a “smooth-S” on the master Adobe InDesign into my Digitrimming-tool in order to cut column. This decreased the Pak. my footage to create certain brightness of all colours within shots. The use of single-frame the shot however, I found that advanced software enabled the performer’s faces were still me to crop the footage exactly quite bright and stood out for where I wanted rather than a the wrong reasons. So, I defew half-seconds out. Another creased tool which was beneficial for the red me personally was the speed colour tool; I slowed every section column of footage down half speed in which order to keep with the pace of fixed this the song as Goodwin stated problem. that the visuals should reflect the song within all music videAs part os. of the course

A2 Media Evaluations

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