Adverts

An advert should have:
1)What is being sold
2)Target audience
3)How audience is persuaded to buy that product
4)Choice of music/track/image of the artist (this adds to the advert)

As class we looked at an advert on VW car brand, this used CGI to show the intertextuality of original movie 'Singing in the rain'. VW is golf CTI for business people and music/dance/image of the artist is used to show urban culture and people will see you as an out going person if you ride the car. CGI is used on the classic movie clip and chose singing in the rain because the advert wanted to show that the weather might be miserable bout you are happy with your life.

Also we looked at a Gap advert; boyfriend jeans. The target audieces were females aged 18+ to 35 and the advert shows a strong independant woman and it's done like a musical. The reason why it is produced as a musical is because you don't have say much but the things that you want to say is expressed by facial expressions and the lyrics.

For more reseach, I looked at few more adverts. Cadbury's Gorillar advert was a massive hit. The gorilla's costume cost them a lot of money but I think Cadbury succeded in getting consumers to remember their product. For example, consumers will remember Cadbury in their subconscious when they look at purple things also the music got famouse because of the comercial but also it works really well with the concept of the advert. Further more, if a consumer never tried the product they might buy it at some point becasue the advert made them wonder what kind of flavour it could be.

Skoda's Fabia advert used music from 'Sound of music' which is an intertextuality. The lyrics and the visual of the advert murges in very well. However, when people watched this advert consumers wanted to taste the car made of out of cake rather than buying it.

Purpose of advertising is to make you want to buy the product and make the brand stay in your head. Music videos are like adverts but much more fluid. Therefore, when we make our music video we should think like as it is a long advert which sells the product and the artist also pursuade audiences to demand more. To do this we should plan carefully on mise-en-scene, camera and editing skills. For mise-en-scene think of good places to film for our backround but with meaning that relates to the our music also think about props that we are going to use to give more emphasism. The way the camera moves will determine how audience feels after watching the video therefore we should apply sence of voyerism by filming at different angles to give more shoots when editing. Special effects by editing will make our music video more eye-catching as we match it to the lyrics and visuals.
by Sung min

Research on costumes

Costumes are important because it give more to the representation of the artist as well as the theme of the song. So I went away to research on costumes that other bands wear who sings the kind of songs that we are going to make the music video. Because our song is punk and gothic style, we wanted the singer to wear a corset and fortunately one of our group member had one so it was easy for us to get the costumes ready. For the guitarists, we wanted to match the jeans and boots but the top to wear something significant. So for cherry she wore read scarf and for dead she wore a skull drawn t-shirt.

These are the some pictures of gothic style:

by Sung min

More on Intertextuality

I looked at McFly's 'Party girl' music video and film 'Twilight'.

-both includes vampires
-similar mise-en-scene(i.e where the house is and mountain backrounds)
-they are both set in 20Centuary style, this is shown by how they dress up
-silimar story(human becoming vampires) but no love triangles in the music video
-props(i.e vampire teeth) adds affects to the mise-en-scene

Twilight is a very well known film which includes vampires and love story between human and vampires. I think McFly used this to attract more fans(teenagers) which shows a good exmaple of an intertextual product.

Intertextuality

As an example of intertextuality, we looked at Moulin Rouge(series of pop videos laid out as film) and Mr.Brightside by The Killers.

-set in a bursteque show
-thells the story of a fated love triangle, the lowly boy, the star singer and the wealthy playboy
-many similarities of mise-en-scene
-similarities in production values and technical codes
-use of same/similar scences and set ups
-use of CGI(e.g fireworks) adding to the impact of mise-en-scene
-period costumes and props are set

Moulin Rouge is a successful film which has unique sense of showing the story line and this helped music video Mr.Brightside to be understood better by the audience.

From this lesson, I have learnt that for our music video to be understood better we need to research music videos similar to our type of music so that we can produce intertextual images. But not only from music videos but films and the lifetyle(reality) of people.

by Sung min

Andrew Goodwin Theory

Andrew Goodwin is a music video theorist who also wrote a book called the 'Dancing in the distraction factory'. He summarised the key characteristics of music videos:

1)Genres-characteristics (e.g boy band will have a dance routine/heavy metal groups will have stage performance or some kind of performance)
2)Relationship between lyrics/ visual-this can be interpreted metaphorically
3)Relationship between music/visual
4)To increase demand of the record, it will include lots of close ups of the artist and the artist may develop motifs in a visual style
5)Motion of looking (e.g screens within screens) and to sell the artist it will have voyeuristic treatment of the female body
6)Intertextual reference (e.g films, TV programmes)

As an example of how Goodwin's theory is applied as a class we looked at 'Can't get you out of my head' by Kylie Minogue.

1)Genre(characteristics)-dance routine included and she dances as well
-she does not have a lot of clothes on(flesh exposed)
2)Lyrics and visuals-can't get you out of my head, literal interpretation as she hold her head
-set me free, pace of editing changes (dissolves/ fades to white) and the use of slowmotion
3)Music and visulas-amplication of the music is shown by her being angelic
4)Demands of record-lots of close ups of her face and body/low angle shots to make her look bigger
5)Voyeurism-artist wearing white short pants with hood
6)Intertextuality-music video by Beyonce 'Crazy in love', sci-fi films and video games

Lastly, we looked more in depth on Goodwin's thoery:
1)Genre-develops over time and patterns are extablished and the music video have to show what the audience expects so that they would understand better
2)Lyrics and visulas-this establishes a whole new area of meaning to the audience
3)Music and visuals-this is not varifying to the lyrics but refering to just what you hear, there is a huge link between music and visuals becuase the visual is amplifying the music
4)Record company don't make MV, production companies do and selling records does not make them money, they make money by selling tickets and merchendises
5)Voyeurism-this is usually established when marketing female popstars by filming fragmentic body shots
6)Intertextuality-borrow from successful music videos

Through this lesson we learnt that in our music video we have to include some kind of performance because it is the kind of music that has that characteristics. Also that we need to think about how we are going to show the relationship between lyricas/visuals and music/visuals. In addition even though our music is not the kind of music that includes voyeurism of female body shots, we must use extrem close ups and eye-catching camera shots or angles to attract the audience and further on use intertextuality something that the audience is already aware of or know so that they understand better what we are trying to show.

by Sung min

Applying Andrew Goodwin's Theory

I looked 2 other different style music videos and tried to apply Andrew Goodwin’s Theory.

Lady Gaga-Paparazzi

1)Genre-dance routine included and she dances as well

2)Lyrics and visuals-the title of the song is ‘Paparazzi’

and the main chorus of the song repeats the word paparazzi. As the music video is played static photo shots are shown which represents the pictures that paparazzi took of her this shows the relationship of lyrics and visuals

3)Music and visuals- the scene changes according to the music and her clothing, hairstyle and facial expression changes as the music tone changes

4)Demands of records-extreme close ups of her body and face/extraordinary clothes draws consumers attention

5)Voyeurism-the word ‘paparazzi’ is self creates voyeurism because it makes the audience feel like we are framing her and going after her everyday like a paparazzi and because of her unique clothing style her flesh is exposed

6)Intertextuality-paparazzi manners towards stars

Sara Bareilles-Love song

1)Genre-artist playing the piano and sings at the same time, different types of characters introduces in the music video

2)Lyrics and visuals-it does not have strong relationship between lyrics and visuals but people that goes in to the box to listen her music tells us that people need love songs

3)Music and visuals-this one also does not have strong relationship however her clothing style matches with the music that she plays (i.e romance/love-light coloured tone dress)

4)Demands of records-people who like this kind of music would buy it mainly it would be girls because the lyrics attract them

5)Voyeurism-there isn’t much of voyeurism in the music video but there are some close ups of her face

6)Intertextuality-old and vintage style setting when people used to listen to the music from the machine by inserting a coin rather than downloading like these days

by Sung min

Naming the artist

Choosing the names of the artists was difficult as choosing the song. Because our music is indie pop, punk, emo style we wanted a gothic names. Each of us gave some ideas but it wasn't good enough so we used our best friend...the INTERNET. We typed in gothic names and it gave us list of names that we could choose. We didn't copy it but we had some idea how to make it better and tried to come with names that will represent the characteristics that the bad members have.

So we came up with these:-Luna Blackheart (main singer)

                                           -Jynx Williams (lead guitarist)

                                           -Misty Clouds (back up guitarist)

by Sung min