Question 2- How effective is the

combination of your main product and

ancillary texts?

Stacey Hall

As part of my coursework I had to produce a promotion package for the release of an album which included:

A music promo video A cover for it’s release as part of a digipak (CD/ DVDV package);

A magazine advertisement for the digipak (CD/ DVD package);

My work partner and I had to ask permission from an unsigned music artist to use their:

Name Song

which we then produced a music video for.

We were adamant to produce a pop music video and preferably with a female artist, as we believed we could produce strong pieces of work, as we are familiar with the codes and conventions of the pop genre.

Recently the pop genre has become popular with many people today with the likes of mainstream artists such as: Lady GaGa Katy Perry

My digipak for my artist Tiffany

Queen

My magazine advert for my digipak

http://www.youtube.com/watch?v=JATDZWvl4ng

My music video

Below is a link to my music video on Youtube

I believe my marketing package is coherent and is suitable to our demographic audience of:

white females C2/ D aged 14-17 but also:

secondary audience of malesaged 15-20. We believe they would be: Hedonists mainstreamers aspires materialists

Male gaze/ voyeurism

Male gaze/ voyeurism

In 1975 Laura Mulvey published her essay title ‘"Visual

Pleasure and narrative Cinema.”’ The essay established

the male gaze presented in cinema.

Mulvey argued that the cinematic;

inevitably put the spectator in a masculine subject position

Made the figure of the woman on screen the object of

desire. Encouraged viewers to identify with the protagonist

of the

film, who tended to be a man. female characters of the 1950s and 60s were,

according to Mulvey, coded with "to-be-looked-at-ness." and passive characters

Mulvey suggests that there were two distinct modes of the male

gaze of this era:

1) Voyeuristic;- i.e. seeing women as 'whores'

2) Fetishistic;-i.e. seeing women as ‘Madonnas'.

Definition of voyeurism (Wikipedia);

The male gaze is purposely present in both my ancillary texts and music video to appeal to our secondary audience of males aged 15-20, as the girls featured in my marketing package have been sexualised.

Hey Boy contains sexual voyeurism throughout the video:

Imagery of beautiful half naked women acting provocatively are present throughout the video which creates a sex appeal towards them which is stereotypical of the pop genre.

The camera positioning is objectifying the females as sex objects, this is done by the camera giving the point of view shot from the males point of view in the video but also the camera purposely focuses femininity of the girls.

When the boyfriend looks to the right the camera then cuts to Tiffany which the camera focuses on her boobs which gives the audience his point of view which I believe is really effective.

Voyeurism is the sexual interest in or practice of spying on people engaged in intimate behaviours, such as: undressing, sexual activity, or other activity usually considered to be of a private nature. The term is used in a more general sense to refer to someone who habitually observes others without their knowledge, with no necessary implication of sexual interest.”

Male gaze in my ancillary texts Giving eye contact

creates a connection with the audience and a sense of desire.

By the lips being the only feature in colour on Tiffany it draws attention to them. Lips are a common feature focused on women in the pop genre, as they are a sexually desirable.

Make up creates a sense of femininity

By focusing on Tiffany Queens chest is the most oblivious portrayal of the male gaze and by adding a lens flare on the bra draws more attention to her chest.

Male gaze in my music video

FontsColour schemeThemesExtra details

Used in marketing package to make them coherent with one another.

Fonts

I used the same three fonts throughout my ancillary texts so that they were not too complicated or distracting to the viewer by taking away the focus

of the artist but also they link well together.

Black White Silver Pink Red

Font colour codes on Picnik

Pink FF347B White FFFCFC

The colour scheme

Themes/ props- Vintage Vs modern in my marketing package

Layers on both print tasks un- edited

The vintage phone links to my music

video

The way the theme of vintage links between my ancillary texts and my music video is very subtle but effective.

I wanted to incorpriate vintage and modern I did this by adding a modern twist such as:

the layers are from old photographs and layer over Tiffany Queen who is wearing modern clothing

‘Gossip girl’ is speaking into the vintage phone which appearson my digipak panel.

Prop- Tiara

Here is a great example how my ancillary text and my music video link together. On the back cover of my digipak Tiffany Queen is wearing a tiara to emphases and add humour as it is a inside joke mocking her name. The exact tiara is then used in the opening sequence of the music video and is clearly in shot several times, this would be and inside joke for Tiffany’s fans as they would notice the link between her digipak and music video.

Reference to my digipak in in the music video links the marketing package

Allows:

Advertisement- which then influences the audience to buy the digipak

Advertisement also for the Ipod as it clearly displayed in the frame

Shows the audience what genre Tiffany Queen is and will be familar with the digipak cover which then they will hopefully remember and purchase

Themes/ costumes - pin up Vs modern in my marketing package

Influences

1940’s/ 50’s Pin up girls especially Rosie Lady GaGaKaty Perry

My interpretation of the pin up icon Rosie for my ancillary texts and music video inspired by my influences (previous slide)

Here I styled the artist in my clothing similar to what Rosie is wearing e.g. Denim shirt and red bandana .

Here I styled the artist in my clothing similar to my digipak but this time giving it more of a glamorous pop chick tone by adding the jewelled bra underneath the shirt.

Intertexual reference by artist doing a similar pose to Rosie

I think the concept of the pin up/ vintage

theme works well with the song as it reflects

an era of a: strong, independent woman for example the fact

that our artist is wearing military boots similar to the man is effective as it reflects

‘girl power’

The bra links all of my work as it is present in each and flows will with the concept. The colour scheme works well such as: the pink lips is worn by the artist in both my ancillary and music video.

Sony Music is the second-largest global recorded music company and is based in America. It signs a broad array of both local artists and international superstars. It is home to premier record labels representing music from every genre. It includes artists such as:Christina Aguilera BeyonceBritney Spears

As Sony seem to sign mainstream artists I believe Tiffany Queen would be signed as she is similar to other artists such as the ones stated above. On

Who I think would produce Tiffany Queen’s digipak and music video

the digipak and title at the beginning of my music video I have included I mentioned and added the Sony music logo. By doing so the audience may decide solely on the company as they have a reputation of signing mainstreampop artists.

Examples of how ancillary texts and music videos are coherent- Katy Perry

Advert, CD cover and clip from

video.

Advert, CD cover and clip from

video.

HMV is a British global entertainment retail chain and is the largest of its kind in the United Kingdom, Canada and Ireland. The company also operates in Hong Kong and Singapore.

I think it would be sold in HMV as it is:Reasonable price

Sells mainstream music

Convinent for people to purchase from as nearly everywhere has a HMV in their town centre

Marketing

Sold for £8.99

Advertisement- how I believe my video would

be advertised

People nowadays are accessing media through the internet, here a examples of current media similar to mine being advertise on:

YouTubeMSN

Audience Feed Back

Bonnie Brinkworth loveeeeee it. i'de say pop, but a bit edgy, like lady gaga'ish. Really like how you've edited the photo's and the texture in the background which creates a modern tone to the print work and you can see this reflected in the music video as well as the artist is wearing the same costume :)

Shelley Eva Haden love the outbreaks of colour which is present through the whole set of work. Love the added sparkles such as the bra which is in both the print work and music video; this gives it an edge. The old vintage effect surrounding the frame of each image is the 'cherry on top of the cake'.. weldone! ♥

James White Love it stace :) I like the black and White with the bursts of pink and the effects you've put on the images. Its looks symplistic yet effective which is also come across in the music video, as it is filmed in studio with a white backdrop.

Em Webb I love them totally would buy the album because they look good and the music video is fun and suits an audience of 14- 18 year old girls/ boys:) x

Ash Jones Looks pretty awesome. Because of the symplistity on both the print and video. The girls look great and the same theme is present through all your work which I think is girly vintage fashion :)

Beccy Bonfield omg stace, your print work is so good!!! I love the colours and how you've made the pink jump out and stand out. It looks old, and yet modern. I also see how this links to your music video because the same colours are used in this aswell. Overall they are mazing, well done matey :)

Shane Smith The vintage border stands out to me, I think it goes really well with the look of the piece. But I don’t see the vintage obvioius in this video which I think you could of done by maybe just making the video back and white in the falsh back. The colours work really, the pink makes the print work eye catching well and the costumes which are used in both pieces of work which is fun as it is like an inside joke

Beth Small I really like the boobies, makes me wanna buy the album xxx

Audience Feed back

Summary of feed back

I asked a handful of mixture of male and female teenagers aged between 16- 18 years old on the social network Facebook what they thought about my final marketing package, as they are not media students they did analyse them in detail or compared them but they did give personal appears which is also helpful as they are honest which a good set of feedback as they would generally be the stereotype people who would purchase the digipak and watch the music video. In Summary they:

They noticed the vintage aspect throughout work but also it was not to obvious in the video which I think is good as I only wanted a vintage overtone by the choice of costumes

They like and once again noticed a colour scheme running throughout my marketing package and said it was effective. By having a colour scheme an audience notices is great as it creates a brand image for the artist which means people will start to recognise the artist and hopefully purchase the digipak.

The sexualisation aspect worked but in this case for a girl but this proves that my ancillary texts appeals to larger audience which is effective as this means more people would buy the digipak due to the physical appearance even before listening to the song or watching the music video.

Conclusion

I think by planning my digipak helped a great detail and in the end influenced my music video. We did not draw up a story board instead we jotted down some ideas and decided that we knew the basic concept and had knew core sections we must film such as the ending but the rest was improvised which I believe is effective as the girls look natural rather than acting.

If I was to improve my work in my opinion and from audience feed back I would:

Make the vintage and pin up tone more obvious in both pieces of work.

Include the cast member in the digipak as this would link well with the video.

Overall I am extremely happy with the outcome of marketing package and from my audience feedback comments so do many other people but especially teenage girls which proves that I have produced work suitable for my target audience.