Evaluation q 2

1. Evaluation - Question 2
Combination of main product and
ancillary texts

2. Brief
The brief was to create a promotional campaign for our chosen artist; which
consisted of a music video, a digipak and a magazine advert.
We decided to base our promotional campaign on our artist conforming to the
genre of dance rather than basing it on Lemaitre’s conventions which were
abstract and very hard to replicate

3. Conventions
Dance music can be interpreted in a variety of ways such as narrative based
videos but also solely performance based however there are some
conventions which are typical to the genre; a fast cutting rate, lip syncing to
break the fourth wall, relationships and colour
We tried to conform to these conventions as much as possible; our video
features a fast cutting rate and lip syncing however we incorporated this into
the narrative by using the second line of action
All three of our ancillary texts feature relationships as the main concept which is
the prime link between them.

4. Conventions
Breaking the 4th wall is used to position the audience with the female character
however if our video is consumed via focused viewing they would understand
that the male character is imagining her singing it.
We also overlaid certain lip syncing parts with the
narrative to further express how the male
character was imagining her. This is also to
create a lack of absence with the characters to
portray their relationship with one another.

5. Dyer
Dyer’s idea of common star values are not presented within Lemaitre’s videos,
typically the band is not even shown. We wanted to create a star type image
of the female character even though the audience will be positioned with the
male character they will still respect and think the of the star as the girl.
This was due to her screen time and close ups throughout
the second narrative, using time lapse when she smiles
and laughs to create a desire for the audience

6. Dyer
By applying dyer’s critical framework on the construct of star imagine across all
media products to portray the girl as glamorous but also mysterious as it is
unclear what her purpose is creating an intriguing promotional campaign to
entice audiences to consume the product
Dyer’s idea of paradox of the star was used throughout the music video
whereby all characters were in someway present and absent through
overlays and the second narrative. This questions the relationship between
them and if it is really present at all throughout the video

7. Femme Fatale
The female protagonist was intended to be portrayed as a femme fatale
character challenging the modern day ideologies of music videos
We achieved this in the digipak by creating the focus onto her not being
interested in him rather than the traditional relationship that we conformed to
in the magazine advert
Also through the use of camerawork and editing we expressed how the male
character felt for her
She wore red lipstick during the narrative to portray a voyeuristic look to her
from the male character

8. The Magazine Advert
The advertisement was designed to run in a half page for Clash magazine, this
is due to our research into Lemaitre when we found that they had previously
advertised in this magazine making it apply to their target audience
The reason we chose a half page would be because the band is not very well
established and their previous advert was only a half as well. Also they would
not invest large amounts of money into advertising due to their limited budget

9. Our magazine advert is the
one product which doesn’t
focus on the femme fatale
nature of the female
protagonist, the reasoning
for this is to create a wide
promotional campaign which
benefits audiences to
consume them. The picture
differs to the relationship
that is described within the
video intriguing audiences
into the deeper nature of the
relationship which could be
explained within the album,
it influences consumers to
purchase the ancillary
media products
The reading path takes us
down the arms of the
couple to read the artist
name and album name
followed by the secondary
information
Minimal use of whitespace is
used to maintain audience
engagement when
consuming the product
We used a white font with
smaller text representing
the artist to mimic the
design of the front cover,
trying to remain links
between the media
products

10. Digipak
When designing the digipak
we really wanted it to appeal
to the dance audience which is
why we focused so heavily on
colour. Using a clear cohesive
colouring scheme across all
four panes
We featured the same
characters to help create a link
between the products, the
femme fatale look of the
female character is also
continued.
There are strong links
created between the other
media texts. The back
pane with the song list on
features a strong link to
the magazine advert,
showing the couple as in a
relationship rather than in
the video and the left and
right pane, these panes
further reinforce the idea of
her not being interested in
him which creates an
interest for the consumer,
which we hope will create
a demand for the
promotional campaign

11. The back panel features silhouettes of our
protagonists holding hands which contrasts to that
of our narrative however conforms to our magazine
advert, the song list is features in a simple white
font within the outlines, this is trying to represent the
authenticity of Lemaitre
The front pane conforms to Lemaitre’s typical
album covers of their logo on a quite a plane
background, not featuring any band members
to express the genuineness of their music
and how it isn’t about stardom
As featured in the
magazine advertisement,
the reading path of the
song list follows the
couple's arms to the
songs.
Similarly in the front pane
the album name is more
focused than the artist to
represent how they care
about the music not
fame, as featured in the
magazine advert

12. The left panel of the digipak strongly links to
that of the music video featuring our female
character looking away from the male
character while smiling, this was to express
her femme fatale nature
The right panel features a voyeuristic
gaze from our male protagonist towards
the girl, this links to both media texts and
reinforces the ideas of both which further
intrigues audiences as they cannot decide
what to think about the relationship
Colour is used to link
the two images, it
could be interpreted
that the girl has a lot
more colour on her
and therefore the
colour is
representing her bad
influence onto him,
this is further
reinforced on the
back pane where
they are surrounded
by colour by being
together.