Evaluation question 2: How effective is the combination of your main product and ancillary task/text

Script

Introduction

Group: Hello I am (names) and this is our analyses of our main product and ancillary task. In this video we will be answering How effective is the combination of your main product and ancillary task.

Ewan: We feel as though the editing within our main product was quite effective as it appealed to the target audiences' needs that they expressed during the audience research stage

James: We used a vertical intertextual reference from Tarintino's reservoir dogs when editing our video, we used this because our target audience will understand the visual signs connoted making our video effective by appealing to them

Lauren: We desaturated our video (making it black and white) as we were influenced by the dvd cover of reservoir dogs which was black and white. This would make our video effectively target our audience because it is a style that would appeal to them as in the audience research, the majority wanted the video shot in black and white

Ewan: We edited some shots in colour to contrast the desaturation of the majority of the video, this is effective as it cross breeds our genre of rockerbilly with conventions and forms of a pop video, this will allow our audience to watch something they would not usually see within their preferred genre. 

James: The music video’s target audience is the 18-25 year old male demographic who are white and middle to working class. This audience has been targeted within the music video, as the characters represented are young white males, mirroring the target audience. The Paradigms of a gang of teenagers dressed smartly walking down a street within the narrative scenes create a dark syntagm of youth crime which the media has created a folk devil out of, intriguing the target audience as it has an element of danger.Lauren: The road that the characters are walking on creates the metonym of an open road being freedom for the young gang members. The band members performing on stage (who are the same as the gang members) are also represented as white young males who are performing at a gig, this will appeal to the target audience who are into a live music culture.

Ewan: The semiotics of the music video connotes the songs genre of alternative/rock, predominantly through the videos mise-en-scène, which uses many conventions synonymous to the rock/alternative genre that can be found in real products. The paradigms of having the props of musical instruments such as; the guitar, drums and bass are all iconic signs of rock music, the setting of being on a stage for the performance shots and the costumes of smart/casual clothing worn with sunglasses creates the syntagm of an alternative rock band.

James: The performance shots juxtaposed with the narrative shots of the band walking which is a direct vertical inter textual reference from Tarintino’s Reservoir Dogs creates the indexical sign of criminality and a rock and roll lifestyle, this is through the target audiences’ understanding of the Reservoir Dogs reference which has been parodied, pastiched and paid homage to in various other texts that they may have seen.

Lauren: Within the editing of the music video, standard forms and conventions of the genre were challenged as there were some split screens which were brightly covered, this was a horizontal inter textual reference to pop music videos, a genre that contrasts greatly to the alternative/rock genre, giving the audience an image they may have not seen before. 

Ewan: The music video contains a vertical reference within the editing; the majority of the music video is desaturated (Black and White) which is a reference to the Tarintino film, Reservoir Dogs. This also developed forms and conventions of previous media texts as the video cross breads ideas of music videos and films. The cutting of the video challenges forms and conventions of the genre as usually, alternative/rock videos are quickly cut whereas this music video contains many fades and dissolves, making the music video look quite contemporary and different to previous texts.

James: The cinematography uses forms and conventions found in previous music videos such as the close-up shot. The close-up shot of the drums connotes the metonym of rock and roll as it is an image synonymous with the genre. This close-up shot also uses forms and conventions previously used in music videos as it shows the musicians performing, giving a live gig feel as the genre of the song is based heavily on live music and. 

Lauren: The video challenges conventions from previous music videos as well in the performance shots as, wherein previous videos they use a dolly for performance shots (Arctic Monkeys-I Bet You Look Good On The Dancefloor 2005) In our music video we used hand held shots to create an even more live feel, to make the audience feel as though they were actually at a gig.