2. Colour
Really there are two colour schemes that are used
in the print work and the video for my production.
First of all, there is a dark black colour,
which I associate with night. The CMYK colours of
this being C=100% M=100% Y=100% K=100%.
This dark black colour is used for a convention that
during the dark black and bleak colour schemes.
Therefore connoting the darkness with loneliness
This creates a scene and an image of being alone,
this idea is used throughout the advert and digipak.
This convention is carried on into the music video
itself, as when the actor begins to have flash backs
of being alone, the scene is always set as a dark
colour scheme, it was predominately at night.
Therefore this builds a coherence of the dark with
being lonely and the dark colours give the
conventions of sadness.
The other side to the music video is of
fresh natural scenes, where the couple are together.
This is then shot in the forest, this contrast with
bright colours to create a conventions of happiness,
and the forest colours make it seem like a happy
place. The bright colours are coherent with the
bright clothing that the actors are wearing.
The whole music video in turns of colour really is
entropic in comparison to regular media
conventions of dance music, as normally the
conventions are of flashing lights and colourful
parties. The idea of the different colours and
different type of colourful scenery was similar to
that of Kesha – Love is my drug, where drugs are
also resembled in the video.
3. Colour Continued
From looking at the digipak and the music video, I can also evaluate that there are various colour
schemes which are not coherent with one another. For instance the colour scheme idea of being in a
forest is not carried on into the digipak. As the digipak only shows images at night. Same as the colour
schemes for the props. I can therefore put this down to perhaps designing the digipak after the music
video would of worked better.
By perhaps making the production work more coherent and giving it a more constant
house style it would have to brand and market the project better. Therefore creating a better response
from the audience.
4. Font Type and Size
Throughout the main product and the ancillary
texts their is a coherence house style of type and
size, courier new is the house style used through
the print work, this font style is then carried onto
the music video where it is used for the title seen
in the music video. This text is a rustic and
unusual and not a widely used text, therefore I
thought it would suit the music video and the band
as they are unusual and not main steam artists.
Alongside the text I used a plain white colour of CMYK code of C=0%
M=0% Y=0% K=0% and a HTML code of ffffff. This therefore was a plain
white colour which would stand out amongst the plain dark background.
Other texts were also used to the advert due to the marketing for the
advert needed to be strong to attract attention, therefore effects where
added to a red text to make it stand out be market well to a potential
audience, as the plain white text used in all of aspects would not stand
out in a poster or a billboard etc.
Apart from the text on the advert all the rest of the branding is coherent
in the print work and the video, therefore this means people will
recognise the branding from the text used.
I got the idea of this simple text used throughout from
The artwork in The Streets a grand don't come for
Free where a plain white text is used throughout.
5. Posture and Proxemics
In comparing the digipak and the music video, first all
there are a wide range of shots during the music video
from above of the actor lying down, these types of
shots do not appear in the music video, and as we
already discussed in talking about colour shots of the
daytime also do not appear. In the 3 sides of the
digipak where an actor is present he is also shot alone,
where as 50% of the music video of shots of him with
the girl in the daytime, this is not connoted in the
digipak.
Shots of the daytime in the forest proxemics do not
feature in the digipak and only feature in the music
video. Again the digipak does connote differently to the
music video in quite a few aspects. Although the
didigpak itself during the planning stage looked like it
would have very similar conventions to the music video,
but due to changes during the filming stage the
conventions are slightly different therefore the
marketing is not completely coherent as you would not
instantly recognise the digipak from the music video.
Although saying this there are some conventions which
are very similar. So therefore really it is how you look
at the media language. A female actor is not in my
print work because I wanted to show the actor
loneliness therefore I stuck just to images of a male,
therefore I can use the conventions of the song of
being ‘Not In Love’ and therefore this can be shown by
the close ups in the music video.
6. Props and Costume
In the music video costumes have great coherence with the
unusual type of music, so the actor is wearing unusual and
not main stream clothing. During the happy scenes in the
daytime when he is with the female actor he is dressed very
colourful. Whereas when he's alone in the dark scenes he is
wearing much darker and plainer clothing. Not many props
are used during the video. Apart from at the start where too
paracetamols are used which are props for a drug for
example ecstasy which the actors are taking. This is a very
redundant idea for this type of music giving a very linguistic
styling which is coherent o over music videos for example
such as ‘We found love’ with Rihanna again this is party music
which has reference to drugs and this idea of using drugs
came from many different similar music videos.
The suit used as a costume in the digipak does not give a
house styling as it is in fact very different to the costumes
used in the video. Although and the
Inside cover where the actor is sat on
A wall. Here he is wearing the clothing
More suited towards the sort of
Costume and proxemics we are looking
To connote, for the branding of the
Digipak and music video.
7. Lighting
The use of lighting in my digipak is all dark
lighting connoting the loneliness, this is
coherent to the parts of the music video
where he is alone in the dark these is a well
worked house style and gives branding to the
product. The use of naturalistic lighting is
also included in the music video.
The naturalistic lighting used in the music
video itself was used to be entropic as the
clubby electronic music used in the music
video, tends to be associated with partying
and night clubbing in the dark.
8. Visual Themes
The media language is slightly different in
that there is a grain added to the digipak to
give it a rustic effect which is coherent to
the music, however this effect is not used
during the music video.
The shots where taken in the woods to give
a contention of being close to nature and
having fun and somewhere nice rather then
in dark alleyways or by the river. I think
that the contention of being 'close to
nature'
