Webpage in Context

Final Drafts of Ancillaries

Advertisement in Context

Images For My Ancillary Texts

I took a selection of images using the two people I had used in my video and who I had decided to use to represent the band "Metropolis". I took the pictures outside in an area that was well lit and that had a lot of trees and flowers around it as I wanted the images to look free and bohemian. Below are a selection of the images I took.

Audience Feedback For Music Video

I asked several people to fill in a questionairre about my music video and how effective they thought it was, I asked 4 people and below are their responses.

Did you enjoy the video?
Yes, I thought it was very good I liked how quick the pace was.
I thought it was good although you could tell it was not proffesionally done.
It was really good! I liked the cartoon bits and the words.
I think the music was really good and the video worked well with it but some of the filming was a bit fuzzy.

How effective do you think the video was in supporting the lyrics to the song?
It worked really well together, the song and the images all represented the same thing and I liked the hand symbols and other different ways of bringing the lyrics across.
Becuase the song was real quick I didn't always get what they was saying. But all the lips where in time with the words so that worked.
The cartoon bits and the bits with the magnet letter things worked well because they showed you the lyrics so it was quite good but some did go overtime and weren't running at the same time as the song.
They both meant the same thing so it worked well.

What do you think could have been done better?
The video worked really well on a whole however some of the footage could have been better quality and had better lighting.
Could have gone over the video again and refilmed a bit because some of it was a bit scruffy.
Nothing really, I enjoyed it but the magnets could have looked a bit better.
Used more props and made the letters look better.

These responses will now help me when writing my evaluation pick out the good and bad points of my video and what I could have improved on.

Webpage Drafts

Advertisement Drafts

Ancillary Text 2

My second ancillary text will be a webpage for the band. I have looked at several examples of webpages of bands from the same genre and analysed them to see what conventions there are and what is effective for when I create mine.

The first webpage I looked at was for Mystery Jets. The main language of the webpage appears in the form of the band name and new album title which are in large, bold font at the top of the screen and a paragraph about the band beneath the video shown in the image above. There are only three main elements to the website homepage, offering a minimalistic layout that is easy to understand. The band name and album name take up the top part of the page, whilst the video is the central piece of text that the eyes are immediately drawn to and the bottom third of the page is taken up by a short paragraph providing the reader with information about the band and their new album. The name of the band features a house style that is common throughout all of their advertisements and promotions and is made of a bold, black, sans serif font. This font is simplistic and modernistic and a common convention of modernistic indie bands that tend to have a very plain, bold logo. However this is contrasted against the name their new album Radlands which appears in a seemingly hand drawn, bright red font, reflecting the bands more artistic side connoting a more playful side to the band.

The only institutions made clear within this advertisement are the record shops the CD is available from. It is not immediately clear which record label the band belong to although after further research I have found it is Rough Trade Records. The band could benefit greatly by relating themselves to this institution as over the years it has built up a reputation of being an independent record label that treats it’s artists fairly and who only sign artists who are able to write, play and perform their own music. As Mystery Jets belong to the indie genre, belonging to such a prestigious record label could be hugely beneficial for them as, even if people have not heard of their music before, people may choose to listen to them or purchase their album due to the reputation of their record label. Although, by being stocked in such large shops as HMV and Recordstore the band can gain a reputable image from the fact that their music, even though belonging to a more abstract genre that is not that popular in the mainstream, is being stocked in large, recognisable stores that only stock music they know will sell well.

The ideology behind the bands new CD can only be described as nostalgic. On their homepage the still image that appears on their video feed shows the band wearing vintage clothing and the image has an aged effect on it. The name Radlands contains the word “Rad” which is also an older slang term for something that is cool and fun. Both of these effects combined suggest that the band are trying to create a nostalgic, vintage feel to their new album, which as I have seen in the CD advertisements I have looked at, is a common feature of the indie genre.

The audience is not made particularly clear within the webpage. As this is an internal webpage which doesn’t contain advertising the only traffic it would expect to receive would be fans of the band and their music therefore the audience would simply be fans of the music and their would be no need to try and identify with them as they already know the band and it’s music.

Overall, I think this is a good webpage, it is simplistic and easy to follow meaning anyone who visits it will not be confused. It also looks clean, modernistic and professional which means that it will be taken seriously rather than it looking amateur. I may look into using this layout when creating my own video as I like how it is simple and effective, however I will ensure I include the record label logo to ensure it can be linked to it easily.

<!--[if !vml]--><!--[endif]-->The next advertisement I looked at was for The Maccabees. Again, this website features a very simple layout, however instead of having the name of the band and the album at the top, instead there is a navigation bar helping you find your way around the website easily. I think this is a very good idea and may use something similar when I create my webpage. The house font used throughout is bold and sans serif, adding to the simplistic tone of the website. The main image on the website homepage is take from their new album and simply has the band name written across the top of it. At the bottom of the page there are several links to different social sites, making it easy for the consumer to share their opinion on the band and there is also information about the release of their new album, however this is not the main focus of the page it is simply written in small font at the bottom. This suggests that the website is not the primary advertisement for the bands new album it is simply for finding out more about the band and their other material.

Unlike the previous webpage, the institution that The Maccabees belong to is made clear at the bottom left hand side of the page next to the bands logo. This provides fans with a perfect opportunity to look at what other music the record label produces and also creates a synergy between the two institutions and helping them promote each other through their different websites. There are several other institutions that appear on the website homepage including Amazon, Play.com, HMV, Itunes, Twitter, Youtube, Tumblr and  Myspace. By using these popular institutions on the homepage it is made clear to the audience that the band have a good reputation as they are supported by several well known social and sales institutions.

The ideology behind the webpage follows the popular conventions of most other indie bands. The deserted field in the sun on fire has connotations of hedonism and freedom, whilst also suggesting a wilder side. This lifestyle is appealing to the audience who choose indie music as an escape from the real world and want to escape into something fun and free. By linking the website to so many social sites, they have made it possible to reach as large an audience as possible. Although this didn’t seem to be a big concern for the previous webpage; i think I will add links to social sites for my webpage as it means I am reaching as large an audience as possible and that the CD and music video are well advertised on the web aswell as in printed media. Although I do like the way this website is set out, I think the bottom third of the page is cluttered and messy and would try to avoid this in the creation of my webpage.

Ancillary Text 1

For my first ancillary text I will create an advertisement for my CD/Digipak. I chose to create an advertisement for my cd that would appear in a magazine. Due to the genre of my music I thought the most suitable magazine for it to appear in would be NME. NME is known to be centred around alternative and indie music so this would be also mean that fans of the genre of music my music video is would also read the magazine. To decide which conventions of CD advertisements would be best suited for my advertisement, I looked at three different advertisements that appeared in NME. I analysed them and then concluded what I would then take from them as inspiration when creating my own advertisement.

The first advertisement I looked at was for Sleigh Bells’ new album Reign Of Terror. There is minimal language in this advertisement with the most emphasis on the band name and the place where it can be purchased which are both in large font. Although the large picture of the band takes up the majority of space, there is a small text box towards the bottom of the page which contains basic information about their new album. The price is displayed at the top of the text box is an enticement to purchase the album. As the product is aimed at late teens to early twenties the majority of these are mainly students therefore a cheap price will draw potential customers in. By including a short paragraph about the band, the advertisement introduces any people who are not familiar with the band and persuades fans of the indie rock genre to purchase the CD.

The only institution shown within the advertisement is HMV. However, this is not the record label the band belongs to, it is the name of the company that stocks the CD. This could be a mistake on behalf of the record company as by not including their logo or some indicator to say which record company the band belongs to, the consumer is not able to identify with the record label so they may lose potential consumers who are not aware of the band but fans of the music the label produces so may have chosen to purchase the CD because of the labels reputation. However, by including the logo and name of the institution that stocks the product, the advertisement makes it easy for the consumer to purchase the product as they do not have to worry about searching for somewhere that stocks it. HMV and the band use synergy to advertise each other through their own advertisements, in this advertisement, HMV are given a reputable image as a shop that sells good quality music that is written and played by the same artist. Similarly, it is helpful for the band to be stocked in such a well-known music shop as it suggests to the consumer that they must be producing good music to be popular enough to be stocked in such a mainstream store whilst still being an indie rock band that tend to be less popular with the mainstream consumer so would be less likely to be stocked in a mainstream store.

The ideology behind the advertisement follows the house style of a hedonistic lifestyle that is common throughout the indie rock genre. The two member of the band are shown in a close up image at sunset with a grunge style outfit and styling. The image itself is slightly blurred and fuzzy giving an aged effect and suggesting it isn’t a professionally done picture connoting anti-establishment which is another common convention of the indie genre. The album cover itself is shown as an image next to the text box in the bottom left hand corner of the advertisement. It is an image of two scruffy shoes, again connoting a lifestyle where materialism doesn’t matter. This ideology is a common convention of the indie genre and when creating images for my advertisement I would like to give them an element of nostalgic look or a shabby feel to them.

The audience is made clear through a combination of the ideology behind the design of the advertisement and the institutions it represents. As the ideology has clear indications towards a hedonistic, carefree lifestyle; this could suggest a reflection of this in the audience. The bands image is well thought out, as the grunge look is very popular within the indie genre, making the band aspirational figures for their fans.

Overall, I think this advertisement could use some extra features to make it a more successful selling pitch. Although I think it is a good idea to feature the price and where it is available to be purchased from, I felt there was not enough information about the band and its label and that the image combined with the image of the CD cover and the text box made the advertisement look very busy. It did not follow the house style of other adverts for this genre I have seen and therefore I will not be using it for much inspiration when considering my own designs.

The first advertisement I looked at was for Tribes debut album. The advertisement doesn’t feature much language however the little it does is blunt and straight to the point. It uses sans serif font which connotes informality, reflecting the conventions of the target audience of the indie genre. The main information of the advertisement is in large bold font. The band name is in large at the top of the advertisement, grabbing the audience’s attention and ensuring any fans of the band will be able to recognise that this is an advertisement for their favoured band straight away. The other main piece of information in bold is the release date of the CD. Although I think it is a good idea to display the release date, it is not very clear when the release date actually is as it simply says “out Monday”. This could cause problems with selling the CD as if the advertisements are left up after the release date then potential customers may not go purchase the CD as they may think that the release date is the following Monday and that it is not available yet. 

The institution of the band is made clear by the Island logo at the bottom of the advertisement. By using the institutions logo it is made clear that the band are an indie alternative band as Island is renowned for signing independent artists therefore if fans of Island records realised the band where

signed to this label they may choose to purchase the album due to the reputation of the label, appealing to yet another sector of the market.

The ideology of the advertisement is a clear indicator to a hedonistic lifestyle; the band are featured sat on an old bench in scruffy attire looking detached and uninterested. This appearance connotes a carefree lifestyle and portrays the band as “cool” with a carefree attitude, appealing to the audience who also aspire towards this lifestyle. The image of the band provides an aspirational image for the consumer, persuading them to buy the bands album as they see them as role models and by listening to their music it will give them an insight into their lives. Also, by using an image of the band and not just relying on the music to sell the album, it is made clear that appearance is a crucial part sales and the bands reputation. This reflects on the audience and it could be suggested that fans of music from this genre also span out their admiration of the music to other sectors of their life such as fashion. Therefore it is important to sell a reputable style for the band aswell as producing good music for them to be successful.

The audience is made clear through the several elements of the advertisement. The image of the band reflects the aspirations of the target audience who are late teens to early twenties and fans of the indie alternative music genre. Conventionally, fans of this genre tend to have a care free attitude to life and enjoy meaningful songs who are written by the band themselves and not by other people. This ideology is reflected in the bands image as they are clearly not made up to be something they are not and appear as themselves and are not moulded to the mainstream preference.

Overall, I think this advertisement portrays the audience well. I like the basic layout of the advertisement that gives the feel that the band are confident that their image alone will be enough to entice the audience, suggesting that this album is simply for fans of their music, and not for fans of popular music that has lots of good reviews. 

Another advertisement I looked at was for Lana Del Rey’s debut album Born To Die. The language in this advertisement is similar to the others in that it is simplistic and only gives brief details, enough to ensure the consumer can purchase the album without any trouble but not too much information to make the advertisement too busy. The largest text on the article text the form of a masthead at the top of the advertisement, this displays Lana Del Rey’s name; ensuring that the advertisement will catch the eye of any fans of her music straight away. the name of the album and it’s release date are also in large, bold, sans serif font so all the main information needed is easy to read. Unlike Tribes’ advertisement, this one has a clear release date signified with a numbered date so it is clear when the album is available. I think this is a good idea as there is then no confusion as to when the album is released and no customers will be lost due to misinformation. Unlike other advertisements I have looked at, this features quotations from recognisable sources who have given their opinion on the album. This is beneficial as it means that anyone who is not familiar with Lana Del Rey’s music may be persuaded to purchase the album as they are fans of the institutions that have complemented it and therefore may feel that the music will suit them. The institutions Q and The Independent are both companies that can be associated with more liberal thinkers who also tend to be fans of the alternative/indie music genre. Fans of the music magazine Q are conventionally fans of musicians who create their own music and take music as a lifestyle and not just a way of making money. Whereas The Independent boasts a fan base of liberal thinkers who tend to be more left wing and again are also fans of alternative music that is not mass made for the soul purpose of selling albums. By including the phrase “Includes ‘video games’ and ‘born to die’” the advertisement relates to those who may not be a fan of Lana’s music but have heard of one of her hit songs. This could then potentially persuade them to purchase the album therefore I may use this technique in my own advertisement as I think it is a good way to widen the market to those who may enjoy the music but may not know of or be a fan of the musician.

The ideology in this advertisement is juxtaposed with two contrasting ideologies fighting for attention. Primarily we have the “American dream” idea with Lana wearing a buttoned up blouse with perfect hair and makeup, stood against a sunny sky and a well-kept garden background. However, with this perfect image there is the juxtaposition of the album name “born to die” which has very ominous connotations and rejects the idea of the American lifestyle. Unlike the other two advertisements I have looked at, Lana does not appear to be aware of her aspirational value; she does not try to be a member of the indie genre by dressing in the conventional grunge way, her style is also juxtaposed against the genre she belongs too as she is dressed impeccably with her hair and make-up done. This suggests that Lana is rejecting the conventions of her genre whilst in turn accepting the conventions of postmodernism in which she also belongs to and which boundaries are meant to be broken and conventions rejected.

The audience for the advertisement is not as clear as the other advertisements I have looked at. As it does not have aspirational “grunge” figures often associated with the indie genre, it is hard to immediately tell what kind of music Lana produces. Although the institutions The Independent and Q give some clue as to who the audience would be, it takes a little research on behalf of the consumer to fully understand what type of music Del Rey produces. In my advertisement I will make it more clear who the audience is by dressing my models in appropriate clothes and using effects suitable for the indie genre such as fading to give a nostalgic feel.

Completed Music Video

Animatic

I have created an animatic of the clips of my storyboard on the backing of the music track I plan to use for my video. I found this a great oppertunity to see if my initial storyboard ideas would work and was pleased with the way it fits with the backing music.