Additional Screenshots

Love Triangle Scene

For this part of the music video we chose to have the female sat on the bench alone looking on her phone, something which a lot of modern teenagers always use waiting for someone to come and see her. We decided to have another male come to see her even though she is meant to be with somebody else and this is a good example of a love triangle that happens in everyday life. 

We thought that having the male walk up towards the female and show him hug her, the audience will instantly think that something is going to happen, as this isnt the same guy that was shown at the start of the video. A hug symbolises that they like that person as they want to get close towards them which again is a romance convention.

A close up shot allows the audience to see the facial expressions on both the actors,  and the females facial expression allows the audience to see that she is happy but we had the male looking towards the female so that we couldn't see his facial expression and this left the audience thinking what is his facial expression and how does he feel. They both wore casual clothing as this allowed them to be the same as all other teenagers and they don't stand out from anyone else, and this shows that they are the same and they even though they might differ from other teenagers they all go through the same situations at some points in their lives.

We wanted a long shot to show the audience the female and the male sat on the bench alone. We thought that the park was the best location for this situation because a park is a location that couples go for walks and picnics, and we wanted to show somewhere that other people would be able to associate as well as they might be in the same situation as the female in the video.

We wanted to have her boyfriend also enter the scene as this is a good example of a typical love triangle, and he walks into the scene to see his girlfriend sat there laughing and flirting with another guy, and because he is upset he reacts badly and takes it out on the other male instead of the female.

In this screenshot you see the two males pushing each other around with implies that something has gone wrong and as we see the guy in the black coat push the other guy the audience can see that it is the other male that is in the wrong. This leaves the female stood in the middle of the two and she realises that she has done wrong, and this is the point in the song when everything starts to go wrong for her as she slowly loses everyone that meant something to her, and this fits well with the lyrics of the song and also the theme of the song, which is something that you typically see is pop music videos.



In this screenshot we see the female walk away with the other male, leaving her boyfriend stood there alone. Again this may not have been what the audience were expecting to happen as they could of expected her to go back with her boyfriend. We chose to have this situation, as when we were researching what good ideas to put into our music video we found a love triangle attracted a lot of audience's attention. We used a mid shot for this, as we felt this focused more onto the couple and situation happening, instead of a long shot where the focus could have been taken away from showing more background.



Photo album scene

I felt that this shot over the shoulder was a good shot to use here as it allowed the audience to see the female and also what she was looking at. We wanted to include a photo album somewhere into the music video and we felt it would be more appropriate towards the end when she reflects on what she has done throughout the video.

In this screenshot we see the female getting to a certain photo in the album then taking it out of the album and ripping it in two leaving her on one of the torn sides and him on the other. This symbolises the female realising that she cant keep hoping that everything is going to go back to how it used to be with him, when she ruined everything. She then turns around and on this moment the lyrics say 'Im going to make it on my own' and this shows that she doesnt need anybody else she can cope just fine on her own.

We used a long shot here to show the female throwing the two torn pieces of photo onto the floor, so that the audience can see that even though she is looking through old memories of her and her ex, she has decided to move on and is going to make it on her own. At the point when she starts throwing the pieces of picture onto the floor and the moment they land on the floor the lyics 'Im going to make it on my own' are sung and this implies that she doesnt need him anymore and she is going to make it on her own. We did slow this clip down in the video to create more emphasis on what is actually happening and therefore the audience can see what is on the picture.

We then zoomed in from a long shot to a close up, to allow the audience to clearly see the picture torn in two on the floor. We thought that this clearly symbolises a relationship over when she decides she doesnt need anybody else to make her happy, and even though she is alone now she is going to make it on her own. We wanted quite a plain background so therefore the audience could focus more onto both parts of the photo. I think positioning the torn half of the female on the top half of the shot and the torn half of the male on the bottom half of the shot implies that maybe she has come out of this stronger, and that she is now looking down on the male.

 

Location Shots

We filmed at the local park, as we thought this location matches the generic romance conventions and it was a different location to all the others shown in the music video. We chose one bench for the main characters to sit on, as this was on the river bank and this is known as a romantic location for couples to go. A park can be quite an isolated area when there is no-one else there, and we were lucky to be able to film in an empty park and this can also highlight one of the characters isolation.

Shot list for the park scene

Shot number	Shot used	Characters/Description
1	Long shot	To show the female sat down on the bench waiting for the male to turn up
2	Long shot	To show the male walking up towards the female
3	Mid shot	Show the male and the female hug, this matches the romance conventions
4	Mid shot	Show the female and the male sat on the bench talking without realising her boyfriend is stood on the side-lines watching
5	Long shot	To show the male walking towards the female and the other male on the bench
6	Mid shot	To show the two males squaring up to each other, and the female in the middle of it all
7	Long shot	To show all the arguing between the couple and the male
8	Long shot	To show the female walking away with the male leaving her boyfriend stood on his own
9	Long shot	Of the male stood alone wondering what went wrong

We designed a shot list, so that when we went out to film we knew exactly what shots we wanted and in what order we were going to film them as well. For the park scene we didn't film them in the order shown here though, we did all the long shots that we needed first and then did the mid shots and close up's that were also needed. 

Shooting schedule for the park scene

Choosing when to go out and film was vital for us as we had to chose a day that all our characters were free if they were needed. We also made sure that if we were filming outside the weather was going to be appropriate for the scene, for example we didn't want to go out and film when the lyrics had nothing to do about rain. 

Day/Date	Scene	Day/Night	Shot description/summary	Location	Characters	Props Equip-ment
10th	1	Day	Long shot of female stood waiting	Park	Alice	Tripod
			Waiting for Tom the male	Park	Alice and Tom	Tripod
			Long shot of Tom walking towards the female	Park	Tom and Alice	Tripod
			Mid shot of Tom and Alice talking	Park	Tom and Alice	Tripod
			Pan camera to the right, to where her ex is stood watching them	Park	Tom, Lewis, Alice	Tripod
			Long shot showing Lewis walking towards both of them	Park	Alice, Tom, Lewis	Tripod
			Mid shot of the two males squaring up to each other	Park	Tom, Lewis	Tripod
			Mid shot of Alice stood in the middle of the two guys	Park	Lewis, Alice, Tom	Tripod
			Imagination, the female looks back and remembers the fight, then goes back to reality. Long shot	Park	Alice	Tripod

Now that we have nearly completed our music video, we have watched it through many times and decided that the best music channels for our video to be shown on that are target audience are more likely to watch are '4Music' and 'Viva'. Also the magazines that we could put our video advert in would be ones that our target audience are more likely to read for example 'Heat' and 'Ok'.

We thought one music channel that would be good to show our music video on would be Viva, as when we did our target audience interview, and asked other people in our chosen target audience they said one of their favourite music channels was Viva, as they played up to date music and it was stuff that they liked to listen to, and it was mainly pop music which is the same genre that we have chosen to do.

Another music channel that our target audience liked to listen to was 4Music. This was the top choice of music channels for our genre, because although Viva played pop music they also showed reality tv shows as well, whereas 4Music was more about getting the music to the audience and playing what they wanted to hear.

But it wasnt just music channels that our chosen target audience found out about new releases, they also saw magazine adverts for new songs in their favourite magazines and when we asked them what these were they said Heat, and Ok.

 

When asked what magazines our target audience prefered to listen to, they said Heat was one of their favourite because our target audience are more socialable people that want to keep up to date with the latest news and gossip, and this magazine gives the audience what they want to know. Along with the latest gossip they also advertised new song releases, and for this reason our target audience were able to know about new song releases.

Ok was also another choice when it came to what magazines our chosen target audience read because again like Heat, it gave them the celebrity gossip that they wanted to hear and also showed them new releases of songs and even top film releases and we thought this would be an ideal place to advertise our music video because more of our target audience want to read this brand of magazine.

Because our target audience were more socialable people and liked talking to their friends we thought some other places to advertise our music video would be online, on social networking sites.

Facebook and Twitter would be a good choice to advertise our product online because as our target audience are more socialable people they liked keeping up to date and talking to their friends all the time, Facebook was the ideal place for this. Also Twitter is becoming more and more popular with teenagers and celebrities and for this reason it is becoming more popular with our target audience so again we thought this would be an ideal place to also have adverts for our music video.




So overall after taking into consideration what our target audience wanted to see, and where they were more likely to see the adverts and watch the video, we chose on the basis of what was most popular with our target audience and would get more chance of people viewing it.

New ideas to add to the music video

As we show the female breaking up with her ex, towards the end of the music video when we showed this to the class they thought it would be better to show a reason why they split up, so for this we decided to look at some romance music videos and see what happens in them, and how we can decide what extra to put into ours.

When we looked at one, Keri Hilson - Knock you down feat Kanye West and Neyo, and towards the end of this video they show the main female Keri Hilson stood in the middle with the two guys on either side of her, and we wanted to include something like this into our music video. Also it showed split screens showing her with both of the males, but one she was arguing with and the other guy she was having fun and laughing with, and this is one of the ideas that we wanted to show in our video because it shows the audience her with another guy and this could be the reason why they split up and this is again meeting the conventions of romance music videos

In this screenshot we see the male who later on in the video becomes her ex, we see a split screen with him on the right and then letters on the left hand side up in flames, which could suggest that they are letters from an ex or someone that they dont want to remember anymore and they do this to get over somebody. 

In this image this is showing the split screens, of the female with the two different guys. When we first watched this we both instantly liked the idea of showing the female with one guy having fun but arguing with the other, as this sets the base for why they broke up.

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In this image, we see the female in the centre of the two males with them stood either side. Having the males stood staring at each other, squaring up to each other could imply that they are both dominant males and dont like being knocked down by the other. Neither of them are bothered by the female stood in the middle, and as they were fighting over her.





Some of the ideas that we thought would be good to include:

• Show the female having fun with another male, but with her ex stood watching her - she doesnt realise that her ex can see everything going on, and this is something that happens in a lot of relationships, but not many people realise.
• Have the female stood in between the two males squaring up to each other - it will show that she realises now what mess she has got herself into, and it is a situation that only she can get herself out of, but it will also show the damage that she has done to the males, as they are just the same as females they have emotions and feelings and these get hurt easily as well they just dont tend to show it.

When we asked some people from our target audience what sort of things they felt would help improve our video they said that showing a reason why they broke up, would make the story a lot clearer to them even though they understand what is going on anyway.

Final magazine advert

Changes that we made:

• We felt that the website address was too big, as this information isn't as important as everything else on the advert, so we made this smaller, and placed it closer to the bottom so it stood out more against the colour of her hair.
• We changed the writing 'Follow her' to 'Follow her on' so that it was clearer to the audience where it would be possible to see more from the artist on other sites.

This is our final magazine advert. We decided to have the same image as we had on the front of the digipak as this would create brand identity, and the audience would be able to associate both products with each other. Also the image of the female artist filled the whole advert so this implies that she is important, the direct eye address with the audience allows them to feel closer to her and she is attracting their attention. We placed the 'Out Now' writing in red, and we used the same font that we used on the digipak again to create brand identity and also the red draws the readers eye into the image. We then placed the 'Alice Hare' and 'On My Own' writing in the top right of the advert and placed them in red and black to both contrast with each other. The connotations of red imply love and romance, which is one of the main themes of the song and the connotations of black imply the heartbreak and loss and this is again showed in the song and we thought both colours are used well and help imply the themes of the song, and again this is the same colouring and font that we used in the digipak. We decided to use a quote from a pop magazine 'Heat' and we thought it would be a good idea to include one because it shows that other people have listened to the song and watched the video, and they liked it and gave it a high rating and this would have a high impact on whether people would buy the album or not, because if it was a low rating it wouldnt have much impact on whether they just glanced at the advert or bought the album. Another way to help the audience decide whether to buy the album or not, is the rating stars as if it was a low amount of stars this would show that it isnt a very good song, whereas having more stars would show that it is a good song, and this would influence the choice of the audience. Having other ways to contact the artist to see more about her and more songs, we chose to have the 'Facebook' logo and 'Twitter logo on the bottom, and these are both social networking sites that our target audience spend a lot of time on talking to friends. Again the website address at the bottom of the advert is another way that the audience can contact the artist, and we chose to place this on here because after looking at other adverts in our genre we saw that they all provided a website address, and we wanted to stick with the generic conventions of pop adverts so we placed one on as well.

Overall I feel that this magazine advert does a good job of promoting the artist successfully, and the audience are able to see brand identity clearly as we have used the same picture on the front of the digipak and the advert. I also feel that it doesn't give too much away about the music video, as this is what i wanted to happen as this causes enigma and leaves the audience thinking what is about to happen and how will see cope? The colours and quotes used help influence the audience whether to watch this video or not.

Magazine advert draft

Changes made to the digipak

We made the font size smaller, and then placed it onto the area that was brighter. This was because the audience couldn't see the word 'On' clearly 

 The layout and the images are perfect and the audience liked them, so we didn't have to make any changes to these.

We cropped this image, so that it doesnt look stretched.

We got rid of three of the songs we had originally put on here as we wanted to keep  with the conventions of the digipak. Also we changed the font size from 16 to 18 so the back cover doesn't look empty. I have to find white colours on the company logos so it stands out well and also I have to change the black colours on the copyright  because this wasnt clear. We placed the bar code on the bottom of the digipak instead of the top because there was too much information at the top.

Magazine Advert Draft

We placed an image of the female, the same one that we used of her on the front of the digipak as this gave us brand identity. The facial expression is simple as this allows the audience to focus on all of her face, and we wanted to have her direct eye address with the audience as well, as this created a more personal feel. The typography that we have used is the same as what we have on the digipak, as again this is brand identity and also we felt that the font stood out against the background. The colouring of the font would be black for the writing 'On My Own' and then red writing for 'Alice Hare' as these two colours contrast each other, and they both stand out from each other. We wanted to place the 'On My Own' title at the top of the advert so this framed the image of the female, and then placed the 'Alice Hare' writing underneath her face where her neck is, and this again frames the face. We placed the facebook and twitter logos in the bottom left hand corner as we thought that this was more appropriate for the pop genre adverts compared to what a rock or indie advert.

Our second draft had more information on it, but we showed the class this idea they felt that there was too much for a pop magazine advert, and it was too much information and pop adverts tend to have a little bit less information. They did think the idea of including other hit singles that have been popular with the target audience before is a good idea, because if they know other songs and like them they will want to buy the album to see more. Placing an image of the female in the centre of the picture allows the audience to know that she is the main focus.

After all this feedback we felt that it would be better to go with the first draft as this matched our genre better, and the class felt that it portrayed the female artist more positively and would attract a larger audience than what the second draft would, even though they said they liked things on the second we could try and include them on the first.

Feedback from magazine adverts

When we showed our magazine advert drafts to the class, we got a range of response from this, both good and bad so that we had ways to improve our drafts.
Good points:

• They liked the close up of the female in the centre of the advert, and we thought the best way to get the audience's attention would be to use direct eye address
• The class thought that the image of the female, is the same one that we used on our digipak so there is brand identity and they would be able to identify with the other products as well.
• Placing the magazine reviews at the top of the advert showed the audience that other people had rated it high, and this would make them want to buy the album.
• They thought that we had promoted the female artist positively, and this was evident in all of our products.
• Placing other song's that have already been released that appear on the album would make them want to buy it more.

Bad points:

• They felt that the best font to use would be the same font that we used on the digipak, as this was brand identity, compared to the font that we was going to use that was different
• It was better to keep it simple yet effective instead of trying to fit loads on all at once.

Ex Student magazine advert analysis

I chose to analyse this magazine advert, as it was in my chosen genre. The main image used, is taken from the music video so i felt that this helped me to identify with both the music video and the digipak. I felt the image that they chosed helped sum the whole video up, as it shows the female sat on the floor with the camera pointing down onto her so the audience is looking down to her, it could also match the way she is feeling as the song is about heartbreak and you feel down after you've lost someone you love. Having the wooden marinettes in the bottom left of the image also shows that she is being controlled by something, again this is something that happens in relationships. The black writing of 'Avril Lavigne' stands out against the pale colour of the wood, and then it contrasts with the red colouring of 'My Happy Ending'. The typography used is simple but effective, as it didnt want to take away any focus from the female, but it told the audience the name of the song. Placing the magazine review on the top of the advert, and placing the stars in red help it to stand out, and therefore the audience can see how many stars it has been rated. Placing the words ''Her best yet - Kerrang'' in the top right corner show that Avril Lavigne is a famous and well known rock/punk singer, and placing good reviews is only going to want the audience to see it if other people think it is good.

Overall i think that this magazine advert is good because it allows the audience to identify with the music video and the digipak together as the image used allows this to happen. Its also simple but yet effective as placing the reviews on the top of the advert make people see that other people and famous magazines have rated it highly would make them want to see it, and buy it as well.

Magazine Advert Analysis