evaluation of A2 music video of We Speak No Americano..

1. A2 Evaluation

6. We tried to construct a comical image that would fit well with the music to keep our target audience interested and entertained. Our ideas came from the original video of ‘We Speak No Americano’ and the slapstick movies of Charlie Chaplin. Both of these real media texts used fast paced editing techniques and jump cuts to flow in time with the upbeat music. They both had an old cinema style feel of the 1920’s as the images were either black or white or the sepia effect was used. The ‘We Speak No Americano’ video’s producers were influenced by the silent movies of Charlie Chaplin, they wanted the video to look authentic and wanted to bring back the era of the 1920’s. We thought we’d carry on these conventions as well, light sepia effect and sped up our footage, however we dressed the actors in more contemporary clothing and filmed in a well known area, Windsor, and used a lot of colour for a contemporary appearance.

7. The target audience for our music video was people aged between 17-21, the young adults who enjoys listening and watching lively pop videos. we used a simple and easy method to gather information to find out what our target audience would be for our music video. To do this we used a questionnaire which contained 8 questions for our 15 participants to fill out. We used a questionnaire because we knew we could get fast straight answers from our participants. We also used pie charts to show which category was popular in each question. From this we found out that our target audience is the young adult generation who enjoy pop soundtracks. For our production, we needed to find out what people mostly enjoyed hearing and seeing on a music video. For our research we wanted to find out what favourite genre of music they like. The categories for this question was pop, rock, drum and bass, dubstep, rap, hip-hop or other. Finding out the genre was important as we needed to find out what type of music people enjoy. The questionnaire also asked the age of the participants which were either 17-21, 22-30, 31-40 or over 40. Finding out the age group told us what age would enjoy the music video the most.

8. Other things we researched into was types of genre of the music video, types of characters that liked to be seen or what type of music video for example either performance based, narrative based or concept based. With all the answers to these questions we received, we could get an overall view of what our target audience would like to see in a music video that would appeal to them. From our research the target audience was young adults aged between 17-21 and the most popular music genre was pop. So to keep our audience interested in our video we made some creative decisions whilst editing our video on Final Cut Express. Our first creative decision was the fast pace of the video. The ‘ We Speak No Americano’ video is a upbeat fast song and so we sped up our footage to go with the beat of the song. Our second creative decision was the characters we used, how we dressed them and they acted in the video. This decision was an important part as it would keep the audience interested from their actions, emotions and expressions. Our third decision was the camera movements and shots. We wanted to use a variety of shots, angles and movements to make our overall video look creative and fun which would go with the upbeat song. Other creative decisions we made whilst editing was the use of split screens. This technique made our video lively from either splitting the screen into twos, threes or fours. In some parts of our video we over lapped some of the footage using the split screen technique which would appeal to the audience.

11. By using ‘ Final Cut Pro’ for our editing software we were able to use the editing techniques of speeding up footage, effects, transitions split screens and adding music to create creative decisions. This advanced software enabled us to create moods and emotions, for example, speeding up our comical footage in time with the upbeat music to add humour to the video. Increasing the pace of the footage was very effective as the video looks fun and lively to watch. Final Cut Pro had a lot of effects to experiment with like black and white and sepia to create a historic mood as the video was filmed in the historic landmarks of Windsor. We used the sepia effect to follow the conventions of the 1920’s movies of Charlie Chaplin and the original music video of We Speak No Americano. To develop our music video we split the screens up into two to four screens and also layered our footage on top of one another. This technique was quite effective as its quite enjoyable to watch the footage in different ways. We also rotated our footage and cut and jumbled up footage to the beat of the song We also used the Photoshop software to create our ancillary texts of a CD cover and a magazine poster. We wanted to carry on the theme of layering footage which is shown in the video but instead layering our comical images, taken as we filmed, of the two tourists in Windsor historic landmarks to create a collage appearance. We used bold writing in a brush script font in black on the CD cover to make it clear and standout.