2. Initial audience research
For our feedback we decided on a target audience
to aim our product. We used GRASS to help us
outline our target audience.,
G - both male and female
R- mainly of white ethnicity, but our product
could really appeal to people of any race
A – 12- 21
S- C1 to E ( lower middle class through to
Subsidence)
S – mainstreamers
3. Demographic and
psychographic profiling
We used demographic and psychographic profiling to help us to
determine what audience our product would target.
From using the socio economic scale of demographic profiling we had
worked out that our target would be grouped from C1 through to
E, this includes: Lower middle class(skilled non manual eg. Sales
assistants, shop floor advisors), Skilled working class (skilled
manual eg. Electrician, plumber), Lower working class (semi skilled
eg. Assembly line workers, cleaners), Subsidence(
unskilled, pensioners and the unemployed)
Psychographic profiling assumes the audience to be complex and to
have certain needs which must be gratified. We used Young and
Rubicams crosss-cultural consumer characteristics which
characterises people in terms of their own personal aspirations. The
group we decided our audience belonged to was the mainstreamers;
which is basically 40% of the market, which is the largest section
of the market. This is a group that seeks security in conformity and
‘fitting in’, tending to go along with the masses.
4. Maslows’ hierarchy of
needs
We looked at Maslows’ hiearchy
of needs which is his theory
on audiences’ needs, which
links in with the uses and
gratifications theory of how
audiences use media texts to
fulfil their basic needs. The
theory basically outlines how
humans strive for ‘self
actualisation’ to be unique
from others and fulfil their
own potential in life. There
are physiological
needs, safety and security
needs, belonging needs and
esteem needs. I think our
media product successfully
fulfils these needs, which
important for any media
text, if they want to reach
their audience.
5. How did we set out to
appeal to our audience?
We had used a variety of techniques when producing our
product, in order to help our product appeal to our audience
and visibly attr,acting.This included, green screen, split
screen, a variety of different shots, colour grading and
editing effects. These all helped to make our product
visibly attractive and look like a professional video.
6. Colour grading and editing
To keep our video visually interesting and to keep
it looking professional we used appropriate
editing techniques in final cut to produce our
final product. We used colour grading, which
helped to give the video the retro look we wanted
on the narrative, also the fact that somne of the
narrative illustrates past tense events, the
colour grading makes it easier for the audience to
establish that these are events that occured in
the past and can be seen as flashbacks. We also
experimented with the pace in order to keep the
visuals in correspondance with the beat of the
music; speeding up parts as well as slowing down
parts of the vide. Near the end of the video, we
rewind time to the present tense of the
narrative, this helps make the whole story in the
narrative much more interesting and keeps the
audience entertained.
7. Shots
It was important we used a wide variety of different
shots to keep our audience visually engaged on the music
video. Shots like the close-up shots were particularly
important in able for the lead singer to gain a
connection with the audience.
We had medium shots of the whole band, in able to
establish them as a band and show them all together .
We included low angle shots and high angle shots that
kept the video visually interesting and constantly
changing so that audience wouldn’t become bored.One of
the high angle shots in particular of the fox on the
park, works really well as we can tell this is a shot
were the fox is upset and lonely and high angle shots
work well at almost demeaning the subject. All in all
this would make the video look much more professional.
8. Shots
Medium
Close up, Shot of
Two shot Whole band
Close up Low angle
Of lead shot
singer
Long shot High
Angle
shot
9. Split screen
Towards the end of the
music video, we knew we
needed to keep the audience
engaged as they could get
bored, we used split screen
using a variety of
shots, some split screens
with close up or medium
shots and a variety of
angles, this would keep the
audience entertained and
again, increase the
professional look to our
video. The audience can
watch whats going on on
both sides of the screens
and this looks visually
interesting and appealing
to the eye.
10. Green screen
Green screening was really important in our music video;
with the performance shots we could really establish them
as a band, especially the shots of the whole band with
the logo in the background. Using green screen worked
really successfully with our music video and definitely
gave it more of a professional quality.
11. Audience testing
Before publishing the final edit of our
music video we knew that audience testing
would help to give us an insight into
what our chosen audience did actually
think of the video. We asked them
questions related to the video. We
videoed students in the studio and filmed
their responses, the videos are on the
audience testing of the evaluation.
Questions included: what aspects of the
video made it unique or stand out to
other music video?, we found out that
the main aspect that they found unique
was the ‘dancing fox’ which they thought
gave the video a ‘fun and bubbly’ feel to
it. This is something we had set out to
do from deciding on the branding of our
band and how we would reflect that
through the video.
12. Another question: Do you think the product looks
typical of a music video? And what aspects of it
were most convincing? An answer we got to that the
narrative worked really well and helped the video
to look convincing. Another answer was that the
main singer worked well, with accurate lip
synching.
We also asked: Do you think the music video
corresponds well with the music pace and genre?
We were told that yes it did, what mainly helped
was the shots of the instruments in time with the
beat, which we knew would be important as for our
band belonging to the indie-pop genre, performace
with instruments was an important aspect.
13. With our ancilary task feedback we found that they
thought using a theme (the mug shot theme) worked
best and made it much more appealing and eye
catching to look at, like it would grab your
attention if you were to see it on a shelf.
14. We found the audience testing very successful and useful
before the publishing of our music video. We were able to
be sure that things that we had specifically done in our
music video, like for instance the fox had worked well
and in the way that we intended; we could be sure that
our decisions in the production of our music video were
good decisions and had the desired effect on the audience
that we wanted them to. We asked if there any
improvements that they personally thought could be made
to the video and they replied that there wasn’t any
improvements that they felt should have been made, which
was a very pleasing answer.
