evaluation question 2

As the Song is called the lights and the main theme of the music video was based around the theme of lights, it was only right for the theme to continue in the ancillary products that i created. the reference of lights have been continued in the synergy of all three products.Not only did the theme of lights relate to the video and ancillary products for connection and recognition, but also to create a beautiful scenery and effect in both the music video and ancillary products.

The main focus of synergy revolved aound the idea of lights. For example, in the music video, the first sight of light is the day light in the beautiful scenery of the barbican. Although this is a natural source of light rather than a sort of technology, it is the start of an implication to do with the idea of lights. Furthermore, later on in the video as the time of the day gets later and darker, the light theme could not be created by day light as this source of light was not as effective through out. however, in the night time, electrical lights look far more effective than lights during the day time. For instance, the lights that flicker of the cars, the city lights and also the lights that are seen in the background and wide shot of the master shot taken at the millennium bridge.
The idea of the flickering lights that we carried out in  the music video was an idea that influenced me whilst making the digipak and advertisement for the music video.

How does the digipak link to the music video?

The main idea that continuously popped up in my mind whilst doing the mock up of the digipak was the idea of flickering lights. The flickering lights of the cars and city lights in the music video is what i wanted to carry out in the creation of the digipak. I planned to do this by using the elements of Photoshop, rather than using a picture that consists of lights. I decided to do this not only to be creative, but also to carry out the theme of the flickering lights in a way that the audience could recognise the link between the digipak and the music video. As the lights in the music video were mainly seen during the main shots of the artist, i believed that the audience would be able to recognise the link between the music video and the digipak if a close up of the artist would be used with lights around her. This instantly gives a sense of synergy and recognition not only of the product link, but also of the artist. Also, the use of bright colours that i used in the digipak, such as purple and blue which i used a lot are colours that bright up and create a soothing feel, similar to the feel given off from the music video.

I think that the way that the digipak and music video connects through the idea and visuals of lights was successfully done in terms of promotion. If the design i chose did not refer to light but referred to something else such as love by using colours such as red and designs such as love hearts or something along the lines, the response from the synergy would not be as effective from the audience. The fact that not only does the visual elements of Lights match, but also match to the name of the song and album is what makes it more effective. It is effective because as an audience, we can instantly gather that the name on the album which says in big letters "lights" and the flickering lights have a major link.






How does the advertisement link to the music video?

The advertisement and the digipak have a large link in terms of synergy. Both contribute to the link of the music video. However, the advertisement itself links to the music video, very similarly to the the way the digipak links to the music video. The theme of lights carried from the music video to the digipak is also the exact same theme that contributes to the theme in the advertisement. This includes the designs used, the colours, images and text. The image is an image of the artist facing towards the camera. In the digipak, the image is a close up of the artist and i thought that a medium shot of the artist would give further recognition of the artist as it allows the audience to see her from a different view. Other than the image, the design is very similar and links to the music video in the exact same way that the digipak would. This comes to show that there is a good use of synergy, as the link between the music video, digipak and the advertisement is strong.

How successful is this in appealing to the target audience?

The taget audience that we intended our video and ancillary products to appeal to is a young female audience. There is not a specific group of females that it peals to, such as mainstreamers, aspirers etc. There are many ways in which the products have appealed to the female audience specifically. For instance, the music video itself is a song that is done by a female artist, which instantly appeals to the female audience. Moreover, the scenery that we chose, such as the river side in the barbican and the lights at millennium bridge are places that create a friend, soft atmosphere which reflects the interests and personalities of the audience that we have chosen.
The digipak that i created has also crated many ways in which the target audience can appeal to it. For example, the colour scheme of feminine colours such as purple, light blue, yellow, pink etc are colours that attract the eye of the female audience, as colours such as grey, dark blue and any other darker colours are colours that would appeal to a male audience. Furthermore, the design of flickering lights by using the tools in photoshop elements are simple and neatly set out, rather than it being unorganised which would appeal to a male audience. Also, designs such as stars and the pink text are also factors that would catch the eye of the female audience.
Lastly, the advertisement, which has many similarities to the the digipak has also contributed to the appeal o our intended target audience. as the digipak and advertisement are largely related in terms of design, colour scheme and font, it also gives of the same effect that the digipak would. The only difference is the text that promote the album, such as "Out Now" and "Available on iTunes" etc are types of promotional text that would be seen on any album advertisement whether the genre be pop, R&B or any other.



A Media product that has influenced me and we have compared to is Ellie Goulding - The Lights.
The media product that influenced all the ideas of my ancillary products and synergy are the ancillary products of Ellie Goulding.

Ellie Goulding also based her theme of the music video and ancillary products around lights. Her theme of lights is carried out through the design of the digipak and advertisement. The front and back cover of her digipak is simple, with a close up of herself and a simple design of flickering lights. This theme is not only in the digipak, but also has a large similarity in the advertisement, as the design and use of colour continue the theme and ideas of ligh from the digipak to the advertisement. This automatically creates synergy. Furthermore, relating both ancillary products to the video, the very begining of the video visualises the same flickering light design as seen on the digipak. The effect of lights around her during the music video whilst holding the instrument is the same sort of light that is presented in the advertisement. the synergy is clear, as all three products link in some way.

This influenced me in many ways. I followed her theme and ideas in the music video and the ancillary products i created. The use of synergy in Ellie gouldings products have clear links by using simple effects, colours, pictures. The simplicity of all the products inspired me the most, as seen above i have based my synergy upon the simplicity of the products which allow the audience to identify all the products as one.