Evaluation - Question 3 What have you learned from your audience feedback?

Music Video Questionnaire Results

Questionnaire

What gende r are you?

M ale Female

An equal number of male and females answered this questionnaire, which means that the rest of the results and the feedback drawn from this questionnaire will hold a unisex view. This is significant, as when we started our music video campaign our target audience was aimed both genders. This shows that we have stuck to our original primary research, which in turn should mean our final campaign product will be successful appeal to male and female.

What age are you?

15 - 20 21 - 26 27 - 32 33 - 38 39 - 44

This graph shows that the majority of the audience are between the ages 15 - 20. Although our products target audience was aimed 15 40, this result highlights that by following our primary research we have targeted the correct demographic. Due to the average audience member being 20 -21 of our target audience (15-40) (shows this in the treatment), this connotes that my product correctly appeals to the young adult audience. The music video appeals to a young adult audience through the characters (they near the same age), mise-enscene, genre, narrative themes and iconography. All, which make this a successful campaign product.

3. What did you enjoy the most about the music video?

3 out of 10 answered - The scenes with the spotlights, especially the ballerina scene
3 out of 10 answered - The projector scene with the parents arguing 2 out of 10 answered - The music box itself, and how it linked with each scene. 1 out of 10 answered - The various camera angles and locations 1 out of 10 answered - The way the shots fade in and out - (In reference to the cross dissolves in the snow globe scene) In my secondary research I analyse dark and bright lighting, this inspire my use of spotlights. The spotlights used in the ballerina scene created a powerful juxtaposition between the studios darkness and its circle of light on the characters. The audience evidently enjoyed this element, the lighting, because it produced a enigmatic and intriguing visual image. It is also because the dark and bright lighting subconsciously makes them think about the music videos narrative themes (e.g good and bad) and the characters emotions which they might feel themselves as young people as well, such as hope, loss, isolation, loneliness. In this way I have applied the Uses and Gratification Theory of identification and the Hypodermic Needle Theory. Similarly, I can see why the audience would enjoy the projector scene; this also plays on the audience emotions through (Uses and Gratification Theory) identification. When researching music videos - September (soft rock song) by Daughtry also used a home video to connote the emotions of the song; this showed my group that we were conforming to our genre. The projector and the sepia home video influence the audience to feel sympathy for the protagonist, as it evokes melancholy, sadness and shows his emotional abuse; and the audience themselves might have experienced a similar situation. I have conformed to the soft rock genre, as the genre is based on these strong emotions and themes that I have produced in the narrative. Those who answered the music box evidently enjoyed the linear (and multi-stranded) narrative. Through using the music box, we linked objects to the songs verses to produce a music video with a simple and mysterious narrative (Barthes Enigma Code conforms to soft rocks ideology), to enable the audience easily understand and so they could be entertained, engaged and educated. This is the Hypodermic Needle Theory and the Uses and Gratification Theory, as audience could selectively choose to relate to the musics/genres themes or not. Overall, I have successfully created a campaign as the audience enjoyed many different elements of my music video because the effect it had them.

Did you underst and the narrative? Y es No

All the results show that the audience did understand the narrative. This highlights that the audience were able to engage and be entertained by my music video (U+G Theory); ultimately connotating our music video as successful campaign product. In addition, this highlights that through my secondary research on music video textual analyses on real media texts, I have successfully employed narrative theories and techniques into my own product - such as: A linear and multi-stranded narrative, Propps 8 characters - The protagonist is the princess(/victim) that my audience can identify with (U+G Theory), the whole narrative is a disequilibrium as the protagonist's life has fallen apart from the start of the video and in the past which is shown; it is also uses Barthes Enigma Code as the music box represents different aspects of the mans life that the audience along with protagonist journey through. (Journeys are soft rock ideology convention).

Do y ou think the camera shot/a ngle s were conv entiona l to the soft rockDo you think the came ra shot/angles were conve ntiona l to the soft rock ge nre ? ge nre?
Y es No

(Open Question). All said yes. 1 out of 10 answered - The slow pans + static shots - These match the melancholic music and continuity editing, and create a feeling of pace and progression of time. - Represents soft rock ideology, which is about the past, future and present and life journeys. 1 out of 10 answered - Merging and gradual fades work well 2 out of 10 answered - High angles 4 out of 10 answered - Close ups see emotions 2 out of 10 answered - Variety of shots The results and reasons to this question show that my product conformed to a typical soft rock music video. Especially through the use of close ups and high angles. By employing close ups of the protagonists face throughout the video, the audience has a constant reminder of the sadness, turmoil and emotional abuse that the character is suffering. This represents the soft rock genre, as its ideology is full of emotional themes. In addition, the audience is can identify with the emotions and melancholic feelings - Uses and Gratification Theory of identification. The high angles produce a sense of isolation, loneliness, and weakness, which again the young adult target audience can identify (U+G Theory) with, because they experience these troubles as they grow up. Throughout my primary and secondary research I always planned on using a lot of close ups and high angles to connote isolation. Therefore, the results shows that I have successfully created the effect I desired originally. Again, isolation and loneliness is key to the soft rock genre as it is ingrain into its lyrics (themes). The audience recognises this effect passively when this code, the high angle (or even the close ups), is used in the product - Reception Theory and Hypodermic Needle Theory.

(Open Question) 6. Do you like the camera movements used within our music video? Why:

From the responses gathered it showed that the audience thought the camera movements used within the music video were very good, because it connotated the protagonists emotions. 2 out of 10 said that enjoyed the panning around the artist when he is taking out the snow globe, because this matched the slow pace of the music. This effectively connotes the gloomy and melancholic atmosphere through the slowness of the movement, thus representing soft rocks emotional themes. 7 people of the ten answered that the zoom ins into the Mans face, such as in the London Scene and when it finishes powerfully represented the protagonists emotions. The movements in this especially were like by the audience and represent the theme soft rock theme of isolation, as the zoom in/out movements created the effect that the main character seemed invisible and non existen. When researching into music videos, magazine adverts, digipaks, and the key changes I realised that all genres, especially my own, soft rock revolved around the emotions connoted through the music and its visual representations - camera movements, imagery, narrative, mise-en-scene etc. Therefore, I have effectively used camera movements to enable the audience to be entertained and emotionally engaged (/identification) - Uses and Gratification Theory.

Do you think the mise en scene fit the genre (soft rock)? On a scale 1 5 (being the best)...
1 - N o E ffec t 4 - E ffe c tive 2 - L ittle E ffe c t 5 - M os t E ffec tive 3 - N eutral

The results show that my music videos mise-en-scene successfully represent the genre. As the audience either said it was effective or most effective on a scale of 1 to 5. 3 out of 10 answered the dark clothing was conventional to the genre. We used dark clothing that was mundane, because through my research, specifically music vide analyses, I realised that soft rock artists wear everyday clothing to match the everyday themes of troubles, love and relationships that they are singing about. In this way, I have successfully represented the genre as the protagonists clothing represents his status to be working class and depressive like the his life. Again, this represents the soft rock genre and it young adult target audience who can identify with this, because they want to be free out societies boring constraints and dress as individuals. (Uses and Gratification Theory of identification).

5 out of 3 people answered that the spotlights were the most effective element of the mise-en-scene to represent the genre. The dark and bright lighting is conventional to the black and white colour scheme used throughout the rock genre since it began - Research this in my Key Changes. It is the strong juxtaposition (binary opposites) of colour that created a stark visual image for the audience to be attracted it to, and understand the protagonists emotional turmoil, isolation, and last bit of hope - Hypodermic Needle Theory and Uses and Gratification Theory of identification and entertainment. 1 out of 10 answered that the locations were effective. The use of the lake and London locations juxtaposed against the surreal of the dark studio - Binary opposites: Real v Surreal. This represents the soft rock genre as often mythical imagery and iconography is used in music campaigns. Again, through research on music videos, such as The Scientist and How To Save A Life, I learnt about di fferent types of locations, which can represent the soft rock genre in their own ways. The versimilitude locations, such as the Lake and London (representation of any city or town) also attract and engage the audience because they are recognisable places - Hypodermic Needle Theory and Reception Theory. Especially, London iconography, which will inform people of the British background of the artist - U+G Theory of inform. 1 out of 10 answered that the smooth continuity editing was effective in representing the genre. The continuity matched the matched the slow pace of the music. This effectively connotes the melancholic and somber atmosphere that the character is feeling, and a sense that time is has slowed. This represents soft rocks emotional themes that the audience can identify with - U+G Theory. It also represents the genre because of its connotations of time - the past, future and present and life journeys.

Do y ou think the mise -e n-scene fits the narrativ e? On a scale 1-5...

1 - N o E ffec t 4 - E ffec tiv e 2 - L ittle E ffec t 5 - M os t E ffec tive 3 - N eutral

2 out 10 answered - The location of London with loads of people matches the lyrics mad world. In this way, I have visually con noted the theme of madness (used in soft rock, especially to a young audience who are rebellious) into the storyline. 2 out of 10 answered - The storyline follows the song. This shows that my music video faithfully follows the images and themes of every verse, and creates soft rock genre visual representation. 4 out of 10 answered - Shows his emotion and loss/ emotion of mise-en-scene. The mise-en-scene of the narrative has been used effectively to connote the protagonists emotions, which is central to attracted the audience and representing the soft rock genre. (Hypodermic Needle Theory and U+G Theory of identity is used here). Other answers: From the responses and the graph above I can see that the mise-en-scene was very effective in fitting to the narrative. Some of the audience said this because the mise-en-scene is very relatable and understandable. Also, the mise-en-scene is not too eye-catching, therefore attention is drawn to narrative and story. This shows that my product has successfully allowed the audience to become visually engaged and educated into the atmosphere of the narrative as well being able to identify with it - Uses and Gratification Theory.

Do you like the use of lighting in our music video? On a scale 1 5...
1 - N o E ffec t 4 - E ffe c tiv e 2 - L ittle E ffe c t 5 - M os t E ffec tive 3 - N eutral

Open and closed question - Results shows that the lighting was very effective.

Overall, the spotlights were effective and successful because they strongly matched the mood of the music video and its narrative themes. Also, the lights made you focus your attention to what is going on in foreground. I research lighting techniques in my secondary research, such as in the music video Set Fire to The Third Bar by Snow Patrol. Some answered that the ballerina scene was particularly very captivating. This may have been due to the fact that the lighting division was clearest in this scene. The juxtaposition (binary opposites) of colour that created a stark visual image for the audience to be attracted it to, and the lighting represents soft rock ideology emotional themes, and the key emotions of the the protagonist and the narrative- turmoil, sadness, loneliness, melancholy, isolation and his last essence of hope. This employs the Hypodermic Needle Theory and Uses and Gratification Theory of identification and entertainment. The dark and bright lighting is conventional to the black and white colour scheme used throughout the rock genre since it began - Research this in my Key Changes.

Did you like the use of a black and whit e colour scheme in the London Scene? 1 - N o E ffec t 4 - E ffec tiv e 2 - L ittle E ffec t 5 - M os t E ffec tive 3 - N eutral

Closed question - Results show that most the audience thought the black and white colour scheme was very effective.
Again, the black and white colour scheme is conventional because it has been used throughout the rock genre since it began, I researched this in my Key Changes. This uses the Reception Theory, as the audience can expect from the colour scheme that it represents the rock genre. The house style was effective because it connoted sophistication and represented how life can be metaphorically black and white - mundane, boring, depressing - Hypodermic Needle Theory. Therefore, the young target audience can engage and identify (U+T Theory) with this effect because they want their own live to be full of colour, enjoyment and freedom - This epitomises the soft rock ideology.

Do you think the editing matched the pace of the music in the music video?
1 - No Effect 4 - Effective 2 - Little Effect 5 - Most Effective 3 - Neutral

Open and closed question - Graph shows that the majority thought the editing was most effective in matching the pace of the music in the video. Reasons why it was effective: From my original research on soft rock music videos I learnt that it was important to match the visuals to slow tempo of the music and change the shot when the music changes. This result shows have I have successfully edited my product and learnt from my research. The music follows a steady rhythm and the continuity editing maintains this steadiness throughout.. The shots were slow in contrast to the up tempo parts of the song, which made the visual effect on the audience more dramatic. The use of long continuous shots for the slow parts of the song, such as the ballerina scene, were effective in matching the pace of the music. When the artist is taking out the snow globe the cross dissolves fit into the slow pace of the song. The transitions create a dreamy and timeless atmosphere to represent the way time has slowed down on this particular moment of crisis of the protagonist. Overall, the slow pace, the slow motion, and the continuity editing effectively represents the melancholic and sad emotions of the protagonist - soft rock genre themes. The transitions in particular that connote the feeling of timelessness and dreams represent the young target audiences desires to be free of all their problems and be in their own fantasy worlds - Uses and Gratification Theory of identification and the Hypodermic Needle Theory.

Do you think the visual matched the narrative/lyrics?

1 - No Effect 2 - Little Effect 3 - Neutral 4 - Effec tive 5 - Most Effective

Open and Closed Question - Results show that the music video was most effective in having the visuals match the narrative/lyrics.

Each scene and object in the (music) box represent a verse from the track Mad World. In this way, the narrative visually connotes the lyrics and its themes and images. For example, Mad World was used as a narrative element throughout the video, such as the music box itself which led to surreal events of the protagonist's life. To pick a particular scene from the music video, the London Scene effectively shows the strong relationship between the visuals and lyrics:

All around me are familiar faces Worn out places, worn out faces Bright and early for the daily races Going nowhere, going nowhere Their tears are filling up their glasses No expression, no expression Hide my head I wanna drown my sorrow No tomorrow, no tomorrow I have visually matched the lyrics through the narrative in this scene by having lots of people in fast forward walking quickly behind the protagonists to create the effect that there are worn out faces with no expression all around him on their daily race s/going nowhere. And then the protagonist hide(s his) head to drown (his) sorrow.

Therefore, I have effectively matched the visuals to the narrative. I have also represented the soft rock genres ideology as the visuals show characters loneliness and isolation, an emotional feeling, just like the song is connoted slow and sad.

Do you think the opening titles (institutional information) were conventional to the product?
1 - N o E ffec t 4 - E ffec tive 2 - L ittle Effec t 5 - M os t E ffec tive 3 - N eutral

Closed Question The results show that the opening titles were conventional to the product, which I discovered from my secondary research in music videos. I included the artist name, song name, record label and director, which is the essential institutional information that an audience needs to be aware of the artist and the record labels music. Employed here is the Uses and Gratification Theory of inform and educate, Reception Theory and the Hypodermic Needle Theory.

If there was anything to be changed, what would you change and why?
9 out of 10 answered Nothing. This shows that my music video was successful in appealing to the target audience. The other 1 out 10 answered Nothing as well, but we could have given a glimpse of the past. However, we did do this in the projector scene when the parents are arguing at the protagonists birthday, which is supposed to be a home video of him as a child.

Digipak + Magazine Questionnaire Results

Questionnaire

What gende r are you?

M ale Female

This graph shows than an equal number of male and females answered this questionnaire. Therefore, the results will have a unisex view. This is significant, as when we started our music video campaign our target audience was aimed both genders. This shows that we have stuck to our original primary research, which in turn should mean our final ancillary products will be successful in appealing to male and female.

What age are you?

15 - 20 21 - 26 27 - 32 33 - 38 39 - 44

This graph shows that the majority of the audience are between the ages 15 - 20. Although our products target audience was aimed 15 - 40, this result highlights that by following our primary research we have target the correct demographic. Due to the average audience member being 20 -21 of our target audience (15-40) (shows this in the treatment), this connotes that my product correctly appeals to the young adult audience. Also, this age group,15-20 and 21-26, are people that are most likely to watch music videos and be enticed by the ancillary products. This may be due to their available free time or their chilled out student lifestyle. These results will be advantageous to us, as the target audience is ideal; they are demographic that would listen to this genre of music - (soft)rock.

Do y ou think both the digipa k a nd ma ga zine a dv ert represe nt our chosen genre (soft rock) ?
Y es No

All the answers responded that both ancillary products represented the soft rock genre. I did this effectively through the typography, colour scheme/ lighting, imagery, props and camera shots. Ultimately, this result shows that I successfully researched and constructed a product to the genre.

4. What did you like about the digipak the most? 5 out of 10 answered - The black and white colour scheme/lighting 2 out of 10 answered - The track list on back cover 3 out of 10 answered - The variety of shots, and how the photographs fit the campaign

The reason why these elements were liked the most is because they are bold and stand out on the background. Especially, the black and white house style and the photographs that powerfully connote sophistication and represent the emotional sadness and turmoil (soft rock ideology) of the albums content and the protagonist in the music video. In this way, the audience is attracted to the digipak as they can identify with the artist in the photographs and the colour schemes connotations - Uses and Gratification Theory. Therefore, I have created a successful campaign product, which is due to my secondary research on analysing digipaks.

Do you think that the camera shots on the digipak were conventional to our chosen genre of soft rock?
Yes No

Closed and Open question - Results show that audience thought the camera shots on the digipak were conventional to the soft rock genre. Through my primary and secondary research I discovered that it is conventional to use a variety of shots, especially close ups and medium shots. Through using close ups and medium shots it focuses the audience on the most important subject of the product, such as the artist facial expressions or a symbol of the music campaign - e.g the music box on the back cover. Close ups are conventional to the soft rock genre because connotes the artists emotions with or without direct address. The audience can expect these types of shots from the genre (Reception Theory).

Do you think that the colour scheme suited our chosen genre, and why?
Y es No

Open and closed question - Results highlight that all of the audience think that colour scheme suited our genre. This results shows that I have applied my research findings effectively to construct a soft rock digipak. An album which also used this colour house style was Wonderwall by Oasis. This showed me how to construct and represent the genre successfully through the colour scheme. 5 out of 10 answered that it is a conventional colour scheme to the genre (researched in Key Changes) and another 3 answered that the colour scheme is depressing. In this way, I have conventionally represented the depressing nature of the soft rock genre to the audience (Hypodermic Needle Theory). Another audience member commented that house style suited our genre because it goes with the music video, which also uses black and white and sepia tones. Through using the same colour effects across the music video and digipak I created a synergy and continuous linear narrative and theme. This enables the audience to recognise the music campaign on the different products - Hypodermic Needle Theory. In addition, 1 audience member answered that the dark and bright lighting emphasised the black and white colour scheme. Due to this effect, I created a powerful and stark colour scheme that will attract the young adult audience, as the youth want to be bold individuals - Uses and Gratification Theory of identification.

Do you think that the font was suitable for our chosen genre?
Yes No

Was our decision to keep the f ont const ant throughout the digipak a good idea?

Y es No

All the answers said yes on both questions, showing that the audience thought that font was suitable to the genre and it was good to keep the font the same throughout the digipak. The typography is patchy and distresses; this represents the songs name Mad World and connotes the songs themes, which are part of the soft rock genre - isolation, loneliness, turmoil and sadness. In this way, the audience can recognise the genre from the connotations of the typography Reception Theory and Hypodermic Needle Theory. When completing my primary research we asked in a questionnaire whether to maintain the same font throughout the digipak, which was a yes. This result shows that we have stuck to our research and the final outcome is an effective appearance on the digipak. I supported this primary research through analysing digipaks, which also kept a constant font. In this way, it is an expectation of the audience to retain the same typography - Reception Theory. Using the same font throughout the product is beneficial to the audience as they can identify who the artist is due to the linear narrative and theme - Hypodermic Needle Theory.

If there is there anything that you could change, what would change and why? 7 out of 10 answered - Nothing 1 out of 10 answered that they did not understand the ballerinas relevance to the narrative. However, the ballerina is only a small figure in the music box on the back cover of the digipak. Due to this, the audience is only supposed to be mysterious (Barthes Enigma Code) about the music box and its objects. This allows the audience to draw their own conclusions and be intrigued enough to buy the album. 2 out of 10 answered - The inside left panel was not the strongest image in comparison to the others. I completely agree with. We creating the product we wanted to make that front and back covers had the strong images as this is what the customer would see immediately when the look at the album. If I were to change the inside left panel, I would use a stronger picture for that pane as well.

On a scale of 1-5 how effective do you think the primary image of the magazine advert is? (1 being the most effective and 5 being least effective)
1 - M os t effec tive 2 - E ffec tive 4 - Little E ffec t 5 - N o E ffec t 3 - N eutral

Do you think that the two images combined were effective?

Y es No

The majority of the audience answered that the primary image was most effective and that the two images combined were very effective. This shows that through I created an successful magazine advert that an audience can be engaged into. The reason to it why it is effective is due to the unique merged photos that compel the audience to focus on the imagery (Hypodermic Needle Theory) and then read the institutional information (U+G Theory of inform). When researching images on Google, I came across a similar merged image, which inspired our primary image on the magazine advert. The close up shot of the face is product conventional and genre conventional. By using this type of shot it allows the audience to identify themselves through the artists direct address (Todorovs Theory of Voyeurism) and his melancholic / sombre emotions, which also represents soft rock ideology and intrigues the audience - Uses and Gratification Theory of identification and entertainment.

Do you think that t he colour scheme used suited our chosen genre, and why?
Y es No

Open and closed question - All results agreed that the colour scheme used suited the soft rock genre. 8 out 10 answered that it suited the genre because it was conventional. There is a black background, black and white image and red and white text on the magazine advert. Through my research I know that all these colours are iconic to the rock genre and the audience expect in rock product - Reception Theory. 1 out of 10 answered that the colours connote the depressing nature of the song content. This shows that we have used all of the colours connotations effectively to represent the sad and melancholic themes of the soft rock genre. 1 out of 10 answered that the colour scheme suited the genre because it is stood out and draws attention. This is the type of effect we wanted to create, in order to pull the audience into reading or noticing the advert - Hypodermic Needle Theory and U+G Theory of inform/educate.

What element of our magazine advert was the most conventional to our chosen genre? 2 out of 10 answered - The typography. This is due to its patchy and distressed appearance which suggest connotations of a hard and rocky life - which relates to soft rock ideology. 2 out of 10 answered - Direct address of the face and 1 out of 10 answered - type of shot, which is a close up . This is product and genre conventional. It allows the audience to focus on the primary and identify with the artist - Todorovs Theory of Voyeurism and Uses and Gratification Theory of identification. I researched the use of direct address in my secondary research and key changes when I analysed real media adverts, such as the Thirty Seconds To Mars advert and the Kelly Clarkson Stronger advert. 4 out of 10 answered - The merged image. This merged primary image is original and not a recognisable image for the audience, which attracts the audience to look at the advert. It is also mysterious and intriguing - Barthes Engima Code. 3 out of 10 answered - Colour scheme. The colours used are all iconic to the genre.

If there is there anything that you could change, what would change and why?

8 out 10 answered - Nothing

1 out of 10 answered that the red font doesnt match. However, through I found that red text is product conventional in advertising purposes as it text stands out and makes the audience immediately take in the information consciously and unconsciously - Reception Theory, Hypodermic Needle Theory and U+G Theory of inform/education.

1 out of 10 answered - That the font should be softer. This can be argued both ways depending on the nature of rock genre product, because the content and the genre is either relaxed and mellow or hard and edgy. My song is both.

Which ancillary task do you think fits the genre better and why?
Digipak Magazine Advert

The majority preferred the digipak because:

4 out of 10 believed it was more relevant and linked to the music video. This response is very good, because it shows synergy in the products and that I have maintained a linear narrative and theme. This is through the use of shots, imagery, colour scheme, and props(symbols). The audience recognise these codes and think of the products belonging to the same campaign - Reception Theory and Hypodermic Needle Theory.

2 out of 10 thought the digipak was better because the variety of shots. However, this is expected because there is more than one canvas that needs designing.
The key element that the audience preferred in the magazine advert was the merged face image , because it shows artists emotions and sadness and represents the genres ideology. Overall, this shows that I successfully employed my research into the construction of my digipak and magazine advert.