Assignment 2 - Analysis

Introduction: I am going to look at the band Coldplay. They are a British pop rock band formed in 1966. They are signed with record labels: Capitol, Parlophone and Atlantic. Coldplay use many forms of social media to promote themselves and also do various radio and TV interviews and are being featured in several magazines and other forms of print media. I am going to look at their latest album cover for 'A Head Full of Dreams' and the music video from that same album called 'A Hymn for the Weekend'. The main target audience, especially for their latest album, is teenagers and young adults. However, many people varying in ages like Coldplay's music. This new album will be aimed at younger people because of the pop genre and bright fun feel.   

The Music Video

Mise en scene

Setting: The interesting location used for this video is in the booming heart of major Indian cities such as Veranasi, Mumbai and Kolkata. The first seconds of the music video show a silent temple, which displays a big part of Indian religious culture from both Hinduism and Buddhism. The video then goes on to show the busy streets of Mumbai and quickly cuts to Beyonce walking up a mountain that looks to be done with CGI. The next major scene features local boys break-dancing to the band playing outdoors surrounding by a large crowd who seem to love the very different music they are used to. The band is also covered in coloured powder showing the major Hindu festival, Holi, which is very important in Indian culture. Featuring this in the video represents that the band are very passionate about India and its culture and that they are very open to new experiences which gives them a positive image. The next scene shows Chris Martin singing in a local cinema, which really shows the viewers how people live and tells us that the band is very respectful and have a very open minded approach to different countries and cultures.

Costume: There are various costumes used throughout the video. Many of which are traditional Indian clothes. Beyonce, who is featured in the video, wears a glamorous sari. The use of these traditional costumes fits in with the general theme of the song and is perfectly related with the setting. 

Props: In the beginning an Indian Peafowl is seen in a Hindu temple. The peafowl is the national bird of India and is frequently featured in the Hindu religion. This slight detail tells us that the producers thought of every little thing for the music video to fit with the Indian and Hindu theme to really immerse the viewer in the video. 

Artist representation: The artist is represented in a fun, free and positive way. This is done by implementing various shots of children dancing, playing, running and enjoying themselves. They have also made the video very colourful by setting up shots in the Holi festival with coloured powder and an incredible display of fireworks in the closing shot. This music video also strongly shows that the band is no afraid to break away from stereotypes by using a very different setting, theme and cultural background for one of their hit songs. This may build a stronger bond between the band and their fans as the fans know that they appreciate and accept different people and cultures. 

Production Techniques

Camera Shots: There are a lot of different camera shots used in this video to keep the viewer engaged and interested. Various mid shots are used to show a person and their surroundings. It is also used to show the band as a whole playing in a neighbourhood. A couple of close ups are used when singling out band members to show off their musical abilities. Zooms are also used when focusing onto people featured in the video such as Hindu priests and the very famous Bollywood actress, Sonam Kapoor, who is known as a star in the Indian film industry. She is shown, in the video, as a local woman running through a temple courtyard. Many slow motion shots are used to show interesting shots in detail making them stand out. Rare long shots are used but the last scene displays a very effective zoom out from the band to an excellent display of fireworks.

Camera movement and angles: A wide variety of camera angles and movements are used. They range from low angle and high angle shots to pans and handheld shots. Almost all the shots are moving to keep the reader engaged and to fit with the main theme and feel of the song. 

Editing: They have followed conventions of music video by including fast cuts to maintain the action. Some fades are used to show a transition to a different scene, time period or place.

The Album Cover

Colours: The colours used in this album cover are very bright and vibrant. This shows that the artist was aiming to attract a younger audience because of the fun and exciting look. They have also used rainbow colours to show their support for the LGBT community. This shows that they are confident and open to their fans and want to connect and have a more personal relationship with them. 

Logo: The use of the flower of life in the colours of the bands album reveals many things about the band. One of them is that the band has very strong spiritual beliefs as the flower of life is considered to be a symbol of sacred geometry and is featured in many religions. It also shows that the band is very caring of nature as this pattern is naturally found in plants and various other forms of nature.

Production Techniques: This collage was created both in real life on a canvas and in Photoshop digitally. Many different aspects have gone into this intricate album cover. The landscape and mountains seen on the top and bottom were painted and drawn by the band member’s children. The artist Pilar Zeta wanted to make this cover original fun and personal and decided it would be awesome to incorporate a part of the Coldplay family! There are also various pictures of the band members in their childhood sitting on clouds and moons linking to the idea of 'A Head Full of Dreams'. The have also used the kaleidoscope colours on the side to really highlight the idea of fun that and artist wanted to go for. 

Conclusion

Synergy: Synergy is created between the music video and album cover by highlighting the theme of fun by using bright colours. This is very effective, as the audience will instantly recognise the branding and kaleidoscope colours. I think that the promotional products are extremely effective as their younger audiences has helped massively grow their name and can be seen with their view count and rapid popularity growth.

Terminology
Media production
Representation

Assignment 1 - Print advert

My target audience for this advert is young men around 20-30 years old. This appeals to that particular audience because of the free and lively feel to the advert and the actions of the model. I have represented the model in a positive way by his perfect diving position and I have made the shot look natural as the model is not facing or aware of the camera. I have kept the colour scheme the same the whole way through the advert with different shade of blue to fit with the theme. I have used simple but bold fonts and text to attract the viewer and catch their eyes. I have also added a slight glow to the outside of the bottle to make the product stand out and memorable to the viewer. My advert could be featured in many lifestyle and sporty/adventurous television channels, magazines and social media accounts because of the modern and young and free look to the model.   

Assignment 1 - Analysis

Roberto Cavali

This fragrance advert shows the viewer the model's confidence and composure. This advert will be aimed at young women, from 20 - 30, due to the model's look, complex costume and the advert's bright and surreal feel and look.

Slogan: The use of the catch phrase "The new fragrance for her" makes the reader relate personally towards the advert because of the use of the words "for her" making the advert seem approachable and personally special for that particular person.

Mise - en - scene

Costume: The use of a leopard skin printed dress and her long train connotes her seductive and dominant nature. This makes the viewer fantasise about what they could become when they use this perfume.

Props: The fragrance bottle with its unique design and its fit with the advert's colour scheme makes it very memorable and recognisable in the market. The use of a fancy logo for the bottle cap and the logo on the forefront dominating the the front surface exaggerates the brand to the audience. This glorified image of the brand will stay in the minds of the viewer making the advert have a very effective marketing strategy. 

NVC: Her intimidating regard and confident body language and posture makes the viewer feel the same powerful emotions as this type of behaviour is unstereotypical for a women.

Lighting: The high key, bright, gold lighting behind the model linking in with the main colour scheme makes her seem angelic. This is very effective since the reader would aspire to become the stunning figure she is displayed as.

Focus/Depth of field: The shallow depth of field and sharp focus brings all attention to the model keeping the reader centred on her and what she is trying to say through the advert.

Colours: The bright, gold background light all around the model makes her seem angelic. This really persuades the viewer to buy the perfume to become the perfect figure she is displayed as.

Lines of appeal: According to the Gilian Dyer techniques, I think that the image portrayed is one of dreams and fantasies as the model is over glorified with bright light surrounding her and connotes an angelic women  

Mont Blanc

This fragrance advert shows the viewer the model's seriousness and maturity. This advert will be aimed at middle age men from 35-45 due to the model's calm and composed look.

Logo: The logo here is shown in white over black clothes which really makes the text stand out and jump at the reader. This is effective since it will stay in the minds of the readers and they will recognise that the logo instantly if they ever see it again.

Slogan: The slogan in this advert, "Legend, the new fragrance" puts a very effective emotion of the power and confidence on the reader. The word "Legend" combined with the photo shows us that the editors wanted to make the viewer feel special to encourage and persuade them to buy their perfume. The word also connotes fame and a person to be remembered making the product even                                                    more enticing.

Mise - en - scene:

NVC: The composed look of the model looking into the distance over the camera making it an indirect address seems that the model thinks of himself very highly as if to say that he is more important than the viewer. This makes the viewer aspire and dream to be like the model pictured as the stereotypical character for men is that they are strong, dominant and powerful which are all depicted in this shot.

Lighting: The bright, white, high key lighting on the model's face makes him seem glorious and that he is to be looked up to. This has a very strong and positive effect on the audience as men, especially from 35-45, like to be fully in control and regarded as important, making the advert relatable.

Layout: The soft and simple font adds to the idea of serenity and composure and makes the model seem straight to the point and sharp. The symmetrical look of the the advert makes the model seem perfect persuading the reader as a confidence booster that they can be perfect when they use this perfume giving a very powerful emotion to the viewer. 

Colour: The black and white colour scheme has a very sinister effect due to the dark colours surrounding the model as if he is being engulfed. However, him being surrounded by white light makes him seem almost invincible.

Focus/Depth of field: The hard focus on model and the soft focus on the background makes the model stand out to the reader and be the centre of attention. 

Uses and gratification: According to the research made by Blulmer and Katz, this advert uses personal identity making the viewer relate to the model. This advert also hints at strong emotions which can effect the viewer in a positive way. 

Terminology
Media language
Audience