Assignment 2 - Analysis

Music Video Analysis

Summary -

This music video is of Demons, one of the latest hits from Imagine Dragons, who are signed to Interscope records. It is their second biggest hit (after 'Radioactive'), reaching the top 100 Billboards for 12 weeks and the eighth most downloaded song in rock history. The genre of the band is rock and the genre of this song specifically is Alternative Rock, and their videos generally follow the convention of it, and the target audience is both genders because of both genders can empathise with the problems shown, and 14+ because of the level of maturity and understanding needed for the video and its meaning. The video and music doesn't have a specific demographic to target, as the problems and music lyrics can be seen around the world with people of different race and class.

Analysis -

The music video moves from black to slow motion shots, as the music starts this informs the audience of the setting in this video. The low key blue lighting on the lead singer Dan Reynolds (which outlines him as the main character or star of the video from his band and the audience), and blurry foreground of the waving hands addresses the band and audience shown in this wide shot. The slow motion editing sets the tone of both the music and video. There are then extreme close up shots on the individual faces of the band, with their NVC and mise en scene setting the mood of the video. For example, they all serious emotionless faces, which helps sets the dark serious tone this music video is presenting. In this first scenes, the band is represented as serious and professional stars through NVC and clothing, while the background of fans instantly gives the impression that the band is loving and caring for their fans.

The video then transfers to extreme close up shots of the instruments being played by the band. Also the close up shot of them playing their instruments represents the credible musician side of Imagine Dragons appealing to the musical audience who play the same instruments. Consequently, during this scene the editing then becomes fast paced as the music gains its beat.

The camera then moves on to specific highlighted people in the crowd. These people are unlike the others because they are not waving their hands and their NVC is more serious and sad, however they are in the middle of a enjoyable crowd, and their clothes are indicating various stereotypes sending a message that anyone can have their demons even when surrounded by bliss (and that multiple people from different places can enjoy the band's music). The longer shots are of the people's face, to emphasise their emotions to the audience. The shot then makes a zooming transition into the highlighted person's eye, which infers that the next scene would be the persons memories, due to the idea of the eye being seen as the only open door to an individual. It has a smooth transition into another scene, and switches to a mid shot that establishes the setting and mise en scene. The scenes show the problem that this person has faced (mourn of loved one, parent violence, body image, PTSD), and targets the audience that are going through the same problems and feel empathy to the people and therefore the song. This empathetic tone forms a sympathetic and relatable representation of the band, making fans feel closer to the members themselves.

When the song enters the chorus, the lighting dramatically changes to a light pink high key lighting from a low key blue lightning, which not only signifies the song moving from verse to chorus but also shows the tone changing and becoming lighter. The shot includes both the audience and the band, showing a strong connection between the two, improving band image to the audience. There is also a range of shots of the audience showing them having a good time and enjoying the performance, promoting the band and their music.

They end off the music video with a tribute to a cancer patient named Tyler Robinson, and give ways to contribute to the charity dedicated to him. This act of selflessness not only gives the song and music video a deeper and more important meaning, but also gives the band a great heroic image and a angelic representation.

To conclude, the music video follows the conventions of the rock genre with a narrative, band and instruments making an appearance and a focus on the lead singer. It also follows the conventions of a music video with a range of fast shots and the artist appearing along the music. However it diverts from the convention of having the band as the main focus in my opinion. The main story and video focus are the audience and the people, and their problems. Because of this, it gives the band a selfless image and shows strong connection to the audience by saying that this song was meant for them, improving their fan caring representation.

Album Cover Analysis

The album cover is in a light green tone and has the logo of the band as well as the name of the song, which are put in less emphasis then the person and picture of the album. The logo of the band is smaller and put to the side in the layout, showing the main focus is the picture and the music, forming a meaningful musicians representation of the band. The font used is modern, and hard which follows the conventions of a rock band, and appeals to the younger audience (14-20). The band is not displayed on the cover, showing that the band wants the audience to focus on the meaning of the picture and the music, improving the meaningful musicians representation. Such meanings could be the person floating in the air, which connotes supernatural acts and possession which ties in with the name of the song, 'Demons' inferring that demons have taken over this person.  This theme of a possessed model also has synergy with its album which has many other popular songs of Imagine Dragons (such as Radioactive, It's Time), and could persuade followers of those songs to listen to this song. The connotations could relate to the emotions of the audience and compel them to listen to the music. The black clothes of the person also connotes a dark tone and perhaps foreshadows the types and tone of songs that are in the album and creating a gothic representation of Imagine Dragons. The album cover has synergy with the music video, with them both showing a dark, supernatural tone through their dark clothes and deeper meanings. Such as the girl is lonely on the cover, which could sympathise with the target audience, being alone themselves in their own world.

Conclusion

To conclude, the music video targets their audience through their lyrics and narrative, which they may empathise with. While the album cover takes advantage of the band's popularity with their trademark logo, but also has synergy with the music video with both of them sharing the same theme to target the same audience (Demons). Moreover, the music video shows common problems that people have (referring to them as demons), and link their music to these problems to make the audience feel comfortable around the music, as well as giving a sympathetic, caring representation of the band themselves (also accomplishes this representation by making the music video a tribute to a cancer patient fan). This contrasts with the album cover, which takes a more literal stand on the title showing the model being possessed by her demons, and through this it creates a more gothic representation of the band. The music video and album cover both have synergy in using the term demons to relate to the audience, and advertise the product through this tactic and through the worldwide popularity of the band.

Terminology
Media production
Representation

Assignment 1 - Print advert

The target audience for this fragrance advert is young athletes. (15-25) It appeals to this target audience because of the model's age, and the slogan is inspirational to a professional athlete with its message to challenge all. It is mainly directed towards athletes because of the background of the locker room and the mise en scene of the rugby kit. I represented the model as it was a contrast to the actual idea of the advert, as if to show that without the product, they would look: sweaty and anxious.

I followed a few of the conventions of fragrance adverts. However the advert went against the convention of using the picture as a desirable outcome, instead showing them the undesirable idea that they would like to avoid.

This advert would preferably feature in sports magazine like Match of The Day or Sky Sports and would be displayed in sports websites like BBC Sports, Goal etc. This is because those magazines and websites also target the same audience as the advert, so it would be a good way to reach out to aspiring athletes.

Assignment 1 - Analysis

Advert Analysis (1)

The advert suggests a narrative of a man obsessed by the media and women alike. This idea is supported by the slogan, 'hard to resist' The target audience is men, as a man is the model for the advert, and it is described as 'for men'. It is also more likely aimed at middle age men (25-35 year old) because of the model's age.  The brand name is Italian based, which connotes style and class, associating the same theme with their brand image. 

The mise en scene in the advert supports the overall theme of the advert. The paparazzi and the harsh lighting which resembles a camera flash, connotes fame and success linking the perfume to that effect. The security guard in the back (indicated by the sunglasses and seemingly stern expression) and surrounding reporters, connotes importance which ties in with the theme of fame and success, creating a desirable idea around the model and, indirectly, the product.

The lighting is high key and focused on the model, unlike the low key lighting on the rest of the scene which could outline the model as the subject of the advertisement (the close up also achieves this).  The direct address he gives the camera can be seen as confidence or a sense of superiority in not addressing the people talking to him. There isn't a certain stereotype that was focused on, however they do show the famous people being obsessed over angle in the mise en scene and the slogan ('hard to resist'). This famous and important idea is a hugely desirable one in the public, and through showing the idea alongside their product, they indirectly link this attractive idea to the perfume, making the customer believe this perfume can help in making this idea come true for them. The rich and luxurious lifestyle with women obsessing over yourself, is also a appealing message in the advert, and links the perfume with this message indirectly making the customer believe this perfume will inspire women to obsess over them as well.

To conclude, the advert appeals to the middle aged men, as it portrays the enticing concepts of being famous and successful and being obsessed over by the other gender well to the customer and, in the mind of the customer, links the product with this notion.

Advert Analysis (2)

The advert suggests a narrative of a women who lives with wildlife and nature. Due to this narrative, and the model's gender, the target audience would mainly be women. To be more specific, the target audience's age would be the young, middle age women (around 20-35 years old), due to the model's age. The brand image, of such high reputation, would most likely target the middle-upper class, with a sizeable amount of disposable income. The language of the brand name (Italian) conveys style and class.

The mise-en scene in the advert subverts the stereotype of women as weak and co-dependent, through its connotations of strength. The lion is advertised as the 'king of the jungle' or 'the most feared beast', so the model not looking at it, or even, fearing it, makes the audience think of her as brave and strong. The model herself is naked (or so you could assume by the limitations of the picture), however she still gives direct address, which gives the impression that she is confident with herself and her body, giving a empowering message to women and indirectly links the product to this empowerment. Women could see this theme of power as desirable, as they will believe this perfume will empower them and make them more confident, as well as the animal theme and its connotations of fearlessness.

The model and lion are outlined as the subjects of the advertisement, as they are the main points of selling the product. The lack of depth of field behind them suggest this, as well as the hard focus and extreme close up the two are in. The text position is put to the side, along with the actual product, which further emphasises that the main focus is on the model and the product, instead of the slogan or product name.

The unique selling point of the advertisement (USP), is the use of the celebrity, Kristian Dunst (starring in the Spiderman trilogy, Anchorman 2 etc.), as the model. The effect of a celebrity endorsement will boost sales as fans will want to get the product as audiences aspire to be like her. It also makes the customer feel closer to the model and her product, as they recognise her from movies instead of a unknown model who would seem stranger.

To conclude, the advert appeals to the 20-30 year old women market, as it subverts the weak stereotype of women. It shows the female audience the attractive prospect of being strong, independent and confident, and makes them believe the perfume is the way to do that.

Terminology
Media language
Audience