Assignment 2 - Analysis

The artist I am analysing is called Lindsey Stirling, she is signed to multiple record labels, but this alum was released by Lindseystomp Music. She is most commonly advertised through the use of YouTube where she has exceeded 8 million subscribers as of July 2016. YouTube allows Lindsey to directly connect with her fans and sell her albums. I am analysing the music video for The Arena and the album it is from called Brave Enough, both originals by Lindsey Stirling.

The Arena by Lindsey Stirling

The genre of her music is very unique as not many people put out this type of music. Her songs are a mix of classical and pop and some, like this one, are purely instrumental.

As her style of music is so unique it is hard to name conventions for it. She breaks many conventions of classical and pop alike by combining the two clashing genres.  There is a lot of dancing in the music video which occurs a lot in this genre and her portrayal of this fusion of classical and pop sounds very cool and shown accurately through the style of her music videos. She is also shown for the majority of the music video.

Although, this music video is tailored more towards a demographic of teens and young adults as her music is upbeat and fun to listen to for this target audience. A secondary demographic may be fans of the classical genre and they may like this refreshing take on their preferred genre. The pace of the dancing constantly holds the attention of the target demographic because they normally have a short attention span.

Throughout the video, the artist constantly has a confident NVC which is indirect. This shows that she is completely focused in her actions. The lightning is bright which connotes purity, empowerment and courage in this specific narrative. She has two different costumes in the video. The audience first sees her in dark clothing which represents her a rebellious but serious about what she believes in. Her second costume is bright and the complete opposite of her previous costume. She is seen in this costume whilst she is playing the violin. This connotes angelic, hope and purity, and since she was playing the violin it makes the demographic understand that this song is about hope and courage.

The video starts with a historical and inspirational quote by Winston Churchill and this immediately catches the eye of the audience as they start to wonder how this can be related to the artist's music. Then, the quote shortens to a single sentence and then a phrase. The phrase is the title. This makes the audience intrigued. There are quite a few slow motion shots to create drama and there are many long takes with wide shots for the audience to perceive the setting and mise en scene. They are clearly in a arena being watched by a surrounding audience and the two main characters are dancing, which is very unusual. But, this shows that they are "brave enough" to dance in front of an audience that can potentially mock them. This is followed by other characters to become "brave enough" because they are inspired to do whatever they want to do, by the music in the music video. This gives an overall empowering feeling. 

Overall, the artist is represented as inspirational and courageous through her costume choices and actions in the music video. She is constantly represented as a mentor/ revolutionary figure as she consistently inspires others to believe in themselves, offering them hope when they appear to have none. She is also represented as a fighter, it is shown that she views herself as her biggest critic, but even when she is upset, she never gives up - which also shows the extent of her hopeful nature. 
               

The title of the album is portrayed clearly through the pose of the artist. It connotes breaking free, rebellion, courage and gracefulness. It could suggest that she is brave enough to break free from conventional stereotypes of anything.

The colour scheme is dark which contrasts against the artist which makes her stand out. She is also in the direct centre of the album cover which connotes being the center of attention and importance.

Her costume is dark which connotes rebellion, her costume also looks very classy as it has a nice sheen to it. She is surrounded by a piece of fabric which could have been her skirt because the object around her waist is left exposed. It seems that she has restrictions placed on her and all she wants to do is to break free. The light white upper half of her costume also gives the outfit a more sophisticated portrayal.

Lighting used is low-key around her but very high-key when placed on her, this could suggest how hopeful she is and how she stands out from others. Her NVC uses indirect address but is confident, which attracts the audience as it looks a bit more realistic and personal.

The title looks modern which attracts the attention of the audience as they begin to ask questions about the artists work. As the title is modern, any new members of the demographic would be confused at the relationship between the violin, portrayed elegantly, and the modern, futuristic title.

The synergy between the two products is quite subtle but it can be seen through the relevant narrative in the music video to the album. Since it is subtle, it is also effective as the audience would be intrigued by the cover and see a music video that would persuade them to buy her album, since they liked the music video they would be interested in her other songs in the album. On the other hand, if they saw the music video and then the cover they would most likely detect a recurring message through her songs and cover: to be 'brave enough'.

In Conclusion, I feel the artist is represented as inspirational and courageous, through mise en scene, lighting and various production techniques. It is also advertised well throughout several forms of media (music video and album cover) on different platforms(such as YouTube). The synergy between the two forms of media is quite evident and doesn't seem that there is a repeat in a narrative from the other form in another.

Terminology
Media production
Representation

Assignment 1 - Print advert

My fragrance print advert is targeted to a demographic of young female adults aged 18 - 25. My advert appeals to my audience because the model is portrayed as a seductive mermaid - a siren. A siren is a mythological mermaid who would lure sailors to rocks, so my mise en scene is suitable to my narrative in this advert. The setting is a beach and the model is placed in the centre of the advert because it shows that she'll always be the centre of attention - the demographic will most likely want to be like her. She is also having an indirect NVC to show that she has many secrets and how she is mysterious. I mainly used blues because they connote seas and water. I have followed the convention of portraying females as seductive women, but the model is also represented as more powerful and more dominant over men because the model is portrayed as a siren. I feel like magazines aimed at my demographic would promote this advert, dependent on what they may focus on.

Assignment 1 - Analysis

The narrative represents the male model as victorious and successful. The male model is also depicted as if he is a roman god. This narrative may appeal to the demographic of middle aged men - around 30 - 40 - as the model has the appearance of someone in that range. The advert makes them think that they need this to aid their lifestyle they will aspire to be successful like how the model is portrayed in the advert.

The only prop used is the big trophy placed on one of the model's shoulders. This prop connotes the main message of the advert: victory, as trophies as usually symbols of triumph. The size of the prop appeals to the demographic as it defines the competition it was won from to be significant. The model's NVC is directly addressing the audience and his body language represents that the model is confident. This makes the advert seem more personal to the target demographic, influencing them to purchase the product as they are lead to believe this perfume is vital for their lifestyle. Lighting used is very high-key connoting heaven and gods as if he is worshipped as a god, this is emphasized through the use of angels holding the cup and the tattoo of a cross – which is a religious symbol in Christianity associated with God. The model's costume, or lack thereof connotes fitness and health through the portrayal of the model’s muscular body. This choice of costume appeals to the demographic as they will all aspire to be fit because men around this age are perceived to be more lazy and overweight. The model is placed in front of a backdrop consisting of clear white clouds as if he is in heaven or he is the target audience’s fantasy, something that they aspire to be.

The name of the brand is in the middle of the advert and is very clear and bold. The silver font used connotes a strong connection to the image and message of the product advertised. Silver connotes pure, strong and godlike as it is expensive to own. The product name and font used emphasises the view of the model: as a Roman god. The advert has a hard focus which emphasises the direct address to the audience.

The Uses and Gratifications theory by Blumler and Katz is used in this advert to appeal to their demographic. The brand has used this theory by making the model convey a personal message to the demographic through his expression. Their demographic would appeal to this advert as the model is what they aspire their personal identity to be, this is because the demographic are insecure around this age range, as they compare themselves to younger men. They wish to see their personal identity reflected in this advert.

This advert convinces the audience that this product is essential to become what they aspire to be: handsome and successful, through mise en scene and choices of lighting, colour and font. A secondary demographic may be the partners of the primary demographic.

The narrative in the second advert portrays the model in an art gallery, and a muse for a piece of artwork. The demographic this appeals to is young adults - 18 to 24 - since the model appears to be around that age range. This advert makes the target demographic feel as if they will be the focus of everything and will gain a lot of appreciated attention. Women at this age usually feel very insecure about the adult world of business and work. They are led to believe that this product will make a very good impression on people and they will be the main subject of conversation - in a good way.

Only one prop is used in this advert: the product. This makes the prop more relevant to the narrative as it is as if she is a muse because of this product. The idea of the advert occurring in an art gallery makes very clear that the model is modeling for something or someone by her indirect gaze and how she is posing. This could be for a piece of artwork or sculpture. The model's NVC is indirect connoting secrecy. The person whom she is modeling for seems as if he's her lover because her pose seems romantic, seductive and secretive. The brand has used the lines of appeal by Dyer to tap into the target demographic's desire of self importance, pride and a successful romance. Her costume seems very elegant and beautiful which connotes success. Her costume also supports the idea of being a muse, or a 'modern muse' as the name implies.

There is a light shining down on her and her background has a pink hue due to the lighting used. This lighting connotes romance because of the effect it has on the backdrop - giving it a pink hue - and angelic, as the model is being represented as a muse, an inspiration, the lighting makes the target demographic idolize her in some way. The lighting and the colour scheme support each other as they both connote romance with their use of light pink.

The name and actual perfume are given a complete side connoting the importance of the product in the narrative, by the layout of the advert. The font itself of the name is very modern, linking to the name of the product. The slogan is "Be an Inspiration" this slogan is seen through how the model is portrayed as an inspiration. 

This advert represents the model as an idealistic version of the target demographic that they wish to be themselves. The advert is made more effective to the target demographic through use of mise en scene, the lines of appeal, the font colour and type, slogan etc. 

Terminology
Media language
Audience