The Evaluation

Following and Challenging Codes and Conventions

In order to create an original and authentic piece of media, the practitioner must follow the ‘repetition and difference technique’. During the production of creating the ancillary tasks and film trailer, I would definitely say that I followed this technique. I used existing codes and conventions of the media texts, but also played around with and changed certain aspects, to achieve an element of freshness and individuality. 

For instance, the front cover of my film magazine adopts the basic magazine structure by including a masthead that reads the publications title, “Playhouse”,

 a main image of the female protagonist who stars in the film being promoted and a main sell-line that reads the actresses name “Val Vixen on forties glamour, fight scenes and finding her feet in a new role”. The front cover also includes additional sell-lines that read “Screen Sirens, the foxiest females on film” beside lists of actors/ actresses that have been interviewed and films that feature in this issue. Not to forget the inclusion of a banner (present for decoration) and the barcode on the front cover (present for practicality). 

The film poster contains codes and conventions of media texts of its kind, as it includes a main image that dominates the page (a close-up shot of the films protagonist, Evelyn), a large piece of text stating the film title: “The Affliction of Evelyn” and the tagline which reads “Plagued by Pain. Redeemed by Revenge”. Of course, unlike magazines, there are fewer aspects that need to be included on a film poster, in order to achieve an authentic and successful poster one must keep the layout and organisation to a minimal (only including an image, the film title and short description of the film narrative), revealing as much information needed simply to tease and entice the audience.

The film trailer follows the basic narrative structure which includes an introduction to the plots ‘equilibrium’ for instance here we see the protagonist Evelyn move into her new home hoping to start a new life. This is followed by the ‘disruption’ in which we see Evelyn experience ghostly nightmares and visits from the spirit of a young girl. The ‘reaction’ stage then follows, featuring a series of non-sequential clips as part of a montage displaying Evelyn discovering more about the house, making arrangements to hunt down the murderer and even coming face to face with the antagonist. 

Up until this stage, I have followed Theorist Todorov’s film structure that includes an Equilibrium, Disruption and Reaction. However, the remaining stages which include Repair and the New Equilibrium are ofcourse, not shown in the film trailer because it would reveal the entire narrative. The purpose of the film trailer structure is to tease the audiences, not to expose the entire plot and so this particular structure must be followed. 

 Thus, I have followed codes and conventions of existing texts to ensure that my products are recognisable to the target audience and meet their expectations. I also used strap-lines and a soundtrack to accompany the video clips; they are present to aid audience understanding of the narrative as well as to enhance levels of entertainment and excitement. 

Getting into the swing of things...

In order to gain an understanding of basic codes and conventions of media texts, one must become familiar with them. When looking at genre, theorist Alastair Fowler (1989) notes that audiences learn what conventions are associated with genres through “unconscious familiarisation”. This is the idea that when an audience watch numerous films that belong to one genre, they tend to spot the conventions used and then begin to associate them with that type of film. When I was told that the genre we would be focusing on was Horror, being the dedicated student that I am, I spent my summer watching horror films literally every day. I delved into the different sub genres of horror, such as Gothic, Supernatural, Psychological and Slasher; I found myself gaining an incredible knowledge and great understanding of the uses of codes and conventions and the norms of the genre.  This gave me the confidence and knowledge I needed to help begin this creative process. 

This ofcourse gave me the knowledge needed to create an effective and authentic looking horror trailer and so I took myself out of the audience equation and into the shoes of the media practitioner (from decoder to encoder). 

 Later on in the project I decided to introduce the idea of setting my film in a by-gone era. Becoming familiar with the appropriate codes and conventions was not difficult considering my intense interest in period/retro films. In order to prepare myself fully for this project, I watched numerous horror films and period films whilst also researching and studying the narrative structure of their trailers, film posters and those featured on magazines. 

Using inspiration and channelling creativity

I feel that I have challenged codes and conventions in that I have created a supernatural horror that is set during the 1940’s. My inspiration for this idea arose from the film ‘Changeling’ as it is a graphic drama set in the 1920’s about a little boy who was part of a kidnapping and murder. The plot follows the anguish and determination of the mother’s pursuit for her son. The plot of the film is quite blue and depressing, which is unusual, in that films set in this decade don’t usually contain such horrific narratives. I found this aspect extremely creative and I knew I wanted to create something of a similar taste. 

In this context, creativity lies within examining existing media texts and taking inspiration from them in order to create something of your own. Studying the existing media texts such as “Changeling” and “What lies Beneath” helped me to understand what kind of narrative I wanted to create which was a combination of Period Drama meets Supernatural Horror, as well as the type of aesthetic I was going to use. I fell in love with the mise-en-scene elements of the film “Changeling” and admired the enigma found in “What Lies Beneath”. I knew I had to create a film trailer that presented audiences with a hauntingly beautiful apparition of a 1940’s Britain, partnered with a supernatural enigma.  

Evidence of my inspiration shown through film stills of the trailers "The Affliction of Evelyn", "What Lies Beneath" and "Changeling".


Search/ discovery of information

"The Affliction of Evelyn"

"What Lies Beneath"

"Changeling"

Introducing the protagonist's home

"The Affliction of Evelyn"

 "What Lies Beneath"


The Mirror Scene

"The Affliction of Evelyn"

"What Lies Beneath"

My inspiration for the magazine idea arose from this issue of ‘Empire’ and ‘Total Film’ both of which feature actress Megan Fox. I had contemplated the target audience of my magazine for a while, considering all but a male audience simply because this type of audience would not be interested in my film. I came to the conclusion that I had to follow conventions of film magazines and stick with a male orientated readership and find a way to make the film appeal to them.

Inspired by the likes of Megan Fox, I then decided that instead of using the magazine to promote the film, I would use the actress as the main promotional tool. I did this by objectifying the sex appeal of the actress, displaying her to be a ‘sexual icon’ in order to make the magazine more attractive to men. I find this technique of promotion creative and an extremely intelligent method of advertising in that it manipulates audiences into purchasing a magazine simply because they take an interest in the female on the front cover. 


Sexing-up the "getting ready" scene...

"The Affliction of Evelyn"

"Jennifer's Body"

As I become more involved in the subject of Media Studies I find myself becoming increasingly aware of the ways in which the media exploit women in order to sell products. Being a bit of a feminist, I ofcourse detest this regime and disagree with it, however, my duty was to turn myself into a media practitioner and in this case I could not fight against or challenge the ‘norm’, instead I decided to manipulate it, and use it to my advantage. 

Above I discussed two examples of when I followed and challenged codes and conventions of the genre. Many theorists argue that in order to produce a creative and successful piece of media, the practitioner must understand the importance of following convention, as well as be able to introduce elements of originality. However, theorists Cook and Bernink note that overuse of conventions results in personal expression of the artists’ creativity as being lost. So I was sure to follow this method of following yet challenging in order to create an effective and successful piece. 

Audience Feedback

My three media pieces, the ancillary tasks and the trailer combined create a promotional package. I believe that the poster contains basic conventions of the genre that an audience can identify with. It is a successful promotional piece because it targets and attracts the correct target audience consisting of females in their mid twenties to mid forties. A symbiotic link between the three texts has been established through the elements of mise-en-scene such as uses of colour, costume/hair/make-up and lighting and through similar uses of camera and editing. This allows the texts to contain continuity and the symbiotic link enables the audiences to associate the texts with one another.

I believe I have successfully appealed to my target audiences with each of my promotional pieces. I conducted post-production research by creating questionnaires which I distributed over the social networking website ‘Facebook’. I chose to use this network because it was a quick and easy way of gathering feedback from my target audience, who were easy to access and contact. 

 Looking at audience feedback from the post-production questionnaires will provide us with a truthful and honest account of the audiences’ satisfaction. 

The Film Poster

Quotes

Areas that were praised

Areas for improvement

The Front Cover

The Trailer

Media Technologies

As a media student of modern times, I am extremely grateful for the advances in technology and the ways in which it benefits not only my learning, but my production also. It has enabled us practitioners to become interactive and immerse ourselves within a technological world where there really are no limits, where our creations can literally come to life in a professional and authentic fashion. 

Catching our ideas and dreams...

Without media technology, the research and planning stages of my project truly could not have been as progressive or as successful. For instance, the internet made a huge contribution to the progress of my research, thanks to search engines such as ‘Google’ I was able to access information I needed in the click of a button and ‘Google Images’ too played a terrific part in accompanying my writing and decorating my blog with visual demonstrations and imagery.

 I used websites such as ‘Wikipedia’ to acquire a great deal of knowledge and investigate everything from the history of horror, to numerous film publications, posters and narratives. I used the video-sharing network ‘YouTube’ to explore and examine film trailers, as well as to help me select music/ sound for my own trailer. During the stages of research I too stumbled across other people’s blogs, which were truly inspiring through decorative designs and image sharing as well as informative through content, thus aiding my knowledge and motivating me throughout my project. 

A few inspirational blogs...
http://wishwishwish.net/
http://misswallflower.tumblr.com/

Another form of media technology which was used during the research and planning stage was my digital SLR camera. I used this to take shots of my locations (The external and internal shots of the house, the fields) as well as the settings (the bedroom, the barracks, the gardens). I also used the camera to capture images for the mise-en-scene elements. For instance, I photographed my actors dressed in authentic 1940’s attire accompanied by appropriate hair and make-styles that were similar of the day. I also used the camera to photograph suitable props (including vintage crockery sets, black and white framed photographs, an early 1900’s mannequin, ornaments and 1940’s telephone).

(Show location shots taken before hand, show then on the trailer)

(Show mise-en-scene elements taken beforehand, show on trailer)

The SLR camera captured the final images that would be used for the magazine front cover and the film poster. As well as used on-set or behind-the-scenes during the filming of the film trailer. I would say that this project has definitely helped me to develop my photography skills and has helped my learn how to use my professional camera properly. 

Discovering a new talent...

During the creation process, I used a video camera to film the scenes that would be used in the film trailer. I found this a particularly enriching experience as I felt I had discovered a new passion – filming and directing! I am an extremely creative person and have always had an admiration and an eye for photography (which I feel I have used to my advantage and have successfully integrated into this project). I had never had any experience with moving media before, but after getting my hands on the video camera I soon learnt that I had a natural talent for it, and so I found the process inspiring, extremely enjoyable and one that intend to embark upon again!

Blogging blogging blogging!

Using a blog to exhibit my work as part of AS and A2 has helped me to develop my technological skills. I had always wanted to start a blog and I feel that this Media Studies course has equipped me with the appropriate knowledge needed. For instance, I have learnt how to create posts, upload images and embed videos from ‘YouTube’ as well as create links to additional websites. 

Using the internet for this process is extremely beneficial and far more practical than the previous process of using scrap-books and folders to display work. Not only is it easier and less time consuming but it also appeals to our age group, in that we as teenagers are increasingly becoming more and more involved with the technological age. We spend most of our time on the internet, and so creating blogs allows us to work within our comfort zone, which I find particularly inspiring and motivating. Also, I think that having my very own piece of the internet is very exciting in that it allows me to express my identity through my creativity and artistic abilities, it lets me exhibit my hard work  and interactivity allows me to share it with others. 

Editing Programmes 

(Adobe Photoshop and Premier Pro)

After capturing the images needed for the front cover and the film poster, I then welcomed back an old friend into my life: Adobe Photoshop. Having become familiar with the editing software during GCSE and the project in year 12, I would definitely say that it proved much easier to navigate a third time round. I felt comfortable and confident in using this programme and I felt that I touched-up my images to perfection. 

(show an image of before and after)

Continuing to discuss editing programmes, this year we were introduced to Adobe Premier Pro, which is editing software of moving media. At first I’ll admit I found it a little difficult to grasp, but with help from my teachers and peers I got into the swing of it and can confidently add it to my list of developed skills. 

A final note

In conclusion, I have used, developed and challenged forms of media products in order to construct my own and I feel that I have created a symbiotic link between the three texts, resulting in an effective promotional package. My audience feedback gave me the satisfaction I had hoped for, as well as the constructive criticism I needed in order to learn from my mistakes. The access to the World Wide Web has taught me so much and has aided me through this entire project; thanks to advanced media technologies of the modern day I was able to bring my creative ideas to life.

Over all I have found the coursework provided in year 13 an extremely exciting and enriching process. I channelled absolutely all of my energy, passion and creativity in order to produce a visually stimulating and informative blog as well as a successful, authentic and effective promotional package for the target audience. Although at times the pressure of deadlines and stresses of workloads were tough, I am proud to say that I sailed through and I am quite sad that my final media studies project has now come to a close. 

The Trailer

Post Production Results: Film Poster and Film Trailer

This post shows ten questions that I asked members of my target audience, asking for their thoughts and views on the the film poster and trailer. I have selected the answers that I felt were most useful to me, that were both satisfying and rewarding, as well as constructively critical, helping me to form a liberal perspective on the development and final product of my project.


Film Poster Feedback

‎1. What genre of film would you say this is? why?
"I would say it's a Psychological/Supernatural film that's set in a by-gone era, perhaps the war-time period. This is because of the Mise en scene elements that have been used, i.e. the fur scarf which suggests to me an old fashioned era. Also, there is a tinge of yellow used on the poster which again gives a feeling of an old sepia photograph, this is an effect you often see with period films. The psychological genre stepped out to me as I feel the expression on the actresses face looks somewhat disturbed. She looks shocked and scared which automatically stands out to me as a some kind of horror."

2. What would you say the storyline is about?
"From simply looking at the poster, it's difficult to tell exactly what the film is about. This builds up mystery and intrigue, urging me to want to see the film. I think that the tag line gives away the fact that this is a film about this woman creating a plot to seek revenge on someone or something."

3. Do you think the image has a professional or an amateur look about it? 
"Professional, it looks sophisticated and it follows all the conventions of a film poster, with the image dominating the page, the title and tag line being present and so on."

"All elements of mise-en-scene are just perfect!"

4. What do the uses of color tell you about the film?
"The red lips signal the 1940's style trend, so that helps give me an idea of the date in which it is set."
"The overall uses of colour compliment one another, the tones are gentle and light, and resemble that of an old photograph, or a pin-up of a 1930's/1940's beauty."

5. Do you think I have chosen a suitable model to star in and promote my film? Why?
"Yes, she has the acquired look that anyone would need to have when creating a film from a previous era. She looks elegant and glamorous but also vulnerable, which is what most victims should look like when appearing in a horror film."

"This model embodies the classic beautiful look, she's perfect for the part! With her long loose curls, high cheekbones and plump, full pout!"

6. Do you think I could have made any improvements with this image?
"No, I think that the image is perfect."

7. Does the tagline spark a further interest in the film and persuade you to want to see it?
"Definitely, it’s enticing and exciting and doesn’t give away a great deal which makes me want to find out more."

8. Do you think the use of colours/ fonts for the text are effective in standing out? 
"Yes, less is more. The use of simple colors allow us to focus more on the image but with the text still catching our eye due to the positioning and size."

9. Would you say I have followed the codes and conventions of film posters?
"you have included a main image, a tagline and a film title, you have successfully followed the codes and conventions of a film poster."

10. Does this poster persuade you to want to see the film?
"Yes, it is a very effective poster in that it grabs my attention and draws me in, well done."


The Film Trailer

‎1. By watching the trailer, what genre of film would you say this is?

"Taking into account the fact that it's set in the 1940's, I would say it's a period drama. In the trailer, you also see clips of the film that contained a ghostly nature, what with the little girl in white, dancing across the garden, it looked quite spooky. So, overall, perhaps it is a period drama mixed in with a ghost story."

"I would say the genre of this film is supernatural/ psychological thriller meets period drama"

"It's obviously a period drama because you're told through the straplines that it's set during wartime, and it has this vintage/retro look about it."

2. What would you say that the straplines (pieces of text inbetween film clips) were informative as to what the film is about?

"The straps were very informative and successfully guided and directed my understanding of the narrative."

"The strap-lines aided my understanding of the storyline indeed. They were informative, without giving too much away."

3. Do you think the use of camera/ editing/ lighting, elements of mise-en-scene were successful? Did the piece look authentic and professional or not? 

"I really enjoyed the uses of camera angles and shots and the elements of mise-en-scene were constructed beautifully. For example, the opening scene, showing a medium shot of Evelyn looking up towards the house is just stunning. I loved the use of lighting at the very beginning, where the camera pans through the trees following the specks of sunlight. However, the editing might have let you down a bit, it's not as extravagant as the use of camera, lighting and mise-en-scene. Overall, I thought in parts the piece did look authentic and extremely representative of the time period in which it was set."

"My favourite aspect was definitely the mise-en-scene! The costumes, props, settings and locations were just perfect and true to the era! Well done!"

4. Do you think I have chosen a suitable actors to star in my film trailer?

"Yes! The look of Evelyn was just perfect in that she maintained an air of glamour, sophistication (which is representative of women during the 40's era) as well as that of vulnerability, which ofcourse is conventional of a horror movie character. Also, she has the right look, a classic beauty!
The gardener/ murderer looked so evil and sinister and you did a great job styling! Complete and utter transformation"

"This model embodies the classic beautiful look, she's perfect for the part! With her long loose curls, high cheekbones and plump, full pout!"

5. Which parts of the trailer do you feel were most successful?

"The use of music was so successful in informing us that this isn't just a period drama, but one with a supernatural twist. The soundtrack selected was brilliant! And quite unnerving too. I also think the use of mise-en-scene was particularly good, you made everything look very authentic and styled it very well."

6. Name the areas that you believe I could have improved on:

"Perhaps a bit of dialogue and sound other than music would have been nice!"

"The structure of the trailer is a little loose towards the end, in order to excite audiences more, you could have included a fast pace montage of clips."

7. Does this trailer persuade you to want to see the film?
"Yes, it is a very effective in that it grabs my attention. teases me and makes me want to watch!"

Post Production Results: Front Cover

The Magazine Front Cover

For the magazine front cover, I interviewed nine people. The majority of which were ofcourse male, yet I wanted a female opinion also, and so I included two females in the interview. Some of the people questioned were media studies students; their opinion was important to me in that they can answer the questions in a more technical fashion. I also questioned those with a background in media, so they have a basic understanding. I also questioned those with no experience in the subject at all, this way I can avoid any bias answers and recieve the perspective of simply a fan of film.

Here, I will state what questions were asked, whilst presenting examples of answers.

Looking at the front cover, would you say its overall appearance looks professional?

" I could easily mistake it for one you'd see on the shelves! I like the simple and clean layout as well as the minimalism within the choice of colours." 

"It bears resembelence to popular film magazines out there now which makes it look professional."

"Yes it has a proffesional appearance, with the simple layout and use of colours holding a resemblance to film magazines which can be found in store."

"You have clearly followed the codes and conventions of existing film magazines and this allows the front cover to look professional and authentic."

Would you say that this front cover is aimed at a male target audience?

"The mode of address would appeal to a male target audience by featuring females and using the sell line 'The Foxiest Females'. The other types of films that can be seen on the front cover such as 'Jackass 3D' and 'Of Gods and Men' reflect a male target audience. There isn't too much text filling up the page, which is another sign that hints towards a male publication, as men tend to avoid text heavy pieces (they prefer to be informed of things visually). Which brings me to my next point, perhaps you could have used more images, in order to further entice the male audience and to fully address your intended audience."

"It is clear to me that this magazine is aimed at a male target audience as it features interviews with mainly males and is promoting films that are aimed at men."

"I can tell that the audience you are aiming your magazine at are male through the uses of sell-lines and featuring an attractive woman on the front cover, however, I do feel that the main sell-line is slightly too feminine. The pink, italic script font is slightly off-putting."

"The films and actors mentioned would suggest that it is aimed at a male target audien...ce. This is also supported by the simple layout and bold colours which are used."

"This magazine is obviously aimed at a male who is interested in film, because there are interviews inside with mainly males who are associated with the movie industry. Also, the film reviews include mainly films that appeal to males."

What genre of magazine would you say this is and why?

"The magazine is clearly a film magazine, from the content mentioned."

"It's clearly a publication that celebrates movies, due to the inclusion of films listed and actors/ directors."

What does the magazine name "Playhouse" tell you about the magazine and does it appeal to you?

"The name is an alternative word for 'cinema' and it also contains sexual elements. Therefore I believe the title itself is informative that it's genre focuses on film and that it's aimed at male readers."

"The name entices me because it sounds naughty and quite playful!"

"The name playhouse would suggest a more fun take to film, there are also sexual connotations which I personally find very appealing. The name alone, makes me want to read the magazine!"

"The name informs me that this is a publication about film. I like how you've integrated a sexual nature into the magazine name, in order to entice male readers."

Are the sell-lines informative? Does the content appeal to you?

"Yes, they inform the readers what they can sepcifically expect to find inside the magazine."

"The sell-lines are informitive and clearly inform the reader of what they will expect to find inside the magazine. The sell-lines also reinforce that it is a film magazine. The big names which are mentioned would help attract the readers interest. The sell-line "Screen-Sirens" would also be affective in bringing in the male readership."

Do you think the Masthead and Sell-lines are effective?

"I love the masthead. It stands out to me the most and draws me in as it is different and interesting. The style of font used for the masthead looks old-fashioned which is inkeeping with the theme of the film (considering the model is dressed in 1940's attire and the main sell-line includes the words "forties glamour")."

"The mast head reminds me of the opening sequence of 'Agatha Christies Poirot' giving a slightly 'Art Deco' feel to the magazine; this certainly has a strong effect on me. I also think the sell-lines are effective in that they appeal to and will attract men."

"The mast head would draw me in, as the font used has a classic film vibe to it. The sell-lines are simple, and this helps to engage the male readership."

"The masthead and sell-lines stand out against the plain, white background. They catch my attention and draw me in."

 Do you think the image has a professional or amateur look about it?

"The image definately looks professional as the quality of the image is high. The elements of mise-en-scene are stunning!"

"The pose of the actress and the facial expression of the actress help give the image a proffesional appearance. The positioning of the image on the page gives it a proffesional appearance in terms of a magazine cover."

 Looking at the image, what film would you say is being promoted?

"I would say it's perhaps it's a murder mystery set in the 1920's/ 30's period."

"Perhaps it's set in the 1960's, including some kind of murder plot."

"The sell-line and image tell me that it is a classic movie probably based in old classic england, like agathe christie sort of theme. From looking at the image i would say it is in the genre of a classic horror; most likely gothic."

What areas of the front cover most appeal to you?

"The mast head, with its resemblence to classic film font. Also the layout as a whole appeals, as it clearly informs the audience of what they will receive from the magazine."

"I would say that the image and main sell-line are most effective because they stand out the most and give a very strong indication as to what the film is about."


"The film that it is featuring draws me in the most as the image doesn’t give away much detail, making me want to know more about the film and the character that ‘Val’ plays."


In what areas do you think I could have improved?


"I think that the script font seems slightly feminine for a male targeted magazine."


"The sell-line relating to "forties galmour" wouldn't really appeal to a male audience, and they would probally not wish to read an actresses opinions on it. Also the font used for "Val Vixon" may not appeal to a male audience."


Do you think I have accurately followed the codes and conventions of a magazine?


"Yes it follows the codes and conventions of a magazine, and it also fits the conventions relating to a magazine for a male audience."


"Yes because they all appeal in a way that makes the reader want to buy it and something that they would enjoy as well."


What Have I learnt from this?


According to those who were interviewed, I have clearly achieved an authentic and professional looking front cover. This is due to the combination of minimalism and sophistication integrated within a tidy, uncluttered layout. As well as the content and organisation of the Masthead and sell-lines and the quality of the image. I have clearly followed the correct codes and conventions for magazines, yet my audience understood my need to be original with my ideas.

The content of the sell-lines clearly attract a male target audience, yet the readers were slightly repelled by the use of a feminine font and colour within the main sell-line. I have also successfully established the genre of the magazine due to the content of the sell-lines.

One of the things I am most pleased about is that my audiences were very much attracted to the title of the magazine. They're thoughts and opinions towards the mastheads were my exact intentions! From looking at the image, the style font used for the masthead and reading the main-sell line my audience were able to gain some kind of idea of what the film was about. 
Over all, I believe my audiences found my front cover to be successful in that it targets the correct audiences, is informative of it's genre/ film being promoted and looks professional. 

Post Production Questionnaires

In order to access a wide range of my target audience and save time, I decided to construct my Post Production Questionnaire over a social networking site - Facebook!

The Film Magazine

(Using mode of address to establish a rapport with my interviewees!)

The Film Poster

I'm currently awaiting feedback!