Evaluation Q.1 Plan:

In what ways does your media products use, develop or challenge forms and conventions of real media products?

• Vernallis techniques:
• Base tracks are constantly used to give an specific structure to the music video
• The camera moves in time with the music/beat
• Jump cuts are used regularly contradict the pace of the song, and keep the audience engaged
•  Some edits such as transitions and wipes are obvious to draw attention
• 'Continuity' editing rules are not followed to draw attention to what is on screen

• Goodwin's techniques:
• Goodwin believes that illustration, application and disjunction are used to help visualise a song
• Illustration- where the video tells the story of the lyric
• Amplification- occurs when the videos introduce new meanings that do not contradict with the lyrics but add layers of meaning
• Disjuncture is where there is little connection between the lyric and video or where the video contracts the lyric. 

The Hype music video:

• Disjuncture: The music video does not match the lyrics as the song is about two people and the video is of 1 person singing along to the lyrics. We were highly influenced by TLC- No scrubs video as they were singing about love and men and their video showed no contextual similarities to the lyrics. 
                     

• The use of jump cuts often cut to a rapid like in ‘Glad You Came’ by The Wanted, in the first 20 to 30 seconds edit is cut to the raid beat of the song. We were influenced by this techniques and used this in our music video

Digipack and advertisement conventions:

• Artists picture on the front of digipack and on advertisement
• Artist name big and bold 
• Clear and readable text
• Date of release on advertisement
• Album title name on advertisement and Digipack

Influenced by Drake-Nothing was the same album cover and Eliza Doolittle's self tilted album