A2 Media Evaluation

Lindsey Harley
 1. In what ways does your media product use, develop or
challenge forms and conventions of real media products?
My film magazine uses conventions of real media
products as it follows the structure of the layout.

The audience when first looking at a cover, will read

along the route of the eye – that is in a Z shape.
When researching into film magazines, they all
begin this with the masthead. This has also been
conventional for all types of magazines. Because of
this, I put the title, date, issue number and price at
the top. It’s conventional to have the title of the
magazine in the biggest and boldest font. By doing
this, it grabs the audience’s attention and makes the
magazine title well known and more memorable.
It is also written in a sans-serif font to give the
magazine a more masculine and bold look - further
appealing to both genders and a wider audience.
Because of this, I wrote my title in a bold, sans-serif
font - making it stand out and help appeal to more
male members. This also helped when it came to
targeting my minority of male audience members as
the genre of a romantic comedy would attract
mainly females so by visually appealing to them, it
would help persuade them to at least take a look
into it.
One picture of the main star(s) of the film
being promoted is then used to attract the
specific target audience. This picture
usually covers the whole front page and
engages with the audience as if it‘s a
female character, they would look directly
into the camera, making eye contact with
the audience.
However, males don’t tend to do this but
when researching into different covers of
film magazines, male characters attracted
the gaze.
Also, generally, the pictures are either a
close-wide shot of 1-3 characters, or a
mid-shot of the main character i.e. Johnny
Depp as Willy Wonker.
Because of this, I used a mid-shot of
Nicole who plays the main role of Kate for
the picture. Here, I positioned her so her
body was at an angle - so effectively, the
audience would read across/down her
body, enhancing her curves, which would
further attract particularly the male
audience members. This also reinforces
the route of the eye.
I also got her to look at the camera so to
attract the gaze and follow conventions.
The headlines/captions are generally written
in a serif font.
The captions are written in a smaller font as the
actual headline is the main thing used to
persuade others to buy and read the rest of the
magazine.
Because of this I used a sans-serif font for the
majority of the headlines to further heighten the
more masculine feel to it.
I used different font sizes – in order of
importance i.e. the masthead was the biggest
font size, then the title of the film, then the stars
name, then other headlines.
The headline that is linked to the picture is
usually located directly right to the picture.
So, I did this to offer the same connection and
follow this convention. I also felt this helped tie
the magazine in together as it allowed my film to
dominate the cover - making it more important,
further enforcing my aim of the film magazine.
Lastly, I found it was also conventional to use a
circle to promote other things inside the
magazine, or to write the ratings.
So I included this to help try and persuade others
to buy the magazine.

Words such as “ultimate”, “world exclusive” and

“biggest” were used to help the magazine seem
as if it offers much more than any other
competitive products.
So I used the phrase “world exclusive” to heighten
the appeal and make my magazine seem as if it
had something no other could offer. This also
helps to persuade others to buy it - making them
read into my film, reinforcing my promotion.
My film magazine challenges conventions as:

Many of them will use the colour scheme to

signify the season.

However, I used mine to:

- Promote the genre - through the use of
red which connotes love, passion, anger
and sexuality etc,
-To give my magazine a more classic feel -
through the use of grey/silver which has
slight connotations of royalty and class.
This is reinforced through the phrase
“World exclusive” which is written in silver
as it makes it seem like this magazine is
the only one to have this luxury.
- To emphasize Kate being a happy, funny
character (comic element to genre) -
through the use of blue as we can
associate with happy days when the skies
are blue and clear. This also connotes her
professionalism, heightening her job title.
Similarities between my product and real media text
 Where my product uses
the space on the left of
the picture to offer my
reader free prizes, the
real media text uses it
to promote the film by
covering the entire
magazine cover with
the picture. I did this
because the free gifts
are on the dominant
side of the page which
further attracts the
reader as they would
notice it more.
The existing magazine
include extras at the
bottom next to other
pictures.

Differences between my product and real media texts

My film poster uses conventions
of real media products through
the layout.
Like film magazines, an audience
would read across the route of
the eye and from my research, I
found the first thing the audience
would read is the
actors/actresses names.
Because of this, I began it with
the names.
This is a good way to encourage
people to read the rest of the
poster as people can identify with
the actors works so would
automatically know what sort of
genre it is. It also may persuade
them to watch the movie due to
liking a specific actor/actress.
• I found that the majority of my
posters had the tagline
underneath this which was
short, snappy and to the point.
It also summarised the film.
So I used a list of 3 and
repetition, “Not a”, so it was
more memorable and more
interesting for the reader.
Consequently, they would want
to read into it.
• Generally, the title was at the
bottom, going into the terminal
area, being the last thing the
audience read (Z – the last bit
of the z shape), so I followed
conventions as a way of
encouraging the audience to
read the whole poster.
• It is conventional to have a picture that indicates the setting/location of
the film, and a main picture in front of this of the main characters.

Having a picture of the school shows the

setting and illustrates the 3 characters jobs.

Including the penguin and having

a tropical beach and trees behind The tall buildings in the
them signify they are in Hawaii. background are those that we
associate with New York.
• Like every poster, the
credits including the
director, actors names,
institutions and
website is at the very
bottom in a smaller
font and generally, a
sans-serif font.
• So, I also did this to
acknowledge those
involved in the making
and production of the
trailer. This also
allowed me to use up
space, but within
reason.
 • The use of black and red for the actors names I found was fairly
conventional – particularly with the red as it reflects romantic
comedies. This is because it connotes the romantic side.

Real
media
My
product
product
• My film poster challenges
conventions as generally, My product
the release date is at the
bottom, but it is in a bigger
font or different colour so
to stand out from the other
credits.
• However, I kept it the
same colour and just
made it bold. This was
because I felt it still stood
out, but didn’t attract the
audience’s attention away
Real media product
from the rest of the poster.
I felt that the picture and
tagline did a better job of
promoting the film itself,
than the actual release
date – which wasn’t
important for my initial
aim.
• My trailer uses conventions of real media products through the structure – in which it has a
equilibrium, dis-equilibrium and some form of resolution that gets the audience to think.
This was incorporated in my trailer by starting it showing her at home - i.e. falling out of bed,
locking the house up etc, then introducing the 2 sub main characters – both of which are seen with
Kate in different situations i.e. with Steven she was clumsy and constantly embarrassing herself,
whereas around Tom she was more herself and let loose - dancing. Towards the end I then had
an argument for the dis-equilibrium, as it shows confrontation and it highlights things are getting
too much for her. I then ended the trailer with an unsolved ending as this would encourage
audience members to watch the movie so they find out who she chooses – it leaves them wanting
more.
Equilibrium

Dis-equilibrium

Resolution
• My trailer begins with the
institutions. By doing this, it
introduces them to those
involved and allows the audience
to relate to other products they
have made. This also is a good
way of encouraging them to
continue watching.

• My trailer introduces all main characters involved. The use of narration

helps people understand the situation they are all in and the relationship
between them i.e. when we first meet Steven, he is introduced as “her
boss”.
Kate
Tom
Steven
• My trailer gives the actors/actresses names towards the end of my trailer – which is conventional
and a good way of keeping the audience’s attention to ensure they find out who they are and also
to trigger intertextuality within the audience who may know the actor/actresses previous work
within that genre.

Nicole plays the main part so was shown

first. This was also before the
confrontation scene.

Thomas plays one of the sub-main

characters so he was the next. This was
shown after the confrontation scene.

William plays one of the sub-main

characters so he was introduced after
Thomas.
• The title and end credits was the last thing
seen so it is fresh in the audience’s mind.

Because of this, they will remember

the title and look further into it.
• My trailer breaks conventions through the use of colours for the credits,
title, background and names.

These colours are associated with horrors

as the red connotes danger, blood, anger
etc, and the black is darkness which further
connotes evil.

However, this was a technical hitch where the Mac used wouldn’t allow
me to change them. Given the chance, I would have used lighter colours
– maybe a white on the background, with the red to highlight romance.
How effective is the combination of your main product and
ancillary texts?

• Both the main tasks and ancillary texts fit as a whole package
as they are all different forms of media. Because of this, I am
able to ‘spread the word’ and promote my film on a wider
basis.

• Robert E. Kapsis argues that the function of genre is

institutional in that the genre informs both the industry of what
is successful, and the audience of what they like/dislike. He
maintains that ancillary markets are paramount in this
establishment, as audience’s respond to ancillary texts before
they see the main product. Subsequently, by establishing the
genre in the ancillary texts, the target audience is established
as they get a sense of what the films cultural message is, and
whether they as an audience enjoy being reminded of that
through the course of the film.
• I have clearly established the genre of the film through the ancillary
texts as my magazine follows a colour scheme of red, blue and
silver which clearly identifies the genre. This helps the audience
recognize the type of film that has been made.
• The poster shows all 3 characters where Kate - the main female
character, is positioned in between the 2 males, highlighting she is
torn between two of them. This is very conventional for romantic
comedies as this is where the problem is created - again letting the
audience no what genre it is.
• By using these, the audience - particularly female members, would
be persuaded to further look into the film as they would enjoy
watching a film with a happy ending. It is also a love story which is
always a huge attraction for a female audience.
• By using the same font on my poster as my magazine for the title, I
have automatically created a link between the 2, again allowing the
audience know what genre it is.
• By getting my characters to wear their costumes they would in the
film, I am also able to give an insight into their job and how powerful
they are within the movie i.e. having William on the left
side/dominant side portrays he has the hold over Kate. This is
effective and helps with the main task as people would be attracted
to this and would want to see the trailer.
• The trailer would encourage them to watch the
actual film as the humorous parts i.e. Kate falling
out of bed, having her skirt tucked into her tights
would make it seem more entertaining to watch
and offers the audience more than a love story.
• It also introduces the audience fully to the
characters so they know who they are, what they
are like, what they do and the relationship
between them – creating a sense of
verisimilitude. This further encourages them to
want to buy the magazine as they could relate to
the characters or even the situations they are in.
• The poster works well as these are hung up everywhere
i.e. people can see it by walking down the street. So this
would grab their attention and having the title as the last
thing they read, they would remember it so would further
look into it.

• Others may read about it in the magazine which would

be on sale in most places – so it spreads the word even
to those who don’t buy the magazine as it would grab
their attention.

• The trailer would then be seen in cinemas, on TV or

even via the internet – things people now use on a daily
basis so again, it spreads the word and covers the
majority of dominant media sources.
 Example of target audience
• In general my target audience is females aged 12-30. It may also appeal to few
male members who would be attracted through the humour.
• An example of my target audience is a young girl aged 17. My products would
appeal to her because the ancillary texts would persuade her to see the trailer,
which would further encourage her to see the trailer. This is because:
- Being this age, you are generally still a student - whether it’s at college or a 6th
form. From this, she would see a movie poster on buses or along the street on
boards or windows.
- Being interested in music and particularly celebrity magazines, she may see my
film magazine alongside them. By doing this, her attention would be drawn onto
Kate, making her want to seem confident and cheeky – just like she is being
represented. Again, by seeing this she would want to look into the film and see
my movie.
- This is further reinforced by the fact she would be interested in males and out
looking for romance. The majority of girls this age want to find their own love
story and because of this, she would go and watch a romantic comedy where in
the previews, she will see the trailer to my film – being the same genre. Here,
she may also just see the poster around the cinema where it promotes
upcoming films out.
 Institution
• From my research I found that the majority of romantic
comedies are made by Touchstone Pictures. Other
institutions that distributed and produced them were:
Miramax, Universal Studios, Studio Canal (Bridget Jones
Diary) and Columbia (50 First Dates).
• Because of this, I would want institutions like Touchstone
Pictures to be involved with my film as they specialize in
this area and understand what the target audience want
from their products. As a result of this, they would spread
the word and get my film out into a more broad area,
allowing me to make more money.
• I would also prefer these to be involved compared to an
institution such as Lion Gate as they associate with
horrors which are completely opposite to my genre, and
therefore, attracting a different audience range.
 What have you learned from your audience feedback?
Positives:
• The colour scheme of the magazine worked and helped promote the genre.
• The main image of my magazine was effective – it was sexualized which
draws a male audience in.
• The magazine wasn’t too cluttered
• The posters tagline matches the characters expression which helps portray
the relationship between the characters, and what situation they may be in
within the film.
• It follows conventions - actors at top, characters in front of location, credits
at the bottom.
• The fact the school fades in background is effective as it sets the location of
the movie.
• Trailer - humorous for some = brought in the comedy side of genre.
• Was entertaining and told a story
• Obvious it was a romantic comedy
• Introduced characters well
• Music fits with genre and they liked the narration as it introduced the
problem.
• The pan when the voice over talks about attraction to boss, then seeing the
boss was effective.
Negative:
• Poster - release date should be bigger or more
noticeable/obvious and the credit’s should be a lighter
colour.
• Trailer - maybe add quick shots of different clips - like a
montage to show the character in other parts of the
movie.
• More shots, fasten the pace up slightly, add more
romantic music.
• Use different colours for the credits in the trailer - red on
black normally associated with horrors /change the
writing on the titles at the beginning as they make it look
like it is going to be a horror film.
How did you use new media technologies in the constructions and
research, planning and evaluation stages?

• Using blogs – I started with

myblogsite but didn’t work well
with it so I switched to wet paint.
Here I was able to emerge
pictures, trailers, links and
widgets onto my blog in a much
easier and effective way.

• I used scribd to ensure my

magazine and poster could
effectively be seen on my blog.
 • In order to film my trailer, I used a HD Panasonic video
recorder and a Sony. The reason for using the HD is so
to produce better quality footage which results in a
better viewing experience for my target audience. Also,
my company would use a HD Panasonic video camera
as they are becoming much more popular so by using it,
I am keeping up with current technology, enabling me to
compete with others.

• I used an Apple I-Mac to edit the trailer where I was able to: add in fades, smooth
transitions, cut certain parts of the filming and add credits, etc. Here my skills developed
as normally I would use Windows Movie Maker.

• Research and planning: used secondary sources via the internet to research into
existing products. i.e. wikipedia, imdb etc. I also used youtube to view and post trailers
onto my blog.

• Evaluation: used PowerPoint.

• Constructions: Using 2 different cameras for pictures, video camera to
film, publisher to create poster and magazine, fireworks and picasa to
edit pictures.
Here I edited a picture on
Fireworks where I used a lassoo
tool to draw around the picture
(blue line). This enabled me to get
rid of the background so I just had
the main characters bodies.
I then used the magic wand tool to
help get rid of any unwanted
pieces and to tighten up and
smoothen the picture.

Here I created different fonts

using word art. This was in the
creating stage of my magazine
cover.