evaluation question 3 draft

The audience feedback that was gathered through out all of the production and research helped the final products to be both coherent with each other and to also anchor towards our target audience.

In the post-production, we had to make sure that our initial inspiration for the brand identity would appeal to our target audience. A pitch was put together, featuring ideas that we thought of as conventions of the female pop genre. These conventions consisted of cinematography, editing, sound and MIs-en-scene.

The group that was gathered for the pitch was small due to monetary limitations but the feedback proved to be valuable nevertheless. Overall, the replies to our questions we asked were positive. However, some of the audience found the abundance of varying concepts such as the day cycle to be too complicated for our chosen genre, which typically features minimal concepts and themes to feel light hearted. From this we decided to use the theme of escapism, as the lyrics of the song convey similar ideas to that of escaping from life.

During the early stages of production, we had produced a rough cut of the music video. Audience feedback was not actively obtained for the rough cut, as time limitations forced us to prioritise by continuing production. However, comments were made on the current state of the music video from the teacher, peers and from the other media groups. This feedback had a direct effect on specific technical aspects such as incorporating more close ups of the stars, as it is a redundant feature of the pop genre.

When it came to designing the print work, a small sample of people who fitted the demographic gave me their opinion by sitting with myself in person. The smaller sample of people meant that the feedback was less representative of the general target audience, but allowed feedback to be acquired sooner, so that I could edit the conventions such as the images and fonts to cohere to the rest of the promotional package.

Once the promotional packaged had been finalised, I gathered further audience feedback to find out how successful it was in appealing to the demographic. I decided to use web 2.0 websites as the format for people to reply, as it was beneficial in contacting a large number of people within a short period of time. Facebook was predominantly chosen for it’s ergonomical facilities to set up groups and pages. I created a Facebook page that featured images and videos of the products as well as the questions for the audience below. This method was relatively passive, which meant that feedback was acquired whilst I could continue production simultaneously. The feedback was overall praise. The only issues were with to include a few minor details on the print advert and to define the visual style more by highlighting the naturalistic colours, blue, white, green and brown in Photoshop.

The Hypodermic needle theory suggests that the media can inject ideas and messages straight into the minds of the passive audience, through advertisement and propaganda. This theory also states that this is what led to the moral panic in the effects of video games. However this theory does not apply to our promotional package. This is because my role as a prosumer was to create a coherent promotional package that successfully appealed to the target audience. The products lacked any subliminal messages, therefore not influencing the audience’s minds passively. Large institutions are more likely to follow this theory because they have agendas to alter the public’s ideologies through the media world.