Second edit of Magazine Advert

These are the three version I have created and in order to decide on my final design, I will be asking my audience through various online websites such as Facebook, Twitter, Instagram.


From the votes which I have recieved these were the outcomes:

Construction of music video: Draft 6

These are a few written feedbacks from a focus group. The majority of them liked the video so far but felt like the "walking" away scene is too long. From what I have learnt, I will need to edit and change a few of the chains of the video.

Changes I've made from the feedback I was given:

This is the first change I have made, I've learnt that the dramatic black pause was too long therefore I made the duration by half a second which now fills the black gap. I also showed down the first half of the frame as it went to quickly. I changed the clip speed to 60% which slowed it down.

From the feedback I received, I learnt that the majority of the audience disliked the walking away scene with the feet. So to tackle this problem, I deleted a few of the feet scenes and added a scene where she's looking at the clock. This now runs for 5 seconds. I also slowed down the duration of the clip where she's crying to decrease the walking away scene.

This was one of the most liked scene which shows a graphic match on the tea cups. However, the audience thought that the clip was too quick and wanted to see it more. To tackle this request, I increased the clips length which shows the rest of the clip to the audience. I have also increased the duration of the 2 images of the boys which shows them for a much longer time.

Mise-en-scene | Sound | Camera | Editing

I'm going to explain why I have used the camera shots, angles, movements, editing, mise-en-scene and sound  by the use of some screen shots from my music video.

 

This is one of the clips in the beginning. A close up was used to show and express her facial expression to the audience, on the other hand, I focused the camera on the vine. This was done to make the audience more intrigued with the artist. The close up also enables the audience to focus their attention the mise-en-scene. It's evident that she is wearing a white top which connotes innocence and this is again backed up with the depth of focus. Lighting is a key aspect of this shot, the natural lighting of the sun is mainly hitting the left side of her face and a dark shadow is casted on the right this may connote her thoughts and her character.

 

 

I used a high angle here to express her innocence, she is situated in the shadow of the sun which may foreshadow that her future isn't bright. There is also a red blanket beneath her which may symbolise danger which is approaching. I used a zoom effect to emphasis her innocence and danger. This will allow the audience to feel sorry for her. Another way in which the audience can tell that something is wrong is through her posture and body language, she is slouching therefore she must have received bad news.

 

This  is a very simple but effective clips which a lot of my audience liked. It shows one of the tea cups being filled while the other has been left empty. The reason behind this shot is to show symbolism, it follows the narrative of the story and how Mi-kyong is going to get married to another man that she doesn't love. I have simply showed this through the left cup which is empty which connotes her feelings towards him. The right cup which is being filled connotes her feelings for her ex-boyfriend Sam and how she still loves him. The dim lighting adds a very good effect which empathises the colour of the tea (her feelings). I used a mid shot to show the two tea cups and the tea pot. This has a great impact on the audience as they will start to wonder why there's clips of the tea scene.

 

The use of tilting on this scene adds a good effect as I was able to express her real feelings. as the tilt gets closer to the end the audience are able to see some of the steam which connotes that her feelings towards her ex-boyfriend, Sam is still there and still alive. The extreme close up allows the audience to clearly analyse the cup.

 

I used a cut as one of the main editing techniques which shows continuation, this is the slow motion ring scene which I have slowed down to empathises it's importance to the audience. It situated on the bottom right of the rule of thirds intersection this may reflect on the physical relationship of the couple which shows that's its on the edge and may connote that it's imbalanced.

 The composition of this shot is very important in order to make the audience feel sorry for her. She is located on the middle third which siginifies her importance. The direct mode of address is eveident due to her looking straigt at the audience which will show her emotions. The redness of the lipstick contrasts againts the whole of the mise-en-scene which may connote love and passion, this may link with her feeling towards Sam (Ex-bofriend). The camera is potisioned at a high angle which shows that she's vulerable and highlights her innocence.

 

 

The low angle of the clock siginifies the importance of time, it's also an important clip in the narrative as it shows that she's running out of time. The two prints of the world within the clock may symbolise the two guys in her life, one she loves but can't be with and the one she has to marry but doesn't love.

Construction of music video: Using Adobe CS4

Software - Adobe CS4 Premier Pro

Hardware - 4ft Tripod, Canon 11D00

 This is  the first stage of the construction, I first opened up CS4 premier pro and imported all of the files I needed which I have shot myself and also the audio track. This took quite a bit of time due to the amount of files I had filmed. I then cut the clips into the length I needed however I didn't change anything in regards to speed and colour correction as I wanted to get the length at the right area of the song. I also disabled the audio from the different clips as they are unwanted.

After cutting and placing the clips into the correct area of the song, I rewatched it several times in order to see how well it fits with the lip synchronisation and if my artists reaction were appropriate. Then I rendered the Sequence in order to play it smoothly.

As you can see from the first print screen the clips didn't for the whole stage therefore I had to make them fit by changing the size of the files. After, I found a way in order to make it "fit" onto the stage which I done by right-clicking the clip and click "Fit".

Once I finished placing the clips into the correct area, I started to edit the video clips by increasing the brightness and contrast because I received a feedback on my first draft that the colours were too dull therefore I increased the brightness and sharpened the colour. I copied and pasted this correction onto the other files in the garden scene only as the rest didn't need corrections.

For the dream sequence, I wanted to add a tint of purple and white into the clips because the colour purple is known as dream-y and imaginative colour. I used the "4 colour gradient" effect on the clips, I selected the colours I want and played around with the location of colours. I then blended the colours together as I didn't want solid harsh lines then I was able to choose the layering option which I chose Overlay as I didn't want the colour to be too strong. If I had chosen Multiply, the colour gradient was too strong and it didn't look appealing.

To show some of my skills which I have learnt throughout the process of making this music video, I added new layer of video to show Mi-Kyong's reaction and Sam. I done this by laying over a new clips and then screening her as I didn't want her clips to be too strong, so I increased the blending opyion which meant it would be smoother. As the clip was originally the other way around, I've had to flip the clip horizontally and then make it fit onto the stage. I believe that by doing this, I was able to add a different atmosphere onto the video.

One of the key conventions which I have noticed on the majority of narrative based korean music videos is the use of text. In order to meet this characteristic, I added text for the beginning of my of my music video to introduce the artist and the song title. Conveniently enough, the pre-made font that I used for the title of my Mazgine advert was available on here which allows me to show continuation with my work. I added extra details such as the line as I wanted to make it more attractive. After, I imported the title onto the timeline and added transitions in order to make it effective.

Costruction of Music Video: Draft 4

 

This is my fourth draft which  includes all of their suggestions and I have listened to what my audience said.

I posted a 20 second video clip on my instagram account and asked for peoples opinions. The majority of them said they liked it and found it cute. This shows that I am hitting my aundience's expectations.

Nevertheless, I created a focus group from girls aged 14-15 and I asked for their opinions. These are the outcomes:
They've stated that they like my camera work, video quality and narrative. I am greatful for this as I was able to produce a product which they like.

For my 5th draft I will make sure to incoorporate all of their comments such as making the "Disturbance" title longer. I will ensure to add all of their requests in my final piece. I'm also thinking of changing the colour of the title on the music video as it doesn't justify the name of the song.

Costruction of Music Video: Draft 3

 

 

This is the third draft that I've created and i followed all of the advice and feedbacks my audience have given me throughout the construction phase. I have hopefully met all of their needs as I've added different transitions, enchanced the colurs and made the purple tint bolder as well as slowed down the tea scene. (Another post will be made on how I've done these).

Audience Feedback
 

Eleanor Gray, 17

 

Chloe Lam, 20

 

What are your thoughts about this video?

"Well this is one of my favorite songs and I really like how you've added the story line to it and it fits perfectly with the song lyrics."

 

Was the storyline what you expected?

"To be honest no but I like the twist you put into it 'cause I thought you'd only have a girl missing a boy and she has flashbacks but the twists you've put into it makes it really special"

 

What didn't you like about the video?

"I think the transitions don't fit with the song"

 

What can be done to improve?

"Just the transitions 'cause I don't really like them"

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Group feed back from a year 9 class

 

 

 

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For the feedback I recieved I will change the transitions for my final piece. I will do this by editing the transitions on Adobe Premier pro as well as fix the lip syncing.

 

 

 

 



 

Construction of Music Video : Draft 2

 

 

Changes to the second draft:

 

I added the rest of the clips of my music video though I haven't added much transitions as this is my second rough copy and I just wanted to add and cut the clips to the length and speed I wanted. I also added a purple filter to the "Memory scenes" as the colour purple is associated with dreams and memeory. I added a few transitions in the first third of the music video too as I needed to have a smooth transition.

 

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Audience Feedback

 

Kotryna M, 18, female

Positive -

"I like how the story line flows with the song and speed"

"Even though I don't understand what the song says, it's obvious that there's something wrong in the relationship"

"The tea scene in the end is my favorite. I find that very cleaver and as an English Language student, I can see how you've used the tea and cups to symbolise feelings and love"

 

Negative -

"The lip syncing is a little off"

"The colour seems a bit dull"

"I don't like the transitions, it doesn't fit the mood of the song?"

 "The first 2 cuts of the tea scene in the beginning is a little too quick"

 

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Nathan, 17,  male

 

Positive -
"I like how you've done it. At the beginning she's singing as if she's talking to the audience making us feel like the guy."
"The colours you've used are great, the locations are pretty interesting too. From the garden, to the living room then Chinatown, the transition from locations are smooth and I really like that."
"The way you've caputred the memories are so good! the slow motions and the tints on the video's are good"

 

Negative -
"The only thing I don't really like is the tea scene being cut too quick, but other than that it's good"

 

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From the feedback I've recieved, I will act upon it and create a third draft which will hopefully meet the needs of my target audience. I will have to slow down the speed of the tea scenes, change and add transitions as well as entice the colours. A separate post will be maed on how I've created the video.



 

Construction of Music Video : First Draft | Changes | Feedback

This is my first edit

To make the video, I used Adobe CS4 Premier Pro which is an excellent software as it comes with a wide range of tools, video effects, transitions and audio effects.

This is my very rough  edit as you can see the lip syncing is a little off, there's little transitions and there are no filters. I just wanted to cut and trim all of the clips I want to use and adjust it according to the audio.

Changes I've done to the original narrative - 

I have changed the story plot as I evaluated it and I didn't quite like it. Thus changing it, I doubt that it's evident in the first edit as it doesn't show the ending. 

New plot -

Mi-Kyong has been engaged to a new man that she doesn't love. She hesitates to put her ring on as she knows that her wedding will right around the corner. She gets up from her previous position and walks inside the living room. But it isn't hers, it's her ex boyfriends. She sees the pictures above the fireplace and notices that he's happy with his new love. She picks up the frame one by one and she tries to re-live the times with him and how that used to be her in those pictures. But instead she's been replaced by someone else. She keeps trying to remember again and again but she can't. She finds herself lost in her own thoughts until she finally wakes up and realizes her reality is upon her. 

Audience Feedback

Audience 1: Celine, 15 - 

I really like the way it's clean and slow paced. Most Kpop music videos now a days are too flashy and doesn't have a meaning behind it so I think this is a good change. Though I don't quite understand what's happening..well..that's because it's unfinished so after you do the rest it'll make more sense. But I think  you should take the bit where she doesn't lip  sync on time and add a different clip?

Audience 2: Jessie, 19 - 

I like what you've matched the speed of song with the video cuts. As in, it's not fast cuts what confuse the audience. I also like the shots you've used. The storyline is clear to me even though it's not finished yet. But you need to add more transitions like fades and cross fades in the future to keep it clean. Don't add wipes or page rolls because it doesn't match your song choice.

 I will keep these feed-backs in mind for when I edit it again. I will include as much of the advice they have given me for the second draft. Receiving feedback at this stage is crucial as I am able to manipulate the video the way my intended audience want it. Thus being able to target them directly.

Construction of CD album

Firstly, I got a measuring tape and a random DVD and recorded down the sizes as I want my album to be the same size. I also measured the inside leaflet as I want to add a small photobook for the fans.

 

Feedback during construction

 

 

 

I asked some of my target audience which shade of brown/beighe they prefered and the majority of them said they ligheter shade. I acted upon their feedback by blending the colours and turning it a lightly orange-y shade due to the fact that it didn't stand out enhough.

 

 

I then asked my audience after I edited the colour and gave then two choices and the majority of them chose the lighter orange. Thus following their decision, I continued to work on the rest of the CD case.

 

 

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Audience Feedback

Natalie Elvin, 17, Female

 

What do you think of front cover?

I'd instantly it's a K-pop album because of the colours you've used and I know for a fact that K-pop albums use dark-neutral colours. I like the cherry blossom layer you've used and it shows her innocent side and I'd also associate it with Kpop/Asia.

 

What do you think of the font I've used?

I like how you've made the artists name a lot bigger than the rest and it shows that Mi-Kyong has a lot of star power.

 

What do you like/dislike about the spine?

I like how you've laid out the font in a vertical manner 'cause if this was on a shelf I wouldn't need to turn my head around to see the album name. I think you could have changed the artists initials in a different colour to make it stand out more.

 

What are your feedbacks on the back?

I like how you've included 2 images in the background and it fits with the album name of Disturbance. The colour scheme and layout, you've kept it consistent and that's a crucial characteristic on an album. You've also added a barcode and the record labels logo which hits the criteria. There's a bit of a blank space on the back but if you've added more to it I think that it would have been too much and not balanced.

 

What are your thoughts on the CD itself?

The clock relates to the music video Disturbance and entices the audience to listen to the other songs. I like the picture you've used and she's directly looking at the audience which makes them want to listen to the CD. I like how you've subverted it and doesn't follow the CD case. 

 

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Rebecca Davis, 17, female

 

What do you like about the front cover?

I like the fact that it's simple but effective.  I has a focus point to it which I really like, it's not like the western type CDs which has too much going on that it gives me a head ache. I like how the texts look 3D.

 

What do you like/dislike about the spine?

I like the fact that you used the same font from the front cover too which shows continuity. It stands out from the rest and if I saw this on a shelf i'd notice it as it's vertical and not horizontal.

 

What are your feedbacks on the back?

I like how you've got the barcode and the SM entertainment logo which makes it look legimiate. I like how you've kept it all the same throughout the entire album.

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Abbie Boorman, 17, female

What do you like about the front cover?
I really like the cherry blossom tree and it links well with the Asian culture, thee colours contrast well and it makes her stand out even more.

Thoughts on the spine?
I like the logo at the spine and the vertical text. I like how you've got the initials of the artist.

what do you like about the back?
I like the pictures you've used, I like the same frame you've used as it's the same as the front and the barcode looks real.
 

 

Construction of Ancillary Task: Magazine Advert

This is the construction of my Magazine Advert

 

From what I have made so far I feel that it's attractive but there should be a certain unique selling point to the product. I like the colours I have used and the feeling it emits to the audience.  The black rose was a very good touch to my album advert as it looks feminine but the colour of it is black therefore balancing the roses purpose.

I personally would like to make the image a little bit lighter as I feel that it's too dark. As I am only 50% finished with this, I still have to write the release date, name of my artist and make a Korean version of the magazine using the same techniques.

I showed what my magazine advert looks like to 3 of my target audience as I wanted to see what they thought about it and here are the feedbacks.

Target Audience 1
Sam Hong 16 , male.
What do you think about it?
 I like the picture you used and it's the one I picked on your questionnaire as well! She looks really pretty and her smile is infectious.   
 Do you like the font I used for the album title for advert?
Yep! It looks really posh and elegant but you need to add the artists name too.
What should I improve on or add?
I think you should but her name on it...erm...just touch up her face a little bit more.

Target Audience  2
Lilly Wong, 18
What do you like about the advert?
I like the vintag-y look of the album and at a first glance I would instantly know that this is a Kpop album.
What can I improve on?
Hmm...I think  you should add a border of some sort or like a little border around the name of the album and artist so it'll be more elegant.

Target Audience 3
Anna-may Villegas, 21
What do you think of the advert so far?
I think it look of it, it's clean and tiny not all over the place like most Kpop albums plus it has a hint of Western touch to it.
What do you not like about the magazine advert?
There isn't something I don't necessary like but I think that you should add something to really grab our attention.

From what I have gathered I now know what my audience are looking for which I will act upon when I edit it for the second time round. I shall try to see if a border would look nice, add a feature which would grab the audience's attention and touch up a little bit more of her face as Korean artists are known to look flawless. 

 

For audience research I sent the magazine advert to my audience through WhatsApp and asked audience series of questions. 

From Kotryna's response I believe that I have hit all of the criteria for a Kpop magazine advert and she was even shocked that I put the code pin which is a new interactive way for artists to connect with their fans and audience.

 Here, Becka stated that the font at the bottom left is a little hard to read so I will redo that now.

These are my final magazine album adverts. One in English for the international fans and one in Korean for the Korean fans.