Assignment 2 - Analysis

Hymn For The Weekend – Coldplay

Introduction:

I have chosen to use the band Coldplay to analyse. The band is signed with three different music companies: Allophone, Capitol and Atlantic. Coldplay is a British rock band; it formed in 1996 by the lead vocalist, keyboardist and guitarist Chris Martin. Just like other artists today, Coldplay uses a variety of different methods to promote, such as: music videos, album covers, magazines and social media. In this essay I will be analysing both the music video Hymn For The Weekend, and the album A Head Full Of Dreams.

Genre:

The genre for this music video would be pop, as the song itself is upbeat and lively. The music video is very colourful and vibrant too, which adds to the effect of making it a pop video.

Conventions:

The conventions for this music video can be seen through the form, where they have made the video look a certain way to match the genre. They have chosen to show the band a lot throughout the video - all music videos do this, which makes it a common convention.

Target audience:

The target audience for this music video would be young men and women, with their age ranging around 14-20. The target audience would be young men and women, as this is quite a popular music genre for this particular audience. The music made by this band will stand out to this specific audience, and they will end up listening to more content made by the band in the future.

Because they have used Beyoncé to feature in not only the song, however the music video too, it will attract more viewers.

Camera techniques:

In the video, they have chosen to use a variety of different camera angles, such as a: low angle shot, high angle shot, a close up shot and more. They have done this so that it makes the video a lot more interesting than it already is. It makes the video a lot more interesting because using different camera angles emphasizes the different elements in the music video and makes the audience feel a range of different emotions. The close up shot that's been used in this music video is used quite a lot and has an effect on the audience, as it shows you that the band is the main attraction for the video.  A deep focus has been used for this music video, as the whole scene is in focus throughout the whole video. The high angle shots make you look down on the band and can often show the audience that the band is of a higher status – which may lead to the audience questioning their own vulnerability.

Editing techniques:

Just like other music video’s, the editor has matched the scenes with the beat of the song using jump cuts. The fast change of scenes fit in with the slow motion effect that they have put on to certain parts of the video. For example, this is seen when people are running or when the band is throwing colour into the air. Some of the footage is seen in slow motion, as it can create a build up. It creates build up, as it enhances the excitement of the music being played by the band.

Sound techniques:

At the start of the music video, you hear birds chirping. They have chosen to do this as it can show you that the music video links in with nature. You also hear different instruments being played at the start; these traditional instruments are being used to show you something about India, where the music video is shot.

Mise en scene:

The band is dressed very casually for this music video, with paint seen all over their clothing. By doing this, it just shows people that they are trying to enjoy themselves.

The place where the video’s shot shows you their lifestyle and culture. Most people in the video seem very laid back and this represents what the band is like as a whole throughout it. The props for this music video include instruments, which the band is seen playing. This creates significance on particular people as most instruments being played are from the country itself. There are no black and white scenes to this music video, and so this shows people that it doesn’t portray any negativity or sadness.

A Head Full Of Dreams was released through Atlantic and Parlophone – popular record labels that can easily sell the album. Synergy has been used here as they have released two different products using two different companies. Atlantic and Parlophone worked together to promote both the album cover and the music video across different media platforms. The album was released a year after the music video via the band’s website. Choosing to put it onto the band’s website is considered a good idea as it’s frequently visited by fans all around, and can help them with getting a wider audience.

They have used a variety of different colours, which stand out, this links to the music video where they are seen throwing colour in India. The different colours used can show us that the music video is ‘’exciting’’ as there is more than one colour used, and it can show us that there are different meanings for each colour shown. For example, the colour black which is right in the centre of the album cover, can be portrayed negatively and even though there is quite a lot of black seen, they have used a geometrical drawing with vibrant colours to almost ‘’rid the negativity’’ and add in colours like yellow which has connotations of happiness and produces a warming effect.

A Head Full Of Dreams, the album, links in with the way the cover has been designed. Images of hot air balloons, planets, a boy sitting on a cloud, birds and a rocket can be seen on this cover. All items listed have connotations of being free. The word ‘Hymn’ from the name of the song links in with all of these things, as the meaning of the word is to praise something above, this may represent that the band itself has hope for the present/future. There aren’t any words shown on this advert, as they have tried to make the target audience focus on the image itself, and by doing this, they will have to question the different things going on in the picture. Typical conventions include: the artist’s name, the album name and images of the artist. This album cover is different to others, as they have chosen to break away from these typical conventions.

Conclusion:

I think that the two promotional products promote the band very well. Both the music video and the album are seen in many different places today – especially the music video, which is always seen playing on different music channels. The fact that it’s played a lot shows people that the song is very popular, and has been sold well. Synergy can be seen through both the album cover and the music video, as there are links between the vibrant colours used. They both represent Coldplay as ecstatic and joyful, which links to the genre. The use of synergy helps the band promote their album effectively.

Terminology

Media production

Representation

Assignment 1 - Print advert

1

My target audience would be young women around the ages of 15-20

The advert appeals to the target audience because of the person that’s been used, as she’s only 15 years old, and therefore is at a similar age range to the target audience.

The model used is represented as a very casual person; this can be seen through the clothing that she’s wearing. A plain background was used for this advert, as I wanted the audience to focus on the feathers, which wouldn’t be seen properly if other background colours were used. The colours used are also very calming and don’t have much going on to them. The font I used is in italic, as I wanted to give the effect of a formal look. The colours used for both the product name and the slogan, match the colours shown in the model’s clothing and in the background for the image.

By adding the product, which I’m trying to advertise, by adding a slogan and by adding the name of the product.

My advert would probably be featured in teen magazines such as Teen Vogue or Seventeen magazine, which are quite popular, or French magazines as the name of my product is in French.

Assignment 1 - Analysis

Target audience: The model that's been used for this fragrance ad, called Chanel Iman is a 25 year old. Therefore the target audience for this particular perfume would be young women.

Representation: The woman in this mid shot is portrayed as a healthy, flourishing human being. This can be seen as the model has glowing skin, and there are no imperfections to her. One way they've made the model appear a lot more awake and bright is by using high key lighting. The high key lighting has been used to give the effect of a sun-glow. In this image, you can see that they have scattered apples all around the woman. The apples connote that it is beneficial for you to look like the model in the image and for women to appear younger by eating this fruit. The model appears very natural, as they have used very light makeup on her, which may connote freshness and purity.

Stereotypes: The representation of race can be seen as non-stereotypical within this advertisement, as in the media they usually use ‘’light’’ women rather than ‘’dark.’’ They have chosen this representation of race, as nowadays it’s quite unusual for the media to use this particular race for advertisements.

Brand name/Logo: The brand name (DKNY) is quite eye catching, even if it's quite small. The logo is very simple, as they've just made it bold and the colour white, although the colour can be very effective. The colour white connotes cleanliness, which can be associated with light.

Slogan: ‘Be Delicious' shows you how they are referring back to the 'deliciousness' of an Apple. The slogan is clear and bold, which is something that grabs the reader’s attention. They have chosen to use the colour green, as it connotes nature and energy. They are implying that the model for this advert can be seen as pleasant just like the Apple.

I think that the company, have tried to make their product stand out by linking it to 'The Big Apple' in New York, as it’s a popular area for a lot of wealthy people today. This can be seen on the perfume bottle in the picture, as they've taken half of the bottle to use as buildings in New York, and the other half for the fruit. 

Mode of address and persuasive language: I think that the advert is trying to 'speak' to the young women who may not feel content with themselves. They are most likely trying to show them that by using this perfume, they will start to look/feel different, just like the model in the image - women will aspire to look like her. One way that you can see that the model is directly speaking to the audience is how she's facing the camera, and how it's focused on her direct address.

Target audience: The target demographic is middle-aged men. One way you can tell is by looking at the celebrity, Ryan Reynolds, that’s been used in the image’s age.  

Representation: The advertiser reveals to the audience what type of person this is through the way he is dressed. The suit that the man’s wearing in this advert can have an effect on the reader as it shows people that he’s upper class. This connotes that the man is wealthy. This particular fragrance links to the name of the company and this is another reason as to why they have made the celebrity look this way.  I believe that they have done this as they have tried to make men aspire to look a certain way.

Stereotypes: One way you can see the stereotypes of men, is not only through the way that he’s dressed, however by looking at the slogan used. ‘I don’t expect success, I prepare for it’ may connote that men are hard working, and things aren’t just ‘’given to them.’’ The advert is mainly focused on the celebrity and the perfume. They have focused on the celebrity as this gives direct address, which means that in a way, the celebrity is trying to ‘’speak’’ to the target audience.

They have used the colour black for the suit, as the colour black, can connote mystery, power, formality and can sometimes be portrayed negatively.

USP: They have chosen to use a well-known celebrity as it can attract the audience a lot more, and almost persuade them to buy the product – this is called celebrity endorsement. 

Brand name/Logo: The brand name is eye-catching and clear, as they have put it onto the perfume, which is quite big and visible. I think that they’ve chosen to make the brand name appear simple, as they have tried to put all the attention not only onto the perfume bottle, however onto the celebrity too.

Perfume bottle: The size of the perfume bottle is quite large. They have done this so that it can really grab the reader’s attention and really show them the word ‘Boss’ which is something most men today want to be.

Depth of field: They have taken this image in a way that the background is slightly out of focus. They have chosen to make the model the main focus for this advert, as well as the perfume bottle.

Terminology

Media language

Audience