Evaluation task 2 - Representation notes

Representation Initially an idea we wanted to involve was the traditional representation of our male character and our audience to idolise him. This is typical of the hip-hop genre, we achieved this by using a low angle shot and the large proportion our male is in shot. This was done consistently we used a costume in our digipak of a large coat and enlarged our performer to be physically larger than the female showing a power balance. In the early stages of production we decided we wanted to include the idea that the line between good and bad is very thin and this something our performer has to deal with, this was achieved with different colour lighting red having connotations of evil and green of good. We position our performer in the same place in two shots with differing light then cut to the pace of the music. This was also achieved in my magazine advert as the artist is light in green being consistent with the themes of a binary opposite of good and evil. With our female character we wanted a traditional representation we done this by sexualising her subtly; this was done through slowed speed duration of a close up of her mouth in black and white. However we did wanted to challenge convention by involving the idea that the female does pose a threat this was done in our digipak by the eye line of the female matching the males but the male choosing to face the other way. The Weeknd often draws inspiration from his surroundings therefore we decided to draw inspiration from the place we filmed being Bristol. This idea of people being shaped by their surroundings was achieved by the locations being semi-iconic in Bristol being Cabot circus, the famous bear graffiti in our digipak. The idea of urban lifestyle was incorporated through a fast pace created by quick cuts to pace. The urban theme was continued in the poster through the involvement of blurred green lights. Quite obviously the ancillary tasks are much different because they are more likely to reach an audience who haven’t previously consumed products from The Weeknd therefore we contained a lot more of the female character to appeal to the male target audience.