Cohesion as a marketing tool in the media industry is extremely important in the production of videos, TV programmes and films. If the advertisement package does not match the primary product then the audience will not be able to notice the connective link between the two. The mass media is becoming more and more competitive each year and in order for each industry to attract their target audience they must make their products noticeable to gain profit. We knew that we had to make our ancillary texts a reflection of the motifs that were occurring throughout our music video so that the complex meanings we were trying to create were slightly easier for our audience to understand. We wanted our ancillary texts to be as striking as our main product so that no intentions of what we were trying to portray would be lost in the publicity process.
Graffiti effect.
There is a continuous motif of graffiti throughout both products. We chose to make graffiti the artwork for our ancillary texts because it features heavily within our music video so we thought that would create a good cohesive marketing strategy and make the texts more engaging. We chose to feature the urban setting in both products as it is the primary background for most of our scenes within the video. We wanted our music video and ancillary texts to be categorised by the urban setting which consisted of street style, commercial buildings, natural environments and dark, gritty areas because that is the energetic but somewhat strained atmosphere we were trying to create.
Relationship.
There are parts within our main product where I am shown on my own, away from Lauren to try and emphasise the more negative side of our relationship. One of the covers within our ancillary texts is of me on my own and Lauren is not within the frame which again symbolises the breakdown of our relationship so there is a running concept of the negativity which can come from relationships.
Themes and connotations.
We made sure to incorporate the themes of happiness, relationships and isolation within our main product and album package. Throughout the main product there are times where I am shown on my own to highlight my isolation from the bustle of the city, there are parts where me and Lauren are shown doing the stereotypical couple things such as holding hands and hugging and there are times where we show happiness together such as when we are running side by side laughing with one another. The connotations behind these images were to show that when two people are together there will be enjoyable times and there will be harder times but you have to fight through these to reach the outcome that you want to achieve yourself. Even though me and Lauren are not portrayed in the normal heterosexual relationship which is primarily shown across all media platforms, it does not mean that we would not live by the same Morales or do not experience the same problems as a stereotypical relationship. All of these parts have been presented within our ancillary texts as there are images of me on my own to highlight the needs of separation, a common emotion felt by people who are shown to be outcastes from society due to the difference in the way they choose to live their lives from what is shown to be the 'norm' and an image of me and Lauren smiling whilst running side by side to show the contentment we share with one another which is still a primary trait of this kind of relationship even though it is not portrayed as mainstream.
Pace and atmosphere.
Lastly, our main product is very fast paced as we have a variety of different scenes as well as a montage of shots to show the speed of our relationship and how quickly time passes when you are with someone you love. We have also made sure to show the concept of movement in our album package, especially in the middle cover photo as it is a freeze frame of me and Lauren running through the Temple meads underpass. This consistency creates the mood of the music video and the atmosphere that is created.
I believe that the combination of our main product and ancillary texts is highly effective due to the fact that we made sure to create an eye catching association between the two. Another reason as to why the album package was successful is because we asked for our target audiences input. We laid out all the possible images which we were going to use for our ancillary texts and let our audience choose which ones they liked/understood the most. This meant that we had the ability to choose our ancillary texts based on what our audience would buy because those images are the ones that caught their eye. This is extremely importance in the promotion of a media product. It is clear from the combination of the two the settings which were filmed at for the music video, the fact that the narrative will include two females and the genre because of the outfits which we are shown to be wearing and the highly decorative artwork which is pictured inside a grimey city underpass. All of these features create a positive impact on audience members because if they can create links between promotion and the real thing then they are much more willing to buy or watch the product.
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