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Our overall concept is to show the representation of a young female who challenges Berger's 'Ways of seeing' theory by dressing in a sexualised manner for her personal gain rather than for a male spectator and how young females suffer internally therefore encouraging them to turn to alcohol or drugs as a way of coping. Our aim is to highlight the issues that many young people in society face today as it is not always so obvious how fragile some people are due to the abandonment of society.

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Our ancillary products linked well as they presented a common theme, our brand identity and linked well to our concept as well as the music video. Our magazine advert image is not taken from our music video as we didn’t want to give any insight to our audience, I believe our decision to show comparisons between the ancillary products meant that the audience could decode a message revolving around emptiness and depression creating a weak representation of the artist. Our music video highlighted these feelings but also presented the artist being free in her own state of mind when she had the opportunity and felt no judgment. I think by not showing any of the video aspects within our ancillary products the audience were more intrigued to see the final product and construct an opinion of the final video without the influence of similar looking products. Overall, this ancillary product is effective as the appearance of the artist is reflected within the video, but expression is shown rather than hidden within the video. The technical codes also encourage the representation of the artist as the lack of colour subverts the audience’s expectations for a pop music video, enabling us to surprise our audience later as the presentation of the music video is unexpected.

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For our magazine advert we used this image of the artist as the VHS tape covering the artists eyes hides her identity, which relates to the lyrics as it is clear the artist feels pushed out by society, leaving her feel as if she must hide herself. Personally, I believe that the VHS tape also acts as a metaphor in the way that the issue is ongoing and like a tape at some point must come to an end, but you must finish the tape to reach the bitter end. The dull tones of colour used represent the feelings of the artist, reflecting her depression which the audience will be able to decode (using Hall’s encoding and decoding theory) easily from one look at the image creating a distinctive representation. With this the shadow coming from the artist looks as if she is trying to escape being hidden away by the tape, which links to the lyrics ‘I wonder if I’m good enough’ suggesting the judgement of society traps those who feel different. In addition, the wide space around the artist reflects her emptiness inside hence the song title ‘Empty’. Our digipack has a similar design to promote our brand identity and show a common theme of despair as our audience will be able to relate to the issue that conflicts with many people’s day to day life. Our magazine cover subverts audience expectations of a pop music video as our lack of colour, expression and overwhelming image has been avoided to not provide too much information. In opposition to this i think our design is bold providing a statement about an important issue, the lack of excitement is effective. This ancillary product is very effective as it helps the audience to understand the reason behind our choices for our music video, as well as this the audience will find a deeper meaning within the image as it contrasts greatly from other pop music ancillary products.

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For our ancillary products we wanted to use simple and similar fonts for continuity and to promote our brand identity. A one worded title stands out much more as if can have more than one meaning to an audience and perhaps intrigue an audience to listen to the song as its not extremely obvious what the song will be about.

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Our spine follows the same written codes as the digipack to carry on the theme of emptiness resulting in a melancholy mood being conveyed. Our spine is plain to represent the artists mood as our music video is not performance based meaning we haven’t used vibrant designs or colour as this would conflict with the audiences understanding.

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Laura Mulvey's 'The Male Gaze' theory link

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Laura Mulvey's 'The Male Gaze' theory link

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Our music video partly uses Laura Mulvey’s ‘The Male Gaze’ theory as the artist is sexualised due to the choice of clothing the artist wears when she is alone in the music video. However, this theory is challenged as within our music video the artist is fully covered in black clothing when surrounded by crowds on the London streets, therefore portraying she feels the need to hide her identity.

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Blumler and Katz: Uses and Gratifications theory link

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Blumler and Katz: Uses and Gratifications theory link

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Our choice of image and colour used on both our magazine cover and album front cover symbolises the theme of emptiness and loneliness linking to the song title ‘Empty’, which we decided to make bold on both products to highlight our brand identity. This can then allow audiences to use the 'Uses and gratification theory' to select music to fit their mood. With the spectacle aspect being emphasised through symbolic codes such as vibrant locations, it fulfils Blumler and Katz 'Entertain' aspect where the audience can gain enjoyment and a form of 'escapism'. from the music video as well as be made aware of the common issue of anxiety in the younger generation

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The simplicity of the image used I believe challenges expectations as they expect to see artists represented as perfect with no flaws, our decision to use a close-up suggests the artist has no shame in revealing her scars/flaws. This panel challenges Laura Mulvey’s ‘The Male Gaze’ theory as the image of the artist used is not sexualised therefore enabling the audience to decode the message about the artist becoming stronger and independent. This is also shown through the whole of the image being shown as on the ancillary products the artist seems to hide her eyes therefore revealing her fear is fading. On top of the image we have added text which we believe the artist would say to the audience to create a connection, provide audience with reason to live their life to the fullest.

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The inside right panel of the digipack fulfils the codes and conventions of a pop genre due to the vibrant colour along with polaroid images of parties, adventures and good times that we expect to see from young females. This panel contrasts to other panels and magazine advert as they produce a melancholy feeling which is not being portrayed here. We decided to use this image as it fits the pop genre which would influence our audience as we haven’t fulfilled their expectations much through our ancillary products, along with the fact that we want to suggest our artist has experienced good times and freedom but just feels isolated giving her the reason to stay away from what others would class as ‘normal’. Following Barthes’ ‘Semiotics’ the vibrant colours attract the female audience as well as provide a more enlightening feeling compared to previous miserable mood. This panel is effective as it fits well with the representation of our music video as exciting locations and appearances are used to fit the genre.

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Similarly, to the front cover of our digipack and the magazine advert the image of the artist is still not fully revealed and has enlarged greatly. Our decision to do this was since we all have a fear of showing our identity or sharing our opinion and its hard to overcome this issue however, everyone is capable in not encouraging others to stay hidden and quiet. Within our ancillary products we have followed the theme of ‘emptiness’, the back cover is breaking this as the audience are now drawn to the tape to focus on the thing taking away the artists identity. This is effective as the audience can no longer focus on the artist but on the words (songs) displayed on the VHS tape and how they would relate to the life of this female artist. We have used Levi Strauss’ ‘Binary Opposites’ theory as we used white font on the black tape to symbolise a new start along with purity suggesting the artist is becoming less fearful.

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We used the same image for our front cover of our digipack and magazine advert to create our brand identity, showing continuity between the products and helping the audience immediately identity the products. The lyrics of ‘Empty’ are expressing a young female’s pain due to the isolation and vulnerability she is experiencing as she feels unwanted in society, I believe we have constructed this feeling within our digipack font cover as her identity has been hidden with the VHS tape and the empty space surrounding her links to the title as well as her inner feeling. I believe we have used Levi Strauss’ binary opposites theory within our music video to challenge audience expectations as we moments where the artist is alone but moments where the artist is surrounded by crowds and activity however, not feeling a part of it all. I believe this ancillary product is very effective as not much has been displayed giving the audience the opportunity to decode (from Stuart Hall’s encoding and decoding theory) a message based on the symbolic/ technical codes; layout, appearance of the artist and colour of the front cover