Target Audience Research

Additional Research - Music and Sound

You are not permitted to use any copyrighted material for the final cut of your opening sequence. Therefore, you will need to either use Garageband to create your own composition, or alternatively you could source some copyright free music/sound effects which best fit your piece. An excellent site to use is: http://freeplaymusic.com/

You may use copyright music as a source of inspiration (which you can log and analyse) but ultimately you must ensure your sequence is free from any copyrighted materials.

As for foley sound (sound effects, dubbed sound) - Garageband has a wide selection (which can be accessed through iMovie) and you can search the net for access to free sound effects if you can't find what you are looking for.

Below is an example of proficient - excellent music analysis:

Our opening sequence is aiming to fall into the codes and conventions of a horror film. We have made a conscious decision that we wish to indicate to the audience the type of film they are about to watch. Therefore, we have researched a wide variety of horror soundtracks in an effort to influence the music we will use in our opening sequence.

This piece of music is from the 1978 film, Halloween. It is incidental music used during a scene where a character is followed. We thought this would be appropriate as our film opens with a chase sequence which builds slowly. The deep tones of the piano suggest menace and malice - this coupled with the steady pace and the use of silence suggests an inescapable danger. The high pitched percussion sounds join the piano, followed by high strings. A sense of foreboding is created through this layering of uncomfortable sounds. The same pace is sustained throughout which suggests unrelenting determination of the killer. However, for our piece we wish to build tension and gradually rise to a crescendo of sorts. This piece would be more effective for us if the pace had increased and perhaps a wider range of sounds had been introduced to increase the volume.

The main theme from Friday the 13th uses similar high pitched strings which 'slash' into the music. There is juxtaposition between the screech of the strings (reminiscent of a scream) and the sinister tones of the horn. This music has more urgency and an increase in pace. This seems more appropriate for the chase sequence we will be starting our film with. Music with a steady and increasing pace can help establish tension - something essential in realizing our horror film.

One element this music is missing is the gradual build up of tension - it attacks straight away with the high pitched strings. Our chase sequence starts off with the victim unaware - only the audience are aware of the threat. Therefore we need something which builds more gradually into something like the Friday the 13th theme. An excellent example of this is the chase sequence from 'The Shining'. The gradual build as the chase develops. The audience are aware of the killer's position but the victims are not. This confusion is heightened with the discordant sounds used in the score. Fear is established with the stereotypical (yet effective) high pitched strings. 

TO COMPLETE THIS RESEARCH YOU COULD THEN INCLUDE EXAMPLES OF POSSIBLE TRACKS YOU WILL USE. YOU COULD ANALYSE HOW APPROPRIATE THEY ARE - ALWAYS SHOW YOUR DECISION MAKING PROCESSES!

Suggestions for improving research and planning 1

Below are some examples of level 1 - 4 coursework. I have used location shots as an example of the level of detail and analysis required to achieve each of the levels. Your work will need to be of the same standard throughout to ensure you can achieve the level required.

LEVEL 1 - Minimal evidence of research and planning

This constitutes a level 1 because only images of the locations and very brief descriptions have been included. There appears to be no thought process behind the locations chosen. The presentation shows no creativity whatsoever.  

LEVEL 2 - Basic evidence of research and planning

This has achieved a level 2 because there is evidence of basic organisation and some effort to explain possible effects the chosen locations would have on audience. The presentation shows a basic amount of effort.

LEVEL 3 - Proficient evidence of research and planning

This has achieved a level 3 because the post clearly outlines the group's location requirements in relation to their concept. Each location is analysed and linked directly into what the group wish to achieve and how the location will assist with that ambition. Mise en scene is considered, as is society's collective understanding of genre. The presentation is of a high standard.

 LEVEL 4 - Excellent evidence of research and planning

This has achieved a level 4 because it has all the elements of the level 3 blog example but it then goes on to analyse how their own location choices are influenced by other pieces of work in the same genre. There are specific examples included. The presentation is excellent.

Exemplar Blogs

Look at the following blogs (specifically the evaluations) for some guidance/ideas...

BLOG 1: Evaluation - 16/20
Examiner's Comments: A clear attempt to respond in detail to the seven stipulated questions. Some range of technology used, though at times it reads like an essay response. Overall, clearly enough evidence to warrant the bottom end of the level 4 but much more room to develop the combination of digital technology alongside critical evaluation. 

BLOG 2: Evaluation - 12/20
Examiner's Comments: This evaluation suffers from a failure to complete with question 7 being missed out. However, those questions which are addressed have been done to a good level of detail with an attempt to employ a range of technology amongst the blog posts. There is enough evidence to warrant this mark although more emphasis on analysis and creative digital technology outside of the blog would enhance the mark.

BLOG 3: Evaluation - 14/20
Examiner's Comments: This evaluation is sufficiently detailed, but can slip into chatty evaluative comment as opposed to critical and analytical. However, there is an attempt to employ a range of digital technologies. Some questions are more detailed than others with a tendency to rely on PowerPoint to present ideas which then come across as basic. Overall, there is some slight generosity in the application of the mark scheme here.

Evaluation Planning - Christmas Break Homework

Over the holidays you will need to produce a first draft of your evaluation. The evaluation is worth 20 marks and MUST address the following 7 questions in detail:

1. In what ways does your media product use, develop or challenge forms and conventions of real media products? (i.e. of film openings)

Things to think about:
What exactly are the key conventions of an opening title sequence?
What is the overall purpose of the title sequence?
How do film makers use iconography, mise en scene, narrative, camera angles and sound in the examples that you have studied?
How have you used these conventions to create your own opening sequence?
Have you conformed to the expectations of a title sequence or tried to challenge the conventions by doing something unusual? Give examples and details to support.

2. How does your media product represent particular social groups?

Things to think about:
Which social groups are represented in your opening sequence? (Think of our exam work for representation: age, gender, disability, regionality, sexuality, ethnicity, social class).
Have you conformed to the stereotype or have you subverted the stereotype?
How might audience’s expect that particular group to behave—have you challenged or supported that expectation?

3. What kind of media institution might distribute your media product and why? YOU SHOULD UNDERTAKE THE ADDITIONAL RESEARCH TASK I HAVE POSTED ON MY BLOG TO HELP YOU WITH THIS QUESTION.

Things to think about:
Which film companies most commonly produce your genre of film? E.G. 20th Century Fox, Paramount, Dreamworks animation etc...(Use your initial research into existing films to support theses ideas)
You need to do some brief research into the film companies that produce your type of film, find out how they market/advertise films and why that institution may well produce your own film idea.

4. Who would be the audience for your media product?

Things to think about:
*Define your audience through the demographic and psychographic elements

Age Gender Income Personality

Likes/dislikes Attitude to life

Demographics - This defines the audience largely by the work that they do. It breaks the population down into 6 groups, and labels them by using a letter code to describe the income and status of the members of each group.


Psychographics – This is a way of defining an audience by looking at the behaviour and personality traits of its members. Psychographics labels a particular type of person and makes an assessment about their viewing and spending habits.

5. How did you attract/address your audience?

Things to think about:
How have you tried to appeal to your audience through use of sound, mise en scene, narrative, camera angles, characters…
Link all ideas to demographic and psychographic from previous question.

6. What have you learnt about technologies from the process of constructing this product?

Things to think about:
Identify all the new technology that you have used e.g. Sony Video Cameras, editing software on imovie, blogging, uploading material to blog sites, garage band/music studio, editing music to match visuals...and anything else you can think of!!
Remember, it is good to show development of your skills so don’t worry about saying that you had no/little experience of technologies before using them...in fact, it is better to show strong development and learning of new skills for your marks.

7. Looking back at your preliminary task (the continuity editing task), what do you feel you have learnt in the progression from it to full product?

Things to think about:

What you've learnt about planning, storyboarding and researching
What you've learnt about organisation when working in a group
What you've learnt about how to use a camera/shots/movements/angles successfully to create effects
What you've learnt about editing raw footage
What you've learnt about planning to film and shooting the footage
What you've learnt about creating and using music for effect

Be sure to answer these questions in detail with explicit examples to your own work - use the workbook you have been provided to record your responses.

Distribution - additional research

Choose 10 films which are similar in scope and genre to your own. Make a note of the company which was responsible for the distribution of the film. Is there a common company which crops up? If not, investigate the companies further to analyse their output - which seems to fit the needs of your film more?

Your task is to create a report which outlines the company you feel best represents your film and why. You need to include the following: background information on the chosen distribution company (e.g. who is it owned by, where it is based, its typical output etc...). Draw comparisons between your films and others which have been marketed by this company and finally, outline how you would envisage the company marketing your film (again, compare to real products).

This is additional research and will help if you are aiming for a high level 3 or 4 for your research and planning. It will also help massively with one of the evaluation questions you are asked to address.

Deadline for First Cut of Film Opening

Tuesday, 16th December

Each of you should have your first edit of your film opening on all of your blogs by this date.

Remember - you are marked on time management so if you fail to meet this deadline your overall mark could be affected.