Evaluation

I have begun my evaluation and will be approaching this by doing it in various forms of media.

I hope to complete the questions on these types of format:

• Slideshare (powerpoint presentation)
• Voice recording
• Filmed response
• Written Prose
• Images/pictures/graphs/tables etc.

So far I have completed the first 2 questions on powerpoint but currently in the process of uploading it onto the website and then onto my blog.

Next lesson I will be planning to write down my answers to the next questions and then eventually record and film my responses to the questions.

Idea for advertisement

This is our basic design for our advertisement:




We enjoyed the disjointed layout of the image because it represents the distorted narrative our character follows in our video. The screen-grab we decided to use was one that doesn't show the characters face properly. We felt this was effective as it hides the face of the character giving the impression that he is troubled and even haunted by something. Another interpretation could be that he does something that causes him to mask his face, something illegal or harmful for example drugs or alcohol.

Uploaded to Youtube

http://www.youtube.com/watch?v=Iix86E9-I2w

The above link directs you to Youtube where our music video has been sucessfully uploaded to view. The video is shown below:

Finished Digipack

Ryan has managed to finish our digipack and has used a simple colour scheme to attract our target audience. Similar to the "Shifty" advertisements a yellow text on a black background was used instead of black text on a yellow background. We used a couple of screen-grabs to portray the basic narrative of the song and music video.

Using a similar idea to the digipack from "The Streets" we used an image of a lighter to contribute towards drawing in our target audience, many of whom allegedly smoke and do drugs.

Laura Mulvey continued

Agency

In classical Hollywood films the male protagonist has "agency" meaning that he is active and powerful. He is the agent which the dramatic action unfolds around him. The female character is always passive and powerless - she is the object of desire for the protagonist and audience.

Erotic Desire

Laura Mulvey argues that women have two roles in film and cinema:

1. As an object of erotic desire for the other characters
2. As an object of erotic desire for the audience

Laura Mulvey - Feminist film theory

This theory of audience by Laura Mulvey the cinema world reflects the real-life patriarchal society (Male dominated). This is manifested within the cinema world through various forms, mainly through phallocentrism (idea that the penis or phallus is the symbol of power). For example the use of guns or cars are phallic objects used to represent the masculinity of the character.

The Gaze - the "gaze" of the camera is meant to be from a male's point of view. The male's gaze is active while the female is passive. In the narratives the male characters direct their gaze towards the female characters.

Therefore the audience is made to identify with the male gaze as the camera films from both the optical (vision) and the libidinal (sex drive) perspective of the male character.

This means that there are 3 levels of the cinematic gaze - camera, character and spectator - that objectify the female character (the triple gaze)

Furthermore the audience is constructed as though everyone was male. Women are forced to look as though they were a male audience member.

Propp Theory

The theory proposed by propp was that within every folk tale and narrative there is a maximum of 8 characters roles.

1. Hero/Protagonist
2. Villain/Antagonist
3. The Donor/Provider - gives a magical item that provides an advantage to the protagonist
4. The Helper
5. The Father Figure
6. The Dispatcher - sends the protagonist on a "mission"
7. The Princess
8. The False Hero

This can be instantly seen in numerous films for example:

The Lord of the Rings trilogy

Star Wars films

Star Trek films

James Bond films

The Matrix trilogy

And many more...