Evaluation - What has been learnt from audience feedback?

What have your learned from your audience feedback?

The demographic is people aged sixteen to twenty five and while there wasn’t a set gender in mind, it leans more towards males as they dominate the texts. Ideology that was thought about through the items, both creative and marketing was that everyone’s equal and to ensure this, there was an attempt to target both genders. Discussing the digipak, there was a certain colour design employed across the production. By doing this hopefully it ensures the audience thinks of it as representing iconography from alternative and indie rock. These are both wide ranging genres so by not having too many colours and selecting ones that are favoured by both genders, for example green and white, the production has a universal ideology behind it.

There are similarities with the magazine advert in that most of the imagery carries over from the front cover, but different fonts appear along with an image of Peter dominating the advert. By having the main artist take over, the versimilitude increases and appeals to that age range, along with both genders. This is true as through the mise-en-scene is represented as someone down to earth with a nifty jacket and in appearing young, can cross over to the female audience.

There wasn’t a specific gender in mind, but the products lean more towards males, as there’s a dominant male presence. An example of attempting to target the age range is through bright, expressive images that convey a variety of moods so it’s up to the audience what they want to think and by expressive images, this would attract a lot of people.

Designing the front cover took a lot of time as there had to be an appropiate balance between having it look expressive, but also making sure the elements fitted with the rest of the digipak. This is an example of the process for designing the entire digipak as there had to be a sense of going after the target, while designing all the pieces to make sure it could potentially go after other audiences. The aesthetic of the advert has a similar appearance to the digipak as a result, because there had to be a harmony, from the products to the marketing.  

Based on the feedback given by a focus group, the strongest element about the music video is the colours it employs, as that gives a good indication of what the text is attempting to represent. The weakest aspect is there are short takes that appear at random points and that disrupts the video. In terms of what the focus group would change, this included giving clarity to the narrative and not repeating certain shots, this being valuable advice as it shows some pick-ups might need to be done.

Moving onto the print productions, with the digipak a lot of praise was given towards the colours again. Evidence therefore shows the ideology of music texts has been used creatively in these products, as they represent the complexity of alternative and indie rock. They appeared to be an agreement however that some of the text was hard to read, particularly when it came to the front cover. This ties into separate feedback that was given about there being too many colours, perhaps suggesting the style of the mise-en-scene needs to be toned down. That is what the group appeared to agree needed to be adjusted, so the style doesn’t stand out too much.

Positive feedback about the magazine advert included how the main font is styled, although that also ties into the main part of the negative feedback. This was how the font of the front cover appears in the magazine advert, as the representation doesn’t necessarily go well with the rest of the advert. A duplicate of the background from the front cover has been placed in the background of the advert, so perhaps this is a point about how the content needs to be re-arranged.

According to the focus group who also took questionnaires that were given, it would appear they’d expect to see and buy a music video online. This fits as the convergence of online technology is expanding, meaning there are more platforms to access media, especially suitable with the target demographic of people aged sixteen to twenty five. The same is for the digipak, where the positioning of this text online opens the audience up beyond niche marketing further. 

Regarding magazine adverts, the target audience went for television, indicating magazine advertising should move beyond being in magazines, and take advantage of convergence, as the positioning has change dramatically in the past few years.

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