CM: In what ways is our video and print work rich in connotation?

Our music video and print work is rich in connotation. Firstly with our mise-en-scene within our production there are many visual signifiers. The instruments along with the stage and lights, has the connotation of a concert to an audience. This adheres to the theories of Richard Dyer, who believed that music video has two paradoxes. 1) Present and absent at the same time, 2) Ordinary and extra-ordinary. The performance shows them as being extra-ordinary as are a band. Yet our Brighton footage shows the band going through the streets of Brighton which is ordinary. Also the band are present when they are singing into the camera, yet absent as are up on stage and away from the general public and audience.

The costumes have the connotation of "Indie" which is with the tight jeans or chinos, also tight t-shirts. This enabled us to demonstrate the genre of music were performing, and also enhance the star-brand into what they wear and do. This is reinforcing the myth that "indie" bands all wear tight clothing. Furthermore, the non-verbal language used in our performance has the connotation of anger/rebellion, through the use of clenched fists/teeth, and also kicking/throwing cans and snapping objects. Moreover, during the performance the non-verbal language with jumping around and throwing my body around the stage signifies the rock genre which helps to establish the band as an Indie/rock band, again we are enhance the star-brand. Moreover, the graffiti and the lead singer being trapped in archway shot, signifies no freedom which is why the band is rebelling, has the connotations of being oppressed by society.

In continuation, the use of the fish eye lens gives a psychedelic feel to the music video,  this has intertexuality with urban music videos who use the same technique. This can help widen the target audience as has techniques used from other genre music videos which could meaning gaining some of the audience who normally wouldn't listen to our genre.

Furthermore, the print work  conforms to the genre as is individual. Also the colour of red signifies anger and rebellion which helps to promote our brand. Also there is intertexuality within our print work, as iconography such as, emergency signs but has a unique twist upon the common image. We have used a popular culture image so that all readers can relate to our advertisement and in turn buy the track. Which makes it an effective promotional tool.