1. Codes and Conventions
Nat Cert Level 3

2. What are codes and conventions
Conventions are the reoccurring techniques used in conveying meaning to the viewer.
Codes are the techniques used to construct meaning – editing, camera shots, lighting , mise-en-scene.

3. Conventions
Connotation this refers to symbolism and what is may mean and interpretation.
E.g red in a horror film may suggest blood and death
Red in a romance may suggest passion.
The meaning will change depending on the context of the product.

4. Conventions
Denotation - the direct interpretation of what you are seeing.
E.g red is one of the three primary colours.
There is no hidden implied meaning.

5. Conventions The genre of the music video Performance Narrative
Parody / humour
Surreal
Interpretative
Impressionist
Certain genres will use combination of these such as rock which will often use both performance and narrative.

6. Screening
Music Videos

7. Activity
In groups give each of the music videos that you have seen a genre?
The Scientist - Coldplay
Whats a Girl to do - Bats for Lashes
Coma White - Marilyn Manson
Coffee and Tv - Blur
Eminem - The way you lie
You have ten minutes to complete this discuss it in your groups

8. Codes Camera Editing The type of composition that is being used.
The way the camera is moving.
Editing
The pace of the cuts
The method used to move from one shot to another.

9. Codes
Mise-en-scene
Lighting - how is the location and subject lit, is there strong shadows or use of colour why might these be being used.
Location - what is the location how is it designed, use of colour and dressed.
Costume - the use of colour, what is it stating to the audience.
Props - what is he significance.

10. Conventions The genre of the music video Performance Narrative
Parody / humour
Surreal
Certain genres will use combination of these such as rock which will often use both performance and narrative.

11. Codes and Conventions
Music video
The killers - Mr Brightside

12. Target Audience
A product will be aimed at a certain audience this will affect and determine what is included within he video.
A music video is a promotional tool designed to help sell the song, the video is designed to convince you to purchase the track or possible the music video.

13. Audience Categorization
Age
Gender
Social Economic conditions
Social Grouping

14. Audience
How would watch the screened music video, consider at least three of the same categories as just discussed.

15. Homework
Complete the analysis of a music video, this should be detailed consider the target audience and use all of the areas that I have discussed today.
DEADLINE
Next Tuesday 1st December 2010