Richard Dyers theory of star image is constructed from a range of materials. I used a range of mediums including a Pop promo, Digi Pack and poster to construct The Hunky Dories ‘star image’.
* See blog post on Richard Dyer's theory for more information
The singers are young and attractive and appeal to both men and women. Women want to be them and men want to be with them. The singers have rhythm and look like they are enjoying themselves which make them entertaining to watch.
The band is inspired by The Andrews Sisters, the burlesque circuit, Bob Fosse and musicals such as Chicago. The Hunky Dories style has remained the same and they have struggled to get noticed in the past few years. The band appeals to a niche market audience because they are original and unique. Their genre is becoming more popular with the modern audience through multiple areas of the entertainment industry and the media. For example in 2010, Burlesque starring Cher and Christina Aguilera won a Golden Globe award for best musical film. The Hunky Dories jazz/showgirl image is evident in the music video, Digi Pack and poster.
The Hunky Dories make direct eye contact with the camera in the music video, Digi Pack and poster. This consequently creates a paradox between the band and the audience. Also, there is an incoherent relationship formed between the artist and the fan. We achieved this by using close ups of the stars with eye contact so that the audience feel wanted by the stars. A wide shot would follow a close up to distance and tease the audience and make them want more intimacy with the band.
The Hunky Dories use popular songs and reinvent them in their unique style to appeal to a modern audience. Cover songs are enormously popular and may be more successful than the original. We chose to make a music video of The Hunky Dories cover of Beyonce’s 2003 release Crazy in Love. The original genre of the song was R&B and featured Beyonce and rap star Jay-z. The music video’s unique selling points are Beyonce’s attractiveness and sex appeal. In contrast to The Hunky Dories music video, Beyonce’s original video lacks narrative. The original video has artificial computerised backing, which is popular in mainstream clubbing music. In contrast, The Hunky Dories use string instruments such as violins and the pace is varied which makes the lyrics sound more sensual and sophisticated.
The Hunky Dories appeal to the older generation who will recognise the jazz style of the song. In turn, our target audience will feel modern and up-to0date with today’s music. We tailored the Poster to appeal to our older target audience. We used symbolic images associated with the jazz genre such as the red curtain and silver microphones. Our aim is to encourage our target audience to listen to new songs in the style in which they grew up with. If we are successful, it would encourage our target audience to become fans and follow The Hunky Dories.
We dressed The Hunky Dories in sophisticated 50’s style dresses to associate them, with the jazz genre. Our costume choice was modest to appeal to our target audience. However, the girls compensated this with their body language and facial expression to emphasise the unique selling point that they are sexy. We consistently featured the costume on the digi pack, video and poster to obviously relate the products to The Hunky Dories.
We featured ‘feminine touch’ throughout the music video. Feminine touch is common in advertisements because it makes the product handled seem more desirable. The use of feminine in The Hunky Dories music video makes the band more alluring. We emphasized feminine touch by using images of the girls holding their microphones on the poster.
The band is implied to have murdered three men in the music video because they are ‘Crazy in Love’. This act of rebellion is to some extent a sexual fantasy for men and female fans respect The Hunky Dories daring act. The dangerous aspect of The Hunky Dories is featured on the digi pack because it emphasizes that they are naughty girls; this appeals sexually to the male audience. We used images of guns, roses and hearts in a red and black color scheme which was inspired by the opening sequence of Casino Royal.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment