Evaluation

By Mena Said

Final Media Products

Short Film

Poster

Magazine Review Page

Final Media Products

Additional Second Poster

Short Film - The (life of) Lilly

In what ways does your media product use, develop or challenge

forms and conventions of real media products?
My short film uses several conventions of real media products. Elements such as a minimal amount of characters in
order to keep the plot simple and engage your audience, a brief plot as the short time scale can restrict complexity and
being drastically shorter than a feature film were guidelines I followed to build my short film. When researching into
short films I found that they were not that dissimilar to feature films, what differs is that the short timescale often makes
it difficult to form a complex and sophisticated narrative structure. The limited time scale can also withhold detailed
information which is often necessary in getting the audience to relate to your characters. Shorts tend to rely on a shock
factor or creating a relatable situation which will quickly engage the viewers.
The short films I watched such as Plastic and Tuck me in had a sense of hyperreality to them, the narrative structures
were engaging and captivating to a modern audience. Analysing several short films inspired me to be creative with my
narrative structure, researching theorists such as Lyotard's distrust of metanarratives made me challenge and develop
the conventional structure. My short film followed an enigmatic, non-linear narrative and has a sense of hyperreality to
it. By limiting the dialogue and withholding vital information, I created an enigmatic structure that challenged the
conventions of dialogue in films. I developed the use of dialogue by adding a modern-edge, using phone call
recordings to give insight into the characters personality and emotions rather than face to face speech. By doing this
there is a distance between the viewers and the character, their is a formal barrier created which is then broken down
by the shocking reveal of the reality after the hanging scene. My experimental shots, especially in the hanging scene
did not explicitly show the characters suicide, instead it is suggested as a graphic portrayal would not be necessary.
This subtle, sophisticated and mature presentation of suicide is particularly effective for my demographic. My target
audience is a niche demographic whom are particularly artistic and interested in literature, knowing this allowed me to
be experimental in my presentation of things. By not explicitly showing the suicide, a sense of hyperreality is created as
the audience are left trying to figure out if the character really commit suicide. The reoccurring theme of enigma keeps
the audience engaged as they are active viewers, piecing things together to try and uncover what is reality and what is
just perception.

In what ways does your media product use, develop or challenge forms and conventions of
real media products?
I developed and challenged conventions of short films by using literary devices when constructing my narrative. My
knowledge of plays and literature inspired the use of devices such as iteration, dramatic irony and foreshadowing. By
repeating the same situations within my short film, I created a contrast and paralleled the situations. By using dramatic
devices such as iteration, it creates a clear and distinct contrast between the same situations, playing with one of my central
themes of perception versus reality. The use of iteration in my short film creates a stark contrast between the first normal and
positive half of the short and the second half which is intense and emotional. By using the convention of shock factor, which
is heavily used in short film, I reengage the audience in halfway through the short, after the suicide. As short films are usually
exhibited online, through video viewing websites such as Youtube, audiences have the freedom of clicking off or exiting the
short film if they have lost interest. In cinemas where feature films are shown, people have paid for their tickets and are less
likely to walk out the film screening. The low budget and non-profit nature of short films can be risky as people can choose
whether or not to watch the short. By having the climax or shock factor in the middle of the short film the audiences are
engaged and continue watching to try and understand and learn the cause of this suicide. The narrative almost gives the
audience a fresh look at the reality of the characters life, more depressing and distorted. This not only draws elements from
postmodern theories, such as drawing attention to the constructed nature of media as the audience and watching my short
film and forming their own perceptions on the character of Lilly, which are then thrown off by her suggested suicide. This
highlights that what is presented to you in the media or real life is only perception and there is always a different reality.
Postmodernism allows a sophisticated structure to be built and explored in a short space of time.
My portrayal of the everyday chores presented through close-ups and extreme close-ups of the character doing things like
brushing her teeth and applying her makeup, gave a sense of normality to the short film. The audience all more or less go
through these chores in their everyday lives and therefore they are quickly able to relate to the character of Lilly and realise
she is similar to them. I stuck to the convention of keeping the number of characters to a minimum. Initially in my planning of
my short film I was going to use three of four characters. After reviewing my research and watching more short films as well
as psychological, drama and experimental films, I made a conscious decision to change this and focus on one core
character. By doing this I am able to explore the specific character of Lilly in more detail than I would be able to with a bigger
cast. The audience are able to put all their attention on this one character, allowing me to build up the plot in more detail and
in experimental and interesting ways.

In what ways does your media product use, develop or challenge

forms and conventions of real media products?
I used conventions of a short film such as having introductory titles and ending credits. Titles and credits are important in sharing vital information,
such as the film title and director as well as introducing your clip. The titles in some cases are edited to mirror the plot, such as having a sound effect
or font that connotes your theme. I used the titles to subtly hint theres more to the story. By editing the title of The (life of) Lilly to originally only say
The Lilly then have (life of) fade in after a few seconds, it mirrors the plot which explores the idea that perception is not reality and that theres more
to a story. The title is used to foreshadow the narrative structure as later on the real life of Lilly is presented, a life much more sad and depressing. By
having the titles appear with a large clock on the background, iconography is used as the clock is there to suggest time is important and is running out
for the character of Lilly therefore hinting death. The use of the simple and classic font Times New Roman connotes my sophisticated and mature
demographic as well as the serious and sensitive subject of depression.
I was inspired by postmodernism due to its unconventional elements. My heavy following of Roland Barthes enigma theory helped me develop and
challenge the conventional short film structure. I felt it would be interesting to explore the subject of depression using postmodern elements, such as
hyperrealism as it lends itself well to the sometimes confusing subject of depression. By not graphically showing the hanging scene and instead
suggesting suicide by using shots of the feet swinging and the scarf, you cant tell if what happened is real or just a dream. By using a prop that
wouldn't realistically work to hang from, a scarf, it leaves the hanging scene open to interpretation, allowing suggestions such as what if it was just a
dream. The scarf was also stretchy so you could clearly see when something was tugging or weighing down the scarf, aesthetically it worked well.
Researching into several films and directors allowed elements such as pastiche and homage to appear in my short film. The use of definitions in my
short film were a pastiche of the film Pulp Fiction (1994), in which several definitions are shown in the film, suggesting the themes to come as well as
the multiplicity of meanings within one word. The use of two definitions hint there are two sides to a story and this is explored through my non-linear
narrative. I used the definitions not only to pay homage to Quentin Tarantino but to foreshadow the plot. By having resilience at the start on a white
background, I am connoting happiness and optimism not only through the definition but through the colours, this is later contrasted to the definition of
depression which is on a black background, connoting darkness and sadness.
I explored intertextuality through the use of props, such as the bookshelf in which books that have a theme of depression within them can be seen,
such as Cat on a Hot Tin Roof. It is subtle as only those familiar with the play will understand the link, my demographic is niche and particularly artistic
so its likely that the audience have heard about this book and its themes. By doing this it connotes that the character is educated and intelligent and
subtly mirrors themes in the short film such as death and emotional pain. I like how postmodernism emphasises the constructed nature of media, by
showing the character watching a news report on tv, it reaffirms the idea of observation and perception seen throughout the short as the audience are
watching someone who is watching a different media text. By drawing in real life clips such as a news report of the late actor Robin Williams suicide, it
uses the audiences emotions and allows them to quickly relate to the character of Lilly, as she is going through a similar situation as Williams who was
a well known and loved actor. By using someone this well known and a recent event, people relate to the story much quicker and on a deeper level.

The (life of Lilly)

Other Films

Film title placed on greenery to present the setting of the fi

Pretty Woman (1990) uses the idea of a film within a film by

showing the main character watching Charade (1963)

Pulpfiction (1994) definitions

In what ways does your media product use, develop or challenge forms and conventions of
real media products?
My short film develops conventions of real media products as there is a distinct plot: a typical girl, who we later learn
is extremely depressed but this plot is experimented and broken down through the use of a non-linear narrative.
When conducting my research I found that many shorts followed a typical and linear narrative. I developed the
conventions of short films by researching into several directors and feature films and analysing how they are able to
get such depth and challenge a typical structure, and compressing this to work for a short film. When researching
into the history of shorts, I learnt that they became less popular and respected as the short time scale did not allow a
sophisticated narrative to be built. Researching directors such as Quentin Tarantino was important in creating my
short film. His use of non-linear narrative and the jumping back and forth within time keeps the audience refreshed
and interested. Researching films such as Lovelace (2013) which starts at the end, presents the story in a positive
light then goes back to the same scenes but shows them as the reality, much darker and negative than previously
shown was vital in developing the structure of my short film. I challenged conventions of short films as I took on
conventions of feature films in order to create a short film which has a sophisticated narrative structure as well as
being original, dynamic and unique. Most short films I watched had a typical structure: introduction, rising action
then the climax. Not many broke down the story or challenged the linear narrative.
My use of iconography develops typical conventions as I followed more of an artistic route when filming my short
film. Instead of figuratively presenting whats going on through the character I used iconography to present certain
things as symbols, foreshadowing whats to come. For example, the use of a match being lit in the dark then fading
out represents death, it foreshadows the characters fading mental state and subtly hints her death. I used
reoccurring motifs such as the swing to make the short film more dynamic and intricate. At the start of the short film,
we briefly see the swing behind the shot of the leaves blowing in the wind. The combination of the shot and the
music connotes happiness, a state of innocence bringing the audience back to their own childhood. When the
swing is shown again later on in the short film it is the device used for the characters suggested suicide. This stark
contrast and use of recurring motifs gives a harrowing and shocking effect to the short film. By developing the
conventions of short films and starting with a simple and normal introduction, the climax then a return to the
introduction but distorting the same images through the change of mise-en-scene, content, camera angles and
shots, I have developed the typical structure.

In what ways does your media product use, develop or challenge forms and conventions of real media
products?
My poster follows the conventional elements of a short film poster to an extent. It follows the conventions of
having the film title, a main image, credentials, an age certificate or rating and a release date. I stuck to these
conventions as they are not only important in making your poster aesthetically look like a real, professional
poster but they present vital information needed to promote the short film. I developed these conventions in
terms of the composition of my poster. My use of an additional second poster also develops typical conventions,
as the use of several posters is less common but can be used to draw in different audiences.
The conventions followed where not positioned in their typical areas, for example the age rating is near the
centre of the poster rather than on a corner at the bottom of the page. I have used a variety of fonts on my
poster rather than only using one or two. Each font connotes a different feeling or style. The use of Times New
Roman suggests seriousness, maturity and sophistication. The used of a more cursive and slanted font for (life
of) suggests a sense of fragility of delicateness. The use of a variety of font hints and subtly foreshadows the
short film in its split exploration of the character. The use of Times New Roman works as the first half of the
short film which is presented as normal and every day, whilst the cursive font works to represent the second half
of the film which presents the fragile and fading psychological state of the character.
Conventionally the protagonists face is shown on a poster through the use of a mid-shot or a close-up. This is
heavily used in the psychological genre. I have developed and challenged the typical structure of a poster but
only showing a small part of the character face, keeping to the enigmatic theme of my short film. I have used a
cutaway strip from an image, in which only part of the flower and the character eye can be seen. Not only does
this play with the use of iconography and reoccurring symbols in the short film the use of eyes, but it works to
give the poster a mysterious and enigmatic quality, mirroring the structure of the short film. By not showing the
full face of the protagonist, it makes you eager to know more as the poster does not give much away. The use
of a flower lily in the main image plays with the film title as well as having an aesthetically pleasing look. The
small main image works to create a distance between the viewers and the character of Lilly just as I have done
in the short film. This distance is used to provoke the audience to watch the short film, out of their own curiosity.

In what ways does your media product use, develop or challenge forms and conventions of real media products?
My poster follows the conventional elements of a short film poster to an extent as well as elements of feature film posters. It follows the
conventions of having the film title, a main image, credentials, an age certificate or rating and a release date. I stuck to these conventions
as they are not only important in making your poster aesthetically look like a real, professional poster but they present vital information
needed to promote the short film. I developed these conventions in terms of the composition of my poster. My use of an additional second
poster also develops typical conventions, as the use of several posters is less common but can be used to draw in different audiences.
The conventions followed where not positioned in their typical areas, for example the age rating is near the centre of the poster rather
than on a corner at the bottom of the page. I have used a variety of fonts on my poster rather than only using one or two. Each font
connotes a different feeling or style. The use of Times New Roman suggests seriousness, maturity and sophistication. The used of a
more cursive and slanted font for (life of) suggests a sense of fragility of delicateness. The use of a variety of font hints and subtly
foreshadows the short film in its split exploration of the character. The use of Times New Roman works as the first half of the short film
which is presented as normal and every day, whilst the cursive font works to represent the second half of the film which presents the
fragile and fading psychological state of the character.
Conventionally the protagonists face is shown on a poster through the use of a mid-shot or a close-up. This is heavily used in the
psychological genre. I have developed and challenged the typical structure of a poster but only showing a small part of the character face,
keeping to the enigmatic theme of my short film. I have used a cutaway strip from an image, in which only part of the flower and the
character eye can be seen. Not only does this play with the use of iconography and reoccurring symbols in the short film the use of eyes,
but it works to give the poster a mysterious and enigmatic quality, mirroring the structure of the short film. By not showing the full face of
the protagonist, it makes you eager to know more as the poster does not give much away. The use of a flower lily in the main image plays
with the film title as well as having an aesthetically pleasing look. The small main image works to create a distance between the viewers
and the character of Lilly just as I have done in the short film. This distance is used to provoke the audience to watch the short film, out
of their own curiosity.
I incorporated elements of my short film into my main film poster. The use of definitions seen in the short film on my posters developed
conventions of posters, as its actually using elements from the film. The definitions were an homage to Tarantinos Pulp Fiction, this could
maybe attract fans of his to watch my short film. I experimented with textured and mediums, using a burnt piece of paper with handwriting
on it to give a personal touch to the otherwise enigmatic poster. The use on monochrome colouring on my poster challenges modern
conventions as posters are primarily in all colour. Due to my artistic demographic I am able to challenge and experiment with the form of
my products.
My additional second poster challenges conventions. The poster does not link to my other ancillary tasks and takes on an artistic,
illustrative and minimalist appearance. I decided to create a second poster to specifically target an artistic audience. The strangely
simplistic poster is unusual and quirky, attracting a different and wider range of viewers.

In what ways does your media product use, develop or challenge forms and conventions of real media products?

My review page rigidly stuck to the conventions of real review features. I did not challenge or develop
elements of the review page due to its function. Review pages are used to gain information and are
sometimes the determining factor whether or not someone will watch your film. Therefore I opted for a
simplistic and minimalist layout as it connotes a sophisticated audience, as well as being easy to take
in and read the article. I felt my target audience would be more interested in the article rather than a
quirky presentation. I didn't want to distract from my film and article by using a busy layout. I followed
the conventions of a classic font, columns, quote boxes, a verdict box, a key information section, a
main image, a header, sub-header and borders. I felt these conventions were successful and worked
well to create a successful review page, which looks like a real media product. The lexis was formal
due to my sophisticated demographic. My film is also has a 15 certification so the formal lexis is
needed for my older demographic. The article itself is mainly fact rather than opinion, having a satirical
of slandering article would be tacky and inappropriate to my films subject matter as well the my
audience. This type of writing is better suited for tabloids. I used an enigmatic image of a hand holding
pills as it does not give away too much of the short film but connotes some sort of illness, keeping the
short film engaging and inciting so people will want to watch to find out more.

How effective is the combination of your main product ancillary texts?

During the planning of my main product ancillary tasks, I made sure to have a sense of cohesion within all my products.
By following a particular colour scheme and style throughout my ancillary tasks, a structured and flowing combination
of media products was created.

Throughout the planning of my ancillary tasks I always had my demographic in mind. The particularly artistic
demographic is quite a niche audience, allowing me to experiment and challenge conventions. My short film combines
elements of the experimental, psychological and drama genres with a non-linear and enigmatic narrative. This
unconventional structure is followed throughout the majority of my ancillary tasks. My choice of main poster uses the
conventions of my short film. By using elements such as the same font and colours of the introductory titles, as well as
the definitions seen in the film, it creates a sense of cohesion across my ancillary texts. I adapted a minimalist aesthetic
to my posters and review page. My main poster is particularly simplistic and challenges the conventions of posters by
not having a full main image. The minimalist aesthetic lends itself well to my demographic which is a particularly
artistic niche audience. By contrasting my busy and experimental short film to the minimalist poster it creates a
balance.

The colour scheme of red, white and black was used throughout all my ancillary texts. Red connoting death, black
connoting sadness and darkness and white connoting life and innocence. By using a simple and memorable colour
scheme on all three products, not only does it make them link and have a sense of cohesion but it also associates those
particular colours with my film. The colours yellow and black together connote the film Kill Bill, I was inspired by this
iconic and memorable use of colour for my ancillary texts. I did challenge this colour scheme through my additional
second poster, which uses numerous shades of pink. I wanted the additional second poster to be completely unique and
different from my other products in order to draw in a different and more varied audience. The use of pink on the poster
juxtaposes the illustration, giving the poster a melancholy look. My review page also follows my red, white and black
colour scheme therefore linking my ancillary texts together. I have followed an enigmatic structure throughout all of my
products to link them together, the poster and review page doesn't show the characters face.

My posters and review page have a particularly minimalistic aesthetic. By using strategically structured space for my
texts I have connoted my demographic, as they understand and enjoy experimental and artistic designs. My main
product ancillary texts have a sophisticated, classic look based around simplicity. The formal look of my products create
a sense of formality which is fitting to the mature and sensitive subject matter of my short film. This connotes a certain
sophisticated demographic that will enjoy and understand my short film. My review page has a sleek and simple look.
Review articles are used for reading and gathering information, therefore I stuck to a conventional structure, using
formal language to connote my demographic. All my products have a sense of formality to them, such as the mature
and sophisticated exploration of depression in my short film, the classic and simple look of my posters to the formal
lexis and layout of my review page, therefore linking all my products together to form a balance.

What have you learned from your audience feedback?

My audience feedback has taught me several things. I have learnt that todays audience are open to new things. As long as your
media product is aimed at the right demographic, audiences tend to be understanding and open to certain choices. Through my
showcase and survey I have learned that serious issues tackled through film can be shocking and eyeopening.
My showcase questionnaire was an eyeopener into how my short film would be received in the real world. My demographic is a
particularly artistic audience whom are educated and interested in literature, my target audience ranges from the ages of 19-24.
A showcase was conducted at school presenting our videos to a mixed room of people aged 17-55. Once the clips had finished
the viewers answered a questionnaire I made. This was done to see the reception for my short film, what the viewers liked,
disliked and how my short film could be improved. The participants who were my demographic received the film with whole
understanding. Audiences have become much more mature and sophisticated in understanding the reasoning behind artistic
choices. Viewers have become active audiences, consciously taking in the images, understanding and engaging with the
images. Viewers are also very aware of the construction of media products and how high quality the images they are being
presented with are. The viewers were quite taken aback by the short film, this was expected as the subject matter of depression
is often not talked about and can be disturbing. The majority liked my short film and understood all its concepts, such as me
purposefully distancing the character from the audience, to created a bigger shock when the hanging scene appears.
Concerns from the audience feedback included inconsistent lighting, concern with the props, more information wanted and
reshooting the phone calls as they sounded awkward and unrehearsed. The majority of this feedback was not from my
demographic and therefore I consciously chose not to change or re-edit any parts of my short film. The improvements came
from either those younger than my target audience or those drastically older than my target audience, the short was not aimed
at these audiences and therefore it would not make sense to alter my film due to their feedback. Their opinions though are still
valued as if my short film were to be successful, I could re-edit my short to suit a wider and more mainstream audience.
I chose not to respond to the feedback by altering my short film as everything I did had reasoning behind it. The lighting was
purposefully dark and inconsistent to slightly hinder the optimistic start of the short. This was done to foreshadow the darkness
we see later on. The dark lighting looks odd and out of place with the happy intro, therefore making the audience question it,
highlighting the theme of perception versus reality. There was concern with the props in regard to the hanging scene, the use of
a scarf was questioned and a few viewers recommended reshooting the clip using a rope or skipping rope as a scarf would not
be realistic. I chose to use a scarf as it would not be realistic, by doing this I have created a sense of hyperreality within my
short film, causing the audience to question whats real or not. One participant wanting more information and a backstory to
everything, this would completely contradict my enigmatic narrative and make my short film generic and unoriginal. Some
participants said the phone calls sounded awkward and unrehearsed. The phone calls where purposefully improvised, thus
causing them to sound awkward and unrehearsed. I wanted the phone calls to sound realistic and slightly awkward, mirroring
real life and presenting the characters shy personality. The idea of a completely free flowing conversation is something instilled
in us through films and is not always reality.

How did you use media technologies in the construction and research, planning and evaluation stages?
For the construction, research, planning and evaluation of my media products I used a variety of media
technologies.
Mac computers were essential all throughout the making of my products. Not only were they useful for
screens shots, conducting research online and recording sounds but the whole of my short film was
edited on a mac computer. I made myself more comfortable with the mac software by editing a short
video of questionnaire interviews I had conducted. I used imovie to edit this, learning how to editing
clips and add sound.
Adobe Premier Pro was used to edit my short film as well as my animatic. The software is professionally
used in the media industry and allows sophisticated and detailed editing to be made. At first the
software was difficult to use, I struggled editing things such as the sound to going quieter at certain
times. Gradually I took to the software was was freely able to edit things such as the sound, lighting
and colour. I had some practise with the software beforehand during the construction of my animatic
as well as the mama foley sound.
Photoshop was used for the planning and construction of my poster and review page. I was already
familiar with the software as i have used it numerous times. I was able to structure and edit my
products at an intermediate level in order to achieve a classy and sophisticated look to my products. I
was able to change the colour of certain things, make parts of the image unfocussed, make the eyes
brighter and create realistic looking products.
Adobe Indesign was used for the entire construction of my review page. The software allowed me to
create my product at industry level through the intermediate software. I was able to create a realistic
looking review page.
Adobe Encoder was used to export my short film, transforming it into a file type which would quickly
upload onto my weebly blog at a high quality standard.
Social media, specifically twitter was used during the marketing on my short film. I created a twitter
page for the short film, using the poster as the icon and header of the profile. I also tweeted using
hashtags to create a hype around my short film, promoting it, as well as tweeting a celebrity to try and
gain a wide range of viewers.

How did you use media technologies in the construction and research, planning and evaluation stages?

The equipment used during the filming of my short film included a DSLR Nikon D500 camera, to achieve high quality clips, A tripod
to have a professional and steady look to my filming, a microphone for clear sound, and an iPhone to record realistic sounding
phone calls. These were small, lightweight and easy to transport.
A hard drive was used to save my work, due to the length of my short film it was difficult storing the video. The files were too large
that I couldn't save my work directly onto the computer. Only having my short film on one external hard drive was risky and time
consuming. I had to find the hard drive or get it from a teachers office. Also other students were using the hard drive so sometimes I
couldn't edit my short film. This was a risk as if the hard drive were to break that would be the only copy of my work and I would have
to restart the whole thing from scratch. We tried several times to save my film onto the computer but the file was too large, this was
stressful and wasted lots of time.
A projector was used for the showcase of my short film, this allowed the audience to watch the short in a cinematic way, on a high
quality big screen. Making the experience more enjoyable and real.
Safari was my source of internet throughout my researching, allowing me to quickly gain information and answers needed for my
work. Researching short films, feature films, history and such was all done using safari.
Weebly was used to create my blog, it was a handy way to store all my work onto one site. I did find weebly limiting at times as often
work I had done did not save despite me publishing it. This was stressful and time consuming as I had to redo a lot of my work.
I used the website Prezi to create a number of powerpoint style presentations but in a more captivating way. This was more
appealing than just writing out chunks of writing.
I used youtube to watch short films in order to analyse them. This was quick and easy to use. I also used Netflix to watch feature
films that inspired elements of my short film.
I used LGFL mail to contact teachers and send work to myself.
I used Facebook to conduct my focus group as it was fast and accessible to a wide range of people. It was an efficient way to hear
peoples opinions.
Quicktime was used in the recording of sounds as well as viewing clips.