Question 2

The effectiveness of our main product relates to our magazine advert and CD cover as the power of the image reflects the emotions of the song. At the start of the video, we intended to create a mysterious effect to the song by hiding the performers face and we continued to use this concept throughout our magazine advert and CD cover. Within the video we used an effect to reveal the performers face which he then emerges into the energetic performance, this is continued throughout our video as it connects to our initial idea portrayed through the song. As we had many dance scenes in the video, we decided to use the scenes where only the silhouette of the performer can be seen, as this showed the image we wanted to create of the performer, which the pose reflected the power of the song. This idea was used within the album cover, the inside and back cover, as well as the magazine advert which includes a pose of the performer with his hand clenched, held high, which reflects the power symbol, and implies, that it is actually the people who have the power to change the world. The magazine advert and CD cover helps to sell the product as the black and white effect and the silhouette adds a mysterious effect the song, so would make people want to find out what the song is about, as the images are powerful. The idea that was used for the advert of the original ‘They Don’t Care About Us’ song was different, as Michael Jackson was already classed as the best entertainer of all time, people already knew who he was, however Michael Jackson intended to use his emotion to sell his product, as opposed to previous album covers and adverts, he looks angry, which he uses costume and a background from the prison version of the video ‘They Don’t Care About Us’. As in our music video the performer wouldn’t be known to the public, the power of the image would be enough to sell the product, as this relates to the theme of the music video. The title ‘They Don’t Care About Us’ has enough impact on itself to appeal to our target audience as ‘They’ could be anyone. It’s up to the audience to decide who is ‘They’ which the video questions who is responsible for some of the issues raised. By using a silhouette, this takes away the attention from the artist, to the title of the song which is the most important technique in advertising our product. This concept links to the conspiracy theory Michael Jackson raised in his versions, as some might suggest killuminati is responsible, whereas others may believe that government is. There are many situations within the music video when the performer is not clearly visible, which suggests the same idea as the magazine poster and the album front and back cover, which the power of these connotes anger and mystery.