Intertextuality Between Our Products

Intertextuality Between Our Products

Our products - the music video, digipak and magazine advert - are all reasonably different to each other, although they have certain features that keeps them linked together. This intertextuality as our texts reference each other keeps our products linked and shows they are part of one package.

Our digipak and advert are very clearly linked. This is because our advert is directly selling our digipak, and for this reason we wanted them to be linked so the audience can see what they would be buying. This can be seen as the front image of the digipak is literally on our advert, meaning that our audience can immediately recognise our digipak if they see it in stores and wish to buy it. Our CD design also links to our advert as they use the same black coloured background and the same white font, linking them that way as well.

Links between the digipak & advert with the music video are less direct. This is because we wanted to follow the conventions of the music industry, where digipaks & adverts rarely visually reflect their music videos as the digipak holds several songs whilst the music video is for just one song. However, there are still intertextual links there. We included the lyrics to 'rearrange' inside the digipak behind the CD to link the digipak and music video. This links them because the buyer will recognise the lyrics in the video, connecting our products for the viewer.

Our advert links to the music video through our links at the bottom of the advert. Here, we have inserted a working QR code that takes the viewer to our music video. As well as allowing a potential buyer to listen to the song and watch the video to see if they like it, this also links our advert and music video as there are no direct visual links on our advert.

There are some design links that connect all three of our products. First is the colouring of our digipak and advert, which link to the music video. While our video is not as multicoloured as the digipak cover design, our video does feature a similar tone of pale, pastel colours like the ones seen on our digipak. The colours on the advert also link as the black colours relate to the black and white projector room scenes in the music video, which have a similar dark colour to them. 

Another link between our products is font - the font used on our digipak (excluding the 'Biffy Clyro' font) is the same as that on our advert and is similar to that used at the start of the music video. We ideally wanted them all to be the same, but since the advert and digipak were creating using different software to the one used to edit the video, getting exactly the same font was impossible.

One way we could have increased the synergy between our music video and digipak would have been to directly show it at the end of our video. Often, artists will show pictures of their albums at the end of their music videos, with 'buy now' annotations to allow the viewer to quickly buy the album. Had we done this, our video and digipak would have had a much stronger link, not only as the video would link directly to buying the album, but also because it would let the viewer see the digipak and therefore recognise it if they saw it in store or in the magazine advert.