initial idea for the advertisement for the art department portrays the story of an ambitious young girl (aged 13) who is indecisive about whether to take art as a GCSE qualification.
The beginning shot will be a close up of the young girls head in a talking heads format. You can easily sense the fear and nervous state of mind the young girl is in through her facial expressions, suggesting that she is scared. The camera will then pan around the girls head to produce an establishing shot of what the girl is looking at: a busy, intense art studio with people walking past her with pieces of artwork in their hands. The camera will then take place as the girls point of view, making the audience 'see what the girl sees'. Continuing the POV shot, we will then move forward into the art department (like the girl is walking), until she sits onto a stool, faced with a piece of paper and some colouring pencils. Because we are wanting to show that taking art as a subject is for all genders and races, we are going to incorporate different ethnicities, and have several people (varying in race) draw the same picture of a house, and blend in the camera shots so the result is a house drawn by 10 different people, portraying that each race and gender is welcome and united by drawing the house, symbolising unity.
After the house is drawn, the camera will look up from a worms eye view angle, looking up at the art teacher. The teacher will then say "You have 5 hours to complete your work, the exam has begun" - showing the intense and exciting environment the student will endure in the future.
The camera will then pan down back onto the table the young girl was working on, instead to be faced with a large piece of paper and a paint brush. The girl will confidently pick up the brush and will stroke her brush across the page, raising her brush at the end of the page into the air. The camera will follow the brush movement, and when the brush reaches the table again, the girl will be faced with a certificate of achievement, showing her high grades.
To emphasise the achievement she has gained from taking art at GCSE/A-Level, we are going to have a close up of the certificate, then pan up and change the shot from a POV shot to a mid shot of the girls face, showing her excitement and satisfaction of achieving a high grade. The mid shot will then move backwards into a long shot of her running up the stairs into a room, and zoom back into a close up shot of her face smiling. The camera will then pan around her head (like previously), only this time to reveal her artwork at the Leeds City Art Gallery, showing her sense of achievement and what she has gained from the course.
The characters for this advertisement will consist of a young girl (preferably naive looking and natural without makeup etc), the teacher who gives her the certificate and watches the exam who will be an actual art teacher from Pudsey Grangefield, a teenager aged around 17 for the end of the advertisement where she is in the art gallery (following the natural theme with an artistic look and showing her confidence), and finally several students who are varying in race for the 'house' scene, showing their ethnicity. The teacher will be wearing typical school attire, for example a jumper with a shirt underneath, and have a natural looking complexion. This will then show her superiority and authority the teacher has, as she will look formal compared to the student. The reason for the natural theme is to allow the art to stand out against the natural complexion of the student and teacher, creating a nice juxtaposition and emphasis of the colours used for the drawings. I believe that the use of different ethnicities is an important element for the advertisement to withhold, as it shows the acceptance of races for the subject, and does not produce favouritism to one specific race, and welcomes all backgrounds/ethnicities to the subject.
Task 15:complete a treatment for your advert...
Beginning with a close up on the young girls face contrasted upon a plain white background, I aim to incorperate the theme of innocence and naivity. By doing this I am using the 'childhood' section from Gillian Dyer's theory of 'lines of appeal' creating a nostalgic atmosphere that adults can easily remember and children can easily relate to. The beginning of my advert would be highly significant in producing an initial opinion from the audience therefore I would need to attract them by creating a sense of enigma and suspense leading to the main purpose of the advert. The second thing I would need to consider when producing the advert would be the impact of the music when the action begins, therefore I have decided to use a soft classical music bed containing no lyrics. The reason for this would be to create a 'fansity and dream' element to the advert giving the audience a feeling of joy and surrealism, also to produce a gental and calm background juxtaposed against the pressurized atmosphere in the art environment. Following further the factors of persuasion theory I have considered incorperating referent power into the advert when creating a message of leasure and learning which relates to the values of my target audience.
Moving on, I will continue to use the POV shot into the room focusing on a peice of plain paper on the desk. This will again create a sense of enigma as the audience do not yet know what will happen. At this point I will introduce the voice over, which will be the voice of a girl to connote a gentle and serene mood, it will also be an obtaining way to intise the viewers and welcome them into the advert. Continuing my narrative goal to acheive a well developed student through taking art, i will incorperate the use of different ethnicities through the use of hands. Each hand will continue the drawing of a simple house and develop the picture as the advert increases. The camera angle will be a close up/POV shot to enable a full view of the paper and of the students hands, therefore we are able to see as the students would.
I will then use a panning shot moving into a mid shot as the student looks up to the teacher, the teacher will then say: "right students, you have 5 hours, your time starts, now". At this point the student will look down to the peice of paper through a POV shot producing another close up, this time of a plain peice of paper, the hand will then be holding a paint brush and will glide across the camera (as it does the camera will follow), as the camera comes back down to the table we will see a certificate of the students achievements.
As this is an advert for the art department I would need to consider incorporating the art, culture and history aspect from the 'lines of appeal' theory' therefore this aspect would appear when changing the scene at the end of the advert (when the student is at the Leeds city art gallery).
Task 16:
Before producing the advertisement, I will need to plan what equipment I will be using, the software I will be editing on, what other assets I will need (for example props) and who I will need to help me whilst producing the advert for the art department. Firstly, the equipment I am hoping to use are Flip camera HD's, as their quality is at a high standard and are easily to take out on location and Panasonic DVX-100-B video camera's alongside a tripod with wheels. These specific video recorders have amazing quality, definitive zooming technology and with the support of the tripod, can be used to help the camera crew when they are filming the beginning and end scene where they pan around the girls head. Furthermore, if necessary, I will be using floodlights facing down on the characters to help light the characters face, therefore being able to portray their emotions easier and better. Also, using a lighted background will allow me to signify the happy connotations and feelings I want the audience to see, helping them to notice how happy and welcoming the art department all. Microphones will only be needed when the examiner says "You have 5 hours in your exam, good luck", which we are hoping to pre-record. To do this, we will be using a voice recorder or a Flip camera to record the voice, as each of them have good sound quality, and would be easy to take around the school/the set.
The choice of software is a very important element, as using an intermediate programme could limit us to creating a poorly structured/edited film, therefore not being successful. Because of this, we are wanting to use Final Cut Express Pro, as this software is used in universities and the media industry, therefore, we know that it is trustworthy, at a high standard and will allow us to create a brilliant piece of work if we use the software to its advantage. If we are going to include sound effects in our advertisement such as gasps, the sound of a pencil drawing or someone running up the steps, we will be using a piece of software called Garageband. Garageband has thousands of sound effects, and can also modify the sound to make the voices deeper, high pitched, slower or faster. However, if we are wanting to modify the sounds, we are going to use a software called Audacity, as they also use this software in the media industry and in universities, therefore, we know that it is capable of helping us make our advert at a high standard. Using the more advanced softwares will hopefully help myself and my crew to work at the best of our ability, giving us brilliant effects, transitions and sound effects. The people involved in the making of the advertisement for the art department will vary from the actors to the camera crew, however we will not need any extra help, unless we need people to help with extra cameras or lighting. Our camera crew will consist of preferably 3 cameramen (depending on which scene we are recording) and 2 people helping with the lighting if necessary on the scene. Also, if we decide to record sound, we will also need one person to hold the microphone whilst the actor speaks. A maximum of 6 people will assure that I have enough people on hand to help me when I need assistance, without having too many people on the scene. Props and costumes will not necessarily be a problem, as they are typical things found in the school's art department. We will need the following; paintbrush, 2 pieces of paper, colouring pencils, a certificate of distinction quality and a table. These are extremely easy to find in the art department, therefore it will not be a problem when sorting out of props.
Task 21: Evaluation
Evaluation feedback:
warm feeling, good music choice, need a voice over or info in first 30 second, education is about?, a wide range of new tech...., a-level shot needs shortening, creativity, safe environment..., fast paced when music change, take out shot of boy in science, put effects on some clips, some more info, change clip effects
The purpose in this project was to produce an advertisement for Pudsey Grangefield School, this advert had to include a positive and insightful view of the school for prospective students and parents to view on the school website. After the advertisement was completed it was shown to a group of my peers and they were asked to provide relevant feedback. They commented saying that the advert had a 'warm feeling and a good choice of music', they also said 'the transitions are fluid and helps to inform the narrative'. All of the group understood the preferred reading of the advert and enjoyed the choice of music. As the primary target audience are students, it was suited that my peers watched the advert and made relevant comments.
As the advertisement was to promote the school we gave out a positive message. As we are students of this school it could mean that we have put in a bias view to the school. However I do not think that this has been done to an extreme extent and the positive feeling to the advert will be warmly welcomed by the viewers. As our advert included unscripted footage from around the school we got a chance to film a wide range of age and ethnic groups, also both sexes were included. Although the advert did focus on a boy at the beginning, I do not feel that this has made it bias towards females and will still appeal to both sexes. The two upbeat instrumentals that we used as are music bed added a light-hearted mood to the advert. As we used instrumentals and didn't included singing it kept the focus of the footage and viewers will not be preoccupied by a popular song. The locations were extremely appropriate for our advert as we filmed all the footage at our school and will real students. This also means that our video is realistic for our genre.
During the production of the advert we made sure that all unneeded voices were extracted and the levels of the music were correct. We also made sure that the levels of the music were brought down but still audible for the voice over near the end of the advert.
I would regard our advert as multi strand narrative because we demonstrated the school life of children of different ages and who decide to take differing subjects.
During the production of this advert I learnt furthermore how to work as a team, I also reenforced my knowledge of how to use garageband and Imovie to its full extent. I think that using these skills are a good strength to have, however as a group we do need to improve on time management in our next project. I think that I was a good team member as I gave relevant opinions and helped in both the filming and the producti
on of the advert. I listened to the others opinions and we took them all into consideration. In any further project I an involved in a plan to improve by making sure I apply myself totally in the time available
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