Task 1: Write an analysis for 2 or 3 advertisements.
Honda- Impossible Dream-
the advertiement deffinatly follows a journey in its narrative, i know this because we follow the theory of todorov; equilibrium, distruption and resolution. The equilibrium of the narrative is simple to mark, this would be when we see the pitch for the first time being pulled up by a team mate. We then journey on, becoming part of a football team then play
ing the game. The disruption hits us as we sign the womans breasts, we then become bad at what we are doing, we show the downfalls of being a footballer. The resolution would be when we hit the ball into the net and introuduce the logo to finish off the advertisement. Therefore following a journey in the narrative.
Client Brief
Task 12:
Taking into consideration the various codes of advertising, the main code that will be brought into concern when creating my advertisement will be Gillian Dyers 'lines of appeal' theory. I believe that her theory is one of the most realistic and important theories to help the producer create an authentic and promoting advertisement, as the theory allows you to sub-categorize and create a theme for your product. The use of sub-categorization could help you in later occurrences when you're wanting to promote your advertisement to a certain target audience, henceforth, creating a well-structured and appealing advert for your specific target range. The lines of appeal I will be looking at are 'art, culture and history', 'successful careers' and 'rich, luxurious lifestyles - aspirational', as each of these lines of appeal relate to my advertisement, and would benefit me whilst creating the product, as it will help me to produce a more definitive and appropriate advertisement for my target audience.
Another theorist that has a relevant concept for the advertisement would be Hermeren's 'factors of persuasion' theory, suggesting that all advertisements have used one of more of the factors to create a persuasive and appealing advertisement, ultimately being the main aim of an advertisement. Reward power would be an appropriate factor that I would take into consideration when making my product, as it gives the target audience a sense of achievement and aspirational pride whilst they are watching my advert for the art department, making them believe that they will gain something from taking this subject (the modern society have a tendency to expect a 'gift' in return for taking part in something, therefore, this would be highly influential when creating my advert, as they will feel like they are gaining something if they take art as a subject).
To ensure that I do not flout any of the theories that I have suggested I will use, I am going to create several storyboards/ideas that cover each theory and their 'rules', allowing my final advertisement for the art department to follow the factors of persuasion and lines of appeal that I am wanting to portray, theoretically, making my finished product aspirational, imaginative and rewarding.
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.
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.
The Honda advert features many lines of appeal and factors of persuasion. In my opinion the main line of appeal is showing a rich luxurious lifestyle, as by driving one of Honda vehicles you will have a similar lifestyle. The main type of people this advert would of been aimed at would of been the aspirers, these people who are in there late 20's and 30's and people who are motivated by money and material possessions. The advert shows a man driving all types of classic, high performance, expensive vehicles. However this advert has a line of appeal of dreams and fantasy as many car lovers would like to own all these vehicles he is driving, also in the advert the man is shown going to some of the far corners of the world which many people would dream about. The music in the background also has an effect as the song is really inspirational and when listening to it you can’t help but feel happy and almost full of hope. This promotes Honda's slogan 'The Power of Dreams' the music represents the basis of Honda that is if you have a dream there is enough power to make it come true, just like Honda's had by the advancement of the cars and vehicles. Also in my opinion the music seems to get louder and a lot more power as the advert runs, i think it does this to show how much Honda has achieved in comparison with the vehicles. The camera angles pretty much keeps the same through out the advert and sticks at a tracking shot which is to show off the entire car, also its a good way to show the speeds of the car therefore promoting the vehicles. At the end of the advert when ot shows the logo and slogan your immediately drawn to read the slogan 'the power of dreams'. Just by reading this it gives an effect as the word 'power' portrays all of Honda's
Task 2...
Nike-
The Nike advert follows a linear structure as we as the audience journey through the life of a footballer. We begin with the training (equilibrium) which leads to the excitement of the game. Then to the distruption being the signing of the 'other girls' breasts. Thats when the game turns bad. The distruption continues as we see when being sick however we see the resolution as we play the game again, this time with power its finally resolved with the close-up of the logo, Nike.
In retrospect the narrative follows a realist structure as we can imagine being a footballer and living the lifestyle that they do, however most of the 'mainstream' consumers would describe this as only a dream, thus proving an anti-realist structure also. At the end of the advert we begin to see the footballers as animations this would also be anti-realist and would add to the surreal theme to the ad itself. Overall i do think that the advert portrays a realist narrative as we are challenged with difficult goals throughout and feeling the elation of this dream, the advert gives us the strength to acheive them. This also backs up the products slogan 'just do it'
In retrospect the narrative follows a realist structure as we can imagine being a footballer and living the lifestyle that they do, however most of the 'mainstream' consumers would describe this as only a dream, thus proving an anti-realist structure also. At the end of the advert we begin to see the footballers as animations this would also be anti-realist and would add to the surreal theme to the ad itself. Overall i do think that the advert portrays a realist narrative as we are challenged with difficult goals throughout and feeling the elation of this dream, the advert gives us the strength to acheive them. This also backs up the products slogan 'just do it'
the advertiement deffinatly follows a journey in its narrative, i know this because we follow the theory of todorov; equilibrium, distruption and resolution. The equilibrium of the narrative is simple to mark, this would be when we see the pitch for the first time being pulled up by a team mate. We then journey on, becoming part of a football team then play
ing the game. The disruption hits us as we sign the womans breasts, we then become bad at what we are doing, we show the downfalls of being a footballer. The resolution would be when we hit the ball into the net and introuduce the logo to finish off the advertisement. Therefore following a journey in the narrative.
TASK 3: Compare the advert below with two other adverts of your choice and explain which of the above styles they employ. Explain why the styles are used and say how effective you think the adverts are. Drop the youtube links into your blog for the ads you want to use...
Nike football-
The Nike football advert uses a 'talking heads' from of advertising, this is just basically that someones head is the center of a shot and talking directly to the audience. This makes the advert more personal and direct which is quite a good technique for advertisng, also in my opinion the use of professional sports players talking about how to make them most of your performance is really effective. The camera shot is either a close up or an extreme close up.
Bleach vortex-
The bleach vortex advert uses a documentary style advert. The documentary style is common in adverts for products like these (domestic) as it is very persuasive to show scientific evidence foo these products. This is makes the advert seem more believable and ttrustworthy. The camera shots tend to vary in this advert between the scientific personal which is a general mid shot, and the actual evidence which would have been portrayed through a close up shot, allowing the viewer to examine the evidence for them self.
task 4...
Iron Bru - walking in the air
The Iron bru advert is a typical example of an advert that follows the codes and conventions of a normal advert. They repeatedly show the product and the logo of the product to try get awareness across to the audience, this is so all the way throughout the audience know what the ad is about. Even though its an animation you could say they use a star vehicle, this is of course the snowman the singing all the way through. Everyone will know what the snowman and voice is from and maybe persuaded by the start vehicle. The advert also includes some humor, this would be where the snowman lets go of the boy and drops him to the ground, he does this so he gets the iron bru. This connotes that people will do anything as long as it means they will get an iron bru at the ned of it. The humor is also slapstick and this will appeal to a younger audience. Also as the advert is set in winder and and heavily snowing and they are still drinking a chilled drink it connotes that the product can be enjoyed where ever and when ever.
Nike Talking heads
The Nike advert is made quite differently to the iron bru one as its not animated and its its not really humorous. Although it does in vlove many star vehicles, all of them are footballers. And since there has been no hint of what the advert is about you can guess its about football and sports. Once all the footballers have stopped talking the famous slogan 'Just do it' appears and then the nike appears, its here you know the advert is for nike. So the next time you see this advert you will know that its for nike and then can pay more attention the what the footballers are saying 'He must wear them, he must wear them' Eventually the audience will think that the reason they are so good is because of the football boots nike make, which obviously isn't true, but that is what nike want you to think. Star vehicles are very popular among sports brand and brans in general and we as a society practically worship celebrities and will do anything to be like them.
Task 6:
Who are the ASA?
Write a paragraph about the Advertising standards authority, describe….
Advertising, being a huge part in the world of media, needs to be checked and secured on a regular basis. This is where the ASA come in. ASA (advertisement standard authority) is an independent regulator for UK advertisements. They aim to make sure consimers can trust a brand or company along with enjoying the advertisement itself. Saying this the company also offer help if a consumer has a complaint, they would be told to e-mail the company describing what offends them so that the ASA can deal with the complaint. It is a simple yet effective way of dealing with the way people look at adverts and how they can affect not only culture but race, gender and age. Some of the codes which apply to all advertisements include:
Who are the ASA?
Write a paragraph about the Advertising standards authority, describe….
Advertising, being a huge part in the world of media, needs to be checked and secured on a regular basis. This is where the ASA come in. ASA (advertisement standard authority) is an independent regulator for UK advertisements. They aim to make sure consimers can trust a brand or company along with enjoying the advertisement itself. Saying this the company also offer help if a consumer has a complaint, they would be told to e-mail the company describing what offends them so that the ASA can deal with the complaint. It is a simple yet effective way of dealing with the way people look at adverts and how they can affect not only culture but race, gender and age. Some of the codes which apply to all advertisements include:
- Harm and offence- Advertisements must not cause serious or widespread offence against generally accepted moral, social or cultural standards, or offend against public feeling
- Misleading advertisements- No advertisement may directly or by implication mislead about any material fact or characteristic of a product or service
- Political and contraversal issues- No advertisement:
(a) may be inserted by or on behalf of any body whose objects are wholly or mainly of a political nature
(b) may be directed towards any political end
(c) may have any relation to any industrial dispute (with limited exceptions)
Overall the ASA are the most important aspect of making and producing an advertisement, they control what can be done and in what way. Every advert needs to be passed through thr company.
Task 7: Audience classification.Please hyperlink answer for tasks 5 and from your single camera drama unit and explain how this information could be very powerful for advertisers.
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Client Brief
PROJECT:
T.V advertisement for Pudsey Grangefield School
Prepared by: Penguin Media- 0113 2456781
PGS Marketing and Communications
Mount Pleasant road, Pudsey, Leeds, LS28 7ND
Background / Overview
Pudsey Grangefield is a successful school and 6-form college
The ad is aimed at upcoming students and their parents.
What is the objective and purpose of the ad?
The ad must aim to attract new students and persuade them and their parents to choose PGS.
Target Audience. Who are we talking to?
The ad will be aimed at Year 6 pupils and their Parents.
The ad will also be aimed at potential 6th form students.
The ad will have a broad target audience, aiming at children, teenagers and adults.
What’s the single most important thing to say?
PGS provides an excellent education, variety of subjects, and an enjoyable school experience.
What are the supporting rational and emotional ‘reasons to buy?’
PGS is the best performing school in the area, gaining A*-C GCSE results, the most up-to-date technology, a new building.
East is local successful business with a solid customer base and a good reputation in the community.
Value is important in difficult economic times.
Logistics are important. East can deliver quality food to local businesses, sticking to a set timescale.
Locality is important because the business is local they can supply the personal service that quality local businesses require.
Details that will assist the creative team…
Possible detail
Consumer insights: Vox-pops of local people saying positive things about East.
“The service is outstanding and the variety of food is exceptional and most importantly they always make us feel welcome.”
Description of brand personality: Learning, Enjoying, Exploring, Developing Skills.
Positioning Taglines: Your children deserve the best education possible
Let us provide them with the best years of their lives.
Creative thought starters:
Your children are our priority
Let us work together
Direct response offers?
Mandatory Details:
Pudsey Grangefield School, Mount Pleasant Road, Pudsey, Leeds,
Budget: £1200
This will cover…….
Camera hire =
Panasonic Professional Camera (mini dv) = £70 per day (2 days) = £140
Microphones = Boom Mike + Boom Arm = £20 per day (2 days) =£40
MP3 Sound Recorders =
Edirol R-09h £30 per day (2 days) = £60
Recording Studio = £30 per hour (2 hours) = £60
Editing Suite = (imac) £10 per hour ( 10 hours) = £100
Technical Team = Sound Assistant = £10 per hour (5 hours) £50
Camera person £20 per hour = (5 hours) = £100
Actors= £50 per hour (Std equity card) (2 for 5 hours) £500
Total £ 1050
Actors= £50 per hour
Task 9: Create a questionnaire consisting of 6-10 questions. Remember the results that you are looking for should help you when you come to plan your TV advert.
Questionnaire for advertisements:
Q1. Do you like to see an advertisement in the style of an animation?
YES/NO
Q2. Do you like famous songs/music in an advert?
Q3. What is your preferred genre of animation?
COMEDY ACTION ROMANCE SPORT CHARITY THRILLER
Q4. Do you prefer an advert to follow a narrative?
YES/NO
Q5.Do you prefer an all music advertisement or one with a voice over?
MUSIC VOICE-OVER
Q6.Do you prefer an advert to have soft music or one that consists of powerful and upbeat songs?
SOFT UPBEAT
Q7. Do you like to see celebrities in an advertisement?
YES/NO
Q8. Do you think a tagline is a good asset to and advert?
Q1. Do you like to see an advertisement in the style of an animation?
Q3. What is your preferred genre of animation?
COMEDY ACTION ROMANCE SPORT CHARITY THRILLER
Q7. Do you like to see celebrities in an advertisement?
YES/NO
By doing these graphs and getting the research in enables me to understand what the audience want on the adverts they watch. Firstly we can see that people prefer to adverts in the style of animation. Therefore when we come to producing our advert
Task 13: What type of programme would your advert be placed in between?
My advert would not normaly been put onto main straim television like channle 4, ITV, Dave ect.. but
Questions asked:
1. Do you like your advertisements to include a narrative? If so, why?
2. How do your favourite recent advertisements appeal to you? What makes them memorable?
3. In our previous questionnaire, we asked whether people would prefer a comical or inspirational style advertisement for the Art Department. The majority of the votes were biased towards inspirational - what makes an advertisement inspirational to you? What would you like the advertisement to include that makes it 'inspirational'?
4. Our target audience for this advertisement are year 7's, year 9's and year 11's. Do you feel that is it appropriate for the advertisers to include these year groups as 'characters' for the advertisement? Why?
5. We are hoping to portray a sense of reward power into our advertisement (meaning the person who takes Art as a subject, gains something in return). What would be your ideal 'reward' for taking Art as a subject, and why?
Task 12:
Taking into consideration the various codes of advertising, the main code that will be brought into concern when creating my advertisement will be Gillian Dyers 'lines of appeal' theory. I believe that her theory is one of the most realistic and important theories to help the producer create an authentic and promoting advertisement, as the theory allows you to sub-categorize and create a theme for your product. The use of sub-categorization could help you in later occurrences when you're wanting to promote your advertisement to a certain target audience, henceforth, creating a well-structured and appealing advert for your specific target range. The lines of appeal I will be looking at are 'art, culture and history', 'successful careers' and 'rich, luxurious lifestyles - aspirational', as each of these lines of appeal relate to my advertisement, and would benefit me whilst creating the product, as it will help me to produce a more definitive and appropriate advertisement for my target audience.
Another theorist that has a relevant concept for the advertisement would be Hermeren's 'factors of persuasion' theory, suggesting that all advertisements have used one of more of the factors to create a persuasive and appealing advertisement, ultimately being the main aim of an advertisement. Reward power would be an appropriate factor that I would take into consideration when making my product, as it gives the target audience a sense of achievement and aspirational pride whilst they are watching my advert for the art department, making them believe that they will gain something from taking this subject (the modern society have a tendency to expect a 'gift' in return for taking part in something, therefore, this would be highly influential when creating my advert, as they will feel like they are gaining something if they take art as a subject).
To ensure that I do not flout any of the theories that I have suggested I will use, I am going to create several storyboards/ideas that cover each theory and their 'rules', allowing my final advertisement for the art department to follow the factors of persuasion and lines of appeal that I am wanting to portray, theoretically, making my finished product aspirational, imaginative and rewarding.
Task 14: Initial Ideas...
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.
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
