Understanding Codes and Conventions & Current Practices in Corporate and Promotional Programming
Insomnia Gaming Festival (Insomnia 64)
Narrative
The narrative of this video is all about the community that goes to these events using their interests to interest other people who similarly are interested in this sort of event, this event shows these people publicly within the last event created by Insomnia.
This is done to keep the audience interested as this video is showing a montage of clips of previous events that shows all the excitements for this event and how many have enjoyed the experience previously
Music
Electronic music is to draw the attention of these audience as most of the audience is shown to enjoy electronic music rather than a genre such as country, the music is used to keep up the fast pace of the video going over different departments in detail but in a very fast speed.
Narrative Structure
The narrative structure of this video shows that it is nonlinear meaning that the video does not have a narrative to this other than to show the audience what they have to offer and why it is worth spending money to attend this event as it happens yearly and is not a very common event except to audiences that are into cosplaying or gaming.
Mise en scene
The mise en scene shows that the event is a friendly event that gathers many cosplayers and gamers to show off their interests and have fun for a few days as the venue is open for a week or so, the video shows the interests that people can relate to and that all that happens there is for meeting up with people who have the same interest as you
Editing
The editing is a very fast pace video to show off as many venues that is happening within the event and trying not to miss any of them out, this shows that the event is full of activities that people can participate in meaning that they will have something to do rather than to come and do 1 of the many activities that the venue has to offer.
Lighting
The lighting included within this video shows a whole range of colours such as stage lights that light the people in the shot in a certain way such as the lighting from below gives the people a scary look as the shadows create a sinister look.
Cinematography
Low shots give the person in shot a more powerful look as the shot shows the person towering over the camera making him seem bigger and is looking down at you making you feel smaller. Time lapses are utilised to show the clips in a shorter shot when the actual shot is a very fast shot, this shows every detail of the shot giving the viewers a clearer understanding of what’s going on.
Representation
The target audience for this event is aimed at gamers and cosplayers that can have meet up and have fun whilst doing activities provided by the venue, the representation to this video was to show the events that the venue provides so that it could be fun to the audience.
Target Audience
The target audience is aimed at gamers and cosplayers as it allows them to meet up and share their interests with each other, this is an opportunity to have fun and meet other people that will want to meet different people who enjoy the same hobbies.
Purpose of the Video
The purpose of the video is to show that these big events are created for the community and not for making money, this is shown by the amount of activities that people can turn up to free if they buy tickets to enter the venue. This will ensure that the event is based on the audience as the activities are base on the activities that these audiences would most likely like.
Defamation
This video is to advertise the event to people which means that the video cannot be used to its worst features unless the user uses true facts that shows proof of this. The video contains clips that could be owned by the event meaning that the footage can only be used if the owner gives permission to, an example of this could be an event that people have to pay to see.
Apple advertisement
Narrative
The narrative is based on the product itself for example it would be a MacBook which shows the new technology that is within the laptop which shows its best features to ensure the buyers that the purchase would be worth it.
Narrative structure
The narrative structure is linear meaning that it has a narrative, this is shown as the video introduces us to the new MacBook monitors at first but then gradually shows us the internal specification within the MacBook.
Mise En Scene
The advert is shot within a white room to give it a futuristic feel to it as a lit white room may signify a futuristic feel as it could be seen to represent a “space station”. The animated scenes are shown to advertise the internal specifications of the machine to ensure that buyers will want to purchase this MacBook due to its new and improved upgrades.
Sound
The advertisement is played with some calm music to make the video seem more fluid and smooth signifying that the MacBook could run smooth, this is accompanied by the narrator telling us about the product.
Editing
The editing has included fast shots that have been slowed down to make the product more visually appealing as there could be particles flying around the product whilst the MacBook is in a perfect position to show its best visually appealing features such as the display that could be shown to have vibrant and colourful features.
Lighting
The lighting lights the white room to allow the product to be seen better and the white walls allows the light to bounce off it meaning that the whole room is lit up brighter, there are some instances where the lighting is lit perfectly on the product to lit it up but also give it some shadows which audiences may find visually appealing.
Cinematography
Close ups are used to show that the product has a nice look to it as it could show the customers what kind of material it would feel and look like, the product could also be shown shining if the material is lit up, this would make buyers want to buy it more if they prefer a shiny look to the MacBook.
Representation
The MacBook is shown to the audience that that is the product that is being advertised, this is shown by the narrator talking about the MacBook and the visual representation shows the features of the MacBook
Target Audience
The target audience will be the fans of apple and people who are looking for a reliable MacBook for daily use whether if its for work or just general use, the MacBook is advertised so that the customer sees all its positives.
Purpose of the video
The purpose of the video is to advertise the MacBook to all audiences such as Apple fans and also people who may be looking at buying an Apple product for either daily use or work use, this MacBook is shown to the audience by its internal specification showing that it has newer technology making it a superior product to other companies.
Defamation
This advert is to show the audience new technology that Apple has implemented meaning that the product is show to be the best of their creation for that price range, people who use this advert cannot create a video or article about the product unless it is to talk about it neutrally or positively unless they have proof that the product is bad.
WWF Advertisement
Narrative
The narrative shows a compilation of different animals that are being extinct due to them being endangered, this advertisement is to show that animals need adopting otherwise they will be kill meaning that they need owners as there are too many animals that need to be saved.
Narrative structure
The narrative structure shows that its linear advertising aquatic animals, land animals and many more. This shows every type of animal that is endangered and need help either by donating or adopting them to keep them from danger.
Mise En Scene
The location for all of these shots are shown to be global either showing oceans, deserts or forests the animals are seen where they live in but it also shows that they need help and that this company is trying to save all the animals no matter the environment.
Sound
The music used within this video is uplifting to show that the animals are in danger and need new owners to keep them from dying in their environment, this music shows the happiness of the animals and people who have adopted these animals and are trying to save them.
Editing
The video is a compilation of animals shown living in their environment homes with slow motion shots changing the speed of the shots showing the audience that these animals are majestic and need saving otherwise they’ll die off eventually.
Lighting
The lighting shows different characteristics of the shot as low key lighting is shown when a shot of beehives are seen as the bees are seen clearer when in front of the hive, this also shows that the honey is seen dark and more golden than yellow.
Cinematography
The shots used to show smaller objects are close ups meaning that the animal is shown in a clearer detail rather than a long shot as it will only show that there are the animals and their homes. Close ups show more detail to their environment and the animals themselves to show the audience how beautiful the animals are.
Representation
The representation of the video is to show that the animals are in danger and that they need saving whether it’s by donating or adopting them but this advert shows the dire needs of the animals to be adopted so that they can be happy and will not die off.
Target Audience
The target audience would be animal lovers that want to save their animals and people who are wealthier to be able to keep animals such as the ones shown in the video to give them a new home and make them feel as if nothing has happened.
Purpose of the video
The purpose of the video is to show that the animals are endangered and that they need help either by donating or adopting but they are shown in dire need to be saved from their environment as it is becoming less habitable to them due to things such as deforestation or oil refineries in the oceans causing harmful chemicals that could kill them.
Copyright
This video contains copyrighted music which is listed in the description meaning that they are giving credit to the owners of the song, otherwise the artist can copyright their song meaning that they cannot use it within their video.
Narrative
The narrative shows a compilation of different animals that are being extinct due to them being endangered, this advertisement is to show that animals need adopting otherwise they will be kill meaning that they need owners as there are too many animals that need to be saved.
Narrative structure
The narrative structure shows that its linear advertising aquatic animals, land animals and many more. This shows every type of animal that is endangered and need help either by donating or adopting them to keep them from danger.
Mise En Scene
The location for all of these shots are shown to be global either showing oceans, deserts or forests the animals are seen where they live in but it also shows that they need help and that this company is trying to save all the animals no matter the environment.
Sound
The music used within this video is uplifting to show that the animals are in danger and need new owners to keep them from dying in their environment, this music shows the happiness of the animals and people who have adopted these animals and are trying to save them.
Editing
The video is a compilation of animals shown living in their environment homes with slow motion shots changing the speed of the shots showing the audience that these animals are majestic and need saving otherwise they’ll die off eventually.
Lighting
The lighting shows different characteristics of the shot as low key lighting is shown when a shot of beehives are seen as the bees are seen clearer when in front of the hive, this also shows that the honey is seen dark and more golden than yellow.
Cinematography
The shots used to show smaller objects are close ups meaning that the animal is shown in a clearer detail rather than a long shot as it will only show that there are the animals and their homes. Close ups show more detail to their environment and the animals themselves to show the audience how beautiful the animals are.
Representation
The representation of the video is to show that the animals are in danger and that they need saving whether it’s by donating or adopting them but this advert shows the dire needs of the animals to be adopted so that they can be happy and will not die off.
Target Audience
The target audience would be animal lovers that want to save their animals and people who are wealthier to be able to keep animals such as the ones shown in the video to give them a new home and make them feel as if nothing has happened.
Purpose of the video
The purpose of the video is to show that the animals are endangered and that they need help either by donating or adopting but they are shown in dire need to be saved from their environment as it is becoming less habitable to them due to things such as deforestation or oil refineries in the oceans causing harmful chemicals that could kill them.
Copyright
This video contains copyrighted music which is listed in the description meaning that they are giving credit to the owners of the song, otherwise the artist can copyright their song meaning that they cannot use it within their video.
Legal Issues
JODY - read this guidance: https://www.bbc.co.uk/bitesize/guides/zyt282p/revision/2 (pages 2, 3, 4 & 5) and list some (3) of the legal issues from it. Then say how it would impact a filmmaker / corporate video filmmaker.
It's specific to journalists, but some is very relevant to corporate video production, so choose your examples carefully.
JODY - read this guidance: https://www.bbc.co.uk/bitesize/guides/zyt282p/revision/2 (pages 2, 3, 4 & 5) and list some (3) of the legal issues from it. Then say how it would impact a filmmaker / corporate video filmmaker.
It's specific to journalists, but some is very relevant to corporate video production, so choose your examples carefully.
Legal and ethical issues
When writing a story, all journalists must consider both legal and ethical issues.
Laws are in place to restrict journalists from reporting things which may damage or harm other people or organisations. Ethics means doing what is ethically and morally right, regardless of what the law might say.
When writing a story, all journalists must consider both legal and ethical issues.
Laws are in place to restrict journalists from reporting things which may damage or harm other people or organisations. Ethics means doing what is ethically and morally right, regardless of what the law might say.
Corporate video production should have ethical and moral rights to it, if the corporate video is morally wrong then it has to have a valid reason that could link back to real world scenarios
Libel - a published false statement that is damaging to a person's reputation; a written defamation.
How does this impact corporate video filmmakers?
Defamation could impact corporate video filmmakers as it can cause problems such as the company being risked as defamation (if the information is wrong) then the company risks going to court with the other company and could end up with the company being shut down if the information used is found to be false.
Defamation impacts video filmmakers as it does not allow other brands to tell their audiences that another company has a bad product, this means that brands can have competition with each other but they cannot legally defame the other to gain more popularity than the other
Copyright - the exclusive and assignable legal right, given to the originator for a fixed number of years, to print, publish, perform, film, or record literary, artistic, or musical material. How does this impact corporate video filmmakers?
Obscenity Laws
Obscenity law in England and Wales is currently governed by the various Obscene Publications Acts, and Section 63 of the Criminal Justice and Immigration Act 2008 (legislation.gov, 2008) but obscenity laws go back much further into the English common law.
Since 1857, a series of obscenity laws known as the Obscene Publications Acts have governed what can be published in England and Wales. The classic definition of criminal obscenity is if it "tends to deprave and corrupt," stated in 1868 by Lord Justice Cockburn, in Regina v. Hicklin, now known as the Hicklin test. (Obscene Publications Acts - Wikipedia)
Obscenity law in England and Wales is currently governed by the various Obscene Publications Acts, and Section 63 of the Criminal Justice and Immigration Act 2008 (legislation.gov, 2008) but obscenity laws go back much further into the English common law.
Since 1857, a series of obscenity laws known as the Obscene Publications Acts have governed what can be published in England and Wales. The classic definition of criminal obscenity is if it "tends to deprave and corrupt," stated in 1868 by Lord Justice Cockburn, in Regina v. Hicklin, now known as the Hicklin test. (Obscene Publications Acts - Wikipedia)
How does this impact corporate video filmmakers?
The Obscenity Law impacts video filmmakers as it allows suitable advertisements to be published nationwide, The law denies any inappropriate videos that the government do not want specific people to see as this is done by age restricting films such as "18" which means that the video cannot be seen by people under the age of 18.
Ofcom regulation
Ofcom is the television and film regulator which ensures content is appropriate for the viewers, this links to the unit as it allows different audiences of the right ages to watch these published contents, things such as violence and gore will not be shown to children as it is seen as an encouraging message.
Ofcom is the television and film regulator which ensures content is appropriate for the viewers, this links to the unit as it allows different audiences of the right ages to watch these published contents, things such as violence and gore will not be shown to children as it is seen as an encouraging message.
How does this impact corporate video filmmakers?
Ofcom regulation allows certain age groups to view certain video such as if films are age restricted to 18 then the viewers will have to be 18 or over to watch the video otherwise it would be illegal to screen a film to a viewer that is younger than its target audience
What equipment is required to produce a corporate or promotional video and why?
- Digital video camera or camcorder
- Tripod
- External microphone
- Extra batteries and recording media
- Video lights and light reflectors
- Computer
- Video editing software
If you’re filming in small spaces, you don’t want a huge amount of equipment or equipment that is large, and if you’re hopping from location to location a lightweight kit might be the better option. The technology in cameras these days means that bigger isn’t always better. Some of the smaller cameras can produce great picture quality and might be just what you need for your corporate video production. (Easton, 2016)
What formats and distribution methods are required to reach the intended audiences?
The distribution of the content towards its intended audiences are due to its age requirement to watch the content. If a film is recommending an 18+ for its content then it is suitable for audiences that are at the age of 18 or above.
Introduce this bit - why are these techniques important?
Techniques such as the rule of thirds are used to make the film seem professional and not messy, the rule of thirds allows the talent to be filmed within 2/3s of the screen allowing the 1/3 for text that could contextualise the scene.
Shooting Methods:
- Cutaways
- Rule of thirds (Nine square grid (2/3 Main focus))
- Talent Direction/focus (Talent looking off camera at interviewer)
- Long Sided Composition (Talent facing towards the other side of the frame)
- Talent just in frame (2/3 of the scene)
- 1920 x 1080 HD
- 25 FPS
- Shutter Speed (Double frame rate: 50)
- ISO (High ISO = Bright/Low ISO = Dark)
- Aperture (Focus on a certain thing instead of a background or the other way around)
Regarding pre-production, what should all corporate/promotional videos begin with and why?
Before anything else, what do all productions begin with? Think about why Jon and Lottie came to the classroom - what did they present you with?
Before any production begins the brief will be presented to the director of the film so that they know what they are doing and can plan accordingly to the brief, the brief gives an insight on what the production should look like. For example for my Corporate Video was based off of a brief given by the production team (Jon and Lottie) who gave ideas of their vision of the video in order to create the film that they wanted, more information for the video was given by the head of department who helped us with ideas and planning in order to film on certain days.
Why is client liaison important?
Helps the company understand the customer’s needs, expectations or difficulties with things such as the company or its products. This will help the company understand its customers and what they expect so that they can work at its expected standards whether its with employees or its products.
Helps the company understand the customer’s needs, expectations or difficulties with things such as the company or its products. This will help the company understand its customers and what they expect so that they can work at its expected standards whether its with employees or its products.
What documentation could/should be completed before production starts and why?
- Pre-production plans (Storyboards / shot list / mind-mapping)
- Talent Permission forms (releases)
- Location permissions (releases)
- Location Scout forms (recces)
- Health and Safety forms (Risk assessments, considering equipment being carried around, Weather conditions, hazards)
- Production schedule
These all need to be complete to start filming as the talent forms allow the permission of filming the talent as they give consent to film and be published online.
Health and safety forms need to be complete so that the production crew can guarantee the talents safety whilst on set for the shoot meaning that there are no dangers to shooting these scenes
Location scouts allow the production crew to schedule production as it allows the permission to film the area, if the owner of the property declines access to film at their property then it is illegal to publish the video online.
Pre-production plans allows the production crew to understand what they are filming on the day and how long they must film the scene before they have to film a different scene at a different location.
Schedules allow the organisation of each scene being filmed so that there are no improvised scenes that are not needed to be added to the post production phase, having no location and time for the shooting then the whole project will not be organised and planned meaning that the property owners will not know when they will have the production crew will be filming and what is needed on that day.
What is the difference between a script and a shooting script?
A script is the plan for the whole shoot to include such as specific scenes that are necessary within the shooting phase meaning that the shooting script is based on the script. Shooting script allows the production crew on the day to know what they are filming and how they film it such as shots that require planning before it is shot on the day or could be improvised which means that the shots may be wasted as they were not planned beforehand and may be put into the blooper reel after the video is published.
A script is where the whole project is planned and is shown to the actor and actresses to practice, it is also shown to the whole filming crew so that they know what they will be filming on each day. The script allows the organization of the project as it tells each person what they’re doing on that day and where they will be filming to get the right shots.
A shooting script will show everyone on the day of filming what they are expected to be done by the end of the day, this shows how the scenes will be shot. Each scene will be presented to the production crew so that they are prepared to do these scenes when it comes to it on the day.
A script is the plan for the whole shoot to include such as specific scenes that are necessary within the shooting phase meaning that the shooting script is based on the script. Shooting script allows the production crew on the day to know what they are filming and how they film it such as shots that require planning before it is shot on the day or could be improvised which means that the shots may be wasted as they were not planned beforehand and may be put into the blooper reel after the video is published.
A script is where the whole project is planned and is shown to the actor and actresses to practice, it is also shown to the whole filming crew so that they know what they will be filming on each day. The script allows the organization of the project as it tells each person what they’re doing on that day and where they will be filming to get the right shots.
A shooting script will show everyone on the day of filming what they are expected to be done by the end of the day, this shows how the scenes will be shot. Each scene will be presented to the production crew so that they are prepared to do these scenes when it comes to it on the day.
Links:
The Law Society, No Date, Common Legal Issues, The Law Society, Available at:
https://www.lawsociety.org.uk/public/for-public-visitors/common-legal-issues
Easton, 2016, Corporate Video Production: How Much Equipment Do You Need?, Tech-TV, Available at: https://www.tech-tv.co.uk/corporate-video-production-how-much-equipment-do-you-need/
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