Showing posts with label C. Advertising. Show all posts
Showing posts with label C. Advertising. Show all posts

Tuesday, 24 June 2014

Preparing material for editing

Preparing material for editing

This is our SD card (CAM_SD) mounted in the side of the computer . We are logged on to 'media c'.




when logged on I then opened the SD card and looked for my footage that I have recorded


I then copy the private and then go to the movies folder. After going to the movies folder I right clicked and selected 'paste item'.






I then renamed the folder to make it easier to find. In this case it would be 'advertising footage - BRUT'.










Once I was in Premier Pro I opened 'project settings' and made sure my footage was compatible with premiere pro.
After importing all of my footage into premiere pro I named the folders in relation to the date we filmed them which made them easier to access and saves time in the long run. It is very important to understand that these bins are not the actual footage, they are just instructions that the computer has to follow to get to the footage saved in the folder i made earlier, if the previous steps are not followed then I will be editing strait from the SD card which means as soon as I take the SD card out my footage would disappear.













After arranging my folders and making sure they where in the right place I am now ready to edit together my shots.














when I am finished I make sure I save my work and log out of media c.

Monday, 12 May 2014

Location Release

This is the location release for our BRUT advertising project.

Prop List

This is the prop list for our advertising project.

Production Schedule
This is the production schedule for our advertising project.
Shot List
This is the shot list for our advertising project.
Talent sheet

This is a talent form for our BRUT advertising project.
Risk Assessment
This is the risk assessment for our BRUT advertising project.

Tuesday, 4 March 2014

Editing quiz questions
1. What do the numbers 16:9 refer to?
The size of the picture, width in relation to height.
2. What is the frame size of a 1080p video file?
1080 refers to the height in pixels and the width is 1920
3. If you have a video file which is 720:50p what is the frame rate and what does the p stand for?
The frame rate is 50 frames per second, the p stands for progressive.
4. What is the difference between p and i?
Interlaced only transmits every other layer which can give a jagged effect on the picture where as progressive renders the whole picture
5. What frame rate is real film shot at?
23.976 fps
6. What might be the advantage of shooting at a higher frame rate?
The picture is smoother in slow motion
7. What defines a lossy file?
It will get rid of information that is deemed as not needed.
8. Name three file types commonly used in video editing.
MP3, MP4,MOV
9. What is the difference between a video file type and a codec?
A codec is something that compresses data for faster transmission and also decompresses data. A video file type is something that holds that data.

10. What is bitrate?
Bitrate is the amount of information a file can hold  

Sunday, 9 February 2014



Editing Techniques

Film and television film Editing is the process of selecting shots filmed and putting them together to make a television show or motion picture. Editing is the tool to making film or t.v programmes understandable to the audience. The editing process has changed through the years from 'cutting' the film from strips of film, which was a hard and long process however film makers believe that it allows them to get to 'know' their film a lot better. The editing process now is mostly done digitally which has the advantage of being able to do as much editing as the editor and director want and it is also easy to because they have all of their shots in one place. However as I mentioned earlier editing digitally means they can skip to anywhere in the film without having to reel through it which means filmmakers may not know their film as well.


 Editing analysis




  My editing analysis is on the Mexican stand off at the end of the good the bad and the ugly

Continuity

Establishing shots: an establishing shot is a type of long shot used to show the location of the characters. in the scene i am analysing it is used to show where the three men are in the graveyard and to show where they are in relation to eachother.



The 180 degree rule: The 180 degree rule is the rule in the television and film industry which has a large impact on the coherence of the story. It is when the camera shouldn't stray beyond an imaginary line. If it does the actors/actresses look like they have changed where they are standing. In this scene it is used when the three over the shoulder shots of the three men looking at eachother are shown









Shot-reverse-shot: A shot reverse shot is when the camera will go from focusing on one character then focus on the character the first is talking to or looking at. It is the main way to show dialogue between two characters. it is used here when the three men look at eachother over and over again to show but instead of dialogue it is them looking at eachother.

Match on action cut: a match on action cut is a cut when the subject starts an action in the first shot and then finishes the action in the second shot. it carries the viewer over the action.
 in the scene i am analysing there is a good match on action when Eastwood puts the stone down.











Eye-line match cuts: an eye-line match cut is when a character on screen looks at something off screen which then forces the camera to focus on what the character is looking at. In this scene there are many eye-line matches during the duel when the three characters are looking at each-other.







Identifying the main protagonist

screen time: when identifying with the main protagonist it is important that they have the most screen time out of all of the other characters in the film. However in this scene the characters share the screen time quite equally as they are all as important as each other in the duel. It seems that Eastwood's character just about gets the most screen time in this scene. 


close-ups: the close up has is a shot which is very close to a character or point of interest. as i mentioned above all three of the characters in this scene are all equally important and all have a lot of close ups. however it does seem that Clint Eastwood's character does get the most closeups as he is the main character.


Point of view shot: the point of view shot is a shot from the perspective
of the main character of the film. It helps to put the audience be placed in the characters shoes. so we can look at the subject they are looking at from their perspective. Here it is used to show the surprise that lee van Cleef's character has come to the graveyard.






Reaction shot: A reaction shot is when in a media text the camera will cut away from the subject to the character to see their reaction. It is mostly used to show the emotional response after an action or words that hold some kind of impact. in the scene the action is lee van cleef showing up and throwing the shovel, the reaction shot is the close up on Eli Wallachs face.










Generating Involvement in the story-line

Shot Variation: shot variation means using a variety of different shots such as the long shot, close up, mid shot, extreme long shot and extreme close up. shot variation is used to keep the viewer interested in what is happening on screen.



montage: A montage is a series of short shots edited together into a sequence to convey a message or information. In this scene there is a montage of close ups of their eyes and their pistols to convey that they are all thinking of attacking each other. 



 Providing information and withholding information: This is when the director purposely provides information for a reason or withholds it to keep the audience in suspense.The latter is usually used in detective/mystery programmes. in terms of this scene the audience is provided information by seeing the hand gradually creep up lee van Cleef's belt.














Parallel editing/cross cutting: this is used in films to establish action occurring at the same time in two different locations in this the camera will cut away from one action to another action which can suggest thee two actions are simultaneous. cross cutting can also be used to create suspense. in this scene when Lee Van Cleef draws his gun, so does Clint Eastwood. we are shown this by a cross cut.

Editing rhythm: Editing rhythm is what editors of the film use to keep the pace of the the film up to match the action which is going on on screen. slow cutting keeps a slow, calm feeling to the film where as fast editing adds a very lively feel to the film. in the scene above the editing rhythm picks up in pace as the duel goes on.


cutting to soundtrack: cutting to soundtrack is when the edit point would be determined by the soundtrack or editing to a song. in this scene cutting to soundtrack is used when the three men are walking away from each other then suddenly it cuts when the music picks up.

multiple points of view: this is when something is happening on screen involving multiple characters. we will see what is happening with one character, then another and another depending on how many characters there are in the scene. it shows the point of view of all the characters in the scene.

cutaways: a cutaway is the interruption of the action on screen by showing a view of something else. it can be used to help the editor create a longer sequence. The cutaway can be completely unrelated to the scene. this interruption is usually fast and usually returns to the original scene.


Jump cut: The jump cut is when two shots in the same sequence with the same subject are taken from different camera positions that vary slightly. this edit gives the affect of jumping forward in time. there are no jump cuts in this scene.

Conclusion:
 In conclusion editing is one of the most important elements of film making as you can see by how many different methods there are! without editing we would have no frame of reference to what is actually going on in the film which shows how important it really is.


TV Advertising evaluation


TV Advertising evaluation

The brief for our advertising project was to re market or re-brand a Unilever product of our choice. The product we chose in the end was BRUT. We chose this as a group. We pitched our ideas and had a vote about which product re-branding idea we liked the most and it turned out to be BRUT. The current target audience for BRUT is middle aged men. We decided to appeal to a younger audience; Teenage males. We decided to choose teenage males because we thought it would be interesting to completely change the age demographic for Brut and see what a younger audience would think about it if the image of BRUT changed to appeal to them.


Feedback and the finished product

we collected the feedback for our advert in two different ways. The first way was we had a screening of it in our class to 12 people(most of which are in our target audience) where we watched our advert and the audience would comment on the pros and cons of the mise en scene and then comment on the pros and cons of the technical elements. the second way we got feedback on our advert was through using an Internet survey. I distributed my survey through face book and email and managed to get nineteen results:

Results Summary

1. Page 1

1. what is your age?
Response Percent
Response Total
1
16-19
63.16%
12
2
20-24
21.05%
4
3
25-29
15.79%
3
answered
19
skipped
0


2. What gender are you?
Response Percent
Response Total
1
Male
84.21%
16
2
Female
15.79%
3
answered
19
skipped
0


3. For the advert who do you think the target audience is?
Response Percent
Response Total
1
Children
0.00%
0
2
Teenage Males
84.21%
16
3
Adult Males
15.79%
3
4
The Elderly
0.00%
0
answered
19
skipped
0


4. Have you ever used BRUT before?
Response Percent
Response Total
1
Yes
42.11%
8
2
No
57.89%
11
answered
19
skipped
0


5. If above 'no' was selected would you consider using it after watching the advert?
Response Percent
Response Total
1
Yes
87.50%
14
2
No
12.50%
2
answered
16

We had 3 open ended questions one of which was 'which part of the advert attracted your attention?’ The answers varied. Different parts of the advert seemed to attract to some people and not others. Here are some examples of answers I got:

'The product it was advertising'

'The range of activities'

'I liked the music, it made it sound manly'

The second of our open ended questions was 'what was your favourite part of the advert?'. Although this is quite similar to the question above i think this question is more important as people remember adverts what they like so it was important to find out what part of the advert my audience liked. Here are some of the answers i received:

'Probably the slogan, it's memorable'

'The awesome effects!'

'The skateboard part'

The last of our open ended questions was 'what improvements would you make to the advert?' this, to me is the most important question as it shows me what we didn't quite get right with our advert. It tells me what our target audience thought was the 'dead wood' in our advert which helps us see what features our target audience want in an advert which is aimed at them. It tells us what we have to do to sell the product to them. here are some of the answers I got:

'I would maybe use a bit more colour, it's quite dull'

'More variety in the activities'

'A bit longer?'

Appropriateness to audience

I think that our advert was appropriate to our audience. The message that we wanted to get across was that BRUT can be a young person’s product as well as its current brand image of being an older man's product. I think we succeeded in getting this message across by showing the three 'younger' activities. I think that the comments I received on my open ended questions show that the advert had the appropriate impact on them.

Technical and aesthetic qualities

Mise En Scene: the mise en scene of our advert was done quite well in my opinion. The props that we had where all perfect for the advert. The skateboard, football, Frisbee, empty cologne bottle and the BRUT where the props that we used and I think we used and showed them appropriately. My main problem with the mise en scene was the setting for the bathroom scene. Although it was the most 'bathroom' looking toilet room on college ground it still seemed a bit institutionalised.

Cinematography: I think that the cinematography of our advert was overall very good. We had some great shots of the BRUT bottle and the skateboard shot does what we intended, we shot it at a canted angle to made it seem fast and intense. However I do think that the shot in the bathroom when jack is looking into the mirror is slightly less effective because there is a bolt from the mirror right in the middle of jacks face.

Editing: I have no problems with the editing of our advert. i think that the pace of the advert is very good. We needed to keep it fast and snappy to keep the viewers interested. I also think that the faded jump cuts when jack was putting on the BRUT was perfect, if they were normal jump cuts then it would have been a bit too choppy for the viewer. Another one of my favorite parts of the editing was when the slogan comes in from either side then the BRUT logo comes onto screen. It added a bit of manliness to the advert because it has the BRUT more or less crashing onto screen.

Sound: I liked most of the sound in the advert. I think that the music was perfect as it went very well with the product and the advert content. Also I really like the stamp when the BRUT logo comes on screen. It is like the advert is being branded with Brut and adds a very manly feel. However I did not like the echoe put on Jacks voice when he says 'damn its empty'. It doesn't sound right and it seems a bit jokey and I think I could have been a bit more enthusiastic when saying the slogan at the end.

Effectiveness of content
I think our advert does sell the product to our specified audience (teenage males 16-19 year old). I think because of the activities in or advert it does effectively appeal to our audience and according to the feedback I received through my survey people really liked the three activities (skateboarding, football and Frisbee) also it is very fast and snappy which will also appeal to our target audience because they don’t want to be sitting around for a few minutes just to watch an advert. to attract attention we kept to a code called AIDA (attract ATENTION, arouse INTEREST, stimulate DESIRE, and promote ACTION) we attracted the viewers attention by having fun fast paced activities in the advert. we aroused interest again by showing these activities. we stimulated desire by showing that the main protagonist was call enough to throw a frisbee without looking. and we promoted action with the short and blunt slogan.

Clarity of communication
The main message we wanted to get through to our target audience of teenage males was that BRUT isn't just as older man’s product. It can appeal to teenage men as well. We got this message across by showing a small montage of activities that are considered youthful. We also kept the pace up of the advert which will also make it appeal to a younger audience because younger people don’t want to be sitting around too long just to watch an advert. We also had an actor which was in our target audience so that he could be related to by teenage males.

Fitness for purpose
I think that our advert does look professional, it is the right length for a real advert you would see on the T.V and i also think that it advertises the product very well. Looking at the BCAP codes i think that we complied with them very well.

Pesonal Reflecton
Our final advertisement steyed pretty much the same as it did when we first came up with it. the storyboard reads almost directly parallel to it apart from we changed one of the activities. the third activity was originally the protagonist walking down the street towards the camera with two of his friends. however when we took it back to the computer to edit it it did seem a bit dull and boring so we changed it to a scene of the protagonist playing frisbee instead. and the results from the survey that a sent out shows that people really liked the frisbee scene. all in all i am very happy and satisfied with how the advert went, however i did not like the voicovers very much and i do think that the setting could have been a bit better for the bathroom scene. If i were to do it again those would be the two scenes that i would change because they do take a little bit away from the adverts tone. we all worked very hard on the project. my input in the group was quite large i believe that i had an input in directing, cinematography, pre production, and editing. we all had a large input in the project and i would not change the way the group worked at all.