Job roles in the media

Analysis of a tv advert

Unilever Re-branding Prezi

News openings are constructed very well, every part of it is carefully constructed to connote meanings to the viewer.

One common element is rushing graphics and rushing camera movements, these connote a feeling of urgency, telling us that the news is rushing important information to us.

 Eyes and transparent graphics are used as it shows clarity that that the news is unbiased and unchanged. Also it represents an all seeing eye, showing that it sees everything from around the globe.

The Earth from space is featured a lot, this is done as it shows how the news is not just regional, but international and global, it shows how far the news spreads and covers.

Landmarks are used to show the audience important and note worthy places and how the news covers from the word. Places such as Big Ben, The Eifel tower and The US Capitol building.

Clocks are used to show time urgency, news shows like The News At Ten will have a clock which is generally telling the time of Ten O'clock.

Technology and sattelites connote that they are using everything possible to bring the news to you instantaneously, radio towers are used often as they are a common symbol of information being transmitted.

Brass music is used to grab our attention and announce themselves, like a fanfare that introduces someone important with a musiccal flourish. It uses fast paced music to show its urgency.

Male voiceovers are used as in our sexist society, male voices connote strength, authority and power.

Metallic blues and strong reds are used in public world offices, news uses these to show global importance and how it links around the world.

Presenters are always already sitting down and facing the camera. They use recieved pronounciation as it does not connote any area, making it more global. They directly address us by looking at the camera, this makes them appear that they are directly tlking to us. Also, male presenters are generally older than the women presenters as age in men shows wisdom and authority, however older women show a loss of beauty.

A history of editing
The first public screening of a film was on December 28th 1895 in Paris, this was done by the Lumiere Brothers. After attending a special, private demonstration of the Lumiere Brothers cinematograph, Georges Melies offered the brothers 10,000 franks for the device, but he was refused. After various offers for one such device, he ended up reverse engineering an Animatograph and creating his own device. During the filming of a movie, the camera jammed while filming a truck, when he got the camera to work again it was filming a car. When developing and watching the film afterwards, he noticed that the bus had become a car instantaneously, this created the first jump cut. He then continued to create the fade in and out as well as dissolve cuts. In america, Edwin S Porter began to create narratives within his films. One such film was of a group of firemen. This movie, even though it featured two perspectives, was rather clunky as it would show the action from one perspective, it would then repeat the entirre action from the other perspective. These are called temporal overlaps. D.W. Griffith established most of the editing rules that we know of today. One of his first inventions was known as the cut in. Griffith carried on experimenting and came up with the idea of eyeline matches, shot reverse shots, establishing shots, the 180 degree rule, matches on asction and even the idea of continuity editing. He also invented cross cutting.

In this scene, it uses an establishing shot to show the character 'Big Daddy' ,and his fellow racists, overlooking where Dr Schultz and Django are supposedly sleeping.

 In these shots, you can see an eyeline match of when 'Big Daddy' looks down to the wagon. This gives you a view from the character's perspectives.

 In this scene, it uses both eyeline matches and shot reverse shot. It also demonstrates the 180 degree rule as whenever 'Big Daddy' is shown, he is to the left of the crowd. This establishes where they are all positioned and it shows clearly who is the leader.

In this scene, a match on action is used when Dr Schultz fired and destroys the cart. It does this so that we know exactly where the bullet lands and where he fires at them.

Evaluation

https://goo.gl/forms/rxdZDeD5y68c5Trt1

We had to re-brand a Unilever product to reach a different target. We did this by producing an advert that had to be between 30-90 seconds. We decided this after we had pitched our ideas to each other, the most promising idea for an advert was for V05. The current target for V05 is a young male audience, primarily aimed at teenage-young adult males with the YAKS psycho-graphic (Young, adventurous, keen and single). We decided to aim our re-brand to an audience of middle aged men because it would appeal to a nostalgic feeling of wanting to be young again. Not just that, but they also have a large amount of purchasing power.

We collected the feedback through a survey, and in class peer review. The advert was praised by those who took the survey. It was praised for the camera work, the transition between the old and young male actors, the short and precise nature of the advert and even the music. The only criticism that was received was that at some points, the video is a bit too yellow. (The survey's results are below)

We used a bathroom to give it a rather relaxed and homely setting and feel, also it is a location where hair products would be a common sight. We used mise-en-scene in such a way to portray it being a bathroom, we made sure to include the sinks, mirror and taps in one or two of the shots to effectively set the scene. We made sure that there were a lot of head on and close up shots, something that is common in adverts. During editing we added in a zoom in and out, this helped with the transition between the young and older male transition. The sound was made to dip in volume when the voice over says 'V05, break the old.' This gave that line greater effect as it was purposefully made to be heard by reducing the volume of other sounds.

The advert caters towards an older audience as the storyline shows an older man applying hair gel and then becoming younger because of this. This sells the nostalgic feeling of youth which may be desired by men of an older age. We used the powers of association to link youth with V05. This was effective as some who matches the target demographic praised it for its appealing nature. Despite this, our survey showed that this technique alone was not enough to sell the product, what with a larger majority saying that they are unsure or that they would not buy the product after watching the advert. I wanted to show older audiences that using V05 is exclusive to younger men. To do this, we used an older male actor to demonstrate this point, this in turn could make an older audience identify with this.

Overall, I believe that the advert was fit for its purpose. This advert does not break any of the BCAP code rules and regulations. As you can see here it does not infringe on the following:

• ·         3.1 Advertisements must not materially mislead or be likely to do so.
• ·         3.2 Advertisements must not mislead consumers by omitting material information. They must not mislead by hiding material information or presenting it in an unclear, unintelligible, ambiguous or untimely manner. Material information is information that consumers need in context to make informed decisions about whether or how to buy a product or service. Whether the omission or presentation of material information is likely to mislead consumers depends on the context, the medium and, if the medium of the advertisement is constrained by time or space, the measures that the advertiser takes to make that information available to consumers by other means.

The advert very closely reflects our original intention and design for our advert, we only changed one or two scenes. Originally we were going to have the older male with a group of teenagers as his friends, but it would seem rather strange to have an older male with a group of younger males so it was cut. I am very satisfied with my final product, however, if I could then I would reshoot a few scenes as to make it have a sharper focus, that and I would fix the colours seen, such as the large influx of yellow. I helped with the editing and the sourcing of the music. I would have liked to be more involved with the camera work and the filming process.

pre-production paperwork