Thursday, 28 February 2013
Tuesday, 26 February 2013
Advert Analysis and Uses and Gratifications theory
Today we did some advert analysis and learnt about the 'Uses and Gratifications' theory.
We each analysed in depth an advert for a documentary considering what effect it has on the audience. This is key and something that we should always be thinking about in our work and when we come to advertise our own documentary.
I chose this 'Lost for Words' poster by channel 4 and did some analysis on it.
Monday, 18 February 2013
Half Term Filming
Today we filmed some more establishing and cut away shots for our documentary. We went all across London going to the South bank, West End, Trafalgar Sq and Trocodero for shots. We had a very successful and funny day and hopefully managed to get enough shots that we need.
The photo's above are some taken from today. The first one is Ali standing on top of a box in West end to get some good bird's eye shots of peadestrains crossing the road. The second one is of me (holding camera) and Victoria as the tripod in Piccadilly Circus. It took us almost 15mins to get a good shot of Ali to do our time lapse but we couldn't stop laughing as you can probably tell lol.
Thursday, 14 February 2013
Call Sheet for Half Term (15th-18th FEB)
This is our shooting schedule for Half Term.
We've got to rap up our documentary so we need to get a few observational shots and also Ali needs to film some more of Kyreece to fill in some gaps.
15TH FEB
Who: Dakota & Ali
Where: Auditorium @ School
When: 9AM
Duration: 3 hours
End: 12pm
What: Shots for documentary advert
Props:
We've got to rap up our documentary so we need to get a few observational shots and also Ali needs to film some more of Kyreece to fill in some gaps.
15TH FEB
Who: Dakota & Ali
Where: Auditorium @ School
When: 9AM
Duration: 3 hours
End: 12pm
What: Shots for documentary advert
Props:
- Black clothing
- technology (phones, ipod, laptop etc)
- Camera
16TH - 17TH FEB
Who: Ali
Where: His house
When: N/A
Duration: 2 days
What: Filming Kyreece, shoot advert idea 2
Props:
- Kyreece
- Tablets of different sizes
- Camera
18TH FEB
Who: Ali, Dakota and Victoria
Where: Liverpool St, West End
When: 12am
Duration: N/A
What: People on phones, establishing shots, technology
Props:
- Mic
- Camera
Tuesday, 12 February 2013
Nikon D7000
As we are now moving on to shooting our Ad's for our film, what better than to have a brand new camera! Today we looked at our new Nikon D7000, one of the best on the market. Our teacher invited another fellow teacher who has quite a lot of knowledge on the camera, Mr Robinson, to help us out. He gave us a little run through on what everything does and how to use it which was very helpful. Can't wait to start trying it out!
Some info...
A lot of light is needed for the highest shutter speed
Less light the longer it take for the shutter speed to close and open again, to take the picture
When it is on flash it takes a long time for it to reload...flash...reload etc.
Always keep the shutter open= increasing the amount of light going into the lense
S= Single shot
CL= Cluster Low- takes 3 frames per second
CH = Cluster High- takes 6 frames per second
For slow subjects you would move the camera manually and the estimated shutter speed will be about 3 frames per second
For a faster subject (A race car for example) were the shutter will take around 6 frames per second on the move subject
ISO is basically the amont of light that goes in to the lense
FStop is the shutter speed- the camera that we are using is about a 4.5
Points of focus- 9 point, 16 point, 24 point etc of a subject the camera will focus on those points and the background will be out of focus/ blurry
If there is a subject coming towards you; walking or running, it will be easier to get the right effect if you position yourself at a slight angle or make the subject look as if they about to walk. The reason for this being because it makes the subject look blurry because the camera is trying to focus everytime the subject moves, confusing it and taking an out of focus image.
White Balance- using the menu on the camera it will allow you to change the light balance, wether you are outside in the sun shine and want to get a darker image, you would simply click on sunny day and when you take the image, the picture will darken and vice verser.
Some info...
A lot of light is needed for the highest shutter speed
Less light the longer it take for the shutter speed to close and open again, to take the picture
When it is on flash it takes a long time for it to reload...flash...reload etc.
Always keep the shutter open= increasing the amount of light going into the lense
S= Single shot
CL= Cluster Low- takes 3 frames per second
CH = Cluster High- takes 6 frames per second
For slow subjects you would move the camera manually and the estimated shutter speed will be about 3 frames per second
For a faster subject (A race car for example) were the shutter will take around 6 frames per second on the move subject
ISO is basically the amont of light that goes in to the lense
FStop is the shutter speed- the camera that we are using is about a 4.5
Points of focus- 9 point, 16 point, 24 point etc of a subject the camera will focus on those points and the background will be out of focus/ blurry
If there is a subject coming towards you; walking or running, it will be easier to get the right effect if you position yourself at a slight angle or make the subject look as if they about to walk. The reason for this being because it makes the subject look blurry because the camera is trying to focus everytime the subject moves, confusing it and taking an out of focus image.
White Balance- using the menu on the camera it will allow you to change the light balance, wether you are outside in the sun shine and want to get a darker image, you would simply click on sunny day and when you take the image, the picture will darken and vice verser.
Friday, 8 February 2013
Advert Ideas
One idea we liked the look of was: the 'end of the world concept, like the cover/poster of the 2012 film:
Now obviously we can not live shoot this, but we were looking for a kind of dark and demeaning look. Where there isn't much to say about it, but you think a lot, the 4 digit number giving nothing away, just leaving the audience with questions. This reflects who we are trying to target, the Reformer and the Explorer. This type of advert intrigues these type of people making them want to know more, which is what we want our audience to feel like. We want they to ask questions and watch our documentary in order to get the answers.
OR we thought about spot lighting, highlighting the problem with lights to show its importance.
I think this really reflects our audience as it shows in photo form their enlightened nature to what they are reading/looking at which would probably make them more inclined to watch our documentary. Looking at the image below we question: who is the person? why are they in the dark? why are all these lights on them?
By possibly also adding the question "Are we addicted?" we symbolise the problem and challenge our audience's thoughts making them want to find out more and to know what the advert could be talking about.
OR we thought about taking away the innocence of a child.
These type of pictures distract us from the innocence of the child and make us more concerned as to what the pills the child is taking are. We thought about having different tv shows/games/music on the different pills to show the different things we are addicted to. As our main focus of our documentary is a child, it makes sense to incorporate this in the advert. This not only symbolizes the problem but we also again enlighten and challenge the audience making them question what they thought they knew.
12 types of advertisements.
To advertise for our documentary we have decided to use symbolising the problem as our type of advertising. This reflects the way we want our audience to feel and what they are hoping to feel when they see it. They like to be enlightened and challenged by what they see and hopefully our ad can do that by how much we give away, what questions we ask and how it is presented.
Brief for our advertisement
We've moved onto the next stage of our documentary which is the advertising. We need to know and establish how we will present our document to our target audience as well as the public so we have to come up with a brief.
The brief is a list of things we must answer to in order to create a good and precise documentary advert.
What are we promoting?
We are trying to promote a documentary about being addicted to technology. We follow a 5 year old named Kyreece who's family is concerned spends an enormous amount of time on different types of technology, which may be damaging his health. We follow Kyreece to discover that he has high levels of Dopamine. The documentary then shows us its effects and we later discover that we are all affected by the stimulant.
Who are we talking to and what do we know about them?
We are trying to appeal to the Explorer's and Reformer's of the world. We know that they like to be challenged and to find something that they have never seen before which is what we believe our audience are looking for in our documentary.
How do we want them to feel after reading our ad?
After reading our advert we want our audience to be enlightened as well as challenged, as this is what will appeal to them. Explorer's and Reformers' don't like to be told what to do and this is what our documentary is trying NOT to do.
What is the single most important message we want to communicate?
The single most important message we are trying to communicate to our audience is "THAT WE ARE ALL ADDICTED!" As stated before, our audience should be by reading/looking/viewing our ad intrigued and enlightened by what they could be going to watch.
What tone of voice should we use?
We want to use an assertive and demanding tone of voice as it means that we are not too controlling over our audience but they understand what our documentary could involve.
Content:
Perhaps images of photos of all type of people walking towards a light to emphasis the 'we are all addicted' concept??
Organisation:
Effect:
Should allow our audience to feel like they are being challenge after they see the ad and to be enlightened once they have found out what it is about.
The brief is a list of things we must answer to in order to create a good and precise documentary advert.
Creative Brief
What are we promoting?
We are trying to promote a documentary about being addicted to technology. We follow a 5 year old named Kyreece who's family is concerned spends an enormous amount of time on different types of technology, which may be damaging his health. We follow Kyreece to discover that he has high levels of Dopamine. The documentary then shows us its effects and we later discover that we are all affected by the stimulant.
Who are we talking to and what do we know about them?
We are trying to appeal to the Explorer's and Reformer's of the world. We know that they like to be challenged and to find something that they have never seen before which is what we believe our audience are looking for in our documentary.
How do we want them to feel after reading our ad?
After reading our advert we want our audience to be enlightened as well as challenged, as this is what will appeal to them. Explorer's and Reformers' don't like to be told what to do and this is what our documentary is trying NOT to do.
What is the single most important message we want to communicate?
The single most important message we are trying to communicate to our audience is "THAT WE ARE ALL ADDICTED!" As stated before, our audience should be by reading/looking/viewing our ad intrigued and enlightened by what they could be going to watch.
What tone of voice should we use?
We want to use an assertive and demanding tone of voice as it means that we are not too controlling over our audience but they understand what our documentary could involve.
P.A.S.C.O.E CHECKLIST
Purpose:
To inform and challenge our audience
Audience:
- Individuals that take pleasure in learning new things
- Like to be challenged
- Like to be enlightened
- Very independent thinkers
Style:
Dark
QuestioningContent:
Perhaps images of photos of all type of people walking towards a light to emphasis the 'we are all addicted' concept??
Organisation:
Effect:
Should allow our audience to feel like they are being challenge after they see the ad and to be enlightened once they have found out what it is about.
Tuesday, 5 February 2013
Advertising and Marketing
DJANGO!
Who is the target audience of both forms?
The target audience for the first clip (Django film trailer) has a wider audience as it means that it can be views by many people. By having a trailer it means that it can go viral which means many different people can view it. This will allow better publicity and will attract a wider audience. This way more people will be more inclined to want to watch it and will also tell others about it.
Th second advertisement, a film poster would attract people as it will be put up in many different places where people can view it. As it will appear on buses, billboards, cinema's it will again attract more people as they will see it on the go. By having an attractive and appealing picture and font we are more inclined to remember it and want to watch it.
The audience appeal for the Django Unchained film is to attract the fans of Leonardo Di'Caprio and Jamie Foxx as they are the main characters. A film by these characters would attract the fans of these actors which means they would want to watch it. Also, it is made by a well known director so anyone who is a fan of his work would want to watch this film also.
What devices/techniques, and technical and symbolic codes have been used to engage audiences?
Visual:
The trailer has various different shots from the movie to help quickly tell the story. It starts off with a range of establishing shots, medium shots, close up shots so we get a gist of what the story is going to be about. Non-diegetic music is played over the clips to again build up the story and attract the audience. The editing is clear cut moving on smoothing and quickly onto the next shot. This reflects that happens in the film and you can almost compare this to the shots of guns.
I would say the Django Unchained trailer is 'grouped' as it shown before other footage. This means that the viewer gets to view it before watching what they wanted to watch. Although this is a very successful way of promoting a film, it can be found as very annoying as people do not want to sit and watch advertisements.
The poster has interesting positioning; with Jamie Foxx in the centre, Leonardo Di Caprio and Christopher Waltz either side. The picture is in black and white highlighting the darkness of the film and charcters. The splatters of blood tell us that their is going to be a lot of blood and violence (which is what we expect of Quentin Tarantino). By having a bold and font it highlights the western style genre and again by having it in red represents the blood in the film.
Analyse Genre and Narrative
Analyse Issues of Representation (in both formats)
What institutional factors are relevant?
Friday, 1 February 2013
Young & Rubicam
First Young & Rubicam various ideas to put a more spin on Maslow's Hierarchy by chosing the core desires at each stage in the hierarchy: Enlightenment, Discovery, Control, Status, Security, Escape and Survival.
Splitting the stages up into 7 different groups that explore 7 types of people; everyone is one of these or if not a mixture of 2.
Y & R say:
The Explorer
These people are driven by a need for discovery, challenge and new frontiers. Young in nature, if not in reality, Explorersare often the first to try new ideas and experiences. They respond to brands that offer new sensations, indulgence and instant effects. In short, difference is what they seek out.
Their core need in life is for DISCOVERY.
The Aspirer
Materialistic, acquisitive peope, who are driven by others' perceptions of them rather than bytheir own values. As a result, they respond to what others perceive as being superficial: image, apperancce, persona, charisma and fashion. An attractive pack is as important to them as its contents. Their core need in life is for STATUS.
The Succeeder
Succeeders, possess self-confidence, have a strong goa orientation and tend to be very organised. As a result, theytend to occupy positionsof responsiblity in society. Their investment in the status quo means they tend to support it.Whenit come to brands, theyseek reward and prestig, and will often seek out the best because that is what they feel they deserve. On the other hand, they aso seek out caring and protective brands- their aggressive attitude to life means they need to relax occasionally. Their core need in life is for CONTROL.
The Reformer
"Don't tell me what to do or what to think" says the reformer, valuing their own independent judgement. Reformers aren the most anti-materialistic of the seven groups, and are often perceived as intellectual.They are socially aware, and pride themselves on tolerance.Reformers seek out the authentic and the harmonious, and are often at the leading edge of society. However, unlike Exporers, they will not buy things just because they are new. Their core need in life is ENLIGHTENMENT.
The Mainstream
These are people who live in the world of the domestic and everyday. A daily routine is fundamenta to the way they live their lives. Their life choices are 'we' rather than 'me'. As their name implies, they are the mainstream of society. They are the largest group of people within 4Cs across the world.They respond to bug established brands, to 'family brands and to offers of value for money. Their core need in life is for SECURITY.
The Struggler
Strugglers live for today, and make few plans for tomorrow. Others often see them as victims, loseres and wasters-aimess, disorganised people within few resources apart from their own physical skills. If they get on in life, it will depend more on a winning lottery ticket than anything they do themselves. They are heavy consumers of alcohol and junk food. Visual impact and physical sensation are an important element of their brand choices. In essence, theyseek ESCAPE.
The Resigned
These are predominantly older people constant, unchanging values built up over time. For respect institutions and enjoy acting traditional roles. Their brand choices are driven by a need for safety and for econom. They choose above all what is familiar to them. In life, their ain is basic, it is to SURVIVE.
Splitting the stages up into 7 different groups that explore 7 types of people; everyone is one of these or if not a mixture of 2.
Y & R say:
The Explorer
These people are driven by a need for discovery, challenge and new frontiers. Young in nature, if not in reality, Explorersare often the first to try new ideas and experiences. They respond to brands that offer new sensations, indulgence and instant effects. In short, difference is what they seek out.
Their core need in life is for DISCOVERY.
The Aspirer
Materialistic, acquisitive peope, who are driven by others' perceptions of them rather than bytheir own values. As a result, they respond to what others perceive as being superficial: image, apperancce, persona, charisma and fashion. An attractive pack is as important to them as its contents. Their core need in life is for STATUS.
The Succeeder
Succeeders, possess self-confidence, have a strong goa orientation and tend to be very organised. As a result, theytend to occupy positionsof responsiblity in society. Their investment in the status quo means they tend to support it.Whenit come to brands, theyseek reward and prestig, and will often seek out the best because that is what they feel they deserve. On the other hand, they aso seek out caring and protective brands- their aggressive attitude to life means they need to relax occasionally. Their core need in life is for CONTROL.
The Reformer
"Don't tell me what to do or what to think" says the reformer, valuing their own independent judgement. Reformers aren the most anti-materialistic of the seven groups, and are often perceived as intellectual.They are socially aware, and pride themselves on tolerance.Reformers seek out the authentic and the harmonious, and are often at the leading edge of society. However, unlike Exporers, they will not buy things just because they are new. Their core need in life is ENLIGHTENMENT.
The Mainstream
These are people who live in the world of the domestic and everyday. A daily routine is fundamenta to the way they live their lives. Their life choices are 'we' rather than 'me'. As their name implies, they are the mainstream of society. They are the largest group of people within 4Cs across the world.They respond to bug established brands, to 'family brands and to offers of value for money. Their core need in life is for SECURITY.
The Struggler
Strugglers live for today, and make few plans for tomorrow. Others often see them as victims, loseres and wasters-aimess, disorganised people within few resources apart from their own physical skills. If they get on in life, it will depend more on a winning lottery ticket than anything they do themselves. They are heavy consumers of alcohol and junk food. Visual impact and physical sensation are an important element of their brand choices. In essence, theyseek ESCAPE.
The Resigned
These are predominantly older people constant, unchanging values built up over time. For respect institutions and enjoy acting traditional roles. Their brand choices are driven by a need for safety and for econom. They choose above all what is familiar to them. In life, their ain is basic, it is to SURVIVE.
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