campaign advert review

We were asked for our assignment to produce a campaign advertisement for the Lancashire fire and rescue service aimed at young people of the dangers involved in our day to day lives like for example speeding, drink driving, wearing seat belts etc.

To film our production advertisement we used a Canon HD video camera and a tripod. Also we had use of a car as we were making an advert to do with speeding and to film this we used the car to film a sequence of the main character getting run over.
To edit the footage we used Adobe Premiere CS6 as this is a professional video editing software package which is part of the Adobe Creative Suite of applications which is known as a leading set of applications for graphic design and video production. Premiere pro allowed us to use different layers for video and audio so that we can overlay graphics and titles on to the footage.
This equipment excluding the car was equipment owned and supplied for use by college.
The car was supplied by and driven by Mo who is one of the second year media students.
We also had a couple of students from the make up department apply scars and facial wounds to lydia who played the main character who gets injured.

Our intention for our advertisement was to show how the getting ran over by a speeding driver can affect someones life. We chose to do this by showing how a girl is affected in her daily life by receiving scars to her face from getting hit by a speeding driver. we wanted to show how her friends and other people could possibly react to her receiving her injuries when she returned to her daily life.

I think that with my production i followed my groups idea fairly well but i don't think we showed how her life would be affected that well this is because i feel that we didn't plan that part of the production well as we didn't do enough research into how peoples lives are affected by permanent facial injuries. Also we i fell that we didn't get enough shots of before and after he accident that showed a true contrast to her life before and after the accident.

i think that our accident is fairly effective at sending the message across to the audience through the advertising techniques of statistics and a VOG (Voice Of God). These are both common features of campaign adverts and are effective techniques of sending the advertisements intended message across.
At the end of my advertisement i put the think road safety logo, the Lancashire fire and rescue logo and the slogan for my production "watch your speed" into a splash shot at the end of the videos.

2 Minute edit



1 Minute edit

Photoshop layers

the layer pallet is where you can see an overview of all your layers with a thumbnails of each layer showing what is in that layer this part of the layer pallet is called the layer stack from the layer stack you can make layers visible or invisible change the opacity and the blending mode.

you can create new layers using the new layer button this is so that you can have more layers 

you can change the opacity of a layer which makes the image on the layer more or less transparent.

the visibility button give you the ability to hide and show layers 

the transform tools allow you to scale rotate skew and distort the image to make it look like it is sitting at an angle or to make it bigger or smaller.

when you copy a selection in a layer and then paste the selection it puts the pasted part of the image in a new layer

the layer styles allow you to add effects to the layers such as emboss and drop shadow.

the blending modes allow you to change the way the colours of the layer appear on screen by the way the blend with the colours on the layers below one example of this is the multiply blending option which multiplys the colour values on both layers together

Legal and Ethical Considerations

for our production we need to take into account the copyright permission for any music we use for our production and we will need to get the relevant copyright clearance for the music from the respective copyright holders.
We will also need to make sure that any people who take part in being characters in our production sign a release of likeness/image form
also we will need to ensure that any consent of workplace forms are completed.

pre production - advertiseing campaign Update

19th November 2012 -
I worked on the ideas for our production i am also working in producing the shooting script and the location report for our production the location report involves finding suitable locations to film for our production and

for tomorrow our aim is to find a suitable candidate to play our main character who gets hit by a car.  Also we need to get someone to drive the car so that we can film that. i will also complete some of the pre production work required for the production. The parts that I will be completing of this are the location recces for our production along with the shooting script and the health and safety considerations for the locations.

20th November 2012 -
Today I worked on the location recce, the release of image/likeness form, I also helped on the consent of the workplace form and i started to work on the health and safety considerations needed for our locations.

for next week our aim is to get the health and safety considerations completed and also complete the shooting script. also we need to sort out any copyright clearance needed for the music that we are going to use on our advertisements

The Brush Tool

The Brush tool is used to draw shapes and pictures in photoshop you can change settings on the brush to affect the size which is how big the brush is. Also you can change the hardness of the brush which is how sharp the brush stroke is a soft brush is where it fades off towards the edges of the brush stroke.
You can also change the opacity of the brush which is how transparent and faint it is also you can adjust the flow of the brush which is how much 'paint is applied to an area every time a brush moves.

In photoshop you have different brush styles which gives the brush stroke distinct looks.

The brush options allow you to change the settings of the brushes to give different style and colour effects to the brushes. an example of this is shown below.

Unit 30 Advertising Production Treatment

We are aiming to create a campaign advert for Lancashire fire and rescue services. We are filming two minutes of footage and making a one minute edit and a two minute.

Our final idea is based around a teenage girl who is involved in a car accident leaving her with burns and scars on her face. The advert will focus on the after effects of the accident so that it will teach our audience what can happen as a result of a car crash. Our audience will be teenagers because they can relate to how important your appearance is in your teenage years. We will show various shots of the girl before the accident being happy and confident and the after shots of her being ashamed and embarrassed of how she looks, this will hopefully shock our audience and make them more aware about road safety and what can happen after a car crash. We will also include flash backs of the car coming towards her and the drivers face this will make more of an impact on how a car crash can effect the person mentally. We will have a voice over of her telling the story so that the audience watching will be able to put themselves into her position this will add to the seriousness of the advert and will be rememberable to the audience.

We have researched adverts on the Internet particularly ‘live with it’ adverts, in one of these adverts it shows the driver after the accident seeing the child he crashed into everywhere he goes, ours relates to this because it will show the after effects of a car crash and it will present the constant reminder of how people involved in the accident never forget about it. 

We think our advert will be valid because it shows things that can happen everyday and the after effects of this are really important. We also think our advert will work because our audience will have an emotional response because the story will be personal and it will have an impact on people because they wouldn’t want to look like the girl in the car crash and also they will be shocked by it. By doing this we hope to get a response from our audience and for them to become more aware. 

Unit 30 Advertising Production Ideas

photoshop selection tools

effects and techniques of television advertising

Commercial Advertisement


The video above is an example of a commercial advertisement. The purpose of a commercial advertisement is to promote and sell the product or service of a commercial entity.

The example of a commercial advert above is aimed towards young people but also a slightly older age group of about age 40-45ish. It is aimed towards the younger age group because it is promoting an energy drink it does this by featuring the formula 1 driver Kimi Raikkonen who is popular with young people. Basically  the advert is saying that if you drink this drink you can have the energy needed to have a lifestyle his. It is aimed towards the older audience because it features Kimi Raikkonen driving a McLaren Formula 1 car and the majority of the Formula 1 fan base is aged 40+.

The advert is anti realist because during a pit stop in a Formula 1 race you wouldn't see a driver take there helmet off so that they can have a energy drink delivered by a woman but you could imagine this happening in real life which means that it is believable which makes this advertisement anti realist. also though it has some realist parts to it though as drivers do sometimes drink while they are driving but it is normally water and is carried on board with them. also in real life drivers come in for pit stops.

The lighting and the colour schemes play a big part in making the product stand out in this advert as the colours all look dull and dark then the can of the drink looks a lot brighter and more colourful than the rest of the advert so far also the the colours match the colours of the helmet that Raikkonen is wearing at the beginning of the commercial.

The commercial also uses a VOG "busy day then take  a break with nescafe express. a delicious blend of iced coffee and smooth flavours. its a moment of pleasure that gives you a fresh start."

at the end you get a splash shot showing 3 different variations of the drink, the nescafe express logo then a blurred out background of a race team pit crew.

One of the techniques it uses to get people to buy the drink is that they use Kimi Raikkonen in the advert by doing this they appeal to his fan base, as the advert will make them think that if they buy the drink they will be more like him as he is shown drinking it.
Another technique it uses is giving a solution to a problem by saying it that the drink gives a you a fresh start and more energy by using their product.


Campaign advertisement



The aim of a campaign advert is to raise awareness to something like a charity or to a problem that needs to be solved.

The campaign advert is aim towards towards anyone, as anyone can help a child who is suffering from cruelty. The has a clear message that people need to be aware of and take action against child cruelty and that it needs to be stopped.

The advert uses a VOG to explain the situations of all the children involved in the advert and why they are at risk it also explains how how you can help by donating money.

The adverts uses statistics when it puts text on screen which says, '32,000 children are known to be at risk right now.' this is used to shock the audience into realizing how many children are affected by child cruelty and that that is not all of them as that is only the children known to be at risk.

The lighting and the colour schemes play a big part in the advert as it is in black and white and the picture is fairly dark this adds to the effect of the advert which is to make people have an emotional response to the advert and make them donate. The only colour featured in the advert is the green of the NSPCC logo.

The advert creates an emotional response within the audience to make them feel sorry for the children this makes them want to help by doing something to help them. the advert also causes the audience to feel concern for the children which also makes them want to help.

The audience offers a solution to the problem by saying that if you donate £2 a month to the NSPCC you can help put a stop to child cruelty, but the advert doesn't say how they will help to put a stop to child cruelty just that they will. A lot of charity adverts say they will do something but not how they will do it which makes this a fairly common thing to do among charity adverts.
At the end the advert features a call to action where they say that to help you should call their number or visit there website which are both shown onscreen.

The adverts are similar in someways as they both use a VOG to convey information to the audience also they use colour to make something stand out or create an emotional response within the audience. They are different in what they do though as the commercial advert serves to promote a commercial entities product or service whereas the campaign advert serves to where awareness to a problem. The nescafe advert is trying to sell a drink and the NSPCC advert is trying to raise awareness to and stop child cruelty.

The Game - Production Report

Format

We produced our production in the format of a short film this is because we were trying tell a story and not try and sell a product like you would if you were producing an advertisement although it is sort of possible to tell a story through an advertisement. we did this because we thought it would be easier to produce a short film and tell a narrative than it would be to produce an advert.

Narrative structure

our production had a linear narrative. we did this to make the story simple to follow and to make sure that the audience didn't get confused by what was happening in the narrative. Our production had a closed ending so that it had a definite ending. This was because we knew it would be hard to make some form of sequel of our production.
The narrative of our production involves two characters who see a ball and then start to do freestyle football moving across college to various different locations. Along the way they make some mistakes and mess up. They then get split up but end up in the auditorium. This serves as the location for a sort of final showdown between the two characters then as the two characters are about go to catch the ball they freeze and a video game style pause menu appears on screen. We then cut to a shot of a third character sat in front of a games console playing a the game controlling the two characters and he seams frustrated as his controller isn't working properly causing the two characters to make mistakes. The third character then gets up out of his seat and does some freestyle himself in real life. The screen then fades to black and the story ends.

Genre

The genre of our production is sport as most of the scenes feature the character preforming freestyle football and running about. Music chose for my production is similar to what you find on some FIFA video games which helps to enforce the sport genre along with the fact we are doing freestyle football.

Technical Equipment

For our production we used a Canon T2i (550d) Digital SLR camera. We chose to use and SLR camera as it enabled us to change lenses to give the different shots different characteristics which make them look more professional. One example of where we did this is that for some of the close ups we used a 50mm lens so we could have shallow depth of field this means that the background is out of focus but character isn't. This look is used in film and television and it makes the production look more professional. we were carful not to overuse shots like this  so that we had a good variation of shots because it is important to vary the types of shots used so that the audience don't get bored. If we had used a High Definition video camera we would not have had the options for the different lenses to get the look of the shots we used in our production unless we got a professional grade camera like they use to produce films and tv shows and they are expensive.
Also for our production we used a flat picture style on the SLR camera. this means that the picture has low colour saturation and contrast, this means that you retain more detail in the shot so you can do more in colour correction while editing to get the look you want. This is because you can add colour saturation and contrast later on in colour correction after shooting easily but you can't take it away easily. This enabled us to give the footage cinematic look in post production which makes it look more professional.
To keep our camera steady we used a tripod but for some shots we wanted a sort of hand held look so we carried with our hands.
To give our production better motion and to enable us to do some shots in slow motion we decided not to shoot our footage in 1080p as the maximum frame-rate we could shoot in was 30 frames per second which would make slow motion shots seam jumpy so instead we shot in 720p at 60 frames per second so then we could slow the footage down by 50% and it would still look ok.
To edit the footage we used Adobe Premiere pro CS6 which is great software to edit video with as it has great integration with Adobe After Effects and Adobe Photoshop as you can directly import project file from those software packages without having to render out and export first.

Analogue and Digital Video

RGB

Analog

film and Traditional VHS style video tape are analogue systems that record continuously varying colors an signals you have infinite changes when you zoom in you don't lose detail so you can enlarge the image and not lose detail.

Digital

digital film and digital video are digital signals the cameras have sensors that scan the image and take values of red green and blue and records the values of each signal
you get snapshots of the image that make up the image by splitting it up into pixels these values are recorded of a binary system when you zoom into a digital image you lose quality as the signal is not a varying signal and the video cannot work out what the colours would be between the pixels.

Video Formats

video works with electronics and magnetism in stead of using light to generate an image unlike film there are different formats around the world
In the UK we use PAL which stands for Phase Alternating Line it runs at 25 frames per second it is 768 across by 576 pixels in height when it uses the 4:3 aspect ratio using square pixels using domestic equipment it uses 720 by 576 using rectangular pixels.
IN the USA they use NTSC which stands for National Television System Committee it runs at 29.97 frames per second it is 640 across by 480 pixels in height when it using the 4:3 aspect ratio on tv and for home use 720 by 480

in europe SECAM is used which stands for Séquentiel couleur à mémoire, French for Sequential Color with Memory it runs at 25 frames per second like PAL its frame size is 768 by 546 at 4:3 with square pixels on domestic equipment it uses 720 by 546 

pal has a crisper more detailed image but its movement isn't as good quality on NTSC the quality is lower but the frame rate give better movement


In hd PAL SECAM and NTSC the frame rates are still the same but the frame sizes are universal now 
it is now 1920 by 1080 
this is called 1080p or 1080i 

p stands for progressive this means that all 1080 lines are shown at the same time 

i stands for interlaced where it splits the shot in half and only one half is shown at a time but it happens that quick that people don't notice.  interlaced footage processes quicker this means that interlaced tvs are cheaper to produce.  

film

film is made from celluloid and it is coated in photo reactive chemicals which react to light to create the image
film is 35 mm wide and runs 24 frames per second
when editing it had to be physicaly cut and stuck together

it degrades over time and it is highly flammable it is time consuming and costley to edit and film.

What we need to change for the game production

we need to shoot some more action shots for the production and they need to be faster paced than they currently are. Also we need to focus on making sure that we don't make mistakes while shooting

shot reverse shot

a shot reverse shot is used to extend the understanding of the scene to the audience. An example of a shot reverse shot is. you see the pov of character b looking at character a talking then you cut to a pov of character a looking at character b it is the reverse shot of a shot.

Cutaways

A cutaway is a technique used to fix jump cuts or problems in an edit. it is when when you cut from the Primary or A roll action to some Secondary or B roll action. an example of this is if a there is a shot of someone talking then the next shot of them talking was shot at a different time and it is from a slightly different angle it causes a jump cut that needs to be fixed so the editor takes some B roll footage that has like a reaction shot from another character and cuts to that then it cuts to the A roll footage so that people don't notice the jump in the angle.

Motivated editing

the motivated edit is where the editor uses the footage to make decisions about where to cut to another shot. an example of this is in a conversation in a film if a person is talking then another person talks the editor will cut to the person who has started talking. when this happens the footage has been used to make the decision to cut to the shot of the other person talking.

basically when two people are talking and one of them stops and the other person starts. the person stopping talking is the motivation to cut to the next shot

Montages

a montage is a thematic edit in western film it is used to show the passage by cutting down a sequence of shots to show something that would normally take a long tim into a few minutes for example cutting down the sequence of someone training which would normally take days or week and putting it into a couple of minutes. an example of this is the rocky training sequence shown below.



cross dissolves are commonly used as the transition in a montage.

storytelling

storytelling is the main job of an editor, the goal of the editor is to make a seamless edit which is an edit that tells the story well to the audience and they don't think about the editing of the film and so they focus on the actual story.

continuity is what makes a good seamless edit as continuity is the idea of maintaining things in the scene in the film to make the story make sense. it is important to have good continuity in a film so that the story makes sense to the audience. there are three threads of continuity; Audio, Visual and Narrative. An example of audio continuity is if the film makers film a scene on a busy street with traffic noise then re film the scene from a different angle and there is no traffic noise, this would create a continuity error. visual continuity is if come one is holding a cup that is blue then the scene cuts to a different angle and the cup changes colour to black. an example of narrative continuity is if a character is really up set.



Pace
one of the jobs of an editor is to create pace in a film this to help keep the audience interested. to keep them interested you have to vary the pace. this helps to build suspense and anticipation of what is about to happen and keep them interested. the ways editors vary the pace of a film are using shots of different lengths for example lots of short quick shots set a faster pace and lots of long shots slows the pace. another way is by changing the speed of the shot so a slow motion shot slows the pace.
you can also create pace using sound effects and music fast music sets a fast pace and slow music sets a slow pace. another way of creating pace is with shot selection. slowing the pace down helps to build suspense and anticipation of what is about to happen in a scene and a fast pace scene helps to make the audience exited.

it is important to vary the pace because if the pace is slow all the way through the audience will get bored and if the pace is fast all the way through the audience will get overwhelmed. so it is important to vary the pace as it helps to make the audience

premiere pro shortcuts

in - I
out - O
insert - ,
overwrite - .
undo - CMD + Z
backwords - page up/up
 forwards - page down/down
-> - +1 frame
<- - -1 frame

Manipulation of Diagetic Time and Space

Diegesis is an name for the film world.

Manipulation of diagetic time and space is an explanation for how filmmakers manipulate time and space during films an example of this is a jump cut as an object moves with out anyone touching it instantly but in real life this would not be able to happen. An example of the manipulation of time is when the filmmaker cuts down something like a 5 year time period to a 5 minute one

The Pioneers of Cinema

The Lumiere brothers

Auguste Marie Louis Nicholas Lumière and Louis Jean Lumière Louis are two brothers who were some of the earliest filmmakers in history.

In 1895 they created a working model of their ciné camera which they called a cinematographer. This camera was not only one of the first moving image cameras but also when used with a lantern also served as a projector for their films they had shot. The films shot with this were usually about fifty second long. Filmed with no camera movement and in one shot.

 The first film they made to be shown to an audience was of factory workers leaving a factory in lyon the film was called La Sortie des ouvriers de l’usine Lumière (Workers Leaving the Lumière Factory) and it is considered the first motion picture.  The showing was the first time people had seen images projected on a screen.

The first public screening of one of their films was on 28 December 1895 in paris. This date is often used to mark the beginning of cinema.

After that screening they began commercial production of their camera.

Louis Lumière was quoted as saying “The cinema is an invention without any commercial future”

http://www.exeter.ac.uk/bdc/young_bdc/movingpics/movingpics10.htm

http://www.britannica.com/EBchecked/topic/1403398/Lumiere-brothers

Georges Méliès

Georges Melies was a professional magician. By accident he discovered you could use stop motion photography to create trick visual effects. He was the first to utilize techniques such as fade in, fade out and dissolves to help to create the first films with a story  with them.

In his life he made over 500 films the most famous is the 1902 film A trip to the moon (voyage to the moon) he abandoned film production in 1912

Some people think of him as the father of special effects.

Méliès was a member in the 28 December 1895 screening of the lumière brothers film after the screening he tried to buy their invention so he was turned down.

 All the editing he did was in camera during production.

http://www.earlycinema.com/pioneers/melies_bio.html

http://www.imdb.com/name/nm0617588/bio

George Albert Smith

George albert smith was one of the first people to do post production he created the film the kiss in the tunnel. where he added a scene to a film of a train journey to skip the section where the train traveled through a tunnel he replaced it with a scene of two people kissing. because of this he was on of the first people to use post production editing. He also developed one of the first successful colour film process called called kinemacolor 

http://en.wikipedia.org/wiki/George_Albert_Smith_(film_pioneer)/

Edwin S Porter 

Edwin S porter created the film life of an american firefighter. 

this was the first film to use a variety of shots, a strong narative and many actors and special effects - with composite shots. he also used close ups for one of the first times in film. He was also one of the first people to follow the action of the narrative he also used multiple angles in the final scene of Life of an American firefighter but not in the way we use them today as he showed the scene from the inside of the house in full then the same scene from the outside of the house in full.

in the same year as life of an american firefighter he created the film The Great Train Robbery
in this film he introduced crosscutting.
He also followed the action more and it was a longer film one thing that he failed to do was have pace in the film to help keep people interested.
He also failed to keep to the 180 degree rule.
also for the first time camera movements were used in stead of a static camera. also he used movement to hide jump cuts.

http://www.earlycinema.com/pioneers/porter_bio.html

http://en.wikipedia.org/wiki/Edwin_Stanton_Porter

http://www.victorian-cinema.net/porter.htm