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.