Chicken Run -EMMA

Timeline -EMMA

ACE CHARITY -KAROL

unit 30 -KAROL

Task one 

In this report I will write about the variety of structures and techniques used in different adverts I will also look at the characteristics of products and services, the regulation of advert and explain what a rate card is but first I will explain the different techniques used with examples.

Realist

This advert for life insurance portrays a situation that could potentially happen. These types of ads are done so people can see the potential problems that could arise and see an alternative. Having a subject that could occur in one’s life draws the audience in. However, the only down side to realist ads is that they aren’t very memorable.

https://www.youtube.com/watch?v=Zu-DqqsRmfw

Anti Realist

Anti realist is the opposite of realist it shows unrealistic situations that will never happen or be seen by an audience in real life. This is done to create humor or drab the attention of an audience. These types of ads are very good at entertaining and audience.

https://www.youtube.com/watch?v=RhtGBaEOEVs 

Animated

The john Lewis Christmas animated advert showed the story of a hare and a bears friendship. this advert was made by combining 2D hand-drawn animation, stop frame, and 3D model-made sets the disadvantages about making a animated advert is that they take a long time to produce and can be expensive. The advantages about having a computer generated image (CGI) is that in the advert we are able to see what would be impossible to capture.  

https://www.youtube.com/watch?v=XqWig2WARb0

This advert was made by creating each frame then putting them in a sequences that has been speeded up making the illusion that movement is happening.

Documentary

The “Think” advert is a documentary advert that is informative and makes people really think about the way they do things like for instance, in the ad it shows a collision between a car and a motor bike the edits is fast in this particular scene in the beginning when the scene starts off in the car on a road and the camera is placed as if it a passenger seat in the car then when the collision happens then the scene changes to the road outside the car at this point in time the camera comes across as being shaky as if it a view of by stander. Having it look as if the audience it watching what is happening really makes them see that it could happen to anyone and it makes the audience really think about what the advert is showing.

https://www.youtube.com/watch?v=SXI8-_9FrB4

Talking heads

Talking head adverts are ads that consist of people talking directly to the camera and addressing the audience directly to advertise a product for instance in this ad

https://www.youtube.com/watch?v=Q-2oLQhv1s8

The people are introducing themselves and talking directly at the camera by having them address the audience like they are there makes the audience feel like they know the people from the ad and this makes them want to listen more to what they have to say.   

Series

The BT Infinity advert is set out as a series for instance it shows a family and the different situations and events that happen to them but it also does this by promoting its product. by having this advert set out as a constantly developing story it helps the audience really feel involved to what is happening in the ad because they feel like the know the people and that they have a connection to them it also makes the audience relate to the family this kind of ad could help families cope with a similar situation they might have like, planning a wedding.

https://www.youtube.com/watch?v=I3O__TXhNIo

This advert shows the main character buying a dress. to some woman it can be seen as a stress full time in their life but by having an advert like this showing the woman. Buying a dress by having direct address it makes the audience feel more engaged and feel as if their opinion is valued. The ad includes a lot of medium close ups. Also come camera tracking.

There are a number of different techniques used to make adverts. Ads have two ways of presenting themselves one way is by being overt. Overt is when the audience knows exactly what the ad is advertising this is a commonly used technique used in ads for cars. However, other ads like to present their product at the end of their ads this is known as a hidden structure. Ads use this to keep an audience guessing and keeps them engaged, this techniques is usually used on lotto ads. There are also other techniques that can be used like. For instance,

Concern and fear, the type of ads that usually use this technique is insurance ads. These ads suggest the type of fears the audience might be feeling and gives a possible solution to it.

Solutions to a problem, theses type of ads show different scenarios of problems that a person might have with a vacuum. This ad might show the struggles and problems someone is having and then compares it with a new vacuum that won’t have the same problem. This is done so that a the audience can see what a product has to offer

Some ads use celebrity exploitation to convince a person to by a product. For instance, if a popular celebrates is shown on an ad the fans of the celebrity will automatically be attracted to the product and this makes the product increase in sales. This technique is commonly used in perfume adverts.

Emotional responses this techniques is mostly used for charities. This usually makes the audience feel as if they have to help, because they are the ones that can make the change.

Companies use unique selling points to draw their audiences. A USP is something different that only their product can offer a customer.

To make sure that advert are suitable to be shown on TV companies like Advertising Standards Authority and Office Of Communication need to review them.

ASA has power whether a commercial can be aired or not. They look to see if the ads are decent, honest also if they are legal. ASA plays a huge role in the commercial industry.

OFCOM plays a large part in the television industry ofcoms job is to try and protect their audiences from offensive and harmful things from being played on TV. ofcom looks into competitions, complaints and licensing policies.

Broadcasters Audience Research Board is a company that monitors what channels are the most popular at what times. This helps advertisers find out who their demographics is, this helps them understand who they are targeting which allows them to play certain commercials at certain times to hit a specific target audience. However, BARB is not only used by advertising companies but also by show producers they use it to see how popular their show is.

Even though organizations like BARB are used to get figures companies also like to get a clear view on who their target audiences they can do this by face to face feedback, interviews, focus groups, online surveys, demographics and psychographics. 

A rate card is a document that says how much money a product is and describes the different ad placements options. Rate card usually show the most one may pay.

Over all I have learned the different techniques and the structures used in adverts also how the audience is located also the different companies/organizations that advert need to pass before being shown on air.

unit 16 -KAROL

UNIT 16 FILM AND TELVISION EDITING 
history 
Cinematography was invented by the lumiere brothers in 1895. Cinematography was a gadget that allowed a person to capture, record sound and project motion pictures. However, in 1901 Edwin S Porter was the person who thought of the idea of editing. He saw that a film didn't have to be seen as just a still image. He thought of the idea of cutting and placing different scenes in different locations to tell different storylines. Later on in 1908 Mr D.W Griffith realised that he could use the same techniques that Edwin S Poters' used to cut inside the same scene. by doing this Griffiths came to the realisations that presentation of emotions could be shown through the different camera angeles not only the actors. this allowed Griffiths to change the emotions of his audience and make them feel more involved with his films. lev kulshove is known as one of the first film theorists. in 1910s he created the kulshove effect. kulshove effect is a phenomenon. it makes the audience want to know more from what is happening in the two shots than from a single shot.

Editing
the film editor, edits the footage. he/she does this by looking through the footage and selecting shots and putting them into sequences to make a film.

film 

film editing is when a editor works with film footage selecting specific shots and sequences to make a specific story line the editor is the person who influences the way a film will turn out. 

Following the action 

“following the action” technique is frequently used in action,adventure films. this techniques is commonly used in these genres because a lot of rapid movements is involved in a variety of the shots through out theses films.this technique is used so that it can capture everything that is happening in the shot as the camera follows the movements. this can be done by showing all the action from different angles.this techniques can be filmed using dolly shots and tracking shots. For instance, in the action film "James bond" the following the action technique is needed to give the audience the feeling of suspense and excitiment  

Multiple Points Of View 
The multiple points of view technique i used when more then one character is involved in a scene. this is used to show the point of each character. this is shown by having the camera show one character then cut to another until each character is shown.  

Shot Variation 

the Shot Variation technique is used in filming, to create a sequence of images using different camera angeles /movement. the kind of shots used are Wide Shots which are used commonly at the beginning to set the feeling of a scene. Medium shots are used mostly in scenes which include dialogue so that the narrative can be understood and also Long Shots are used to the main character,by having this shot it makes the viewer pay attention to the main character .

Manipulation of diegetic time and space 

This is when the editor speeds up the video showing the enviroment, subject or even person change through out a course of time. this is done so that more footage can be seen included in a scene to reinforce the fact that days or weeks have past. like for instance in the movie the karatie kid

   

Analogue Editing 

before digital editing was made possible analogue editing was a way people had to edit a film.analogue required physical editing for instance you would have use a splicer is used to cut footage you want from the film and then you would have to place pieces of film together physically in the sequence that you would want it to be showed in 

Digital Editing 

Digital editing was developed from analogue editing. digital editing is the editing of footage done on a computer using editing softwares like movie maker, Imove and final cut Pro. digital editing is very popular and a faster way to edit footage. it has also opened up a lot of doors to different editing styles and effects like for instance we can now change footage colour, add animations and also add text which couldn't be done with analogue.  

Seamless and Continuity editing 

Seamless and Continuity Editing is also known as invisible editing, this because of how well shots are put together that the edit isn't very noticeable DW Griffiths was the first to perfect this editing technique. Continuity editing ia what makes a video run smoothly from beginning to end and makes the audience focus more on the storyline rather that the different editing techniques used 

Motivated

A motivated edit can also be known as a motivated cut. this iswhen the scene cuts to another scene that wasn't in the previous frame. this is done in a wary way so that to the audinece it doesnt break the look of continuity.theses types of edits are usually justified by narrative for instance like Flashbacks,this is used to create a sense of tension and reverse shots.

Montage 

montage editing is when an editor selects some clips from some of the shots they have received and edits all the shots into a sequence. this is mainly done to show changes over time.

Jump-cutting 

jump cuts is a sudden cut from a shot to another. this cut is very noticeable and tends to be confusing to the audience. however even thought they can be confusing to see they really tend to grab the the audiences attention although it can also be used to make the audience feel a shock. 

Parallel Editing 

Parallel editing is when the editor has edited the film to show to different events going on at the same time, this can be used to give the audience more of insight on what people have seen or done. this can be also be called cross cutting. Parallel editing is used in film "The Godfather"

180* Rule 

the 180* rule was used in the silent era during the early years. this rule is used as a guideline showing the relationships between characters/objects. Axis is an imaginary line that connects the chracters. having this rule means that the cameras should stay on the side of the imaginary line.

Transitions

Editors use a variety of different transition to combine to scenes together they can use different types in editing like for instance, cut, fade , wipes,slides, dissolve and iris.

Point Of View Shot 

this is when the camera is placed so it looks like the eyes of the character and this makes the audience feel like they are the character. this technique is used to make the audience feel like they are the character them selves.

CUT 

cut is one of the most basic and common way to edit a film. as each piece of footage is played one after the other with no disruption. the transition are noticeable but are often used to show different camera angles.  

FADE

the fade effects can be used at any time during a film but most often fade ins are used in the beginning of films and fade outs at the end. fade is like the dissolve effect but instead of gradually going into another shot slowly disappears into the colour black. 

WIPE

wipe is when a shot travels from the side of the screen to the middle to replace a shot or cover a shot. this effect tends to be used in comedy films. 

DISSOLVE 

just like a cut a dissolve is used to link two clips together. A dissolve changes slowly into a scene by having the picture slowly disappear.  

CROSS CUTTING 
the cross cutting technique is used in films to show action happening in different locations at the same time for instance in the film inception

it shows two different people doing different things at the same time as each other

GENRES
Different genres try to use specific editing techniques with there genre for instance
action films use fast paced cuts but horror and thriller seem to sometimes use it to, but western films use cross cutting at some points to create the feeling of suspense.  

ANIMATION -EMMA

Air Balloon Box Stop Motion 
https://www.youtube.com/watch?v=o3_jshFFtI8&feature=youtu.be