05/01/17
Today Shannon and I started/finished the script for our advert, though we will allow josh to have a look at it if he gets back in time to make sure we didn't miss anything or what we could improve. I have also done the Prop/Costume list and created a Equipment list.
06/01/17
Today Josh and I worked on the illustrations for the story board, as well as finalizing the script and developing the idea.
09/01/17
In today's lesson I started the shot list and contributed ideas of what shots we should use, then i drew the last page of the story board.
11/01/17
Today Craig and I completed the storyboards, and I also finished the shot list.
20/01/17
today we started a secondary edit to work as a alternative to the other one
Showing posts with label C. Assignment 2: Television Advertising. Show all posts
Showing posts with label C. Assignment 2: Television Advertising. Show all posts
Friday, 9 June 2017
Monday, 6 February 2017
Editing Analysis
A brief history of Film Editing
In 1895, the Lumiere brothers invented the first Cinematographe. Using this new technology, the first films that were produced used one shot, as if in a perfect seat while watching a play at a theater. This changed in 1901 when Edwin. S. Porter came on the scene. He challenged the convention of having to show a single story in a single shot. Instead, he portrayed a different story portrayed using the original footage. The "Moving Picture" or "Film" industry was revolutionized once more when D.W Griffiths released "For Love and Gold" in 1908, introducing what is know today as the "Continuity Editing". Griffiths was also the person to first realised that he could portray the emotions of a character by changing the camera angle, as well as making the speed of the cut either faster or slower. in 1920 the Kuleshov effect was invented/discovered. The Kuleshov effect is the idea that if you get a set of completely random images/shots and put them in a random order, the audience would create a story about the images. For example:
These images are completely random and have no story between them, yet the audience would perceive that you were trying to make a narrative about the children in the first picture dying because of lack of clean water. This concept was used in film in 1920 as a montage to make a larger impact on the audience. In the 1990's editing evolved from the standed, getting the film, cuting it, sticking it back together where you wanted to cut with tape, to a new, digital form of film editing. George Lucas was the first director to film an entire film using digital cameras and editing using computers.
Continuity Editing:
At 10:29 there is a establishing shot showing that we are back in the past and in Spain. A establishing shot is generally a wide shot of a area showing where the characters are or what city/country they are in. This helps the audience understand that they are now in a different time/place.
1:05 is a shot reverse shot, using the 180 degree rule. A shot reverse shot is when one character says something or does a action, and then the next shot will go to the other person they are talking to, This generally used the 180 degree rule so that the character on the left stays on the left, and the character on the right stays on the right to avoid confusing the audience. In this extract it shows the protagonist, Callum Lynch (Played by Michael Fassbender) and the antagonist Rikkin (Jeremy Irons) talking about an assassins blade, cutting from the blade to a reaction shot from Lynch. There is another example of this straight after this at 1:46 between Sophia and Callum, though this also uses establishing shots to reinforce the audiences understanding of where the characters are.
At 2:56 there is a "Match on Action" shot. A match on action is where we see a character start a action in one shot, and see them finish the action in the next. This gives the connotation that the action/movement is continuous, rather than being from different times. In this clip we see Aguilar prepare and jump from the horse, and in the next we see him land in the back of the cart.
There is an eyeline match (a form of "Motivated Editing") at 0:35. An eyeline match is where there is a shot of a character looking off screen, then it cuts to a POV shot of what she is looking at to make the audience connect more with the character by allowing the audience to see what the character sees. In this clip, we Aguilar and Maria running from the Spanish soldiers and they jump off a building onto a ledge. A soldier then tries to follow but goes through the ledge they land on and stops on the one bellow. Maria looks off of her platform with hatred, then it cuts to see the soldier getting up, showing that he is the reason for the hatred.
Identification with characters:
"The Close Up" is a common tool used in film to depict emotions helping the audience identify who is the main "Protagonist" or "Antagonist. For example, in the clip bellow, we see "Logan" is shown in several close ups, connoting he is the important character/good guy, whereas the old man with a shot gun and his lackeys are shows mostly in mid shots [0:00 - 1:00].
Another way Cinematographers allow us as the audience to distinguish the main characters is their screen time - how many shots they are in in a particular scene. For example, in the film "Deadpool" there is a scene towards the beginning of the film where Deadpool murders a large team of Mercenary to get to "Francis".
"Reaction Shots" are also often used to show who the "Good Guy" is, as it shows how they react to a situation, for instance, someone they love dying. A perfect example of this exact moment in X-Men - The Last Stand, when Wolverine kills Jean Gray [1:35].
Conclusion:
The editing in a film distinguish the pace of a movie. This helps create a mood, as well as keep the audience. For example, action scenes cut faster and more frequently than a romance scene or discussion. However, some films fail to keep the audience interested as there are a lot of slow scenes with little happening, meaning that the audience gets bored. For Example, "Avengers" is very slow through out the movie, up until New York is attacked by aliens. Assassins Creed has a lot of fast cuts spread out throughout the film keeping the audience engaged for the entire movie. For example, this fight scene in bourne legacy uses very fast cuts to get the audience exited.
In TV shows and Films alike, there is often flash back moments throughout the narrative. Editors allow the audience to recognize this and not get confused in a variety of ways. The most often way is to fade to white and then have the side of the scenes slightly out of focus or brighter, so it looks different to the rest of the footage. This is frequently done throughout the TV series "ARROW". It happens in this clip at 0:52.
Rhythmic editing is where the editing is used to determine the pace of the film, slow cuts for the build up, to fast cuts when the action starts. In this clip, the editing sets a fast pace for the fight scene, allowing the audience to get more hyped for what is going on in the story.
Jump cuts are also used to build up tension or to distract the audience so they are unsure of what is happening. This clip gives a brilliant example of this starting at 1:37. The footage cuts from a man shaving to a eagle to a woman to the child to the man bleeding out on the floor. In this sequence, the editors have used this technique to show what the man was thinking about, to transition between him shaving to his attempted suicide.
Sometimes editors use the soundtrack to give the footage more of a impact. this is simply know as "Cutting to soundtrack" most often used in fight scenes or game trailers. The clip i have decided to use is one of the fan made trailers for "Assassins Creed" that I created, by using cinematic game trailers and the song "Everybody Wants To Rule The World" By Lorde.
Often movies also show you what both the good guys, and the bad guys are doing. This is called crosscutting. It is most often used so that the editors cut from a scene where the protagonist(s) are trying to figure out what is going on, or what is going to happen, then cut to a different location where the antagonist(s) are finalizing their "Plan" simultaniously. An example of cross cutting is the baptism scene in "The Godfather" [4:00].
In 1895, the Lumiere brothers invented the first Cinematographe. Using this new technology, the first films that were produced used one shot, as if in a perfect seat while watching a play at a theater. This changed in 1901 when Edwin. S. Porter came on the scene. He challenged the convention of having to show a single story in a single shot. Instead, he portrayed a different story portrayed using the original footage. The "Moving Picture" or "Film" industry was revolutionized once more when D.W Griffiths released "For Love and Gold" in 1908, introducing what is know today as the "Continuity Editing". Griffiths was also the person to first realised that he could portray the emotions of a character by changing the camera angle, as well as making the speed of the cut either faster or slower. in 1920 the Kuleshov effect was invented/discovered. The Kuleshov effect is the idea that if you get a set of completely random images/shots and put them in a random order, the audience would create a story about the images. For example:
These images are completely random and have no story between them, yet the audience would perceive that you were trying to make a narrative about the children in the first picture dying because of lack of clean water. This concept was used in film in 1920 as a montage to make a larger impact on the audience. In the 1990's editing evolved from the standed, getting the film, cuting it, sticking it back together where you wanted to cut with tape, to a new, digital form of film editing. George Lucas was the first director to film an entire film using digital cameras and editing using computers.
Continuity Editing:
At 10:29 there is a establishing shot showing that we are back in the past and in Spain. A establishing shot is generally a wide shot of a area showing where the characters are or what city/country they are in. This helps the audience understand that they are now in a different time/place.
1:05 is a shot reverse shot, using the 180 degree rule. A shot reverse shot is when one character says something or does a action, and then the next shot will go to the other person they are talking to, This generally used the 180 degree rule so that the character on the left stays on the left, and the character on the right stays on the right to avoid confusing the audience. In this extract it shows the protagonist, Callum Lynch (Played by Michael Fassbender) and the antagonist Rikkin (Jeremy Irons) talking about an assassins blade, cutting from the blade to a reaction shot from Lynch. There is another example of this straight after this at 1:46 between Sophia and Callum, though this also uses establishing shots to reinforce the audiences understanding of where the characters are.
At 2:56 there is a "Match on Action" shot. A match on action is where we see a character start a action in one shot, and see them finish the action in the next. This gives the connotation that the action/movement is continuous, rather than being from different times. In this clip we see Aguilar prepare and jump from the horse, and in the next we see him land in the back of the cart.
There is an eyeline match (a form of "Motivated Editing") at 0:35. An eyeline match is where there is a shot of a character looking off screen, then it cuts to a POV shot of what she is looking at to make the audience connect more with the character by allowing the audience to see what the character sees. In this clip, we Aguilar and Maria running from the Spanish soldiers and they jump off a building onto a ledge. A soldier then tries to follow but goes through the ledge they land on and stops on the one bellow. Maria looks off of her platform with hatred, then it cuts to see the soldier getting up, showing that he is the reason for the hatred.
Identification with characters:
"The Close Up" is a common tool used in film to depict emotions helping the audience identify who is the main "Protagonist" or "Antagonist. For example, in the clip bellow, we see "Logan" is shown in several close ups, connoting he is the important character/good guy, whereas the old man with a shot gun and his lackeys are shows mostly in mid shots [0:00 - 1:00].
Another way Cinematographers allow us as the audience to distinguish the main characters is their screen time - how many shots they are in in a particular scene. For example, in the film "Deadpool" there is a scene towards the beginning of the film where Deadpool murders a large team of Mercenary to get to "Francis".
"Reaction Shots" are also often used to show who the "Good Guy" is, as it shows how they react to a situation, for instance, someone they love dying. A perfect example of this exact moment in X-Men - The Last Stand, when Wolverine kills Jean Gray [1:35].
Conclusion:
The editing in a film distinguish the pace of a movie. This helps create a mood, as well as keep the audience. For example, action scenes cut faster and more frequently than a romance scene or discussion. However, some films fail to keep the audience interested as there are a lot of slow scenes with little happening, meaning that the audience gets bored. For Example, "Avengers" is very slow through out the movie, up until New York is attacked by aliens. Assassins Creed has a lot of fast cuts spread out throughout the film keeping the audience engaged for the entire movie. For example, this fight scene in bourne legacy uses very fast cuts to get the audience exited.
In TV shows and Films alike, there is often flash back moments throughout the narrative. Editors allow the audience to recognize this and not get confused in a variety of ways. The most often way is to fade to white and then have the side of the scenes slightly out of focus or brighter, so it looks different to the rest of the footage. This is frequently done throughout the TV series "ARROW". It happens in this clip at 0:52.
Rhythmic editing is where the editing is used to determine the pace of the film, slow cuts for the build up, to fast cuts when the action starts. In this clip, the editing sets a fast pace for the fight scene, allowing the audience to get more hyped for what is going on in the story.
Jump cuts are also used to build up tension or to distract the audience so they are unsure of what is happening. This clip gives a brilliant example of this starting at 1:37. The footage cuts from a man shaving to a eagle to a woman to the child to the man bleeding out on the floor. In this sequence, the editors have used this technique to show what the man was thinking about, to transition between him shaving to his attempted suicide.
Sometimes editors use the soundtrack to give the footage more of a impact. this is simply know as "Cutting to soundtrack" most often used in fight scenes or game trailers. The clip i have decided to use is one of the fan made trailers for "Assassins Creed" that I created, by using cinematic game trailers and the song "Everybody Wants To Rule The World" By Lorde.
Often movies also show you what both the good guys, and the bad guys are doing. This is called crosscutting. It is most often used so that the editors cut from a scene where the protagonist(s) are trying to figure out what is going on, or what is going to happen, then cut to a different location where the antagonist(s) are finalizing their "Plan" simultaniously. An example of cross cutting is the baptism scene in "The Godfather" [4:00].
Wednesday, 1 February 2017
Evaluation
The Brief:
"Unilever are inviting advertising agencies to participate in this exiting opportunity to carry our message to new consumers".
We were originally asked to present our individual idea's using a Prezi. I developed a new idea for a "MAGNUM" commercial, The main concept of the ad would have been that we follow a police chase with two police officers/government agents chasing a criminal across parks and down streets, finally ending up in a ally way, where the two police officers each pull out what the audience would be expecting to be a gun, but instead they would pull out magnum ice creams. The slogan would be "There's no ice cream in prison." or, "To protect and SERVE", taking the slogan of law enforcement in a "Punny" way, allowing the audience to remember the advert.
However, the idea we decided to go with was to re-brand Brut to women, We planned to have several women who are successful in their fields, a hockey player, a dancer, a scientist, and a actor. As I said before, our target audience is women, specifically between the ages of 16 - 24.
The Advert:
Mise-en-scene: Throughout this advert we tried our best to make it as believable as possible that these women were who they were pretending to be, so for Tia doing the dance we arranged to use DPA Performing Arts Collage's Dance studio with mirrors and speakers, as well as a professional dance floor. In the science lab, we used a variety of beakers and also a white board covered in scientific equations on it to make is look as if Viv was in the middle of a experiment.
We had to cut some shots that we filmed, due to the fact that there were elements inside the shot's that would brake the continuity of the scene. For example, we had a lot of close ups of Tia's feet while she was dancing, though we had to cut these out of the final edit because she wasn't wearing the same socks in all of the shots, meaning that mid-dance she would have changed her socks which would confuse the audience.
Cinematography: We decided that we would use a lot of camera movements so that it would help pace the advert, as well as help it flow better. We used a variety of shot, from Wide angle shots to Close ups. This made the advert more interesting, meaning that the audience would be more likely to engage in watching it. The slow zooms on some of the shots were added in post-production editing to ad vary the shots a little more.
Our main problem when using camera movements was trying to plan how to use them effectively, and not make it seem forced. We decided that if we always moved the camera from left to right, we would be able to use it in the narrative of the advert to help transition through the locations.
Editing and Sound: For me, the editing of this advert was, physically, easier than the other aspects of the ad as i have more interest and practice with editing compared to the other aspects. However, the main challenge for editing this was figuring out how to use what footage we had to make the audience want to buy the product. We decided that editing to the soundtrack would be easier and have more impact than overlaying a soundtrack over the top of a pre-existing soundtrack. We used the pen tool to lower the soundtrack at the beginning of the footage, and boosted the audio where Tia and Viv were addressing the audience, then restored the audio track to the equal balance when the music gets more exiting. We also matched the length and the speed of the footage so that it fit, then cut, in time with the beats of the music.
Effectiveness of the Advert: I believe that we were successful in creating a narrative that made the audience want to go and buy the product. There are very few adverts that focus heavily on a female presence that is using the woman as a "femme fatale", using attractive women to hypersexualise the product. This means that rather than pressure girls to look a certain way to feel good about themselves, our advert is promoting success and that females can be just as successful as males in their fields of work.
Clarity of Purpose: The purpose of our ad was to empower women between the ages of 16 and 24 and prove that they can archive whatever they set their mind to. To do this we used two you female actresses, allowing the target audience to relate more to them. We shew the dancer practicing her dance routine, slowly getting better throughout the advert. We also show a successful scientist, sometimes in the middle of her experiment, sometimes writing her findings on the board.
Feedback: We gathered feedback on our advert in a couple of ways. We first let the rest of our class watch it, then tell us what we did well, as well as what we could have done to improve it. The main consensus was that the audience enjoyed the pacing of the ad, as well as the camera movements, though some found that the focus pulls were used a bit two much. Also, several members of the class also liked the way that we used female actors to sell the product, as stereotypically men are used to sell products, with the women as a "accessory" to ad a sex appeal to the product. Several members also commented on the fact that you never see Tia personally with the product. This is only half true, due to the fact that in almost every shot of Tia the bottle of Brut is in shot, however she is not holding it, causing the bottle to look slightly like a lost puppy that no-one is paying attention to.
We also created a short questionnaire which we sent out on Facebook to get other people, none media students, to view the video and give honest, unbiased feedback.
Reflection: Through out the production stage we had multiple setbacks, such as members being off due to illness and having to re-shoot some shots because they were either composed badly or the were slightly out of focus. We had intended to use 3 - 4 actresses, a hockey player to represent female success in sport, a dancer as a stereotypical activity for young women, a actor to prove that bravery would reward them with success in their field, and a scientist to show even in a job which is predominantly male, a women could still get to the top with the best if they tried. We used the programme Celtx to create our script, our shot list as well as our prop and equipment list. Although this was a good way to keep all of our pre-production paperwork together online, as well as make it look professional, by using the website rather than the app on the computer we have lost all of the paperwork online because for unknown reasons Celtx has deleted the files from my account. However, it is not all bad news as we have still got our storyboards and a short shot list.
We worked as closely to the storyboards that we created as much as we could so that we would always have a clear vision of what we were trying to get with the shot. However, we did not only work off the storyboard because, as iu any media text, you must improvise/compromise on the day of filming, meaning that you may have idea on set that you think would improve the impact of your production, or you shoot one of the shots off the storyboard and it doesn't seem to work as well as you thought it would you so you would have try and find a replacement shot.
As a whole, by the end of the editing stage I personally was quite pleased at what we had managed to create in the amount of time we were given,m considering that we were all used to telling a story through the mediem of a short film rather than trying to sell a product, which took a while for me personally to get my head around trying to figure out how to edit it differently than if you were shooting or editing a short film. I agree with most of the feedback that we were given, especially the comments about how we should have gotten more actress's to act in the film. I feel that if we had managed to get at least one - if not two - more actress's we would have had a more impact and interesting advert.
"Unilever are inviting advertising agencies to participate in this exiting opportunity to carry our message to new consumers".
We were originally asked to present our individual idea's using a Prezi. I developed a new idea for a "MAGNUM" commercial, The main concept of the ad would have been that we follow a police chase with two police officers/government agents chasing a criminal across parks and down streets, finally ending up in a ally way, where the two police officers each pull out what the audience would be expecting to be a gun, but instead they would pull out magnum ice creams. The slogan would be "There's no ice cream in prison." or, "To protect and SERVE", taking the slogan of law enforcement in a "Punny" way, allowing the audience to remember the advert.
However, the idea we decided to go with was to re-brand Brut to women, We planned to have several women who are successful in their fields, a hockey player, a dancer, a scientist, and a actor. As I said before, our target audience is women, specifically between the ages of 16 - 24.
Mise-en-scene: Throughout this advert we tried our best to make it as believable as possible that these women were who they were pretending to be, so for Tia doing the dance we arranged to use DPA Performing Arts Collage's Dance studio with mirrors and speakers, as well as a professional dance floor. In the science lab, we used a variety of beakers and also a white board covered in scientific equations on it to make is look as if Viv was in the middle of a experiment.
We had to cut some shots that we filmed, due to the fact that there were elements inside the shot's that would brake the continuity of the scene. For example, we had a lot of close ups of Tia's feet while she was dancing, though we had to cut these out of the final edit because she wasn't wearing the same socks in all of the shots, meaning that mid-dance she would have changed her socks which would confuse the audience.
Cinematography: We decided that we would use a lot of camera movements so that it would help pace the advert, as well as help it flow better. We used a variety of shot, from Wide angle shots to Close ups. This made the advert more interesting, meaning that the audience would be more likely to engage in watching it. The slow zooms on some of the shots were added in post-production editing to ad vary the shots a little more.
Our main problem when using camera movements was trying to plan how to use them effectively, and not make it seem forced. We decided that if we always moved the camera from left to right, we would be able to use it in the narrative of the advert to help transition through the locations.
Editing and Sound: For me, the editing of this advert was, physically, easier than the other aspects of the ad as i have more interest and practice with editing compared to the other aspects. However, the main challenge for editing this was figuring out how to use what footage we had to make the audience want to buy the product. We decided that editing to the soundtrack would be easier and have more impact than overlaying a soundtrack over the top of a pre-existing soundtrack. We used the pen tool to lower the soundtrack at the beginning of the footage, and boosted the audio where Tia and Viv were addressing the audience, then restored the audio track to the equal balance when the music gets more exiting. We also matched the length and the speed of the footage so that it fit, then cut, in time with the beats of the music.
Effectiveness of the Advert: I believe that we were successful in creating a narrative that made the audience want to go and buy the product. There are very few adverts that focus heavily on a female presence that is using the woman as a "femme fatale", using attractive women to hypersexualise the product. This means that rather than pressure girls to look a certain way to feel good about themselves, our advert is promoting success and that females can be just as successful as males in their fields of work.
Clarity of Purpose: The purpose of our ad was to empower women between the ages of 16 and 24 and prove that they can archive whatever they set their mind to. To do this we used two you female actresses, allowing the target audience to relate more to them. We shew the dancer practicing her dance routine, slowly getting better throughout the advert. We also show a successful scientist, sometimes in the middle of her experiment, sometimes writing her findings on the board.
Feedback: We gathered feedback on our advert in a couple of ways. We first let the rest of our class watch it, then tell us what we did well, as well as what we could have done to improve it. The main consensus was that the audience enjoyed the pacing of the ad, as well as the camera movements, though some found that the focus pulls were used a bit two much. Also, several members of the class also liked the way that we used female actors to sell the product, as stereotypically men are used to sell products, with the women as a "accessory" to ad a sex appeal to the product. Several members also commented on the fact that you never see Tia personally with the product. This is only half true, due to the fact that in almost every shot of Tia the bottle of Brut is in shot, however she is not holding it, causing the bottle to look slightly like a lost puppy that no-one is paying attention to.
We also created a short questionnaire which we sent out on Facebook to get other people, none media students, to view the video and give honest, unbiased feedback.
Reflection: Through out the production stage we had multiple setbacks, such as members being off due to illness and having to re-shoot some shots because they were either composed badly or the were slightly out of focus. We had intended to use 3 - 4 actresses, a hockey player to represent female success in sport, a dancer as a stereotypical activity for young women, a actor to prove that bravery would reward them with success in their field, and a scientist to show even in a job which is predominantly male, a women could still get to the top with the best if they tried. We used the programme Celtx to create our script, our shot list as well as our prop and equipment list. Although this was a good way to keep all of our pre-production paperwork together online, as well as make it look professional, by using the website rather than the app on the computer we have lost all of the paperwork online because for unknown reasons Celtx has deleted the files from my account. However, it is not all bad news as we have still got our storyboards and a short shot list.
We worked as closely to the storyboards that we created as much as we could so that we would always have a clear vision of what we were trying to get with the shot. However, we did not only work off the storyboard because, as iu any media text, you must improvise/compromise on the day of filming, meaning that you may have idea on set that you think would improve the impact of your production, or you shoot one of the shots off the storyboard and it doesn't seem to work as well as you thought it would you so you would have try and find a replacement shot.
As a whole, by the end of the editing stage I personally was quite pleased at what we had managed to create in the amount of time we were given,m considering that we were all used to telling a story through the mediem of a short film rather than trying to sell a product, which took a while for me personally to get my head around trying to figure out how to edit it differently than if you were shooting or editing a short film. I agree with most of the feedback that we were given, especially the comments about how we should have gotten more actress's to act in the film. I feel that if we had managed to get at least one - if not two - more actress's we would have had a more impact and interesting advert.
Monday, 28 November 2016
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