LO2: Legal, moral and ethical issues

1. When creating our Christmas advertisement it is important to ensure that we adhere to all laws surrounding material usage and footage. As our promo is for an established client, it is important not to portray them in a way which is misleading to customers (not showing products which aren't sold in the shop etc) and or say anything about the store within the subtitled version which is untrue. Because of the setting in which we are creating our promotional video, we may need to use graphics/animations which resemble snow/shine, it is important that these are rights free or we have the permission of the intellectual property owner to use it for advertisement purposes - should we not do this we are in direct violation of the copyrights, designs and patents act.

As the client has already developed a brand, it is important that we use the appropriate logos, fonts and colours as to not misrepresent the brand which has already had impact on the audience as this could also be potentially misleading. As one version of our promotional video will contain music/soundtrack , it is important to ensure that it isn't copyrighted as this is a criminal offence to use music which isn't your intellectual property to - therefore when choosing music to supplement the footage it is important that it is royalty free/copyright free as to not break the law or incur costs.

2. When creating our promotional video for Sanderson's Boutique Department Store, it is important to fairly represent people of all walks of life and as part of this ensuring that nothing is shown within the promo which could be deemed as harmful or offensive (towards the audience or those featured in the video). It would be important during the pre production of this advert to cast a eclectic mix of people including a variety of both males and females - this will guarantee that no offence can be cause due to a sexist approach.

The typical target audience for this advertisement is 30-65+ primarily female, belonging to the high ABC1 social grading - this can be reflected in the casting of actors and will in turn entice this kind of audience. That being said it is also important to attempt to widen that target audience by showing a strong male representation. Not only the actors are key to representing genders, showing an equal amount of both feminine and masculine products and brands is important as this helps engage a wider audience from the surrounding community.  

In the majority of Christmas advertisements there is a stereotypical stock character of a 18-35 year old female in the ABC1 social grading buying Christmas gifts for the entire family - We are wanting to challenge this stereotype and introduce people from all different backgrounds including a gender balance to show that giving/organising is no longer a 'woman's job'.

3. The BBFC stands for "British Board of Film Classification, and they are the people who provide age ratings for audio visual products created in the UK. As well as providing Age ratings they also specify and describe what in particular is suitable for a certain age in the classification box. They are the people that decide what topics/visuals/references are suitable for certain ages. For example you can expect an 18 film to contain high levels of graphic violence, explicit language and strong sex scenes, whilst a U rated film would contain nothing possibly harmful to children. The promotional video Shauna and I created would also be rated, since the video contains no swearing, no violence, no crude references and nothing that could possibly offend any audience. However the promo still wouldn't be suitable for all audiences, since it has been targeted at a much older ABC1 audience, which is due to the content being about a Department store selling mature brands for more grown up audiences.

4. Ofcom stands for The Office of Communications, and is a regulation company who regulate broadcasting, telecommunications and postal industries in the UK. In terms of our promotional video, we need to consider what content is in the video since the video will be broadcasted on TV. If the product is intended to be shown before watershed, we would need to ensure that the promotional video contains nothing deemed harmful to children, since watershed is 9pm, the time children usually stop watching TV. If the video was to be shown after watershed, we wouldn't need to consider this, however inappropriate material wouldn't suit the client brief anyway. 

5. Our promotional video is for the retail store Sandersons, who sell products aimed at an ABC1 audience, with a very high disposable income. Because of this, it is important that in the advert doesn't misrepresent certain social classes, either in a negative way, nor a stereotypical way, in order not to offend certain audiences. It is also important that the advert doesn't give connotations about certain genders, for example we shouldn't represent women as the only ones that like to go shopping at retail stores like Sandersons in order not to stereotype. This way we should feature both sexes as shoppers at Sandersons. We should also include a wide range of ethnic backgrounds and age ranges in order not to target a niche audience with the advert. 

6. A big part of our product is featuring the main products Sandersons sell, however before including these products in the advert, it is important that we gain permission to use the products in the advert. These products include Ted Baker, Penhaligons and Barbour. We also are advertising the brand Sandersons, so it is also important that we gain permission to use their brand in the advert also. This is carried out by getting the people who own the rights to the brand to sign a release form, which states that we are aloud to use their brand along with their full name and signature.

7. In the advert we used Sandersons brand and logo. We sought permission to use their intellectual property by emailing the public relations. This way we gained royalties to use these graphics. We also had to include the brands in other ways, i.e. filming the sign outside of the shop, and also including shots of their building.

8. The purpose of our video is to promote the retail store Sandersons, because of this it is important for the video to work successfully as a promotional video due to the visuals narrative and style, in a way which appeals directly to the target audience. Because our video targets an ABC1 audience, therefore the video should feature products and brands that ABC1 audience's like to buy. The promotional video should also present the store to be a place which is highly hospitable, for example Sandersons is a place where the door is opened for you by the beadle, and the customer service is excellent. The films shooting style should also connote a prestigious feeling through smooth camera movements, and rich colours due high quality footage. 

LO2: Theory

LO2: Call sheets

LO2: Location scouting, risk assessment and recces

LO2: Storyboard

LO2: Meeting minutes

LO2: Gaining permissions

The permissions were gained by the person I was working with, Shauna, which can be seen below:

Original Contact with client.



Reply:



Response:



Reply:



Response:

LO2: Release and consent forms

LO2: Gantt chart

LO2: Production schedules

LO2: Client brief and audience requirements

The client brief is to create an advert for the company Sandersons, it is important however that the promotional video can be successful as a silent advert, since the company intend for the advert to be shown on their huge screen in their store, which can be seen when entering the building.

The target audience for Sandersons are ABC1 audiences, because Sandersons products include brands like Barbour and Penhaligon's, which are very over priced products which are only likely to be bought be people with lots of money to spare.

When visiting the store, I found that although Sandersons target a younger adult audience, a lot of the customers were very elderly. Therefore the age range for their target audience, I think is 24 to 40 years of age.

The gender of the target audience is difficult to narrow down, since Sandersons due have items for mean, however the majority (atleast 70%) of their products are aimed at a Female Audience. Since their shop offers services like having your make up completed, and sells mainly perfumes, make up and woman's clothing, however the advert will still need to appeal to a slightly wider audience, therefore a male should be included in the vox pop.

A mood board for the target audience has been created below:

LO2: Planning the promo (mind map and moodboard)

When presenting the mood boards to the client, the storyboard was also included so that the client could get an idea visually of what we wanted to create.

LO2: Contacting Client

Clients email adress: emilyhughes@dransfield.co.uk

Emails were excecuted by Shauna McManus

LO2: Storyboar

This is the storyboard I created through the use of Storyboarder, software which allows me to draw each frame using a graphics tablet with a range of virtual tools.

LO1: Educational Videos

The target audience are people who are citizens of the UK and more specifically live in Birmingham. The target audience's age are likely to be 18 year olds, since the video informs the audience how to vote, and people who arn't likely to already know this are likely to be new to voting because they've only just become old enough to vote. The target audience is likely to be both genders since both genders can vote, and are likely to be in any social class since any social class can vote.

The audience are addressed through the type of music which is used in the background since the music is meant to appeal to a wide audience and doesn't fit into any specific genre. The person speaking to the audience is a black female, which helps the video address a wider audience since that person is of a different ethnicity and isn't a male. The woman is also young looking and which means the audience can relate with her more easily and can imagine themselves voting more if they watch a video of someone like them voting. The vidoe also showcases local places where voting places are likely to be.

Editing techniques

Informative piece?

This advert addresses

Intertextuality

LO1: Report (Pass/Merit)

Music Video (Promotional/Entertainment):

This video has been made for a band called "Stuck in the Sound" and the song this video is for is called "Let's Go". The video was directed by Alexis Beaumont & Rémi Godin however the Stuck in the Sound are signed to the record label "Discograph". The purpose of the video is to promote and entertain, since the video conveys an enjoyable narrative, which has visuals which match the emotions conveyed in the music/vocals, however the video is still advertising the band "Stuck in the Sound" by using their music to do this.

The narrative follows a guy who aspires to be an astronaut at a young age, and works very hard to become one. Once he completes his first mission to the moon, planet earth blows up, leaving him with nothing to go back to. He realises that he wasted all his life trying to fulfil his dream while he ignored what matters in life. He then finds hope in another astronaut who contacts him, who's space ship is passing by. He is hopeful that he can have children with her in order to keep human's from going extinct, however when he reaches the ship it turns out to be a male astronaut with long hair, making him angry enough to punch the man. He then realises that there is no use in worrying, and decides to play video games with his new friend. The video then ends with them floating through space in their ship.

The video's narrative contains themes of science fiction and nihilism, which are themes that are likely to appeal to the target audience, which is males and females aged 15-19 who are especially interested in the band's genre which is indie-rock. People who are interested in this genre often like to present themselves to have pessimistic outlooks on life, and therefore the nihilistic ending to this video would appeal to them. The video is also exciting and energetic, which is also matches the target audience's life style, since they probably attend concerts fairly often.

The media the video works in is a cross between 2D computer animation and photo manipulation, since you can see when watching the video that the creator has incorporated images taken from real life. The main character has been animated in a cartoon style which can be associated with South Park and Bojack Horseman, which are cartoons which are likely to be to be viewed by the target audience. What's interesting about the video is that the director has decided that the main characters (and some other characters) should have pink skin. I was thought that perhaps this was to link into how people appear when they are at gigs, and certain lights are being used which make everyone appear a certain colour. I thought that perhaps this skin colour was used to link into the target audience's life style.

The song's chorus links especially well into the visuals which show the astronaut watching the world blow up. This is because the chorus is down beat, however exciting and chaotic at the same time, just like the visual of the planet is exciting and beautiful, however at the same time an incredibly distressing event. The songs main vibe is one that is angry and frustrated, like a teenager going through puberty, which matches the same frustrated and moody attitude which is conveyed through main character through out the whole video. The guitar riffs are what sound angry, while the frustration is conveyed through the vocals.

Music Video (Promotional/Entertainment):

This video has been made for an artist called "Flying Lotus" and the song this video is for is called "Never Catch Me ft. Kendrick Lamar". The video was directed by Hiro Murai and the song is from Flying Lotus' latest album "You're Dead!", which was produced by Warp Records. The purpose of this video is to promote the artist and his work, since the video features the song and uses filmed visuals to fit with this song effectively.
This film trailer has been created to promote the animated film "Early Man" which has been directed by Nick park, the film has been produced by Aardman studios. The trailer's intensions are to get the audience interested in watching the full film, by showing the audience the highlights from the feature film. These highlights will give the audience insight into the basic theme, narrative and type of humour which will be contained in the feature film. This is evident in the line of dialogue said by the antagonist "The age of stone is over, long live the age of bronze." when you first meet him. When you meet the antagonist, the lighting then changes from low key to high key, to show that when the antagonist enters the narrative, a problem is created, which links to Todorov's narrative theory that all stories have a disruption of an equilibrium.


Not only is the video promoting the main artist but it is also promoting Kendrick Lamar who features in the song, however Kendrick Lamar does not appear in the video, and Flying Lotus only appears once briefly in the video, since perhaps Flying Lotus is suggesting that the song's/video's meaning is more important than him, rather than promoting himself in the usual way most musicians like to.

The video's narrative begins at a funeral, which is for a young boy, and a young girl, the atmosphere is confusing and delicate, until the main score for the song begins to play. The crowd are all appear incredibly sorrowful, however the two children suddenly spring up from their coffins and begin to dance, however none of the people attending the funeral notice that they have risen. The two children dance joyfully to the music, as if they are very happy to be alive, and then they run out of the funeral and go dance some more. The dancing appears to be the type of dancing only children do, especially when they start dancing on the skipping rope. They then jump into the back hearse and ride of into a sunny suburban area. The boy stick's his head out of the window and smiles blissfully, as if he feels relieved.

The type of music Flying Lotus creates has over time become a genre of its own, called "FlyLo" since his music blends Electronic, Hip Hop, Jazz, Bebop and Psychedelia together. The type of audience that listen to the band are usually people who are either into Hip Hop, due to Flying Lotus' previous persona as Captain Murphy (the name he made a hip hop album under), or people who are more into Electronic music. I would say the target audience for Flying Lotus is males aged 17-25 due to his music being centred around drugs, death, God and out of body experiences, which are not themes younger audiences are likely to be interested in. The electronic feel to his music is why the age range stops at around 25, since people above that age usually prefer traditional instruments they are more familiar with. I would also say that his music would have a more direct appeal to African-American's due to his music being clearly influenced by Jazz and Hip Hop, which stereotypically is something that was created mainly by black people in America, the fact that Kendrick Lamar features in the video also backs up this point, since he is an artists who has recently re-defined hip hop, and is possibly one of the most influential rappers of this generation.

Hiro Murai who directed this video uses the production technique mise en scene to create a very convincing scene of a funeral at the beginning of the video, this is successfully created due to the scene being set in a large church, with many actors to be the relatives of the recently diseased children, who are all wearing the appropriate costumes to appear like they are attending a funeral. The children are laying in coffins still, who are also wearing the appropriate costumes. Besides their coffins are flowers and images of the children, to demonstrate that they were incredibly loved and cared for. The scene is powerful and possibly upsetting for some viewers, however it is the solemn part of the video which makes the rest of it so exciting.

No special effects are used when the two children rise from their coffins, creating the impression that they are no longer dead, and demonstrating how they are the complete opposite of dead when the begin to dance joyfully. The choreography of the video matches the melodies in a way that is so successful begins to make the audience feel excited for the two children, which I think is the idea that Flying Lotus is trying to get across through his work, the idea that death is not the end, but instead a part of a journey to a more exciting and happier place.


Trailer (Advertise/Promote):

The advert also features comical moments which will apply mostly to young ages, such as the slapstick scenes where the protagonist falls down a huge row of chairs, and also has scenes which features more grown up humour, such as the moment where the antagonist orders for the protagonist to be killed slowly, and his guards interpret this as an order to escort him slowly to his death. The adverts narrative is shown in a non-linear way, which is because the advert is built up from highlights from the entire film. The non-linear format also provides a fast paced and entertaining which draws in an audience with a short attention span (i.e children) and also shows the audience as much as possible about the film in a short amount of time. 

In order to reach a huge audience, the advert was released on social medias such as YouTube and Facebook, since users of that social media are likely to share the advert and express their own interest in the advert, meaning that the advert will will gain a huge amount of free promotion. Because the advert was produced by a company like Aardman with a large budget, the company probably payed the social medias such as YouTube and Facebook to give their video more views and attention. 

Educational Video (Educate):

This Asap SCIENCE video is one many videos on the YouTube channel AsapSCIENCE, which discusses a certain topic, and informs briefly on the subject in a fast-paced manner. The videos structure is a person narrating the video quickly, telling the audience about many known and researched methods of being able to learn quicker. The methods are then backed up by scientists who researched these techniques, and then goes into the results that prove that these techniques work. 

The narrative is accompanied by drawn visuals on a white board, which appeal to younger audiences, since they have been used to seeing teachers use whiteboards, and also appeals because they are drawn with child like yet cartoon like styles, which most audiences enjoy to look at. The style may also have a more direct appeal to visual learners, since most of the educational information which is being discussed, is accompanied by visuals which can help visual learners to memorise these facts in a easier way. Because the videos are short, they are more likely to grab the attention of younger audiences, since the videos are too short for the audience to get bored of, and the video quickly switches through different aspects of the topic. As well as being educational, the video also contains small amounts of humour, for example when the video discusses potential distractions people can have when working on a laptop, a title of a video named "IS BEYONCE AN ALIEN" pops up, which is a relatable video you are likely to see, criticising the types of click bait which you can find on the internet. 

This video is also released on YouTube, since the videos target audience are people aged 11-17 since most of the information is very bland and easy to understand, however some older audiences may be drawn to watching the videos due to the interesting concepts that could be explored, for example this video discusses many ways of learning which you will probably be already familiar with, however the video explains the scientific reasons which make these methods of learning successful.