Shallow Depth of Field

Unit 5 MATCH BRIEFS WITH DEFINITIONS

Competition - This is a brief that provides details of what you have to do and by

when. There will generally be a prize awarded for the best product.


Contractual - This is where a contract exists between the commissioner and the

producer.



Negotiated - These are briefs that are negotiated between the commissioner and

the producer. The negotiation might be on content or the cost of

production.



Formal - These are briefs that are carefully written using precise language.

They are often written to strict legal guidelines.



Informal - These are briefs that are written with the intention to provoke a

response from a client. They may be written in colloquial (informal,

day to day) language. In the folklore of films it is often said that the

best briefs are written ‘on the back of a cigarette packet’. This means

that they have been discussed and developed in a social setting with

little formality.



Co-operative - This is a brief that is shared with other producers. Each may be in

charge of one section of the project.



Tender - Here you are in direct competition and the company that offers the

best deal will be successful. The key issues here are efficiency and

effectiveness in turning the brief into a product.

Advertising Pre-Production

Video profile second script

Hi my name is Paulius Harper and I enjoy long walks in the park.

But on a more serious note I am a media student at CWC and have been for two years now. Which is strange considering for as long as could remember I wanted to be a chef, and I even did a year at a catering school.

But I have always had a love for movies and as soon as I found out job in media were a real thing I switched courses; and am enjoying this way more.

I watch more movies than I would like to admit, and it’s not just feature length ones, I also watch short films and skits, mainly from production companies that exist only on the internet.

Movies aren’t my only hobby either, I also enjoy gaming but more as a pastime than anything. I am quite an avid reader and I think my joy from writing stems from that as well.

My goal for the future is to go into film and become a director, hopefully even making a blockbuster one day. 

Video Profile Second Self Evaluation

For this project we had make a video about us, what we do and our interests and hobbies. I chose to do mine about the ways in which I consume media. But before I could even start pre-production I had to watch and compare other video profiles. This way actually quite helpful it gave me a clearer idea of what to do and influenced some aspects of when I went to film mine.

The first thing to do before I could film was to write a script, then compose a shot list for it. This task was quite challenging in particular because I had never thought of where or what I would film before I actually started. After the script and shot list were done I could finally start filming. This I found to be quite tricky because I did it by myself and quickly realized how hard I found it to talk straight into the camera without anyone there.

My strength in this project I’d have to say were my editing skills because I made quite a few mistakes while filming, usually in the middle or the end of a segment. But I managed to make it as seamless as possible.

My main weakness as mentioned before was talking straight to camera with no one else there, and as a result of this I went off script a bit in some places. And also there were a lot of pauses when talking which I had to edit out.

The improvements I would make for this project are, firstly I would make it longer and maybe go into more detail about my hobbies and talk more about what my plans and aspirations are. I would also like to make it cut away footage with a voice over instead of it just cutting back to me sitting in a chair.

Video Profile Again

Beats Headphones Advert

Advertisement Pitch

Advertisement Self Evaluation

The advert we made was for new headphones and we decided to focus on their quality and immersive experience. The idea for the advertisement was that a person in a public place, originally a train would put them on and instantly be transported on stage singing the song, only to later realize they were in public singing out loud to many strange looks.  So we were using comedy as a persuasive technique.

When filming we kept the core concepts of the idea the same like the stage and being in a public place, but we changed places and had less people around mainly due to time and location constraints. Those factors caused the most criticism as well, that there should have been more people and that maybe we should have used a different location for the stage with more props to make it look and feel more realistic.

The target audience for our ad was 16 – 30 year olds of both genders and music enthusiasts. We aimed for a slightly older base age demographic because the headphones are more on the expensive side.  One of the ways we did this was by choosing the song Paradise City by Guns & Roses.

I believe the best thing about our advert was that it was short and simple only using three shots. I think this works because it grabs the viewers’ attention straight away and doesn’t last too long as to get annoying. The duration did get mixed opinions however, with the majority saying that it should be longer but I personally like the length it is.

Other improvements we could have made were changing the slogan text so that it isn’t black on a black background so it’s easier to see. Also that we could have resolved the story some other way like having the other people on screen try the product to see how good it is.

The positive feedback for our advert was that it was well structured and simple, in that it told the story in two shots. People also enjoyed our choice of music and the product shot at the end.

Our advert shares many similarities with a professional advert for a similar product, like showing the headphones in use and having a product shot and slogan at the end.

Advertising Regulations

1.) The Advertising Standards Authority Authority (or the ASA) regulate all advertising in the United Kingdom.

2.) Making a complaint:
- Firstly check if your complaint matches what the ASA covers.
- If it is you can submit you complaint by any means of contact.
- They will then give you the name of the person who will handle the case from then on.
-Your name is kept confidential from the advertiser.
- Most complaints are resolved quickly if they are about a minor mistake or a chase up. If its more complicated than that though a formal investigation is started.
- During a formal investigation the ASA contact all parties involved like the complainant, advertiser and sometimes even the broadcaster. They then ask the advertiser and broadcaster to to give evidence of any claims they made, and why they though that advert was appropriate.
- They then compile all the information received and place the facts before the ASA council, which decides whether the Advertising Codes have been breached.
- They publish the rulings everyWednesday and they are available to anyone looking.

3.) The advert is clearly designed to grab veiwers' attention with the montage making it look like celebrities like George Clooney saying the expletive "F"word by putting a bleep after the letter F. But when they play the clip again without a censor they are actually saying famine, they then start stating facts about the food problems in Africa.

The video was banned because it breached rule in the adverting code for the UK that is against political properganda. Even though ONE.org is not a political party the ASA deemed the advert to be putting pressure on the government and other political parties.

4.) I personally dont think that this advert should have been banned because as before mentioned it doesn't promote any political views. It just make the government look bad for doing nothing, or too little as they say 'famine is man made' implying that its lack of money and support thats the cause of hundreds of thousands of people. This in turn does put pressure on the government because if outside help is required from regular people and thus having them question why the government isnt keen on contributing and then making them unfavourable and less likely to get re-elected. This make matters worse because without the advert less people know about it and so the charity get less donations. I believe that advert was wrongly banned, just to save face because it doesn't even break any other regulations, the only other thing that could of done it was swearing but thats only ever implied and not said directly.

Audience Demographics

Advert 1:

Name - Money Supermarket: Run With Cats

Target Audience - 20 to 60 year old males and females in sectors A to E. This advert is aimed at a wide audience because a lot of people no matter of their social and economical status between the ages of 20 to 60 own or drive a car, so they need to be insured. Even lawyers dot want to paying high amounts for insurance.

Link - http://www.youtube.com/watch?v=4fuUJOPqYG0


Advert 2:

Name - Old Spice: The Man Your Man Could Smell Like

Target Audience - 25 to 40 year old males in sectors B, C and C2. This advert promotes that the Old Spice body wash will instantly make you more appealing to the opposite gender and so its aimed at the demographic of people who go out on weekends and often look to pull.

Link - http://www.youtube.com/watch?v=owGykVbfgUE


Advert 3:

Name - Injury Lawyers 4 U feat. Billy Murray

Target Audience - 20 to 60 year old males and females in sectors C2 and D. This advert is aimed people who are more prone to accidents due to their work environment, and whoever may being need of extra money. This is illustrated by the fact that Billy Murray is sitting in a cafe rather than a posh restaurant.

Link -http://www.youtube.com/watch?v=j2jNLwg_C4Y

Lines of Appeal

Advert 1:
Product Name - Coco Pops Mega Munchers

Persuasive Technique - Fear - Croc wants the cereal, he steals it but he isn't allowed to have it so the monkey and his friends have to stop him.

Unique Selling Point - Super crunchy

Link - http://www.youtube.com/watch?v=N2ERxRC5sGs


Advert 2:
Product Name - Dove: Better Than Soap

Persuasive Technique - Facts - They persuade ou that their product is better by presenting statistics and comparing it to other soap.

Unique Selling Point - Doesn't dry out your skin like other soaps

Link - http://www.youtube.com/watch?v=3psVH8p9ia8

Advert 3:
Product Name - Adopt a tiger WWF

Persuasive technique - Guilt - They make you feel bad for the tiger by playing sad music and staying how theres barely any left and that they are being hunted.

Unique selling point - Adaption kit, saving the tiger

Link - http://www.youtube.com/watch?v=TcOHg_ScCj0

Comparing Old and New

Persuasive Techniques in Advertising

1.) Anecdote - 2.) Adjectives - 3.) Repetition - 4.) Statistics - 5.) Fact -

Key Characteristics of TV Adverts

1.) Slogan.
2.) Short, never longer than 2minutes.
3.) Focused on appealing to a specific target audience.

What is TV Advertising?

A television advert is a short, often entertaining video that promotes a product or services. They are used to convince you spend money on whatever a company is offering, whether you need it or not.

PleasantVille Effect

Time Mapping

Organising files in a browser (5)

Tick Footage.

- Repeat steps one and two but for the Good tab.

- Click on the Good tab next to the footage you wish to tick.

Organising files in a browser (4)

Adding a comment next to footage.

- Go to the bottom right corner of the sequence tab and drag it across to expand it.

- Scroll across to the comments section and click and drag it to replace the first option.

- Highlight the footage you want to comment on.

- Slowly double click and edit the comment box.

Organising files in a browser (3)

Making Sub-Bins.


- Highlight a bin and right click it and then click new bin.

- Name this new sub-bin.

Organising files in a browser (2)

Creating Bins.


- Right click under your footage.

- Click - new bin (or command B).

- Rename the Bin to match the category of your footage (WAV, MOV, Stills)

- Click off the Bin to save the name.

- Drag and drop the footage above the bin to place it in the folder, click it to reveal the footage.

Organising files in a browser (1)

Renaming Footage.


- Highlight the selected footage.

- Slowly double click to edit the name.

- Type in the new name.

- Press enter or click off footage to save the name.

Creating a Scratch Disk

1.) Open Final Cut Pro and open a new sequence.

2.) Go to File - New - Sequence.

3.) A new Final Cut document has been made.

4.) Go to Final Cut Pro - system settings.

5.) Click on the first set button.

6.) Finder should appear.

7.) Find where you want to save it, and create a new folder and name it.

8.) Go to file - import - file (or folder) and choose the files you want to have in your sequence.

9.) Go to file - save project as, and make sure you save it to the folder where your scratch disk is set.

10.) looking at the scratch disk folder you can see your FCP project file, Audio render files, Capture scratch and render files. Make sure you copy all footage into this folder from the SD card.

Cloning Technique

Keyframe 2

Keyframe 1