2. VIDEO AND AUDIO
TRANSITIONS
There are lots of different video transitions used within
corporate videos it just depends on the company and what
they are trying to show and get across. For instance ‘Dodgy
Kent Hotel’ decided to try create a comedic themed and to
emphasise on the comedy, used a tacky first transition of a
page fold. This is very different for ‘Australia Tourism’ where
simple transitions used such as fades are used but with
effect that gives a professional feel and dissolves to create a
constant flow between shots making it look smoother. Audio
transitions in corporate videos are seen for when there is a
voice over or someone in the video speaking a change in the
background sound being lowered so that the focus changes
onto the voice as it is most clear to here. The audio can also
be used to help create the transition and flow of the video
side by using a beat or flow.
3. LANGUAGE/SCRIPT
The script used within corporate videos is only ever to self
promote/benefit them by giving positive feedback on
whatever they are about or do. This is shown ‘Sandy Balls’
where the scripts majority sentence starters along the lines
of “we have this..” etc. It is written this way to introduce the
business/product to the people watching like they have never
herd of them before. This is to get as much information
across and only important and good info very quickly without
giving too much information that the consumer wouldn’t be
able to understand. It is also shown in ‘Pub In York’ where
they have a lot of the script promoting the beer they have and
how good there food is.
4. SHOOTING TECHNIQUES
In the ‘York pub’ video they used slider shots throughout the
entire clip to show the pub and show everything related to
the context to speech. They also use stills for when changing
shot to someone speaking, this is to focus the subject of the
person easier with no movement. There is also other
techniques used within the ‘Australia tourism’ as they use
slow motion, close mid and far distance shots with also use
of drones to get a birds eye view within a montage to the
song being played to create a story of what there is in
Austrailia by showing a fast pass sequence of mixtures of
the shots I said about along with normal speed shots and
some slow motion.
5. VOICE OVER
A guidance for the audience through speech either on its
own or with some quieter sound with it (music, background
noise fitting what they are talking about) and this is to
explain to the audience of what is included in the video. This
is used within the ‘sandy balls’ video, a serious effect is used
at the beginning of the video like all but then they used
comedy with the word ‘balls’ by emphasising when saying
balls. Making it very rememberable instantly for the audience
to remember what it was called. They also use slow pass
music as the beginning whilst they are being serious and
then change to a more up beat and faster pass to fit along the
mood change with the comedy being used.
6. LOGO
The logo is for the company, usually at the beginning and or
end of the video. This is because it is a strong remembrance
for the audience and can refer to the company via there logo
as it is usually made to not be too complex and recognizable.
This is seen in the ‘Austrailia tourism’ corporate video at the
very end where they have a small glowing logo with ‘South
Austrailia written next to it. It is not shown at the beginning
as the video instantly starts playing the song and visuals to
get an instant grasp of the audience and this is an example of
when it wouldn’t be effective to put the logo at the beginning.
This is shown again in the ‘Dollar shave club’ video where
they instantly jump into the video with someone speaking at
the camera to the audience and only having an outro
sequence play where at the end there details come up and
there name/logo.
7. TITLES
This is where a person from the business is part of the video
where they might have an interview or be explaining the
business with them in the environment so they can explain
what is exactly happening for the customers view. This is
shown within the ‘Dollar shave club’ video where they have a
worker from the company explain what they do as a company
and how simple and good it is whilst a camera follows him as
he speaks and interacts with the set which has been set up
for him to partner him and add to what he is speaking about
so there is visuals as well as audio to explain to the audience
about them and add to the jokes being made with visuals to
create more humour and creating an enjoyable to watch
video.
8. UNIQUE SELLING POINT
The corporate videos all have a main focus, selling point of
the product. The points focused on the product make the
product a better competitor to other products as it is trying to
persuade you that it is the best of its kind. This is seen within
the ‘Pub in York’ video as they talk about how they have lots
of different beer with there food being really good as it is
local, this is to try say they are really good. It is also seen
within the ‘Dollar shave club’ video as they have a worker
explain how they work and how there shaver is the best out
there and the cheapest. This is to persuade the audience to
buy there product.
9. CUTAWAYS
These are shots which relate with the narrative which is
being played over the top within sync. This is extra help for
the visuals being shown and give much more effective
information as the listening is a natural focus to have whilst
watching the visuals. The cutaways vary from close ups on
objects/people to tracking and motion shots to give a very
nice smooth easy watch as it is very pleasing usually with
quiet music helping to create the soothing feel of the
cutaways. This is seen within the ‘Pub in York’ video as they
use cutaways to show the subject of the conversation, such
as the food and beer with close ups to convince you with
pretty visuals of how nice they look.
10. INTERVIEWS
The interviews within some corporate videos give the
audience a feel of professionalism as opinions are coming
from the professionals which gives better knowledge of a
project and have a stronger engage to audience as if they see
that the information being put across is legit, can help
reassure the confidence making an engagement to listen.
This is seen within the ‘Samsung’ video where they set up a
feel of interviews happening to try talk about how there
product has been a product for some ordinary people so it
can be effective for the customers too, which makes them
feel they have had a connection to the video if they have
designed the actors to look like they are just normal with
normal issues at work etc.
11. MUSIC
The music used within corporate videos is to set a
mood/tone to get the audience full attention. The music is
overpowering as it is quietly played so you can still here the
other audio (people talking in interviews). This is seen within
the ‘Austraila Tourist’ video as they use the songs speed and
beat to create the speed of the video with its cuts being sync
the music and the change of speed in the music mask the
change of the speed in the visuals. It is also seen within the
‘Dodgy kent hotel’ video as they use up beat music to be
played within the background of the actor showing the hotel
to add to the actor with mood and have kept the raw sound of
the camera in the background to again get the atmosphere of
the hotel and add overall emphasis to the video with lots of
layers of sounds making it very busy as it is very rushed to
get the information quickly across.
12. GRAPHICS
These are used within the main titles of corporate videos as
they are very eye catching to the viewers and by applying an
eye catcher at the beginning is going to make the audience
have more engagement again with the overall video right
from the start. This is seen within the ‘sandy balls’ video as
they use on screen graphics of the name and logo of the
company with details in the cinematic bars at the bottom and
top of the screen so they aren’t in the way of the video and
visuals. Graphics are also used at the beginning of the
‘Dodgy Kent hotel’ video as the opening screen is a picture of
the hotel with its logo/name at the top and details for the
hotel underneath.
13. ASSIGNMENT 2:
CURRENT PRACTICE
Analyse two or more different corporate promotional videos in detail and provide in depth:
• Research into current practice in corporate and promotional production eg
proposal, treatment, storyboard
• Identify the message being produced in each type of programme
• Identify the style and techniques of each type of programme (how they address the
audience, equipment used, approx budget, shots used etc)
• Research into the target audience for the programme
• Identify the current practice in technology used in the production of the programme,
eg SD, HD
• Identify legal and ethical issues that might arise when producing this programme
(privacy; libel; copyright; current law relating to, eg race relations, disability, obscenity)
Ethical issues: representation, eg race, gender, religion.
• Identify key issues to be considered when producing a corporate or promotional
programme, eg scheduling, health and safety
• Production practices: client liaison; ideas development; treatments; proposals;
storyboard; scripts; shooting
14. VIDEO 1 GIRLS DON'T
POOP - POOPOURRI.COM
The aim of the corporate video is to get across this new amazing
product by using a title who explains scenarios which are bad and then
goes on to explain how there product is the fix for all those problems.
There are lots of camera/editing techniques used to really get the best
visuals to link with what the lady is talking about. For example when
she starts to explain scenarios such as your embarrassing boyfriends
stinky poo the background changes to be that scene happening and the
foreground stays the same which is her sat on the toilet directly centre
of screen. There are also uses of close ups to show the product up
close with the use of music/sound effects being used for when the
product is displayed as well as a graphic logo of the name of the
product to really make it rememberable what the product is for the
audience. It was recorded in 1080p (HD) with the use of professional
camera equipment with a clear high budget from the smooth clean
filming and post production throughout which shows that the budget
will have been high until I researched that there were no green screens
used at all and was filmed on a Canon 5D mark III which is a DSLR, this
shows that budget was kept minimal but clearly made the most out of it.
There was use of cows being used within the shooting and on set which
could create issues for the health and safety of both actors and crew.
15. VIDEO 2 MICROSOFT
CORPORATE VIDEO
The aim of this corporate video is to not get across a specific
item but to sell the company as a whole. This is done by
using interviews with cutaways with music through out the
video to take away the silence behind breaks in the
interviews. The overall video is telling the audience about the
logo and how significant it is and important which makes the
already obvious company logo stating Microsoft even more
iconic. The cutaways are air born shots probably using
drones or on ground, the cameras are all stabilised with good
use of smooth cuts and nothing overkill making it very
simplistic but easy to watch and have a professional look to
reflect on the company. There is safety issues within the
cutaways of builders working on the companies sign which
is on a side of a building on scaffolding. Flying drones and
filming creates more hazards for the builders.
