2. ASSIGNMENT 1:
CODES & CONVENTIONS
You are to produce a case study on
‘Corporate Video Production’
Aimed at informing:
• Corporate and promotional programme production codes
• Conventions
• Styles
• Techniques and purposes
• Including detailed information, Illustration, hyperlinks of research and reference.
3. VIDEO AND AUDIO
TRANSITIONS
In visual media, a transition is a switch between two different
shots or sounds. When done effectively, the transition is smooth
and suitable for the visual representation.
In editing, these allow the video to flow quickly and easily. It is
also important not to cut back and forth repeatedly, as this can
annoy the viewer.
4. LANGUAGE/SCRIPT
Scripts are written to introduce the business to an audience that is
not familiar with this particular business. Whether the audience
actually does know about the company should be secondary, as it
is important to attract new customers to a business.
5. SHOOTING TECHNIQUES
The type of shot used will vary depending on what is being
shown. Still shots are usually used for shots of products or
interviews. These are usually close-ups, though the latter can
sometimes use medium shots. Tracking shots are usually used to
follow a person or object or to show a facility in its entity in an
effective manner. These are usually medium shots, though long
shots are occasionally used.
6. VOICE OVER
An audible voice recording is often incorporated to provide
information about the business for the viewer, often through
means of explaining certain aspects to the viewer, as there may
be some portions that may prove daunting to understand.
7. LOGO
In order for their brand to be recognizable after the corporate has
finished, the logo has to be presented in an exciting and and
noteworthy fashion. It will normally appear at the start and the end
of the video to give audiences relation to the business and
recognize the company upon using their services.
8. TITLES
Titles are usually incorporated to give important features of the
goods or services a dynamic edge. This helps consumers
mentally note the important features of the goods and services of
a company more effectively whether they intend to or not.
9. UNIQUE SELLING POINT
The video should stay focused on the selling point of the
business. As a result, there should be a unique aspect for the
audience, such as a product or a service. This will make the
business a more effective competitor to similar businesses.
10. CUTAWAYS
In a corporate video, these are short shots that relate to the
narrative and are designed to explain information visually. A
voiceover is usually incorporated for this portion. The types of
shots used for a cutaway can vary, such as a close up of an
object and sometimes using tracking or establishing shots to set
up another shot.
11. INTERVIEWS
In order to interest new customers in the business, interviews of
existing customers are often used to engage interest. These are
usually to provide professional opinions to enhance knowledge of
the business.
12. MUSIC
Music is used in corporate videos to set the tone of the video,
which attracts the viewers’ attention. Volume of the music should
also be considered, as it should be lowered for interviews or other
spoken sections in order to hear important information.
13. GRAPHICS
Corporate videos usually incorporate digital graphics into their
work. These can be main titles or a form of animation, which
attracts the viewers’ attention.
14. 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
16. DIGITAL HARBOR, INDIA
• The main focus of the video, as is the case with all corporate videos, is to encourage new employees to come work for
them. It discusses what the company does, which is eliminating fraud and managing law. Several core aspects are
discussed, such as togetherness, learning and sharing experience and knowledge, as well as discovering new territories to
broaden personal horizons. There is also mention of occasional fun for celebration.
• There is the obvious matter of cameras, as this is a minimum requirement for producing film. Microphones are another
obvious example of equipment, as the audio recorded needs to be of a standard that allows the subject be heard clearer.
The film is also shot on a HD card, which allows for a crisper, high quality image. But in order for a more controlled shot,
more specialist equipment is used. Tripods are used for still shots such as interviews, while shoulder rigs are used
whenever motion is used, such as for tracking or orbit. Then, there is the use of After Effects and Premiere software to
create the text and visual effects.
• The target audience of this corporate video is people with a basic to moderate knowledge of computers and programming,
as there is the presence of use of computers for the company’s purpose. People with experience in law are also targeted,
as Digital Harbor says they are “leaders of fraud prevention”, so they are looking for people to search for the signs of fraud
among others. In terms of demographics, the tone of the video appeals more to younger people, with the upbeat music
and the promise of occasional fun for special occasions, the latter of which is especially appealing, as many young people
do not appreciate being overworked.
• The production is shot on HD, giving it a high quality appearance that satisfies even the most discerning of technology
critics. It is shot on digital camera to allow it to be edited on digital software more easily. The software in question is most
likely Adobe Premiere, with the more dynamic special effects being produced in After Effects.
• There is a very heavy focus on the primary demonym, which is Indian. While India has a very large population, it would still
exclude the ethnic minorities of the country. There is also the prominence of men at computers and women as runners,
though this is occasionally switched around. All the people interview and shown are also physically abled, so it might be
discriminatory towards disabled people, though this is not considering the likes of autism, which can help in this particular
career in some circumstances.
• The production regularly tracks back or to the side. This obviously presents the risk of running into people or objects,
potentially causing severe disruption to work or injury to person. To avoid this, it is important to keep aware of ones
surroundings or memorize the layout of the working environment to prevent this type of mishap. Another more work related
issue is gathering enough people for interviews. In order for the interview to be effectively arranged, it should be within the
workers’ spare time, as otherwise it would interrupt their work.
18. APPLE
• As is compulsory for corporate video productions, the video is designed to encourage people to join the company. Aside
from that, its production is designed to attract the viewers’ attention regardless of intention. This is achieved by the
constant presence of optical illusions, which are carefully planned out and arranged. The visual text is designed to
appeal to the audience on a personal level by offering encouragement for the viewer.
• This corporate video makes use of a single take. As well as the obvious presence of a camera, a HD card was likely
used for the number of takes it required. A shoulder rig was also used to keep the shots as steady as possible. The set
has also been painted and printed upon and it has been very carefully constructed to present optical illusions to engage
the viewers. The overall tone of this video is motivating and attempts to talk up to its viewers.
• By understanding the basic outline of Apple, it is designed to appeal to people with knowledge of computers and/or
computer software. The tone of the video is designed to appeal to young adults and/or people with a creative mind-set,
though the tone is particularly focused on young adults as it is encouraging, with the common belief throughout the
media that the only advice young adults take is uplifting and encouraging, though this is a misinterpretation.
• As is the case with most modern film productions, it was shot digitally. Because it was shot in a single take, a HD card
was most likely used to allow for both a high quality finish and to allow for several reshoots. It was then applied to
Premiere, where the sound was removed and replaced with an ambient classical backing track. The ending logo is also
added in Premiere, with some editing in Photoshop.
• Because the room does not contain any trace of human activity within the shot, no ethic issues are likely to be arisen.
However, there may be an issue with the heavy presence of white which, while reflecting positivity, can also mean purity,
which means the mere presence of the colour being racist to some people. There is also the issue of renting out the
room the video is shot in, which would require permission from the local council to allow for use, especially with printed
text on the walls.
• Despite the lack of people, there are still several objects that could be run into. Without care, these objects, which are
important to the video, could be broken or cause injury to person. Therefore, it is important to keep aware of
surroundings to avoid said mishaps.
