2. Info-graphic Research:
Job Role – Editor
Industry – Film
Personality Type – Creative
Common requirements:
1. Working closely with the Director to craft the finished film.
2. Working in an edit suite for long hours.
3. Running a team of assistants and trainees on big productions.
What Is A Film Editor?
Film editors are involved in the production of every movie, television show,
television news broadcast, commercial or music video. Film editors take the
images that are shot on camera and combine or alter them in a way that is
intended to entertain or inform the audience. They often use special digital
editing software to manipulate video footage or rearrange the order, and they
work in collaboration with the director. Film editors may also be involved in
adding audio to the visual files and incorporating special effects into the images.
The U.S. Bureau of Labor Statistics reported that, in 2014, 48% of film and video
editors were employed by the motion picture and video industries.
5. Info-graphic Research:
Pay by Experience for an Editor has a positive trend. An entry-level Editor with less than 5 years of experience can expect
to earn an average total compensation of ₤25,000 based on 161 salaries provided by anonymous users. Average total
compensation includes tips, bonus, and overtime pay. An Editor with mid-career experience which includes employees
with 5 to 10 years of experience can expect to earn an average total compensation of ₤31,000 based on 106 salaries. An
experienced Editor which includes employees with 10 to 20 years of experience can expect to earn an average total
compensation of ₤34,000 based on 62 salaries. An Editor with late-career experience which includes employees with
greater than 20 years of experience can expect to earn an average total compensation of ₤38,000 based on 19 salaries.
9. Info-graphic Research:
10 facts about editing:
1. The editing sector of the film industry is mainly female dominated who make up 66%.
2. On average editors make £23,850 a year and £11 an hour.
3. London has a 10% higher pay rate.
4. Working closely with the Director to craft the finished film.
5. Editors usually run a team of assistants and trainees on big productions.
6. editors are involved in the production of every movie, television show, television news broadcast, commercial or music
video.
7. Health benefits include 22% medical, 11% vision and dental, and none 72%.
8. Most editors have 1-4 years experience
9. Editors salaries increase 35% towards their late careers.
10. Editors usually spend most of their time in editing suites.
10. Info-graphic Bibliography:
Put your info-graphic bibliography here.
Slide 2 & 3
anon. (.). Editor. Available: http://creativeskillset.org/creative_industries/film/job_roles/2940_editor. Last accessed
13/09/2017.
Slide 4
http://www.payscale.com/research/UK/Job=Editor/Salary
13. Client research:
My client is IRN-BRU, they product a traditional Scottish soft drink. IRN-BRU advertises their products by using comedic
and not day time TV friendly scenarios.
The narrative of the IRN-BRU adverts is that there is an awkward scenario taking place and one of the characters drinks
the IRN-BRU to keep themselves maintained and stable rather than having an explosive reaction. The lines of appeal
would be comedy and humour which attracts the viewer and engages them with the advert.
https://www.youtube.com/watch?v=PByae1AaiVk
Here you can see in frame one that the ”awkward
scenario” is set on Christmas day with the family all
gathered round to open presents, however the young
man in the scenario has received a strange and badly
designed Christmas jumper from his grandmother.
In frame two you can see his is clearly not
happy about the jumper he received from his
grandmother.
And in this final scene you can see him drink
his IRN-BRU which allows him to mask his true
feelings and helps him positively thank his
grandmother for the Christmas jumper.
14. Client research:
https://www.youtube.com/watch?v=Yh2yZf8F-60
Another example of an IRN-BRU advert would be this one which is set on a train where a young man is on the toilet and
the electric door opens in front of 2 female passengers and an employee who is handing out refreshments. You can see in
this advert it use lines of appeal again such as comedy and humour to appeal to the audience, this makes the advert more
engaging and enjoyable to watch therefore being memorable to the viewer who may share the advert.
In scene one you can see the
unlucky character in the “awkward
scenario” using the toilet on the
train as the door malfunctions and
opens in front of 2 female
passengers and an employee.
In scene three you can see the
unlucky character gets handed a
can on IRN-BRU which he takes a
drink from which then allows him to
smoothly recover from the
“awkward scenario”.
In scene two you can see the
unlucky character falls on the
floor when trying to close the
door of the toilet.
The unlucky character then tries to
play it off cool by winking at the 2
female passengers and saying
“ladies” in an attempt to smoothly
recover.
15. Client research:
Here are some examples of print based advertisement done by IRN-BRU, as you can see they have taken old
pictures and put a caption and an IRN-BRU themed colour scheme behind the text. This is a very unique and
uncommon way to advertise but it links into their theme of humour and comedy which they try to portray in
their adverts. By doing this IRN-BRU is trying to start an internet trend and does it so simply that regular
consumers can join in on the trend, this spreads IRN-BRU’s advert and promotes their brand and product.
These print adverts use comedy and humour as lines of appeal.
16. Client research:
Here is another one of IRN-BRU’s advertisements as you can see they have created a short online series called “EPIC
DELIVERY”, in this short series cans of IRN-BRU are delivered through air, land and sea and at the end of each
adventure the hashtag “TheBRUMustGetThru”. These adverts use nature and natural world as lines of appeal. These
adverts aren't like IRN-BRU’s traditional comedic adverts featuring the “awkward scenario” however are jus as
appealing to viewers.
17. Client research:
In this IRN-BRU advert they have parodied the very traditional “I'm walking in the air” snowman Christmas
song. IRN-BRU have done this by making their own version of he song and video in which it shows the boy
and he snowman taking flight and the boy isn't sharing his IRN-BRU so the snowman drops the boy and
steals his IRN-BRU, the lyrics of the song have also been changed to narrate the boy and the snowman flying
and the boy refusing to share his IRN-BRU. This advert uses comedy, humour, childhood and nostalgia as
lines of appeal.
18. Client research:
Another one of IRN-BRU’s advertisements is the Glasgow 2014 commonwealth games where IRN-BRU have
made a promotional advert to help advertise the Glasgow 2014 commonwealth games and IRN-BRU. This
has been done by having slow dramatic music playing and a motivational narrator to inspire the audience
and promote the brand values of IRN-BRU. This advert uses happy families, culture, self importance, pride
and nostalgia as lines of apeal.
19. Market research:
IRN-BRU operates in the soft drink manufactory market and is owned by A.G. Barr. Other brands owned by A.G. Barr also
include Barr own flavours, D'N'B, Funkin, KA, OMJ, Rockstar and Rubicon.
IRN-BRU/A.G. Barr has many competitors however their main competitors would be the Coca-Cola Company, PepsiCo INC,
Britvic PLC.
20. Market research:
Here you Can see IRN-BRU’s owners A.G. income statement, their cash
flow and growth presented in a chart form.
21. Audience research:
On this page you can see the average demographics for IRN-BRU
consumers, it shows things such as age, gender, social grade, political
views, monthly spending money and location.
22. Audience research:
IRN-BRU’s main target audience consumers of any age as shown in their adverts, for example they have
young men and women both drinking IRN-BRU along with older men and women. This shows that IRN-BRU
isn't trying to appeal to a certain type of audience. However the majority of their adverts are Scottish
based and have only Scottish characters featured in their TV adverts, this could be because they're a
traditionally Scottish brand and want to keep to their roots or because they want to appeal to a larger
Scottish audience .
23. What is your preferred soft drink ?
Coke
Diet Coke
Diet Coke
Dr Pepper
Irn-Bru
Which soft drink do you like the least ?
IRN-BRU
Dodgy Lemonade
Ginger Beer
Irn-bru
Rola-Cola
Do you like IRN-BRU ?
No
Yes
Yes
No
Yes
My Soft drink questionnaire
What is your
preferred soft drink ?
Which soft drink do
you like the least ?
Do you like IRN-BRU ?
Coke IRN-BRU No
Diet Coke Dodgy Lemonade Yes
Diet Coke Ginger Beer Yes
Dr Pepper IRN-BRU No
IRN-BRU Rola-Cola Yes
26. Conclusion
In conclusion you can see from these questionnaires the results are very mixed with people having mixed views on IRN-
BRU and the soft drink industry as a whole both positive and negative, such as most people who answered the
questionnaire liked IRN-BRU, however IRN-BRU wasn't the favourite pick for most people. Although there are similarities
in some answers and and some are more common than others. The research I have collected isn't very accurate
unfortunately this is because the research consists of a small group majority male and all within the age range of 16-19.
This means that the data collected cant be seen as an average of all consumers opinions. I have also found out that the
majority of adverts have Scottish based themes whether it be the location, characters or the actual advert itself, this has
shown me that the IRN-BRU wants their brand image and adverts to stick to their roots of where they came from and
don’t try to dominate the worlds soft drink market but to actually dominate Scotland's soft drink market and make IRN-
BRU a part of the Scottish culture. I have also found out that the adverts that IRN-BRU produce are very unique and
comedic, this makes the adverts very memorable to the audience and allows IRN-BRU to stand out from other
competition.
27. Idea Generation:
Video advert idea 1 - Parody of the Popeye and his super strength spinach. Character cant do simple task until taking a break
and drinking IRN-BRU which then allows character to overcome their obstacle (opening a door which turns out to be a pull not
push, carrying shopping bags etc.)
Video advert idea 2 - continue on the “IRN-BRU gets you through” theme. Bag pipe player starts blowing into the bag pipes
and cant play properly, opens a can of IRN-BRU and is bale to play properly.
Print advert idea 1 - One page comic strip on a poster of an IRN-BRU and its travels from production to consumer.
Print advert idea 2 - IRN-BRU can or bottle replaces the bag on a bag pipe (keeps the pipes to make it look like the can is a bag
pipe).
Print advert idea 3 - Can of IRN-BRU placed on top of a crushed soft drink can which resembles another brand.
Game advert idea 1 - Cans of IRN-BRU appear on a musical sheet and player to click on these IRN-BRU cans for bag pipe
sounds to play much like guitar hero but with a bag pipe.
Game advert idea 2 - whack a mole board but instead of a hammer its an IRN-BRU can whacking other unnamed soft drink
cans.
28. Idea Generation: Mood board As you can see in my mood board I am wanting to use humour as a theme
to attract an audience and to appeal to them.
29. Individual Idea:
Video advert idea 1 - Parody of the Popeye and his super strength spinach. Character cant do simple task until taking a break
and drinking IRN-BRU which then allows character to overcome their obstacle (opening a door which turns out to be a pull not
push, carrying shopping bags etc.)
Print advert idea 2 - IRN-BRU can or bottle replaces the bag on a bag pipe (keeps the pipes to make it look like the can is a bag
pipe).
Game advert idea 2 - whack a mole board but instead of a hammer its an IRN-BRU can whacking other unnamed soft drink
cans.
30. Group Idea:
Film group idea - Parody of and Braveheart face paint/Popeye and his super strength spinach. Character cant do simple
task until taking a break and drinking IRN-BRU which then allows character to overcome their obstacle (opening a door
which turns out to be a pull not push).
Print group idea – Take pictures of a character overcoming a simple task wearing Braveheart face paint in traditional IRN-
BRU colours, this would carry on the theme from the film advert.
Game group idea – Our proposed game idea would be to have the character in the game try and complete everyday
simple tasks like lifting shopping bags and opening doors etc. This links in with our print and film idea by following the
same theme for consistency.
31. Planning Docs (TV
Advert):
Contingency Planning
Project Title:
Consider: 1. Technical [camera, equipment, etc], 2. Organisational, 3. Logistical and 4. Personnel
Ideally 4 or 5 for each
Pot. Problem Effect on Production Solution/Control Person Responsible
On this page you can see
tables that will be filled with
the required information to
help me and my group
successfully plan the film
advert. These tables will help
us keep organised and will
also give us a plan for when
we shoot our intended
advert so we have the shots
already planned out.
32. Planning Docs (TV Advert):
Here you can see a story board which I
have filled out to help me and my group
decide on what the narrative of the IRN-
BRU film advert will be about, this story
board will give us a template to follow
when shooting.
33. Planning Docs (Advergame):
Here is an 8bit drawing I did on Photoshop to show an example of what my game could possible look like and to have some
sketches to improve my skills and develop my ideas further when designing my game. In this example I have made the door
scene from my video idea into an 8bit still image.
34. Planning Docs (Print Advert):
Here you can see my drafts and
experiments of potential fonts and colour
schemes that I may use in my print
adverts, as you can see I am most likely to
use the traditional IRN-BRU colour scheme
of orange and blue to help signify that the
advert is to promote IRN-BRU and so the
print, video and game follow a colour
scheme.
35. Planning Docs (Print Advert):
For my print advert I am planning on parodying the Braveheart face paint by having my
character struggle with a simple task which then the character drinks a can of IRN-BRU
and after the character has Braveheart style face paint on and will be able to complete
the simple task, however the colour will be changed to orange to signify IRN-BRU.
36. Finished Stuff:
Video Advert:
30 second ad - https://youtu.be/oryYk9fOsBs
15 second ad - https://youtu.be/TnDp1XtlNvI
5 second ad - https://youtu.be/1zcC3fXMdV4
Print Advert:
8bit Video Game Animation: https://youtu.be/oHAcTLpfw2c
37. Print Advert
Here is my final copy of my
IRN-BRU print advert which I
created on Photoshop.
