1. Salford City College
Eccles Centre
Creative Media Production
As we can see from the timeframe 0:05 the brand identity of ITV fades in and the use of text
Use of text: are very clear and bold. It really stands out to the target audience. The purpose of this is to
(Title, Credits, animated captions, stings, make it stand out to the viewers, so they can immediately recognise that what they are
indents, interactive menus, web banner) watching is an ITV ident.
Brief description: From the start of the video we see the back of a basketball board. This might suggest that
What do you see? they’re trying to appeal to a younger audience. From there on a motion graphic was used.
From the start of the video you can also see that motion graphic was used. We see plants
growing everywhere. From the timeframe 0:08 we can immediately see that two boys are
playing basketball and like I said before this might suggest that they are appealing to a younger
audience. Also from the timeframe 0:08 you can see everywhere that plants are growing
everywhere, the purpose of this is so that it would attract the audience, making them want to
keep watching and see what happens next. What we can also see that the plants are yellow
flowers. You see the colour yellow almost everywhere around the surroundings. The purpose
of this is to let the viewer’s know that what they are watching is an ITV 1 ident.
Techniques used: From start till finish of the video we see the same motion graphic being used. The visual effects
Animation, Visual Effects, Colour Rendering, of plants growing that turn out into yellow flowers. The colour yellow stands out really well. I
Graphics, Movement think this is important because its letting the viewer’s know that they’re watching an ITV1
ident. From the start of the video we just see the plants growing on the back of the basketball
and quickly progressing everywhere around the surroundings. The movement of the graphics
really stands out. Making the viewers want to keep watching the ident. In terms of movement,
the camera zooms out slowly of the basketball court. The purpose of this is to get the audience
excited to see what happens next.
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2. Salford City College
Eccles Centre
Creative Media Production
Advanced techniques: The only advanced technique I have noticed for this video is when the ITV1 logo fades in the
Blur, Sharpen, Distortion, Rotation, Opacity frame we see that it’s very clear, it’s been edited to make it look sharpened. The purpose of
this is to make the viewer’s aware that they are watching an ITV1 ident. Also from the
timeframe 0:07 we can see that bits of flowers are floating around the air and they really stand
out. The colour yellow in the air looks very dominant, much sharpened. Also from the
timeframe 0:15 till finish we can see that the colour yellow from the plants are progressively
appearing everywhere. It looks as if the opacity of the flowers is getting higher per second. The
colour of yellow is very dominant for this video making it stand out as much as possible to the
target audience. Letting them know that the ident is ITV1.
Technical comments: The video is viewed on YouTube, with the format of HD 720p (High Definition). The advantage
Video Format, Screen Ratio, Resolution, of having the format running on HD is:
Frame rate, Compression A lot more detail in the video
It looks better
You can identify every little detail in the video
Even though you have the option of lowering the video format on YouTube, it still looks clear
even when it’s being played on standard definition. I recommend playing the video on HD
mainly because you see a lot more detail that you wouldn’t normally see on standard
definition viewing. The only disadvantage of playing videos on HD is that if your internet
bandwidth is low it’ll struggle on playing the video.
The screen ratio of YouTube videos are normally 4:3 but you have the option to make it
widescreen 16:9 in my opinion its better watching videos on 16:9 due to the fact that it looks
better and you don’t struggle watching the video itself. With 4:3 something’s tend to look
squashed therefore not seeing the detail properly.
In terms of resolution in its simplest term the higher the resolution the clearer it looks. HD
resolutions 1280 x 720 and 1920 x 1080. Whereas standard viewing resolutions run at 525 x
700.
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3. Salford City College
Eccles Centre
Creative Media Production
The normal standard frame rate of YouTube videos run at 26 fps (frames per second) it
basically means that the higher fps the smoother the video will play.
Motion Graphics and Video Compositing Unit 64
Glossary
Motion graphics - Graphics that use video footage and/or animation technology to create the illusion of motion or rotation, graphics are
usually combined with audio for use in multimedia projects.
Compositing video - When there are several different clips of video are layered over one another to create a single image.
Interactive Menus – DVD Interface or Interactive Menus on a web page
Ident – The ‘call sign’ of a channel or production company to identify themselves on screen, usually shown before a programme.
Animated Captions – Animated Graphics layered over an image / video
Web Banners – A form of web advertising that is embedded into a web page. They are used to attract a viewer to their website. A Web
Banner usually a mix of motion graphics and video
Video Format - 3 Main Formats HD, PAL, NTSC. HD is the highest resolution (720 or 1080 vertical lines in the image). PAL is the UK
Standard definition image (576 vertical lines). NTSC is the US Standard definition image (480 vertical lines). Now in the
digital age we now look at video format in terms of pixels (i.e. High definition 1080; 1920 x 1080 or 2,073,600 pixels)
Screen ratio – Standard TV ratio is 4:3; this means that for every 4 units wide it is 3 units high. It is likely that the screen ratio will be
Widescreen (16:9) in a cinematic sequence.
Resolution – The amount of detail in an image or signal, such as Standard TV Definition and High Definition. See Video Format.
Frame Rate - The number of video or film frames displayed each second (frames per second; fps). PAL frame (standard UK TV) is 25
fps, NTSC (standard US TV) is 30 fps, film is 24 fps. This means as NTSC updates more regularly there is less strobing
(jerkiness).
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4. Salford City College
Eccles Centre
Creative Media Production
Compression – The use of Codecs (WMV, DivX) to reduce the file size of a video by a variety of methods.This sometimes means a loss in
image quality (a “lossy”). Codecs are found in Video Cameras, DVD players / recorders, Editing Packages, Video upload
sites)
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