Thanks scott

1. UNIT 28:CORPORATE AND PROMOTIONAL
PROGRAMME PRODUCTION

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
Video and audio transitions are perfect for helping the flow and pacing of any piece of media.
With the case of promotional videos and advertisements they help the audience feel more
invested in what’s on the screen because some people who watch TV are known to having a
short attention span and having a change of scene in a certain amount of time gives the
audience more reason to keep watching because more is going on that is going to draw their
attention some more unlike a video set in one location they are going to get bored very
quickly because there is little happening that is going to draw their attention. So video and
audio transitions are there to help the scenes change to the next one before the viewer
considers changing the channel and not knowing about the business being promoted. With
my video I want to use transitions that help aid the pacing of it so that it doesn't move too
quick but it doesn't move too slowly either. For example a promotional video involving the
Dodgy kent Hotel just has a man in a suit running around a hotel while a shaky camera man
follows him around. The video is a minute long and the viewer is given very little insight on
what is served in the bar/restaurant or how comfortable the beds and on suite is other than
the man running around going “oh look this hotel has this and this hotel has that” This could
be applied to how poorly scripted it is and rushed the filming process was but with the right
editing and structure you could have had some insight on why the hotel they where
promoting is worth your time. An example of this done well is an ad promoting a pub in York
which is 30 seconds long but they actually utilze editing and transitions to film interviews of
the staff to give their reasoning into why the pub is worth your money while cutting to smooth
dolly shots of the pub and the beautiful arcetecture, as well as all the people who attend
having their drinks, With this I am given more reason to go to the pub than I am spending a
night at the hotel because they actually have the staff who work there give their input into why
the pub is worth promoting intercut with well constructed shots at the Pub that basically back
up what the staff are saying. Unlike the previous ad where the points about why the hotel is
worth going to are vague, the consistent editing from the interviews to the shots of the pub
create more of a lasting impression and shows that there was more thought and effort put in
then the Dodgy kent hotel ad.

4. LANGUAGE/SCRIPT
The language in these types of advertisements are usually very formal
and not over complicated but the English spoken is often in a way
where most professionals would give out statistics. They use this type
of descriptive language as a way to give out facts about the brand or
business they are promoting. For example the ad promoting the York
Pub as has a quote form a staff which reads “ Over the last year the
tourism aspect has grown exponentially and we get more and more
people that have heard about us” With this language its not difficult to
understand what it means and you can gather that this Pub might be
worth having a look at if more and more people across the country are
going this Pub to see what the rave is. A script is very important
otherwise you will get messy videos like the hotel one where its clearly
improvised and you get nothing informative out of it because of it’s
incompetence. Videos like the Pub one clearly are made with some sort
of competence but most importantly the script/language is utilized as a
way to be formal to people who want to find the best Pub or any sort of
brand to buy/or go to. That quote creates a lasting impression then a
man running around going around the hotel being very vague about
everything the hotel does or stands for.

5. SHOOTING TECHNIQUES
Comparing the 2 advertisements again. One is filmed handheld and the
other is obviously shot professionally with an actual camera crew.
Some ads are shot on tripods while focusing on the staff members
while being interviewed. These interviews are sometimes shot on a
green screen or in their office. Their office is usually the best place to
shoot these interviews as it further makes the ad more realistic in that
you are actually seeing that person in their comfort zone and you are
fully convinced that they are a someone who works in this specific
company, plus its also cheaper to do it that way. Another technique you
see in these advertisements is dolly, tracking shots of what the video is
promoting. Sometimes they are done in tripods where they pan around
the thing they are advertising. For example an advertisement for toilet
cubicles shows the cubicles in a panning shot instead of a dolly shot
which is what is used in the York Pub Ad. These are the only moving
shots in these ads. The Hotel ad however was filmed handheld with only
one person clearly in charge of the whole thing instead of a crew. The
crew aspect makes creates a vibe that’s more professional which will
give the viewers more comfortable with what they are watching unlike
watching something that’s armature.

6. VOICE OVER
Voice over is often in utilized in in these advertisements but its usually
from the camera audio when the owners of the brand/company are
being interviewed. You will have a shot of the staff member talking
about the thing they are selling you will cut to shots of what they are
promoting with the audio of them talking still intact. This choice in
editing is often done to help back up the points they are making about
their brand while also to make sure the viewer has something
interesting to see that is going to keep them watching. Other times the
voice over would be separate to the people being interviewed. The
narration serves as a way to give out facts and satistics and as a guide
for the viewer to what is being promoted For example a video for
Ambuja Cement which is India's leading cement manufacturer has the
voice over explain the facts and statistics cut to the employees and the
CEO of the company backing up the narrator’s points. However some
choose not to use narrators and instead have everything be told
through the people that work for the company, For example a video for a
sign company that is helping Microsoft place their sign across LA has
almost no narration what so ever but the narration basically gives the
viewers more reason to trust what’s being shown to them because they
know that there was no one but professionals in the video and no
narrator who has been asked to read a script. And also because this
company has worked for a milti million dollar company

7. LOGO
Logos for the companies being promoted often do not appear until
the end of the video simply to make sure the image in the viewers
head is something that they remember and have ingrained in their
brain. Sometimes they would film the brand logo that’s painted on
outside the company building but the graphic showing the logo
usually comes at the end. Others choose to go for a different
approach. For example the sign ad does not feature their brand
logo until the end. All you see are Microsoft signs placed across
LA giving a message saying that they put other people before
themselves and don’t want to force their brand in other peoples
faces. It shows how selfless they are and it will make other
companies who want to promote their brand a bit more confident
in them.

8. TITLES
Sometimes editors will include titles that will give out important
information from the video. Sometimes the font would give out facts
that the narrator is saying mainly to emphasise the point further. An
example of this would be the Ambuja cement video has a big font
appear when ever the narrator says something incredibly important
about the company. It’s often used as a selling point for this company
that is meant to get viewers more invested in the brand that’s being
promoted. This is not the only use of the font. It often times gives facts
and statistics that is shown through numbers and charts to make the
information more in-depth. Sometimes it is utilized to show a list of
employees and what line of work they do in this business so that
viewers know about that company more indeph other than the thing
they are selling. It makes the viewer’s more and more confident in them
because they are confident in expressing them selves as a business
and their achievements. A thing that the Ambjuia video does which is a
convention usually found is the slide in font in interviews where a new
person pops up and the font appears by sliding next to the person that
has his/her name and what division they are in. By having the font
appear by having it slide on to the screen makes the video feel more
stylistic instead of flat and bland.

9. UNIQUE SELLING POINT
The unique selling point is a point in the video where it has to
stands out above the rest. A good example of this is the
Ambuja cement video have a catch phrase that reads “we
care” showing their dedication to their costumers and the
company they are working in. The video ends showing a
montage of all the employees and people they have
interviewed (including the CEO) both say we care before
ends in a crowd of workers both shout it out at the same time
in a wide shot. The standout here is that this is no ordinary
company. It’s a company that is dedicated and to hear that
from every head person of the company makes their point
more genuine. And to have it at the end of the video ends it
on a high note.

10. CUTAWAYS
Cutaways mainly is through the editing in post. These are
short shots that are related to anything that is being bought
up in what is being up in the video helping the viewer by
providing visual information about the companies business.
Instead of being told constantly what the company does they
have the shots back up what’s being said and keep the video
interesting. A good example of this is found in the Microsoft
sign add where they utilize shots of the sign being presented
in a lot of places in LA showing the commitment and how
reliable they are to place your brand in as many places as
possible.

11. INTERVIEWS
Interviews provide the audience with professional opinions
giving their knowledge of the business they own and
providing information to the viewer to get them more
interested in their product and business. They are featured in
most corporate videos as a way to give their input on why
their product is worth buying.

12. MUSIC
Music is utilized to set up the tone of the video and guide the
viewer’s emotions. Sometimes it is tuned down so you can
hear the people being interviewed before being amped up
again for when they are showing big wide shots. For example
the music in the Microsoft video has a uplifting melody that
plays while it is showing a montage of some work men
making big Microsoft signs before distributing them before
cutting to people being interviewed when the music quiets
down. Some choose to have the music play pretty low key
throughout simply to let the interview take over and speak
over shots of their business. The York pup video is a good
example of that. The interview is talking throughout while
cutting to shots of the pub while the music is playing at the
same time.

13. GRAPHICS
Graphics is another thing that’s used to keep the viewer
interested. This is done through visuals that normally give
out information or used as a cool transition, The Ampjia
cement video utilizes graphics that show either graphs
showing the improvement’s or behaviour training, (showing
how sophisticated their employees are), text pops up
showing what type of job a random staff member is doing,
charts or big text giving out how many of things they have
for visual information. This makes the video more visually
interesting and gives it flare to keep it both interesting and
informative. The narrator also explains that this We Care
system also effects the families of the employees in a
positive light

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

15. VIDEO 1
This is a video for a Indian cement company called Ambujia and it mainly goes indeph about
their new slogan which reads We Care and how the changes they have made to the company
emphasise that they really do care about individuals as well as the employees and their
safety. They have done this by creating work groups that will asses every aspect of
production of the cement and find key risk solutions if the safety of the workers is ever
threatened. The message they want to convey in this video is that they are a committed on
this company being as safe as possible and now they are a changed company who are putting
the people first. They even have extended this new system by helping this benefit not just the
employees but their families contract workers and other people living near the plant. This
helps emphasise their point further and thus it will get the company more noticed by others.
The overall message here is that this new system has made this company better than it was
before and it has people have benefited so much because of it. The style of the video is that
they have the narrator talk in-deph about what this new system is intercut by interviews
talking about it further in depth about why it was implemented. The video also cuts to drone
shots of the plant as well as shots of the employees while you here voiceover when they are
working hard when not being interviewed. The drone shots are just one of the advances of
film production technology but the graphics are very slick when showing the font of the
CEO’s name as well as the employees. There are also graphic that show the font of stuff that
the narrator is saying that is important as well as graphs and charts going in depth about
what the safety people who work at Ambujia do. If this was 10 years ago then you wouldn’t
see graphics or camera techniques that are as slick as the ones you see here. The only thing
that would be considered problematic is the part earlier on where you see the line of
employees putting their arm up like a hitler salute. A lot of people really will get uncomfortable
because that is this type of salute originated from an evil man who killed a lot of people and
viewers who are looking into Ambujia maybe taken out of the video because of it and may not
be immersed in it. I feel the target audience of the video is people who are looking to work in a
cement plant or something that involves manual labour but wants to go in reassured that this
job is safe.
URL:
https://www.youtube.com/watch?v=nK90S
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16. VIDEO 2
The Microsoft sign video is told in a similar style to the Ambujia video.
The only difference is that there is no narrator and they utilize more
drone shots and shots of people working. The camera techniques and
editing show off on how well these signs are distributed across LA and
how many places you see them. They have utilized camera techniques
and helicopter shots and drone shots to see where the sings are placed
but the rest on ground is all done handheld. The only time you hear
talking in the video is through the heads of the company being
interviewed about their experience with Microsoft and how much effort
it took to get the signs out there. This is mainly because people might
prefer hear this information from professionals then narrator’s who
haven’t worked in the company. The target audience I feel is smaller
companies then Microsoft who are looking to get their brand out there.
Seeing Microsoft (a multi million dollar business) hiring this business
will open other companies eyes into hiring them because they know
their expertise is professional enough that a big company like
Microsoft has hired them. There isn’t anything that wrong with the video
from a legal or ethnical standpoint. It looks very inoffensive and safe
which I feel is a good thing as it shows that anyone could watch this
and not be offended.
URL:
https://www.youtube.com/watch?v=Fjo20q
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