This document compares different digital moving image formats by discussing their purposes, intended audiences, and key features. It analyzes examples of fiction (TV shows and films), promotional videos, and news reports. For fiction, it examines genre conventions, narrative structures, and youth representations in scenes from Misfits and a Skins trailer. For promotional videos, it analyzes the psychographic appeal and use of emotion to create viral buzz in a Sainsbury's Christmas ad. Finally, it discusses realism, bias, and common structures in news reports by analyzing videos from Charlie Brooker on how the news has changed and the use of user-generated content in BBC reporting on living with parents. The document provides analysis questions

1. Assessmentworksheet: Learning Aim A: Format, Platforms and Purposes
Compare the differences between the formats of Digital Moving Image

2. Type platform (where you
would find them?)
why are they made? who is this made for and
why?
Fiction (Films and TV
series)
Advertising
News report
Section 1: Fiction
What are the Key Features?
Misfits Series 1, Episode 4 http://youtu.be/mST29Z42VZ0 & Skins Series 3 Trailer
Film/TV fiction Describe example Explain purpose and
effect on audience
Analyse meaning and
suggestmessages
Genre codes and
conventions
Narrative structure
(Linear/Non-Linear)
Representation ofage
(behaviour)
Select9 frame stills of the key features of the film scenes provided

3. Key Feature 1: Genre (Misfits and Skins)
Introduction, discuss what is genre, where are conventions and why they are important in fictional TV
Series or Films
P1. Outline the conventions into categories,and describe the examples.
P1. Discuss the each of the genre conventions, how do they make the genre recognisable to the intended
audience (costume, props, locations, lighting, sound)
M1. Why do audiences need to be able to recognise genre - how does ithelp them engage with the film or
TV series and setup their expectations.
M1. What is the purpose ofthese examples ofconventions in creating the expected effector atmosphere?
D1. Discuss if the sequence uses a mixture ofgenre, and why it mightdo this to reach a wider audience.
What are the problems with trying to mix genres and reaching the intended audience?
Narrative: (Misfits)
P1. Describe the story, what happens, who are the characters?
P1. Discuss how the narrative is organised, is itLinear or Non-Linear and how can you tell (eg how it uses
techniques such as Flashbacks or Flashforwards)
M1. What are the reasons in the story for why the narrative is not told in chronological order?

4. M1. What is the purpose and/or effectofusing a Linear or Non-Linear Narrative in making the story
entertaining or emotional?
D1. Explain how and why this is typical of fiction ofthis genre?
Representation: (Misfits and Skins Trailer)
P1. Discuss the stereotypes in the sequences,who are the characters that are significant?
Which characters are the identifiable stereotypes?
Sarcastic self-aware
Juvenile delinquent/rebel
Popular attractive
Reclusive troubled outsider
Geek/young adult
P1. Describe how the teenagers behave, actor dress in a stereotypical way, how is each character
recognisable?
P1. Describe what is exaggerated aboutthem and how this is meant to be entertaining for the audience
M1. Explain how and which ways the characters conform to stereotypes in their appearance or behaviour.
M1. Explain why the use of exaggerated youth stereotypes are importantin the sequence

5. M1. How does the episode fitwith or meetthe audience's expectations ofyouth?
D1. Analyse what the sequence is trying to 'say' aboutexpectations of teenagers - what meaning or
message can you infer - is it positive or negative?
D1. What is appealing aboutthese stereotypes ofyouth to an adult audience?

6. Section 2: Promotional
http://www.youtube.com/watch?v=NWF2JBb1bvM Sainsburys advert
Promotional Describe example Explain purpose and
effect on audience
Analyse meaning and
Psychographic appeal
(emotion, pity, fear etc)
Viral Buzz
Persuasive Technique
(Narrative featuring the
productor service)

7. Key Feature 1: Psychographic Appeal
Introduction, discuss what are demographics and psychographics and the purpose ofthe advert
P1. Outline the intended audience for the advert using Demographics
P1. Describe the key features of Psychographic appeal and how it the ad is recognisable as a
advert
M1. Explain the purpose of the advert (to promote brand awareness)
M1. Explain how the ad manipulates the emotions of the specific audience
D1. Analyse the messages from the advertin using Christmas Day WW1 to promote the supermarketchain
Viral Buzz
P1. Define what we mean by viral buzz
P1. Describe how the video creates a Viral Buzz and what made people share it
M1. Explain the process behind creating a Viral Buzz and give reasons for why this ad went viral
D1. Compare (similarities and differences) the key features of fiction with this promotional example, analyse
purposes of the key features to creating a viral advert that manipulates emotions to encourage sharing

8. Part 3: News Report& Factual
Charlie brooker how the news has changed http://youtu.be/lvQoE1aGlzY London Riots
Trews Millibrand http://youtu.be/RDZm9_uKtyo
http://youtu.be/-oyK-VZSFW8 BBC 3 'young dumb living offmum' (realism - selection,,presence ofcamera
& verisimilitude)
Charlie brooker editing http://youtu.be/BBwepkVurCI
Charlie brooker news reporthttp://www.youtube.com/watch?v=aHun58mz3vI
Charlie brooker every economic story http://youtu.be/HN2iVe8_Ato
News Describe example Explain purpose and
effect on audience
Analyse meaning
Realism (user content)
Bias
Structure (VT,
presenter, interview)