The narrative of the product launch video is led by visual cues from on-screen text that guides the viewer through the different functions of the video editing program. The video features a groovy background theme throughout and music stings that accompany the text. The editing is fast-paced to pack as much content about the program into the one minute video. Graphics show the logo and text cues to illustrate the features being demonstrated. The lighting and framing are designed to clearly show the on-screen demonstrations without stereotypes. The target audience is video professionals and advanced amateurs interested in the program's advanced editing capabilities.

1. B-TEC ExtendedDiplomainCreative MediaProduction
Unit 28: Corporate andPromotional Programme Production
PRODUCT/TITLE: Mocha Pro: product videolaunch
Narrative Structure
(PresenterLedor Voiceover
Storyline,Linear/Non-Linear)
The narrative isleadby the visual cuesfromthe text,the textleadsthe
program byshowingthe differentfunctionsof the programandhow they
workby showingavisual example onatime lapse fora shortburst of
seconds.
Mise-en-Scene
(Location/Set, Props,Costume,Make-Up)
The locationisall set onthe computerprogramitself,the onlycutawaysare
whenthe textisshownona blank,reflective background.
Sound
(SoundEffects,Music,Voiceover/Dialogue,Diegetic/Non-Diegetic)
The soundfeatures a groovybackgroundtheme thatstaysall the way
throughthe advert,and featuresmusicstingsthatare synchronouswith
whenthe textappears.
Non-Diegeticsoundisusedforthe backgroundtheme andnodiegeticsound
isusedbecause there are no outdoor locationsInthe video,sosource audio
cannot be used.
Editing
(Graphics,Techniques,Pace)
The editingisfastpacedbecause the productlaunchvideoisonly1 minute
long,therefore needsasmuchcontentas possible tobe inthe one minute
segmentaspossible.The heavyfastbeatinthe musichelpssmooththe
continuityof the fastpacededitso thatthe videocanpass alongat a fast
rate withoutanyabruptstops.
Graphicsfeature the logoand textcuesthat indicate the differentfeatures
and techniquesof the program,thisissimple yeteffectivebecause itshows
howthe program works
Lighting
(HighKey,LowKey,Natural,Artificial)
Lightingisartificial because thereare noreal life settingsonthe advert,they
try and contrastthe difference betweenthe programcoloursandthe
transitionslides.The white backgroundcontrastswiththe greycolour
scheme of the program andhelpsaidshowthe difference.

2. Cinematography
(Angles,Framing,ShotTypes,Movement)
The framingof the shotswhenitshowsthe textisshownshowsthe textin
the middle of the screenwiththe bottomhalf of the screenbeingaglossy
reflectivefinish. The framingof the videowhenthe examplesare shownare
oneswhere the videoof the time-lapseof the personworkingon itinthe
middle of the screen.
StereotypesandRepresentation
(Gender,Race,Sexuality,Regional,Religious)
No stereotypesare showninthisvideoasitispurelytoinform
Target Audience
(Demographics,Psychographics,Geo-Demographics)
The target audience includespsychographicsof people whoare actively
involvedwithanadvancedlevel of videoediting,asitshows examples of
advancedlevelsof editingthatprofessionalsortrainedamateurscouldonly
know
Functionor Purpose of Video/Message The purpose of the videoistoinform,thisisbecause the videoisavery
linear,simpleandbasicvideowhere itjustshowsdifferentfunctionsand
proceduresonthe screenandendswithjustthe logo.