Amnesty International

1. B-TEC ExtendedDiplomainCreative MediaProduction
Unit 28: Corporate andPromotional Programme Production
PRODUCT/TITLE: AmnestyInternational
Narrative Structure
(PresenterLedor Voiceover
Storyline,Linear/Non-Linear)
A single narrator,the leaderof amnestyinternational,leadsthe narrative
structure of the start. Where he talksabouthowthe corporationstartedand
whyhe done it. Therefore thiscreatesalinearbeginningtothe advertand a
backbone structure tothe story.Aseverythingthathappensafterisalinear
structure leadingtowardsthe successthatthat charityhas accomplished.
Thislinearapproachhelpsshowhowthe charityhas developedovertime
throughthe helpof their1.8 millionsupporters.
Mise-en-Scene
(Location/Set,Props,Costume,Make-Up)
The mice en scene ishard to grade because there are somany different
locations,asAmnestyInternational operate all overthe wordthis5 minute
videoshowstheirworldwidereachbyhavingappearancesinmultiple places
aroundthe world. The Locationsmainlywere featuringlarge gatheringsand
groupingsof people, mainlyatprotests.Byfeaturingthismainly,itis
showingthe importance andseverityof the situationsandthe mainpublic
interest.
Sound
(SoundEffects,Music,Voiceover/Dialogue,Diegetic/Non-Diegetic)
The soundin thiscorporate videofeatures bothDiegeticandNonDiegetic
sounds.Itopenswitha voiceoverof the leaderof the charity,andwhyhe
createdit.Thissetsup the rest of the videobecause itshowsthe main
purpose of the charityand setsthe tone for the rest of the video.
Throughoutthe videodifferentcutawaysare shownof interviewsand
publicspeechesthatfeature the mostfamous,iconicandpowerful lines
throughpeople whorepresentthe charityand evenpeoplewhohave been
helpedbythe charity.
Editing
(Graphics,Techniques,Pace)
The editingof the corporate videosfeaturesfastpacedcuts,thisistofit as
much contentintothe advertforemost,andsecondlyitistospeedupthe
narrative,foreverypointmade inthe advertit featuresacatalogue of shots.
To signposta change of tone or a pointinthe video,theyuse adissolve the
final shotto the nextshotwithtextonthe screentosignal the newpointof

2. the video,thisisa clearvisual indicator because the use of non-diegetic
soundinthe backgroundhelpstoaidthiscontinuity.
Lighting
(HighKey,LowKey,Natural,Artificial)
The lightingtone of thisadvertis light;itshowsmainlyscenesthatare
brightlylightenedbecause itistoreflectthe tone of the advert.The positive
nature of the advertisto showthe goodworkthat the charity does.They
use natural lightingbecause of all of the clipsbeingsourcedclipsformthe
manyeventsthatamnestyinternational have done aroundthe world.This
wasn’ta productionas such,but rathera montage of clipsfromthe best
momentsfromthe charity.
Cinematography
(Angles,Framing,ShotTypes,Movement)
The cinematographyof shots are onesthat showclose upsof emotional
scenes,togaina connectionwiththe personinthe scene.A movingscene in
particularshowsa little girl withpure sadnessinhereyes,andthe shottype
isusedeffectivebecause the frame isfilledwithall of herandmakesthe
visual connectionwiththe audience.
StereotypesandRepresentation
(Gender,Race,Sexuality,Regional,Religious)
Representationsof people are shownhere becausethe pointof thischarity
isto helpthe desperate andneedypeople,mainlyinthirdworldcountries.
Nobodyinthisvideoisdiscriminated against;itisatrue showingof the real
life sufferingandpovertyinthisworld.
Target Audience
(Demographics,Psychographics,Geo-Demographics)
The target audience of this corporate videowillbe mainlytoinvestorsand
donators,to showhowthe charityoperatesandwhy theirmoneyshouldgo
towardshelpingthe peopletheyshow.Toamore diverse audience of the
people
Functionor Purpose of Video/Message The functionof the videoisto educate andinformviewersof the workthat
the charitiesdointernationallyandwhatthe purpose of the charitywas
whenitfirststartedand howthat hasn’tchangedand the change in the
worldthat thischarity