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B-TEC ExtendedDiplomainCreative MediaProduction
Unit 28: Corporate andPromotional Programme Production
PRODUCT/TITLE: em(ic)*
Narrative Structure
(PresenterLedor Voiceover
Storyline,Linear/Non-Linear)
The narrative structure of the corporate videoisledbythe textpromptson
the screen.The use of kinetictypographyanda3D environmentwhere the
textcomesinand foldsaroundto openupa newtextqueue toadvance the
narrative.Moreoverthe imagesthatalsoaccompanythe textduringhow
theyoperate come ininthe same style.Thislinearstorylinehelpsiteasyto
be followedbecauseitclearlyshowsthe stepsof howthe businessoperates.
Mise-en-Scene
(Location/Set,Props,Costume,Make-Up)
The mice en scene of the videoismainlyagreenbackgroundwhichcomplies
withthe colourscheme of the brand whichhelpstopromote the brand
more because itcomplieswiththe code andconventionof avide fora
companyby keepingintune withthe coloursof the company
Sound
(SoundEffects,Music,Voiceover/Dialogue,Diegetic/Non-Diegetic)
The backgroundmusicfeaturesa musicjingle inthe backgroundthatis
basic,genericandof an upbeattone.Thisseemstobe a feature incorporate
videos,tohave a jingle theme throughoutthataccompaniesthe narrative
structure.
Editing
(Graphics,Techniques,Pace)
The pace of the advertisquite fast,withcutsvaryingfromaround 3 to 4
secondslong.Thisistokeepthe narrative fast,aswellaskeepingupthe
continuityalongwith the pace of the jingle.
Lighting
(HighKey,LowKey,Natural,Artificial)
The highkeylightingisusedtoemphasise the whiteandlime greencolour
scheme,thisistokeepinaid withthe brandedcoloursof the keys.Thisalso
isvisuallyinline withthe jingle theme,because the happyupbeattone
matcheswiththe connotationsof highkeylighting.
Cinematography
(Angles,Framing,ShotTypes,Movement)
The movementof the graphicsoneach cut away iskinetictypographythatis
usedto create a visual worldwithinthe advert,of whichitislike acamera
man ismovingaround a worldwithinthe video,where textfliesintothe
frame and the camera angle spinsormovestoreveal newtextandimages.
The framingof the shotduringthe start of the videowhenitshowsvideo
clipsfeaturesgoodshotsina linearstructure,withthe initialshotbeingan
establishingshottosetthe scene,followedbyawide angle shotof the hall
on a time-lapsetogive contexttothe situation.The followingshotsfeature
close upsand midshotsof people doingthe activitiestoshowthe different
tasksundertakenbythe people inthe group. Thisgivesapurpose tothe
videoandinitiallyfromthe getgowe are alreadyhavinganunderstanding
throughthe screenand whatis happening
StereotypesandRepresentation
(Gender,Race,Sexuality,Regional,Religious)
Stereotypesare notshownwithinthisvideoasbothmalesandfemalesare
seentobe all the waythroughoutthisvideoispartnershipwitheachother,
and the spreadof gendersacrossthe leadersof the groupsare diverse.
Moreover,the firstpointthatthe videomakeswhenthe textpromptscome
on the screenisall about equalityanddiversitystraightfromthe off,which
setsthe tone for the video aswell asthe beginningcinematics,thatthis
brand doesnotwant to or have anyinterestinprejudice.
Target Audience
(Demographics,Psychographics,Geo-Demographics)
The target audience forthiswouldbe forstakeholdersof anorganisation,
thisisbecause itfeaturesmanytechnical andinternal termsthatonlya
specialistinafieldsuchasthe brand wouldknow.Theyare tryingto say
whattheydo and why,as opposed totryingto sell abrand or product.
Functionor Purpose of Video/Message The purpose of thisvideoisto impressthe stakeholderswhomayinvestin
the companyas a whole,sothereforeacomplex,goodlookingandfeel good
videotomake investorsfeelpositiveaboutthe companywouldbe needed.
The openingcinematicof the menandwomenall workingtogetherisan
example of thistoshowthe harmonywithinthe brandandthisleads
perfectlyontothe pointsthatthe videomakesaboutwhatthe company
doesto operate.

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Corporate Analysis 3

  • 1. B-TEC ExtendedDiplomainCreative MediaProduction Unit 28: Corporate andPromotional Programme Production PRODUCT/TITLE: em(ic)* Narrative Structure (PresenterLedor Voiceover Storyline,Linear/Non-Linear) The narrative structure of the corporate videoisledbythe textpromptson the screen.The use of kinetictypographyanda3D environmentwhere the textcomesinand foldsaroundto openupa newtextqueue toadvance the narrative.Moreoverthe imagesthatalsoaccompanythe textduringhow theyoperate come ininthe same style.Thislinearstorylinehelpsiteasyto be followedbecauseitclearlyshowsthe stepsof howthe businessoperates. Mise-en-Scene (Location/Set,Props,Costume,Make-Up) The mice en scene of the videoismainlyagreenbackgroundwhichcomplies withthe colourscheme of the brand whichhelpstopromote the brand more because itcomplieswiththe code andconventionof avide fora companyby keepingintune withthe coloursof the company Sound (SoundEffects,Music,Voiceover/Dialogue,Diegetic/Non-Diegetic) The backgroundmusicfeaturesa musicjingle inthe backgroundthatis basic,genericandof an upbeattone.Thisseemstobe a feature incorporate videos,tohave a jingle theme throughoutthataccompaniesthe narrative structure. Editing (Graphics,Techniques,Pace) The pace of the advertisquite fast,withcutsvaryingfromaround 3 to 4 secondslong.Thisistokeepthe narrative fast,aswellaskeepingupthe continuityalongwith the pace of the jingle. Lighting (HighKey,LowKey,Natural,Artificial) The highkeylightingisusedtoemphasise the whiteandlime greencolour scheme,thisistokeepinaid withthe brandedcoloursof the keys.Thisalso isvisuallyinline withthe jingle theme,because the happyupbeattone matcheswiththe connotationsof highkeylighting. Cinematography (Angles,Framing,ShotTypes,Movement) The movementof the graphicsoneach cut away iskinetictypographythatis usedto create a visual worldwithinthe advert,of whichitislike acamera man ismovingaround a worldwithinthe video,where textfliesintothe frame and the camera angle spinsormovestoreveal newtextandimages. The framingof the shotduringthe start of the videowhenitshowsvideo clipsfeaturesgoodshotsina linearstructure,withthe initialshotbeingan
  • 2. establishingshottosetthe scene,followedbyawide angle shotof the hall on a time-lapsetogive contexttothe situation.The followingshotsfeature close upsand midshotsof people doingthe activitiestoshowthe different tasksundertakenbythe people inthe group. Thisgivesapurpose tothe videoandinitiallyfromthe getgowe are alreadyhavinganunderstanding throughthe screenand whatis happening StereotypesandRepresentation (Gender,Race,Sexuality,Regional,Religious) Stereotypesare notshownwithinthisvideoasbothmalesandfemalesare seentobe all the waythroughoutthisvideoispartnershipwitheachother, and the spreadof gendersacrossthe leadersof the groupsare diverse. Moreover,the firstpointthatthe videomakeswhenthe textpromptscome on the screenisall about equalityanddiversitystraightfromthe off,which setsthe tone for the video aswell asthe beginningcinematics,thatthis brand doesnotwant to or have anyinterestinprejudice. Target Audience (Demographics,Psychographics,Geo-Demographics) The target audience forthiswouldbe forstakeholdersof anorganisation, thisisbecause itfeaturesmanytechnical andinternal termsthatonlya specialistinafieldsuchasthe brand wouldknow.Theyare tryingto say whattheydo and why,as opposed totryingto sell abrand or product. Functionor Purpose of Video/Message The purpose of thisvideoisto impressthe stakeholderswhomayinvestin the companyas a whole,sothereforeacomplex,goodlookingandfeel good videotomake investorsfeelpositiveaboutthe companywouldbe needed. The openingcinematicof the menandwomenall workingtogetherisan example of thistoshowthe harmonywithinthe brandandthisleads perfectlyontothe pointsthatthe videomakesaboutwhatthe company doesto operate.