Wednesday, 6 March 2019

Purpose of planning documents

  1. What is the purpose of the following PLANNING DOCUMENTS:

    1. PROPOSAL
  • To let the client know what I am aiming to create. The proposal also informs the client which demographic audience their video will be aimed towards.

    1. TREATMENT
  • The treatment lets the client know where the video will be filmed/ set and what equipment will be used. The treatment also lets the client know the budget

    1. STORYBOARD
  • The storyboard enables the director to know what will be filmed in each shot. It also covers which camera angle will be used and how long each shot will last.

    1. CALL SHEET
  • The call sheet lets the director know who will be turning up to the shot, what time and where they will all meet. The call sheet also provides contact details for everyone who should be on the set of the shooting.

Thursday, 17 January 2019

Semiotics

  1. Who are the two linguistic philosophers that semiotics is developed from?
Ferdinand de Saussure and Charles Sanders Pierce


     2. Which French ‘Structuralist’ recently developed this media concept?
          Roland Barthes


    3. The two methods:
a. Describing the TEXT is called denotations
b. Myths and associations with the TEXT is called connotations


   4. What quest is at the heart of the semiotic approach?
       Semiotics is frequently seen as having important anthropological and sociological                                                            
       dimensions
 
  5. Identify the factor that is given for readings of a media texts that determines the
      variety of meanings it can give? It can depend on the genre
      


  6. What word is given for OPEN TEXTS? Polysemic


  7.  Popular and mass culture e.g. mass media texts are known as CLOSED texts.


  8. Anchorage where words, captions or logos are used to direct a reader towards a    
      particular meaning.
  9. Preferred meaning is when a text prefers one particular meaning.  These can be a result of
      media producers agendas and assumptions.


 10. Define Stuart Hall’s THREE main types of audience decoding:
           a. DOMINANT:  the reader fully accepts the preferred reading so that the code                  
               seems natural and transparent.
          b. NEGOTIATED: the reader partly believes the code and broadly accepts the  
              preferred reading, but sometimes modifies it in a way which reflects their own    
              position, experiences and interests.  
         c. OPPOSITIONAL: The readers social position places them in an oppositional   
             relation to the dominant code. They reject the reading.


11. How media texts speak to an audience is known as direct address.


12. Define what the MALE GAZE is:
      The male gaze is the way heterosexual men tend to objectify and sexualise women.


13. What is semiotics?
     Semiotics is the study of signs and their meaning in society. A sign is something   
     which can stand for something else.
  1. How could you apply this to a MUSIC VIDEO?

We can see different meanings in society and we can understand what these meaning stand for.

Monday, 14 January 2019

29.2 Styles, Conventions and Techniques of Music Videos

https://1drv.ms/p/s!AtZTD_HEBW1rhi-44Jb4B2SV9hIJ


Slide 1: Different techniques are used during the making of live/ in concert music videos. In the video ‘Dangerous’ by The XX the techniques used are camera movements and angles. These techniques used in all live footage music videos. In the video we can see that different camera angles are used, for example, there is a close up of all the band members and a long shot of the band performing together.  
·       Live/ In concert: When musicians use live footage of them performing for them music videos instead of producing a music video to go with their song.

Slide 2: Narrative/ Animation/ Surrealist: Delta Heavy are a band that have produced different styles of music videos. In their music video ‘Get By’ they have produced a stop-motion animation music video. However, Delta Heavy have also produced different types of animation music videos such as ‘White Flag which is a narrative music video set in a surrealist dream land. Although Delta Heavy produce different types of animation music videos they all have one thing in common; they are all interpretive music videos. This means that the audience has to think about the wider meaning of the lyrics in relation to the music video.
·       Narrative: refers to the way a story is told. In this case we are talking about how a music video communicates a story to its audience.
·       Surrealist: an art movement which aims to break down the boundaries between fantasy, dreams and reality. In music videos, this means using bizarre and jarring imagery, creating a dream-like quality which would be memorable to the audience.
·       Animation: As a medium which has classically been used to experiment with story-telling techniques, music videos will often use animation.

Slide 4: Ja Rule’s ‘Mesmerize’ music video is based off well known 1978 film Grease. A convention used in the making of referencing/ homage videos is allusion. This enables the audience to automatically understand what the music video is based on. Moreover, song from popular music genres use a variety of techniques in the making of the music video. A few used in Mesmerize are: miming and lip syncing, camera movements and camera angles.
·       Homage: videos pay respect to other media sectors. This specific music video pays homage to the film Grease.  
·       Allusion: When a reference to a person, existing text, place or event is made within a music video

Slide 5: The influence of commercials has a big impact on most music videos. A key example of the influence of commercials is Lady Gaga’s ‘Telephone’ that was produced in 2010. The music video consists of multiple brands being shown throughout the entirety of the music video. Additionally, the music video also uses allusion as the car seen in the video is from the film ‘Kill Bill’. When displaying a brand on camera, the audience is always shown a close up of the product; this can be done for allusion or parody purposes.
·       Influence of commercials: the style or narrative of some music video are influenced by the world of advertising & commercialism.

Bibliography:

Colour scheme: blue, black & white
Main body text: Arial
Titles/ Keywords: Arial Black
Shapes: squares/ rectangles
Transitions: morph






Monday, 17 December 2018

45.A Radio Advertising Analysis: Style, Structure, Purpose and Regulation

The purpose of radio commercials is to inform, persuade and sell in order to make money. By selling air time this enables radio stations to also make money by charging companies fees to air adverts on their stations. Other ways radio stations make money is by promoting competitions that allows the audience to phone in and selling newscasts. In this report I will be analysing two different radio commercials that use different styles to advertise their products or message.
The first radio commercial I will be analysing is the Pizza Hut advert. When this radio commercial was released in 2016. Its main purpose was to serve as an advert and attract existing or new customers into their restaurants. The radio commercial is aimed at a wide target audience of teens and over, who enjoy going out to get food with their friends or families.
The message of the advert is to let potential or existing customers know about the new Hut’s delight meals they now have on offer. The audience is informed what the advert is about in the opening two seconds when the scenario is created; being in a restaurant when you receive an expensive bill. We are then persuaded to go to Pizza Hut as we are told about the new offer they have introduced. Pizza Hut sell the advert by telling us all the food they have to offer and the price per person.
The style of the commercial is comedy as the commercial is simple, informal and colloquial. The advert can also be considered as comedic due to the use of sound effects. This suggests that the advert is light hearted as they are trying to appeal to a wide target audience of all ages. The advert fits into the radio station ‘house style’ as it is appropriate for all ages. The radio commercial has been structured so that it is a one-off and has no relation to any other Pizza Hut adverts that have been made previously.
The purpose of the advert is to promote sales and the new special offer that has recently been introduced. By producing this advert Pizza Hut aim to increase their market share by attracting more customers and raising more income in comparison to their competitors for example Pizza Express. This advert can be used all year round as it isn’t related to any specific seasons.
At around 0.03 seconds of the commercial a sound effect of a burp is used to set the scene of the advert. Additionally, by using this sound effect and not another one reflects that the advert isn’t formal or something that should be taken seriously. Moreover at 0.06 seconds the use of diegetic sound from the character as they gasp loudly and exclaim “oh my gosh”, creating a conversational tone with the audience. The use of multi voice dialogue between the characters it makes the audience feel like they are in a restaurant atmosphere so that they can relate to the advert. From the narrators voices we can guess that they are in their late twenties or early thirties and are from England. We hear from all the narrators between 0.05 - 0.12. Furthermore, the use of background music makes the audience concentrate more on what the main narrator is saying; this technique is used so that the audience remember the advert. In relation to background music at 0.28 of the advert a sting is used so that we associate the advert with the business.
The persuasive technique used is that the advert plays on the customers fears and desires. This is first introduced at 0.07 seconds when the narrator creates the scenario of receiving an expensive bill. This plays on the audiences’ fears however, the advert offers a desire to its audience by informing them about the new deal at a fixed price which benefits the customers as they get what they are paying for. Additionally, we are persuaded to go to Pizza Hut due to the humorous aspects used such as the character burping; this creates an animated tone of the characters. From 0.22 seconds the narrators start to list off the different food they have to offer, persuading customers to visit to Pizza Hut.
The advert would’ve been distributed nationally so that they can attract more customers to their restaurants across the country. Throughout the entirety of the advert no contact details are left because Pizza Hut are a well-known established brand throughout the nation.
Regulatory bodies such as OFCOM and ASA would’ve checked the advert for any issues such as taste, ethics, age restricted material, use of children and consumer protection. This advert meets all the requirements of the regulatory bodies and has therefore been published for the entire nation to hear.
The second advert I will be analysing is THINK! - 18 - 30-Year-Old Males. The advert was released in February 2009 to inform drivers about the dangers of falling asleep whilst driving. THINK! are a road safety campaign that promote road awareness. This specific advert is aimed at drivers who drive whilst being tired.
The message of the advert is to let drivers know about the dangers of driving whilst being tired. The audience is informed about the dangers when they are given a statistic about what could happen if you fall asleep behind the wheel; this persuades the audience to stay awake whilst driving.
The style of the advert is shock; this is due to the formal, serious tone of the narrator. Additionally, the audience is shocked due to the aggressiveness of the advert. However, the advert is suitable for the radio due to its simplicity that initially draws in the audience. Likewise, to the Pizza Hut advert, this advert is also used as a one-off in relation to other adverts that THINK! have produced.
The purpose of the advert is to raise road safety awareness and to provide factual information about the risks or requirements of driving on the roads in Britain. The advert raises awareness by discussing important matters in a simple yet formal tone making the radio commercial seem more severe and serious.
In most THINK! adverts they use non-diegetic sound throughout the entirety of the commercial. This is so that the narrator can make it seem like he is having a conversation with the audience. THINK! often use diegetic sound effects to shock their audiences; in this case the sound effect used is a loud crash, 0.26. This is used to reinforce the adverts message. Moreover, the use of repetition,0.04 – 0.17, gains the targets audience’s attention making them more likely to listen to the advert.
THINK! persuades its target audience to listen to the advert by playing on the audiences fears of dying in a car accident. A key example of this is when THINK! provides us with the statistics of how many people have died whilst asleep behind the wheel. Moreover, the character creates a dual effect by playing tired and creating a hypnotic effect due to the tone of his voice and the words he is using for example, “You’re tired, the monotony of driving is sending you to sleep”. Furthermore the use of non-diegetic sound of the road creates the driving atmosphere.
This advert would’ve been distributed across the nation as it is used to raise road safety awareness. At the end of the advert no contact details are left at the end of the advert because THINK! are a well know campaign across the nation. Furthermore, no contact details are given because the audience shouldn’t have any questions after listening to the advert.

Regulatory bodies OFCOM and ASA would’ve looked at the taste of the advert to make sure it wasn’t too graphic and would scare young children. The advert meets the requirements of the regulatory bodies and are therefore used to raise awareness.


Bibliography:
Pizza Hut: https://www.youtube.com/watch?v=2tV1maIR1jo
THINK! - New Regulations: https://www.youtube.com/watch?v=rxec1vs0eNo

Sunday, 25 November 2018

26.1 The theory of films

Throughout this report I will be discussing and analysing two different theories used in the making of films by two different directors. The two different films I will reviewing, and analysing are Suffragette (2015) and The Hunger Games (2012). The first film I will be looking at is Suffragette.

The director of Suffragette, Sarah Gavron, can be presented as a feminist filmmaker as she focuses on the life of women and presents women as strong and independent through her character choices and casting; she has dedicated her career to accurately telling the stories of women. In addition, the shortage of women filmmakers in the United Kingdom is what has inspired Gavron with her own filmmaking and she believes it gives her extra responsibility as a female director. Gavron is best known for producing Suffragette, Brick Lane and Losing Touch.

Gavron discovered her passion for feminist film making whilst she was attending Edinburgh College of Art; it was here she was given a position in a directing class that was taught by Stephen Frears; one of her greatest influences in filmmaking and directing. When recalling what she wanted the film to achieve, that enabled her to win sixteen awards and fifteen nominations, Gavron revealed she hoped that Suffragette would be used to recall important moments in the past but those that are also relevant in today’s society. Gavron believes that her specific focus on an ordinary, everyday women would make her film, and ultimately her message as a feminist, relevant in today’s society.  Suffragette was released in 2015 and is based off true events that took place in England between 1890s – 1920s when Millicent Fawcett founded the National Union of Women's Suffrage. The meaning behind the name of the film is that “Suffrage” means the right to vote; this is what women were fighting for during this time period. However, Gavron has decided to set her film in London during 1912 and focuses on the life of a young working-class mother who becomes a radical activist to achieve the right to vote.

To create a feminist film Gavron needed to cover a range of political movements, ideologies, and social movements that share a common goal which is to achieve social equality between sexes. For this reason, she decided to cast women who possess strong, dominant characteristics. In comparison to other directors, Gavron decided to use a cast of actors who haven’t appeared in many ‘big’ films that are shown across the world. Although Gavron choose to have women as have leading characters, some may argue that men roles weren’t focused on enough as they were only given supporting roles. However, to contradict this argument, the film is based on the lives on women in 1912 so the film shouldn’t have many, if not any, male lead roles.

When being used in films, colours are often to use to portray moods and emotions, although throughout the film Gavron uses dark, dull colours to convey the state of poverty in London during the early nineteenth century. The use of a dull colour palette demonstrates the struggle that all working-class families were going through. In contrast, during the film the ruling class can be seen wearing bright colours to reflect their wealth and power. For example, during the horse racing scene the women in the background are seen wearing white. Gavron decided to use this colour as white evokes purity and cleanliness; something that the working-class wasn’t associated with being.

In addition, to reflect that the film is based in a different time period Gavron decided to use dim, low-key lighting. The purpose of low-key lighting is to be dramatic and powerful; the use of lighting in Suffragette is used to convey the misery amongst women at this time period but also the low financial state the country was going through.  

Another film technique used in Suffragette is special effects. This is evident when the protagonist is blowing up the letter box or when lead characters are smashing windows by throwing stones at them. The use of special effects in Suffragette is used to demonstrate the anger and violence being expressed by those involved in the activist movement.

Throughout the film there are many close ups of the characters faces. Gavron chose to do this to show how the characters are supposed to be feeling in the current moment. A key example of this is when the actor who is playing Emily Davidson is just about to get hit by the horse; we can tell by her facial expression that she is shocked and scared. To help show how fast the horse is coming towards her the camera moves quickly to focus on actor’s face.

The only song used throughout the entirety of the film is ‘March of the Women’ by Ethel Smyth and Cicely Hamilton. The song is used to empower women and make them feel powerful standing together when fighting for the right to vote. The song was first performed on 21 January 1911, by the Suffrage Choir, at a ceremony held on Pall Mall, London. The song is used to symbolise the release of activists from prison.

As mentioned before Gavron was taught by one her greatest influences, Stephen Frears, when she was given a position in a directing class. Stephen Frears is also a British director who is most famous for directing Dangerous Liaisons, Philomena and The Queen. Frears has been nominated for 70 awards and winning 65 whilst being nominated for two Oscars. Frears is one of Gavron’s greatest influences as when she was younger Gavron only used to watch British films. When producing Suffragette Gavron started looking for unusual references such as The Battle of Algiers, which is based off Marxist philosophies, and Paul Greengrass’ work when looking for set pieces and chase sequences. Moreover, throughout production Gavron kept the Suffragette motto in mind ‘deeds not words’ connoting that Gavron was looking at other films that involved violent protests or other activist movements.

The genre of Suffragette is biography, drama and history. This is because the film is focused around recalling events that have happened in the past. In relation to the film, the selected genres describe what the film has to offer and what the audience would be expecting from this film.

The other film I will be analysing is The Hunger Games. Director, Gary Ross, is considered a Marxist filmmaker due to how he portrays the class divide in his films. Throughout the duration of his directing career, Ross has worked with many big actors to produce successful films that have enabled him to be nominated and to win awards. The Hunger Games was Ross’ first Marxist philosophy-based film he directed; although the idea wasn’t originally his as he brought to life Suzanne Collins’ work.

When directing the film, Ross’ main focus was to bring Collins’ work to life in a visual representation that would mirror her book as closely as he possibly could. The writer once claimed that the books were based off Greek myth of Theseus and Minotaur. Despite the author saying this herself others claim that the book is based on the 2000 film Battle Royale featured school kids who were forced to enter a deadly game in which they had to kill each other; from this description of the film it is hard to say whether Collins’ did take inspiration from Battle Royale or not.

A coincidence that seems to arise in the casting of the actors is that both Jennifer Lawrence and Josh Hutcherson that play protagonists in The Hunger Games grew up in Kentucky; a state with rural poverty and coal mining reminiscing District 12 where both protagonists grew up. Throughout, Ross’ career he has never used the same actors more than once when directing and producing his films.

Ross uses colour to present the difference between wealth and poverty throughout the film; the closer you get to the capitol the more colourful and lavish the clothing becomes. For example, when Effie from the capitol first comes to District 12, she is wearing purple. The use of purple connotes that she is a figure of wealth and power.

Furthermore, Ross uses lighting to demonstrate the difference in wealth between each district. The further away from the capitol you go it becomes dark and dull. Additionally, Ross uses lighting to signify important moments in the film; for example, high-key lighting is used when Katniss volunteers as tribute to save her younger sister from entering the hunger games. By using high-key lighting when focusing on Katniss in this scene connotes that she is heroic and brave.

Throughout the duration of the film there is multiple close ups of the actors faces to show their emotions which enables us to develop a deeper connection with the characters on our screens. The cameras tend to focus on Katniss as the film is focused on her life. The first time we feel connected to the character is when she is comforting her sister; from this scene we could tell that Katniss cares about those she is close with.

In a sci-fi film we expect to see special effects. The Hunger Games meets its audiences’ expectations by providing many special effects. This is done through most scenes that involves fighting in which someone gets injured or when Katniss shows the world her dress that lights on fire when she spins around.

Ross uses sound to create something to associate the film with. This sounds is a simple whistle that is used throughout the film as it means thanks, it means admiration, it means good-bye to someone you love. This sound is often used due to the amount of deaths that happens throughout the duration of the film.

When entering the film industry Ross had help from his screenwriter father, Arthur A. Ross who has written scripts for crime melodramas, Westerns, comedies, the Oscar-nominated Brubaker and a host of radio and TV series, among them The Alfred Hitchcock Hour. However, his other early influences are Stanley Kubrick and Bob Fosse. He admired Fosse as in his film Lenny the camera never moves. It's all done with cutting and a static camera. He believed that Fosse saw editing completely different to other directors as each shot looked like a dance step.

The Hunger Games comes under three different genres; adventure, sci-fi and thriller. By being put into these categories the audience expects to see the characters go into an unknown area and start exploring what there is. However, something bad or unexpected happens due to the film also being a thriller.

In conclusion, these theories can also be seen in everyday society; this helps the audience engage in the films and relate to the characters and/ or the themes represented in the film. Both Gavron and Ross challenge their audiences into thinking about the deeper meaning of their films. For example, Ross highlights the issues of living a capitalist, marxist society by bringing Collins work to life. Whereas, Gavron signifies the importance of feminism by comparing the difference to living in a society where both genders are treated with equality, to times when women were treated unfairly by recalling important historical events. 

Friday, 9 November 2018

Commercial radio

3 purposes of commercial radio:
- Advertising
- Selling newscasts
- To make money

List 2 regulators and explain what powers they have
- ASA = edit advert
- Radio Centre = edit scripts

Name 3 codes in accordance to regulators
- Use of children
- Ethics
- Fairplay

List 2 styles of radio commercials:
- Humour
- Shock

List 2 persuasive devices in radio:
- Creating a scenario
- Sound - diegetic / non-diegetic


Maslow's hierarchy of needs:
1. Physiological needs - food, water, drink
2. Safety needs - security, protection, free from danger
3. Love + belonging needs - friends, family, community
4. Esteem needs - respect, self-acceptance, self worth
5. Self actualisation needs - fulfil one's potential, do what you are suited for


Research:
One-off - Doesn't link to any other adverts under the company/ product

Part of a series - Adverts that all link together/ creates a story

Drama - Longer than usual adverts/ powerful - motivational speaker

Sound bed - is a term used to describe the sound (music, room tone, sound effects) that subtly plays during each scene to help create an atmosphere for that location

Non - diegetic sound - Sound whose source is neither visible on the screen nor has been implied to be present in the action: narrator's commentary. soundeffects which is added for the dramatic effect. mood music.


Diegetic  sound - Diegetic sound is any sound presented as originated from source within the film's world. Digetic sound can be either on screen or off screen depending on whatever its source is within the frame or outside the frame. Another term for diegetic sound is actual sound Diegesis is a Greek word for "recounted story"







Purpose of commercial radio:
Advertising
Artists
Selling newscasts
Making money - competitions/ events

Regulatory bodies:
Ofcom / ASA    - Codes: use of children/ ethics/ watershed / fair-play
Radio centre - scripts

3 word rule:
1. Inform
2. Persuade
3. Sell


Different styles of radio adverts:
humour - stereotypes / play on words
animation
repetition
shock - character (voice of child)/ narrator-story/ sound = diegetic-non-diegetic/music-instrumental
series
sex
stereotypes
intertextuality


THINK! - Bet:
Inform - Makes a statement/ rhetorical question - Lets you know that you are driving over the speed limit
Persuade - Engages listener by using a conversational tone and creating a scenario
Sell - 'THINK!' - play on words

Thursday, 8 November 2018

29.1 Understanding the Purposes Music Videos

Throughout this report I will be covering the different purposes of music videos. I will also be discussing how we consume music videos in today’s society, how videos have increased income for record labels and how much videos are used to promote: songs, artists, a change of musical direction and as a synergy with another media sector.
The reason an artist decides to produce a music video is to firstly to create a visual representation of what their song means to them and then to present this to their audience. The artist has multiple different platforms to share their music video; over the last few years the way we consume music videos has changed from DVDs to music TV channels and now to the internet. However, the overall purpose of producing a music video is to extend the income so that there is more interest in an artist or record label. Since 2005, when YouTube was created, all artists have decided to follow the zeitgeist by posting their videos onto the platform so that a wider audience can access their music. Music videos are also used to promote different lifestyles; a way of life and thinking. For example, YouTube have removed drill music videos off their site and many believe that drill music promotes a violent lifestyle.
In 2004, Kanye West founded G.O.O.D Music (Getting Out Our Dreams Music) together with Sony BMG, between 2004 – 2011 the label signed multiple artists who have gone on to be nominated for multiple awards and have won Grammys. In September 2012, West released his first compilation album called ‘Cruel Summer’ in which was made up of himself and two other artists signed to his label. The lead single, ‘Mercy’, from this album helped increased profits for the record label due to the two other G.O.O.D Music artists also featured on the song. This music video created intertextuality as it referred to well-known car brand Lamborghini. The audience gained gratification from this video as many people dream of having a fast, flashy car. By having a Lamborghini in the music video, it created the ideology that to be considered as successful you must have an expensive car. All profits Kanye West  has made from this music video has been used to continually promote his music and the record label therefore generating millions of US dollars.
Beyoncé is well known for promoting her songs through dance routines with the iconic dance from the Single Ladies music video. This helped her promote the song as many people were re-watching the video to learn the dance routine. Although Beyoncé has also used other methods to promote her music. These methods consist of promoting ideologies as evident in ‘Formation’. In this video Beyoncé highlight multiple different ideologies one of which is that dominant forces that used to have control over society are no longer powerful. A key example of this is that we slowly watch the police car sink throughout the entirety of the video.
Fatman Scoop used the music video for hit single ‘Be Faithful’ to promote his 1999 album – ‘In the Club’. The use of 3D animation of the character in the video reflected the albums cover; which was a 3D animation version of Fatman Scoop that featured in the ‘Be Faithful’ music video. This helped increase the album sales as those who watched the video were familiar was the 3D animation character who appears on the album cover.                            
Well-known musician and actor, Justin Timberlake made the musical transformation from being in bubblegum pop boy band, NSYNC, to a hip-hop and R&B solo artist. He made a very impressive start to his solo career as his solo debut album, ‘Justified’ was worthy of a Grammy for having the best pop vocal album.  His change in musical direction saw him collaborate with different successful hip-hop and R&B artists such as: Beyoncé, Rihanna, Jay-Z and Snoop Dogg.
The Rembrandits are a key example of a band who uses synergy to promote their music. Their most iconic single ‘I’ll be there for you’ was used as hit TV show ‘Friends’ theme tune. This means that the audience recognises the artist or the TV show more. Furthermore, this doubles the audiences and helps spread the song worldwide.

In conclusion, the purpose of music videos is to gratify audiences, promote the artist and the record label. This can be done through creating experiences that the audience can relate to such as dance routines and the promotion of different lifestyles.  
 

Purpose of planning documents

What is the purpose of the following PLANNING DOCUMENTS: PROPOSAL To let the client know what I am aiming to create. The prop...