Initial Unilever Research

Ben and Jerry's 

Advert

The advert reaches out to a mixture of different audiences, as the advert is a cartoon, this will attract the eye of the younger generation. Whereas the Greek flavor reaches out to the older generation. The advert is very simplistic as the background remains as one color, by having the cup create a scene this means the designs are able to create a different scene with the different flavors. 

A yoghurt shaped cup is placed onto the flat blank surface, after the inside is painted. Then as the advert goes on many different components are added, the first character is a greek god; whom is brought on with a throne. Then the yoghurt is laid down to mimic snow, little skiers then cut down the mountain until little pieces of shortbread are added. This adds a comedic effect for the younger generation, the scene then gains power as it finally concludes.



Advertisement

Editing Techniques

Introduction 

The entire concept of cinema was first created in 1895 by inventors named the Lumiere Brothers, they invented cinematographe. The clip involved workers exiting from factory gates. After time the Lumiere Brothers were soon beaten by a fellow inventor named Edwin S Porter who showed that film didn't have to be one continuous shot and could be a collection of film fragments added together. In 1908, D W Griffiths created a film that focused more upon the editing rather than the acting, he discovered that editing the clips in different ways meant that you were able to change the atmosphere and emotion of the clip. In some of Griffith's films he uses 21st century techniques such as fading, dissolving and wipe. 

In 1925 a director named Kuleshov, discovered a way of compiling clip together calling it the montage. Many films that were made in the late 20th century used this technique for example it was used in every Rocky film to show him training up before he fought his enemies. 


At this current time that we are at using film to make a Movie is very rare, creating clips was complicated and tricky for editors and directors. Films have to be cut and placed together with each film attached with tape, this process took a long time and had to be precisely done to produce a clip that was well cut. This first technique was called Analogue, as it involved placing film and sticking them together and then putting the film through a machine when finished. Luckily editing is much easier now as we use digital clips, each clip can easily be reviewed and changed if need be. After filming is completed the clip can then be edited using editing software on a computer. Editing without film means that movies can be produced much quicker.

Wesley's Rampage (2008)

Establishing Shot

An establishing shot is used at 1:34, this is because the camera moves from one

environment to another so that the viewer understands that the character is moving from one location to another. In the clip Wesley moves from the lower part of the factory and the establishing shot tells us that he is climbing up to the higher levels, showing the upper level in the shot. The shot is used in this clip so that the viewer understands that Wesley is trying to reach a new location. It creates movement and pace within the clip and also creates atmosphere as the clip has gone from fast pace too slow.

180 Rule

At 0:33 a 180 degree rule is used, this rule means that the camera rotates 180 degrees around a character or object. This shot is used to create atmosphere between different characters, this shot also allows for dialogue between characters. The camera doesn't have to rotate around a fixed point it can just shoot between two characters facing each other as long as it doesn't pass the 180 degrees rule. In this clip the gun moves from an enemies hand to Wesley's hand, the camera rotates around the gun as it leaves the enemies hand and is then brought in the new hand. This shows the movement of the gun and the transfer between the different characters hands. This shot also helps to show the scenery that the characters are in, so the viewer is able to gain an understanding of where the focal point is taking place.

Shot-Reverse-Shot

A Clever shot-reverse-shot is used at 0:59 in this clip, the shot involves a main enemy and Wesley.A shot-reverse-shot uses two shots in sequel to each other, one shot shows one character looking at another and then the clip changes to the opposite. The clip uses this to create tension between the two characters. In this specific shot Wesley runs at one of the main enemies, the camera jumps from one character to the other as each character are drawing there weapon to the other. 

Match Cuts On Action



The clip uses many cuts on action, this is when the camera focuses on a specific point to create exaggeration on the subject but the best of this example in this clip is at the start of the clip at 0:02 when Wesley smashes through the window. Its a match on action because the character is shown running toward something and then the camera cuts inside the room were he is then jumping through the glass window. By doing this the viewer gains an understanding of the scene that Wesley is about to enter and it makes the editing much smoother. 

Motivated Editing

This is when an action is motivated either on your sight or hearing, in most cases the action is of screen and then with the motivated editing the subject then becomes seen or heard in the shot. At 0:09 a very clever Motivated Editing is used, the character smashes through the window and the glass goes flying across the room. In one of the fragments of glass a character is behind the camera and is being thrown back. The reason this is a motivated editing is because its setting the scene of a location that isn't first displayed, the viewer is then immersed into the scene much easier. In this clip this technique is used to show the viewers that there are enemies surrounding the window.

Identification With The Main Protagonist Or Other Characters


Screen time is the amount of time that a main object or protagonist is spent in front of a camera. In this clip the main protagonist is Wesley so every shots main focus is Wesley as he runs through an onslaught of enemy characters. By having a long screen time we know what to watch and we know what the main focal point will be.

Close Ups are used to create tension and show how a character is feeling at that certain point in the clip. At 1:21 Wesley is shot in the shoulder, he slowly falls to the ground

shouting in pain. The camera zooms in to show a closer picture on his face, by doing this the viewer gains an understanding of the pain that the character is going through. It also helps to show that no matter what he is gonna get back up and carry on, mainly supporting his hero persona. 



Point of view shot is used to show the viewer the scene that the character is set in, it makes the film more believable and realistic. In this clip Wesley smashes through the window  and just after that at 0:17 the camera cuts to a POV shot, the camera is distorted and shaky to show the characters main reaction after jumping through the window. As the shoot looks down the factory the viewer is able to see the scene that is about to take place. 

Reaction Shots are used to show of how the character reacts to something that has just

happened. For example the shot could cut from a medium shot to a close up after something has happened. In this clip a reaction shot is used at 1:20 when the camera shows Wesley's face after he had been shot in the shoulder. 

Generating Clips

Shot Variation is used to explain a collection of different shots for example a long shot is

used to show a scene it sets the area for the film/clip. A medium shot is best for showing characters talking as it involves head to shoulder and finally a close up shows how the character is feeling it allows the viewer to gain an understanding of the film. As you can see in the clip below from 127 Hours, the shot starts showing the character stuck in between rocks, thus starting at a medium shot then as the camera travels away the shot turns into a long shot. This shows a good variation between shots, creating two different atmospheres and emotions. 

Montage is a collection of shots that are added together to show a story line. For example this technique is used in Rocky films to show him training for boxing matches against the toughest emails. The montage shot doesn't have to just contain one character it can show of more than one character at a time. 

As you can see on the left is a clip of Rocky training in a boxing ring. This shot shows him doing press ups.

The clip on the right is a clip of Rocky Running, these two screenshots are from a montage in Rocky 1 when he is training. As you can see you're able to change location and action. 



Parallel Editing/Cross Cutting is the technique used to show more than one scene at once, for example one scene could be happening whilst another scene is going on. The clip below is from Inception when the characters are fighting in different dreams whilst the van is crashing on the dirt.

Editing Rhythm is all about the genre of the film for example if the film is action then the clips will be cut much quicker. Whereas if the film is much more emotional and is intending to catch the hearts of the viewer then the rhythm will be much slower. This technique is used to create the atmosphere of the film and is all to do with the final editing. The clip below shows a 'The Birds' by Alfred Hitchcock, the beginning of the clip is calm so the shots are longer so the viewer understands whats happening. When the fire destroys the car the clips are much shorter this showing action and creating tension so that the viewer feels nervous about whats going to happen.

Cutting to soundtrack is similar to that of rhythm editing, the sound is a very important part of a clip/film. This technique shows that when something more intense is happening the music would speed up and when less intense and much more calm then the music is much slower. Once again in the clip above has slow music until the car starts to burn, when the fire leads toward to men the music become violent and intense.

Using Multiple Point Of view means that the viewer gains a better understanding of whats happening, they feel much more immersed in the clip. In this clip the shot shows many different angles by doing this the characters ability are shown to be much greater making the viewer feel that the protagonist is much more powerful.The clip below shows a man being mugged by a robber, the clip starts by facing the robber but when the character gets close to camera the view point changes. This helps the viewer to understand whats happening with clearer views, it also helps to show the environment creating atmosphere.

Bibliography

https://www.youtube.com/watch?v=37KddyjUxnQ
https://www.youtube.com/watch?v=_YYmfM2TfUA
http://www.slideshare.net/katierothery/history-of-editing
https://upload.wikimedia.org/wikipedia/commons/9/93/Fratelli_Lumiere.jpg

Adobe Premiere Pro Guidebook

Start by inserting the SD card into the back of Mac, hopefully if filmed correctly all of the files will be found in the SD Card file. Once the clips are found copy and paste the files into the 'Movies' folder, these keeps the files in a safe location were you can easily navigate to them (Folder shown below). Ensure that this folder is backed up as this means that it will become a lot harder to lose the files you have created. You also have to ensure that you're clever with your SD Card, once you have transferred everything from you need, right click on the SD Card icon and click eject this will mean that your files don't corrupted as you take it out of the computer, after clicking eject it is then safe to remove the SD Card from your computer.

The picture on the right shows the inside of the 'Movies' folder, as you can see all of the different movies are scattered in this one folder. Except from the PG Tips advert which is in one folder; we are going to be using the PG Tips clips are the main focus as these have been set up. As the advert clips are in this one folder its easy to find and navigate your way to it.

 One the left is the clips that I used to create the advert, the clips are all clearly laid out this means that we can easily find specific clips.

Once Premier Pro is open find the import button and import all of the clips that are required. We are going to import the clips into the editing software rather than copying it as copying takes a longer time and its much safer to import as this method is support by the software.

The chosen clip is the thumbnail shown on the left, click this clip and then hit the import button. This will give you the ability to edit the clip in the software.

After clicking import the clip will appear in the project area. Here you can see how long your clip is and how it actually looks. Its best to rename your clip so that you don't have to watch the clip back every time you're looking for a certain part.

You're now able to drag the clip that you have imported into the timeline. By dragging it into this place you can edit the length, how it looks and how it sounds. There are editing techniques such as cutting which allows you change the length of that specific shot and also allows you to trim to make it shorter. Another technique you can experiment with is transitions, these are preset movements that allow you to smoothly go from one clip to another, using dissolve, slide and rotate movements. Every clip that you import will be added to here. 




Once the clip is completely finished, you will need to render it as this means that all error and glitches are ironed out. Go to file and then export this will take you to another window were you can see the final cut of your film. When exporting ensure that you have chosen the correct format that you wish the clip to be in. For example you're able to choose a specific Youtube Format which is the recommended from Youtube, this means that when uploading the clip will be exactly the same as the original format and upload time will be decreased. But there is a specific format which is becoming increasingly common for the average film maker this format being called 'h.264', it's currently the best format for compression and all round exporting.  After choosing this format you can then choose the frame rate and which device you wish to watch the clip on. Ensure that you name the clip before exporting as this will ensure that you will not lose the clip amongst your files. Once you have picked the format and named it simply hit export again.

PREZI - HELLMANN'S MAYONNAISE

Evaluation - PG Tips

Evaluation

Create your own user feedback survey

Feedback from survey from Toby Middleton

We were given the brief to Re-brand a company produced by Unilever. The main aim was to change the target audience for our chosen product, we were allowed to change the age difference to whatever we wanted. As long as we changed the age range from what it currently was advertised as. 
Our group consisted of Charlie, Liam and I, just two of us in the group were already analysing PG tips so we chose to create an advert for this company. We thought this would be a good product to advertise as most of the current adverts are aimed towards older people rather than younger. We felt that the current target age was between 30-60 years, so we decided to drop the age so that teenagers would start drinking tea sooner rather than later.

To gain an understanding of what our target audience thought of our advert we decided to create a survey on 'Survey Monkey'. The website meant that we could create a link which could then be sent to friends and family, the link would take the participant to our survey were they could fill in the answers based on the questions we had written. 
We also watched our advert with the class, each member in the class was given a sheet to fill in. The sheet contained around 5 questions, the last question asking what they wanted to rate the film out of ten. Luckily every member in our class was aged between the age of 16-19 so this perfectly fitted with the age range that our advert was aimed toward.

I feel that our advert was appropriately aimed toward the target audience as we used 3 teenagers as the actors. We also made our slogan based around the fact that we were trying to gain the attention of this age range, our slogan was 'Putting the tea in teanager'.
 Not only did we entice teenagers with the slogan we also made the advert look modern and was always moving, we used clever trickery to make the the camera look as if it was placed perfectly in each environment. By doing this we gain a nice set of shots that we could simply stitch together creating a smooth changing advert.

As the advert was about tea we made the colours feel warm, this gave a relaxing feel for the viewers. By creating a relaxing atmosphere the viewer wants to pour themselves a cup of tea. Another way in which we made the clip relaxing was by keeping the camera in a constant fixture location, by having little movement the viewers eyes aren't strained when trying to keep up with whats happening in the advert. 
We chose to use an acoustic soundtrack from garage band as this fitted well with our advert and made the advert much more natural. The acoustic soundtrack also fitted well with all of the sound effects that we added in. Each sound the characters created i.e. the kettle boiling, pouring water, dropping the tea bag in and sipping from the cup were added in afterwards. The sounds were found on freesounds.org, the website gave us a variety of different effects that fitted well with the advert. Enhancing the audio was one of biggest aims as the clip does seem to move slowly at points. 

The editing on our advert was fast pace and well executed, Liam took on the main role to edit our advert as he found it easy to sync the clips with the audio. Liam also had the best knowledge of the software so was teaching us how to do different edits when it was needed. The main focal point of the advert was the box of PG Tips as this was in every scene, by placing the box in every scene the viewer gains a clear understanding of what we were trying to advertise. 

After looking at our results from survery monkey, 100% of viewers stated that PG tips was advertised well. Even though people felt that we advertised PG tips well, 72.73% said the advert hasn't made them want to buy this companies tea bags over anyone elses. Which shows that our advert did lack effectiveness when trying to sell more.
To sell our product we felt that the best way to catch the eye of the viewer was by having a teenager making the tea, by having the actors the same age as the target audience we felt that the viewer would be able to compare to the advert. We also tried to make the advert fast pace as this would keep the viewer enticed when watching the clip.

As our target audience was teenager we tried to show them that tea is very simple to make and could be made in just a short amount of time. Most teenagers find that things are too much effort or they can be asked, with our advert showing how long it takes this could entice them to drink more tea. 

To ensure that we kept to the BCAP code we made the product look as if it tasted good, at the end of the advert each character took a sip and said 'ahhhh'. We have also ensure that the advert doesn't show signs of bad nutrition such as inferring that every cup of tea must have a spoonful of sugar in. As we didn't include any signs of sugar in the advert the viewers aren't being shown that putting sugar in the tea is the best way to make it.

Overall I feel that our advert turned out exactly how we wanted it to, we made sure to follow the storyboard and shot list. As we followed these lists the filming was much easier and much more structured, we knew exactly what we had to shoot next and what things to expect. Although when planning our advert schedule we had arranged to film at my Nans house before christmas, unfortunately shooting took a little longer on certain days and meant that we weren't able to get there. As my Nan was away for a couple of days after christmas we then struggled to arrange another time to film, luckily my parents had a key to enter so we could shoot in the house anyway.

When planning our advert we were unsure whether to have any dialogue throughout, we decided to have dialogue at the very end but still were unsure what to actually say. After playing around with the advert, I designed a final caption which then went onto be the dialogue that would be used. Overall this was a good decision as in our feedback a couple of the applicants felt that the voice/caption at the end was 'convincing and professional'.

I'm really happy with how our advert turned out, I like how fluid it is and that it doesn't look like an amateur clip. We did have some problems along the way such as the clip at the start were the camera follows Liam was a little shaky at points, we were unable to film with the shoulder mount as the camera had to be placed onto the worktop. The main problem was that with the mount below the camera the height was increased by around an inch which meant that sequel of shots would have been even further out from each other. 
On the other hand the landing shot was fantastic and I'm very happy with how that worked out. I also feel that the sound effects that were added fit the clip perfectly and sound almost real. Along with the sound effects was the sound track which blended excellently with the overall atmosphere of the advert.  

PG TIPS = Pre - Production

Location Release

Location Release #2

Location Release #3

Shot List

Budgeting

Receipt From PG Tips

Risk Assessment

Location Recce

Location Recce #2

Location Recce #3

Production Schedule

Talent - Toby Middleton

Talent - Charlie Wright

Talent - Liam Culham

Storyboard #1

Storyboard #2

Storyboard #3

Storyboard #4

Pitch Feedback + Reflections

What did you do well?

I felt that I showed confidence when presenting my re-branding of PG Tips, as I maintained eye contact with my viewers. As well as showing confidence when presenting, I felt that I knew my information well so persuading/putting my idea forward was much clearer. Throughout my presentation I maintained a good balance between looking at the board and looking at the viewers, this also meant that there was a good contrast between confidence and shyness.

What would you do differently?

If I was to do the presentation again I would I calm myself down, creating plenty of stopping points as I found that I often lost where I was on my cue cards. When I was nervous I started to lose my point, and found it difficult to construct sentences. This being one of my main focuses if I was to repeat the presentation, a way in which I could sort this problem out would be to rehearse first. This would mean that I have a clear understanding of my brand, and would know exactly what to say.

What was the class feedback?

The feedback I received from my class was very good, each person said that at some point I gave good eye contact. Many of my peers pointed out that during questions I stated 'that's how warm tea drinks', I felt that this was because I was nervous and supports my statement about not being well rehearsed. 

PREZI - UNILEVER