Unit 30: Task 1

Apple Silhouette 30th sep

During 2005 Apple realized an advert about there product the iPod. The advert featured many dancing silhouettes of people on a solid block of color with the iPod and the earphones in a white color making them stand out from the rest of the colors. The block of color continuously changed with each dancer but the ipod stayed white. The music used was up beat and very fast, it was off the electric music genre.

The adverts look was very modern as the block of color wasn’t that complicated. This gave the iPod a look that made it seem futuristic and modern. Modern themes are represented as simplistic, different and abstract. People would associate Apple with being new and innovative. Another way the advert was represented as modern and futuristic is with the music. The music is the song “Technologic” by the group DaftPunk. DaftPunk are renown for there style of dancing music so just by having daft punk in the ad it automatically gives the impression of the future.

The four Technical elements

Mise-en-scene – The setting and location of the advert would be a green screen set where they could easily edit in the different colors. Having a clear set would also be ideal for the dancers to dance upon. The outfits worn by the people where modern clothing. It had a mixture of high end clothing such as blazer hats and jewelry to low end things such as a tracksuit bottoms. The only prop that was needed withing the advert would of been the apple iPod itself. The main performance withing the music video was with the dancers the dancers were performing a break dance, i feel they used break dancing to represent there product to show that its a new youthful product as break dancing is seen as a very new and young dancing technique. There wasn’t much lighting withing the music video as all the colors used was edited in trough post production.

Camera Work
The camera work within the advert is very simple. The camera is set up at looking directly at the dancers in front of them. The camera then switches between various shots to show different movement of the body. These shots include…
Close up- the camera has a shot of the dancers head moving. They also include shots of various body parts to reflect movement.
Wide shot- the camera often goes to wide shot to show the full body dancing.
Mid shot- Mid shots are only used
Mainly when there’s a solo dancer. It would capture the dancers above torso.
There was also one worms eye view in there when a dancer was dancing slightly above the camera.

Sound – the sound is non diagetic as it was added to the advert in editing a post production.

Editing- The transitions in between each shot where jump cuts. That lasted not very long switching in between the dancers. The pace of the editing was rather fast as was the music that went along with it. At times the scene would change with the beat of the music. The special effects used where mainly just recolouring as they needed to constantly change the colour for the background. They also made the dancers pure black with only glimpses of jewelry shown. The silhouettes where pure black to contrast the white ipod.

Apple Silhouette 30th sep

During 2005 Apple realized an advert about there product the iPod. The advert featured many dancing silhouettes of people on a solid block of color with the iPod and the earphones in a white color making them stand out from the rest of the colors. The block of color continuously changed with each dancer but the ipod stayed white. The music used was up beat and very fast, it was off the electric music genre.

The adverts look was very modern as the block of color wasn’t that complicated. This gave the iPod a look that made it seem futuristic and modern. Modern themes are represented as simplistic, different and abstract. People would associate Apple with being new and innovative. Another way the advert was represented as modern and futuristic is with the music. The music is the song “Technologic” by the group DaftPunk. DaftPunk are renown for there style of dancing music so just by having daft punk in the ad it automatically gives the impression of the future.

The four Technical elements

Mise-en-scene – The setting and location of the advert would be a green screen set where they could easily edit in the different colors. Having a clear set would also be ideal for the dancers to dance upon. The outfits worn by the people where modern clothing. It had a mixture of high end clothing such as blazer hats and jewelry to low end things such as a tracksuit bottoms. The only prop that was needed withing the advert would of been the apple iPod itself. The main performance withing the music video was with the dancers the dancers were performing a break dance, i feel they used break dancing to represent there product to show that its a new youthful product as break dancing is seen as a very new and young dancing technique. There wasn’t much lighting withing the music video as all the colors used was edited in trough post production.

Camera Work
The camera work within the advert is very simple. The camera is set up at looking directly at the dancers in front of them. The camera then switches between various shots to show different movement of the body. These shots include…
Close up- the camera has a shot of the dancers head moving. They also include shots of various body parts to reflect movement.
Wide shot- the camera often goes to wide shot to show the full body dancing.
Mid shot- Mid shots are only used
Mainly when there’s a solo dancer. It would capture the dancers above torso.
There was also one worms eye view in there when a dancer was dancing slightly above the camera.

Sound – the sound is non diagetic as it was added to the advert in editing a post production.

Editing- The transitions in between each shot where jump cuts. That lasted not very long switching in between the dancers. The pace of the editing was rather fast as was the music that went along with it. At times the scene would change with the beat of the music. The special effects used where mainly just recolouring as they needed to constantly change the colour for the background. They also made the dancers pure black with only glimpses of jewelry shown. The silhouettes where pure black to contrast the white ipod.

This advert from the 1950’s contains the characters of the beloved tv series “the flintstones” from the 1960’s. In 1960 at least one in every 9 households in America owned a tv set. The ad which was advertising cigarettes is shown in the flinstones backyard where the two main familys of the TV show are relaxing/working. The 2 women are doing work around the house whilst the two men are relaxing. the two men decided to move around to the back of the house to “have a nap” yet one of them decide to smoke a cigarette it follows on to them describe how good the cigarette is when there interrupted by there wife’s. It then goes to a shot where is fred and wilma in there house smoking cigarettes and singing a jingle.

I feel they used flinstones at the time as it was a fairly popular cartoon to be broadcasted in the early 60’s. It was well known as it was one of the few cartoons broadcasted and because cartoons was a fairly new concept for television they wern’t specifically aimed at children at the time. This is why they used it to broadcast cigarettes even though in 1965 tobacco advertising was banned. The ad is aimed at the over 18’s who could smoke cigarettes but it would be a family program so the children would when they reach that age, smoke as well.

During the ad the women doing all the work this reflects the idea in the 60’s as women do all the work at home. At the end of the ad the two women are fed up and they decide to have a smoke as well. I believe they had the women stop working to show that a cigarette can take you from your everyday woes.

KickAss2 10th Sep

Different adverts use different techniques specific for the product they are advertising. I analysed the trailer for “KickAss 2” an action comedy film for young adults. In the trailer they used many techniques that are used for other movies of the action comedy genre such as using small clips that reflect the best parts of the film.

In the comedy genre they use many different small jokes within the film (mainly the funniest jokes) and edit them all together, then finally ending with a “punchline” joke that is memorable. Whilst in the Action genre they use many different small clips that are very fast paced to keep interest within the audience. They contain mainly action scenes with a voice over that gives a quick brief of the story which the small clips cannot describe.

Within the trailer of KickAss 2 it contains many of the techniques used above. It appeals to its target audience using the readings that appeal to the comedy-action genre. It has a preferred reading, it makes the audience laugh and it also amazes the audience with the continuous action. I feel that the people who watched the first kick ass will watch the second one as it has quite a large following. Regarding four quadrant audience, it appeals to young adults and parents as its humorous and has a lot of action. Regarding Geodemographics it will appeal to people who live in the city as the film is based in a city environment.

The four technical elements

Mis-en-scene – with the team using different clips from the movie shot with all of them already taken care off costume ect. Wise.

Camera field – The camera shots within the film were all added within post editing. As the trailer used previous footage. The footage used was a short funny stipets of the movie probably using all the best shots and scenes.

Editing played a huge part in this advert as because it was a trailer it would set the tone for the actual movie. A slow trailer would be more suitable for a romance whilst a action like kick ass needs it to be fast paced.
The transition between some of the shots had a caption in between like “most anticipated” or “rated 5stars” this is to ensure the audience that the content they are producing is quality content. This is a form called the two step flow where opinion leaders
influence the decisions of the mass.

Sound the sound in this ad was non diagetic as it was added in editing and there was many sound affects used like explosions.

Pokemon X and Y

In this live action trailer for the new Pokemon game they use a mixture of live action and CGI to show that its still a game. I feel they used this mixture to try and put across the message of you getting so wrapped up in the game it’ll be like your living a second life within the game.

When the Teens in the video are saying they “dreamed” about some of the features it would make others watching the video be curious why they dreamed about it they would think “well if they dreamed about it it must be good”.

They used teens both male and female in this advert to appeal to 3 major audiences of both genders. Children would want to play it as the game as a whole is aimed towards children simple as. It would appeal to teens as the people in the advert where teenagers this shows teens that Nintendo feel that the game is suitable for teens as well as children. Yes believe it! over 18’s as the franchise is currently 16 years old many adults may have followed the franchise trough (Speaking from experience i have met and spoke to many over 18’s that still love the franchise) so putting teenagers withing the ad the adults know its not childish. The teenagers all seem to have various accents this promotes one of the games major features about being able to connect to anyone world wide without any problems.

During the ad they filmed in many different terrains and environments this is to show that its a worldwide release on the same day so that means wherever you are in the world it will be released on the same day.

The four technical elements

Mise-en-scene- The costumes used within the trailer look like clothes any normal person would wear. There teenagers themselves are in game in the advert and because they are perceived to look like there wearing normal clothing it shows the audience that you can wrapped up in the game. I think they recorded it on a green screen and added the locations and the Pokemon themselves.

Camera- The camera angles used within the video were 2 main camera angles. It varied between a mid shot of the teenager saying there line then it would zoom out t a wide shot of them in various terrains. The composition of the shots feature different positioning of the teenagers. When its the close up the teenagers are usually positioned in the middle of the shot. When the wide shot occurs it features the teen positioned on the horizon line on various points.

Editing- The shot duration’s aren’t that long as its a 30 second advert. The transitions between the shots are really smooth, they use jump cuts to switch out of different shots. The editing is quite good as they filmed it on a green screen and they added a whole 3d environment with 3D models.

Sound – diagetic sound with the teenagers speaking but also non diegetic with the explosions and pokemon sounds.

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