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Warm Bodies Institutional and audience research

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Narrative Arc:
Tension over Time
1-Establishment: once upon a time
2 Development
3 conventions
4 climax
5 resolution
Trailer- montage of discontinuous scenes
Montage of key points

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Shot of Sunrise/Sunset of beach-
Shot of clouds moving(time lapse) -
Ariel shot of London(Sunset) -
Shots of Birds flying in conjunction with one another
Crowds of people (typically in City)
News Reports of various different things(Global Warming, Rising Co2 emissions, psychotic people, Riots, etc)
Shots of Animals and bugs( depicting nature and animal hunters)

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Paul (2011) - Comedy
Jaws (1975) - Horror
Pirates of the Caribbean (2003) - Fantasy/Action

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We had to get into group of about 5 people and pick a film scene from YouTube and recreate as accurately as we could with equipment that we was provided with. We decided to go with a scene from Taken, which was a intense scene that had 2 main characters and 2 unseen protagonists.

We all had roles to play in the production of this film scene, Tommy was on the camera filming all of the camera shots, I was recording the audio with a phone so we could sync it with the video, and Fraser and Thomas were acting. Our group worked well together and we ended up filming the entire thing in about 2 hours altogether. After we were done filming, Tommy took home the clips and edited all of the clips so it matched the scene that we chose. The next day Tommy brought in the edited version of the video, we all thought it worked really well and was a good match compared to the original scene that we chose.

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https://www.youtube.com/watch?v=FerOD2YKNrU

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What was being advertised?

What do you think could be changed to improve the advert?

Would you consider buying this product?

What did you like about this advert?

Who would you say is the target audience of this advert?

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We first had to get into pairs and then watch a number of different adverts that all had different aims and ways of promoting their products. Whether it was a celebrity endorsement or an advert that used humour as its main way of promoting itself we had to analyse how these adverts achieved this and then come up with our own idea in our pairs to promote a product of our choice.

I and Mohammed had to start off by brainstorming ideas and deciding what product we would choose and how we would advertise it to a target audience. After we went through a range of different products that we could have used such as popular drinks like Coca Cola or a popular range of shoes such as Nike. We decided to make our own unique brand that we thought would appeal to a large audience. We decided to make our own made up e-liquid brand because of the growing popularity and use of the products today. When designing our product we wanted it to stand out and grab the audience’s attention so they would remember our brand and want to buy it. After we had the product that we would use planned we had to come up with a name and a design of how the final product would look. We wanted a name that was catchy and easy to remember but at the same time capture the audience’s attention, after going through a number of different names we decided that we wanted our product to be related to Greek mythology somehow. That’s when we decided to pick the name ZEUS, we both liked the name and thought it was good enough for our product. The name inspired how we designed the box of where the e liquid was enclosed, a lightning bolt, a charcoal black colour scheme that covered the box and the slogan of our product which was ‘Hits like Thunder’ were all design components of the product. All of these designs were made to stand out to the audience that would see the advert so they would remember the product. After we had the product, its name, its design and slogan down we were ready to start planning how we would make the advert. I and Mohammed wanted the advert to stand out from the others in the class as well as be a quality advert that looked in a sense professional. That’s when the idea of animating the whole thing on the computer came from instead of recording it with a camera. After we had the plan for our advert both of us started to design on Photoshop how the product was going to look like when in its computer generated form.

When we had the basic design down Mohammed saved it on his hard drive and took it home to animate a simple 3D rotation of the product so we could get an idea of how it would appear in the finished animation. After we knew how the product would look, we were given a storyboard to design the advert and each scene which included the camera shots, length and a brief description of what was happening in the scene. It was my job to design the storyboard and direct how the advert would look on the computer. After the storyboard was complete I gave it to Mohammed to animate on the software he was using at home, to be specific ‘Cinema 4D’. When we met again I was shown a collection of animations that Mohammed had made in conjunction with the storyboard that I had gave him.

After seeing the design, we got all of the clips of the short animations and started to edit them into place together on our software provided in the college, Adobe Premiere Pro. When the several clips were compiled together, we ran through them and we ended up liking the finished result of the advert in its basic form. The advert still needed many other elements that would make it complete such as music, an animation in the background that worked well with our product in view, as well as a voice over. After searching through several backgrounds that could’ve been used we decided that we wanted something that would relate to our actual product which was essentially an e-liquid. We came across a black ink smoke background that fitted well with our advert as we thought it represented the products use, as well as it fitting in well with the movements of our product across the screen. The next thing that we had to add to the advert was the music. I and Mohammed both thought that the music was the most important factor in the advert, because of this we went through a number of songs that we thought would match the advert and the vibe we were going for. In the end there were two songs that we had to choose from. One was ‘Starboy’ by The Weeknd and the other ‘El Chapo’ by The Game and Skrillex, both of these songs went really well with the animation but after asking several other students and comparing the two we decided to go for ‘El Chapo’. When all of these components were added to the animation we thought it looked really good, but there was one thing missing, a voice over. This was one of the most important aspects because it told the audience what the product actually was which gave the advert a better structure and made it more organised. To record the voice over we had to borrow a microphone from the technician and record it.

We ended up asking our media teacher to do the voice over, we gave him a few lines to say a couple of times and then took the recording and uploaded them onto the computer. When we went through the voice overs we were happy with them, there were two separate recordings that we had to place into the advert. When the recordings were added to the animation it made it even better and fit really well. When all was complete we saved the end result and got feedback from our peers and teacher on what they thought of the advert, all feedback was positive.

At the end of the process we had to write a evaluation and a feedback sheet. The evaluation I have done and am currently doing is to describe everything that me and my partner had done in the process, including the design, name, storyboard, how we animated the advert and more of the process. The feedback sheet was kept simple, I only added five simple questions that people could answer quickly and in some detail.
The overall experience of making a completely new advertand bringing it to life was enjoyable and fun to do, also working in a team was good as we both split the workload. If i was to do it next time I would probably edit the way the animation moves in one scene as it did not match with the beat, but apart from that everything was all good

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The second story for Myself and Mohammed's advert which will be animated on the computer.

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The first storyboard for Mine and Mohammed's advert which will be animated on the computer.

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Our E-liquid Advert: prototype and editing software:

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In this lesson we went into the TV room and watched a series of different adverts that all had different ways of promoting their products or services. Whether it was through humor or fear we had to analyze them and get an idea of how to do this and remember techniques they used to get an audiences attention. We were then paired up with another member of the class, I was paired up with Mohammed. We both had to brainstorm ideas and both decide what kind of advert we wanted to make.

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Smelly Liquid: Targeting an audience

We were given a task to complete by our media teacher, our objective was to create our very own ‘Smelly Liquid’ otherwise known as perfume or cologne. To complete the task, we had to get into pairs or groups of three and discuss ideas as a group and brainstorm different concepts. We had to decide as group what we would call the ‘Smelly Liquid’ and who it was going to be aimed towards.

Our audience profile was chosen from a number of different people and their stereotypical demographics and psychographics that centred around them as an audience. We had a vast array of types of people to choose from to develop a fitted ‘Smelly Liquid’ that they would be interested in and would hopefully buy. We as a group ended up choosing a demographic that was named the ‘City lad’. This chosen audience was a good idea to choose in my opinion since I can kind of relate to it myself so I would in a way know what the typical ‘City lad’ wanted from a cologne. When we had decided on an audience we had to do research into the stereotypical ‘City Lad’ in our opinions, we made a list of the demographics of this audience including their age, sex, class in society their ethnicity, occupation and their location. We also included the psychographics of the typical ‘City lad’ which included their needs, desires and tastes. All of these factors were of course hypothetical and not fact, but they are what we thought would relate to this particular chosen audience. When our group had to actually design the concept of the cologne we done extensive research into men’s cologne and the type of design that was seen on these bottles while at the same time incorporating our own unique idea into the mix. Since our audience was an older male, normally aged anywhere from 35-45 we wanted to appeal to an older audience. We run through a number of different ideas for the name and the design, we landed on a design that focused around cars, expensive cars that most men that would love to own. We designed the bottle around the concept of the gear stick in a car. The shape was that one a gear stick from a very expensive car. All of us agreed on a car related product that would entice a man of the chosen age. After we had chosen a design for our cologne we had to come up with a name, we wanted a mysterious word that enraptured the audience of our cologne so it would stick with them. We decided on the name ‘Nostalgia’, we thought that this name was a great idea because we thought it would really appeal to our demographic and take the older men back to when they were kids, which is in a way is what we were trying to achieve with the original bottle, the nostalgia of being a kid and wanting to be an owner of an expensive car. Our advert was in its very early stages but was going to feature a very expensive car that ended up being a very high end Mercedes, to be specific the Mercedes-AMT GT.

Although the car is quite expensive, costing nearly £100,000 it more realistic for our audience to own than say a Lamborghini. We also realized in our research that celebrity endorsement was an important factor of selling a cologne to an audience because they can be influenced and some people may look up to celebrities because of their wealth and presence.

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NHS Smoke free:
This particular advert uses fear as its main way off getting across the message of the severity of smoking and the detrimental effects on the human body. This advert is extremely graphic and potentially hard hitting to the audience. The advert depicts a setting of a dad with his kids playing in a park, a very normal and common setting that a lot of parents can relate with. The advert then shows the man making a cigarette with his tobacco which is graphically shown as the insides off a deteriorating man’s body due to his smoking addiction.

The graphic effects that are shown can again be very shocking to a audience of smokers and make them feel in a way guilty for smoking. This is a great example of a advert that knows how to grab the audiences attention. The advert is shown to make the audience feel fearful and distressed to get across a real message. This contrasts a lot to previous adverts that used celebrity endorsements and humor to reach out to the audience .
https://www.youtube.com/watch?v=bb--k_Xv2MQ

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Go Compare:
The next advert that I analysed was by ‘Moneysupermarket.com’. This advert uses humor as a way to get the audience’s attention. The advert. The advert features a business man who is wearing a shirt and a blazer on top but below is wearing tight blue shorts. The grown man then continues to walk down the road while ‘strutting’ like a model on the catwalk, while also dancing frantically in front of the public.

This advert like I said  before uses humor as its main way of promoting there service. I personally think it is a great way to advertise your service because it is so different and odd. This advert also uses celebrity endorsement to spice up the advert itself and inspire more people to use their service.
https://www.youtube.com/watch?v=kUrsvegCkEc

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Calvin Klein
The first advert I decided to do was a Calvin Klein advert. The advert consisted of a diverse cast that ranges from global superstars, actors, rappers, artists and models. This line up consisted of people from Justin Bieber to Kendall Jenner, these are hugely popular people in today’s media and can influence a lot of people. This use of celebrity endorsement can really influence and convince an audience to buy a product, it could be otherwise seen as the ‘bandwagon’ effect. This can make people believe that you have to own a particular product to fit in or be seen as ‘cool’.

This advert also uses the slogan’ I _____ in #mycalvins’. The empty space is filled with a word that represents the person that was on the screen at a particular time. It also can start a trend of people posting pictures of themselves with the hashtag #mycalvins, which would make It more popular and allow more people to know about it rather than finding it out from the advert. This advert also uses a level of sex appeal to entice their audience into thinking that they could perhaps become them when wearing the underwear that was being shown in the advert.
https://www.youtube.com/watch?v=7ctaMwtHwUo

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In today's lesson we got into our previous groups of three and had to design our own cologne. The name, the look, the slogan and all the other aspects of designing a perfume bottle. We aimed our cologne at men, to be specific the 'City Lad'. WE had to plan who would feature in our advert, we picked a celebrity (Lewis Hamilton. We picked this particular celebrity because we wanted to aim our ads at the typical guy in his middle ages that may be interested in cars or classic cars.

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https://www.youtube.com/watch?v=osJDJSHPF4s

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For this particular lesson we got into pairs of 2 and got given a hard drive and shown an in depth tutorial onto how to work a editing system Adobe Premiere Pro. We then had to plug in the hard drive to one computer and then set up a folder for the whole project, and other projects that will edit in the future using this software that was provided to us.

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00· Establishing Shot- A view of the surroundings and area from a distance

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Long shot- Shows characters in full body view and what they are wearing

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Close up shot- Contains a close up of characters faces and lets us understand the character’s emotions and feelings. Otherwise known as a personal shot.

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Extreme close up shot- Contains one part of the characters face or other object. This technique can show an intense mood and get an emotion across.

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Point of View Shot-  This is a shot from the character’s perspective.  Allows the audience to see what’s going on through the character’s eyes.

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Aerial Shot- An exterior shot filmed from above. ·    Arc Shot- A shot in which the subject is circled by the camera.    ·         Pan shot- A shot where the camera moves continuously right to left or left to right. ·         Over the shoulder Shot- A shot where the camera is positioned behind one subjects shoulder, typically during a conversation.·         Tilt- A shot where the camera moves continuously Up to Down or Down to Up·         High angle shot-A shot looking down on a character or subject often isolating them in the frame. ����������K���·         Low angle shot-A shot looking up at a character or subject often making them look bigger in the frame. It can make everyone look heroic and/or dominant.

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