Advertisement campaigns

 Advertising Campaign 1- 

Nike campaign-  'Never Settle, Never Done'

The aim for this advertisement was to encourage people to participate in outdoor activates and stay fit and healthy. The objectives of the following campaign was also to promote their products as they show it multiple of times throughout the video. The demographic of this campaign is for kids, teenagers and young adults and aimed at the middle class. The psychometric this campaign is aimed at is the explorer or possibly the mainstreamer.

Advertising campaign 2-

Dove's Real Beauty sketches campaign

The aim for this campaign was to show people their true beauty and to show how people see you through their perspective. The objective was to educate and motivate people as they don't show or promote their product during the video. The demographic of  this campaign is older women and its aimed at higher working class to middle class. The psychometric of this campaign is the mainstreamer and the struggler.

ways to group target audiences

 Demographics- age, gender, ethnicity, religion

Psychometrics- aspirer, explorer, mainstream, reformer, resigned, struggler, succeeder

Audience usage- occasion, benefit, user status, usage rate, loyalty status

Geographics- local, national, global

Mise-en-scene- tvd

 Tvd

The diegesis of this show is a small town called 'Mystic falls' which tell all the history and where it all began. 

Mise-en-scene- stranger things

 Task- explain how the elements on the left are used to create meaning in Stranger things.

The series is set in the 1980's which is what begins the storyline. They also use diegesis which is in a small town 'Hawkins' and features the 'upside down world' to create the realistic effect and engage the viewer. 

Here you can see that the small town 'Hawkins' is displayed at the top showing an ordinary little town with some kids just riding their bikes around. However, at the bottom you can see the 'upside-down' world which reveals the dark secrets of the town and opens up the storyline. You can also see how very different the upside down world looks, giving cold and lonely vibes. The use of the red lighting also creates are a sense of danger and fear which is why it's often used in the upside down world.

You can tell from the proxemics of the characters that they are in a good friendship, however later they progress to a closer, more intimate relationship, forming two couples. 

Here you can see all the characters are stood at quite a distance showing they aren't that close just yet.







Great figure movement was used in this show to prove point, an example would be max getting lifted up in the air during season 4.

You can see here, that the figure expression and figure movement show clearly how the characters gradually become closer and you can see chemistry forming between them. 

Shot at this angle is used to highlight the intimacy between the two characters and the transition from friends to a romantic relationship.

Stranger things uses costumes to show the 80's clothing style and make up. 

 Here you can see the costumes the characters are wearing matching the times the show is set for.

Prosthetic is also used to create the characters like 'vecna'.

Here you can see the major use of heavy prosthetic to transform the actor to his character. Looking at the extreme good detail you can tell that the make up took a long time and high levels of concentration and determination and creativity to come up with the final product. 

The actress who displays 'eleven', Millie-Bobby Brown uses excellent figure expression to portray her character well and give her character life. 

Here you can see the range of emotions the character of eleven conveys during her life.

During the filming of the show, many props were used like a hat, bat, phone, flashlight and more to match what was going on in the show.

Here you can see the character get lifted up by the mysterious 'vecna' this use of movement is added to increase tension and put everyone on their toes. This also makes the scene dramatic as in addition they also use music  to intensify the dangerous situation. 

Glossary of terms

Glossary of terms

Conglomerate- multi industry companies, combination of different business (eg: Disney/Fox-sky tv)

Independent company- A company that works on its own and isn't influenced by anyone else

Public service model- business supplying a commodity(eg: gas) or service(eg:public transport) 

Joint venture- media company works with another company  on a project that is mutually beneficial for both parties.

Distribution- how a product or a brand reaches an audience (eg:web, cinema, television) and its marketing and promotion.

Mise-en-Scene (placing in the scene)- in films it refers to everything shown on the screen

Setting- where the film is set- studio, setting, location, production design.

Diegesis- the fictional world(time and place) of the narrative

Verisimilitude- how real this world appears

Diegetic effect-  diegesis+verisimilitude

Props- anything held or used by an actor for use. Objects that are not used by the actors are set dressing. 

Hero prop- any prop that has to be seen functioning eg- gun shot

Staging- process of selecting, designing, adapting to, or modifying the performance space for a film.

Blocking- position of actors on stage, their gestures and movements, the scenic background, props and costumes, and lighting. Can connote intimacy, closeness, camaraderie etc between characters.

Proxemics- spatial relationship between the characters

Costume- clothing that the character wears. Can be stereotypical or iconographic

Makeup- all actors are required to wear makeup to prevent their skin from poking shiny. 

Prosthetic- special effect makeup that are used to change actors appearance

Figure expression- acting style, us elf facial expression to convey emotions

Figure movement- how things move on screen. Important for creating spectacle in action movies and musicals.

Cinematography- refers to all the lighting and camerawork in a film. (Shot types, camera angles, composition and aspect ratio, colour, lens type, camera movement)

1. Shot types-

• Closed shots- extreme close up, medium close up, close up, big close up
• Medium shots (showing locations, establishing spatial relationships)- medium close ups, media long shots, medium shots.
• Wide shots(show action, creating spectacle, establishing the location)- long shots, establishing shots, extreme long shot,master shots.

       

  • EWS- make your subject appear small against their location
  • WS-bit closer, whole body in the shot but still showing location
  • FS- camera movement is featured throughout the shot, tracking the subject or featuring multiple characters in one shot
  • MPS-frames the subject knees up
  • CS- frames the subject mid-thighs up, (used in western to film a gun on the hip)
  • MS- frames roughly waist up and through the torso
  • MCU-frames the subject roughly chest up, typically favors the face
  • CU- reveals the subject's emotions and reactions, fills frame with part of your subject (usually their face)
  • ECU- extreme close up, the most you can fill frame with your subject (often shows eyes mouth and gun triggers.)

  
  

  Camera Angles

  
  

High angle- establishing locations, making subject look small, diminished, weak and powerless. looking down on things

Level- eye level, create empathy with the character, neutral shot

Low angle- making subjects look big, tall, powerful. heroic or intimidating, looking up at things.

Dutch /canted angle- making things looking strange, surreal, scary, confusing, 'off-kilter' suggesting insanity or intoxication 

Top shot- looking straight down at a subject

Aerial shot- shot taken from an aircraft, usually a helicopter but increasingly from a drone.

Aerial establishing- an establishing shot taken from an aircraft, looking straight down before tilting up to reveal the location.

P.O.V- showing what character us looking at and creating empathy with the character. Used for eyeline match or with insert shots.

Camera mounts-

Handheld shots- used for action sequences, to connote freedom, movement and excitement. To get in amongst the action. To imitate news footage or home movie footage.

Axis movement- usually achieved by using a tripod to ensure a sturdy image.

Arc Shots- used to connote show a 360 arc or confusion. Often used in aerial establishing shots.

Crane shots- used for high angle and establishing shots and sweeping movement.

Steadicam shots- used for action sequences, to connote freedom, movement and excitement to get into amongst the action, similar to handheld shots but smoother.

Snorri Cam shots- used to connote intoxication, madness, sickness, very surreal.

Lens type and focus-

Normal lenses- focus length of about 35-50mm and the image it produces closely resembles the way in which the human eye perceives things.

Wide angle lens- focal length, shorter than 35mm and have a wider viewing angle than the human eye, used for shotting confined spaces. Increase depth perception. Used to isolate characters from their environment. The wider the Lense the more distorted the image is.

Telephoto Lens- used to make distant objects seem close but can foreshorten distance, making distant objects appear closer to the camera, flattening the image. Used to create shallow depth of field.

Zoom lens- variable focal length, ranging from wide angle to telephoto. More versatile than fixed focal length lenses but can still distort the image slightly.

 

comparison of independent over a conglomerate

Independent companies are companies which work on their own and free of influence unlike conglomerate therefore they sometimes have to rely on joint ventures to distribute and exchange their products. Advantages of independent companies are such that, there's no interferes with other businesses, they don't have to follow and they make their own choices, the money goes to the owner. Disadvantages of independent companies include, the price, starting will be costly as there is no support and it will be time consuming as its always something to deal with. 

Conglomerate company is a company that owns many other small companies. Advantages of a conglomerate company include that if the small companies don't bring any/enough income the bigger company will provide help and support. Another advantage is hat increase in customer base and popularity of the small companies will bring recognition and fame to the big company. Disadvantages of a conglomerate company includes the cost, managing lots of companies will be expensive, and the lack of focus on one company compared to another. 

Compare Disney and working title films

Disney is the worlds second largest media conglomerate in terms of revenue. Disney established itself as a leader in the founded in 1923, by Walt Disney and Roy O Disney. American animation industry before diversifying into live action film production. Disney gets its funds from media networks, parks and resorts, studio entertainment, consumer products, interactive. Disney owns ABC television group, ESPN,inc, Walt Disney parks and resorts, Lucasfilm Ltd LLC, Marvel entertainment LLC. Disney is a worldwide company and their films are shown in every country.

Working title films is a British film and television production owned by universal studios. Cofounded by producers Tim Bevan and Sarah Radcliffe. Working title films produce any time if movie leaving the audience with a wide range of genre selection. They fund their productions by product placement- branded goods or services are placed in a context usually devoid ads. Another form of funding is development funds. Working title films alos own WT 2,  joint venture with NBCUniversal. Its based in London and LA.