Codes and Conventions in Corporate and Promotional Programming

In this assignment I am going to be talking about the codes and conventions in corporate and promotional programming. I will also be talking about the legal and ethical issues when creating a production. 

When doing a corporate video you need to consider different codes and conventions. They are used to create the promotional video. It's role can be to promote a product to the audience or to inform the audience about something. With promoting a product to the audience the video needs to be entertaining and wanting. To inform the audience about something, it can be heart breaking for the viewer as it can make them want to do something about that situation.

There are different codes and conventions to consider. These are:

• Voice Over: Some promotional videos, have a voice over. This is done to get the audiences attention, and normally replaces the music. But a voice over can be used for those who are blind, as it can be informative for them, which is a good reason for a voice over. But also in a promotional video there can be small sections of voice over, which could keep the audience interested as the voice over can say small interesting facts.  
• Sound: Sound in a promotional video can be very important. Without sound in a video it can be very dull and hard to follow or to stay interested in. But the sound can also be people talking, trains going past, etc... 
• Music: Many promotional videos have music running though instead of sound or a voice over. It can be something really simple or something really elaborate. It can be used to keep the audience entertained. But some companies can use the sound track from a song for there promotional video, and by using that sound track it will be recognised by audience and keep them interested in the video.  
• Camera Angle: Different camera angles can make the video interesting  For example with having different types of angles, some moving some not it make the video very different and entertaining. 
• Camera Motion: Is the motion fast,slow, medium? Depending on what type of promotional video you are to create depends on the speed of the camera. Many promotional videos are slow and smooth. The cameras motion between clips and smooth, which makes it easier to edit.  
• Presenter: Is there going to be a presenter on the video? Is he/she going to be the voice over that is seen between clips? This can be interesting for the audience because some videos that show people in them it can be very interesting for them as it can draw there attention. 
• Company Logos: Many promotional videos from different companies  tend to show the companies logo at the start and at the end or mainly at the end. This can promote the video because, the audience might not see the whole video, so with having a logo on the video it can show that they have a new product out. Also it can bring popularity to that company. 
• Camera Distance: How far or close is the camera going to be to what you want to film?   Different distances can show a good effect to the video, as it can be appealing to the audience with having different distances can show different effects.  
• Mood: What is the mood for your promotional video? With you doing a promotional video your mood for it can be what ever you want, depending on the audience. If you where to do a video to promote lights, you might want to have the mood set quite romantic, for the lights so they would stand out more. 
• Text and Titles: This is mainly for your credits. But some promotional videos, have text throughout them. This can be naming who is speaking or for prices of an item etc...
• Research: Research is very important. This is to make sure no one has done a video like the one you want to do, as that can be copyright or plagiarism. 
• Editing: This is so you can cut out that wobbly camera shot or add in the best shots. Also when you are editing you can add in your text.

When you are doing your promotional video, you need to think of what equipment you are going to need. For example:

• Camera(s): This is the most obvious piece of equipment you are going to need. Without it how are you going to film your video? 
• Tripod: To make sure that your camera doesnt wobble, use a tripod. This is because, when editing it makes it easier because the shots arn't wobbling about, but also it makes you look profesional. 
• Boom mic: Are you filming outside? When filming outside it is best to use a boom mic. This is because the fur around the mic catchs any sound that isnt needed, for example: the wind.
• Microphone: Are you filming inside? To get the voices that you may require your better off using a microphone that works inside, because your in a enclosed space so there will be no wind to muffle your sound. 
• Computer: You would need this to upload your footage. Then with it being on the computer your ready to edit. 
• Editing software: There are different types of editing software you can use to create your promotional video. But with the software, you can make the shots sharper, colour grid them etc...

Now I am going to talk about four different promotional videos, explaining why they catch there target audiences attention, and what codes and conventions are used in them. 

  

Here is a promotional video from Apple, introducing Siri.  Siri is a voice on your phone that you can talk to to set reminders, check the weather, time in a different country etc... Why does this appeal to the target audience? One it targets the blind, because the blind can use Siri, to use there phone. I think this is a good idea because it can make them feel like everyone else by having a phone. Another reason is because when you are busy going for a jog or cooking with your kids, you can get Siri to set/book what you need. It has text and titles at the start and finish. This is to tell you what the product is, and shows you who it is from. There is a consistent voice over from the people who are shown in the video, this is to show what you can do with Siri. There is also a backing music to go with the voice overs. There are different camera distances, some are close ups and medium waist shots on the people in the video and there are close ups on the IPhones.   




This is a promotional video to help spread the effects of child abuse. The main audience for this is people who are against child abuse, but also it can be people who can't have children and want to help others. What the video shows is the children overhearing things there parents say, and shows the effects it can do. It has text and titles, which asks the audiences to do something about child abuse. It has the NSPCC's logo at the end to show who is doing the adverts. There is a voice over which is from the children, but it has no music which makes it more emotional with just having the children's voices. The camera angles are quite close up on the children, which can make the audience very emotional as it makes you want to do something.




The target audience for this video is those that are interested in games. It has people negotionating on which is better, the red or the blue. It has text all the way though in the bottom left hand corner which is the twitter hastag. There is a consent voice over from the people who are shown in the video, but there is also a quite backing track to go along with the video. What also makes the video interesting is that at the end it tells the views to vote on Facebook either red or blue as there are five of each colour console to be won, which makes the view want to vote as they then have a chance of winning one. 




One thing that instantly makes this video appealing is that it has Ant & Dec on it, which are two faces that everyone recognises.The video is both funny and informational, which gets the point across. It has text and titles in the video as it has the names of the people who the views wouldn't know on it, and it shows who the video is for at throughout and to ensure that the viewer knows who it from it has the Morrisons logo at the end. What also makes it appealing is that its backing track is from one of the most successful bands on the Earth - Take That. It also has a voice over, but in the voice overs it is fun to watch as they bring up things like the hair style the Mullet from the fish that Ant picks up, but also it shows Ant teasing Dec on the boat saying "he's a bit green around the gills" which makes the video funny as it has them both being them selves. 


When doing a promotional video you need to consider the legal and ethical issues. Some of these include: 

• Regional race: You need to ensure that you don't insult someone regional race. As this can get you in trouble, which could cause you to end up in a court of law.
• Violence: Many promotional videos have been banned from the TV as they show scenes of violence. 

Here is an example of a promotional video that was banned due to violence. Even though the woman is only head butting the man it is still a class of violence, children and even teenagers who drink 7Up see that video they might try to copy what they see. 

• Sexual content: If this was in a video Ofcom would also take this of the air. This can cause parents to complain if there children see a video that contains a sexual content, because they may be concerned that there children might copy it. For example Skittles, made a video a few years back, which involved a married couple on there wedding night, and all off a sudden the male starts spraying skittles into the woman's mouth. This was taken off because of the over the top sexual content. 
• Abuse: There are videos out there asking for help to stop abuse all over the world, but videos that contain abuse of any nature are instantly banned by OfCom, as it can cause the audience distress, and children could copy what they see.
• Legal acts: When creating a promotional video you need to follow the legal acts. Some of these include: Under 18's act - If you want to use children that are under the age of 18 in your video, you need written consent from the parent or guardian. If you don't get written consent and you just get it from the mouth, they can take you to court and say you didn't ask for there consent, even if you did. Because you need it on paper and them to sign it, so if they did try to take you to court and you have written consent you cannot get in trouble.   

Working to a brief in the Creative Media Sector

In the media industry clients can give briefs to companies  if they want something made. They can give these briefs in five different ways. 

These structures are:

•  Contractual - Is where you are under contract. The brief is given in an outlined contract. All of the clients requirements will be in this contract, for the employer to follow. This contract will be signed by the employer, stating that they will follow the requirements given for the client.

 This is an example of a contractual brief. On this all of the clients requirements of given on the brief for the employer to follow. If these are not followed, you have not done what they client wanted and the client can have you sued for not following the contract.

•  Formal - Is a meeting that is or could be organised with the client, to outline the requirements wanted. From this it can be recorded in different ways, so the employer can have all the information that is needed. Within this meeting they can discuss the requirements, and start to organise what is wanted, budgets  deadlines, how the employer is to be paid etc... For this you would dress smartly to show that you are really interested in doing this project.

  Here is an example on what to wear to a meeting for a formal meeting for a brief. Dressing smartly can help towards getting the brief, but you would need to ensure you are clean, not smelling and tidy hair.
 Wearing jeans could show that you are not interested, even if you are.

They way you present your self, can depend on whether you would get the brief or not. Even if you have the personality, and creativity for the job you need to consider the way you dress for the meeting.

• Negotiated - Is a type of meeting with the client and the employer, where they discuss ideas and work collaboratively with each other, discussing and agreeing on ideas for the aims from the objectives. Having good negotiation skills can help towards getting the brief, as you negotiate what can be done for the products. Some of the things you could negotiate are: budget, amount of products etc... Also with it being a negotiated brief, you can decide on the deadline. If you have several editors in your company, then you can more than likely get the product done, as when working as a team you can give out each team member a task to do.

•  Informal - Is the most unreliable types of brief structures. The client can contact over phone, email, social networking site I.E. Facebook or text message. With this they just basically ask you to do so make something for them I.E. a website. But with this if the client ends up cancelling, the employer looses business, and may possibly have to clients order created. Therefore the employer may be stuck with the creation. You might be friends with the person who wants the products done, but working for a friend can be complicated, as things can be changed. But if you tend to work as an informal company, you can get less business, as people might not need or want the items any more leaving you with the final products. But also it isn't very professional

• Tender - A tender is a type of competition brief. A group of people will be selected to do a brief, they could be selected by post, email or phone call. When going to the meeting, you then present you ideas to the client(s), and one of you would be considered to do the brief. To try and get the job, you will have to be a bit like a formal brief, because the cleaner and smartly dressed you are theres a big change you will get the job. Also how are you going to present how you are going to do the brief? Are you going to use flipchart/mood boards/prezi/microsoft powerpoint etc... You would need to show ideas, layout designs, colour charts and paperwork. If you went in looking this profesional there is a big chance you would get the tender brief.

One thing to consider about your brief is:

• To see who your client it, because without know who the client is, you wouldn't be able to create what is needed.
• What is there intention? With finding out there intention, this can help develop what the client wants.
• Who is the target audience and why? As this can help decide on what the creation will look like.
• What type of brief have you been given, from the structure types above.

When you have got your brief the first thing to do is read though it. Then decide what the client wants, and how your going to do to it. Then the most important thing to do is to start doing your primary and secondary research, but before you start your research, get every possible contact detail from your client. For example: Email addresses, Mobile numbers, Home numbers, Office numbers and Work numbers. So with having all possible client contact you can keep in contact with your client thought the project. Now that you have gotten your research you can start your planning. After you have all your planning ideas, pitch these back to your client, and if they want any changes do them to your planning, and then re-present them to your client. Once your client is satisfied, then you can start actually creating what your client wants. Once you have created what your client wants, you can then book a meeting with your client, to present the finished product.

One very important thing to consider when you are creating your clients product is possible constraints.

The constraints are:

• Legal: you will have to consider the law when you are creating your clients product. For example then entire creation is your own work and not copyright. Another example is to make sure nothing is obscene  but as obscene can be a large range of things, you need to consider what your going to put in, from images to words. Another important Act is: if your going to include images of children under the age of 18, you need to permission on the parent or guardian  but you need to have this in writing as, if you have it from word of mouth and create the product needed, you can be sued for using the image of that child because the parent or guardian can say 'no I didn't you permission to use that image.'
• Ethical: you need to consider the ethical constraints when creating your clients product. With this you need to ensure that there is no racism in the product as it could cause the creator and the client serious trouble. Also with ethical constraints you need to make sure that aren't any swearing on the product unless it is required for a certain thing, as the reader(s) of the product can again cause the creator and the client a lot of trouble.
• Budget: You would need to consider your budget from your client. You client can give you a budget that they want you to work within. Therefore you need to ensure you don't go over this budget.
• Timescale: Your client will more than likely give you a deadline for when he/she wants there products. Therefore you need to work within this timescale, because if you do hand in your clients products passed the deadline, they can give you a bad review, which could cause you to loose clients or not gain any clients.
• Conditions: What conditions has your client given you? Even if you don't like these conditions you need to follow them. They can be from something so very simple for example: certain colour scale, to something very complex, for example: details on the client for a web page, but with information about there life on how they got to where they are today. If you don't follow these your client can sue you for not following there conditions

When you have been asked to do a brief for a client, just follow these steps:
1. Generate ideas based on the key concepts in the brief.
2. Assess the ideas - how relevant and workable are they in relation to the brief?
3. Identify the strongest, most relevant and workable ideas.
4. Identify and problems or constraints that might happen with each of your ideas.
5. What solutions are there? Research and evaluate the solutions against the requirements and constraints.
6. What further changes could improve the fit of the brief and strengthen the product.
7. Select the strongest idea(s), that best fit the brief and then present them to your client using the most appropriate documentation.
8. Develop the preferred idea(s) further in the response to the clients feedback.

During pre-production for your brief you need to undertake a few things. Some of these are:

• Primary and Secondary research: Primary research is what you do by yourself. This could be anything from emails to surveys  With these you can collect responses for people that you know. Secondary research is where you go to library read though different books and journals to collect information on what you need for you client. Also you can look on the Internet to see if people have already created what your client wants or something similar.
• Photographs: Does your client want any photography in there product? If they do, you need to go  out and take them yourself, to prevent copyright of other people. If this didn't happen you could be sued for the copyright act
• Layout Designs: Create more that one layout design. As with having more that one, your client can choose which one he likes best. But he also might want to take some things from one layout and put then in another layout.
• Consider Typefaces:  Which is better to use? When creating a product create a list of different typefaces for your client, as then he can choose which one he likes, also it needs to be readable for he buyer.
• Software: What software are you going to use to create your clients product? This is because some documents don't open in different software. This is because some can be .JPG or .BMT
• Risk Assessments:  In most photography and video projects you need to have a risk assessment. On these you need to write all possible risks that could or can occur, and what you can do to prevent them or what to do if one occurs. Without one of these, you and the client can end up in trouble, as you didn't set out the assessment and didn't make plans on what to do if something occurs. 
• Contact lists: In a project, you need to have the contact details of your crew. Also you need the contact details of your client. With having these contact details, if one of your crew gets lost you can ring the other members to find out where they are, or you can ring the other members of the crew to see how they are doing.

When doing a Brief or a live brief you can get a lot of opportunities out of them. For example, if you are a student doing a live brief, this that you consider from you opportunities are: Putting the brief on the personal statement for your UCAS Application. This can help towards getting into a University that you want to go to, as it shows that you can work with clients. You can also put it on your CV. This can help towards getting a job, in the industry you want to work in. When an adult, you can also put the brief on your CV, to get other live briefs in the future or to get another or different job. Some other opportunities that can happen from doing a brief are: Some examples when you are in education can be: they can be a reference you applying for a job or in getting another live brief. They can say to the person who is offering you the job, what you did for them, if there were any problems, what you did to resolve them.

 An example from my experience is when I did a live brief for ST Peters School. For them we had to create a video for the new year sevens, to show how the school is like. We were given a 'little book of worries' which contained worries they current year sevens had when they started the school, some of which were: not making friends, getting head flushed down the toilet etc... From this the opportunities i can have from this are: good use for my CV, my UCAS personal statement and a copy for my portfolio.

Persistence of Vision

Persistence of vision, is like a optical illusion.

When there are single pictures to make up a amination - for example Tom and Jerry or Scooby Doo, Persistence of vision makes it looks like that it is a motion picture. Also it doesnt have to be a hand drawn (cel based) animation, it could be: computer generated, model based or pixilation.

We do not see the single pictures, because the persistence fills the gap, to make the motion seem seamless.

Time Laspe

Time laspe, is when a series of photographys are taken, on the same subject, at different times. when all these pictures are put together it looks like the subject is moving. A great example of a timelaspe is flowers blooming.

The first timelspe was used in a feature film called carrefour De L'Opera by Grorges Melies.








Above is a group timelaspe that me, Emily Tatters and Adam Angell made.

Pixilation Animation

Pixilation Animation, is where the models are people, who are doing different poses for each image. This is a very easy one to make, as you are working with people and all you have to do is move the actors very slightly. After all the images have been taken they are put together and then edited to have sound added to it. 

Ten Thousand Pictures of You from Robin King on Vimeo.


above is an example of the pixilation animation group work me, Emily Tatters and Chelsea Sudron made of me Spinning on a chair.

Cut Out Animation

Cut Out Animation, is one of the first types of animations. It is also one of the easiest one. To create a cut out animation you need to: cut out all the bits and pieces you need for the animation, then you need to move the pieces a little bit at a time and take pictures of them. The put all the pictures together, then possibly editing in sounds. 


An example of a cut out animation, is a children's show  - Blues Clues








Above is a group example of a cut out animation.  within my group was: Emily Tatters, Adam Angell and Daniel Charlton.

Cel Based Animation

Cel Based Animation, is one of the longest and hardest types of animation. This is done by a team of people. One member of the team would draw the outline of on of the slides of a second (a single second could take 12 slides) of the slide, the it would go to the next member of the team who would paint a clear film over it, then the image is trace and was ink inserted into it. It is then taken over to a registration board and a picture is taken of it, then the drawer would draw a trace over it, changing it slightly. 


One of the early types of Cel Based is 'Gertie the Dinosaur', but a very popular type that many, many people know is 'Tom and Jerry'.