Showing posts with label C. TV Adverts. Show all posts
Showing posts with label C. TV Adverts. Show all posts

Thursday, 25 June 2015

Editing guidebook

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Tuesday, 24 February 2015

Editing techniques




The History Of Editing.

 The first moving image production was shown to the public in 1895. There were no methods of editing the sequence that was created, any "effects" would have to be done in-camera, as in there at the time of filming, leading to the technique being very limited in what could be done. The first film to utilize what today we consider post-production was directed by Robert W. Paul and was entitled Come Along, Do!, released in 1898. The film was the first of its kind as it features more than one shot and therefore showcasing the technique of editing shots into sequences. 

Since then things have changed drastically. When editing techniques were further perfected a widespread method was adopted. As all moving picture productions were recorded on film it was edited using the film. A copy of the footage would be made, called the positive, as film was created as negative. The positive of the film would then be edited.One of the transitions, still used in modern day film making, is called a cut. This is where one scene ends and the next scene immediately starts. The term "cut" comes from the older days of editing in which film would have to physically be cut by a person, or machine, and then taped back together to create the effect.

 After the takeover of non-linear editing systems, editing footage on computers, the role of linear editors, cutting clips manually, became more and more redundant as more people were looking to digitize their productions. The linear method of film editing is still going however it is a lot less popular than it used to be due to technological advances. Since the improvement of non-linear editing systems, various different techniques have become more popular. Nowadays the majority, if not all, editing work on movies is done digitally through a video editing software such as Adobe's Premiere Pro, or Sony's Vegas to name a few. A final technique which is still used today is in-camera editing where all the effects are performed live, for example an explosion effect can be loaded and set in-camera so when they start rolling it can be triggered and can be seen. The opposite of this would be editing the explosion in after. Although this is still used today it is not as common as adding effects in post-production is generally cheaper and can be timed perfectly and edited if needed.
(http://en.wikipedia.org/wiki/Film_editing)

Establishing Shot 

 An establishing shot is a shot that establishes a place or a setting, it's used to bring in the setting around the actors and give the audience more knowledge if the scene. In my video there was two, establishing shots- one at 0:15 and another at 4:12.

 Transitions

 Transitions can be done for various effects, it is literally impossible not to have transitions in any sort of film. Transitions help to build up suspense and keep the audience on the toes. I unfortunately don't have any in my short video but, here is an extract from Inception; it has many transition shots throughout the film.

180 Rule
The 180° rule is a basic rule in film making and should be generally stuck to unless the director wanted to deliberately break this rule for effect. The rule is that the camera should stay within 180° of the subject between cuts. If this rule is broken it can cause confusion and disorient the viewer.

 Shot-reverse-shot 
A shot-reverse-shot is a film technique where a shot views the action from the opposite side of the previous shot, often used during a conversation on screen. In my extract from, Cruel Intentions, this technique is used between 1:38-1:40. This technique gives the audience, the feeling that they are watching from two angles of the interaction.

 Match on action shot
A match on action shot is where you see a character performing an action at one camera angle and then the camera angle is changed to see them follow through the action. This shot can be done for effect, to keep the audience in suspense but it is mainly used to identify the person carrying the action. Between, 0:30-0:40 this technique is used to show a girl running in to the church and up the alter and back to the protagonist.

 Motivated editing  
Motivated editing is where something happens in the preceding shot which affects the current shot. An example of this is a character points into the distance and then the clip cuts to show what the character is pointing at. One example of this could be a eyeline match. An eyeline match is a technique based on the premise that the audience will see in the next shot what the character is looking at in the current shot. From what I could see there was only one motivated edit shot, that was at 2:31.

 Screen Time 
Often in moving image productions it is clear to see who the main protagonist of the piece is simply due to the amount of screen time they are given. Due to the short clip, the main protagonist seems to be Katherine (Sarah Michelle Gellar) although there was two other protagonist equally as important, 

 Close Ups
Close ups are also used to indicate and give the audience a chance to identify the main protagonist(s). There is two scenes where a close up is shown, that is 0:57 and Close up of students face at 2:35-2:36.

 Point of view shot
A point of view shot shows what a character is looking at. In my extract there is more than one point of view shot, that would be from Katherine at 1:54, 2:03 and 2:15. This gives the audience the sense that they are a part of the film and seeing the scene from the protagonists eyes, which makes them feel more like a part of the film.

 Reaction shot
A technique used to portray to the audience who the protagonist of the scene is, it is to show the character's reactions to various events. You will find these techniques at 2:01, 2:11, 2:22 and 3:46, this technique (in my eyes) is placed to either empathize for the character or dislike them.

 Shot variation
The clip I have chosen uses a wide variety of different shots to give different perspectives of the sequence such as a medium shot, close up, high shot, long shot, over the shoulder shot and eyeline  matches. 

Montage
A montage is when a series of short shots are filmed and rapidly edited together. Montages are often used to indicate the passing of time.

 Providing and withholding information
Providing and Withholding information is a technique used by film makers to decide when it is the right time for the audience to find things out. Providing information to an audience does not necessarily mean that you find out information the same time as the protagonists on the screen. For example, Alfred Hitchcock once said " There's two people having breakfast and there's a bomb under the table. If it explodes, that's a surprise. But if it doesn't..." and that is a great example of providing information.

 For example, withholding information is shown in the film The Sixth Sense Dr Malcom Crowe believes he is just living his normal life and dealing with a young boy called Cole who thinks he can see dead people. We discover that Dr Crowe is in fact dead too and he has been in denial about his untimely death. This is a good example of withholding information because we see subtle clues through out the film that Dr Crowe could be dead aswell (e.g. when Cole enters his house Dr Crowe is sitting with his Cole's mum but she does not acknowledge him). 

 Parallel editing
Parallel editing (cross cutting) is the technique of alternating two or more scenes that often happen simultaneously but in different locations. There is no proof in my clip of parallel editing, although at 3:10 where the scene fades to a girl in a car, to me that appears to be happening at the same time however, it doesn't cut back to the previous scene. So, instead here's an example of cross cutting, in the film 'Silence of the Lambs.'   https://www.youtube.com/watch?v=Ts1x6uADFtM

 Editing rhythm 
Editing Rhythm is the speed that the sequence is edited at. There is a steady rhythm of editing throughout my clip, it's one of the more mellow and calm parts throughout the film. Here is a quicker paced scene, where the editing is faster. https://www.youtube.com/watch?v=NxwuGQ6slhc

 Construction of time and space of the story both diegetically and implied
This is when time is constructed using various techniques such as time-lapses. Diagetic & implied types of different ways to show the passing of time. Digetic is when we literally see time passing(time-lapses). Implied is if we see a character get onto a train in the day and get's off when it's dark we would assume that time has passed due to the fact that it's gotten darker in the scene. There is no sign of this technique, although throughout the whole fim I assume there would be chance of this technique coming up.
Cutting to soundtrack
Cutting to soundtrack is where the footage cuts in time with the music. The soundtrack starts to pick up from 1:15 throughout the whole clip, right until the edit when the edits start to show. The song from Cruel intentions was, Bittersweet Symphony.

Multiple points of view 
This is when several camera angles are used in quick succession to give us various points of view for the entire sequence. I don't believe this technique is used in this clip, so here is a extract from Iron Man. https://www.youtube.com/watch?v=GWnCg88GmTI 
Cutaways 
A cutaway shot is the interruption of a continuously filmed action by inserting a view of something else. It is usually, although not always, followed by a cut back to the first shot. 

Jump cuts 
A jump cut is a cut in film editing in which two sequential shots of the same subject are taken from camera positions that vary only slightly. This type of edit gives the effect of jumping forwards in time. 


Other edits that I haven't mentioned are listed below, these are variations of shots, angles and cuts:

Placed just behind her, Over the shoulder shot 0-15 seconds
Long Shot of Katherine, Zoom 0:21-0:23
Medium Shot of Katherine 0:31
Eye-line match of people leaving church 1:04
Tracking shot 1:16-1:26
Medium shot 1:25
Zoom in 1:27-1:29
Medium shot, camera movement with the use of a steady cam 1:31-1:37
Over the shoulder shot 1:37
2 shot medium close up, 1:45
Over shoulder shot 1:47
Reaction shot 2:01
Reaction shot 2:11
Reaction shot 2:22
Eye-line match 2:29
Over the shoulder 3:00
Fade to next shot 3:10
Track and tilt 3:12- 3:16
Cut to flashback 3:27
Cut to flashback 3:38
Cut to flashback 3:49
Over the shoulder 3:50
High shot 3:53
Dissolve from Flashback 3:54
Birds eye view and aerial shot 4:00

Sarah Michelle Gellar's screen-time was approximately 3 minutes

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Monday, 9 February 2015

Advert Analysis

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Advert Research


Form:
Animated TV Descriptors:

Documentary/ Factual Descriptors:

Talking Head Descriptors:

Stand-alone Descriptors:

Series Descriptors:

Realist Narrative Descriptors:

Anti-realist Narrative Descriptors:

Style:
Humour:

Surreal


Shocking/Dramatic: 
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Tuesday, 3 February 2015

The technical side of editing quiz


What do the numbers 16:9 refer to?

The numbers 16:9 refer to the HDTV wide screen TV or the aspect ratios, the size of the viewing screen.

What is the frame size of a 1080p video file?

The frame size of a 1080p video file is 1920x1080, the Blu-ray standard; which most camcorders shoot at.

If you have a video file which is 720:50p what is the frame rate and what does p stand for?

The frame rate of 720:50p would be 50, which is how many frames there are per second; the higher this number the clearer the fast movement will be and it is also better if you wish to shoot in slow motion. ‘P’ stands for Progressive scan, which shows every frame one after the other.

What is the difference between p and I (e.g., 1080p)?

The difference between P and I is that Progressive scan shows frames one after the other whereas Interlaced scan shows half the frame at any moment: then interlaces the half frames together so we see the unified movement. Progressive scan is preferred however it produces files that are larger.

What frame rate is real film shot at?

Real film is shot at 24fps; some cameras offer the chance to shoot at this frame rate: although the higher will give you smoother and more effective action. In the Us the NTSC system is 29.97fps and in the UK the PAL system is 25pfs, they both use different frame rates.

What might be the advantage of shooting at a higher frame rate?

The advantage of shooting at a higher frame rate would be that the rate would give you smoother action and the better the video would be at showing fast movement or slow motion.

What defines a lossy file?

Lossy files are highly compressed files, unlike the lossless files which are less compressed. They sacrifice some detail and professional setups use lossless or uncompressed file types but the file sizes can be huge.

Name three file types commonly used in video editing.

AVCHD: a highly compressed, domestic camcorder files type that often has the suffix . mts.

MOV: also compressed, it is a video file type associated with Apple QuickTime and had the suffix .mov.

FLV and F4V: Both flash video files, flash a technology used on the web. These are both lossy, compressed files.

What is the different between a video file type and a codec?

The difference between a video file type and a codec is how the video and audio is compressed to fit inside; then decompressed to read it again, it actually means coding/decoding; whereas, video file type is the container.

What is bitrate?

Bitrate is the rate at which a file processes information, the higher the bitrate the more effective and powerful the computer you would need.
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Evalutation


The Brief was to rebrand a product to either a different; gender, age or class. Our chosen product was LYNX; we decided it by eliminating the ideas that were almost impossible to create and focusing on the more accomplishing ideas which in the end turned out to be LYNX. The majority of the target audience is pubescent teenage boys or young adult men, although LYNX have targeted their product to women they don’t focus mainly on them; therefore; we decided to mainly focus on women in their mid-twenties to thirties that work – maybe in an office of some sort- this then allows the product to advertise to a large audience other than men. We decided to also open the idea of using LYNX as a perfume for women, therefore giving it more of a feminine sale and advertisement, like 'Impulse' or 'Charlie.'


 
We collected the feedback by using Survey monkey – an online website that creates free, customizable surveys- for our finished advert, we gathered feedback that was helpful and received comments that ‘the whole rebranding idea’ was good, that the ‘advertising style fits and sells the product well’ and that it ‘showed imagination.’ The majority of our responses knew what the advert was selling and who it was aimed to, we did receive some negative feedback; saying that ‘the idea/narrative could have been clearer and more detail and thought could have gone into the mise-en-scene’ also, ‘it was quite slow and dull’ some of the negative feedback was focused on the ‘lighting’, ‘editing’ or ‘how are time was used.’ All in all, the majority of the responses liked the advert. 

I believe that the advert did achieve the appropriateness to audience, we based it on targeting women in stressful jobs and I believe we achieved that. The advert’s impact is to provide a sense of freedom in your work and in yourself, hinting that if you smell good, you feel good; I believe we did provide this although, it was provided to the best standards, the message was still there.

As for the video itself, the mise-en-scene I believe worked fairly well, the whole Wizard of Oz theme was a good idea; turning from black and white into colour, however the camerawork was not the best and I didn’t quite enjoy the whole process of moving from scene to scene. The editing improved the advert, using the green screen was a great idea to ‘escape’ and I believe Will did a good job making it look effective; the black and white edit wasn’t what I expected and I had hoped it would have looked darker, the sound too wasn’t to perfection although are planning had changed and it was rushed – due to actor’s schedule and absences of crew.

The effectiveness of the advert does work I believe, it shows that a women can feel more relaxed in a stressful job if she had that little ‘freedom/escape’. We started out with the idea of rebranding it to women in their 20’s/30’s and I believe we completed that- even if our actor was teenager- to the best of our capability.

The message we were trying to sell to the target audience was that even when you’re stressed, the simple effect of a smell could provide you with ‘pleasure/freedom’. Hence the edit of the green screen – with a beach- although she didn’t transport to the beach, she felt as if she were there and relaxing when in reality she was still at her job.  The main techniques we used were the green screen and the scenery of the office.

No, our advert isn’t fit for purpose; it still needs time and work. If we had more time I would have hoped to use a better replacement for the packaging of the box instead of using a ‘tissue box’ and the editing would have been used more effectively, the acting too; although Alana is a great actor and a very expressive person, I thought the scenes were a bit rushed and not perfected to better standards. Our advert complies with advertising regulations I think, it complies with the rule ’04 Harm and Offence’ as it shouldn’t offend anybody – even are target audience- it doesn’t involve and ‘Pornography’, although people could argue that the scene of her on a beach could be misleading due to the edit which may collide with the ‘Misleading Advertising ‘however this is unlikely as we hadn’t implied that she would be transported there, it was simply an edit and I don’t believe it goes against  ‘Misleading Advertising’ or the ‘Appendix 3 – The CPRs and BPRs’ which enforces the rule of misleading advertisement, that could injure a competitor or deceive the audience.

In our original intentions the storyboard included another actor as a waiter – although due to the actors absence we couldn’t film it, so we improvised- also a couple of scenes were changed slightly, like bird’s eye view shot and the medium shots; they were mainly changed into shots where we could see the actors, although that wasn’t the original intention it still works. Also, the office scenery wasn’t as ‘busy’ or ‘stressful’ as we had planned and if I had a chance to re do it, I would make it look more stressful for the actor. The final advertisement is similar to our original idea, our feedback even mentioned how the audience ‘liked the idea’ and they found it ‘humorous’.

I’m dissatisfied with the final outcome and that probably due to the fact that I wasn’t part of much of it – which was my fault- but, If I could re film it I would change the scenery and the editing would reach the standards had set for it. I would also change the props, make them see more realistic. My involvement with the filming and editing could have been improved, although it was due to personal stuff that I didn’t do as much as I did however with no excuses I should have played a larger part in the helping of filming, editing and everything in between.
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Friday, 16 January 2015

Location and Location Release Forms.

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Pre Production Overall

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Talent form

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Production schedule and Shot list

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Recce forms

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Monday, 8 December 2014

Prezi


History Of Unilever:

Late in the 19th century, suring the industrial revolution, there came a butter shortage and it had began to be imported from the Netherlands. This started up a competition between two rival companies The Jurgens and Van Der Berghs, they came to realize that production and shelf life was key.

They soon turned to margarine. WHich was developed in France in 169 by the orders of Napoleon, it's initial idea was to be a longer lasting butter to help the soldiers in war. At first it didn't taste so good; the rivalry however increased development and soon technology such as refrigeration was created. The two companies merged into Margarine Uni.
Soon came William Lever, he found that instead of selling bulks of soap, he could cut them into smaller pieces and package them; therefore creating a way for consumers to use also, it appeared more affordable and helped poverty stricken lower classes.

With his great wealth Lever built Port Sunlight, where his employees could live comfortably. He also found a way to pay them properly, reduced hour, treated employees fairly and which in return boosted productivity. William created penison schemes, sickness benefits and work canteens for his employees amongst other things.
In the 1920's the two companies, Margerine Uni and William Lever merged together to become Unilever. It has been over 8 decades since this happened and their products are still globally      
     popular.
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