Unit 16

Task1. Complete introduction to editing, Q and A as outlined here: http://newmediateacher4.blogspot.com/2011/12/introduction-to-editing.htl
(16.1.1)

"Introduction to editing: The Gloaming"

• What is editing?

Editing is the process of selecting from different shots and joining them together to tell a story.

• What is elliptical editing?
  

Elliptical editing allows us to fill gaps, moving the story on more quickly, taking us less actual time on screen.

• Why are long shots used?

The choice of a long shot is to remind us where she is and tells us that she is alone.

• What is non-diegetic sound?

A note of music playing underneath the sound of nature. Character cannot hear it, only the audience can. Adding to this quieting mood also adding tension and an uneasy atmosphere.

• How do we know she is bending down to pick up the ring?

The character looks down into the right of the frame, as she bends down we cut to a ring buried in the grass and because this shot follows the previous on of her looking down we fill in the gaps and make the connection that the ring is what she's looking at.

"Hustle."

• Overhead establishing shot- What does this achieve?

The director sets out the space where the action will take place and the characters positions within the room.

• What is shot-reverse-shot?
  

By cutting back and forth between the two men we assume that they are looking at and talking to each other.

• What is eye-line matching?

For example the big man standing up looks off-screen and down whereas the seated man looks off-screen and up, guessing from the angle of their eyes that they're looking at each other.

• Why do we cut to the other members of the group?

So that we can see their faces and their reactions both to the plan and to each other either individually or as a group.

• What is a wipe?

A wipe is a slick transition, moving the action to a different location and time.

Now watch "Editing: The invisible art" and take notes:

• How can editing build tension?

The number and frequency of the shot changes, cuts from one character to another. Long shot- close up. Reaction shots of main character as the end comes close tension builds making the shots shorter and more frequent.

• What is cross cutting?
  

Cross cutting are shots between two climbers comparing their journey up the cliff, cutting back to the audience.

• What are reaction shots?

Reaction shots are anxious reaction shots of an audience showing facial reactions and expressions.

• What is seamless ending?

When you do not really notice the work of the editor due to the drama and the construction of the sequence.

• What is a jump cut?

A large copper bowl, camera cuts revealing a much smaller bowl. A jump cut is a deliberate joke. Also the filmmaker is letting the audience in on the filmmaking process, not hiding but exposing the technique.

• What is a flashback and what does it achieve?

Flashbacks take the audience from one point in time to another they show a back story a key moment in characters life explaining how they got to where they are now.

• How can editing be used poetically?
  

Without making the connection explicit the audience is able to join the dots.

Watch "Playing with time"- watch the film "The gloaming." Write a short evaluation of the editing used in this film refer to detailed examples from the film and use terminology you have learnt.

In this short film 'The Gloaming' a lot of elliptical editing has taken to place to build a story. Elliptical editing mean that because this film is only 4 minutes long, there is not enough time for a shot for every action to be within this film, elliptical editing allows the story to move along faster, forcing the audience to fill in the gaps about what is happening. A number of editing techniques have been used for example, this story is about a newly married couple that came across an abandoned caravan which had some weird things within it such as a skull. All of a sudden the lady then appears to be alone in the middle of nowhere, this is where the editing is described as being poetic due to the fact that the audience does not see everything that has happened however we are able to join the dots up. We then understand that the shots of the man and woman in the begin are flashbacks that the lonesome woman is having, flashbacks take the audience from one point in time to another they also show a back story, a key moment in the woman's life explaining how she got to where she is now. Non-diegetic sound occurs when it is clear that the lady is alone, this gives the audience a feeling of loneliness and some a sense of fear, non diegetic sound is a note of music that plays underneath the sounds of nature. A number of shot-reverse-shots have been used this is to indicate although the two are not together its tricks the audience into thinking they are talking and looking at each other almost as if they were right next to each other. Whereas the woman is actually having flashbacks of the man the shots then cuts back to the lady in the present day. During the shot-reverse-shots eye-line matching also occurs this is important to give a realistic approach to what is going on, makes the audience believe that the man and woman are genuinely looking at each other due to the angle of their eyes for example as the woman looks straight ahead of the camera towards the right the man looks straight ahead towards the left.


Summarise in your own words the key aspects of being an editor.

Just like all the other positions in the creative industry, the job role of the editor is very crucial to the desired final product or piece. The Editor works closely with the director in order to produce the finished film before any shooting begins this means that work together in pre-production. The editor check the standards of the technical equipment they also emerge the sense of the story and the performance of the actors. The editor dedicates their time working in an edit suit for long hours to get the best results by carefully choosing the best shots and editing them into a series of scenes. Not only do they work with the director but the editor also runs a team of assistant editors and alongside trainee's on big productions. Not only do the director and editor work closely during the pre-production stage but also within the post production stage by refining the assembly edit into the directors cut; this is then approved by the producers. Fine cut or picture lock then has to be approved by the director or executive producer. They also have a supervisory role during the subsequent music and track laying and the sound mix. 

Essay.

I am now going to be analysing the "Shower Scene" from Psycho 1960. Editing in this film is used to cause tension and suspense

My Lynx Advert.

NCFE. Understanding Mindset.

Mind-set quality.


Honesty & How could I demonstrate this quality-


Honesty is important for employers because by being honest allows an employer to build trust for you as an employee. This quality is important for employers as it also allows then to rely on you to do things such as, completing tasks that the employer has set for you, showing up on time for work without the employer having any doubts. It is also important to be honest with yourself in the sense that you accept what you could have improved on in the work place and also what you do well, this is beneficial for the employer as they know what you need help with and what you're good at so that they can manage you and put you in a suitable role tailored to your strengths and weaknesses.
Being honest is a simple quality to demonstrate being honest with both yourself and the people that you are working with. How I would demonstrate honesty in my course (BTEC L3 Subsidiary Diploma In Creative Media.) would be to constantly have conversations with my tutor about my progress, whether I'm currently below average, above average or average. Discussing this will allow me to be honest about what I could improve on whether it be my attendance and punctuality, work, or attitude towards my work. As I would be demonstrating honesty I could also discus what I need from the teacher whether it be more work to do outside of college or more help during classrooms.


Commitment & How could I demonstrate this quality-


Commitment is important for employers because it lets them know that the individuals that they are employing will not only show up on time to work everyday but also be willing to work to the best standards that they possibly can. Commitment in the workplace also shows motivation, it is important for employers to know that the people they are employing will not give up and be motivated to do their best even whilst facing difficult challenges.
How I could demonstrate commitment to my course would be to show up and be on time as agreed and signed on the contract given to me before I started the college. I can demonstrate commitment by following the contract, also by doing the best I can throughout the 2 years of studying. If challenges come my way I will be able to rise above them.


Flexibility & How could I demonstrate this quality-


Flexibility is important for an employer because it shows them that you are capable of adapting and responding to change quickly without a change of attitude. Flexibility is important because it also shows that you value diversity in the work place, employers are drawn to this quality as it is important to know how to interact with different people for example, people with a different race, sexuality, religion than yourself. As well as being flexible with diversity, employers also look for individuals who are flexible with their time. If an employee is able to move shift times or dates this would be a big advantage as employers look for someone who is able to show up when needed and necessary.
I can easily demonstrate flexibility by not only working in a number of different groups with different people but also showing that I am capable of working individually. I can also show flexibility by attending extra classes or staying behind to catch up with any work needed too.


Accountability & How could I demonstrate this quality-


Being accountable is very important in the work place, this means that the employee has the responsibility to complete any task that has been set for them, performing duties that is required in their job. Employers find accountability very important and expect all the individuals they hire to have. No matter what position you are in being accountable in the work place is key for the company or business you are working for them to succeed.
I can show accountability by taking on different roles within my classroom whether it be the leader of a group having to manage or direct people or any other role, being responsible and completing the tasks set for me.


How mind-set affects employability.


It can be useful to put yourself in an employers shoes. This will help you understand why the mind-set qualities are so important. Describe how you would feel if one of your employers was dishonest uncommitted, inflexible or unaccountable.


How would I feel if someone was:


Dishonest.


If someone was dishonest towards me, I would feel almost as if I would not be able to trust them with completing tasks I set for them. If someone showed me signs of dishonesty I wouldn't want to assign them tasks as I would have doubt in my mind as to whether they would complete the task up to a certain standard. If an employer was dishonest towards me I would fire them as all of the employee's I employ must be honest not only with me but with themselves. For example if an employee exaggerates on how much experience they have with Photoshop, I would automatically set them tasks based around Photoshop however because they have not been completely honest they might not complete the task I've set them up to the standards that they have created for themselves due to false experience they have told me about.


Uncommitted.


If someone shows signs of lack of commitment then I would have to worry everyday about whether they are going to not only show up but also be on time












                                         

Task2,3

NCFE Unit 25 (1.1)

Task 2.4 in the assignment brief.

The group that I have chosen to make an observation report on is "Cadbury, Dairy Milk." The reason why I chose this group is because their performance varied from things that they were excellent at and things that they could improve on. From what I gathered, this groups performance showed that a very little effort was made, they lacked in organisation and I could see that they either did not practise enough or did not practise at all as they were unable to come up with an answer as to why they chose certain things, such as the locations used in their storyboard. Although they had a slight idea they did not communicate this effectively to the group and it was not clearly demonstrated. The support they had for each other was reasonable for example. Someone struggled to read the presentation on the board therefore another member of their team took over, however this could have been done in a way where it was natural not so abrupt.

Personally the written content of the slides where excellent because there was a lot of informative detailed information, however from another persons perspective the amount of content within each slide could have slightly been a bit too much, also because there was not many images presented could have there was nothing to keep the attention of the audience. However the size and colour of the font in comparison to the background was excellent as all the content was visibly clear for me to read. Although they did add a storyboard into their presentation it was not visually clear, I could not see or tell what the story line was to it.

Their body language and gestures could have improved because there were no hand movements or body movements to engage the audience hands were behind their backs or in their pockets, which did not come across presentable. No engagement skills or techniques were used to get the audience focused on their presentation. There was also no enthusiasm; they did not seem excited about their product or excited to inform us about their product. The tone of their voices were at a monotone level, which can come across as boring and sometimes makes the text they’re reading feel longer than It actually is. Eye contact is hard to distribute to a group of people when not enough practise has gone into what you are presenting although they tried and made efforts to give eye contact to their audience the majority of the time their eyes were fixed to the board at what they were reading.

However overall this group did give an exceptional presentation, as at the end of the presentation I was clear on what their product was, the history of their product, the unique selling points of their product, the competition that their product come across etc So all of the main underlined questions were answered for me all in that one presentation, good qualities in a presentation for a first.

(500words)

The Regulators.

The regulators.

The advertising Standards Authority (ASA) is the UK's independent regulator of advertising across all types of media whether it be television, radio etc. Therefore when a company comes up with an advert to promote their products or services, before it goes public it must go through regulation with the ASA. The ASA ensure that every UK advertisement is responsible.

If you or anyone you know finds a TV advert offensive in any way ASA is also the place to go to, to make a complaint about this specific TV advertisement. the process is quite simple, you go directly to the ASA website and on the main page theres a subtitle for consumers with a link underneath 'make a complaint.' After this you have to check whether your complaint is covered by the ASA you can do this by clicking the link provided to see what complaints they cover OR give them a call and discuss it over the phone. After you have checked you can then submit the complaint online, over the phone or even write to them. The ASA will give you the name of the person who will keep you, the costumer in contact. Your information will be confidential to the advertisement you are complaining about unless told otherwise by the consumer. The complaint will be resulted in the advert being changed depending of how minor the mistake is. However if it is more major then the process will take slightly longer as an investigation will have to under go, meaning that the ASA will contact the parties involved the advertiser and if appropriate the broadcaster. They then make a decision as the whether the advertising codes have ben breached, if so the advert will either be amended or withdrawn.




In this advertisement theres seen to be a man who is speed walking down a street, then out of nowhere comes Mr T in a army tank. Mr T says "you a disgrace to the man race" and makes other comments. Mr T then starts to fire snicker bars at him forcing the speed walker to "run like a real man.'

This advert could come across offensive because Mr T is referring to this man as not a real man because of the way he's speed walking, "real men" are meant to run. Speed walking is seen as a more feminine way of working out therefore this could be offensive to not just homosexual males but males that "act" or prefer to be more feminine because Mr T is stating that they are not "real men." However some people may feel like this advert shouldn't have been banned simply because it can also come across as innocent, non-harmful humour.


After carrying out some research, the guardian news website has stated that "Mars has pulled a UK TV ad for Snickers featuring Mr T harassing a speed walker for being a "disgrace to the man race" after US complaints that it was offensive to gay people."

The Human Rights Campaign criticised Mars for perpetuating "the notion that the gay, lesbian, bisexual and transgender community is a group of second class citizens and that violence against GLBT people is not only acceptable, but humorous".



I think that the regulators were right to ban this advert as the LGBT citizens feel discriminated against. Personally being apart of LGBT I don't feel offended by this advert, I'm more open minded. If people find this advert funny then shall be it however if a number of people feel offended by this advert then there's no reason why it shouldn't be banned. Another reason why I think the regulators were right to ban this advert is because this advert also promotes violence towards the LGBT community, Mr T fires him with snickers forcing to "get some nuts" and be more of a man.


To conclude.....................

Demographic Audiences.

Product name: Stella Artois.

Audience demographics:

This product's advertisement is specifically targeted at middle-aged men around 25-44 as this is an alcoholic product. Data has proven that those of a higher education are more likely to drink Stella, people such as lawyers, doctors or any manager of a large scale organisation as they are very-well paid professionals, this is because they are known to be 'reassuringly expensive.'



product name: Cadbury Dairy Milk.

Audience demographics:

This product's advertisement is specifically targeted at young females around the age of 18-25 however cadbury say that their chocolate has changed from being targeted at kids to every family member allowing them to celebrate together. This advert has chosen Phil Collins, a british pop rock artist to promote their product meaning that they took geographics into consideration as he has sold this specific single worldwide therefore they have targeted an audience from multiple countries.




Product name: Think! Motorcycle safety



Audience demographics:


Many could argue about who this advert's target audience is. Some may say that this advert is specified at motorcyclists being more aware and safer on the roads and others may say that this advert is targeted at Vehicle drivers to be more aware and look out for motorcyclists. However this advert is targeted at pretty much anyone on the roads. Specifically young males, in their late teens to early 20's. This advert is not targeted at any specific area.

Persuasive Techniques.

Advert 1.



Product name: 

Pepsi Max.

Persuasive techniques: 

The techniques used in this advertisement are celebrity endorsement, this technique is persuasive because they have selected a very well-known popular R'N'B/Pop artist to sell their product 'Beyonce Knowles.' Celebrity endorsement is an effective technique to use as it allows the audience to imagine themselves becoming near enough similar to beyonce after they drink their drink. 

Product USP: 

This product's unique selling point is the fact that 







Advert 2.


Product name: Burger king "Texas Double Whopper"

Persuasive techniques:

Product USP:



*add another ad*

TV Advertising.

1. Explain what TV advertising is?

TV advertising is a way for companies or businesses to promote, persuade and grab the attention of a chosen target audience to either buy or use their products or services. However there are also campaigns such as "think" for road safety which promotes awareness on the roads.

2. View 3 different contemporary TV adverts and list three key characteristics of them:

• They are all specific, they have a specific target audiences, for example; Age, gender. Increasing their sale in products and number of responses they receive.


• They all aim to stand out and be memorable. They all want to be unique. In order for this they do things such as use creative and attention grabbing images, catchy song.


• They all have the intentions to show awareness, promote their products or services including a logo.


• They are all a similar length around 30-90 seconds.

Comparisons of 2 Advertisements.

These two adverts are similar in the sense that they are both adverts which are promoting the same product which is toothpaste. Although both of these adverts are selling the same product there is a great number of differences in comparison to the similarities. For example one thing that both of these adverts have in common is that they both use females models to promote their product. However in the old advertisement the shot used of the lady using the toothpaste was a closeup, this allows the targeted audience to stay focused and have a clear mind on what the advertisement is actually about. Whereas with the new advertisement there are a number of shots used, one in particular is a long shot of the female model. This shot may be used to confuse or trick the audience into buying their product it may also cause them to question what is actually being advertised.
Another similarity between these two adverts were that they both had evidence to back up what they were saying, that their product would leave you with clean White teeth. For example they both state that their product is clinically proven. The most obvious difference between these two advertisements were their products packaging. The old products packaging was plain, in other words boring, very simple and dull. There was nothing visually attractive or exciting that would personally grab my attention or draw me in and persuade me to buy their product. However in the new advertisement, its bright and colourful making it eye catching.
In the old advertisement facts were used, the male voiceover stated that "Gum infection is the cause of more tooth losses then decay itself." This allows the audience to be more open to believing in the product they are trying to sell. In the new advertisement they also use facts such as "clinically proven."

One technique that the new advertisement use is repetition, they repeat the words "White" and "instantly" this automatically plants the idea of their product "instantly" making our teeth "white." The old adverts fails to do this.

Advertisement Techniques.

In this short 44 second Cancer Research UK advert statistics are being used to show how many children have died from leukaemia. Shortly into this advert it is stated that "In the 1960'S only one in ten children survived leukaemia." It then states that "Today, eight out of ten children survive." This shows the increase of children which have survived this deadly cancer. The use of statistics are effective because this advert is very serious therefore people are drawn to automatically believe these statistics.




In this advert an anecdote is being used this is when a personal experience is being told, used of proof or evidence. In this advert Terrie gives "us" her advice on smoking, no one should smoke "And if you do smoke, quit." Terrie is stating this on behalf of her own experiences as we can see she suffered from cancer. This is effective because it shows awareness of the negative experiences you can come across if you smoke. Also someone who has suffered from cancer is informing us therefore there is evidence.



In this "Go Compare" advert, a series of repetition is used. The use of repetition is effective as the same words are repeated over and over again verbally drilling them into their audiences heads. He uses the word "Go compare" 16 seconds non stop throughout this advert. It is also allowing the author to emphasise on the phrase "go compare." Also adding rhythm to ensure people will not forget.




Facts occur throughout this whole advert. They state a fact then back it up with statistics so people
are forced to believe it. For example "In the year 2030 58% of adults will be over weight, according to statistics." In this advert cocoa cola state a bunch of facts and statistics so that they can go against them/break them at the end. For example they say that "100% of statistics are made by us and we are going to change that."




This advert uses a number of adjectives to emphasise how tasty their food is. Examples of words they use are "creamy" "golden" and "plump" these adjectives make the overall advert effective as it creates a vision for people on how their food tastes without even tasting it.