GREEN SCREEN/ CAMERA PRACTICE

                 
                       

By following the basics of this video, I will be able to edit my production on Final Cut using the green screen that I have practiced with to try and edit in the colour coordinated background that will go alongside my products. First the basic rules of the green screen is that I will not be able to dress my models wearing green outfits as they will be edited with the screen. The second basic rule is that the green screen must not be creased as it will not work as well as it would normally if it is straight or with a lack of creases. By following the rules of the green screen, I am hoping that my production will come out to the best ability I can edit it. The background will either be a dark red, nude pink or purple, as these are the colours of my lipstick. 

The above photo is a set up of my lights and green screen - both lights were positioned on a set up and had their batteries charged over night. I will be using this set up to practice filming and taking photographs.

This is an example of how I have edited my lipsticks on a coloured background, however I want to do this coordinately with the production video depending on the lipstick. This was just a practice however, so I tended to go for just a red background. Each lipstick is covered with an original casing that I have created myself with roses each shade of the lipsticks that I will be using with their own shade names on the back and a signature on the front, following the makeup house style. Each signature is also on the case in the colour of the lipsticks shade. 

This is a video of a practice shot I have taken using the green screen, I want the actress/actor within my production to move their head to the left and right but slowly to show the lipstick off. In my final product however I want the model to be wearing full makeup and the bright, vivid lipstick. In this practice my actress is not wearing makeup nor the product however I was just practicing with how I will be positioning the actress against the screen and how much space will be on either side of her/his head depending on the proportion of the production and frame. 

Through practicing with the camera and the green screen I have learned how to manipulate the photographs in the way I want it to, I held a coloured plastic sheet over the flash when taking the photographs to add different coloured filters. I practiced with yellow, purple and red. Obviously the red filter is what won me over - and thus I want to try to produce this in my advert. 

                           

When practicing with the camera, I used the plastic over the lense to create the similar filter that I used when taking photographs - I also practiced using the camera movement 'panning' as this is most likely what I would want to use when filming my TV sponsorship. I also included the music track that I would want to use in the background of my filming. 

I also practiced with the extreme close ups that I want to use in my adverts - through this photograph it presents how I have tried developing different ways of showing my product in use by angling the product a certain way to show the case of which I have made. By doing this it is showing correct product placement within my advertisement. 

   

The above picture is a screenshot of how the videos originally looked before I worked on them on final cut pro.

Both the following examples show my first attempt at working on Final Cut on Mac computers, I used the format of final cut to develop colour into the background of both my short clips to experiment with the different colour backgrounds that I want to use alongside the product colours - the actress within these clips however is not wearing product as we were only practicing with the system of final cut pro. 

CLIENT AND LOCATION FORMS

PRODUCTION IDEAS (PART TWO)

   

          

                                        These are the videos provided on the slide: 

                        

This coordinated with the first choice of music I provided, because of the pink overlay of the lips I flashed it along side the music for an example of how I would want to have it within the advert. 

                        

However a lot of music tracks have a copyright issued upon them and if this therefore is not allowed I will then have to create my own soundtrack to be played within the back of my advert.

INSTITUTIONAL AND COMMERCIAL ADVERTISING

Institutional advertising is various types of commercials intended to promote and populate a company, institution or any entity. However this format of advertising does not attempt to sell anything directly. These types of advertising informs the public about what the institution aims to do for the community and society - in forms of literacy, health and employment. The most common types are radio, television, print and digital. An example of institutional advertising would be the cigarette packets in which promote quitting smoking - idea behind the vile pictures help target a social issue to grasp the public to understand the severity of smoking. 

                      

The idea behind this advert would be to grasp the public's attention and see the view that children watch their parents smoke - and this allows them to think it is the ideal convention within adults lives and this is how to act once they are grown. This institutional advert informs the public about society and its health among youth. Over the years, consumers, media and critics have evolved and became much more demanding. In a new era of media and communication, showing the audience the importance of how much the company is invested in presenting their ideas and views is significant as it adds value to their brands and advertisements. An advertising professional should open the eyes of the companies and brands in order so they can understand the evolution of the current scenario and the way the advert applies to the target audience. 

Another way an advert can be institutional is the promotion of that specific industry, rather than their particular product or service. 

There is a difference between "industrial" and "commercial" as they are two different methods of business. No matter how long the list between commercial and industrial land, buildings, music etc. The list goes on as there is a core difference between the two, Industrial refers to any business which deals with the manufacturing goods. Commercial refers to any business or venture done with the sole motive of gaining profit. Commerical industries focus on the funding of the advert and how much it costs to produce the advert onto television or what ever format the advert is being shown on. The average cost of a 30 second ad is about $127,178 per ad. This is represented in the commercial industry. 

                     

THE USE OF TECHNOLOGY

The ad industry is entering a new era. Advances in technology have allowed for more innovative approaches to out of home advertising, with location technology used to offer more immersive, interactive experiences for consumers. These advances question the impacts of how technologies have old advert approaches and how brands and agencies make the most of these new opportunities. Media is diverse, from print and broadcast to online, digital and social, these continue to be a relevant aspect of today's technology-driven world, especially in the corporate and social arenas. The media technology industry proves to be crucial in the current era of social networking and online marketing. We live in a media saturated world and rely on a variety of old and new media for information, entertainment and connection. The beginnings of mass media and mass communication goes back a long time ago to the print revolution that occurred in Europe in the fifteenth century. 

                     

This interactive advert has allowed consumers to activate apps on their mobile devices to connect with the advertisement and approach the system of modern society relevance within adverts and the way companies produce their products. Through this way of marketing they delve into the active audience and can moderate how many people actually get involved in their commercialisation through this way of projecting their product in society. 

                     

Within this advert -although it isn't exactly interactive with the audience they use the development  of technology to access a level of commotion about their advert as they have used their surroundings of the billboard to their advantage and produced a smart advert that will make the audience stop and stare and share their advert on social media etc. Digital technologies have transformed the marketing system and the way products are illuminated across the web, many products can be presented in the media and gain attention through even social media apps such as instagram, snapchat or twitter etc. By using social media, companies are accessing a younger audience and referring to all of their aimed audiences through this format as this can be referred as their motherboard as they are up to date and this is the generation of which they are born within. Digital. 

SCRIPTS

Every production needs a script to know exactly what each take and scene will include and what each character and voice-over will say. This is specifically important as a script or voice over is the characteristics of the advert that will make the audience refer back to the product or service and want to purchase. I have a voice over for both adverts as during the models will be using lip products and having characters talk within the advert wouldn't be as conventional as it normally in other market advertisements. Within my TV sponsorship, I will also have a voice over saying who I am sponsoring. My entire radio advertisement will be voice over. 

RICHARD DYER - UTOPIA SOLUTIONS

Dyer suggested that audiences turn to the media to make up for some of the deficiencies they inherent in everyday life. Through adverts this can be intentionally followed as adverts may glamour the life style of those presented in the adverts, they may make the audience feel as if they buy the product they may become superior to others or part of the superior group illuminated in the advert.  Dyer explained that the media provides people with a form of diversion to allow them to escape from their 'dull' 'ordinary' lives. Each advert that an audience may relate to allows them to feel an emotion of escapism. 

"The notion of entertainment as in some sense Utopian - expressing ideals about how human life could be organised and lived - is implicit in what the most widespread assumption about entertainment, namely, that it provides escape." 

Dyer suggests three reasons that reality generates for audiences to consume media:

1. Social tension

2. Inadequacy

3. Absence

This table represents how Dyer outlines his key idea on separating his reasons for audiences accessing entertainment and the Utopian solutions that utopia provides, it shows how it responds to real needs created by society.

STEVE NEALE GENRE THEORY

Steve Neale's theory of Repetition and Difference. Steve Neale states that genres all contain instances of repetition and difference, difference is essential to the economy of the genre. Neale states that the film and it's genre is defined by two things; how much it conforms to its genres individual conventions and stereotypes. A film or advert must match the genre's conventions to be identified as part of that genre. It is also defined as how much a film subverts the genres conventions and stereotypes. The film or advert must subvert convention enough to be considered unique. Neale states that Hollywood's generic regime performs two functions; to guarantee pleasure and meaning for the audience. or to offset financial risks of film production by providing collateral against innovation and difference.

A film genre is a motion picture category based on similarities in either the emotional response to the film or the narrative elements. Genres are basic however can be branched off of and this results in hybrid genres such as the melding of romance and comedy etc. Genres may offer various emotional responses and pleasures such as escapism and empathy. Aristotle acknowledged the special emotional responses that were linked to different genres. Steve Neale argues that pleasure is derived from repetition and difference. 

                     

In this example of max factors make up advert, conventionally it shows the repetition that Neale was talking of when he said that producers follow the conventional idea of a genre and because of it being makeup the producers have set up the setting in a makeup room as you can see the vanity mirrors behind the actress.

BARTHES SEMIOTICS

Roland Barthes was one of the earliest structuralist or post-structuralist theorists of culture. Barthes is one of the leading theorists of semiotics, the study of signs. 

Semiotics is basically our actions and thoughts and what we do automatically, we are often governed by a complex set of cultural messages and conventions and are dependent upon our ability to interpret them instantly. For example, Barthes found that we see the different colours of a traffic light and we automatically know how to react to them. We know this because this is a sign which has been established by cultural convention over a long period of time. This learning requires a deal of unconscious cultural knowledge to understand its meaning. Barthes saw everyone as a semiotician, because everyone is constantly unconsciously interpreting the meaning of signs around them. Semiotics explores the study of signs and symbols as a significant part of communications.

There are three types of signs in the study of semiotics:

1) Iconic signs:   these are signs where meaning is based on similarity of appearance.

2) Index signs: these are signs that have a cause and effect relationship between the sign and the meaning of the sign. There is a direct link between the two.

3) Symbolic signs: these signs have an arbitrary (random) or conventional link

In each element of semiotics, the signs can be broken into two parts - the signifier and the signified. The signifier is the item or code that we read- so for example a word or symbol. Each signifier has a signified, the idea or meaning being expressed by that signifier. Only together do they form a sign. For example if we take the word "Cool" as a signifer, in one situation it may refer to temperature. However in another it might refer to stylish. The relationship between signifier and signified can change over time and in different contexts. 

                    

As we can see the logo of Nike straight away when watching this advert this acts as a signifier of semiotics for the audience as it is signifying a brand, fashion, fitness anything to do with that of Nike. This allows the audience to automatically know what the advert content is providing. 

HISTORY OF ADVERTISEMENT

SHOT LIST AND PRODUCTION SCHEDULE

Making sure my time is scheduled correctly and accurately is important as my time will be tight when creating my product and things need to run smoothly. I aim to follow the schedules above and if problems arise I will handle them appropriately. 

This is a shot list for my first advert, I have produced this in terms of keeping my time very justified for each action I am going to take during my production. 

This is a shot list for my second advert, I have produced this in terms of keeping my time very justified for each action I am going to take during my production.