top of page
Unit 9
Food advertisement
The study of film audience has come up in multiple academic bases. Audience exists in the culture as a social phenomenon, it is through media sociology and cultural studies that the work on audience has developed. The three characteristics of film audience studies which are open to question and debate
-
The audience is primarily of interest as an object of study before and after the film
-
Audience are seen as constructed by mass-media institutions and exist in a dependent relationship with these institutes -
Audience study, even though concerned with large collection of people, is now less likely to generalise then is spectator studies; it is concerned rather with local and specific factors that may explain audience behaviour.
The audience disappears when the lights go out. Spectatorship theories kick in at this point with the audience de-aggregated into individuals alone before the screen. In film studies, it seems that the audience is an imminent audience, the one forming for the event, constructed from a range of factors ranging from the influence of advertising to fan obsession. On the other hand, the audience is the virtual audience, existing after the group, a group which remain collective because of what they do in their wider cultural lives with the film experience the shared.
introduction: Big corporations and media companies have to be careful when advertising products as it the audience due to the effects debate and some of the theories conjured by the media.The effects debate suggests that if you play violent video games and or watch violent movies can have a influence over how you think, media outlets are always taking precaution when thinking about what they post because of how the audience may perceive it for example; Some media companies believe there is a correlation between violent behavior and violence in the media so they try to censor what they post as a result; the hypodermic searing theory is one of the biggest contributors to this as it is used as a method of scapegoating certain media types such as: horror films, rock music and video games. The Cultivation theory is another one of the many theories behind the media's influence of the audience, children are often seen as needing protection from the cultivation ideas and values because of this fast food chains are not allowed to air ads during children tv shows. This theory focuses on the negatives but neglects the forms of high art for example: shakespeare's plays are violent but are not as much of a problem as video games or select TV shows. The audience is an important part of advertisement as the audience are easily influenced by various things that they seen on Tv and in news papers; the audience are likely to go out and buy the product that was advertised on the Television or newspaper.
Synopsis: My idea for the promotional video is, to go to a farmers market, in Barns, and film all the different fruit, vegetables and general things that are sold there as well as interview some of the people who run certain stands and some people attend the market each week to help push our message across. The genre of the video will be documentary, we will have some interviews and a run down to the background of the farmers market. Our target audience are pensioners as most pensioners tend to go to a farmers market to get their food shopping as it is a close vicinity.
Primary research:
For my primary research I did a survey in barnes farmers market and put it into a chart.
Secondary research: Many famous brands from the 60's-70's are still popular today and give pensioners a sense of nostalgia an example of this would be Cadbury chocolate, although it was made for adults children still bought the products, it was made in 1824 and became really popular during the 1900's. Products like this will bring back some nostalgia to pensioners as it would remind them of their youth and their teenage years.
I've looked at ads that would have been aired during the 60's I came across a lot of ads for cadbury's chocolate, Frosty O's, Skippy peanut butter and Jell-O, during the 60's children would have been the target audience for all these products.
Now days the elderly tend to shop in farmers market for their fruit, vegetables,meat and other products they may need to get. The elderly tend to eat food that we would consider bland , however, the elderly are always loyal to their childhood brands especially those born during World War II.
Cadburys advert - Everyone is a fruit and nut case (1960)
Skippy peanut butter advert (1960)
Frosty O's and Lucky charms advert (1960-70's)
Jell-o instant dessert advert (1950-1962)
Bibliography
Equipment:
Location report, by: Tatum
Release form signed by Chris Dench ( Owner of Barnes farms market), by: Freser
Shot list for Barnes Market: Tatum
Risk assessment: Freser
Barnes farmers market promotional video
Feedback: From this I know that the transitions and effects were done really well. However, my choice in music let me down as it didn't quite fit the target audience, I will take this into account next time I make something like this, I will look for background music that is more fitting for the target audience and use that to help keep my audience' attention.
Evaluation: During this project I showed off my ability to make quick, flashy transitions in order to make the video look entertaining. However, the music fell off at a certain point, once the lyrics of the song came in it felt less of a promotional video for elderly, which where my target audience. Their was also meant to be a voice over for the video, however, the voice over was not clear enough and the interview had too much background noise that went over.
Trailer
Genre derives from France. it is a word that typically means "kind" or "type" and is related to the word genus which is used in biology to classify different types of plant and animal life. Defining the boundaries of genre are difficult as filmmakers are always looking for new ways to add a twist to the genres. Popular cinema rests on genre for most countries an example of this would be Germany, they have the Heimatfilm, the tail of a small town life. Another example would be Mexico, they developed the cabaretera, a type of melodrama focusing on prostitutes. Genres are a way of classifying films that are largely spread in society by filmmakers, critics and viewers. Films are generally placed into genres through the use of recognizable iconography, characteristic filmic technique, and thematic implications. Audiences know the genre of films very well as films will always display a genre convention, for example, a horror movie will always have either supernatural, suicide, madness, depression or nightmares as the theme and the villain would be either a serial killer, alien or monster. Another example would be Gangster films they use the theme of power, family or use a historical story the gang/mob tend to be a large groups that illegally sells weapons and or drugs and tend to have a large quantity of people working for them. There is a wide range of genre that fits multiple types of film. We common grounds are usually found at thriller, yet the term can also encompass horror films, detective stories and hostage films. Comedies is another common ground, slapstick comedies such as lier lier, Romantic comedies such as knocked up, parodies such as Austin powers series and gross-out comedies such as; there is something about Mary. Analyzing genre can be fairly easy due to certain plot elements that are conventional, this is what makes it easy for us to identify a genre from only a poster or video advertisement. A detective investigation in mystery films are typically shown through the detective's attire and the use of a magnifying glass A revenge plot of some sorts is typically shown in western movies, and a musical will find ways to provide music and dance situations. Typically when filmmakers are creating the film they have to think about how they'd portray it, thinking about whether or not people would know what genre it belonged to before seeing the movie on top of this they will try to think about what conventions will be able to give away the genre of film as well as deciding if these conventions will help make storytelling more rapid and economical. Now days films tend to have more than one genre, Horror is affiliated with thriller and some instances crime, Comedy is affiliated with action, adventure and romance. When filmmakers are creating there movie the topic of genre conventions spring up a lot due to them needing to show off the conventions to show the audience the film is of a specific genre or genres, rom coms will show off the female then male character and along the line will reveal the comedic conventions.
Introduction: Genre is critical when thinking about film and tv series as genre can help with going for a certain target audience. When marketing it is key to think about certain sense to use in trailers so that you are able to capture your audience and make them want to watch more for example: If you are doing a action film you would want to show off some of the action sense as well as showing off the antagonist and protagonist. These will help with getting the audience interested as they will typically see their favorite actor, however, the editing will need to be choppy and be fast paced in order to get the feeling of an amazing/fun action movie. Films are commonly grouped into genres due to similar plot patterns, recognizable iconography and Filmic techniques, before watching the film the poster or the trailer gives away what genre it will be films that arouse strong emotional responses typically belong to Romance and Horror based films. Films tend to have more than one genre for example: the movie It is a Horror, Drama, adventure and thriller film another example of a film with multiple genres would be Kingsman 2, a action, comedy and Adventure film. When mixing different genres together, films typically try to take conventions from each one and use them in an example of this: In Kingsman, they try to take conventions of comedy and subtly place it in with all the action form the movie, this tells you the movie is comedic as well as having a lot of action and being adventurous.
Synopsis: The genre I will be doing is a mix of crime drama and mystery, me and my group had decided on doing one about a woman that was murdered, by her ex lover, in a theater. We came up with a plot for it so that it would be easier to come up with a trailer. The plot is, A woman that does theater work is about to end her play when her lover comes on set and brutally kills her the audience will think it is a part of the act but will later realize that she was murdered by her ex lover. The idea is, we will have panning shots of a chairs with clapping in the background to represent the audience, next we will have a shot of her hand dropping to the floor with a white rose that has blood stains on it. Then we will have a shot of a light supposedly shining on her body and finally we will have a shot of the theater and tape outlining her body as it slowly zooms out.
Primary research
Secondary research: Crime films use certain types of convention, this genre of film tends to use fast pace, violence, suspense and action suspense. There is always an enigma and an investigation that is taking place. There are always chase scenes such as car chases or on foot chases where the investigator or police force are going after the perpetrator. This correlates well with the mystery genre as the detective will always try to solve the puzzle whilst giving away a few subtle hints to the audience a good example of this would be Coherence, this movie is about eight friends at a dinner party that experience strange events due to a passing commits influence, the commit causes their house to intertwine with different realities the group them learns that they are traveling through different realities and when the commet leaves they'll be stuck in the reality it places them in
Genre Teaser trailer
Feedback: From this I know that I had a good use of lighting and shot types. However, the narration should have been louder. Next time I will edit the audio in Auditions rather than premiere
Evaluation: During the this project I tried to cover up the grains of the video with some filters but it had also made the video look darker. Overall I managed to show that I am capable of somewhat covering up the grains that come with filming in the dark. This project also shows my ability to manipulate lights so that I can get cinematic shots that I want for example; the panning shot of the light, I lowered the tone of the light, then had someone check it incase we needed to make more adjustments then we filmed the light using 3 different panning shots ultimately settling for the 2nd option. However, when editing the panning shot, I put it in reverse and slightly slowed it down to give it an effect.
Representation
Introduction: Representation is the way in which someone is presented so that the audience gains a understanding of who is who as well as generally age. In films people in different age groups or different backgrounds are presented differently for example; In action movies a man is usually tall muscular, who is brave, daring experienced, heroic and cool.
Secondary research:
Satire is used to show foolishness or vice in humans, organizations, or even governments - it uses sarcasm, ridicule, or irony. An example of this would be in the movie This is the end, they use satire to poke fun of survival movies and tv-shows through the use of the characters rationing. The characters are left with 12 bottles of water 56 can of beer, nuttella, cereal and a milky way bar. In fight club the use of satire is shown through many things, one such would be the fight club itself as it pokes fun of the popular sport, MMA. The fight club is an illegal underground fighting match which mocks MMA through the use of satire, another example of this would be when they poke fun at the american dream "There's movie god, and rock star but you wont be" showing how foolish it is to chase or believe in an "American dream". Another movie which uses satire would be "thank you for smoking" this movie mocks the government as the government are anti smoking , drinking and drug abuse yet the officials in the movie are using and selling the products.
Primary research
Equipment list
Shot list
Script
Moodbored
Representation meninism mockumentry
Narrative
Introduction: Narrative is the relation between the story and event. The Narrative of something is structured in three ways: Circular, Episodic and Linear. A Circular narrative is When a film begins at the end, these narratives use flashbacks form or a singular flashback to build up towards then beginning of the story. Not all films that use flashbacks and voice overs are circular. An example of this would be: "Forest Gump", it has a interesting narrative structure because events unfold in chronological order, Rather than just seeing Forest at the beginning and end, we keep returning to him sitting on the bench telling the story. This is a episodic narrative, the narrative is split up into easy to manage episodes. The linear narrative is the most common narrative structure; it refers to the story as it is told - from beginning to end. This type of narrative is referred to as 'cause and effect' where, the consequence of one event will have a effect on other events in a linear fashion. Narratives have two viewpoint, the first being Restrictive and the second being Omniscient. A restrictive narrative allows to know only what the character knows whilst a omniscient narrative allows you to know more about the character and their situations better than themselves.
Secondary research: The importance of the "unknown" helps to push the genre of mystery further. The genre of Mystery and thriller are typically used in horror films due to the eary effect it can create as seen in the movie trailer "Another me", the thing that's following the main actress creates creates an eary feeling for the audience, not knowing what is coming. Another example of this is cold skin, where the main protagonists do not know or understand why these creatures with blue skin and fish like features keep on coming to the shore and attacking them at the light house. This adds a level of mystery behind the story of the film and helps them build up on it.
Narrative
Feedback: from this I know that I will need to work on syncing the audio with the footage as the audio was a little off during the beginning of the video. Another issues was the sound of the wind that I used in at the end, instead of using camera audio I should have recorded the sound separately and used what I had gathered.
bottom of page