Analysis of Promotional Video - This is iPhone 12 Pro

Analysis of Promotional Video - This is iPhone 12 Pro - Apple

Sound

Non Diegetic - Narration engages the audience whilst informing them on the specifications of the product. The narrator uses facts and statistics when speaking bout the phone, this has been done as it makes the source seem more reliable and trustworthy to an audience as they seem to know what they are talking about.

Non-Diegetic - Soundtrack - this matches the fast paced editing which allows the video to flow quickly in order to deliver a large amount of information in a short timeframe.

Editing

Use of slow-motion close up footage of the device force the audience to view the phone for longer which allows them to take in the beauty of the device whilst also familiarising them with the device making it more memorable and feel very natural in their head, when you think about a product a lot you end up wanting it.

The use of CGI allows the brand to create amazing videos which both inform and visually stimulate the audience. They have used CGI to show us the processor inside the phone which makes it so impressive, although many people in the audience do not understand the visuals make it easy for everyone to follow along with the advert.

Editing is fast paced in order to deliver as much information as possible in a short period of time, many audiences will chose to change the channel or skip the advert if it is too long therefore Apple has made sure to make the advert concise and entertaining to keep the audience engaged.

Camera Angle

Use of low angle shots makes the phone look big and impressive to an audience making them more likely to purchase the product.

Use of low angle shots of the horses makes them look impressive, this suggests to the audience that the camera is impressive as they are able to capture such powerful footage. The horses entice an audience base of explorers as they would find the rural footage exciting and adventurous.

Shot Types

Landscape Shots of rural locations are used to entice an audience of explorers into wanting to use the product, in order to further entice this audience psychographics they show slow-motion footage showings horse running in a beautiful landscape, this both engages the audience whilst showing them the capabilities of the product.

Comments

Scheduling

Gannt Chart I have created a Gannt chart in order to plan out my the production/planning/editing/evaluating of the production. I have made sure to space everything out and give myself realistic timescales to finish each and every task. The tasks have been split into different sections in order to keep it organised and to show a better visual representation of which tasks should be started first. The first section is planning, I have put this first as you must plan a video before you can produce it, the planning section contains all the tasks which I believe relate to planning for example, analysing music videos, researching music videos theories, analysing the song I want to produce and create all relevant documents such as storyboards. The next section is productions, the sections contains all actions I must take in relation to shooting the video for example, finding equipment, actors and props needed, shooting the video, watching footage back and shooting more footage if necessary.

Editing My Music Video Together

Throughout the editing process of the music video I have kept a log detailing the different editing techniques I have implemented throughout the music video. This log references what I have done and where, why I have used the specific editing technique, what issues I found whilst editing the footage together and finally how I believed I could have improved upon. Jump Cut When the lyrics "when you've had a few" plays a jump cut is used in which bottles appear to help illustrate the lyrics for the audience whilst adding some comedic effect by amplifying the idea of drinking by exaggerating how much alcohol the character has drank. I believe the jump cut works well here and links to Vernallis' theory on music videos in which she suggests conventionally jump cuts are used in videos as a short way of transferring information to the audience in a fashion which is both engaging and clear. Cutting With The Lyrics Throughout the video I have made sure the frames in the vide

Evidence for Editing Unit

Logging Footage Efficiently Evidence from Film Production Unit Evidence from Contextual Studies Unit Evidence from Music Video Unit Labelling Clips, Bin, Footage and Audio Material Evidence of Labelling in Music Video Unit Evidence of Labelling in Contextual Studies Unit Evidence of Edited Productions Music Video Production Film Studies Production Contextual Studies 4 Hour Film Challenge 4 Hour Film Challenge Examples of Cinematic Techniques There are other examples of evidence of myself using editing within my videos however, I believe these are the main examples the rest are just used to demonstrate practical skills (Camera settings, lighting setups, different lens effects etc.) Justifying Editing Choices and Critiquing Editing and Evaluating Evidence from Music Video Unit Evidence from 4 Hour Film Challenge - Obsession Evidence from Contextual Studies

Katerina Angelides HNC Creative Media

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