Analysis of Promotional Video - We Are Family

Analysis of Promotional Video - We Are Family - McCain

McCain - We are Family (2019)

Sound

Narration - Non-Diegetic - Direct Address to the audience using terms such as "you" and "we" make the audience feel connected to the brand emotionally, the use of a calm, soothing voice makes the brand seem approachable and caring.

Soundtrack - Non-Diegetic - The steady pace of the piano music relaxes the audience the pace is also in sync with the shot sequencing therefore it makes the advert flow quite naturally from scene to scene, as the pace of the music speeds up the shots transition accordingly, the incorporation of music can deliver an emotional connection with consumers, creating a relationship with the brand.

Editing

The advert is shot using a montage fashion, there is a memorable song playing in the background and the use of fast pace cutting allows them to communicate a large amount of information in a short amount of times, in this scenario it is showing the vast amount of difference in each individual in a family. The use of this technique portrays the brand as a "family" brand, it seems caring and comforting as it is able to reach out to so many families.

Camera Angle

Throughout the advert they use an eye-level angle when picturing all the characters, this makes the production feel more natural and it also makes us feel more connected to the scene. It is as though we can see it through our own eyes rather than just through a camera because it is a very natural angle. The natural angle allows the audience to put themselves in the situation allowing them to imagine their own family, making them feel more connected to the product.

Shot Type

Lots of long shots including the whole family are used, these shots suggest the brand is family friendly. The close up shot of the faces allow the audience to feel the emotions the families are feeling therefore feeling more connected with the brand.

Mise-en-scene

Many of the family moments are shot around food to create a link between the product and the love of a family, this makes the audience subconsciously think they can become a happier family by eating their product. The brand has tried to represent the idea of diversity throughout this production, there is a diverse range of characters which suggests to the audience that no matter the differences, everyone still enjoys McCain products.

References

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.

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

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

Katerina Angelides HNC Creative Media

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