Unit 15 | Report | Purpose and Approaches

 market - XBOX SERIES X - 4K trailer

https://youtu.be/0tUqIHwHDEc

This promotional video was created by Microsoft to advertise is next generation console "Series X" this was advertised to all people who play games on console mostly targeting people who have stayed loyal to them, this advert was released worldwide on the 13th of December 2019, the genre of it being gaming and action with the intent of luring in an audience.

The overall structure of the advert is that its very dynamic and cinematic, this is as it is in 4K quality advertising the hyper-realistic graphics which is a key selling point of this product.

At the start we are shown the Xbox logo in white on a black background  then it fades into black and then white dots which glow and move creating a spectacle to draw in the audience , this is backed up by a male voice that talks about innovation which related to how this is a next generation console, this is as it is a form of motivational speaking, and since it sounds like an echo it could connote that these are thoughts. Moreover the appearance of these dots looks like starts which relates to the idea about dreams and how you "wish upon a star" and how in a way this is almost too good to be true.

Next we see juxtaposition between light and dark as we see a halo of light suspended over a body of black water , this ring expanding and changing the surface creating a textured ground which shapes the ground which looks really satisfying which is great for retaining audiences.

Afterwards it cuts to black which enhances the senses to make the audience take in all the details and focus on the voice and the voice says "let's have a surprise, let's have a dream that's not under control"  inferring that something big is about to happen ,in which an explosion of light and colour forms as flowers and the landscape forms zooming in on a car saying "becoming more and more adventurous" which advertises their exclusive racing game Forza. Furthermore this motion is slowed down and this in a sense becomes a breather to the fast pace allowing the audience to see an details promoting the high quality which is its unique selling point 

there is a flow in shape as the trailer cuts between games a car driving becomes a footballer running advertising the game and his legs change into the legs of Master Chief from the new Halo game exclusive to Xbox advertising it ending this sequence in a wide angle shot so we can see all of the surroundings.

finally it ends with the pervious scene in the shape of the product as we pivot around the product , it constantly changes speed so we can absorb the information at the right amount of time and it ends with us seeing the console suspended above the water reflecting the start with the ring of light before zooming in to get dynamic shots of the product, this shows it to be powerful and strong making it seem more appealing compared to if it was shown from a higher angle so it looks smaller.

the end reflects the start as we see a black screen with white glowing text saying "XBOX SERIES X" fading into "POWER YOUR DREAMS", this acts as a form of inspiration to all gamers as its them who will "power" all of the audiences dreams with their product.

This is different to how a music video would advertise a brand as usually they will just include a logo or name somewhere, this is as it won’t deter the audience’s attention from the main focus which is the product. An example is when kiss has their logo in every video on the back of the stage so people know who they are and what they do.

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Inform - Lexus UX 2020 advert

https://youtu.be/2MVooknqpgY

This advert was created by Lexus UK to promote their new car to all drivers in the country, its selling point is that it is more environmentally friendly than standard petrol and diesel cars. this was released December 17th 2019 on television reaching out to a large number of audiences. 

The fact that this advert is so short is quite effective as even though it is short as viewers we absorb a lot of information without losing focus, we get the essential details and selling points which are that: it is a hybrid vehicle, it is self charging and that it is manufactured by Lexus.

The start of this advert opens with what looks to be a 3D battery stood up, it appears fully charged which introduces the audience to the key idea of a self charging car, however this illusion is broken as we discover that this is actually a high angle shot of a 2D image as we see the car driving over it so we get a sense of scale as the camera tilts and zooms in on the car. 

It then cuts to an eye level shot of in front of the car in time with the woman's speech as she says "... uses two sources of power..." the camera cuts in time with her saying "petrol" which catches our attention to this change , then it cuts to a high angle wide shot of the car in time with her saying "and electric" these fast changes attract the audiences attention and makes them focus on this information so that they remember it.

It then cuts to a medium show that it slightly below eye level focusing on the back right of the car before sharply cutting to other parts of the car, this is all in sync with her saying "without plugging in" and the shots are almost dynamic with how they are cut and this really draws attention to the car and its featured as the entire point of this advert is to show off the car and sell it to the audience

Next it cuts to a close up shot of "a small detail" that being it saying "hybrid" on the car making it seem like a small aspect, and then cutting to the whole car and zooming out as she says "to see a bigger picture" making us see all of the surroundings but not so much that it draws our attention from the car and it also makes the audience realise that the last part was a metaphor as the "bigger picture" is that it is beneficial to the environment as it doesn't create as much pollution.

The advert ends as it starts, with a high angle show of the battery so that we remember everything said from seeing that battery and it also repeats what was said at the start " this is the new Lexus UX self-charging hybrid" leaving that thought in our head in the hopes that the viewers are intrigued to find out more about the product in hopes of making a purchase.

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Educate - hands. face. space

This educational video was produced by the UK government in order to educate people on how to stay safe in the Covid-19 pandemic. It target all audiences as it affects everyone and it takes more of a formal genre as it is about the whole country.

Throughout this video, we are shown different people doing everyday things and the general idea is to make it so the audience can empathise with the people in the video, this is because if the audience can relate to the video, it is easier to attract people and to get their message across. All footage is shot at eye level and they speak to the audience directly so in a sense they break the 4th wall from this. Moreover it contains subtitles meaning people who suffer from deafness can understand creating a sense of importance.

At the start of the video we see a woman washing the dishes and she says "I wash my hands to protect my family" and since she refers to a "family" and the fact that there is a rainbow on the wall, it shows that she is a mother. By the design of the kitchen we can infer that she is representing working class society who will be the majority of the audience, in a sense she is representing all of the mothers as a group and giving them a voice.

In the next scene, we see a teenage boy running for the bus, we can infer he is a teenage boy as he is dressed in smart casual clothing and also by what he says, "I wear a face covering to protect my mates", and its the specific use of the word "mates" which shows that he is a teenager as he could have used the word friends instead. 

In the next scene, we have an establishing shot of a living room, there are 2 people inside and we can infer it is late as it is darker in the room and there are lights on, the man to the right says, " I make space to protect my nan". The specific use of "nan" creates sympathy for them as the elderly are quite defenceless and therefor rely on this source of protection and it creates a sense of awe for the audience and evokes the idea for them to protect the ones they love.

The next part cuts between all three as they say "hands", "face", "space".  These three words are repetition of what actions they take and they visualise these words with hand gestures for the audience to understand and i thin this is deliberate for 2 reasons, like before it could be to sign them to people or on a different perspective it emphasises those words so that you remember them.

The next scene is very similar to the first, in the sense that it is about washing hands, however this scene is in a working environment, it appears to be a job which requires manual labour and perhaps operating dangerous machinery, this is as the man is wearing a reflective jacket which is common for those types of jobs. He says, "I wash my hands to protect my colleagues", which could refer to people in jobs like this man or perhaps students in education and like the previous reasons it is all about protecting others.

Next we see a woman going into a shop saying, "I wear a face covering to protect strangers", and this relates to almost everyone as at some point people have to go outside and there is a high chance that you encounter a stranger, so it is important that they take care of each other, moreover we can infer this woman is elderly by the clothing she is wearing so perhaps this scene is specifically targeting the elderly.

The penultimate scene shows a delivery woman who is delivering a parcel to a house and she says, "I make space to protect you" , and this signifies how people are protecting one another and it isn't just a 1 way system, moreover this applies to everyone as people get parcels delivered and then there are also people who protect parcels and it makes the audience appreciate what people do for them.

Finally we once again hear " Hands. Face. Space" signifying its importance and overall it shows that this here is to educate people on how to stay safe and the use of short simple words, two of which that rhyme, it makes it so much easier to repeat and remember.

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Entertainment - Snickers Mr Bean Advert

https://youtu.be/QLgEG8sDpoA

This advert was produced by Snickers UK to promote their product Snickers. It was created October 6th 2014 and was advertised on YouTube and television, its genre is comedy and it appeals to all audiences.

The entirety of this advert bases itself on the concept of how people are different when they haven't eaten hence the popular phrase by Snickers, "you're not you when your hungry".

The advert opens with a night scene on top of buildings, we can infer that this is china based on the rooftops, the music and the ninjas. The darkness creates a sense of mystery and attracts the audience, however the suspense is broken as we see popular character Mr Bean following, this is to create humour in this scene as there is clear juxtaposition between him and the other 3 as he is British and they are Chinese but looking deeper you see that they are skilled and professional whereas Mr Bean is more comedic and clumsy.

We cut to a closeup of one of the ninjas, this is shot from a low angle so we can presume its from the perspective of Mr Bean however we notice that he isn't referred to as Mr Bean, instead its is Chian, this shows that Mr Bean acts as a metaphor symbolising how he has become clumsy and clueless. 

Next we see the 2 ninjas do acrobatic flips to build the sense of action again, their silhouettes only visible because of the moonlight, and we see them all land in sync, then it cuts to Mr Bean where the tension has risen due to him balancing on a beam and the crows cawing. After the ninja says "think about our training", this makes the audience prepare for something spectacular and acrobatic however the closeup shot of Mr Bean smiling makes us believe something bad will happen.

Next there is a fast scene of him sliding down a roof and flying into another, crashing through, and this creates a sense of comedy as the audience wouldn't have expected that making it more pleasurable. Moreover, the Chinese music in the background makes the audience remember who Mr Bean is meant to be, a ninja , which makes this scene more funny as it is the complete opposite of what we see in the other actors.

We see Mr Bean surrounded by guards, and our typical expectation is to see screaming and shouting however Mr Bean takes a more cartoon like approach as he does a small wave which acts as comic relief as he is in danger and yet this drops the tension slightly.

We cut to a low angle shot of the ninjas looking at Mr Bean, even though he is in the shot however Mr Bean is blurred out so that our attention isn't accidentally drawn to him, here were finally introduced to the snickers and how " you cant concentrate when you're hungry", we now expect some form of change which is rewarded as we cut back to the ninja as he says "better" just for it to cut back to find Mr Bean is now a ninja.

We next see an acrobatic shot of the ninja spiralling upward which finally shows us what we expected from the start and it finishes with him saying "better", this shows an overdramatised metaphor for what a snicker can do to people however since this is so overdramatised it makes it easier to remember than just watching someone eat a snickers

Finally it end with a snickers being split followed by its logo and slogan so now whenever you see Mr Bean or ninjas you will associate that with snickers promoting their brand 

This is different from how some music videos are meant to entertain as they can include aspects of voyeurism to please a male audience, this can be done through the addition of female dancers or women that are over sexualised, an example is in the music video of call on me where it includes females and a male dancing in skintight outfits.

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Promote, Advertise

https://www.youtube.com/watch?v=l9PxOanFjxQ=

Fall Out Boy - immortals

This video was produced by fall out boy and the purpose of this music video is to promote the Disney movie Big Hero 6 - this is as their song was featured as the main theme for the movie, it was released onto YouTube and music shows like 4Music.

The video begins with a title of the song, the colours being white and red which are the signature colours of the movie itself, this subtle hint makes the audience think of the movie and could possible have influence over them watching it.

Next we cut to an old music player, the back background drawing our attention to it , and the quietness around making the atmosphere mysterious, it makes the audience question the story about what role it plays.

Next we see imagery with light and darkness, we see the band walking towards the player, 3 wearing black tops and one wearing white, this connotes good vs evil which is a subtle hint to the plot of the movie being about superheroes, this is explored further when we cut to the wheel with all the albums on, all but one album is black, this connoted good vs evil again however it could also portray how there is always a little good in everything evil.

We see the album be selected and the pin drop, it is obvious that it is the face of one of the protagonists in the movie, it is highly recognisable which advertises the movie as well as the band, as if they are associated with a company as large as Disney, it promotes them to a large audience

throughout the video we see the disk rotate in sync with the bass, this reflects to the editing when the angle changes in sync with the lyrics which makes the overall pace of the video quite fast and creates emotion

the video ends reflecting the start as the pin reaches the end and then the disk moves to the carousel, this is in contrast with the main chorus as it is silent and all of the emotion has almost died , and we see the colour returning to dark showing the growth in evil and light fading

This is different to the Mr Bean advert as that promotes another product with physical involvement of the character Mr Bean instead of subtly including the character or product in this case Baymax.