Evaluation
After completing my promotional video for Inspirations 2014 at Barking and Dagenham College, I am very pleased with the work my crew and I created. The purpose of the video was to connect with younger generations by enlightening them on their future prospects and how what they do can define the best jobs for their future plans, Inspirations aims is to do exactly that and they have done well doing so. After getting the brief from the client I didn't do much research into the event itself which would have been a much better choice, instead we just turned up on the day and took what was given to us.
the video we made was part of a competition at the college for our client, we ha the whole day to capture all our footage which consisted of getting ourselves plus the equipment around a very busy college. We managed to get a few interviews from the students as well as the lecturers and our own client. We even managed to get into a board room that was in preparation for student's presentations to the Metro bank. The target audience for the promotional video was aimed at college students so from the ages of 16-19, as I am a student I found it a little easier to make the video as I had an idea of what people my age would want to see in the video. Also I knew how to work with a client as I did my final major project with Resound Training last year.
Along with analysing different promotional videos to specify the correct codes and conventions I had to be aware of, I also had to create three radio adverts for my client as well. I struggled a little coming up with ideas but I did some research into other college based events broadcast on the radio and followed their style of script and production. I used Adobe Audition to edit my radio ads with the sound effects and music I chose for them. I've been using this software for three years now when I had to make my first little side project and I think I advance in it every time I use it as its one of my top favourite software's to use. I was able to normalise, and then prolong the sound adding slight effects and background music to create each advert.
Before I created these, I had to do some research into the production and background of how radio adverts would usually be made then how they're distributed to different stations as well as the best time of day my adverts would be best aired for my target audience. I was unaware of the multiple regulations and learnt about the 'Advertising Standards Agency' but after writing a short essay, I had gained more knowledge of the ASA. As well as this, I analysed two different radio adverts so I had a better idea of how to construct my three radio ads.
My main idea for the promotional video was to be based around Inspirations and the students view on it, we had a lot of options in industries that we could film, we wanted to get footage of interviews from each sector but as we only had a short amount of time to do so we had to choose our options wisely. We decided to choose the classes where we had more opportunities to get decent footage. We also recorded the audio for the radio ads while filming, making it easier to complete the assignment.
The film begins with a fade in of the headmistress at Barking and Dagenham College, the sound was recorded using a boom mic. but for some reason the audio from the footage sounded decent while editing and when he finally finished it but once it was put on YouTube the sound messed up making it difficult to hear when on an appropriate volume. Once the headmistress stops talking the music starts playing and it cuts to different shots around the college of students at work. My favourite shot from the film would have to be the outdoors shot of the college sign with the college clearly in the background; the only let down are the grey clouds above it. The soundtrack used during the video is overlapped throughout it apart from interviewees and speeches to bring in a faster paced, happier tune, directly correlating to the positive aspect of the event.
Next it cuts to a member of staff from the college who is in charge of setting up the Inspirations event for the students; this piece of footage is a medium shot of the speaker as he addresses the audience. The shot then cuts to more footage of students in their industry doing practical work. Apart from the interviews and speeches, the rest of the film is dubbed with music over the top to give it a more professional feel to it. The footage shot in the practical areas were a little shaky as they were shot without a tripod and instead shot with a shoulder mount so we could get stuck into the class ad get the perfect shots for the video.
My next shot is of our first interviewee; this piece of footage is a medium shot of the girl we interviewed. I like what we shot but the background doesn't look very appealing , I think it would have looked a lot better if we had shot it with students work in the background such as our next interview where we can clearly see students working in the background. I just think it adds a more positive attitude towards the film, although we got the privileged to interview a boy who was deaf but was still able to do the course he loved with thanks to Inspirations, I think this was a very nice touch to the film as t shows that anyone can do what they dream of doing even if they have a disability that fights against them to stop them doing so.
Within this project, I believe my research skills and my knowledge of Adobe Audition was my most achievable moments because you can see quite a bit of improvement from my previous projects. As well as this, I now definitely feel that I want to carry on with Adobe Audition and learn everything there is to it. I would say my filming skills lacked with this project, but on the positive side, the footage with my two interviewees went very well apart from audio and the fact that we were only given a few hours to shoot our footage was a very big challenge but we managed to do it and we even won the competition which I used for my testing the material. This is where our planning element was crucial - getting all the footage - because it shows how we could depict a plan spontaneously and use trial and error until the footage looked good enough together.
In my next project, I will be using more skills that I've learnt on Adobe Audition as well as creating an atmospheric element with music for my audience. As well as this, if I need to use any voiceovers I will be using actual sound equipment to ensure that the quality is perfect.
Final Video
Testing The Material
Our video was part of a competition that took place on the day of the Inspirations 2014 event on the 3rd March, groups of media students from different colleges had to film the event then edit the footage together to make a promotional video for the client.
My group and I were successful enough to win the competition, technically testing the material with the client and clearly they liked it.
Health and Safety
So regarding health and safety and ethical issues as well as following the codes of the Advertising Standards. The promotional video was filmed at the very busy Barking and Dagenham College and I had to be very wary of many hazards such as tripping hazards that could be caused by cables trailing along the floor as well as being careful of all the students and lecturers round the college as we had a lot of heavy and expensive equipment. We also had to be careful of sound, as we were recording atmospheric sounds as well as speech using a shotgun mic. so those in charge had to make sure the sounds were decent enough to use but they also had to be careful about loud noises affecting their ears. As we were filming at a college we had to make sure the people who we would be filming were okay with us doing so, taking their feelings into consideration as well as respecting them.
Another place we filmed was outside the college, the main hazard here would be the fact that there's a very busy main road by it so we had to make sure both us and the students and lecturers were safe before, during and after filming. As it's a busy road with students walking into the college we also had to be careful of tripping hazards again but this time it was more of a risk, also we had to take extra care of the equipment being out in public.
Overall the main concept was to make the people around us plus students and lecturers we were filming also helping out the client throughout was fulfilling as everything they wanted in their film was there, even themselves. Everything we filmed was truth and fact for the Advertising Standards Agency because you cannot lie during a promotional video.
Radio Commercial Industry
Commercial radio is radio that generates revenue by selling air time to companies; these are filled with commercial advertisements. The money from the advertisements creates money to run the radio station and also creates profit. A commercial radio stations aims are about getting the highest number of listeners possible, they mainly play mainstream music that is popular as this is what attracts the highest possible amount of listeners. The BBC is a public service broadcaster and this means that they care more for the needs of different audiences rather than the high amounts of viewers. Yet in the UK the only commercial station nationwide is Classic fm, they are owned by Sky. Even though that is the only nationwide station it is not the most listened to, as Capital radio which is in London gets the most listeners a week.
Commercial radio nationwide employs 10,000 people - just under the 11,000 people employed by the BBC nationwide (48%) of all employment in the British radio industry. Advertising opens up a greater chance for our economy to be enhanced as well as granting people with the advantage of getting more jobs. The majority of the entire radio workforce is based in London (38%) of all radio jobs are located here, including 59% of all BBC radio jobs. Media studies is important to work in production as just over two-thirds (69%) of nationwide workers are graduates, whilst 18% didn't secure a qualification. According to Skillset, future employees to the radio sector will need 'multi skilled talent to deliver flexibility and adaptability'. As well as technical and creative specialists to help 'break new ground'.
Radio Producer -
"Radio producers are responsible for the audio content of broadcasts via radio; they are involved in the entire process, from generating ideas to managing the audience response after a program. Producers manage and work with broadcasting assistants, presenters, DJs, engineers and IT staff."
Radio Broadcast Assistant -
"Radio broadcast assistants provide vital support in the development and day-to-day production of local and national radio. They give practical assistance to program producers and presenters to ensure that shows run as smoothly as possible."
Broadcast Presenter -
"A broadcast presenter is the public face - or voice - of programs broadcast on television, radio and the internet. They work on a variety of platforms including national, regional, satellite and cable television, online or radio, but their role is always to entertain and inform their audiences by presenting information and/or entertainment in an accessible and attractive way".
Radio Traffic Manager -
"Radio Traffic Managers in Commercial Radio are responsible for scheduling advertising and promotions in line with the business strategy of a radio station or group of stations, in order to ensure effectiveness and maximise revenue".
Radio News Editor -
"The Radio News Editor's role is to oversee and direct the work of a news team supplying news content for one or more different outlets, from single local radio stations to international news services."
Sales Executive -
"Radio Sales Executives or Account Managers are responsible for generating the income for Commercial Radio stations for advertising sales and sponsorship. This primarily involves selling the benefits of radio as an advertising medium, to both media agencies and individual clients."
Broadcast Journalist -
"The majority of Broadcast Journalists working in radio supply news content, for one or more different outlets, ranges from single local radio stations to international news organisations, and their related websites."
Marketing Executive -
"Radio Marketing Executives may be involved in a wide range of activities in order to market the services and products of a radio station, or group of stations, to existing and potential listeners and clients. The aim is to increase brand awareness and loyalty, grow audiences, and attract advertisers."
Programme Controller -
"Programme Controllers or Programme Directors are responsible for leading programme teams on Commercial Radio stations - to ensure that they produce programming which meets the creative and commercial needs of each station."
Station Manager -
"In Commercial radio, the focus of the Station Manager's role is sale: maximising revenue for the station, and managing its budget and resources. Although Programme Controllers or Directors usually have day-to-day responsibility for programming, their roles and those of Station Managers are interdependent."
Commercials Producer -
"Commercials Producers create radio advertising and station promotions for radio stations. The work requires a combination of high level radio production skills with an understanding of the creative potential of radio and audio content, in order to market and sell products and services."
It's clear to see that there is a very large team is needed for radio broadcasting, but in fact it doesn't stop there. Even though the media is growing rapidly and it's beginning to become hard for the radio industry to keep up, I still think radio is the best possible media out there today.
There is a small list of the regulations advertisers have to carefully follow and watch for. An advert clearly has to be engaging and interesting for the listener, although another main objective is that the advert has to be: legal, decent, honest and truthful. Radio advertising is very much like film advertising believe it or not, this is because it has to follow the Radio Authority's Code of Advertising Standards & Practise and Programme Sponsorship.
Every advert has to follow regulations of the Advertising Standards Authority (ASA). "When the ASA feels a complaint is justified, it can take action with the broadcaster concerned. The ASA can require the broadcaster to withdraw the advertisement immediately, amend it or suspend it while investigations are carried out. The ASA council's interpretation of the code is final and its adjudications are published weekly on the ASA website, www.asa.org.uk . Complaints, advertisers and broadcasters may request a review of council decisions by the Independent Reviewer of ASA Adjudications."
"For serious or repeated breaches of the Code, Ofcom may impose sanctions, ranging from a formal warning to a request for broadcast correction or a statement of findings, a fine or the shortening, suspending or taking away of a license to broadcast."
Brief
Purpose:
The aim of this project is to extend your production skills in both video and radio and to develop your experience of producing commercial content for an external client. You will also gain more knowledge of how cross-media advertising campaigns can successfully get a message across more than one level of media.
- After receiving this project I was able to work for my client Inspirations at Barking and Dagenham College, and see that the purpose of this project is to produce a promotional video and three radio adverts to promote their inspirations day at the college.
My aims:
To connect with younger generations by enlightening them on their future prospects and how what they do can define the best jobs for them for their future plans.
- I found my aim after our first initial meeting when inspirations 2014 enlightened us with the information about how many young adults are seeking jobs within their chosen industry and how apprenticeships are the right path to take to achieve their goals.
Key messages:
The target audience for this project is young adults who are both in education and work but mainly those who are seeking access into their chosen industry with the help of inspirations. As well as this, creating a bigger awareness for Barking and Dagenham College who are in control of inspirations and who help their target audience find their right path to take.
Budget:
The typical animated promotional video costs anywhere from £3k to £10k a minute and the client would be asked to pay up to thousands of pounds depending on the size of the company and the importance of the film. Radio adverts are a lot cheaper to air compared to video advertising. For our project with Barking and Dagenham College, I will not be handling the distribution for either the video or radio adverts, although I would suggest that the radio ad is to be aired on the local radio station Time 107.5 at a reasonable time, although an ad of its kind trying to attract the attention of its target audience - young adults, the ad would have a more successful chance if it was aired during early mornings when the audience are off to college and work and late afternoon when they're on their way home, these however are the most desired time slots making them the most expensive to have.
Overall Summary:
- Create a promotional video lasting five minutes max.
- Create three radio adverts lasting 30 seconds each.
- Target my campaign at an audience of young adults who are seeking experience in their chosen industry.
- Promote Inspirations 2014 and how they plan on helping their audience as well as Barking and Dagenham College who are the founders of Inspirations and are here to help its audience.
Codes and Conventions
As many people know the RSPCA (Royal Society for the Prevention of Cruelty to Animals) is a very well-known animal charity who work to improve and maintain the welfare of animals everywhere. The promotional video was made by Afterglow Video Production, their aim is to encourage the audience to donate money to the charity. The purpose of every promotional video is to either create awareness to their audience about the charity and what their aims are, the main subject for the RSPCA is animals as we all know animals connect with a wide audience both male and female, therefore we can tell that this video is aimed at a very wide audience.
The video features a female voiceover with a warm tone who tells of the charity whose purpose is homing many animals. The speech is positive saying 'giving them a safe, clean and loving environment.' One of the main conventions of a promotional video is to use key words that will attract the audience's attention as every word counts, like a radio advertisement for example. First of all the camera captures a positive glow on the dogs as they freely and happily round a field, showing a safe and positive environment for them. The video is very positive towards the charity, giving the audience the right to trust them. Finally we get to meet a member of staff who gives a very positive outlook on the charity and she also gives a warm, caring appreciation towards the well-being of the animals, At the end of the video we are given the number to call for any donations or volunteer work that the audience may be interested in. All these points put together make the codes and conventions for a successful promotional video.
The second promotional video is of Hunt Companies, the video begins with a male voiceover telling the audience about the history of the company and how it was at first a small family company but has now grown. The video features nothing but a voiceover and moving images so it doesn't follow the same concepts as the first promotional video exactly. Even though this video is very stylistic for the client, showing what the company does and how they do it, I don't think it got itself across that well as it was hard to keep up with the fast speaking voiceover, maybe the producers should have included an interview so the audience got to see someone who actually worked for the company to trust in them. The target audience for this video is both male and female but mainly those who are interested in the business.
Both videos have a calming but at the same time enlightening background music, which is a common element within a promotional video. As well as hearing the voiceover, the audience are also pulled in by the music which creates an atmosphere that pleases and calms the viewer. If all the codes and conventions are used properly this can prove a great success for a promotional video.
Analyse two radio advertisements
1. Dogs Trust Ireland Radio Advertisement 2013
The radio advertisement is advertising Dogs Trust Ireland, the use of the voiceover being spoken in an Irish accent makes it easily identifiable to the audience as the voiceover is clear and can be easily understood. The advert is direct and straight to the point, within 6 seconds the audience are introduced to what is being advertised to them. The advert begins with the sound of different people calling for their dogs, however this isn't clear at first. The audience's attention is captured by this and then the male voiceover begins to explain the purpose of the advert. The dialogue alone clearly explains the purpose of the advert without packing too much information into a small space of time. This ensures the audience's attention is kept and that they don't become bored, confused or sarcastic. The language used is informal which resembles what it is that is being advertised. The advert uses persuasive language with a direct address to the audience "come to dogs trust". The advert uses exaggerated language in order to impress the audience and as a persuasive technique to advertise dogs trust. This is also achieved through the use of statistics "over 3,000 people have found their best friend at dogs trust". This provides factual information and supports what is being said in the advert. The advertisement is clearly targeted at dog lovers of both genders as the purpose of the advert is to convince people to adopt a canine friend.
2.Tesco Price Drop Radio Advert
The Tesco price drop advert conforms to conventions of radio advertising as the duration of the advertisement is 25 seconds long. The advert is fact filled and to the point and doesn't include any jokes or thrills. It uses dialogue which gets straight to the point and therefore doesn't confuse the audience. There is a voiceover read over the advert which is read in a strong, clear voice that is spoken in an English accent, which is conventional of radio advertising. This ensures and allows a clear and concise recording that can be easily understood. The advert uses informal language which is a conventional style. In my opinion I believe too much information has been packed into the advert causing the message to get lost within the amount of dialogue. Although the speed of the dialogue is an advertising technique used in effect to the audience to demonstrate the Tesco price drop, I feel like the meaning behind the dialogue becomes lost because of the speed and I felt when I was listening to the advert that I lost concentration due to the information being too overwhelming. The advert doesn't include any music or sound effects, it just includes dialogue. This is effective in this advertisement as the audience's attention isn't distracted by anything other than what is being advertised to them.
Pitch
http://prezi.com/079u9wgg4rl_/inspiration-2014/
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