Introduction to the News.

The starting sequence is the familiar BBC sequence with backgrounds of London. These visuals have been used because it is relevant to the news setting and it is well known/familiar for the audience so that they know what news provider they are watching. Also by only using images of London it shows the viewer that the report is specific to the London area. The audio is also backing up the familiarity of the BBC starting sequence as it’s a recognizable track.

The stories covered include the pending EU result and what effect it will have on our economy, lives and our future. Also can some small companies benefit from leaving the EU, and the choices some members of parliament will have to make considering heath row airport and also the matter of avoiding buying fake tickets for Wimbledon and lastly is the weather for the next few days. I think they start with the EU referendum as its one of the most important things in our lives at the moment even if it isn't specific to London. By finishing with the news they keep the attention of the viewer throughout the program as most people want to watch the weather most and this is specific to their area. Therefore, their layout of their stories is done in such a way as to keep the audience’s attention for longer and they can do this because they are aiming at adults of the A, B and C1 demographic mostly however it is watched but others. But the language used is more suited to this demographic.

The main news reader was Riz Lateef. The political correspondent was Carl Mercer. Tom Edwards; the transport correspondent and Elizabeth Ristenie was their weather reporter all these people need to show a great deal of skills such confidence in themselves and what they are saying/doing, knowledge in their topics and backgrounds, ability to criticize people and not be afraid to do so. Finally, keeping calm under pressure of the job, being on camera (possibly live) and the pressure not to mess up.

The term “news ordering” means the order that each story appears in a news bulletin. A running order is a list of all the stories for the broadcasts in their specific order. The story that’s shown first is always the most important and most gripping story the audience the programme is aimed at. The other stories in the programme are always shorter than the first story. Often the news is finished with a weather broadcast to keep the audience interested in the programme as they want to see the weather for their area at the end. Running orders often change due to more important stories coming out due to real time events. A slow news day is where nothing of real high importance is happening therefore the news is often bulked out with low importance stories.  The term “news values” means the importance a story has and how much attention it gets from the viewers. Galting and Ruge is a list of news values that most stories can be categorised as.

Following Galting and Ruge news values the news broadcast I watched happened very immediately and was very culturally familiar to Britain as it was about the EU Referendum and that is currently a huge thing for us. This event was very amplified around the UK and on this broadcast as it was such and extremely important event at the time.

Bias through selection and omission means if a show is or is not shown and whether it is angled to give the audience a specific viewpoint. For example, before a vote one side of the argument’s leader was to be portrayed as aggressive as a clip of him/her was used in which they slammed their fist against the table. But, is a clip of them walking through a primary school and interacting with children is used the audience would receive the view point of them being a good, kind and caring person.

The headline of the news story is meant to sum up the story and on a whole reflect what it is about and the feeling the audience should have on the topic.

The photos and footage used in a broadcast can form bias and can have a seriously strong influence on the audience and impact their opinions and feelings. For example, when miners have been trapped in mines the footage used is dark creepy and reminding of a horror movie and plays on people’s fears such as darkness and claustrophobia.

Word choice can create a bias of negativity or positivity. For example, “OECD warns of Brexit 'negative shock'” is an article about the effects that leaving the EU will have on Britain. They use words such as ‘Weaker’ restrictions’ and ‘substantial negative consequences’ to create a negative atmosphere about leaving the EU and to persuade people not to leave.

Proposal.

In my 3MW documentary I would like to focus a lot on the visual side of the documentary, creating a good idea for the viewer what great Yarmouth is like and looking at the history of the town, what it used to be like.

Part of my idea for the documentary is also to shoot in both night and day around the town, to show the comparison between the two. I believe doing this will show a vast difference between night and day which is why I want to do this.

I also want to look into the history of Great Yarmouth and show what it used to be like, then use this as a comparison to what Great Yarmouth looks like in 2016.

I am looking to create more of an observational documentary with some but not much dialogue. The focus is more on filming and editing to create an effective video.

My idea is to document the town of great Yarmouth during both night and day and create a visual comparison between the two to show the difference between both times. The second idea I had is to research into and document the history of the town. In researching the history of the town I will conduct interviews with people to discuss the history of the town and talk about the changes the town has made in recent years as well as further back in history.

My documentary will be more of an observational format and will fall into the special interest genre. The target audience for my documentary will be pretty much anyone.

The aim of the documentary is to show a comparison between different times of the day in the town and also to document the history of the town. My plan is to document the towns history in chronological order to show the history of the town as it happened to some extent.

In terms of locations for filming, I am looking to film in a few locations in great Yarmouth. Firstly, I want to film in the town center both night and day, and then film along the seafront also both night and day. I will not need to travel far to get to these locations which makes filming a lot easier for me.

As far as other people’s involvement in the documentary, I will need maybe around two to three people to take part to be interviewed for the video. In the interview I will mainly ask about the history of the town which will help me to document the history of the town with more detail. Also I feel interviewing people will help add more dialogue to the video and more talking, as without this the video would have very little dialogue which is not what I am aiming for.

In terms of filming and crew I shouldn’t need anyone else to help with filming as the filming process should be very straight forward. I have my own camera but may need other equipment before I film such as a tripod and a microphone to capture the sound with more clarity. This is all the equipment I should need before filming. My main focus in the film is the visual comparison between night and day of the town. I am more focused on the visual element of the video in general as opposed to the audio side as I am not planning to add much dialogue aside from interviews.

Research.

The first 3MW documentary I found to look at is on the enbtecmedia YouTube channel. The video is titled “Lowestoft” and focuses on the town, its land and the residents within Lowestoft. The reason I liked this video is because it relates to the topic my 3MW will be about. The video includes interviews with people talking about the area and mores so discusses what the area now lacks as opposed to recent years. The scenes in this video which show the area of Lowestoft are what I will take inspiration from as in my own documentary I would like to not only just discuss great Yarmouth as a town but show the area to the viewer and explain the history of the town as it is displayed. I have decided to make video documenting the changes between night and day in my town of great Yarmouth, and documenting parts of the history of the town and comparing the differences and changes the town has made over the years up until now. As this video I first spoke about focuses on a particular town and discusses parts of its history, this is something I feel I can take ideas from, though I would still like to create more of an observational style of documentary with little dialogue. The shots in the earlier discussed video are something I would like to incorporate into my own video as I feel this gave off a good idea in the video of what Lowestoft looks like and what kind of town it is. The style of this documentary is very similar to what I would like to create.

The second 3MW documentary I found that liked is titled “heavy addiction” and it documents people who are obsessed with bodybuilding. The reason I like this documentary is for its style. The video consists mainly of both interview footage and footage of what these people do on a regular basis. I also feel like this is a subject which is very interesting and seeing and hearing from the people in this documentary adds intrigue as they discuss why they are so obsessed with what they do. I take inspiration from this video as I find it is a very raw and revealing documentary. This is something I would like to incorporate into my own work.

The third 3MW documentary I found is titled “100”. This 3MW documents a woman’s life as she turns 100. One the main things I like about this 3MW is the fact that it has a reflective quality in that it looks back on history and shows old photos in the video. The reason I like this about the documentary is because it makes you think and gives off a better impression of who this person is and their history.

Documentary Styles.

Within film making there are 6 different styles of filming: 

A poetic documentary usually has a very personal subject to the people involved in the documentary and focuses on it heavily. This tends to be a more emotional documentary style. The personality of the subject or maker is reflected in the music, shots, camera angles and content. Music being the main and most obvious expression.

An observational documentary focuses on what you see, usually a mash up of pictures, and video clips. This is usually people or animals that are observed but sometimes it's events and landscapes too. This style focuses less on audio and dialogue. For my documentary I will use this style as I feel like if done right it can be quite effective.

A performative documentary is more about the subject point and an emotional aspect of the documentary. They are very personal and unconventional and include reenactments of events. These are oftern very auto-biographical in their nature. A good example is "Tounges United' (1990).

An Expository documentary is where there is a direct adress to the audience. These are oftern social issues expressed in an argumentative fashion and it usually about non-fiction friends. 'An Invonvinent Truth' (2006) is a good example of an expository documentary.

A participatory documentary features the filmmaker in it and usually involves an interview between the filmmaker about the subject of the documentary. An example of this would be 'Supersize Me' (2004).

A reflexive documentary shows the constructive nature of the documentary. Its usually associated with experimental documentaries and usually have an interesting structure to the audience. The audience also engages in the documentary as it happens. They engage on a realism and representation.

Tom and my documentary will be more of an observational style, with some but very little dialogue included in the form of and interview. I think this would work well as a twist on the usual observational documentaries.

TV advert - final feedback

Freya, some very good work produced here and within your group, you have created an effective re-branding adverting concept and a well-produced TV advert.

In regards to unit 2: Communication Skills for Creative Media Production (pitch and presentation):
You were able to use appropriate techniques to extract comprehensive information from written sources and present a structured detailed media production report which conveys information and explains conclusions with clarity.
Your pitch was interesting and I thought that you conveyed the information about your re-branding idea and employed forms of address in your pitch to communicate ideas effectively. The pitch was visually good and you deployed and managed technology to pitch a media production proposal with creativity and flair and to near professional standards. Well done - some very good work.

In regards to unit 30: Advertisement Production for Television:
Within your TV advert analysis, you were able to explain structures and techniques of TV advertisements with reference to detailed examples and with generally correct use of subject terminology.
Working within your group, you were able originate and develop an idea for a TV advertisement showing creativity and flair whilst working independently. You produced a TV advertisement to a technical quality that reflects near professional standards, showing creativity and flair and working independently to professional expectations.
Your evaluation was also detailed and you explained your own TV advertisement production work with reference to detailed illustrative examples and generally correct use of subject terminology.

Evaluation.

Section 1. The brief

Our brief was as follows;

Produce an in-depth analysis of a UK television advert, this should include research into Unilever and (extraction from) Ofcom and the ASA. The method of presentation should be a Prezi. You must include quotes, a reference list and reference in the Harvard style.

Create a report for a new idea for a Unilever product advert based on your own and existing research and that can be pitched

Pitch your advertisement proposal, in formal environment, to Unilever representatives

Complete pre-production documentation for a Unilever product

Produce and export an advert that demonstrates repositioning of a Unilever product

Produce an evaluation of your production work , review and amend work to improve understanding and grading criteria that has been achieved

Our chosen product was Magnum Ice cream. We decided to re-brand this to people aged 60-98 of the D and E Demographic, we chose this because foods are a good products to help people reminisce and think of the past. This is because they stimulate several senses. As a group two of us researched Magnum previously and one of us didn't, this helped us decide that it would be wiser to do the most know product in the group. We also chose Magnum over the Ben and Jerry's Research because we had more options for cast as finding children to feature in a Ben and Jerry's advert would be harder than finding some elderly people for a Magnum one.

The original target audience of Magnum was 18-28 year old women of the A, B and C1 demographic. These are women on a high income who can afford Magnums prices. We decide to make the product appeal to the elderly as as previous mentioned food products especially ice cream are good for bringing back memories and this meant we could use the slogan “takes you back to the good ole days.” This is a good idea as the audience would want to remember their favorite times as a child when going to a beach and having an ice cream in those days was a real treat.
Section 2. The finished product & feedback

The cinematography varied throughout as using different shot types and angle would attract the audience more and make the advert seem less boring. We used a variety of shots including pan, birds-eyed-view and point-of-view. I think the use of these shots made our advert more unique and visually appealing than other adverts.

We used a close up on the elderly mans face and super-imposed footage from the beach over the top of his face. I like the idea of this shot however I feel like we should have worked out another way of doing it because it looked a little tacky. I also think that we should have taken some of the less mature family pictures down from the background of the shots from the living room as this is distracting to the feelings we are trying to create in the advert.

Our editing was very simple yet affective. We made sure to use simple cut transitions like other adverts of its type we had researched. We did use fades on text though as we had seen that in a previous Magnum advert. However, after looking back at the video we could have added fades between photographs to make it cleaner and more like memories. We used black and white as well as a sepia faded effect to make our advert seem more dated and old so that it took it's audience back to when they were younger.

The music we used was royalty free music called “Piano Sound” from BenSound.com. We heard about BenSound.com from a group member who had previously used their music before. We chose this track as it gave a slow, paced and emotional atmosphere to the advert without sounding boring or over used like other tracks.

The only other sound we had was a voice over at the end which consisted of the elderly man who featured in the advert saying “Magnum, take you back to the good ole days.” I liked how this turned out, it was cute and heartwarming for the audience. It was however not our first choice. Our first choice was to have the younger version of the man say it as well however after listening to it together it didn't sound quite right so we scrapped the idea and went with only the elderly man talking. We could have had other sound in our advert such as page turning sound effects however I feel that without them the audience focuses more on the emotional side of the advert. Having the sound effects would take them back to reality and the present which is not what we desire.

I believe we have appealed to the target audience well as the advert is very emotionally touching for their demographic. I feel like our message to them that our product was to be desired came across well.

I think that the story line of the advert sells the advert well. Even though it is slightly cliché and cheesy with black and white, memories and reminiscing it works very well and it sets the desired tone. We really wanted to play with emotion and one of the people who watched it cried, so I feel that despite being slightly cliché it fits its purpose and attracts our target audience.

I feel like we didn't use enough persuasion techniques to make our audience lustful for our product so if we were to do the advert again we would include more to make the audience really want the product. Our only real technique was that the photos made him seem like he was missing something until his wife turned up with the Magnums for them.

Our inspiration for our advert was Carl and Ellie's relationship build up in the film 'Up'. We used the idea that something linked them together through their relationship. In Carl and Ellie's case it was the tie and in ours the magnum. In 'Up' Carl raised Ellie's spirits while she was in hospital by floating a balloon over to her. We liked this as it was touching and emotionally hitting for the audience. We used this in our advert by having the wife bring in a balloon with a seaside bucket and two Magnums to raise her husbands spirits. 'Up' was the bulk of our inspiration, we didn't however want to copy it so we added our own seaside and Magnum themed twist.

Section 3. Personal reflection

Our final advert does suit its target audience really well and creates desire for our product. It plays with emotion like we intended and the music especially helped us with this. Our shots match our shot list and story boards except, one of the photos is the wrong way round on the story board, which once noticed was too late to change. However other than this everything is accurate.

I'm reasonably satisfied with the advert however I feel like I didn't get as much input as I would have like in the editing process. I feel like it does look slightly tacky in some places like the super imposed image and the video/picture sizing would have been better so that there would be no black spaces around the advert.

Location Release.