Promotional Video Analysis

In order to establish some of the codes and conventions of a promotional video we analysed 3 different promotional videos to try and discern the type of content that would be included within a professionally made promotional video.



Structure
The video doesn't seem to have a clear narrative as it progresses, as the entirety of the video is a series of montage shots, quick cutaways, rapid depth of field changes and sped up establishing shots that are used to show the area of Camden in a highly visual way. The quick transition of shots between different aspects of the area create a form of narrative that feels like a visual tour of the area as the shots go from places of interest, restaurants, scenic parks, historical buildings and local businesses and transport. The video also uses a CGI fly-through of a building complex that is inter cut with the rest of the montage shots which seems to break up the "narrative" slightly but it flows well with the rest of the shots and doesn't disrupt the pace of the video.

Codes and Conventions
 The visual codes of this promotional video appear to be the use of different camera techniques as a way to create narrative. Camera techniques such as the changing depth of field to draw focus on a certain point in the video, slow panning shots to calmly reveal a scene,rapid quick cuts between different shots and CGI graphics of a building are all intercut and mixed together to create the visuals for this video. So the key conventions for this promotional video in terms of visuals would be the use of different camera techniques, montage, establishing shots and CGI graphics.

 Although there don't seem to be many audio conventions in the video as the only source of audio is the non diegetic music being played over the top of the visuals as accompaniment. While the music is however calming and has a positive tone to it which matches the tone of the visuals as it is trying to make the Camden area seem like a positive and relaxed area. The only audio convention I could discern  from this video is that it used appropriate and fitting music to aid the visuals.

Diegetic/non Diegetic sound
 The video uses some very soft rhythmic non diegetic music to accompany the visuals during the course of the video, as the main focus of the video seems to be the visuals the music is only there as background noise to accompany them. The music helps keep the flow of the video as the visuals are constantly cutting to different shots and the music helps keep it consistent, while also being quite positive and calm sounding which aids the positive tone of the video. There isn't any diegetic song within the video as the music is played over the visuals and there are no interview scenes or any shots where someone is speaking so the sound is purely non diegetic.

Audience
  The audience for a promotional video such as this would be people either living overseas or in the country who may be interested in property or living in the Camden area as the video solely focuses on showing some of the key areas and sights around Camden such as the historical buildings and scenic parks as well as showing all of the transport options and recreational areas.

The second promotional video we viewed was a promotion for a new academy for children that acted as a stepping stone to high school and college, the video can be found in the link below and is labelled School Promotion-New Pupils.

http://www.pixelcircus.co.uk/p/portfolio/video.shtml#top

Structure
  The structure of this video differs from the first as it now seems to have a set narrative to it as the majority of the video is comprised of interview scenes with teachers and helpers for a school academy which is promoting the schools new program that prepares children for high school/college and it uses the interviews with these people to discuss the positive effects of the program. The video uses the interviews are also inter-cut with short montages of children and teachers participating in some of the programs activities such as sports and science lessons, and the interviewees give their opinions and responses to the program and its future effects, as well as the people involved explaining its purpose clearly to the audience and the video tries to be as informative as possible.

Codes and Conventions
   The visual codes of this video include the use of quickly edited montage shots similar to the previous video however this promotion also uses interview scenes that are very well framed with the subject being placed in a central position facing the camera so it appears that the subject is directly addressing the audience. Also the subject being interviewed is always placed with either a building or an activity taking place in the background that is relevant to the topic of discussion e.g. a teacher being interviewed with the school in the background or if a parent is interviewed there would be some children in the background etc. Another visual code featured in the video is the use of CGI graphics, this time in the form of on screen titles that show the name and the role of the person being interviewed, this makes the video more informative as the audience will know who is being interviewed and their part in the project so their word will have more validity and it also looks more professional this way. The colours used for the on screen titles are also made very simplistic white and blue so that they are easily visible to the audience which again makes it seem more professional in the way the film is presented.

The audio conventions for this video seem to include the us of the non deistic music in the background being played very softly over the top of the montage shots and interviews as an aid to the visuals, the music is calm and very upbeat to match the tone of the video and to help express a positive atmosphere to the audience.

Diegetic/Non Diegetic Sound
  This promotion manges to make use of both non diegetic and diegetic sound in a balanced way as the diegetic sound comes from the interview scenes when the person is speaking, while there are also other natural sounds coming from the background they are being interviewed in such as the wind or people talking behind them. There is however other diegetic sound in the montage scenes as they consist of children playing and taking part in lessons and they can be heard all throughout while these shots are being shown. The non diegetic sound is done through the background music that is played throughout the entirety of the video the music is very soft and upbeat and matches the positive tone of the video, the music is played all throughout the video even during interview scenes it is simply made slightly quieter so that the persons voice can be heard clearly.

Audience
  The audience that this video is trying to draw is most likely parents with young children who could be considering what educational opportunities are available to their children, the promotion is for a school academy offering a wide range of possible activities for their children so parents with young children would be the main target demographic for this particular video.

The third promotional video which I viewed was a rather long promotion for family mediation between couples concerning how to deal with divorce in a manner which has the least negative impact on any children they have, so that they can work around any issues they may have in order to put the children first.

http://www.youtube.com/watch?v=u-Hacghnxtw

Structure
The structure of this promotion included an interview scene with a mediator who explained the purpose of the promotion right from the start, it then continued on to a drama piece with actors playing the part of a divorced couple who constantly argue over custody of their children, which then progresses to the couple going to counselling in order to get information about mediation to better manage their issues involving the children as a way to lessen the impact on the children. It follows as the couple continue to learn how to manage their breakup to the benefit of their children with the mediator explaining how they can manage their lives.

Codes and Conventions
The visual codes of the video include lengthy interview scenes with the mediator explaining their programme for divorced couples blended with drama pieces acted out as a way to show how a couple might go through the mediation process. The subjects are shown from the viewpoints of their children as constantly arguing to show the effects that a divorcing couples disagreements might have on their children, and to demonstrate in what situation a couple may need mediation between them due to lack of organisation or commitment between them. The video then progresses to interviews between the two parents and the mediators and they are taken through all the steps that will be needed to work through their problems, it is shown in an interview format with the camera being placed on each person as they are speaking, the camera cutting to the mediator as they explain the process and then back to the parent as they ask more questions or give answers. There is also the use of on screen graphics to show the audience the mediation company and the person who is being interviewed in a clear, white font that is easily visible on the video.

Diegetic/Non diegetic sound
As for audio conventions there is no diegetic or non diegetic music present as most of the video is comprised of the people involved with the mediation speaking to the camera in order to explain the mediation process and how it can help families. There is also an instance of non diegetic sound in the form of the parents voice in the others head criticising them in order to seem more dramatic to the audience. There is no music involved in this video as that may have interuppted the serious tone of the video and would tune out what the mediators or actors are saying.

Audience
The audience for this video would be couples with young children who may be encountering problems or are going through divorce who would want to prevent their problems interferring with their childrens lives in any way, and the mediation process is provided as a means to work through their problems and try to put their children first.