GC1: Codes and Conventions of Corporate Videos

Analysis Chart

Legal Issues

Libel issues are pieces of writing or text which contain bad and false information about a person. An example of this could be from news articles or documentaries only demonstrating bias or one sided opinions on a concept. Spreading fake news through claims or twisted media is a way to spread mass panic ‘folk devils’ and creating worry upon the public leaves the viewers picking up on fake news.

Copyright is the right to have legal ownership over a piece of work you have created making your work protected and secure to you. you have the power of that piece of media and many companies and officials use this in order for recognition for their work, with songs, characters and even concepts all being part of a copyrighted scheme which can be punished in fines and even prison time if disobeyed.

An example of copyright that has been taken to court can be seen through the Gucci VS Guess case. In 2009 Gucci sued Guess for copying five Gucci trademarks, which many pointed out to be similar logos and designs. With Guess already subject to 12 copyright complaints over the last ten years, it wasn't hard to believe that Gucci would be the next target. Guess used many of Gucci’s distinctive patterns and stole many unique designs which fans of the brand picked up on, including a green and red stripe used on handbags and backpacks, the repeating and the inverted GG pattern. Gucci came out on top of the case but not in the way they had hoped for. Initially asking for $221m in damages, the judge told Gucci they were only entitled to receive $4.7m but it ended with Guess being banned from using most of their designs ever again.

The Equalities Act 2010 makes it a basic need and puts protection in against any indirect discrimination, harassment and victimisation in services and public functions. An example of this could be if an advert is advertised out to the public, officials will ask the company to take that piece of media down due to it going against The Equalities Act 2010 which is an example of an applicable piece of media.

Under the Obscene Publications Act (OPA) 1959 it is a criminal offence to publish an obscene article, whether or not for gain. This means that obscene material uploaded under foreign regulations could fall within the control of England and Wales if, and when, they are downloaded in the UK. This can be seen as problematic because if you go to download a piece of media from a foreign country, say Russia, you could fall under that control of the UK meaning you are breaking the act even though the media is from a different place. Where you go this can vary so the act may not apply to someone somewhere else making it fully legal meaning it is illegal in this country, banning certain media to protect those online.

The film industry in the UK is regulated by the British Board of Film Classification (BBFC). The BBFC is responsible for classifying films that have a cinema and DVD release. The BBFC uses published Classification Guidelines for certain age ranges, ensuring that the content of the film is age appropriate and that children or young people do not see films that are unsuitable for them. The age classifications are:

U – Suitable for all

PG – Parental Guidance

12A – Only used for films shown in cinemas and suitable for 12 years and over. However, people younger than 12 may see a 12A so long as they are accompanied by an adult

12 – Video release suitable for 12 years and over

15 – Suitable for only 15 years and over

18 – Suitable only for adults

Reference (https://www.bbc.co.uk/bitesize/guides/z9hrwxs/revision/4 Bitesize. (2021). Regulation - Film. GCSE Media)

This is important for us currently who are studying film to manage who is able to watch our work. We have to keep in mind those not suitable or if our work is too mature for the younger audiences as this is all under the British board of film classification. Keeping this in mind is important to remember to stop any court cases or trouble occurring because the age was set too low for viewers. 

Ethical Issues

Within the media we have to be careful of who we portray in the media. This is due to easy discrimination if done wrong. This then can lead to backlash and you being taken down as a producer or director in the film industry, making your name into something bad rather than good. Inclusion is always necessary as you want people from all backgrounds involved and not just for the sake of it which can also cause some issues if done wrong. You cannot discriminate against people on purpose, if not for a reason, in production. This leads to the breaking of The Equalities Act 2010. We have to consider representation as media students to allow a wider range of options and we can be seen as diverse and not closed minded people who are not in favour with the public. People want to see themselves through representations and its important as media students that we deliver that. Not just through convenience but through meaning its important to show this kind of diversity and inclusion in modern society.

Some examples of some problematic media include:

1. “Indiana Jones and the Temple of Doom” (1984)

Steven Spielberg and George Lucas were the filmmakers but this film took its ethical issues to a new level in trying to replicate the mood of 1930s action serials. Like those old movies, the “exotic” villains are portrayed as primitive and bloodthirsty foreigners, resulting in negative and stereotypical depictions of India and of Hindu customs.

(Indiana Jones and the Temple of Doom By Anon Year: 2020 Container: Wikipedia URL: https://en.wikipedia.org/wiki/Indiana_Jones_and_the_Temple_of_Doom)

2. “Me Before You” (2016)

Me Before You, sets up its plot for a stereotypical romance about a man who becomes paralyzed after an accident and falls in love with his new companion. He urges her to live her life to the fullest instead of living “half a life” with him. So he kills himself, presenting the idea that suicide is better than life with a disability. (Me Before You (film) By Wikipedia Contributors Year: 2019 Container: Wikipedia Publisher: Wikimedia Foundation URL: https://en.wikipedia.org/wiki/Me_Before_You_(film)

 

3. “White Chicks” (2004) This movie has always been seen as controversial in the eyes of the viewer through words like the N word being used by white women and racist remarks are made throughout the whole movie, over exaggerating cultures and obvious bigotry towards characters makes the movie extremely controversial and outdated (White Chicks By Anon Year: 2021 Container: Wikipedia URL: https://en.wikipedia.org/wiki/White_Chicks)

        

Current Practices

Links For buying good equipment:

• https://www.currys.co.uk/cameras - Cameras and tripods
• https://www.gear4music.com/Studio-Equipment/Microphones
• https://www.essentialphoto.co.uk - Lighting 
• https://www.argos.co.uk - Gimble

Finding the right equipment to produce a corporate or promotional video is the most important factor of the pre-production stage, as your whole outcomes is reliant on how engaging your film is through camera angles, quality, brightness, theme and even pace. some of the most basic equipment to achieve a well functioned video is the following:

Camera.

The camera is the most basic and important part of filmmaking due to its ability to capture photos, videos and other moving image. the device serves the purpose of not only shooting film but being able to store that after (with a memory device) which then allows you develop your images into an actual piece of displayable film.

Highly portable camera.

these types of camera work in the exact same way as the standard camera would, instead these are smaller and more portable with an easy grip in order to shoot a more normal looking shot. these are also useful if you are moving from location to location and don't have the facilities to carry around mega expensive and highly breakable cameras, so having a smaller more portable one saves on money and time.

Tripod.

the tripod is a piece of equipment used to balance the camera on. the tripod allows the camera to have a steady and smooth shot as it is balanced on a high service, away from any possible vibrations from the ground or possibility of unsteadiness. you can also turn and move the camera using the pole attached to the tripod which then allows you to gently twist and turn the camera in the direction intended for the shot. 

External microphone.

An external microphone is a microphone outside of your devices. these are its own device as it is a piece of equipment intended to carry around, which can then be attached through a boom stick or linked up with headsets. this gives a clear sound to whatever you are trying to film. if its near a person the background will be blocked out making the person speaking in frame, clearing the sound giving it a crisp feel. without an external microphone you run the risk of background noise interfering with your desired sounds which isn't a satisfying finish.

Lighting.

lighting is the equipment needed if you want certain points to standout or if you need to shoot somewhere dim, to brighten the shot. if the shot is too dark, the camera will begin to produce fuzz or grain casing the shot to look unprofessional. using lighting allows this to be targeted by lighting up the shot giving it also the colour and look needed in order to make the feel more acceptable and professional. the lighting doesn't have to be fancy and can be as simple as a lamp in order not to darken you shot too much.

Gimbal.

The gimbal is a piece of equipment that allows a camera to rotate smoothly along an axis. It allows a filmmaker to stabilise the camera in order to tilt, pan and roll, and help film fluid, smooth footage while on the go.

Editing/production software.

editing software is important in post-production which is the format used in order to edit and merge together your footage. software can include platforms such as Premier Pro, which then gives you the opportunity to fixup your footage and finalise it into an actual film. this process is also important in order to correct any mistakes made as dubbing and overlaying can be put into place at this stage to correct any findings which may not fit the theme of the shot. corrections being made allow a crisp and clean finish in order to then demonstrate skills and display the film to the world.

Video editing hardware.

video editing hardware is an extra add onto the editing software if you want a more precise finish as in this process you can colour correct and use more fine details to pick up on. its a more technically device as everything is stored on this device you would on a editing software. with buttons and joysticks involved, it can be portable with everything in your hands and to your need in a portable way.

Formats and Distribution Methods for Intended Audiences

To reach a certain audience takes planning and a lot of guidance around the type of people you would like to produce your piece of media for. you first of all need to identify who you are aiming this towards. if you are producing a gory horror franchise piece, you are not going to want to advertise this on early morning children's cartoons. or if you are shooting a business ad you are not going to advertise this to a younger audience, intending them to work. instead you need to think about who this is really for and not to set the bar too low or too high. by understanding this, you are gaining a better understanding of how to create content that connects the viewer to satisfy their needs. some forms of distribution you can us are from platforms like YouTube, twitter, Instagram, etc, any promotional type media site which allows you to upload your work for free, get your video out there. this also opens the door for sponcers and more high brand organisations to reach out because of the work displayed. 

if you want to be able to reach a certain audience, decide on that target audience and strive to meet their expectations. you need to be able to understand your audiences wants and needs in order to produce somethings successful. getting the demographic down is the first and most important method in order to reach a certain audience. this then allows you to market your film or media product to that intended audience which gives you a higher success rate than just throwing it out there and hoping for the best.

creating a social media can be handy in order to promote what you have/are creating as this then allows a wider range of people to see what you have produced. this is a very popular tactic in the film industry as company's will make a page for their new film or media product in order to connect to a wider demographic as well as being to promote it across social media. new released film and shows do this as they like to gain a following and helps exposure of their work. this is helpful for gaining recognition and being advertised to other people gains that support efficiently. this can also be done through hashtags and general shout outs from actors, co-writers, directors or even fans promoting the product.

its important to reach your intended target audience in a way which not only benefits them but also you in the long run. by reaching your intended audience, then helps gain recognition and profits and leverage in order to keep up your work.

Framing

Rule of thirds

The rule of thirds consist of guidelines in a photograph/frame which positions the thing or person on screen to come just off Centre. this creates the effect that the shot has more to it than what meets the eye and allows viewers not to focus on the Centre of the screen for the whole time which can become tedious,  so by placing the subject in the left or right third of an image (leaving the other two thirds more open) It divides a photo into nine equal parts allowing different angles and approaches. 

Lower third graphics for titles

The lower third graphic is most commonly used in news and important introductions to people on screen. It is seen as a 'safe-space' to add the graphics down the bottom left or right of the screen as it reduces the risk of being cropped out or shot but also not covering up whoever is on screen. It's a known tactic to use in the media world and has been used for many years with a well known respect.

Common shooting methods 

There is a level of importance of matching the cuts of your video to the style you are indenting to present to your audience. these shots can vary depending on speed, time and the overall theme of the promotional video in order to make it as professional and up to date as your needed in order to meet the correct standards in corporate video production. 

Cutaways are the most important shot in filmmaking as a whole, as these shots are meant for the shifting of a scene and the movement and progression of the story or piece of information you are trying to present to the audience. these shots are put in place to make the video more enticing to the viewer with shots placed over sound or to cutaway from someone speaking to a different scene to then back to the person talking. you can create a visual tone and lively atmosphere by adding necessary cutaways into the work.

A match cut can follow this visual as this is a transition used that allows elements from the previous scene to fluidly bring the audience into the next scene provided. it is a shot where you have shot which will progress forward into another shot to move the story along. 

a shot-reverse-shot can also be used here as this is important to highlight the continuation of flow of a group or people speaking. they show a conversation as this takes place with the shots going back and forth depending on who is speaking to also demonstrate who is talking. doing this is shot reverse shooting by alternating between those in frame and this then can even cut to other objects if highlighted in the conversation the then bring the focus back onto the person speaking. 

Jump-cuts are techniques that cut between two consecutive shots. In these shots, the camera position doesn't change (or only changes a small amount), but the subjects move, giving the appearance of them jumping around frame. Jump cuts give the effect of moving forward through time. This can include a quick paced scene as the shot might skip forward a few frames to portray the consistency of movement and urgency.​

Parallel editing/cross cutting is a technique which involves cutting between two or more separate scenes that are happening at the same time. This allows the different storylines or visuals depending on style of advert to happen at the same time but in different locations.

The importance of an introduction

In order to give your promotional video a professional start, you need to begin with an introduction as this allows you to state the facts about who you are. establishing the key points of what you do and what the video entitles gives the viewer an insight into what you are going to be presenting to allow a quick summary to clarify any points or questions they may have about content. its important to make the introduction snappy and engaging as this should first of all identify the chosen topic, then to provide the essential context and lead to the specific focus of what you are presenting. the introduction is a chance to engage the viewer, by making it a strong start, makes you more likely to keep the audience engaged. 

Client liaison

Client Liaison is an important part of corporate/promotional video as the Customer Liaison Manager will assist in the delivery of a business critical service to ensure that customers’ expectations are exceeded. You will manage all additional contacts, proactively monitor customer commitments and appointments, and ensure all confirmed work orders are analysed to verify correct completion.

Reference(https://www.barhale.co.uk/wp-content/uploads/2016/06/Customer-Liaison-Manager-1.pdf Barhale. (2016). Version 3. Customer Liaison Manager)

Documentation

Before you can begin production, you need to get approved your work by industry professionals, especially if you are being sponsored or even creating this promotional video for the intention of the public eye. there has to be an approval process in which your samples are signed off which helps ensure the processes used to make, design or create your product and this can then be modified or kept to a consistent checking between production runs. A script breakdown template is important for you to understand all the visuals used in your production. the script breakdown is the process of listing all of the elements you need to get your film made and out into the world. this can be anything from actors, location, props, anything visual in this production is noted down in the script breakdown. listing these elements allows you to create a firm schedule in order to then start shooting your video.

Script vs Shooting Script

Shooting scripts and normal scripts are two very different things. shooting scripts are normally created by the director and cinematographer and incorporate all of the scene numbers and then proceed to follow a detailed set of procedures which are specifically finalised to the finishing script in order for the cast and crew to implement the new scenes and directions. they are much more compact and contain more information than the regular script as they are normally presented in a box like format which the different sections covering each part needed to shoot the video.

Example of a spec script

A regular script is the final work handed out intended for the actors to follow from. this includes the lines and speech involved as well as stage directions and any possible indication of what the actors should be doing at the time of the shoot. the script is the written words of whatever piece of media you are trying to present to the camera and during every movie or blockbuster, the script is an important factor as without it, no context to the film or adaptation would be able to be acted out. 

Example of a shooting script