TV advertising

Task 1: Write an analysis for 2 or 3 advertisements. Use the questions below to help you…..

L'Oreal advert.

The L’Oreal advert uses several lines of appeal in order to appeal to its target audience. The most obvious line of appeal is self-importance and pride. The tag line “ your worth it” motivates you to buy the product as it instils you with self importance. Other lines of appeal used includes the rich, luxurious lifestyle which makes the audience aspire to be the star vehicle in the advert which as we all know is Cheryl Cole. Cheryl Cole appeals to all audiences as women want to be her and men want to be with her, also women aspire to look like her which will make them want the product if it help towards this aspiration. Other lines of appeal are also used

As well as lines of appeal, the L’Oreal advert uses several factors in persuasion in order to appeal to its target audience . These factors include reward power as you’re rewarded with beautiful, vibrant hair. Other factors include coercive power as if you don’t buy the product you are left with dull lifeless hair. Also, a very obvious factor in persuasion is referent power. This means that the product matches your own values. In this occasion, women obsess over their hair so the appearance of their hair becomes one of their values which add to their persona. This factor of persuasion is similar to personal identity out of the uses and gratification theory as the product is adding to a persons identity. Finally, star power comes into the equation as Cheryl Cole in used as a star vehicle for this advert and is also a role model for young women across Britain. This will help sell the product as people will rely on the product to help build their own Cheryl Cole appearance.

In terms of Target Audience, the primary target audience is young women. This is clear due to the age of the star vehicle and also the layout of the scene in which the advert is presented. The scene is bright and vibrant which will appeal to a young audience as bright emotionless rooms are the latest trend in the property market. This advert also has a secondary target audience which will be women in general. This is made apparent due to the product in general as all women have hair. Finally the Standard English used in the script will appeal to an older audience as no slang or colloquial speech is used. This will help older people relate to the advert as language is used from their generation.

Sound is also a key factor in making the advert work. The sound opens with strings and an orchestra playing in low pitch and low tone. This ads emotion to the advert as it describes the hair before the product. After the 5 agents are introduced, the music picks up and the pitch and tone increase. Also the volume increases. This is a signifier, which connotes how the product will brighten up your hair and make you happier as a person. It terms of sound effects, a level of technicality is introduced. Electronic noises are used when the picture of the product is on screen. Also 9 second’s in, double doors open to a whoosh sound. These sound effects will help the product appeal to its primary target audience, as technical sounds are modern meaning they will appeal to younger people. Finally, the product has a voice over. This is a masculine voice over that is very deep and low toned. The voice over is only used to describe the product, which adds seriousness to it and makes the advert more professional. Also, the voice over is accent less, which will make the advert appeal to the whole country as some people are very stereotypical toward certain accents.

As previously stated, Cheryl Cole is the star vehicle in this product and besides the voice over she is the only character in the advert. As we know, Cheryl Cole is from Newcastle and is a very positive role model for young women. In this advert Cheryl is positively stereotyped as she is wearing modest clothing and make up. Often the perception of women in advertising is that, they would be found dressed in very little clothing, using their sexual features to attract males to the advert. Obviously, this advert is aimed at women therefore, if revealing clothes were used women in the audience would be offended as they are playing Cheryl into that stereotyped which will annoy most women. This advert is about female beauty and vibrant hair adding power to a women’s image. This is cleverly portrayed 24 second’s in with a slightly low angled reversing tracking shot of Cheryl walking toward the camera. This shot makes Cheryl look stronger which adds power to her image. If revealing clothes were used and Cheryl was placed into the stereotype then this would contradict the effect of adding power to women.

Also, when discussing characters, Cheryl is a damsel in distress at the opening of the advert. The voice over is introduced as a helper to the hero, which is obviously the product.

Finally, the advert needs cinematography in order to help sell its product. It uses the multi camera format, which is a cheaper process because it’s quicker and easier to edit. When the advert stars we see a high angles shots that moves down and to the left. The angle of the shot makes Cheryl seem powerless due to the problems with her hair. We then see a matched cut into a close-up of Cheryl’s face. “I’ve found an answer.” This shot is used to show Cheryl’s facial expressions that connote how the product will make you feel and how it will improve you image. Next, we see an image of the product. This shot is used, as the ‘L’Oreal’ logo is an iconic trigger as the audience can relate the logo to the product. It also creates a level of brand recognition, as the audience now know what the product looks like. During the advert we are faced with several different camera shots and camera angles. I have previously mention a reversing tracking shot that gives Cheryl power which in my opinion is the strongest shot in the advert. Other shots that will help sell the product are close ups of facial expressions but also 16 seconds in we see a medium shot, then a close up, then a high angles shot tracking forward. All these shots are of Cheryl’s hair, which help sell the product as they show the hairs column, bounce and shine. A slow motion effect is also placed on these shots to allow the hair to be on screen for longer. It also adds a dream and fantasy line of appeal, as it’s a very popular effect at the culmination of fictional love storied.

Dell advert

The Dell lollipop advert uses several lines of appeal when advertising its product. The most apparent line of appeal is dreams and fantasy as the laptops are being made is a magic workshop full of bright vibrant high keys colours. This is a signifier that could connote that when you use your Dell you too will enterer your own magic world due to features of the machine. Another line of appeal used could be comedy and humour. This is because there are four grown men singing together whilst at work in the Dell factory. This adds comedy, as it would be very unusual in a normal workplace.

As well as lines of appeal, several factors of persuasion are used in order to create a desire for the product within the viewer. First of all reward power is used in a way. The voiceover quotes “ treat your self to a Dell inspron 15 laptop with intelligent intel processors. Dell, yours is here. Certain words in this quote add a reward power. For instance “ treat your self ” does exactly as reward is a synonym for treat, which enforces this factor of persuasion. Also “intelligent intel processors” make the product seem enhanced which will increase the likeliness of it rewarding you. Dells tag line, “yours is here” is very persuasive in terms of advertising the product. The line alone creates a relationship between Dell and it’s customers as it makes the customer feel special and one of a kind. Finally, another factor in persuasion is used. Expert power is where an expect i.e. scientist of someone who has worked with the product for years, appears in the advert and explains the product in more detail. This happens in the dell advert accept it’s more of a form of expert power as the effect is achieved in the voice over. “ Intelligent inter processors” is where the expert power is used as it’s using scientific words to explain the product in more detail.

The advert has a primary target audience of children. This is made apparent due to the bright vibrant colours and the fantasy created within the factory. Little things such as using elephant’s feet to flattered the colours all make this target audience more apparent. At the end of the advert the laptop is wrapped in a sweet wrapper, which further promotes the product to children. How ether a $499 price tag is placed on the product, which introduces the product to the secondary target audience, which is adults (parents). This is because children don’t work so £399 is out of any child’s price range. Finally, forgetting the techniques used in the advert, the product alone appeals to teenagers as laptops are necessary for their schoolwork and the different colours available help them to personalise it.

Sound is also used in order to advertise the product. For instance, the music bed used is an old song from the past so this will add a level of personal identity as an older audience can relate to this song and use it in order to visualise good times form the past. Also, at the very beginning of the advert a technological sound is used. This is a signifier that connotes what sort of product is going to be advertised. Finally, other sound effects are used such as machine noises. However, these noises are friendly as they’re this such as pops. This will help the advert appeal to a younger audience. The music bed will be diagetic as the actors are singing along. Also, at the very end of the advert there is a voice over. This voiceover is in an American accent, which will help the product promote in other places other than the UK. This gives the product a wider target market.

Finally, in order for the product to sell the advert needs a certain level of cinematography. At the beginning of the advert we are confronted with a dark screen and technological sound effect. This adds a level of enigma, as the audience had no idea what’s going to be advertised. Also the range of available colours appears on screen in small circles. Nest the room lights up and we see a two shot of two men. Both men are of different ethnicity, which makes the advert appeal to a wider audience. Next the music starts and both men begin to sing. We ten see a matched cut into a high angled establishing shot of a magic factory followed by a medium shot, an extreme close up and a high angled extreme long shot. This range of shots occurs in just ten seconds so it shows the amount of technicality needed in order to sell any product. It also shows a high level of skill needed and shows a large development as tv advertising is getting as advanced as TV drama.

Hovis Advert

The Hovis Advert uses several techniques in order to show how the product has survived through time. In doing this, the advert uses several lines of appeal. The most obvious line of appeal used is art, culture and history. The advert shows a range of historical averts such as world war two, the queen’s coronation, the mining strike and the new millennium. These historical events will create personal identity to an older generation as it can bring back memories of times when these events were taking place. This point leads to another line of appeal used, childhood. As the advert is reminding people of the past it will create nostalgic memories of the audience’s lives when these events were taking place. Even for me, the new millennium brings back memories and adds personal identity to the advert. Other lines of appeal used are nature and the natural world. As the child runs through time, we see the world around him changing. The colours slowly begin to saturate as time goes on, cloths change and the natural world as a whole appears brighter and more inviting. This change is also portrayed in the packaging of the bread, as overtime Hovis has changed its logo and packaging in order to keep with the times and stay the no1 bread. The colours have changed from a dull brown rag into bright ergonomically designed bag. This change is noticeable at the beginning of the advert and right as the end when the boy returns home. This brings me to my final point on lines of appeal which is happy families and people wanting to belong. At the beginning of the advert the boys goes to the bakers to collect bread. This is a historical code as people nowadays simply go to the supermarket. Also this is a cultural code as the young boy always goes for the bread. This is where the happy families comes in as everyone has a role in the family in order to belong.

As well as lines of appeal being used people need to be persuaded to purchase the product. To do this, certain factors of persuasion are used. First of all the advert refers to the referent system as the product can mesh with the audience’s family values. As previously explained, in a happy family every member has a role to play as the boy in this case goes to collect the bread from the baker. This can connect with the audience’s family values, as these roles may be similar in your household therefore the advert uses referent power as you’re sharing the same morals. This is the only factor of persuasion used but its very powerful in this advert. Other factors such as reward power and coercive power aren’t used, as nothing is promised and no threats are apparent on the failure to make a purchase.

This product has an incredibly wide range of audience as lets face it, everyone likes bread. The primary target audience is also difficult to identify, as the main character is a child, which will introduce personal Identity so you could argue children to be the primary audience. However, the historical events would make the primary target audience people of the older generation, as they would have lived through the war and through the women’s voting protests. After watching the advert again I’d have to say that the primary target audience is people of an older generation, as young people simply wouldn’t understand some of the events that take place. Secondary target audience would be everyone else, male and female, middle aged and young. The one characteristic that the audience must have is a British background. One minute in there’s very famous patriotic speech by Winston Churchill, used in the Second World War to motivate troops and instil moral across the country. Therefore this advert would not appeal to a German living in Britain for example as the high level of patriotisms would have an opposite effect as the feeling of county pride would not exist.

Sound is used throughout the advert the help build the narrative style of journey. The non-diagetic music bed starts of slowly, a simple piano playing a repetitive tune, which gets louder throughout until, one minute in. The music stops as there’s a truly magical moment where silence is used to add emotion the Churchill’s speech. The roar of a Spitfire starts the music of again as it build and culminates. The war is over and England has a new queen. This creates a change in the music as it develops in time with the development on screen. As the world around the boy gets more modern the music does the same as an electric organ is introduced along with an electric guitar and drums. This beat continues until the end of the advert. “Is that you love” “yeah.” Along with the underlining music bed, other ambience is used. All sound effect used are just what’s happening on screen. These include the scuffles of a women’s protest, the roars of a riot and even fireworks.

During the riots the music also dies down as we here a minor shout, “isn’t it past your bed time.” This along with the boy being chased at the beginning shows how little respect children used to receive. This adds to the idea of progression of time. The boy is the main character and is stereotyped as a quiet family boy running an errand for his mother. However, his stereotype changes throughout as he gets more respect as times change. At the beginning he is chased for running in front of a cart but towards the end his receiving attention from the opposite sex and also receiving friendly chants from a passing car. There is no Vladimir Propp’s theory used as the narrative is a journey and no Todorov is used either.Other characters fall into stereotypes throughout the advert. At the beginning the baker is very stereotypical wearing a grey, white robe using friendly language with positive body language. Also characters such as the troops marching the streets all fell into the young brave stereotype which is one of many definitions for a soldier during that time. All the stereotyped characters are used to great effect, as they are all needed in order to make it clear to the audience what times period the advert is currently in.

Like most adverts, the Hovis advert uses a high level of cinematography using a range of transitions, camera shots and camera angles. These skills will help develop the advert and in turn help sell the product. It opens with a medium angled medium shot of the back of the boy head. The boy then turns into the camera as we see a reverse tracking shot followed by a matched cut into left tracking shot. Next there is an extreme close up followed by a medium angled long shot. The disruption of the horse and cart is used as a transition as seconds later we see a poster for the titanic, which shows we are in a new era. A huge range of these transitions are used such as jumps over walls and spins around lamp posts, also we see things developing such as the boys clothing and carts becoming cars. Other things such as foreign people on the streets all show help show the change in time.

Task 2: Making Reference to a range of the narrative structures outlined above, write a detailed analysis of the different narrative structures employed and try to explain why they have been used to help sell the product.

As people develop, adverts need to develop in order to keep the viewers attention. In order to do this, the advertiser must introduce a high level of cinematography but also an advanced level of narrative structure, using a range of narrative types across there TV advertisement campaign. All three of these adverts do exactly this.

L'Oreal advert

The L’Oreal advert uses a linear narrative structure using the Vladimir Props theory of equilibrium, disruption resolution. The equilibrium being Cheryl at home, followed by disruption of hair problems then the resolution which is the product. The advert also follows a realistic narrative as these problem will occur with women’s hair. Also, the flat in which the advert is set is a normal middle class apartment, which is very modern to match the era in which the advert is set. The ending is a closed ending as the problem that occurred in the advert is resolved closing the story. Most adverts have closed ending unless they are a series or serial advert in which carry a story out throughout the advertising campaign. These types of adverts can go on for years. There is also a pattern in the narrative, which is climax. This is because there is a turning point in the advert where the solution to the problem is given. This culmination is known as a climax. Finally the narrative is objective as it’s not form Cheryl’s point of view and is also restricted as we have know idea how the advert is going to end.

Dell Advert

The dell advert also follows a linear narrative structure as we see the events running from beginning, three men singing in a factory, then a middle, computerized footage of laptops being made and finally the ending, the laptop on screen wrapped up with the price on screen. Along with a linear narrative structure there are other narrative structures used. For example, the magic factory with elephant legs and flying machinery create an anti-realistic narrative structure. This structure will help appeal to children as it has the line of appeal dreams and fantasy. Just like the L’Oreal advert the ending to this one is also closed as the story ends and the product and price is displayed on screen. There is no real pattern is this narrative, there is no goal, no journey, no narrative, no climax and no search or investigation. There is also no Todorov theory or Vladimir Propp’s theory as is all sort of an enigma. You could argue that a journey is put in place as it’s showing the production line of a product. Finally, the advert is a subjective narrative as it shows the advert from a third person perspective and it’s also a restricted narrative as see the story develop on screen an we don’t know the ending until it ends.

Hovis advert

Finally the Hovis advert. The Hovis advert follows a linear narrative structure as it’s a chronological journey that has a beginning, the boy receiving the bread, a middle, the boy travelling home through time, and an ending, the boy bringing the bread home to his mother. If the story were to travel in revere as in the boy traveling back in time, then the narrative would change to non-linear, as the story isn’t chronological. The narrative is both realist and anti-realist. Anti-realistic as time travel is impossible but realistic due to the detail put into the change in scenery as time goes on and era’s change. Just like the dell advert and the Cheryl Cole advert the ending to this is closed. The story ends with the boy returning home and we see a restricted narrative as the story develops on screen and we don’t know the ending until it ends. I terms of narrative patters we see a journey occur as the is traveling and developing as her travels. It could also have a goal pattern, as the boy goal is to get the bread home. Elements of the Todorov theory are used, as there are several disruptions such as the war, the women’s right to vote protest and also the miners strikes. There are also resolutions such as the queen’s coronation, England winning the world cup and the bread returning home safely. Also, elements of Propps theory is used as the boy could be the hero and the man in the cart at the beginning is a villain, the minors are also villains and the baker could be seen as a helper along with the police foe example. Finally the advert is objective as it portrays external behaviours only.

Task 3: Compare the advert below with two other adverts of your choice and explain which of the above styles they employ. Explain why the styles are used and say how effective you think the adverts are.

In TV advertising, adverts fall into several different categories, advertising the products in different ways. These categories include, talking heads, where a character simply talks about the product. Other techniques include the documentary style where the advert uses science for example and makes the advert like a documentary. This particular technique will always use the line of appeal Elite people or experts. Next, animation. Animation is simply where the advert is animated and produced using computerised technology. Finally there is a less popular form of TV advertising, which is the series or serial. This is where all the adverts link and make a story line where the next advert in the series will change every few months.

During the adverts others techniques will also appear meaning that the advert can fall into two categories. These techniques are humorous, where the advert is funny, surreal where the advert is hard to believe due o it being either too strange (Compare the market advert) or two amazing (Cadburys Ape advert.) Other techniques include dramatic where the advert is theatrical and exaggerated. Finally there is parody, which is basically a misrepresentation of a program or film taking the codes and conventions and breaking them. Usually this ads humour to the advert.

L'Oreal Advert-http://www.tellyads.com/show_movie.php?filename=TA5451

The L'Oreal - Casting Crème Gloss advert is in the style of talking heads. This is apparent as the actress is speaking directly to the audience and a voice over isn’t needed. The actress Penelope Cruz is used as a star vehicle in this advertisement and will appeal to an older audience who recognize the actress and what she stands for. From the Young and Rubicon theory this product would probably appeal to Succeeders as they are strong and stable matching the characteristics of the star vehicle. Also the product could appeal to Explorers as it’s a new brand that requires daring people in order to start a word of mouth campaign.

Tango Advert-http://www.tellyads.com/show_movie.php?filename=TA3715

The tango advert has several differences to the L’Oreal advert. It doesn’t fall into the talking heads category, as there’s no actor talking directly to the audience. Instead we have a male voiceover, which will appeal to other males. This advert however does fall into other categories. First of all it falls into the humour category, as the whole concept of what is happening is funny and will appeal to a wide range of audience’s from young people to parents. It falls into another category, which is parody. This is because it is mocking the codes and conventions of Olympic events. From the Young and Rubicon theory this product is for Mainstreamers as it’s a drink for all to enjoy. The advert however makes the product seem fit for Explorers, as it’s an energetic lively drink. This is where the two adverts are similar.

Tda Advert-http://www.tellyads.com/show_movie.php?filename=TA2739

The Tda advert has similarities to both the L’Oreal advert and the Tango advert. Just like the L’Oreal advert, the advert style is talking heads as the actors are talking directly to the audience about the product or service. However, unlike the L’Oreal advert a star vehicle isn’t used, as the advert appears to be low budget. The children in the advert will appeal to other children, as a level of personal Identity will be introduced. The common ground between this advert as the tango advert is that both advert are humorous. The humour in this advert comes from the comments in which the children are making. Inventions such “ a machine to get me out of bed in the morning”

TASK 4: For two of the adverts above, explain how the adverts use the common codes and conventions of advertising.

Just like different TV genres, TV advertisements have certain Codes and Conventions that they follow these codes are;

1.Pictures of product/Logos. This is very important as it give the audience a visual image to relate the product to and also makes it easier for the audience to locate the product in the shops and supermarkets.

2. Repetition of Product. Repetition is used in advertising and it repeats the products names or if it’s a service being advertised then the contact details will be repeated. This is to imbed the information in the audience’s mind, which will help the product or service sell.

3. Contact details. When a service is advertised it’s important to make the contact details clear, if not then the advert would be pointless as it useless information. As previously stated, the best way to imbed this information is by using repetition.

4.Lines of appeal. All adverts uses line of appeal. These lines of appeal include comedy and humour and dreams and fantasy.

5.Factors in persuasion. All adverts need factors in persuasion in order to persuade the audience to purchase there product or service. These include reward power and coercive power.

6. Simple narrative. Narratives in adverts can’t be too complicated, as adverts need to be short getting straight to the point. Long adverts wouldn’t maintain viewer interest.

7. Voice over. Most adverts use voiceovers. Voice over’s are useful for revealing key information. Most talking heads adverts don’t use voiceovers.

8. Music Beds. Music beds are used in order to make the advert more interesting and to help maintain viewer interest. Also, a good music bed can add to the cinematography of the advert and make the advert a more professional piece.

9.Advert style. All advert will fit into at least one advert style. These styles include, talking heads, series/serial and humerous.

Personal Reflection

1. Create work that look at a professional standard.

2. To work better within a group dynamic.

3. To keep all written work at a distinction standard.

So far i am enjoying this TV and Film course as it has many advantages over the other subjects that I take. The main advantage is that the course is a BTEC which relieves the pressure of an end term exam. The allows me to focus more confidently with on my coursework. Other advantages include the fact that the work is all online, making it accessible from all areas of the universe and also making it easy to be marked.

The only disadvantages to the course are the lack of facilities. Although our school has some of the best facilities in leeds, these facilities are not always accessible as there is only one media room. 

Single Camera Drama

Task 1-Understanding single-camera productions

The prospect of single camera and multi camera formats are simple. Single camera uses one camera and multi camera use 2 or more.

Single camera formates gives a director more control over a shot, however it is more expensive and more time consuming as a shot has to be planed throughly giving actors correct timing in which to step into a shot.

Multi camera formats also have there advantages. Such as being useful for live TV as they show different perspectives of actors, showing body language and facial expressions. They are also used in talk shows as they can show the live audience to get a sense of audience participation that can't be achieved by a single camera.

Single camera formats are often used in films joining an array of tracking and panning shots. They are useful in films as they circulate the room and set the scene for the viewing audience.

Multi camera formats however are used in programs suck as panel shows, talk shows, sketch shows and live sporting events.

Task 2-Understanding single-camera productions

TV always falls in either a series format or a serial format. The prospects of each are very simple.

A series is a collecting of episodes that run under the same title, all ending the story at the end of each episode. Examples of these are things such as panel shows and Drama’s like the bill. A serial however, is entirely different. In a serial drama the story has a continuous story line that flows onto the next episode. Examples of these are soap opera’s such as Coronation Street as each episode has an open end, in order to attract an audience for the next viewing. Some programs use a mix of the two by having a serial story line continuing to the next episode. They become a series however as they are show in sets of episodes, usually six. Examples of this are things such as friends and two pints.

Finally there is a single drama, which is exactly as it sounds; a one off drama with a beginning middle and an end.

Task 3- Narrative 

Part A

There are several different types of narrative. From linear to non-linear. It's important to know where each narrative is used and what type of effect it has.

In 80's series Dallas, each season has an open ending also knows as a cliffhanger. This effect draws viewers in to the next season in order to grasp a wider audience to end the mystery. Popular endings in Dallas are death and divorce.

Other programs such as Family Guy use different techniques to achieve their effects. Family Guy uses flash backs to achieve the comical effect that’s it's trying to achieve. Although Family Guy has a linear narrative the flash backs make it non-linear as it reverts from the usual Todorov theory of Equilibrium, Disruption, and Resolution.

Other shows use different techniques to achieve their desired effect. Peep show for example uses a subjective narrative. This is where point of view shot's are used to relate you to certain characters. It helps you get inside the characters thoughts and you can share their sight, hearing and emotions. Films can also use this effect. Cloverfield for example uses a subjective narrative. Juxtaposed to a subjective narrative there is an objective narrative where external behaviors are viewed. This is a more popular technique in Films and TV dramas.

Finally, there are restricted and unrestricted narratives. Restricted narratives are where the audience see's events as the characters see them. This is a very popular format in most films and dramas.

Restricted narratives are less popular. These narratives are where the audience knows the ending all along. This type of narrative is normally used in factual films such as Titanic and Pearl Harbor.

Task 3- Narrative

Part B

Films also use these techniques. Mr Deed uses various narrative structures. It uses Todorov theory as it has an equilibrium, Longfellow deeds living happily in new Hampshire running a pizzeria; Disruption, his uncle dying and him investing Blake media, a 40 billion dollar company; and a resolution, a closer heir being found and him taking home 1 billion dollars.

However, the narrative is multi strand as it has other stories occurring along the way. For instance, Longfellow Deeds falls in love with with Pam Dawson, school nurse from Winchestertonfieldville, Iowa, however, Pam is actually named Babe Bennett, a New York News Reporter. This in a way creates an unrestricted genre as we see evens unraveling before the characters in the Film.

The Films has a narrative pattern of a journey following the Prop’s theory of hero (Long Fellow Deeds) Villain (Chuck Cedar) villain’s helper (Anderson) and damsel in distress, which seems to be Pam Dawson. However, the stereotypical Narrative structure is subverted as at times Longfellow Deeds appears to be the Damsel and Pam Dawson A.K.A. Babe Bennett appears to be the Villain after tricking Longfellow for footage. Other character narrative changes include the villain’s helper (Anderson) standing up to Chuck Cedar at the end therefore becoming a hero.

In terms of camera techniques, the film uses an objective narrative as it’s from outside. Therefore it doesn’t display the characters thoughts and feeling. These feelings however are portrayed through the initial narrative.

Finally, as previously stated, the film ends with a resolution of Longfellow Deeds returning the New Hampshire with billion Dollars. This is therefore a closed ending as the story is resolved. This gives the reader a deeper understanding of what events have occurred as there is no enigma or cliffhanger. The only down side if this is that this leaves know room for a sequel unless the directors where to use an entirely different story line just keep some of the original characters.

Another Adam Sandler classic, Happy Gilmore, uses similar narrative structures. It also uses Todorov but subverts its features. It starts with a collecting of diversions; Gilmore not making the hockey team; Gilmore’s Grandmother having her house repossessed; Gilmore’s girlfriend leaving him. Then, equilibrium occurs, Gilmore playing professional golf; Gilmore dating a girl; Gilmore’s grandmother plodding along in a rest home. The film ends with a resolution. Gilmore winning the golfing championship; Gilmore winning his grandmothers house back; Gilmore moving in with is girlfriend.

Throughout this multi strand narrative a further diversion occurs for each three narratives. In terms of golf, Shooter McGavin becomes Gilmore’s enemy and pays someone to put him off his game. This culminates when he pays someone to run Gilmore over and disrupt his four hundred yard drive. In terms of his love life, disruption occurs when his date doesn’t want to date a golfer. Finally in terms of his grandma, disruption occurs when she is bullied by her carer at the rest home and when shooter buy’s her house leaving Gilmore having to win it back in a golf match.

Other narrative techniques are used. For instance, prop’s theory is used to its full effect with Shooter being the villain, a fan of Shooter’s being his helper. The grandma is the damsel in distress and Gilmore is the hero. Gilmore also has a helper in Girlfriend Vergina Vennit.

In terms of camera techniques, the film uses an objective technique surveying a wide range of shot. However a subjective point of view shot is used on the ball. This is for two reasons. One, to exemplify how far the ball has traveled and two, because a golf ball would be hard to track on a regular camera.

Finally, the restricted genre has a closed ending. Just like Mr. Deeds this gives the reader a deeper understanding of what’s happened but again leaves no room for a sequel.

Task 4-Understanding Single-cam techniques

The piece opens with blurred titles, which are signifiers that connote the genre to be either a horror or a thriller. This connotation is deepened when a red seven occurs. This strengthens the idea of a horror theme. When the red seven appears we here the ambiance of a train. This train could connote either the setting, as it’s in a railway station, or it could enhance the fact that we, as the audience are about to go on a journey.

As the opening titles end we are faced with an establishing shot of an empty train station. This long shot is on a titled frame that creates an enigma, which straight away makes the piece confusing. We are then up fronted with another establishing shot of two boys leaving a car. The movement of these two boys is caught in the reflection of a puddle. This is an example of clever camera work, using reflections as camera shots.

After that we see an extreme close up of the girls face. This shows her emotions and makes the audience feel sympathy for her. At this time, she appears to be the damsel in distress. After this we a confronted with a low angled shot followed by a flash back.

The flash back appears with a relatable sound that is used every time to signify that a flash back is about to take place. Another relatable effect is the use of black and white. As well as letting the audience know that it’s a flash back, it also dulls the mood to show that these flash backs are of unhappy memories. The empty swings and park gate creates a fear an anxiety amongst the audience. The fear is strengthening by the ambiance of a heartbeat. Shots are then made in beat with the heartbeat as we see a dead girl and some pills. The fast cutting overlaps the two and creates a link between them. This link is a message. The sound then plays to signify the end of the flash back.

After the colour’s re saturate we are faced with a two shot. “Where are we heading” The flash back sound then plays and the colour de saturate back to black and white. We then see a girl on a bench as she shuffles over when another girl sits down. This shuffle is a signifier, which connotes either a fear from the girl sat down, of the need for isolation. She is handed a book, which contains some drugs and a message. Which reads, “ Free, remember who your friend is” To me this shows the friend to be the drugs. This connotes that the drugs have become a part of her life and they have become important to her; all the features of a stereotypical friend.

In the next flash back we see the words drugs and death and killer. All these words carry negative connotations that therefore create more apprehension in the audience. The newspaper in which these words are read from is then dropped on the floor. We see a low angled shot of someone walking over the newspaper. This shows that the person has power over the words that were read from the newspaper and it shows that the person is willing to fight them. The flash back ends.

We then see an over the shoulder shot of the police detective interrogating his suspect. The women has a stronger character as the detective has to resort to aggressing, pinning her against the wall. Despite a detective being the obvious good guy, from shots like these we see him as the villain with the other detective being his accomplice. The accomplish theory is then instantly ruined as we see him pull his colleague off in an effort to stay professional.

We then go into another flash back. This flashback is important as we see a girl in the direct centre of the screen. This shows her to be the main character. She is wearing a black hoodie, which has its connotations. The colour black in this case shows lack of fear and heartlessness. The hoodie connotes violence and crime due to the negative media approach to them. The shot as a whole creates another enigma. Who is she? Where is she? These questions are then answers as we see a medium shot of her knelt at a grave. The grave shows that she’s experienced loss and the negativity that radiates off her could be due to her grieving this loss. I admire what this flash back connotes as it helps relieve some confusion from the entire piece.

After the flash back we see a moving shot, zooming into the girls face; then an extreme close-up of her eyes. This close up strengthens the fact that she is the damsel due to the fact that she is looking up. This shows that she is smaller that the man giving her less physical power therefore making her more vulnerable. The interrogations continue.

In the next flashback more truth is revealed. With all the transactions in time with the heartbeat we see the word death and suffer written on a gravestone. We then see a repeated shot of the girl on her knees grieving and the one of the pills in the book. In the next shot we see the pills in the dead girls hand. It’s all coming together as we now know that a girl has died of a drug overdose and that the other girl on the park bench and in the graveyard, is trying to fight the trauma. This just leaves one last enigma. Who is the girl?

After the flash back we see the detective again using his physical strength trying to break the girls indestructible character. The dramatic music intensifies and a bell sounds. This bell could signify a train approaching. We see a long shot showing the difference in lighting in and out of the station. It becomes apparent that the station is a more depressing place as the sun radiates outside. We then see the girl enter the track and a two shot of the detectives struggling; all in time with a flash that occurs. This flash is usually seen in the flash backs so the mood drops. The flashes are accompanied by the sound of a camera flash to help make the scene more intense.

We then see a final shaking shot. This shot is a subjective shot from the train’s perspective. The shaking of the shot shows disruption, as the girl is about to die. Just before impact the shot slows down for one last close up. The emotion on the girls face shows that she’s prepared for the impact and that it’s what she wants. The shot then fades to the opening title sequence with the same train ambiance. This connotes that the journey is over. The type of ending will depend on the viewer’s intelligence. Some would say it’s an open ending as it’s left on a cliffhanger, as the train doesn’t technically hit. I however see this as a closed ending as the final enigma is solved.

From my perspective I see that the girl in the flash back is the girl on the station and that her friend has died due to a drug overdose. Perhaps she has committed a crime, which is why detectives have interviewed her. The words in the newspaper could signify the media’s response and the words on the grave could signify the family’s response. The shots of her grieving could justify why she jumped on the track at the end. I think it was to end her life, to be with her friend and to escape the drug addiction, which is within her. This is also where her solid character comes from as death effects people in many ways.

The reason this film is so powerful is due to the dramatic music bed and ambience of heartbeat in the flashbacks. Also the cutting in time with the beat creates anxiety within the audience. All these things help create the enigmas and make the piece difficult to understand.

Task 5-Audiences: Technology and Categorisation

Even though we may not know it, the world of media is changing. Technology is developing; resources are expanding and entertainment as we know it is becoming more and more apparent. This fundamentally has affected the way people watch TV and made it more difficult for TV companies to reach a broader audience. As media develops more options are becoming available for an audience making it difficult for companies to draw large audiences. For example, 20 years ago there were channels one to five; nowadays there are 1000’s. Sky for instance has over 1000 channels in over ten genres. It also offers sky plus. Sky plus makes life easier for viewers meaning that they can record TV onto a hard-drive and watch it at their convenience. This lowers viewing audiences for particular programs meaning that families no longer have to sit together around a telly as they can simply watch the program later. Sky plus is a luxury and comes at a price. However, normal sky offers channels that come with convenience as they have a plus one feature. This is simply a channel repeating its programme’s just one hour later removing the urgency to watch. This is becoming a problem for TV broadcasters as, even though their programmes are being watch, family time at the TV has become a thing of the past and will result in TV slowly killing its self off.

Audience’s don’t even have to own a TV to watch TV these days as channels such as BBC, ITV and Chanel 4 have there own online TV broadcaster. This again is showing technological development, which is ruining TV family time. It’s so much better though as its convenient and easy to use. You simply type in the program you want to watch and there it is, you watch it. No need to buy a TV guide and wait until the time in which it’s on.

In conclusion this information shows that TV revolves around convenience for the audience making it difficult to reach wider audiences at one time. However it’s not really a problem as the programmes are still being watch by around the same amount of people just at different times.

Task 6-Audiences: Technology and Categorization

Task 7- Hardware and Software 

I will be using several devices and programmes in order to create my single camera drama. First of all the program will have to be filmed. To do this I will be using a Panasonic DVX-100-B video camera. These cameras are ideal for me as they are portable and hand held, easy for doing point of view shots.

To make my product I will also require audio equipment to record high quality sound for when using the mental subjectivity technique. The device I will use for this is the Edirol R-09 voice recorder as it has several appealing feature. For instance it allows me to record in several formats such as wav and mp3. This means that I can upload straight into garage band or imovie without having to convert in itunes or audacity. Another appealing feature of this product is the level meters and peak indicators, displayed on the screen. This allows me to keep an eye on the quality when recording. This will keep my audio professional.

As well as recording my product is need to edit it. I will edit the sound using garage band. Garage band is grate audio software as it allows you to cut to 1/64^th of a note making editing very precise. It also allows you to put a range of effects on the audio meaning that the actors don’t have to throw their voice as much. Which is handy, as we don’t have access to professional actors.

For my visual parts I will use imovie. Imovie is a great piece of editing software as it allows me to add effects and transitions making my product very professional. Let me show you how to add a simple effect.

First you put you footage into imovie buy either importing from your camera using a fire wire. Or drag it into any of the boxes on the right. This is only possible when the footage has been downloaded.

This box shows how long the importing has left. This is reassuring if you are working to a deadline and it also gives you a time limit if you were to do other tasks while the importation takes place.

Then you simply drag the clip onto the bar at the bottom. Ensure that the bar is on clip and not the timeline. To do this simply press the symbol next to the clock on the bottom left.

Then you are ready to add your effect, click on your footage then press editing, followed by video FX.

There you will be greeted with a list of effects. Simply select an effect and choose apply. The clip will automatically preview on the left. This shows you what your clip looks like, with the effect on it. I chose black and white.

Task 8- Treatment

Original ideas.

I propose to create an opening episode for a TV series named outcasted?. The title was difficult to decide as its very important as it’s the first thing that the audience sees, and it will create an immediate first impression. As you may have notice, there is a question mark on the end of the title. This question mark is purposely placed, as it creates an instant enigma implying the rhetorical question, why is the question mark there? The answer to this is simple and will be made apparent.

Our program has three main characters. Ryan; a bigheaded six former who is a bit of a fantasist. He makes up stories to make his life seem more enjoyable and sees him self as god’s gift. The second character is called manners. Manners seriously lacks intelligence. His one-dimensional character is very simple and lacks basic understanding of simple things. The third character is Luke. Luke is the intelligent one who is the stereotypical nerd. This will make him unpopular with his fellow pupils. All three characters provide humour at different levels. Ryan, the bigheaded one, has a very dry comical value; Manners’ lack of intelligence makes him funny, whereas Luke will use his intelligence to provide sarcastic witty humour. There is also a fourth character that is a bully. He makes very few appearances. All three characters have problems mingling with the opposite sex. This will provide the structure for our multi strand narrative.

Our narrative is multi strand as there’s the simple story of these three students who are completely out casted from the rest of society. The bully makes very few appearances so his parts will provide us with the second section making it multi strand. Our program follows the narrative pattern of journey as a story is being told. We use elements of the prop’s theory, as all three boys are damsels in distress with the bully being the villain. At times Ryan will appear to be the villain as he often mocks his two friends. As this is only one episode from the series there is an open ending so no hero is introduced. In terms of narrative structure I also use elements of the Todorov theory of an equilibrium, disruption, resolution. The story is mainly equilibrium with disruptions appearing every time the bully enters. As this is only one episode no resolution is introduced.

Another very important point to make when discussing narrative is that the program will be filmed using the subjective format. This means that all camera work will be point of view shots and thoughts will be expressed using mental subjectivity so that the audience can hear them. This restricted subjective narrative allows the audience to see’s this from different perspectives portraying the message that you should value other peoples opinions.

The primary target audience for this program is teenagers aged 13-19 however it as a secondary target audience of middle aged parents. This means that programmes like this can be enjoyed as a family. The audience however all depends on consumer needs and what sort of personality the audience has. This program has the uses and gratification values of diversion as it takes you away from your normal life. Personal relationship as your may discuss the program with peers and learn from the message portrayed. Finally personal relationship may be a factor as you may be able to relate to characters in the program and even relate to the story line as it may touch events that have occurred in your life. Personal relationship depends not so much on the audience’s age, but more about the audience’s wealth and life style.

The location for this drama is a school as they are six formers in there normal day-to-day life.

At the opening to this treatment I said that the question mark in the title would be made apparent. The question mark is there so the audience can question weather or not these people are outcasts, or weather this is how normal six formers behave.

Task 9: Storyboard and Shooting Script

Task 10: Production Schedule

Task 11: Health and Safety

Task 12- Production

Task 13- Evaluation