Example of promotional video analysis

Previous Promotional Video for Rainham School for Girls

The shots in this promotional video are very effective as they show all aspects of the school and are filmed when the weather is good. This is important, as it not only effects the audience's perception of the school; it's also easier to make the video look like it flows. One thing I found very effective was having text over certain shots, for example when a shot of the campus was shown, words like "Stunning" were used which portrays the campus in a good way. This is good as it achieves the aim of promoting the school well as people will find it an appealing place. The music is very relaxed but also up beat, which keeps the audience engaged, however with the target audience being girls around the age of 11-12, they may not find this music very appealing to listen to as its not very modern. This is why when creating our promotional video; we will take the selection of music very seriously as its what keeps the audience engaged. The editing of certain shots is very effective, for example the video included fade in and out, this makes the more important shots stand out as they audience is drawn to them when they fade in/out. Certain shots use the transition slide out, which is where the shot looks like it is sliding of the screen. Not only does this make the video look interesting, it adds an almost interactive and modern element to it. There were a lot of shots showing the different activities at the school, this makes the video look more appealing and also makes it more interesting for the actual creators. Having the school logo at the end of the video is very significant, this is because it enhances the promotion as people are reminded of the actual purpose of the video. Its also effective as the logo is the last thing which will be in peoples minds, this means people are more likely to remember it. 

Promotional Video Analysis

Manchester University Promotional Video

I decided it would be useful to analyse another institutions promotional video as it would give us lots of ideas on what works well, and also pick out things which we think we could improve when creating our video. One thing that stood out for me when watching this video was the vast majority of shots they used when filming the campus. By using different techniques such as panning and fade in and out, I was able to see the campus at different angles, and it also made it more interesting to watch. By slowing down some of the shots of the campus, I was able to view the campus for longer, which made the University look more appealing, which is the main goal for the creator of the video. The video as a whole was very light which makes it more appealing to watch, also it portrays the University as a very positive and happy place to be. If for example the video was very dark or filmed on a dreary day, it will not only present the University in a negative way, it will lessen the audiences chances of engaging in the video. There were a few shots which incorporated nature, for example there were a lot of shots of trees and flowers. This is effective as it gives the idea that the campus is a nice place, and also sets a good atmosphere. There were a number of shots of people socialising and working, this was effective as it provided an idea of what University life will be like. Also by having shots of both socialising and work, its a good balance and presents the University as somewhere appealing to go to. By having more than one location it gives the audience more to watch and also surprises them when it changes.

Things I would improve?

One thing I would change is the music, this is because I found it slightly repetitive and also it was very relaxed which slightly prevents the audience from engaging in the video. However it did fit in well with the shots, which is something our group hopes to achieve. Although the shots of the campus were very effective as they portrayed the University as a great place to be, I think that there were too many shots of the campus, as I slightly lost interest half way through. Also I believe it would of been effective to include some text in the video, to really engage the audience. Overall from this promotional video I learnt that using a range of shots and editing techniques is useful as it helps the audience to engage in the video and also makes it look more professional. Also I have noted that the music is a very important part of the video, as that is what most people will relate our video to.

Chosen Music

Bastille ft Ella- No Angels

As a group we decided to feature this song in our promotional video as its a very modern song which will appeal to our audience. The song is also sung by a very well known band which will add to the appeal of our video. The use of violins and choir like sounds in the song are effective as they give of a positive vibe which will engage the audience. Due to the song being very up-beat and catchy, it makes our promotional video more interesting to watch and listen to. The content of the song discusses the idea that people can do better, and should not be held back by others. This sends a good message to the younger students who will be joining our school. 

Clean Bandit- Rather Be

We wanted to feature two songs in our video so that it makes it more interesting for the audience to watch, also by using two songs it gives us more opportunities to use different shots and effects that fit the song. We decided to use this song as it still has the orchestra elements, by having the violins which means our video will flow nicely. The song is very up-beat and has a good beat which makes our video more fun to watch. The beats allow us to fit in different shots without our video looking messy, this makes the message clearer, and also more appealing to watch. The lyrics are also effective, "With every step we take", this relates well to our message, which is promoting the school in a positive way, and taking steps towards success. 

What skills did I learn in AS?

When creating our opening scene in AS media, I learnt a lot of new skills and also developed some skills I already had. The first obstacle we encountered was learning how to use imovie and GarageBand. I had never used these programmes before, and figuring out how to create our opening scene on these was difficult at the start. Once I had learnt the features and functions of imovie, we were able to arrange our shots in the order we liked, which formed the basis of our opening scene. I learnt how to add effects to the shots, which included slow motion and different types of lighting depending on the shot. As a group we also had to learn how to cut shots and add any transitions we needed. We then needed to create our soundtrack which would accompany our opening scene, like imovie I had never used GarageBand before and learning all the features and functions took time. Once I had learnt the basics, I was able to create a short example track which featured the skills I had learnt. From this example track I was able to pick out what skills needed developing in order to make our soundtrack the best it could be. I learnt how to adjust the pitch and speed of a track and was comfortable with adding different sounds and instruments to our track. One skill that I feel I developed  well was transferring different parts of our opening scene onto imovie. For example, transferring our soundtrack onto our opening scene did take time at first, as I was unsure on the actions that needed to be taken. However, after completing this for the first time, I was then able to transfer many different parts of opening scene to create our final piece.

The skills that I hope to develop in creating my promotional video and movie trailer is being able to use more features of imovie and GarageBand to make my final piece more interesting and appealing to watch. I also hope to use a range of camera techniques and effects to show how my knowledge of these areas has developed since creating the opening scene. One technique I did not use in creating the opening scene was the 'green screen'. I hope to use this when creating my movie trailer as I believe that it not only makes the trailer more enjoyable to make, as it allows you to be more creative with your ideas, it makes it more appealing for the audience to watch as the effects are more interesting. I would also like to develop the ability of adding a voice over to my final piece, as this is a common feature in a movie trailer.

Promotional Video Analysis

Porsche 918 Spyder promotional video

The music in the promotional video is very fast paced and tense at the beginning which creates a sense of tension for the audience. The drumming which gets louder and louder is very effective in grabbing the audiences attention as it gains momentum as the images of the car progresses. This gives the impression that more of the car is going to be shown. The pace of the music throughout the video fits the product. This is because due to the music being very fast and tense, it matches the car which is being emphasised as quick. This makes the advert much more effective and memorable. The close up shots on the car appeals to the audience because not only does it show of some of the features of the car, it adds to to dramatic element of the video. The location fits in with the product being promoted, this is because the car is being portrayed as swift and speedy. The location, which is a race track, fits in with the product as a race track is most commonly linked with rapid cars. The use of panning to show the car is effective as it allows the audience to see all of the car and also fits in with the tense music. Using a variety of camera techniques is significant in promoting this product as the audience will be more engaged by viewing the car at different angles and shots, therefore making the car seem more desirable and interesting. The effects used during the video are very high-tech and relate to the features of the car. By showing the inside and the engine of the car in a computerised effect, the audience is more engaged and the video is more interesting to watch. The showing of the logo at the end of the video is important as it is vital that the audience remember the logo and the product, in order for the sales of the product to increase. By placing a black logo on a white background, it allows it to stand out more and the audience is drawn to it. This is effective as it makes the logo look more superior to anything else in the shot. 

Having the logo at the end of the promotional video is important as it reminds the audience what they have been watching and enables them to remember the brand name. By having the brand logo and the brand name in the same shot, it enhances the impact it has on the audience as they are more likely to remember. Having the logo central in the shot is also important as the audience will be drawn to it quicker. It also emphasises the main reason for the video and makes it clear on the brand of the product.

When creating my promotional video for my school, I will make sure that the school name and logo are clear in all the shots and that they are not shadowed by any other aspect of the shot. This is because from watching the 'Porsche' promotional video, I found that by having the logo clear and visible in the shot, it was much more effective and helped me to remember the brand name.