Week 20: Camera Workshop and TV Advert Project Update

On Wednesday we also had a Camera workshop, we were introduced to the cameras which we would be using for this project, I found this very helpful as I had never used these certain cameras before and therefore by being introduced to them and getting a chance to use them myself I feel more confident in using them next week. We were shown how to use the camera correctly, including how to place the battery into the camera and how to attatch the camera to the tripod, I have not used a tripod in the past, therefore by being shown how they work correctly and how they work with the camera I now also feel confident in using these.

Location: As we did not get permission from our initial location of Westgate Leisure Centre we decided our second choice would be Chichester College and therefore we went to ask permission today in Coasters and they did give us permission to use the vending machines next week therefore we will be filming our Television Advert on Tuesday 1st February. We did want to book the camera out for Monday 31st January but the cameras were fully booked, therefore we booked the camera out for Tuesday. We are hoping to film  the advert in one day and download the footage onto the computer on the same day.

Premiere Pro CS3 Tutorials

Below are some tutorials which highlight the skills which I have learnt from my Premiere Pro Workshop

Week 20: Introduction to Premiere Pro CS3

On Wednesday 26th January we were introduced to the programme which we will be using to edit our television advert, through this workshop I learnt many new skills as I have not used Premiere Pro CS3 before, as I have used different editing programmes to edit video in the past.
We were first asked to create a new folder in our hard drives for this Television Project and then create four folders within the main folder, these include, Audio, Images, Rushes (video) and The Premiere Project. These folders will be used when I come to editing the TV Advert in Premiere, by having the different folders my work and files can be easily organised and therefore when I come to using an Audio for example I can easily locate the file and import into Premiere Pro.
Within this workshop we were introduced to the basics of Premiere Pro and we were shown how to set up a new project within Premiere Pro and the way in which you do this is by selecting new project on the opening screen in Premiere and then select the setting of Wide screen DV- PAL 48 Hz. You then select the Place in which you want the project to be saved to, therefore I was shown how to browse to find my hard drive and find the Advert Project and select the folder for the Premiere Project, therefore the Premiere project will save to the hard drive in the organised files.
W e were then shown how to import the files such as the Audio, Images and Rushes, you select File-Import-Audio, Rushes and Images import the whole folder into Premiere Pro, these will then appear on the left hand side of the computer screen, these are then there for you to take files easily from the folders into the timeline. To insert the files such as the Audio into the timeline you simply drag the audio from the folder in Premiere to the Audio 1 in the timeline, this will then play the song, to create a key frame to fade the music in and out. To do this within the timeline there is a key frame button which is used to add a dot onto the timeline and then drag the yellow line on the Audio timeline down to fade out and up to fade in, by learning this skill it has really helped me in understanding the way in which music can be edited within Premiere and how I can use it to edit the TV Advert.
To add Rushes into Premiere Pro you double click on the video and it will appear on the left hand side of the screen, you are then able to select the piece of video within the video which you want to use, to do this you play the video at the start of the part you want to use , press i, pause the video when it has finished at the point which you want and then press o. This will then highlight this part on the video timeline on the preview of the video, you then drag the video into Video 1 on the timeline and you can then link the audio and video together by highlighting the two files on the timeline and select Project in the toolbar and select link, these two files will then play at the same time. I also learnt how to add another part of the video to the first part, you repeat the way in which you cut the first video and drag the video into the same timeline, into video 1.
Effects: Video Transitions: The next step was to create a transition, there are many different transitions and effects within Premiere Pro, I used the simple effect of a Dissolve, which simply connects both of the different videos in the timeline, this was effective and connected the two different video clips well, this effect was added to both of the video clips in the timeline.
Split Screen: To create a split screen effect you carry out the process of selecting the video clip and adding it to the video 1 in the timeline and then copy this video clip into video 2 on the timeline. You then select Motion on the effects above the video on the preview screen and to save an image of the video, you export the frame and save in the images folder, you can then edit the colour balance in the effects and this can change the colour of the images and I created a pop art effect with an image.
Images: I created a mock Pack Shot for the Kit Kat advert within Photoshop, for this file to work in Premiere Pro CS3 we needed to save the PSD as a PNG in the images folder and then import this into Premiere Pro and import this into the timeline in video 2, this will then appear over the video which is being played on the timeline.
Through this workshop I have learnt many new skills and I now feel more confident in using Premiere Pro and I feel I now know the basics to edit a video effectively and I believe I will be able to edit my advert with the skills I have learnt in Premiere Pro today.



Premiere Pro CS3 Logo



Week 20: Update of Final Advert Idea: Minutes and Location Permission Problems

Kit Kat Bar

Today we have been completing our work as individuals and as a group, we have been completing the tasks which we allocated to each member of the group from the production schedule and I have completed the task which I was allocated, which was the Treatment, this clearly explains the narrative of our TV Advert. On Friday me and Shona have also been completing the Shooting Schedule which shows the different shots to be covered throughout the filming of the television advert.

As a group today we had a meeting with Andy and we discussed the documents which we should have completed as individuals for our initial idea and research and this includes the Contingency Plan, The Treatment, The Script, The Storyboard, Pre-Production Journey, Research into Company and Brand Chosen for Initial Idea and a Content Analysis. I have completed these, but I have had improvements to my Contingency Plan such as including a issue that arose today which was that the location of Westgate Leisure Centre did not give us permission to film at the location on Monday 31st January, therefore this could be a problem that may arise within the Pre-Production stage on the Contingency Plan. As for Group documents me and Shona need to complete the Shooting Schedule for Friday, therefore we are ready to be able to film our television advert and everyone knows which shot is next within the advert.

A problem which arose today was that Westgate Leisure Centre did not give us permission to film at the location, last Friday me and Shona went to Westgate to ask if we could film our advert, they were unsure so asked us to contact another manager, Shona contacted the Catering Manager today and she said that we were not able to film there. The reason for this was that the vending machines which they have and we would need to use within our advert were not owned by Westgate Leisure Centre and therefore they were not able to give permission for this reason. Therefore we have had to re-think our location for next Monday and we have discussed other possible locations in the past and one of these was Chichester College as this had the facilities which we need and is easy to access, as a group we did really want to film out of the college but as we have not got permission we need to re-think our location to get permission for Monday. We will have a minutes meeting tomorrow to discuss this problem and how we will overcome it, we will also discuss as a group the tasks which still need to be completed for Friday 28th January.

Kit Kat Bar

                                                     

Week 20: Television Advert Update

As a group we have carried out our individual tasks which we agreed we carry out for this project, I have completed my tasks of the Treatment for our final advert idea and between me and Shona we completed the Shooting Schedule which we would use when it comes to filming the advert. As a group we have carried out 3 minutes meetings and within these meetings we have discussed issues which we need to discuss as a group and one of the discussions was the location which we would film our advert, and we decided on the location of Westgate Leisure Centre and therefore on Friday me and Shona went to Westgate Leisure Centre to ask permission to film at this location, we talked to one of the workers at the centre and he believed there were no issues with the filming, but he advised us to contact the Catering Manager to check we could definitely use this location, as we have to check we can film with the Vending Machines. Therefore we will be contacting the Catering manager to check we are able to film at this location.
Overall, over the past week as a group I believe we have been working well together and have completed the tasks up to this date which should have been completed these include tasks such as the Proposal, the Treatment and the Script.

Week 19: Research into Final Product: Legal and Ethical Considerations

Research into Final Product

Legal and Ethical Considerations

As a group we were researching into the final product, our advertisement idea and we each took a part to research into and the features I researched into were The Legal and Ethical Considerations, below shows the Legal and Ethical Considerations which I have written up from my research.

When creating a television advert there are many different aspects linked with the Legal and Ethical considerations before the advert is created, therefore I have  researched into the different issues surrounding the production of a television advert and the following are some of the issues which need to be considered.

Copyright -Invasion of Privacy:  Copyright is very important within Television adverts, and if the advert itself is not copyright protected anyone will be able to claim the advert as their own. If someone was able to do this they can take credit for all the work which you put into creating the advert, and even more, they will take credit for the original footage and the advert idea. Therefore if you copyright the advert you will not have problem if someone tries to use it without your permission, because they can have a fine of at least £16,000 to pay. Therefore if someone does use your advert or any part of the advert they will be fined, so by copyrighting the advert you are guaranteed that you will still have the rights to the advert and if anyone wishes to use a part of your advert they will have to ask your permission and if they don’t they have to pay a fine.  

Copyright Materials: These materials include Music, Photos and Existing Video Footage, as these materials are most probably copyright protected you need to get permission to use any of these existing materials. As if you do use existing material such as existing video footage and claim it as your own through the advert you are breaking the law and you can be fined, which would be from £16,000. Therefore this shows that it works I reverse, if someone claims your copyrighted advert as their own they will be fined and if you take existing materials without asking permission you will be the one who has to pay the fine. This shows that by copyrighting materials you are guaranteed the materials will still belong to you, so if someone does want to use your advert or any part of your advert they would have to ask you permission and technically without your permission they are not allowed to use it. Being allowed to use an existing piece of material does not usually cost if the footage is for non-commercial television use, otherwise you would have to pay and the money will go to the copyright holder.

Location: To use certain locations you need to get something called a ‘Location Release’, this is when you have to ask permission to use a certain location, for example you would not be able to go into a famous retail shop and start filming a television advert, as you have not asked permission to be able to film in that certain place. Therefore in advance you would need to ask permission to use the certain location and you may also need to fill out the Location Release Form, as this verifies your permission to use the certain location. This is another aspect which our group is going to have to consider when we arrange the location which we want to film our advert in; otherwise we may not have a location to film in. (An example of a Location Release Form is attached to this document)

Talent Release: If you are considering using a well recognised person in the television advert, this may be someone who is famous or appeared on other television adverts, they will need to sign a Talent Release Form as this verifies the reason and the fact that they are appearing within your television advert. For example, if you knew a famous singer such as Pixie Lott in your television advert you would ask them to sign the talent release form, the reason why this is also done is because once they have signed the form they have agreed to the footage of them being shown and they will not be able to say they don’t want certain footage shown after they have signed the form. Therefore this would be an aspect which would have to be considered if we were going to use a recognizable person within our television advert.

Original Music and Existing Music Material:

Original Music: By using original music within a television advert you do not have to worry about having to get permission to use a copyrighted piece of music, which will save time as getting permission to use existing materials and then gathering the materials may take time. Also, by creating an original piece of music for the television advert this is less expensive than granting permission to use an existing piece of music, and creating a simple piece of original music is quite cheap. Therefore this is one of the best options if your production is on tight budget, as there are programmes which can easily help you create a short piece of music for the advert and the best thing is that the original piece of music will be exactly what the advert wants and will link in with the advert very well.

Existing Music Material: Within a television advert if you were considering using an existing piece of music, however well known it is you must be able to get and have permission from the copyright holder to be able to use the music. Also, using existing music within a television advert will also cost, as this music has been used in the past using it within your advert is not the first time it has ever been heard, therefore people are able to sell the rights to use the music in one advert and this could cost a lot, depending on the music and the product which it is being put into. Through researching the existing music material rights this is another point which we will need to consider as a group when it comes to deciding what music will be used within our advert and how we would contact the copyright holder of the music.

Ethical Considerations: When creating a television advert you need to consider many different aspects within Ethical Considerations, for example, through the advert you do not want to send a ‘wrong’ message across to the audience, as in the past many adverts have been axed from the TV because their advert did not send the right message to the audience. Other ethical considerations include the fact that you should not offend anyone within the television advert as if your final advert does seem to offend people and comes across as it offends people it may not be able to be shown on television because of this. Therefore when our group is in the pre-production stage we must consider the ethical aspects as we do not want to offend anyone or send the wrong message to our audience.

Week 19: Final Advert Update

Today we started on our individual tasks for the pre-production stage of the television advertisement and this includes the documents such as the Treatment, The Script, The Shooting Schedule and The Shooting Script. As a group we have now also written a proposal for our television advert.
I was assigned the task of completing the Treatment for our groups final advert idea and I have started on the Treatment, the Treatment explains the narrative and story of the advert, it takes the reader step by step through the advert as though they could then imagine the advert straight away as they are reading the Treatment. We also had another team meeting today and we discussed the Location, the Storyboard and days for Filming, we have decided on the location in which we want to film our television advert and we decided on the location of Westgate Leisure Centre, this would be a good location for our advert as this locations includes a vending machine, as this is the main prop which we need for our advert. We now need to contact Westgate Leisure Centre to ask permission to film on Monday 31st January, as this is the date in which we are planning to film our advertisement, once we have contacted them we will know the plans we can make for the day of filming. We also discussed work which group members have already completed, and the document we discussed was the Storyboard which Max had drafted and we talked about what was good about it and what we might like to change and this storyboard was well drawn and clear, but we decided we wanted a clearer opening shot, therefore these were points which can be taken into consideration for the final Storyboard.
Overall, I believe as a team we are working well and are on schedule to complete the pre-production work.

Week 18: Content Analysis and Final Idea Decided

I have carried out a content analysis for chocolate adverts on television and the way in which I carried out this content analysis was by creating a table with different chocolate adverts, this included the different chocolate bar product, Adverts which I analysed include, Bounty, Galaxy and Kit Kat. The way in which I analysed these was by creating the table with these advert names and some of the most popular features which are included within a chocolate television advert. By carrying out this content analysis I was able to get an idea of what features are included within a chocolate television advert and this helped me in creating my own initial idea for a Kit Kat advert.
Today we had a group meeting and we decided on our final advert idea as a group and this will be the idea which we are taking forward to film and create. This advert shows a boy buying a Kit Kat from the vending machine, some bullies (2 or 3) then come up behind him and shout a nickname for him which suggests that they continually bully him and the boy turns around and with his Kit Kat in his hand looks at it and turns around to the bully and says 'Have a Break. Have a Kit Kat'. The boy then throws the main bully and Kit Kat and a shot of this is shown in his hand and the bullies then see that bullying is wrong and this is shown in their expressions and the boy walks away from the bullies feeling confident. There is a clear message through this advert and this shows that bullying is wrong and you should tell someone if you are being bullied and you are able to get some confidence to 'fight' the bullying.
Overall I believe that our idea is realistic to film and shows a strong and clear message to the audience who will be viewing the television advert.

Week 18: Update on Final Idea for Television Advert

On Wednesday we were put into our groups for the Television Advert project, our group includes, Me, Shona-Lee Wood, Max Akerman and Danny Barry. We were introduced to 'Minutes' which are meetings which you have with your team members and these will continue throughout the whole project. When the minutes take place there is a Chair Person who takes notes of the discussions which we have had in the meeting and this would then be written up onto the computer and a copy would be given to each member of the group. In our first minutes meeting we started to discuss our final idea for the television advert and we shared our initial ideas between us. We decided that the product which the advert will be promoting is Kit Kat and we all shared our ideas with each other and we decided to go ahead with one idea and also add in other elements and features from the other advert ideas, by doing this we are all co-operating and this is a fair way to share out the final idea and therefore everyone has had input into the final idea itself. We are therefore having another meeting on Friday to hopefully finalise our final idea and therefore everyone will have a clear idea of our final advert idea as a group and the location for our advert will be decided.
Within this meeting we also discussed tasks which each person would undertake throughout the advert project and we shared out the tasks which need to be carried out throughout the project and everyone knows what tasks they are carrying out. The tasks which I am carrying out include the Legal and Ethical Considerations for Research Into Final Product, this is the piece of work which I am currently working on, I am also carrying out the Treatment for our groups final Idea and I am also carrying out the Shooting Schedule. We also started to discuss the types of locations which would be best to film our advert, at the moment the advert includes a vending machine, therefore we discussed good places to film where they have a vending machine, we were therefore considered all the different places which could possibly work for our television advert.
Overall, by working in a group I believe we will create a good idea which will turn into a good advert and show a clear message for the audience, which is one of the most important factors of a TV Advert.

Week 18: Television Advert: Update of Progress on Idea

I have developed my own initial idea for a Television Advert and I decided to create a TV Advert idea for Kit Kat and the theme which I decided on was Relaxation, as from my researched I found that relaxation within chocolate adverts was a running theme. My idea for the advert was to show a day in the life of a woman who is always in a hurry and needs to do work and her life is a rush, therefore by the end of the advert she is relaxed because she has eaten a Kit Kat and this shows the effect a Kit Kat can have on you. I have created a Treatment for my idea and this explains the order of the advert and what happens in each scene and shot is also explained through the treatment, this also includes the type of camera shot each shot is within the advert. Through creating the Treatment this has brought my idea to life more and I can now imagine my idea and with the camera shots I can imagine the advert being brought together and edited.
I have also researched into the Company which is in co-operation with Kit Kat and produce this product and this company is Nestle, I researched into the history of Nestle, the products which the company has and also the countries in which Nestle are in co-operation with. I also researched into the brand itself, I researched into the history of Kit Kat products and the different products which have been created from the original Kit Kat, I also researched into the colours and slogans which Kit Kat use.


Kit Kat Logo



Overall, by researching into the company and brand for my television advert idea I have a better idea of the brand and company itself and how they promote their Kit Kat product by print and television adverts.

Week 18: Developing Ideas: Television Advertisement Research:

Over the past few weeks I have researched into the different aspects of television advertisements, such as the themes, styles and technical aspects of creating a television advert. I had an initial idea for an advert for Kit Kat and I then researched into the different themes which are included within different chocolate adverts, therefore I analysed existing chocolate adverts and looked at the themes within these advertisements, for example, the theme which I gained from the Galaxy advert was the theme of relaxation. This was also represented in other adverts which I looked at, this shows that this is a running theme throughout chocolate adverts, this then gave me an idea that for my initial idea I could incorporate the theme of relaxation.
Another theme which was shown through some of the chocolate advertisements was Humour, this I believe is a good quality to have within a TV Advert, as this catches you attention and the adverts then become memorable adverts, an advert which I analysed which includes humour is the advert for Maltesers, these show a series of people being daring, which makes the advertisements really funny and the message which they want to portray through the advert . From researching into the existing advertisements I know have an idea of the theme which will suit my Kit Kat Idea for a television advert. Below shows a video of the Galaxy Chocolate Advert

I have also researched into the technology involved in creating a television advert, these included Computer Generated Images, such as 3D Graphics, Morphing and Animation, by researching into these different CGI's I now have an idea of the images which are used within television and how they can be created. Another aspect which I researched into was the Editing side to creating a Television Advert, this includes the editing techniques and the rules within televisiona advert editing.
I also researched into the Camera Shots and Camera Angles used within television work and I have listed and shown some of the camera shots which can be used these include:
Mid Shot
Long Shot
Medium Close Up
Close Up
Cut In
I learnt a new camera shot by researching into the different shots, which is a Cut In, for example, this is when they show a quick shot of the product they are promoting and then the effect which the product has on them is quickly shown afterwards. This is an example from a Thorntons advert which I analysed.
I also researched into the different camera angles and listed below are the ones which I found:

Birds Eye View


Birds Eye View of New York City
















High Angle

High Angle Shot

Eye Level

Eye Level Camera Shot

Low Angle

Low Angle Camera Shot of Tower Bridge

I also researched into MISE-EN-SCENE which includes the whole performance, costumes and props, from researching into MISE-EN-SCENE I have learnt a lot about how the character(s) can can show their personality through the costumes which they wear. The props also have a huge part within a creation of a TV Advert because you can use simple props but they can become very effective to the whole of the television advert.
Overall, by researching into these different aspects of a production for a TV advert as I now know how the different effects can be created for adverts and how different camera angles and camera shots can create an effective TV Advert.

Week 17: Skills Profile: Television Advertisement

We have been introduced to our new project of creating a television advert and are in the process  of creating our own initial idea, with a Treatment document, which explains what happens within each scene and shot within the television advert.

For my initial idea I have chosen to create an idea for a Kit Kat advert, through this skills profile I explain the skills which I already have related to filming and editing and the programmes which I have previously used. I also highlight what I would like to learn through this project, related to the filming and editing of the advertisement.

In the past I have carried out video production and I have worked in a team to create a 3-5 minute children's television programme and as a team we filmed the programme and edited the programme. Therefore I do have experience in filming and editing, I have also used and researched into the different camera angles and camera shots whilst creating my past programme.
Programmes which I have used to in the past to edit videos:
 I have not used advanced and professional programmes in the past to edit video, the programme which I used in the past to edit was Windows Movie Maker. To me this allowed a limited number of effects and therefore I believe that if we could have used a different programme, more effects and therefore this I believe would have created a more effective piece of video. Within creating this programme I worked in a group of 4 and we shared the tasks within the pre-production between us, such as the script, location organisation and characters. When we edited the piece of video we worked together and shared the editing between us, what we created was a 3-5 minute children's television programme and we included the features of a programme, with a catchy title, a tag line, the introduction music and the credits at the end of the programme. Therefore I have used an editing programme in the past to edit a piece of video, but I believe that if I was able to use a more advanced editing programme the effects may be better, which will lead to a more effective piece of video.

Targets: Throughout this project I would like to expand my knowledge within editing and filming, as I have never used the programme, Premiere Pro CS3 before and therefore I am interested in the features which are included within the programme and the effects which it can create for the television advert. As I stated above I would like to use Premiere Pro because this offers more effects and features which can be included within a piece of video such as a television advertisement. This is similar to the DVD Menu Project, which is that I had neve used Encore before and therefore through being introduced to the programme I was able to learn how to use it to help me with my work, so therefore through this project I hope to gain knowledge of how to use Premiere Pro CS3 to help edit and create a television advertisement.




Premiere Pro CS3 Logo

 Through my research so far I have expanded my knowledge within Television Advertisements and Television Advertising, including Agencies and therefore throughout the rest of the project I am hoping to gain more knowledge about advertising and the way in which television advertisements are created. I would also like to learn about the features which are also involved in creating a Television Advert, for example, Editing, MISE-EN-SCENE and Camera work, I have researched into these features which will help me when coming to the production stage of this project.