Task 1
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Using examples, critically discuss how camerawork and editing create meaning in film.
In film, there is a lot of camerawork and editing techniques that is used in film. They would use cameraworks in films as it connotes many different things as it displays many different meanings because of the way it's shown.
For example, camerawork such as a crash zoom is where the cameraman zooms in instantly into someone’s face. This camera movement is similar to a close up but it has some differences which is that a close up is where the camera moves towards the camera whereas a crash zoom is where the cameraman stays in one place and zooms in with the camera lens. Both a close up and a crash zoom connotes the same thing which is that they both show the characters facial expressions. This means that it gives the audience a clearer definition of what’s going on in the characters face by displaying their emotions and feelings. Another thing that is similar to a close up and a crash zoom is a dutched hill. A dutched hill is a tilted close up. It connotes that it is bring more meanings to the audience and the audience looking at it in a different perspective.
For example, editing techniques such as continuity editing is when you edit a film and make it flow with in time with the film. 4 things make up continuity editing. These things are shot reverse shot, 180 degree rule, eyeline match and finally cutting on action. These techniques are so that it is implemented, in order to ensure that the audience knows where characters are in the scene and what they are looking at. For example, one of the techniques used in continuity editing is Shot reverse shot is where one character is shown looking at another character and then the other character is shown looking. The purpose of this is that it makes the audience feel like they are in the film and also it engages the audience. Another one is 180 degree rule is when you're filming and then you can't cross the line of the characters. The purpose of this is that it hides the edit. Another one is Eyeline match is where the audience will want to see what the character on screen is seeing. Imagine a shot of a character's face, then the next shot shows what the character is looking at. The purpose of an eyeline match is so that it ensures that both eyes are meeting when the film is being cut. This works properly when you can see 2 people clearly having a conversation. Finally here is the Cutting On Action. This is a film editing technique where the editor cuts from one shot to another view that matches the first shots action. The purpose of this is that it hides the edit and it also offers a different perspective and angle to the audience.
Fast & Furious 7:
Tracking Shot
In this part of the film which is right at the beginning of the film, it has a tracking shot in it. When Shaw is leaving the hospital after visiting his heavily injured brother, the camera is following his movement from behind him. I think that this connotes that the director wants the audience to feel like we are live in the scene, the director wants us as the audience to feel like we are in the scene as it will make it seem like we are in the scene following Shaw out of the hospital.
Range of Crash Zooms
Still at the beginning of the film, there is a range of crash zooms when Shaw is in the elevator and when he is walking towards his car. Crash zooms is where the camera zooms in or zooms out very quickly from its target. This is effective because it seems like in a way, it makes the audience pay more attention towards the film because when the crash zoom occurs, it’s like it drags the audience’s attention with the crash zoom. It connotes that it shows a deeper meaning to the reason why they would do a crash zoom, also, so that we as the audience can look deeper into that certain scene.
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Continuity Editing - Cutting on Action
In this scene, which is at the beginning of the film, they use continuity editing. The continuity editing that the editors used was cutting on action. They used cutting on action very well. They used it when Toretto and Letty are driving through what seems to look like a desert motorway. The editor used this editing technique so that they wouldn’t be longing out each cut. That cuts lasted about 2 seconds which is a very quick cutting rate. This connotes that it will make the audience not get bored with the film because if the cuts were long they it creates boredom towards the audience; however, the quick cuts makes the film flow quicker and easier.
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Continuity Editing - Shot Reverse Shot
In this scene, the editor uses a shot reverse shot to display a conversation going on. They done this by cutting in between their conversation when one of them are talking at a time then they put the cuts together to make the conversation form. They done this because it makes it a lot easier to follow when there is one main character in the screen at a time and it also makes the audience follow the storyline of the film properly. This connotes that it is very clearly established that where the characters are in the scene, and the direction they are going and what they are looking it. They used shot reverse shot well because during the conversation, in one cut, Toretto is on the left and in another cut, Alaina is on the right. By demonstrating this, it clearly shows 2 people having a conversation.
Task 2
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Production Research, TV Adverts
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Red Bull Gives You Wings Advert
How it uses humour, surrealism, parody, or drama.
The advert uses humour in the advert effectively by having four animals drinking the product Red Bull to gain wings before the butcher on the farm comes to take them away. Three of them manage to escape before the turkey gets the empty Red Bull can and cannot escape being killed by the butcher. It then cuts to what looks like a wealthy family being served the Turkey, implying that the turkey in the farm has been killed. This is humorous as it links to the slogan “Red Bull gives you wings” and the joke being the Turkey that is unable to drink the Red Bull is the animal that ends up being killed. The connotations of this advert is that there is a pig with wings. This means that the red bull gives you so much energy that it makes you fly. This also means that if you don’t drink red bull, you won’t be able to have the energy that the other animals demonstrate. The advert also uses surrealism as you wouldn’t usually expect to see animals with wings or an energy drinks. This makes the audience attracted to the product as the unusual imagery brings in customers and the brand is well known for this style of advert as they consistently use animation and the central idea of characters drinking Red Bull to get wings. This brings in customers already familiar with the brand as the style of advert never changes.
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Ethos, pathos or logos?
The advert does not use ethos, pathos or logos. It does not employ pathos as it doesn’t evoke sympathy from the audience in anyway as it is simply advertising an energy drink and the advert central selling point it’s humorous central idea. It does not employ logos as the advert uses no reason whatsoever. If anything, the advert is complete fantasy as it tries to say animals can fly which is impossible. The advert also has no use of ethos and it does not try to convince the audience of the author’s credibility or character.
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Techniques in the advertisement
The advert has a simple structure with two key scenes, one in a farmyard and one in a dining table. It’s simple enough for an audience of any age to understand and short enough to not disengage it’s audience. The music helps with this as it fits with the bright and colourful nature of the advert while tying into Christmas with the visuals of a Turkey and inspired Christmas music. The advert uses animated camera movements such as a tracking shot following the butchers on the farm walking to the animals successfully leading the audience onto the key point within the advert where the product is being shown. There is also a close-up of the Turkey that does not manage to escape the butcher signifying to the audience that there is no-way of escape for this character, further shown by the Turkeys sad expression. We then see a medium shot of the dining table and members of the Royal Family showing the audience the Turkey and communicating that the family are about to eat the Turkey. Showing to the audience that the animal that didn’t get the Red Bull suffered the worst fate of them all. It then ends with the Red Bull can and and the well-known slogan “No Red Bull. No wings” giving context to why the animals had wings to escape as well as reiterating the well-known slogan to fans of Red Bull.
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Foot Locker Kids Commercial
How it uses humour, surrealism, parody, or drama.
This advert uses humour by using a well know comedian which gives the advert a sense of humour, also the storyboard in the advert also gives a sense of humour when he is wearing his sons clothing and the son stating out loud that his dad is wearing his clothes. The TV advert also has a bit drama when the son confronts his dad about wearing his clothes. As the son is walking away, he shouts out towards the son “I look better in the clothes”
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Ethos, pathos or logos?
​The advert does not use pathos or logos. It does not employ pathos as it doesn’t use sympathy from the audience in anyway as it is simply advertising kids clothing at footlocker and the advert central selling point it’s humorous central idea by using a well known comedian. It does not employ logos as the advert uses no reason whatsoever. The advert also has some use of ethos and it does try to convince the audience of the author’s credibility or character because they are using a well known comedian. The advert does not use pathos or logos. It does not employ pathos as it doesn’t evoke sympathy from the audience in anyway as it is simply advertising clothes and the advert central selling point is using a well known comedian. It does not employ logos as the advert uses no reason whatsoever.
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Task 3
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The unsuccessful advert I decided to do is the Pepsi Advert with Kendall Jenner. Its unsuccessful in many ways. One way its unsuccessful is that they used a world thing to try and advertise their product. They used a world protest that is still going on to portray their product. By them doing this advert, it has made many people very angry because it’s like they are mocking them. I can’t get figures for the exact official video as it has now been banned but i have a rough estimate from the commercial which is around 7 million views on YouTube, the commercial has 17 000 likes and 58 000 dislikes and also it had just over 17 000 comments. Some of the comments are a bit mad as people got very angry because of the commercial. For example, people said “Do hipsters even drink pepsi? I thought they drink green tea and naked juice.” and “The most offensive thing about this video is the fact that these advertisers believed that a soda brand was worthy of a near three minute commercial.”
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The successful advert that i decided to do is the Nike Risk Everything advert. This advert is successful in many ways. One way it’s successful is that it meets its target audience which is young children to adults. It reaches its target audience because of what the advert is about. The audience is about teens playing football together then it turns into a proper football match and the teens become actual footballers who are sponsored by nike such as Ronaldo, Neymar, Hazard and more. By using these players, because they are one of the best in the game of football, people see them as an idol and it’s like they want to play like them. By the advert having a slogan saying “risk everything” means that in football you must take risks in order to be the best. The advert received 23 million views on youtube, the advert has got 145 000 likes and 4 000 dislikes and it has 4 000 comments. Some of the comments were like “Wonder why all the kids are choosing to be NIKE sponsored players...” and “I always watch this before a game and that helps me get pumped”
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