Tuesday 28 May 2013

Film & Video Editing


Why do we edit film? Film editing is used to tell a story to the viewer which creates rhythm. Editing is also used to create a sense of time and place for example fast motion which shows time passing rapidly. We also edit films because producers can get rid of their unwanted footage. As producers want their films to be interesting they will not want to keep unnecessary footage because they want to keep their audience interested. By editing film this also lets the director cut to a different setting’s and sceneries however the film will still flow otherwise the film could be very long and boring as each scene is taking so long to get too. You can cut in films to bring scenes together faster which still remains appropriate to the film.
Early filmmaking developed in France, USA and Britain in the 1890’s.  Early films were not edited as their audience soon became bored. The earliest films in the 1900’s were all done in camera, meaning there was no editing involved and the entire film was filmed in order. They would be seen in theatre showing just one reel of film played once. The Great Train Robbery is a 1903 Western film written, produced and directed by Edwin S. Porter. This film was 12 minutes long. The film used a number of techniques including cross cutting. Cross-cuts were a new sophisticated editing technique for that particular time.
Editing has allowed films to become more interesting for audiences through aspects such as camera angles, narrative, actors and many more. In D.W Griffiths film ‘House of Darkness’, there was use of some aspects of editing and fades but compared to the 21st Century films have changed a lot due to the type of software that we have and the  type of technology and the knowledge. Below is D.W Griffiths – House of Darkness.
 
There is a clear difference between the films to this day than in the early years as editing makes a film more interesting and fun to watch.
Comparing the ‘D.W Griffiths – House of Darkness’ to the films these days such as Batman, Batman use a lot of special effect and different camera angles to create an interesting and exciting film to watch. By using all the different techniques it creates a film the audience want to see. Below is trailer of The Dark Knight Rises.
 
 
By comparing both the two it is clear to say that editing makes a film a lot more appealing and attention-grabbing as apposed to a film with no cuts or edits because they have to play all of what they have filmed rather than cutting to different parts in the film.
 

The Lumiere Brothers
 




 
 

 
 
 

 

 
 


The Lumiere Brothers were two brothers that on February 13th 1895 they had invented their own device combining a camera with printer and projector and called it the Cinématographe. The Cinématographe was patented on 13th February 1895 and the first footage ever to be recorded using it was recorded on March 19th 1895. This film was known as La Sortie de l'Usine Lumière à Lyon and showed workers leaving the Lumiere factory in France. This was often referred to as the first moving picture. Below is a link of the clip.

http://www.youtube.com/watch?v=4nj0vEO4Q6s

This Youtube video shows the clip The Lumiere Brothers filmed on March 19th 1895 which was the first time they used the Cinématographe.

An editing technique called ‘Montage’ comes from the French word meaning to edit. Montage means a collection of footage to form a whole. It is a technique in film editing in which a series of short shots are edited into a sequence. This is used to simplify space and time. Hollywood Montage is a sequence of shots which summarise an action. In France the word ‘Montage’ means cutting. The term ‘Montage Sequence’ has been used by British and American studios.

The most famous Montage editing technique is used in Psycho (the shower scene). In cinema ‘The shower scene’ is Alfred Hitchcock's most famous scene. The whole scene lasts 45 seconds and it required 7 days of shots and 70 camera positions. Psycho is a 1960 American suspense/horror film directed by Alfred Hitchcock.


In 1973 Saul Bass claimed that he storyboarded the shower scene and was permitted to direct it. He had already mocked up a short reel to prove that the scene could be done in montage. He said that as it was such a time-consuming scene Alfred Hitchcock stepped directed the scene instead. Alfred Hitchcock claimed that although he had hired Bass to storyboard Arbogast's murder; he ended up not using his montage.

 Continuity/Realist editing is the most common form of editing in television. This is instigated during the Classic Hollywood cinema class narrative studio system of 1920-1960. Continuity/Realist editing is the type of editing which follows certain rules such as the 180 degree rule. The 180° rule is where two characters who are in the same scene should always have the same left/right relationship to each other. If the camera passed over the line the audience would become confused as the viewer guesses the relationship has been broken as they no longer have the same left and right.

Below is an example of the 180 degrees rule.


As you can see by the clip above technically the rule is broken but this scene shows how if you are going to break it. You have to do is ensure that both characters are in frame in both the shot and reverse-shot. To understand where the line is crossed, 40 seconds-2.05 minutes they are both looking to the left of frame. This would indicate crossing the 180 degree line but because they are both framed in every shot the viewers are not disorientated.

Fast Cutting editing is used to build suspense when watching film and tension. An example of this is ‘The Good, The Bad and The Ugly’ which was released in 1966. It is an Italian western film directed by Sergio Leone. Below is a clip of the finale of The Good, The Bad and The Ugly.


By looking at the clip there is definite tension as the clip goes on. The editing techniques used to create suspense and tension is a combination of the use of music, close-ups and the length of the shots getting shorter and shorter. The music is very dramatic by getting louder and quieter as the clip goes on. In some points the music can occur very loud. When the music becomes quieter the audience suspects something will happen which puts the audience on the edge of their seats because the music is so tense and the awkwardness of the actors in the scene. As the clip goes on the close up’s get closer and closer for example close up’s of their face, then their eyes. This makes the scene very tense because you can interact with the actor’s emotions.

Cross-Cutting/Parallel editing is the use of alternative shots from two sequences. This editing technique is used to give a sense both scenes are happening and taking place at the same time. Below is an example of this is from DW Griffiths Corner in wheat.


This scene uses cross cutting to create an emotional response as it shows the wealthier people having a dinner party. The dinner party includes a lot of food and the people involved are wearing suits and luxurious dresses however in the other scene there are poorer people who are struggling to get food to feed herself and her child. An example of this is when you can see in the clip the poorer people are having a conversation about the bread and they have to give it the man back after seeing the sign below the stool. This editing technique in clip puts life into perspective and shows the viewers how different people live. By using this technique it is good to see two scenes one after another with the thought they are happening at the same time.

Shot reverse shot is an editing technique where one character is shown looking at another character and then the other character is shown looking back at the first character. Below is a clip using this editing technique.


Since the characters are shown facing in opposite directions, the viewer assumes that they are looking at each other.This editing technique is where one character is shown looking (in this clip off-screen) at another character, and then the other character is shown looking back at the first character. Since the characters are shown facing in opposite directions, the viewer assumes that they are looking at each other. For example in the clip 17 seconds in the male actor looks at the other actor and the camera is just focused on him and the viewer assumes he is looking at the female actor. This happens again 21 seconds in when the female actor is looking at the male actor. This editing technique is clever because the actor may not be necessarily looking at the other actor however the technique is trying to show they are.

Slow-motion editing is most commonly used in films to add dramatic moments. A lot of slow-motion editing is used in violent scenes. Below is a clip used in the film Raging Bull. This film is a 1980’s American biographical sports drama directed by Martin Scorsese.


By looking at the fight scene from the film Raging Bull, slow-motion editing occurs. 36 seconds into this clip one boxer punches the other and this is when the slow motion occurs. This creates tension in the film and suspense. By using slow motion it helps the audience get a better view of the reaction after the boxer has been punched.

Fast-motion editing is used to fast forward passing time. A film example of fast-motion is used in Amelie which is a romantic comedy Film directed by Jean-Pierre Jeunet and written by Jeunet with Guillaume Laurant. This film was released in 2001. Unfortunately there isn’t a video on Youtube showing this clip.

During the film Amelie, the director uses editing techniques such as fast-motion for instance when Amelie forgets a letter from her landlady’s lover to help the landlady heal a broker heart they use fast-motion on this scene. By using this technique it compresses time and separates the fast-motion scene from the rest of the film. This is very effective because they help speed up the film.

Jump-cut editing is a transition between shots which is disorienting such as space and time. For example the shots are on the same subject which is taken from camera positions that slightly vary. This editing technique gives the effect of jumping forward in time. Below is an example of the use of Jump Cuts in the film Breathless which is a 1960 French film directed by Jean-Luc Godard.


Jean-Luc Godard’s use of jump cuts would focus in on a character and as they spoke, the camera would jump cut to another scene while still focusing to the same character sitting in the same chair or car and the character continuing their dialogue. The scenery around them changes around them changes but the dialogue stays. This gives the intention that the two actors have been talking for quite some time. This editing technique is good for passing time.

The Cutting on action editing technique is used where the editor cuts from one shot to another view that matches the first shot's action. For example if two shots have actually been shot hours apart from each other the editing technique cutting on action gives the impression of continuous time when watching it after it has been edited.

In the film Alain Resnais's - Muriel ou Le temps d'un retour which was released in 1963 they use the cutting on action technique. Cutting on action is used, instead of accentuating the continuity elements of the action, to trick and confuse the viewer.

A Straight Cut is an editing technique which is a basic cut. For instance two shots will be edited closely together as one shot quickly ends another quickly begins.

The editing technique ‘Dissolve’ consists of a gradual transition from one image to another. An example of this editing technique used is in the opening scene of Citizen Kane which is a 1941 American drama film, directed by Orson Welles. Below is a clip of the opening scene.


During the opening scene the camera introduces the estate using the dissolve editing technique. Each dissolve shows the audience a different part of the estate. This has been done so they don’t have to film all the estate therefore they chose to film multiple shots. Each view of the estate is shown however they still remain connected by the editing technique dissolve.

The editing technique ‘Fade’ consists of an image from normal brightness to a black screen. This is called a fade-out. A fade-in is the opposite. In film editing this signifies the passing of time.

The editing technique ‘Wipe’ is an editing device which is usually a line that travels across the screen which is usually pushing off one image revealing another.

 

 

Wednesday 17 April 2013

Sources of Information


Guerillascope

Guerillascope is the UK's fastest growing TV advertising agency. The team is made up of TV planners and buyers which have been formulating targeted, direct response TV advertising campaigns primed for boosting conversion rates and return on investment. Their reputation has been built on the cost-efficiency and flexibility of their TV advertising strategies however this would not be possible without tailored TV advertising reports, sector analysis data, overnight TV viewing figures and comprehensive evaluation of TV spot times.
Guerillascope offers the television advertising industry the latest news stories, TV ad campaigns and market research. They gather information relevant to TV advertising and interpret it to formulate blog articles such as......


This equips clients with an insight into the trends, technological advances, brand activity and market sectors that all ensure the TV advertising industry remains a constant source of intrigue.

Guerillascope facilitates small to medium-sized businesses with cost-effective launch pads into the TV advertising market. Their approach is the brand awareness, online searches and conversion rates, all of which serve to maximise ROI. They are an TV advertising agency. This means they operate with absolute impartiality to ensure the interests of their clients are always at the forefront of the TV planning and buying process. 



Space City Productions
Space City Products is a London based advertising production company who create high quality TV commercials for a broad range of clients. They have over 20 years of experience in TV commercial production. They claim on their website that they work cost-effectively, keeping their clients TV advertising costs low without letting  production values slip.
Their most recent commercials include......




Space City Production provides a service from Script to Screen so can help with either all or some of their client’s production. They specialise in two different commercials such as DRTV AND BRTV. DRTV means hard-hitting direct responses from an advertisement however BRTV means brand-promoting brand responsive commercials. 

References:

Audience Information

Below is a questionnaire I have created after analysing 4 television adverts. I asked 10 people about their opinions when creating a television advert and which out of the four adverts I analysed were the most enjoyable.

Please circle the appropriate answers. Thank you

1. How long do you think an advert should last? (Circle as many as required)

20-30 seconds

30-40 seconds

40-50 seconds

50 seconds or more

2. When an advertisement is featuring a celebrity, are you more inclined to purchase the product or be interested in the advert more? (Circle one only)

Yes

No

Sometimes

3. Do you think a tag line is important for you to remember an advert? (Circle one only)

Yes

No

Sometimes

4. What out of the following genres help you remember an advert? (Circle as many as required)

Comedy

Fashion/beauty

Romance

Sport

Action

Music

5. Which out the following adverts are your favourite and the most enjoyable? (Circle one only)

Creme Egg - have a fling

E-Lites Cigarette

Capital FM

McDonalds - Breakfast Wrap

6. Out of the 4 adverts above how many of them persuaded you to buy the product? (Circle one only)

None

1 advert

2 adverts

3 adverts

All 4 adverts


Below I gathered all my information onto a table to display the results. I then displayed my results in charts and graphs.

Question:
Answers:
Results:
1. How long do you think an advert should last? (Circle as many as required)
20-30 seconds

30-40 seconds

40-50 seconds

50 seconds or more

6

6

2

0
2. When an advertisement is featuring a celebrity, are you more inclined to purchase the product or be interested in the advert more? (Circle one only)


Yes

No

Sometimes


6

3

1


3. Do you think a tag line is important for you to remember an advert? (Circle one only)

Yes

No

Sometimes

8

1

1
4. What out of the following genres help you remember an advert? (Circle as many as required)

Comedy

Fashion/beauty

Romance

Sport

Action

Music

7

3

5

2

1

2
5. Which out the following adverts are your favourite and the most enjoyable? (Circle one only)

Creme Egg - have a fling

E-Lites Cigarette

Capital FM

McDonalds - Breakfast Wrap

2

6

1

1
6. Out of the 4 adverts above how many of them persuaded you to buy the product? (Circle one only)

None

1 advert

2 adverts

3 adverts

All 4 adverts
 
6

2

2

0

0





 
Evaluating my Graphs and Charts

Question 1:

When looking at the pie chart the results show that most people thought that 20-40 is how long an advert should be however only 14% of the people I asked thought adverts shouldn’t be no longer than 50 seconds. My pie chart shows that most people preferred a shorter advertisement. This could be because they might think it is more effective because it is short and gives all the persuading you need to be interested in the product they are advertising.

 

Question 2:

By looking at the graph I produced of question two it is quite clear to me that most people thought that when advertising and including a celebrity; you will be more inclined to purchase the product and to be more interested in the advert. This could be because celebrities are very influential and a lot of people look up to celebrities as role models which is why they’d like to see them in an advertisement.

 
Question 3:

By looking at my pie chart I produced for question 3; 8 out of 10 people thought it was necessary and important to include a tag line in an advertisement. They may think this because it is important to remember a slogan because it helps you remember the advert which helps you remember the product. By using a tag like this will help you remember the product they are advertising which is why people advertise; because they want you to purchase their product and persuade you.

 
Question 4:

When analysing question 4’s pie chart I noticed that there was quite a range of genres that help people remember the product. However the one that came most popular was comedy. Most people I surveyed may have chose comedy because laughing at an advert and finding it funny will help you remember the advert and to enjoy watching it. I have learnt that comedy is a big factor is persuading people to like an advert and to be interested in the product. I also noticed that close following was romance. This could be because people have experienced love or are interested in romantic films/ads so they will watch the advertisement which helps to persuade you to buy the product.

 
Question 5:

When looking at the results for question five E-Lites was the most popular advert. This could be because humour is a big factor when enjoying and remembering a product. By looking at Question 4 most people thought that comedy was important in an advertisement because it helps them remember the advert. Although a lot of people thought seeing a celebrity in an advert helps people to be more interested (question 2) this didn’t prove popular with Capital FM. I am unsure why people didn’t pick this as their favourite advert. By doing surveys I have learnt that people will pick comedy over celebrities being in an advertisement.

 
Question 6:

Overall not many people thought any of the adverts persuaded you to buy the product. This could be because two out of the four adverts didn’t show the actor/actors using the product in their advertisement. However 4 people thought that 1-2 adverts persuaded them to buy the product. This could be because the McDonalds advertisement made their breakfast wrap look very tasty and everyone who tried it enjoyed the product.

 
After handing out surveys to 10 people and recording results in charts and graphs I have learnt a lot about producing and creating an advert and what people like to see in an advert. This will benefit me because when I film and create my advertisement I will have an idea about what other people like to see rather than what I like to see on an advert. By having public feedback this will help me create my advert for what people like to see, what they enjoy watching and what persuades them to purchase a product.






Audience Classification


Below is a table of the Social Class groups and what is the typical occupation of each person that is in the group. I have displayed this in a table and then written about my adverts I analysed and decided what is the typical group the adverts are aimed at. 


Demographics are used to define population. Demographics are used to identify and characterize a population at a certain time. Demographics include gender, age, ethnicity, knowledge of languages, disabilities, mobility, home ownership, employment status and location. Demographics are used to create an identify of someone for example they will have a certain target audience for each group in the Standard Occupational Classification. This also includes their income and media consumption. This will also calculate the things they like and how much money they have to spend on particular things.


 
Grade
Occupation
A
Higher managerial, administrative or professional
B
Intermediate managerial, administrative or professional
C1
Supervisory or clerical and junior managerial administrative or professional
C2
Skilled manual workers
D
Semi and unskilled manual workers
E
Casual or lowest grade workers, pensioners and others who depend on the state for their income
Creme Egg:

The Creme Egg advertisement is aimed at young to middle aged people as a Creme Egg is typically aimed at the younger generation because of the shape of the egg which is fun and the filling of the Creme Egg is exciting to eat. Therefore this is typically aimed at people in the groups of E-C2. During the advert the actor makes funny facial expressions. This is also funnier for the younger generation because the sense of humor is immature and younger people would find this funny rather than an older generation as they are more mature and collected. 

E-Lites Cigarette:

The E-Lites Cigarette Advertisement is typically aimed at people in the social class of groups C2-B. I think this is because this advertisement is typically aimed at an older generation (hence the age of the actor who they are recommending their product too). As this advert is aimed at the older generation they are more likely to be higher up in the social class because they are older and had more life experience. Which could because they are skilled at their particular job which means they fall into the categories of C2. However they could be as high as group B. Although group D is typically the younger generation because they are starting new jobs such as retail where you are an unskilled worker this could apply to some people in group D because some of the older generation work in shops such as B&Q and BHS. This shows that the E-Lites advertisement varys at a wide social class groups. 

Capital FM:

Capital FM is typically aimed at young people because they play the latest hits. Capital FM is typically aimed at people in groups E-D. For example school, college and uni students. However middle aged people will listen to Capital FM on their way to work or taking their children to school; which could be people in groups C1 and C2 which could be people in their 20's or early-mid 30's. Overall Capital FM is typically aimed at a young age range who are more likely in the low social class.  

McDonalds Breakfast Wrap:

The McDonalds Breakfast Wrap advertisement shows a lot of actors who vary in age. They show a young male in the van at the beginning of the advert and have an older lady in the a box of socks. By looking at the actors this is typically who they are aiming their advertisement too and what type of people will enjoy their product. In the advertisement there is a man in a suit which suggests his job is well paid and the two men in the van suggest they have a skilled job. There is also a scene which suggests the lady is elderly and she is walking her dog which could suggest she is a pensioner. Therefore the McDonalds Breakfast Wrap advert can range from group E-B. As the McDonalds Breakfast wrap ranges a lot on the social class this shows the product is aimed at a lot of people and a lot of people will enjoy the product.