Codes and Conventions:
Inform/Message: The main purpose of the video is to inform the audience, as promotional videos can vary in length getting your intended message across is a short period of time is essential, the audiences attention will be distracted if you start using long speeches and boring monotone dialect, keeping the message, 'short and sweet', is very important as this will draw the audience into the video. A common method of inciting an audience would be using statistics, if an audience see a positive statistic then they're reassured of it's quality.
Appearance: The audience is going to be looking at your video with the intentions of being sold/informed of a product, making that product look it's 100% best is important as this is the main selling factor to the audience; aesthetically pleasing visuals are more likely to draw an audience.
Music/sound: Music and sound is very important for a promotional video as this sets the tone of the video, for example if there was loud and heavy music then the audience will assume that the product is going to be energetic, fun and action packed, where as if there is more lethargic music then this would set the opposite tone for the audience, so picking music relevant to the promotional video is very important.
Interviews: Having interviews with past customers/clients in a promotional video can be a very strong 'bargaining tool' for your audience, the audience is looking for reassurance and security in the product they are going to be purchasing/using so having an interview with a client who is happy with the product will entice the audience reassure them that the product/service is reliable and safe.
cinematography/lighting/sound: cinematography is important in promotional videos, when taking stills/shots of the product you're trying to sell it is important to use a wide variety of shots that show off the best aspects of the product you're trying to sell, for example, if you were trying to sell a new hair dressers to the audience, including shots of the facility, equipment, staff and all other services would be more likely to entice an audience opposed to shots that do not represent/ portray the full quality of service the hairdressers has to offer. Lighting is very important in promotional videos because a well lit shot is more enticing to the eye that a dark and poorly lit shot, brighter environments are more appealing to an audience. Good quality sound is also another important factor when creating a promotional video, having a good quality mic and the right settings during an interview will make your video look ten times more professional, having good, clear audio will also draw an audience in more than distorted and 'tinny' audio.
Editing: Editing is very important as well as having a video with a good pace and flow between transitions will keep the audience enticed. When editing together footage maintaining a 'smooth' feel to the way it is put together will keep the audience drawn in, having visual effects and fluent transitions will keep the audience engaged in your video. The common running time for a promotional video could be anywhere betwee one and six minutes, anything longer than 6 minutes would cause the audience to lose interest and anything shorter than a minute wouldn't give enough time to fully promote a product.
Here are some examples of promotional video:
The first promotional video i am going to analyse is Apple's introduction to their new iPad, the iPad mini.
the first shot of the promotional video is an interview with one of the designers, he explains the purpose behind the design and compares it to a regular iPad, this reassures the audience that they are going to get the same experience from the new iPad as they are the old. The shot is a well lit shot and the music for the video is established, it is an up beat song, this will set the tone for the video, up beat, happy and exciting. The second interviewee is a marketing worker from Apple and he quotes, "There is no end to what you can do with it", then this quote is followed by a montage of shots where people are using the iPad mini in their everyday lives, this is then followed by another quote, "we wanted to make sure it had all of the features that make iPad magical", this is another factor that would have reassured the audience that the new iPad would be just as good as previous iPads, the same man then voices over all of the technical aspects as they appear as visuals on the screen, throughout the video the new iPad is constantly compared to the old iPad, this is because the old iPad was such a success people felt a sense of security and reliability in the product therefore comparing it to their new product would pass the reassurance on to the new product.
Throughout the rest of the video there is one more person interviewed, this is a hardware engineer, he explains how the product was built and how light it is, another main selling point for the product Apple are selling is that it can be held in one hand, this is mentioned several times throughout the video. The editing of the video is very fluent and smooth, the video is 4 minutes long, fitting into the stereotypical length of promotional videos, the way it is cut together is very appealing and aesthetically pleasing to the eye, this goes hand in hand with the lighting, sound and cinematography, the shots are all correctly lit, the sound of the interviews is impeccable and the shots are diverse and show off all of the iPad's new features. There is also a good mix of visual effects and real shots, for example, when the hardware engineer is explaining the technical aspects of the video there are visual effects of the iPad inside and out, this is showing the audience every part of the iPad for a stronger understanding of the product. Overall the message is portrayed in an enticing and appealing way to the audience.
http://www.youtube.com/watch?v=fhu0MMS7RjY
The second video i am going to look at is a promotional video for the games that are going to be released on Xbox one, (the next generation console), the first shots are fast cuts between several games, the music comes is straight away, it is fast paced, energetic and upbeat. The first title that appears on screen is 'The Biggest Blockbusters', this will instantly grip the audience as it emphasizes that Xbox one will have the 'Biggest' blockbusters, there is then more fast paced shots, this title is followed by another title that says, 'the best exclusives', and is then followed by a statistic, statistics entice the audience because they associate the positive statistic with a good product. There is then a montage of video games that are going to be released by Xbox, the music is heavy and upbeat, each game includes a statistic or quote from other clients as to how many awards it's won, or how good it has been rated, there is also a visual of unique features that games has on Xbox, the sequence then finishes with the title of the video, 'the best games are on Xbox one', followed by the companies Ident. The Promotional video is only 2 minutes long, but it is fast paced and there is a lot of content compact into the two minute running period. The video is editing with fast pace and this matches the style in which it is edited. There are no interviews in the video. I cannot comment on the cinematography/ lighting because all of the footage is recorded from the games themselves.
http://www.youtube.com/watch?v=v1uyQZNg2vE
This promotional video is for Google's new product, Google glasses. The intended message of the video is to show the audience how easy and convenient their product can be, the video consists of the view from the person wearing the glass's (POV). There are several people/situations included in the video, they diversify from everyday life to skydiving, this is a message to show the audience that the glass's are adaptable in any situation, the video also included people using the voice commands, this shows the audience the functions of the product and how easy it is to use. The music throughout the video is up beat and exciting, this sets the tone of the video for the audience. The cinematography of the video is all POV shots, this is a good marketing tool to the audience because as it says in the title it shows the audience, 'how it feels', the shots are all correctly lit aswell. The sound throughout the video is voiced over and is very good quality, and also appropriate to each shot, for example in the skydiving shot the audio is slightly distorted and there is alot of background noise. There are no interviews within the video. The video is edited together almost like a home movie, just footage taken from the Google glass's and cut together, this style of editing is appropriate and enticing to the audience it is marketing for. The video is two minutes long, this is a shorter promotional video. The final shot is of the company logo, this tells the audience who is selling the product. Overall the video portrays its indented message in an appropriate style for the type of audience it is aimed at, it also covers all of the products features and showcases them in real life situations, reassuring the audience is very important as this is what entices them to buy a product.
http://www.youtube.com/watch?v=fhu0MMS7RjY
The second video i am going to look at is a promotional video for the games that are going to be released on Xbox one, (the next generation console), the first shots are fast cuts between several games, the music comes is straight away, it is fast paced, energetic and upbeat. The first title that appears on screen is 'The Biggest Blockbusters', this will instantly grip the audience as it emphasizes that Xbox one will have the 'Biggest' blockbusters, there is then more fast paced shots, this title is followed by another title that says, 'the best exclusives', and is then followed by a statistic, statistics entice the audience because they associate the positive statistic with a good product. There is then a montage of video games that are going to be released by Xbox, the music is heavy and upbeat, each game includes a statistic or quote from other clients as to how many awards it's won, or how good it has been rated, there is also a visual of unique features that games has on Xbox, the sequence then finishes with the title of the video, 'the best games are on Xbox one', followed by the companies Ident. The Promotional video is only 2 minutes long, but it is fast paced and there is a lot of content compact into the two minute running period. The video is editing with fast pace and this matches the style in which it is edited. There are no interviews in the video. I cannot comment on the cinematography/ lighting because all of the footage is recorded from the games themselves.
http://www.youtube.com/watch?v=v1uyQZNg2vE
This promotional video is for Google's new product, Google glasses. The intended message of the video is to show the audience how easy and convenient their product can be, the video consists of the view from the person wearing the glass's (POV). There are several people/situations included in the video, they diversify from everyday life to skydiving, this is a message to show the audience that the glass's are adaptable in any situation, the video also included people using the voice commands, this shows the audience the functions of the product and how easy it is to use. The music throughout the video is up beat and exciting, this sets the tone of the video for the audience. The cinematography of the video is all POV shots, this is a good marketing tool to the audience because as it says in the title it shows the audience, 'how it feels', the shots are all correctly lit aswell. The sound throughout the video is voiced over and is very good quality, and also appropriate to each shot, for example in the skydiving shot the audio is slightly distorted and there is alot of background noise. There are no interviews within the video. The video is edited together almost like a home movie, just footage taken from the Google glass's and cut together, this style of editing is appropriate and enticing to the audience it is marketing for. The video is two minutes long, this is a shorter promotional video. The final shot is of the company logo, this tells the audience who is selling the product. Overall the video portrays its indented message in an appropriate style for the type of audience it is aimed at, it also covers all of the products features and showcases them in real life situations, reassuring the audience is very important as this is what entices them to buy a product.
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