Social actions and community media production videos
Video One: World Water Day - Charity Water
Content
The Video starts with clips in ten seconds showing running water in vintage style, with a typical 50's public service announcement style narrator, then the style switches, with modern electronic music and slides that illustrate the danger of drinking dirty water, and how the parts of the central African republic is suffering through drinking dirty, disease inducing water, facts about this region flash up midst clips taken from Africa illustrating the facts being brought up. The overall message is to give to the water charity in order to train people to dig and maintain safe water wells and pay for their equipment.
Codes and Conventions
The use of a backing track to match the pace and the message of the clips is well chosen. Each message is delivered with unique effects to draw attention to the information.
Style
Modern electronic music is used in contrast to the public service announcement style at the start of the video; the song itself has lyrics such as "time bomb" which could allude to the fact that it's only a matter of time that people from that area get ill from drinking the dirty water. The rest of the video combines flashes of text with moving images that show Africans in need and their happy reaction to the clean water. The last part of the video is the charity's website with a twist that the message from the public service announcement is repeated - from the 50's announcer.
Technical Aspects
The video itself is mostly clip based with facts using eye catching wipes and colours to hold the viewers attention.
Video Two: Tear fund
Content
The video opens with a foggy landscape in which subtitles run across the screen as a small child is talking about Christmas, and then he introduces himself as 12 year old Daniel and says how he lives in Peru and how his father walked out on him, and his mother couldn't cope. Daniel goes on to say how he got involved with a bad crowd, but then his life was turned around by his local church sending a woman called Elena from "Agape" to help them. Daniel describes how "Agape" helps families with their issues, to realise how their behaviour is detrimental to their lives and to enlighten them to God. There are then clips where the pastor of Daniel's local church is speaking, amongst clips of Daniel and the community learning about God. Daniel then talks about Agape helping his mother find a job. The video ends with the carol "Silent Night" playing with Tearfunds overall message for this advert displayed on the screen for people to give money to help people like Daniel and local church partners.
Codes and Conventions
First hand experience added to the narration, Christmas related clips to promote good will and encourage the viewer to donate at Christmas because of seeing the joy that the people in the video have for Christmas, a form of emotional blackmail. A traditional carol featured at the end to provide a personal reaction due to the nostalgia and recognition of the carol.
Style
The advert has a documentary type style, with continual narration and clips that match the situation they are discussing, the advert is from the point of view of the people the charity have helped, which provides the validity of a first hand experience.
Technical Aspects
The majority of the video is narrated as translation of its narrators that have been helped by the charity. The rest of the video are clips of the decrepit area followed by clips of the charity at work, as if telling a story of how Daniel's life turned around for the better.
Video Three: Working solutions
Content
This video features testimonials from people who have taking the help service "Working Solutions" The video opens with a woman talking about her attempts into work as her words come up on the screen "Everytime I tried to make that step..." and then another testimonial from a man is heard, as his words: "I was unemployed, it was frustrating" are written across the screen. The picture switches to the first woman talking about how "Working Solutions" helped her and then the camera switches to a man on a building site talking about how "Working Solutions" helped him, then to a man in a suit talking about how important he feels the scheme is, how it has helped him have purpose in his life. Then the background music turns more upbeat as it shows clips of people happy with the course and their new jobs. Next is a testimonial from someone who got a degree and didn't know where to go from there and how "working Solutions" helped her and then her face is captioned with her name and the words: "...now working for a marketing agency" After this a testimonial who had been looking for work for over a year until he discovered this service, and then his face comes up and again there is a caption saying that he now works somewhere, this pattern is repeated for another two other people and then there is a final statement from each of the participants. Lastly, upbeat music is played as the company logo and slogan appears on a white background.
Codes and Conventions
Social values factor into this as the video promotes the fact that one can achieve their goals and be respectable members of society.
Style
The advert centres on several testimonials from people who have benefited from the service, this has a style that invokes a sense of rapport with the viewer, and they feel a sense of trust with people they can relate to.
Technical Aspects
Clips represent positive aspects and encouraging testimonials promoting the service. Each clip is tailor made to the type of work they are now involved with, whilst showing the facilities they use on site, so subliminally promotes the site itself.
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