Question 4

Amarjit Singh

Research

Before we began coming up with ideas for our own advertising campaign, we had to watch other adverts in order to gain an understanding of the conventions, techniques used, and different styles of adverts. We watched adverts in school, using netbooks to access the internet, so we could watch adverts on YouTube. I also began to pay more attention to adverts while watching television at home and I began to see the differences between the dramatizations, demonstrations, and testimonial adverts.

Pre-ProductionAfter drawing up our storyboards, we took pictures of them using DV cameras, and after uploading them to Macs we created and animated storyboard which allowed us to see an unrefined version of what our sequences should look like. We then used those same DV cameras to create photo storyboards, taking picturesof people in position for thedifferent shots we planned on using, to get an idea ofhow it will look.

Pre-Production

Looking at the photo storyboard we realised we were breaking the 180 degree rule in our first advert and so made changes to avoid this. The photo storyboard also made us think of other shot types, and camera positions that could make it look more effective and so we made changes to the second advert based on this.

Filming

We shot the adverts on a DV camera, which we placed on a tripod for stability. The DV camera is very small and light, which allows easy transport, handheld shooting, and increased handling. On the other hand, the image quality was poor, the range was a hindrance, as was the scope, and the sounds recording wasn’t great. One of the biggest issues we had with the camera is that our photo storyboards were deleted from the camera before we had a chance to upload them, and so we had to do them again.

Filming

We also had a problem with glare when filming outside, and so we had to change location and camera positions to overcome this issue. If I was to re-do these adverts, I would like to use better quality HD cameras.

Post-Production

Using Photoshop we were able to create our Dogfather logo, which features at the start of very advert. We also created the promotion screen which appears at the end of the adverts using Photoshop and adding effects on iMovie.

Post-Production

Using iMovie to edit the sequences allowed up to put our clips together and create smooth transitions from one to the other. It also allowed us to add music and adjust the volume of thesound to accompany thedialogue. We were ableto add images of our logo in the sequencewhich added to theprofessional look.

Post-Production

We added effects to fade our logo in and out again at the start of our adverts.