For 16-25 year olds
"the heart of pop culture" brand identity
Challenging 4Music and Viva Has to use the ITV curved font logo, no specific colour scheme
20 to 40 seconds
What is an ident?
- a short video clip that identifies a channel
- can be like a graphic
- uses the channels' logo
- has to carry the brand identity
- colour/images will help with the channels' target audience
Why do we use idents?
- they can reflect the genre of show that's about to come on
- so we know when the programme is going to come on
- they introduce the channel
Who do they target?
- the target audience of the channel using demographics
Why use more than one?
- marketing tool, keeps your interest
- keeps it interesting using more than one
Examples
This specifically targets the sport genre, we know this because of the olympic logo on the "three" logo which we automatically know is to promote sport and the character lifting the E as if he's weight lifting.
https://www.youtube.com/watch?v=rRX6mqxMa3o
This specifically targets women as it's set on a beach and uses a lot of pastel and light colours, it also shows men in their trunks which is what stereotypically women want to see. Along with the summer theme with cocktails by the beach is targeting women.
What is the purpose of an ident?
The purpose of an ident is to persuade consumers to watch shows on their channel, it grabs your attention so you know the show is coming back on or is about to start. They also create a brand identity so that the channel will be known for certain idents, they can get people talking and get more publicity.
They break up shows, channels that don't use adverts will rely on idents to break up the shows so that the audience won't get bored or turn over - they keep people engaged. They also can map out the TV schedule so if it's being shown at a certain time of day the ident can reflect that, eg. Lunch.
For an ident like this you'd need a camera, tripod, cast, the logo in post and a soundtrack.
For an ident like this you'd need a camera or have people send in pre filmed clips, some kind of editing software, cast and a soundtrack.
For this kind of ident you would need cast, a sountrack, camera, green screen, voice over and an after effects type editing software.
Opportunities
Making a good ident design for a channel can open up a lot of doors in terms of getting a better reputation and you can move up within the company. You could also get more opportunities to get other design jobs, because of this you can get your pay increased and even set up a little business.
As a channel, a really good recognised ident can get people talking about your channel and can up your viewing figures, the designer(s) can be given contracts for the work they're doing so there can be more job opportunities. The companies' share price could also go up if more investors come into the picture.
Say if a not so popular channel designed a good ident, it gives them the edge over other channels because they're like the new channel around getting all the attention which is a successful rebrand for them and gives their channel a bit of a revamp.
Limitations
Designers can face limitations like keeping to a colour scheme, timescale and the target audience - depending of the brief content. Also they may not be experienced in making idents for a certain age bracket, the brand or channel so don't know where to start.
Software that's required isn't dependable and things can go wrong ie. editing software crashing or problems with computers.
If end products are inconsistent then the designer may get a bad reputation, everyone knows everyone so there can be problems with getting future jobs.
A designers idea may not fit the channels' brief, the brief might not be clear on what the company wants. Because of what the company wants - designers might feel like they can't be creative or think of something that will be good for the company or the audience.
3 rubbish idents http://theident.gallery/player.php?id=FIVE-2011-ID-PLAY-1
I think this ident isn't good because it's not all that creative, the image doesn't match the voice over which is advertising Neighbours but the little boy is playing with dinosaurs and cartoons come on screen. There are basic colours used and there's nothing that stands out to me, to make this better they could have used something relevant to Neighbours so that the image and sound correspond as to me like this it doesn't make sense.
http://theident.gallery/player.php?id=ITVNEWS-2013-TITLES-630-1
I think this ident is poor because I find it boring, although there is a range of graphics which is the only thing that keeps me engaged, the sound is too repetitive and bores me, the ident only lasts about 15 seconds but it feels a lot longer and it drags it out. All news idents follow the same structure but this one is my least favourite as the white and blue colour scheme isn't eye catching. To make this better they could use a different soundtrack to keep the audience watching and keep it interesting.
http://theident.gallery/player.php?id=DRAMA-2013-ID-REDDRESS-2
This ident isn't good because there's no creativity to it, a girl walking through a field is just a basic idea and it hasn't been developed at all. The three block colours of the dress, logo and grass make it looks quite dull to me as it's not a bright day so it just looks dreary and the fact it's slowed down doesn't help. To improve this i'd include more movement with the girl and brighten it up and it's not engaging and it has nothing to it.
BBC Four Idents 1 Design
Theres a wide range colours, using pastel pink, blue, yellow and so on. It's fast paced which is enhanced with the hand transitions. The same BBC Four logo is used throughout in the same position, it uses a lot of nature throughout - close up of a squid and wide shot of the water fall. Purpose
The purpose of this is to be persuasive, it uses a wide range of images to show the kind of shows they air. The target audience for this is more towards nature/factual show fans as this is what the ident it mainly about showing lots of nature and animals. 35-44 year olds are the main age range who watch this channel who have a range of cultural interests. Creative
The creative parts were the hand transitions across the screen in between each clip. The extreme close up of the octopus was eye catching because of how much detail you can see along with the quick clip of the lizard at 30 seconds keeps the fast paced element. The channel is an interesting and up beat one which is creative and unique.
2 Design
Very limited colours, only black and white, the same BBC Four logo stays throughout - keeps the identity and doesn't move. It's fairly fast paced as well as relaxing because of the movement of the water and the birds. The action fills up the space across the screen and even going off screen at times. The images are sometimes distorted at 0:02 which connotates a dream state. Audio made you feel like you're at the beach 0:10 to 0:18. Purpose
The purpose of this is to showcase the genre of show that's about to come on eg. Documentary or the kind of shows that are on. It reflects the high brow cultural programmes.
The target audience of this is is 35-44 which is the age range of those who watch the channel and I think it targets them because it's simplistic and not much to it whereas if it was a kids one you'd need lots going on to keep them interested. Creative
The most creative part is where the positioning of the camera makes you feel like you're on the surface of the water looking up at the birds, at 0:13 to 0:18 for example.. The camera pans so it gives you the POV as if you're in the water and you're moving about. The brand identity is the classic BBC Four one as it includes the bog standard logo and the colour scheme flows, supports the culture and unusual innovative identity.
3. Design
The use of colour is basic but it works, the blue, yellow and white all match with the black logo. All the colours look tidy because the top half uses yellows and the bottom half uses blue. The movement of the images, the zooms are in sync with the chimes which looks really good they start at 0:03 and happen every 2 seconds up until 0:07, the layout is unique as it's a 4 picture collage that takes up the screen with the logo in the middle. Purpose
The purpose of this is to promote the channel by using their name but putting it across in a different way. The two bees, the sea and 4 in roman numerals spell out BBC Four and as each one zooms out the BBC Four logo in the middle appears letter by letter from 0:01 to 0:08. This could also be a pre nature documentary ident to show the genre of the programme that's about to follow as it uses a creature and the sea. Creative
The whole idea of this is creative and unique. Using pictures to represent words throughout and using big ben/news like music matches the image and the movement. The brand identity this gives the channel is the unusual aspect, it's unique and creative. It backs up the rest as they're all different and creative in their own way.
Compare
The final bee ident in the suite is the most creative in my opinion because it's promoting the channel in a different way. The use of bees with the sea and roman numerals that move with the timing of the clock chime is really creative and it also includes the hidden message of it saying BBC Four.
This one really stands out and it's not like the others - although the channels' target audience and range of views are from 35-44 year olds I feel like this one comes outside of that bracket as I really liked it and i'm not in that age range but I didn't really like the other 2. So this one targets the audience best as it hits the regular target audience but also goes beyond it.
The first ident was most suitable for the nature genre as the clips that they show correspond with the nature genre because it shows a waterfall as well wild animals like the squid and lizard. When you see this you instantly think that's it's promoting a nature documentary or a similar kind of show will be following whereas with the other two, their genres are hard to grasp but this one is obvious.
My job role was being the director, I found it alright at first when everyone was set work and there wasn't much to do but then I found it harder organising the crew and then getting cast to do it and work around their timetables. It was also stressful when things went wrong on the day and we had to change them before doing a live take.
I had to organise everyone and make sure they were ready on the day, then I'd sit next to the vision mixers and look at all the shots we had and decide whether they worked or not. Then I'd have the final say for any decisions that had to be made about the script and camera angles etc.
My contribution to the idea was the fashion segment which was what my proposal idea was, I developed this more with Jess as we both had similar ideas. I also did shot lists for the fashion and music VT.
Our team worked really well together, we all got on and kept each other going.
Next time I'd definitely have more rehearsal time with all the VTs done as I think this was where we fell, and made us look unorganised. Because we didn't we had to scrap two sections on the day which wasn't ideal. I'd also have better communication with my group as sometimes we were un organised with unfinished work. If we were more organised we could have made sure all VTs were working and do full run through's in rehearsal.
All scenes are usually filmed once so less chance of error
Cons are;
Might be an issue to hide other cameras when filming from different angles
More costly
Takes longer to set up
The X Factor uses multi camera techniques, an example of this is at 0:04 to 0:20. During 16 seconds there are 4 different angles used, they go from a side shot to a birds eye view shot. Then it goes to a close up, following by the camera going along a track at the bottom of the stage. During performances there has to be more than one camera to keep it interesting and so we can see their movements from more than one perspective.
This example from the 2012 Olympics uses multi camera techniques, at 1:37 to 1:41 the shot changes from the athlete to the crowd and then back to the athletes. It keeps the attention of the viewer because it's mixing the shots up but still keeping focus on the race by keeping going back to it.
This football match is a prime example of a multi camera set up. The camera goes along the full length of the pitch at a higher angle as well as camera men on the floor and cameras behind the net to catch all the action and goals. Juts like at 24:09 to 24:13 where the camera is on the goalkeeper from a higher angle and then it goes to a shot of the players from eye level.
Chat shows like Jonathon Ross always use a multi camera set up, for example we can see this from the start at 0:03 to 0:17 where we get a close up of Jonathon, a shot of Lindsay and Russell then a close up of Russell. This genre always change from wide shots to close up so we can see who's there along with the set and then who's speaking.
Out of all the programmes I think Jonathan Ross uses the techniques the best. It constantly mixes up the shots from wide shots, to close ups and mid shots. In comparison to all the others, the X Factor just uses shots of the performer, the football example is just standard of a football match because people watching at home need to see everything that happens and although it does show everything, there's too much changing around. Also the olympic example is good because of how the camera moves in front of the runners and has a lot of movement but it's the same shot twice but from different angles/movements.All could have been made using a single camera setup but it would make them all very boring, the variation of shots keep it interesting.
Jade: Our idea was to make a show for younger people, both genders aged 10 to about 18. It's going to be informative, telling the audience about weekly news, sport and music highlights as well as viral news and fashion. Examples of how the audience will be targeted. Will : The audience will be targeted by us talking about topics and issues that are relevant to our target audience age range of 10-18. Our music segment will target both genders and a youth age upwards, 13-20. The band and presenters are also teenagers and the music debate will be aimed at the youth culture and how the perception of music has changed, and overall, has it influenced or hindered todays youth compared to the last few generations.
Ben: The fashion part will target girls aged 15 and up. This is because the fashion being shown will be aimed at women who want to get clothes for lower prices, being on a budget. Mainly for students as they have to be logical about what they can buy and topics like this are useful for those on a budget but still want good clothes.
Callum: The target audience for sport would be mainly males, but females also enjoy watching sports. We'll be featuring the most popular sports such as athletics, rugby, cricket and football to attract a wide audience.
The viral videos segment will target teenagers around 13 to 18, people who are on social networks regularly. Videos from social networking sites such as Youtube and Vine are viewed by a worldwide audience. On Youtube, over 4 billion videos are viewed everyday. We are targeting this audience because it's a wide audience with a variety of different people (young, old, male, female).
Why the audience will like the programme
Freddie: The audience will like our programme because we have segments for both genders and different kinds of people. For example we have sports which targets a male audience as well as fashion which will attract a female one.
Jade: There's nothing out there right now that's like this, presented by the age range of the target audience and covers so many topics, each segment will be 2 to 3 minutes long so the audience won't get bored and the programme will flow well making it enjoyable for them to watch. Examples of genre. Bilal: Our program targets many different genres such comedy, news, sport, fashion and music.
For the comedy aspect we are taking inspiration from celebrity juice, we are doing this by taking the challenges that and games that they use on the show, for example we are getting our presenters to go out into public dressed up and busking. We are going to incorporate a news segment in our show discussing the news that is going on in that week to help inform the audience. we will be taking inspiration from BBC news but we hope to make it slightly different by making it more fun and current for younger people, for example talking about celebrity news.
Matt: We are going to have a segment that dedicated to sport which would target our male audiences. We will talk about the latest news that is going on in sport for example scores of recent football matches along with other sports.
We are also doing a fashion and beauty part to the program to target the female audience where our presenters will tell the audience about fashion tips and celebrity's fashion and beauty trends that they can get for cheaper.
For our music we are taking inspiration from shows such as later with Jools Holland where acts will perform live in the studio and we will ask them questions about their act. Why ours is quirky/creative/important. Alex: It is a fun and good idea because it is different and unique to all other shows which are similar. We're including a challenge and forfeit which will be fun for the viewers to watch.
It's creative because we've incorporated all of our ideas and merged them together to form one, so we've all had an input on the idea and we've all been able to make something our own in it.
Finally it is important as it informs all generations about what is happening in a way which they will all understand and respond well to how it is presented and put across to the audience Visuals and what we'll be talking about. Jess: All our segments will be presented in front of the green screen, or next to the TV if we're cutting to a VT. We'll be talking about a range of topics from sport and the weeks news, to fashion and music along with a challenge similar to what you get on youtube so that our programme will target a wide range of people.
We've made a hybrid genre combining ideas from everyones proposals, inspiration has come from shows like celebrity juice, fashion police, MTV, match of the day and youtube challenges. We're using a similar to format to Celebrity Juice where they have different segments, their running order is a mixture of challenges with VT rounds and quizzes but we've put out own spin on it by including fashion, sport and weekly news highlights. The viewing figures for the latest series of celebrity juice was 1.63 million, match of the day got an audience of about 2.53 million, fashion police on average gets 750 million and shows like MTV push where they talk to new bands/artists seem to be a hit as they introduce new artists giving them publicity which the same concept that we went for. Our target audience of 10-18 years old will be targeted easily. Because we're including sport, challenges, news as well as fashion - there really is something for everyone of both genders. Pre teens as young as 10 do go online on websites like youtube and will watch the tagged challenges and those up to 17/18 still do, and that goes for all topics. For example sport is watched/listened to by a massive range of ages and young boys who play football up to older ones who play rugby will have something to watch or listen to. The fashion part will specifically target teenage girls that are students, so 15/16 and up. This age range are those that watch their money even if it's pocket money or a job and they want to look good for less which is why it will target them successfully.
There is no existing show that is as diverse as this, it's a unique idea that hasn't been made before which is what will make it appealing to people.
Loads of examples of how the audience will be targeted - Callum and Will
Why the audience will like the programme - Jade
Visuals - Jess
Examples of the genre - Matt
Why it's quirky/creative/important - Alex
TOPIC/ISSUE
Fashion reviews, similar to fashion police and find a way to re create the look for cheaper. Red carpet meets the high street for a student budget.
3 segments.
Find a few looks and recreate them using high street shops - topshop etc.
Mystery box idea - create an outfit for a chosen event/occasion using 4 items.
Fashion do and don'ts for an event.
Similar set out to this but max two people talking per segment. The set I wanted two chairs in front of a background with somewhere for those modelling clothes to walk.
TARGET AUDIENCE
The target audience for Fashion Police is mainly female girls, mid teens to early 20s and anyone interested in fashion.
My idea would be popular because there's nothing like this that's been made over here, the only thing that's similar is a segment on this morning but they use runway looks and find look a likes whereas I'm focusing on red carpet/more going out looks and aiming it more at students.
A show with the same target audience is Goks Fashion fix which got over 950,000 views, as well as Fashion Police which almost hit a million. CONSTRAINTS
Some things that might cause problems is not being able to find cheaper clothes or because I wanted someone to model the cheaper outfit I might not have the money to buy new clothes for it. I'd have to use clothes I already have/ask friends if I have to so I don't have to buy new stuff. GENRE
The genre of this programme would be a hybrid, with elements of a talk show and lifestyle. The generic conventions of a show like this are to have more than one person on a panel layout talking about a topic. With one person introducing the topic then having one or more people talking about it and adding opinions. I'm going to make it more creative by having 3 different segments so that the audience don't find themselves watching too much of the same thing and it's mixed up.
First section is find a few looks and recreate them using high street shops - topshop etc.
Second is a mystery box idea - create an outfit for a chosen event/occasion using 4 items.
And the third is about fashion do and don'ts for an event. GUESTS/CREW
In the studio i'll need two presenters, 3 models doing 2 looks each. I'll need camera operators and vision mixers because i'll be using different shots and angles. Probably 3 microphones, two for the presenters and one for whoever is modelling the look. In the programme i'd need to use people that can act natural in front of the camera and can be talkative because they'll need to keep the conversation flowing so it doesn't get awkward. VT NEEDED
My pre recorded video can be someone talking about an outfit that they've put together and who they've taken inspiration from. It will fit in easily at any part in the programme because it's staying on topic and with mic up what's going on. OUTLINE STRUCTURE
Presenter introduces the show with a brief summary of the segments featured and what will be on in the programme.
Start of the red carpet look meets the high street segment, showing 3 different looks with the picture of the celebrity price and where from, then show a cheaper version with the price and where to buy from.
The second segment starts with the mystery box which can be a mini challenge where someone will have to make an outfit for a chosen occasion using 4 items provided.
The final segment where one of the presenters will talk about the generic do's and don'ts in terms of clothes for an event or occasion. Then they will be put to practice and 1 model will represent to do and another will represent the don't.
Cut to the VT of a celebrity inspired outfit, this can be a glamorous look or just a day to day one where they've found similar clothes to a celebrity. They'll share where the clothes are from and the price.
The presenters deliver the outro where they summarise what will be shown on the next episode .
*Improvements in red. Peer assessment:
Narrative suits the song
Characters have different expressions
Good colour used - bright
Well made set, you can tell what it is
Lyrics are in time with the song
Check the levels
Make the doll walk
Hits up the target audience of young girls because of the narrative and song choice
We set out to make a music video stop motion using barbie dolls targeting young girls. Our end goal was to make something that gave a message to the audience about young girls and the pressure to be perfect by using the beauty pageant theme which fit with the Pretty Hurts song that we chose.
I think that we achieved our goal because in the peer feedback everyone in the group said they understood the narrative and the direction that we were going in.
In my opinion some of the best bits of the stop motion were the set and characters.
The set I made was a pageant stage with an audience watching, from the feedback I got the group said it was well made and looked authentic making. The characters I used for the audience also got mentioned, people said they all have happy facial expressions which matches when there's a tracking shot of them and the noise of crowd cheering.
The storyline is also one the best parts in my opinion because it's something that's still an issue now which is why we addressed it in out stop motion. The whole concept of girls being affected by the media, ours features a young girl in a pageant and she reads a magazine saying "thinner is better" and starts crying because she feels like she isn't and you have to look like models in magazines to be thought of as pretty, which is a real issue in real life.
The weakest part in my opinion and which was mentioned in the feedback was the crowning because I moved the hand to fast and the crown goes from the woman's hand to the girls head to quickly which let the scene down. The movement didn't flow and was too jumpy.
Also in the walking scene at the start the doll goes out of focus in certain pictures and then it goes back into focus which I didn't realise until editing and it was too late to re film, it would have looked a lot better if the focus was on the doll as the pictures would have flowed better and it would have made the movement look a lot smoother.
Our target audience was girls around 13 to late teens. This age bracket are those who generally use a lot of social media and are exposed to this topic and it's talked about by them. I think we have successfully targeted them as we used a lot of colour more so pink as this is a colour that's generally associated with girls, we tried to not use dark colours and it was also set in a girls room. The main character is a girl and it's partially set in a doll house which girls predominantly play with and it goes with the idea of using dolls.
In total I used 4 different sounds, the soundtrack which plays the whole way through, the sound of camera flashes, crowd clapping and crowd cheering.
I put all the sound in to match the action so it made more sense to the audience, when she was getting crowned the clapping came in, and when she was walking down the catwalk the sound of camera flashing came in, and there was cheering when she got to the end. All the sounds had a purpose and it made sense to the narrative and what was happening on screem I think the cheering and clapping were the most successful parts because it comes in at the right time and makes it more believable as a beauty pageant.
FEEDBACK ANALYSIS
We publicly screened our worked on the Saturday open day asking prospective students and parents some questions after watching our stop motion. I found it very useful because those who didn't know what our idea were able to tell us what the point of it was/the message and it was good to know that we successfully told the story.
What were the common answers about the storyline?
The common answers about the storyline were that it was very easy to get and grasp. They also said that the message was clearly understood by the use of the song, characters and the actions that the doll used. Some said it was really impressive and fun to watch and it put a good message out about the topic.
What were the common answers about the character design? Everyone said that the design and use of characters was clever, they were effective and were used well. Everyone mentioned that they liked the use of the younger and older doll as it resembled a mother and daughter bond and they used life like realistic actions, for example when they were sat talking and the mum was brushing the daughters hair.
What were the common answers about the colours/drawings? People mentioned that they liked the girly-ness of the video as it helped to show that it's targeting a female audience as well as helping to achieve the attention of this audience. The overall message of the use of colour was that the pink of the doll house and the bedroom at the start helps to attract a female audience
What were the common answers about the set? Everybody loved the use of the doll house, they said it was modern, well thought out and it matched the use of characters. It also was mentioned that it made the stop motion more realistic as it gave the impression of a family home and it made it more relatable for young and older girls watching.
What were the common answers about what could be better? The answer for this varied, a few said there could be less of the lyric part that cut up the dolls and more scenes between the mum and daughter. One said some parts were jumpy and another said there could have been more attention to detail as at times it went out of focus and the movement was wobbly at points.
What were the common answers about the use of sound? Everyone seemed to really like the use of sound, saying the song was perfect for the audience and the topic - it helped with the message that we were trying to give out. Also that the sound effects were clever, coming in at the right time and they anchored what was happening on screen, as well as because they were real life noises that were easily recognisable they went well with the action and made it life like despite the characters being dolls - it portrayed a real life situation.
What were the common answers about the target audience?
Everyone said we hit the nail on the head because of the issue of body image, use of colour, the girly characters and set all contributed to attract a teenage girl audience. They said the song choice was perfect for our target audience as well. All we asked said that the topic was perfect for the target audience because not a lot has been said about the topic publicly and it's kind of up to young girls to find their feet with it but this raises awareness.
Do you agree with the common answers; explain which parts you agree or disagree with and why. I agree with all of the common answers and are happy with them as everyone seemed to get what we were going for, i'm glad that everyone enjoyed it and it didn't get boring for them at any point. We got mostly positive feedback and everyone understood the social message we were putting across, they got why we did certain things and thought it all contributed to the end result. I addressed the problem of the pictures going in and out of focus and that it altered the overall quality so I don't disagree with those comments. The only thing I would disagree with was when 2 people said to use less of the lyrics because we only did 2 verses and I thought it would split up the scenes and it was a way to use two kinds of stop motion in the same video.
Compare your stop motion to something similar, how does yours compare?
A similar stop motion to ours is the drive by lyric video. Ours compares because we used the same idea of having the lyrics appear word by word on a piece of paper in sync with the song. Just like the idea behind this, it's a very creative way to make a stop motion and it takes time but if it looks good and you pull it of by making it look seamless, it's worth it.
Lyrics: Just another stage, pageant the pain away
This time I'm gonna take the crown
Without falling down, down, down
Action: The scene cuts to her walking down a hand made stage, stopping at the end then cutting to an extreme closeup of her face with a crown being put on her head.
Lyrics: Pretty hurts, we shine the light on whatever's worst
Perfection is a disease of a nation, pretty hurts, pretty hurts
Action: Live action of someones hands with the lyrics appearing word by word. Third part:
Lyrics: Pretty hurts, we shine the light on whatever's worst
We try to fix something but you can't fix what you can't see
It's the soul that needs the surgery
Lyrics: Blonder hair, flat chest
TV says, "Bigger is better."
South beach, sugar free
Vogue says, "Thinner is better."
Action: Shutting the wardrobe. It then cuts to the barbie doll sat on the sofa watching parts of the real beyonce video picks up magazine, opens it and reads the words 'thinner is better' then closes the magazine and on the back it says the end.
Edit in the starting background vocal 'uh uh uh'
Target audience:
Young teens to young adults, mainly female because the song features a female vocalist singing about the issue on girls' appearance and the main character in the video is a girl. Real life fans of Beyonce are around this age and the majority are girls so the topic will suit the target audience. Teenagers will be able to feel like they can relate more to the issue if the lyrics are on the screen it makes the message clearer.
The genre of this stop motion is reality this is because it's tackling the real issue of girls and how they can be portrayed/affected by the media.
Design: Because of the target audience we're focusing on more female related colours - pinks and pastels, the set will be in a girls' doll house which is pink and white on the outside. Using colours like this is more likely to catch attention
and attract a female audience which is who we're targeting.
Young teens and older are inspired by Beyonce and because she is such a public figure and in the public eye she's someone they can confide in and it helps when she is one of the celebrities that make girls feel better about themselves. This article proves that she's the right person to use for this target audience because she's labelled as a role model for young girls .
We also took inspiration from a Train - Drive by fan made stop motion music video. We used the idea of writing the lyrics on paper and making the words appear one by one as if they were writing themselves. We thought we would use this only for the chorus of the song because they have the most important lyrics in the song.
Lyrics: Just another stage, pageant the pain away
This time I'm gonna take the crown
Without falling down, down, down
Action: The scene cuts to her walking down a hand made stage, stopping at the end then cutting to an extreme closeup of her face with a crown being put on her head.
Lyrics: Pretty hurts, we shine the light on whatever's worst
Perfection is a disease of a nation, pretty hurts, pretty hurts
Action: The lyrics appear on paper and peoples' hands covering their faces, words appear one by one.
Lee Hardcastle - The Raid. Style: claymation Audience: older kids/young adults What genre is the animation and what generic conventions (things you expect to see) can you pull out? Action - prop of guns, special effects of explosions, movement of fighting. Protagonist and antagonist. What do you notice about the movement of the figures body? Stiff shuffling movement - lack of legs, they've broken a principle of animation - arcs. Deliberately done for the effect of enjoyment. Arms moved quite human like - followed the arc principle to create the effect of realism. Shot cat - followed the principle of gravity. What do you notice about the movement of the figures face and facial expression? Sweat - followed the principle of gravity, effect is realism and creates tension. Facial animation - raised eyebrows, attention to detail. Effect is so we can get a sense of their character. What comments can you make about the use of sound?
Well synced and realistic, dialogue, gunfires, explosions, siren, blood splatter - special effects. Non diagetic sound.
King Kong (1933) and Creature Comforts (2003)
Similarities:
Clay models
Similar styles
Both have a similar point of view camera shot
Both use animal themes with human qualities
Surrealism
Secondary action - stuff in the background was moving
Differences:
King Kong is in less detail as the dolphin is
Creature Comforts is in colour
Quality is better in Creature Comforts
Development over time:
The movement in Creature Comforts flows better 0:33 to 0:44 - hand gestures and mouths moving aren't jolty. 0:02 to 0:06 looks like obviously fake. looks more human like, the sound is more realistic and is synced better. The model creation has gotten better with more attention to detail. Fewer frames were used in King Kong so it looked more jerky and less time was spent/lack of experience.
Stop motion started to convey objects magically moving in the late 18th century, initially using clay models/card letters and toys to show this. Nowadays with technology we're able to merge the basic knowledge of it with CGI and puppets to make it flow and look better
The principles of animation are arcs and gravity. Arcs are the space where arms or legs move to make an object have human movement - up and down, forwards and backwards. The principle of gravity is where if an object falls in falls to the floor and follows the rule of gravity. Both bring the effect of realism but can be broken for entertainment purposes. Time is an important principle because it's how many frames you need for the action to happen, the less frames you use the less time you have and the more frames you use the more time you have. Persistence of vision is the idea that the human eye can see a strip of images and see it as an animation, for example a flip book.
Overlapping is another principle and it means that whilst an objects or persons arm is moving, their legs are moving at a different rate and follow through means that something keeps moving at the same time another part is still - for example if someone's sat down and their thigh is still yet they're moving their calf, this is follow through. Finally the principle of anticipation, humans can't jump without bending their knees first so in an animation you have to bend their legs so it follows the same idea and makes sense.
Wallce and Grommit - The curse of the were-rabbit was produced by Nick Park, Claire Jennings, Peter Lord, Carla Shelley and David Sproxton. Target audience: children to early teens and families.
2011
Stop motion music video directed by Greg Jardin, produced by Daphne Raves. Target audience: young/teenage girls, fans of this music genre.
2012
Live action video made by Simon Lachapelle. Target audience are teenagers and gaming fans.
2013
Paper stop motion ad for Volvo produced by Ambi Fauri, the target audience are adults.
ANALYSIS
Wallace & Grommit and The Curse of The Were-Rabbit.
It follows the arc principle at 0:27 when they click their mugs together then lift them to drink from it.
When they go down the slide they follow the principle of gravity because they're heading downwards from 0:21 to 0:23.
Both of these create the effect of realism because Wallace's character is human so to make it believable he has to follow these principles. Grommit follows these two for entertainment purposes, his character is a dog but has human qualities - he can drive a car for example at 33:24. The effect this has is that it makes it funny because obviously in real life dogs don't have these characteristics.
37:23 - 37:25 uses the principle of following through, the rabbit burps and Grommit puts his harm out and wafts the smell away, keeping his upper arm still but lower arm moving. The effect of this to create humour because along with his disgusted facial expression it makes the audience informed that the smell is horrible which we wouldn't know without it because he can't speak.
"In Your Arms" music video
The persistence of vision is used a lot in this video because the background changes a lot. An example is from 1:34 to 1:39 where she wipes down and the background changes to a beach, because it was taken frame by frame then but together it follows the persistence of vision because the human eye sees it as an animation as it flows so seamlessly. The effect of this is just to change the scene but it also impacts the audience as it's creative and interesting to watch.
At 1:06 to 1:09 she has to move her arms to push herself forward to create the illusion that she's skiing ,using the principle of anticipation to have a realistic effect.
Volvo TV advert
From 0:05 to 0:08 when the car first gets its wheels we can see the time principle being used, the right amount of frames had to be taken so that there was no jolty or sudden movements, the wheels had to turn to make it have a realistic effect on the audience - which it does.
0:13 to 0:15 is an example of the principle of overlapping being used, whilst the car is driving through a paper forest, the surroundings are growing/being made up and the same time. The effect of this is an aesthetic for the audience because it's nice to watch and unique but it doesn't make them feel any emotion.
OLD VS NEW
The development of the principles is quite obvious, in the 1964 Rudolph all the moment is sudden and quite stiff and positions go from one to the next quite jerky. Compared to Wallace and Grommit 41 years later, everything is a lot smoother and the arc principle is used to make the movement look more realistic. The models are made to a much better quality in more recent stop motions, looking more sleek. As time has gone on I think people have got more experience with stop motion and its logic so skills have gotten better in terms of using the right amount of frames so it flows and editing all shots together. Also the camera angles are just basic in more dated stop motions with all the action unfolding in front of the camera from one angle whereas in newer ones we see the action from different angles and the camera even moves around the characters.
I think the music video has made best use of its principles because it includes a lot of them - persistence of vision, secondary action, time and anticipation. All these make the end product flow seamlessly, look impressive and make the scenes look realistic.
The Volvo ad was the best at targeting its audience in my opinion because it targets adults and the advert was mature using neutral colours and just shown the product which is what they're interested in. It was straight to the point with no frills, the car was advertised showing the different colours/interiors you could get.
GENRE, STYLE AND AUDIENCE
I think puppet stop motions are better for a younger child audience because the characters can be created to attract children. For example the 2012 film "Frankenwweenie" is a stop motion animated film using puppets and it was a huge success at the box office.
Children need a simple and easy to follow storyline and young girls more so like puppies - which is a main feature and boys typically like a scary element which allowed the creators to make a film and create characters which caters for both genders.
Claymation is a style that's best used to make something for an older audience, late teens and up. Clay allows you to make your own model as well as narrative so really you can make what you want, an example is Lee Hardcastle who makes a lot of 18+ stop motions made out of clay and the material allows him to make characters and add things like blood splats and weapons so that older audiences will find it more interesting/comical. 1:03 is an example of this where cats get shot and clay is used to symbolise blood because they have the flexibility and have the creativity to do so using clay.
This can also be said for fans of the horror and gore genre fans, clay can be used to show blood and weapons and antagonists/protagonists can be made and it can follow the stereotypical horror narrative.
CGI is another style suited to sci-fi fans because the plot of sci-fi's are typically futuristic and weird creatures. Making models of space ships and aliens can look very amateur whereas CGI allows you do create a more professional looking model that looks believable. the 2009 film Avatar is an example of this, the CGI aspect replaces prosthetics putting an actor in a high tech suit, letting them deliver their scene then special effect people will bring it to life.
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