Existing Corperate Promos

Codes and conventions

·         Voice Over – The voice over will guide the audience through the narrative, and introduce them to the place and explain the information clearly. Someone usually speaks the voiceover with depth and range in their voice so it sounds professional and engaging to the viewer.

·         Graphics – The graphics may be used to present the main titles in a colourful visually interesting way. They are sometimes used as an eye-catching background when information or statistics are being displayed.

·         Music – The music may be used to set a tone/atmosphere and get the audiences attention. The music is often quiet in the background and is simply and repetitive.

·         Cutaways – These are brief shots that are related to the narrative and are driven by the voice over it helps visually explain and reinforce the information on the audience. The cutaways can be anything from a wide range of shots such as wide establishing shots, close ups of peoples reaction and objects, or moving shots (such as tracking)

·         Presenter – The presenter is usually there to present the information and/or statistics. They are usually dress in smart clothing and are very engaging to the audience. Some of the videos that I have looked at have an actor/actress as the presenter.

• Interviews – The interviews are extremely common and heavily used in these type of promo clips, they are there to get professional opinions, and are an effective to give information in the video.

·         Company Logo – The Company is usually used at the beginning and end of the video so that the audience will associate that symbol with the company.

·         Titles – Titles are used to during interview to introduce someone and their area of specialty, there are also used to break up the video into chapter or even present statistics.

·         Video and Audio transitions – These are used to fade from one cutaway to another to allow the editing to flow easily.

·         Selling Point – Each promotional video or advert will focus on different selling point; these specific points that make the business and product stand out among similar products.

·         Language/Script – The script is written in a way that it introduces the business o product to the audience as if they have no previous knowledge; this has a positive impact because anyone can watch the video and understand what the business offers. It also uses persuasive and emotive language to make its features sound as positive and exciting as possible.

 

Camera movement

The camera movement is always very slow and smooth, typically the camera slowly zooms in and out of cutaways and there are panning shots to show a location, craning shots to move around a building and an establishing shot. The establishing shot is common, for example a hotel may want an establishing shot to open and close there corporate video because they want the audience to know what it looks like.

 

Titles/Graphics

Corporate videos will generally use colourful titles to open and close the video. One of the videos I have seen used a colourful background with pictures of the hotel on the bottom half of the screen, the company logo and title then appearing in the top right corner. The colourful graphics grab the audience’s attention and creates a clear and positive tone for the video. The rest of the video is very colourful.

 

Editing Style

The videos that I looked at all have very specific editing techniques. Some videos use various transitions to create a visually interesting video that captures your attention.

 

Existing Video

https://www.youtube.com/watch?v=qJ-QkPGSRcs

This video by Mercedes is a perfect example of a corporate video, involving all of the codes and conventions mentioned, it successfully targets its audiences; selling the brand. The establishing shot uses a mix of moving image and motion graphics as well as voice overs to first entice the viewer, making them want to watch more. Within the first 20 seconds we also see a shot of the logo which establishes the brand to the audience. The transitions, editing style and shots are all very sleek to professional as well as eye catching. The voice over is also bold which again keeps your attention. The only difference to typical corporate videos is the colour. Most videos are light and bright but this video is very dark using mainly blacks, silvers, greys and whites. Although this doesn't fit the codes and conventions it does fit the image of the video to sleek so works well.

 

Corporate Videos aimed at or involving children usually fit the typical codes and conventions of promotional videos because they are bold and bright, have fun graphics and the transitions are often over emphasized to be eye catching for their younger target audience.
 

https://www.youtube.com/watch?v=GtF6ZMqLR60

Although this video by CBBC doesn't fit all the codes and conventions with interviews and voice overs, it is a clear example of how children's promotional videos need to be more obviously colourful and eye catching. The colours in this video are clear and strong, the graphics used are very lively which will entertain the children and the transitions used swipe in which wouldn't be used in adult videos but work well in children's videos