Promotional Videos

Nike Football Boots Promotional Video 

The main purpose of this video from Nike is to promote Ronaldino's exclusive boot range. The purpose is given away after a few seconds due to a close up shot of Ronaldinho putting his boots on.



Target Audience - The promotional video shows Ronaldinho showcasing his footballing skills. This video is being aimed at footballers and football fans as the audience may be persuaded to invest in these boots in order to recreate the skills of Ronaldinho.

Mode of Address - There is no dialogue in this video, meaning that the main selling point to persuade viewers to purchase the boots is Ronaldinho.

Technical conventions - It appears as though no editing has taken place in this video.

Brand Identity - The boots Ronaldinho was originally wearing were Nike, the ones he replaced them with were Nike and the ball he used, was Nike. The Nike tick is shown throughout the video several times. The tick of which is known worldwide and therefore brand identity is shown throughout.

Cardiff City Hospitality Promotional Video

https://www.youtube.com/watch?v=1nRIyDodJtk

This Video is extremely similar the model I aim to achieve for my own promotional video.  The shots are all captured nicely, theres a range of shots advertising the food and drink on offer and also reactions showing the product pleasing its customers.

Target Audience - This promotional video is targeting Cardiff City Football Club fans as its main target, however due to the large amount of shots featuring the food, it's clear you do not have to be a Cardiff City or football fan to enjoy this match day hospitality experience, something of which I aim to achieve.

Mode Of Address - Like the previous promotional video, there is no dialogue. Despite me producing a video with the same topic as this promotional video, I am going to include a voiceover as well as upbeat music, where as Cardiff have chosen to just include music. The music is intended to suggest the good atmosphere included within the match day experience.

Technical Conventions - The promotional video is absolutely packed with pull shots, visually the video looks great. The shots fade into one another showing the glamorous food and focus in and out, its something I am hoping to replicate for my own promotional video. The video also features panning shots emphasising the quality of service that Cardiff are offering.

Brand Identity - The first shot is an establishing shot of Cardiff City's stadium, showing the badge of Cardiff. This badge is seen throughout on the waitress' shirts etc. Of course the final moments show highlights of a game in which Cardiff City are playing, and this is where most people will recognise the Cardiff City badge, particularly football viewers.

Go Pro Hero 3 

https://www.youtube.com/watch?v=A3PDXmYoF5U

Target Audience - This promotional video is aiming to target people who would be interested in buying the new GoPro camera, people who own the previous GoPro camera and therefore this would try and convince them to upgrade or perhaps the beautiful shots captured would interest anyone and therefore this video could be a aimed at a mainstream audience.

Mode Of Address - Again this promotional video does not feature any dialogue, instead the high quality, visually appealing shots are enough to convince people into buying the new GoPro, well thats the aim.

Technical Conventions - The shots jump into one another, majority of the shots also use a panning shot. The promotional video also uses a lot of aerial shots and birds eye view, this is produced due to the use of a drone. All these shots show the features of a GoPro as it clearly states in the description  "Shot 100% on the new HERO3® camera from http://GoPro.com. 

Brand Identity - Not a lot of brand identity features in the promotional video, until the later stages of the video when the skier opens up his parachute and the logo of GoPro appears all over the parachute.

Apple iPhone 6s 

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

Target Audience - This video is aiming to reach out to a large, mainstream audience. This message is provided due to the fact that different, age, nationalities and class groups are all shown using the phone, its represent as being suitable for anyone.

Mode of Address - The combination of the upbeat music, the fast shots and the informal, yet useful voiceover all combine nicely to keep the viewer engaged. As the voiceover is describing the phone to the viewer, they're also being shown.

Technical Conventions - The promotional video is full of fast paced shots, jump cuts - cutting from one individual using the phone to another and supported by the fast beat of the music this is a very on edge video, its really expressing the excitement of all the new features within this phone.

Brand Identity - Only brand identity presented is the Apple logo shown on the back of the phone.

Design Brief - Psychological

Location

The location of my Documentary will take place at Nuneaton Town Football Club. I will be shooting in various locations all over the football club. The main locations I intend to shoot are the stands where spectators view the games, the club shop, and the Legends Bar. I will include brief shots of different parts of the ground to break up interviews and dialogue to keep the viewer intrigued.





When

I have already started filming the documentary. I recently filmed at a reunion night in which 100 fans turned out to celebrate the 10th anniversary of a game important to the club's history. I felt this really emphasised the dedication of the fans and therefore I tried to gather as many shots of their reactions as I could. Boro play Burton Albion on Tuesday 12th January so I will record pre-match interviews and gather shots of fans entering the ground etc.

Kit Required

1 Digital SLR
1 Clip on Zoom Mic- I will use this to improve the audio of my interviews.
1 Tripod
1 GoPro camera to capture a time-lapse of fans entering the stadium, sowing the build up of crowds
1 Drone - I will use this to capture aerial shots of the ground to use as stock footage

How

I plan to capture some very unique shots for my Documentary. In popular documentaries extra footage is often shown in and around interviews to break up the footage and keep the viewers entertained and engaged.

With the GoPro I will capture a time-lapse by capturing shots every 5 seconds by setting the GoPro to  time-lapse mode. In fact this is a perfect example of what I aim to achieve - https://www.youtube.com/watch?v=YAcpqlInKNc

With the drone, which is yet to arrive, I want to gather shots to show the size of the ground, I really feel that if I shoot this right, it will create engaging and creative footage. Here a drone is flying over AC Milan's stadium, not quite Nuneaton Town however I want to achieve a clean and visually appealing footage such as this example.

Health and Safety

Despite the area being quiet around the time I plan on filming, flying a drone is always a risk and therefore I have to be cautious of who is around. When shooting with tripods we will have to make ensure they will not fall over and break anything or hurt anybody. As well as this is important for us to ensure we were not in anybodies personal work space or private property.

My New Wave Film

https://www.youtube.com/watch?v=lJ6cUzOOLVg&feature=youtu.be

My Psychological Film Study

I will be studying three documentaries to apply the theories and also gain a wide understanding for when it comes to producing my own documentary.

1: Sunday League (2014) Short Football Documentary - Hard Lines Productions https://www.youtube.com/watch?v=WaSQkVvACyo

2: Grizzly Man (2005) - Werner Herzog
https://www.youtube.com/watch?v=q8MjDyfcMmU

3: Louis Theroux - The City Addicted To Crystal Meth (2009)


I will be producing my own Psychological Film with the same documentary approach the above have made. I will be shooting a documentary based on the fans of Nuneaton Town Football Club. There are certain fans that travel the country to watch the team away, however there are many fans that live miles away from Nuneaton and yet they travel to watch even the home games. I want to gain an insight into why the fans do this, and after many years of ups and downs, why fans have continued to follow the 'Boro' for such a long time.

The psychological theory I will be applying to my own sequence will be Jacques Lacan's study on obsession. I feel that this is a suitable study to accompany my own documentary as after all, there is a reason football fans spend all the money and travel all over the country...

Interview with Jacques Lacan, 1957 - http://braungardt.trialectics.com/sciences/psychoanalysis/jacques-lacan/interview-jacques-lacan/

Video of Lacan - https://www.youtube.com/watch?v=JL3wj4g-omQ

Jacques Lacan: Critical Evaluations in Cultural Theory by Slavoj Zizek Page 117 & 118 -https://books.google.co.uk/books?id=2gPJ3p5CiuQC&pg=PA119&lpg=PA119&dq=jacques+lacan+obsession&source=bl&ots=-9rF8xyUuD&sig=FYAXClSUbEtzB6r5BVzRhubhaNE&hl=en&sa=X&ved=0ahUKEwiXqtaqsZXKAhVE1xQKHQVhCL44ChDoAQg3MAQ#v=onepage&q=jacques%20lacan%20obsession&f=false


Sunday League Documentary

This short documentary is a fantastic example of the style of video I wish to create on an extremely low budget. Shots such as close ups of empty beer cans on the pitch, the low quality playing surfaces and the humorous interviews make this an enjoyable watch. However the psychological side of it is clear. It's emphasised several times how the players every Sunday morning are often drunk and not in a state to play football, however they all turn up every Sunday. In fact one player even stated "I can't remember a friday afternoon or a Saturday morning where I didn't mark the pitch out or get the nets ready for a Sunday Morning, It's just who I am". Clearly quotes like this could mean that Lacan's theory of obsession could be linked to these Sunday League players.


Grizzly Man

'Grizzly Man' Is a different style of Documentary. The Documentary is based on Timothy, a teacher with a passion for bears. The documentary is mostly footage shot my Timothy himself accompanied by interviews from people who knew Timothy and also a narrator is speaking over the footage building up more detail about Timothy for the viewer. It is clear throughout the documentary that Timothy had a clear psychological connection with the bears, It was more than an obsession. Again Lacan could be applied to 'Grizzly Bear', however unlike the previous documentary, I believe Lacan's theory on 'Desire' can be applied. "Lacan distinguishes desire from need and from demand. Need is a biological instinct where the subject depends on the Other to satisfy its own needs: in order to get the Other's help "need" must be articulated in "demand." But the presence of the Other not only ensures the satisfaction of the "need", it also represents the Other's love. Consequently, "demand" acquires a double function: on the one hand, it articulates "need", and on the other, acts as a "demand for love."  Throughout the Documentary, it was as if Timothy was always trying to broadcast the connection that he and the bears shared, when in reality, it was non existent. Therefore I feel that Timothy can easily be linked to Lacan as it was as though he was constantly trying to "demand love" from the bears to satisfy his own needs.

Louis Theroux - The City Addicted To Crystal Meth

Louis Theroux's documentaries are a completely different style to the two previous documentaries mentioned. Louis is the presenter and interviewer of all of his shows and also narrates over his footage. Shot in Fresno, California, this documentary shows the an area with a large population of people who suffer from drug problems, particularly crystal meth. I believe there are two theories that could be applied to this particular show. The first one is Laura Mulvey's Male Gaze. In the show Louis interviews females who have such a strong drug problem, they sell there bodies to men to generate money in order to buy their drugs. This is obviously a very dark topic, however it shows that  due to their problem with drugs, women will go to extreme lengths to interest males and allow males to use their bodies to overcome their own sexual needs in exchange for money which will then be used to buy drugs. Also Lacan could again be applied with the theory of 'desire'. "Even after the "need" articulated in demand is satisfied, the "demand for love" remains unsatisfied since the Other cannot provide the unconditional love that the subject seeks."

Design Brief for my video

As I plan to create a documentary on the fans of Nuneaton Town Football Club, I need to show how the club has affected them, and how Lacan's theory on obsession is present in their love and dedication for following the club. I will show this through interviews with several dedicated fans, asking them a series of questions and recording their responses.

I will shoot the interviews with a 2.8mm lens to create a shallow depth of field so that the interviewee is the subject in focus. This will create a professional film look, it is also a feature that is common within popular documentaries and therefore I am aiming to replicate it. Typically there are lengthy shots of objects or the settings that are involved with the topic of the documentary, this convention is shown within the 'Sunday League' documentary as it shows shots of the poor state of the pitches etc. I will include this convention to break up parts of the interviews, and will seek to use shots that support the dialogue of the interviewees.

I intend to let the camera run as long as I can during the interview, I want to catch all their emotions and aim to show what the club means to them. If I think a particular expression would benefit the documentary and link the footage to a theory then I will capture a close up of the expression.

Jacques Lacan

Desire

Lacan's concept of desire is related to Hegel's Begierde, a term that implies a continuous force, and therefore somehow differs from Freud's concept of Wunsch. Lacan's desire refers always to unconscious desire because it is unconscious desire that forms the central concern of psychoanalysis.

Lacan distinguishes desire from need and from demand. Need is a biological instinct where the subject depends on the Other to satisfy its own needs: in order to get the Other's help "need" must be articulated in "demand." But the presence of the Other not only ensures the satisfaction of the "need", it also represents the Other's love. Consequently, "demand" acquires a double function: on the one hand, it articulates "need", and on the other, acts as a "demand for love." Even after the "need" articulated in demand is satisfied, the "demand for love" remains unsatisfied since the Other cannot provide the unconditional love that the subject seeks. "Desire is neither the appetite for satisfaction, nor the demand for love, but the difference that results from the subtraction of the first from the second." Desire is the a surplus, a leftover, produced by the articulation of need in demand: "desire begins to take shape in the margin in which demand becomes separated from need." Unlike need, which can be satisfied, desire can never be satisfied: it is constant in its pressure and eternal. The attainment of desire does not consist in being fulfilled but in its reproduction as such. As Slavoj Žižek puts it, "desire's raison d'être is not to realize its goal, to find full satisfaction, but to reproduce itself as desire."

Drive

Lacan maintains Freud's distinction between drive (Trieb) and instinct (Instinkt). Drives differ from biological needs because they can never be satisfied and do not aim at an object but rather circle perpetually around it. He argues that the purpose of the drive (Triebziel) is not to reach a goal but to follow its aim, meaning "the way itself" instead of "the final destination", that is to circle around the object. The purpose of the drive is to return to its circular path and the true source of jouissance is the repetitive movement of this closed circuit. Lacan posits the drives as both cultural and symbolic constructs—to him, "the drive is not a given, something archaic, primordial." He incorporates the four elements of the drives as defined by Freud (the pressure, the end, the object and the source) to his theory of the drive's circuit: the drive originates in the erogenous zone, circles round the object, and returns to the erogenous zone. Three grammatical voices structure this circuit:

1. the active voice (to see)
2. the reflexive voice (to see oneself)
3. the passive voice (to be seen)

The active and reflexive voices are autoerotic—they lack a subject. It is only when the drive completes its circuit with the passive voice that a new subject appears, implying that prior to that instance, there was not subject.xd Despite being the "passive" voice, the drive is essentially active: "to make oneself be seen" rather than "to be seen." The circuit of the drive is the only way for the subject to transgress the pleasure principle.