Paper Short Film

Statement of Copyright

Statement of Copyright

What is copyright?

Copyright is a legal idea, passed by most governments, that grants the creator of an original piece of work exclusive rights to its use and circulation, usually for a limited time, with the purpose of allowing the creator of knowledgeable wealth (e.g. the photographer of a photograph or the author of a book) to receive compensation for their work and be able to financially support themselves.

The Rights Covered?

The law gives the creators of literary, dramatic, musical, artistic works, sound recordings, broadcasts, films etc. rights to control the ways in which their material may be used. The rights cover;

·        -  Broadcast and public performance

·        - Copying

·        - Adapting

·        - Issuing

·        - Renting

·        - Lending copies to the public

In many cases, the creator will also have the right to be identified as the author and to object to lies of their work.

The Work Protected?

·         Literary: song lyrics, manuscripts, manuals, computer programs, commercial documents, leaflets, newsletters & articles etc.

      Dramatic: plays, dance, etc.

·         Musical: recordings and score.

·         Artistic: photography, painting, sculptures, architecture, technical drawings/diagrams, maps, logos.

·         Typographical arrangement of published editions: magazines, periodicals, etc.

·         Sound recording: may be recordings of other copyright works, e.g. musical and literary.

·         Film: video footage, films, broadcasts and cable programmes.

Acts That Are Allowed?

Fair dealing is a term used to describe acts which are allowed to a certain point without invading the work, these acts are:

·         Private and research study purposes.

·         Performance, copies or lending for educational purposes.

·         Criticism and news reporting.

·         Incidental inclusion.

·         Copies and lending by librarians.

·         Acts for the purposes of royal commissions, statutory enquiries, judicial proceedings and parliamentary purposes.

·         Recording of broadcasts for the purposes of listening to or viewing at a more convenient time, this is known as time shifting.

·         Producing a backup copy for personal use of a computer program.

·         Playing sound recording for a non-profit making organisation, club or society.

BCAP Code

BCAP Code

CAP: Committee of Advertising Practise

Who are they?

Our industry is ruled by codes of practice that are designed to protect consumers and create an equal playing field for advertisers. The Codes are the responsibility of two industry Committees - the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) and are independently managed by the Advertising Standards Authority (ASA).

Why?

The Committees of Advertising Practice write and keep the UK Advertising Codes, which are managed by the Advertising Standards Authority. They offer the industry professional advice and guidance on how to create campaigns that obey the rules.

What do the Codes cover?

·         - Print and press ads

·         - Posters

·         - Direct mail

·         - Television and radio ads

·         - Competitions, special offers

·         - Email and text messages

·         - Internet (banners, pop-ups, virals, sponsored search, marketing communications on companies’ own websites and other non-paid for space under their control.)

·         - Teleshopping

·         - Cinema commercials

·         - Promotions

·         - And more.

Areas of the BCAP Code that are relevant to my advert

·         - Television and radio ads

·         - Internet (banners, pop-ups, virals, sponsored search, marketing communications on companies’ own websites and other non-paid for space under their control.)

·         - Cinema commercials

·         - Posters 

Location Recce

Location Recce and Survey

Location name:  Esher College

Date:  27/11/13

Survey time:  14:33

Address:  Esher College, Weston Green Road, Thames Ditton, Surrey, KT7 0JB

Contact:  07747110312

Layout: Open space

                                 

                             

Interior 

Available power: Available sockets for charging camera if needed.

Natural light:  Windows- open roof

Doors & windows:  ---

Logistics

Transport: 

Permits: 

Facilities: 

Exterior 

Weather:  Warm preferably       

Light:  Sunny/Warm  

Sound:  ---

Have you obtained a signed Agreement for use of site? - Yes

Did you inform the managers/owners of the location as to what to expect? - Yes  

Have the managers/owners advised the site is free of any hazards? - Yes

Does the basic building structure appear sound? - Yes

If the location is an operational facility are there emergency procedures available on site? - Yes

Have arrangements been made for the supervision of any children who will be on the site for your production? – Not needed

  

Is the site free of hazards which may lead to slips, trips, falls? - Yes

Have any danger areas been clearly marked and/or taped? – Not needed

Are exits, corridors, and stairways well lit? (If not, take a back-up supply of torches) - Yes

Are fire and emergency exits clearly marked and unobstructed? – Not needed

Are there appropriate means of emergency egress and communications such as lights, fire exits, operational telephone lines and signs? - Yes

  

Are the access and egress points suitable for carrying/transporting the film equipment/gear? – Not needed

Are guard rails or hand railings in place on raised platforms or potentially unstable areas (eg cliff edges, stair cases, etc)? – Not needed

Is the surface stable enough for mounting the camera support? - Yes

Have flats/props been checked to ensure they are stable and safe for crew and cast? - Yes

Is there an adequate heating system for the building? - Yes

Are you working in a location that has domestic electricity supply of 240 volts? – Not needed        

Is there enough electrical output for the demand needed? – Not needed

Are fire extinguishers and/or other fire safety equipment required/available and in working condition? - Yes

Is fire fighting equipment accessible and noted on the call sheet? - Yes

Has the issue of smoking of cigarettes by cast and crew been addressed? (Where can they smoke? Is there provision for extinguishing and cleaning up butts?  - Yes

Have the daily call sheets identified the emergency procedures for each location? - Yes

Are there hygienic and functional toilets and hand washing facilities nearby? - Yes

Is there clean, drinkable water on site and enough running water for requirements? - Yes

Have you checked the location for lighting at the correct time of day to match the shoot? - Yes

What time of day do you loose light? - 4

Has a system for security of equipment/belongings from theft been identified? - Yes

Is there a hospital within 20 minutes travel time? - Yes

Is there a First Aid Kit available and someone responsible for it? – Not needed

Does traffic control need to be arranged? - No

Can pedestrians safely move around the area? – Not needed

Has the volume and weight of the equipment to be transported been evaluated? – Not needed

Will you have enough people/equipment to transport the equipment to the location? - Yes

Do you have sufficient light for cast and crew to work in? - Yes

Has protection against predicted rain or strong winds been provided or planned for? – Not needed

Have you provision for disposal/recycling of waste generated while on location? - Yes

Will there be any detrimental impact on the environment by the cast, crew and the use of vehicles and equipment?  - No

Budget - Real and Hypothetical

Real Budget: 

https://drive.google.com/file/d/0B3NEkfaKy_RqOU81OEpHU0lBRzg/edit?usp=sharing

Hypothetical Budget: 

https://drive.google.com/file/d/0B3NEkfaKy_RqUGRRMzRaelNObEU/edit?usp=sharing

Risk Assessment

Dope Sheet

My dope sheets show the first 5 seconds of my advert. There is 5 different scenes and each scene lasts for 1 second each. 
They are all medium shots and have all the same music playing throughout but I didn't add this in because the song I am using is the instrumental version and so it has no lyrics.

Release Form

 

Research Report

Research Report

I formed primary research for my product, which I chose (Dr Pepper) because I needed to find out what the general feeling was towards the drink. I wanted to know what people thought of the brand because it would give me an idea of how many people would be interested in the advert and who wouldn’t. To do this I had to investigate what the general public liked or disliked about previous Dr Pepper adverts and what could be improved/changed in the future. I chose to create and send out a questionnaire because I think by researching this way; it would be a more entertaining way for both me and whoever I sent the questionnaire too as it is simple to fill in.

1. Primary Research

1.1 Questionnaire (Quantitative):

The purpose of my questionnaire was to find out how popular Dr Pepper actually is and what people think of it overall. My questions were effective because it gave me a wider outline to how successful the product is. The pie charts on the right are my questionnaire results. There are only seven pie charts because three of the questions, which were open answers, were too complicated to put onto a graph, as they were all differ ent answers.

As you can see from the results on the right, most people had tried Dr Pepper before. This tells me that the product is successful and most people have heard of it and tried it out even if they weren’t fond of the taste. This told me that because the product was popular, there was a reason to make my advert.

This research technique worked well because I found out what I wanted from what I asked and as well as that, the people who I sent out the questionnaire to enjoyed answering the questions because they were simple and easy to answer.

1.2 Focus Group (Qualitative)

The purpose for my focus group was to find out what the public thought of the previous Dr Pepper adverts, I did this so it would help me workout what makes a successful advert and what doesn’t. As well as knowing what makes a successful advert, this would give me an idea on what I need to include in my own advert e.g) humour. I asked multiple questions relating to what they thought of the adverts overall. The questions I asked were quite basic yet effective. The answers from my focus group varied a bit because there were things about the two adverts that they liked but at the same time there were things that they didn’t like.

The participants in my focus group agreed that the target audience was clear as there always seemed to be a teenager drinking the drink stating "It’s always a teenager drinking it so it has a clear target audience". They also settled that the slogan was memorable and it was ironic saying things such as "whenever they mention the slogan, it tends to be the worst then happens". I also included open questions in my questionnaire instead of just choosing ‘Yes’ or ‘No’. I didn’t show the three open questions in my questions due to the fact that everyone who took part in the questionnaire answered differently to those certain questions.

This research technique also worked well because they were open questions and answers and so people could freely express how they felt about the adverts and not have to pick one response.

1.3 Analysis (Qualitative)

Advert 1: Dr Pepper Advert 

(http://www.youtube.com/watch?v=2Sf6uzhRbOs)

1. In this advert, the product being sold is Dr Pepper. The advert does make it clear that it is promoting Dr Pepper because at the start, the actor goes to a Dr Pepper vending machine and buys one and then throughout the advert, you carry on seeing the product. I think the advert is more focused on creating a personality towards to product as they use a lot of humour to make the advert successful. By doing this, it makes the drink much better known as people remember the advert. 

2. The general mood of the advert is fun and cheerful, although the actor is in a bad situation – it makes the audience laugh. The advertisers are very clever with their slogan and the subject of their adverts because as we know the slogan is ‘What’s the worst that could happen?’ and so they try their hardest to make a realistic situation the worst it could be. They are very ironic in their adverts and this makes an advert effective. 

3. There is only music at the end of the advert and yet with the circumstances of what just happened, it is cheerful music with what sounds like a choir chanting ‘What’s the worst that could happen?’ while everyone is laughing at the actor. By having happy music play in the background, this makes the advert funnier although we try our hardest to feel sorry for him knowing what situation he’s in. There is no voice over. 

4. Again, the advert tries to get your attention by using humour and making it as funny as possible. It raises interest by discussing a subject, interesting all target audiences but mostly teenagers, which was about the main characters little finger although everyone who heard the conversation thought it was something slightly ruder. 

5. Demographics show that the product is aimed mostly towards teenagers in this particular advert because throughout the advert, you see mostly people who are from around 15-19 and so that’s why it would be most likely aimed at that target audience. In this advert it is mostly revolved around males drinking the drink and this is the same in the second advert.

6.  Although this particular advert hasn’t got much to do with identifying where people have insecurities and trying to change that - in the advert, the main woman actor says “He needs to be more careful where he puts that thing” and although she is talking about something else, this can also represent the boy spilling the drink and needs to be more careful with what he does.

Advert 2: Dr Pepper Advert

(http://www.youtube.com/watch?v=N5DkFEFlpX8)

1. Again, the product being sold is Dr Pepper. The advert is less clear than Advert 1 but you can still tell it is for the specific product. The advert is focused more on creating a feeling and personality by not constantly talking about how amazing the drink is but instead creates a humorous story which people would enjoy and so are more likely to buy the product. They portray comicalness in the brand by making the adverts and I personally think this is the more successful way of advertising a product/brand.

2. Again, the general mood of the advert is happy and funny for the audience anyway. I have come to the conclusion that the advertisers for Dr Pepper have decided to stick with the amusing adverts as they probably consume the most income from these adverts instead of previous ones.

3. Yet again, the same music plays at the end and once more it is a cheery tone despite the awful situation. It does make the mood entertaining because of the wit. I think people’s perception of the voice would change if the voice was a different gender or race because it would sound completely different and may not sound as joyful and sarcastic. Even if the voice was a male let alone a different race, then the music would have a different feel to it.

4. The advert tries to get the audiences attention by creating a witty story where viewers will know exactly what happened but the girl in it wont and so it’s very amusing for the spectators.

5. This advert is different to the first one in terms of whom it is aimed at. This is because in the advert, the person who offers a Dr Pepper is in fact an older man who is a father. This shows that both younger and older people drink the product and can be for anyone. Who is this advert aimed towards? Use demographics, psychographics and ideology to explain who the audience is. How does the advert use these characteristics to appeal to the target audience?

6.  The advert tries to fulfill the needs of the audience to want a Dr Pepper although the way they portray the product is quite an unusual way to do so compared to other advertisements. Again, using the slogan as an example they make out that if you buy the drink, something bad will happen.

Stop Motion Text 1: The PEN Story

(http://www.youtube.com/watch?v=m9Et7UQh1tg)

1.     What is the technique of the stop motion? How is it achieved? Why is it appealing?

Every other photos they have skipped a few bits so it isn’t as smooth as most stop motion videos. This is a successful way for the particular video and theme of it because it doesn’t need to be completely smooth to make it interesting and clever.

2.   How/why does that particular technique suit the subject of the stop motion?

It suits the subject of the stop motion because as it is shown through photos, you can clearly see what’s going on even if you don’t necessarily have every single second shown.

3.   Is there any sound? Explain how it is used and why it is effective.

The sound used in the text is a song being sung by a male. The song which has been chosen relates to the stop motion text itself. The song has lyrics which are “The years are flashing by and everything will change but way deep down inside we all just stay the same.” The video being 1,800 photos of showing someone grow up and go through their life, the lyrics work quite well meaning it is effective because we listen to the music while watching what’s happening and it reminds people that that is the case. 

4.   Describe the pace of the stop motion. Is it effective?

The pace of the stop motion is quite fast but this is effective because it means viewers won’t get bored while watching it because so much is happening in a short amount of time and it’s a story that people would want to carry on watching to see what happens.

5.    Identify any of the 12 Principles of Animation that are used.

There wasn’t much use of 12 principles because of the reason that it was photos taken of other photos but within that, there was ‘Pose to Pose Animation’ used because obviously you need to know what to do when someone will take the photo otherwise it could be blurry/out of focus and won’t look professional.

6. Describe the set design. Do the characters interact with the set?

No, the characters do not interact with the set purely because it’s a set of photos showing someone growing from a boy to a man and the key events that happen through his life so its not real life. The 1,800 photos taken are placed next to each other and go around a house through different rooms.

7. How many different parts move at once in a scene? Is there a lot of movement, or just some parts? Is it effective? Why?

There is a lot of movement due to the fact that in every photo the character(s) are moving and walking but I think a lot of the movement is the camera following the photos around the house. I feel it is effective because it emphasizes on the story even more.

8. Do you think the subject could be done more effectively using a different form of film or animation?

I think if they had taken more photos, there would have been less of a big jump from picture to picture and we would have been able to see more detail and more accuracy.

Stop Motion Text 2 - John Lewis Home Insurance Advert 2013

(http://www.youtube.com/watch?v=Wy2hrrI5BKY#t=59)

1.     What is the technique of the stop motion? How is it achieved? Why is it appealing?

In this advert they used stop-frame animation. It is very appealing because it works so well due to the fact that it runs so smoothly and has had a lot of time and effort put in to making it the best it could be. 

2.   How/why does that particular technique suit the subject of the stop motion?

I think the particular technique suits the subject of the stop motion because it’s based around your belongings and the things you have in your home that you perhaps don't value enough but couldn’t live without. It shows everything important in the house including the people who live there coming together and having a photo at the end and they showed it well through the stop-frame animation.

3. Is there any sound? Explain how it is used and why it is effective.

There is music in the background is a cover of Fleetwood Mac ‘Don’t Stop’ covered by Nina Nesbitt. I think the song goes quite well with it because it is a cheerful song running with a cheerful message.

4.   Describe the pace of the stop motion. Is it effective?

The pace of the stop motion is quite fast which is good because it means it looks like everything moving is moving completely on its own and looks like it is being filmed rather than having individual photos taken.

5.    Identify any of the 12 Principles of Animation that are used.

I think every principle was used in the advert.

6. Describe the set design. Do the characters interact with the set?

The advert is set in and around a house until the end where it is shot outside of the house. The characters do interact with the set as they are carried along on pieces of furniture including sofas and a bed. Everything from cutlery to toy army soldiers are marched outside of the house to have a photo taken and so you see everything come to life in different rooms which I thought was clever.

7. How many different parts move at once in a scene? Is there a lot of movement, or just some parts? Is it effective? Why?

There is a lot of movement all at once. This is quite effective because it means it looks realistic and so it grips the audience’s attention because they would be intrigued on knowing how it was done.

8. Do you think the subject could be done more effectively using a different form of film or animation?

No I don’t think it should have been done another way because the producers clearly wanted that outcome and it looked really talented in the end.

The purpose of my textual analysis was to find out more about why existing adverts are as they are. I established what the advertisers plan to do and the outcome they want from their adverts for Dr Pepper. I also analyzed the adverts and texts so I could have an idea on how to make my Stop Motion advert successful and what I need to do for that to happen. For both adverts I analyzed I realized that the advertisers for Dr Pepper go down the humour path to persuade different audiences to buy their product. They use irony in a lot of their work to amuse viewers which means they are more likely to buy something from them. Although their slogan is ‘What’s the worst that could happen?’ they make the advert not the worst that could happen but very bad. You would think that this would put people off buying the drink but in fact it doesn’t, it sometimes even entices them to try and see if anything did happen although it wouldn’t.

2. Secondary Research

2.1 Books: Form

In this part of my secondary research I am going to research into Advertising. This will hopefully broaden my knowledge of the subject I’m making an advert on to decide what techniques to use. I wanted to find secondary research on my product I have chosen which is Dr Pepper but unfortunately there will be no books on it and so my teacher and I agreed to focus on advertising but internet research will have a lot more for the product.

2.1.1 (Nick Lacey, January 2002), Media Institutions and Audiences – Key Concepts in Media Studies, Palgrave Macmillan Limited

·      “The estimated cost of buying a 30-second slot in the nation's most popular soap opera, Coronation Street, stands at a staggering £100,000”

·      “Obviously the more audience a region delivers, the more it can charge”

·      “The amount companies spend on advertising is also extremely sensitive to the economic conditions of the time: when recession hits, advertising, alone with jobs, is cut.”

·      When money is good, like the 1990’s, advertising spend increases.

·      If the audience remains, advertising income for each channel is likely to decrease.

·      “Channel 3 has been a cash cow, for the ITV companies, for over 40 years but now it has reached a stage where the channel has to be regarded as a 'question mark'.”

·      More money has to be spent on programmes to simply maintain the audience market share.

·      A way of measuring the amount of viewers of each T.V channel is by taking a guess on the audience share each has of television watchers. ITV’s audience, for example decreased for 1981 onwards but was still commercially dominant.

2.2 Books: Subject

Instead of researching the theme of my product, I am going to research Animation due to the fact that again there won’t be anything I can find on Dr Pepper and so my teacher decided it was best to research Animation. I will do the same topics (advertising and animation) for 2.3 and 2.4.

2.2.1 (Ken A. Priebe, July 2006), The Art of Stop-Motion Animation, Delmar

·      “Giving your objects personality and making them appear to think will be expressed through the timing”

·      I need to remember how important holds are to the rhythm of my animation and the pacing of my story.

·      “Not that human beings are objects but they can also be animated through a process called pixilation.”

·      “Have a friend sit in a chair in front of your camera, take a frame, and then have them scoop up a few inches, and take another frame.”

·      This would result them in sliding across the room on the chair.

·      Pixilation has been used in many films.

2.3 Websites: Form

I am doing the same research as 2.1.1 about advertising but in website form.

2.3.1 Philip Kotler, Unknown Year, Types of Internet Advertising [Online]. Available at: https://www.boundless.com/marketing/social-media-marketing/introduction-to-social-media-digital-marketing/types-of-internet-advertising/ [Accessed: 04/11/2013].

·      “One major benefit of online advertising is the immediate publishing of information that is not limited by geographic or time constraints.”

·      “Consumers have greater control over the content they see, affecting the timing, placement, and visibility of online advertisements.”

·      “Advertising on social media networks can take the form of direct display ads purchased on social networks.”

·      “Search engine marketing is a form of marketing that seeks to promote websites by increasing their visibility in search engine result pages.”

·      “Advertisers pay each time users click on their listing and are redirected to their website.”

·      Online advertising relies a lot on background and social targeting to serve personalized ads to consumers.

2.4 Websites: Subject

I am researching more on mostly pixilation and finding out what makes a good Stop-Motion animation video/advert using pixilation.

2.4.1 Netta Canfi, 2001, Pixilation Animation [Online]. Available at: http://www.the-flying-animator.com/pixilation.html [Accessed: 04/11/2013].

·      “Pixilation was “3D” long before computers got involved in animation”

·      “It’s not a drawing – It’s REAL, a real world and people, and so our expectations and reactions as viewers are different.”

·      Personal films and music videos seem to be used with this certain type of Stop-Motion animation the most.

·      “This animation technique goes all the way back to the beginning of animation history. Pioneer animator Norman McLaren made the short film “Neighbours” while working for the National Film Board of Canada – probably the finest greenhouse for experimental animations ever.

As well as researching pixilation, I wanted to find useful information on Dr Pepper and branding. I found two websites, which helped me find this information out.

2.4.2 Nick Harrison, 2011, Dr Pepper's risky strategy — niche marketing or alienating? [Online]. Available at: http://www.chicagobusiness.com/article/20111031/BLOGS06/111039993/nick-harrison-dr-peppers-risky-strategy-niche-marketing-or-alienating [Accessed on: 18/11/2013]

·      “Its target audience is younger males whom the makers of Dr Pepper believe are turned off by zero-calorie diet sodas.”

·      “The latest statistics by RAB Mobile show that men purchase 44.3% of diet soda, with only 9.7% being purchased by men from 18-24, and 15.8% by men from 24-34.”

·      “Having a target audience is helpful in marketing because you can tailor a product or service toward that audience.”

·      “The campaign also risks turning women (and perhaps men) off the Dr Pepper brand itself.”

·      “News can make a consumer buy a product, but quality and taste is what will keep them coming back for more.”

·      “Targeting a certain demographic is perfectly fine and in a lot of cases a smart move, but alienating another just for press is an entirely different matter.”

·      “As an entrepreneur or as someone working in any size business, always remember the big picture regarding your brand.”

Conclusion

The research that I did helped me quite a lot in to helping me creating my advert and seeing how I could make it better. I wanted to use pixilation because I feel it has been most successful in adverts/music videos when using Stop-Motion animation. For 2.3 and 2.4 (websites) it was very hard to find good information about either advertising or animation and so it took me while to gather material for that part of my secondary research. I presented my research/ideas in a clear way where readers could understand what I was trying to achieve.