Regulation of radio advertising

ASA – Advertising Standards Authority (http://www.asa.org.uk/About-ASA.aspx)
The regulatory bodies exist to protect consumers, make sure advertisements are responsible, they’re a fair deal and to keep children safe from any inappropriate advertisements.
Notes about the company:
70% is taking care of misleading adverts.
30% is offense and harm of advertisements.
How do they regulate radio advertising?
Read complaints, find ways to resolve the problems.
Actively checks ads in all media texts and regularly make surveys to check all the data is up to date and whether it’s a common opinion or not.

RACC – Radio Advertising Clearance Centre (http://www.racc.co.uk/about-us)
RACC was set up in July 1996 to make its own advertising clearance body.
They needed a fast, user-friendly, people who took account of radios special characteristics and a service upholding high standards of consumer protection.
RACC makes sure the adverts are regulated, check all kinds of radio adverts all the time to make sure consumers are safe.
They do this by listening to adverts which are requested to be played before they are aired on radio stations.

Ofcom – Office of Communications (http://www.ofcom.org.uk)
To make sure if any of the companies are making the same mistake with their advertisements, and if they are repeatedly breaking the rules, then they will be banned from making any more to avoid more complaints.
They regulate radio advertising by listening to responses of advertisements then taking action to resolve the problem.

Legal issues Fast food hamburgers – doctors are against most of the advertisements used for fast food restaurants as they don’t always state how many calories their hamburgers have, and what impact they can have on your body. Ethical issues truthful – advertisers must be truthful, especially when it’s shown on times/channels that children could be watching. Children wouldn’t be able to understand exaggerated information, like a toy helicopter being indestructible. Future of their product – they must take a good look into what they think the future of the product lines will be, whilst deciding whether they are acting ethically as advertisers or not.

Advertiser	Budweiser (Link 1)
Number of complaints	1
Part of code the advert was banned under:	19.6 (Link 2)
Why was this advert banned? Reading link 1, what were the main issues that the complainant had? Reading link 2, what did this advert breach in the ASA code?	The main issue that the advertisement has was alcohol linking with sexual success. The advert was banned because the alcoholism was linked with sexual activity, saying that if you drink their alcohol then you have a girlfriend and that it would increase your attractiveness.
This news story might help: http://www.campaignlive.co.uk/news/1126292/

Advertiser	PPP
Number of complaints	1
Part of code the advert was banned under:	3.1 AND 3.9 (Link 2)
Why was this advert banned? Reading link 1, what were the main issues that the complainant had? Reading link 2, what did this advert breach in the ASA code?	Misleading, it made it seem as if there was no deadline to file a claim to PPI. Mis-selling They must hold evidence to prove the claim they made about there being no deadline, otherwise the audience would be likely to believe it and there needs to be adequate sustention.
This news story might help: http://www.bestadvice.net/ppi-radio-ad-banned/

Advertiser	Barisons Productions Ltd
Number of complaints	1
Part of code the advert was banned under:	3.1, 3.3 and 3.8
Why was this advert banned? Reading link 1, what were the main issues that the complainant had? Reading link 2, what did this advert breach in the ASA code?	Reference about an actor who was no longer included on the show were still made, without his agreement. Misleadingly including clips of the actor to make it seem like he was still included on the show. Adverts are not allowed to use images or clips of any actor/actress which are not included with the show/film itself, without the actor or actress themselves being informed.

 

 

 

Purposes of radio advertisement (with examples)

Janet by the Co-operative 2014
To let listeners know of their special offers – this will intrigue people who are looking for a way to save money. To help listeners who are also struggling to find gifts for their loved ones – if the person has only just been reminded of a special occasion and doesn’t have much time to find a gift or just can’t find one, they can go to the Co-operative. Where to find gifts for their loved ones – some could be completely clueless on what store to even go to and which stores will have what they’re looking for. An attempt to solve all their problems with gifts for special occasions – if they have problems in their relationship(s) and want to try to solve them, they can try with gifts. Have listeners ready for the holidays – just think of the amount of trouble a husband can get into if he forgets his wife’s birthday or just some simple flowers/a card for valentines. Have happy customers – when their customers hear about their special offers, they’ll be thrilled that they won’t have to go bankrupt just to make their wife happy. So that they can earn more business – Without updated advertisement, how would the Co-operative earn money?

Cancer Research – Race for Life by Sweary Science 2014
More donations –  with more donations, they’ll be able to continue on research to find a cure More sponsorship – this will also go towards donations and possibly inspire people taking part to look forward to the event or possibly train more to help when the race comes. To help them continue more research – which would help more patients suffering with cancer. Inspiration to join the race for life – with more people joining, there’ll be more sponsorship, more donations and more ways to help find a cure. To interest people who know of cancer and want to get rid of it – If there’s more people taking part, everybody wins. To be remembered as a funny advert and possibly make them get involved in some way – this can also give them a reason to join the race and make them want to earn more money for the charity. Help more patients – if nobody knows about the race, nobody will join and there won’t be any money raised.

2012 Halitosis Chicken Licken Hot wings
For more customers – so that they can tell others about their products, they can get feedback and have enough money to go over the feedback to make it better for future customers. For anyone who is also finding it hard to stop the urges of them needing their hotwings – if there’s people who already know about their hotwings but are finding it hard to stop the urge with the restaurant being closed because of strikes, this advert is for them. Feedback on what people think of it – to have more customers which means more business and they’ll find out how they can make it better. If it’s really good, the audience may tell others about it – more publicity, more customers so that they earn more money. For anyone (mostly families) who are looking for a new favourite restaurant – some families go to a different restaurant each week/fortnight and they need to know what places are good or what places they should try, so this advertisement would help them. Inform them of the strike – if they didn’t know about it and were about to go to their restaurant, the advert will inform them. Anyone who likes chicken, to let them know they sell it – so that chicken lovers know of another place to add to the list of where to go to get chicken.

2012 Dorm Campbell’s Soup
So the listeners find their advertisement funny and they remember it when they see the soup in stores and that may make them try it – if they’ve heard something about the advertisement previously, they’re more likely to buy the product. Let more people know of their delicious soup – gains more customers and lets customers tell others what they think of the soup. For listeners to remember any embarrassing moments with their family, laugh over it then buy a can of their soup – if they have a memory behind the product, it may intrigue them to buy it to show to the other people involved in the memory and try it. Something to try for soup lovers – something new to try, for people who are interested in those kinds of products.
If the listener(s) don’t have a meal planned and are starving – so they have an idea of what to eat and possibly go back for more, to have it again. To get out to an older audience who still listen to the radio – it’s easier to advertise to that kind of audience as they don’t need much to be entertained but a younger audience can be of a bigger variety, be interested in more things and possibly not even be interested in the advertisement, some don’t even listen to the radio. Spread feedback – if other people hear good feedback about the product, they may want to try it themselves.

2011 Dear Me Washington State Department of Health
For any listeners going through the same problem – to find help from others who have experienced the same problems. To let them know where they can seek help from – if they need help desperately, this advert will let them know where to go. Let listeners know there is help out there – no one will be able to know what stage they’re on, whether they’re about to give up or just realising the problems, wherever they are, they need to know that there is help out there. To shock listeners – to possibly stop them from causing more and smoking more. Make them think about the situations around them – make them realise how smoking has had an impact on their lives. Possibly stop them in their tracks and make them see that seeking help is the right thing to do, better sooner than later – stop more problems happening and possibly save lives. If the listener(s) know anyone who smokes, they can tell them about the advertisement and their helpline – stop more problems before they happen.

Job roles in radio advertising

Job title	Job Description and Salary	Skills and Qualifications Needed	Contribution to the Product and ways you can get this type of job
Market Researcher	Collect and analyse information. Find out views about consumer products or political and social issues. Salary is £20,000+ per year because you’ll be working over 35-40 hours per week. (nationalcareersservice, 2014)	You’ll need communication skills (in speech and writing). Brilliant number & computer skills. To be able to analyse and interpret statistics. Able to work well under pressure. Be creative, organised and a good problem solver. Team work and business awareness. Higher education qualification or you can work yourself up from an interviewer or an assistant researcher. You would need a degree in maths, statistics, business/management and economics if you’re applying for quantitative work, and if you’re applying for qualitative work; you’ll need a degree in psychology, sociology, geography, social sciences and anthropology. Job experience.	You’ll be helping the radio find more ways to advertise in ways that suit them and would increase their audience. If you want this job in qualitative; you can apply here: http://www.researchjobfinder.com/job/61548/research-manager-qualitative/ – this website helps you find all kinds of jobs and you can find more information for this kind of job here: https://nationalcareersservice.direct.gov.uk/advice/planning/jobprofiles/Pages/marketresearchexecutive.aspx
Voice Over Artist	In voice over artist, you have to use your own voice and be speak over whatever is played in the background or silence and you’d be heard on the radio. Paid £50 an hour because of how involved you are with the advertising. (ukvoices, 2014)	You don’t need experience but you will need a phone, computer (so that they can contact you and you can apply for the job) and a voice which is different; so that people who listen to your voice can hear that difference, instead of it being one they’ve already heard before or one that wouldn’t interest listeners. Be able to record your voice so that you have an entry for the job. Clear, loud voice.	You would be helping whichever company you choose by helping them advertise over the radio and helping anyone who is looking for the kind of advertisement you’ve used to apply with. Apply for this kind of job here: http://www.ukvoices.co.uk/ – this website is for anyone who wants to be a voice over artist and it guarantees you’ll be paid more than what you have to for membership or money back guarantee.
Sound Editor	Edit sound and create soundtracks by cutting & synchronizing audio which fits the filming perfectly. (mediamatch, 2014) Salary is £35,000+ because you’ll be helping the company advertise with sound which fits the clip(s) they want to use.	Wide knowledge of programmes to use which are able to edit sound. Be able to create, design and import sound. Experience in various soundtrack delivery systems. Excellent hearing, a good sense of timing, keeps attention to detail and good communication skills. Expert knowledge of all post production, sound equipment processes and procedures.	With this job; you’ll be helping the company produce advertisement which has good sound quality and fits the kind of audience they are trying to reach out to. You can get this type of job by applying here: http://www.jobmonkey.com/broadcastjobs/post-production.html
Commercials Producer	A commercials producer is someone who helps make the commercial needed for a specific product. Average salary is £55, 857 per year because they are helping the manager produce a successful advertisement.	Experience in commercials, promos, and sponsorship. Teamwork in brainstorming ideas for commercials, devise creative concepts, help develop and write simple scripts. Work on animation and live action creative work. Keep to deadlines. Responsibility. Planning shooting schedules. Experience directing shoots and edit producing would be wise. Work under pressure Self-motivated. High level of written and verbal communication. Able to travel on short notice. Wide knowledge on computers. (velvetjobs, 2014)	In this job, you’ll be helping making commercials for the company and this would help increase their audience. You can apply for this job here: https://www.velvetjobs.com/featuredjob/media/guest/54094 – with NBCUniversal (CNBC International) and they’re a recognised global leader in business news.
Media Buyer	Responsible for buying advertisement spaces in newspapers, magazines, TV, online, radio and cinema, you would have to be able to reach as much as the target audience as possible. Salary starts at 18,000+ per year but increases with the more target audience you are able to reach and experiences you have. (nationalcareersservice, 2014)	Quick thinking, business sense, and creativity. You will need a BTEC HND or a degree in advertising, marketing, statistics or operational research, communication and media studies or business studies. You will need work experience in an advertising agency before applying for this job so that you have an idea of what the surroundings will be like. Sales skills are needed. Knowledge of how to get in contact with different kinds of media so that you’re able to apply for the space.	A media buyer helps the company increase their audience; reaching out to more people that suit the product. You can apply and find out more information for this job here: https://nationalcareersservice.direct.gov.uk/advice/planning/jobprofiles/Pages/advertisingmediabuyer.aspx – this website offers a wide range of different careers and loads of information on the career you are looking for.

Production process for radio commercials

1. Figure out what you’re advertising
2. Summarise the goals for your advert in brief
3. Define a target audience (be specific)
4. Include a budget timeline
5. Which radio station will it be on?
6. Use ideas that can help achieve your goals
7. Avoid cost overruns by planning for the future
8. Check your advertisement sounds how you want it to
9. Consider running the advertisement again if it went well.
10. (Final advertisement must contain contact information & pricing/any special offers)

Equipment list

	Description	Where you get it from.	How much to rent or buy?
	Microphone: this equipment is very important for radio advertising, as without it you won’t be able to have voice overs, presenters, special guests or any recordings of voices in the radio studio you want. A microphone helps the listeners hear a clearer voice and allows you to be heard over fading or low-volume music.	You can buy a microphone from amazon, you can also buy one from http://www.dv247.com/microphones/ , eBay, Dolphin Music, Argos, Shure, and you can find more stores when you search for microphones on google. Where as you can hire a microphone from microphone-hire.co.uk which depends on the type and how long you want to hire it for, but a Sony DWZ-M50 Digital Radio Mic costs £24.00 per day. You can also hire a microphone from http://www.erento.co.uk/hire/parties-tradefairs-events/sound-audio/microphone/ .	To buy: Amazon: £6.27+ http://www.dv247.com/microphones/ : £22+ Dolphin Music (http://www.dolphinmusic.co.uk/category/recording/microphones/ ): £20+ Shure (http://www.shure.co.uk/products/microphones/vocal_microphones ): £56.40+ To hire: microphone-hire.co.uk for a Sony DWZ-M50 Digital Radio Mic: £24 per day (including vat) http://www.erento.co.uk/hire/parties-tradefairs-events/sound-audio/microphone/ : £10 per day or more.
	Zoom H4 recorder: a zoom H4 recorder is used to store recordings of audio and the audio can be transferred onto a computer by a SD card, so this can help for any narrations and parts of the radio advertisement that is pre-recorded.	Buy: Amazon, eBay, nextag (http://www.nextag.co.uk/zoom-h4-recorder/compare-html#!), solid states sound (http://www.solidstatesound.co.uk/zoomh4n.htm), calibex (http://www.calibex.co.uk/zoom-h4-recorder/search-html ), dolphin music (http://explore.dolphinmusic.co.uk/search?p=Q&w=zom+h4+recorder ), CVP (http://cvp.com/index.php?t=product/zoom_h4n ) and more. Hire: hire a camera (http://www.hireacamera.com/cameras/detail.asp?model=606 ), tfsuk (http://www.tfsuk.com/zoom-h4-portable-sd-4-track-recorder-zoom-h4-c-5-p-118.html ), richmondfilmservices (http://www.richmondfilmservices.co.uk/equipment/digital-recorders/PDR081.html ), pec (http://www.pec.co.uk/pecvnew/hire-zoom-h4n-handheld-mobile-4-track-recorder.html ), aeonhire (http://www.aeonhire.com/equipment-hire/sound/zoom-recorder ) and more	To buy: Amazon: £200+ nextag: £162.05+ (including delivery) solid states sound: £219+ (including VAT) calibex: £162.05+ dolphin music: £219+ (RRP: £337.01) CVP: £210+ To hire: hire a camera: daily hire: £12, weekend hire: £18, weekly hire: £45, etc. tfsuk: £9 per day (not including VAT) or £27 per week (not including VAT) richmondfilmservices: daily: £5 and weekly: £20 pec: £30 per day aeonhire: £10 per day
	Audio edit suite: this is where all the audio for the shows/advertisement are edited and without this, the editors won’t be able to add in music/sound effects after or put the whole advert together. You can enhance the audio with effects and make sure the audio is clear.	If you would like to buy an audio edit suite, it’s sold here: http://www.videomaker.com/article/3167-edit-suite-the-heart-of-your-edit-suite-editing-decks or you can buy all the equipment and room separately or know someone in the business that has retired which is unlikely but you can hire one from these sites: http://www.lafcpug.org/phorum/read.php?2,131144,131144 , http://www.videomaker.com/article/3167-edit-suite-the-heart-of-your-edit-suite-editing-decks , http://www.quarantinerental.co.uk/home/edit-suite/ and more if you search “hire an audio edit suite” on any search engine.	To hire: lacpug: 750$ per month (£469.73) videomaker: 200$ (£125.22) Quarantine Production Rentals: £500 per day
	Adobe Audition: helps to edit the audio you want to use to suit the advert you’re making.	Buy from: amazon, softpedia or creative.adobe.com You can hire adobe audition from: https://creative.adobe.com/products/audition/ , www.softpedia.com/get/Multimedia/Audio/Audio-Mixers-Synthesizers/Adobe-Audition.shtml	To buy: amazon: £21.89+ or on creative.adobe.com softpedia: £19.99 To hire: Creative.adobe.com : free trial softpedia: free trial
	Radio Ad Script: all the people involved in the radio advertisement would have to have a copy so that they know the storyline and who is saying what for when it’s time to record.	You would have to type one up yourself which is free if you already have a program to type it up on.	Free – You can download copies of scripts that have been used before by the BBC here: http://www.bbc.co.uk/writersroom/scripts/ for inspiration
	Radio Ad Production Studio: this room will help produce the advert, put the whole advert together and make sure all the parts fit, all of the audio/picture/sound effects and more are working before sending the advert in.	Buy: http://www.bmamusic.co.uk/production-studio/radio-tv/ , or like an audio edit suit; you can buy all the equipment and room separately. Hire: http://www.spectrumradio.net/hire-our-studios , http://radiostudiohire.com/ , http://www.radiofacilities.com/radio-isdn/4581477868 , find more on any search engines.	Buy: BMA Music: £525 (including a one year radio license) Hire: spectrum radio: on weekdays at 9am – 6pm (including a twenty minute studio tour): £60 per hour + VAT or £80 per hour + VAT (including an engineer) Evenings & weekends: £100 per hour + VAT (including engineer) radio studio hire: £75 per hour (free 15 minutes set up) or £37 per 30 minutes. radio facilities: £50+ per hour
	Sound Effects: these are clips of audio that can make the listeners react in a certain way and listen to the radio advert. Sounds such as explosions (however these aren’t allowed to be used on radio advertisements), echo, alerts, air movements and more.	You can find these online and download a few for free, depending what quality you want the sound in and the kind. You can find sound effects for free here: http://www.stonewashed.net/sfx.html , http://www.freesound.org/browse/tags/sound-effects/ , http://www.grsites.com/archive/sounds/ and you can find more on any search engines. You can buy professional sound effects from pond5.com	You can rent/buy some sound effects within an audio editing software. You can’t rent sound effects, unless they’re included in an editing program trial. Most sounds can be found online for free. pond5: $2-$5 (£1.25 – £3.13)
	Voice Overs: these are the people that speak over the audio or silence in the advertisement and they describe the product/place being advertised to the listeners whilst intriguing the listeners with special offers or USPs (unique selling points) to buying the product, or visiting a place.	It can be hard to buy or find voice overs unless your advertising company is well known. You can buy voice overs from: http://www.buyvo.com/ Rent voice overs from: http://www.januarybrown.co.uk/ , and you can find more online or from other companies recommendations.	Buy: buyvo: 150 euros (£117.78)
	Copyright Clearance: these are the companies that clear the copyright on a certain audio clip so that you are able to use it in your advertisement, without being fined.	https://www.copyright.com/	Depending on how popular the audio clip is and the rights.

 

 

 

 

Analysing Radio adverts

Researching music terms Style and arrangement: what order they put the music/sounds in, what kind of style they’re trying to achieve, is there normal sounds (like wind whistling through the trees) or unnatural (like an UFO siren) sounds used? How do they make it fit the atmosphere?

Music types: Classical, instrumental, Rock, Pop, Jazz, Blues, Electronic, Folk, Country, R&B, Hip hop, Reggae, etc.

Pastiche: like plagiarism, except this time it’s legal.

Function: how well do they work together?

Main bed: recording, usually on cart (qv) of sound, usually music, providing a background for specific information given out by a presenter, e.g. ‘what’s on’ information, travel bulletin, weather news

Tag: how things link together to form the advert

Sting: very brief chord or burst of music on cart (qv) used by the presenter to punctuate output (qv).

Use of music Janet by the Co-operative 2014
Using diegetic sound, it makes the listeners focus on the sounds they hear, make them wonder what the actor/actress is doing or about to do. Intrigues them to keep on listening to find out. Not recorded live

Cancer Research – Race for Life by Sweary Science 2014
Since there is no background music, it makes you focus on voices you hear in the advertisement. Not recorded live

2012 Halitosis Chicken Licken Hotwings Diegetic sound Not recorded live

2012 Dorm Campbell’s Soup Diegetic sound Not recorded live

2011 Dear Me Washington State Department of Health Diegetic sound Not recorded live

PRS Music Licence
It allows people who are advertising on the radio to use their music. Royalty payments relate to this because of how much they cost, being over £10,000, and that’s just the base fee. This is important on the radio advertising production because you need to have rights for the music that’s used in advertising, you can be fined a lot of money if they find out that you don’t have permission to use the song(s) you’ve used. If people find out that you’ve used music you weren’t allowed to or weren’t given the right to, they’ll refuse to hire you or support you in the products you’ve advertised.

Copy of consent form

Crime Thriller Proposal > things to say

Style: not like any other Crime Thriller, instead of using a boy as the main leader of the bad guys, we’re using a girl *point to the picture*. If anyone has been to the cinema quite a bit, you may have seen “CyberBully”, we want our series to look similar to that film because it’s based online, with hacking. We wanted it to be based online so it would relate to our generation who is mostly online. Our line of bad guys are gangs which join together to sell drugs. The main bad guy started at the bottom, but is now at the top.

Mise en scene: Setting: *point to the picture* we wanted our scenes to look like this, so that the bad guys would be able to hide in the shadows, hide beyond the mist of the fog. This would give the audience suspense as they wonder what’s in the shadows, what is about to jump out? Props: computer to show the hacking taking place, or putting the evidence together, and we could use drawings of the criminal from the witness’ description. Costume: formal wear, the rich would wear office work uniforms, whilst the gangs would wear casual everyday wear with the occasional leather jacket. Lighting: low key lighting which would build tension as it brings horror, and the audience would have limited view of the scenes, so they wouldn’t be able to see who was hiding in the shadows.

Narrative 1: someone who was in the background, comes into the light and is now seen as the main bad guy. All the crimes would link up in some way, we would like to use a garden where the crimes go in a pattern and they start from the garden, but then they get advanced and go to hacking, then to drugs and back to the garden. At first, the garden seems just like any other garden we all have at home, but it’s not what’s on top that matters, it’s what underneath. Quite literally, underground is where all the bad guys come together to hack, whether that’s the Government’s website or a girl’s Facebook page. I mean who would suspect all this to be happening from just one garden.

POA – Plan of Action

Time	Location
Tuesday: Third lesson	On site, in the hallways by the lockers: jock scene, drop out scene, tracking scene Props: Ball Actors: Elidon Justin Locations: Green Screen Seating Area in College
Fourth & Fifth lessons	Tunnels in Grays: deal scene Props: Fake drugs Actors: Megan Rachael Elidon Justin Matt
Wednesday: first lesson	The Gate: on site, hacking scene, Megan on phone, establishing shot Props: computer Phones Earphones Actors: Megan Rachael Locations: Gate Back of Bike Sheds Garden Room/Sitting Area
Third lesson	Emma’s scene: graphics in college Props: Paintbrush Actors: Emma
Monday: third lesson	Outside, by the trees props: n/a actors: Lenya
Tuesday: third lesson	Outside: in the park at night/dark area: goth scene props: n/a actors:
Fourth lesson	Alleyways by Grays shopping centre: deal scene props: fake drugs notes actors: Matt Rachael

Narrative terminology

Narrative – a history of relevant events in a cause-effect relationship which can be broken down into plot and story. Not a random string of events.

Plot – the narrative as it seems, no in-between the lines, taken literally. What you can see or hear in small notes.

Story – the narrative in chronological order, behind the plot, what is in-between the lines? A signified statement of what the reader understands

Single strand narrative – following one storyline, tend to be straightforward: like the ones in fairy tales and Hollywood films

Multi-strand narrative – where two or more storylines develop into each other, soap operas use this to follow the lives of different people, different families. “Love Actually” and “Crash” are examples of this. Classic Hollywood

Narrative – when everything is going happily and lovely, then something out of the ordinary happens and there needs to be a hero, the hero comes in: making everything better, saving the day. From the 1930s to the 1960s.

Verisimilitude – reality, the real world. Usually linear narrative. Events are linked by cause and effect. The plot is led by the characters. Based around the hero. The narrative has closure.

Open narrative – an open narrative is when the audience are left with unanswered questions, left on a cliff-hanger, desperately wanting more. When the audience need a sequel to explain what will happen next – The Incredibles

Closed narrative – an ending where the audience have no questions, all the loose ends are tied up, and it’s obvious there is no sequel film needed – Finding Nemo

Linear narrative – when the storyline is told in the order it happens. Non-linear narrative – when the film goes back on itself, the story is structured in a random order. An example of this would be That Awkward Moment.

Restricted narrative – from one or more points of view, can be pretty confusing. An example of this is The City of God.

Omniscient narrative – when you can see the film from a God view, this can be historical dramas, stories with a narration, stories which start at the end. This can be “Les Miserable”.

Narrative themes – issues or discourses which are explored into much depth, there is a reason to everything. Independent productions tend to contain more narrative themes than Hollywood films, because they are normally aiming to make a point.

Narrative theory: Tzventan Todorov argued that all stories share a common structure.
1) Stories normally begin with a balance, order (equilibrium)
2) Disruption, something happens to set the story off balance (disequilibrium)
3) Realisation of disruption: recognition of problem, realisation of mission
4) A resolution to the disruption is then found
5) A new equilibrium is then established, different to the first. Unlike the classic Hollywood narrative which normally has 3 points, there are 5 points to Tzventan Todorov’s theory. Example: Taken (2008) – Normal day, the girl wants to go on holiday so her dad takes her on holiday – The girl is taken – The kidnapper calls in – They go after the kidnapper – They find the girl Theory 2 Vladimir Propp analysed a group of Russian folk tales, and what he found was they all follow similar structural features. They all shared similar sets of characters and actions within the tales.

Propp identified 8 different character roles:
The Hero – seeks something
The villain – blocks the hero from getting there
The Doner – provides an object that has magical powers to help the hero
The dispatcher – helps the hero on his way by giving him a message
The false hero – stops the hero by pretending to be him/her, makes false claims
The helper – aids the hero
The princess – the reward for the hero
Princess’ father – rewards the hero with his daughter Example –

Shrek
Hero – Shrek
Villian – Lord Farquad
Doner – Fairy Godmother
Dispatcher – Magic mirror
False hero – Prince Charming
Helper – Donkey
Princess – Fiona
Princess’ father – Harrold Propp
concluded that one character can take on more than one character role. Task: Use Propp’s theory and explain why it abides those 8 character roles
Aladdin
Hero – the poor, normal version of Aladdin
Villian – Jafar
Doner – Genie
Dispatcher – Magic carpet
False Hero – Rich Aladdin/old guy that Jafar transforms into
Helper – Abu
Princess – Princess Jasmine
Princess’ father – The Sultan
The poor version of Aladdin is what lures Princess Jasmine in, but when he becomes rich from the help of Genie, he becomes full of himself and he has to turn back to his normal, poor self to help Princess Jasmine when Jafar takes over and tries to become the most powerful Sultan.

Print based media production techniques and technology

Woodcut
Definition: a print made from a block of wood which is widely used for illustrations in books.

• Second century A.D., when paper had evolved in the Chinese mainland; this made the stamping devices emerge into wood blocks
• Sixth century A.D., woodcut came to Japan from China
• The earliest woodcut design has been etched back to before 220 A.D.
• 14th century was when woodcut started to unfold
• 15th century, woodcut began to grow and appear in illustrated books
• 17th century, woodcut became more developed
• Advantages: calms you down, relieving. Much simpler than intaglio or lithography. Only low pressure is needed to make a print.
  Disadvantages: demands increased which would make it hard to get all the equipment. If the lines were too thin, the wood would crumble.Screen Process
  • Originated in early prints, woodcuts, and block prints of the Chinese during the Song Dynasty (960 A.D.-1279 A.D.)
  • The Japanese were also in charge of the early designs of screen process in the 15th and 16th century
  • The screen process we use today, were made by English and American artists in the early 1900s
  • 1914, John Pilsworth took out a patent for multi-colour printing using screen process

  Advantages: easy to find tutorials online. Anyone can do it if they have all the equipment. Saves money.
  Disadvantages: does take time to improve, the first one you make won’t be perfect unless you learn from your mistakes. Making sure you have all the equipment and the right picture to copy. Doesn’t save time.

  Gravure
  

  • Gravure printing started being made in the 1300s
  • 1852, the use of textile in the photographic process to create half-tones in the printing plate
  • the Rembrandt Intaglio Printing Company was founded in 1895
  • In the 19th century, developments were made in photography which allowed the production of photo-mechanical printing plates
  • 1906, marketed the first multi-colour gravure print

  Used to make wallpaper; packaging; giftwrap; magazines; greeting cards; advertising.
  Advantages: wallpapers would be easier to produce because there is high volume printing. Saves the trouble of making your own. Have the perfect designs in the press of a button. Uses fast drying ink.
  Disadvantages: may take time and money to find the perfect designs. Constantly checking if you have all the materials. Checking the quality is still the same in the size you need it.

  Intaglio
  

  • Was used for playing cards made in Germany which are dated back to (rounded up to) late 1430s
  • Was developed by famous German artist, Alberecht Durer in 1500
  • Drypoint (a steel needle for engraving on a bare copper plate without acid) was also invented in Germany in 1500
  • The golden age of artists was 1450-1550
  • Today, intaglio is used for paper or plastic currency, banknotes, passports, and some expensive stamps, it might be mimicked on Wedding invitations

  Advantages: used for multiple productions: paper; plastic currency; banknotes; passports; expensive stamps; wedding invitations. Cheap. Calming. Very long plate life. High quality.
  Disadvantages: high demand.

  Letterpress
  

  • The first English book was printed using letterpress (in 1473), the inventor (Johann) believes that it made more people start to learn more English to say and write
  • Johann Gutenberg released letterpress in the 15th century
  • 18th century, John Baskerville had found a way to make paper more clear, and more smoother to make the letterpress look better when it’s finished
  • By the 20th century, letterpress was fully developed

  Advantages: easy to print and design what you want.
  Disadvantages: expensive products would be needed to make it perfect.

  Etching
  Definition: the process of making designs on a metal plate which uses the corrosive action of an acid.

  • Invented by a German artist, Daniel Hopfer
  • The first etching is dated back from 1513
  • Over 500 years old
  • Etching is still widely practised today

  Advantages: still widely practised today. Many circuits can be etched at once, very quickly. All etchings can be identical.
  Disadvantages: if the circuit needs to be updated, then it would have to be re-designed, re-etched from scratch. Etching can also be harmful to the environment.

  Photocopying
  

  • Earlier on (1778) a German scientist Georg Christoph Lichtenberg made a dry electrostatic printing process, but it never caught on
  • Photocopying started as a long, wet and messy process, people would rather rely on making longhand copies of documents
  • Chester Carlson (1906 to 1968) is the maker of the modern photocopier, after conducting a number of experiments; he finally found a solution. He rubbed a handkerchief over a sulphur-coated aluminium plate, then he exposed the plate to make a copy of the image on a piece of paper
  • 1950 was when the first photocopier was sold, the Haloid Xerox Copier, however the name changed to just Xerox in 1960, to symbolise their company’s name change.

  Advantages: no sketching is needed, you can just have a copy of the original. Very easy to use. Saves time.
  Disadvantages: people preferred to rely on longhand copies, still depends on you checking there is enough ink and paper. Doesn’t save money.
  
  Lithography

  • Discovered in 1799
  • In 1817, the process was able to become easier when Senefelder designed a press to automatically dampen and ink the plate
  • The first lithograph appeared in the US in 1819, which made the demand for lithography printing increase tremendously
  • 1837, litho colour printing was discovered by Godefroy Engelmann
  • 1855, Alphonse Louis Poitevin made photolithography
  • By 1971, there was over 450 hand operated with 30 steam presses in the US

Advantages: became easier, anyone can do it, easy to find tutorials online.
Disadvantages: need to have all the equipment. Time and money consuming. Finding somewhere to put finished work.

Screen print
Definition: putting ink or metal onto a surface through a prepared screen of materials which creates the picture or pattern.

• Was first used in mediaeval Japan
• Moved to France in the 18th century, used for stencilling patterns onto fabrics and objects; shoes
• In the 19th century, it remained an easy process to use on fabrics
• Until 1950, it remained a hand done process
• In the 20th century, it was later used for posters, other merchandising and packaging

Advantages: Easy to use, can make posters, merchandising or other packaging. Saves money.
Disadvantages: Takes practise to perfect, pictures have to be the right size to fit the designs. Not economically practical for small press runs.

Linocut
Definition: relief printing. A design is carved into a piece of linoleum which is then inked with brayer. The print is made by placing a sheet of paper on top, making the ink transfer to the paper.

• Invented in 1863
• In 1890, it became easier to make because equipment became cheaper, and it was seen as easy
• In 1925, the Grosvenor School of Modern Art was opened and classes of art on linocut were taught by Claude Flight, who later (1929) succeeded in curating the First Exhibition of British Linocuts
• Prints for linocut were starting to be produced in 1940
• The standard size of linocut prints in 1945 was 12 by 18 inches
• In late 1950, Pablo Picasso improved linocuts by developing the printmaking technique

Advantages: equipment became cheaper. There are classes to take to get better. Much easier to cut than wood.
Disadvantages: seen as easy. Not quite as durable as wood. Specific materials are needed. Anything you put on your linocut will be backwards when printed.

Laser printing

• 1969 – Gary Starkweather demonstrated with a laser beam with a xerography process (dry photocopying technique) to create a laser printer
• Introduced in 1975
• 1979 – IBM introduces the new IBM 3800 laser printer which was capable of printing 20,000 lines per minute
• In 1984 laser printing had its first inkjet
• 1985 – Apple releases their own line of laser printers (Apple LaserWriter)
• 1993 – HP introduces their own line of laser printers (HP LaserJet 4ML laser printer)

Advantages: easy to print out whatever you want on paper, doesn’t take too long to print. Very easy to use, you can have the same printer for years and it would still work.
Disadvantages: expensive, and you have to keep replacing the paper and ink. Keep an eye on the ink, as some pictures can take more ink than others.

Inkjet

• Printer companies started to recognise that inkjets would be the evolution of the future in 1970, however it was hard to make a printer with inkjets that wasn’t expensive
• Siemens invented an inkjet that only sprayed where needed in 1977, it was less expensive but it took much longer
• Canon and Hewlett Packard were able to fix the problems of losing a lot of ink, and the print head becoming clogged with dried ink in late 1980s, however this took a lot of trial and error, where they would have to credit other companies for the help
• Hewlett Packard’s inkjet printers (1988) used to cost around £500, but now you can easily get one for £65
• Inkjet printers were only accepted by 1990

Advantages: they are the evolution of the future, they’re cheap, ink isn’t wasted.
Disadvantages: they weren’t accepted into society until 1990. The printhead would become clogged with dried ink. Inkjets used to be expensive and they would waste ink until 1977.

Desktop publishing

• Before the Typesetting Linotype machines were made in 1880, we would have to make by hand
• 1984, The Apple Macintosh was introduced
• 1985, Albus developed PageMaker on Mac to make the first desktop publishing application
• 1987, a PageMaker for Windows computers was introduced

Softwares to use: Photoshop; InDesign; PagePlus; Microsoft Publisher; SmartDraw; Xara Page; Print Artist; PrintMaster; Viva Designer
Advantages: very easy to do, with tutorials online, anyone can do it and there are a range of products for desktop publishing.
Disadvantages: the professional products to help make work better, like Photoshop are expensive. Can take up a lot of space on the computer. You may need a range of products to make a blog look how you want it to.

Bibliography

• Silk screen printing – http://www.ehow.com/about_5079653_history-silk-screen-printing.html
• Photocopy history – http://www.ehow.com/about_5418838_history-photocopy.html
• Inkjet history – http://www.inkshop.co.uk/history_of_inkjet_printers.php
• When did Desktop publishing come around? – http://desktoppub.about.com/cs/beginners/f/when_dtp.htm
• A whole history Desktop Publishing – http://desktoppub.about.com/od/history/a/volumeprinting.htm
• What is Screen printing? – http://www.wisegeek.com/what-is-digital-screen-printing.htm
• Woodcut – http://www.visual-arts-cork.com/printmaking/woodcuts.htm
• Linocut – http://painting.about.com/od/artglossaryl/g/definition-linocut.htm