Rise of the Guardians ppt.

Not much different from the review actually, but here’s this long ass ppt.

Marketing terminology

Creative Diploma in Media Production

Unit 53

Write a definition for each of the following terms and give an example to accompany it.

Advertising
Finding ways to get the product across: whether that’s online; TV; radio; magazines; newspapers. Paying for advertisements to show up on other websites, cross advertising, sometimes for those websites you’ve been to before and was looking at products but never got around to buying them, shopping stores use this to get back to you. Remind you that these products are still available or a way to say when they’re back in stock. Advertising is how the company gets their product across to their current or a new audience, and giving a message/slogan that will stick in the audiences’ heads.

Pros: customers don’t forget about the product; attract more people using general interests;

Cons: the adverts can get annoying by constantly popping up; sometimes the advert doesn’t fit on the page properly and it’s unclear; can get in the way of what the person is actually trying to get by on the website but an advert keeps blocking the way.

Ex: When you go onto Facebook and you see these adverts pop up for events/deals happening near you or groups your friends are a part of. It doesn’t always have to be relevant to the page you’re on but if it’s a website you’ve been to before, it’s likely to be tracking you to remind you that you still have an item in your basket, for example.

Marketing
How to actually get the product across. Getting to know what employees can do, not just their names but what you can do with the company too. Finding more clients to be interested in the new latest product, to make this work: companies would use marketing techniques, an example of one of these would be $50 cash coupon on dresslink.com when you make a new account. How you can make or retain the relationship with your audience. If there’s no marketing, how will the company get across to their current and a new audience about their latest products? With no advertisement the company would be forgotten, when they follow customers around on their web history and randomly pop-up this is how they remind them of the latest deals on; any new features/products; where to find them; latest events; anything they want their consumers to know. If marketing isn’t used then there will be no way for customers to keep updated on the company’s latest news. Even if it’s those annoying newsletters, if it still gets the company across then its working but it needs to be updated asap with new things to check out, otherwise customers will grow bored of seeing the same advert over and over again with no new products/deals. Marketing is likely to be done over well-known websites, or at least websites that will allow adverts so they can follow the customer around to remind them to check out a latest deal or a piece of clothing they were looking at before is about to sell out. Whether that’s a promotion on Facebook; Snapchat; Twitter; Tumblr; Instagram; YouTube; a website someone is likely to check daily so there’s always that chance someone will see the advert.

Pros: reach out to audience daily; attract more attention to new products; publicity on latest deals.

Cons: the daily newsletters could get sent straight to their junk folder so it’s never read; if the newsletter’s too long it’s unlikely they would read it all.

An example of an effective marketing strategy would be when there are charity live shows with celebrities, and whilst they’re going on they encourage the viewers to donate at the same time they do. Fans of the celebrity would hear about the livestream and would want to watch along for their parts as well as be encouraged to take part and donate along. It would be easier to find on TV because you could just go to the channel and anyone skimming through channels might be intrigued to see it too. Red Nose Day do this every year, they even do events to see how we can get involved to spread the word even more. All the help goes to charity and it works well because everyone knows about it.

Public Relations
Reputation, how we as an audience know the company. The image of your company you want to get across, making sure the audience can trust our products. If companies treat their consumers like good friends then they’ll have great public relations, its keeping a good sustaining relationship with those who are buying your products. There has to be a bond there which makes them pick your company over others, a trust they can’t just put in anyone. If there’s no relationship between your company and the customers then they would feel like the company is only after their money but if the company can show they care about who buys their products, then those customers will stay around as well as pass the word to bring to expand the audience. Public relations can be kept over social medias, by just simply replying to customers, whether that’s over: Twitter; Tumblr; Facebook; email or your brand’s website. The faster you reply, as well as how you talk to them will depend on the public relations, if you don’t talk to them like a friend then they won’t talk to your company like one.
Ex: Amazon is known for a great delivery service because of their new deal to deliver on Sundays, the audience can always trust Amazon to deliver on time without a miss, and if there is something to report they can easily do that online/by phone. Amazon is always able to help out when needed. Having bad PR would make the company seem too important to interact with their own audience which would make the company less trustworthy and it’s awful for consumers who need to resolve a problem with one of your products: who can they go to? How long are they going to take to reply? Are they going to reply at all? They would start to feel this distance between the company and them which would make them feel disconnected. If it continues then they would probably consider picking another company who they can trust to reply to their responses.

Scandals would ruin the public relations, a scandal is when the company makes a mistake like when Volkswagen sold all their cars as broken down, they only responded to this when it was brought up by the government. They still haven’t apologised or got back to any of the customers, this has destroyed their public relations but they can fix it by offering free repairs; owning up to what they’ve done as well as apologising.
Brand Identity
What is the company known for to their target audience? Is it remembered as the company with remarkable prices; great quality products, or is it known for awful expensive prices which aren’t worth a penny? When the audience expands by telling friends/family about the brand they need to be positively spoken about or they will only stay away from the company. What makes your company stand out among the rest that will make them want to check it out? Does your company give the deals other companies could only dream of? It’s important for your company to be known for something that other products wouldn’t usually have, like cheap prices otherwise there would be nothing to set it apart from the others and it would be easily forgotten. A bad brand identity would to be only known for the amount of times the website has broken down; products were never delivered; bad quality service/products; too pricey; to only be remembered for all the bad things that company has done over the years. This would make the company untrustworthy, consumers would stay away from their products rather than buy. You wouldn’t want to help a company you can’t trust.

Ex: McDonalds is known for 100% chicken in their chicken nuggets. No hiding horse meat or other random ingredients that aren’t normally mentioned. This is good brand identity, a company they can trust.

Rebranding is bringing a brand back out with a new logo, upgrading the company to move up with the audience. Updating their website; slogan; adverts; marketing; to better their public relations. Subversive advertising is when the company creates an advert that goes against the other companies, make you think that this company is more worth your time than other companies. Like with Spin on Freeview: https://www.youtube.com/watch?v=qfLalDePqmk, they’ve made the other companies seem like they’re brainwashing you to buy a Sky box; Virgin; BT vision; whereas with Spin, you can get Freeview for free.

Viral Marketing
Getting across online, using social medias for a live reaction to their latest products straight away without wasting money on an advertisement that might not even be seen. This is usually used to get across to teenagers since we’re always online, and it’s likely the brand would stick in our heads when it’s the advert keeping us from watching a video on YouTube, or it’s the company the video was sponsored by to make it.

Pros: attract a larger audience straight away; free; can be shared to even more; getting feedback as soon as its uploaded.

Cons: considering there’s 300 hours of videos uploaded to YouTube every minute, it’s not always guaranteed to be seen; feedback could be negative or unhelpful considering its normally the younger generation online; it can’t get to every age group; asking a popular vlogger to advertise a product rarely happens, unless you’re a well-known company or have the best product ever.

Ex: the Oreo lick challenge, where a group of vloggers (usually popular ones with a young audience to drive them to buy a product) recorded themselves with a friend, bought some Oreos and see who could finish their Oreo the fastest. Then upload these videos to YouTube and anyone who saw those videos might be tempted to buy some Oreos, maybe even try the challenge themselves.

Lobbying

Trying to change the opinion of MPs and Lords by getting the general public as well as organisations involved, trying to get them to change something for the better, they can do this by sending a persuasive letter; presenting a PowerPoint with your ideas and they can send a document of the benefits this will include to the MPs and Lords to make them see why they should change this.

Ex: Jamie Oliver going around public schools to check on school meals, he found out about how awful the school meals being fed to children were so he went to investigate as well as tell the parent what disgusting food they were being fed. So Jamie Oliver; the students and the parents teamed up to make this change for the students, make healthier school meals which would also help them through school: this would be one of the benefits to include in that document to convince the MPs and Lords.
Bibliography:
Advertising article: http://economictimes.indiatimes.com/definition/advertising
Marketing article: http://www.investopedia.com/terms/m/marketing.asp
Public relations: http://www.cipr.co.uk/content/careers-advice/what-pr
Brand identity: http://managementstudyguide.com/brand-identity.htm
The top viral marketing videos:  https://www.branded3.com/blog/the-top-10-viral-marketing-campaigns-of-all-time/
Lobbying: http://www.parliament.uk/get-involved/have-your-say/lobbying/

Terminology for TV advert

First TV ad:
– aired 22nd September 1955
– basic
– like a documentary
– the kind of advert which wouldn’t survive today

Creating effective TV ads:
– concentrate on the final impression the advert will make, will it be remembered?
– get their attention
– make it easy for the viewers to relate/understand the commercial
– start where you would want to finish
– don’t make the characters/song be more memorable than the actual product

Is our advert:
– linear = when the story goes in order?
– realist narrative?
– anti-realist narrative?
– animation?
– documentary?
– taking heads or stand alone?

Structure:
– an advert that has a beginning, a middle and an ending
– there can be linear and realist narrative, a list of things to be in the advert

Realist narrative = focusing on everyday events, relatable, realistic, real life problems: raining but not having an umbrella
Purpose = the purpose of any advertisement is to show that the product is amazing and the person watching would love this product, something that will make them need to go buy this product

Anti-realist = the opposite of realist narrative, goes completely against every day, real life events, something you would normally see in cartoons: like everything going perfect, the perfect lifestyle. Something that would never happen to the audience.
Purpose = to use comedy, making the product seem unbelievably, the best.

Animation = cartoon illustrations of characters to play out a story, usually for children, usually calm and playful. Plays on the love for cartoons.
Purpose = to show that it doesn’t matter where you are, as long as you have the product, everything is ok.

Keywords
Empathy – feelings for a character, knowing what how they feel, putting yourself in their shoes, normally a negative sob story
Resonate – positive echo story to an audience
Fleeting – running away fast, media is often described as fleeting
Cues – pick a character/line


Sometimes animation is reused to create a connection with the audience, for anyone who recognises the well-known character, like when Snow White is used in adverts – parodic intertextual

14-21/09/2015 Media notes

Documentary = informative style of advertising which usually demonstrate what’s happening
Purpose = used to teach the audience the importance and seriousness of a topic, what’s being said must be true. Filled with statistics; facts; tests; etc.

Talking heads = when a character is talking to the camera in a close-up shot, this will make the audience feel like they are being personally addressed.
Purpose = they usually engage the viewers since celebrities are normally used to promote the product.

Series TV ads: when there’s loads of different advertisements for one product, usually a new one every month. Either a new story or carry on the story.
Purpose = to keep and entertain viewers as well as keep the brad in their minds with a story that almost never ends.

Duration of adverts start at 60 seconds, but once the brand gets well known it usually gets cut down to 15 seconds.

Style
Surreal
Shocking/over-dramatic
Parodic/intertextual – familiar characters/programmes/something the audience would recognise

Film Studies Notes

Codes: is when props or setting are done for a reason
Conventions: when a colour means something, like red can mean love; blood; violence;
Codes & Conventions: what you expect to see in that genre of clips
Cinematography: study of signs and their meanings Signifier: what the symbols are, like the meaning behind a pen being used is to write with it
Three different film genres: action; adventure; horror
Hybrid genre: when there is more than one genre used
Three examples of hybrid genres: RomCom; Action & Adventure and Crime Thriller
MES stand for? Mise En Scene Name three of the six headings from MES: lighting; props; setting; performance; iconography (what you would expect something to be about, like if a certain actor was used, what would you expect from them?); costumes
Genre:
Comedy
Deadpool (10 codes & conventions for each): https://www.youtube.com/watch?v=ZIM1HydF9UA
– inappropriate humour
– narration from main character, Wade Wilson
– bad language – bit of romance
– zoom
– non-diegetic soundtrack
– relating to the times “oh, no finish your tweet first”
– sarcasm
– hand gestures
– use of well-known celebrities
Zoolander 2 https://www.youtube.com/watch?v=4CL4LNWHegk
– use of well-known celebrities, even if it’s just for extras or short scenes
– relating to the times, using selfie stick angle for car scene
– unfinished questions, cliff-hangers
– the attractive damsel in distress to chase after
– bringing back what was used in previous film
– inappropriate humour
– non-diegetic soundtrack
– birds eye view
– different locations
– sarcasm

Parallel sound: depends on the situation on where you hear the sound, where the music doesn’t mix with what’s going on
Comparing genres
Psychological horror
American Horror Story: https://www.youtube.com/watch?v=-9KZr2Vn7CQ
– sarcasm open-ended questions “they both didn’t die, did they?”
– dark lighting, you wouldn’t be able to see the whole scene so things would be easier to jump out in fright
– parallel sound, you can hear high notes in the song and it relates to something you would only realise linking when you start watching the series, you would need to know more to see how it links
– tracking shot, following the character running away from the demon
– the line you would normally expect in horror: “no, I saw something”
–  side view, low angles to make something in shot look imperia, in this case it was the murder-house
– dramatic, jump-cuts mixing with jump-scares to catch you off-guard
– impropriate humour is used to leave suspense
– trying to relate to the times; a teenager smoking and in ‘young love’
– try to rekindle old lovers that just won’t work
Romantic Comedy Love, new series: https://www.youtube.com/watch?v=Ym3LoSj9Xj8
– strong language used as everyday language
– glamour lighting, highlight the key features like him staring at her
– funny impressions
– humour you might be able to relate to, like the scene in the car; where he picks out old classic films she has in a box, in disgust
– tracking shot to follow the new lovebirds
– lines you wouldn’t expect to hear, using bad pickup lines
– jump-cuts to make the impropriate humour come out, which is instead used to make you laugh
– trying to be relatable, awkward scenes that the audience are likely to have lived out themselves
– bring together the perfect lovers, meant for each other
– non-diegetic sound, played over when you can see instruments being played, possibly to cover how badly they’re being played

Bullet point three codes & conventions for each genre.

Comedy
– impropriate humour
– glamour lighting
– relatable scenarios, showing either ways to resolve them or to say ‘least it wasn’t that awkward’.
– straightforward storyline
Crime
– police & criminals, following investigations
– clues to solve the mystery
– good cop, bad cop
– non-linear flashbacks
Musical
– constant singing of main characters and extras, yet those not singing in the next scene, don’t discuss a word of it happening
– linear
– historical context, set in Victorian times, tragedy
Science Fiction
– well-known scientists to follow (ex: Albert Einstein)
– usually a monster/robot/something being created, brought to life, like Frankenstein
– something goes wrong by mixing the wrong chemical, world could end
– non-linear
Western
– cowboys with guns; Indians
– stand off
– damsel in distress, usually dressed in tight corsets that men have always fantasied about

Keywords
Linear: a straightforward storyline, chronological order Non-linear: when the storyline goes all over the place, there’s all these different things going on, include flashbacks

Open narrative: things can’t be predicted, it’s all left up to fate; freewill; cliff-hanger Closed narrative: this is when films keep inside a beginning; middle and end and don’t go beyond these points, they usually try to fit many years into one film

Restricted narrative: seeing the film from one viewpoint, from one character’s eyes
Single narrative: following one main character’s point of view, staying to their story

Multi-strand narrative: following more than one character’s viewpoint and their stories

Classic Hollywood Narrative: beginning; middle and end.
When these six kind of characters are involved:
– a hero
– a villain
– princess
– king
– a magician/wizard
– sidekick, donkey

Pick favourite film and discuss MES; Genre; Codes and Conventions, Narrative & Director

Corpse Bride, trailer: https://www.youtube.com/watch?v=G9boDkpEyvc 
Director has star appeal, Tim Burton is known for his strange yet wonderful storylines.

Mise en scene:
lighting: dark lighting, a sense of mystery and something lurking in the darkness/distance
props: bones, staying within the undead setting; rose, Emily describes what each flower is supposed to mean whilst putting them away; coffin, Emily still has a coffin to rest in, makes you wonder if all of the undead use their coffins as beds, now underground; performances: adding to star appeal with voiceovers from Johnny Depp and Emily Watson; corpse bride gets in the way,
setting: creepy atmosphere; undead; forced marriage gone wrong; Iconography: Costumes: Victorian corsets, suits

Cinematography
Sound: Diegetic when a piano comes in shot, this changes fast from dark and dreary and then to happy; contrapuntal and joyful piano playing, making the viewers wonder why are they happy, you were just sad a moment ago, did I mention: you’re dead?

Dialogue: deep, dark

Camera angles: low angle is used when Victor has just climbed up, thinking he had escaped from Emily but then a low angle is used to view from his viewpoint, where he grabs onto something which just happens to be Emily’s ankle. – Low angle is also used when the camera shows from Victor’s viewpoint and goes to the priest, since the priest clearly knows how a wedding works yet Victor just can’t seem to learn his lines. – Tracking shot to follow Emily around Victor when she’s dancing around, happy about feeling alive. – Point of view shot when Emily presents Victor with a present that happens to be his old dog Transitions: jump cuts to emit a fright, jumps from one normal character like Victor and then to corpse bride, zoom in to Emily resting into her coffin

Effects: glowy effect around Emily

Genre: Animation; Family; Musical; Romance; Fantasy

Codes & Conventions: using sarcastic, witty, funny but true lines like “why would you want to go up there when people are dying to get down here?” – Set in Victorian times, we can tell this by the costumes – Strictly church, religion, Christian

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.

Violence in the media notes {11/11/14}

Media violence can take many forms, the debate into links between media violence and real life violence is on-going. There have been many studies and experiments into this.
Some texts have been directly linked to real life cases of violence.
There is more violence in the media today, more channels, more choice plus developments in technology mean that is simply more scope for people to consume violence through the media.

“Movies don’t create killers, movies make killers more creative.”
Some say that the mechanism is a psychological one, rooted in the ways we learn.
Third, even those who agree that there is a connection between media violence and aggression disagree about how the one affects the other.
It’s not just young people, it’s also vulnerable.
The research into the subject often leads to conflicting results – some studies indicate there is no link while some indicate there is.
Most of the concerns resolve around children’s exposure to violence as we are more easily influenced when we are young and learn largely by observing behaviour.
The lack of the consensus about the relationship between media violence and the real world aggression has not stopped ongoing research: The fact that we can’t/can agree, doesn’t stop the research.
Research stand: Children who consume high levels of media violence are more likely to be aggressive in the real world.

Cartoons and Comedy
Laval University professors Guy Paquette and Jacques de Guise studied six major Canadian television networks over a seven-year period, examining films, situation comedies, dramatic series, and children’s programming (though not cartoons). The study found that in 1993 and 2001, incidents of physical violence increased by 378 per cent. TV shows 2001 in averaged 40 acts of violence per hour.
However many studies have shown that comedy programmes can be extremely violent but because it’s funny, because it’s a comedy, views are less influenced and affected by it.

The Bobo Doll
Studies were undertaken, there were four groups of children, one who watched a real life man hit and threaten a doll, another who watched a TV show do that, a third watching a cartoon do that and the fourth done nothing, the group who watched a real life man hit and threaten the doll, also inflicted violence on the doll and threatened it, whilst others hugged it, kicked it a bit but didn’t show as much violence as they did or threaten it.

Problems with lab experiments
They are engineered situations
Not reflective or real life
Unethical
Over the years, laboratory experiments such as these have consistently shown that exposure to violence is associated with increased heartbeat, blood pressure and respiration rate and a greater willingness to administer electric shocks to inflict pain or punishment on others.
Peer pressure, they pressured someone to shock someone in a room and the person would pretend to be shocked, only one of the people tested walked out, not shocking the person.

Field (real life) studies
A study conducted by the Kaiser family foundation in 2003 found that nearly half (47 per cent)
of parents with children between the years of 4 and 6 report that their children have imitated aggressive behaviours from TV.
However, children are more likely to mimic positive behaviours – 87 per cent of kids do so.

Music and music videos are pushing into new and increasingly violent territory.
Video games, Craig Anderson and Brad Bushman of lowa state university reviewed dozens of studies in video games, in 2001, they reported that children and young people who play violent video games, even for short periods are more likely to behave aggressively in the real world; and that both aggressive and non-aggressive children are negatively affected by playing.
Problems with video games
they are more interactive and immersive
Children have easy access to violent computer and video games, whether their parents don’t look at the age or other warnings or they borrow them from friends/older siblings.
The entertainment industry aggressively markets violent media.

Film and TV Regulations and Issues
The Watershed
BBFC
Ofcom

Incidents of sexual violence and sadism (inflicting violence for a joke) have increased over the years.
There is a lot of violence, not only inflicted by the bad guys but also the good guys and most end up destroying a lot of the buildings around them.
Less than 10 per cent of violence analysed in TV shows, movies and music videos would only have the excuse of violence being a normal, everyday thing.

Understanding the development and principles of editing

Editing: an example of editing can be seen in the picture, where the editor is using three screens to preview the work and find the best way to make it appeal to the audience. The Lumiere Brothers made the first film, which was only a projection for VIPs. It was made when editing wasn’t around, and the camera remained stationary, as it was so big. Editing used to refer to the process of edits done inside the camera by stopping the cranking of the film at the point of edit and then continuing with the next scene. If someone got something wrong, they would have to start filming all over again, now editing is when we overlook the footage which has just been taken, and with an editing programme like premiere pro, we consider adding in transitions; pictures; effects; voice overs; sound effects; background music; anything which will make the finished production look more like the first idea of when the storyline came to mind. The first Moviola allowed films to be viewed whilst editing, giving us a preview of what it would look like before it was all put together, rather than guessing and hoping for the best. Without editing, there wouldn’t be any effects; no changes in colour; no music edited in; fillers; jumpy cuts to the next scene; dodgy sounds from the clips; animation wouldn’t even be possible without editing.

Sadly, there’s no set time for how long editing can take, even if all the clips are short and the production itself only comes out to a few minutes it can still take forever to prefect the finished product. The most professional editing programmes can cost a fortune per year (£17.15 per month for Premiere Pro) or to buy the whole product, but thankfully the internet’s a big place and if you search hard enough you will be able to find free editing software. Only trouble is that it’s not always as reliable and trustworthy as the professional editing product is likely to be, it may be worth paying the big sum of money so you know your editing is in safe hands (no virus when downloading a free software found online).

In older years when editing wasn’t around, you would be able to tell how badly the films would need it as they wouldn’t be able to keep continuity and they would keep you in your seat at the cinema for hours on end. In the early years of editing being around, you could clearly see the transitions used, like a wipe being used in “Star wars” which was thought to look cool at the time. Now subtle editing is used to make it look like the film was one continuous shot which makes the film seem more real, like someone hasn’t spent ages editing the clips together but it’s footage of a day in the past which could make the audience feel a deeper relation to the film, without the magic or fantasy (effects added in with editing) which makes their would seem so different to ours. In the film “The Birdman”, continuity was kept throughout the whole film, making it seem like it was just one shot where a camera followed the characters around for a day or so.

Straight cut: when one scene goes straight to the next. Straight cuts are used to cut straight to the action, cutting past the pauses/boring scenes. This is used to keep the audience entertained, so they wouldn’t have to sit through a boring lecture. This cut makes the narrative go fast pace, giving the audience suspense and tension. This is what every action film uses to cut straight to something exciting happening.  Normally used for action films, to keep the audience at their feet. Editors would use this cut when they just want to cut straight to the next scene.

Here is an example, where one scene of trees cuts to a bridge: the scenes don’t have to the same but it is preferred to stop it being too jumpy and hurting anyone’s eyes when they’re watching it. As you can see in the pictures, the scenes below are nothing alike, (except for the fact of them both being scenery) which makes the cut quite jumpy but it does grab our attention. Straight cuts can glitch, depending on the two scenes the cut would be used between, it would be best to use a straight cut on two scenes where the scenery only changes slightly.

Dissolve: when one scene fades to the next. Normally used for fantasy films, where the story plays out with a hero saving the day and defeating evil. The dissolve would be used for when evil is defeated, to dissolve back into the happy cheery world. Georges Meiles made double exposure when his camera jammed whilst filming on the streets of Paris, which evolved into the first dissolve. A dissolve is used to establish a new scene, where whatever happened in the last scene is over now, a character (normally the antagonist) has died. To show a change in storyline, nothing is as it seemed… Although dissolve is a basic effect, it can make the audience notice how attached they’ve become to the film and have suspense of what will occur in the story next. Can be used in those films which are a cross between animation and non-animation, when they go back to reality. Dissolve can be seen in the picture when Voldemort is destroyed, the scene dissolves to show him disappearing, peeling away. In this scene, the dissolve matches because the antagonist has been defeated, and when this scene is finished, it goes to the next where it’s a new beginning, and the antagonist is no more.

Fade: is where one scene slowly transitions whilst a black screen goes over it just before the next scene comes in. Usually used when a character has just died, and the next scene about to be shown, or to symbolise the (fade in/fade out) start/end of the production. Fade can be used then when the film is slow pace, normally films which are set the past. Fade is used to make the audience see a new beginning, possibly feel sad/angry from how the last scene ended.  The fade is used to leave the last scene in the past, what’s done is done, but now it’s over. An example of fade effect: In the picture, we can faintly see policemen from the previous scene, as the next scene overlaps. This connotes that the editor is moving onto the next scene, or in this case the next room where Olly Murs is photographed.

Wipe: where one scene replaces the other by travelling from one side of the screen to the other with a certain shape. It is used to polish away the last scene and have a new scene replacing the previous scene. This effect give the audience the impression that the new scene will be better/more important than the last. Introducing a new scene, it is sometimes used to tell when the bad guy is taken away, all that he’s done has been wiped away and now we can see the hero receiving his reward. Wipe effect was used in this picture where it shows it can also be used to show the characters going to another room usually in a horror film. As you can see, wipe effect was used here to slide to the next room (the room on the right side is the next scene which slides over the last scene on the left side). The wipe effect can move left or right, it normally goes to the way the characters are going, like in the picture where we can see them going to the right, so the wipe comes from the left to show them going in the next room.

Jump cut: when one scene jumps to the next, building up to something happening. This cut is used to build tension and suspense, making the audience wonder what this is building up to. Jump cuts can be used in trailers to show every exciting scene (normally explosions, terror, something that would make the audience jump). Jump cuts can also be used to cut straight to the action, hence why this cut is mostly used in action films. It can also be used to show something going on in another location, at the same time. A film that uses this cut would be Battleship Potemkin, where they quickly go from one clip to another, in this example it would be from the gate crushing down to the lion statue, jumping from scene to scene which would make it fast pace, keeping the audience eyes’ glued to the screen, to find out what will happen next.

Continuity editing: when everything in shot stays the same. People can get distracted if a character is suddenly wearing a different t-shirt or objects in the background have moved since the last scene.  Some audiences would lose all interest they had in a film if they notice these mistakes, they would stop paying attention to what the characters are saying and instead keep an eye on the object that moved, to see if it randomly moves again. In the following clip, it is hard to keep concentration on the characters when they have deliberately not used continuity: Keeping continuity is the opposite of what these pictures show, where nothing stays the same, we only find more and more ways to become distracted by things continuously changing in each scene. However, this was done deliberately as a joke when someone called out that the videos he created lacked continuity, instead of taking this feedback and learning from it, he created a sketch full of changes where it’s almost impossible to keep your attention on the characters and understand the storyline. Some producers break this by accident because it’s very rare for all the filming to be done in one day, where the weather and lighting hasn’t changed. But from the example, we can also see that it can be done deliberately, another example of this would be in crime shows where you would notice the clues which lead up to finding the suspect. The director doesn’t want the audience to focus on the characters, so he does this on purpose to make the audience spot the clues instead.
Graphic match: when a shot transitions to another similar shot without using a simple straight cut. Small things change in an instance. The director can use this when they don’t want the audience to take the scene too seriously, and any changes made would have to be small but it gives the audience something to look out for when they watch the film again, so they never use interest. In the pictures, the scene changes from the left picture to the right picture in an instance, to change to the next character to go from the antagonist to the protagonist, like a showdown where they go against each other, this is why producers would use this technique

180 degree rule: when the camera is placed at a 180 degree angle to give a clear glimpse of what is happening, the editor and cameraman have to make sure that it is clear to the audience: when two actors are talking to one another, an over the shoulder shot can be used for this. So the audience can tell straightaway that the characters are talking to one another. If this rule was broken and instead went from one scene to another when characters were talking to each other, it would be very confusing to watch and it would be hard to get a clear view of their reactions together, whereas from the shoulder we as an audience start to feel part of the story, where we are listening in on their conversation so if this was broken, the audience wouldn’t feel involved with the movie, so how would they react?

This rule is used to show the relationship between two characters whilst they speak to each other. The camera would be over the person whose speaking’s shoulder to show the reaction of the other person, it would go back and forth to show their faces. In the past, it would be much harder to stick by this rule, because their meaning to editing was completely different: it would mean the process of edits done inside the camera by stopping the cranking of the film at the point of edit, and then continuing with the next scene. One mistake and everything had to be re-filmed. It was brought further to help the audience see what was happening from another angle, this would help to create an over the shoulder shot and see things that are happening at the same time. In “Buffy the Vampire Slayer”, shots would keep changing angles to see how the fights develop, we would see Buffy from the left beating up the vampire, and then we would see the vampire on the right being beaten. These shots were kept until the vampire was slayed or sometimes got away.

Montage: when multiple clips are linked together so the audience can gain an idea of how the story came together. This can be used to show a character’s memories/backstory, it’s normally the time the editors’ show off their special skills, by finding non-diegetic music to match the rhythm and pace of the clips. Sergie Eisenstein created the concept of a montage, because he believed it would help to the audience to understand the story. Although he would make scenes last longer than they would in real life, with over seven minutes of film to show people walking down the stairs, it would help them grasp what was happening. An example of this would be when action films use this with clips that would all have one thing in common, whether that’s disasters leading up to the big explosion or to show multiple behind the scenes action. (Inception example below where they lead up to completing the plan of defeating the protagonist, this is how they’re all linked.

Cross cutting: one clip would overlap another, this transition can be used in a montage of events happening together: binding the action together to create a sense of cause and effect. This cut would make the audience build tension and suspense, wondering what all these events are leading up to and why they’re crossed together. Keeping the audiences’ eyes glued to the screen, patiently waiting for the big explosion at the end. Here’s an example from “Inception” where multiple action shots overlap one another, to build tension and make the audience suspicious of what’s going to happen next. In the example, the scene cuts from the butler putting on his blazer to a driver speeding away, where a plan takes place to fight the protagonist and the cross cutting is used to show the different events going on at the same time, each part of the plan working out to lead on to the ending where they defeat them.

Establishing shot: used to show a bird’s’ eye view of the area, the camera takes us around the set, showing us each shot in another angle. Almost seems like a tour of the set, whilst filming is still taking place. This is used to show the audience everything in shot, giving them a vibe of the place(s) they’re going to see for the duration of the film, which could also help them understand the storyline more. Example: a bird’s’ eye view of New York City, this would give us the idea that the film takes place in New York, so we would expect to hear the loud and noisy city; see other great landmarks in New York which it would be known for (e.g. the statue of liberty); things that make us think of New York. This technique would be used in crime films, sometimes as fillers to give the audience a glimpse of where the crime has taken place.

Shot-reverse-shot: when you view an action from a different side, this can be used when two actors are talking to one another. So we are able to see the shot from another side, possibly elaborating on the story. This can be used to show the POV shot change and we start to see memories of another character, to see how it happened from their side of the story. My favourite example of this shot is used multiple times in the film “Big Hero 6”, to view something they saw before but from another angle to give them an idea of the next invention to make/find a solution to the problem. In the pictures below, Hiro needs help on how to impress the teachers at Tadashi’s university so he would be accepted and show them what he can do. The inventions he is capable of, Hiro looks at his best bot, but when Tadashi gives him a piggyback to look at the same bot from upside down, he starts to see it another way which gives him the idea to make micro-bots.
https://www.youtube.com/watch?v=aIKnuPKx420 

Elliptical editing: is a fancy way of saying cutting, when long clips are shortened down to make it more interesting for the audience. Basically what editors spend a lot of time doing when they need to cut down a waffled scene. In the pictures, we can see the clips have been shortened so show different parts of the story.
This can be used when an actor has stumbled on their lines, and they need multiple takes to get them right. The editor would be able to cut straight to the take where the actor finally gets their lines right. This can be used anywhere to stop the audience becoming bored of an out-longing scene with pauses; explanations that weren’t needed; unneeded artsy shots; scenes that can become deleted scenes as a bonus features on the DVD. 

Edwin Porter found the way to cut clips together, to save everyone the trouble of having to re-film EVERYTHING. The Griswold film splicer – the first bit of technology which helped to cut pieces of film, without so much sellotape having to be used. The splicer allowed there to be more accurate and cleaner cuts. Elliptical editing is when the editor cuts long clips to make a shorter film. If this wasn’t used, we would have films that would be too long (the film Modern Times Forever has over 240 hours of footage, imagine sitting in the cinema for over 10 days).

Point of View shot: when we as an audience can see what the character is seeing, making us feel like we’ve become a part of the story. However, when this shot is used wrong the audience may get the wrong idea and not know what character they’re seeing through the eyes of. For example, in horror films we can either see through the eyes of the killer or the suspects, if we started seeing irrelevant scenes, it would be very confusing to the audience. https://www.youtube.com/watch?v=hdIF3etIlYM
This shot is used in the film “Friday the 13th” so we can see what the killer is seeing, possibly gaining an idea of what he’s about to do (i.e. kill everyone in the house, when they least suspect it).

Reaction shot: when we can see the reaction of one of the characters they have to something that had just happened. Example: When a character has finished speaking, and the camera cuts to show the other character’s emotions towards what the previous character has just said. Previously known as the Kuleshov effect: Russian Filmmaker Lev Kuleshov and V.I Pudovkin experimented with editing and emotional response. Filming an actor’s response to different items, starting to give us an idea of a meaning behind what is shown on the screen. The actor’s facial expression wouldn’t change yet but they would use soup to show hunger, a woman to show lust and a child in a coffin to show sadness.
This technique is used for when the director wants to show the reaction a character might have to what they’ve just witnessed, i.e. a new text message; notification; video on their phone/laptop; what someone just said; their actions. This effect is used a lot in films which are based online, to show their feelings towards what they just read/watched. Whether it makes them sad, wondering why someone would say that, angry or happy to not feel alone for once.