Assessment Dirt Sheet

ASSESSMENT 1A - GBHS MEDIA STUDIES A LEVEL Marksheet

 

Name: Hannah Talbot                 Date: 31/10/17                                    Mark:52

 

 

AO1: Demonstrate knowledge and understanding of the theoretical framework of media and contexts of media and their influence

AO2 Apply knowledge and understanding of the theoretical framework of media to:

Analyse media products/Evaluate academic theories/ Make judgements and draw conclusions

Level 3	·         A comprehensive response to the set question ·         Comprehensive and accurate knowledge and understanding ·         Convincing, perceptive and accurate analysis ·         Convincing, perceptive and accurate evaluation ·         Highly developed and accomplished judgements and conclusions The response demonstrates a highly developed and detailed line of reasoning which is coherent and logically structured. The information presented is entirely relevant and substantiated.
Level 2	·         An adequate response to the set question ·         Adequate and generally accurate knowledge and understanding ·         Adequate and generally successful analysis ·         Adequate and generally successful evaluation ·         Adequate and generally well-reasoned judgements and conclusions   The response demonstrates a line of reasoning with some structure. The information presented is in the most part relevant and supported by some evidence.
Level 1	·         A minimal response to the set question ·         Minimal application of knowledge and understanding ·         Analysis is minimal and/or largely descriptive and may not be relevant ·         Evaluation is minimal or brief, and is likely to be largely descriptive ·         Judgements and conclusions, if present, are minimal with limited support ·           Information presented is basic and may be ambiguous or unstructured. The information is supported by limited evidence.

Student DIRT Task

Identify a strength or strengths in your assessment: Analysing the advert and using CLAMPS to identify the target audience and the aims of the advert. Another strength I felt I had in this assessment was Q5 which was the Effects Theory and Albert Bandura, I feel like I really understand the ‘Bobo Doll’ experiment.   What are the areas you need to improve? I need to improve by really developing all my points further and really delving into the question to emit as much information as I can. I need to be less simplistic in my answers.   What do you need to focus on for your next assessment? I need to focus on my theorists and really know the information to be able to include it in my answers. I also need to include more examples in my answers to ensure I completely understand the question.

'Espresso Burst' Evaluation

'Espresso Burst' Evaluation

1) What was the task you were given and who was your target audience? As the audience wasn't typical of the product how did you manage to sell it? what was the name of your brand?

Our task was to create a new brand of sweets for middle-aged, city-working men/city-working women. Usually sweets are targeted towards children but this brief was very different. We managed to sell our product by creating a slick name and brand to apply to the target audience. We called our product ‘Espresso Burst’ because we thought coffee is something associated with business-people as it gives you a boost of energy and we used the word ‘burst’ because the sweet gives you a burst of energy, making their day of work easier. Our logo was a coffee bean (associated with coffee) because it gives the consumer a hint as to what the sweet taste likes. We decided to use the song ‘I will survive’ by Gloria Gaynor because middle-aged people will recognise that song more easily than younger people and also it has a slow intro which is where the business meeting will be going badly and then when the beat picks up, the meeting will be running smoothly). 

2) Who did you work with and how did you divide the research, planning, filming and responsibilities? 

I worked in a group with Rebeka, Molly, Aimee and Billy. To begin this task we all had to undergo various research and planning. I researched and analysed 3 similar adverts, we all put our input in when we were inventing our product (name, brand, USP, slogan and font). Aimee created the storyboard which was very useful as it triggered what we needed to film. Our production assistant was Billy, I was the editor but we all included our input and expertise on it, on camera was Aimee and she was also the creative designer( she drew the product label). The actors in our advert were James, Mollie, Billy, Rebeka and me.   

3) How did you plan your sequence? 

We planned our sequence by creating a shooting schedule, this included the location, scene, characters, interior/exterior and props needed. The storyboard really helped with the planning because without this, we would not have know how to order the filming. By having our planning done, it meant we could film the advert as efficiently as possible which was important because the conference room we were filming at could only be booked for 1 hour. 

4) What research and planning did you undertake? 

To feel prepared for this task, we researched different adverts that were advertising sweets. This helped us to understand how to advertise a sweet, eg. Finding out target audiences. We also researched other sweet names and sweet packaging to use as inspiration for ours. To plan for our advert we created a storyboard and a shooting schedule to ensure that the time we spent filming was efficient and well-structured. 

Q5) What was you initial feedback? What did others say about your production? How successful was your sequence?

Our feedback from people who have seen our advert is that they like the fact the colour changes from black and white before the sweet and bright and colourful after eating the sweet as it shows the effects of eating the sweet. People also like the choice of music because it gets upbeat when she eats the sweet. 

6) Identify what went well and with hindsight what you do to improve/do differently.

I feel that our thoughts and ideas were really valuable during our planning because without any of these we would not have been able to produce an advert with meaning or purpose. Another part I feel went well was our filming because we managed to film all our scenes within 1 hour. I feel our product went really well because the packaging was unique as Aimee in our group drew it and made a label out of it. Our choice of location was good because it looked like a real conference room, this made the advert more realistic and more likely to be on TV. 

I think we could have improved our advert by figuring out a way to drag the song out further so that the slow bit of the song was longer to show that her meeting was going badly. I also feel that we should have filmed less scenes in the beginning part when everything was going badly as I feel it drags a little bit because adverts are only supposed to be short and quick to keep the attention of people watching them. If we were to redo the advert I think we should focus on the sweet product a bit more because that is the purpose of the advert, we could have done this by doing completely different camera angle when we present the sweet, add more effects to it or make the lighting a bit brighter when the sweet is around.  

7) What have you learnt from completing this task (groups skills, communication, compromise, using your initiative, creative input, production skills, editing etc)

From completing this task I have learnt that planning and discussion is absolutely vital because it allows individuals to present their different ideas and the rest of the group can decide if it should be included. Communication is very important in this task because if we didn’t we might not have had the right props we needed for filming etc. Compromise is also another essential factor because there might have been some ideas that were really good but couldn’t have been pursued because it would be too difficult for us to follow them through. In this task I have learnt that editing takes much longer than you expect because it takes a long time to perfect all the timing of the scenes with the music. 

8) Looking ahead, how will this learning be significant when completing your future productions?

This task has been significant because it has allowed me to realise the strengths and weaknesses I have therefore I can learn to improve my weaknesses and focus on the strengths I have. For example I have learnt that I really enjoy editing because I like how you can make something look realistic with the tools and equipment I have. This task has allowed me to practise acting in a video, as this was something I was slightly nervous about but now I have done it, I know I can do it again for future productions. 

'Espresso Burst' Advert

'Espresso Burst' Planning

Planning

Brand name - Espresso

Slogan - 'Good ideas start with great coffee'

USP - A chewy coffee sweet that's convenient and easy to carry around for business people who are on the go.

Roles

Production assistant - Billy

Editor - Hannah

Actors - Billy, Hannah, Aimee, Molly

Camera - Bekka

Blogger - Molly

Creative Design - Aimee

Plan

Props - The product (maltesers, decorated packaging) , handbag, notebooks, laptops.

Costume - Suits e.g. skirts/trousers, blazer/smart jacket, lanyard.

Cast -

Office workers - Hannah, Billy, Aimee.

Businesswoman - Molly.

Music - 'I will survive' Gloria Gaynor

Shooting Schedule

DAY / DATE	SCENE	INTERIOR/EXTERIOR	SHOT NUMBER/ DESCRIPTION	LOCATION	CHARACTERS	PROPS/SPECIAL EQUIPMENT
17/10	Walking into the conference room	exterior	1	Conference room	molly
17/10	Pan around the room with people around table	interior	2	Conference room	Bekka, Mollie, James, Billy, Hannah	Notebooks, pens, folders
17/10	Hannah looking at watch	interior	3	Conference room	Hannah	watch
17/10	James looking at phone	interior	4	Conference room	James	phone
17/10	Mollie throws note at hannah	interior	5	Conference room	Mollie and Hannah	Paper note
17/10	Bekka yawns	interior	6	Conference room	Bekka
17/10	Molly writing on board	interior	7	Conference room	Molly	Whiteboard, pen
17/10	Everyone clapping	interior	8	Conference room	Bekka James Mollie Hannah Billy
17/10	handshakes		9	Conference room	Bekka Billy Hannah Molly

Brand Logo

Story Board 

Analysis of Similar Adverts

All 3 of these adverts have one commonality. This is that the sweets all have a physical effect on people. In the 'MAOAM' advert, the sweet makes him want to dance with great passion, the second advert which is the 'HARIBO' sweet, makes the adults sense their inner child and therefore reminding them of their childhood. The last advert makes the consumer want to smile and enlightens her mood which suggests by eating one of these sweets can create happiness.

'MAOAM' Advert
Audience- I feel the audience in this advert is aimed at youth, I think that because of the choice of music which is very upbeat and fast. I also feel as if the audience is youth because of the choice of actor who is a young man. Another reasoning for me thinking the advert is aimed at the younger generation is the choice of location which is a school hall and school is associated with  younger people.
Language- The audience instantly know that this advert advertises the brand 'MAOAM' because of the brand name/logo. This is then the focus for the remainder of the advert, the audience now concentrates on the brand. The dancing connotes a feeling of happiness and enjoyment (similar to the contentment you receive when you eat the sweet).

Costume- All the actors are wearing simple clothing with no patterns, maybe because they do not want their clothing to detract from the product they are trying to advertise.
Lighting- There is high key lighting throughout the whole video.
Actors- All the actors are people in their mid 20's.
Make up
Props- The props the advert uses is a rucksack which plays music and obviously the sweet.
Setting- The setting is an empty school hall, perhaps it is empty to ensure the attention is mainly on the sweet.
Camera- The camera angles go from long shot to mid-long shot then it does a close up of the male actors feet, then the middle part, then his face. Then when he is dancing on his own it is a mid-long shot then extra long-shot then the rest after that are all mid-long shot.
Sound- In this advert the song is an upbeat dancing song which is likely to be listened to by the younger generation rather than older people.

'HARIBO' Advert
Audience- Personally, I think the audience for the second advert is anyone but due to the actors in it, I feel it is mainly for middle-aged people. The fact the advert is set in a boardroom shows me that it might not be targeted for young children as it isn't very exciting.
Language- Around 5 seconds in, we see the brand name 'HARIBO' which is easily recognisable by almost everyone. The red heart that the camera focusses in on connotes the idea of love which he later on mentions.
Costume- All of the actors are wearing smart/business clothes which would usually connote a serious tone however in this advert we know that they are just wearing those clothes because they are in a boardroom.
Lighting- Throughout the whole of the advert, they use high-key lighting. The key light in the advert is from the sky from the window in the background.
Make up
Props- The use of props the actors use are the sweets themselves, the actors use the product themselves and talk about them in the advert.
Setting- The setting is in a business boardroom, this seriousness could compare with the excitement and the fun from the sweet, the seriousness accentuates the enjoyment of the sweet.
Camera- The first shot uses the camera angle crab right, then close up of the woman,then the sweets. After that it continues to do close ups of each characters and then the sweets.
Sound- My favourite part of the advert is the sound because everyones voices have been changed to sound like children's voices, this adds a sense of humour to the advert which I really like.
'ROWNTREE'S' Advert
Audience- I feel like the advert is mainly targetted towards younger people because of the use of bright colours and funny faces. However there is nothing in the advert that would stop older people from watching it. Also there is no specific gender that is predominant in the advert, therefore I think that any genders could watch this advert.
Language- I feel that the use of the primary colours of the sweets connote that they are preferred by younger people. From seeing the sweet itself I can understand that the advert is advertising fruit pastels because I recognise it. However I feel that not many people would recognise this as the 'Rowntree's' fruit pastel.
Costume- There aren't really any costumes right until the end of the advert when we see the woman wearing a yellow jumper.
Lighting- Like all the other adverts, the lighting is high key, it is also bright because of the white background as well.
Make up  
Props- There isn't really any use of props because the advert is predominantly animated but at the end the prop is the sweet itself which is being eaten  by the woman.
Setting- The setting is a plain white background which highlights the colourful sweets as the main focus.
Camera- the camera is close pall the way through the advert until it reaches the woman, then it is an extra close-up.
Sound- The sound in this advert is a rhythmic tune which changes to the eat that the sweets are moving, this makes the advert appear neat and uniform.

Gender Stereotypes (Representation- Dr Cages)

3 Gender Stereotypes

1. Men are stronger than women.
2. All women wear make up and are meant to look pretty.
3. Men shouldn't cry.

Disabled
Regions
Class
Age
Gender
Ethnicity
Sexuality
This advert is a gender stereotype because it is portraying ideas that women should be 'thin' and 'rich'. If you are not these things it makes u feel inferior and like you are not good enough and you are not the 'best'. Also cigarettes are related to health problems so to compare women with them is not the best comparison.


Blurred Lines music video

 






















Countertype Example

Advert Remake and Evaluation

Fruitella Advert Remake

Who did you work with and how did you manage the task between you?
I worked with Calvin, Aimee, Bobby and Dan for the filming the first half of the advert, then for the second half the group consisted of Georgia, Emily and Lee. For the filming of the first half, everyone helped and whilst the second group filmed the last bit of the advert, me and Aimee started editing the beginning.   
How did you plan your sequence? What processes did you use?
Firstly, to understand each of type of camera angle we had to use, we screenshotted each shot in the advert and from the screenshot we could work out which props and background we needed.We decided to film it in the order of the actual advert to help us understand the flow of it. We used various camera angles to match the ones in the real advert, eg. canted, track up/down, medium shot etc. We attempted to use a storyboard with a screenshot of each shot in the advert and next to it we wrote how long each shot was for, most of them were at least 0.5 of a second long.  
What theorists do you think you could apply to your task?
Stuart Hall's theory could be applied to this task because his theory states that the audience can interpret media however they feel. The audience (mainly children as this is the target audience) uses these three ideas when they explore a media text...

Dominant- This is where the reader completely accepts the text.

Negotiated- The reader understands the text but only partly agrees with it. 

Oppositional- The reader does not agree with the text at all and they find it completely unbelievable. 

What factors did you have to take into account when planning, shooting and editing?
When planning, we had to think of venues we could use that would appear similar to the locations in the advert. Another factor to be considered were props, these had to hold slight similarity to the props in the advert because it then seems more realistic and believable to the audience. When editing, some effects had to hold some sort of resemblance to those in the advert to again make it more believable and professional. Another crucial factor is the timings, if the timings between both adverts were wrong then the whole remake would be out of sync and therefore unbelievable.   
How successful was your sequence? Please identify what worked well and with hindsight what would you improve/ do differently?
I feel that the sequence was successful because the timings were reasonably accurate and in sync with the advert in the corner. The camera angles worked well in some of the shots and the positioning of the characters in the advert were good. I feel the effects in the second half were very successful, especially one of the end shots where it went from the old TV screen to real life.  
To improve, we should have focussed a little more on the lighting of the video because as we were filming we mainly focussed on the props and camera angles. Another improvement we could have made was adding a 'flash' effect on Adobe Premier Pro during the part where  we used pictures for the photo album. 
What did others say about your production? "matched the other video well"
People have said that the synchronization between the remake and the real advert were similar. Other people have also said that they liked the flow of the video as there were no 'stop start' moments.
What have you learnt from completing this task?
This task has allowed me to understand the importance of timings because if the timings are slightly off it means that a video can be jumbled up and confusing. I have learnt that planning is a vital part of forming a video, things like making a shooting schedule and assigning roles to everyone is important to ensure that everyone is using their time efficiently. 
Looking ahead, how will this learning be significant when completing your future productions?
In the future, I will now know that I need to assign roles, schedule shooting and create a storyboard. This task has also helped me understand how to edit videos using Adobe Premier Pro and it has taught be how to include some effects. 

Camera Shots

Today we learnt the various camera shots that are used in media.

Rapping in the city/practise footage

As this is my first editing task, I feel I have managed to create a video that uses some effects and matches movement to the timing of the music. I tried to match the music with the type of images in the video, I thought rapping paired nicely with cities (New York).
Between each shot I inserted a 'fade' effect to avoid the the blank change between them. Another effect I used was 'black and white' which is simple to do. the last effect I used was a 'wavy' effect. I used this on the 'dancing animals' as both of them are quite abstract and unusual.
To improve this practise footage, I could have added various other effects e.g. I could have sped up the music or changed the pitch of the music to make it more interesting.

Film Industries Presentation

What went well?
- It was a "clear well prepared presentation".
- Lots of "information about all the films".
- It was  "very factual"of all the genres.
- Definitions were "clear"

How could we Improve?
- Use "less examples"
- "Quite repetitive" 

Industries Overview