This is my 1 page storyboard practice for my mini project on experimenting with camera angles and movement.
𝑺𝒆𝒍𝒇 𝑹𝒆𝒇𝒍𝒆𝒄𝒕𝒊𝒐𝒏:
Identifying the movements and shot technique is easy enough to draw and pictured visually thus not needing excessive revisions. Additionally, details of the storyboard must be written if somehow not drawn. All of the requirements to include in a storyboard is already given, hence being the strength of my storyboarding skills. However, the lack usage of colors for audience to identify key focus on each shot is seen. I need to use different shade of pen/marker to draw and write different parts to emphasize each detail. Throughout this process, I enjoyed and is able to complete everything well.
The infamous Doritos tortilla chips are loved by children and teens, on the contrary, I will make an advertisement aimed for adults from age 30-50 years old. The advertisement is targeted to the parental figures (dad) of the young-aged Doritos chips enthusiast which would be a good way to advertise this product to wider audience. Parents are mature and more likely to disapprove consumption of junk food, ironic to their child's interests. Although, I will bring emotions to the audience to feel gratefulness and acceptance to the child by using Doritos as part of the contributing factors to conceal a dad-son relationship, this would persuade dads to purchase Doritos as they grow fond of it.
A clip of an intense part of a horror movie is shown at the beginning and cuts to a closeup of the kid's reaction (curious) while holding a Doritos pack in the living room sitting on a couch. A shot of the clock shows that it is 9 PM, then the dad immediately turns the TV off and zooms in to his angry face (can mean he's angry because the kid is supposed to go to bed, watching ineligible content, or eating snacks/junk food in the night). The kid then gives the bag of chips and leaves the room. The dad gets the bag of chips while turning on the TV, sits down completely focused on the film, and took a bite of Doritos. The TV then turns off and shows the kid with disappointing face. After that, the two made up because they shared the Doritos chips and watched the horror movie on the TV together.
My Media Studies teacher (Mr. Nick) had approved of my advert idea and allowed me to continue to the next step which is the drafting the storyboard. During the rough drawing process, I still need to figure out the slogan that I will use to incorporate to the advertisement. In the other hand, creating a storyline for the advertisement is pretty simple thus pretty time consuming to figure out the perfect plot to convey messages, promote the product (Doritos chips), as well as engage with the audience to persuade them.
This is my video analysis for the movie: "A Quiet Place".
The text was an extract from the movie "A Quiet Place". The film maker wanted to illustrate and explain to the audience that a certain town in the world is abandoned for long time, and that noises aren't supposed to be made there, and requires survival to live here.
The town in which the movie sets in is abandoned with the main characters as inhabitant. This is shown by a static establishing shot of a road in the town. The use of the static camera movement shows no focus on any movement in that area which connotates that the town is isolated hence there are no inhabitants seen. Additionally, the establishing shot shows the condition of the main road in the town which appears to be all messed up; trashes and leaves are scattered around the place. There were no diegetic nor nondiegetic noise heard until a loud diegetic noise of the rustles of leaves rolling by, this may give connotations that there were no other noise made except the leave rustles hence making the noise more significant which indicate that there's no one else that could create any noise. A medium shot of the leaves then appeared and focuses on the movement of the leaves blown as they rustle and showed leaves in the colors of red, orange, and yellow, this gives of a denotation that it has been awhile since the town is abandoned. The reasoning of this is because usually leaves appears in green shades although warmer color means that it is dry, old, and has been left out on the ground for a pretty long time. Another scene with a long shot of the main character's family walking down the road full of leaves and showed rusty cars parked everywhere, this also connotates that the town has been deserted a long time hence the rust and dust on the cars.
This is my planning of the target audience for my advertisement storyboard project.
1. Product/Company Description: Company/Product Name: Doritos Product Overview: Original Doritos pack, a tortilla chips brand consisting of many flavors and sizes.
2. Target Audience Demographics: Age: Adults (Parents), 30 years old - 50 years old (max) Gender: Mainly male Income Level: Middle-classed, socioeconomically. Education: Over graduating years Occupation: Sufficient paying jobs, employed Geographical Location: Southeast Asia
3. Target Audience Psychographics: Interests: Working to proved for family, being in charge as the head of the family, relaxing and enjoying quality time with kids Lifestyle Choices: Work-centric parent Values and Attitudes: Hardworking, Responsible, Stern, Grumpy, Funny, and many parental-like characteristics. Opinions: Fathers role in the family is stern as the head and bread giver of the family (provider), strong beliefs on child-care (eligible content for viewing, time management/sleep time, and quality time), doesn't like horror movies (too scared to watch).
4. Understanding Consumer Behavior: Needs: Carry out parental responsibility and managing for quality time Motivations: Side entertainment to lay back and relax Pain Points: Doesn't like the idea of fun and quality time spending with their own kid, too work-centric.
6. Target Audience Persona: Persona Name: Dads Age: 30-50s Gender: Male Occupation: Sufficient/middle-income paying jobs, employed Interests: Childcare and fun quality time Lifestyle: Stern-parenting, work-centric Values and Attitudes: Hardworking, Responsible, Stern, Grumpy, Funny, and many parental-like characteristics.
Opinions: Fathers role in the family is stern as the head and bread giver of the family (provider), strong beliefs on child-care (eligible content for viewing, time management/sleep time, and quality time), doesn't like horror movies (too scared to watch).
Needs and Motivations: A side relaxation from work and sternness, and to relax down to spend quality time with their kids. Pain Points: Doesn't like the idea of fun and quality time spending with their own kid, too work-centric.
7. Aligning Advertisement with Target Audience: Message: Share a Doritos pack with your kid and cherish the moment shared (quality time). Visuals: Red Doritos pack (Makes product more dominant from setting/bg, appeals to the audience), dark and gloomy which may represent a negative/neglectful parenthood.
Tone: Expression of feelings (horror/terrified - lose tense and sternness of a strict work-centric dad to loosen up for their kid), cherishing, many more.
𝑺𝒆𝒍𝒇 𝑹𝒆𝒇𝒍𝒆𝒄𝒕𝒊𝒐𝒏:
I was able to identify the target audience for my Doritos advertisement. Although, after developing the plan, I need to find technical ways to bring in the target audience's attention to my advertisement through the media. A setback that I need to improve is time management, hence I wasn't able to finish it completely on time. Although, I developed it during the storyboard making progress as revisions are made.
Here is a video made by me and Rara to experiment with different camera angles and movements.
1. Medium shot
This shot technique captures the subject’s body language as a whole. This helps the audience to deduce easily how she is feeling (anxious, lonely, and depressed).
2. Long shot
The shot captures a quiet situation around the subject, by this it may emphasize more focus on the subject. Additionally, it also shows the audience how the subject is more lonely and isolated, which shows resemblance to the subject’s emotions. The focus on the subject may help the audience interpret the subject’s emotions more clearly.
3. Static
The use of this camera movement shows the loneliness and sadness the subject is facing as the subject is going through different emotions, and the stillness captures her emotions without any lines conveyed. Barely any movements are recorded hence it focuses more on her reactions.
4. Close up
This camera movement technique is mostly shown in circumstances when the subject appears to be texting/looking into the subject’s phone, it brings the audience’s focus on the phone (the messages) and it explains how and why the subject is feeling down/stressed. Another scene with this technique is also used to draw the audience’s attention to tears as it falls to the table, this shows clearly that the subject is feeling upset without visually seeing the subject’s emotion literally.
5. Pull out
It makes the subject appear lonely and more “depressing” as it reveals how the main subject is sitting all by herself, as opposed to the subject’s surroundings. And it also disconnects with the audience as it slowly brings the audience away from the subject.
𝑺𝒆𝒍𝒇 𝑹𝒆𝒇𝒍𝒆𝒄𝒕𝒊𝒐𝒏:
We are able to use camera angles and shots to convey emotional messages conveyed in the plot. The identification and usage of camera shots captures everything required and vital to the storyline. We are also able to create camera movements to engage with the audience's feeling (Sympathy). As a mini project, I think that we did well for the short video as we already have prior knowledge in what to include for the technical elements. Although, a struggle when creating this video is managing the time as we kept on retaking scenes because we felt that it was unnecessary, leading to a slightly late submission. Additionally, music choice was not the right choice as the decision is rushed.
Advertisement 1 - MoneySuperMarket “That’s How I Roll”
Brand/Product: MoneySuperMarket
Duration of the Advertisement: 1 Minute
Brief Overview/Summary:
1. Target Audience
The target audience would be young-adult men in their 20s-40s (who should be able to drive). The advertisement shows several appearance of grown men doing activities that are allowed at a certain age (legal age), such as driving and partying in a "club". The use of humor is also age-based and would only make sense to older boys. The advert promotes insurance, in this case, car insurance, which is sensible that the audience should be adults especially ones that are middle-classed. This can be identified hence high-classed individuals wouldn't be concerned enough to own an insurance because they are wealthy.
2. Message and Purpose
Through the advertisement, the company is trying to promote people to own an insurance from their site. Furthermore, in the advert, it makes the stereotypical nerd (Phil) believes that he is cool just by being able to own and drive a car. By that, the company is trying to persuade their audience to get insurance from them to be able to manage financials and be able to own an accessible luxury (which can boost self-confident).
3. Meaning and Interpretation
As the advert starts, Phil enters with a hip-hop music while driving an invisible car, looking confident. The settings shows a suburb neighborhood as Phil drives by since it's usually seen to be cool, this portrays Phil's confident as he believes that he is cool. Afterwards, Phil enters a club and leave with a few women as passenger to his invisible transportation, again, this is one of the typical ways for a guy to be confident. However, at the end of the advert it is seen that all of the events happening was false and is an imagination of Phil.
4. Effectiveness
The advert includes millennial/adult humor which supports the company targeting adult male audience. Snoop Dogg’s star appeal would help in targeting them as his fanbase is mainly male adults. These appearance may persuade more of the target audience as it is more relatable to adult men.
5. Personal Response
The humor in the advert is funny enough for audience to be persuaded to wanna feel that way. Although, content-wise, I personally didn't get what the company was even trying to promote in the first place. It may be a creative way to hook audiences' attention though slight misunderstandings can be made as it also includes stereotypes.
Advertisement 2 - Cadbury’s Gorilla
Brand/Product: Cadbury
Duration of the Advertisement: 1 Minute 30 Seconds
Brief Overview/Summary: A gorilla plays drum to rock music and appears with a purple background (as representation of Cadbury by using their color, purple).
1. Target Audience
The advertisement is targeted for a younger audience, mostly in the age of 10+. The comedically odd-content of the advertisement hooks the attention of youths as it represent their humor. Not only for kids, the appearance of the gorilla (which is quite abnormal) brought smiles to many families, regardless of their socioeconomic class.
2. Message and Purpose
The advertisement only includes a gorilla drumming to a song without any literal presentation of the product (Cadbury's Chocolate), although the humor included in the advertisement which is joyful to the viewers' as it hooks their attention. This indicates that the company is trying to make people smile with their advertisement, it will hopefully does the same when we purchase a Cadbury chocolate bar.
3. Meaning and Interpretation
The context of this advertisement is quite random as it only shows a gorilla playing drums to music. However, the rock song played in the advertisement is well known in the 70s which may hook older people's attention but it is also catchy enough for the kids to enjoy. Although there were little visual of the actual product (Cadbury's chocolate), a purple backdrop behind the gorilla is shown and it bluntly represent Cadbury since the color purple is their significant color. The use of a wild animal for the advertisement is also considered as it appeals to the younger audience as comedy.
4. Effectiveness
The appearance of a wild animal hooks youth audience as a comedic act, it may attract more viewer because of it. No presentation of the actual product were seen but with the obvious purple backdrop may alert audience to recognize Cadbury easily. The family-friendly content of the advert makes people smile which should increase their interest on Cadbury.
5. Personal Response
The advertisement appeals to me because of the humor used. The advert does creates a light-hearted emotion which may win the audience's heart, thus it makes it memorable for audience and may influence audience to purchase the product.
Advertisement 3 - Barbie So In Style
Brand/Product: Barbie
Duration of the Advertisement: 30 Seconds
Brief Overview/Summary:
1. Target Audience
According to the company itself, the targeted audience is mostly for minority girls. However, the company made slight changes from the stereotypical blonde Barbie doll to a Barbie doll of color, and created this advertisement to aim for more various ethnicities to be inclusive. This may attract girls of color to be interested in Barbie dolls that represent them.
2. Message and Purpose
The product (Barbie S.I.S. doll) promotes inclusivity from the company as it does not just produce stereotypical blonde Barbie dolls. The company offers Barbie dolls of color which may symbolize varieties of race being included to defy the stereotype standards and that women are a variety. Young girls of color would feel included and represented by the company, as they can play pretend with the Barbie dolls that resembles them.
3. Meaning and Interpretation
The name of the product itself is called So In Style, which could be abbreviated to SIS. This may be a symbol to promote sisterhood as women because women come in variety, as the company tries to defy stereotypes and adds inclusivity. The catchy hip-hop music in the background along with the names of the Barbie doll may be a typical representation
4. Effectiveness
A representation by another variety of Barbie doll may make the targeted audience feel more included and may attract more buyers for the company. The castings made for the advert also makes sense as a young girl. With catchy hip-hop music that may be representation to the targeted audience community which could be a familiar thing for their childhood.
5. Personal Response
The advert's representation is very nice to set an example for children.
Advertisement 4 - The New Kid | Doritos Commercial
Brand/Product: Doritos
Duration of the Advertisement: 30 Seconds
Brief Overview/Summary:
1. Target Audience
The advertisement appears to be in the setting of a school bus which indicates that the advertisement is shown in the circumstance of a student. Moreover, the characters shown in the advertisement is most likely in the age of pre-teens 12-14. This can be interpreted by the conditions and activities done typically by students (bullying, kissing, etc.). The advert shows a very common experience as a new student being in a new environment, incapable of making friends and being included making it relatable to students. The humor added to this advertisement is immature enough to make pre-teens find it funny. Socioeconomic-wise nor educational-wise doesn't matter for the audience as children of many would find this advert funny and relatable enough regarding to its content.
2. Message and Purpose
The purpose of this advert is clearly to persuade children to buy some Doritos. The product itself is very known especially to pre-teens/children. The content of the advertisement shows a circumstance of a new student being secluded, while the next scene shows him being surrounded by all the students in the school bus looking happy. It can be deduced that Doritos is popular enough to shift our surroundings attention to grab and enjoy a piece of Doritos. This can be shown as all the other subject's attention with doing their activities changes as the new kid opens a bag of Doritos and shares (even the driver).
3. Meaning and Interpretation
The bag of Doritos chips is in a bright red color which makes it appeals to the rest of the scene, this alters most of the focus towards the bag of chips itself.
4. Effectiveness
The use of humor fits to the target audience sense (kids).
5. Personal Response
I find it funny and I would be persuaded to purchase the product from its humorous elements.
Advertisement 5 - Barbie® A Doll Can Help Change The World
Brand/Product:Barbie
Duration of the Advertisement: 30 Seconds
Brief Overview/Summary:
1. Target Audience
Parents of daughters in the age 6+. Socioeconomically, parents who are employed and may be middle-classed or so. Barbie dolls are quite high-priced and is usually purchased by those who are sufficient. Parents who cares about the growth of their daughters' values may be more interested to this ad hence how the dolls are promoted.
2. Message and Purpose
This Barbie advert is aimed for parents hence the use of phrases and words as persuasion. Several scenes with children playing with Barbie dolls are described to nurture developments in character of youths. This message is mostly intended for parents hence no children would even understand it. Barbie's brand image may shows better values which attracts more parents to purchase their products.
3. Meaning and Interpretation
Promoting Barbie dolls to ensure a nurturing childhood and creating positive impact to the world.
4. Effectiveness
- Able to persuade parents by persuasive and bolded text which appears on the ad.
- Inclusivity of children actors used to promote product - represents a good brand image to the target audience (parents)
5. Personal Response
I personally find it not persuasive because I may not be their target audience (age), although if I were a parent, I would feel persuaded to but this product as it may ensures a positive impact to my (hypothetical) children.
𝑺𝒆𝒍𝒇 𝑹𝒆𝒇𝒍𝒆𝒄𝒕𝒊𝒐𝒏:
Analyzing the target audience and the meaning of technical elements included in those advertisements is very fun. I was able to identify important message from the advertisement along with my friends. Although, as I was supposed to write only 1 hugely developed answer and briefly described answer, I got carried away as writing is not a significant ability/strength that I have. But, I'm still able to get the main points to identify media meaning on each technical elements. I just still need to focus on time management so I can get my researches done on time next time.
This is my weekly progress report for my storyboard advert project.
Week 1
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Week 2
Introduction to Media Studies
𝑺𝒆𝒍𝒇 𝑹𝒆𝒇𝒍𝒆𝒄𝒕𝒊𝒐𝒏:
Me and the other Media student were introduced to Media Studies by our teacher (Mr. Nick). We were explained the composition concept of Camera, Mise-en-scene, Sound, and Edit in cinematography. I enjoyed the lesson as I was able to understand and grasps the importance of that analysis when answering AS level Media Studies exam requirements (Compositions and written exam).
Week 3
Activities I did during this week:
- Analyzing the target audience, aim, and/or purpose of several advertisements (Demographics & Psychographics)
- Starting to complete a research journal based on the above
- Started to learn about the types of CAMERA movements and angles
- Creating a mini project to experiment on camera angles and movements
𝑺𝒆𝒍𝒇 𝑹𝒆𝒇𝒍𝒆𝒄𝒕𝒊𝒐𝒏:
I struggled less during this week's meetings because I was too intrigue on the media lessons. I was able to analyze the specific target audience and messages conveyed in several advertisements such asMoneySuperMarket's "That's How I Roll", Cadbury's Gorilla, and many more. (Hereis a link directed to my "Research" report page). I also had been able to develop the mini project which is a short video, but I still need to complete it by the end of the week to submit next week (including the analysis).
Week 4
Activities I did during this week:
- Discussing the use of MISE-EN-SCENE in media to create meaning
- Planning initial idea for advert SB (Target audience)
- Research for project
𝑺𝒆𝒍𝒇 𝑹𝒆𝒇𝒍𝒆𝒄𝒕𝒊𝒐𝒏:
I had finish and collected the mini project as well as publishing it to this blog, but I still need to improve on time management which would be a target aim for this subject (Media Studies). I was able to understand and do my work accordingly through the week, although I still need to do several researches on advertisements (technical elements/target audience) as I continue to finish the initial idea for "My Target Audience". I also need to start developing ideas for the final advertisement storyboard project (mostly about the brand of product and storyline).
Week 5
Activities I did during this week:
- Introduction to SOUND in Media Studies
- Learn and practice to make a storyboard (from the mini project)
𝑺𝒆𝒍𝒇 𝑹𝒆𝒇𝒍𝒆𝒄𝒕𝒊𝒐𝒏:
I was able to perform and complete this task (Practice Storyboard) well and had reflected on mistakes and improvements needed in order to be able to create the final storyboard for the project. Additionally, I was able to grasps information on diegetic, non-diegetic, and trans-diegetic sounds that are heard in the Media. I'm able to use the vocabularies (diegetic/non-diegetic/trans-diegetic) and interpret the usage of it to create meaning.
Week 6
Activities I did during this week:
- Introduction to EDIT in media studies
- Submitting practice storyboard
- Finalizing Project SB plan (Target Audience and Proposal)
+: Easy to understand and very fun
-: Finding ideas and completing the target audience
