Moving image can be used for many different markets
· Movies (The Avengers, Black Swan, 127 Hours, Drive)
· Promotion work/advertising
Certain techniques used in moving image help the flow of the story. Examples could be the ‘Hitchcock zoom’ adding drama or a moment of realisation to the shot. Foreshadowing commonly used in thrillers giving clues throughout the sequence for what is to be revealed at the end. Fade in/fade outs to show the end or beginning of a new scene. Certain angles also help to tell the story, as close-up shots show the emotion a character is portraying, extreme long shots show the setting of the scene, extreme close-ups commonly used in horror films adds tension. Lighting is important as it helps to set the mood, whether it be a brightly lit sterile room or a candle lit romantic scene. The use of camera focus can help to guide the audience on where to look and where the director of the clip is wanting people to focus on.
In this moving image clip there are a lot of close up shots used to show the emotion in the actors face, mainly being quite glum, miserable, unexcited for his day ahead. You are shown POV shots allowing the audience to see what the actor is seeing and gives an ‘in his head’ vision. Using sound - such as a narrative voice over - is a clear way to tell the story, it can bring the audience into the actors head which helps to create a more personal atmosphere. It can also separate dream from reality which is what happens in this clip, the change of music allows us to know it is a new location and we are now inside the actors head. Even the song choice of the dream sequence is relevant to what story is being told, singing about ‘looking for freedom’ which this clearly relatable to this character. Most of the shots used are short and snappy when he is getting ready, nothing overly exciting and showing it is routinely done. When you see the 3 shots of the same actor in the same scene this is a clever way to show a routine and time passing by in a long monotonous manner. As he watches the video of the dancers things start to liven up, an extreme close up shot allows us to see the excitement in his eyes, the tapping of his fingers to the music, true emotion is starting to show. The use of adding in a ‘fade in’ conveys the beginning of his dream. Lighting also tells us that we are now inside the actors head, it is darker and has a spotlight giving a dream-like effect. The low angle shots add to him being the star of the show, as if we are the audience beneath witnessing him in his moment of fame. The pause of darkness before there is a snap back to reality confirms this is just a day dream of his - snapping back to the real world. With the clip ending with the actor finding a shoe box hidden away in his cupboard, as if they were calling out to his through the use of the low angle shot looking up to the actor, we are left with a clear image that he is now on his way to pursue his dream by snatching the shoes out the box and the clip dramatically cutting, leaving the rest as a cliffhanger.
This short video has been used as an advertisement campaign. There is a mix of techniques used throughout this clip which give the viewer a clear understanding of what is being sold. It starts off quite creative, using a blur and focus technique which gives a creative flair. The scenes overall are quite short and snappy keeping it to the point and showing the product and setting in different ways. You are shown a victorian period room giving a classy element to the clip. The camera shifts its focus on certain objects to enhance the detail and add sophistication, obviously stating there is a certain audience for this kind of product and this would be more appealing to their taste. The way the model (Cara Delevigne) holding a different owl in each snapshot, the owl matching to what she is wearing in that scene, allows us to see that she is being portrayed as one of the owls herself. This is shown through mid-angle shots letting us see both her and the owl at the same time to see the similarities side by side. The close up shots of the image show clearly what the product is that is being sold. The clip ends with a slow motion shot of Cara Delevigne adding a sultry aspect and allowing us to know that that is the end of the footage.
This video is made up mostly of extreme close-up shots to let the audience know what exactly is going in the food and how it is being made. The use of slow motion adds drama to the shots creating an exciting and intense element. The use of the vibrant colours against a blank, dark background makes the food look much more appealing which is more attractive to the consumers - it is selling the product making whoever is watching want to be a part of it. Through the use of the close up shots the food looks fresh and juicy which will entice people in - this possibly is created by spraying the food with water before the scene is shot. The short, snappy clips keep the video interesting and not drag out too long which is a good way to keep people watching. Making the camera focus on one thing makes it easy for the watcher to follow and tells them where they should be looking, putting all the focus wherever it is meant to be.
From these videos you can see the different ways in which moving image can be perceived through the use of camera and editing techniques. You can control the way the audience views the video through the way it is shot and enables you to tell the story smoothly. The atmosphere of these videos are clear and attract the audience of their choice - either by being shot in a more creative manner compared to a more dramatic video where they are trying to sell something and keep it very upbeat and exciting. There are many different ways to shoot moving image to suit whatever story you are trying to tell/sell.