Unit 15: Audio-Visual Promos

  Purposes of audio-visual promos: PROMOTE/MARKET - music videos + film trailers + game adverts (persuasive adverts)  ex.  League of Legends INFORM - college + university promos + public information (NHS) ex.  Leeds Uni ENTERTAIN - music videos + film trailers + a short advert for a TV show ex.  Big Game Spot - Marvel EDUCATE - tutorial services + public information ex.  Government coronavirus LO1 Report : The purposes, approaches and contrasts between different audio-visual promos   What is League of Legends? Told by Nevercake My first promo I have chosen is for a video game called League of Legends, which is produced by the company called Riot Games. The purpose of this promo is to promote and market League of Legends towards its audience of adult male gamers, who prefer the genre MOBA (multiplayer online battle arena) strategy games more than in comparison to a fast-paced shooting game. This promo is distributed across the Internet and can be shown ...

Ornaments Music Video:  Sharp camera High quality slow motion Cleaner costume - woman Old white man sat in the chair - doing nothing  Cleaner smashes the ornaments - symbol that we should destroy the mainly male lead society  Basics of Production in making music video: Artists perform to the camera - looking at the camera/audience, to make that connection and hold their attention  Camera Activity - a lot of movement, to match the pace of the music - moving with the rhythm, cuts (camera editing) to the beat Matches colour, props, beat of the music and the camera movement  Different exposures - make sure there is not too much contrast in the light or dark because your eye would need to adjust  If camera moves in the same direction and same pace it makes the video flows  Equipment - lighting - creative set-ups, high quality camera, fluid movement (grip); smooth movement, glide cams, drones etc  Preparation - listen to the song about 20 times to begin...

   Music videos are for:  Advertise singles Encourage chart sales ( Roy Shuker 2001 )  Establish the star persona, ‘media representation’,and their performance skills ( Richard Dyer 1975 )  Promote the artist/band, sales, tours, merchandise, films  Performance Videos:  Song performance  Dance performance  Instrumental performance  Concert performance  Conceptual Clips:  Narrative based  Abstract/Artistic  Hybrid (both) Example of hybrid:  https://www.youtube.com/watch?v=FGBhQbmPwH8&list=PLjMMM67VfWaDSUsCK7cqkrs6Ax4sbRjY1&index=1 Codes and Conventions:  Andrew Goodwin - 1992  1. A relationship between the lyrics and the visuals which illustrate, amplify or contradict the lyrics. Example of some music videos which shows this are: https://youtu.be/uJ_1HMAGb4k   - Vance Joy’s Riptide Music Video  2. Images on the screen to match the beats  (Thought beats: seeing the sounds)  Exam...

A music video synchronises (matches) the audio and the visuals - when the cuts in the video matches the beats of the song. Interpretation of the lyrics - What we see on screen very often matches the lyrics either seeing someone singing it or what the lyrics actually are or mean. Can sometimes be surreal - unrealistic, doesn’t feel real  Examples in Riptide music video: The lady is singing the words on the microphone   Cowboy running from himself The words wrong - subtitles have the wrong lyrics - surreal  Left hand - left hand on microphone, stabbed  Dark side- person being dragged into the dark  Roy Shuker 2001:  Promotional devices encouraging record sales and chart action  Richard Dyer 1975:  Music videos establish the star persona and performance skills  Star persona the media representation of a celebrity, makes them marketable and establishes the brand  Nowadays music videos  Provide content for artist/bands social media accou...