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Compare and contrast the messaging promos

COMPARE and CONTRAST the audio-visual promos that you've analysed.

 You could look at:

- Audience and purpose

- Approaches - are they suitable?

- Mise en scene

- Semiotics (denotation / connotation)

- Techniques e.g. Which are most/least effective and why?

Specification: ocr.org.uk/Images/270932-create-audio-visual-promos.pd

In this document, I will be covering the comparisons between each of the promos, specifically the two products and the two music videos, and then highly going into more detail about each of the specific points.

The Dumb Ways to Die video and the Concrete music video can be compared as they are both music videos but are catered to different audiences, which is what I will be covering here. The Concrete video is aimed towards teenagers/young adults, mainly people who enjoy the bands indie rock style of music and would want to see more from them, and then the dumb ways to die video is more catered towards a younger audience, based around the cartoony and satire animation aimed at train safety. Concrete also has a more professional style in the way it is produced. It has a less relatable meaning and deeper meaning, the inferred meaning being a potential relationship that has turned sour and is now being expressed with anger from both sides. While Dumb Ways to Die it is a humorous and satire video, it does have a campaign behind it, an awareness for children and people in general and how they shouldn’t be careless around trains. When it comes to mise en scene within these music videos, Concrete uses live action actors to portray the scenes, and these are arranged in a nightclub setting which is crowded and full of many subjects, this then allowed for more relatable fee; with free camera movement and the angle is typically at the subject's (Wilbur) head level and shows him in full, like medium and full shots. This is because it has been filmed using a phone camera or a camera without anything to keep it stable and is constantly moving, this has been done in this way to further the immersion and to create a rapport with the audience. Everyone in this nightclub is also wearing clothing which any average person would wear to a club, creating a casual feel and making it a more relatable scene. This approach makes the video more appealing to the older audience it is aimed at. However, when it comes to dumb ways to die video there is more than one subject but it is animated in a 2D style with cuts to each scene rather than camera movement, the angle stays the same at an eye level perspective to each character. It would be necessary for this video to be more smooth than a classic music video because it is meant for educational purposes, it also allows for younger audiences not to be overwhelmed or miss the message within it. The sound within Concrete is a studio song with a backing track of various instruments from the other members of the band, Lovejoy. This creates an immersive and polished feel to the video as it plays alongside it. In Dumb Ways to Die, the backing track is a loop of a tune with a clear and simple, even recognisable voice singing along to the different scenarios. Because of it being recognisable, people are still referencing the song when it may come to mind even after it being a long time since it was released. Similarly to Concrete, this still would've been made in a studio setting but rather than the song itself being first, the animation was released alongside it.

While music videos are a key part of audio-visual promos, so are products. Here, I will be covering the Nintendo Switch OLED Model and the AirPods Max. The OLED model are aimed towards families and people within the gaming interest this is a wide market but the commercial/advert will help sell the idea to the wide audience, whereas the AirPods max are aimed towards those within apples ecosystem and it being focused on an individual person, this makes the advert have a more directional and connecting feeling with the consumer. Similarly, both of these products are higher quality versions of their older models, and also more expensive (not the same price increase though) meaning they, in a way, can both be aimed at a similar type of audience. Any of the Nintendo Switch adverts can be shown to have families being portrayed as it is a console with the opportunity to use it with more than one person or alone, and within AirPods adverts in general it is displayed as just one person. This would be to directly and clearly show the purposes for the product, as each of them have features which are either made for multiplayer (Nintendo Switch) or just one person (AirPods). The switch can be used in both ways, the console is displayed in an announcement style format where its features are being shown off to the target audience and it is being shown in a both cinematic and other mostly medium shots showing people in situations using, playing a variety of games this is paired with blacked out scenes with the product as a main focal point and advertising the new features of the product. On the other hand, the AirPods Max video is more of a focused look into the product and how to use each part. This is showing how the product is designed. It is compiled of macro shots of the product with surreal cinematography, there is then a break where a single subject using the headphones showing a use case and this breaks from the close up and macro shots to more of a wider look at the subject and their environment, how it is loud for them and the feature of the headphones which can fix this. The video then shifts back to the product on its own showing text of its features, this is the only text in the commercial, some that weren't shown in the ad. In a more literal sense, the AirPods Max video would not actually send you to space when you listen to music in real life, it would instead just play the audio in such good quality that it would more just feel like you're becoming more and more invested in it. Although the space theme is a metaphor and not literal it allowed for the more cinematic and creative shots and angles within.