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Analyse the different approaches used in the promos

In this document, I will be looking at the structure and narrative of the video of the audio visual promos I have already covered, and how this is effective for promoting the product.

Nintendo Switch OLED Model

Beginning: shows the switch logo and then looks at the details of the console. It also includes gameplay to show the viewers how high quality this new model of the console is, and how different of a gaming experience it can bring. This can also show that at a glance, there is nothing physically different about the new Switch, which would bring back people who could have had the original since it released and tempt them for an upgrade.

Middle: the video shows the Switch with the Joy Cons removed, which is a good way of showing the device and its components. The Switch is then shown in the portable multiplayer mode, which highlights the social and interactive aspects, demonstrating how it can be used with others.

End: then goes on to putting the switch in dock mode, showing more of the gameplay but through a tv screen. This again shows how the OLED model has all the same aspects of the original Switch, just with some differences to improve the experience for the user. It then goes on to show the release date, and then the rest of the models all together.

Narrative: an improvement on the original model and shows the flexibility on there places the console can be used (a house, a cafĂ©, outside), giving the consumers information about the product. It also shows the wide variety of games played by the actors in the different settings, sort of showing how the console can bring people together to do something they all enjoy.

How this promotes the product: it does this in the way that it just shows off all the features and how it is good for the new and improved screen of the console.


AirPods Max – Journey into Sound

Beginning: starts with a view of space and then zooms in on the headphones to show the details and features in order to grab the viewer’s attention and showcase the quality of the product. This space setting in the background would be there to create a sense of freedom, which is a feeling you would also get from using these AirPods as they are designed to give the user a premium audio experience. 

Middle: looking around the person on the sofa in a space scene and then cuts to reality, which creates a contrast between the two settings (starting off tranquil and going into noise). The video then goes back into the space scene and continues to look at the close up details of the headphones, to further highlight the high quality of the product.

End: includes text that highlights the internal features of the AirPods Max, such as the active noise cancellation and spatial audio. The purpose of doing this would be to educate the viewers on the benefits of the product and what makes it different from other headphones on the market. The video then ends with the name of the product and Apple’s logo, which is a branding tactic used to associate the product with the trusted and well known Apple brand. 

Narrative: The AirPods max are shown to have the ultimate listening experience and has different features to what other headphones may have, including Spatial Audio, bespoke Apple Transparency and Noise Cancelation modes, it can be used to silence outside noises like cars and street noise, or in the home for a more personal and immersive experience.

How this promotes the product: it shows the unique features and benefits of the headphones in an engaging and visually appealing way as a premium and high-quality product.


Concrete - Lovejoy

Beginning: the main character is dancing and walking, which is a way to establish the tone and energy of the video. It then cuts to shots of people in public areas, which can be a way to show the universality of the song as this can literally be anyone, and how it can connect with people with different lives. During these shots, the title of the song appears on the screen in order to reinforce the name of the song to make it more memorable to the viewers. The main character then pulls himself a pint when he walks into a club.

Middle: the character is singing and dancing in the middle of a fairly crowded club dance floor. This is a good way to highlight the energy and infectiveness of the song as well as to create a sense of community among the people in the video. This is an effective way of promoting the song by showcasing the way it can create a shared experience.

End: the main character is escorted out of the club and ends up being beat up in an alleyway as the song ends. This is a way of creating a sense of contrast and tension with the more upbeat and positive tone from the rest of the video. It is also a way to create a sense of closure for the video, as the main character's story comes to a unexpected and dramatic conclusion, making it more memorable for the viewer and giving impact for the end of the video.

Narrative: a man singing in possibly a drunk manner about how he is annoyed at how his girlfriend (now ex probably) found out about him cheating, he goes out to a pub and kept drinking and sharing the story before being robbed and his music box being broken.

How this promotes the product: this promotes the song in a visual way because it can give another meaning to what the song already is, so the listeners/watchers can find out more about it. The fans of the band would have likely heard the song before the video was released, so this would've given them more of a reason to enjoy it.


Dumb Ways to Die – Dumb Ways to Die

Beginning: starts with the scene of a dandelion with the sun above it, and as it goes up it goes into the whole idea of dumb ways to die. the dandelion part can also be considered a juxtaposition of what the entire video is about, as it is just a calm thing blowing in the wind which then turns into something more chaotic.

Middle: has a little segment with the voice of what sounds like the narrator, who simply hits a button and causes an explosion. this part can be considered a small break from all of the chaos, and something that could be memorable to anyone who comes back and watches the video again. After this, it just goes back to more deaths.

End: ends with about 3 of the characters dying from being run over by a train, with the song calling these the ‘dumbest ways to die’, which is well done because in the end the whole message behind the video is to be safe around trains.

Narrative: cute looking characters dying in an array of ways to put across a message to be safe around trains. There are some legitimate ones in the end but throughout there are more sarcastic ways to die that have nothing to do with trains or being safe around the tracks, just things to make it more enjoyable for the viewer.

How this promotes the product: it shows this in a fun and memorable way in order for it to mean something to the younger people when watching it. The break from the chaos again when the video says 'be safe around trains', may also be something easy for the young people to remember as the music ends, and there is calm when the narrator says this, which should show them that there is a serious message behind this.


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