Analysing Promo Videos- Apple iPhone Advert

The first promotional video text I have chosen to break down is the 'Apple - Introducing iPhone 7' advert released on the 7th September 2016. One reason I have chosen this as my first promotional video to analyse, is it allows me to study the techniques used in successful advertising. This video has amassed over 23 million+ views in the short period it has been available to the mass public. According to the BBC "The tech giant reported net sales of $78.4bn (£62.3bn) for the last three months of 2016, up 3% on last year, and marking its strongest quarter ever". This gives me an idea of the types of promotional videos I should be researching in order to achieve the highest quality for my own project.
The first convention to grab my attention in this advert is the brand identity expressed in the form of the Apple logo that slightly illuminates through the audience's screen within the opening 2 seconds before fading. This attempts to draw the attention of the audience to the reputable brand; whom during this time period would have been anticipating a new iPhone model to be revealed, whilst also reinforcing a sense of brand identity.
As the Apple logo fades to black, the second technique is deployed. Product photography is used to allow the audience to analyse this smartphone, up until 10 seconds, rotating visual footage of a glossed up iPhone 7 is displayed to further create hype for the latest iPhone model.
Simultaneously in this promotional video, calm, uplifting motif is implemented and reemphasised through the mode of address. I presume that this is utilised to cater towards Apple's target audience; user's with unique needs, but a need for a sense of organisation and simplicity.
Over this motif that play throughout the duration of this promotional video, a audio presenter/commentator narrates the advancements in the iPhone 7 model, drawing in the compelling audience eagerly waiting on its release.

Promotional Video Brief

Brief for College Video – A day in the life of a student 

January 2017 

Objective: To promote the college Information Evening in a fun and imaginative way. 

Target Audience:  Potential students (Year 10) and their family in Nuneaton and the surrounding areas. 

Platform: Will be posted on college website and social media and sent out via an email newsletter. 

Content: 

• A day in the life of a student …… 
• To include: 

• Linc/Enrichment activities 
• Canteen 
• Socialising 
• Music 
• Lessons 
• Teaching staff 
• Sports 

• Facilities – try to incorporate all aspects of the college  
• Involve staff  
• Call to action at the end – come along to Information Evening   

Duration: 4 minutes max.  

Considerations:  

• Keep outtakes – show the real side of students/staff. 
• Music – upbeat, suitable for target audience.  Royalty free. 
• Logo/College name as Opener 
• Use the college branding  
• Good representation of all our students 

Timeline: To be completed by 24th March 2017 

Edge/Rim Lighting Footage

This is my example on Edge/Rim lighting. Edge/Rim Lighting is technique used to draw the subject away from the background, offering a sense of depth and dimension. This edge/rim lighting technique was achieved by having the main light being assisted by two fill lights/reflectors set up in a 'triangle formation. To improve on this work, next time I would use two of the same types of fill light. For this footage, I used a main light, a reflector and a dimmed light because I did not have enough of the same equipment, and I was unable to rectify this mistake because of a time restraint I was attempting to adhere to.

Butterfly Lighting Footage

This is my example on Butterfly lighting. This subject appears to have formed a butterfly-shaped shadow on the underside of his nose; this is where the name 'butterfly originates from. One problem I would rectify given then chance with the footage I had capture is that in this short clip, the subject continuously sways his head throughout the duration of my presentation. This causes the light and shadows positioned on his face to become displaced and difficult to present. However, due to the fact I was working on a time restraint, I was unable to record the perfect footage.

Rembrandt Lighting Footage

This is my example on Rembrandt lighting. I have attempted to comply with the two basic principles associated with this lighting technique; ensuring that lighting is captured on one side of the face, thus producing a chiaroscuro (a triangular area of light; no wider than the eye and no longer than the nose, thats produced through shadows).
I achieved this by positioning the camera directly in front of my subject, with a light source angled at around 45°, with a reflector key light adjacent to the light source, to slightly illuminate some shadowed area.

Lacanian Psychoanalysis in Film

One example of the Lacanian Psychoanalysis theory being present in the film industry occurs in Christopher Nolan's Golden Globe Best Screenplay-Motion Picture nominated film; Memento.
In the film Memento, the main protagonist; Leonard Shelby, diagnosed with a memory condition, is unable to remember new information and so must progress through his life using stimulus notes he writes himself. is wife; raped and murdered by an unknown assailant he cannot remember the identity of. Discovering the person responsible becomes his drive throughout the film.

This relates to the Lacanian Psychoanalysis theory because, just as Lacan had previously suggested, Leonard feels he is missing something and achieving this seemingly impossible fantasy becomes his motivation and drive. Camera shots are frequently used to signify Leonard's state of mind as well as the use of a non-diegetic voiceover narrative. Structurally the narrative has 2 parts: B&W sequences to show the past and colour to represent the present. This would allow a Lacanian approach to be applied as it is literally being used to show a 'lack' - a memory that has to be recalled. The non-diegetic voiceover allows the viewer to get in touch with Leonard trying to remember what occurred in his past, on a daily basis.  

One scene in which this is evident is when Leonard finds himself in a isolated location, prior to killing Jimmy; Natalie's drug dealer boyfriend. It is here that the film draws clear comparison to the Lacanian Psychoanalysis theory. Jimmy calls Leonard "Sammy", which causes Leonard to become suspicious. This results in Teddy telling Leonard that they killed the man he was searching for; John G, time ago, and that he has been using him to eliminate drug dealers, tricking him for financial gains, using his memory condition to 'give him a reason to live'. However, Leonard later finds out the man he is searching for, has been himself the whole time.

Freudian Psychoanalysis in Film

One example of the Freudian Psychoanalysis theory being present in film occurs in Season 5 Episode 23 of 'The Fresh Prince of Bel-Air' (1990-1996), directed by Shelley Jensen. Will, currently engaged to his fiancé; Lisa, finds himself caught in a dilemma when he attracts the attention of a provocative young woman; Denise, who is determined to be his romantic interest.

In this instance, Will's ego drives him to fulfil his primitive wishes, this being engaging in intercourse, however it also motivates him to achieve this in a socially-acceptable manner, suggesting he should stay faithful to Lisa. Will's super-ego demands that he adheres to his moral compass, instilled into him by a same-sex role model; being Uncle Phil. This causes an inner conflict that is clearly evident to the audience through camera and lighting techniques. The first of these occurs around 1 minute 27 seconds when Will sympathises with a 'crying' Denise. Post revealing that this was a trick and kissing Will, Will's super-ego demands he leaves, which he initially attempts to do, however he is until Denise is able to seduce him back into his seat. The medium close-ups and the shot reverse shot editing techniques here signifies the relationship between the couple. Subtleties in the performance of each character also reveal the true aspects of their personalities - as Will's true desires can be viewed in his quick glances and flirting towards Denise.

At minute 2, 19 seconds in, Denise begins caressing Will with her kisses, Will begins to flirt back, which leads Denise to ask "I knew I could make you forget about your fiancé". Will denies that anyone could ever make him forget about his fiancé however, too captivated in the moment, calls her Lucy. At 3 minutes and 16 seconds, just as Denise looks to close the deal, Will conscious allows for him to reject Denise's advances. Will's Eros (life-sustaining) defeats his Thanatos (destructive forces).

Mulvey's Male Gaze in Film

An example of Mulvey's male gaze theory in practise, is evident in Quentin Tarantino's critically acclaimed film; 'Sin City' (2005). Jessica Alba's character; Nancy, is the focus of male attention, due to the manner in which she is presented. Nancy is objectified through various camera and lighting techniques, dialogue, etc.

One way in which the male gaze occurs 20 seconds into the scene. A panning mid-shot, following the derriere of a faceless woman is utilised to position the audience in the shoes of a heterosexual man. Within this particular instance I believe that the woman's face is not revealed because it is not required to attract sexual focus, thus the woman is objectified to achieve the male gaze. The shots throughout the sequence remain medium close-ups, these focus on Nancy's torso gyrating to the music and then tilting up and down her body to replicate the gaze of the male. The shots of Nancy are also intercut with close-ups of the male character's faces as they stare at her whilst she is dancing.  

Another instance of objectification in this scene, occurs when Nancy is first introduced into the scene. Nancy's body is fragmented through edge/rim lighting, to emphasise her provocative prowess.
Firstly, the camera pans over her upper legs/thigh region, revealing the tight leather attire she is clothed in.

High-key edge/rim lighting is implemented to draw Nancy's character away from the background; attracting further attention to her sexual appeal, whilst simultaneously satisfying the male gaze.
Tarantino aslo utilises slow motion shots within this film. at 52 seconds. In between thrusts, Nancy's dance is slowed down. Usually in film in conjunction to the male gaze, this technique is used to allow the audience addition time in which to be enchanted.

Nancy is objectified as she is portrayed as an erotic object, who's purpose is only to satisfy the sexual fantasies of characters in the narrative, and the audience.