Corporate and promotional videos
Corporate and promotional videos Corporate and promotional videos are videos that are created by businesses or organizations to portray a particular subject matter of their choice in a positive light. However, though they may sound the same they do differ slightly, which is why I’m going to start off by talking about corporate videos exclusively. Corporate videos The main purpose of a corporate video is to introduce a company, business, product, technique or idea in a positive way. A company would hire a production company and commission a video to fit their intended purpose, these purposes are usually very specific. The are many reasons for creating a corporate video, including:
Here we have a employee training video for Burger King: The main purpose of this is to show the viewer how to maintain the proper cooking standards that the company is known for, as well as run them through the basics of running a kitchen. It is clearly not intended for external or public viewing, but internal viewership among the companies staff. Many companies hire production companies to create these videos for them, while others create their own. Videos like these are sometimes used to boost internal communications.
Here is an example of an external corporate video that may have been used by Google. The purpose of this video is clearly not intended for internal use, but to reach an external audience. It attempts to promote the idea of Google being a friendly and unique company that is a great place to work. It differs greatly from the internal Burger King video, because it has a different set of aims, objectives and demographics. Product Launch Promotional videos are sometimes created for product launches - these are external videos that are created to show off a new company, charity, kick-starter or product. For example, Apple constantly create product launch videos for each new iphone they release. You can see that the purpose of the video above is to show off the new product in a positive way that also reflects the companies tone and theme. Establishing the company through promotional videos is an effective technique that is widely used through out the industry as a way of building a brand's identity.
Promotional videos The main aim of these videos to the promotion of key ideological messages and values. which can be used to communicate key ideologies to the audience. Mainly produced by political groups and charities. For example, water aide is a charity that creates various corporate videos to promote their ideologies and values in order to help those less fortunate, as opposed to a political broadcast seeking to inform the public as to why they deserve your vote. Water aide promotional video - http://vimeo.com/11606731 UKIP Political promotional video |
Conference openers/show reels
Conference openers are visual martial that are intended to be shown at the beginning of a conference, in order to give the audience a sneak peak or teaser of the product/productions. It is also sometime used to send a message that represents the company’s values and ideals, for example this Apple conference opener is a visually appealing message that speaks for the company’s level of quality:
Apple WWDC 2013 Keynote Opening Animation
Conference openers are visual martial that are intended to be shown at the beginning of a conference, in order to give the audience a sneak peak or teaser of the product/productions. It is also sometime used to send a message that represents the company’s values and ideals, for example this Apple conference opener is a visually appealing message that speaks for the company’s level of quality:
Apple WWDC 2013 Keynote Opening Animation
These kinds of videos are usually conference exclusive and aim to spread information about a particular product, or show the company in an appealing manner. All of this is done to impress the audience, as well as make them feel included.
Event coverage
Companies that host events want may want to have the event recorded and shown externally to other companies or the general public. This is why they hire production companies and film crews to film and sometimes live edit a conference for international broadcasting. An example of this is the annual E3 viyda conference, in which many big name companies such as Sony, Microsoft and Nintendo all live stream coverage of their own conferences to millions of people at home. It is imperative that they provide high quality entertainment in order to appeal toward the audience and impart vital product information to the masses
This is an example of what Nintendo's Event coverage from the 2014 E3 conference
Event coverage
Companies that host events want may want to have the event recorded and shown externally to other companies or the general public. This is why they hire production companies and film crews to film and sometimes live edit a conference for international broadcasting. An example of this is the annual E3 viyda conference, in which many big name companies such as Sony, Microsoft and Nintendo all live stream coverage of their own conferences to millions of people at home. It is imperative that they provide high quality entertainment in order to appeal toward the audience and impart vital product information to the masses
This is an example of what Nintendo's Event coverage from the 2014 E3 conference
Indents
Indents are usually shown during the advert break and are used to establish or reinforce a brand identity. For example, the BBC uses a variety of different indents, some filmed, others animated. Each one represents the company in a sometimes symbolic way.
Indents are usually shown during the advert break and are used to establish or reinforce a brand identity. For example, the BBC uses a variety of different indents, some filmed, others animated. Each one represents the company in a sometimes symbolic way.
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Television broadcasting companies like the BBC and E4 make these indents in a professional and sometimes graphically impressive way to show off their ability. The humor included within many E4 indents clearly don't appeal to all demographics, as the humor that is sometimes used is better suited towards teenagers. This is because the people in charge of E4 know their target audience; their indents represent them by sharing the same humor as their programs.
Codes and conventions
There are many different forms of film; these are usually files into genres. Genres are just ways of categorizing different types of visual or audio productions; each genre is based around a set of codes and conventions that act as its personality. For example, a documentary will often include voice over narration, information and interviews. The codes and conventions of corporate videos are as follows:
· Use of graphics to impart information
· Animated graphics to create/reinforce brand identity
· Music and graphics to segment information
· Presenter ‘testimonial’ – the use of a presenter(s) to impact information. The choice of presenter(s) reflects brand identity
· Interviews with key stakeholders
· Music track to create atmosphere
· Voice-over narration used to impart information
· Scenarios – the used of narrative to tell a story which shares a message with the viewer