textual analysis
Textual Analysis of - "Basingstoke Bison Promotional video"Overview
https://www.youtube.com/watch?v=jZY0rA7U0Tc - Link to video It is made abundantly clear from the beginning that this media production has been made from promotional purposes, as it portrays the local ice-hockey team – the ‘Basingstoke Bison’ – in a positive way without having a blatant selling point. There a various interviews with crowd members, who are shown to be singing the team’s praises all while relishing in the atmosphere of the ice-rink, pose as one of the key conventions use in promotional or persuasive film-making. This way the film maker(s) can filter out all the bad reviews and only shown the audience the positive ones, this way they can promote the team in an often biased but effective way. The used of patriotism is another effective technique used in this production, as it can bring people of a common nationality together and work in their favor. This technique is used by mentioning that this is the Basingstoke Bison, and that these are local men are to represent the local populous, which is why promoting them makes the viewer themselves feel proud of their city and nationality. This gathers patriotic support for this team in particular, rather than another or (even better) team. This video is clearly interned for external viewership, as it is using emotional and persuasive techniques rather than informing the viewer with reliable sources. Editing Within the edit an atmosphere can be created that otherwise wouldn't exist, this is what makes this video stand out. It uses fast montage cutting to show off the speed of the game and give the viewer a feel for the experience, while demonstrating the technical aspects of the game. The speed of the cutting is not continuously fast, it occasionally slows down to add more of a dramatic effect. For example, near the start of the video the cutting is slow when focusing on one of the players. A close up and in-focus shot of his face allows the viewer to see the emotion displayed in his expression - in this case, his blank expression emphasize the overall serious tone that is reflected throughout the beginning of the video. The use of montages in media productions like this can be used to show only the best moments in quick succession to either show off the high points of the sport, or fool the viewer into thinking that the sport is more interesting than it us. Another advantage of montage editing is that because of the sheer amount of information that is squeezed into such small segments, the production will often warrant multiple views in order to take everything in - because of this, it may remain interesting despite multiple viewings. The camera filter dims the edges and draws the viewers’ attention to center screen, this helps emphasize and/or capture the feel of the sport. The tone of the video is greatly effected by these effects, for example, during the first few shots, all color other than black and white have been removed up until the point when the video cuts to the player's face, when as you can see pictured to the right, is full of color. This is most likely to build up the player's personality, making them appear special, as well as making them stand out. You can see right away that this video had been created with a primary audience within the teenage range, due to the style of editing used – the softened edges, explosive action, powerful words shown on screen and the fast paced music all hint towards this. The wider audience falls into the secondary demographic, though they are mentioned by the interviewees at the near end of the video, who claim that “it is a great day out for everyone”. Despite the editing appearing to favor the teenage audience, other ages are not left out from appearing in the producing, whether in the crowd, or in interviews. Symbolism & connotations - The brand/Team logo is shown for establish recognition for those who do not yet recognize it, this works as a visual aid and something that can be used in posters and other forms of media to push the message further. The use of the town’s name in the logo one again attaches patriotism to the team. At points during the sporting montage, the video zooms in and out, as to add more movement and therefore more action into the play. An interesting piece of editing occurred three times in this production – three words are spoken by three players, followed by a freeze-frame of game play representing the word with the word on screen. The three words were: · Speed · Aggressive · Powerful These three words do well in representing the sport and general emotions towards it. Speed represents the players’ skill and focus, while powerful helps build them up as important figureheads. The word aggressive represents their play style, as well as being a phrase that will appeal towards their primary teenage audience who enjoy fast-paced, powerful entertainment. Diagetics - The non-diagetic sound-track is an electronic track that offers a dramatic, gradual build up of sound that raises the tension – along with the speed of the cutting – and keeps it there. The sound builds its tension using its’ high BPM or beats per minute. The music starts off slowly, like a symphony, and then it starts to speed up and is matched by the cutting speed. When the logo appears, non-diagetic skating sound effects are used, which are synchronized with the text appearing above and below the logo, this is used to build up the immersive nature of the producing by including relevant media. The aim of the soundtrack is to create a moderate amount of tension to make the video seem exciting, without drawing too much attention away from the on-screen action - something I believe it achieved very well. |
Cinematography & Iconography -
The video includes a large amount of iconography representing the sport, using extreme close ups on equipment like helmets, skates and hockey-sticks, as well as long shots of the location – shots of the entire ice-rink, the goal and the scoreboard. The players themselves are shown playing, and shown in close ups from a low angle, this makes it seem as if they are in a higher up, more powerful positing, and something you should 'look up to' or idolize. The depth of field used during the close ups are used to draw the view's attention towards the in-focus object - this is used during the start of the video, where we are shown a close up of a pair of skates, a hockey stick, and a player.
Camera conventions -
The camera conventions of a typical sporting event will have the ball, puck or item if importance, centre screen throughout as it is the most important piece of action. The shots used within the game play montage were, for the most part, taken from actual fixtures, which is why it looked so real. The short distance relied on how much action was occurring, for example there was a shot on goal that was a tighter shot than say a skillful pass. This is because the goal is not only to capture the puck on film, but also as much action as possible without filming too much of the dead pitch. Many close ups of the players were shown. This builds a bond between them and the viewer, as well as allowing the viewer to understand their emotions through facial action (smile, frown .ect.). Their lack of emotion in these close ups links in with the dramatic, serious mood that is being built. You get to see who represents the local town/city; therefore they are shown in a positive light.
Interviews -
There are numerous interviews throughout the second half of the video, many from supporters, and some from the actual players themselves. These interviews occasionally offer cut-always to people in the stands or more Ice-hockey footage. The age range of the people interviewed really helps them push the message that ice-hockey is for everyone, at any age - they interviewed young and old alike and with the same results every time.With interviews from so many people, as well as a mix between ages, players and public, make their shared argument very convincing.
Setting -
The video is set in an internal location, within the Planet Ice-rink in Basingstoke, England. It is important to film on location rather than another location because it helps immerse the viewer and help them believe the situation, as well as appealing to patriotism as many may recognize the location shown. There is no point promoting the location when the footage is taken somewhere else.
The video includes a large amount of iconography representing the sport, using extreme close ups on equipment like helmets, skates and hockey-sticks, as well as long shots of the location – shots of the entire ice-rink, the goal and the scoreboard. The players themselves are shown playing, and shown in close ups from a low angle, this makes it seem as if they are in a higher up, more powerful positing, and something you should 'look up to' or idolize. The depth of field used during the close ups are used to draw the view's attention towards the in-focus object - this is used during the start of the video, where we are shown a close up of a pair of skates, a hockey stick, and a player.
Camera conventions -
The camera conventions of a typical sporting event will have the ball, puck or item if importance, centre screen throughout as it is the most important piece of action. The shots used within the game play montage were, for the most part, taken from actual fixtures, which is why it looked so real. The short distance relied on how much action was occurring, for example there was a shot on goal that was a tighter shot than say a skillful pass. This is because the goal is not only to capture the puck on film, but also as much action as possible without filming too much of the dead pitch. Many close ups of the players were shown. This builds a bond between them and the viewer, as well as allowing the viewer to understand their emotions through facial action (smile, frown .ect.). Their lack of emotion in these close ups links in with the dramatic, serious mood that is being built. You get to see who represents the local town/city; therefore they are shown in a positive light.
Interviews -
There are numerous interviews throughout the second half of the video, many from supporters, and some from the actual players themselves. These interviews occasionally offer cut-always to people in the stands or more Ice-hockey footage. The age range of the people interviewed really helps them push the message that ice-hockey is for everyone, at any age - they interviewed young and old alike and with the same results every time.With interviews from so many people, as well as a mix between ages, players and public, make their shared argument very convincing.
Setting -
The video is set in an internal location, within the Planet Ice-rink in Basingstoke, England. It is important to film on location rather than another location because it helps immerse the viewer and help them believe the situation, as well as appealing to patriotism as many may recognize the location shown. There is no point promoting the location when the footage is taken somewhere else.