Pandora Advertisement

This assignment was one of my favourites. In this project our class were looking into adverts. Myself and my colleague Olivia Searle ( strictlysavage.blogspot.co.uk ) decided to go in a pair as we weren't comfortable going by ourselves. After some consideration and looking at different adverts we decided to do a Pandora advert. We looked at the different jewellery adverts then looked at the original Pandora advert and came up with the best way to film ours.

The main part of our planning was the treatment. The treatment was hard to complete and took a lot of thinking to go into, first of all we had to come up with the name of our campaign which was Discover the New Year with Pandora. Next up we had to describe the brand and what was behind the image of it. In this we spoke about the key values behind Pandora, what they are known for and due to it being jewellery talking about how it's made, the materials they use and how it's different to the usual jewellery companies. The next part of it was the most difficult part of our planning which was putting data into graphs, we did it in a way that we could see what age was the most likely to wear Pandora and what they thought of when they heard Pandora. The most important part of the treatment was deciding how we were going to adapt it to our target audience and how to avoid any problems.

                 

Our Treatment.  

Also like any other project we did our risk assignment, the risk assignment was pretty basic as we were filming in a big empty room in college therefore it wasn't too complicated and didn't involve anybody from the public.

                                       

Next we came up with the shot list, the majority of the shots were close up and extreme close ups. The reason for this was because with jewellery it's very small and can be hard to focus on therefore we had to get close to it to get a good shot. The shot list was relatively easy to come up with as we both knew the type of shots we needed.

Next up was the storyboard, Olivia did the storyboard for the first five shots, the reason why she only did it for the first five shots was because the shots were going to be repeated. The original idea of our storyboard was to start with, a close up shot of the Pandora bag, which would be showing the intricate detailing on the quality and distinctiveness. The second shot was panning from left of the screen to the right hand side to show sleek and crisp presentation of the Pandora Bag. The shot after would be an extremely slow panning from top left to bottom right of the screen and the hand pulling out a box containing a charm. The fourth shot would be of the Pandora box laid on the fabric to show elegance and a hand opening it to show the 18 charm. The reason for the 18 charm was because this was the age that we were aiming at, our target audience. Finally our last shot on our storyboard was a pan down from top of the screen to the bottom to show the final revelation of the charm on the bracelet.

The process of our planning. 

When it came to the actual filming both of us brought in the bags and the charms and bracelets. We decided to film in the gallery of our college, the reason for filming there was because it was a big room with a big white wall which was very important to us. We then moved one of the tables from outside because we needed a white table. Both of us thought that it would be better if we did our video free hand therefore Olivia held the camera, as the room was quite dark we placed the light that we had on the table so that it would make our shots look better. Our filming took us about 1 hour and 30, we didn't realise that it would take this long but the reason for this was because of the amount of shots we took, in the end we had over 50. This was important because it meant that we had a choice when it came to editing. The video was quite difficult to do at the start because there was only two of us. The first thing that we did was shoot the bag scene this was because for both of our edits we would use the same starting shot, this was also the shot that was on our storyboard and shot list. Next I untied the bow on the bag, this took us a few attempts because the bag kept moving however we managed to do it in the end.

The most difficult part of the filming was getting a close up on the charms, the 18 charm was very hard to get a clear shot of, this was because it was so small and hardly anything to focus on, after 3 or 4 times we managed to get a good shoot of it, which was very lucky. In the shots of the full bracelet with all the charms, the lighting was really hard to get right for it, this is because we needed it to be bright but not so bright that we couldn't see the charms, I feel as though we got the balance right.

The editing is something that has been quite difficult in recent weeks, however the basic editing for this was pretty easy. I sped up the shots most of them to 120% the reason for this was because they were too slow and would get boring also by speeding the shots up it meant that I was able to add more shots to the advert. The music that I used was the original Pandora track from their 2010 Christmas Advert. The song was called You Know Me by Silas Bjeregaard, who is a Danish singer and the lead singer of a Danish band called Turboweekend. It was important to use this song in my opinion because it's known to Pandora and the one that they usually use. 

The most difficult part was including our tagline which was 'Feel unique with Pandora.' The way in which I did this was with the help of one of my colleagues Matthew Jury we were able to work out how to get Pandora's original logo from Google and put it at the end of the video with our tagline underneath it. I think that it worked really well and I'm incredibly happy with the outcome. In this edit I decided to do two edits the reason for this was because as our advert wasn't very long and we didn't use that much footage so I thought it would be a good idea to use some of the remaining footage and make another advert that worked just as well if not better. 

Edit One

Edit Two

Overall I think this was one of my favourite projects because we were advertising a company that I absolutely loved.  I really enjoyed working with my colleague Olivia as we are really good friends now and get on really well therefore there is absolutely no conflict. I think that the reason it went so well is because we both know how each other works. I don't think that there is anything we would change if we were to do it again. 

Comparing Jewellery

There are hundreds of different jewellery adverts, the reason for this is so that they can compete with each other in the market. In our advert which is going to be advertising Pandora, we decided to look at a few different adverts to show how each company are different and how they go about doing their advertising.

The first of the adverts is the Christmas Advert by Ernest Jones from 2007. The whole concept of this advert is how bright the ring is. In this advert the theme is through the whole advert with a bright light in a line down the middle of the advert. This is then switched to the bright eyes of a black cat.

The reason for using the cat is to create a sense that this is a romantic family advert. The cat represents starting a family, this type of advert is very important as it needs to aim at families as well as a couple. The reason for using the dark blue/green background in this advert because the colours are very festive and can be relating to a night time wedding with the bright light going well with the dark colours.

This type of advert is mostly aimed at young couples who are looking to get married or want buy a special gift for each other however it is also aimed at married families who have the spare money to be able to buy jewellery as a present for christmas. However Ernest Jones is also a very respective jewellery maker therefore people are more likely to buy from them because they are well known. From this advert Ernest Jones are suggesting that their jewellery is of very high quality, this is because in the advert says the 'first independently certified to be visually brighter.' Diamonds with make eveey man a popular one and David Whitehouse of The Guardian definately believes this 'If you give a woman diamonds she will definitely have sex with you, right away. In fact, if she were to come to the jewellers with you she'd probably just strip naked and offer her body to you over the glass counter as soon as your card has been accepted.' So is diamonds truly the way to a women's heart? 

The next advert is a Swarovski advert, this advert is very plain up until you get to the crystals. In the first part of this advert the women is wearing cream, however also the background is cream. Then next room that they step into is white this is to make sure that the background doesn't clash with the crystals, it is important for this not to happen because this is what they want to main focus of the advert to be on.

The crystals are all different colours and they are like this so that there is a range of colours for everyone because if there was just silver and white it wouldn't appeal to everyone. In this advert the crystals are on a dress and when the camera pans out from the dress you can see the crystals still shining brighter, this shows the quality of the crystals and how well they work.

This advert makes the audience want to be associated with this product this is because of how beautiful it is, this is especially important that this is the outcome when it comes to jewellery because somebody is going to be wearing it. The jewellery has to also reflect in a model to show that it is suited to them in this advert this is particulary noticebale 'The new collection has been described by Swarovski as a combination of "rock attitude with baroque sense of style" which Bérénice Marlohe will complement perfectly. This is very important to Swarovski as they need someone to sell the jewellery along with show the jewellery 'Marlohe combines beauty and intelligence, a multicultural background with a genuine uniqueness, a passionate personality and a talent for acting.' According to Nathalie Colin, Swarovski’s creative director this is incredibly important to them which will make the jewellery a hit for customers. 

The audience can tell from this advert that Swarovski has shared cultural values the reason for this is because instead of using a white woman they are using an Asian women, this is important because it shows that they are catering to everyone and not just a particular race.

Pandora Advert

Our advert will need to have a plain background to make sure that it doesn't take away focus from the actual product. Also from reviewing the two other jewellery advert it is important that the pieces of jewellery stand out and are the centre of the advert. Therefore for our advert it is important that we go somewhere in-between these adverts so that they we are aiming for the similar target audience to these.

Within this it is also important to take into consideration the treatment that we have done, therefore if we follow this and our shot list everything should go right as our plan is very detailed.

http://www.jamesbondlifestyle.com/news/b%C3%A9r%C3%A9nice-marlohe-face-swarovski-ad-campaign-kingdom-jewels -27th January 2014

http://www.theguardian.com/media/2006/dec/23/advertising.comment -27th January 2014

Evian - Roller Babies

Evian are a brand of mineral water coming from several sources near Évian-les-Bains, on the south shore of Lake Geneva. It is owned by the Danone Group which is a French multinational company. Over the years Evian have always used babies in their adverts. Using babies means that their adverts are humorous and unpredictable. The tagline for Evian is 'Live Young' which is the reason behind having these famous babies that have been around since 1998 when the advert was first made featuring them. 

This advert makes the product look cool, this is because seeing babies advertise the product while roller skating is something that doesn't happen on every advert. As a product it is important that it can be related to the advert, while watching this advert it shows how refreshing the drink is. Also along with what it is advertising this advert also feels good when watching it you can't help but smile. Evian has been going since 1829 therefore the brand familiarity was very important, people will buy from this name because the water is well known, trusted and people respect the brand. As it is advertising Evian which is a natural mineral water it has a lot of positive associations, the first one is that by drinking this it will lead to a healthy lifestyle and it's also good for you therefore what they are advertising has nothing bad in it for the audience watching and customers buying. The brand colours for Evian are pink and blue, these colours are also mixed in with this advert, the blue is on the colour of their roller skates and the pink is very subtly mixed into the background. The reason Evian do this is so that the audience knows what the product is selling because of the colours behind it. 

The colours are highlighted in this screenshot as the pink in the

 background and the blue on the roller skates are shown.

As this advert is very feel good it makes the audience get up, join in and dance this is because it makes people feel happy and lively. Also by this advert showing children is makes them feel young, also if younger children watch it they will see it and want to be active like these children which makes them get up and do something which is good for their body. This advert definitely has the humour factor to it as it's funny but it's funny because it's unusual not something that is seen all the time therefore this makes it more funny and just enjoyable to watch. This also has the shock factor although it isn't always for a bad reason as in this advert it is definitely good to have something shocking on TV now and again. In this advert the children represent the entire audience instead of just children because this advert appeals to all. People watching this always find watching children funny because they are such happy human beings who don't have a care in the world. 

This advert is trying to say that if you drink the Evian water then you are going to stay young. This advert will help keep you young and refreshed. This is an example of viral advertising as Evian is known for there sequel of viral advertising as all of their adverts link together in a series that all involve children. The entire Evian advertising campaign is to get people to watch this advert, take note of the advert and get people talking about it. By talking on social networking sites 'Did you see how cute those babies were on the Evian advert?' This will make other people watch it because as soon as they hear children and funny people are automatically going to watch. It draws in with the overall campaign because all of them involve the same age group of children doing similar things in previous adverts they have been seen to be singing and dancing however in this advert they are seen to be roller skating.  The online presence of this advert was very important because it had over 50 million views however it did have a lost market share of 25%. However this isn't necessary down to the advert but the company, this could be because there is a lot less people buying bottled water when they can get it from the tap for free. 

The Evian tagline 'Live Young'

The agency behind this advert was BETC Euro RSCG, they are a French advertising agency founded by Rémi Babinet and Eric Tong Cuong. BETC added special effects along with cute expressions from the babies which captured the audience. BETC have been working with Evian since 1994. Rémi Babinet has been the creative director in the 'Waterbabies' campaign in 1998 and the 'Roller Babies' in 2009. His success for it came after the Roller Babies advert after it became the most successful viral ad of all time. Michael Aidan has said that “In the majority of countries in recent years our communication has been very fact-based," However the reason for the recent change was because consumers expect more from a big brand – emotion, dream. This is what we want to achieve, hence this breakaway and back to roots campaign." Therefore keeping with the theme of babies but updating it was very important.
This advert is incredibly funny and heart warming all of Evian adverts are made to capture the 'Live Young' tagline, they are able to do this buy using babies to promote the advert. As Evian has a well known audience all they need to do is make sure that they keep to the running theme. 

The question I ask, will anyone ever being able to compete with Evian and the dancing babies? 

http://en.wikipedia.org/wiki/BETC#Evian -26th January 2014

http://www.businessinsider.com/evians-babies-the-most-successful-viral-ad-campaign-of-all-time-roll-again-2013-4 -26th January 2014

http://www.mirror.co.uk/news/uk-news/hilarious-new-roller-babies-advert-404142#.UuVVmBDFLIU -26th January 2014

Honda Advert - Difficult is Worth Doing

Honda is a car company that was founded in Japan in 1948. In this advert for Honda it is a live Skydive that was on during an episode of Come Dine With Me in 2008. This was the first live advert to ever air. There was a total of 19 skydivers who jumped out of a plane just outside of Madrid. The tagline for this advert was 'Difficult is worth doing' which was very appropriate because it is something which was most certainly hard and dangerous.

By doing this Honda makes their cars and adverts incredibly appealing. The skydive makes the company look exciting, this is because they are trying to get into the mind of the audience. This advert can also be seen as dare devilish therefore the audience watching will see and will automatically be drawn to it. They can then relate this advert to their cars. Honda is a very well known and well respected car brand. People will watch the advert and know who Honda are straight away. As well as their cars Honda are known for their adverts. There would have been a big big up to this advert because it would have been talked about before. The people watching would most probably of been supporters of Honda and have Honda cars. This product will aspire dreams of being able to skydive, as people will see this they see that it is possible and therefore follow in the footsteps of this advert. However this could also mean that people could attempt this by not in a safe way, skydiving is very dangerous and there is a very high chance of death if done incorrectly or without a professional.

This advert had a variety of different people involved with different cultural values and languages, this shows that Honda is catering to every bodies needs. It is important that Honda didn't do it to just one group of people else it could have been seen as favouriting. This advert definitely had the shock value, as it is very dangerous and incredibly extraordinary. By watching this advert people would have been on social networking sites talking about it. This means that a lot more people would have heard about it through others talking about it.

The colour red is very important for Honda. 

The location for this advert was very important. This is because it was in Madrid due to the time difference it had to be filmed in Europe. All the skydivers were British but they were unable to do it in the UK due to the fact that they could guarantee the weather. In Madrid there is going to be clear blue sky, the reason for this was because if it was cloudy they wouldn't of been able to see what the skydivers were doing which was the point of it. The design decisions were important this was because they used the Honda name that is seen on television in capital letters as this is what is recognizable. The skydivers were all in red this was important because this is the colour of their logo and therefore it is what people recognize, if they didn't use this colour it would be hard to tell whose the advert was.

The skydivers are in red, relating to the title of Honda to make them recognizable. 

This advert set out to change British television being the first live advert to ever be broadcasted. The reason for it was because they wanted to create something unmissable. Honda have a very unique advertising theme, it is a long way from The Cog advert which is putting all the parts together for the car however it is still about Honda trying something new in order to fit the needs of the audience. They know that if they come out with an extreme advert then it will get people talking and therefore it means they are being seen in a positive light.
The agency behind this advert was Wieden & Kennedy they are an agency based all over of world. After this advert it was continued with Jump which was directed by Tony Davidson and Kim Papworth of W&K. However Jump was filmed in Mojave Desert which had a large team of skydivers which were attempting to film shapes in the sky.

This advert is incredibly impressive, the whole concept was very difficult to film therefore the fact that they managed to get everything right and the timing was exceptional It was very successful and everything was done right in order to complete it. 

http://www.brandrepublic.com/news/812557/ -20th January 2014

Cadbury's Advert - Gorilla

Cadbury's suffered a period of bad press after people got Salmonella poisoning from eating one of their chocolate bars in 2007. Therefore Cadbury's had to learn from their mistake and start from scratch they were able to do this through a new advert, this advert was completely different from all of there others as it was seen as the new Cadbury's. This advert was an attempt to save their brand after their was a lack of sales. This was seen as the new phase for Cadbury's.

In the first part of this advert we can see the gorilla sniffing, this shows that he thinks that something smells nice, i.e the chocolate we know this because it's what he is advertising. This makes the product look appealing and the audience already wants it. Although the gorilla doesn't actually relate to Cadbury's as such, what brings the large audience to this advert is the brand. People know this brand because it's one of the biggest chocolate bars in the world, however people are also now aware of this brand because of the Salmonella poisoning in 2007. This got people talking on social networking sites as they tweeted 'Did you see the new Cadbury's advert?' and 'How cool was that gorilla?' Therefore this shows that people are talking about Cadbury's in a positive light meaning that the product was selling again. After this advert came out there was a growth in 5% and over 500 thousand people watched this advert in the first two weeks in the UK. The advert was only originally supposed to be aired in the United Kingdom however due to it's success it got aired in other countries such as New Zealand and Australia. This advert isn't particular serious as there is a gorilla playing the drums, therefore it makes people feel good about themselves because it's so lighthearted and fun. This was important that Cadbury's did this because due to decreasing sales they needed something that was going to appeal to ages and make everyone laugh.

The song that Cadbury's used was very important and shaped the advert. The song they used was Phil Collins 'In The Air Tonight.' The reason for this song is because Phil Collins at the time was a very known singer with all of his songs being listened to on the radio, however the lyrics to this song is also very important as well. The lyrics are able to link to the situation that Cadbury's were in. 'I've been waiting for this moment all my life' this suggests that Cadbury's had been waiting to release this after the poisoning. It feels as though they have been waiting ages to do this advert. Also 'I can feel it in the air tonight' this is relating to the gorilla sniffing out the chocolate as the smell of the chocolate is in the air.

The colour of this advert is incredibly similar to the colour of the packaging. The colour of the background is purple which is also the same colour of the packaging. The reason why they do this is so that people can watch the advert and recognize where it is from. It is important that the advert is very similar to what it is selling because these are the colours that the product is know for. People will automatically think dark purple and think 'Cadbury's.' Cadbury's had to be incredibly smart in the way they used the gorilla in this advert, this is because over 500 people complained to 'Mastication for the Nation' when Trident used a gorilla in their advert claiming that the advert was stereotyping the portrayal of Caribbean people. Which lead to the advert being seen as racist which eventually lead to Trident having to remove the advert. However this didn't happen with Cadbury's as there was no complaints that were notified, the reason for this was because of the size of the brand and also because of it being such a fun advert. 

Both the product and the advert are the same colour. 

 
The fact that thousands of people watched the full advert online shows that the advert was popular. The advert is trying to show how nice smelling Cadbury's is. The main concept behind this advert was to get people talking about Cadbury's again and for it to be seen in a good light. The advert was directed by Juan Cabral who had previously created the very successful Balls and Paint spots for Sony's BRAVIA line of high-definition television sets although this was his first directing job. The actor who was hired was Garon Michael having played similar roles in feature films; Congo, Instinct and the 2001 remake of Planet of the Apes. The agency behind this campaign was Fallon Worldwide however it was the London offices that dealt with this advert. Fallon Worldwide are an incredibly successful advertising agency based in London, Detroit and Tokyo. They have done other adverts in the past which include BMW - BMW Films, Skoda - Cake and United Airlines - It’s Time To Fly. However they had also previously worked with the director of this, Juan Cabral before while advertising for Sony therefore knowing what he was like.

The outcome of this advert was successful and it improved Cadbury's sales a lot. It also made them go from having quite a bad image for a few months to having their old positive image after this had come out. 

The advert even became the top search in 2008. 

Cadbury's idea to use a gorilla was very risky but it payed off. After this advert was launched hundreads of Facebook pages were set up such as 'We Love Cadbury's Drumming Gorilla.' People attempted to do a lot of parodies of this advert therefore it meant that if people hadn't seen the original advert they would have probably seen the parody version by the audience, even one Wonderbra model made a parody of the advert. Phil Collins also stated  "Not only is he a better drummer than me, he also has more hair. Can he sing too?" Collins liked this advert so much because it did a lot of good for his record 'In The Air Tonight' as it made a reappeared in the charts after this advert. 

http://www.brandrepublic.com/news/784573/Gorilla-ad-works-its-magic-sales-Cadbury-bars/ -17th January 2014

http://en.wikipedia.org/wiki/Fallon_Worldwide - 17th January 2014 

http://en.wikipedia.org/wiki/Gorilla_(advertisement) - 17th January 2014 

After The Break

Adverts are incredibly clever in the way in which they get their messages across. Adverts have to touch the heart of the audience and sometimes this audience can be of a variety. This is particularly important. An example of this would be the 'I love Ponies' advert this is because the advert is talking to the child it does this by saying 'you' it's a direct mention to the audience watching. It also shows a young girl playing with this toy this will gain attention from the child watching this advert because they'll be seeing someone having something that they want. The children watching this advert will most probably be children from middle class families as this is the market that the advertises are aiming for. The reason for it being aimed at the middle class is because they know that this is the class that will ask their parents to buy it for them. A lot of children would play the guilt trip in telling there parents to buy it for them because if they don't buy it for them it will look as though they cannot afford this which leads to the child getting picked on at school. Therefore this kind of advert is very clever in the way it targets it's audience.  This kind of advert would be on during a child's tv programme this is because it is hitting the target market on young children.

Another advert that does the same thing but in a completely different way is the classic aftershave by 'David Beckham.' This advert would appeal to middle class men ranging from the ages of 20-50. The reason why it is aimed at this class is because they are appeal to afford these luxuries. This advert would be placed on during a sporting event such as football/rugby this is because this is the audience that knows who David Beckham is but also because this is the audience which will buy it. Another reason for this age group is because in the advert David Beckham is seen to be taking off his shirt and it shows his six pack therefore it gets the audience thinking that if they buy this aftershave then they will end up with a six pack like him, This advert is playing the mind of the audience and therefore making people buy it. However this advert won't just appeal to men it will also appeal to women, this is because they will see David Beckham spraying the perfume and it gets into their head that if they buy this for their partner then they will turn out looking like David Beckham

There is a lot of regulations when it comes to advertising. There has to be a set number of adverts on a channel, these adverts are only aloud to be on for a certain amount of time. Peak time advertising needs to be able to show to all ages and there is only aloud to be a certain amount of teleshopping adverts. There have been regulations that have been put in by Ofcom so that between midnight and 6am there is aloud to be 6 hours of teleshopping. In order to do that it has had to remove the restrictions on the amount of teleshopping that non-PSB channels may schedule. Ofcom also put in their regulation that they must remove the ‘peak-time’ designation for the period from 7am to 9am on PSB channels and to regulate this period in accordance with the rules applying to non-peak periods. The reasons for these strict regulations is because these kind of adverts are not always suitable for all ages groups which is why they are moved to a later time. 

In the UK, censorship is very important when it comes to advertising. No adverts are aloud to be offensive towards children, homosexuals and ethnic minorities. A lot of people will question whether censorship is needed or not. Censorship covers a lot of issues. One of the biggest issues within censorship is nudity although this is an ever going debate whether it is wrong for women to be nude while there is nothing wrong with men doing it. There is standards set that make sure that certain things are censorship but there are ways to overcome these, the way in which they do it is through tricking the audience in what they are portraying. 

Although censorship is important there is an issue whether too much is being censored, this is because children learn a lot from adverts and if they are all being censored then they are learning nothing about society. Some advertising can give off the wrong but there are a few that children could learn from. Although a message a lot of advertisers use is that they are selling the toy to the parents because the children don't understand the ideas behind advertising, all they know is that they see a toy that they like and they want that toy. 

There any many, many adverts that have been banned, a big reason for this is because they are sexually explicit. The two adverts that have come under scrutiny are Skittles and Sprite for their rather exploiting and are very inappropriate for children to be watching. However both of these adverts got people talking, it certainly wasn't for the right reason. The fact that these adverts were created by big brand is kind of shocking, someone in the ranks must have thought. how is this aloud? Somehow though it made it's way onto parents television screens.

While both of these adverts are highly amusing 

they certainly aren't suitable for television. 

Both of these adverts definitely have the shock value and while some will be disgusted others will find it funny. The whole point of these adverts were that they got people talking and that is certainly what they did. Even to this day years after these adverts were banned they are still be spoken about. Although many adverts which are not banned hint at sexual content, they do not go as far to intimate it. An example of this would be Flora they do it in a way that it's hardly noticeable. This way their advert isn't banned and yet still has the same message as Sprite and Skittles. Flora have done this advert with children talking about it therefore it just gets brushed off.

The question I have to ask, is this fair? Should all adverts that hint at any sexual content be banned during the early evening when young children are watching television.

Adverts are monitored by the Federal Trade Commission, although there are strict rules in place this doesn't mean that they are always obeyed. It is relatively easy for people to have leeway if they want to violate the ethical standards which have been put in place for this reason. The biggest area of care in when advertising to children, they have to make sure that in no way can these adverts be harmful towards children such as using psychological tactics to meet the demands. The way in which they are careful is by having what they can and cannot use in an advert in front of them.

Some of the tactics that advertises use are still legal such as emotional appeals, taking advantage of those who are less educated and spreading propaganda for certain political debates. However much they are able to do this it doesn't always mean that they are going to succeed because a lot of people aren't going to buy from something that is harming youngsters in a psychological way.

http://smallbusiness.chron.com/list-ethical-legal-issues-advertising-11466.html - 17th January 2014

James Bond Remake

In this project we were split into groups of four. My colleagues during this assignment were Isaac Gray, Joshua Mcdonnagh, Joe McCoy and Shannon Mitchell. The James Bond film that we had to recreate was Moonraker and the scene was Dragon Dance. However before we remade our clips we had to find out a little bit about the film and the time. Moonraker was filmed in 1979. Therefore we had interpret the main issues which were; gender, fashion, ethnicity, technology and how the sequence was shot (mise en scene and cinematic language.)

The Lewis Gilbert movie Moonraker staring Roger Moore as James Bond. In this film it investigates the mid-air theft of a space shuttle and discovers a plot to commit global genocide. 

Each of us were given an issue to discuss, ethnicity had very little issues this is because at the time although there was issues with racism in the USA there was no issues of racism in the UK. The UK had no problem of racism from world war 2 onwards therefore there were no issues to overcome. The gender issue was a little more difficult this is because in a lot of James Bond films including this one the Bond girl is always seen as the damsel in distress, however 1979 was an important year for feminism as Margaret Thatcher was made first women Prime Minister of England. The fashion in this film was very out to date, The fashion in the film was flared trousers, which was the main part of fashion in the early 1970s. However by 1979 the main area of fashion was punk yet in this film there is no mention of it, this shows how far behind the fashion was. Due to the evolution of Star Wars technology saw a break through, as people were experimenting with the new technology as James Bond was trying to keep up with Star Wars as they competed for the audience.

We watched the clip over a couple of times at then I wrote up our shot list. There was 21 shots in total and they were taken from a variety of angles such as; close up, long shots, panning, and extreme close up. I had to also take note of the length of each of the clips so that we had the length long enough so that we could recreate the shot. We also made up a risk assessment so show that we had completed the brief.

In order to recreate this scene we had to make up props, the props that we had to make were dancers, a mask to wear and the sign James Bond picks up. Shannon make the dancers she did this by using a cut up cardboard box and drew people to stick inside. We then stuck them onto a piece of paper which we could move to make it look like they were dancing. Josh made the mask to the same colour scheme as the original mask and I had the sign. I think this was good because we all took up individual roles so that one person didn't have too much work.

                             

In this particular scene Joe was the dragon who was walking towards me as the Bond girl while there was a big party on and James Bond played by Isaac was looking around the building to see if he could see anything strange going on about. However the dragon kept getting closer and closer until he got so close that he looked over powering but instead of being overpowering he took off his mask and smiled.

When it came to the editing  I did my own edit because I feel as though when it comes to editing that I like to work on my own, I also know that I need to improve my editing skills therefore I wanted to prove to myself that I could make a good edit. I felt as though the edit was successful although as always there was things I wished I did differently.

In general I really enjoyed this project because I liked the idea of working with new people as I think it is exciting to work with people outside of your friendship group. If I were to do it again I think that I would like the quality of the film to be better because I feel as though it could have been improved.