Analysing Promotional Videos

 

First Promotional Video Example:

The intention of this promotional video is to promote and showcase this coffee shop, and throughout the promotional video the logo of the coffee shop and items featured on the menu are show so the videos purpose was achieved.

The structure of the video features a bunch of clips which were partly edited to the rhythm of the song playing in the background, however some were not. It has a lot of short clips all edited together which gives it a montage type feelings. Some clips are slowed down a little and the majority of the clips are extreme close ups/ zoom ins of objects or actions.

The depth of field changes throughout the video clip, with some clips being fully in focus and other clips having the background be slightly blurred so the audience focuses on the action taking place, in focus of the camera. I noticed that in this promotional video they used the editing technique called 'speed ramping' which is when you edit parts of a video in slow motion and then in the same clip, another part of it is normal pace or faster. This technique is used because it speeds up the little details but then slows down and focuses on key points such as coffee pouring or steam coming out of machines.

The promotional video uses both diegetic and non- diegetic audio throughout. Examples of this would be the non - diegetic music which was edited in, then the diegetic sounds would be the water pouring, water boiling, coffee being pressed. This sets the scene of the atmosphere and surrounding sounds of what it's like being in an actual coffee shop.

Second Promotional Video Example:

The intention of this promotional video is to promote 'BLACK. Clothing'' and showcase some of the pieces they sell. Throughout the video the clothes are being worn and show on, being the centre of attention in the whole video because it's the item they're trying to promote and sell so the purpose of the promotional video is achieved.

The structure of the video consists of that are also cut and edited around the rhythm of the song that was edited in. The video features a bunch of establishing shots, panning shots, time-lapses and they use the technique of speed ramping in different parts too, so very similar to the way the first promotional video is done.

Slow mo is used a lot on the shots that feature the models wearing the clothes, this technique is used for the clothes to be noticed more and the slow mo technique is typically used the exaggerate something, so this would be to make the viewers focus on the clothes.

The promotional video uses both diegetic and non-diegetic audio as well. Examples of this would the the non-diegetic music that was edited in and editing around to make the rhythm flow better for the video. The diegetic example of audio used would be the water dripping down from the pipe is featured in the video as it goes along with the beat of the music.

Third Promotional Video Example:

The intention of this promotional video is to get more people to come and visit Walt Disney World Resort Destination. They promote this by constantly showing actors having the time of their lives, none stop smiling. This technique of everyone having an amazing time is a way into manipulating the audience of these promotional videos into showing what they're missing out on and how if they visit this place and spend money, they will have the best experience ever. I would say that this message is portrayed because it doesn't show any negative and only shows 'the magic of disney world'.

The structure of the video features families and friends living their best lives, going on rides, drinking, eating. This can in a way make the audience jealous that they aren't doing this and seeing this would just want them to go do it even more. There was a lot of hand held shots in this and this is noticeable because the camera is a little shaky but it's positioned around the height of the actors, so it give the illusion that the camera is a point of view from the audience. Also a few establishing shots of rides as well as birds eye view shots, probably shot on a drone, that give an exclusive look of the entire resort. Showing the area is also a way to get people to go and visit because of all the attractions surrounding it.

The promotional video uses both diegetic and non-diegetic audio throughout too. Examples of this is the non-diegetic narrator talking directly to the audience, describing everything great about Walt Disney World Resort. The narrator is used as a technique so the audience feels as if the narrator is talking directly to them, making it feel more personal and direct. More non-diegetic sound added would be the overall upbeat music added in throughout the entire clip, which just adds to the feeling of positivity which the video is trying to show. The diegetic examples in the promotional video are when the show explosions are shown, the sound of the explosion is included in the video. 

Video Links:

First Video - https://www.youtube.com/watch?v=t8k71QcArnk

Second Video - https://www.youtube.com/watch?v=2LCNqRj6tJU

Third Video - https://www.youtube.com/watch?v=mEyUzQUH-IY