Assignment 26.2

The Karate Kid

Introduction

This assignment will include how the production context between two films from different decades differ and compare from one another. A production context is the social and economical aspects around a film. The two films that I have chosen is "The Karate Kid"(1984) and "The Karate Kid"(2010) remake. The original Karate Kid was made in 1984, the film included a variety of production houses: Columbia Pictures corporations, Delphi II Productions and Jerry Weintraub Productions, similar to the remake the film included similar production houses however included more than the original, the production houses for the remake were Columbia Pictures, Overbrook Entertainment, China Film Group, Emperor Film Production and Jerry Weintraub Productions. The director for the 2010 film was Harald Zwart and the director for the original karate kid was John G. Avildsen. Although the both the original and the remake may not have many differences and may have a similar storyline the films however do include some noticeable differences. The main difference of the both films is the setting which is probably the most noticeable difference, the original Karate Kid was set in California America where as the 2010 remake version was set in China which sets a beautiful photo opportunities of the Chinese culture. Another difference in both films is that the main character in the original film was white as where the bullies he was up against, and in the 2010 remake version of the karate kid the main character an African American fighting off Chinese bullies.

Synopsis

The main plot of the original Karate Kid is Daniel (the main character) and his mother Lucille Larusso move from New Jersey to California. She (the mother) has a wonderful and exciting new job, however Daniel quickly discovers that a dark haired Italian boy with a Jersey accent doesn't fit into the blond surfer crowd. Daniel (Ralph Macchio) however manages to talk his way out of some fights, however he was finally cornered by a group of unpleasant people who belong to the same Karate school. As Daniel is passing out from the beating he sees Miyagi an elderly gardener who leaps into the fray and saves him from outfighting the group of bullies. Miyagi and Daniel soon find out the real motivator behind the boys' violent attitude in the form of their Karate teacher. Miyagi eventually promises Daniel to become his Karate teacher and teach him how to protect himself.

The remake of the Karate Kid is somewhat similar to the original however does include some differences. After his (Dre Parker) mother (Henson) accepts a job in China, teenager Dre Parker is forced to move to the new country, 12-year-old Dre Parker finds that he is a stranger in a strange land. Though he knows a little karate, his fighting skills are no match for Cheng the school bully. Dre however finds a friend in Mr. Han who is a maintenance man who also is a martial-arts master. Mr. Han teaches Dre all about Kung Fu in the hope that he will be able to face down the school bully and perhaps win the heart of a pretty classmate name Mei Ying.

Original Compared to New Film

Both the original karate kid and the remake have both different budgets assigned, the assigned budget for the 1984 action/drama film was an estimated 8 million however the film did eventually gross an overall revenue of 90 million and 800 thousand dollars different to the 2010 remake the assigned budget of the film was 40 million dollars and the estimated gross was 176 million ($176,591,618). As you can see the original film had little money to work with however made a staggering 82 million and 8 hundred thousand profit from the original, however the remake did make much more money with an extraordinary 136 million dollars (136,591,618). There are many reasons why the remake of the karate kid as a better box office success are the main reason would most likely be because of the different cultural variety and cultural background, for example the main character is African American fighting off Chinese bullies this would have attracted a variety of viewers to pay and watch the remake of the film, different to the original film, in the 1984 film most of the actors included where mainly white as the main character (Daniel Larusso) was a white American fighting of many white Americans this would have given the film a disadvantage as other people would have liked to see a variety of different culture. As you can see from the shot below in the original film the main character is fighting a white American and in the remake the African American main character is fighting a Chinese fighter. On the left is the remake of the karate kid and the right is the original film.

 

 

Despite the fact that the remake made a bigger profit the original karate kid was a tremendous success as it made a big profit from the film. Another extensive reason for the success of both the remake and the original films is because of the actors included in the film, the film is an action/drama and both films include the biggest action stars in the acting industry, both films included recognised actors for example the original film included (Ralph Macchio and Johnny Lawrence) both actors where big in the 1980s and 1990s with both of the actors filming for big action films of the like of the karate kid 2 and Shootfighters. Although Ralph Macchio was involved in many action films he however won various number of awards for different genre films for example in 2002 the actor conveniently won an award for a film he directed called "Love Thy Brother". The remake included the likes of Jackie Chan and Jaden Smith. Jackie Chan who is known by many and has been in the public eye for many years with him being in many action films for example in 1998 he was the main character for "Who Am I?" and in 2012 he was included in an action film called "CZ12". Jackie Chan was awarded many honours in his acting career he was rewarded a total of 15 awards as an actor, the actor won an award for the remake of the karate kid he was rewarded a kid’s choice award in 2011 for "favourite butt kicker”.

The director for the original karate kid was John Guilbert Avildsen, he was an American film director who won the Academy Award for best director in 1977 for Rocky, he was nominated for a BAFTA award for best direction in 1978 and was nominated for an academy award for best documentary short subject in 1983,John Guilbert Avildsen was a successful film director in the 1970s to the 1990s, other than the karate kid he directed on of the biggest film in the industry (Rocky), this would have attracted many people to watch the Karate Kid knowing that he (John Guilbert Avildsen) was involved and included in making the film a success, John Guilbert Avildsen directed 26 films in his entire filming career making him one of the best at directing movies and made him a big favourite to the public and the fans of the film he has directed many of his films where an action/drama so is the karate kid this will influence the film as he was quite experience in action films. The director for the 2010 remake of the karate kid was Harald Zwart. Harald Zwart is a Dutch-Norwegian film director who not only directed the remake of the karate kid he also directed the Pink Panther 2 which was a huge success and like by many viewers. There are a variety of production houses that are included in both films; the production houses that are included in the original film are Columbia Pictures corporations, Delphi II Productions and Jerry Weintraub Productions. Columbia Pictures corporations is an American film studio, production company and film distributor that is a member of the Sony Entertainment; it was founded in 10th January 1924. Although the remake included more production houses however they were similar Columbia Pictures, Overbrook Entertainment, China Film Group, Emperor Film Production and Jerry Weintraub Productions. Overbrook Entertainment is an American entertainment company based in Culver city, California, United States; it was founded in 1997 in Beverly Hills. China Film Group was also included in the remake it is he largest and most influential state-owned film enterprise in the people’s Republic of China, it was founded in February 1999. Emperor Film Production is a film production and distributor, part of the Emperor Group. The production was founded in the Hong Kong. As the original film was made years before the remake with Jaden Smith and Jackie Chan there are noticeable differences in music and technology. In the original karate kid film, the music was provided by Bill Conti and featured songs were performed by a variety number of famous artists in the 1980s and one of the biggest and most listened to song was included in the film (You’re the best) however the Joe Espositos well known song was initially made for RockyIII however was then replaced with Survivors "Eye of the Tiger". In the 2010 film remake the lead actor, Jaden Smith has a hand in the musical aspect of the film. Jaden Smiths song was included in the film (never say never). Kids of this generation will most likely enjoy the new karate kid as they have not experienced the original film and when it was released to the world and mainly kids of this generation will most likely enjoy the music that is included in the remake rather than the original. The technology in the remake and the original are both completely different as the original was initially released on the 31st of August 1984 and as we know technology has only become exceptionally better as the years went on. In the remake karate kid at the end of every fight there is a big TV screen to show the scores and the rankings of the fighters this is different to the original, in the original film at the end of every fight the scores are shown in written cardboards, this is most likely because in the 1980s they probably weren't any big screen televisions, not only did they have a big screen television to show the score they also had one to show the fight replays which is not featured in the original film. As you can see below, the image on the left is the original and the image on the right is the remake.

 

Another major improvement for technology in the remake is shown an hour and 29 minutes into the film when Dre Parker (Jaden Smith) and Meiying (Wenwen Han) walked into an arcade and started dancing on the game as it was giving them instructions in whether to go left or right, this is different to the original film as in the 1980s there were no advanced technology as we know now in the 2000s. As the years gone by technology only became increasingly better and developed, many products that were initially made in the 1980s have become better and better. The production of the remake was quite big as the production budget was an estimated 40 million the film also included a variety of Production Company and also included one of the biggest production company (China Film Group) different to the original the production budget of the film was 8 million.

There are a variety of factors that affect the relationship between the film and their production context, one factor is the financial determinants, as both films included a large amount of money starting off both films did not have any trouble with finance and eventually did make an extremely big profit. Another factor that affected the relationship between the film and the production context where the funding bodies. The funding body of a film is an organisation that provides funds for a particular purpose. In the original movie in 1984 the film was funded by the production companies as not many people knew much about the karate kid similar to the remake in 2010 the film was funded by its production companies however as there were more production companies included in the film the remake had more money to work with so he film can improve and show its improvement form the original karate kid. The remake of the karate kid took place in Beijing, China and filming began around July 2009 and ended on October 16, 2009. The production companies that are included in the film are Chinese, Hong Kong and American companies, as the film is being made in China there will be some restrictions, for example Chinas film industry represents one of the countries most lucrative sub-sectors in its entertainment industry. In 2011 foreign investors are prohibited from investing in film distribution companies and theatre line companies. There are two types of annual quotas regulating imports films into China, one is a revenue-sharing quota and the second is a flat-free quota. A revenue sharing film remits a set percentage of its revenue from the Chinese box office to the foreign production studio. A flat-free quota is a Chinese distributor (i.e. China Film Group) pays up-front a lump sum figure for a film and does not remit any box office receipts to the producing studio. The original film took place in Los Angeles primarily location in the San Fernando Valley. All three-production companies (Jerry Weintraub Productions, Columbia Pictures Corporation and Delphi II Productions) are all American companies. As the film took place in America the film would of had some filming restrictions, as the production companies were all American companies there weren't any filming restrictions while making the karate kid.

The original karate kid initially took place in the United States, film tax incentives are tax benefits offered on a state-by-state basis throughout the United States to encourage in-state film production these incentives came about in the 1990s in response to the flight of movie productions to other countries. As the remake of the karate kid was filmed in China, the Chinese government has implemented a series of tax incentives that specifically seek to promote the domestic film industry. Corporate income tax for film enterprises recognised as high-tech enterprises shall be levied at a reduced rate of 15 percent. The editing of the remake flowed smoothly, captured good action and character reactions and put together a very coherent story. Although both films had a big budget there weren't much special effects that were included in the original karate kid, the film didn't rely on any special visual effects however the movie still made a hefty profit. Similar to the original the remake also didn't include any special effects or green screening the director (Zwart) of the 2010 karate kid said "we decided on this movie also- no green screening, no effects, nothing. We want to go there and be on those locations, and it does give the movie a different breath" he continued and said "there are limitations, I think in what you can achieve on green screen and the suspension of disbelief is always limited when people smell that they've been manipulated".

The sounds and music in both films are quite different which is mainly because of the years the film where made, in the 1980s music was mainly Hip Hop/rock different to the music in the 21st century, in the 21st century the music is mainly rap and R&B.  This is shown in the original movie when Daniel Larusso and Ali (his lover) go on a date, the scene includes a 80s rock song called "feel the night”. However, in the 2010 remake of the karate kid, during the date scene at the Chinese festival, the sound in the background is quite soft and the scene starts off with a flute, it then introduces some strings as she (Meiying) explains the act to Jaden Smith. Throughout both films the sounds vary in the remake there are a variety of sounds and one sound that was included was when Mr. Han is smashing his car as he was frustrated and sad. The remake was firstly shown to the public in the cinema for the audience to watch it and eventually became available to the public via DVD, similar to the 1980 film starring Ralph Macchio was also shown to the public via cinema however was then available for the audience to watch it on DVD and is now one of the biggest DVD seller, to buy the original film it will cost the audience around 3 pounds and 40 pence and to buy the 2010 remake it will cost the audience 2 pounds and 90 pence. As both films where filmed in completely different times it is understandable that the trend was different in the 20th century than in the 21st century when the remake was made. The two most famous and popular genres that were a fan favourite was science fiction and action which is one main reason why the karate kid was such a big hit to the audience, in the 21st century the most beloved genre was similar to the 20th century with action however comedy has improved throughout the years and is one of the most favoured by the public. Both action/drama films included a variety of product placement, in the 2010 remake the film includes a variety of product placement, this would be one main reason why the film was such a success in the box office and why it attracted many different people, the product placement that are included in the films are well known by many people around the world. The first product placement that is included in the film is shown 9 minutes into the film when Jaden Smith turns on the TV, the television was a produced Sony, another use of product placement in the film is shown 33 minutes into the film when Jaden Smith is crossing the road, the scene shows a variety of Volkswagens in the background, the images shown below are some product placements that are shown in the film. As you can see from the bottom image the kid is also wearing Adidas shoes, which would attract people to watch the film and increase the films popularity.

The products that where included in the original films where Nike, Adidas, and similar to the remake a Volkswagen car is shown to the audience. The actors in the original karate kid are somewhat similar to the actors in the remake as most of them are known for playing action/drama films, in the original film the protagonist (Ralph Macchio) is known for many other action and drama films in his acting career, for example in 2003 Ralph Macchio starred in an action movie named "a good night to do", although Ralph Macchio is the main character in the film other actors such as William Zabka (the villain in the karate kid) has also been involved in several other action/drama films such as "Shootfighters" the film was released in 1993, he was also included in another action film in 2002 called "Hypersonic". Both actors (Ralph Macchio and William Zabka) were nominated for numerous awards such as an academy award for best short film and best actor in 1986, however although the original film includes some big action film stars many might say the biggest actor is Mr. Han played by Jackie Chan in the remake of the iconic film, the actor has been involved with a numerous amounts of films and most of them being action films including the remake of the karate kid, for example he starred in an action film in 1998 called "Rush Hour" which eventually continued to make another two extra films, as he was loved by many  of the fans, although Jackie Chan might be involved in many action films his co-star and the main character of the remake Jaden Smith has only been in one other action film, nonetheless he would have brought a different aspect to the film, for example as he is well known and liked by many he would have attracted a large amount of fans to watch the film. As the film has a similar storyline many would have followed and watched the remake as they would have been curious and excited to see what was next for the new wonder kid, despite the change in characters and tweaking of the storyline many people where interested in seeing the trailer of the new film, the remake had fifteen million and three hundred views with the original only making four hundred thousand views.

Conclusion

In conclusion both films made a massive profit which is the main goal in most films, although the actors and the characters are different the remake still was a big hit and was favoured by many fans, both films included big star actors with the original karate kid having Ralph Macchio star in it and making William Zabka the villain and the remake including arguably the best actor of all time (Jacki Chan and making the main character Jaden Smith. As we all know many people cherished the original karate kid with 82 percent of the critics enjoying watching it and getting an average score of 6.9 out of 10 however some critics didn’t find the remake a success with only 67 percent of the people enjoying the film. Overall I found both films interesting and exciting, however I believe that the original film is better than the remake as it includes more drama and keeps the audience on its toes making them wonder what will happen next nonetheless the remake does also have some great scenes such as when the actors visited the iconic great wall of China and including the snake in the film, which would of surprised many like myself however I would have included more dramatic scenes and more intense music for the remake in 2010.  

Bibliography

• FOLLOW, P. (2017) Movies: The Karate kid 2010 compared to original Karate kid 1, of 1984. Available at: https://tv-movie-reviews.knoji.com/moviesthe-karate-kid-2010-compared-to-original-karate-kid-1-of-1984/ (Accessed: 3 March 2017).
• (1984) Available at: http://www.imdb.com/title/tt0087538/? Ref_=tt_rec_tti (Accessed: 3 March 2017).
• (2010) Available at: http://www.imdb.com/title/tt1155076/? Ref_=fn_al_tt_1 (Accessed: 3 March 2017).
• Ezan Shira & Associates. (December 17, 2015). Navigating Restrictions in China’s Film Industry. Available: China Briefing Article title: Navigating Restrictions in China's Film Industry - China Briefing News Website title: China Briefing News URL: http://www.china-briefing.com/news/2015/12/17/navigating-r. Last accessed 14 March.
• Justin Ervin. (2015). Original Vs. Remake. Available: Original Vs. Remake Website title: prezi.com URL: https://prezi.com/8vxn66jscdn_/original-vs-remake/. Last accessed 16th March 2017.
• Amazon. (2010). The karate kid. Available: https://www.amazon.co.uk/Karate-Kid-DVD-Ralph-Macchio/dp/B000NJLQ88. Last accessed 17th March 2017
• Rotten tomatoes. (2010). The karate kid. Available: https://www.rottentomatoes.com/m/karate_kid_2010. Last accessed 21 March 2017.
•  Rotten tomatoes. (2010). The karate kid. Available: https://www.rottentomatoes.com/m/karate_kid. Last accessed 21 March 2017.

Budget Radio advert

  What factors make up the budget for a  radio advertisement campaign 
Whenever you need to make a radio ad the first feature anyone looks at is the budget. firstly the first thing you will want to know is whether or not you can afford your radio advert. there are two costs you will come across when you advertise on a radio. the first is airtime which is the time your commercial will be on air, the other cost is the production cost, or the price for producing the commercial. a factor that makes up the budget is creative costs, a simple advertisement for a small station will usually cost£200-£300. .another key factor that makes the budget for a radio advert is airtime costs.Each station has a limited number of minutes a day to sell for advertising. unlike print advertising where you can add extra advertising pages, on radio when the available minutes are sold there are no more. If you book late, you might get a good price on leftover airtime as the station will want to sell it.  A £2,500 campaign on a small station over four weeks will most likely run with one piece of creative which might cost you £250. A £25,000 campaign over a year will likely need a few different advertisement. A £250,000 campaign over a year might be worth licensing a famous song for £25,000 so your brand really stands out.  There are 4 categories for copyright licences and related royalties: Mechanical this is permission to reproduce, royalties paid to artist, writer and publisher based on numbers sold.Fees for voice over artists vary depending on whether the voice is of a celebrity, the amount of skill and experience and the type of voice over session. voice over artists in the UK are usually paid by the hour.  when the commercial is to be broadcast this affects how much it would cost. for example- if you were to broadcast an advert during drive time (effectively the prime time of radio) where the audiences figure are higher.Normally your radio station will be able to help, and for two or three hundred pounds produce a quality radio commercial. The commercial production rate should include the scripting by a trained copywriter, licensing of music and Equity Voice Overs for broadcast on one radio station.Another alternative is an "Out of House" Production facility With so many small radio stations opening the future of "Out of Station" or "Out of House" Production Companies seems bright.


What is a music bed , and what are the three types ? Explain in your own words.
Music bed is the sound that is used in the background of the advert to appeal and intrigue the listeners and to make the advert more appealing. if the  client want music to be playing in the background /underneath the dialogue there are three types :

Live music recorded with the speech , using a live band or single musician.Library music -often copyright freeProduction music, - via CD  or created 'in house' by a recorded band/artist  recorded or on software such as Garage band.
Performance is blanket license giving permission to broadcast/perform live,royalties paid to artist, writer and publisher when song is played or performed. Lastly Print this is when royalties are paid to writer and publisher based on sales of sheet music.


Why does it cost money to use a pop song in a radio advert ?  What type of license would you need to apply for ? 

A £250,000 campaign over a year might be worth licensing a famous song for £25,000 so your brand really stands out.In Radio commercial production you need a Synchronisation licence which allows songs/music to be reproduced in a television program, film, video, radio and commercials as background music. it costs money to use a pop song as the artist of the song will have to get paid and will have to be given legal permission to use the song for the advert.  a popular song would be worth more than an unpopular song. 

What are the main differences between producing your radio advert  using 

a)     production facilities available at the radio station itself ?

       Normally a radio station will be able to help,and for two or three hundred pounds they will produce a quality radio commercial. the commercial production rate would and should include the scripting by a trained copywriter, licensing of music if the commercial includes a song and equity voice overs for broadcast on one radio station. however if you feel that you may want other services such as music production, celebrity voices or make the advert shown on multiple stations, this again the local station will be able to assist an help you with. the scripting that is offered by the station is free however they have to produce the commercial. The copyright of the script remains the property of the radio station, however if you choose to run it elsewhere there is a chance of being sued. Many radio stations have a dedicated studio just for commercial production, if not they sometimes are part of a group with centralised facilities.these kind of studies allow and welcome guests  to come and see commercials being made. 

  b)      an external production house ?

       Another alternative is an Out of House production facility with a variety of small radio stations that are opening in the near future of Out of Station or Out of House production companies seems bright. Some radio stations may only have three or four full time staff and cannot afford or to employ writers and producers for their smaller local client, however production houses can offer a help. Although production houses offer a service the quality can vary from the good to bad. Although the Production houses are a help it does include some disadvantage, one disadvantage is that they do not use experienced radio writers, the writers are often isolated from the client with no contact. A production house can also be isolated from the radio station. 

Media advert

Assignment 29.3

29.2 Styles, conventions and techniques of music videos (task 2)

Task 2 (A)
Lyric interpretation:  https://www.youtube.com/watch?v=19sAewJH22I
In a music video the main thing is the lyrics. So when listening to the lyrics you begin to interpret what the musician is saying. this will make the audience interpret the lyrics of the song in their own specific way. An example of lyric interpretation is the Beatles "I am the walrus" the song is filled with strange lyrics and therefore the audience will have to interpret the lyrics in their own way.

Extending or consolidating songs meaning: https://www.youtube.com/watch?v=uelHwf8o7_U
Many editors create music videos to catch the audiences attention, the editors have to create scenes in the music video that match along the with the lyrics to show a story and to give detail about what is happening. An example of this is Rihanna's and Eminem's song "love the way you lie", the video does link to the song as it shows a story of a couple being upset with each other and having many problems with one another. In the song the lyrics the singer says "just gonna stand there and watch me burn" and in the background of the music video a burning house is shown behind the artist. This will make the  music video easier for the audience to understand what the story is about.









Focus on performer: https://www.youtube.com/watch?v=ru-LgSvOCrE 
This is when the music video completely focuses on the artist and nothing else, this will make the viewers see how the singer interprets his own song and this will also promote him as a singer as the video is only focused on him. An example of this is Macklemore's "other side" as it tells us about the artists life story and only focuses on him.  

Lighting for mood: https://www.youtube.com/watch?v=tlnMVb2XVVk
This is when the music video includes bright or light colours or even dark and warm colours to set the tone of video and to make the video more and more exciting for the viewers. Different music genre would include different music for example and upbeat music video would use flashing lights and even coloured light. Lighting helps to emphasis the artist and ensure that they are the centre of attention this will make the viewer more exited due to the variety of colours in music videos.For example the music video "champion" has a warm to set the tone of the video and the song. This will make the audience more interested in the song as they will have an insight in ho the song will be like.

Allusion: https://www.youtube.com/watch?v=uuNTO31FlY8
An allusion music video gives reference of another thing sometimes directly and sometimes indirectly, it depends on how the audience see the video, how they make connection between the video and other similar things they have seen before.

Task 2 (B)
Chroma key: https://www.youtube.com/watch?v=D9cQOcAC_K8
An example of a music video that uses special effect is Eddie Murphy FT Michael Jackson- Whatzupwitu 

Multi-image: https://www.youtube.com/watch?v=Xt22KvnRSL4
An example of a multi-image music video is Kid Cudi- Make her stay 

Cutting to a beat https://www.youtube.com/watch?v=eebfMFzJHNs
A music video that cuts to the beat is Green day-warning

An artist miming and lip syncing to playback track  https://www.youtube.com/watch?v=DmeUuoxyt_E
An example of music video that includes a lip syncing scenes is Nickelback-Rockstar

Animation https://www.youtube.com/watch?v=3x2ABSAMVno
A music video that uses animation is David Guetta- Shot me down FT Styler Grey

Reference to or includes another artist https://www.youtube.com/watch?v=mk48xRzuNvA
A music video that includes two artist in the song is The Script-Hall of fame FT will.i.am

Task 2(c)

Illustrative: https://www.youtube.com/watch?v=JuM7hObGjWI
An illustrative music video is one which will use the literal lyrics as a basis for the visuals.The visuals and the lyrics will have a strong bond. The music video presents the lyrics as it is understanding and interesting to the audience. An example of an illustrative music video is Will.i.am- its my birthday.

Interpretive: https://www.youtube.com/watch?v=34Na4j8AVgA
An interpretive music video is one left to the audience imagination and are left to imagine what the video has to do with the song. An interpretive music video can be seen by the audience in a variety of ways. The idea of an interpretive music video is so the audience can decide what the story means to them. An example of an interpretive must video is The Weeknd- Starboy

Surrealist: https://www.youtube.com/watch?v=79fzeNUqQbQ
A surrealist music video contains artificial, unreal or superstitious content. A surrealist music video is a video hat isn't a day to day behaviour that you see, this is done to mainly attract the viewer and to highlight the message of the song. An example of a surrealist music video is Madonna- Like a prayer

Pastiche and homage: https://www.youtube.com/watch?v=4PkcfQtibmU
This is when the artist copies an idea that has already happened before. This is also where one media text references another in an affectionate way. An example of this is Foo Fighters- Walk

As-live: https://www.youtube.com/watch?v=gG_dA32oH44
This is when the music video includes live footage of the band or the artist performing. An example is Jay- Z  and Kanye West- Ni**as in Paris.

Parody: https://www.youtube.com/watch?v=YVkUvmDQ3HY
Parody is a mockery of a specific known person it involves changing or copying existing musical ideas and lyrics, the intention of a music parody is humour. An example of a parody is Eminem- Without Me

Animation: https://www.youtube.com/watch?v=bpOSxM0rNPM
As a medium music videos will often use animations to intrigue and make the video more interesting for the viewers.An example of a music video that includes animation is Arctic Monkey- Do I wanna know.

  

TV Advert Assignment

Nike advert    https://www.youtube.com/watch?v=Bv09DRd4lsM

The start of the advert makes the clip memorable because of its setting and because of the professional football players.At the beginning of the video you can clearly see the age range of the target audience nike are trying to appeal to, the target audience are sports fans at any age but mainly teenagers aged 13 to 19 years old. The form of the advert is an anti-realist advert as it isn't a day to day occurrence because you don't see teenagers playing with professionals and turning into them however the main reason this advert is an anti-realist advert is because the setting changes from a normal day in the park with friends to a stadium packed with fans and celebrities. Another reason why this advert is an anti-realist ad is because Nike try to attract there viewers by animation, as you can see from the shot below, there is a use of animation as a goalkeeper turns into the incredible Hulk.

 There are a variety of styles used in the advert to intrigue the viewer ,the first time humour is shown in the video is when one of the teenagers wanted to change into the professional footballer Iniesta however, he change into a mail man called Iniesto. The second way humour is shown in the video is when both teenagers wanted to change into a professional and ironically changed into the same player the humour continues as one of the two players comments about the professionals hair and says "thats an ugly wig"  viewers might find this scene funny as they are both the same person therefore they are insulting each other. The advert includes a surreal moment as a teenage boy suddenly changes into the incredible Hulk you can also tell that it is a surreal moment from the facial expressions of the players shown in the shot above. not only does the advert include a surreal moment it also includes a dramatic and serious moment this is shown at the end of the advert when Ronaldo the footballing superstar steps u to take the penalty but only to realise moments away that the teenage boy takes responsibility into his own hands and steps up to take the winning penalty. You can tell that the scene was dramatic as it was serious and the music in the background completely stopped and every fan in the stadium was in shock including Ronaldo and his teammates before the kid goes to take the penalty he looks around the stadium to show that he is under immense pressure however as he takes the shot the wait for the ball to hit the net keeps the viewers on their toes to see whether the ball is going or out and luckily it goes in and the music starts again to show the relief this moment promotes the product in a very good way as it sends out a message , it is trying to say that you shouldn't be afraid which gives the viewers confidents and belief.

The advert includes numerous amount of technical codes to appeal and draw the viewers into watching the advert and mainly to purchase an item that they sell. The first and mainly used in most adverts is camera angles. To make the viewer intrigued and excited you need a level of camera angles to be used and so Nike used a variety of shots and movement so viewers can feel the intensity of the game. The first time you see a camera long shot is at the start of the video, at the start the camera moves fast to show the speed of the game however it suddenly stops and shows a long shot of the footballer to show his trickery on the pitch as shown in the shot above. As you can see the teenager stops and stares in shock this shows how big of a player he is so the teenage boy stops and idolises the skill he is attempting. Moments after Ibrahimovic got the ball a mid shot was used to show the footballer Neymar's face however it was mainly used to show the nike logo on the shirt he is wearing to promote the product. The shot shows a variety of features firstly u see the logo stand out as the logo is coloured in dark green however the shirt the footballer is wearing is coloured yellow therefore the logo will stand out.  camera use continues as Nike include an over the shoulder shot of the footballer, this is used so the viewers would feel that they are part of the intense game the shot also shows the teenager wearing the Nike logo this promotes the company as more and more people would have a visual image of the famous brand.The advert includes a movement to show the stadium that they have suddenly appeared, the camera moved round the teenage boy to show how big the stadium is and to show how many fans are watching the exciting game. The advert shows a scene  that closes up on the Nike boots, this is done to promote Nike items,not only does the image include Nike boots it also includes Nike socks and its logo to advertise both items. Nike uses cuts and editing to appeal to the audience the first time that is at the start of the video when the use of slow motion is shown to emphasis and show how hard the skill the player is attempting. Moments later the location changed from a local park to a football stadium with thousands of fans watching. The scenes in the advert are cut really fast to show the people the speed of the game and its intensity. Nike include a variety of colours from warm to cold and from light to dark this is represented in the kits the players are wearing as they are all coloured differently. The advert includes a background beat this makes the advert interesting and keeps the audience on their toes because as the game got faster the beat of the song got faster with it, not only is there sound from the music there also is sound of the fans watching the game whether its cheering the team on or complaining about a decision. The Mis-En-Scene in the shot below shows a group of teenage kids that are passionate about football and that are comfortable (money wise) as they are able to afford Nike gear such as boots, socks, hats and other Nike items however you can tell that they are not really rich because the background shows a normal sized flats. The shot below advertises the product in a smart way as everyone wears Nike to increase the popularity of the product and the advert. The shot shows a variety of colours from light and dark as many are wearing different coloured Nike shirts. At the end of the advert the teenager takes the ball of Cristiano Ronaldo to take the penalty you can tell that he is a risk taker and the hidden message Nike are trying to say is that if you buy an item of there product you wont fail as the kid did not fail to hit the net.

Every advert includes a selling technique to appeal to the audience nike have added a variety of selling techniques to do such a thing. The main selling technique that nike use is celebrity endorsement this makes the viewer interested as they would want to see them in the advert therefore it increases the popularity of the video and the product. Nike have chosen specific celebrities to be included in the advert for specific reasons, they have included footballing stars Ronaldo and Neymar because they are one of the biggest stars in football however there is a part that nike chose UFC superstars Jon Jones and Anderson Silva as there was a conflict between the staff members by including the two fighters this suggests that the advert is only aiming at football fans but however are aiming at a variety of sports. Another selling technique nike uses is including a hidden message the message is that if you buy items of nike you will become a better footballer and a chance to become a professional at the game.  The advert creates a memory of nike products as they are constantly being shown by the footballers.

The advert has an advantage over other rivalry brands like Adidas and Puma as when the advert was first released the first ever sock boot was shown on the superstar Cristiano Ronaldo's feet, they were the only company to have done this, this then became a trend for other companies as they started to add a sock attached to the boot of the players. Nike includes their logo at the end of the advert so viewers can identify what the advert is trying to sell and to promote their company. The text at the end of the adverts that says "risk everything" is a use of emotional language to create a response from the audience and also creates a memory to the viewers watching the advert. 

Carling Advert https://www.youtube.com/watch?v=wmniHB9Lj0Y
As the video starts the advert has a realist form to it however as it goes on the viewers get to see that the advert is a anti-realist as the man levitates to dodge the water on the floor and to get across. The advert aims at people aged 18 and over as the advert is trying to sell an alcoholic drink which is shown at the start of the advert. The video starts of as a realist advert because the video shows a middle age man in a working environment however as he gets a text from his friend the mood of the advert completely and suddenly changes.The advert includes anti-realism when the man is trying to escape the building and as he is doing such a thing the worker's clothes changes to camouflage with the carpet on the floor.

The advert includes a variety of styles to make the video interesting.The first style the advert uses is a dramatic style this is shown when the worker wanted to escape the building to watch the football and have a drink with his friend and as he is in the process of escaping the advert includes dramatic scenes such as the fast music in the background to make his escape more intense than it already is this is done to intrigue the viewers and to keep the audience guessing whether he will succeed the escape he is attempting.The advert includes more than one dramatic scene this is shown when the worker picked a paper airplane and threw it towards the lift button which is very dramatic as it is very unlikely to happen in a day to day bases.The advert also includes humour, this is shown when the middle aged worker failed to escape the building but however got close. As the worker got close to escaping the building he completely smashed into the glass door and fell to the ground some viewers might find it funny as he went through all the trouble into trying to escape however ended up failing and getting caught by his boss.Another way the advert includes humour is when the worker tries to impress the lady on his right but however fails as moments later he hits the glass door.The third way the advert includes a style to appeal to the viewers is by including parodic scenes, the advert are trying to make a joke of action films however it also is trying to say that Carling(the drink) is so good that its worth escaping work to have a drink.


The advert uses a variety of technical codes to appeal to the target audience, firstly a variety of camera shots are used to intrigue the audience, the first shot is shown when the camera closes up on the workers face to show his determination in leaving the building without getting caught, moments later the advert includes a medium shot this is close enough to show the boss's advert however it is far enough to show the worker trying to escape the building, they have done such a thing to show the level of difficulty of escaping the building as he has to go past his boss's office on the way out.At the start of the advert the video shows the product to the audience, this is sown in a long shot to include the friend however to mainly include the product so they would know what the purpose of the advert and what they are selling. At the start the man holding the drink raises the pint of Carling so the product would stand out from the rest of the objects in the background. The advert includes numerous amount of cuts to show that the worker has to be quick in what he is doing and to show the intensity of the escape. At the start of the advert a use of movement from let to right and also includes a close up on the watch the worker is wearing to show us if he has time to escape the building on time. The pace of the advert starts of slow however as his friend shows him the drink in his hand the pace of the video got faster and faster to show how fast the man has to be while escaping. As soon as the worker saw the drink in his friends hand the pace got faster this is done to show how good of a drink Carling is and show that people would do anything to get there hands on it.At the start of the advert the video shows a dull and cold colours this is shown through the uniforms of the workers as they are all wearing light blue t-shirts this is done to show how boring and how bored he is however as he looks over into his friends house the colours completely changes, it changes into a bright warm colour this is done as the product is shown for the first time and to show how good the drink is, this would attract the viewers as bright colours are shown from the sun and from the clothes the friend is wearing, however it is mainly shown from the drink as it has a warm colour towards it. As the video goes on the colours got brighter and brighter to show that the worker is getting closer into achieving his goal which is to escape the building and to meet his friend. This is shown when the worker changes his clothes from a light blue colour to a bright

red shirt.You can tell that as soon as the product was shown to the worker he immediately new he had to escape and go have a drink. As the worker hit the glass door the colour of the scene changed as he knows that he has failed however the colour didn't change back to dull and boring as shown in the shot below,the colour changed and turned to dark this is shown from the clothes the boss is wearing and from the ceiling paint of the room, this is done to show that he is in big trouble however this also shows how good of a drink Carling is as he is risking his job to get out and get a drink. The advert includes intense and exciting music in the background to show the level of intensity of the escape he is attempting. the pace of the music gets faster and faster throughout the advert, this will appeal to the target audience as they would be interested in whether the man achieved his goal and escaped the , however the music completely stops as he gets caught to show that he is in big trouble.The Mis-En-Scene in the shot below shows a handsome middle aged man that is comfortable with money as he can afford a big TV shown behind him it also shows him as a likeable and kind man as he is inviting his friend over for a drink, the shot also shows that the man is a upper class man as the background shows his big flat the shot also shows how tempting it is for the worker to go and have a drink with his friend because of the warm lighting and the bright golden drink in his friends hand. The iconography that is shown in the shot below shows that the worker is part of a system as he is at work however the friend is wearing normal comfortable clothes to show that he is at home, the shot also shows that the scene is a very masculine scene as the football is shown in the background to appeal to the target audience who are mainly adult men.

The advert adds a variety of selling techniques to give a deeper information about the product and to appeal to the audience. The first use of selling technique that the advert has is lifestyle appeal you can tell from the shot below that the friend and the worker are two completely different people as one is rich and doesn't need to worry about money and work however the other on is a middle class man that is struggling for money and has to get a boring job to get some money, another way of the advert includes a selling technique is by letting the friend hold the alcoholic drinks rather than the worker this is a hidden message that Carling are trying to say is that only rich and upper class people drink Carling to show the level of quality the drink really is. The ending of the advert creates a memory of the product and also creates a memory for the audience as the ending shows the upper class man drinking the drink this is also trying to say that if you have a Carling it will make you feel upper class and important. Another way you can tell that the friend is upper class is at the end of the advert when the worker walks into the glass door and falls on the floor, while he's on the floor he looks up at his friend holding the drinks trying to say that he isn't worthy of a drink like Carling trying to say that Carling is "perfect".

The advert has a massive advantage over other rivalry products as they are offering the chance for the audience to have a TV if they purchase the Carling drink which will tempt them into buying the drink. As you can see from the shot below the name of the drink is included on the TV this helps the company promote the product as the logo is included which is there drink name this is good as people would know what the drink is called. Another way the advert uses brand identity is by including their slogan in the advert this is shown when the worker hit the glass door and then the friend said "its good but its not quite Carling" the advert is trying to say that Carling is simply perfect like the upper class man.

Honda advert https://www.youtube.com/watch?v=_XVs5CFJkGk 

The advert is a realist advert as it shows normal day to day behaviour as it is a big family singing in the big Honda car. The advert is real as it don't show no edits and animations but however still appeals to the target audience which is adults with a big family to say that the car has a a lot of space for everyone. The advert is trying to appeal to families as they are trying to say that a journey in the Honda car is and will never be boring. The start of the advert tells us that it is a realist advert as the kids only care about using their phones and listen to music and don't notice the car in the back like normal kids and teenagers.

The advert includes some features of style to appeal to the audience and make them buy their product. the first use of style is product placement, the advert includes different brand products to appeal to the audience, beats and apple are included this will increase the popularity of the advert as more and more people would know about it. the Beats headphones are coloured in bright red to make
the advert more colourful and interesting. The shot above shows a teenage girl is spoiled as she is given both the Beats and the Apple iPhone. At the start of the video the advert had a dramatic tone, this is done to say that moods will change during a car drive in a Honda pilot. This will attract mainly parents who can drive and have a big family as it is trying to show and say that the car fits numerous amount of people, which is shown at the start of the advert when the kids and the parents are getting into the car. The youngest daughter also has an iPad this will also increase the amount of people watching the advert as Apple is a big brand, the advert is also trying to say that the Honda is as big as Apple. The advert attempts to use humour in the video to make the advert more exciting to watch however the humorous side has a hidden message which is that you will always have fun with the Honda pilot and and will most likely not enjoy yourself in a different car, this is shown when the whole family was singing and drove past a group of friends, as they drove past the group of friends the friends started to laugh, this shows that ride in the latest Honda car will be a laugh and full of joy.

To appeal to the target audience the advert adds a variety of different technical codes and methods in the video to make the viewer purchase the latest Honda car. At the start of the advert there is a use of a long shot, the long shot was used so it is long enough to see the background however is is also close enough to see the entire car clearly. The long shot is also used to show that the car can go to a variety of places and wont break down this is shown as the background and the location of the advert is in a desert that includes hills and bumps to show that the car is big and strong and will get you where you need to go. The advert also includes a mid shot to show the how big the car is, the mid shot for the image below also shows a close family however the min purpose for the mid shot was to show how happy the father and mother is, the mid shot in the image is good as it is wide enough to show the entire family and the space of the car and also long enough to show the background and the location. the shot also shows warm lighting to say that the car is comfortable to be in. The video also includes a deeper view of the car for the audience, this is shown when a close up is used to show the inside of the car and the features the Honda pilot includes. the shot not only shows the key features of the car but also shows the size inside the car. The image would be appealing to parents that have a big family. Not only will the shot include the size and the features of the car it also includes a free and empty road to show that you will feel free in the Honda. The scene includes warm lighting to appeal to families as the scene also shows a joyful mother looking at her kids in safely in the background, this is shown in the shot below. The main use if technical code the advert uses is its sound the sound includes the family singing a joyful together this shows that the car brings people together because at the start of the advert the eldest boy in the family wasn't happy at first however as the kids start singing a was enlightened and started to enjoy himself in the car. The song the advert uses is a famous song that is played by Weezer in the 90s this will intrigue viewers that are mainly adults as they are trying to appeal to them with music that was popular when they were young. the advert uses editing to make the car look better and stands out. At the start of the video a cut was used, this is shown when the family wanted to leave the area and as they opened the doors of the car the image cut to a long shot of the entire car to show the viewers how the entire car looks from the outside. The advert also had a camera movement to follow the car, this is shown as they past the group of friend this is done to show us how the group of friends view the Honda. The Mis-En-Scene shown in the image below shows a successful and a wealthy man this is shown through the kids as they all have and use big product brand and the fact that he can afford a big car for the whole family shows that he is a kind man as well. The image also shows a loved man by his kids and his wife as they are all happy and at he end of the car advert the youngest daughter says "i love you guys" this is another way to appeal to the audience as it says that the car brings joy and love to a family. The colours in the advert completely changes at the start of the advert, at the start there was a dull and cold colour shown in the shot above, however as the family entered the car the colour suddenly changed into a warm and light tone to appeal and convince the audience to buy the product. This also is trying to say that if you buy the Honda pilot a sense of light and happiness will come your way. The shot in the bottom right corner shows a young girl that is spoilt the most as she is the only person in the family that owns two big brand items, this will increase the popularity of the advert as it includes two big brand names in the advert therefore more and more people would watch it.

To appeal to the target audience the advert added numerous amount of selling techniques. The first selling technique that was used in the advert was lifestyle appeal, this is shown through the father of the family as it shows us that he is a successful man that is also loved by his entire family, the father is successful as he can afford a big car like the Honda pilot this is trying to show us that Honda is only used by rich and successful people. The families love to the father is shown at the end of the advert when the daughter said to the entire family "I love you guys" as she was speaking the logo of the car appeared on the screen to say that Honda brings "love" to you and your family.  The advert includes celebrity endorsement as the mum is an actress that has been in a variety of films, this will increase the popularity of the film as the actresses followers would watch the advert therefore more and more people would know about it.  The advert creates a memory of the product as the brand is shown in two different kind of cars, this is shown half way through the advert when the family started to sing and they drove past the group of friends that where  inside a Honda car, as they drove past them the song was loud enough to reach the other car which lead to the group of friends laughing, this is trying to say that the Honda pilot not only brings joy to the owner but however brings joy to people around it. The advert adds a hidden message which is that if you buy the product a sense of light, happiness and freedom will come your way.


The advert has a unique selling point and advantages over other products as they include two different Honda cars as not many would do that as they would focus on the car they are advertising, they have done such a thing as it increases the popularity of both cars and increases popularity of the advert, as you can see from the shot below the advert also includes the name of the car so people would know the cars name if they want to buy the product. the first and last scene the advert includes is the brand logo this is done to increase the brand identity and both scenes include text underneath the logo saying the brands name.The scene also includes the colour of the brand so people would know how Honda is known.