Technical Aspects Of Editing

Editing Quiz Questions


1. What do the numbers 16:9 refer to?

A - Aspect Ratio , Height and Width of the video

2. What is the frame size of a 1080p video file?

A -  1920x1080

3. If you have a video file which is 720:50p what is the frame rate and what does the "P" stand for? 

A - 50 and Progressive Scan

4. What is the difference between P and I?

A - Progressive Scan and Interlaced, difference is P shows frame one after the other and I shows half the frame at any moment while still showing the whole image, meaning only half of it changes at a time.

5. What frame rate is real film shot at?
A - 24 Frames per second

6. What might be the advantage of shooting at a higher frame rate?
A - An advantage can be smoother action when playing back the film

7. What defines a lossy file?
A - These are highly compressed files, these files do lose some depth in there quality but can however help to save space when compared to a "lossless" file which can be huge depending on the length and detail.

8. Name three file types commonly used in video editing.
A - MOV, JPEG, MPEG

9. What is the difference between a video file type and a codec?
A - A codec is how the video and audio is compressed to get inside a certain file type.

10. What is Bitrate?
A -  The rate in which a file processes information

Evidence Needed To Show Knowledge of "Preparing Material For Editing"

- Log-on's 

Our log on that we used for the project was "mediae" this relates to both our subject and also the block in the colleges timetable.

- SD Card

The SD Card is put into the Mac and it will appear on the screen ready for us to use. From here you can import the footage into the videos folder. Above is an example of how to not import the video from the SD card and that is to import it from the card and straight into the folder, and right under the first screen is an example of how it should look. How you do it is you copy from the card and into the movies folder and make a separate folder to copy the files into as seen below.

- Where Projects are Stored and Paths

This screen above shows the path and where the files are stored, it shows the names and locations of the files that are needed for adobe premiere to load the project.


- Bins

This screen above shows the projects bin that displays the folders that can be accessed during the project to add more footage or screens for example. These are taken from the folders that are stored on the Mac and then imported into Premier Pro for usage. In the projects bin folder there is an after effects screen shot that has not been filed in a folder. This could be used as an example of poor organisation.

- Setting Up Projects 

This menu appears when you first set up a project, in addition this screen shows what settings where needed for our project. Also the "location" section shows where the project will load the main files from so it is important to import all work needed into this folder. Our resolution for the project was 25fps and 1080p for the project.

TV Advertisement Evaluation

1. The Brief

Our brief was to re-brand a Unilever product and make it appealing to an audience that the product didn't target, for example re-branding P.G Tips to a younger audience was my chosen approach. We were paired into groups to help make the re-branding possible, for this we discussed our products and decided to run with P.G Tips. This was mostly down to two out of the three of us having already an idea of how to re-brand P.G to a younger audience. P.G is mostly aimed at an older audience as a drink to unwind and relax, in addition it can also be seen as a tea for the working man/woman. For this reason we decided to aim it at a younger audience promoting the fact that it could be useful as an energy drink to get young people through the day. We decided to target this specific audience as there is a lot of potential in the energy drinks market. This was due to some drinks such as Redbull and Monster being targeted about the fact that most of the ingredients used in their product are harmful and not recommended for daily usage whereas P.G Tips is all natural tea with no harmful chemicals.


2. The Finished Product And Feedback

This section is about the construction of our advertisement, the ad can be viewed below.






How did we collect the feedback?


We collected feedback (comments from others) on our finished advertisement from our target audience by making a questionnaire online. I used Survey monkey (Link to there website HERE) to make my questionnaire the group came up with 9 questions that we each used for our individual questionnaires. This questionnaire was then sent of to around 20 people that fit into our target age group which was 14-24.


Appropriateness to audience

I believe that our main message was transmitted to audiences in a good way, for example one of our questions from our questionnaire was "Was the advert attractive and appealing enough to make you want to drink P.G Tips?". The response from this particular question shows that our ad was successful in targeting our audience and convincing them to buy our product as shown below.

Technical And Aesthetic Qualities

Technical - For the most part our ad is smooth and each shot flows into the next due to a technique we used where we fast zoomed into certain shots, this helped create speed in our advertisement, this helped us emphasis the fact that our product is being marketed as an energy drink. Additionally the sound for the advert helped to create a sense of speed as well. This was due to the music being fast paced while also being in time with the advert meaning that it didn't feel out of place even when it changed to a more ambient sound at the end.  The editing of the advert also helped to enhance shots that were zoomed in, this was due to the original footage being sped up. Editing also helped us to show a daily journey almost in a short amount of time.

Aesthetic - For the most part our ad is colourful apart from the beginning scenes, however this relates to our ad in terms of before and after drinking P.G. This is because when the character wakes up, he is slow moving and tired and the colours look depressing almost, however after drinking P.G the character becomes more fast moving and the colours become brighter.


Effectiveness Of Content

Personally I believe that our ad was effective at selling the product through its narrative. This is because the way in which the advert was shot reflects the character before and after the drink takes effect. For example as mentioned before, the character is seen as slow moving and tired before drinking P.G whereas after he drinks it he becomes energized and full of life. This shows to the audience that our product will give you a boost in energy to help you through the day.

Effectiveness Of The Persuasion Techniques

 For our advert we made use of product placement, these are mostly seen in the gym scenes and can be seen in the screens below.

These were used to show repetition in the ad so that the viewer had a clear idea of what the product looked like, however this is only really seen in the last shot. This usage of product placement didn't work out too well for our advert as seen in the responses I received in the questionnaire as most people answered twice or three/four times.

Clarity Of Communication

What was the message we were trying to send to our target audience? - With our advert we were trying to send a message that P.G could in fact compete with energy drinks like Monster for example. In addition we also gave the impression that P.G is a great way to start the day for the younger generation.
What were the main techniques we used to send that message? - Fast editing along with a fast paced narrative and fast paced soundtrack for the gym parts. These allowed us to create an advert that felt fast and similar to the lives that some younger people may lead.

Is Our Advert Fit For Purpose?

For the most our advert looks professional, however it maybe needs some additional editing before id see it on the TV screens as it lacks the overall polish of some adverts I have seen recently. In addition for the most part our advert works with the ASA/BCAP code, however there could be some problems with our ad that may conflict with the code. For example there's a bit our advert where the main character slaps another character away from his computer, this could be seen as promoting bad behavior in younger audiences showing them its okay to hit people to get on with work if they are being distracted.

This could violate code 4.4 in the "Harm and Offense" section which can be found HERE, a screenshot of this code can be viewed below.

In addition our advert maybe should have needed to state that P.G should be used as a drink in the morning and maybe in the afternoon, this is due to us not wanting to sell over consumption of the product which would be in violation of code 13.3 of the "Food, Food Supplements and associated health or nutritional claims" section which can be viewed fully HERE. A Screenshot of this code can be viewed below.

3. Personal Reflection

How Does The Final Advert Compare To My Original Intentions?

Our advert relates quite a bit when compared to our storyboards and also the original idea that we had. For example during my presentation and Prezi I talked about including fast zoom shots to help show speed in our advert and these were used in the final advert. Additionally it helped that our group had either identical or similar ideas for our adverts individually. So making one as a group was easy and we were able to create our ideas from paper to film easier than expected. Our group also had the same ideas when it came to re-branding the same product for a younger audience, again this helped us gather ideas together quicker than we had anticipated.

Self Evaluation  

Overall I believe that the advert we created was good but could have done with some extra work and polish when it came to the editing side of it, however since we were on a time schedule we were unable to make these changes. If we were to retake the project I would change some of the footage used perhaps to make it look more professional e.g. the last shot of the character holding the tin and drinking the tea. During the project I was involved in most of the work apart from drawing the drawings for the storyboards and some of the editing although I did or either helped out with the majority of it. Additionally I wasn't involved in the making of the first few shots as they were shot at one of the crew members homes and he done those alone without the rest of the groups help.

Analysing A Media Text For Editing Techniques

Introduction - What is editing?

Editing is the process of using Film, audio and other media to convey information. The process of editing itself can be made up of correction, organizing and also condensing and picking out certain parts of the film to use for the final edit. Processes such as these can help to make or break a film as good editing will help to keep the film consistent and accurate. Most editing is done as a collaborative effort, although this depends on the type of film as for example most short films will most likely be edited by the same person who directed it.Very early films simply had no editing and where short and made use of one long, static and locked down shot as back then the motion of characters for example was all that was needed to entertain.

Film Editing: When editing first came about the raw footage straight from the film was used to create a consistent edit instead of the digital medium we have today that is more common place. Traditional film editing was seen more as a skill and also an "invisible art". This was due to the fact that film editing had to be well practiced and was a hard skill to master in order to get the edit correct, however editing was not noticed to much by viewers as they became involved in the film hence why it was seen as an invisible art. Below is a video example of early film editing.




Film editors had to work with not just placing the pieces of the film together but they also had to work with many different layers such as music, the pacing of the film and also the actors performances to help create the film. This would sometimes lead to the film being re-written almost as the film was being edited together.

Digital Editing: Thanks to the evolution of digital editing, editors and the people they worked with have now become more responsible for different roles that were once there own unique roles in film making. An example of this change can be seen in picture editing that literally only dealt with just images, however picture editors can now deal with aspects such as visual effects editing or even sound. This practice of having one member take on different roles is common place in low budget films.

Transitions: This is a post production process used in film making that makes use of shots being combined, this is used as a normal cut to the next scene for example. Some films make use of particular transitions to help create a certain mood or feeling, additionally these can also be used to show time passing within the film world. Transitions can be for example - 
Cut: Basic form of editing, most common for placing two shots together
Contrast Cut: E.g. Someone dreaming of them running through a field, next shot they wake up in a burning room.
L Cut: E.g. you hear characters voices before you see them on screen
Wipe: One shot replacing another, an example of this can be viewed below: 



Dissolve: Slowly changing the visibility of the picture, leading onto the next frame
Jump Cut: Happens when a cut used to show a camera angle change then reveals a continuity area


Visual Analysis - Finding Examples In Our Chosen Media Extract


Here is a list of the type of shots that were used in the media extract, this list also shows the timecode, technique used, what it is used for within the media extract and also its impact and the possible affect on the audience.

However before the list starts, here are some editing techniques that did not feature in the short film "Maniac"

1. Providing and withholding information
    This is where the filmmakers make their narrative more dramatic by giving the audience more or less information than the characters in the film for example.     This is best seen in the TV series Columbo where the viewer is shown the killer before the main character even knows.

2. Parallel editing/cross cutting
    This is a technique of alternating two or more scenes that happen most of the time simultaneously but at two different locations.

3. Construction of the "Time" and "Space" of the story, both diegetically and implied
     Time: This is best seen within James Bond for example as Bond may be called away on a assignment somewhere like Russia while he is in Italy for                example. The shot that follows could be Bonds plane touching down in Russia, what has been skipped is the rest of the flight and instead the filmmaker          has got to the end for time reasons.

     Space: An example of this could be a shot of a house that then cuts to a shot of someone sitting at a sofa, the viewer then knows that the shot with the          person sitting at the sofa is taking place in the house that was shown before.

4. Multiple Points of view
    These show the perspective of the person on screen, this turns the camera into the characters eyes almost as you appear to be looking through them. A great example of this can be seen in the TV series "Peep Show" link to watch a clip here.

5. Cutaways
    This is the interruption of a continuously filmed part by inserting something else of a different view. These shots are mostly followed by a cut back to the first shot.
    

Below you can view the media text used in this visual analysis.





1. Timecode: [00:09]
    Technique Used: Camera movement, Crabbing
    What Is It Used For?: This helps to set an establishing shot almost as it starts of the media extract. This Crabbing shot shows a row of houses to start           with while also following a character holding a petrol can. This helps to establish the characters as well.
    Impact On The Audience: Since there's no soundtrack other than just ambient sound of a burning building, this helps to set a creepy tone but also an           interesting one as the viewer might want to know who exactly did this and why.

These screens show what the crabbing camera movement leads into

                             

2. Timecode: [01:20 - 01:30]
    Technique Used: Simple Cut
    What Is It Used For?: This is used to simply move between a different location, this also brings a change of the soundtrack to help create a less friendly         tone compared to the previous shot.
    Impact On The Audience: This could interest the audience as they wonder what happens next and how that relates to what the characters were talking         about earlier.

3. Timecode: [08:48]
    Technique Used: Establishing Shot
    What Is This Used For? An Establishing shot is used to help set up the location for that particular shot, this helps the audience see where the next scene     will take place.
    Impact On The Audience: This shows the location for the scene and also shows that the camera is closer to the main characters that what is has been         in previous shots. This then means that the audience may feel nervous or unsettled.

4.  Timecode: [04:24]
     Technique Used: Montage/Shot Variation/Editing Rhythm
     What Is This Used For?: In the film the montage part is used to show the violence the main characters participate in. This also shows how the characters      go about causing there violence.
     Impact On The Audience: This could unsettle audiences as it shows acts of unnecessary violence, blood and some gore.  

These screenshots show the violence caused during the montage part.

This montage also shows shot variations, below are the examples found in the extracts montage sequence. 

5. Timecode: [04:19]
    Technique Used: Sound Bridge
   What Is This Used For?: This helps to lead into the montage part of the short film, this also helps set the tone for this part of the film.
    Impact On The Audience: This helps to almost prepare in a way whats to come for the audience as the music fits the carnage that is to come in the next     few shots.


6. Timecode: [01:15 - 01:23]
    Technique Used: 180 Degree Rule/Eye Line Match/Shot Reverse Shot/Close Ups/Motivated Editing
    What Is This Used For?: This shot is used to show the character conversing while also eating dinner, it is also important to note that this shows the main       protagonists for the first time on screen.
    Impact On The Audience: The audience gets an identity to who the main characters might be in the short film. Also what they are talking about during           this scene could also unsettle viewers or possibly intrigue them.

7. Timecode: [06:01 - 06:07]
    Technique Used: Reaction Shot
    What Is This Used For?: This is used to show that the character has been murdering people in the dark, this is due to the fact that the light from the               camera makes him block it out with his hand, and also his hand is covered in blood.
    Impact On The Audience: This gives evidence for the audience as the shots before this are of dead bodies covered in blood, almost like a trail of carnage,     however this shot helps to confirm the viewers suspicions.

8. Timecode: [09:04]
    Technique Used: Point Of View Shot
    What Is This Used For?: This is used to portray the point in the film where the characters turn on the film crew.
    Impact On The Audience: This is part of the twist in the film and also how it ends so the audience could be in shock about the twist as they kill the film         crew.

9. Timecode: [05:16]
    Technique Used: Jump Cut
    What Is This Used For?: This is to show how ruthless the killer is perhaps, or it is used just to speed up time when the character is getting the body out of     the closet.
    Impact On The Audience: Hard to notice at first watch so the audience may not even see this jump cut.

10. Timecode: [01:14 - 01:49]
    Technique Used: Screen Time
    What Is This Used For?: Used to show the characters and their actions
    Impact On The Audience: Helps the viewer to follow their journey and see what they are doing, this could perhaps unsettle the viewer as they could think       the characters actions are strange.

Also important to note that both characters are in parallel with each-other with one on the left and the other on the right hand side. 

Editing Questions

1. How do you speed up a bit of footage?

2. Using the keyboard, how do you jump from the beginning of the clip to the end of it?

3. How do you re-arrange an image in the premier pro?

4. How do you make a zoom on a piece of footage?

5. How do you make a moving blur effect and have it return to normal? (slide from one side to the other)

TV AD Production Diary

Group -
Our group for this assignment consists of 3 members including myself. 2 out of the 3 of us had the idea of re-branding P.G. Tips for a younger audience, whereas the other group member had an idea to re-brand Lipton iced tea also for a younger audience.

Product -
We chose to run with making an advert for P.G. Tips, this was because our ideas where almost the same in terms of a re-branding strategy. This would prove useful for when we came to make our story boards for the advertisement.

Idea -
Our idea was to re-brand P.G. Tips to a younger audience making use of displaying it as an energy drink. This was an interesting idea as energy drinks normally contain ingredients that are considered bad and unhealthy for regular usage. Another point to make is that we asked the class if anyone drinks a cuppa tea in the morning before they start the day at college, we found that a majority did, proving that the drink helps people wake up in the morning.  Our idea consisted of all of our input, however the majority of the idea came from me. We wish to help sell the drink as an alternative to the mainstream energy drinks such as "Monster" and "Red Bull" for example as this is a pretty big market to reach for.

Process -
This will see fast cuts and a quick presentation helping to convey the idea that P.G. Tips can be used as a "jump-start" type of drink, giving off the energy needed for a full day of activity. The process will show a "day in the life" type scenario in which the character wakes up tired and lifeless but then makes and drinks a refreshing cup of P.G Tips tea and feels alive and energetic. This will be done by shooting a few scenes inside a house possibly to show the character getting up. The rest of the production will take place inside college making use of its facilities. One facility that we will be using will be the gym for a short work out scene within the ad.

Pre-production -
Overall the Pre-Production work went well, we managed to get all the necessary paper work together in order to shoot at the various locations we needed. In addition all the forms were completed on time to meet the deadline that was set. Our group worked well as we assigned different parts of paperwork to each-other to ensure that we would complete it on time. Deciding on locations was quick and easy as we had pretty much the same idea in terms places to shoot our advertisement. Storyboarding was a bit challenging in some areas as we had to discuss about how certain shots would look within the advertisement and where was the best place in the location to get a good shot. In addition the drawings took the longest as no one in the group was an artist, so these took time to construct.


Production -
The shoot went well and was done quicker than we expected, apart from a few shots that needed re-shooting due to continuity errors and some not fitting our idea for the advertisement. The only real problem we encountered during the shoot was the Gym part. This was because at one point there were many people using the facility so we couldnt shoot and had to wait and come back a little while later. In addition some re-shoots were required as we entered the editing process. This was becuase we noticed some errors with the continuity towards the end of the advert, this meant we had to change our location for the ending part to fit with the rest of the ad.


Post-production -
The editing part of the production went well because the whole group had a very clear idea of what we wanted to make. This meant we were able to edit the basic flow of the advert quickly leaving us plenty of time to add in a cohesive soundtrack that would go with the last few shots to help end the advert in the correct way we wanted. Getting sound for the advert was easy as we all had the same idea for the ad in the group. I made the soundtrack using some music software at home while also having an export of the unfinished advert to help me make it. We did however have some technical problems during editing that wasted a small amount of time, this was mostly down to having the files we needed in the wrong folders which made it hard for Premier pro to find them when we re opened the project, however we managed to fix this towards the end of the editing process.

Pre Production Paper Work (P.G Tips advert)