Shutterzoom

This is the shutterzoom. It is achieved by setting the shutter speed on your camera at a lower than average speed (below 1/30), zoom in and focus on a subject on manual and as you take press the button to take a photo, quickly zoom out. In the end you should get this desired effect.

I chose to demonstrate this technique by going to the 6th floor of the college and looking down over the barrier. I thought this would be good because this technique is usually used to create a shock factor and in the image above, I think it would make the viewer fell like they are falling. The settings on my camera were set at ISO 100, aperture at its lowest and my shutterspeed 1/15. With these I took the photo and quickly zoomed out.

Character Profiles

Pineapple the Duck is a regular orange and yellow, mindless, easy target duck. He minds his own business but terrible things happen to him. He has lost all facial emotions, he is numb to the world.

However in an alternate universe, he is a very prestigious art critic and Xavier's harsh art dealer. In both universes, him and Xavier have a complicated relationship, I suppose its destiny.

This is Xavier the Dog, in the original universe he is just a brainless green dog that seems to attack a particular yellow and orange duck every time he goes out for a walk.

In the alternate universe, he is a famous painter but he seems to have hit a bit of a block as his art dealer is coming to complain to him that he hasn't made any paintings recently and his sales have dropped. Xavier laughs and then sees a snail? No, a snake dressed as a snail...

The unknown God of dimensions. A snake who believes it is a snail for some reason. He doesn't do much apart from trudge on by across the screen and from time to time, attack the viewers so they can witness a new world they have no knowledge of. In the alternate universe, he carries a blue ball, why? Nobody knows.

Task 5

Audience Demographics

One of the most common ways of identifying a target audience is the socio-economic model.  Although this model has been in use for a very long time, it is still a useful tool in identifying a target audience. The basis for this system is level of earnings.  An AB audience, for example, is assumed to have more spending power than a CDE audience. 

A	Lawyers, doctors, scientists, managers of large-scale organisations – well paid professionals
B	Teachers, senior managers, some middle management – fairly well paid professionals (and very poorly paid teachers!)
C1	‘White collar’, junior management, bank clerks, nurses
C2	Skilled ‘blue collar’ workers such as electricians, plumbers, carpenters
D	Semi and unskilled manual workers such as drivers, post sorters
E	Students, the unemployed, pensioners

Audience profiling

There are many other ways that an audience can be segmented or profiled.  Whenever a TV advertiser is producing a commercial, they will always take care to identify the target audience as accurately as possible.  After all, if the audience is identified and targeted well, the product is likely to be successful!  That is why audience is considered a key consideration – because it is fundamental to the planning and shaping of an advertisement.

Audiences can be segmented in other ways as well as the socio-economic model above:

• Age
• Gender
• Demographic (where the audience live)
• Profiling (this is often done by advertisers to identify ‘types’ of consumers)
• Values, attitudes and lifestyles (in other words the types of products which are likely to appeal to those with these values, attitudes and lifestyles.

Watch a series of adverts and identify as accurately as possible the target audience for each, provide a link and give explanations to back up your conclusions about why the advert appeals to the specific demographic.

1 – O2’s ‘Live the Good Life’

https://www.youtube.com/watch?v=q5wnXT7Su7Q

In the advert, you see a cat is motivating a crowd of people to live the good life. The slogan is ‘Be More Dog’. I think the demographics range from B to C1 because when you look at the people in the crowd, they are generally older than what a new young intern is. Basically all of them are in, what appears to be, office work clothes. This is a room full of people who have hit their midlife crises in their early to late 30’s and O2 is taking advantage of that. How? By making O2 look more ‘hip’ and ‘fresh’. More active and motivated. Cats are generally seen as lazy and nothing exciting appears to happen to them, something the bored office white collar worker can relate to. By seeing this relatable talking cat that has reinvented itself, apparently, through O2 Priority, it helps to promote the product. At one point, a balding man jumps up out of his seat and rejoices the fact that he has downloaded O2 Priority on his phone. Another subject to relate to.

O2 Priority offers great deals such as having lunch for £1 or getting tickets before general release. People who are interested in this are either money conscious, parents who have kids that like concerts/gigs and generally just buy their love, or both. Or maybe they are childless and lead an uneventful life and they think “Oh, since I have O2 Priority, I might as well get these tickets to see this band I never heard off just to get out the house. Man, the mortgage for this place is killing me. Good thing I can eat a decent lunch for just £1”

2 - Zara Woman SS15

https://vimeo.com/1219011533

This is a campaign ad for the spring/summer collection for ZARA in 2015. In the video, you see that the girls all have dead straight hair as they dance awkwardly to drum and bass electronica. This ad is appealing to everyone in the fashionista world who are quirky and stoic just like the models used. Zara being a rather popular and seeming middle class amongst the high street, I imagine that the demographics of this ad are B/C.

The reason why I think this is because they are popular amongst the young and hip who happen to work in relatively  educated jobs. Another point would be the casual wear clothes look a bit like office clothes, but obviously, more casual. Their actual office clothes look like they could cut a man because they look so sharp.

Advert Presentation

Final Animation + Evaluation

So the characters are called Pineapple and Xavier, the dog being Xavier and the duck being Pineapple. The 'snail' (actually a snake that believes it is a snail) is unnamed as it is something akin to a God. The reason for this is because as it attacks the camera, it has the ability to transport to a different dimension, hence why suddenly everyone was wearing hats. It's a universe where the hat you are wearing is basically your identity.

I believe my animation went very well because I thought my characters were well made even with limiting resources to make them out of, others I have asked also thought the same thing. However I think I could have put more effort into making Xavier, who was originally a dinosaur. When I had to make the animation, I done it in about 3 days, each day I had to start at a different camera angle so I can make it look smooth because I couldn't reset the camera like how it was the day before, clearly this worked as people wasn't able to see where each new day started. This also adds to my variety of camera angles, making it a bit more interesting to watch.

During the editing, I had a completely different idea on what I wanted the sound effects to be but I didn't have much time to go and record my own sound effects, so I made do with what I could find and convert on youtube. I have this one song playing throughout the animation called "The World is a Wonderful Place", I thought it added more emphasis on how wonderfully odd this world is. In the opening, I originally wanted to use that famous space theme song but I don't know the name of it, so I used the sound of what comets apparently sound like. Being still space theme, it still done the job I wanted.

I think what could have made my animation better is if I did go and put the extra effort in making my own sound effects, especially for Pineapple. If I did, I could have really brought the character alive with the more emotional content of a real voice. I would have obviously made noises that could somehow relate to a duck in anyway, but could still convey emotional contents in it. Another thing that could have improved my animation is if I explained the backstory within the animation as well, as people I have shown who didn't know what the backstory was found it confusing but still entertaining. Although nobody didn't mention it, I thought Pineapple's voice during the argument between him and Xavier could have been more thought out, however, it is very hard to find angry duck noises on the internet even with how full of content it is. The reason for this is because I couldn't find anything more appropriate or long enough, so I had to repeat the audio I had already had.

All in all, my animation is smooth and entertaining for an amateur and it has a certain charm about it too.

Cutout Animation

A short cutout animation created by Malwina, Patrycja and I.

We created this by cutting out pictures from newspapers and arrange them in a way that we could make a story with no particular plot line.

Advert Evaluation

In order to make our adverts, we were assigned into groups of three, my group decided to do an advert on a skincare product called ‘Clinique Sonic System Purifying Cleansing Brush’.

Before we began to film, we were met with few difficulty already because our chosen actor wasn’t available on workdays and filming would happen outside of college, which brings me to another difficulty we faced, our actor didn’t go to the same college as us or anywhere near Paddington. Meaning that we had to film on the weekend instead. After we established a schedule, how and where we’re going to film, we had to gather our props.

Our props just consisted of two things, the product itself and a brown paper bag that was big enough to fit over someone’s head. I was tasked with retrieving such a thing, which proved more challenging than I first thought. In the end we went to Pret and got a large paper bag. Which was white. Because of this I went to the art rooms in college and asked if they had any brown parchment paper, third time lucky, I managed to get it in the end. I then wrapped the parchment paper around the Pret bag. Originally I was planning to turn the paper bag inside out but that proved to be the wrong idea as I would have ripped it.

Mainly Luna and myself done the editing, honestly, I had a completely vision to the advert and it didn't come out as I wanted to. Optimistically I would say "It went better than initially planned" but no. Although the final advert had some elements I wanted from my original vision, it was lacking. I think the problem was that neither me or Luna had the extensive knowledge in editing to pursue the ideal vision of the advert. There was also communication troubles between Luna and me as I was trying to explain what I wanted but I didn't know the name of it and then tried to explain the effect in different ways. It was futile. In the end, I just settled, just like how someone settles for someone because they let "The One" get away and they were getting too old (Ergh).

Below is the advert that I am not very happy with as I could see the potential but didn't pursue it hard enough, I shall do better next time.

Animation Timeline

Zoetrope - 1834

Created by William Horner who originally dubbed it the "Daedatelum" or "The Wheel of the Devil", the Zoetrope is like a little cinema whose film doesn't last for more that a few seconds.

It creates a seemingly single image by blurring all the individual frames together. To begin this a strip of parchment is made with images with the stages of movement on them, frame by frame and this is then inserted within a cylinder, which you then spin. As the cylinder spins it has slits of which you peer into, as you continue to look into the cylinder through the slits, the images begin to blur together creating one image.

The reason why this works is because of something called "The Persistence of Vision". This is the length of time that the retina retains an image, meaning the impression of something that appears and reappears in front of us in a 10th of a second, it would seem to be continuous.

Edward James Muggeridge: late 1800's

A very well known English photographer for his pioneering work in photographic studies in motion. By the age of 20 he moved to America as a bookseller but then decided to head back to England again so he could pursue a profession in photography. In england he learnt a technique called 'wet-plate collodion' and he also patented two of his inventions as well. Learning everything he could on the subject of photography, he went to America again where his photography made him world-wide famous at that time. However he is known these days for his work in stop-motion animation, and his technique in doing it as well. He used different cameras to make these animations, making him a cinematic figure in history.

First animated film created by J Stuart Blackton - 1906

Born on the 5th of January 1875 in Sheffield, England; his parents migrated to the United States when he was just 10. Having a natural talent for drawing, it found him a place at the New York World as a staff member whose job it was to write and draw regular illustrated features on personalities in the news at the time.

After his time as a regular appearance as a cartoonist in the company of a conjurer named Albert Smith, his performance at the New York World Sick Baby Fund Benefit Concert which was filmed by the Edison Company (1896), and in the same year making three films in Edison's Black Maria Studio. These three films were shown first at the Proctor's Pleasure place on September 12 1896, one of which made him famous as well as encouraging him to join the film business.

In 1906, Blackton made the first animated film called Humorous Phases of Funny Faces, which features himself on screen as the cartoonist who begins the life of his drawings. The camera technique he used was mainly stop-motion. To achieve the affects in his films, he would draw part of a figure, film the change, stop the camera, and then draw more to the figure and then film that. The result being the figure seemingly appearing piece by piece until it is complete. Although this was a long process, he was able to achieve the first animated film in history making him the father of American animated cartoons. Despite all his achievements, he died a poor man through a motorcar accident in Hollywood after he lost all his money in the stock market crash of 1929


Ladislas Starevich:1912

Starevich became well known for his career as a French stop-motionist and an author for this first puppet animated film. The technique he used was unique, other than stop-motion, he proceeded to use dead insects and taxidermy animals as the stars of his animations. in 1910 he became the director of the natural history museum in Kaunas, Lithuania. During his time there, he spent it making four short live action documentaries for the museum he directed.

His fifth film had recorded a battle between two stag beetles and this was when he realised that the stage lighting was too hot and would kill his beetles. His solved this problem by using stop-motion animation, but with dead beetles. He would manipulate them by attaching them to wire, essentially making puppets. His fifth film becoming famous, he then used the same technique to make another film called 'The Cameraman's Revenge' in 1912.

First animated character (Gertie the Dinosaur) created by Windsor McCay - 1914

Max Fleischer: Rotoscope 1914

Max Fleischer invented the Rotoscope and proceeded to make his first animation with it. By 1915, the invention had been patented, up until 1921 he produced his imaginative Inkwell animation films for Bray Studios. Having gained a reputation, he become producer for his two brothers in the Fleicher studios. The reason why he is an important figure in animation history is because of his invention which added fuel to the changing image of future animators





First animated film with synchronised sound 'Steamboat Willie', 1928

As well as being the first animated film with synchonised sound, it is also the first film with the famed Micky Mouse, this is what threw silent animation into obsolescence, throwing a new animation empire into the picture. Before all this, there was little to distinguish Disney from its competitors, facing bankruptcy, Walt Disney had to think of new ways to bring his company to the up and coming. Alan Crosland's 'The Jazz Singer' with its song and dialogue, Disney sensed that sound movies meant big business, hence, making 'Steamboat Willie'

Oliver Postgate

Oliver Postgate was an English puppeteer and animator. He created what children's programmes such as 'Pingwings'. He was made stage manager in 1957 and became successful after Alexander the Mouse where he was able to get a budget for his animation. With this budget, he was able to produce stop motion animations, one of his most famed ones is a Chinese story called 'The Journey to Master ho"

Aardman Animation

Most famous for 'Morph', the lovely claymation character from the 1970's, you can probably tell that Aardman is the birthplace of popular claymation animation. Since then they have made major blockbusters such as 'Wallace and Gromit' and 'Chicken Run', however, still keeping true to their roots, they continue to make children tv shows such as 'Shaun the sheep', which has also been turned into a movie as well.





First computer animation: Pixar's Toy story (1995)


The first every fully computer generated animation is Toy Story by Pixar. Instead of using 2D drawings on paper, they made a feature length animation film that using 3D modelling on the computer, and 3D drawing still being tedious to do then, it was an impressive feat.

Favourite Animation

One of my many favourite animation is Pixar's "Finding Nemo", to demonstrate why this is one of my favourites I shall show one of my favourite scenes from the movie.

"Finding Nemo" is a 3D computer animated feature film by Pixar. There is a variety of voices used throughout the characters. One of the characters being Bruce The Great White Shark and chums having heavy Australian accents, which seems fitting as the habitat that "Finding Nemo" is set in stretches from the "Great Barrier Reef" to Sydney's "Port Jackson". Of course being a blockbuster by pixar, the animation is very well structured with a variety of angle shots and camera movements being used at their disposal. Although the film contains Nemo's name, he hardly has an screen time compared to Merlin and Dory. Dory being the most favourite among viewers... Especially mine.

Despite being fish, they have some of the most expressive faces I have ever seen, another reason why this is one of my favourite animations of all time... So far.

Props for Advert

Our paper bag with the faces on.

Made detectable and maneuverable with magnetic tape

The face pieces, which also has magnetic tape at the back

Our makeshift window display, it was printed on four separate pieces of A4 paper, I cut them out and stuck they together so it would be bigger. The bottom left display isn't washed out, it was the lighting of the room when I took the photo

Our window display compared to an average A4 piece of paper.

Just a separate slide to introduce the idea of our advert story.

As recommend by Malwina Hill

An amateur photo set that displays how to use it step-by-step

As seen above is the storyboard, not as complete as it could be. Will be updated in the near future,