1. UNIT 28:CORPORATE AND PROMOTIONAL
PROGRAMME PRODUCTION

2. ASSIGNMENT 1:
CODES & CONVENTIONS
You are to produce a case study on
‘Corporate Video Production’
Aimed at informing:
• Corporate and promotional programme production codes
• Conventions
• Styles
• Techniques and purposes
• Including detailed information, Illustration, hyperlinks of research and reference.

3. VIDEO AND AUDIO
TRANSITIONS
Video and audio transitions are usually used so the editing will flow
smoothly and so it doesn’t cut back and forth harshly. They can be used
to create a clear transition that is entertaining and informative to the
audience. Depending on the type of audience the video is aimed at, the
effect will differ depending on the type of transitions used.
The Madison Group have a corporate video that uses a wide variety of
transitions to keep the audience engaged throughout. These transitions
include visual and narrative information. The transitions occur within what
is present on the screen, I feel this made the video more engaging than
others. There is a small part in this video where faces of current
employees fall from the top of the frame and form the shape of a ball.
This is an extremely unique use of transitions, as they could have used a
much simpler effect.
https://www.youtube.com/watch?v=P2vM3AYbeuM&t=66s

4. LANGUAGE/SCRIPT
The language and script used in a corporate video show flow and be
consistent with the overall tone of the video. Depending on the context,
the videos target audience there should be specific terminology used that
relates to the company. However, in some cases, a corporate video may
have a script that acts as if the audience have never heard of the
company and they are being introduced to it for the first time.
In the corporate video for the Bank of Cardiff, the language/ script used is
of a very professional standard. The dialogue is clear and straight to the
point and the language used is very simple yet very sophisticated. This is
an accurate representation of the audience the video is aiming at.
https://www.youtube.com/watch?v=mwBggfAWLG0

5. SHOOTING TECHNIQUES
One of the major differences between an advert and a promotional video
is the difference in the duration of the video. A corporate video will be
considerably longer and therefore will need to have the audience
engaged throughout by using several different techniques.
The South Australia corporate video is extremely engaging as they have
a variety of many different shots. Unlike many other corporate videos,
this video does not use the same type of shot repetitively throughout.
This video consists of a variety of low and high angle shots, long shots,
medium shots and close up shots. This allows detail to be shown and
establishments to be shown. This video also consists of rhythmic editing
along to the soundtrack which also makes the video engaging to the
audience.
https://www.youtube.com/watch?v=vtFqMMjMSMc

6. VOICE OVER
A voice over in a corporate video is used to guide the audience through a
narrative and explain to the audience of what is included in the video.
The voice over reflects the language used in the video which reflects the
target audience. The tone of the voice and even the age of the voice is
extremely important within a voice over. For example if you are promoting
a family holiday resort, a younger voice over would be effective as it
would help appeal to the younger audience.
The corporate video for BMW The Next 100 Years is a relevant example
for this. For example the voice over is rather calm and sounds very
friendly and welcoming. The use of a more maturely aged man reflects
well on the target audience and will attract a similar audience. In this
video, BMW uses the voice over to inform the audience of they products
and how the customers can relate to them.
https://www.youtube.com/watch?v=iExzRqcvhsE

7. LOGO
The company logo is usually seen at the beginning and/or the end of the
corporate video. The logo is used so the audience can identify the
company. Apple is a perfect example of an important use of logos.
Throughout the apple corporate videos, the logo is always seen at the
beginning and/or the end. Also the logo is clearly displayed on the actual
phone therefore the audience knows immediately what company they
video is about.
The Sandy Balls corporate video displays their logo throughout the entire
video. Whether the logo is displayed discretely in the corner of the frame
of blasted boldly in the center of the frame, it is there to be seen almost at
all times. Similarly to most corporate videos, the logo is displayed at the
end along with contact details for customers to get in touch with.
https://www.youtube.com/watch?v=JEyKFkkcHAc

8. TITLES
Corporate videos uses titles when someone on screen is talking. For
example titles may be used in interviews, this title is used to tell us who
the person being interviewed is and what area of the business they are
relevant to. Titles can also be used to shape and style the overall video
while also reflecting the brand as well.
The corporate video by Why Choose KPMG demonstrates a unique use
of titles and adds a visual flare to the video. For example, instead of
identifying a person the titles are used to highlight certain words or
answers the person expresses. This is considered a unique selling point
that will benefit the company and be an effective way to create a happy
environment between customer and employee.
https://www.youtube.com/watch?v=vUt1aaLxLuY

9. UNIQUE SELLING POINT
The selling point in a commercial video is where the video will focus on a
specific selling point of the product. The different points make the product
a better competitor to other products out there that are similar.
Dollar Shave Club have a corporate video that uses humour to address
their audience while promoting their product. The video follows one man
who addresses the audience immediately while he walks through a
warehouse. Throughout the video the man is continuously moving while
looking directly into the camera. This allows the audience to feel as if he
is talking directly to you as a consumer while being informed about the
product and why it is worth spending money on it compared to other
brands that are already out there.
https://www.youtube.com/watch?v=ZUG9qYTJMsI

10. CUTAWAYS
Cutaways are shots that are present within the video that are typically
quite shot. They are commonly used within corporate videos alongside
the use of a voice over. This is done to help visually explain what is being
said and what the video is about as a whole. Cutaways are not always
just a standard/ basic shot, there is a large variety of ways they can be
used, for example tracking shots and establishing shots are ways
cutaways can be used. However this all depends on the context of the
video and the style.
A corporate video for South Australia uses cutaways to help promote a
range of different locations and activities that can be accessed while in
Australia. The use of cutaways in this video also help to break the
duration time of the video so the audience does not bore easily.
https://www.youtube.com/watch?v=vtFqMMjMSMc

11. INTERVIEWS
Interviews can be used to provide professional reviews and opinions to
the audience, the company is naturally going to reassure the audience
more than someone without knowledge on the company giving their
opinion. Not only are they meant to make the audience have a better
understanding of the product but they also make them interested so that
they will keep watching the video. This is the same if they use actors to
portray different situations where the product has helped them so a
connection is formed between the audience and the actor/character.
The video for the Samsung 840 EVO Solid State Drive has a concept that
is there to show different situations with different kinds of people, this is
so that that product can appeal to more than one person.
https://www.youtube.com/watch?v=-y3XuhMJQ28

12. MUSIC
The music in a corporate video is very important and it is one of the main
elements that will set the tone. The music is used to grasp the audience
from the start. In corporate videos the music is rarely loud and
overpowering, it is often soft and quiet so that dialogue can be easily
heard over top.
Flytech used music in their corporate video as the main element to
engage the audience. For example there is no voice over/ narrative in
their video, therefore the company used visuals to explain to the
audience about the product and about what is happening on screen. This
works well in the opening to the video where the video starts with a blank
screen. Due to the blank screen the soundtrack becomes more alert to
the audiences ears as this is what all of their focus is on, therefore grabs
their attention and draws them in.
https://www.youtube.com/watch?v=aJCW8H8VeDM

13. GRAPHICS
Graphics can be used for the main titles, to make it bold and eye catching
to the audience. A lot of the graphics can be seen towards the beginning
of the video. The term graphics is very broad and is open to interpretation
as there are many different types of graphics that can be used to promote
a different businesses from a creative viewpoint. Graphics in a corporate
video are usually accompanied by music or a voice over.
In the Veco corporate video, graphics are used at the start of the video. A
black and white drawing is used to introduce the company. Next it moves
the video into a live action, colour scene to show the jump in time. There
are also graphic title cards that are placed alongside products to either
highlight the product the company makes or to emphasise on a word or
phrase said.
https://www.youtube.com/watch?v=aGE7zao4UEA

14. ASSIGNMENT 2:
CURRENT PRACTICE
Analyse two or more different corporate promotional videos in detail and provide in depth:
• Research into current practice in corporate and promotional production eg
proposal, treatment, storyboard
• Identify the message being produced in each type of programme
• Identify the style and techniques of each type of programme (how they address the
audience, equipment used, approx budget, shots used etc)
• Research into the target audience for the programme
• Identify the current practice in technology used in the production of the programme,
eg SD, HD
• Identify legal and ethical issues that might arise when producing this programme
(privacy; libel; copyright; current law relating to, eg race relations, disability, obscenity)
Ethical issues: representation, eg race, gender, religion.
• Identify key issues to be considered when producing a corporate or promotional
programme, eg scheduling, health and safety
• Production practices: client liaison; ideas development; treatments; proposals;
storyboard; scripts; shooting

15. VIDEO 1
BMW
• This video is putting forth a message about how they have been there with you for the last
100 years and now they wish to continue to be there for the next 100 years.
• The video uses a wide variety of shots throughout, this keeps the audience engaged and
their eyes moving at all times. The variety is shot types is also to link the voice over with a
visual aspect of the video. In contrast to the first video, this video is a lot more high spirited
and swift paced as the company is trying to convey their message through both visuals and
words.
• The music in this video sets the tone to keep the audience interested and to smoothly
increase or decrease the pace to where the selling points need to be targeted the most.
• A successful aspect of this video is that there are a lot of representative moment and
diversity within both who they have representing as a brand and the produce that are
available to the consumer. It appeals to a much wider audience due to the brand being for
a more mature audience and a younger demographic wouldn’t be able to purchase the
products this company is offering.
URL:
HTTPS://WWW.YOUTUBE.COM/WATCH?V=IEXZRQCVHSE

16. VIDEO 2
Apple – Perspective
• In Apple’s promotional video the message the company is putting across is that their
product is something different to other similar existing products. When watching the
commercial video we see words such as “different”, “a whole new take”, “change things”
and “ a better way”. All of these words appearing on screen are relating to their products,
this infers that the products they are selling are unique to other and are something not
done before by other companies.
• This commercial video is very simplistic, it all takes place inside what seems to be a white,
empty warehouse style space. Inside these rooms are several optical illusions that distort
words which create their titles.
• The target audience for this commercial video, and the brand in general, is aimed at male
and females ages between 25 – 39. Despite the brand appealing to teenagers, this
commercial video is more sophisticated and professional which will appeal to working
adults. The apple brand is more popular in the south coast of England and London.
URL:
HTTPS://WWW.YOUTUBE.COM/WATCH?V=TJ1SDXBIJ8Y&T=13S