Page layout, design and structure (mini case study 'Barnardos')

Visual Literacy:

The elements of visual literacy included in a magazine or poster include a range of colors and tones, along with their characteristics and link to themes and genres. Also involved is the relationship between the colors, titles, subtitles, fonts and text boxes based upon their identity. Some textures for example can give the page the illusion of different tactility and perspective. The dominant texts are very often the biggest and boldest text on the entire page, that makes the main identity of the page stand out toward the reader. The main aim of most magazine front covers and posters is to represent the intriguing or desirable image and lifestyle of this new film, or product, which gets you involved in the narrative world. The other technique that promotional products use are conventions that the consumer will recognize, and as part of this, other topics and products related through other media must be designed to be familiar, recognizable, pleasing and safe.




Design:Dont waste money, just tell the viewer what they need to know, simple and to the point. Instead of placing the subject or focus of the photo in the middle of the frame, possitioning it at a third from the left, right, top or bottom makes a more intresting shot. Make the picture equally balanced,by using all three sections, (in this example of layout) each having the same amount of freedom within the frame. Our conventional reading path goes from top left to bottom right, and therefore, props used in a photo; for example, (Barnardo's -Belive in children) the spoon and its virtual possitioning leads the eye down the page onto the eyes of a baby that are horizontaly possitioned, and then to the slogon. The last thing the eye sees is the Barnardo's logo at the bottom right of the frame. Constuction like this is vital in really captivativating the viewers first impression and view of an image, wheather it be a poster or a front cover layout of a journal.

White space (a.k.a negative space) space not used by other visual elements becomes a visual element itself. Most designers use white space as it stops an image looking overly busy or cluttered. It can also be used to emphasise an image making it seem more isolated.
Extra-diegetic gaze: the use of the extra-diegetic gaze, or breaking the 'fourth wall' is not particulary unique in media products and advertisement, and refers to the the gaze of the subject on the audience, regognising the audiences precense and therefore balancing a power relationship with the audience. Most extra-diegetic gazes in print advertising are either identification or admiration. Most are reinforcing thier core message through challenging conventional aethetics of print advertising.

Research - Movie Posters

The movie poster is a crucial tool in getting our bums on cinema seats, offering a handy snapshot of a film's genre, cast and the likely giggle/weeping factor. Most do the job admirably - but Hollywood isn’t beyond throwing us the odd curveball to keep us on our toes. 

Author: Phil De Semylen. Title of page: '8 Blatantly Misleading Movie Posters'.

 Address: http://www.empireonline.com/features/misleading/movie/posters. Date of Publication: 2009. date of access: 12/12/09 

http://www.empireonline.com/features/misleading-movie-posters/default.asp

Focus group reaction to trailer for Avatar

In this focus group I asked several questions on the new official trailer for Avatar.

1) What do you think of the length of time, was it too long or too short?
2) What effect did the music have on you, did it captivate you even more, and did it suit the theme and genre of the trailer.
3) Was the text effective, did it persuade you to watch the film?
4) What was the most interesting camera angles/shots?
5) Overall what did you think of the trailer, what were the good and bad elements of the trailer?

Teasure trailer anlysis (Avatar)

Here is a teasure trailer for the new James Cameron Movie; Avatar. Enjoy#

Firstly, the opening shot attracts the audience straight into a close up shot of a pair eyes looking directly at the camera. This camera shot cuts straight onto telling us more about the main character and letting us into his disability with a focus shot of his hand on a wheelchair.

In terms of sound in the opening scene the music kicks in, in unison with the opening of the characters eyes, then the dialogue of a male addressing the person we see. This dialogue is crucial in feeding us information about the films narrative. The mise-en-scene of the opening shots include several quick shots of different locations. The movement goes from the image of the chair, to a busy office environment, where the shot then takes us onto an image of outer space, looking at a new environment because of the earth, parallel to an unfamiliar planet unknown to the audience. This shot is crucial in setting the tone and theme of the trailer. It also works in partnership with the voice over which states, "...a fresh start on a new world". The editing shots are slow and does not cause any form of excitement or tension as they all move in the same pace. These few techniques apply the image of an abnormal, unnatural environment.

Through the rest of the trailer there are four types of music. Each one takes the audience through several meanings, aspects and locations of the film, and each individual style of music takes us through several different emotions when watching it, not to mention the build up of intense feelings. The first selection of music is undoubtably a positive one, as it takes into Avatars unique utopia and the beautiful location of 'Pandora'. The positive setting then changes, not directly my the music but the dialogue first and then the music, that changes the theme and understanding of the trailer. From here on the music starts to build up tension along with the camera shots and editing frequency which becomes faster and more vigorous. The music changes theme to a more a serious tone, and holds the problematic narrative of the trailer or the twist in the story line. The third set of music actually changes tempo and it slows down but still holds its dangerous tone as the audience delve even deeper into winder contexts of the story line, which runs straight into the fourth set of music which returns to the fast past action type music with the heavy orchestral beats which are in sync with the actions of the images so everything is emphasised by the music as it moves in unison.

The way in which the trailer ends really leaves the audience on a cliff hanger as all the music and fast past editing builds up to the final image at the peak of the action after the large raise in dialogue, which in this is case is one of the Na'vi leaping in the air onto a flying animal surrounded by pure chaos of gunfire and explosions. This is followed by a sudden cut of of music and the title is then displayed in a very powerful and unique way.

The text throughout does nothing but strengthen the films image and power. The titles of top Hollywood movies all directed by James Cameron, in fast shots on after the other, is another way of building up excitement towards the end. The end texts are those of the director and the release date. The release date is important as it motivates the viewer to see the film after a deeply entertaining and captivating teaser trailer. It also gives you the Official Avatar website so that there are other ways of interacting and finding out more about the film or related interests.

In terms of stereotypes it provides the usual characteristics of the American. Personally, I see them in films as passionate, tough, fighting, aggressive characters. These characters could symbolize and hold links to a lot of people from different countries, especially the UK and their wars in Afghanistan.

Overall, this is a brilliantly presented teaser trailer, with dynamic and powerful music, combined with flawless images that has the ability to really captivate a large audience and a variety of film lovers.

Research - front cover analysis (Avatar)

This example I have found of a front cover image for "Empire" magazine, is a clear example of identity of product brand. One of the Na'vi characters that feature in the film is the main feature of this magazine besides the title of the film, with the directors name just above it. All these elements are clear and simple in portraying Avatar's unique identity. The use of the directors name being published on the front, is also a key concept of drawing certain audiences in, this would be fans of James Cameron and people familiar with his work.

Looking at the design aspects of this the image, the foreground image is really emphasized thanks to the solid black background. The focus point of the image are the eyes, as they hold the most vibrant colors. The subtitles on the page are out of the way of the main feature so they do not diminish the powerful image of the Na'vi in the centre.

http://ramascreen.com/wp-content/uploads/2009/08/AVATAR2.jpg

Research - Poster analysis (Avatar)

This is a unique poster that contains a great deal of similarities to the trailer and magazine cover. There are many familiar elements which are embodied in all three media. These include the instantly recognisible Na'vi character (which is a breakthrough in motion capture animation), the blue colour theme linking to the characters in the film, which is part of their identity. The font is similar in all three products and the name itself provides an easily recognisible brand name. The tagline at the top of the poster 'From the director of Titanic' draws viewers attention to an already successful feature, Titanic, and indeed the reknowned director James Cameron.

The image here also includes the film studios and production companies that made it, as well as a web link to the product website or websource.

http://www.iwatchstuff.com/2009/08/04/avatar-poster-neytiri.jpg

Research - Film Posters

Referenced a website, that held information on "The 100 Greatest Movie Posters".
site itself.   

Author: Candler, TC. Title of page: 'The 100 Greatest Movie Posters'. Address: http://www.tccandler.com/columns/100-greatest-movie-posters.htm.  Date of Publication: 2009. Date of access=13/12/09. 

http://www.tccandler.com/columns/100_greatest_movie_posters.htm

schedule - Deadlines

All research to be completed by January 29th.
All Planning to be completed by Febuary 26th.
Main Text to be completed by March 26th.
Ancillary Texts to be completed by April 9th.
Evaluation to be completed by 15th.

A2 Media - Advanced portfolio Checklist

Research and Planning:

• Primary and secondary research into similar products (both main and ancillary texts
• Research into target audiences for existing texts and for your own product.
• Research into new media being used (for example, iMovie, Sony A1E, Photoshop)
• Research into cross media advertising (combining more than one media)
  
  

Production:

• Outline initial idea
• Treatment (work title, format, synopsis, feasibility [how possible it is to create and complete]
• Research required
• Deadlines

Film/Television and Radio:

• Script
• Shot lists
• Storyboards
• Location research
• Costume sketches
• Lighting tests/test shots
• Call sheets
• Shooting schedule

Print:

• Draft outline of page layout
  Font tests (sixes and fonts)
• Sketches for photographs
• Shooting schedule for photography
• Draft articles
  

Evaluation:

• Screen shots of how I used technology throughout the brief
• Intergrated subject specific terminology
• Audience feedback (this should be sought during draft stages)