Critical approaches 4

Responses to Media Products:

Codes/Conventions and Genre Characteristics:
For looking at all four of these types in responses I have chosen Ace Ventura to look at because it has a huge comical aspect that I believe could be elaborated on. The reason Genre and Conventions go together is because various codes and conventions form the different genre characteristics, combining them. The reason why Ace Ventura Pet Detective is such an extensive comedy is because of its constant joke use that was integrated into the scripts. As well as stage directions. Given directly from Ace Ventura himself Jim Carrey who gave across all of this perfectly.

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Throughout this it has multiple skits and phrases that have made an impact to what goes on to this very day and age, for example the "like a glove" scene which you can see in the video below, it was something hilarious that changed peoples views on history just through a simple line.

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The reason why there are two videos are because these are two movies but they try to mimic the scene but with a slight different way. Looking at use of music in this they go with its not catchy however it is light and up beat, it is in sync with the video, both videos a type of "badass" role model music. it gives the perfect hint to action movies where it has car chase scenes or other action moments that will build up momentum. Finishing off with the costume design and intentions behind a character in a film. As you can see in the second video the man on the left is dressed in full jungle venturing gear which explains this person, he is cautious, smart, not adventurous and maybe new to the jungle reality. Whereas if you look at Ace, the person on the right, he is driving recklessly he is dressed as though he is on vacation. His costume affects what the persons actions might revolve around, from looking at him we might think that he does not have much care, no worries, possibly not the smartest, but still funny of course.

Mise en Scene:
Mise en Scene originally was formed in theatre, but in the briefest description it simply means "Staging a scene through artful arrangements of actors, scenery, lighting, and props." basically this means all of what we see, what the audience will see in the film. Achieving a specific intended design in a movie is of course the production designers job, alternatively this is a background fill to an actor, to support their emotion or location in which makes the film what it is. In scenes you might not completely notice but it is noticeable in a way throughout various camera angles on the actors.

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Picking up on what was said above, the actor will undergo an excessive amount of makeup to express the emotions of the actor, with of course the actors actually showing their emotions. These days an apparent legend film scholar Barry King elaborated more on his theory through the different types of typical actors, these actors being impersonation, technical or personification. Many people would categorise Jim Carrey as a technical actor because he focuses on details. These details will be of a physical trait. As you study the person you discover more that even through other films and film roles that Jim Carrey has covered that he wil add that hint of over the top to the film, add the comical humour the audience need, take away from bad backgrounds and focus to him.

Narrative Structure:
This story may have a very mislead or confusing story because of its huge comical aspect to it, but it is considered an old movie so its referencing is outdated and goes off of its own humour which means it has its very own narrative structure to tell the story, the locations, the people, the characteristics and of course the whole protagonist/antagonist situation in the story is what concludes to how the narrative structure is formed. When we look at the structure of this movie and the second movie that Jim Carrey starred in has actually been repeated twice, the second movie is a duplicate of what the first movie but it basically has different locations, intro, and characters.

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Analyzing the structure, in the very first shot of the film you can see Ace Ventura is walking and the camera pans up to reveal his face and showing that he is carrying a package, then within the editing process its cut to a panning shot of him walking through the street still with the package. Distinctively, this shows that this scene is still one besides the cut, its still the same setting, characters, location, theme etc. Elaborating back to the story though, a detetive that looks to have a speciality in dealing with pets and finding them or what happened to them hence the name pet detective. But with spoiling this, a pet detective has a big case and as he progresses more through the case he finds out that it is actually someone on his side, this is where the twist comes into play with the humiliating ending of finding out about the police chief.

Representation:
Representation of a film can be seen in many directions some bad some good, but the representation of Ace Ventura(film not detective) gets represented as that movie you would laugh at a lot because the main character is clumsy, its about him and his humour and mockery that happens throughout the story. You would never think that at first looking at Ace Ventura in the opening scene he would accomplish great things and become a legend type of figure. In the beginning you feel this sense of misguidance to the actual purpose of the film.

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If we look at the representation of the trailer, considering that this was of 1994 you have the impact that this film is a mock of James Bond, or other action films but in fairness it is based around a one of a kind detective that you don't see every day, that you don't see in those action movies where they assassinate someone, he is a pet detective. Even though they used most of their best  jokes and gags in the trailer you still get the feeling there is more for the film to offer, as though it was entirely churned out of jokes and gags and innuendoes. Showing a characteristic to Ace would be the fact he shares a personality with animals, making it as though they are one with him, which makes this film interesting and shows how much of a positive impact this can have.

Critical Approaches 3

Audience Responses to Media Products
First and Third Person Shooters
All games have a very specific standing point of view where they are cast from, a first person shooter is a type of action video game that is played from the first person perspective. First person is a direct view from the subjects eyes, for example all humans are first perspective in their own way because it is how we operate, having this in a video game gives the effect that you are actually present inside the game and playing as yourself. You may not see your body when you look down on most games unless its Halo or Battlefield but you will get a real feel for it through the arms that will appear on your screen.

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If you use Battlefield as an example it has different modes, it has Multiplayer, Singleplayer, and integrated into the multiplayer is a type of commanders operation. Single players acts as giving a story where you play through as a specific character and experiencing everything that war has to give, losing friends, gaining enemies, etc. In Singleplayer you simply take on AI so you will be matched against a computer that is skilled on various levels. However Multiplayer acts as a more objective game where your matched with people from all over the world, so it can be extremely bias sometimes. Taking into consideratio audience theories will be acted out more through the combat aspect to a first person shooter, e.g aiming down scopes or through tank barrels.

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Third person does have the same intentions as first person but they focus more on what is around you, see your surroundings, see whats on you, whats on your back and all the way around you. Initally so you can see everything that the character has and doesnt have, whereas first person can be seen as being pretty limited to what they can see.

Passive and Active Audiences
Passive and active audiences theory is self explanitory it the theory behind a passive and an active audience, a passive audience is where they do not engage in the media, they just accept what happens in it or goes on with it. You will find that a passive audience is easier to manipulate they act as a type of sheep to the media industry, for example the Sun is a great lead to people, they provide content which is sometimes or mostly always false depending how bias you are on them and people just follow it and believe it. 

Active audiences on the other hand are very different, they like to take action, react to it, respond, give feedback, give complaints etc. they engage in the product or subject and make them "active" to it. They may make choices based upon new information and form their own opinions with their own knowledge of the subject, for example the game Grand Theft Auto comes to mind when we look at both audiences. Youtubers are a great example for an active audience because they create content around this game, whether its just funny moments or if its updates or opinions on what they want to see on the game.

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In the video above is an average GTA YouTuber who brings out content based around this game, it can vary from facts, hidden features, news, etc. in this video he interprets his side of what the game has gave for information and spreads it to YouTube as a whole whether he is wrong or not he is an active audience making responses to it. However the viewers of this video and the majority of the gaming community in GTA will be seen as a passive audience because they do not take action they just go off of what is given to them, this is where you could compare most people to parents who disapprove of this game and take action against it.

Hypodermic Needle Theory
The hypodermic needle theory has been tossed around from time to time but it is mostly known as the theory behind mass media messages getting injected directly into passive audience brains. This has been known to affect the audience directly triggering them to copy a violent act, this theory has had many questions to whether it actually had intentions that were serious enough to harm but it has had a series of limitations. This is also why parents believe that media influences their children, for example a game like Grand Theft Auto to affect their children even though it would be the parents fault for going against the age certificate.

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The video that affected the world leaving a huge panic because the audience believe the world had been invaded by aliens. At the time due to it being in 1938 they would of thought this was entirely possible and would take action against it or to not be near it. However in this day and age it would be a more doubted subject leaving less confusion and frustration to the world, this is a great example for hypodermic needle theory because the people who tuned into the broadcast halfway would of been injected directly with the message that martians were invading.

Gratifications Theory
The gratifications theory is an active audience that looks into how and something is done for that specific reason, in media it would be why and how we play the way that we do at video games. This theory doesnt actualy focus on how we are impacted it looks more to how we take this impact and what we do with it, for example how we react to it. For example how people would react to South Park, what would they disagree with? what is so innappropriate? where is the limit to it?

The chart above determines how the gratifications theory works, where the categories are for it. What would self-esteem come under? confidence, achievement etc. In gaming this would look into how this game may help a persons confidence, how they benefit and achieve from it. There are of course other categories such as love and safety, safety is more for privacy and social status whereas love is more friendship and sense of connection to others.


Audience Responses
Since all the theories have been looked at in full detail it is best to move onto the responses, all audiences can respond in different ways whether they are passive or active, in the gaming industry audience responses can be very important and based on many factors, a main factor would be that games are there for leisure and pleasure, to be there after a long day, or just their on the side when you are bored. You can do a variety of things whether its using it to be sociable or just achieve something on your own. Sometimes we use video games to take away from reality, to escape in a way and have our own world of freedom.

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Another way we can look at audience responses is through reaction videos, because this is taking a distinctive audience response to a video or subject and making another type of video displaying it to a variety of audiences globally through YouTube, this can show different emotions from the audience it could show rage, anger, sadness, happiness, laughter and much more, just by looking at the thumbnail you can already see the person is showing confusion and maybe disgust.


Audience Interpretation
Focusing more on gender and age in this specific category interpretation can be taken on so many different levels, if we take one of the biggest examples possible, youth and video game violence, it can be interpreted differently because however games may have an age rating an parents to not care for them younger people can interpret in a different way because they do not fuly know right from wrong, for example there has been multiple murders just by children who have apparently been afflicted with video game violence such as Grand Theft Auto.

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However if we look at adults at this day and age you rarely see them committing murders due to their activity around video games, this has always been a spike of concern in parents because they can be more easily manipulated within gaming and all different types of media because they will believe a lot more than we do. Moving back to interpretation, religions all interpret differently because some have laws against certain things so when someone from a different religion takes a video game and plays it say killer nuns or something, this will cause quite an impact to the religion and they could interpret it the wrong way. It all depends on how the media or product could impact the person.

End of Unit

Video Installation Theory

Video Installation

Video installation is actually one of many types and forms of art, art comes in all different shapes and sizes whether its digitally or not, but video installation is the form of video mapping and other variables to of course, do with video.  In video installation its defined by "its a contemporary art form that combines technology with installation art, making use of all aspects of the surrounding environment to affect the audience." This was mentioned by: Link

On the other hand the installation art has not been mentioned so we don't completely know what it is meant by video installation, installation art is the artistic use of three-dimensional works that often transform the perception of space at which we see. For example if you took a building and a projector, placed a clip inside a program such as VPT7 then using certain techniques to emit it from the projector to the wall would be a type of installation, matter of fact it would be video installation.

VPT7

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VPT7 is one of many various projecting programs used for video installations and other subjects such as a meeting or something where you want fully customizable options of placing and modifying clips and layers. In the picture below you can see a screenshot of the application itself being used, the red boxes are obvious because they tell you everything in clear red text, for example the layers of course is where you can see the layers text. The layers are numbered one to sixteen each can be turned on and off, this is simply done by making a new whole layer which then selecting the layer you need or want to use. Then on the layers panel that we can still see you click where it says OFF and select  a clip or image.

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Unfortunately VPT7 can be confusing occasionally, for example the importing of clips is a really big pain and will possibly turn you away from the program. When you first install VPT it will be extracted and installed to a distinctive folder of your choosing or the current one it is in. Once it is finished installing it will create multiple folders that will have subfolders, in one of the folders there will be a folder called "main project" or just "default project" in that will be a folder called Layers or Video. You simply place clips, and images in that folder and then it will read into the program. Unfortunately the screenshot above is outdated but it still gives the main features I have talked about. Displayed below is the more updated VPT:

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1024
1024 is a french projection company that focuses on projection mapping onto architecture, the company was originally formed by Francois Wunschel and Pierre Schneider, as mentioned by previous statements from 1024 this projection mapping company uses different architectural structures to create various links to space, sound, different tech, body, and art. For example 1024 attempts to find a link between space and art, this could be say a galaxy scene or anything related to it. They focus on having live audiences and record their reactions to give a better reality aspect

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In the video above is a great example of what 1024 is capable of, this is one of their most famous projects with 261,000 views unfortunately this is not the original video because Blogger doesnt allow importation of vimeo clips. In the original video found here 1:40 in you can see they are having the audience have interactions with the mapping, the video responds to wave sounds emitted from the microphone which will have been adapted in various programs and then one program adjusts the translation of the clip through the microphone.

Oskar and Gaspar
Oskar and Gaspar are a series of visual artists that instead of using buildings, use bodies, this is still projections mapping but with a different object, whereas buildings are simple because it can be a none rounded object, a face could be a lot more complex because rounding and masking onto the face could require a lot more skill and possibly different programs. In the video below is an example of what Oskar and Gaspar do in their work, once again these are not two select people they are a variation of people that are Portuguese.

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Its interesting what is capable with projectors and a small amount of facial makeup, as you can see in the video the models face changes to all different shapes inside his face line making it as though he is in different environments, going from war, to a video game, to having a beard, to having his face spin around and forming into thousands of different people including a map.

The Creators Project
Finally The Creators Project is a company that is actually quite famous for working alongside famous producers, clients, companies etc. such as Daft Punk. In 2009 Intel came to co-founding this company which you will find occasionally advertised. This company was mainly integrated into creating optical art to feature in pieces and trace movements of robots, the program used in some projects like this was AutoDesk Maya.

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In the picture there unfortunately is nothing to view so you have to click on the video location which is vimeo, The Creators Project not only are a company partnered with Intel but they also provide blog posts and news posts of recent and upcoming projects done with video mapping.


End of Blog

Critical Approaches AS2

Magazine Case Study

Official Xbox Magazine

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Xbox magazine is a gaming magazine that is owned by owned by Xbox who is owned by Microsoft worldwide, the main aspect to this magazine is to inform, entertain and persuade the audience or viewer of the magazine through different offers, deals etc. that Xbox has. It will often give new information to the audience on upcoming games, DLC, and much more. Since Microsoft is already a worldwide company they do not use the Immediate Media company which is basically a promoter of different brands, products etc. that will be delivered worldwide, however Microsoft is its own distributor and has selected stores, as well as various stores they pay to promote their products.

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The audience can be varied within each of these magazine's because it varies on games, and information. For example in the magazine above it is firstly showing that its going to present most information to do with the game "Evolve" However this may not be likely, occasionally Xbox likes to release a magazine with keeping updated games on the front cover so that the magazine stays "hip" Keeping to the audience as well can relate on the fonts and colours of a page, as you can see the Xbox One font consistently stays the same, you can tell from both pictures of the magazine  but with the lower part of the magazine the font has changed a slight bit. I would also like to point out the theme of the magazine the colours change depending on the subject of the cover, with Evolve its key colour is orange so Xbox has stuck with that colour as well making sure it does not vary off onto a different road.

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Different stories are selected during this magazine there is no main topic to discuss, its about discussing the upcoming games, the currently released games, the HOT games the popular ones on Xbox at the moment, and a bit of insight to the games. It does not just include stories though it can consist with competitions, offers, etc. Certain features would be facts about Xbox as well as giving varied tips to help anyone in a game for example in the magazine below it is about Halo so it will give information to the reader about the game, some secrets, some ratings of the game from other people such as on page 8 of the Halo Xbox One magazine "It's clear that 343 has learned a great deal from redeveloping the early Halo games for the Master Chief Collection"  The source is unknown but I believe xbox provided that quote, on the next page it presents you with a Trending section showing where everything is at between the Blue and Red team. You can download this magazine for your own personal view on it from here DOWNLOAD LINK 

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Codes and conventions
The header of any Xbox Magazine has always been clear and precise and out there. As mentioned previously the magazine uses one of the subjects they are going to include, on the magazine as well. To appeal more to the other audience(meaning people who are not interested in Halo Guardians) will be interested in The Elder Scrolls Online, The Witcher 3, Batman Arkham Knight, and GTA: Online so it is not leaving anyone out or pushing them away from buying the magazine they will still know what is going on in the magazine, what they should expect so they get their money's worth.

To what I was talking about in the above paragraph is believed as the term as featuring previews, you can see the previews in the bottom of the Halo magazine but can also see them in the background of the red spartan, essentially it is not giving away all the details making the audience want to read more on what is going on and how the magazine might help them.

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Technically Xbox does have a type of "Proof" cover to their Magazine, when I say this I mean it comes with a cover, the magazine comes in a protector that will prevent the magazine from being opened and will make it so you cannot get it wet. This is also a great method for other magazines where they give a special type of bonus to buying the magazine, for example when I bought a Skyrim Xbox magazine which gave me hints, tips and other information on the latest Skyrim DLC "Dawnguard" it gave me a concept book and a diary to the game, it came in handy when I played the game because I then knew what was going on which is another reason why the target audience might be intrigued to buy the magazine to receive this bonus loot. The good thing about Xbox magazine is when they do these types of offers they are exclusive to just the magazine, you cannot buy them from any other place(besides second hand).

Xbox do often receive complaints and reviews online but I cannot say Xbox magazine really receives them much. Microsoft have created a forum for the magazine section to their Xbox products where polls, questionnaires and surveys can be taken and then the producers will look at them and modify the magazine in various ways to suit audience and be less offensive if it has been deemed they are offensive.

Top Gear Magazine

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Moving on from Xbox One Magazine, we are now going to look at a completely different magazine, Top Gear. Top gear is a car and moto magazine that gives ultimate information from experts of their pick of cars, each of the magazines can vary weekly in different events, such as super cars, to sports classics. In the magazine above it is actually an "Ultimate garage" magazine which is a special one off. Unlike Xbox Top gear do not consist with some of the same events, obviously they are not going to feature the same car twice they take it to the next level go a car up or a car somewhere so extreme, but back to talking about the ultimate garage. The ultimate garage is a collection of top cars from the experts of Top Gear.

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Moving away from the experts a bit I would like to talk about the presentation of the magazine if you look in the magazine above you can tell a big difference from it if we compare it to the one below, as I have mentioned recently in the Xbox magazine that the title did not change at all or it only changed depending on the topic of the front cover, as you can see once again comparing the two magazines the title has only changed colour, also has had a rearrange of the BBC logo in the top left. The customization of the page does vary from time to time but you will see over time it stays the same for location:
Picture = Middle
Title/Header = Top
Description = Bottom
Top Gear keeps this consistency throughout each of their magazines but I would like to point out the picture has so much room for itself because of what is provided in it in the above magazine it is a few cars covered in snow and ice so for a start this will catch the audience thinking it has something to do with winter or ice, and then if you read the big bold title "SUPERCARS ON ICE!!" you then see what it is going to be about. Another thing to point out on is the big bold font, it is out there and has a stroke effect to make the readers know to look here first, where all the colour is at.

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To conclude to this section of Top Gear I'd like to mention the footer or header of each of the magazines. I'm not talking about the title, I mean the car in the top right of the two magazines above and below. This is where the Top Gear Show comes into it, Top Gear of course is a car and moto show that visits 3 presenters talking about cars and testing them. The reason for the header and the text in them is from the show, basically inside of the magazine will be a certain bonus item, like a link or code to a video for the purchaser of the magazine to view the video. For example below "TGTV is back! surrender your sundays exclusive series 22 preview inside!" This is giving a special preview to the next magazine of the series which is why I'd like to move further down the page to where it say's World Exclusive. Top Gear is a BBC based show which if you didn't already know is a UK based company, but how does the Magazine become exclusive? Through Immediate Media Company. Immediate has been mentioned recently where the company promotes other content worldwide making it possible for everyone to purchase the magazine in their local stores. A download link has been provided if you would like to view this world exclusive magazine DOWNLOAD LINK

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Codes and Conventions
Finishing off with the codes and conventions of the Top Gear magazine instantly looking at the header shows how different it can be to other magazines such as Xbox, it presents content to the audience in a specific and intriguing way that will persuade them to buy the magazine, for example the one I recently used has a great use of imagery, presenting the 3 Top Gear Producers kind of the heart and soul of the Top Gear Franchise. A feature of each magazine that has been made by Top Gear has various and interesting facts about cars, prices etc. It includes a vast amount of imagery and colours which we can also pick up on going along with the leading car the LaFerrari but I did not know that car was a Ferrari till I saw the clear logo and text above it.

With various other magazines there are usually pages at the back that contains different types of merchandise and references for the audience or reader to refer to later on or possibly join the Top Gear crew. This is a source of promotion and advertising within the entire company because it is using adverts in the magazine for itself.

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Top Gear magazine was not just formed over night, it had many retries to make it better, however the producers of the magazine did not receive personal opinions of the magazine online, they received ratings and figures. When I say this I simply mean when a Top Gear magazine is dispatched to various stores the stores will take down note of the sales, and then those figures will be returned to the producers so they can see how much of a sale they are making with them, then ratings can be made through YouTube videos or surveys on the web which is where producers will also go to receive feedback, I recently used a website called surveymonkey basically it gives me an option to create a questionnaire or survey for people to answer, I made an age group option, a gender, and a rating question for the users who took it. I came back with varied responses and you would find the more young 16-30 males prefer racing magazines and other magazines related.

Working to a Brief ♕

Working to a brief

Structure of briefs: 

contractual

This is a legal document which when created it goes between the client and producer because its
type a of contract that states everything in clear detail so that the producer of the product has a

clear view on the product they are meant to create. It will present objectives such as the deadline,

the product intended to be made, and other essentials such as the time constraints.

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However there will oftenly be a type of discussion between the client and producer where they
negotiate the brief, this will be before either of the two sign the document saying they agree to
it(which will be used against the producer later on if they do not follow the brief.) Signing the
document is important to both the client and producer, this does mean the client cannot change
the brief at all which will provide a type of protection to the producer, and the same visa versa if
there was any problems with the producer. This is essentially a ticket of protection if the client
mistreats you in a bad way but if you have signed it and you are not happy with anything in the
brief you must negotiate it before it is signed.

negotiated

Negotiated was mentioned previously in contractual but neither of these are the same, essentially
you can already guess what is wanted from a negotiated type, this means that the client will be
expecting some means of negotiating which can lead to it changing in various ways to fit the
clients standards and with the creation involvement of the producer. 

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In a means of the brief coming to the signing stage can be extensive. Since a brief needs to be
signed eventually to certify any accusations against the client or producer it can take some time to
sign it when negotiating because signing it means its done, no changing it that is how its meant to
be and how it will be. As I said it can take some time because obviously negotiating can always
change over and over with an open brief. You both still do have to stay within the legal
guidelines/requirements, there is no going against that because then both client and producer are
going to be in serious trouble.

formal

Contractual and Formal are very much alike in certain ways because it is straight to the point, gets
all the detail out there straight away making everything that the client would like very obvious as
thought its bold in detail and stands out. The difference between the two is that formal will use
standard English(or whatever correct grammatical language) basically it will not use slang and
small abbreviations. 

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This type of brief structure does not use the same legal standard which decreases certain
restrictions but will also still keep you in your place of not being sued since you will have signed
the brief. In the long run, for the production company and producer this means that the time
period and requirements will be easier and more focused, but with a downfall of not having their
own input on the creative process. 

informal

Informal is easy enough to say the opposite of formal, they're a bit more relaxing and chill, this
would simply be done with a client just writing it giving a task saying here when what where
why, using their own language, slang, dialect etc. Negotiating will most likely be incorporated
into the brief but still thats not a certain thing.

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When we compare informal to formal it is pretty obvious of the factors, formal is more
professional and laid out well and literally but informal won't be. Yes informal will still include
all the points to be precise but it will be to the client's standard, so if they are illiterate that will be
based on the client. As well as it being to the tone of the client production companies might find it
easier and more understanding to be on an informal, normal level with the client so that both are
"down to earth" with the production.

commission

Commission can be complicated to break down and describe but basically this involves the client
approaching a company or team and gives them the details of what they want out of a product, the
team will have already hopefully had proposals prepared and other facts, but mainly the client just
has to say I want this done, here go do it find a production team to do it for me.

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Commissioners is where commission comes into the brief, a commissioner will oversee the
process of the product that the client wants and makes certain that it actually happens as often
production companies can go off and do their own work in the process incorporating it, but
commissioners are basically officers of the client making sure everyone is in line with the
production and not going off the rails.

tender

Tender briefs have a great involvement of the legal tender statement. In a tender brief you usually
will want to get money from the client and benefit yourself or your production company in the
long run, clients of course either advertise for a product to be made and you seek them out or they
come to you and you respond, but tender will always be about the benefits of the money from
doing this production.

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You will not find that clients will come to people though if it includes tender, because the client is
basically offering money out for someone to come to them, read the brief and pitch an idea to the
client, several companies will of pitched ideas and the client will then decide which one is  the
best and deserves the money to create their product. MoFilm would be a great example because
they are a type of commissioner company that distributes briefs out for people to look at and pitch
and then make, and in return for the best product they get a cash prize.

cooperative

Cooperative of course is the involvement is working alongside someone to produce a product, this
can vary with possibly a distribution company or a fellow more experienced production company
in certain areas, for example you did the filming and another company did the visual fx. 

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Since you may be working with another company this is a great option to negotiate around
pitching different ideas and solutions that both may come up with because opinions could be
different, when working however it might be problem because one company might not like the
product outcome but the other does. This will rely down to the brief and negotiation with the
client because it is their product. This will mean that both companies can combine to have a
bigger more varied creation process to suit the client.

competition

Competetion can always relate back to tender briefs because various companies will compete
with each other to produce the perfect and ideal pitch to  a client. But the difference here is that is
not always about the money, there can be more beneficial standards such as reputation. Oftenly
competitions will be left to smaller companies.

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MoFilm is actually another great example for this, they do use money but that is not what I am
aiming to focus on, MoFilm receives briefs from plenty of companies such as Netflix, Polo, etc.
and they put together a type of competition handing out the brief they receive and then have
different companies enrol to do the brief, to pitch, and produce and after that all the products will
be viewed by the client and decided, then that winning production team will earn a cash prize. But
in other cases people will do it for reputation or places somewhere higher up such as Hollywood.

Reading a brief

Whenever you read a brief you have to consider up to 7 key points throughout the brief that you WILL NEED. These points are:

•     Background
•     Target Audience
•     What the client wants
•     Tone
•     Length
•     Creative Mandatories

The reason we have these you will see in the picture below. The background gives you a feel of
where the client is coming from, where they have been over the months/years, what they have
accomplished, a little background story to satisfy you for knowing where to come from to make it
look as though this product was meant for this company. The target audience of the brief of
course is who are we intending this product for? What will we aim for them to see, to we want old
people who like cups of tea? No we want the younger generation in the teens up to 30 who like
energy drinks.

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You can see the insight section but that is sometimes irrelevant, its just clarifying in more detail

what they want. Now moving onto what the client wants that section gives all the detail, on well

of course what they want. Do they want it to be all about the Mountain Dew? No they want a

documentary style film that "highlights people who found and acted on an opportunity others

didnt recognise" When reading a brief you need to recognise what the client wants, because in the

long run if you don't pay attention and don't negotiate your in trouble with the client and can be

sued. Which will be very bad on your reputation.

The tone, will it be chirpy? happy? young? or will it be dark gloomy and sad. Basically you need

to know what the theme of the brief is. The length and usage is self explanatory, what is the

length of the product 30 seconds or 30 minutes. Now creative mandatories are not always in

briefs but when they are they are extremely important to follow because the act as a type of

restrictions statement, if you get this wrong the client will not at all be pleased with you. 

Negotiating the brief

Consultation with client

Negotiation has recently been discussed at the beginning, its a means of talking to the client and
working out different possibilities with the brief. When you consult with a client you need to see
their views as whole and try to tweak them to a higher standard at which it will benefit the client,
not benefit you. This product is not being made for you it is being made for the client, but if you
do not agree with the brief there is always possibilities of negotiation to change it.

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When negotiating it is almost impossible for you to negotiate a difference in the fee and budget
because the client believe that this is the exact amount worth of their own money to create this
product, if you don't agree with them they may go find another company to create a product with
them, but when you do negotiate a fee you must consist of valid points that will point out this is
what it would be worth and how much work is going into the product.

Degree of discretion in interpreting brief

Now this is a very key subject on a brief. There are thousands example up in Hollywood between
a movie company and actors, yes that is right its the secrecy of the product. Netflix on MoFilm
asked for their to be full discretion for the process of creating a product for them because they did
not want any spoilers or false accusations to go out against them.

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It is important to follow rules of this when interpreting a brief because if you step out of line in

the slightest way you are going to face a serious lawsuit from the client and possible setbacks for

the client itself. No one wants to hire someone who is not discreet about their product, after all it

is their product not yours you are making it they came up with it and need it for their business. 

Constraints

Legal

Creative Commons

Creative commons is an organisation that does not gain any profits that's why its put up as a non-profit

organisation. It specializes in providing ways to share peoples work with others so they can improve on it by

getting help from others but also keeping it theirs so it cant be stolen or used by anyone else without

permission. Creative commons' license does benefit quite well because you can decide on terms to share

your work for others to work on and maybe improve it but you will still be credited for it so you can see it go

in the way you would like. For example if you created a clip of something that everyone wants, under a

creative commons license they can use the work but you will still benefit from it and they wont get sued.

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Libel Law

Libel law is a type of law that keeps the reputation of a person healthy and true. This law can be broken by

broadcasting or publishing that isn't true and can ruin the reputation of a person, doing so can cause a lot of

public disgrace and hatred to the person(s) affected by this broadcast or publishment. This can be quite a

serious matter as some public might target the person and could potentially kill or harm the person. If the

publishment is false, not 100% true, and can be proven that its not right by the accused person then the

publisher can face some serious penalties.

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The editor of a publisher has to be very careful with how the statement is represented because if it is taken

in the wrong way it can be taken out of context and rumours could be spread on social networking sites

such as facebook and twitter. If Libel law is not taken into consideration and its broken then you could face

penalties such as jail time, loss of your job and anyone who was involved with the publishment, and most of

the time a fine of a certain amount of money.

Privacy Law

The role of this law is to keep the confidentiality of  a person to a full extent. This means that a person has

a legal right to not get spied on and has the ability to keep things privately, the privacy law can vary from

spying on someone to sharing details about them, if this person does not give conformation of being able to

share things and wants it to be kept secret then that person has a right to.

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This act kind of relates to the secrets act because they have a right to privacy and stuff being kept secret. If

a producer leaked footage of say a celebrity with cheating on someone or with another person like a

girlfriend etc. then that person has a right of privacy as you can not invade their personal life and leak it, you

will be shut down as you do not want the same to happen to you.

Obscene Publications Act 1959

This law is an act that prevents people from publishing rude content that could corrupt viewers, these can

vary from sexual abuse to torture. This act makes sure that none of this is released, the punishment for

releasing content like this is similar to the other acts and laws. Jail time and fines. This act is the reason

that we do not face concerned parents saying how their kids are learning and seeing rude things, objects,

content that would or might offend or corrupt the children's minds.

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This act does have one kind of exception, in this case science. As science teaches us about the areas of

the body and how everything, functions and other sorts of content. This act has made a main impact to the

film industry and other media industries. Also most publishing industries as they release a variety of content

on a daily basis which has a high risk of offending viewers, if rules and laws are not taken into mind

properly.

Copyright And Intellectual Property Law

Copyright is a legal right, it helps protect your work from being stolen or used without the permission of you

or the owner of the original piece. If somebody does use your work anywhere without your permission it is

against the law and classes as stealing, you get a choice, whether you want to take action and make them

pay for what they have believably stole or ignore it and let them carry on using it. You will know if a product

is copyright protected by a simple trademark. As told by Link: "A trademark can be a name , word, slogan,

design, symbol or other unique device that identifies a product or organisation." If you register a trademark in

a country like Japan, UK or US. The mark will only be protected in that country

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Official Secrets Act 1989

The Official Secrets Act is an act that makes it so everyone is legally allowed to keep secrets, including

higher ranking secrets such as government secrets. It also states that you can not publish these secrets,

for example if someone published that the government had reasons for killing thousands in a certain areas, if

this was published it would create a lot of feud throughout the world and could kill people in the process. If

you break this law you will face consequences, consequences such as jail time for 5 years or more,

depending how crucial the secret was.

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If you were a producer your content would have to not be under the official secrets act or you will be shut

down, information such as leaks of agencies, governments etc. This act originally replaced the Official

Secrets act of 1911, this act is similar to the 1989 act but more confidential with what can be published or

leaked to others without breaking the law.

Health And Safety Act

The health and safety act applies to all media industries based in the UK, the reason for this act is so it

saves lives and kind of help the profit of a film. The reason I say film is because without health and safety a

movie will have a 90% chance of crashing down from killing someone on set. Which is why productions

need to take a risk assessment before doing any work, so they ensure the risks and how likely they are to 

happen and if they need to be contained.

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This act makes sure that everything has been carried out carefully, and will not take lives or give injuries to

people and equipment. Yes, the health and safety act ensures that equipment is to be kept in good

condition. To make sure its handled and transported safely and has no risk of getting broken during a

production.

Ethical

Regulatory

BBFCBritish Board of Film ClassificationThe BBFC is a film classification that was formed in 1912 but was not called this at the time. At the time it was founded it was called British Board of Film Censors. This non-governmental organisation is responsible for the classification and censorship of film inside of the UK. Censorship is a type of mute filter within TV shows and movies. that mutes swearing, for example in a movie some people swear with words such as "shit" and "fuck" but with this filter over the swear is just a bleep, so people know the person is swearing but it makes it more friendly and less offensive. The classification is also known as an age certificate. An age certificate is something that certifies which age this is suitable for and intended for.

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The BBFC brings a huge impact to the media industry, giving censorship and classification which gives a

variety of audience ranges.

OFCOM

Office of Communications

Ofcom is the "government-approved" authority of broadcasting. This means that they control what is and

isn't published in the media industry, radio, shows etc. Ofcom have quite the big role in the media industry

because they have to be really careful at what does and doesn't get. The reason for Ofcom being in such a

role is because it has to represent the citizens and their views on the industry, it protects them from content

that may offend or harm the audience.

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PCC

The press complaints commission

The PCC is actually a voluntary regulatory body for newspapers, however this regulatory body was closed

due to the criticism for its lack of action in the News of the World phone hacking affair. I can not say much

about this regulatory body as it is closed and has been replaced by the IPSO.

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ASA

Advertising standards authority

The ASA are an organisation that regulates the advertising part of the media industry. They investigate and

take action from complaints made about the adverts. The ASA have a specific code that makes publishing

of an advert not contain bad content or false advertising, this code is what makes adverts available and

suitable to the media industry.

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IPSO

Independent Press Standards Organisation

The IPSO has the same role as the PCC and that is to handle complaints that are given about shows, radio

etc. and then take action. The IPSO basically handles all the complaints that are given and then take

actions. They regulate newspapers, radio broadcasts, tv shows, and many more publications. They are the

main reason nothing rude has been published in newspapers and magazines, they make sure that the public

and community stays sane and not have rude things like sex and other inappropriate things.

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Fees

I have previously mentioned the negotiation of fees towards a brief, you almost can't
negotiate fees there will always be a set fee in place but companies will often try to work
around that with the professional, oftenly in business if you have a more professional bound
to have a great outcome type of company then you will want to go for them and pay the
extra money because they will most likely come up with something more creative.

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But if your wanting something such as an advertisement of 5 seconds you might want to go
small and not be bothered about what is in it and who has created it because you are just
looking for a type of publicity. But negotiating a fee if possible is always essential and a
must need to pay attention to because clients will often try to sneak them out of the brief so
they don't have to spend much. Then you are left there with no money and a brief you have
to pay for.

Opportunities:

Opportunities can be varied from time to time but they will frequently pop up if your reputation
exceeds you, opportunities will require different formalities and production methods they will
also come with different types of briefs which is why you have to look out at which they are and
remember to negotiate the brief if there are any issues.

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You need to have clear and full knowledge of what you are doing because if it is racist or sexist
you will not only get the client in trouble but you will also find yourself in trouble. The client will
be worse off if it was their idea but you will be known as the company that helped the possible
next KKK