Unit 3&4 Essay

Introduction
My expectations for this Unit were to discover and learn more about animation and filming
techniques, I was hoping to especially learn how to go into editing and filming, it was
difficult at first but once I got the hang of it, it was quite simple, before going into filming
and editing we first had to do some research on the product or topic.

In our first lesson of Unit 3&4 we learnt what Demographic and Psychometrics mean, these
two terms are very important because they are used in advertising. Demographic is the age,
gender and income. A great example of a product that uses Demographics is Yorkie
chocolate, with the quote “It’s not for girl” this is a clear example of them using gender as a
marketing technique.

Demographics aren’t usually used anymore, the risk is losing customers over gender and sex
with being sexist, competitors may also try to use the same marketing techniques and
potentially take away customers, and companies may spend a lot of time researching one
demographic only to find out that their efforts were wasted on the wrong section of the
market, they focus more on Psychometrics. Psychometrics is more focused towards lifestyle,
family and sharing. A product that uses Psychometrics an example of this is Quality Streets,
they try target families and the idea of sharing the product.

For planning and preparing for are practical's we was told to do a lot of research on the
product we would be advertising, along with that we was told to plan out are adverts using
story boards, mind maps, and mood boards. A few issues that came across during the
process of planning was the lack of communication and not socialising and expressing ideas
to the teams, I think at the early stages of Unit 3&4 everyone was quiet shy and no one
really knew each other so most of us had trouble socialising with one another but as time
passed having to team up each week with a new product to film we slowly started to
communicate with one another.

I think this really helped with Unit 3&4 because once everyone was more comfortable and
settled in we was able to do better and better each time. When we all planned
collaboratively it was amazing because everyone was putting in all there ideas and thoughts
into the practical making work so much more easier and faster pace.
We divided are work by giving everyone a certain task so everyone was contributing to the
practical, for example I would be doing the script and the others would be doing something
else whether it be the mind map or mood board, this speeds up the prep and gets all the
tasks done, a quick example is the RedBull advert, I had the task of drawing a storyboard,
Cody was given the task to create a word document and to do some research on Redbull, Oli
had to make a mood board, Megan had to make a mind map and Aidan had to make a
script, this was great because it brought it all tasks together on time and so we was straight
ready to start filming!

I think assigning everyone to their own roles was brilliant because it gave everyone a chance
to show what they may be and may not be good at, this would address to everyone on what
strong roles everyone has at certain tasks, this was also good because it let others that
weren’t so confident learn from others and then to have ago themselves. During this Unit
we explored a verity of different types of technology and hardware, In the process of filming
I was able to use plenty of devise and hardware that would help us create are very own ad,
those being cameras, microphones, editing software’s, studio lights and green screens.
Throughout filming we encountered a few problems that we then had to overcome, one of
the major problems we came across was camera focus, with are Yorkie advert we had many
moment of the Yorkie bar continuously going out of focus on the camera, no matter where
we positioned or moved the Yorkie bar it would still go out focus, we solved this problem by
given the Yorkie bar a small stand using some of the spare play doh we used in the add also
zooming in on the Yorkie bar and put the camera at a better angle to focus more onto the
yorkie bar.

In conclusion Units 3&5 was a big impact in helping me learn about audiences, it helped me
understand how an advert has to appeal to certain people and audiences to get them
interested into buying the products, I learned and explored different types of technology
and equipment, it really is interested to learn about all these amazing different styles of
filming and animating, I hope to do more of this in the future.