Reflection on practical work (the Shoot)

Before the starting shooting we created a storyboard where we included all relevant information such as mise en scene things, distances of camera and angles, details about characters and settings. Then we took relevant equipment: 2 cameras and 2 tripods. During the shooting we realized that we are not able to do work based on our storyboard and plans as there were some factors, which we overcame.

There were several factors, which affected our work. Firstly, we did not know how to use the tripod, so we waist our time on understanding how does it work. After several tries we just drop it and did not use it, because we did not have enough time as it was night and weather was very cold, as we were outside. Secondly, we wanted to take some photos inside McDonalds, however stuff did give us permission, so we had photos only outside. Thirdly, we specially went to Brighton in Thursday night, because we realized that there will be less people and no one will worry us, however, there were more people than we though and some strangers starred at us, so it made uncomfortable atmosphere. Lastly, we knew that at that time there might be not enough light, so we prepared to overcome such problem, however, in the reality it was much harder. There were natural light in the city from buildings and other things, but some times we did not know how to use it in proper way, that will create special effect that we wanted to achieve.

Our project differ from original material in changes of brand and context. However we did not change the message and main idea. We saved the concept of reliability of the product that serves consumers at any time of the day and fulfill special needs. We changed the brand from MCDonalds to the university library, and main goal was quit similar ( to find something) but in our project it is not pickles but WiFI.  We changed it because it is more proper in our students situation and we thought that the library like McDonalds can be there for its customers. Also we thought that to copy an original advert is boring and would not give us additional points. We tried to be more creative and use our knowledge.  

McDonalds

Main values of the brad are its consumers of any gender, age, race or religion and to satisfy any food cravings. In all ads people are smiling and having fun it is intertextual messages that McDonalds makes you happy and love it. Also, there is always identical brand marks such as visual logo, clown and auditory sound, that make easily identify the brand. It always use its products  with the logo. The number of people is also important as it shows popularity of the company and consumer care. There is also a humor in each ad. These all things tells us that McDonalds care about its customers and that it is very friendly place where everyone become equal as they have “something is common” like McDonalds.

Even there are humor is each ad there are different genres with different narratives and products promoted.

It developed its identity by involving popular stars or images in adverts and menu items. As it is global brand it quit transforms its menu for the local consumers, then promoting it in the broadcast.

The message changed because McDonalds become more powerful and globalized. It shows that it can make people from different countries together, so we all have “something in common”. As it involved popular characters, starts or images, it showed the connections with these popular things and somehow shows its quality and reliable.

Homework 2: Understanding your brand

Personality: Reliable, friendly, helpful, can satisfy anyone, works 24 hours, everyone loves it, cheap fast food, understanding, kind.

Heritage: The history of the brand cannot be seen in the advert.

Values: Customer care, welcoming, fast, can satisfy any food cravings, works anytime, cheap.

Essence: McDonald's is there for its customers when they need them anytime, day or night. But the viewers understand that it is American company through its slogan and informal «lovin» which usually is used in USA. At the same time the actions happen in the city with houses which remind of England.

Hard benefits: Customers can order cheap fast food anytime.

Emotional benefits: ‘I’m lovin’ it’

To show that the brand is very friendly and kind for their customers, in the moment where the character entered the place, the casher friendly welcomed and kindly complied the request.

The settings showed us that the restaurant works all day and night and that the brand is there for its customers.

In my opinion the nature of the main character is very important as it also shows the brand itself. The man is a kind husband who cares about his wife more than himself, because before he saw that pregnant wife wants to eat salty food he watched football match, but for her he went to city in late night to find it. This gives message that McDonalds also kind and careful brand, which can do everything for their customers to make them satisfied and happy.

At the end the wife shows that she is happy and thanked for what did her husband. Therefore, if we identify the main character with the brand and his wife with customers, we understand the message that McDonalds will do everything for its customers and customers retaliatory love it. Its slogan just reinforces it. The slogan of the brand “I’m lovin’ it”, connotes that customers really love the food the brand serve and the brad itself (it makes people happy). Also it reinforces the idea of fast, because it is written informally short. In addition it tells us that it is friendly brand because of informal language.

Creators used soft and warm colours for the walls and props in the flat, because these colours connotes us about home (sense of safe, relaxed and feeling good).

Lightning plays huge role here because it emphasizes the space and time. When the character enters McDonalds, it is very light place and the brand mark (the huge logo “M” which you cannot miss) brightly lit on the night background. In the house there is also light but not such bright like in McDonalds.

The music in the advert provides with ideas and messages which the brand tells us. Also it creates particular mood and comfortable and friendly atmosphere.

Plan

My plans for the practice project are decide where and when we will take photos and how we are going to take them. Firstly we should have a narrative plan, which will explain what is starting point and where we will finish. Also we should discuss when we meet to take photos and which photos. As more detailed the plan will be as better work will be.

I choose this advert because I think the idea with pickles is very creative and unusual. It has a comic effect which make the clip funnier. The advertisement goes only 1 min but the concept is clearly seen and makes the audience what to buy the product. The romantic aspects also make me like this video because to see how a husband cares his pregnant wife is so cute thing. After watching it leaves pleasant feelings and impressions of the brand.

We want to take the main concept of being there for its customers any time of a day and night, but change the brand and character. We want to take the university library except McDonalds, because rather than coping the whole advert, it will be better to have own idea and create it, but save the main features of the advert. Our main character is a student who also wants to find something, which he is extremely needed at the night, which is WIFI. The target audience is clearly seen in the concept. Moreover, we still have main settings of a flat and the city as in the advert, because both emphasizes the proper environment and develop narrative. Similarly to the advert’s the voyage and return narrative we will have in our video. Our character also go to the city to find something and at the end he finds special place where he found it.

The problems, which we might face, are the weather, lighting, laziness and people who will be engaged in the video. When we will have a plan of time when we take photos and what photos, the weather might be not good for the work, so we should be prepared for different obstacles like rain or clouds, if they affect the lighting, which is the second problem because we might want to use natural lighting in streets. Also I think our laziness might be a problem as we should visit many places in different time of a day for our advert. If someone in the group will be lazy to do it others should be maximum organized. Other people who will be engaged in our photos might not like participating, so we should have their permeation, so it will be fair. In addition as we going to take pictures in the train, we should be sure that the train station opened and the rain works. 

Hunter Gatherer

The brand is the McDonalds fast food restaurant.

I understand that the brand is there for their costumers any time of the day and night, does not matter who are you and where are your from, it can always give what you want.

The narrative of the story is about a pregnant wife and her husband. At the beginning she searches something in the kitchen but cannot find it, then the man saw it and go outside to buy something for his wife. However, because it was night all stores closed or do not have what he wants. Then he found the McDonalds fast food restaurant, which works 24 hours and asked for pickles. At the end he returned home, sits next to his wife while she is reading a magazine. The man puts a box from hamburger on the table if front of her. She opens it and sees pickles. They both are very happy.

The main characters are pregnant wife and her husband. She is an ordinary pregnant woman who acts typically for pregnant. Her image is used to show the audience that McDonalds works for anyone and can satisfy everyone even you are pregnant with has special food cravings. The second character is her husband who is caring person and wants to makes her happy and satisfied. He looks like an average man with a typical hobby, which is watching a football match. But for him his wife is more important, so he drops the match and attempts to find pickles.

The settings of the advert are the flat, city and the restaurant. These places emphasize the environment and the audience can easily connect their lives with the main character. The actions happen during the night when most stores closed. This is important because the wife wants pickles at any time of a day and the most problematic is nighttime, because you could not find pickles in that time. But it is not the problem for McDonalds as it works 24 hours a day. So, you can order food any time.

The non-diegetic music is very important in the advert because there are no dialogs or voices in the video. However, there are some diegetic sounds of the football match, knocks and other sounds. The music creates the mood and atmosphere of the advert. It is a pleasant soft song with a singer and sounds of instruments. The rhythm is quit slow and same during the whole video.

At the beginning the characters’ flat is established. There is a man sitting on the sofa and watching a football match, while the wife is in the kitchen searching for food. They are middle class people who live in average flat with combined kitchen and hall. It gives opportunity to see characters, what they are doing and where they are at the same time. Also, they can see each other.  We understand what they feel and their reactions through their face expressions. Face expressions are the main communication between characters, which can exclude dialogs, but the audience will understand what they feel, their thoughts and what they want to say. Next the city streets with stores are established. The character enters any open stores with food but all workers show that they don’t have what he wants. Most stores are closed. He continues search for pickles and then find McDonalds. There is established a smiling and kind casher who can sell pickles. It gives idea that all McDonalds workers are kind and nice people, who can help you any time a day. At the end he returns home, then we see he holds a bag from the restaurant and a cup of coffee. It signifies that he bought something for himself from McDonalds also. The wife looks at him and the bag, takes out the box from burger. Which connotes that she will find a burger there but when she opens find pickles. She is smiling to show that she thanked and happy.

The cinematography used different distances of shots such as LS when he is established walking outside and searching for stores or inside McDonalds. It emphasizes the environment and space. MS and CU gives more intimacy and focus on emotions of characters. Also gives additional information like the CU of the pickles at the end.

The editing is used to connect the shots together. Editors used straight cuts and short takes for this advert because it narrows the time. The video goes only 60 seconds but it explains the main concept of the brand in that limited time. There is also used cut away to show the POV of the main character. What he is looking at, his emotions and thoughts. It gives additional formations, which develop the narrative.

The message of the advert is that everyone should go to McDonalds because it always satisfies any food cravings of any person.

The main idea of the advert is that McDonalds is there for its customers in any time of a day or night.

I would like to buy something is McDonalds because this advert makes me happy and I like this cute narrative.