analysis of the editing in a short sequence

Continuity 

Establishing shots
An establishing shot is a long shot which shows everything in a scene so that the viewer can see where things are in relation to each other before the scene cuts in for close ups.

1:05 into the trailer you can see this establishing shot to show that they are on a ship to keep the audience informed of where it is. since it is a trailer it has a large amount of rapidly changing scenes and the occasional establishing shot will help the viewers understand what is happening. without this shot the trailer would become really confusing and would be

180 degree rule
The 180° rule is a cinematography guideline that states that two characters in a scene should maintain the same left/right relationship to one another . When the camera passes over the invisible axis connecting the two subjects, it is called crossing the line and the shot becomes what is called a reverse angle.

In this trailer you can see them obeying the 180 degree rule all the way through however it is more noticeable at point 0.08 in the trailer where spider-man is swinging past the people watching him  





Shot/reverse shot
Shot reverse shot (or shot/countershot) is a film technique where one character is shown looking at another character (often off-screen), and then the other character is shown looking back at the first character.


Between points 0.12 and 0.13 in the Spider-man Homecoming trailer you can see a shot reverse shot between Peter Parker and Tony Stark. This is evident from the way it switches from Peter to Tony, this is the only example in the trailer that i could find







Match on action

Cutting on action or matching on action refers to film editing and video editing techniques where the editor cuts from one shot to another view that matches the first shot's action. A common example is a man walking up to a door and reaching for the knob.

An example can be see from 0.58 to 1.00. In this Spider-man shoots two enemies with his webs the goes to flip and throw them. It cuts half flip and shows him throwing the enemy to the floor

Eyeline Match
An eyeline match is a film editing technique associated with the continuity editing system. It is based on the premise that an audience will want to see what the character on-screen is seeing.

0.31 seconds into the trailer you can see a video of captain amercia being played on an old TV the scene then switches to and audience of people watching it. This shows the viewers that the students are watching this video.

Unilever Rebranding Prezi

TV advertisement evaluation

Our group decided on the product pot noodle, unfortunately due to sickness I wasn't able to help decide which product would be used. However I did help with the overall idea when I returned. As a group we decided on a chef preparing a pot noodle as a fancy dish so that we could aim the product at a upper class audience. However we were unable to follow through with that idea because the locations we wanted to film at were unable to be used at the time of recording so we came at it from a different angle. we still aimed it at the upper class but instead of doing a chef we decided on a university student using one as the perfect meal for a date. With no more options he had to go with the pot noodle at the last second and it ended up as a great meal. We decided on the AD to show the Pot Noodle as Posh Noodle in order to make the target audience realise fully it is aimed at them. The reason we chose the upper class market was because it is the exact opposite of what Pot Noodle currently aim at. Their current audience is working to middle class, so advertising it as a great meal rather than a lunch snack will appeal more to the upper class.

We decided to collect feedback from our target audience through a questionnaire.
Regarding our target audience I don't believe that we engaged them like we hope to, this is because our final ad involved a university student and i think we engaged them more because of how convenient pot noodles are for them due to them always being engaged in work. Our advert was meant to look as if it was based in a kitchen at a university. The location we filmed at was very similar to that of one, I know this from previously visiting a university dorm. the ending part where they are seated we didn't know what its was meant to seem like but the shots seemed to go with the shots from previously. Our original establishing shot wasn't very good so we decided to re film it and take it from a different angle so we decided to film a block of flats in order to make it more obvious that they are in a university dorm.

TV Ad analysis