Overview: (1) Explanation of our presentation theme (2) Viewing of the inspiration video (3) Strategy, Target Audience, and Focus Statement (4) Our video (5) Structures on a magazine spread—tie in to video (6) Music (7) Recap of presentation content (8) Second viewing of our video (9) Questions?
Play: Student Life in Halifax
Kate Woodworth Lauren Wilkie Margaret MacDonald
Our inspiration… I Love the Whole World
Strategy -Use an existing advertisement (Discovery Channel commercial) -Attract students through a familiar, funny medium -SNL approach -Achieve credibility through similarity with the actual existing video -Create an informative AND entertaining recruitment video
Focus Statement -Purpose: To attract high school students to Mount Saint Vincent University by highlighting the benefits of life in Halifax -Through the familiar tune and wide-ranging visual content, the video will get students excited about the prospect of city living
Target Audience -Graduating high school students -Focus on 17/18 year-olds - Use a variety of aspects of the city to reach a broad range of personality types -Art, culture, sports, food, etc. -Majority of the video clips include young adults (university age) to highlight the youth demographic of Halifax
BUILDING AN EFFECTIVE LAYOUT:
WORDS/SCRIPT In a magazine -The “descriptor” of the layout - Provides a clear theme -Very distinct from the rest of the text (larger, isolated) In our video -The beginning/end slates: “The Mount Presents…” -A preview of the video content -The dialogue before the music: lead-in -End credits
EYELINE In a magazine -The “organizational structure” of the layout - Displays order and provides a clear focus -The jumping-off point In our video -Pan shots of Halifax “I love this great place” -All other lyrics organize around this line -The common thread of the video -Allows the viewer to re-focus when many images are being flashed on screen
BODY TEXT In a magazine -The “elaborator” - Provides description of the surrounding visuals (photographs, captions, etc.) -Breaks up the visuals/adds variety/credibility In our video -Student interview -Supports the video’s visual content - A “deeper look in” to the purpose of the piece -Provides prospective students with a relevant, personal attachment
COLOR In a magazine -The “eye catcher” - Visual interest and creativity -Stimulant: livens the layout In our video - Color as a symbol of the arts scene in Halifax -Various bold graphics, arts-based stores
MOVEMENT In a magazine -The “third dimension” of the layout - Avoids the layout falling flat: provides action -Not necessarily just through pictures: also achieved through page construction In our video -The push to “get moving” in Halifax -Sports, shopping, etc.—getting active -Clear flow through the entire video
SHAPE In a magazine -The “visual interest” of the layout - Playing with different shapes -Adds variety In our video -Various shot angles/distances -Close up, medium range, pan shots - Exploring scale in Halifax (ex. Theodore, Citadel) -Restaurant signs: playing with shape
VISUAL LAYOUT RECAP: (1) Words/script (2) Eyeline (3) Body text (4) Color (5) Shape (6) Movement
MUSIC CHOICE
Verse 1: Traditional music, similar to the real Discovery video Verse 2 and 3: Building momentum—an additional rock beat stimulates the listener Verse 4: A more subtle effect to allow for a student interview, still maintaining the same basic tune Verse 5: In keeping with the Halifax theme—East Coast inspired music The layering of new effects throughout the video: (1)Sustains audience interest
VIDEO RECAP
QUESTIONS?
THE END