I did an analysis of a burger advert earlier in the course. See what I put together below.
| Video Analysis Document (Deconstructing a video) | |||||
| Video Title / Client: | |||||
| Production Company: | |||||
| Objective: To motivate people to visit Emily’s restaurant & buy a burger. | |||||
| Description: Their restaurant is meant to be a place of very professional service and delicious food but in a very pleasant environment. | |||||
| Key Messages: | |||||
| Target Audience: People looking for somewhere to eat. |
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| Technical | |||||
| Duration: 2:16 | No. of shots: 47 | Average shot length: About 3 seconds | |||
| Content (tick boxes if present) | |||||
| Interview | Y | Voiceover | Y | Piece directly to camera | |
| A Roll / Synch footage | B Roll / Cutaway footage | Graphics (Still / Motion) | |||
| Logo / Motifs | Animation? | Music | Y | ||
| Construction (tick boxes and add quantity if present) | |||||
| Tripod / static shots (Qty?) | 15 | Hand held / rig shots (Qty) | 12 | Other platform / drone / selfie mount (Qty?) | 0 |
| Tilt shots (up/down) | 8 | Pan shots (L-R) | 5 | Zoom shots (in and out) | 5 |
| Lighting | |||||
| Outdoor / Qty? | 4 | Natural / ambient | 4 | Artificial / additional? | 0 |
| Indoor / Qty? | 42 | Natural / ambient | 29 | Artificial / additional? | 13 |
| Sound | |||||
| Describe Voiceover Audio (studio? / location? / does it drive the narrative?)
The voiceover was all done by the restaurant manager. They recorded her voice but only showed the interview footage every now and again and most of the type they dubbed her voice to footage of the food and restaurant |
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| Describe How Interview Audio Was Obtained: (Boom mic / tie-clip – can it be seen in shot?) She had a tie clip on her. You can just about see it if you look carefully | |||||
| Describe Ambient / Location / Background Audio:
All the footage was recorded inside and outside the restaurant and there was some background audio but not distractingly loud. You could hear cars in one of the outside shots and you could also hear cutlery, cooking and other things going on in the kitchen. |
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| Music (style / pace / how often used):
It’s a very repetitive documentary type piece of music & it’s used throughout the whole advert. |
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| SFX (describe any special audio effects used, if any. Eg: accompanying graphics / logos):
There aren’t really many special effects in it. There are various different camera angles and there are also a number of captions but that’s about it. |
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| Editing / Post Production (link this back to Target Audience) | |||||
| What is the editing style / pace: (eg, quick and punchy or slow and lingering?)
It ends with a moving shot of the burger and then it just switches to black and the soundtrack ends. |
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| Transitions: What cuts / fades / mixes have been used to transition from shot to shot?
Most of the shots were a mix of fade in shots and just regular transitions without any special type. |
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| Colour grading: Has the appearance been affected or improved by colour grading? (Does the footage look punchy or flat?)
I don’t think there’s been any colour grading. |
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| Marketing (Where is the video available) | |||||
| List the platforms the video is uploaded to (Youtube / Vimeo / Pinterest / Facebook, etc)
YouTube & Facebook |
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| Why do you think it is available on those specific platforms? (Comment about appropriate social media audiences):
I’d say it’s quite simply because they’re very mainstream sites and a lot of people use them so the word will get out about them. |
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| Effectiveness: Do you think the video does its job well? Why?
I think it does because it features a woman explaining how the burger is unique from other burgers. |
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| Can it be improved? How? I think that they should at least have the option for the burger to be more well cooked and not just medium rare. They should also add that into the video. Maybe include reviews from customers as well and not just staff so that there unbiased opinions included. | |||||
| Are there any production issues or glaring errors? Describe them.
I don’t think so. |
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| Would you have done anything differently?
It probably wouldn’t have been as good if I had done it. |
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Now please fill out the following for the FIRST minute of the video only. Try and describe each shot in detail, as this will give you an insight into how you`ll need to construct your video. This is effectively, a written storyboard.
| Shot detail (for 1st minute of video) | ||||||
| Shot | Type: (size)
W/LS/MS/CU |
Support: Tripod / Rig / Hand held | Location: (Indoor / Out) | Camera moves? | Content: What happens
(see above) |
|
| 1 | CU | Tripod | Indoor | No | Establishing shot of a burger. | |
| 2 | CU | Tripod | Indoor | Yes | Moving shot of a burger | |
| 3 | WA | Rig | Indoor | Yes | Wide Angle shot of a burger | |
| 4 | WA – CU | Tripod | Indoor | Yes | It starts with a wide shot of a man cooking then moves to a close up of a burger. | |
| 5 | MS | Tripod | Indoor | No | Mid shot of the manager introducing herself. | |
| 6 | LS | Rig | Outdoor | Yes | It’s a moving shot that goes down outdoors. | |
| 7 | WS | Rig | Outdoor | Yes | It moves left when filming shops. | |
| 8 | CU | Rig | Outdoor | Yes | Moves right on the shops and closer up. | |
| 9 | LS | Tripod | Indoor | Yes | Busy shot of people in the cafe. | |
| 10 | WS | Tripod | Indoor | Yes | A shot of a waiter walking forward. | |
| 11 | MS | Tripod | Indoor | Yes | Shot of staff | |
| 12 | MS | Tripod | Indoor | Yes | Zoom into pizzas being put in. | |
| 13 | CU | Tripod | Indoor | Yes | Pizza being cut | |
| 14 | MS | Tripod | Indoor | Yes | Pizza being moved | |
| 15 | MS | Tripod | Outdoor | Yes | Shop shot | |
| 16 | LS | Tripod | Indoor | Yes | Inside restaurant | |
| 17 | CU | tripod | Indoor | Yes | Man serving drink | |
| 18 | CU | Tripod | Indoor | Yes | Pizza on plate | |
| 19 | LS | Tripod | Indoor | Yes | Drinks being served | |
| 20 | MS | Tripod | Indoor | No | Someone drinking | |
| 21 | WS | Tripod | Indoor | Yes | Behind shoulder shot of counter. | |
| 22 | MS | Tripod | Indoor | Yes | Manager happily smiling from a distance | |
| 23 | CU | Handheld | Indoor | Yes | CU shot of menu | |
| 24 | WS | Rig | Indoor | Yes | Shot moves from menu wide to burger close | |
| 25 | WS | Rig | Indoor | Yes | Moving shot of meal | |
| 26 | MS | Tripod | Indoor | Yes | Burger being salted | |
| 27 | CU | Handheld | Indoor | Yes | Shaky closeup of burger | |
| 28 | ||||||
| 29 | ||||||
| 30 | ||||||
See the burger advert below.
The Film Student Diary 