Apple
Recruitment Promo
The Apple promo video is a
multi-cultural and multi-ethnicity piece. In the video you will see people
ranging between 20 and 40 years of age. All people seem to be taking part in
some sort of meetings or team building exercise. They all seem to be happy and
have that look of self-accomplishment. The people they interview all speak
calmly and show enthusiasm but are very quiet when they talk; like there are in
a library. Apple wants to show that they are not a sexist organisation and show
women using machines and writing equations on big white boards. Also Apple does
not want to show that they are racist or xenophobic and have a women speaking
in Chinese with English sub-titles. This can be shown in a number of ways, you
could meet people from a different country i.e., China, or you could see it as
a foreign women working for Apple and the inspired. Pretty much all of the
people in the video look like they have just walked out of University.
The face of the promo is
like the people in the video, very calm and sort of relaxed. The feel of the
promo is very neutral as if the colour has run out of it i.e., it’s very grey
like their products. They all use Apple products as if it’s like an advert. The
camera looks like it is on a steady cam holder and is looking through windows
at people working and meetings. I think the director is trying to convey Apple
through your eyes. There is a lot of pull focus and moving a camera around like
you would see through your own eyes. In the interview stages of the piece they
use two cameras to shoot the interviews. So the editor has something to use, to
add tension. This style of editing and camera work is common in American shows
and documentaries, especially in something like this. The Director concentrates
the camera around some of Apple’s newest products i.e., the iPad. There is also
audio of people telling you about what Apple is about i.e., some person talks
about Apple never giving up when something is too hard. There is a lot of speak
around how great Apple is to work for and what products their people have
created. There is a lot of footage of the newest machines made for the creation
of Apple products i.e., the machine that makes the iPad screens. They also
mention how everyone puts something towards creating an Apple product, so if
you were going to Apple as a PA you could say you out something towards making
the product. There is no music of such but of people talking over the piece all
the way through. Also the people at Apple say that you can learn from the job because
it demands you too do the job. At the end a few big people in Apple tries to
convince you to come on board.
Holmefield
Vets
Holmefield Vets promo video
is a lot cheaper than Apple’s would have been to produce but it is only a
national organisation, whereas Apple is multi-national. The video has the cute
factor with lots of animals but that is what they want if people like the video
they are going to go there. The film interviews a wide range of people from
nurses to directors. The only thing that lets it down is the lack of male
representation. The interviews are a little off putting because of the music.
The camera in the promo is a mixture of close ups and one long shot. The long
shot is actually of the Veterinary Surgery. The close ups are of everything
else apart from the interviews when they are Mids to Close ups. In one of the
interviews a nurse tells us that some of the Vets there have 20 – 30 years of
experience, this rises our hopefulness and will probably make us choose that
Veterinary Surgery. Before the person there interviewing speaks the editor put
in a small blue/green tinge of footage of the person smiling or laughing to
show that there is a kind side in people and that they will look after your
pets. This is an old way of showing this but it is effective, I on the other
hand think this looks a bit naff. The Director of the Veterinary Surgery
assures the audience that your pets will be looked after to bring in more
business.
The pace of the promo is
calm and relaxed like the Apple promo but this one is saying are video is like
how we treat your pets. The people in the piece all seem to be 30+ and white
women. There is a lack of representation in this promo as there is no ethnic
minorities, men or people of different ages. In the surgery piece of the promo
they have shown this to show that they have all the necessary equipment and
keep it professional. The piece follows the codes and conventions of a promo
video with talking heads and cutaways. The interviewees are framed to the right
of the screen. The length of the
Holmefield Vets promo is much shorter than Apple’s with it only being 1 minute
and 12 seconds long. The length of the promo lets it down and could do with
being longer because you didn’t get much information about the Veterinary
Surgery. The music in the promo is very uplifting and happy. You would feel
reassured with the music rather than some metal rock.
London
Business School
The London Business School
promo is full of much older people as if this is a post graduate course. The
people look around 30-40 and of all creeds and colours. Unlike the Apple promo
where they are all working together with this promo they all look like they are
being told or being taught. The first interview was very long and they were
interviewing a man with an American accent and there aren’t many cutaways so
you constantly have to look at this man. The man is telling us what he wants us
to do or is predicting us. He is also looking directly down the camera lens as
if he is talking to the audience. After the man has gone a multitude of foreign
business individual came up and introduce themselves, this is there to prove
that are a multinational company that would like people from all over the
world. The music in the piece is more dancey and ravey. The first thing you
when you go there is go to a class called “Self Awareness” where learn to read
people’s faces so you can interact professionally with people. There is lot of
footage of London to tie in with the business school. The business school wants
to be tied in with London because London is the capital for business in the
world. The promo shows people taking part in a team building exercise. To
exercise their business brains in CEO and accounting. A lot of the students say
that it is a good exercise and keeps you good under pressure, therefore this highlights
that it is a good school for business and a good game to play.
The editor has a big task
because the length of the promo, 10 minutes and 6 seconds. There are a lot of
cutaways and interviews to sort through. All the time keeping in your head that
you’ve got to sell this school to its audience. The editor cuts a scene every
few seconds as this is the pace of the promo, fast and aggressive; this is what
the business world is like. The camera work is good and the types of shot are
wide. Everything from close to long shot is used. There is establishing shots
of London during the day and night to highlight the location of the business
school. The business school has made a mistake making their promo that long because
people are going to get bored very quickly, like I did watching it. There is a
lot of teamwork with the school and the promo shows this perfectly, with the
students writing on boards and standing round in the semi-circle. It does
follow the conventions of a promo video with interviews and cutaways; the only criticism
is it is a bit too long. Too make them look even more multinational they could
with someone speaking another language.
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