Codes and Conventions

Codes and Conventions

A corporation video is a video that is commissioned by a company or organisation that is normally used to promote a product, a group of people, a Facility, there are endless things you could make corporation videos for. These videos are often used on television to promote something or they could be played on a television around a college to get the word out about something it all really depends on the purpose of the video and the audience you are trying to reach. A corporate video is almost like an extended version of an advert you may see that will involve a lot more detail. 

Depending on the reason the video is being made the video could be made in many different styles or genres but no matter what your video shows it will be no use to your client unless it shows the brand or client clearly , for example you could make a video for a new computer and people could love the video for it but if the brand is not clearly put out in that video people will not know what the computer is if they want to purchase it. That would be an example of a video not serving its purpose, another example could be a corporate video that is created wrongly for the age group it is directed at, is a child's toy commercial showing someone talking about the toy, a child does not want to watch a man talk about a new toy they want to see people playing with it and showing it off, although this is only a silly example it still has the same message weather the audience is five or fifty. When making a corporate video you must take lots of things into consideration for example if you are going to have a music bed playing throughout your video and if so what genre will the music be, if you are going to have a voice over and if so is it going to be a man or a woman. Its all of the little things that matter a lot in a corporate video. 

This corporate video is a very Good example of a company showing off everything that they have to offer. It shows all the other companies they partner with, all of the places that they work in and lots more detail. They chose not to have a voice over in this but to rather have a music bed. They have done this because there is no need for a voice over as the words and information on the screen is short enough for you to read and not get bored.


The video launch for the iPad is an incredible video as it is launching and promoting a revolutionary piece of technology so they have so much to talk about and it also includes music beds which are very well suited to what the person is talking about for example the music changes to fit the atmosphere of the video. It also includes voice overs and cut aways. The cut aways allows you to listen to what the person has to say whilst watching what they are talking about where as on some it is just someone talking so you have to listen to them talk and them them show you what they were talking about or them not show you at all and you only get to hear about it. This video features many different people who have worked on and helped develop the software and the iPad. This is a Production Launch/ Marketing

I think this is aimed at many different types of audiences for example they show you people playing games and watching films on it which will appeal to younger children and then they show you how you can read the news on it which will appeal to the older generation of people, and they even tell you about all the technology they are using and explain that which will appeal a lot to all the people who are into technology and will be very intrigued and interested by the new technology that they have created. Overall I think this is a very well thought out corporate video as it has something for all audiences and shows you in detail what the product is capable of.


 This is a Showreel made to promote an athlete. This is a video made up from all of the other videos he has made and all of the best bits have been rolled up into one to make an official showreel for that specific year.
This video has not much information about the athlete all it has is his name and a link to his facebook page. It is created using only video clips and a music bed which suits the sort of urban outdoor style that he is going for and also the music will suit the age group that he is aiming for which I am guessing is around fifteen to early twenties and also other people who are interested in the sport. I would say this is a fairly good showreel as it shows the best of his work and makes you want to see more which will make you visit his page and have a look round which is the main purpose in making the video in the first place.



This is an internal training video for Emirates airlines which is to show the training of the cabin crew and to show how well they are being trained and it shows you what the cabin crew who are being trained think of it so you get more than one perspective on what the video is about. The video contains music beds, cut aways and lots of other features. The music bed is well fitted to the atmosphere that the video is already giving you. The people who are talking are talking about how good the standards are and all the compliments they receive so they are trying to get you to want to go on one of their flights and find out for yourself. I think this video is aimed at people around thirty to fifty because they are probably the people who have small children in their families and will want to know how good the safety is on the flights before they book them and also it is aimed at anyone who is interested in becoming part of the cabin crew because it really shows them in a bright light and if you watch the video it makes them stand out above the rest.




This is an Internal Communications Corporate Video which shows off a company in very brief detail with very little words and no voice overs what so every. It it made up of entirely simple animations and short sentences it even only has a few different colours throughout the entire video. I would say this video is aimed at people around the age of twenty five to thirty five because it is talking about having ideas about careers and businesses and I would think that around twenty five to thirty five is the prime age that people may consider making their own business and making a career out of themself. Even the very simple music bed adds to the video hugely because it is the sort of music that would make me start to really think about something deeply which is what they want you to do.

This is an event coverage for the 2013 Leeds Festival which includes what bands are headlining what stages and also what other bands have been announced to play there. This is a very good video because it is short and sweet and it gives you all the information you would expect to recieve from a video like this. It includes music from the band which is headlining the festival all the way through because they are the main band that is playing this festival. This video has a very wide target audience because it is promoting a festival which has a very wide range of bands playing I would estimate from around fifteen years old to around fourty years old.

The different types of corporate videos are:

• Production Launch / Marketing 
• Event Coverage *
• Show Reel 
• Internal Communications 
• Internal Training 
• Promote Key Messages and Values 

The Development of Editing



This was the first edit that was ever created and it was created in 1877 by Eadweard Muybridge, a British photographer who was known for landscape photography. He was first pushed into the first idea of editing from a small bet he had with someone about if horses take all four feet off the floor at one time. He created this small edit by setting up several cameras along a race track and then putting all the pictures together so they could analyse the results and essentially see who won the bet. although the reason for this was small the outcome was huge and started off a new era in media03.

The first actual film cameras were made on rolls of film, that passed a shutter and lens. These were created both by Lumiere Brother, in France and Thomas Edison, in America, this was all around 1891. These films were not edited and were used as only one single shot. The first real start of editing came about when people started 'editing in camera', this is where you take shot after shot in the order that you want them in so no editing is necessary. This way of editing is still used and admired, you can find amazing examples of editing on camera being used at the straight 8 film festival, this was founded in 1999 and is based in the United Kingdom.





This short film was created on one single film cartridge and had no editing done to it what so ever.

Although editing on camera was a lot back then it was not enough for what people wanted, as it was hard to predict what the outcome of your shots were to be like. This is when cutting the film and taping it back together came along. This allowed directors and Filmer's to have a lot more creativity and freedom with there films as they did not only have one shot to shoot everything that they needed. They could take as long as they wanted and even use as many cameras as they wanted to film something and could put all the shots together at the end. From 1920 to around 1945 this method of editing was used.

This is a moviola editing table (used from 1920's to the 1940's)

This is a Steenbeck editing table which were introduced in 1945 by a German company.

The company Steenbeck was founded in 1931 and more than 25,000 of there machines are operating around the world. The company relocated in 2003 from Germany to The Netherlands and is still producing editing tables to this day.

The first ideas about recording film onto something other than tape came around in the early 1950's from the Ampax research team and the first video recording machine was created in 1956.

The original video editing systems were linear but instead of physically cutting the film they simply copied the data from one tape to another using a control deck. This is know as non destructive editing. This technique was used primarily for TV as the quality was not yet ready for Cinema. In the 1970's Non linear editing systems were attempted but nobody could get one good enough for manufacturing. A laser disc technology was created in the 1980's but this was never used for commercial production.
In 1989 Avid created there first editing programme 'Avid 1 Media Composer editing system'  which was available on apple computer technology. This was the first system that turned taped data into files that could be used on a timeline on Avids programme. Once people had understood that you are not damaging the file anymore by trying lots of different editing on one clip people could try more crazy things with there editing as they were not harming any of the clips they were using they were simply progressing.

When editing you must take into account which genre you are editing for. For example you would not cut a romantic love scene to a fast pace song and short clips. You would have long slow moving clips with a suitable song in the background. Here is an example of what I mean

This scene has Romantic music in the background throughout and uses slow moving clips to emphasise the emotion of what the charactors are feeling.



This on the other hand is a war scene which is fast pace with short clips and fast moving action. It mainly uses the sounds of the war, animals running, people shouting and screaming and weapons clashing. This is used to drag you into the film and make you feel like you are there with them. towards the end of the clip there is some dramatic music which makes it a lot more dramatic and interesting. This all adds to the quality of the movie.




This is another type of editing, this is a montage. It is made up from lots of different clips and sections, in this case Ivan Drago's training against Rocky's training. Throughout the full thing it is switching between the two charactors will a very fast pace and very fast dramatic music which suits the style of the editing and also suits what is happening on the montage. The music does not fill the full audio as the editor has left the origional sound in which only adds to the montage as it adds to the atmosphere and fits the music incredibly well.
The music choice on this montage is chosen incredibly well as the harder the athletes train and work the faster and more dramatic the music gets.