2a - What is a corporate video?

A corporate promotional video is a video created to advertise and sell a company to its target audience; it allows the people to be aware of the company and what they can provide to their potential consumers. When creating a corporate promotional video, it needs to be very clear on what message you are trying to convey in the video. Corporate promotional videos would usually have a set target audience they will be advertising to, in this case they the creators of the corporate promotional video would have to make sure there is appropriate imagery, text and audio used in the video. A corporate promotional video needs to be very direct and precise with what they are trying to convey in the video to their consumers, the corporate video needs to be a reasonable duration, as you do not want your consumers to lose concentration.
Here are a few corporate/promotional videos:

       

 1. City of Westminster College:  The choice of people they have chosen to use throughout the corporate video is the students of the college. Throughout the video you can see all the different students that attend the college, the camera would be following one student to another this creates a connection between the students and shows how they are a friendly college as everyone would know each other, this also creates a friendly atmosphere which is being portrayed in the video. In addition to this they also show how diverse the college is as they show the diversity of the students when they are switching the cameras from one student to another. This would encourage the audience to attend the college as the video portrays how diverse and friendly the college is which will allow them to feel welcomed into the college.

The facial expressions of the students in the advert shows how they are happy about attending the college. Everyone in the advert is smiling, talking, working hard etc. all these expressions convey what the environment is like in the college, this creates a warm and welcoming atmosphere for the audience as they can see how everyone in the college is comfortable with their environment which is shown by how content and peaceful they are portrayed in the video.

The body language of the different students show a range of enthusiastic students with a positive atmosphere of them working hard in the college. Throughout the video you have shots of students studying, playing sports, working on tasks, socializing etc., seeing the body language in all these different shots and seeing how the students are giving there all to the college creates a positive light to the college, this also represents the attitude of the college and how students are eager to learn as well as have fun. Throughout the video the colour scheme is very vibrant and catchy, this highlights the positive mood of the college in the video, as it shows and insight to the viewers the brightness of the buildings and facilities. The lighting used in the video is quite effective, using a range of different forms of lighting such as shadows, silhouettes and bright lighting throughout the video shows different aspects of the college using the different forms, it also creates a very effective and professional look to the video which can engage the viewers. The font used throughout the video to present the different statistics and information about the college is in a black plain bold font with a clear broader around it, this allows the font to stand out throughout the video.

The students in the video are wearing their own clothing, this shows how the students have become independent in college, and going from school to college is preparing them for higher education. By wearing their own clothing also shows the students expressing their own personalities in their choice of clothing. Throughout the video, they use a range of varied shots, using high to low angles in the video engages the viewer’s attention as the video is not just in a normal forward angle which can bore the attention of the viewer, by having the angles creates engagement in the video and makes the viewer feel intrigued by what else the video will offer to the viewer. Finally throughout the corporate video you see the different subjects/courses the college provides, this is shown in very quick and clean transitions which is made between each of the shots, this gives an idea on what courses, subjects the college provides as well as how broad they are with their subjects.



2.Perspective - Apple corporate video: For this corporate video, Apple has not used people to talk about the company. However they has used the use of text to explain their message in there corporate video. By Apple being different and promoting how different they are in the corporate video, they have chosen to communicate with their audience using text. Throughout the corporate there are small illusions created when showing the words, by using the illusions Apple are trying to show how unique and different they are by being creative in the corporate video. The colour scheme used throughout the video represents the simplification Apple provides, by having a very simple and basic colour scheme allows the wording to stand out. Using black and white in the video are the colours of Apple which is what they are trying to connote in the video which is their branding colours, they are trying to portray to their audience how simple they are as the colours represent them.

Throughout the video, there is a range of different shots and angles used. The video has very steady eye level shots, as the video is text you have to read what it says, by having the steady eye level shots when text appears allows the audience to read the text and have an understanding on what Apple is implying in the video. They also play around with words and the text in an illusion form, this shows the creativity  Apple has. Looking at the background Apple have decided to use for this corporate video, it is a ver simple all white room, by using a white background it allows the focus to fall on the wording as well as the illusions. Using the illusions with the wording, Apple have very innovative ideas which has been shown in the video by using a range of different ideas to create the illusions. Towards the end of the video Apple show their company logo which is the black Apple on a white background, by having the black Apple small and centred in the middle of the white background, from this Apple is trying to convey to their audience the simple and effortless company it is but efficient at the same time.
The music used for the corporate video is a very calming soundtrack which has a steady beat throughout the video. Having a steady and calming beat for this video allows the audience to focus on what the video is trying to convey.

Corporate Video from High Heels & Bananas on Vimeo.

3. What is it?: For this corporate video, the choice of people they have chosen to use are ordinary people in their own working environment. By having working people in this video has an effect on the audience by showing them how anything is possible to everyone. having shots of people in their own working environment is showing their audience anything is possible by seeing how everyone can do it, it can be a motivational video to their audience. Throughout the video, having a range of people working in the jobs of their choice, by their facial expressions you can see how they enjoy what they are doing as a career, by having shots of some people happy, smiling or even working hard creates a very effective video to the audience. The body language shown in the video by the people create a very positive and hardworking environment in the video which is shown to their audience. Throughout the video their is non-diegetic sound playing in the background whilst you have people talking throughout the video, listening to the sound it has a very soft tone which makes it easier to watch the video and listen to what the people in the video are trying to say.
Throughout the video you can see how a range of shots and angles are used, this creates a very interesting look to the video as it shows its creativity. From the video you can see how the creators have used very quick and small shots in-between the actors talking this gives the viewers an understanding on what the people are trying to communicate through the video. Looking at the video you can see how each of the shots are linked with each other this creates a good flow throughout the video.

Looking at the video people were wearing different clothing and uniform according to their job, this creates the feel of the video showing the work ethic of the people in the video and how motivated they are to be in the position they are. By wearing their own work clothing they are expressing the type of job title they have as well as having an understanding on what some people are like through their job and clothing.  The facial expressions of the workers show they are really enthusiastic on with the job they have, this shows the viewers how motivated the people are to work with their choice of jobs.



4. University of Manchester - in our own wordsHere is a corporate video for the university of Manchester, the video provides information on the university and what they have to offer to upcoming students. The choice of people they used for the video are teachers, lectures and students from the university to create a personal feel for the audience when they are watching. Looking at the camera techniques used there are many closeups and medium shots of the building, students etc. you can see the students facial expressions throughout the video which are shown to as positive and happy with the environment and surroundings they are in. Throughout the video you have small shots of the universities surroundings, this captures the environment the university has which can be very persuading to come and study their. Throughout the video their is a colour scheme of purple and yellow which are the colours of the logo for the university this shows the positive energy the university has to offer. 

In the video you can see how they have used a range of camera shots such as pans, tracks, using still shots etc. this gives a more creative feel to the video. Looking at the editing of the video there are some smooth cuts and some jump cuts when showing the building of the university. The song choice used in the background is very upbeat which creates a very positive side of the university. The clothes worn in the video are very expressive as people are in their own choice of clothing it allows students to express there personalities and characteristics through their clothing.