Analysing corporate videos

What is a corporate video?

A corporate video is a form of marketing to promoting a company through visuals. This allows the company to get the general pubic to see what their company is about and what they have to offer through customer service, product and also the messages they are promoting. Interviews can be used to show peoples opinions on the company as well as text and backing audio to set the tine of the video. Promotional videos can vary and look very different depending on what company or organisation it is promoting, if it is made for a company like Nike it can be less factual and more image based, as this is their main focus in comparison a corporate video made for a school can be much more factual with interviews and statistics. Promotional videos must be to the point to maintain the audiences attention, they can be form 5-15 minutes long. 

Codes and conventions

Music:

The backing music of a corporate video should set the tone for the video; instrumentals are usually used, as vocals can be distracting to the message you are promoting.  You must make sure all the copyright rules have been considered before you make a decision on using a certain piece of music and that it is fitting to the audience and the company you are selling to the viewer.

Length

Mise en scene:

What the viewer is shown is important to what message and outlook on the company they take away from the video, it is important that the company is shown to be professional and smart this is done by showing the different facilities or products available, the company or organisation in action this will give them an idea of how things work. Interviews with people they feel they can relate to is also key making sure the people who you interview are similar to your target audience.

This example of a corporate video i found is quick and to the point making sure that the audience doesn't lose interest, although it doesn't include any interviews, it has a little background information in the beginning which is presented through a bold white text this shows its importance, it then proceeds with shots of the products of the company in all the different parts of the world and how they are being used by the consumer. This gives the viewer an idea of how the company has touched different lives as well as what they are about and believe in. Shots of nature highlight to the viewer the companies environmentally friendly policies as well as how the company is effecting the world in a positive way. the people shown in the video are presented using the products throughout and this shows who the companies products have been a bridge for creative people to build what they once may have through impossible. the people cast for the video range from different ages with very different paths in life although the one turing that brings them all together is the product which they use, this put the company in a positive light and shows who they can alter to a range of different types of people. At the end of the video there is a text that says "Shot in one day entirely on the IPhone" As the video if celebraiting 30 years of the company this video is showing the progression of the company in the last 30 years to this day,  The fact that they whole video has been filmed with one of their products, shows the the viewer the belief the company in their product as well as the high quality of the product and the potential it has.

This corporate video I found was made for a college and presents the different sections of the school in a clear and professional way, with little wording and no speaking they are able to show to the viewer what the school has to offer and what they are representing. The first shot in the video is outside the school and the camera then follows the student as they walk into the building they have chosen to use students throughout the video and this is key in giving the viewer a clear idea of the type of people that attend. The camera switches, following different students as they make their way around the school. The use of vibrant colors throughout the video highlights the positive mood of the video and gives the viewer an insight of the bright building and facilities. There is a range of different forms of lighting throughout the video with shadows and silhouettes as well as bright lighting when the students are walking around the building this is a benefit of the design of the building and so is focused on in the video. The font used in the video for statistics and key information is bold with a boarder and clear to the viewer although not too overpowering. The students in the video are wearing their own clothing and this shows the grown up feel of the school as well as the fact that they support self-expression.  The video uses a range of diverse shots from low angle to high, throughout the video the camera constantly switches different angels, this plays a key role in keeping the viewers attention throughout and having a professional aesthetic. The transitions of the different  subjects in the school and what they do allows the viewer to get an idea of how broad the college is and the range of subjects they offer.   

the body language and facial expressions of the students show how enthusiastic the students are and this gives a positive light on the school, as well as this the students are shown being active throughout and keeping busy for example in the shots of the basketball players playing they are all taking part and no one is being left aside this is to represent the attitudes of the school and its students.  

This is the third corporate video I looked into it doesn't include any speech but through visuals gives the viewer an idea of what the company is about and what they believe in. The music plays a key role in the video and sets a relaxed, lighthearted tone throughout, the focus is on a young boy meeting someone who inspires him that he looks up to and how this then leads him to start saving money to be like him. This video focuses less on the company and how it works but rather what their beliefs are and the change they are looking to make in the world and for their clients. these types of less specific corporate videos are commonly used by big companies who already have a big reputation but would like to spread they ideas they follow as this may inspire more people to chose their products, this can be a strong form of corporate video although i don't feel this would work very well with a school corporate video as we must make it much more informational and factual because this is something potential students are looking for to find out what they school is about and how it works.

This corporate video is informational as well as promotional and shows interviews from a range of people in different positions in the company and through the staff presents the of attitude of the company. As it is for an airline this is important as it is a business strongly based on customer service and the corporate video is cleverly based around this, the interviews run throughout the video and discus how the company works and their relationship with their clients I feel it represents how the corporation works perfectly as we are able to see the prosses of the plane being made up to the passengers and the plane in action. The lighting in the video is continuously bright throughout and keeps a focus on the people being interviewed as they were placed in centre shot, showing their importance.