Corporate videos are videos which are used within a corporation, this can include material such as training videos, employee expectation videos or videos promoting what the company do. These basically engage the company with the public, either before joining or participating in some activity with the company, or to get press attention for the company.
A company who might use a corporate video would be a charity to demonstrate the best parts of what they do.
A company who make promotional videos often is Apple, at the end of their keynote speeches after thay have introduced a new product.
Some examples of promotional videos:
What is a promotional video?
Promotional videos are a sales video which are used to introduce a new product or service to an audience. They are longer than commercials, around ten or fifteen minutes and promote what a product or service is. It is not directly selling the item, rather driving up attention about the product to in turn, make the public excited about a product and usually used in keynote speeches to sum up after an event.
Above is a video Apple have made for their MacBook Air product. This was shown at the end of the keynote speech by Steve Jobs, this sums up all of the best parts of the product. The message being promoted in this is the simplicity of the Macbook Air and how it can make your life easier and more productive at the same time. This is a promotional video for the Macbook Air, by Apple.
The style of this video is very minimalist which is great for making the product stand out. The sound is clear and uses a lot of buzz words, such as 'powerful' and 'compromise'. The lighting is carefully considered in each scene and makes sure that the product looks glorius. There's a lot of emphasis on how thin the device is so there are lots of shots at the side of the device. In my project I would like to use the simplicity of the device.
This video is for the HTC Desire Z. It is a corporate video made by HTC promoting the features of this mobile phone. The message being promoted here is how the HTC Desire Z can keep you more connected and organized; the device can centralize your daily routine. This video could be seen by customers interested in knwoing more about the product whilst being a great resort for retailers learning about the product.
In this video we don't see a narrator on the screen, instead all of the focus is on the product. We see lots of dynamic views of the phone and they're made very clear. These views look to be animated and made from designs of the product on a computer as we don't see anybody real using the device, just computer animations of specific things, in-time with the narration. I think it works very good for the device as if somebodys hand was to be in front of the device then the viewers view will be obstructed.
This video is a walkthrough corporate video of how Google's operating system for netbooks works and is safe. The video bases itself around the USP of keeping the device safe. The message being promoted here is how secure the Chrome Operating System is for computers and laptops.
This video is made with the narrator on screen in front of a green screen where behind him an animation has been added and he has been pushed to the bottom right of the screen. This works well for corporate videos that are trying to educate users as natural instinct in the western world is to read from the left, so when important things appear on screen, they always appear from the left. I feel the target audience of this video would be people with a keen interest in technologies and may understand some things in this video more than others. I don't think the narrators voice is as clear as the other videos and I found myself mishearing things in the classroom using earphones so the video requires some level of attention. Something I like in this video is the animation with the narrator on the bottom right and if we need to use narration I would like to incorporate this with the green screen we have in the Media Department at Park Hall Academy.
Promotional videos are great for promoting a product more visually and getting product specific information out to a wider audience using the power of the internet to distribute this.
This is a corporate video introducing CashSender. This company deals with online payments and are a gateway between a customers bank account to a businesses bank account. The USP of this is low transfer fees which they boast about in the video. This video is promoting how you can benefit from using CashSender as your payment gateway for online stores and consumers, its main emphasis is on price and how they can help small and medium sized businesses.
This video focuses on the problems of three family members selling items online. They concentrate on how they beat the competition in letting the characters in the video keep more money. Like the HTC video, we don't see a narrator on screen. Everything in this video is very easy to follow and is said with a lot of simplicity. The animations are a great guide incase you can't hear the audio for some reason and you could tell what most of the audio is through these animations.
This is a corporate video for the University of Roehampton in London. The video is promoting how the University works and would be placed online for people interested in applying to study at the University as well as being shown at presentations and open days.
I feel that the video is great for promoting the university and its use of sped-up shots used in cut-aways and the gliding shots demonstrating space are things I would like to use in my promotional video. I like how the video starts with the phrase 'Open Spaces. Open Minds.' This is something I would definitely like to include in my project as I think it is excellent for keeping to the topic and is really effective to an audience in leaving that message with them.
Legal and Ethical issues
We need to make sure that the production is within the law and appeals to all manner of people without causing offence. Some issues which may arise include:
- Defamation LawsWhen filming for a promotional video, everybody should be represented in good light and as a result of the video, nobody should be put across in a bad way.
- SecretsIf any sensitive information is heard by any of the production members then we will deal with these in a confidential manner and will comply with the National Secrets Act 1989.
- CopyrightWe will be respecting copyright laws held in the UK as this is where the video will be displayed. We will use either original content or obtain content to which we have rights and author permission to use. We will comply with this by using open source fonts for branding, obtaining or creating background footage used in chroma key in a fair, lawful manner and any soundtracks we will respect the authors rights to how that is used.
- DiscriminationAs it is illegal to discriminate against anyone on grounds of sex, age, disability or ethnic origin
when recruiting or in the workplace we will make sure we do not cause offence when casting and participants in the video shall be chosen by staff in the department to represent the Science Department, we expect this shall be judged on the knowledge, availability and how outgoing the students are. - Representational IssuesWe will make sure we use morals and justify what is right and wrong in the production. We will make sure the Science Department is seen in a good light and that we do not portray the department or Park Hall Academy as something it is not.
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