Notes from lessons with Luke

The most frequent purpose of a promotional video is to provide information. That information can be used to solve a variety of communication needs that the organisation might have, either internal (employee needs) or external (customer needs). 

Some typical conventions / current practice:

Use of graphics to impart information

Animated graphics to create / reinforce a brand identity

Music & graphics to segment information

Presenter ‘testimonial’ – the use of a presenter(s) to impart information. The choice of presenter(s) will both reflect the brand identity and appeal to the audience.

Interviews with key stakeholders

Scenarios – the use of narratives or reconstructions to ‘tell a story’ which communicates the videos message.

Voice over narration used to impart information

Music track to create an atmosphere

NOTES ON MAKING A CORPORATE VIDEO:

Get the most bang for your buck - Multipurpose it

Nail down a strong concept - Do some research and stick to a strong concept

Be realistic

How long should it be? 2 - 5 mins probably

Do not use brochure text!

Cast the right spokesperson

Be responsive to requests. You are employed by them.

Know your audience

Don't forget the script! Finalise it before production begins

GENDER

• Testicles
• Voice
• Looks
• Adam's Apple
• The way they walk
• Clothes
• Jobs

Anddrogynous?

SEXUAL IDENTITY

• Homosexual
• Heterosexual
• Heterosexism
• Attraction
• Bisexual
• Transgender
• Homophobic?

RACE/ETHNICITY
These are parts of everyday life for most of us.

REPRESENTATION OF ETHNICITY
Status

• Character role
• Occupation
• Job authority
• Social authority
• Conversation topic

Physical Attributes

• Race
• Age
• Accent
• Physical attractiveness
• Body type
• Dress/attire