The first thing I noticed about the video was its length at 10:06 it is far far longer than the either the Apple promo or the Holmefield Veterinary surgery promo. Personally when I saw it was a ten minute film about business I rolled my eyes and began to switch off which I think many people would so this video is very obviously not aimed at a large number of people but a very select group of people with a keen interest in business.

The length does reveals however like Apple that a lot of money was put into the video as making a video of this length takes man power and a lot of time which all costs money.

The video is full of different nationalities and ethnicities throughout the video. This is revealed almost instantly with a montage of sorts showing a number of students of different ethnics groups. This shows how international the course is and how renowned it is if people are coming from Nigeria, Germany and across the world to do this course. The director of the course is American not British so even though it is a British university the staff have come from around the world as well as the students to teach.

The editing in this is incredibly repetitive as they use the same transition of Tower Bridge, a time lapse of people walking and then the title of the next topic each time they move on to another subject. It does become fairly annoying when you see the same thing over and over again however it happens quickly and only happens a few times and as it is just a tiny add in to help the audience realise they will be going on to a different subject it is more of a help than a hindrance.

The pace of the video is quite quick at the beginning of the video with a lot of cutting. As people begin to talk it slows down dramatically. I think they made it slow as they clearly are more interested in the information being transmitted as well as it can and to cram as much of it as possible in.

The camera work in the video is largely quite varied and is relatively interesting to the eye, using shots such as close ups of hand movements and then cutting back to wide shots of what is happening in the wider event and then back to people’s reactions kept the video flowing and stopped it from being too boring as well as giving the audience a wider prospective of what is happening at the time. They make sure to get a lot of shots of the building and show its size and age which really hits the audience showing this is an incredibly important institution in this field take notice of it.

Judging the effectiveness of this video is very difficult as I have no real interest in business so some of the things the staff and students said were positives meant nothing to me. However it does give a lot of information, shows what the location is, has plenty of positive feedback from current students in it and appears to sell itself fairly well so as an outsider I would say it is affective as a product.