The results were what I expected and they pointed out that they use facial expressions and lip reading to gauge an understanding towards not only the story but the emotional content of the video. An interesting point that was raised was the fact that commercials very rarely have subtitles available, this was interesting because the people I spoke to said that when commercials come on they often chose that point to get a cup of tea or go to the toilet. There might not seem anything unusual about that but they said they do this not because they don't care about the commercials but because it's hard for them to understand them. The shots are often creative making lip reading hard or close to impossible, audio plays quite a big role and subtitles are not usually available. All of the above points mean they have lost interest in watching commercials because they haven't been considered when the commercials were produced. 'We buy products too' was comment from one member, who also went on to say that they will now only watch commercials if there is a visual element that they have a particular interest in (e.g. Animals, Sport etc).
Monday, 30 April 2012
Artefact 4 - Deaf Society
With audio playing a dominant role in my findings in some previous artefacts I was interested to take a look at the project from the perspective of people who suffer from hearing difficulties or deafness. I went along to a group session that they hold once or twice a month. During this gathering they play games and use the time to socialise with others with hearing difficulties. I participated in the activities with them, taking part in playing 'Jenga' and 'Pictionary' before asking them about their views on TV and in particular commercials. I showed some of them a promotional video that I created for my client project and asked them for their thoughts and feedback. I handed out a very short and simple questionnaire that would help me to gain a brief insight into their views, I could then use this information to help me decide who I'd like to talk to further about TV commercials and in particular find out which factors they look for to help them identify emotional content.
Tuesday, 10 April 2012
Research Project - Neurological Marketing
Real Interesting stuff and possibly a turning point in my research project!!!
I've been doing quite a bit of research into Neurological Marketing. The subject is seriously fascinating.
Neurological Marketing is all about understanding a persons subconscious thoughts. These people with the aid of sensors are able to monitor a viewers thoughts as they watch a TV commercial. The results from there experiments show that there is a big difference between what people think they have taken in from a commercial and what they actually take in from viewing a commercial.
Many people are skeptical and critical of this type of research that was being developed as early as the 90's by students at Harvard University. Some people feel that it is invasive and will allow marketing companies to treat humans like robots but the experts suggest that this research is merely a more accurate form of gathering research. Focus groups and questionnaires can often prove inaccurate. Neurological Marketing is able to monitor emotion, feeling and attention. Through the sensors that are positioned on the viewers head, they are able to measure the viewers brainwaves while watching commercials. There results show that more often than not the viewer is actually stimulated more so by something that he or she failed to mention when asked afterwards.
This is interesting for me and my research project because I was questioning how accurate my findings have been and how is it possible for me to measure something which acts subconsciously such as emotion. Gentle camera moves can often help generate a sense of feeling or emotion without the viewer actually realising, so how do you monitor the effectiveness of a factor that is so discreet? Good question. This is something I am trying to work on for my final Artefact as I feel as though this is valuable to understand in terms of trying to answer my research question.
I'm beginning to realise that maybe my research project isn't about answering my research question as it is a gray area that industry leaders are still trying to answer themselves but it is a case of gaining a better understanding towards the different perceptions of emotion and how they are perceived.
I've been doing quite a bit of research into Neurological Marketing. The subject is seriously fascinating.
Neurological Marketing is all about understanding a persons subconscious thoughts. These people with the aid of sensors are able to monitor a viewers thoughts as they watch a TV commercial. The results from there experiments show that there is a big difference between what people think they have taken in from a commercial and what they actually take in from viewing a commercial.
Many people are skeptical and critical of this type of research that was being developed as early as the 90's by students at Harvard University. Some people feel that it is invasive and will allow marketing companies to treat humans like robots but the experts suggest that this research is merely a more accurate form of gathering research. Focus groups and questionnaires can often prove inaccurate. Neurological Marketing is able to monitor emotion, feeling and attention. Through the sensors that are positioned on the viewers head, they are able to measure the viewers brainwaves while watching commercials. There results show that more often than not the viewer is actually stimulated more so by something that he or she failed to mention when asked afterwards.
This is interesting for me and my research project because I was questioning how accurate my findings have been and how is it possible for me to measure something which acts subconsciously such as emotion. Gentle camera moves can often help generate a sense of feeling or emotion without the viewer actually realising, so how do you monitor the effectiveness of a factor that is so discreet? Good question. This is something I am trying to work on for my final Artefact as I feel as though this is valuable to understand in terms of trying to answer my research question.
I'm beginning to realise that maybe my research project isn't about answering my research question as it is a gray area that industry leaders are still trying to answer themselves but it is a case of gaining a better understanding towards the different perceptions of emotion and how they are perceived.
First attempt at directing live TV, for real!!!!!
With a 5am start it was an early start to my day, but by 7.27am, I got my first chance to have a go at directing the regional news on BBC1!
It's exciting to think that for those few minutes that your live, you are in control of what goes out on TV to thousand's of homes across the region. I did the 7.27am, 7.58am and 8.27am bulletins that are 3min 15sec in duration and the 1min 30sec bulletin at 8.58am. I made one error during the 8.58 and pressed the wrong button to play some sports graphics but it wasn't detrimental to the piece all that happened was the football scores appeared a few seconds later than they should of done.
Back to work tomorrow for day 3 of 10 consecutive early shifts.
It's exciting to think that for those few minutes that your live, you are in control of what goes out on TV to thousand's of homes across the region. I did the 7.27am, 7.58am and 8.27am bulletins that are 3min 15sec in duration and the 1min 30sec bulletin at 8.58am. I made one error during the 8.58 and pressed the wrong button to play some sports graphics but it wasn't detrimental to the piece all that happened was the football scores appeared a few seconds later than they should of done.
Back to work tomorrow for day 3 of 10 consecutive early shifts.
Sunday, 8 April 2012
Research Project - Artefact THREE
Well Artefact 3 has become a significant artefact for me. It isn't the most substantial artefact in terms of depth but it does represent a turning point. Prior to this artefact, findings were suggesting that all my research results would appear similar and I felt as though I was being led down a path that could only have one outcome. Reading the written part of research project again alerted me to thinking about the psychological process of how the brain identifies an emotion. I began to think how I could use this process to help shape an Artefact that might lead to some new and interesting findings. Using the theory that the brain calls on past experiences to interpret a feeling or emotion towards something I thought I could use this to get people to think about old commercials that have made a lasting impression on them. Once they have chosen a particular commercial to think about I wanted to find out what aspect of that commercial left the lasting impression. Audio has always had a dominating effect on my Artefact results but my Artefacts have also always favoured audio without me realising. My previous Artefacts have always involved people talking about something that they had just seen, therefore the audio would make this dramatic impression on them that they would then speak about moments later. I have also always been in presence when gathering results and wondered if this could influence my findings. Maybe without realising my presence has accidentally influenced my results. If I was to ask the viewer about a past commercial and in different circumstances to previous ones would the audio be as memorable then or would it become the forgotten factor?
I decided to carry out this experiment by just sending a short questionnaire out to people because conducting it in this way would be completely different to anything I'd done before and I wouldn't be able to accidentally influence anyone's decisions. It is also likely that by gathering results by this method that people would be filling out the questionnaire in there own relaxed environment on there own when they have a few free minutes rather than being put on the spot with me.
Visual factors suddenly came out on top in the results. People were explaining that visuals had made this lasting impression on them. The interesting thing for me is some of these ads had really strong audio within them but they hadn't mentioned this. The Cadbury's commercial that features a Gorilla playing the drums came up several times but nobody mentioned the Phil Collins track that was used in the commercial, would this commercial of been as successful without this song choice?
I decided to carry out this experiment by just sending a short questionnaire out to people because conducting it in this way would be completely different to anything I'd done before and I wouldn't be able to accidentally influence anyone's decisions. It is also likely that by gathering results by this method that people would be filling out the questionnaire in there own relaxed environment on there own when they have a few free minutes rather than being put on the spot with me.
Visual factors suddenly came out on top in the results. People were explaining that visuals had made this lasting impression on them. The interesting thing for me is some of these ads had really strong audio within them but they hadn't mentioned this. The Cadbury's commercial that features a Gorilla playing the drums came up several times but nobody mentioned the Phil Collins track that was used in the commercial, would this commercial of been as successful without this song choice?
Monday, 26 March 2012
Sunday, 18 March 2012
Client Project - Shoot Day
The shoot actually took place a few weeks ago now (6th March), but I thought it might be interesting to reveal some of the details of the work involved.
Monday 5th March
- Collect cricket equipment from Gunn & Moore.
- Get Stumps and Bat painted up.
- Arrange time and place at Trent Bridge to collect tables, chairs, fluorescent jackets etc.
- Check with car park that everything is in place for the following day. Submit all vehicle registration plates for barrier activation.
- Print off shot lists, call sheets, maps, storyboards, rules & regulations sheet, health and safety forms and signs.
- Send a final reminder out to cast and crew members.
- Arrange for players to bring there new kit with them.
- Collect spare Notts batting equipment.
Tuesday 6th March
8am - Drop car off at Trent Bridge
8.30am - Collect hire van
9.30am - Collect H4N from Sound Studio
10am - Collect shoot equipment from store
10.30am - Nottingham Castle to shoot a quick tease video for NottsCCC new kit launch.
11.30am - Back at Trent Bridge
12.30am - Collect refurbished stumps and bat from groundstaff and apply branding stickers. Bat & Stumps now painted black. New grip fitted to bat.
1pm - Meeting
2.30pm - Load van with any additional items such as chairs, tables, props, laptop, drinks.
3pm - Collect petrol generator from tool hire company
3.45 - Arrive at Car Park to begin setting up lighting and equipment.
4.45 - First cast members arrive (The Mimes)
5pm - Mimes get make up applied. Actor playing the homeless man arrives.
5.30pm - Set up complete
6pm - Start filming homeless man scene and Mimes arrival.
7.30pm - Notts Team arrive. Start filming Notts players arrival. Manager and Homeless man shots.
8.30pm - Shoot car arrival.
9pm - Start filming match sequence
9.30pm - Cast break for food and drink.
10pm - Continue filming match sequence
10.30pm - Film bench shots.
11pm - Shoot finishes. Clear up begins.
00.45am - Leave car park
1am - Unload equipment at Trent Bridge
2am - Arrive back home.
Wednesday 7th March
8.30am - Return van
9.30am - Return generator
10am - Return filming equipment.
11am - Clear remaining equipment at Trent Bridge.
1pm - Editing starts.
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