BA Thesis in Marketing and Management Communication - Signe Høyer - Student Exam No: 281892 2009 Appendix no. 2 No. Visual frame Representation Orientation Organisation 1. 00:00 - 00:04 Visually: deserted landscape with a blue sky. The associations are: wild nature. Verbally: non- diegetic, male voice-over commentary starts: ‘The world is rethinking its energy future.’ Visual text reads: The world is rethinking its energy future This introductory statement serves to inform the viewer Visually: ELS, in wide-screen format, horizontal angle, of a deserted landscape. The result is an objective image where the viewer is revealed all that there is to see about the represented objects. Sound-wise: the relationship between the viewer and the voice-over is personal. Semiotic structures: the visual text extends the voice- over and connects it to the visual mode. The relationship between the visual text and the visual image is one of elaboration where the text makes the image more specific. Musically, the fast rhythm provides an atmosphere which supports the
Transcript
BA Thesis in Marketing and Management Communication - Signe Høyer - Student Exam No: 281892 2009
Visually: deserted landscape with a blue sky. The associations are: wild nature.
Verbally: non-diegetic, male voice-over commentary starts: ‘The world is rethinking its energy future.’
Visual text reads: The world is rethinking its energy future
This introductory statement serves to inform the viewer of a context: ‘the world’. Present tense is used to make the information relevant and imply an on-going process.
Musically: characterised by a fast pace, dynamic rhythm and medium volume, which keep focus on the voice-over’s narration. Association
Visually: ELS, in wide-screen format, horizontal angle, of a deserted landscape. The result is an objective image where the viewer is revealed all that there is to see about the represented objects.
Sound-wise: the relationship between the viewer and the voice-over is personal. Because a statement is used to give information, the relationship between the voice-over and the viewer can also be characterised as one of expert-listener.The ‘world’ concerns all people and it is aimed at both the viewer and the sender.
Semiotic structures: the visual text extends the voice-over and connects it to the visual mode. The relationship between the visual text and the visual image is one of elaboration where the text makes the image more specific. Musically, the fast rhythm provides an atmosphere which supports the voice-over’s message.
BA Thesis in Marketing and Management Communication - Signe Høyer - Student Exam No: 281892 2009
suggested: a fast-moving and dynamic world.
2.00:04-00:09
Visually: a highway and a car. The association to the car is CO2 emissions.
Verbally: voice-over: ‘The CO2 emissions must be lowered while energy demands increase.’
Original text (The world is rethinking its energy future)fades and new emerges:CO2 emissions must be lowered while energy demands increase
‘while’ reveals that two things happen simultaneously, and thereby a conflict arises between ‘energy demands’ and ‘CO2 emissions’.
Visually: ELS, horizontal angle, of the highway in the same type of landscape. The viewer should not pay special attention to the car, but merely note its presence in the landscape.
Sound-wise: ‘must’ expresses the sender’s attitude towards the topic. In other words, it is seen as an absolute necessity that the world’s CO2 emissions are lowered. At the same time, it functions as a reason and motivation behind the following explanation of the solution.
Semiotic structures: the visual mode illustrates ‘CO2 emissions’ by showing a car. However, the conflict (increased CO2 emissions and energy demands) is communicated explicitly only in the verbal mode and the visual text.
The function of the visual text is also to penetrate the shots, thereby connecting them in a coherent structure.
3.00:09-00:13
Visually: a Vestas truck on a road in the same landscape. Association: Vestas is a professional company that can work in rural areas.
Visually: LS, horizontal angle, of a Vestas truck on a road. The first introduction to Vestas’ logo. Due to the framing, the viewer is not involved
Semiotic structures: in accordance with the visual mode’s attempt to be objective and show all there is to know about the depicted objects, the
BA Thesis in Marketing and Management Communication - Signe Høyer - Student Exam No: 281892 2009
Verbally: voice-over: ‘Wind power provides a sustainable, predictable and…’
Visual texts appears:Wind power provides sustainable, predictable and clean energy
with the truck.
Sound-wise: ‘sustainable, predictable’ have the function of evaluating and describing wind energy. As when describing the conflict, Vestas describes the solution here in explicit terms. The result is a relationship with the viewer where everything is revealed.
verbal mode explain and describe the challenge and the solution in explicit terms.
4.00:13-00:16
Visually: a wind farm where the blades of the turbines rotate fast in the wind. The company’s products are depicted in close relationship with nature.
Verbally: voice-over: ‘…clean energy resource. To successfully…’
Visual text is repeated: Wind power provides sustainable, predictable and clean energy
Here, wind power is described as an ‘energy resource’ which highlights
Visually: ELS, horizontal angle, of the wind farm. The viewer is introduced to the wind turbines from a distance and shown an entire wind farm. The purpose is again to create credibility by providing the viewer with as much information as possible.
Rhythmic units: the visual text: Wind power provides sustainable, predictable and clean energy has been repeated in two following shots. In that way, it follows the voice-over whose sentence is also distributed across two shots. The purpose is to connect the shots and create a coherent film.
BA Thesis in Marketing and Management Communication - Signe Høyer - Student Exam No: 281892 2009
the central argument in the film: that wind equals energy. At the same time, the qualitative adjectives stress its benefits.
5.00:16-00:19
Visually: two working Vestas employees. One of the employees wears a security helmet and security gloves while the other wears a kind of sling. On his trousers is Vestas’ logo in an extreme close-up. The associations suggested and connected to Vestas are: ‘security’, ‘functionality’ and ‘professionalism’. Verbally: voice-over: ‘…address the challenges of today.’
Visual text appears: Addressing the energy challenges of today
‘challenges’ refers to the conflict of an increased energy demand and CO2 emissions.
Visually: MCU, horizontal angle, of working Vestas employees. The viewer should not interact with the represented participants. However, he/she is shown, in detail, the work of the employees.
Rhythmic units: the visual text shifts from a right position to a left position. The purpose is to create a dynamic film and compensate for the fact that there are no camera movements to enhance the dynamic rhythm.
BA Thesis in Marketing and Management Communication - Signe Høyer - Student Exam No: 281892 2009
6.00.19-00:22
Visually: part a wind turbine’s blades rotate with the sun in the background.
Vebally: voice-over: ‘This is why Vestas calls…’
Visual text: Addressing the energy challenges of todaydissolves and fades out.
‘This’, links the reasoning behind the choice of redefining wind energy to the previous sentences which served to present the viewer with the benefits of wind energy.
Visually: CS of the blades of a wind turbine. Low angle position of the viewer. The viewer looks up at the rotating wings of a wind turbine and is thus paced as a subordinate to it.
7.00:22-00:24
Visually: overview of a large city at night time, where the electric lights are turned on. Associations: energy.
Verbally: voice-over: ‘…wind power modern energy.’
Visual text emerges: We call it modern energy By renaming ‘wind energy’,
Visually: ELS, horizontal angle, of a large city at night time. High angle position of the viewer. Camera pans slowly to the left to enhance the wide-screen perspective. Again, the purpose is to give the viewer as broad a point of view as possible.
Sound-wise: Vestas is
Semiotic structures: The visual and the verbal mode reinforce each other. Visually, ‘modern energy’ is illustrated by a large, high-technological, city where humans are dependent on electricity.
BA Thesis in Marketing and Management Communication - Signe Høyer - Student Exam No: 281892 2009
Vestas replaces the word ‘wind’ with ‘modern’ thereby indicating a similarity between the two words or communicating that ‘wind energy’ equals ‘modern energy.’
positioned as an authority with the power to rename their product. Moreover, the choice of word to replace ‘wind’ (‘modern’) points to the values innovation and new-thinking.
8.00:24-00:26
Visually: two represented participants. A child and a woman (presumably the child’s mother).
Verbally: voice-over: ‘Wind power…’
Visually: CU, horizontal angle, of the girl and her mother. The shot is personal but the represented participants do not interact with the viewer.
9.00:26-00:28
Visually: the same represented participants in a kitchen. They are cooking dinner.
Verbally: voice-over: ‘…is an opportunity to change the world…’
Visual text appears: Wind power is an opportunity to change the world we live in
Sound-wise: exclusion of diegetic sounds. From the close-up and medium close-up perspectives, the viewer would normally be able to hear the conversation between the mother and the child. However, it is not their conversation but their actions which are in focus.
Visual linking: elaboration of the same represented participants. The purpose is to emphasise the shot and describe the mother/child relationship in more details.
BA Thesis in Marketing and Management Communication - Signe Høyer - Student Exam No: 281892 2009
10.00:28-00:29
Visually: an electric drill.
Verbally: voice-over: ‘…we live in.’
Visual text is repeated from the previous shot: Wind power is an opportunity to change the world we live in.
Visually: ECU, low angle, of the drill.
Verbally: ‘we’ represents no-one in particular but includes both the sender and the viewer. In that way, sender and viewer are positioned as part of the same group.
Rhythmic units: focus on the functional benefits of Vestas again (as in shot no. 5).
11.00:29-00:33
Visually: a Vestas employee is working on the top of a turbine. Associations again: ‘professionalism’ and ‘security.’
Visual texts emerges: Vestas wind turbines generate more than 50 million MWh
The adverbial ‘already’ positions Vestas at the forefront of development within the field of wind energy.
Visually: MCU, horizontal angle, of the Vestas employee. He is focused on his work and there is no interaction between him and the viewer.
Semiotic structures: Vestas’ logo has been shown two times in the visual mode and presented two times in the verbal mode. Thus, the link to Vestas’ brand is divided equally between the two semiotic modes.
BA Thesis in Marketing and Management Communication - Signe Høyer - Student Exam No: 281892 2009
12.00:33-00:36
Visually: the mother is cooking dinner on an electric cooker.
Verbally: voice-over: ‘…more than 50 MWh a year…’
Visual text from the previous shot is repeated: Vestas wind turbines generate more than 50 million MWh
Evaluative vocabulary: ‘more than’.
Visually: ECU, horizontal angle, of the mother. Focus is on the cooker.
Sound-wise: the technical term ‘50 MWh’ is used to increase Vestas’ credibility and indicate professional benefits of the brand.
Semiotic structures: the visual text penetrates the previous shots and this one, thereby linking the household context with the Vestas’ context.
The benefits of wind energy are both presented qualitatively (‘sustainable, predictable, clean, modern,’ etc.) and quantitatively (‘50 MWh’). In that way, the promotion of wind energy becomes explicit.
13. 00:36-00:40
Visually: the girl and presumably her father.
Verbally: voice-over: ‘…or enough power to supply millions of households.’
Visual texts appears: Enough power to supply millions of households
Evaluative vocabulary: ‘millions.’
Visually: CU, horizontal angle, of the girl and her father. The viewer is still a passive onlooker.
Semiotic structures: the verbal mode elaborates on the visual mode and makes this household (mother, father, girl) one out of many which wind power can supply with energy.
BA Thesis in Marketing and Management Communication - Signe Høyer - Student Exam No: 281892 2009
14.00:40-00:58
Visually: silhouettes of rotating wind turbines. The wind turbines keep rotating after the voice-over’s commentary and the music has stopped. Associations: wind energy is sustainable and long-lasting.
Verbally: voice-over: ‘Vestas - Number one in modern energy.’
Visually: ELS, low angle, of the wind turbines.
Sound-wise: Vestas is connected directly to the term ‘modern energy’.
Rhythmic units: the webmercial is structures into units of information which present: the raw wind power, the harnessing of this raw wind power, and the end-users of wind energy. However, these units of information do not follow sequentially. Rather, because of the visual text, they are merged.
