Overview:(1) Explanation of our presentation theme

(2) Viewing of the inspiration video

(3) Strategy, Target Audience, and Focus Statement

(4) Our video

(5) Structures on a magazine spread—tie in to video

(6) Music

(7) Recap of presentation content

(8) Second viewing of our video

(9) Questions?

Play: Student Life in Halifax

Kate Woodworth

Lauren Wilkie

Margaret MacDonald

Our inspiration…I Love the Whole World

Strategy

-Use an existing advertisement (Discovery Channel commercial)

-Attract students through a familiar, funny medium

-SNL approach

-Achieve credibility through similarity with the actual existing video

-Create an informative AND entertaining recruitment video

Focus Statement

-Purpose: To attract high school students to Mount Saint Vincent

University by highlighting the benefits of life in Halifax

-Through the familiar tune and wide-ranging visual content, the video will get

students excited about the prospect of city living

Target Audience

-Graduating high school students

-Focus on 17/18 year-olds

- Use a variety of aspects of the city to reach a broad range of personality types

-Art, culture, sports, food, etc.

-Majority of the video clips include young adults (university age)

to highlight the youth demographic of Halifax

BUILDING AN EFFECTIVE LAYOUT:

WORDS/SCRIPT

In a magazine

-The “descriptor” of the layout

- Provides a clear theme

-Very distinct from the rest of the text (larger, isolated)

In our video

-The beginning/end slates: “The Mount Presents…”

-A preview of the video content

-The dialogue before the music: lead-in

-End credits

EYELINE

In a magazine

-The “organizational structure” of the layout

- Displays order and provides a clear focus

-The jumping-off point

In our video

-Pan shots of Halifax “I love this great place”

-All other lyrics organize around this line

-The common thread of the video

-Allows the viewer to re-focus when many

images are being flashed on screen

BODY TEXT

In a magazine

-The “elaborator”

- Provides description of the surrounding visuals

(photographs, captions, etc.)

-Breaks up the visuals/adds variety/credibility

In our video

-Student interview

-Supports the video’s visual content

- A “deeper look in” to the purpose of the piece

-Provides prospective students with a

relevant, personal attachment

COLOR

In a magazine

-The “eye catcher”

- Visual interest and creativity

-Stimulant: livens the layout

In our video

- Color as a symbol of the arts scene in Halifax

-Various bold graphics, arts-based stores

MOVEMENT

In a magazine

-The “third dimension” of the layout

- Avoids the layout falling flat: provides action

-Not necessarily just through pictures:

also achieved through page construction

In our video

-The push to “get moving” in Halifax

-Sports, shopping, etc.—getting active

-Clear flow through the entire video

SHAPE

In a magazine

-The “visual interest” of the layout

- Playing with different shapes

-Adds variety

In our video

-Various shot angles/distances

-Close up, medium range, pan shots

- Exploring scale in Halifax

(ex. Theodore, Citadel)

-Restaurant signs: playing with shape

VISUAL LAYOUT RECAP:

(1) Words/script

(2) Eyeline

(3) Body text

(4) Color

(5) Shape

(6) Movement

MUSIC CHOICE

Verse 1: Traditional music, similar to the real Discovery video

Verse 2 and 3: Building momentum—an additional rock beat stimulates the listener

Verse 4: A more subtle effect to allow for a student interview, still maintaining the same basic tune

Verse 5: In keeping with the Halifax theme—East Coast inspired music

The layering of new effects throughout the video:

(1)Sustains audience interest

VIDEO RECAP

QUESTIONS?

THE END

THE END