Layers in photoshop

The layer palette is the section of photoshop that holds all of the layer options.

Layer stack is what shows you the order of the layers and it allows you to combine your images and keep them in order, you can also change the order if you wish.

New layer is what allows you to add a new layer to your sequence which appears above the current layer.

Opacity is what controls the visibility and transparency of each layer.

Transform is what allows you to change the scale of the image, it also allows you to distort, warp, rotate and flip the images.

Copy and Paste = New Layer - by using the marquee tool you can select a certain part of the image to copy, when you paste that part back into the image it create a new layer in the layer stack.

Layer Styles is the tool that allows you to change the look of the image or text. You can bevel, emboss and add shadows and overlays to give the image depth.

Blending modes is what allows you to dissolve and blend your images into each other in a variety of different ways. Including different ranges of opacity and colour, depending on the original colours.

Legal and Ethical

If we were to use someone else's music in out production it would be classed as plagiarism, we could overcome this problem by applying for copyright clearance by sending an e-mail to the author. We could also overcome this problem by asking someone to create music specifically for the production so that we had the copyright clearance for it.

Photoshop brush tool

In photoshop the brush tool allows you to choose different types of brushes ranging from a normal pen, which can be changed to different sizes, to more creative brushes which include leaves and stars, dots and airbrush types.

The settings within photoshop allow you to adjust the hardness, size and scattering of each of the brush types.

The hardness adjustment allows you to soften or harden the edges of the brush depending on what it is required to do.

The size adjustment obviously alters the size of the brush.

The scattering adjustment does exactly what it says, it allows the brush to scatter all over the place instead of in one set place.

You can alter the colour and the opacity of the brush fonts, which changes the depth of colour.

Unit 30 Production Blog

For this production I have been involved in the pre-production idea generation and also in writing up the treatment. I will also be involved in the actual filming.

The treatment, script, shooting script, storyboard and health and safety have been completed along with the risk assessment.

I have been involved in the filming and recording of the voiceovers, which has now been completed. I am now at the end of post-production.

Advertising Production Treatment

Mind map:

Ideas

• Fire

Child, family, seasonal awareness. Out of focus shots, panning, long shots, low angle. Fairy lights, pink, presents, tree, decor, girl, mother. Sound Effects: heartbeat, lullaby, Christmas music, crackling, electricity, fire, burning sfx.

• Effects of fire

Burns, scars, marks of previous trauma, emotion. Two people comparing scars (perhaps from sports injuries) while a person with severe burns from a previous trauma walks by (close ups, mid shots and long shots). Slow orchestral music, flashbacks to what happened to the person mixed in with original footage.

• Car crash    

Cracking, body sound effects, crashing, loud and dramatic sfx.

• Drowning

Intoxicated in some way, after having left with some friends, dared to jump in a river, drowns and dies.

Decided idea: Fire - Treatment:

The child would be asleep in her pink room with fairy lights left on around the bed. The mother has gone to bed after allowing the fairy lights to be left on and she also left the Christmas tree lights on in the room beneath her. We would use a lullaby or some Christmas themed music. While the girl is asleep the fairy lights would get to hot and start smoking and set on fire.  There is no smoke alarm and as the child wakes up she starts to scream for her mother. While this happens, the same thing has also happened to the Christmas tree lights and the smoke makes its way up through to the mothers room and the same thing happens to her. I believe that this is an appropriate idea as it describes the effects of carelessness, leaving electrically powered items on overnight and also of not having a fire alarm. It also shows what fire can really do. We would fade out of the music and add sound effects such as crackling or burning, and the young girl would fade out as the smoke slowly intoxicates.

Some adverts have used children and also the effects of a fire without a smoke alarm but with this production we want to add more emotion so that it impacts the audience and so that they will realise how dangerous simple seeming things can be.

L.G [20/11/2012]

Shooting Script
Shot Once: Opening medium shot slowly panning up to the top of the bed, keeping the children’s face in focus and then loosing focus on them and focusing on the fairy lights around the bed of the children.
Shot Two:  A close up of the mother overloading the switches, and extension lead for the Christmas tree.
Shot Three:  A close up of the feet walking up the stairs and slowly panning following the foot steps
Shot Four: A point of view shot from the children’s view as the mother enters their room
Shot Five: Jump cutting to a point of view shot from the mother, as the camera follows the mother to the children.
Shot Six: A two shot of the mother saying ‘goodnight’ to the two girls, and tucking them in.
Shot Seven: A medium shot of the mother leaving the room
Shot Eight: A close up shot of the mother asleep in bed, as the smoke rises through the floor to her breathing space
Shot Nine: (Wall transaction) A medium shot from the bottom of the children’s bed as they awaken and shout and cry for their mother. Using different angles to increase intensity on the emotion in the scene
Shot Ten: A close up of one of the children crying for help, as it pans to the other child whilst she appears to be unconscious from the smoke in their room
Shot eleven: As the smoke appears in their room, one of the children screams out ‘Mother’ again, as this shot fades out to black
Shot Twelve: A splat shot of the ‘Fire and Rescue’ service and details become available on the screen.

Charnelle Hughes [26/11/2012]

Photoshop Tools

Unit 30 - Structures and Techniques of Television Advertising

http://www.wisegeek.com/what-is-an-advertising-campaign.htm [accessed] 6/11/2012
'An advertising campaign is a specific course of action designed to advertise a cause that employs an intentional and carefully coordinated series of marketing tools in order to reach the target audience.'
The main purpose is to raise awareness for a particular cause. The structure will generally depend on the nature of the cause and also on the target audience that it has been designed to reach.

http://www.ehow.com/facts_5760908_purpose-television-commercials_.html [accessed] 6/11/2012
Commercial advertisements are designed to reach a target audience with the purpose to sell consumer products. 'Creative, imaginative and engaging advertisements inspire, excite and convey information and generate brand loyalty. Advertisements personalize the relationship between a business and consumer.'

Both types of advertisement have, ultimately, different purposes but they both inform the audience of something. Many advertisements try to evoke an emotional response in their audiences, campaign advertisements more so than commercial advertisements; commercial advertisements generally use humour, perhaps to engage the audience but also to make the advertisement memorable, while a campaign advertisement will probably not use any humour because it will interfere with the message that it is trying to convey. Some of the same structures are used in both types but there are also some differences between them. With some examples, I will discuss these.


This advertisement is anti-realist as this would never actually happen in reality but there is also a realist element to it as pregnancy is a general thing.

Humour is used to grab the audience's attention so that they will want to watch the advertisement and find out what the product is. Humour is also used to make the audience laugh and to try to convince them that this product is what they need. The humour is portrayed through the music and sound effects which do not necessarily fit the seriousness of the situation but which are used to show the audience that it is not meant to be serious; it adds a lightheartedness and stands by the anti-realism idea. This is completely different to the television campaign advertisement which does not use humour to portray its message, it is a much more serious production and usually consists of conveying important issues.

The idea of this advertisement is that Irn Bru can get you through anything and it is used to make the audience believe that they need the product. It tries to show the product as being so irresistible that even an unborn baby wants it; it tries to convince the audience that they need this product.

The splash shot that is used at the end makes the product stand out with the colour and logo that is used, it also stands out against the darker colour of the pregnancy scan so that the audience will remember the product or at least the bright colours of the logo.




The main purpose of this television campaign advertisement is to get the audience to help the cause: Anti-bullying. This is done in many ways throughout the production using different techniques.

This television campaign advertisement is different from the commercial advertisement because it is trying to persuade the audience to support the campaign and to speak out against something rather than trying to persuade the audience to buy a certain product which is the aim in the commercial advertisement. It evokes compassion, concern and fear within the audience in a way that will attract them and make them want to help the cause. This is done with the use of the acting, the 'bullies' blatantly choose to make fun of someone because of their hair colour, one of the other boys at the school yard sees this in action and comes in the next day with the same colour hair as the boy that is being made fun of. This act against bullying shows the audience what the campaign is about and gives them an idea of some ways in which they can help and support the cause.

The campaign advertisement gives a solution to the problem by giving information at the end; name and web address where the audience can find out the different ways to help. This ties up the end of the production and lets the audience know fully what the campaign is. This kind of information is not given in the commercial advertisement but a splash shot is used because it is a promotional advertisement.

The music adds to the emotional response element and creates a compassionate ambience through the use of the slow, orchestral music which gains a beat at the more intense parts of the story to emphasise what is being portrayed, this catches the attention of the audience and gets a response from them.

Both advertisements have similarities; they both inform their audiences of something and hope to get a response or reaction from them, and differences; campaign advertisements play on the more compassionate and concerned side of human nature while commercial advertisements simply make the audience feel like they are lacking if they do not own the product and that they will become a better person if they go out and buy it; they play on the more self-centered side of human nature. Campaign advertisements ask the audience to give; commercial advertisements ask the audience to get.