LG G5 Promotional Video
Target Audience: Males and Females aged 18-35
Mode of Address: The video contains close up shots and shots of people demonstrating the product in over the top, comical ways.
Technical Conventions: The video opens with a close up shot of the phone, where they show their new feature, a battery which is easily removed so your phone is never without full charge. The non-diegetic music within the text is very upbeat, which signifies that this product will make it's users enjoy the new features of the phone, which is coupled with shots of people smiling. This is reinforced with the use of vibrant colours, as the colours replicate the vibrant emotions being displayed by the consumers. The actors seem to be over-acting, which can often look comical, however in this instance it is used to promote the idea that this phone is unrealistic in terms of design and features, as it is almost futuristic. The use of over-acting could also be being used in the text as there is no dialogue, so they want to be able to display people's emotions without them having to speak, as a type of exposition. The vibrant colours also reference the wide variety of colours that the phone is available in. Another shot in the text is an extreme long shot of people in an office, with a close up of the phone superimposed on the left side. The battery is swapped and the bottom of the screen becomes some sort of party, so the company is clearly trying to state that this phone, by simply changing the battery, can make the most dull situations seem like a party. Another feature of the phone is a wide angle camera as well as a normal one, and this is shown through a long shot of a man fishing, but when they change to the wide angle lens you see that it is just a set, therefore implying that the phone can tell you things that you did not already know and reveal aspects of life that are otherwise hidden. They also boast a new feature where when the phone is locked, only the pixels displaying the time/date etc will light up, therefore saving battery power, but also not blinding you in dark situations (such as in the cinema, as shown in the text). They also show their new virtual reality headset, as virtual reality is becoming increasingly popular, but also perfectly displays the futuristic nature of the phone. Coupled with the 360 degree virtual reality headset is a 360 degree camera, used to capture 360 degree videos. They also show off their 'rolling bot' camera and headphones, both of which have a futuristic design to enforce the futurism behind the phone. A technical aspect that also explores this futurism is the mise-en-scene, as the characters in the text are all wearing quite outlandish, futuristic clothing to reinforce that this is a phone of the future made available now.
Brand Identity: One close up shot in the text shows two people doing some sort of secret handshake, implying that the phone will bring people together and cause people to build new friendships. Shots like this show the target audience that the brand cares about relationships with other people, not just with their product, so they feel like LG are their friends rather than just another brand, so to display this they have quite quirky and jokey scenes in their promotional video.
Narrative: The video does not have much of an overall narrative, but each individual scene has it's own narrative, such as the office scene that turns into a party, so in this way the video almost seems like a sit-com, which adds to the comical aspect of the video.
GoPro HERO4 Promotional Video
Target Audience: Males and Females aged 18-35, who are adventurous with a high disposable income.
Mode of Address: This video is shot entirely from a GoPro HERO4.
Technical Conventions: The text opens with a close up shot of the camera followed by the logo and the slogan for the camera 'Be a hero'. This is coupled with an Australian man saying 'life is either an adventure or it's nothing at all' in a voice over, which fits in with the product as GoPro cameras are designed to withstand any adventure. The remainder of the text is footage of various 'adventures' filmed with a GoPro camera, such as a boat going past icebergs, some kind of street car race, swimming with fish, snowboarding and exploring volcanoes. This footage is clearly designed to show the resilience of the camera, as it is waterproof and can withstand the hottest and coldest climates on earth. Much of the footage is from a point-of-view shot, therefore implying that the audience of this video could be doing what is shown on screen. The non-diegetic music in the text is upbeat and energetic, which reinforces the idea that life is an adventure. The video ends as it began, implying a cyclical narrative, meaning that this kind of experience will happen over and over again.
Brand Identity: The brand of GoPro are clearly representing themselves as adventurous, as every shot in the video is of some sort of adventure to another country, or participating in some sort of extreme sports, so the brand clearly wants to be seen as outgoing and want to encompass people of all walks of life into their product.
Narrative: There is little narrative to the video other than the cyclical nature, which shows that adventure never ends, as the video closes with the same close up shot that it opens with.
Shark Wheel Promotional Video
Target Audience: Skateboarders aged 15+
Mode of Address: The video starts off with footage of people skateboarding, then goes on to explain how the wheel works, shows more footage of people skating and explains some features of the wheel, and finally showing user testimonials.
Technical Conventions: The video opens with a shot of the company's logo, which is designed to look like the wheel itself. The logo for the company is 'We reinvented the wheel. Literally.' which plays on the idea that people have often stated that they have reinvented the wheel when creating a new piece of technology, however this company has literally done what most people thought was impossible. The video opens with a narrator asking the question 'what if someone reinvented the wheel, what would it look like?' and then a number of interviews with people exploring what they believe a reinvented wheel would look like,with some ideas not far from the truth, someone saying 'wavy lines I guess' and someone else saying 'square if anything'. For some reason, maybe comical value, the company decided to add a non-diegetic excerpt from Pulp Fiction, with Jules Winnfield saying 'that is a tasty burger' in the narration. In the video, they explain how an inventor made a shape that is a mixture of a sphere and a cube and inspired by the sine wave created these wheels. There is a lot of footage of people skateboarding, so a potential customer can see how the wheels actually perform when on a board. During the testimonials section of the video, there are a lot of interviews with skaters who use shark wheels, as to attract potential customers. There are also quotes from sources such as LA weekly describing the successful nature of these new wheels, so not just skateboarders comments are used but also official corporations. The video closes with a man skating on screen, and saying to the camera 'sunshine or rain, all terrain, I ride my shark wheels', which is an effective way to pull in customers.
Brand Identity: The company want to be seen as friendly, everyday skateboarders, however also want to be seen as professional in order to attract customers. They do this well by blending the testimonials nicely with facts and figures from tests.
Narrative: The narrative is as stated in Mode of Address, closing with the same shot it opened with, implying that there will always be skaters and also that the wheel will never stop turning.
