Promotional Video - Codes and Conventions

Promotional Video Productions 

Promotional videos should follow certain codes and conventions to help appeal to their audience effectively. these codes and conventions include aspects such as interviews, from either people who were a main part in the products creation or customers who have purchased the product, be between 3-5 minutes long and show the product being used. i am going to watch and analysis 4 pre-existing promotional videos, with different styles. this will not only allow me to see the codes and conventions in action, but give me a wider selection of approaches to how a promotion video should look.

The text needs to have meaning and such techniques as camera shots, mise-en-scene, lighting, editing, music and audio will help give the text meaning, as well as determining the response of the viewer. By watching promotional videos i am hoping to compile my own list of codes and conventions, with reason why they are effective, that i will follow and refer to when preparing, producing, filming and editing my own promotional video. also the list will give me guide lines that will help to make my video look as professional and effective as possible.

Video 1 - Bentley Mulsanne

3min 38sec

I felt that the Bentley Mulsanne selling point was to remind the viewer of the quality the Bentley is made to, and how they concentrate on the small things as well as the larger ones. the video puts this point across by showing how the car is manufactured, showing the smaller less noticeable details, like the finishing stitch one the seat covers; this is on of the aspects that is shown to be hand crafted. Also the video shows how the car are manufactured in Britain (such phrases as "pinnacle of British Motoring" are used), not only today but how they were also in the past, showing older footage of the first cars in Britain.

Instead of using interviews to sell the quality of the car, this promotional video uses captivating music and titles to get across points that the visuals cannot.

I feel the video itself has quiet a vintage feel and look to it, like the the handwriting on the video instead of block text, for example. The viewer becomes engaged as the video tells a story, of both the production of the Bentley today and the progress made for the first Bentley made to the Bentley's made today.

The non-diegetic music start soft at the beginning to accompany the images of the past, a simpler time. then as the video moves on and the story progresses the music, becomes more intense. The music compliments the video, as it is not to over powering with simple beats.

Video 2 - ACLAS

1min 54sec

The video straight away opens with the logo of the company, before we even really know what the video is about, promoting the company to the audience straight away. The video promotes that the company ACLAS not only delivers you package quick, but has helpful friendly people who the customer deals with when ordering parts, and also that the company take care when handling your items. the friendly attitude of the company is seen when the customer and an employee of ACLAS are talking on the phone at the beginning and they are both smiling and looking happy.

The pan left at the beginning from the black title screen to the plan on the runway, helps the video flow from the title to the video.

Once again a story is being told. This time the story once again engages the audience, showing them how the plane was stationary at the beginning, the journey of the part that will help the plane become airborne once again. At the end the shot changes from black and white, to colour. this helps to emphasis the importance of the company and the plane being in the air stands out more than anything else in the video; this would have not been possible with the company getting the part to the aircraft swiftly.



Once again we see the logo at the end; this promotes the company further, reminding the viewers of the company that provided the quick and careful delivery of parts seen in the video.

Music is once again soft, simple and quieter at the beginning, once the process of sending the item is under way the the music has the same over tone, but louder and more intensity, however still not overpowering to the visuals on screen.

Video 3 - University of Nottingham Innovation Park

3min 40sec

Like the previous promotional video the logo of the university is seen at both the beginning and the end. however the end logo has and email and web address that was not present on the first logo showing. this enables the viewers to contact the university if they like what they saw in the video.

The high angle wide shot at the beginning allows the viewers to see straight away what the new campus looks like, therefore promoting the building straight away also. Also the selling point of the video is the availability of space, accommodation, opportunities and equipment, these points are stressed upon by the voice over, and the visual support what she is saying. the video also promotes the travel network  travel links, strain stations airports, motorway access.

The video has a mix of still and moving images; although the still image do move across the screen (the Ken Burns Effect). The video is made up, of panning and tilt shots, with only one still shot when the map is shown. the constant moving adds excitement to the video, i feel, making the university and the opportunities available there seem as if they will move your business along in the right direction.

The voice over has a very up beat tone and seems enthusiastic. The voice over using dramatic words that only enhances the university, such words as defines, award winning, superb and excellent. Although a simple techniques using these types of word encourages the audience to being intrigued and excited themselves at what they are seeing. To encourage this excitement even more the back ground music is upbeat and gives the video an edge of excitement.

Video 4 - Puma and Asos Black

4mins 51sec

This promotional video is different from the previous three. with the other i feel that they were trying to promote the company, where as with this one i feel that it trying to bring awareness rather than promote the sponsors (Puma and Asos Black).

The location is set up with text on the screen. this help to place the audience as is would not be obvious, this could be any slum in any park of the world. the shot opens with a hand held camera at street level following on of the characters in this mini dodcumentry, through the slums. this lowers the audeince to the level of the slums and makes it more personal, this promoting the hardship of the characters lives more than if the camera was at a high angle. i feel that by bringing the audience into the slums, makes the statement of the video more powerful. as said before, we feel close to the characters physically and emotionally and can relate more.


Slow motion is used frequently throughout this video. i feel that the use of slow motion provokes more thought from the audience and encourages them to feel more, connect more to what is being portrayed on the screen. a good example of this is when the four characters are running down the hall and looking over their shoulders. because this is in slow motion you feel as if something is going to happen, and builds tension. causing the audience to stay intrigued as they want to know what is going to happen.

The use of english subtitles to voice over helps connect the video with a wider audience. i feel that by doing it with english subtitles and Portuguese speech, instead of the other way around, keeps the min documentary authentic and true to its roots, which i what i feel the ver all message is.

Finally the upbeat, high pace music mirror the action on screen, bringing speed, tension and an element of danger to the video. Danger is enforced by police sirens and helicopters being heard in the background. this element of danger that is portrayed throughout shows how passionate the characters are about having a voice and what they do. as this is the pint of the video i feel that it is done very effectively.