Friday, June 12, 2020

Editing Organisation and Bins

Editing: Organisation and Bins

Throughout this course and unit, I was learning how to edit, coming from minimal experience so I had to learn all of what I know, one thing that I found crucial when editing was the organization of my clips. I learned to organize my clips through the use of Bins helping me keep track of all my clips and separate them accordingly. I started using Bins during my very first task in which I used them to organize which clips included what, such as footage of the deer I shot went into one Bin, whereas footage of establishing shots went into another Bin.
Another form of organisation I used was during my music video production in which I used the timeline as a way of planning what shots went where using it as a shot list or an edit decision list as such. I found this a useful way of planning where I wanted the footage to go and for how long exactly, helping me know what I still had left to shoot and edit and how long it had to be.
When planning I opened up Premiere Pro with the song in there and listed my desired shots at what time stamps I would like them at, in doing this it helped me set out my plan for the music video and gave me a better idea of the footage i would need to gather.


Edit Decision List

Edit Decision List

Throughout this course, I have been planning multiple practical pieces of work, on my final piece I used an edit decision list to help organize and plan what exactly I wanted to be in my final product, I found this process to be very helpful and wish I incorporated it into more of my work.

Edit Decision List Promotional Video 1
  1. Establishing shot of dinner table with the family sitting at it eating dinner.
  2. Mid to short shots of each family member talking while eating dinner
  3. Cut to a wide shot of the family laughing at what has been said.
  4. Fade out to the product logo
  5. Shot of the Apps interface while a voiceover explains its features
  6. A close up of a hand using the app to share stories
  7. Fade out to a long shot of the family enjoying themselves laughing
  8. Fade to logo again
Edit Decision List Promotional Video 2
  1. Establishing shot of bench in a garden with grandad sitting.
  2. Mid tracking shot of father joining him at the bench.
  3. Mid shot of both sitting at the bench talking.
  4. Long shot of children playing in the garden
  5. Cut back to mid-shot of father and grandfather talking
  6. Shot reverse shot while the conversation continues
  7. Fade out to the logo of the product.
  8. brief shot of User Interface of the App while a hashtag is present.
Although not exactly an Edit Decision List another style like this that I used to plan was during my music video production in which I used the timeline as a way of planning what shots went where using it as a shot list or an edit decision list as such. I found this a useful way of planning where I wanted the footage to go and for how long exactly, helping me know what I still had left to shoot and edit and how long it had to be.
When planning I opened up Premiere Pro with the song in there and listed my desired shots at what time stamps I would like them at, in doing this it helped me set out my plan for the music video and gave me a better idea of the footage I would need to gather.

Thursday, June 4, 2020

Editing Techniques Evaluation

Editing Techniques Evaluation

Throughout this course, I was tasked with editing together different pieces of practical work that I created, the software I used throughout this course was Adobe Premiere Pro. To start this unit off I researched the history of editing software while slowly moving onwards looking at the software I would be using and how to use it. Once I had familiarised myself with this software I started editing together different short films that I had shot prior until eventually editing together pieces of work for my different units.

Firstly I looked into the history of editing software looking first at the early forms of editing where people had to manually cut the film and stick it back together, researching into this I discovered about the importance of women in early editing as they would have these editing roles due to the similarities between sewing and editing. Technologies advanced and the Moviola was introduced letting editors view their work giving them more of an idea of where they are cutting. At this time all editing was done linearly meaning they had to cut the film in order not letting them go back and make changes, unlike non-linear editing software that came around much later like Premiere Pro.

Once all the research into the history of editing was complete I started using my editing software Premiere Pro practically, editing together short films that I was tasked with making under a strict time limit, this helped improve my editing skills with my chosen editing software. The first short film I had to edit was based around using different camera angles. When editing this piece of work I had to look at how to cut these different camera angles together effectively, this improved my skills with contingency editing through having to organize these different shots in a way that looks right for the viewer. The next film challenge I had to do was more editing based where I had to edit to the beat of the Wii music, this drastically improved my skills when editing making sure I had the cuts match up with the beat of the music, this improved my understanding of editing precisely. The final challenge I edited together was finding footage online and editing to a chosen song, the skills this helped me improve where choosing the correct tone of the clips I was using giving me an understanding of how to match the tonne of visuals with audio. Overall these short film challenges set to me by the teacher helped introduce me to the software I would be using more later in the year. 

One of my first pieces of editing I had to do within this course was my New Wave film that I had previously shot, I had gathered my footage (Although I had some trouble doing so) and started editing it together, I threw all my footage into Premiere Pro and organized them into different Bins, which I just learned how to do during this time. Once I organized all my footage I began editing soon realizing that I needed more footage and some reshoots. Once I had gathered the extra footage needed I ran into a problem with editing, the problem was that the footage from the different shoots was visually different in style, creating a little continuity error. Continuing on from this I edited this piece to a soundtrack and showed contrasting visuals between cuts showing the differences and similarities between nature and humans I was shooting. To make this project New Wave I had to edit this production in a new way that goes against most conventions I was learning, to make it new wave I used different techniques popularised during the time of American and French new wave cinema, following this I incorporated techniques such as prolonged cuts and a jungled non-linear order of shots to help give my production that new wave feel. During this task, I believe that my cuts were placed effectively to help me show off my points that I was trying to make showing the similar nature between my two shots, however, going back I would provide myself with more time for shooting allowing me to edit without feeling like there a change in visual style as I would have been able to shoot until I was happy with the footage I gained. Throughout this task I improved my editing skills overall, however specifically, I learned how to use Bins to organize my footage making it easier for me to find the clips needed, organizing them into folders while labeling them specific names as to find them within this folder.

Later in the year, I moved on to the music video unit in which I had to produce a music video to be marked and graded (Along with other theory work). Having done my first shoot for this music video I threw all my footage into Premiere Pro and organized it into bins and labeled the clips much like what I learned to do during the New wave task. Once I had done this I proceeded to edit the clips I had gotten matching them up to my chosen song (Summer by Imagine Dragons). From this, I could see what footage I was missing at the time, and by learning from my previous mistakes a began planning using a sort of shot list with the title features on Premiere Pro, matching them up on the timeline to the times I want that shot playing (Visual examples of this in my work). Having a greater understanding of what shots I wanted and how long they needed to be due to this shot list I created I went on to shoot 2, although I had more time due to my extra planning, a problem similar to my New Wave work crept up, this was the two different visual styles between my different shoots, the reason this was a problem this time rather than time management was the fact I couldn't gather the lighting equipment I used in the first half, giving the second shoot a colder feel to the first shoot, with this being said I believe this to be my biggest weakness during this task as the different styles take away from my finished product making it look less professional. However, what I think I did right during this task was the editing to the beat, when first picking the song I decided immediately I wanted certain shots edited to the beat of the song such as a shot of clapping to the claps heard in the song, I believe I did this effectively during this edit as I effectively cut between two different hands clapping, matching it up to the hands clapping in the song. What I would change during this task would be making sure I had the equipment on hand for any reshoots and extra shooting days to create the same visual feel within my video.

In conclusion, I believe my editing skills have grown and improved massively throughout the year going from never using the software or anything like it before, to editing towards a beat effectively matching audio with visuals. Although I believe my editing has improved a few issues have still crept up throughout the year, mainly being that my different shoots tend to have different visual styles making it hard to edit them together effectively. The different ways I have run into this problem are through not having enough time/poor time management, to not having the same equipment in different shoots. I wish I had the opportunity to show my improvements within this area however with my promotional video brief having to be changed last minute due to unforeseen circumstances I never had the chance to show I could improve this however the blame still falls on me for making the mistake multiple times. Another thing I would change throughout this unit would be choosing to produce and edit a short film for my film studies unit to help show off my skills, however at the time I did not know I wouldn't be producing a video for my promotional video unit so instead, I prompted to write an essay instead. Overall I believe that my editing has improved over the course however I can still see areas to improve on in the future.

Practical Skills Evaluation

Practical Skills Evaluation


Throughout this course, I was tasked to develop different practical pieces of work in correlation to the units I was working on at the time. I developed a total of 2 final pieces for my work as well as a few short film challenges set to me that did not correlate towards my other units.

I started this course researching into DSLR cameras and how to use them, although I had basic practice before, this element of my research really helped me develop my understanding of the different features the camera I would be using had such as finding out about different iso’s and how it increases the lighting while also increasing the grain allowed into the shutter meaning I would have to have my ISO set to a lower level with sufficient background lighting to make up for the low light allowed into my shutter to help give me the best-looking shot. Other elements I researched were the F-stop value and the Shutter speed. Through this research, I found that Appature/F stop Value controlled how much light was allowed into the lens with every time the F-stop value halves, the lighting area quadruples, during this time I also discovered that a camera's lower F-stop value correlates with a shallower depth of field witch determines what in the shot is in focus whether if its just a face or a full background. The research I did into Shutterspeed helped me learn about how this affects lighting and shots with the shutter speed and lighting correlating at a 1:1 ratio, for example when the exposure time doubles, the lighting in the shot will double. Following on from this I began to research different lighting techniques that are used within film and media production to help improve my understanding of the importance of lighting as well as the different ways I could incorporate these techniques into my practical work. The different styles of lighting I researched were: Rembrandt, Edge, Butterfly, Highkey, and Lowkey. Not only did I look into these different styles of lighting I also experimented with them too, for this I took to the studio and photographed some of my peers. 

Once my researching into the practical side of film was complete I was tasked with creating short film challenges to help me get used to the controls of the camera and to develop my skills with my chosen editing software. For this, I created 3 short films, my first short film I was tasked with using different camera angles in a unique way to help me develop my skills and to get me to think about different shots. The next short film I developed was based around the Wii sports music,  in this video, I edited towards the beat helping me develop my skill editing in a unique way. The final short film I created was editing based, in this short film I had to use footage found online to edit together a music video, this short film drastically developed my editing skills allowing me to be as creative as I wanted and not limiting me with footage that I could shoot. Overall I believe these short films I created, although looking back now maybe basic, helped develop my skills allowing me to create better content further down the line. What I learned during this was how to properly use the camera and edit, although I already researched into these topics I believe allowing myself to use them in a practical environment helped develop my knowledge more.

Moving on to one of my first practical tasks, the creation of a new wave film, for this task I planned out a shooting day so that I knew what sort of footage I was to gather, The day of the shoot came round and I headed to Bradgate park, during this day I ran into a few issues when shooting, the main being I forgot to turn the camera off in my camera bag, thus causing me to have very little battery, any other time this would not be too much of an issue however due to the shoot location being a 40minute drive from my home I couldn't turn around and come back. This complication meant that I could not gather as much footage as I would have liked however, I still got some pretty good shots that I managed to use within my work. Adapting to these problems that I faced during production, I used some of my previously unused footage to help patch together my new wave film that was based around the similarities between nature and the deers that I shot with the behavior of humans. To improve this task I would have set out more time for shooting and take spare batteries for the camera with me as to help plan for the unexpected. However, the elements that I felt like I did well were the shots of the deer I managed to take.

The next practical video I developed was a music video, for this task I had to choose a 3minute long song without a music video as to not influence my ideas. The song I chose for this unit was "Summer" by imagine dragons. When planning this music video I analyzed 3 videos and studied the codes and conventions within them. from this, I also created a questionnaire to ask audiences what style of video they would prefer. Once I gathered all this information I started planning my video opting for a very warm style of video, to bring this idea to life I gathered extra lighting equipment that helped give my shot a very warm feel to it. Filming began and I gathered a good portion of the footage. moving on from day one of shooting I threw my footage into premiere pro and started editing, this helped me develop an idea of what footage I was missing helping me plan out my next shoot. Some ideas that I thought worked well were the clapping to the beat of the song, I feel this was edited well and matched up, giving my video a professional look while showing off my editing skills and how they've developed. With most of my video edited I went on to shoot the remaining footage, this leads on to one of my weaknesses for this task, this footage from shoot 2 has a different tone to that of shoot 1 because of my lack of lighting equipment this time around, to change this I would make sure I had the equipment I had in my first shoot as to create the same visual style.

Finally, one of my final units of this course and the last opportunity to be able to show off my practical skills came around, in this unit I was originally tasked with developing a promotional video for a real client, however, due to unforeseen circumstances this could not come to fruition and the unit was changed. The new unit that I was tasked with was fairly similar to the previous one with exceptions that I would not be shooting and instead I had to fully plan out a series of videos for a specific client my teacher set to me. This change of unit although preventing me from expanding my portfolio, helped me understand more deeply the importance of planning my shoots in every step such as storyboards screenplays and budget management. I feel like forcing me to look at these areas of production planning really helped me understand the importance of them as now I feel more comfortable with the ideas I planned out and I feel like if I had to shoot them then I could very successfully. Another element that I got to experience within this unit is the communication between the client and me as I was having to work towards their set needs while questioning everything I had planned to see if it would be suitable for them, I communicated with my client through Microsoft teams in which I would ask them questions about what style of video they wanted or what a certain element of the brief meant, I also had weekly meetings with my client over a voice call to go over what I had produced so far while working with them to find areas I could improve on to meet their needs. This gave me plenty of professional experience and I believe this being my strongest area of work during this unit as I worked ways of promoting towards the client's target audience into my plans and treatments such as through the use of psychographics and how I can target audiences through them. My weakest part of this unit I believe is my health and safety and legal and ethical research, although I don't believe this part of my work to be bad I do believe if I had spent a little longer researching it I could improve it maybe through providing more examples for example.

In conclusion, I believe my units were a success in showing my gradual improvements within practical skills, going from not being able to use a camera to fully shooting and editing together a music video. Areas that I would have changed during this course was maybe because of not being able to shoot a promotional video due to certain circumstances maybe instead testing myself by creating a short film for my film studies unit that I decided to write an essay for instead. I believe this would have helped show off my practical skills however at the time I did not realize I would not be able to shoot a promotional video. One of my strengths throughout this course would be my in-depth planning throughout the promotional video unit, I believe this was my strongest piece of work as I worked towards client requirements effectively trying to target a specific audience through my research into psychographics. The weakest area of my work would be the continuity between footage, I believe this would be my weakest areas throughout my music video and new wave film it is clear what is part of the reshoot and what isn't to improve this I would need to make sure I use the same equipment and cast between different shoots as to make my finished product look better and to hide the different shoots that are obvious in my work. I believe I could have improved on this if I have the opportunity to shoot again such as if I made a short film for my film studies unit or if I got to shoot my promotional video. Overall I am very happy with this unit as it showed my development throughout the year with each piece of work improving on the last, whether that be through planning or production as I feel like my skills have been nonstop improving and will continue to improve through the lessons I learned during this year.

Wednesday, May 13, 2020

Promotional Video Screenplay

Going over the treatment I created with my client they requested that I create a script for the promotional videos I have planned to help visualize what the final product would look like.

Promotional Video 1 Screenplay

Int. Busy Dining Room - Night

A diner is being eaten around a diner table, there are six people there: GRANDFATHER, UNCLE, MOTHER, FATHER, SON, DAUGHTER. They are laughing and joking around.

Cutting between shots of family members


UNCLE
(Laughing and Joking)
So that was the time I chipped my tooth and heaven forbid I ever do that again

Family laughs in unison

DAUGHTER
(Still Laughing)
Tell us the story mum about how you and dad met

SON
(In Agreement)
Yes, tell us that story!

MOTHER
(Fading Out)
Well, it all started when...

Dinner Table audio fades out until it is completely inaudible.

Overlay of app

Scrolling through app feed
MALE VOICEOVER
(Confidently, VO)
When you Join DNA you can share stories and experiences with loved ones

MALE VOICEOVER (CONT'D)
(VO)
With the easy to navigate feed, you to can share with your loved ones who may be too far away to speak!

MALE VOICEOVER (CONT'D)
(VO)
Completely free and easy to use! start sharing with your family and friends today!

Fade Out

End

Promotional Video 2 Screenplay

Ext. Sunny Back Garden - Day

GRANDFATHER sits at a garden bench

Cuts to children playing

FATHER walks over and sits at the bench


FATHER
(Looking at children) 
Look at them over there enjoying themselves

GRANDFATHER
Not quite like I used to do when I was their age

FATHER
You tell me all these stories but I wish there was some way to share them with everyone

GRANDFATHER
What, like their cousins over the other side of the country?

FATHER
Exactly! It would be amazing to be able to share them with family we don't get to see often, I really feel like it would help connect us as a family.

GRANDFATHER
I would love to hear from our Georgie again and hear what he's been up to, I think its a really good idea!

Cut to children playing

Fade Out

Interface Showing the app on the left with the company logo on the right of the screen.

MALE VOICEOVER
 (Confidently, vo) Signup today and reconnect with your family!

Fade Out

End


Promotional Video Evaluation

Promotional Video Evaluation


Within this unit, I was tasked with planning a series of promotional videos for a company called Fruit Bowl-Tech, they tasked me with targetting a specific audience following the psychographics of the explorers, mainstreamers, and aspirers with the demographics of 24-60year olds at an ABC1 Social standing. The company asked me to incorporate an overarching feel, visual style, and brand identity between the promotional videos. The company wanted to measure these videos' success through app signups, brand interactions, and press/social media buzz. Throughout this unit, I kept track of my progression through a GANNT chart.

Before planning my promotional videos I first had to take a deeper look at how promotional videos are structured to gain the interest of the audience while conveying ideas about the product. To do this I chose 4 promotional videos, I tried to pick videos that I felt I could learn something from, giving me ideas that I could incorporate into my own videos. The first video I chose was an advert for a stock trading company named "Trading 212" this video was published on Youtube Adsense and maybe other online websites to help raise brand awareness, what this video did unlink others that I looked at was using a unique style to capture audiences attention while telling a narrative that would keep the audiences attention throughout the length of the video. Individual ideas that I took from this promotional video were the direct communication between the video and the audience telling them not to skip the video and also the visuals at the end of the video that show the audience what the app looks like while conveying brand identity and interaction through the use of logos and hashtags. The next video that I analyzed was a Birdseye chicken advert, this advert was the shortest of all that I analyzed but was fit for national television coverage. This advert taught me about how adverts repeat specific messages and undermine their competitions, this video did this through not naming any specific company, however still implementing doubt in the audience's mind. This video also incorporated brand identity by showing off the product and its label throughout the video familiarising the audience with it. The third video that I analyzed was a promotional video for Facebook, this was another Youtube Adsense video that incorporated many features I wanted to use for my promotional video such as the overlay of the apps UI,  it was this feature that I wanted to incorporate into my work allowing me to really show off the app that I am advertising while making it more familiar with my audience. The final video that I looked at was the Sun Life Funeral Plan, I chose this video to analyze over others primarily to see how it targets an older audience effectively. This video effectively used star power to grab and hold audiences attention while conveying brand identity all over the screen through the use of their logo and contact number overlaying the video, another element this video uses to draw in an older audience is the imagery between the man and his granddaughter, this was effective through allowing the audience to connect with this man, helping advertise the product, I knew when watching this video this was an element I wanted to incorporate throughout my promotional videos to help influence my audience.

After researching promotional videos I began planning my work. I planned two videos both sharing a similar feel of narrative while I made sure to try and use strong brand identity, thus conforming to my brief set before me. The first video I had planned was to be set around a dinner table showing the family enjoying themselves and sharing stories (the features of the app but in real life), and then around halfway through the video fades to the company logo and then onto an overlay of the app with a voice-over explaining over some of the features this app contains. My inspiration for this video came from the Facebook promotional video that featured heavily an overlay of the app. I wanted to use this style for this video to familiarise audiences to my app while offering a rundown of what the app could do, thus hopefully persuading more to signup and download the app. My plan for video 2 followed a more linear narrative base with a man and his father watching over the children of their family talking about how they wish they could easily share their stories and experiences with them. The video then fades out towards an overlay, showing how the app would look on a phone while the apps logo and hashtag are on the other side of the screen. This video plan follows more ideas that I learned from my research one of them being the emotional connection between the adults and their children, I did this to help connect audiences emotionally to my promotional video, the second feature I learned was the ending overlay I learned this feature from the Trading 212 promotional video and incorporated it as a way to increase brand interaction and identity. Once I had written up the two plans for my promotional videos I moved on to gathering imagery to use in mood boards and storyboards to help my client visualize my plans easier. Other elements I incorporated into my plans were notes on production details, contingency plans, and an equipment list to keep track of what I would need for production. At this time I also researched legal and ethical issues within video development as a way to find out what sort of legal forms I would require throughout production and ways to keep my work ethically sound for all involved. Expanding from this I also researched standard health and safety procedures on a production set to make sure I am keeping everyone who is working safe.

After developing all these ideas I showed them to my client, the feedback I got was very positive however they requested that I added a few features, these features being overall budget management and a script. Going on from this I extended my research I made during my production notes on pricing and grouped it all together, doing this I explored ways to reduce the costs of the promotional video through every aspect such as editing the video my self or buying bundled equipment rather than separately, doing this I hoped to clearly establish ways I am keeping to the brief on its low budget while also breaking down what costs what during video production. From this, I moved on to writing a full script for my promotional videos helping my client visualize the product easier and helping me when moving into the production phase. When writing the scripts I tried to keep to the standard form of a screen play making it clear what are directions and what are the actors' lines.

Overall I am very happy with the work produced within this unit as I believe I have reached the clients' requirements to the best of my ability. Throughout this unit, I have learned about the different conventions that promotional videos contain while expanding my knowledge on pricing and budgeting for a project. Some strengths from my work this unit are my in-depth plans for these videos, I believe this is my strongest part of this unit as I have looked in-depth at the different psychographics that I would need to target. If I was to redo this unit elements I would like to improve on are researching deeper into health and safety and the legal and ethical, I believe this would improve my work through giving me a greater understanding of how to safely work in a practical environment.

Wednesday, April 29, 2020

Legal and Ethical

Legal and Ethical issues

Contracts

When paid to make create a promotional video for a client, I will need both a signed contract containing the legal expectations and conditions of the job. The client will also take my role more seriously and will know the clear terms and consequences of breaking our agreement, whilst also solidifying my image as a professional videographer. There are different contracts used within this industry, some examples are:

Actor release forms 
An Actor release form is a legal document between the Videographer and the actor and is a form of permission for the actor allowing you to publish their image commercially and for marketing purposes.
Free Talent Release Form for Film and Video Productions
Example of an actor release form (Ward, 2015)



License  rights for Videography

A license agreement is between a video's copyright owner, in this case being me, and other users that would like the right to use my product. Licensing allows the legal sharing of this product, this license can be for an exclusive right to use the product, this meaning that another company can't use the video legally. Other uses of the license can consist of: price, limit the video's use and other things, "The agreement can specify a price paid for the license, limit the video’s use in content and duration, and the intended broadcast audience" (Imagen, 2020).


Property release forms
A legal release form signed by the owner of the property which is being used in a photograph or video. This grants the videographer permission to use or publish the video in many forms. This would be especially important within my plans as I would need to use these to help prevent legal action when working in other people's homes.

Copyright

When looking at the copyright laws a videographer would have to follow it comes apparent that any footage shot is the sole property of the one recording within the exception of any legal agreements made such as the license rights mentioned earlier "According to the Copyright Act of 1976, the creator of a work is the owner of the copyright to that work, unless other explicit, written legal arrangements have been made."(Levy, 2011). Typically the work created by a videographer will be owned by the company hiring them but the creator although not typically be able to use clips of their work due to copyright reasons, they can still take credit for creating it.   

Software Licensing

A software license is a document or contract that provides legally binding guidelines for the use and distribution of software. These licenses typically provide users with the right to one or more copies of the software without violating copyright infringement laws. The license will also have terms and conditions and include restrictions imposed on how the software could be used. The terms and conditions of these licenses include clauses about fair use, warranties, disclaimers, and protection of the software. An example of a piece of software that I would need to gather the license for is Premiere pro, I would use this to edit my final piece.

Invasion of Privacy

The law in the UK does not prevent you from taking photographs or videos in public spaces, as long as you are not harassing people, or taking indecent images. Many people get confused about what is public and what is private. Some shopping centers, car parks, parks, and private structures are in fact privately controlled and it is illegal to take images without prior permission. You do not have to get permission from people you video whilst in a public place. However, if you are planning to use the video commercially or use it to promote a product then you need to get the subject to sign an actor release form. Harassment is illegal and is a behavior that causes another person to distress over multiple time periods. For example, stalking someone to get an image or video of them or repeatedly putting a camera in their face, could be construed as harassment. Also, using a telephoto lens in a public place, to see into a private place, i.e. someone’s bedroom, this could also be considered harassment.

Libel

Another legal issue in video production is the defamation of character or harming another’s reputation. Defamation, when printed or broadcast, is called Libel, and defamation, when spoken, is called Slander. When it comes to suing the media, it is your responsibility to prove that: a journalist or media outlet published a false statement or accusation about you, the person accusing you acted deliberately and negligently, the false statement caused you harm. Defamation can come in many forms and often are in images/video and as a videographer, it is my responsibility not to slander someone's reputation.

Ethical Issues

Ethics within video making are the principles that guide how videos are produced and shared. Ethics are subjective and this means that ethics vary from one country to another, the ethics in the UK will be totally different from ethics in Shanghai. Whenever directing/producing a video you must ask how you can respect the dignity of those your subject material is based around. If we are not ethical in our production we would lose the respect of our audiences and clients. Ethical issues that occur within the video production community tends to be typically based around casting issues, with some casting officials and directors turning down actors better fit for the role due to their skin color or other prejudice reasons, although these members of staff have the right to choose the actors they believe fit best, it is their responsibility give each turned down actor a valid reason for their denial to help create clarity and a lack of confusion behind their denial.

For years digitally altered images and misleading shots during a video have been a controversial topic, especially in beauty adverts. Remarks about body expectations in women and children and that digitally enhanced adverts are harmful to average people due to the misleading contributions to consumers. Debates are always sparked about how difficult it is to be healthy in a world full of unnatural, oversexed unhealthy women on televisions. Also, there is controversy over police adding features on photo line-ups to make identifying the suspect harder. This just shows that retouching has become a normal regular practice and can make life harder for people with mental health issues who are subjected to watching these adverts on the television and on social media from stars who enhance their images to appeal to the masses. It is not just people in adverts and social media. It is also product advertising such as food. Many food products are touched up in real life to make them look more appealing. Such as boot polish on burgers to make them look more chargrilled, glue in cereal instead of milk so the cereal does not sink. All of these are ethical issues and are not always upheld within the advertising industry.

Another Ethical Issue that occurs during film making and advertising is the over-sexualization of women, this is an ethical issue that occurs through all stages of production with some females actors missing out on big roles within movies or tv spots due to being passed up for someone better looking, this is a problem within the video creating community as it portrays directors and casting groups in a very negative light while also passing up good actors on roles that would help forward their careers due to their appearance. This is also an ethical issue when it comes to the audience's perspective, in only hiring physically attractive women in roles it portrays women in an over sexual way influencing what the audience believes especially in younger audiences that they need to be attractive.

As a videomaker, it is my responsibility to make sure I don't allow my work to run into these ethical issues and hold my work to a professional standard that does not negatively affect any person or group of people.
 


Reference List

Caleb Ward (2015) Free Talent Release Form for Film and Video Productions [Online]
Available from:
Imagen, (2020) Understanding Video Licensing [Online]
Available from:

Mark Levy, Roman Zelichenko (2011) Their Video, Whose Copyright? [Online]
Available from: