FUTURE TREND IN ADVERTISING

Before delving into the future lets dive into the past which is not less than any ocean. Advertisement started from the times when human civilization emerged on the earth. Cave paintings and scriptures were written as the initial advertisement. But then that slowly evolved into paper ads when newspaper and inks were introduced. This advertisement flourished and continued until the 1970s.  With the creative revolution which focused on the emotional aspects of the customer to persuade them to buy the product everything started changing.

Some of the celebrated advertisements from 1970's - 2000

Until 2000 the gleam of video advertisements was all over the place. Mostly, in India, it was always about cricket stars and film stars in advertisements. But western countries adopted a narrative and persuasive style which gave the companies and advertisers a mileage both creative and financial to reinvent themselves and the revolution which will control the future came into existence when Google introduced Ad words. 

Now, the advertisers had a somewhat analysis of people who used Google which helped them to segment their market and Advertisers used it to promote the products or services they want to another extent. 

PRESENT AND FUTURE OF ADVERTISING 

You would have noticed while spending time on the internet that some advertisements are always following you wherever you go online.  

In Google searches or in youtube. 

                                  WHAT IS THE FUTURE?

Let me quote some examples of brands such as Oppo which is coming up with big advertisements every month for only 30 secs what is the reason behind that?

Open your youtube and sit for a while streaming through videos, you will get at least one skip ad of Oppo mobiles. Not only Oppo but many other brands have started this as their marketing tool. 

Just Imagine, before there was a marketing crew which did a market survey to get the list of proximate customers and then they chose the advertisement medium to unfurl the brand and make it a success. 

But look now, Google has all the details of your customers and is ready to advertise your product. Just you need is a catchy content. 

Why video ad? 

Let's look at it in a common busy man's perspective:  Will he prefer paper content or video content to buy a product. Of course, a video content which serves the purpose. 

Some supporting facts are : 

1. Even the biggest online market place eBay and Amazon have agreed to the fact that video ads with the description give them 35% sales hike. 

2.  Preferred by every search engine: video advertisement makes you visible first in google or any other search engine compared to any other type of content.

3.  There are a lot of other benefits which most of us know like video could cover a large amount of information effectively within less time, video advertisement tells the story better, video is an excellent format for educating and informing.

4. More than 90% of B2B prospects consume online video

5. A FACT: Moreover 4 billion videos are watched in youtube every day.

It's predicted widely that the advertisement for the next generation to be led by youtube marketing like True View ads (Skippable ads).
Examples of brands like Oppo, Byju's App which achieved a tremendous amount of growth within some time are the proofs of this changing trend.

WE ARE BUNCH OF FILMMAKERS JOINED TOGETHER TO TRAVEL WITH THE TREND...
THERE IS A LOT MORE TO YOUTUBE MARKETING.

"YOUR SUCCESS IS OUR SUCCESS"

We are Vkreate group combined with R1 Media. 

If any query please contact 
Vineeth K 
9526253806

FROM THE BOOK : COMPOSITION WITH INDIAN EXAMPLES

FROM THE BOOK : 5 CS OF CINEMATOGRAPHY (REFFERED TO THE CINEMATOGRAPHY STUDENTS IN MINDSCREEN FILM INSTITUTE)

COMPOSITION WITH INDIAN EXAMPLES 

"GOOD COMPOSITION IS MERELY THE STRONGEST WAY OF SEEING" 

                                                                                                                        By Edward Weston

                                      (Image from Bajirao Mastaani composed by Sudeep Chatterjee)
Pleasent arrangement of players and objects in the setting, or as division of space.  Various characterstics of an extraordinary composition are lines, forms, masses and movements. To balance the frame consider compositional weight.  Understanding the difference between formal and informal balance appropriately used for proper audience response. Pictorial as well as Psychological aspects should be considered while composing to convey the script's intent. to arouse viewer's emotions.

NEVER ALLOW :  More than one center of interest at a time on the screen. UNLESS a disturbed or scattered effect is required or desired.

CAREFUL :  while composing moving players or vehicles , So that they always have the correct lead.

CONSIDER:  All camera angles in the sequence and not merely the long shot or master shot.

                                     (Image from Bayanakam composed by Nikhil S. Praveen)

UTILIZE : Perspective effects.

DEPTH   :  For three dimensional effect compose in depth.

FOREGROUND : To enhance composition employing appropriate foreground frames would help.

VIEWER'S EYE SCAN : While composing, the cinematographer should guide the viewer's eye along the inteded path.

                                    ( Image from Bajirao Mastaani composed by  Sudeep Chatterjee)

Visual variety should be implied by changing comositional effects often.

Eleminating all frills, gimmicks and complex arrangements and keeping it simple is the  key.

SOME LIGHTING GYAAN : SOME TERMS AND DATA

WHAT IS STOPS?

A stop is a doubling or halving of the amount of light let in when taking a photo or capturing some motion.

"Stops" let you directly compare and swap shutter speed, aperture, and ISO speed to produce the image you want.

OTHER TERMS : 

LIGHT OPAL FROST: 420 Light Opal Frost Diffuses light reducing the contrast between highlight areas. A weak diffusion is similar to Opal Frost less diffuse. Manufactured on a 36-micron polyester base.

HAMPSHIRE FROST: 253 Hampshire Frost

Diffuses light reducing the contrast between highlight areas.

HEAVY FROST: 129 Heavy Frost

Diffuses light reducing the contrast between highlight areas

KELVIN: When talking about photography the term ‘kelvin’ refers to the unit of measurement of color temperature. Every source of light emits light at a specific color temperature which can be measured in degrees Kelvin or ‘K’.

SOME IMAGES :

GRID CLOTH (USED FOR  DIFFUSION)

                                                   TOUGH SPUN 

                                            

                                          MUSLIN CLOTH (BLEACHED)

                                                 

                                            MUSLIN CLOTH (UNBLEACHED)

CHINA BALL (COVERED WITH CLOTH TO DIFFUSE THE LIGHT)

LIGHT LOSS FOR COMMON DIFFUSION TYPES:

White Diffusion "216": 1 1/2 stops

1/2 White Diffusion "250": 3/4 stop

1/4 White Diffusion "251": 1/3 stop

1/8 White Diffusion "252": 1/4 stop

Opal "410": 1/2 stop

Light Opal Frost "420": 1/4 stop

Hampshire Frost "253": 1/4 stop

Heavy Frost "129": 2 stops

Grid Cloth "430" or Silent Grid Cloth: 2 1/2 stops

Light Grid Cloth "432" or Silent Light Grid: 2 stops

1/4 Grid Cloth "434" or Silent 1/4 Grid: 1 stop

Full Tough Spun "214": 2 1/2 stops

1/2 Tough Spun "215": 1 1/2 stops

1/4 Tough Spun "229": 3/4 stop

Artificial Silk: 1 2/3 stops

1/4 Silk: 2/3 stop

China Silk: 1 stop

Unbleached Muslin: 2 stops

Bleached Muslin: 2 stops

Heavy Diffusion:

Muslin, Grid Cloth, 216, Heavy Frost

Medium Diffusion:

Silk, Spun, 250, Light Grid

Light Diffusion:

Opal, Hampshire Frost, 251, 252

LIGHT LOSS FOR COLOR CORRECTION GEL:

CTB (Color Temperature Blue) "201": 1 2/3 stops

1/2 CTB "202": 1 stop

1/4 CTB "203": 2/3 stop

1/8 CTB "218": 1/3 stop

CTO (Color Temperature Orange) "204": 1 stop

1/2 CTO "205": 2/3 stop

1/4 CTO "206": 1/3 stop

1/8 CTO "223": 1/3 stop

CTS (Color Temperature Straw) "441": 1 stop

1/2 CTS "442": 2/3 stop

1/4 CTS "443": 1/3 stop

1/8 CTS "444": 1/3 stop

Plusgreen: 1/2 stop

1/2 Plusgreen: 1/4 stop

1/4 Plusgreen: 1/8 stop

1/8 Plusgreen: 1/8 stop

Minusgreen: 1 stop

1/2 Minusgreen: 1/2 stop

1/4 Minusgreen: 1/4 stop

1/8 Minusgreen: 1/4 stop

MIRED SHIFTS FOR COLOR CORRECTION GEL:

MIRED's are used for calculating color temperature conversions. The math always gets lost in my head so I often use Lee's online MIRED calculator >>>

Here's a link to Rosco's Filter Facts PDF that has a good explanation of the Mired Formula and how to use it >>>

TO INCREASE KELVIN:

CTB  (Color Temperature Blue)-131 MIRED (Converts 3200k to 5500k or 2900k to 5200k)

1/2 CTB -68 MIRED (Converts 3200k to 4100k or 2900k to 3800k)

1/4 CTB -30 MIRED (Converts 3200k to 3500k or 2900k to 3200k)

1/8 CTB -12 MIRED (Converts 3200k to 3300k or 2900k to 3000k)

TO DECREASE KELVIN:

CTO (Color Temperature Orange) +167 MIRED (Converts 6500k to 3200k or 5500k to 2900k)

1/2 CTO +81 MIRED (Converts 5500k to 3800k)

1/4 CTO +42 MIRED (Converts 5500k to 4500k)

1/8 CTO  +20 MIRED (Converts 5500k to 4900k)

CTS (Color Temperature Straw) +160 MIRED (Converts 5500k to 3200k)

1/2 CTS +81 MIRED (Converts 5500k to 3800k)

1/4 CTS +42 MIRED (Converts 5500k to 4500k)

1/8 CTS +20 MIRED (Converts 5500k to 4900k)

References : 

http://www.leefilters.com/lighting/diffusion-list.html

https://images.google.com/

 

Flowers bloomed in malayalam cinema before spring season

This post is a discussion about the movie which released recently in Malayalam.

 My interpretation of the movie 

I like enjoyable movies of all genre but carry a special interest in science fiction drama kind of movies. Hence, This one was my first choice to watch in theatres.
One thing is crystal clear that Malayalam cinema has never ever tried something like this for a long period of time which gave a fresh experience on the screen. Though being new is not a guarantee that a movie will be interesting and compelling throughout. However, this movie created a compelling experience for me.

Why did I like the movie?

1. LAYERED SCRIPT : 

* spoiler alert *

From the beginning, when young Prithvi's father played by Prithvi himself tells him that you should ask questions till you get the answers and a time will come when people will say that there are no answers for some questions. AND THAT IS FALSE...
And this opening scene conveys a lot when you see the end scene of the movie according to me.
Whether there was a real character called Aira was the unanswered question which Prithviraj asks his son in this movie. Let's discuss the answer according to my understanding at the end of the last scene.

Now, let's look into the layers in which the story is told.
In this movie, human relationship and the influence of external forces move parallelly.

Dialogues which showcase the theme of the story
1. Prithviraj tells his friend when asked that humans are enough to destroy the planet. There is no need for a comet to come and do it.
2. Aira character played by Waqima tells Prithviraj that the only weapon which the human race has against her is love.

Are you getting a clue of what the theme is?
If not we will look through that at the end.

2. BEAUTIFUL VISUALS FOR STORY  AND NOT MERE TO SHOW THE BEAUTY: 

This movie is strictly not for those who sit in a movie theatre with a mobile phone on hand with one finger on the keypad.

Because then you miss a lot of details which are shown visually to you to enjoy it with its all flavor. 

1.Aira walking through the steps with the candle.

2. Her legs whenever shown, whenever not shown.

3. Redline in the sky throughout. 

4. The scene where Prithviraj faces the animal and then Aira.

 

3. LAST SCENE OF THE MOVIE :

Now let's discuss the theme of the movie or How the total movie is described through the last scene of paintings. 

The first image of tribals celebrating around the campfire. 

Remember !!! If you have seen the movie you must have remembered prakash raj telling about those tribal people living in the Himalayas knowing a lot of secrets. 

Then we see them fighting each other with bows and arrows.

And then the wolf which represents the animal in every person. 

And after everything, the last one is the ghost resembling Aira. 

The story told by tribals: A man turns animal and then evil when the comet passes by during these 9 days and to fight that love and devotion is the only way. 

Scientifically: Like the psychological condition of a little mentally unstable person goes worse when the moon comes nearby. It's like that hence concentrating your mind through beads towards one thing like god and filling yourselves with sweet emotions will help during these 9 days. 

These are my views and analysis of the movie. 

The magic of art is such that it sometimes goes deep beyond the imagination of the creator. 

One thing is for sure that this movie is a compelling art experience.

.

 

TWO MORE THAN THRILLERS I SAW RECENTLY

Joseph 

The story of a man with a scar

This is basically a story about a man called Joseph who lost his daughter, divorced his wife and had to investigate the death of his most loved one. 

Lost everything in life, he doesn't have any goal as such. Just want to drink a lot and smoke a lot and live like an unwanted being and die one day. Higher officials approaching him for solving the case within very less time even after his retirement from the department is the only time when he is felt important. But the credit is always taken by other officers even those times when he served the department. Although that was not at all his concern. 

I personally think that Mr.Joju had done the role exceptionally well by rendering subtle expressions. During his old age even his way of expressing feeling lazy. He never smiles totally unlike his friends. The only time he smiled was when he spends time with them drinking and singing.

A scene which instigated an amazement in me is the one when he imagines the accident scene standing on a tea stall and with the sound of the bang, there is a subtle expression of shock perfectly matching with background sound. According to me, one should have tremendous years of experience to get it right with making it extra or less. 

“God is there for the one whom nobody cares for... sir  

Otherwise, after you beat me up like an animal I would not have sustained my life this long”.

This was the dialog before interval which conveyed a lot about the characters and movie altogether.  Ajayan, an insecure orphan is played by Tovino Thomas is a character with very low self-esteem and considers himself not so powerful to deal with anyone. Other than the main character of the movie Ajayan and his story. The movie absolutely serves best for its theme i.e, “Irresponsibility could be dangerous to the society” or like late Stanlee said, “With great power comes great responsibility”.

Let us look into the story with the theme in mind

There is a bunch of characters responsible in nature to whatever they do like Chembammal, Jalaja and the protagonist Ajayan.

In fact, Ajayan gets close to Chambakammal after an incident which determines the level of responsibility he has for doing the job correctly. One morning, Ajayan comes to Chamabakammal’s house for taking idly for the hotel but finds nothing and with desperation to complete his work correctly he gets inside the house calling for Chambakammal. Though, this causes a conflict between them that day. Chambakammal slowly understands his character and shows motherly affection afterward. 

This must have been the realization that Ajayan was an insecure boy craving for affection.

Indian Advertisements categorized as Ethos, Pathos and Logos.

Every Advertisement is an act of persuasion and a part of consumer building in the business. Hence it requires some tools such as emotions, authenticity, and facts to support the particular product or brand which you are focusing on. Hence every advertisement is categorized with these three titles or with the mixture of Ethos, Pathos, and Logos.

Ethos 

Pathos 

Logos

SOME INFLUENCIAL INDIAN ADVERTISEMENTS 

• AMAZON Advertisement " Aur dhikaao":  

   

               Mostly Indian advertisements are Ethos. It may be because Indians are basically very much emotional people. To sell something to them, getting their emotional response is very much necessary.  As "Ethos" is the emotional elements added in an advertisement to sell the product. Hereby its the "Aur dhikaao" element. The craze of Indians towards choices and variety of choices which is presented as a part of our culture. This gives an emotional attachment to the advertisement. This advertisement also touches Logos mildly i.e, the choices which Amazon gives is placed at a higher level than other online shopping websites.

•  VOGUE Advertisement " My Choice" : 

              Vogue is a beauty and fashion magazine focusing on women as customers. Though this advertisement created a controversy, it was also a brilliant mixture of Pathos with Ethos. Pathos elements in this advertisement were women celebrities such as Deepika Padukone, Zoya Akhtar, Nimrat Kaur etc.  Mainly the voiceover represented Deepika Padukone ( A women diva and idol) to strongly point out the reluctance of women towards the social restrictions shoved on women which created an emotional aspect to this women empowerment campaign of Vogue.

Asgar Farhadi : Master of Character Building

Recently I understood that conflict is not the actions but the ideas of the character.  I would like to express my sincere thanks to Dir. Rajiv Menon. 

This blog will be the analysis of  Asghar Farhadi's movies and how through conflict he brings out the character.

CONFLICT: THE IDEA

Asghar Farhadi is the director who creates a masterpiece through the emotional struggle of the characters in the film. The three films mentioned above have the quality of bringing out the emotional struggle of the character as well as the social conditions in which they live. Social conditions play an important part in these movies. Hereby I would be trying to analyze the different types of conflict which and the central conflict of these films and get to a conclusion that how does he bring out the character so well that after some time I could empathize with the characters.

About Elly 

Elly a kindergarten teacher was brought by one of her friends and mother of one child she teaches, to a vacation trip planned, to meet a man named Ahmed who just returned from Germany for matchmaking. But the story unveils when Elly goes missing and her fiance comes in search of her.

I felt that the central conflict of the film is " struggle to save the honor of women in the society"

Main Characters and the conflicts they face:

Sepideh

Sepideh had her responsibilities towards Elly who she brought for the trip to meet Ahmad and was very protective of her from the beginning.As in the climax, we come to understand why she was becoming such protective in nature in case of Elly. As she wanted to help her within the restrictions of the society.(Internal conflicts)

Social conflicts she faced (Some of the examples)


Due to social restrictions, she had to lie that Ahmad and Elly are already married and came for a honeymoon.

Interpersonal Conflicts

When she hides Elly's mobile phone after she got missing, there is a fight between Amir and her.

Simultaneously when everyone compels her to tell a lie to the fiance saying that it was Elly's decision to come to trip without any force she stood for saving Elly's honor.
But then, at last, she did as the others decided.



ELLY

Elly throughout the film was so reserved in nature which symbolized her hesitation towards all that was happening, she slowly gets together with the group and everyone in the group start liking her.


Internal conflicts 

Asghar Farhadi holds the shot to his protagonists for some extended moment. Hence the audience could sense that something is wrong. As we move ahead through the story we realize that she was feeling hesitated to have a fiance and still coming to meet a man without informing her parents.

This scene where she plays with kids, She seems happy than ever. As she starts to really enjoy the trip and experience and forgets everything at that moment.  When she gets missing after the scene, this scene creates a doubt in audience mind that she was happy hence couldn't have left all the sudden.


MALE ANGER SHOWN IN A SUBTLE WAY

Amir had some bitterness inside him over the behavior of  Sepideh from the start which is also a spark leading to the fight between them.

Peyman being angry at his child and his wife.

Alireza(Fiance of Elly) beats Ahmad with anger.

Ahmad doesn't react at the point which shows the difference between Alireza and Ahmad. As like most of the men in the movie, Alireza bursts out with anger when he couldn't control his emotions and that was the reason why Elly was determined to leave him even after having 2 years relationship of being engaged.

As the Central conflict of the movie was " To save the honor of women"
The Characters were opposing and supporting the central conflict. The climax scene is crucial where the majority in the house ask Sepideh to tell a lie that Elly came to meet Ahmad without any hesitation.

In the last discussion

Peyman's opinion about Elly

Amir's  words to Sepideh

But Ahmad didn't speak a single word against her in the entire conversation which shows that Ahmad was not like other husbands and if Elly was alive. She could have led a married life which she wanted to live.

THE SALESMAN

The play of Arthur Miller " Death of a Salesman " plays a crucial role in the movie. As the real life of the character in the movie and the rehearsal's of this play is shown simultaneously. 

A small brief of the play: Willy being the central character of the play is the survivor of World war 2 and usually gets memories haunting him. He has an extramarital affair with a woman with is once witnessed by his elder son Biff.   

As Eman was playing the character of  Willy and his wife Rana being Linda in the play. The incidents similar to play takes place in their life.

The central conflict of this movie as per me is the condition when "man becoming animal " or the man losing his humanity. It's so brave of  Asghar  Farhadi to bring out such a theme and present it to an audience with such a restricted environment.

The opening scene in the movie representing the fact that even the physical needs like a home in such an environment is difficult. As building was falling apart and everyone was running to save their life. At that point, Eman showcases the first bit of humanity by taking a physically disabled child on his shoulder.

The next day in the classroom when Eman was taking a class, the boy asks him this question. 

CONFLICTS AND CHARACTER

EMAN 

Eman is a school teacher and a drama artist. In both the field, he is successful and gives his best attempts. 

Internal conflicts

Feeling empathy towards the character of Willy played by him always had a internal conflict in him. This came into action when he finds the real man who tried to molest his wife when she was alone and at last feeling empathy towards the old man he leaves him without letting his wife and children know about his deeds. 

Another conflict was "a male pride to find the guy who entered his house". 

Interpersonal conflicts

Start of the interpersonal conflict between Eman and Rana is when Eman asks her whether something happened. As he knows that Rana is telling the truth but still had a small disbelief inside a corner of his mind. 

Rana at some points understands Eman's thoughts and acts accordingly. As when he asks about the vehicle being parked away from the place where he had parked to find the culprit, She replies to it faster.

Social Conflicts 

This is the point where Eman is expressive about the environment in which he is leading his life. He thought it was pathetic conditions in which he is leading his life.

In the first scene itself, the social conditions in which they are living is shown by this image.

Changing the seat arrangement of girl students to the front and making the boy sit behind and then the Emad sitting with girl students becoming a talk in school simultaneously are the examples of the social conditions even in the middle class educated society.

Interpersonal conflicts 

After the incident, there is a subtle interpersonal conflict between Eman and Rana throughout. As Rana couldn't totally understand what Rana was going through. 

There is an interpersonal conflict between Eman and Babak during the play where Eman being in a delusion of Willy changes the dialogues and originally be harsh on Babak.

RANA

Rana is Emad's wife and a professional drama artist. She played the character of Linda in the play by Arthur Miller " Death of a Salesman ". She became a victim of the central conflict of  "a man becoming animal" in the movie.

Social conflicts 

It was the thought of the society which stopped both Eman and Rana to go for a police case after the incident. 

Rana was hesitant to explain everything to the police.

She was sure that she would be considered responsible for opening the door without looking who it is.

Neighborhood society making him afraid of the future conditions which are going to come after a police case. Hence she changes the car from the point it was parked. 

Internal conflicts 

She was afraid to stay alone in the house when her husband goes out. 

As she also played the character of Linda in the play and understood Willy from the drama. She asked her husband to leave the man (who tried to molest her) but Eman didn't do as she asked him to do.

Interpersonal conflicts 

When Emad doesn't understand her feelings and after insisting that she will join him wherever he is going, he refuses to take her. This creates an interpersonal conflict between Rana and Emad. 

MASTERWORK OF ASGHAR FARHADI 

I personally felt that the director is master in creating doubts about the character in the minds of an audience.

This scene is a master example of that 

This is the second time she is seen opening the door through the lock system. This time camera is totally covering her and the person on the other side of the door is not shown until the image of her looking back hearing the sound from the back which keeps us intriguing in the film and characters.

Boy painting like the child of previous tenant and other situations were helpful in creating that tension in the film.