COMPONENTS OF FILM- Camera Movement

 

A camera movement refers to the way a camera shifts to visually narrate and shape a viewer’s perspective of a scene. In the world of film and video, there are several basic and advanced camera movements that can help enhance our story. 

What is a static shot?

A static shot allows actors to work the scene together and produce something authentic.

A static shot in film is also known as a locked-off shot, or an immobile shot. The frame can be filled with the movement of vehicles, characters, props, weather, etc, but the frame itself does not move in a static shot.

A static shot will be quicker and easier to capture than a dynamic shot. In a tight schedule or  working on a small budget, then  use of static shots can save you both time and money.   The static shot can be a versatile tool for capturing a wide range of moments.

Static shots are almost always far simpler visually speaking than dynamic shots. For this reason, many cinematographers and directors hold a great preference for dynamic shots over static shots.  

A  shot in which the camera moves, is known as a dynamic shot.

What is a camera pan?

 

(shooting by using cell camera) 

A pan shot or panning shot is when you turn the camera on a fixed head. It is a technique where you follow a moving subject.  

A camera pan is horizontal movement in which the camera moves right to left from a central axis. A panning camera can be achieved with just about any camera rig, whether it is handheld, using a dolly or crane, or even a drone.  We can shoot this with a slower shutter speed to create a feeling of speed or action.

Pans are often motivated by a character’s actions. They can also be used to reveal new information to the audience. The pan is one of the most basic camera movements, it can also be one of the most effective. 

PAN SHOTS ARE OFTEN USED TO:

 1.   give the viewer a panoramic view of a set or setting. 
2.   This can be used to establish a scene.  
3.   Panning has a ability to be used for a wide range of situations and sceane , 
4.   It can give a better idea of the sceane’s setting , 
5.   Enable to set a specific tone or explore unusual surroundings., 
6.   Panning can be used to switch from one subject’s view to another’s.

7.   Transition between scenes:  This is often used to indicate a jump through time and/or space

8.  Pan shots are sometimes used to change around a scene’s orientation. 

9.  Panning is a great way to communicate movement or to give a static scene some energy

10. By using pan shots during a back-and-forth interaction to create tension or, more commonly, humor.

 

TYPES OF PAN SHOTS IN FILM

Depending on the scene and needs, we can choose between a few different types of pan shots: 

 Aerial pan shots: Filmmakers often attach cameras to drones and fly them over cityscapes, landscapes, or other large areas. While attached to the drone, the operator can pan the camera left or right to capture the shot.

Whip pans: Often referred to as a whip shot or a swish pan, a whip pan is a pan so quickly that it results in blurred imagery. As a result, it can leave the audience feeling temporarily disoriented. To create a whip shot, you can use a handheld, gimbal, dolly, or a tripod.

CREATING A PAN SHOT IN FILM

The steps to start panning:

1.   It is possible to pan with a handheld camera, but using a tripod offers more stability for the shot.

2.   The frames in pan shots choose wisely.

3.   Make sure that the tripod works without sticking or jerking and that you maintain a consistent movement and speed throughout the pan.

5.   Before begin filming, rehearse the movements a few times to make sure there is nothing blocking or shaking the shot.

6.   Get several takes.  Make sure to get a few safeties takes before wrapping up when before unexpected interruptions happen.

 WHEN TO USE CAMERA PANNING:

• Establishes location of scene
• Tracks movement
• Elevates tension in a scene

Whip pans

1. When done quickly with speed, the fast camera movement is known as a whip pan. Whip pans are one of the best camera movements to add energy to a shot. 
2. Whip pans can be used between two characters rather than cutting to establish a more energetic connection.
3. Whip pan shot, also known as a swish pan effect, is a cinematography term that describes a camera movement that literally whips the camera back and forth on its x-axis to create a disorienting motion blur effect.

TILT camera movements 

Tilt is Moving the cameras lens up or down while keeping its horizontal axis constant.  A tilt shot is shot that uses a cinematographic technique called tilting in which the camera says fixed but rotates up and down on a vertical plane.  Tilting is similar to the motion of an individual raising or lowering their heads.

 Camera tilts can be used to give a character dominance in a shot or to reveal new information to the audience. Tilts enable filmmakers to capture the verticality of a film in moments of awe and spectacle

•  1.   Tilting is a little less common than panning but they are used fairly regularly for creative and practical purposes. 
• 2.   In an establishing shot — brings us to into a location 
• 3.    Downward tilts observe action over a large are
• 4.   Upward tilts can create psychological impression of inferiority or   weakness in a character

Tilt Movement 

Affects Psychology and Physical Space. Tilting the camera down from the perspective of one character to another visually indicates superiority from the higher angle point of view. It’s a great tool to show power vs. vulnerability in the film. 

A dolly Movement

A dolly shot is a specific kind of tracking shot where we follow a subject on an apparatus called a dolly. A dolly is a cart that the camera is mounted on, which rolls along dolly track or on its own wheels. Dolly shots are designed to be smooth and controlled camera movements. 

DOLLY CAMERA MOVEMENT

Push In

A push-in moves the camera closer to a subject typically with a dolly camera movement . 

Push-ins can draw the audience's attention toward a specific detail. Filmmakers also push-in toward characters to try and infer what is occurring internally. 

Pull Out

The camera pull out is the exact opposite of the push in. A pull out is a smooth camera movement that moves the camera further away from a subject. This movement causes the subject to grow smaller while simultaneously revealing their surroundings.

• Pull outs can be used to reveal setting and characters. 
• Emotionally, pull outs can highlight a character’s isolation or loneliness. 

DOLLY

The name comes from the old” dolly tracks” that used to be laid down for the heavy camera to move along - very much like railroad tracks. The phrase dolly-in means step towards the subject with the camera, while dolly-out means to step backwards with the camera, keeping the zoom the same.

The phrase dolly-in means step towards the subject with the camera, while dolly-out means to step backwards with the camera, keeping the zoom the same. 

 

 ROLL CAMERA MOVEMENT

 The camera roll is a rotational camera movement that rotates the camera over its side on its long axis. Rolls can be dizzying and unnatural. For this reason, filmmakers use it to disorient the audience or create uneasiness. Its specific effect makes it a very intentional camera movement that should only be used when wanting to elicit a discomfort in the audience.  Sometimes these effects tie in to a film’s theme.

ZOOM

A zoom shot is when the focal length of a camera lens is adjusted to give the illusion of moving closer or further away from the subject. Zoom shots are done with a zoom lens, which have variable focal lengths. The most typical camera zoom types are the "zoom in" and "zoom out," but it can also be combined with a dolly shot to create a "dolly zoom." 

A zoom shot is when the focal length of a camera lens is adjusted to give the illusion of moving closer or further away from the subject. Zoom shots are done with a zoom lens, which have variable focal lengths. The most typical camera zoom types are the "zoom in" and "zoom out," but it can also be combined with a dolly shot to create a "dolly zoom." 

WHY USE A ZOOM SHOT?

1.     To draw attention to a specific detail in the shot

2.     to give a character power 

3.     To emphasize a comedic or dramatic moment

DOLLY ZOOM

The dolly zoom is one of the most discussed cinematic techniques. This shot is commonly referred to as a vertigo shot, or vertigo effect .  A dolly zoom is an in-camera effect. A dolly zoom is achieved by dollying the camera away from or toward a subject while simultaneously zooming in the other direction.

DOLLY ZOOM

A dolly zoom is an in-camera effect. A dolly zoom is achieved by dollying the camera away from or toward a subject while simultaneously zooming in the other direction.

1.   this shot creates a sense of unease in the viewer, simulates a spatial(3 dimentional) warp, and

2.   can either shrink or extend distances based on the choice of direction.

3.   The dolly zoom can draw the audience into the story. 

4.    It is commonly used to capture the internal conflict of a character,

5.   Used to capture the internal conflict of a character and the character’s state of mind.

6.   the dolly zoom can also establish a relationship between two characters.

 

TRACKING SHOT

 A tracking shot is any shot that physically moves the camera through the scene for an extended amount of time. Tracking camera movement often follows a traveling subject, though they can be used to simply show off the scene.

 

Trucking is a type of tracking shot in which the entire camera moves left or right along a track.

PEDESTAL SHOT

A pedestal shot is a vertical camera movement in which the entire camera raises or lowers in relation to the subject. A pedestal shot differs from a camera tilt because the entire camera moves up or down rather than just pivoting from a fixed point.

A camera operator can do two types of pedestals: pedestal up means "move the camera up; "pedestal down means "move the camera down." 

 BOOM SHOT

To move the camera vertically upward or downward, filmmakers turn to the boom shot. Boom shots are achieved by using boom crane camera movements, pedestal camera movement, and jibs.  

To move the camera vertically upward or downward, filmmakers turn to the boom shot.

1.   Boom shots are achieved by using boom crane camera movements, pedestal camera movement, and jibs.  

2.   These shots are known as establishing shots. They can be small boom movements typically used for reveals and characters.

3.   Filmmakers use large boom movements to show off the setting of a scene. These shots are known as establishing shots.

 ROLL CAMERA MOVEMENT

1.   filmmakers use it to disorient the audience or create uneasiness.

2.   Its specific effect makes it a very intentional camera movement

3.    be used when wanting to elicit a discomfort in the audience. 

4.   Sometimes these effects tie in to a film’s theme.

ARC MOVEMENT

The arc shot orbits the camera around a subject in an arc pattern. Arc shots are typically used to add energy to a shot in which characters have minimal actions. 

 

RANDOM MOVEMENT

Sometimes, camera movements are not motivated by character actions, but rather audience experience. Filmmakers often add random movement to a shot via camera shake through a hand held shot to heighten the intensity of a scene. 

1.           camera movements are not motivated by audience experience.

2.           movement to a shot via camera shake through a handheld shot to heighten the intensity of a scene.

 

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Slogan writing

 Advertising slogans are short phrases used in advertising campaigns to generate publicity and unify a company's marketing strategy. The phrases may be used to attract attention to a distinctive product feature or reinforce a company's brand.

A slogan is a memorable motto or phrase used in a clan, political, commercial, religious, and other context as a repetitive expression of an idea or purpose, with the goal of persuading members of the public or a more defined target group.

A slogan (/ˈsloʊɡən/) derives from the Gaelic "sluagh-ghairm" (an army cry). Its contemporary definition denotes a distinctive advertising motto or advertising phrase used by any entity to convey a purpose or ideal. 

This is also known as a catchphrase. Taglines, or tags, are American terms describing brief public communications to promote certain products and services.

 In the UK, they are called end lines or straplines. In Japan, advertising slogans are called catch copy .

Slogans and their accompanying campaigns are some of the best tools advertisers have to connect with their audiences. They give integrity to a brand or product. They are a quick and efficient way to grab attention and build awareness around a given product or brand. But even though these short phrases look like they’re easy to create, a lot of time and effort has to go into to crafting a perfect slogan, especially if you want it to stick in people’s minds and persuade them to act. So what goes into crafting a famous slogan?

Slogans are used to convey a message about the product, service or cause that it is representing. It can have a musical tone to it or written as a song. Slogans are often used to capture the attention of the audience it is trying to reach.

A slogan is a phrase, usually only a few words in length, that is highly memorable. Good slogans are punchy, effective, and powerful snippets that advertisers use to promote a product, brand, company, or certain aspect of a given product.

Slogans often appear with the logo of a brand, and usually their goal is to emulate the mission statement of an organization or the intention behind a product. Slogans can be highly effective for advertisers; if they can create one that sticks, they can craft a lasting image of the organization that will exist maybe even years after a product has left shelves.

Red Bull — “Red Bull Gives You Wings”

Nike – “Just Do It”

Walmart – “Save Money, Live Better”

Disney – “The Happiest Place on Earth”

McDonalds – “I’m Lovin’ It”

Apple – “Think Different”

 Nikon — “At the Heart of the Image”

Adidas — “Impossible Is Nothing”

Gillette — “The Best a Man Can Get”

Visa — “It’s Everywhere You Want to Be”

 The New York Times — "All the News That's Fit to Print"

 Panasonic — “Ideas for Life”

Google — “Don’t Be Evil”

7 Up  — "The Un-cola"

The art of slogan writing

1. Keep it Short and Simplicity

a slogan  needs to be short. Generally, keeping a slogan under eight words, will ensure that using all 8 words as effectively as possible. 

The main element that all effective slogans share is that they are simple. They convey a simple message that is easy to remember. One of the best is Target’s “Expect more. Pay Less.” The message is obvious: you can buy a lot of stuff cheap at Target, yet it is easy to remember. A consumer will be able to get the message instantly from that catchphrase.

2. Lasting Impression

The next characteristic that all effective taglines display is that they are memorable. A prime example of this is the classic slogan: “It’s the Real Thing.” When most of us think of Coke, we remember the tagline. It’s different and it is memorable, but it conveys a simple message: there is only one Coca-Cola and it is worth paying for.

3.  Brand Enhancement

Any catchphrase you develop should compliment and strengthen your brand.  State Farm’s tagline never seems to change.  It’s, “Like A Good Neighbor, State Farm Is There.”  Given that there entire brand revolves around better service, local agents and more comprehensive coverage, that simple line speaks to all three in a memorable way.  If they used Geico’s very casual, price-oriented, “A 15 minute call could save you 15% or more on car insurance” it would feel ill-fitting for their brand and their value proposition. 

4. Don’t Get too Fancy with Your Word Choice

When it comes to word choice, keep it simple. 

5. Be Honest

 A slogan should  honestly portray a product or brand. .

6. slogan is to current one not expire

Don’t include references to current events or social/political climates. The world is always changing, evolving, and growing. Slogan must be  current, it won’t be relatable into the future.

7. Make Sure its Powerful without any Added Effects

The most successful famous advertising slogans can stand alone.  Slogans run alongside logos but don't need any context or boost from other images and phrases

Best Indian Brand Slogans

Indian  Brand	Slogan
Amul	The taste of India
Pepsi	Yehi hain right choice baby
Thums Up	Taste The Thunder
Surf Exel	Daag Acche Hai
Tata Safari	Reclaim Your Life
Asian Paints	Har Khar Kuchch Kahta hein
Air Deccan	Simplifly
Rasna	I love you Rasna
Frooti	Fresh N Juicy
Coca Cola	Thanda Matlab Coca Cola
Raymond’s	The Complete Man
Bajaj	Hamara Bajaj
Dairy Milk	Swad Zindagi Ka
Bingo	No Confusion, Great Combination
Boost	Boost is the secret of our energy
Polo	The mint with a hole
Lifebuoy	Lifebuoy hai jahan, tandrusti hai wahan
CEAT	Born Tough
MRF	Tyres With Muscle
Idea	An Idea can Change your life
Hutch	Where ever you go , our network follows
Maggi	Taste Bhi, Health Bhi
Ondia	Neighbor’s Envy , Owner’s Pride
Kingfisher	The King of Good Times
Airtel	Express Yourself
Fevicol	Fevicol ka mazboot jod hai Tootega nahi!
Hero Honda	Desh ki Dhadkan
Indian Army	Do you have it in you?
Malaya Manorama	Nobody Delivers Kerala Better
Tata Sky	Isko laga dala to life to life zinga lala
LIC	Zindagi ke Saath bhi, zindagi ke baad bhi
Nike	Bleed Blue
Wills	made for each other
Lux	Beauty bar of film stars
Chlormint	Dobara mat poochna
Tata Salt	Desh ka namak
Big Bazar	Isse sasta aura cha kahin nahi
The Economic Times	Journalism of Courage
Videocon	The Indian Multinational
Mentos	Dimag ki batti jaja de
Kit Kat	Have a break, have a kit kat
Red FM	Bajate raho
Radio Mirchi	It’s Hot!
Taj Mahal	Wah Taj!
Telegraph	The Unputdownable
ICICI	Hum hain na
Sprit	Bujhaye pyas, baaki all, bakwas!
Alpenlibe	Jee lalchaye, raha na jaye
Lays	No one can eat just one
HDFC std Life Times of India	Jiyo sar utha ke Practicing Journalism of courage What companies do these famous slogans belong to? 1.      “I’m loving it” _________________________________________ 2.     “The fresh food people” _________________________________________   3.     “Oh, what a feeling!” _________________________________________   4.     “Maybe she’s born with it, maybe it’s _______” _________________________________________   5.     “Work Rest Play” _________________________________________   6.     The burgers are better at _________” _________________________________________   7.     “There are some things money can’t buy, for everything else, there’s ________________”     8.     “It gives you wings” _________________________________________ 9.     “Just do it” _________________________________________   10. “___________, the best a man can get”   11. “Think Different” ________________________________________ 12. “Life’s good” _________________________________________   13. “Have a break, have a __________”      _________________________________________ 14. “Impossible is nothing” _________________________________________ 15. “Finger-licking good” _________________________________________ 16.  “Eat Fresh” _________________________________________ 17. “Lucky, you’re with ______” ________________________________________ 18. “For a hard earned thirst” _________________________________________   19. “Tired? Stressed? You’ll feel better on ______” _________________________________________

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Layout of Ad Copy (Six Layouts)

ADVERTISING LAYOUT: 

Layout is a plan, arrangement, overall structure, blue print of advertising copy. 
It arranges headlines, sub-headlines, slogans, illustrations, identification marks, text body etc., in a systematic manner.

 According to Sandage and Fryburger, advertisement layout is defined as “ The plan of an advertisement, detailing the arrangement of various parts and relative spatial importance of each is referred to as layout” 

It includes headlines, slogans, test, illustrations, pictures, sponsor, and logotype.

It is a physical arrangement of presenting the message. It is like a map, design, or structure of advertising message. It is a technical job that requires a high degree of expertise, skills, and experience. All ingredients are presented in such a way that attracts the reader, listener, and/or viewer to attend the advertisement.

Order must be decided carefully.

Practically, an advertising copy includes one or more of the following parts:

1. Headlines:

 Headlines are crucial for print advertisements. They include attractive description written in colorful bold letters at the top or anywhere in the advertisement. Attractive fonts are used to make the headline eye-catching. Headlines may contain slogans. 

Mostly, headlines are written in bold letters. Headlines suggest major benefits, offers, or time limit. For example, special offers open only for two days.

 2. Slogans:

Slogans are made of words and sentences. They are expressed in a rhythmic manner. Slogans are used for every type of advertisement such as TV, radio, outdoor, and print media. Slogans are presented or written at the beginning, at the middle, or at the end of advertisement.

In audio-visual media, a slogan is presented with musical effect by using persons or cartoon characters. Slogans have popularized some brands and companies.  Slogans are indicative of key themes the advertiser insists to appeal the audience.

3. Text:

The text is the central part of ad copy. It contains a description. It is prepared with reference to advertising objectives. For example, a company gives more description if company’s objective is to provide more information. Text should neither be too lengthy nor be too short. Text includes theme or appeal to the customers.

It describes major benefits of products. The claim must suggest an absolute or a comparative superiority of the products. Most text shows product benefits, special offers, time, availability, quality, etc. Text is prepared differently for different media. For example, space is important for print media; time is important for audio-visual media; size is important for outdoor media.

 4. Illustration:

Illustrations are used to make the advertising claim clear and attractive. Here picture, character, cartoons, charts, etc., are used to illustrate an use of the product. In the illustration, claims are made through celebrities. In many cases, they are shown using the products.

TV advertisement uses film stars, artists, or cricketers to illustrate the use of the product.

5. Pictures:

Use of pictures is more or less similar to illustration. However, pictures are more relevant to print media. Pictures include products, brands, persons, etc., presented in systematic manner. Here, also, products and brands are associated with film stars, cricketers, and well-known cartoon characters.

6. Sponsor and logotype:

 Ad copy also includes name of company, sponsor, brand or logotype to assist customers recognize the name of producers and/or marketers. Name of producer or logotype is kept either at the beginning or at the end of advertisement. Some advertisements include full name and address of company, including registered office, regional offices, its website, e-mail, phone, fax, etc. Use of sponsor or logotype popularizes name of a company along with products and brands. In audio-visual advertisements, the name of company is shown and/or spoken.

function of layout 

1) Assembling different parts: 

 The main function of layout is to assemble and arrange the different parts or elements of an advertisement illustrations, heading, sub-headlines, slogans, body text and the identification mark, etc., and boarder and other graphic materials – into a unified presentation of the sales message. 

 2) Opportunity of Modification: 

 The layout offers an opportunity to the creative teams, agency management and the advertiser to suggest modification before its final approval and actual construction and production begins. 

 3) Specification for costs: 

 The layout provides specification for estimating costs, and it is a guide for engravers, typographers, and other craft workers to follow in producing the advertisement. 

4) Brings together copy writer and Art Director: 

 Every advertisement is the outcome of the contributions of specialists. The services of creative persons are required like visualizes or idea-men, copy writer, art directors, artists, photographer, type - setters, block-makers and the printer. 

5) Guide to the copy specialists: 

 Layout serves as a reliable guide to the specialists such as type-setters, engravers, printers and other craftsmen. These are the person who actually prepare the advertisement for use in print. 

Source

https://www.yourarticlelibrary.com/advertising/layout-of-ad-copy-six-layouts/48666

 

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