2 Flashcards
What are the five purposes of media products?
Advertise/promote, educate, entertain, inform, and influence.
How can designers use style, content and layout to achieve the purpose of advertising/promoting?
Use attractive colours to catch audience attention. Should give specific information, e.g. pricing.
What are two example products of the advertisement/promotion purpose?
Posters and television advertisements.
How can designers use style, content and layout to achieve the purpose of educating?
Needs to hold the attention of the viewer without distracting them from the content. Use multimedia elements, e.g. images and sound.
What are two example products of the education purpose?
Printed/electronic textbooks and educational websites.
How can designers use style, content and layout to achieve the purpose of entertaining?
Use corresponding colours, e.g. bright colours for comedies, and dark colours for horror. Link the style and content to the genre of the product.
What are two example products of the entertainment purpose?
Film and books.
How can designers use style, content and layout to achieve the purpose of informing?
Use information that is clear and easy to read. Use a limited selection of colours.
What are two example products of the informing purpose?
Newspapers and documentaries.
How can designers use style, content and layout to achieve the purpose of influencing?
Use design, messages, and colours to hold the attention of the audience. Use video to communicate messages quickly by using words and images.
What are two example products of the influencing purpose?
Social media platforms and newspapers.
What are two examples of how the genre of a product affects the language used in it?
Science fiction = complex scientific words and/or made-up words for fictional places or creatures. Romance = dramatic or emotional speeches and detailed character descriptions.
What is meant by the tone of language?
The overall feeling or mood created by the words used.
What is formal language?
Carefully spoken language which isn’t very personal.
What is informal language?
More like everyday speech and uses slang or shortened words.
What is the difference between the tone created with formal and informal language?
Formal language creates a sense of a more high-end, serious product. Whereas, informal language makes it clear to the audience that it is a fun product.
What is an example of how the style of visual representation used, can depend on a product’s target audience?
For a book cover for children, you would want to use fun icons and bright, attractive colours and text. Whereas, for an adult book cover, you would use a limited colour palettes to create an intense, dark appearance, alongside ‘less-fun’ adult icons, e.g. a skull.
What is intonation?
The tone of voice.
What is an example of how product elements are positioned according to importance?
On a film poster, the main character is shown larger than, or in front of, the villain. Whereas, on a shampoo bottle, the ingredients are much smaller than the logo, and placed on the back of the bottle.
What is audience segmentation?
The process of breaking down an audience and placing them into categories.
What are five ways an audience can be segmented?
Age, gender, occupation, education, and lifestyle.
How would age affect product design?
Products for young audiences are likely to use bright colours and simple text. Products for adult audiences are likely to follow current design trends. Products for senior audiences may feature simpler colour schemes and large text.
How would gender affect product design?
Products targeted at men often feature darker tones and angular shapes. Products targeted at women often feature pastel colours and natural shapes. Products targeted at everyone would use neutral colours.
How would occupation affect product design?
Designs may incorporate elements and visuals associated with the occupation of its audience.
How would education affect product design?
The wording used in the product will vary based on the audience’s level of education. This may affect the amount of words on the page and the difficulty of the words used.
How would lifestyle affect product design?
Designs aimed at environmentalists may feature recycling and natural materials.
What is the ‘product type and purpose’ category in terms of client requirements?
The client is likely to identify the type of product they need and what it’s for.
What is the ‘target audience and genre’ category in terms of client requirements?
Clients will normally use audience segmentation to identify a target audience. They may also specify a genre for the product, e.g. science fiction.
What is the ‘branding and ethos’ category in terms of client requirements?
The final product features the client’s name, not the designers. It should carry the organisation’s ethos (values).
What is the ‘content’ category in terms of client requirements?
The client may provide existing media content, or may ask for it to be created as part of the brief. The content can include any media elements, e.g. text, images/graphics, sound, animation or film clips.
What is the ‘style and theme’ category in terms of client requirements?
Clients may provide written and visual styles to follow, e.g. their house style. A theme may also be provided, e.g. health. Both of these should be reflected in the product.
What is the ‘timescale’ category in terms of client requirements?
Clients will have a deadline that needs to be met, based on the product’s released date. A detailed time plan should be made to ensure there’s enough time for each part of the project.
What are formal briefs?
Clear, detailed, and set expectations, that reduce misunderstandings; includes deadlines and content requirements.
What are informal briefs?
Vague, often based on conversation or text, which can lead to disagreements. Only suitable for clients and designers with an established relationship.
What are negotiated briefs?
Client shares initial ideas, then negotiates details like costs and timescales with the designer, making the process smoother and quicker.
What are written briefs?
Briefs with no face-to-face meetings. They are quick but can cause follow-up issues if unclear; best for simple projects or designers and clients with an established, familiar relationship.
What is primary research?
Gathering data from original and reliable sources.
What are focus groups?
A moderator facilitates a discussion about the product with a small group of people. Data collected can include participants’ body language, answers to questions, and general attitudes towards the product.
What are the advantages and disadvantages of focus groups?
Advantages: Responses are instant, reliable and relevant. Questions can be adapted as the discussion develops. Disadvantages: They can be expensive to organise as participants are usually paid. It may be difficult to ensure that people from all the different groups that use the product are represented.
What are interviews?
Using a set of prepared questions, the interviewer talks to one person at a time. Can be carried out in person, by video call, or by telephone.
What are the advantages and disadvantages of interviews?
Advantages: the one-to-one format allows the interviewer to ask further questions and get more details about an answer. Talking to another person one-to-one can be good for receiving honest answers. Disadvantages: it may be difficult to collect quantitative data in an interview. Interviewees may need to be paid, which can be expensive.
What is secondary research?
It involves finding and using previously collected and published data.
What are books and journals, in terms of secondary research sources?
They can be accessed in libraries, or online as ebooks and electronic journals.
What are the advantages and disadvantages of using books and journals?
Advantages: they are likely to have been written by experts. Professionally published content may be more reliable than other sources of information. Disadvantages: information may be out of date. Authors may publish their own opinions.
What are internet sites and research, in terms of secondary research sources?
Search engines and forums can be used to find information online. E.g. you can find reviews of products.
What are the advantages and disadvantages of using internet sites and research?
Advantages: information is accessible and easy to find. The cost is very low. Disadvantages: anyone can publish research, so it could be biased and unreliable. Reviews may be fake or uninformed.
What are magazines and newspapers, in terms of secondary research sources?
Magazines and newspapers are published frequently and contain information on lots of different subjects. Specialised magazines are dedicated to particular topics.
What are the advantages and disadvantages of using magazines and newspapers?
Advantages: new, updated issues are published regularly. Publications are created around the world, which can provide people with an insight into different cultures. Disadvantages: some articles may not be written by experts. Some authors may publish their own opinions. Magazines and newspapers may need to be purchased.
What is the difference between qualitative and quantitative data?
Quantitative data records numerical data, whereas qualitative data is given in words.
What are the advantages and disadvantages of using qualitative data?
Advantages: People can explain the reasons behind their choices and opinions in detail. Disadvantages: Qualitative data can take a lot of time and work to analyse. The results may be difficult to summarise and display.
What are the advantages and disadvantages of using quantitative data?
Advantages: Patterns and trends can be spotted quickly. Data can be easily analysed. Data can quickly be collected from a large target population. Disadvantages: It doesn’t give reasons/individual viewpoints behind the data. Any errors in the data, e.g. anomalies, may be difficult to spot.
What is zoom in terms of camera movement?
The lens focuses in or out on a key element.
What is track in terms of camera movement?
The camera follows the subject through a scene. Usually done with a dolly.
What is pan in terms of camera movement?
The camera is turned horizontally from left to right or right to left.
What is tilt in terms of camera movement?
The camera moves vertically up or down an object.
What is fixed in terms of camera movement?
The camera is fixed and it’s the subjects that move. They might enter or leave the shot.
What is dissolve in terms of transitions?
This is a gradual transition from one shot to the next. As the first shot fades, the next shot will be visible through it until only the second shot is shown. Can be used to suggest the passing of time.
What is cut in terms of transitions?
The shoot instantly cuts from one shot to the next. This is the most common form of transition and may be used to switch camera angles.
What is fade in terms of transitions?
The first shot fades to a solid colour (normally black) before fading into the second shot. It is sometimes used at the beginning or end of films.
What is wipe in terms of transitions?
The second shot moves horizontally, vertically or diagonally across the first shot, replacing the first with the second. It is sometimes used to show a change in location.
What is a long/wide shot?
A long/wide shot shows a subject in relation to their surrounding environment. It can be used to emphasise a location or the mood of the setting.
What is an extreme long/wide shot?
An extreme long/wide shot shows the character as anti-size or not show the character at all - they give an even larger perspective.
What is a full shot?
A full shot shows all of the subject and includes some of their surroundings.
What is a medium long/wide shot?
Shows the subject from the knees upward.
What is a medium shot?
Shows the subject in detail from the waist.
What is an extreme close up?
Focuses in on a particular part of the subject.
What is a close up?
Fills the frame with the subject.
What is a medium close up?
Frames the subject from the chest upwards.
What is a point of view shot?
Taken from the point of view of the subject. It allows the audience to see things from a character’s perspective.
What is an establishing shot?
An establishing shot is a type of long shot showing the location of the following scenes. For example, they usually show the exterior of the building that the following scenes happen in.
What is a low angle shot?
Involves the camera pointing up at the subject. It often implies strength or power.
What is a high angle shot?
Looks down on the subject. Creates a sense of isolation, inferiority or weakness.
What is an overhead/aerial shot?
This angle is taken from above the subject, often with a drone or helicopter. It provides an overview of the scene.
What is an eye level shot?
This angle places the camera at eye level with the subject. It’s an angle that gives a strong connection to the viewer.
What is an over the shoulder shot?
Used to show a conversation. It may suggest a sense of intimacy.
What is a hip level shot?
Taken from waist height. It can create intensity in fight scenes, or provide a child’s perspective.
What is a knee level shot?
This angle is taken from around knee height. Used to imply superiority.
What is a ground level shot?
This angle is taken from ground level which draws the focus down to activity on the ground.
What is a Dutch angle?
Taken with the camera at an angle. It may leave the viewer feeling unsettled.
What are the three types of media codes?
Technical, symbolic, and written.
How would a technical code suggest meaning to an audience?
By using: camera angles, shots, lighting, and audio.
How would a symbolic code suggest meaning to an audience?
By using: settings, mise-en-scene (props, costumes etc), and colours.
How would a written code suggest meaning to an audience?
By using: typography (fonts, style etc), positioning, and language.
What could the colour red represent?
Love and/or danger.
What could the colour blue represent?
Calm, relaxation, and trust.
What could the colour green represent?
Nature, health, and luck.
What could the colour black represent?
Power, fear, darkness, death, and mystery.
What could the colour white represent?
Perfection, innocence, simplicity, and purity.
What could the colour yellow represent?
Happiness, joy, caution, and creativity.
What could the colour orange represent?
Harvest, warmth, energy, and strength.
What could the colour purple represent?
Royalty, wealth, peace, and spirituality.
What could the colour silver/gold represent?
Wealth, wisdom, hope, and grandeur.
How can graphics support or provide a message?
Icons represent common functionality, e.g. save or refresh. Illustrations could give instructions or plans. Shapes are associated with different meanings, e.g. triangles for warnings. Logos and branding are associated with a person, organisation or business.
How can typography support or provide a message?
Bold makes text stand out, italic draws attention to a word, underline highlights important words, uppercase suggests strength or urgency, and lowercase suggests simplicity.
What is ‘serif’, in terms of fonts?
Has a flick on the lines of each letter - formal and traditional.
What is ‘sans serif’, in terms of fonts?
Doesn’t have flicks on each line - modern and sleek.
What are the five different types of lighting?
High-key (bright light), low-key (dark light), underlighting (underneath an object), warm (yellow and orange), cool (blue).
How does the three-point-lighting system work?
The backlight creates depth by positioning behind the character, making them stand out. The fill light, placed behind the camera, softens shadows and adds dimension. The key light, the strongest, is positioned to one side behind the camera and sets the mood.
What are the three types of movement on screen?
Actors walking across or to the camera, environmental movement, and objects.
What is meant by ‘mise-en-scene’?
French for ‘placing on the stage.’ It refers to how things are placed in a frame, including props, set, actors, costume, lighting, framing, and blocking.
What is meant by ‘blocking’?
Shows the relationships between characters through their position in the frame and movement within it. It is led by the director, and is normally rehearsed on set before filming takes place.
How can vocal intonation create impact through audio?
People use different tones of voice and vary their pitch and speed. This can suggest different meanings and convey emotions. Accents may also be used to show where they come from.
How can silence and sound effects create impact through audio?
Silence allows the audience to fully focus on the image. Foley artists use props to record sound effects, realistic sound effects (e.g. footsteps) can also be used, and dramatised sound effects such as robot noises can convince the viewer that what they are seeing or hearing is real.
How can audio transitions create impact through audio?
Speech, sound effects, and music can all be faded in or out. Fading sound in or out will have a different impact to suddenly.
How can audio transitions create impact through audio?
Speech, sound effects, and music can all be faded in or out. Fading sound in or out will have a different impact to suddenly starting or stopping.
What are three different types of animation?
Hand-drawn, computer-generated, or based on physical models.
What are two ways animation can be used in media products?
To create characters, objects and environments. To create computer games.
What are three examples of how users can interact with an interactive product?
- Video games may use a mouse, joystick, or keyboard.
- Multimedia presentations may include navigational buttons, arrows, and hyperlinks.
- Apps on smartphones and tablets use touchscreens, but may also include virtual keyboards and/or voice control.
