Corporate Video Analysis (Part 3)

London Business School:

The demographic for this corporate video is significantly bigger than Holmefield Veterinary Clinic, yet does not match the global awareness of Apple as a corporation. However, London Business School is still an international company, a highly respected and well-known place of learning, of which offers places to applicants from all over the globe, such as Germany and Nigeria.

It begins with a tilted shot of the school, which is a good way of introducing the location and content. It then includes text that reads ‘Emerging Leaders Programme’. Other than my initial thought of “my God that’s long”, my major issue with this video is that it’s trying to promote a specific course, whilst simultaneously wanting to advertise London Business School as a collective. Multi-purpose corporate videos are useful, but if you are trying to condense too much information into an individual piece, then it can become a little jumbled and complicated. The best solution for this would be to create two separate videos, one promoting London Business School, and the other advertising the programme they offer. Or they could provide the information through other means, such as links to their website. The overall duration of this promo will also likely cause audiences to lose interest. However, the fast past editing somewhat compensates for the lengthiness and helps capture both the busyness of London and the managerial industry. Much like the style of editing, the music is continuously up beat and possesses a modern feel; the same two songs are repeated and interchange throughout. The second track (5:22) helps create a more intense, dramatic atmosphere as applicants undergo several challenges that put their leadership and managerial skills to the test. A combination of diegetic and non-diegetic sounds are used during this promo. Both the music score and narration/voice over (by Adam Kingl) are considered to be non-diegetic sound, meaning the source of the sound is not visible or implied. Therefore, the footage from the interviews is diegetic sound, meaning it originated from the source or is ‘natural’. The lighting is mostly low key throughout, yet slightly over exposed for various periods. 

Overall, the cinematography is relatively bland and the mise-en-scène is not particularly inviting or eye-grabbing. The mixture of content shown (including the variation in location), along with the variety of different shot types (close ups, mid-close ups, mids, wides, panning and tilt shots), helps make everything more visually exciting. Using close ups for the interviews creates a personal atmosphere. Although the quality of the video isn’t the greatest, there is a considerably large amount of footage to get through, meaning it would of taken a lot of time and effort to put together, especially during production and post-production, as compared to say the Holmefield Vets promo.

This video possesses a greater narrative structure (because of the length) than the two corporate videos I previously analysed. It mainly consists of interviews from applicants and staff, narration and talking heads (overlaying footage). It is divided into 3 main parts or “themes” which are addressed before in a brief introduction with Adam Kingl, who is the Emerging Leaders Programme Director at London Business School. A short arrangement of footage is used repeatedly (3 times) as a segment divided of sorts, which gives a clear representation of the curricular; self awareness, developing a business skill set and developing results (business impact). The target audience for this programme seems to be people who currently work in the industry or people who already have understanding, knowledge and experience in the industry.

From the beginning we are shown a variety of people with different ethnicities and backgrounds (both applicants and teaching staff): Adam King at 0:17 (White, American), Mathias Elbers at 1:19 (German), Rudolf Mayrhofer-Grünbühel at 1:27 (Austrian), Jejelola Mark-Obala at 1:36 (from Nigeria), Sir Andrew Likierman (British) at 3:16 etc. Firstly, it represents the company as a place that welcomes diversity; it shows us that they aren’t limiting their selection. For example, an applicant who originates from say, Sweden would be comforted knowing that they have just as much as a chance as someone from the UK.

I noted that most of the applicants are roughly between the ages of 25 – 35, yet staff members range from late 20s – 50s. This suggests that age isn't a major priority when searching for employees, that it's more about the skills and qualifications the applicant has in that certain field. 

The video includes a mixture of both men and women, however there are evidently more men. Two different male applicants are featured as well as three male employees, where as only one female applicant is interviewed and we also only see two female employees (Asa Bjornberg, Executive Coach and Gillian Ku, Assistant Professor of Organisational Behaviour). This once again suggests that the industry is primarily dominated by males rather females. Class and sexuality don’t seem to offer any importance.

Corporate Video Analysis (Part 2)

Holmefield Vets:

Holmefield Vets are a small, local company that appeal to a much smaller demographic of people than Apple (a world wide corporation). However, this doesn’t mean it’s any less important to those who require their services. In comparison to Apple’s recruiter video, the budget is undoubtedly lower, but is still professional and relatively well shot.

Following the logo of the company, it begins with an interview from Homlefield’s director, Louise Davison and then goes to an establishing shot of the clinic (also features a sign of the company’s name).

The pace of the video is slow and the majority of the shots are basic (and handheld). I did notice the use of a panning shot, but other than that they are all practically stationary. I therefore believe they could have been a bit more creative with the style and variety of shot types. Although saying that, simplicity isn’t always a bad thing. The primary use of mids and close ups, draws your intention to the content; lots of visuals of staff members, vets in practice and of course, pets. I mean, who doesn’t love cute animals, am I right? An important thing to note is that a viewer’s interest will be determined by the subject matter and if you throw in some images of cute, fluffy animals they’ll be pretty content (I was).

The environment of the work place is presented as relaxed, whilst the staff embodies friendliness and positivity. Which are all important aspects to consider when searching for a good animal practice. Overall it encompasses an honest and personal feel. Being a local-based company means the target audience will be the people within that area; reassuring those who have previously experience their services, whilst simultaneously seeking new customers.

There are two pieces of music used for this corporate promo, both have a up-beat, happy feel. After the introduction of the second song (1:07), the tone changes slightly. It becomes somewhat more dramatic as the interviewees begin to speak about being inspected by the ‘Royal College of Veterinary Surgeons and the College of Animal Welfare”. As well as stating that they are “working at a high standard”. This shows professionalism and that the employees take their jobs seriously. “Our principle is to be open and honest, to give a genuine professional opinion, but at the end of the day, we are all pet owners ourselves, so we’re all passionately involved with our own pets and we know what we would want for them and we try to give the same to our patients.” – Louise Davison. This and other content from the interviews, show that these people genuinely care about the service they offer to these animals and their owners. All other sounds are diegetic. 

Lots of kind lighting makes it easy to look at, as well as the simple and uncomplicated editing.

This corporate promo suggests that females heavily dominate the veterinary industry as only one male surgeon is featured through out the entire video (0:41, 0:52 and 0:55). The veterinary profession was traditionally male dominated; however in recent years, studies show that there has been a dramatic shift. “The recent ‘2010 Survey of the UK Veterinary and Veterinary Nursing Professions’ (RCVS, 2010) highlighted that fifty-four percent of respondent veterinarians working in practice were women; furthermore, eighty-four percent of respondents in veterinary practice were employed within clinical veterinary practice and fifty-seven percent of those were women.” (Source: http://cdn.intechopen.com/pdfs-wm/28664.pdf). Despite the increase of women veterinarians, Holmefield’s should statically have more than one male veterinarian representing their company. Furthermore, they should of included male employees when they conducted the interviews, as the only two that are incorporated are both females and are both middle-aged (Louise Davison, Company Director and Helen McHugh, Practice Manger). Not only this, but they should of organised more interviews to begin with. I understand that when creating a corporate promo, you need to include as much of the important information as possible, without it becoming too boring and too lengthy. However, I personally believe it would of given a much more well-rounded and genuine representation of the company, if they were to offer more of an insight as to the types of people who work there. Doing so would have showcased the diversity of the company, whilst also discouraging the idea that this particular profession is only for a particular type of person. 

Other additional forms of representation that are relevant are variety of ethnicity and age. With regards to the representation of ethnicity, we only see one woman who doesn’t appear to be British (possibly East Asian). This is again, a relatively poor representation of race in this industry. I gathered that the general age of employee’s ranges from 25 to 40 years of age. Sexuality and class offer no significance.

Corporate Video Analysis (Part 1)

Apple Recruitment Video:

Apple is known world wide for developing, creating and selling reliable, good quality products (consumer electronics, computer software and personal computers) and this idea is portrayed through out their corporate promo video. It is personified by not just content alone, but the actual quality of the video itself, as well snappy pace editing. Which may also be representing and promoting the notion of an ever-changing, ever-evolving company.

It begins with an establishing shot and then features a mixture of shots varying from close ups to wides and everything in between (mainly mids). The majority of the video consists of interviews with employees, combined with a bunch of overlaying footage; talking heads and people hard at work in their various fields. It focuses on showcasing the importance and value of all those behind the company, those that contribute and create the products, which is one of the primary reasons I believe it to be effective. Through out it manages to create this aura of positivity, which is not only apparent in the interviews, but the music and the lighting and style of editing as well. Other than the music, the video consists solely of diegetic sound (created by the subjects that are interviewed).

Visually, it’s not too extravagant, which in some circumstances can be distracting and then may stray from its initial purpose. Although, I do think it’s important for a corporate promo to be interesting and hopefully engaging, especially in terms of mis-en-scene and content. If not, it becomes too dull, leaving the audience feeling bored and then causing them to lose focus. Overall it is simply easy on the eyes, which is comforting. The lighting is of good quality and isn’t overly intense, but helps produce this buoyant atmosphere. It possesses a stylish feel, set in a modern-looking, yet professional, working environment. This is a more subtle form of persuasion, tempting the target audience, showing them what they have to offer (facilities, equipment, working spaces etc).

The employees present the idea of cross-collaboration and working together as a collective, but the prominent focus seems to be on how Apple is like no other, whether it be in the form of their unique products, their encouragement in creative thinking or importance in being apart of something greater and achieving beyond one’s potential. Derrick, who works in Hardware Engineering said: “You will get more out of working here for 2 years than you will get at any other company for 5 years, easily”. It certainly does not lack self-promotion (Apple products and logos are also heavily featured) and although the continuous emphasis may come across as a little pretentious, it should be considered that the whole purpose of a corporate promo is to promote. Therefore, Apple has to be shown in a positive light or it kind of defeats the entire objective all together.

With regards to the representation of the company, a variety of different people are either introduced or visually included. Representation can fall into several categories, such as, gender, ethnicity, age, sexuality and class.

The most obvious or easiest to define, use of representation in this promo is gender. Although I witnessed a combination of both males and females, I noted that there were 10 snippets of interviews from the employees, 7 of which were male, 3 of which were female. Which not only represents the likeliness of fewer females than males within the company, but also suggests that there are fewer important or higher positions within the company taken by women.

The other representations are generally left to presumption, if not stated. It’s easiest to interpret one’s ethnicity by their language, accent or physical appearance. For example at 2:46, Makiko (who works in retail) begins to speak in a different language (whilst subtitles are revealed) from the previous interviewees. By doing so, Apple is promoting diversity (you heard me, not just the average white American man). Once again at 3:20, subtitles are shown whilst Marisa speaks. Which is good and I think it is really important, however they could go further. Despite the evidence of differing accents, the vast majority of those included spoke in English and were American. Regardless of Apple being an American corporation, if they wanted to show that they employ people from all over the world, they should of gathered more interviews or visuals to create a real representation of ethnicity and race (rather than just having 2 interviews out of the 10 of which people spoke in a language that wasn’t English). 

I estimate that those shown are between 25 and 50 years old, which is a pretty big bracket and therefore, probably comforting to older people who may think they just employ fresh faces and also comforting youngsters who think they lack life experience. However, by attempting to define the average age to a more precise guesstimate, I would say the majority are roughly between 25 and 35.

Class and sexuality are less obvious. Similarly with ethnicity, one’s language may suggest one’s class or sexuality, or even one’s body language. And of course, the most popular means to identify, someone’s appearance (ugh).

After analysis, I’ve realised this corporate promo isn’t as wonderful as I originally thought; specifically regarding the representation of gender. But is, overall, pretty well rounded. It comprises good forms of persuasion and definitely succeeded in capturing my attention, which makes it effective. As well as, managing to compress a large quantity of information in such a short period of time (4.35 minutes, which is an average length for a corporate promo). So, you did alright, Apple.