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.
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