1. Who is the target audience?
18+ people who live in and around the Birmingham area who have not voted before/aren't registered to vote. This is because this video applies to all people who can vote in the Birmingham Council range, who aren't informed of how to vote.
2. How are the audience addressed?
A teacher-pupil mode of address was use. This is because the purpose of the video is to educate the audience, and this mode of address is effective in doing so effectively without appearing overly casual. The regional accent, in combination with a black woman guide, is effective as it makes the video relatable to more people, as well as not being intimidating to the audience.
3. What editing techniques are used?
No editing techniques were used in the video, to make the information clear and to not distract from the info being presented.
4. What defines this as an informative piece?
There is no entertainment or attempts at humour in the video, all images and dialogue is used for the sole purpose of informing the audience.
1. How does the Rolls video differ from Birmingham Council in terms of addressing its audience?
A more middle class male narrator with an RP accent is used in this video. This is because the company and brand of Rolls Royce is seen as prestigious and refined, and using an RP accent in place of a regional one is effective in connoting this. The narrator talks at you rather than to you, making the process seem more complex.
Also, graphics are used prominently in the video, explained below.
2. What similarities are there between the two promos?
Both videos are intended to tell the audience about something related to the organisation's interests.
Both also use music at the beginning and end.
3. What is different between each one, and why do you think this?
The Birmingham video was low budget and simple in production, while the Rolls Royce video uses more dramatic shots and angles, and animation to get their point across. This is because Rolls Royce has more money to spend on the video, and is explaining a more complex process which warrants more explanation via visual imagery, while they're also subtly promoting a brand which justifies dramatic shots which connotes the company is wealthy and professional.
1. Which video is most suitable for its target audience?
The Rolls Royce video, as it is both entertaining and informative which is appropriate for the topic.
2. Which best fulfils its purpose and how/why?
The Birmingham Council video, as it contains all the required information it needs to fulfil its task, and it shows this info clearly and without distraction.
3. What are the major differences in approach?
The Birmingham video uses no effects or graphics to enhance the info being shown, while the Rolls Royce Video does. The former video's narrator is intended to be friendly and approachable, while the latter is supposed to sound important and proper, which is due to the target audience.
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