Let's beat cancer sooner - Cancer Research UK

This is a longer advert but done by the same company. The group that made this has focused on using a recognisable soundtrack and a series of motivational images to continue the hype of the message; we can beat Cancer. The use of fonts in this video uses bold lettering to highlight important information such as '1 in 4'. These promising results are reminiscing of the previous analysis of the previous advert, but the emphasis on this video stems from scientists. This alludes to the idea that the important subjects in this advert are being stimulated by the average person.
'The Tables are beginning to turn' enforces the message of the music becoming upbeat. The constant movement in the camera allows there to be some energy about the performances while the piano creates more gravitas. The video also uses a mixture of races and gender to get across the point that nobody is immune from Cancer and it is a world wide problem that affects us all, Whether it be somebody we know or a family member.

To conclude, this video achieves its intended ending; to raise hope for the spectator that we will beat cancer. With the other adverts the message is the same but with this advert the message is stronger becuase of the kinetic energy captured in the film.

Let's beat cancer sooner-Yotube analysis

With this advertisement the company have changed their advertisement strategy dramatically. In previous versions they had  used the marketing on loss and grief, hoping people would be able to empathise with others and donate. This was mainly because of the odds being low for survival, but in this advert the odds are revealed to be of great hope. Half as many people that die from cancer live from cancer, due to the overwhelming support of people around the nation.

This advertisement does well because it has constant movement, a steady flow of facts and figures and a driving soundtrack help keep the shots flowing. Without these concepts the advert would have been static, whereas the director plays on the energy of the upcoming results. the hope for a better future will inspire people to continue to get involved, which is of a similar message we want to pass onto our audience.

The key themes of this advert is that everyone is standing together, no one is apart after the music increases in energy. This imagery is important for the reveal of the statistics, conveying the message that our hard work had lead to the improvement of peoples lives all over the globe.

2014 National USA team kit: equality

As previously mentioned in a past post, the USA national team was the only country to have women and men in the reveal of their new kit for 2014. Due to the success of the female football team over the last decade the faces on the poster are not so foreign to the football fanatic, but are still unknown to the common household.

What is unusual about this photo-shoot is that instead of glamorising the sport with athletes the photographer has decided to have an equal balance or gender and race. The varying age levels as well not only show how the kit looks on each individual; but what it represents to them. Because of the mix of gender as well the company are expanding their target audience.

What is promising about this shoot is that both the female and male football teams are included. There is no longer a divide in the sports but the 'England team' is seen as a unity rather than 'A man and a women's sport'

The framing allows the models to be of equal power. Their unity in thier uniform and thiier stance conveys thier confidance. What I like the most is the fact that everyone is of a different race or gender in the frame. the younger induvisuals level out the shot are kneeling or standing. the older athletes are frameing the background of the stadium with the outskirts of the ring.

Female athletes representation in sport

 

These images portray the marketing stratages for the company Nike. Serena Williams is a world renound sports superstar. She has conquered her sport and regularly attains 'Serena Grand slams' in which she wins all four opens (American, British, Australia and France). The image above is a powerful message that many women can relate to 'Age is just a number' is a common saying amongst people, but the gap in the spacing allows for the impact of 'Serena is #1' to power through. This method of marketing plays on the importance of self esteem and it's ability to empower those who follow it.


This was a shot I didn't particularly like. I didn't like the combination of the sparkle and sport. Although William's is wearing what would be considered normal attire for tennis, the orange is too garish for me and too over the top. Her position is strong in the frame and her face is full of determination, but I feel the message is lost through this modelling tactic.


What I like about this photo is that Selena is showing off her arms. Williams has had comments on before by the press as being too 'manly' and 'too muscular' for magazines. Her strong stance pairs with the confidant look she is giving the camera. What I like is that the shot is very basic but the photographer uses the high contrast o the black and white and the stance to specific detail, adding more to the image.

Photoshoot for sports

In this post I will be looking at how photo-shoots are framed for each particular sport and whether I believe it to be a positive or negative representation.  Women can be framed in many representations but it is the media that a bias as to how we perceive particular sports as male or female dominated. For example, when the 2014 football kits were revealed, only one country out of the thirty two teams who qualified for the world cup featured female athletes on their posters. The USA proudly show a mixture of gender and races, compared to the other male dominated posts.





The football player in this shot is using energy from her movement to power through the screen. The photographers decision to frame her to the rights adds to her body movement as she passes the cone. The use of dark colours combined with a singular bright cone is effective in attracting the eye to the centre of frame.

   


I like this shot I found on the internet of the young woman running. I find the framing displays the desert well around her and allows for a greater impact on the spectacle. I also like the use of red against the barren background, this is similar to the effect we want to use in our short film, combating the barren surfaces with the young female athletes who are training hard. I am investigating what
colours will look good with what background such as reds with browns and blues with green.

The netball photo displays two athletes in the middle of a game. They are framed in the middle of the shot elongating their features as one rises for the ball. Both are in strong stances and are given definition by the black background of screaming fans.

The girl warming up here is levelling out the shot with her leg by angling it in co-ordination with the railings. the atmospheric background allows connotations of aspiration to blend with the cool colours. Her trainers are once again the stand out colour in this shot, allowing the Nike logo to stand out as a marketing brand. However her overall stance balances this subtle marketing strategy out allowing the viewer to take in the picture beforehand.






 The black and white image shown (Bottom Right) draws on similar aspects from the Serena William's photo in a previous blog. Her full ability is in show as it captures her during a performance, the minimal clothing has a similar effect to William's in which it lets us focus on the details of her performance.

Shots/Tone for the film

I really like this colour palette for this shot. the foreground colours are dull and earthy, which the background being a riveting blue colour. I like this use of colour because I want the oppression of the facts and figure to seem to affect the woman, thus them wearing earthy or dark colours. However we juxtapose this with a deep colored football pitch or a dance floor.

This is a god example of how we can create an atmosphere in our film, using silhouettes and overbearing light in the shot. I have recognised the lighter side of the spectrum has shades of grey and light pinks, unlike the one above which has darker tones of blue. This creatues an urbun feel to the image, as well as coupling the frame with the strong degree of thirds.

Within this shot the green is used to enhance the depth of this shot. With the two actors placed in the rule of thirds, the two character's frame themselves and the action. By entining the green and the browns together it allows the navy colours to mix the combination of colours together. This is a fantastic way of mixing the colours together and bringing the enviroment to live. It has become aware to me that bringing the location shot is key in increasing the kinetic energy because the emotion is continued through the sequence.

This is a fantastic shot that captures my idea. I visualise the grounds or the playing surfaces that the girls are on to be big and magnetic, whereas the people look small in comparison (Expect for in the close ups displaying their determination). The secondary colours that pair with this are a mixture of blues and greyish pinks. The idea is that the empahsis on colour will make the cinematic viewing more pleasing to the spectator making is a visual to the eyes. Coupled with extreme long shots and close ups this will have an atompshere that will immerse the audience into this perception of a different world.

I have determined after analysing this spectrum that our Colour palate should have one focus colour, such as a deep blue or green. This allows the attraction of the shot to be placed firmly on the sport of playing field. The next colours in shot will be greys and pinks allowing the colours to mix in with one another. These colours will be the cloudy sky or the surrounding area. The next colours that mix in

will be the athletes themselves. Similar to the third shot, they will have dark primary colours that will define them from the background.

Feedback

Feedback and Task

• Research on documentaries or public service videos
• Film form-Decide what form we want to take on
• One minute of footage/Images to create a visual image

DEADLINE- 29/09/15

After discussing within our group, Tori, Lucie and I decided to make our short film a pubic service video. This was because we wanted to inspire others rather than feed them information.

Possible shot ideas for our Short Film-Concept Ideas

• I had the idea of using a dark room such as the Drama Room to do some atmospheric shots. This would involve shots of dancing and football. When the camera tracks or someone runs past with a football the athlete will down in slow motion. As they do so the text will appear on-screen detailing the depressing facts and figures about girls playing sports: 'Britain's teenage girls are rated the third obese in the world (Sport England 2013)' and 'In a survey, many girls revealed they were too shy or body conscious to pursue their dream sport'
  This can be followed by a girl lowering her head down to the floor as she sits on the side line. The other girls involved within the film begin to move into position. The catchphrase 'But we want to change that' will appear and a football will be kicked through the figures.

• The music will suddenly rise up and become motivational. Various girls (12-18) will be seen doing activities and moving to the beat. I hope to include a graphic match within this sequence to convey the diverse range in sports women can play. The subtitles 'As of 2015, Sport England are injecting £1.5 million into schools for girls sport' This is followed by more sequences and titles interacting with the shots.

• The message we want to give is that 'Sport is increasing and their are now clubs out there for girls; But we need to just keep going'. This can be done as part of a voice over 'Just keep going' as a runner begins to slow down her jog. The rest of the girls will slow down also (Either making decisions within their scene or having a moment of reflection). The music has a buzzing feel to it, like a speaker waiting to be plugged in. As soon as the runner girl begins again the music retains its energy and play resumes.

Overall I want the video to have an atmospheric feel. I want there to be energy within the frames as the action continues. This means the camera will be rarely still, ranging from tracking shots to over the shoulder shots. The more energy we can capture within the video.

Other facts that can be used in the film:

'Sports help increase integrity, courage and confidence' These words will be big and bold, allowing the spectator to realise how important sport is to young girls.
'98% of girls who plays sports go onto attend higher education or a managerial job'-Cut with this to show a girl captain ordering her team to move forward'
This was a fantastic result following the increase in sport of the last five years. This will further encourage the spectator to get involved in sport because of its link to higher education.

Fonts

The fonts will have a metallic feel, giving the facts more premise within the frame. This means there will be a greater impact once the girls begin to knock down and defy the subtitles.

Should High School Sports Be Allowed? A Dcoumentary Following Contorversal Statistics

A report documented by Amanda Ripley in 2013 alerted the press that sport was 'Too dangerous' and 'Too Expensive' for high schools. A documentary was created in response to this hypothesis. It touches on the amount of girls performing in sport and how it increases the chances of them attending College after their education.

Sport is used, as seen in the documentary, to help people with disability or with special needs get involved with extra curricular activities. Sport can also boost confidence of the students attending the school. Moving into new environment can be intimidating but studies show in the film that sport helped them mingle with new people and settle.

Sport can also help girls, too. A study in 2010 by Bestie Stevenson and the University of Pennsylvania found that an increase in girl's playing high school sport has mounted to a higher College/University attendance as well as employment rates.

This fact is shocking to me as the power of sport can be seen in this study. I feel that girls need to be more aware of the benefits of sports and how it can motivate them to become better at their lifestyle through their sport

Overall Statistics for schools

Statistics for Film: The impact of sport in various countries 

Source: Jersey Watch Network

This graph demonstrates the importance of sport in teenagers everyday lives. This is interesting because it also takes into account the person's emotional response to sport.

Straight off the bat the percentage of boys compared to girls is significantly higher. What is worrying is that the students in grade five (ages 16-18) is the lowest rating of sport recorded. Although this is matched by the years 9 to 12 for the boy's there is still a good conglomerate.

On the website ESPN concluded that the reason for the vast amount of dropouts from sport was because kids said 'They weren't having fun'. This can be a variety of reasons, either they were forced into sport and then see the sport as labour, or they have chosen the wrong activity and have become bored.

The race we don't want to win: Obesity

               

Source: Youth Report

The worrying report here is the amount of obese children around the world. England has the third highest obesity rate amongst children with the girls leading with a 3.9% increase. The reasons behind this are not displayed but the link with sport is obvious. If children can be taught to get into sport at a young age then this habit will continue into adulthood.

Further Research: Switzerland and Sport

What is intriguing is that the countries Switzerland and Japan have the lowest rates of obesity. Upon further research I realised Switzerland has a varied landscape and climate which allows for various sports to be played around the country. This allows people of various abilities to have a vast amount of choice as to their favourite way to exersize.

  

 It's most popular sports are Football and Skiing, with one in four adults saying they were actively involved with a sports club organised by the Federal Office of Sport (FOOS) or The Swiss Olympic Committie. Curling is another favourite sport, with the national team holding 3 Male world championships and 2 womens world championship titles. They also have the world leading in figure skating, Stephane Lambiel. Roger Federer is also from Switzerland and is considered one of the most sucessful athletes in his sport of all time.

      

Other sports include Baketall, Rugby, Schwingen (Wreslting), Hornussen (A cross between basketball and golf), Steintossen (A traditional game of throwing stones)

Switzerland also have the National League A, which is the most visited Ice Hockey League in Europe.

Further Research: Japan and Sport

 Sport is citied as an important part of Japanese culture so it is encouraged from a young age to participate. The most famous to come out of this country include many martical arts such as Kendo, Karate, Ki Kuando and Sumo Wreslting. But the western influence on the country has lead to a dramatic rise of Basketball players and Football players. Amonst others, figure skating, Golf and Auto racing are considered valid sports by the Japanese culture.
   
As young as four or five years old children are encouraged to get involved in sport. Schools play a big part in the community and offer a minor fee for thier time, but when the child enters into secondary school this fee is dropped. I think this is a fantastic idea as it is taking away the problem of prices for disadvantaged families in the area. This also beenefits the child socially and allows them to experement with different sports. This encouragement is continued through middle and high school right into adulthood.

Prefecutal and Nationl wide level contestants compete reguarly every summer and winter. The event is open to all sports and attracts a wide amount of attension from fans, almsot as much as proffesional leagues and sports.

As of 2009, all four reinging world champion figure skaters were from Japan. The sucess of naitive skaters inspired others from Japan to begin a cult following that soon lead to a dominance of the ring. Unlike the UK, there is some celebatory sucess when winning at figure skating in Japan. Mao Asada becoming a household name and Yuzuru Hanyu becoming the first Japanese male to win Gold at the Winter Olympics.

Participation Rates 

Source:NFSHSA

In Washington there has been an increase in the amount of girl's participatiing in sport. The girls records asend between the 2002-2004 period but sharply drops in the 2004-2005 period. This may be because of an increase in technilogical development such as phones and computers. Combined with the social pressures to be 'pretty' this could have has an effect on the progress of sport. Although the numbers do increase again in 2006 they drop for the next three years 2007,08 and 2009. The introduction of instagram and other popular social media webistes may have popularised the technology more. Thnakfully thse results do ascend after this period, however if we look at statisitcs we can exepct the numbers to drop again.
This is somthing that will be not wished for as the increase in numbers is at its highest. The womans world cup has become more of a phenomenon as of recent with the US women's team winning the world cup. The amount of press they recieved after this would have had a knock on effect to the amount of girl's interested in sport.


Sport England: Statistics

 During my research I came across an article produced by Sport England. It detailed that the amount of women partaking in sport was 6.8 million at least once a week for half and hour.
Only 1.5 million of them were teenagers (16-19)
The organisation then went onto confirm than women were less likely to continue or take part in a sport compared to males. They also conclued was that sporty mums or healthy female relatives had more of an influence on younger girls than any sports icon or company.

As a result of this Sport England are investing over half a billion pounds into 46 induvisual sports, so women can get the choice they deserve.

Another campain 'If you will I will' is a year long behavioural change to understand how women get and stay in sport. 2.3 million pounds is being invested into the campain. Another £1.7 million is being added to sports communities to help them engage young teenage girls into sport.
Sport England have also invested £10 million into 20 active women projects to help encourage women who are in disadvanged communities help tackle this issue in sport.

These include:
Breeze
Back to Netball
US Girls

Two of these groups allow women and girls to reconnect with a sport they used to compete in or get them into a sport they hadn't tried before.
US girls is aimed at the younger generations but still involes them in sport but in a broader range. Thier task is to get girls at a young age and engage them in sport so they continue it into adulthood.

Always #LikeAGirl

#LikeAGirl demonstrates the power of the mind and how stigmas can change someone's opinion. The fact that a large conglomerate is displaying girls in a positive light is hope for the future. What is intriguing is the amount of girls that throw powerfully compared to older people.

The idea of doing something like a girl is a 'Bad thing' and being masculine is good. this is a mere illusion.
Through personal experience I feel like the sport I was doing as a teenager was helping me be more confidant. It was hard at points because of stigma but it never stopped me because I didn't want to fail myself. I knew if I gave up I wouldn't be hurting them but only myself, so I carried on doing what I wanted instead because that seemed to bother them even more!

Planning with Lucie Potter and Tori Holness

Lucie and I brainstormed possible ideas for our film. We decided that a zombie film would not show off our capabilities as film-makers and would like to do a more serious approach to a film like 'Denali'. This would allow us to tell a meaningful narrative that we as film-makers will connect with.

After discussing with our teacher we came up with a list to investigate more into sport. The question that spurred us to start our search was 'Why do teenage girls become disinterested in sport?'

Items and ideas to research
Bend it like Beckham- Film research into the culture and stigma
Facts and figures- How is our school doing compared to overall statistics
Poll for sixth form and year sevens-What is their opinion on sport and how does it change?
Teachers about the issue in sport- Can anything be done to keep sport alive in girls' eyes? (DONE)
Sport England- What has the company found out about the struggle for numbers? (DONE)
Think #Like a Girl- How are advertisements changing the way sport is seen by girls? (DONE)

our main issue is the fact that girls do not feel that they can do sport because of their physical appearance, whether that be to impress others, feeling subconscious or inadequate.