Promotional Video Evaluation

Target Audience: The video has quite an open target audience, as it shows a large variety of people at various shops. It even includes shots of different types of different classes of people, such as President Obama, families and students to show that the shops are for everybody.
Mode Of Address: The mode of address is very light hearted, to reflect the happy and laid back atmosphere of the shop. It shows a young child running to her family, and a father and son which shows the customers having a good time and adds to the general positive mood conveyed by the video.
Technical Conventions: One of the most prominent conventions used is the captions/ titles written over the video. They could have had a voiceover, but instead they chose to have it in written format, which allows the music to convey more of a prominent feeling, and also it keeps the themes succinct.
Brand/ Identity: The video starts with an introduction to the history of Starbucks which instantly conveys the brand identity. Also the thumbnail of the video is the Starbucks logo which for people who are familiar with the brand will instantly give them the gratification of familiar iconography.



Target Audience: This video targets a few niche audiences, such as people that are interesting in fundraisers and donating to charities. The video is to spread awareness for 'Movember' and a few different issues such as mental illness, cancer and alcohol abuse, with the focus on men. It also is tailored to an audience that appreciates rugby or sports in general. This is shown simply through the large chunks of footage of the school's rugby matches, which were probably ran to raise money for the cause.
Mode of Address: The video takes a combination of a formal but energetic mode of address. The video is colour graded to be slightly desaturated and looks like the grading you would see in movies rather than a short video which creates a professional and serious tone. However, the footage of the rugby matches show the players having fun and families cheering them on, which shows the participants having a good time while raising money and shows they are committed to the charities.
Technical Conventions: Again, the video takes a serious approach with the music in the video which sounds like it comes from a large scale nature documentary (Planet Earth style). The fact that they used this song amplifies the message and tone of the video greatly and helps to target their specific audience.
Brand Identity: The video opens with a black screen and the school's logo and name, instantly introducing the viewer to it. For friends and families of the school and people involved, it will gratify them the knowledge and familiarity, while acting as an aid for the wider audience that may be watching.



Target Audience: This is another video that targets a mainstream audience and as many people as possible. It includes footage relating to religion, architecture, urban life, culture, gaming and even music. The aim of the video is to attract as many people as possible so this is a suitable approach to the video.
Mode of Address: The video is very professional with a high production quality. The video doesn't follow a strong narrative of sorts but just showcases all of the best parts of Japan. It also has an inspiring uplifting mood which is conveyed by the music paired with the beautiful visuals which portrays the country is a glamorous way.
Technical Conventions: The video makes large use of hyperlapses which are essentially timelapses but shot on a moving trajectory to help cover a large amount of ground and showcase many things all in a short amount of time. This is suitable for the video because it shows how jam packed the country is and how much there is to offer in often small spaces. This helps to show both the beautiful scenic areas and also the busy urban cities.
Brand Identity: In the case of this video the identity doesn't belong to a brand but the country at large. It focuses on regional and cultural iconography and also has a stamp at the end representing the country.



Target Audience: The target audience for this video is potential university students that are considering where to go for their education. The university business is a very competitive one and they need to attract as many students as possible to build their reputation and make as much money for the government and country. This means that the campus' often create high quality promotional videos that showcase the campus and facilities to make the centre appealing.
Mode of Address: There is no dialogue in this video but simply cinematic shots showing life on campus as a relaxing and uplifting time, and this high production value creates a professional and informal mode of address, so students know they will have a laid back and enjoyable time.
Technical Conventions: The video uses a lot of shots with a shallow depth of field and this helps to create a soft looking video. This probably wasn't done to create a meaning but simply to give the video a certain look and feel. It also uses a lot of slow tracking shots which adds to the calm and relaxed feeling of the short.
Brand Identity: The only brand identity in the video is the fact that it shows the campus' buildings and facilities, which I feel is something the video could improve upon simply by having the university's logo at the start or end of the video, or even having a voiceover or testimonials.