Corporate Video Comparisons Essay
- Dec 12, 2016
- 5 min read
In this essay, I shall compare multiple different types of corporate videos and advertisements.
Here is a company profile advertisement designed to introduce the advertised company in a positive, professional light, which the use of generally formal language and presentation helps to ensure. This advert in my opinion is clearly B-C, i.e a business advertising to a customer due to it directly putting their products and services in a positive light.
Here is a broadcast commercial. These are usually the most expensive due to production and then getting TV stations to air them, but in turn they generally create the largest impact and from that, revenue. This is an advert for Specsavers and their products (glasses). This is definitely another business to customer advert, it uses characters and themes from the popular comedy Fawty Towers to make the advert more watchable and memorable for the audience.
Here is a corporate promotional video. This video advertises WRN Broadcast and uses ethos in the form of stating numerous major studios trust them, such as Warner Brothers, MTV, Nickelodeon, Lionsgate, Columbia and Universal. This video is clearly B-B (business to business) because it is global media company offering content management, which is aiming for use by film studios and so forth.
Here is clearly a comedic satirical video. It uses numerous different conventions from typical employee training and recruitment videos including a tour through of their "incredible state of the art equipment" and gives a general walk through of the goings on of the job and what it's supposedly about. It makes fun of the artificial and awkward atmosphere often seen in company videos, by having the presenter read poorly off some paper. This video overall quite amateur and unprofessional, however it is the intention of the filmmaker for the video to be as such, thus it is successful in its goal.
This is a very creative corporate video by Apple called "Perspective", which was made in 2014. The video is advertising the company Apple as a whole, not just a product of theirs. It shows a large variety of different fonts and letting which change or appear depending on the angle, which helps to illustrate the video's point of "perspective" to a literal, physical degree. The message however is about the viewer having a good, unique perspective. Overall this video is very professional and "crisp", which matches the aesthetic and branding that Apple typically goes for. White is the predominant colour featured in this video, which again matches the typical branding that Apple goes for, with the majority of their adverts, branding and products featuring white. This video is most likely supposed to be from business to customer, but it could also work satisfactorily as a business to business production.
Here is a notorious low budget internet commercial, by an independent mattress store. Like numerous internet commercials it has a low budget, however this is lower that typical. it is notorious due to the controversial appliance of 9/11 references as a marketing tool, with the anniversary of the event being used to launch a sale by the company. Unsurprisingly this was not taken well by the public. This advert was clearly meant to be business to customer.
Here is an industrial corporate video. It has a rather long run time at around 7 minutes and goes very much in depth about Casey Industrial, the company which the video is about. It features numerous shots of she site along with some of its workers, narration with facts and statistics of what the company does and has done, and also features some testimonials from people that work at the company, including a site manager. Overall I would say that this video is intended to be business to business, due to its very professional orientation and style.
In this corporation video, Google is trying to recruit new workers. It uses numerous workers from Google, with them addressing on screen what a positive impact working for Google has had for them and how great they think it is, thus trying to convince the viewer to join in and also get a job for Google. This video could also quite possibly be shown to new employees of Google. Generally I would say that this video could successfully work as both a business to customer and a business to business video.
This video displays a customer testimonial. In it the customer, a chief marketing officer for Awesomeness TV, a division of major film production company Dreamworks, enthusiastically proclaims that her life has been made so much easier by what is being advertised by the advert, and proceeds to talk in depth about what it is, its features and why it is so good. Generally I would guess that this is more or less a business to business advertisement due to its professional atmosphere and lack of eccentricity.
This is a corporation video which features internal communication for the company GDF Suez. In this video we see plenty of different staff members from the company talk about what they do in their respective jobs at the power plant which they work at. Overall the main goal of this video is to try and improve communication among the peers of the company. This video would come under the category of business to business as the primary target audience are workers of the corporation that made the video, however it is not advertising to other businesses so one could argue it is either business to customer, or actually does not come under either two of those categories.
Here is a video of a conference. This is a party conference of the UK Independence Party in 2016, with this particular segment being Nigel Farage's final address as the leader of the UKIP (for about the third time). In this video he talks about the achievements he and his party have made and thanks his friends, family and whoever else Farage felt he needed to mention. Although this is not an advertisement of a corporate video, this is a video of a conference, in this case a party conference. As such it is neither business to business nor business to customer, as it is not an advertisement of any kind, merely a logn news segment of a conference.
Here is another video of a conference.This time it is indeed a corporate video. In addition to being a conference, it is also a documentation of an event. It showcases numerous achievements that Google has made, and intentions that it has for the future alongside various new products that the company has either released or are planning on doing so within the near future. It features various different people from Google talking about these things. This video is a combination of business to business and business to customer.
These are various different types of corporate videos I have discussed in this essay. Taking these into account I shall hopefully do a much better job for my Stourhead videos.
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