1. Patronus productions: assignment 1
Jessica Coughlan
Patronus productions: assignment 1
By jessica coughlan

2. Jessica Coughlan
Introduction
In this report I will be discussing three digital moving image productions and analysing them. I will be analysing Secret Life of a 4 Year Old (a documentary), The Walking Dead (a trailer), and the Man on the Moon advert by John Lewis.

3. Secret life of a 4 year old
Jessica Coughlan
Secret life of a 4 year old

4. Jessica Coughlan
Format & Platform
The format of Secret Life of a 4 Year Old is a documentary, as it features many conventions of a documentary, such as voiceovers and facts.
The presenters, as shown here tell the viewers facts, statistics and extra information, which distinguishes the
programme from a soap opera.etc
The platform of the documentary is TV, as it was originally released on Channel 4 on TV. It was an hour long episode that was released in It is also available to watch online. This makes the product available to a larger audience, as the viewers can watch it in their own time as opposed to the time it is released on television.

5. Jessica Coughlan
Purpose & Conventions
The purpose of the documentary is to entertain, although it can also educate as it is a documentary. The moving image production has many conventions that support the fact that it is a documentary. For example, it includes many statistics and facts. It is a factual TV show, unlike soap operas that are fictional. It has a fly-on-the-wall based camera view, as it documents a day of a young child’s life, likely without them knowing.
This is a mid shot, showing conflict between the toddlers. It seems likely that the children do not know that they are being filmed.

6. Jessica Coughlan
Target audience
Secret life of a 4-year-old’s primary target audience would be parents, as they would be interested in finding out about what children do without adults. Furthermore, the demographics would show that they would likely be middle-aged, and either gender. Their location would likely be the UK, as that is where it was set and released, although it may also attract people from other countries that speak English (i.e America). Their ethnicity would likely be Caucasian white, as the majority of people in the UK are white, although the show features children of all ethnicities. Its secondary audience could be anyone besides children, as they would probably not be interested in a documentary. The show’s psychographics would be people that enjoy factual TV shows, whereas someone who enjoys fictional shows would probably not enjoy it as much. The audiences’ location would likely be people from the UK as that is where it is set and released, although it could also attract people from America. etc. People based in America or other countries would likely watch the programme online, as opposed to on television.

7. The walking dead season 6 trailer
Jessica Coughlan
The walking dead season 6 trailer

8. Jessica Coughlan
Format & platform
The format of the moving image production is advertisement. The platform would be online (on Youtube and the official Amc website, which is the channel that releases Walking Dead). This allows people to view the advert from their computer, iPad, phone. etc. The trailer would likely not appear in cinemas, as cinemas often only release movie trailers.

9. Purpose & Conventions Jessica Coughlan
The purpose of the trailer is to promote people to watch The Walking Dead, although it can also persuade aswell as entertain. The trailer has many conventions that are seen in all trailers. It has the AMC logo (the company that produces walking dead)
It also has screens that display text such as reviews, as seen below. This is very common for trailers to have as it lets the audience know what other people think about the product. The producers of the trailer will always display only good feedback, as this is what persuades people to watch it (which links back to the purpose of the trailer).
The advert also has lots of non-diegetic sound (sound the characters cannot hear), such as the background music. The background music changes according to how the producer wants the trailer to feel. For example, it could have fast-paced background music for a fight scene, to enhance the action. On the other hand, it could have slow music for a sad scene.

10. The title of the television show Jessica Coughlan Shows the producers
This tells the audience when they can expect to see The Walking Dead
Potentially unimportant character
This wide shot features the main characters in The Walking Dead. There is a dark colour scheme of mainly blacks and greys, which reflects on the dark mood of the TV show. This shows the audience what they can expect to see in the programme. The shot also shows Rick and Morgan and the front, showing that they are the most important characters. It also shows potential conflict between the two of them, as they seem to appear as leaders of each side.

11. Target audience Jessica Coughlan
The trailers’ target audience psychographics would be people who are interested in zombies, as the trailer is advertising a zombie TV show. The demographics would be adults, as the TV show has an age rating of 18. The gender may be men, as stereotypically they like gory TV shows more than women.
The primary audience would also be people from America, as that is where the TV show was originally aired. It is also where the programme itself is set. This means that the audience could relate to the location, and would possibly be interested in seeing how it would look in an apocalyptic situation. The show is not geared towards a specific ethnicity, as there are many characters of all ethnicities in the show.
The secondary target audience would be teenagers, as although the programme has an age rating of 18, it is popular with teenagers. It is also popular in the UK.
The television show also has dark themes aswell as violence, which would support the fact that it was not intentionally geared towards younger people.

12. John lewis advert – man on the moon
Jessica Coughlan
John lewis advert – man on the moon

13. Format & Platform Jessica Coughlan
The format of the moving image production is advertisement. John Lewis has created a narrative type of ad, by having a story. This is the kind of ad that John Lewis is known for – it is their reputation. By having this, the audience knows what to expect each year. It also helps create a fanbase for the ads. John Lewis releases a Christmas advert every year, and is known for having very creative ads. The platform of the advertisement would be mainly television, as that is where it was released. However, it is also available to watch online. It is a very popular advertisement, as it currently has over 14,000,000 views. The advertisement has also been heavily shared throughout social medias, such as Facebook and Twitter. In the first two hours of its release, it had been shared over 23,000 times.

14. Purpose and conventions
Jessica Coughlan
Purpose and conventions
The last ad shot is a wide shot. The idea
Of the wide shot is to show the audience
Everything that is happening in the scene without having to film multiple shots.
The purpose of the advertisement was to persuade and promote John Lewis as a brand. The moving image production has many conventions of an advertisement. At the end of the ad, it shows exactly what it is advertising. The advertisement shows an elderly man on the moon. Some people believe that the elderly man represents a died relative that the young girl is trying to talk to, while other people believe that he is literally a man who ended up on the moon. The telescope that was sent to the man could represent the products sold by John Lewis, thus advertising it effectively. It can also be interpreted as a lonely man at Christmas. This encourages young people specifically to purchase presents from John Lewis for their grandparents. etc, as it makes them feel empathetic towards the man.
This shows what the moving image production is advertising – the brand ‘John Lewis’
This shows where you
can find John Lewis.
This is a prompt, showing the audience how they can engage in the media campaign. By
doing this, not only is it shown on
television and YouTube, but it
is spread across social medias
such as Twitter. This would
make the overall audience higher.
This shows the brand (John Lewis) once more. However, this has been shown throughout the entire ad. This way, the audience can know what it is advertising without waiting until the end to find out.

15. Target audience Jessica Coughlan
The primary target audience for the advertisement would be middle aged parents, as John Lewis is advertising Christmas presents for children. This is a reoccurring theme in John Lewis ads, as last year John Lewis advertised a plush penguin toy (entitled Monty the Penguin). Nearly every ad by John Lewis features a child, which is why a parent would be the primary target audience. The demographics also show that females are the primary target audience, as shown in the image below. The image s shows that 64% of people who shared
the advertisement were female, while the other 36% were male. The psychographics would be people that love Christmas, as it is a yearly Christmas ad. However, people who do not celebrate Christmas may not
Enjoy the ad as much.
The secondary target audience would be young adults (although not necessarily parents). Although it is advertising presents for Christmas, the advert itself is entertaining.

16. Jessica Coughlan
conclusion
My favourite moving image production out of the 3 is The Walking Dead. In my opinion, it promotes The Walking Dead very well, and it is also very entertaining. It has many cliffhangers in the trailer, making the audience want to watch the programme itself. I also liked how the Man on the Moon advert for John Lewis used social media to its advantage. It prompted the audience to spread the word of the advert by using a hashtag, which allows it to be spread across social medias such as twitter. This allowed word of mouth to advertise the product even more.