The Impacts Of Social Media On Brand Marketing Marketing Essay

The Impacts Of Social Media On Brand Marketing Marketing Essay Introduction: This research will be conducted using Husqvarna as an exploratory case study. Husqvarna is the leading companies in the outdoor power product market and as the premium quality brand. They want to stand for professionalism throughout the company. Husqvarna is currently located in over 50 countries all over the world. During the last couple of years social media has grown rapidly and companies worldwide have started to use social media more frequently as a part of their marketing tool, no matter what market they represent. Even though if there is still a need for traditional marketing Husqvarna are shifting more and more from traditional marketing towards social media marketing, but all these parts are a part of their marketing mix. Husqvarna knows that their customers are out there on the net and for approximately one year ago they decided to start using social media marketing. Today they are primarily using Face book, Twitter and YouTube as their social media channels, which are a pa rt of their social media marketing. Background: Social Media is a new subject, but its background start from AOL Instant Messenger to Friendster to Google+ social media has perhaps changed more in ten years. Trend of online marketing, and specifically email marketing, is leap to happen. Internet marketing is becoming so common and included into the social media experience that its essentially becoming its own form of social media. Social media plays an important role in sharing information about products and brands. Actually I can say 60 percent of consumer researches are based on social media and learned about the specific brand or retailers through social networking sites. Problem Discussion: Social media marketing has emerged as the new way of doing marketing where the customers are no longer passive consumers as they were in the previous marketing forms, but rather here they are active participants; this is mainly due to the interaction possibilities that exist on Internet (Miller Lammas, 2010). The resources firms are investing on social media are incrementally increasing and firms are slowly shifting from a traditional way of doing marketing towards a more interactive way (Thackeray, al., 2008). When it comes to social media firms should focus more on creating long term relations with their customers and be active online, rather than on delivering messages and marketing different content (GrÙ nroos, 2007). Swedowsky (2009) mentions that if the firms manage to create strong brand awareness among their customers they will improve the likelihood of them do positive word-of-mouth promotion for the firm among their friends and family. This was the way before the st art of social media and the way has developed further (Swedowsky, 2009). GrÙ nroos (2007) mentions that Word-of-mouth promotion is the objective of social media marketing and the result of a successfully maintained relationship between the firm and their customers. Positive word-of-mouth results in improved brand awareness among current and potential customers, with an increased likelihood of them purchasing the firms products (GrÙ nroos, 2007). Carlsson (2010) mentions that the main obstacle for firms is that they cannot control word-of-mouth marketing, but rather it is the customers that have the control. Hence it is important that firms are successful in their interactions with their customers in order to keep the negative opinions to a minimum (Carlsson, 2010). If firms are successful in their social media marketing they will gain a competitive advantage over their market competitors, but firms have to be cautious due to they do not have a monopoly on the marketing tools, instead it is being shared with the customers whom has the majority of the control and can choose on their own accord where and how to reach out to the firm (Qualman, 2010). Carlsson (2010) mentions that there is a difference between what the firms tell their customers and what other people Are saying about the firm, therefore people usually tend to trust what is recommended by their friends and not the marketers. Swedowsky (2009) mentions that no matter how and why the firms tend to approach the customers to buy their products the purchasing decision has always been distinctive, mainly due to it is a social endeavor. Therefore is it necessary that retailers get involved and pay attention because people tend before making a purchase to consult somebody that they have trust in, mainly family members and friends (Swedowsky, 2009). Thus, if a firm has been successful in their interactions with their customers it can result in stronger brand awareness which has an impact on the customers willingness to purchase the firms products (GrÙ nroos, 2007). The stronger the customers brand awareness is, the more dominant will the firms brand be Because the customer will not look for other alternatives on the market, thus improving The customers loyalty to the firm (Kotler Ar mstrong, 2004). In order for a firm to gain long-term benefits from using social media they should use social media and relationship marketing concurrently due to here the customer is seen as a co-creator, compared to the old and traditional view where the customer is only a target to sell to (Miller Lamas 2010). When firms use social media they should have proper branding and customer service strategies that are needed for their overall social marketing strategy where participating in online conversation about the brand are vital for the firms success online (Williams, 2009). Hence, if firms want to be successful in their marketing activities they should listen to their customers, share information with them and build relationships in order to gain mutual trust so that they can influence their customers behavior (Miller Lamas 2010). Thus, social media facilitates the processes of interaction, relationship and value (Harridge-March Quinton, 2009). Research Objective: Objective of this research is to provide how companies can use social media as a marketing tool and branding tool in a consumer market. The result of this research will give a clear picture how companies can utilize social media in its marketing, what opportunities and challenges lies there, and tactics, tools and measurements, this study aims at offering a guideline for Companies planning marketing activities through social media. Research work will address the following main research questions: How does Social Media affect on consumers purchasing decision? What objectives, strategies and tactics can Companies use in marketing and branding through social media? What key performance indicators can Companies use in measuring the impact of marketing and branding activities through social media? How can Companies utilize social media as a marketing and branding tool in consumer marketing? Investigating the literature: I chose to do an analysis on the literature that has been conducted in the chosen field of interest. This due to I wanted to complement the previous research about how firms can use social media marketing in order to increase the brand awareness among their customers and thus have theories that can help me fulfill the purpose with our research. Besides social media marketing and brand awareness I decided to write about relationship marketing that is interrelated with social media marketing. Word-of-mouth is another phenomenon that is brought up in our theoretical investigation due to word of-mouth is the outcome of a successful managed relationship. Having a relationship based approach in firms social media activities is important because without a relationship approach the likelihood of the customer doing word-of-mouth marketing is less, compared to having a relationship based approach (GrÙ nroos, 2007). Thus I see how relationship marketing is important when firms do social media marketing and for the future outcome of the relationship which affects the word-of-mouth promotion. Another phenomenon I will bring up shortly that is relevant within this field is viral marketing that is closely interrelated to social media marketing and word-of-mouth promotion. I wanted to find out how firms should use social media marketing as a marketing tool in their daily operations and that is why we found these different areas that I mentioned above to be vital for my theoretical findings. We think that if a firm is successful to combine all these parts in their social media marketing they will be able to increase the brand awareness among their customers. I will mention these different concepts more in the theoretical parts, but this was a short introduction why I chose to bring them up in my theoretical findings. Brand awareness: Aaker (1991) mention that when customers recognize a brand in a specific product category and the brand is characterized by the customers attitudes that they are familiar with it is called brand awareness. Aaker (1991) further explains that brand awareness has three different levels: Brand recognition, brand recall and top-of-mind. Brand awareness is unique due to it something that the firm creates and promotes in form of marketing messages, but it is the customers brand recognition that is the objective of the firms marketing activities. Without brand recognition it would be difficult for the firm to create awareness and good perception of their brand among its customers. Brand awareness gets its full use when the firms brand is being shown in different social communities in order to be able to attract a large number customers to the firm (Aaker, 1991). According to Aaker (1996) the purpose of brand awareness is to create and improve the presence of the brand in the customers memory . The stronger presence the brand has in the customers memory the stronger brand awareness will the customer have and the firm can through different marketing activities like for instance repetitive advertising and active advertisement reach the mind of the customers (Aaker, 1996). Relationship marketing In 1994 GrÙ nroos defined the purpose of relationship marketing as: Identify and establish, maintain and enhance and, when necessary, terminate relationships with customers at a profit so that the objectives of all parties involved are met; and this is done by mutual exchange and fulfillment of promises (GrÙ nroos, 1994, p. 275). HÙ†¡kansson and Snehota (1995) discussed that a relationships creates something priceless that neither the firm nor the customer can buy nor develop alone and the result of the creation cannot be easily copied. HÙ†¡kansson and Johansson (2001) further described that a relationship is built on collecting and sharing knowledge between the two parties involved that cooperate with each other by making the most in order employ the knowledge they share between them and in that way make a satisfying exchange that both parties are content with. The more the two parties involved have a mutual relationship and share their information to each other, the more valuable does the information get, leading to companies working harder to fulfill the other partys needs (Palmatier 2006). The firm should have a long-term relationship approach towards the customer , thinking long-term in order to create a dialogue with the customer that both parties will benefit from and not only look for a share of the customers wallet, but also a share of his heart and mind (GrÙ nroos, 2007, p. 321). Lifetime value of a customer relationship In 2006 Ford, Gadde, HÙ†¡kansson and Snehota explained that a relationship has value for both the firm and the customer in two different ways; a current and a potential value. The current value is obtained when the firm and customer have interacted for a while and learned about each other, which facilitates the future interaction between them. The information that is shared through interaction will lead to a more effective implementation of the problem that is discussed. The interaction can lead to creating and adapting new solutions which can improve the relationship so that future problems will be reduced and future, potential value will evolve (Ford, et al., 2006). Word-of-mouth Kirby and Marsden (2006) explain that through the years traditional marketing has become less effective and it has become more difficult for firms to reach the customers, therefore the concept of word-of-mouth has been an important role in attracting attention to the firm and its products and services in a natural way. Kirby and Marsden (2006) further mention that word-of-mouth is a non-commercial concept that has a commercial purpose, where the impact of consumers themselves spreading the information is higher and more reliable than if the firms would intentionally do it because here it is the customer themselves that recommend a company to someone else.Word-of-mouth is the collective name for the marketing that is designed in a noncommercial way to make the customers to start spreading information about the firm (Kirby Marsden, 2006). Social media marketing Drury (2007) describes social media as an online resource that people use to share different types of contents, for instance photos, videos, text, images, opinion, gossip, humor and ideas by using resources in form of blogs, social networks, wikis and others. As a user, social media marketing is based to give the opportunity to connect with friends and through linking sites, share their experiences. One may believe that it is just about giving and receiving a message, but that is not the case due to interactions within social media is about receiving and exchanging perceptions and ideas (Drury, 2007). Drury (2007) further explains that traditional marketing via television and newspapers is about delivering a message to the audience, whereas social media marketing is about building a conversation and relationship with the audience. Traditional marketing is a passive way of marketing compared to the fast and interactive social media marketing (Xiao, 2008). Social media marketing is a t wo-way process that engages an audience and a brand, and marketing has developed from one dimensional to a two-way process (Eely Tilley, 2009). Summary of the theoretical framework In the society usage of technology is high and firms offer their customers similar products to similar prices, thus having a relationship approach is crucial when firms do their social media marketing due to it offers something unique that no firm can buy; a relationship (HÙ†¡kansson Snehota, 1995). Having strong brand awareness among a firms customers will improve the relationship and improve the possibility of customer becoming brand advocates and doing free marketing for the firm in form of word-of mouth promotion (GrÙ nroos, 2007). Here the current customers can reach new customers that perhaps could not be reached by the firm or where the customers would ignore the firms initiatives due to they do not like to be forced into something and therefore prefer the word-of-mouth marketing which is a more unintentional and natural way of doing marketing (Kirby Marsden, 2006). By having current customers promoting the firms products and services they do not only attract new customer, but they also improve the firms relationship with current customers (Swedowsky, 2009) Improved brand awareness among the firms customers will result in a better relationship between the customers and the firm, thus improving the loyalty of the customer and also increasing the likelihood that the customer will continue purchasing the firms products and services (Anderson, et al., 2009). Having customers doing free word-of-mouth promotion for the firm is not only an objective with successful marketing, it is the outcome of a successful relationship and therefore relationship marketing and social media marketing are interrelated (GrÙ nroos, 2007). When we did the analysis of the literature we saw that social media and relationship marketing were interrelated due to both have interactions as an initial and essential part of their strategy to create or improve the relationship with the other party (GrÙ nroos, 2007). GrÙ nroos (2007) further mentions th at other aspects they have in common are that both have an increased customer loyalty and word-of-mouth as objectives. Hence we wanted to investigate more on this specific portion and see how it is related to brand awareness among a firms customers. A firm must cherish their customers brand awareness and continuously improve in order to be successful in their marketing (Anderson, et al., 2009). This improvement can be done by using different types of marketing activities, for instance use social media marketing and relationship marketing in conjunction to improve the customers brand awareness by having continuous interactions with their customers (GrÙ nroos, 2007). As the interaction becomes more regular it will become a dialogue where the firm is listening to the customers thoughts and feedback. If the customer is satisfied with the dialogue and the relationship it will result in the customer doing free word-of-mouth marketing to his friends and family (GrÙ nroos, 200 7). This can result in reduced marketing costs for the firm and in an increased possibility of the firm attaining new customers and thus generating higher revenues and improving the firms profitability (Ford, et al., 2006). With this in mind we saw that word-of-mouth is a powerful tool, but with a huge drawback from a firm point of view due to it cannot be controlled by them (Mangold Faulds, 2009). On the other hand a bad relationship where the customer is not satisfied with the interaction with the firm and the actions that the firm has made can result in the customer doing bad word-of-mouth promotion for the firm among his friends and family (Carlsson, 2010). Thus we see how important it is to cherish the relationship with the customer by using different marketing tools in order to strengthen the customers brand awareness, especially since the outcome of the relationship is either stronger or worse brand awareness, respectively good or bad word-of-mouth promotion from the customer (Gunawardena, et al., 2009) This shows how careful firms have to be in their marketing activities and take the relationship perspective due to having a satisfied customer will improve the likelihood of the customer doing good word-of-mouth promotion for the firm, and likewise having a dissatisfied customer will more likely do bad word-of-mouth against the firm (Carlsson, 2010). We have summarized th e theory in the figure below (figure 2.7), which we have illustrated on our own. Here we have tried to show the interrelation between the theories. Figure 2.7 show that if a firm wants to create strong brand awareness among their customers they have to use different marketing tools which we have mentioned throughout our theoretical part. There are marketing tools that the firm can control in form of social media, relationship and viral marketing that is initiated by the firm, and if the firm uses their marketing tools in the right way it will result in a stronger brand awareness among their customers (Aaker, 1991). This in turn will improve the likelihood of the customer promoting the firm and its products and services to new and current customers free of charge in form of word-of-mouth (GrÙ nroos, 2007). Word-of mouth promotion is the outcome of a successful relationship and strong brand awareness (Gunawardena, et al., 2009).

Cola Wars Bottling vs Concentrate Essay

Compare the economics of the concentrate business to that of the bottling business: Why is the profitability so different? The returns received by concentrate producers differ from those received by bottlers for several reasons †¦ Concentrate producers: Capital investment. Concentrate production business is less capital intensive than bottling. It requires less funds to be invested in machinery, labor and modernization. â€Å"A typical concentrate manufacturing plant cost about $25 million to $50 million to build, and one plant could serve the entire United States† (Yoffie, 2007). The number of significant costs is small. The major ones are: advertising, Market Research and product development. However, concentrate producers tended to employ large number of people to work with bottlers and their suppliers to ensure quality control and efficiency of production as well as reliable supply of raw materials (e.g. cans) and low prices (Yoffie, 2007). Franchising. The concentrate producers work using the principle of franchising. It means that bottlers pay them in order to become part of the bottling network and are granted â€Å"the sales operation in an exclusive geographic territory†¦(Yoffie, 2007)† Concentrate price. Coca-Cola was able to determine its concentrate prices since 1987 when the Master Bottling Contract was established. Pepsi’s Master Bottling contract was a bit different to Coke’s as it obliged bottlers â€Å"to purchase raw materials from Pepsi at prices, and on terms and conditions, determined by Pepsi†. They based the price of the concentrate on CPI and negotiated it with bottlers. â€Å"From the 1980s to the early 2000s, concentrate makers regularly raised concentrate prices, even as inflation-adjusted retail prices for CSD products trended downward†, – another reason for greater returns in concentrate production business. As brand promotion was very strong and formula was always kept a secret the whole thing with concentrate was kind of exclusive, so it greatly added towards the price of the concentrate itself and, as the result, towards the returns of concentrate producers (Yoffie, 2007). Raw materials. Concentrate producers required fewer r aw materials and their major spending were on caramel coloring, citric acid, caffeine and natural flavorings. Bottlers, on the other hand, required large number of production materials. Their major inputs were: packaging (e.g. cans, glass bottles etc.), as well as sweeteners (e.g. aspartame). This process helped concentrate makers reduce the outflow of money which increased their profitability (Yoffie, 2007). Bottlers: Dependency. Bottlers were always very dependent on concentrate producers as they were obliged to buy raw materials from them (Pepsi Master Bottling Agreement). They were also very dependent on suppliers of packaging, flavours and sweeteners. As the price of the concentrate rose, bottlers could not react in the same way and increased the price of the final product as they were being squeezed by other suppliers of different beverages. These factors contributed to lower returns in bottling business. Bottling is a much more capital intensive industry than concentrate production. It requires huge investment and on-going improvement and modernization of bottling lines. Large bottling plant with â€Å"a capacity of 40 million cases, could range as high as $75 million† (Yoffie, 2007). High competition. The number of bottlers is much greater than the number of concentrate producers, so the competition took place between them was fierce. There were approximately 2000 bottlers in 1970s a nd the figure dropped to less than 300 by 2004. Ongoing modernization and increasing capacity was required from bottlers (which were often small and family-owned) and not all of them could meet those requirements, so their number dropped. High competition ensures that returns are really low, only enough to survive Investments. Besides investments in modernization, bottlers bought trucks for transporting and established the distribution channels. It all required some investments as well. â€Å"Bottlers’ gross profits routinely exceeded 40%, but operating margins were usually in the 7% to 9% range (Comparative Costs of a Typical U.S. Concentrate Bottler and Producer). Stability. The returns received by bottlers are less than returns received by concentrate producers due to the risk levels as well. The concentrate producers are responsible for brand promotion and invest heavily in trademark to stimulate sales. High returns are what they get as the result. However, bottlers have little risk in their operations as they are given the famous name well-known all over the world. This development provides them with stable returns, and low risk. How has the competition between Coke and Pepsi affected the industry’s profit? The competition between Coke and Pepsi reached its peak to become a real war battle by the year 1980. This war had affected the industry profit for both concentrate producers and bottlers, while the effect of bottlers was much higher. After the successful â€Å"Pepsi Challenge† (blind taste tests: sales shot up) in 1974, Coke countered with rebates, retail price cuts and significant concentrate price increases. Pepsi followed of a 15% price increase of its own. During the early 1990’s bottlers of Coke and Pepsi employed low price strategies in the supermarket channel in order to compete with store brands. The concentrate producers were always able to increase their profits by increasing the concentrate price, while the bottlers, especially the small-sized, had to suffer from the war dramatically by decreasing their profits. This had a negative effect on the profitability of the bottlers (Operating income in 2009: concentrate producers 32%, bottlers 8%). During t his period net profit for bottlers was in the low single digits. The war forced bottlers to increase their advertising and packaging proliferation, giving discounts for shelf space and spending high capital on new products. Pepsi and Coke were however able to maintain the profitability through sustained growth, for example the successful launch of Diet Coke by Coca Cola or the entry of Pepsi into the food business, which both contributed powerful to the companies and as a result to the industry’s profit.

Comparative Analysis of the Movie Essay

The movies have good story lines and scripts. Since both the movies were music and dance based, the music of the movies has been very good. Fish Tank Nowhere Boy Year of Release 2009 2010 Genre and Theme Drama Drama Storyline brief/ Narrative Based on the life of the girl who likes to go for the street dancing. Based on the life of the boy who was living with aunt and wanted to be a guitarist. Characters Leading character of the movie is the 21st century girl but she lives alone and just practices her street dance. Leading character of the movie is the boy of 21st century too but wanted to learn playing guitar and want to forget everything of his past. Locations (Shown and Shot) Mardyke Estate in Havering Liverpool and at Ealing Studios in West London Costume: Dressing Designer Culture represented Usually in the denim and T-shirt, boxers, track suits, hip-hop or street dance costumes. Jane Petrie Present culture Sophisticated dressing as per the role requirement of a guitarist and usually in proper uniform like school uniform or formal school uniform. Juliar Day Present culture. Settings of the movie This was the art movie and based on dance. The girl lived with mother and sister. This movie was also the art movie but based on instrument playing. Single family of Aunt and John was the main setting. Attitude of leading characters towards the world In this movie, Mia lives isolated from the world and she only do practice of her street dancing in her house. John live with his aunt and enjoy the social culture like going out on trips, parties etc with friends. Mode of enjoyment of the leading characters Mia only likes to dance so she enjoys that. Johnson likes to play guitar and he only like to do that. Similarity The movie was based on an art form, teenager or youth oriented. The characters wanted to learn particular dance form. She saw a street dancer which become source of inspiration This movie was also based on art teenager or youth oriented. The character wanted to learn particular music. He attended a show which became his source of inspiration for learning and playing Guitar. Difference The movie is female oriented, where the comparatively new dance form of Street dancing has been focused. In this movie, the leading character wanted to learn guitar and enjoyed playing Guitar the most and was excellent with that. His passion for Guitar has made him practice as much as he could perform much beyond his age like professionals. Conclusion In both the movies, the main aspect was to show the life of the teenage girl and a boy that how the society deals with. In Fish Tank, Mia was the girl who got admired by the street dancers who were performing and in Nowhere Boy also, John got admired from the guitarist who can be able to play much better than the band. And in both the movies, director had shown clearly that the future is influenced by the past. So Mia got tensed in the movie Fish Tank as she heard that Connor had left them and in Nowhere Boy, John was also got irritated due to his past. These movies was generally built for the young generation people as they already have pressure of studies and their hobbies and what they want to be in their life. Society also provide pressure to them which result in making pressure in the mind of the child and due to this many children left studying and they got distracted from their hobbies too. Reference British Film Industry available at http://news. bbc. co. uk/2/hi/in_depth/entertainment/2003/british_film_industry/default. stm Curran and Porter, 1993 British Cinema History, London: Weidenfeld & Nicholson 9-23 Murphy, R. ed. , 2009 The British Cinema Book, London: BFI, 1-64, 65-142 Fish Tank official website http://www. michaelfassbender. org/episodesfte. html http://www. hollywoodreporter. com/hr/film-reviews/fish-tank-film-review-1003973214. story Image Fish Tank from http://www. movieroar. com/images/fish-tankpster1. jpg Nowhere Boy Movie Review http://www. futuremovies. co. uk/review. asp? ID=1110 No Where Boy movie details available at http://www. nowhereboy. co. uk/ http://www. hollywoodreporter. com/hr/film-reviews/nowhere-boy-film-review-1004031851. story.

The Art of Editing and Film Meaning Essay - 1559 Words

As one of the most celebrated and best known Soviet directors, Sergei Eisenstein’s theoretical writings and practical uses of editing are a crucial part of cinema’s development. He viewed the art form of film as a tool with which to inflict certain reactions and emotions to audiences, be it through shock or empathetic understanding. His editing techniques were key elements to achieve these effects, carefully planned out and sought to create conflict in meaning. â€Å"Art is not a mirror which reflects the historical struggle, but a weapon of that struggle.† (Vertov in Enzensberger, 1972) His keen editing work proved cinema’s propagandistic potential and was used as such to instigate the masses against the Soviet bourgeoisie. Therefore, not†¦show more content†¦Brought up without a formal cinematic training, the director started off his career in an LA video store and making connections by talking about his enticing script ideas. After managing to get Natural Born Killers (1994) made by a different director, Oliver Stone, he was disappointed with the final film and decided not to have his style and vision tainted by other filmmakers. This is why Pulp Fiction is exemplary for his unique vision and techniques. As mentioned, Tarantino’s narrative trademark is non-linearity, as he used it in his first feature films, Reservoir Dogs (1992) and Pulp Fiction, and continues to employ it in his other work. He breaks narrative conventions by avoiding to clearly signpost flashbacks, for instance. Tzioumakis exemplifies the shift in storytelling through a lack of â€Å"blurred images, intensification of music, framing of a character in a close up to suggest that he or she is remembering or imagining something, and so on†. (Tzioumakis, 2006, p. 8) Referring back to Eisenstein, Tarantino’s editing choice is a tool for disorienting the viewer, because even though the narrative is set out in the scriptwriting phase, it is the edit that makes these temporal transitions difficult to register. The audience is shown pieces of the narrative like a puzzle, which they have to assemble in order to understand the full plot. â€Å"Comprehension of the central action is supplemented by flashbacks to different characters, giving the movie a RashomonShow MoreRelatedMovie Analysis : The Hurt Locker1515 Words   |  7 Pagesin Katherine Bigelow’s film The Hurt Locker (2008) provides insight to a world that much of the audience will never experience. Although The Hurt Locker would be regarded as a â€Å"realistic† film in form and content by modern standards, the resulting product would not belong totally to â€Å"realist cinema† as defined by French theorist and film ciritic Andre Bazin. Bigelow’s directive approach to the film opposes the core of his writings with the use close ups, obtrusive editing, and framing focus the viewerRead MoreSummary Of The Film Industry In Griffiths Biograph Films768 Words   |  4 PagesGriffith’s Biograph Filmsâ₠¬â„¢ Gunning explores how the film industry in 1908 to 1909 became unified in terms of profitability and distribution in order to limit competition. He identifies through extensive analysis into American director D. W. Griffith’s Biograph films how they satisfy the demands and expectations of this new economic industry of film. Gunning further looks into the progression in film narrative by analysing the use of parallel editing, understanding the development of film from an exhibitionRead MoreWho was Vsevold Pudovkin? Essay1467 Words   |  6 PagesGriffiths film â€Å" Intolerance† he was inspired to follow film. He applied to the Sate Institute of Cinematography at Moscow in 1919. However in 1919 film was still a very young art form and ideas and techniques that are commonplace today were just being developed at that time. Pudovkin most influential role in the world cinema was his theories on editing. He recorded that editing is an aspect of film art form, which com pletely different compared to other forms of art. He believed editing shots togetherRead MoreClassical Movie Theories And Realism1433 Words   |  6 PagesOption 2 Classical film theories are generally divided into two main camps. They have been categorized as Formalism and Realism. The formalist approach looks at the structure and form of the film. It analyzes the method by which the story materializes and how it forces the viewer to react based on the way it is presented. It incorporates character development, photographic composition, camera movement, set design, editing, etc. to that end. The realist approach scrutinizes how a film represents â€Å"realityRead MoreBob Fosses 1972 Cabaret792 Words   |  3 Pagesexpressionism that focused on experimental fields of expression and looking into the future. In Bob Fosses 1972 musical Cabaret, the flamboyant world of art appears under the intimidating Nazi era. This film follows the German Expressionism trend as seen through its avant-garde style and sense of emotion. The editing techniques, featured art, and deeper meaning all testify to the German Expressionism era. During the 1920s, German Expressionism emerged because of the number of related artistic movements beginningRead MoreSurrealism Essay1524 Words   |  7 Pageswill examine the relationship between surrealism and artist film, cinema and gallery work. An art film is a motion picture originally created for a confined audience as opposed to a mass market. Art films provide opportunities to display unique conventions independent from mainstream film.They’re clear differences between the two movements film presents a clear purpose of action opposed to the social realism style often seen in art films where the focal points are the imagination and cognitive thoughtsRead MoreEditing critique of Tery Zwigoffs Ghostworld Essay1042 Words   |  5 PagesEditing Critique of Terry Zwigoffs Ghost World nbsp;nbsp;nbsp; In order for a film to be successful many different elements must be taken into consideration even before beginning to shoot. The tone of the piece, what sort of lighting will be used, the location of the shots, and a palette for the film, are all elements that need to be considered before the actual filmmaking begins. However, even with rigorous planning, questions will still arise during shooting, questions that might not evenRead MoreFilm Study: the Shining1420 Words   |  6 PagesFilm is an important part of culture, because it combines aspects such as song, story-telling, art and expression. The scenes of a film come together to create harmony and to express an idea. The Shining is a film that expressed Stephen King’s novel in a cinematic way. In every scene from this film there are indications of formalist techniques, when viewed all together as a movie, the idea of this movie being formalist is ensured. The movement of the camera when we follow Danny d own the hallwaysRead MoreAnalysis Of The Film A Backstage Musical 1213 Words   |  5 PagesPart One 1. Absolute films: â€Å"A particular type of Non Narrative avant-garde films are the Absolute films, which are completely abstract films†, the films that is nonrepresentational, using form and design to produce its effect and often describable as visual music. 2. Sequence shot: Sequence shot is basically amounting to one long shot that extends for an entire scene or sequence. It is just one shot with what the camera can gather, without any later editing. And so, it allows time andRead MoreFilm As An Art Form1643 Words   |  7 PagesThe popularity of imported and old Russian films in cinemas soon increased, paving the way for emerging Soviet directors to produce new films. This movement, although censored by the government, wanted to be free to experiment with film as an art form. A method of this was viewing editing as a tool instead of a necessity. Both Sergei Eisenstein and Vsevolod Pudovkin are key directors and theorists of the Soviet film industry who used the freedom of editing to create new exciting theories of montage