Brief Definitions IG5
- 1. Emily Aldred Brief Definitions Contractual Contractual means ‘agreed in a contract, to having similar characteristics to a contract according to the natural shareholders rights’. This style of brief means that where a media company is employed by a client, in order to complete a project, a brief is set to certain guidelines to which the media must follow. If this brief is breeched, legal action could be taken. http://creativemediaatjt.blogspot.co.uk/2013/03/contractual-brief.html EXAMPLE: An example of this style of brief could apply by the client setting the media company the task of creating an advert for their company, where the brief specifically states what the clients needs are, (which could be mentioning the products advantages) to which the media company must follow the guidelines exactly to promote the product in the right light on the client, otherwise legal action could be taken. Communication is important within this brief as it makes the first impression on the client, which needs to be a positive one as you would need to keep them up to date with their advert via email and meetings to keep the conditions met to make the adverts outcome be what the client wanted. Time management is also key as you would need to keep the client up to date with schedules for the future weeks and months of their advert such as dates as casting and or filming. Technical skills would mean the hardware that the product would be produced on such as the cameras, lighting, microphone. The software that the advert may be presented or edited will create the final outcome. The media company will usually take care of this responsibility. A career progression could end up depending on the clients popularity and reputation, which could end up in future clients which would be possible by being noticed with items such as a portfolio.
- 2. Negotiated Negotiated means ‘to find a way over or through an obstacle or route to work things out’. This type of brief means that if two or more media companies (that are competing for a project) have to solve issues between their selves by negotiation in order to get a final outcome. Through negotiation, some aspects of the brief such as the guidelines can be changed in order to suit all partied involved. http://creativemediaatjt.blogspot.co.uk/2013/03/negotiated-brief.html EXAMPLE: An example of a negotiated brief would be if the client hired two or more media companies to produce a music video, the media companies must negotiate terms between them to agree on some aspects the video, (such as what is included within the frames) to produce the client in the right way and ultimately end up with a final outcome of the video. Communication is important within this brief as it makes the first impression on the client, which needs to be a positive one as you would need to keep them up to date with their music video via email and meetings to keep the conditions met to make the music video suit the client. Time management is also key as you would need to keep the client up to date with schedules for the future weeks and months of their music video such as dates as casting and or filming and how the client will be presented in the video. Technical skills would mean the hardware that the product would be produced on such as the cameras, lighting, microphone if needed. The software that the music video may be presented or edited on will create the final outcome. The media company will usually take care of this responsibility. A career progression could end up depending on the clients popularity and reputation, which could end up in future clients which would be possible by being noticed with items such as a portfolio. Formal Formal means ‘to do an event in accordance with suitable etiquette for an official or important occasion’. This type of brief means that it has open outlines on the product with enough information given to assess any issues or negotiations, which can be discussed formally by the client and the media, but it may not always be legally binding. http://creativemediaatjt.blogspot.co.uk/2013/03/formal-brief.html
- 3. EXAMPLE: An example of a formal brief would be if a client was to be interview for a magazine or newspaper of some sort by a media company, then the client would provide the media company with information to which the media could use as outlines and fashion into an interview that was discussed with the client, but not everything said could be on the record, therefore if something off record was printed, then it may not be legally binding. Communication is important within this brief as it makes the first impression on the client, which needs to be a positive one as you would need to keep them up to date with their magazine/newspaper via email and meetings to keep the conditions met to make the print work outcome be what the client wanted. Time management is also key as you would need to keep the client up to date with schedules for the future weeks and months of their print work such as dates as hiring of staff and or conducting interviews for the magazine/newspaper. Technical skills would mean the hardware that the product would be produced on such as the cameras for photos and the software for typing the text. The software that the print work may be presented or edited will create the final outcome. The media company will usually take care of this responsibility. A career progression could end up depending on the clients popularity and reputation, which could end up in future clients which would be possible by being noticed with items such as a portfolio. Informal Informal means ‘having an unofficial style/atmosphere such as easy-going vocabulary and conversation’. This style of brief means that it is not documented, and is usually verbal rather than written. Also, the client and media will have a simple discussion about the requirements for a product and decide upon the final idea. http://creativemediaatjt.blogspot.co.uk/2013/03/informal-brief.html
- 4. EXAMPLE: An example of an informal brief would be if a client hired a media company to produce a documentary about their chosen idea/product, then the client and the media would informally discuss the requirements and ideas of the chosen topic, before going ahead with the production itself. Communication is important within this brief as it makes the first impression on the client, which needs to be a positive one as you would need to keep them up to date with their documentary via email and meetings to keep the conditions met to make the documentary outcome be what the client wanted. Time management is also key as you would need to keep the client up to date with schedules for the future weeks and months of their documentary such as dates as casting, filming and locations depending what the theme of the documentary is. Technical skills would mean the hardware that the documentary would be produced on such as the cameras, lighting, microphone. The software that the documentary may be presented or edited will create the final outcome. The media company will usually take care of this responsibility. A career progression could end up depending on the clients popularity and reputation, which could end up in future clients which would be possible by being noticed with items such as a portfolio. Commission Commission means ‘a group of people trusted by an official body, that are given authority to complete a task who bring something new to a working condition’. This type of brief means that a media company will employ another independent media company to create a product for them, which means the second independent media company could get a cut of the royalties too. This type of brief is negotiated between the two media companies. http://creativemediaatjt.blogspot.co.uk/2013/03/commission-brief.html EXAMPLE: An example of a commission brief would be if an independent media company
- 5. hired another independent media company to create a poster, then the second media company would be trusted by the first to bring new ideas and authority for this task, as well as the second media company might also get a cut of the royalties too. Communication is important within this brief as it makes the first impression on the client, which needs to be a positive one as you would need to keep them up to date with their poster via email and meetings to keep the conditions met to make the poster outcome be what the client wanted. Time management is also key as you would need to keep the client up to date with schedules for the future weeks and months of their advert such as dates as appointments with directors and or layout design specialist. Technical skills would mean the hardware that the poster would be produced on such as the cameras if there are any pictures on the poster and or people to do research for the poster. The software that the poster may be presented or edited will create the final outcome. The media company will usually take care of this responsibility. A career progression could end up depending on the clients popularity and reputation, which could end up in future clients which would be possible by being noticed with items such as a portfolio. Tender Tender means ‘several contractors provide an estimated cost by the description of the product and proposals are discussed by the commissioner.’ This style of brief means that a client will advertise their brief, and a production company will bring together a proposal that will be pitched to the client to suit their brief. This will be done by several production companies then leading to the client choosing their favourite pitch, who will then be chosen for that job. http://creativemediaatjt.blogspot.co.uk/2013/03/tender-brief.html EXAMPLE: An example of a tender brief would be if the client choose to do a music video for their company, they would create a brief and advertise it. Then several media production companies will create a proposal that will be pitched to the client, to which the client will choose their favourite music video pitch, and go with that company. Communication is important within this brief as it makes the first impression on the client, which needs to be a positive one as you would need to keep them up to date with their music video via email and meetings to keep the conditions met to make the music video suit the client. Time
- 6. management is also key as you would need to keep the client up to date with schedules for the future weeks and months of their music video such as dates as casting and or filming and how the client will be presented in the video. Technical skills would mean the hardware that the product would be produced on such as the cameras, lighting, microphone if needed. The software that the music video may be presented or edited on will create the final outcome. The media company will usually take care of this responsibility. A career progression could end up depending on the clients popularity and reputation, which could end up in future clients which would be possible by being noticed with items such as a portfolio. Co-Operative Co-operative means ‘An organization which is owned and run by its members, who share the profits/benefits, involving working towards a common goal’. This style of brief means that if two or more companies are hired by a client, they are to work together to produce the product, if they disagree they can negotiate the brief to resolve the issues. http://creativemediaatjt.blogspot.co.uk/2013/03/co-operative-brief.html EXAMPLE: An example of a co-operative brief would be if a client wanted to produce a documentary, they would hire two or more media companies who would work together to produce the documentary that would fit the clients brief, if these two companies disagree on anything, they will have to negotiate the brief to achieve a final documentary. Communication is important within this brief as it makes the first impression on the client, which needs to be a positive one as you would need to keep them up to date with their documentary via email and meetings to keep the conditions met to make the documentary outcome be what the client wanted. Time management is also key as you would need to keep the client up to date with schedules for the future weeks and months of their documentary such as dates as casting, filming and locations depending what the theme of the documentary is. Technical skills would mean the hardware that the documentary would be produced on such as the cameras, lighting, microphone. The software that the documentary may be presented or edited will create the final outcome. The media company will usually take care of this responsibility. A career progression could end up depending on the clients popularity and reputation, which could end up in future clients which would be possible by being noticed with items such as a portfolio.
- 7. Competition Competition means ‘An event or contest in which participants establish supremacy in a specific area’. This type of brief means that the client could place their brief somewhere where different production companies can access the brief and the client can judge the best project and have it published. http://creativemediaatjt.blogspot.co.uk/2013/03/competition-brief.html EXAMPLE: An example of competition brief would be if a client was to produce an article or newspaper of some sort, they would place the brief somewhere public for several production companies to access and create their own product based of this brief, to which at the end, the client will choose the best one and have it published. Communication is important within this brief as it makes the first impression on the client, which needs to be a positive one as you would need to keep them up to date with their magazine/newspaper via email and meetings to keep the conditions met to make the print work outcome be what the client wanted. Time management is also key as you would need to keep the client up to date with schedules for the future weeks and months of their print work such as dates as hiring of staff and or conducting interviews for the magazine/newspaper. Technical skills would mean the hardware that the product would be produced on such as the cameras for photos and the software for typing the text. The software that the print work may be presented or edited will create the final outcome. The media company will usually take care of this responsibility. A
- 8. career progression could end up depending on the clients popularity and reputation, which could end up in future clients which would be possible by being noticed with items such as a portfolio.
- 9. ONE: By advertisingthe word‘WIN’inthe biggestfont,itisgrabbingthe audiences attention,makingthemmore interestedinwhatthe competitionis.Withthe coloursbeingsubtle againstabright background,itmakesitstand out more as well. The clientforthisbrief isClarks,a well-knownandtrustedshoe company.Thisbrief isadvertisingitscompetitiontowinapair of shoesoff theirofficial website,of the winnerschoice.Toenter,you wouldsimplyfollow the stepsbelow ontheirwebsitepage.The clientscompetitionbrief hassimple effectssuchasmakingboldthe parts that wouldattractthe audience,suchasthe word‘simple’in howeasyit isto enterand the word‘WIN’,whichiswhat the audience wouldwant.Thisbrief hasnotime scale available onthe website asitthe companywouldwantfeedbackontheirproductsto keepsellingata top rate.The intendedtargetaudience wouldbe people whomainlyshopatclarks,whichcanvary from youngmen and womentoan much oldergenerationof grandparents.The legal and ethical relatingtothispromotion,don’treallyinclude muchasit statesthat a purchase isnot necessarytoenterthiscompetition.The onlyconstraint that isavailable tosee isthatthe review thatis written(thisisthe entryintothe competition) hastobe an honest and full review,notjust‘goodorbad’. By the brief includingthispicture of friendsall sittingtogetherarounda table,andappearingtohave a good time,itmakesthe audience thinkthat theycouldtoo have a life like thiswith theirfriendsbywearingthe advertised company’sproducts,suchas Clarks shoes.Italsohas a spring/summery feel toitwhichmakesthe colourspop on the page,therefore attractingthe audience more.
- 10. TWO: Duringthe 2011 BRITs advertisement,Mastercardwasthe official sponsorof the BRITawards,therefore astheir sponsoradvertswere broadcastedonTV,theyadvertised singersgivingitemstobe wonbytheirfans,through mastercard.Due to the choice of singer,ElizaDoolittle,this facebookpostfromthe BRIT awards,was mainlyaimedat Eliza’sfans. By givingawebsite addressthe audience couldvisit,itisadvertising the competitionandthe brandof mastercard,as well asthe reputation and popularityof theirchosensingers whoparticipatedinthisevent. The clientforthisbrief,isMastercard. Thisbrief isadvertisingthe brand of Mastercard, due to itbeingthe BRIT awards facebookpage postingthis.The Mastercard eventisadvertisingthe singer,Eliza Doolittle’sinvolvementinthis‘somethingforthe fans’theme of allowingaluckyfanto wina pair of her ownpersonal nike blazers.The time scale wouldof have beenentry’srequiredupto andjustbefore the eventof the BRIT awards takingplace,toallow time forfilmingthe winnerscollectingtheirprize.The intendedaudienceforthisparticular brief,wouldhave beenfansof Eliza,orthose close topeople whoare Fans,whowouldknow itwouldmake othershappy.The legal and ethical issuesrelatingtothiswouldbe that,those entering,wouldof have to have beena Mastercard holder,andenterintime.The only constraintthat comesto mind,isbeingof a Mastercard holderagain.
- 11. THREE: Due to this advert/poster featuringapolaroid camera that isvery similartothe Instagramlogo,and the fact that this advertisementwas alsofeaturedon Asos.com’sinstagram, the competitionwould be takingplace online, such as the entrants postingtheirentryvia the instagramsite. Due to thisadvert featuringyoung girls,dressedquite stylish,Iam guessingthatthis brief is mainly aimedat young adults/teenagers of the female gender.Italso suggeststhatit aimedat girlsdue to the colourand style of fontused, as well asthe use of heartsand stars. The clientforthisbrief,isAsos.com, awell-knowninternational clothingcompany.Thisbrief isfora competitionforyoung adults/teenagerstoenterandwin$500 worthof moneytospend at Asos.cominAmerica.Thisbrief doesn’tspecifiyanyage range or genderrequirements,butwill grabthe audiencesattentiontovisit the website tofindoutmore. Withthisbrief addinga sloganof, ‘#ASOSNYC’suggeststhatcompetitionisbasedinNew YorkCity, whichisknownas a fashioncapital. The brief doesn’tadvertisea closingdate or anythingspecific,whichwouldmake anyone interestedinentering,visitAsos.com, whichwouldagain, advertise the Asosbrand.A timescale couldnotbe foundforthis brief,againlegal andethical issuescouldnotbe foundasI couldn’t findthe original source of thispost.Constraintswithinthis competitionwouldbe how youwouldenter,suchashavingthe sloganof , ‘#ASOSNYC’ onyour postto enter.