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Framing and Shot Types
Aims
• To develop an understanding of how and why
we frame camera shots in a particular way.
Outcomes
• To produce a range of promotional photographs
that work for a specific purpose.
FRAMING
• Frames can be empty or
full.
• Characters/products can
be in the foreground or
background
• They might be left or
right of the frame
• These all have meaning
EXTREME CLOSE UP
(ECU)
• Extreme Close Ups show only a section of
a face/object/product to focus attention.
• Good for detail
• Often used to discomfort
• Very dramatic
• Close ups frame the head,
hand or foot of a character or
part of an object.
• They draw your attention to a
facial expression or an object
which might be significant.
CLOSE-UP (CU)
MEDIUM CLOSE UP (MCU) or
MIDSHOT (MS)
• A medium shot is
used to show
characters
interacting.
• Helps the viewer to
see the body
language – eg.
intimacy
LONG SHOT/WIDE SHOT (LS)
• This shot often shows the
relationship between the
character/product and the
setting. It will show the
whole body of the product in
the setting in which it
stands.
EXTREME LONG SHOT(ELS)
• This shot is used to indicate
a sense of setting and scale.
• It is particularly useful to
indicate the overwhelming
nature of the environment.
• It is also used to establish
location and as in this image
create a sense of isolation.
EYE-LEVEL SHOTS
• This level of camera
creates a degree of
normality for the
viewer as it does not
suggest an angle that
is odd or unexpected.
LOW ANGLE
• This presents the
character/product as in
a position of power
• It often makes the
audience see things as
bigger than they are.
• What is seen therefore
seems awe-inspiring,
powerful or odd.
HIGH ANGLE
• This is an unexpected
camera position.
• It often suggests the
object/character is
frightened or the viewer is
in a position of power.
The viewer is looking
down on the
product/character.
• It can also be used to
suggest size and/or scale,
as in this image.
Shot Types:Advertising
Shot Types:Advertising

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Shot Types:Advertising

  • 1. Framing and Shot Types Aims • To develop an understanding of how and why we frame camera shots in a particular way. Outcomes • To produce a range of promotional photographs that work for a specific purpose.
  • 2. FRAMING • Frames can be empty or full. • Characters/products can be in the foreground or background • They might be left or right of the frame • These all have meaning
  • 3. EXTREME CLOSE UP (ECU) • Extreme Close Ups show only a section of a face/object/product to focus attention. • Good for detail • Often used to discomfort • Very dramatic
  • 4. • Close ups frame the head, hand or foot of a character or part of an object. • They draw your attention to a facial expression or an object which might be significant. CLOSE-UP (CU)
  • 5. MEDIUM CLOSE UP (MCU) or MIDSHOT (MS) • A medium shot is used to show characters interacting. • Helps the viewer to see the body language – eg. intimacy
  • 6. LONG SHOT/WIDE SHOT (LS) • This shot often shows the relationship between the character/product and the setting. It will show the whole body of the product in the setting in which it stands.
  • 7. EXTREME LONG SHOT(ELS) • This shot is used to indicate a sense of setting and scale. • It is particularly useful to indicate the overwhelming nature of the environment. • It is also used to establish location and as in this image create a sense of isolation.
  • 8. EYE-LEVEL SHOTS • This level of camera creates a degree of normality for the viewer as it does not suggest an angle that is odd or unexpected.
  • 9. LOW ANGLE • This presents the character/product as in a position of power • It often makes the audience see things as bigger than they are. • What is seen therefore seems awe-inspiring, powerful or odd.
  • 10. HIGH ANGLE • This is an unexpected camera position. • It often suggests the object/character is frightened or the viewer is in a position of power. The viewer is looking down on the product/character. • It can also be used to suggest size and/or scale, as in this image.