Sunday, June 30, 2013

Review 0on Movie BARF!i!!!!

Silences seldom spoke so powerfully. It's been a while since we saw a film that set style at a subsidiary state to substance; put the characters' inner life ahead of the showy and fleshy manifestations of self-identity in a world governed by benevolence and fascination.
Barfi! is a very delightful film. It is the story of a deaf-and-mute man who could have grown up watching Chaplin and Raj Kapoor's cinema, and an autistic girl who has definitely not seen Shah Rukh Khan in My Name Is Khan, is told without the props of a loud background music and other prompters to get audiences' involved in the proceedings.
Barfi! exudes the warm glow of a life well lived. movie is full of suspense, drama , action, comedy as well as romance. The film is set in Darjeeling. Dazzling glow originates from the protagonist Barfi (Murphy) who lives his life king-size with many Chapliesque comic tricks creating a chain of comic book adventures for our happy-go-looking hero, even though he can't speak or hear – so he has no dialogues.  Within no time at all you are swept into the protagonist's world, the two lovely women who breeze in and out of his existence and various other characters, all etched with compassion and vividness that one associates with the cinema of Frank Capra and Ritwik Ghatak.
It's been a while since any protagonist on screen said so much to us without speaking. Rani Mukerji in Sanjay Leela Bhansali's Black said it all through her muted mode of communication. But she had the formal sign language plus a voiceover for articulate support. But Ranbir has done it beautifully without any sign language, and voice over.  Ranbir Kapoor as Barfi or Murphy whatever!  is left to his own devices. An incredibly enterprising actor, he brings Chaplinesque characteristics to Barfi's character. Blending a very physical pie-in-the-face style of comic acting with an intangible poignancy, Ranbir turns his character and the film into a muted celebration of life. Significantly Anurag Basu, the Director (never mind of his last film Kites which does nothing at box office because the concept was not good) does away with the crutches of a sign language and a voiceover.
In Darjeeling of the early seventies lives the differently-abled Barfi (Ranbir), who never runs out of goofy idea. When he meets Shruti (Ileana DaCruz), daughter of a rich Kolkata household that comes to Darjeeling on vacation, the sparks fly. The problem is, Shruti is already engaged to be married and can't decide who to choose. The plot spin comes when the poor hero needs big money after his father falls ill. Search for a solution sees him resort to crime, and also facilitates the entry of Priyanka Chopra as the autistic Jhilmil. Since Jhilmil belongs to a rich family, she could be Barfi's key to big cash.
In India, the first-day collection was Rs.9.2 crore, while the second day saw business worth Rs.11.5 crore. The overseas collection of the film Barfi! has been around $ 750,000 (Rs.4.04 crore). Movie has collected Rs 105.65 crores Nett at the domestic collection centers in just 21 days.
However most of the scenes were copied from the Hollywood movies like, Singin In the Rain, The Adventurer, The Cops, City Light 1931 and Jackie Chan's 1983 comedy hit. In fact, Basu seems greatly inspired by Chaplin. Pritam's soundtrack has also drawn further comparisons with the musical score from “Amelie”.

Oscar have record 71 foreign language submissions among which barfi is nominated form the Indian side The film beat 19 other films to be named India's entry in the 'Best Foreign Language Film' category at the Oscars in February next year. The film also has been selected for screening at the 17th Busan International Film Festival (BIFF) in October. 


In this research paper I argued that how art is affecting advertisement, where and why art is emerged in the advertising medium. This work is about the role of art, and about the use of paintings, sculptures and visual forms of art in advertising. Advertising is about the selling of the pieces of the world whereas art is about the showing of beauty and ugliness of the artist’s feelings and emotions, his thoughts and ideas. Both art and advertisement is potentially pole apart in nature from one another as one, advertisement depends on the commission earning while other Art is mostly free from commercial concerns. I found that in spite of these apparent differences advertising and art are strongly interconnected they are linked to each other. Both depend on one another as, advertising calls upon the art to give status to the product and art calls upon the forms and spaces of advertising to communicate in a framework that is more immediately understood by the public. Art uses elements derived from the advertisement whereas advertisement makes use of artistic achievement. I found that it is not the happening of modern age but from the far history people used the work of artistes for achieving their advertising interest. Art had a long relationship with the advertising. Artistic work of some artists are also mentioned which were later used by the advertiser for advertising purposes. Advertisement actually itself is a form of visual art. Firstly only visual art was used in advertising but now 3D street art, chalk art, graffiti art, logo art is also become the part of advertising. Presence of these arts makes the advertising more attractive and persuasive.  Merging of art and advertising seems complete and it is difficult to keep art away from the advertising. You yourself try to find any ad which is without the artistic touch hardly you found any one. In a nut shell art is the heart of advertising, advertising along with art has a great impact on the audience and art increases the value of advertising because with the help of art advertiser try to catch the audience mind and try to manipulate them by their artistic skills and creativity.Introduction:
 Advertising and art is neither one item by any mean nor there is any significant difference between both of them on the basis of practice and nature. Art and advertisement is however different from one another due to their nature and notion of business. Potentially both are different from one another as art is free from commercial concerns while advertisement is totally dependent on them. As in the previous decades art only deals with the pictures, music, sculptural and painting but now in our era anything creative could be art. Advertisement is incomplete without the art because art made the advertisement persuasive and attractive.  The relationship of art and advertisement is not new from the far history people advertised by mean of art so as far back as in the dark ages artistic work has been utilized for brand advertising and self promotion. In the Louver there is a 550 BC painting talking about buying. In the ruins of ancient Arabia commercial and political messages have been found. Ancient Egypt, Greece and Rome used papyrus to advertise products and ideas. Wall rock advertising was common in Africa and Asia as well as South America. In every era people take help from the art to advertise their products or they tried to communicate their messages and ideas by mean of art, either through painting or through sculptures art has been used to sell products. From the turn of the century through the 1950s, the explosive growth of popular magazines and national advertising offered artists new sources of income and new opportunities for reaching huge audiences. Now in 21st century the relationship between the art and advertising is become increasingly varied and complex and advertising strategies borrow both the tactics and imagery of contemporary art. It is still the mission of advertising to persuade and to create wants and desires in a way that prompts the purchase of the product and for achieving this mission advertising agencies are taking aid from art . in spite of their different nature Both depend on one another as, advertising calls upon the art to give status to the product and art calls upon the forms and spaces of advertising to communicate in a framework that is more immediately understood by the public. Advertising and art both have a strong relation, the men who plan advertising makes the development of advertising as an art and progress of art in advertising and exhibition of this art through mass media is advertising. Likability has always been important for advertisers as advertising liking is the strongest aspect associated to persuasion and sales and advertisement is made persuasive only by creativity and art. As With the help of art you can make content of ad persuasive and interesting.
Hagtvedt and Patrick (2008b) suggest that the
“Presence of art in advertising affects the brand image via luxury perceptions.”
 According to them, it is basically a form of image transfer from the artwork onto the advertised brand, colored by the positive sensations of luxury and exclusivity.  Effectiveness of your commercials or ads depends on the way you communicate your printed or electronic commercials specially depends on the Art layout. One can create attractive ads only by the help of art layout. The goal of art layout is to influence your reader or audience and urge them to read or listen your ad and manipulate them but the key is art layout should be so Simple and creative that it can easily understandable and fluently convey your message. For designing art layout there is a department in the ad agencies known as creative department .this department is the engine of the ad agency as the success of commercial depend upon the creativity or artistic ideas chosen by this department. An ad agency is only as good as the ads the creative department puts out. It is the backbone of the ad agency as it is responsible for all the creative and artistic work related to product advertisement. Both in art and advertisement artist try to communicate it message in such a way that it directly hit the consumer and try to make them feel that it is part of your life both medium attempt to open the audience mind in to a new way of thinking, in art artist try to make the people to look with his eye that this is how I see the world  and in advertising they forced the audience to look according to the organizational perspective, but in both the cases it is in the viewers hand to take what meaning from the message. In a nut shell all advertising is art; not all art is advertising as advertising uses the same forms as visual art does. Advertising in somehow itself is an art because advertiser has to communicate his messages clearly in an artistic way so that customer or consumer can understand it easily in 30 or maximum 45 seconds slot.Literature review:Advertising is a tool of marketing or form of communication of marketers which they used to manipulate or persuade the audience to increase the sales ratio and to create a good image among competitors. Advertisement is usually paid for, it always had an identified sponsor it is non personal communication from an identified sponsor who using mass media to persuade or influence audience. Advertiser, the one whose company or product is to be advertised often hires the advertising agency to deal with whole advertising process. Advertising can obviously rely heavily on art.  In short advertising as a whole itself is an art. As it use visual form of art.A new University of Georgia study has found that exposure to visual art in advertising, even if the exposure is brief, makes consumers evaluate products more positively, reports.
“Visual art has been used as a tool for persuasion from past era,” said Henrik Hagtvedt, who himself is an artist.
  The purpose of all advertising is to sell something. The technique used to sell is to create desire in the intended audience. In order to create desire, a low or high form of art, either skillfully or poorly rendered, is used.  But it is used in such a creative manner that in an advertising context, the viewer cannot be estimated the image as an artwork instead; it is evaluated as an advertisement context by the viewer. Ultimately results in increases the sales percentage of the product and services. For this purpose art department is established in the advertising agencies where art director and his coworkers works for giving a visual form to the creative material provided by the creative department. The art director is responsible for the visual aspects. Art director should have graphic design judgment and technical knowledge of production, it makes his work easier. It is not always necessary for an art director to hand-render comprehensive. His most preliminary work is done on computer. Except in the smallest organizations, the art director/copywriter team is direct by a creative director, senior media creative, chief creative director. In a large organization, an art director may overlook other art directors and a team of junior designers, image developers or production artists, and he coordinates with a separate production department known as art department. While In a smaller organization, the art director may fill all these roles, including oversight of printing and other production. Art is not difference from the advertising in a sense that in a present age anything creative is art there is no boundaries to the word art. Person doing something new and attractive is artist. Similarly this art is utilized in the advertising where art designer has to decide how to present the creative words and ideas into a visualize form so that it hit the audience in a short duration of 30 to 45 sec. this is an artistic work. Commercial is produced with the help of visual arts and graphics etc, art is used to give shape to the creative ideas in the print medium by mean of still images, clip arts etc here in print medium one has to understand advertiser’s point of view by just looking at the advertisement in the print medium and this is only possible with the help of artistic thinking and artistic layout. Advertisement is worthless without art. In the past decades art is often used to advertise but at that time artists like to work alone. with the passage of time and advancement in technology and thinking advertiser gives opportunities to the artists to join their forum and work together. the creative dimension of art help the advertiser to increase the efficiency of the ad without increasing the budget of advertising. Ad with the good artistic picture has definitely good rating rather than advertising without the art but the success of advertising does not only relay on the artistic dimension but product’s quality dimension is also important. Advertising plays very important role in social and art history as it always provided a platform for creative people.         Advertising:Advertisement is actually a bridge between an organization and its oriented audience, through the advertisement an organization communicates its messages to its audiences along with promoting their products and services. It is actually done to manipulate the people’s minds so that they happen to buy their product and it is also used to create a good will of the organization in the society. It actually allows companies to tell the public that the organization is fulfilling the needs and demands of public and to introduce their products, solution of public needs and demands in a better way which distinguish it from other products available in the market. Advertisement actually provides information to us about the products, services and brands of our needs and helps us identifying the better option suitable to our need.
Different organizations basically use advertising for distinct purposes:
  • For establishing the products brand name, because we people become brand conscious, to build a contract of trust and confidence with its customers. Because when trust is lost customers obviously switch to other products.  Organizations advertised to make their product best one among the customer’s list of options.
  • To inform public about the difference in prices for the same or comparable product e.g. there is difference in price of Nestle and Daily Omang milk pack.
  • Quality of Nestle and Olpers is better than Tarang milk they advertised to inform people about the quality of their products to make it better among competitors.
  • To provide the sufficient information and knowledge about their products, telling special features and qualities of the product that how it is different from other products.
  • Through advertising we come to know that which product is suitable according to our need. Because it provides us a much better range of options. E.g. we see lots of TVC in a day but we only buy those products which is suitable to our demand.
  • If advertising is persuasive and effective then it can ultimately be successful in convincing the purchaser to buy the products.
Advertising agency has four basic departments·         Account department
·         Creative department
·         Art department
·         Media department
Although every department is efficient and important in the agency but here I m going to discuss the art department only and its hierarchy which is related to my topic:
The work of this department is to converts the creative concepts into final advertisements by giving visual shape to the creative ideas. the Production Manager accomplishes the task using the services of printers, photographers, engravers and typographers for print ad. usually the production department of an ad agency hires a director to convert the creative concept into a final commercial, if commercial has to be broadcast on TV.
Copywriters and Art Directors:
Both of them usually work as team. The CW/AD team has to work on brief. When ideas are offered and chosen, they will then work jointly to craft copy and make visuals for the ad campaign. There are many levels of copywriter and art director, ranging from junior to associate creative director.
Designers :
 There are different types of designers, plus those who talented in graphic design, web design and even product design. However, most agencies have graphic designers in their staff to assist the art directors and copywriters. Designers are of great important as they can take ideas to the next level and add the remaining thing that the creative team missed to add.
All of them jointly work for making the commercial visually perfect.
In short Advertising plays very important role in social and art history as it always provided a platform for creative people. In advertising there is a large scope of creativity and provide a substantial work and public display for the talent of world’s best artists like photographer, film maker, graphic artists, indeed artist of every description as, creative artist provides creative ideas, themes, inspirational and innovative taglines or catch lines. Each and every type of business organizations use advertisement to run their business successfully as well as government sectors advertise to communicate their public service messages and government projects or to tackle social problems like drunk driving, low disease awareness, and domestic violence etc.  Advertising should be done by taking care about the people’s state of mind. Advertiser actually plays with people’s mind and emotions. They try each and every thing to make their product part of consumer’s life.
 How much impressive or persuasive nature of advertising is, it is still in the hands of the consumer to be manipulated by the ad or not. Advertisement cannot convince any consumer to buy a specific product against his will. It is only the decision of consumer what to buy. Here I m going to discuses the art department  
Art is anything you can get away with …
There is no single definition of art.
 Wartenberg (2006) convey 29 diverse views on the definition of art
Plato’s point of view is that art is an imitation,
Tolstoy’s state that art is a medium for emotions,
Nietzsche’s think art as a redemption.
The art historian Robert Rosenblum believes that "the idea of defining art is so remote [today]" that he doesn't think "anyone would dare to do it."
“Art is not what you see, but what you make others to see”   Edgar degas.
 Art is an imagination. It is the creative human ability or skill to communicate its feelings, emotions and ideas in their language by mean of different types of art forms i.e. literary art, sculptures, painting, architecture, printmaking, electronic media such as computer and digital graphics, ceramics, Visual Design, Graphic Design, collage, photography and Post Modern appropriation and recontextualisation, music, dance and drama etc by using different methods and techniques.
In an advertising context, the viewer cannot be expected to view the image as an artwork –
Instead, it is likely to be evaluated as an advertisement.
VISUAL ARTS is mostly used by the advertisers and has great importance in this field. Visual art is where an artist uses media materials such as, images, signs and symbols and the available technology to communicate his expression. The Visual Arts can be emotional but it depends on the artist how the artist makes you think (structural). It can be about environment physical or cultural, or it can be a mixture of all depending upon the desire of advertiser that what he want.
The Visual Arts are about art for society, art for the self, art for religion, art for profit and art for art’s sake. The Visual Arts consisted of building blocks called the Elements of Design or Composition and these elements are composed according to the guidelines called Principles of Design or Composition.
Is the art in which the material we use are made visually interesting and satisfying, formed for a purpose and functional, they work the way they are supposed to. A task in which goals and the means to attain the goal are marked out
Visual designs are a draft outline showing the main features of a advertisement project.
Generally, a designed product must work, be reliable, be good value for money and look good according to the taste of the buyer or audience.
Every advertisement either it is of baby’s pampers or related to military hardware, everything from baby shoes to garment each and every advertisement have visual desgining as a main element in their production process    
In the ancient times advertising was nearly impossible for most of the artist unless his work is shown for exhibition in the gallery or he himself use advertising medium by buying space in magazines etc which was not always possible because of their economic status in the past artists use advertising medium for promotion of their work. At that time posters were used for achieving advertising purposes, because it is affordable, creative and effective. every surface, doors, walls, sides of buildings, light poles, anywhere you could glue a poster but advertising through pestering after few time become so difficult due to lack availability of space because people become conscious about their area and think to earn by giving space on rent they try to threatened others that not to advertised without giving charges to the landlords. Then slowly slowly art makes space in advertising and start is merging in advertising, now advertisers use art to make their work more interesting and persuasive and promote their products through their artistic work. There are abundant works of art that have become such legendary and iconic that this Famous art works get referenced in advertising Later.
“Historically Visual art has been used as a tool for persuasion,” said Henrik Hagtvedt, who himself is an artist.
The use of art in radio and television advertising approximately began in 1920s when few corporations bring artist in their advertising field to take advantage from their skills and use them to give their corporations a good will and to create positive image in regards to the brand and to incorporate various social ideals that were relevant during the times; such as a respectable reputation, and wholesome dynamic image. Fine artists were used to create logos, catch lines, taglines and art that represented a corporation in simple, yet powerful aesthetic forms.  Here I like to give some examples in which at that time advertisers take help of art.
This magazine advertisement for a car company “Honda” had the catch phrase: "Thoughtful, through and through." What famous art work is this referring to?”
This ad is actually referring the sculpture “the thinker” by Auguste Rodin.  
Next was an old ad for a computer company. Does she look familiar to you?
In this ad advertiser try to give her look like Monaliza just for promoting their computer company. This painting is as similar as the painting of Monaliza only the lady is changed.
The next example is an illustration in a newspaper accompanying a business article. This drawing of a construction worker pointing at the factory is meant to imply his fear of that factory. How do we know this? It is actually based on a painting of Henri Rousseau. “The Dream” where a woman in a jungle is pointing at the source of her fears a pair of lions. But in this ad the girl is beautifully replaced by the worker and girl’s fear of lion is replaced by the fear of worker.
This was a popular movie which had as its signature moment this pose as depicted below. Where do you think this came from? It is from the artistic painting “The Scream” of Edward Munch. 
All the artistic paintings mentioned above were the inspiration for the advertiser, and thus they turn their work in the advertisement by changing their art. That’s how advertisers use the artistic work in the history for the advertising purposes.
Lady lever was one of the pioneers of modern advertising. Lever often visit art exhibitions in London and bought pictures which were stunning and would appeal and have strong affect to the housewives who were his customers. Lever then made copies of those paintings, adding the Sunlight brand name and slogan on them. Soap wrappers contained vouchers that could be collected and exchanged for prints. A very modern idea that is still popular today in advertising was started by Lady Lever at that time. He often use painting of different artists for advertising purposes even artists didn't mind by Lever this act of using their art in this way. William Powell Frith complained that Lever had changed the meaning of his painting by using it for advertising.  Between 1886 and 1906 Lever spent over £2 million on such type of advertising. He also encouraged his customers to collect prints reproduced from his collection.
Broadcasting industries like Radio, starts using art in advertising to convince the Federal Communication Commission of the purpose of the brand, at the highest level of marketing.  Broadcasting Corporations used art that appealed to both small town and big city mentality in a same way. During the 1940s, CBS and NBC commissioned artists to create art that would help to promote not only their radio networks, but also the visual of the company image for television. The visual way was the selling point for the organizations, and television was the new technological visual of that times. Art was the one way for corporations to bring onward their products, into the homes of people at all socioeconomic levels with the help of this technology which soon become the essential part of the family. As the medium of television grew, more artists were employed in the arts departments of the advertising agencies. Artists gave organizations a public "face," through use of notable trademarks, such as the CBS eye and the NBC peacock.
The role of Art in advertising:
Art is the heart of the advertising. Art in nature is imaginative it doesn’t try to sell something external to the art while in advertisement it is used to increasing the selling ratio of the products . Advertisers uses the formal and conceptual tropes of art disciplines specially the visual form of art. With the help of visual art advertisers makes their product persuasive and attracting. Advertiser can take art and use it for achieving some specific goals and outcomes. Artist never portrait art favorably to get the desired outcome his art is just describing his state of mind and emotions. But when it is put in the advertisement field then it is portrayed in such a way that it is used to achieve some favorable outcomes to motivate the consumer to buy, buy, buy, and buy.  From the past decades art remains the part of advertisement. Advertiser used artist’s art like their poetry, music, pictures, sculptures, bill boards etc for achieving advertising purposes. Advertising is art that doesn't attempt to carry much more meaning beyond. Art is itself simply a very advanced, abstract form of communication to varying psychological depth which deals with expressing the message emotionally with the help of lots of way, what make them tick, choosing stimuli which hopefully will connect with the target and illicit an emotional response. And its purpose is to hit the people directly or indirectly. E.g., David's paintings of Napoleon (Napoleon Crossing The Alps and Consecration) were painted and advertised purely to make people accept Napoleon's power. Any religious art is designed and advertised to make you realize the glory and might of God. Advertising uses art to illicit a response, ultimately with a purpose for the target toact in some way in response to the emotion. Art is merely making you feel something. Advertising can obviously rely heavily on art.  In short advertising as a whole itself is an art The purpose of all advertising is to sell something. The technique used to sell is to create desire in the intended audience. In order to create desire, a low form of art, either skillfully or poorly rendered, is used.  But in an advertising context, the viewer cannot be estimated the image as an artwork instead, it is evaluated as an advertisement by the viewer. All advertising is art; as advertising uses the same forms as visual art does.
Here the art merged in advertising elements of art is used in the advertising. In advertisement function of art is to present the product and the firm that manufacture it with the help of an image. An image is a set of emotional associations the consumer, is meant to have with respect to the product. The artistic methods of advertising revolve around the creation of such an image.
Lines:Lines are used in the advertising. Lines are used to symbolize the speed, strength and purposefulness. LINE is usually used to characterize a shape by being used in the edge of an area or surface, color, tone or pattern. it can becomes an outline or contour. Line is used to show movement. Line can suggest rhythm. Line is used to create textural results. Line is also used to indicate emotional effects.
Lines are the basic building blocks of all art because they are the visual basics of all reality. There are hidden meanings in horizontal and vertical lines. In general terms, horizontal lines propose passivity, while vertical lines suggest power and activity. LINE is straight or curved, heavy or light, soft or hard or a mixture of them all.  Shapes:
 Shape is used to suggest anything. Curves are used to propose feminine voluptuousness, while angles suggest masculine practicality. Depending on the nature of the product, the dominant shapes in the ad can give the movement to build images and relations based on these basic ideas. Shape can be surrounded by line, often defined by color, texture and Tone.   It is used to propose movement and emotions in advertising. Circle like shape is used to imply infinity and virtue, while a line, like a road leading to a horizon, suggests freedom. Triangles, squares and parallel lines all are used to propose different concepts and emotions. Triangles focus the mind upward, while squares often recommend practicality and usefulness. Shape can be sharp clear or hazy according to the nature of advertising product. Shape in 3D is also called Forms.
Forms are more complex than shapes. Shape in 3D is also known as FORMS. Forms are the outward expression of inward content. A form is the synthesis of line and shape, and it creates the groundwork for all the other elements.
Texture is the exterior qualities of an object that can be felt or seen. Sometimes it has to be concerned with touch. Texture can be smooth, it is used to signifying refined or rough tastes or it can be suggested by the way the surface is treated. It can be spiky, soft, velvety, regular or irregular in its nature depending upon the product. Sometimes it is used to propose toughness. This might be the distinction, for example, the surface features between an ad for Lexus and one for Chevy trucks suggest the different associations attached to these different vehicles.
Color is an element of design with endless variety. Colors are powerful image builders. With the help of color one can bring life in the dull and boring image.   It is almost always used to portray youthfulness, power and action. Blue is often the foremost color used in furniture or sleep-aid ads because Blue is often propose relaxation. Green color almost always advocates growth, hope and the organic. Yellow and red collectively suggest speed and power in a single object so they often used in automobile ads. Different types of colors:
Intensity of color is its power and purity
Color is a combination of 3 primary colors, red, yellow and blue.
Secondary colors are a blend of 2 primary colors, orange, green and purple.
Tertiary colors are a combination of the 3 primary color, red, yellow and blue.  a lot of different colors can be made by changing the amount of primary colors used. 
Color usually has temperature – reds and oranges give a feeling of warm like the sun or desert.  Cooler colors like blues and greens go more with water and ice, provides relaxation to the eyes.  HUE is the feature that split one color from another.
Tone value is the quantity of lightness or darkness of a color, as tone of yellow is light and blue is dark. 
Tints are made by adding white to a color while Shades are made by adding black to a color.
Analogous colors are hues lying near each other on the color wheel, red-orange, red-purple.  Complimentary colors are hues opposite each other on the colour wheel, red and green, purple and yellow.Discord is where opposite colours are together and one is a tint, so that the original tone of the hue is different.
Values normally refer to colors. It refers to changes in the actual color in the "form" of an object, but also can change in its intensity. Intense colors suggest speed, youth and virility. These are common in sports car ads and certain types of clothing aimed at youth. More cerebral ads focus on muted values, while ads aimed at youth often use bright, overpowering values.
Space is mainly the most comprehensive of all artistic elements. It is the synthesis of all other elements in the campaign. It is the stage on which all other artistic elements designed for advertising come together. It is not empty space, but is rather a spatial distribution of objects in a defined environment. An automotive ad stressing speed and freedom might use few objects in an ad campaign, and stress the road and the horizon. A truck, more about strength and utility, might be in a cluttered space such as a construction zone.
3D street Art and advertisement:
In the history 3D street art was used by the creative artists for the entertainment purposes. These creative artists were famous for creating three dimensional chalk drawings which are also known as 3D Street painting, 3D pavement art, 3D chalk art, and 3D sidewalk art. All these are the forms of anamorphic art. This type of art mean anamorphic art is usually consider to deal with the optical illusion. 3D street art is painted or drawn for one perspective and then when it is looked by the person through the lens of the camera then at that time at the same perspective and position the art give 3D look and creates the illusion of depth or height. Since then 3D Street Art has been used in the last ten years not only to entertain and beguile but has also become popular with brands to advertise their products. Now a day this type of street art is used for achieving the advertising purposes. This is mostly used in outdoor advertising. It increases the value of advertising.
Lego Art advertising:
Lego art advertising is used to communicate something special from the brand organization. It is mostly used to cover the outdoor advertisement campaign. Mostly used in the live event for advertisement. If you want to make something master piece for your organization then you can take help from the Lego art for advertising purposes 
Graffiti Advertising:
Graffiti advertising is a great way of advertising by communicating your brand message to the targeted audience in a more entertaining and engaging way then simply advertised through the broadcast media or through bill boards or other mean of advertising. 
All these types of art along with advertisement make the advertisement more affective and charming and also change the meaning of advertising.
Advertising is essentially design to cleverly and cunningly catch the eye of the onlooker and is intended to communicate the message within very short duration of almost 30 second to maximum 1 minute depending upon the concept of advertisement. While Art is basically created to fulfill a natural aspiration that resonates within all of us and often is meant to be pondered upon. According to me art is the substance or stuff that artists make to express his feelings, artist is someone who analyses the world in which they live, and reveal their observations or incidents in their work and advertising is a service whose objective is to change minds and perception of the target audience. In short Advertising and art both belong to different field; the core of them distinguishes them. In spite of their different nature and conception there is much overlap between advertising and art. Each can obtain advantage of the other. As far back as late 19th century, art has been used to sell products.  People can make use of a piece of art for advertising purposes they utilize artwork to convey their message affectively as it happen in the past. With the advancement in the technology, the art director and artist became more important for the advertisers (Wells et al., 2000). With the help of them Different forms of art are introduced and now used in the advertising. Few of them are only used for outdoor advertising. Art and advertising alike are the business of transforming view of the world into the chosen art form, and this view could either be an extension of real life, or a view of what a perfect life could be.
Or it could be a fabrication of how we think life should be, an idealized description of life, upon which we can project our fantasies and imagination.

Program Perposal Formet

Title: Akhir Q?

Format: Talk show, public affairs

Duration: 50 minutes

Language: Urdu

Frequency: once a week (on Friday)

Target viewers: youth, men, women, older+ elders

One line: to through a light on Pakistan’s natural resources and on the inattention of Pakistani government towards the natural resources

Synopsis: Although Pakistan is blessed by abundant of resources like coal, natural gas, forests, crude oil, Gold etc  but due to inattention and carelessness of Pakistani government Pakistan is failed to utilize these resources properly and now badly trapped in problems.. why Pakistani government is so careless about natural resources and why Pakistani government is not getting any benefit from these resources ?

Scope: Though ALLAH Almighty blessed Pakistan with abundant of natural resources it is need of time that we should produce awareness in people about the fertile land of Pakistan that they rise their voice against this and urge dull and careless government which is not taking good steps for utilizing these resources to take progressive steps for utilizing the rich natural resources which may become the cause for the prosperity and progress of Pakistan.


News Production.. News Flow..


News production is not an easy task as it only looks simple and easy. News making is an art which depends on the hard work and coordination of the whole team of TV channel. Lots of people differ in their duties and job are working together to achieve one single goal i.e. just to make the best news bulletin and to provide their viewers something new and different.  Here I am going to discuss news production, software’s, and equipments used in news making process. First of all I am going to describe the software’s and equipments used by which people so that news process can easily be understand Later.

Various software’s used in news making:

Adobe Photoshop:

Adobe Photoshop is a graphics editing program developed and published by Adobe Systems. Adobe Photoshop, and Adobe Photoshop Extended, with the Extended having extra 3D image creation, motion graphics editing, and advanced image analysis features. Adobe only supports Windows and Macintosh versions of Photoshop, but using Wine, Photoshop CS5 can run reasonably well on Linux. Run down producer edit different stills and other footages with the help of Photoshop.

Adobe Premiere Pro:

Adobe Premiere Pro is a timeline-based video editing software application. It is part of the Adobe Creative Suite, a suite of graphic design, video editing and web development applications developed by Adobe Systems, though it can also be purchased separately. It comes bundled with Adobe Media Encoder, Adobe Encore and Adobe OnLocation. Starting with the version in Creative Suite 5 (CS5)I it is a native 64-bit application for Mac OS X and Windows 7. As a 64-bit application, it does not run on 32-bit computers.
Premiere Pro is used by broadcasters such as the BBC and The Tonight Show. It has been used in feature films, such as The Social Network, Captain Abu Raed, and Monsters, and other venues such as Madonna's Confessions Tour.

Adobe premiere pro is used by NLE and rundown producer to edit videos, voice over, feeds and packages. news room transferred simple videos to rundown producer, He with along with NLE edit them with the help of Adobe Premiere Pro, because Premiere Pro supports high resolution video editing at up to 10,240 × 8,192 resolution, at up to 32-bits per channel color, in both RGB and YUV. Audio sample-level editing, VST audio plug-in support, and 5.1 surround sound mixing are available. Premiere Pro's plug-in architecture enables it to import and export formats beyond those supported by QuickTime or DirectShow, supporting a wide variety of video and audio file formats and codec’s on both MacOS and Windows. When used with Cineform's Neo line of plug-ins, it supports 3D editing with the ability to view 3D material using 2D monitors, while making individual left and right eye adjustments.
In addition to the effects and transitions included with Premiere Pro, third party plug-ins may enhance the software's capability.


"The Avid", is a type of computer software application known as a Non-linear editing system (NLE). It is the flagship product of Avid Technology. It is editing software used for editing movies and video clips. It is advance software then other it has ability to edit more frames rather than other. It was released in 1989 on the Macintosh II as an offline editing system. Since that time, the application features have increased to allow for film editing, uncompressed standard definition (SD) video and high definition (HD) editing and finishing. Since the early 1990s, Media Composer has been the dominant non-linear editing system in the film and television industry, first on Mac and then also on Windows. The Avid News cutter, aimed at newsrooms, Avid Symphony, aimed at finishing, are all Avid products that were derived from Media Composer and share similar interfacing, as were Avid Xpress Pro (discontinued in 2008) and its predecessor Avid Xpress DV, which were aimed at the lower end of the market. It is frequently referred as media composer.

Final cut pro:

Final Cut Pro is a non-linear video editing software developed by Macromedia Inc. and later Apple Inc. it is used by non linear editor for editing videos, clips and footages. It has more transitions and effects then other software’s. Final Cut Pro provides non-linear, non-destructive editing of any QuickTime-compatible video format including DV, HDV, P2 MXF (DVCProHD), XDCAM (via plug-in), and 2K film formats. It supports a number of simultaneously composited video tracks (limited mainly by video format and hardware capability); up to 99 audio tracks; multi-camera editing for combining video from multiple camera sources; as well as standard ripple, roll, slip, slide, scrub, razor blade and time remapping edit functions. It comes with a range of video transitions and a range of video and audio filters such as keying tools, mattes and vocal de-poppers and de-essers. It also has a manual 3-way color correction filter, videoscopes and a selection of generators, such as slugs, test cards and noise that’s why because of these features it is mostly used by NLE in news production.

Sony Vegas pro:

Sony Vegas Pro is a video editing software package for non-linear editing systems (NLE) originally published by Sonic Foundry, now owned and run by Sony Creative Software. Originally developed as an audio editor, it eventually developed into an NLE for video and audio from version 2.0. Vegas do not require any specialized hardware to run properly, allowing it to operate on almost any standard Windows computer across a broad range of hardware. In areas of compositing and motion graphics Vegas provides a broad tool set including 3D track motion compositing with control over z-depth, and spatial arrangement of visual planes including plane intersection. Unfortunately key framing of simple 2D motion lacks Bezier adjustments and multiple key framed smooth motion is marred by slowdowns or hesitations at each key frame. Effects can be applied at any stage of the visual signal flow — event level, track level and output level effects, much like reverb, delay and flange audio effects are applied in a digital audio system, like Pro Tools, Cubase or Sonar.
It is also one of the few NLEs which can convert other formats to 24p (or any format to any other format) without any kind of a plug-in or third-party application support and is the only proprietary NLE that allows for multiple instances of the application to be opened simultaneously. Clips and sequences can be copied and pasted between instances of Vegas. Vegas provide sophisticated compositing including green screen, masking, and key frame animation. Sony Vegas Pro supports scripting technology which provides task automation, simplified workflow, and greater efficiency and productivity. Scripts and extensions Free and paid for pre-written scripts are available from the Vegas community on the web. Vegas have won awards. Major broadcasters have utilized the software, including Nightline with Ted Koppel.

Viz RT:

This software is not used for the production of graphics but used for playing graphics, News strips.


Winplus software is used for connecting rundown on the teleprompter. First of all rundown will b selected from the octopus software then there is a command of MOS active and TOGGLE ready. After that we will go on the Win plus and click double time on the particular bulletin which has to connect on teleprompter.  for example if bulletin of 9 'o' clock is going to b on air then I click double time on the bulletin selected for 9'o' clock. Then this bulletin is displayed on the prompter with the help of winplus .


ENPS is only multi-platform news production system. ENPS used by journalists in more than 800 newsrooms in over 60 countries, ENPS fits the needs of demanding news environments by including powerful, easy-to-use features to give journalists the tools to focus on their craft and let the technology run in the background. For newsrooms of all sizes, ENPS is the ideal solution, featuring scalable, dependable architecture that can be tightly integrated with third party products. ENPS gives you choice. Build the end-to-end system that fits your budget and your needs.

Skylark Technology:

Skylark technology offers a tape-less technology which is specially designed for TV news production in small TV companies. The SL NEO media server allow to substantially reduce cost and at the same time increase effectiveness of the news production process. The offered solution is based on cost-effective SL NEO 1000...5000 series media-servers and client workstation software.
The functionality of the SL NEO based solution is on par with demands of modern TV new production studios:
·         Multi-channel capture and recording of signals of different formats and carrier types to server's disk array (batch captures from tape as well as from live signal sources);
·         Automated media-file import to server's storage array;
·         Collective editing using networked proxy-copies without large media-file copying to NLE and back to servers, the resulting EDLs are instantly ready for playback;
·         Media-files being recording are accessible for editing before the end of the recording process;
·         Real-time composition and editing of play-lists during play-back;
·         Mixed play-back of media of different types (cameras/live, media-file/tape) according to play-out schedule, fully controlled by the operator;
·         Multilayer graphic design using parametrizable templates which can be tied to events in main play-out schedule;
·         Media-file interchange with Final CUT Pro, Adobe Premiere and other NLE system, integration with media-archives;

During production of time-critical materials, one of the most important features of the SL NEO media-servers is the ability to carry out NLE editing on networked client workstations using low-resolution proxy-copies without copying of large media-files from servers to NLE and back. Source media-files are stored in one or many SL NEO based media-storages and all the users work with media directly off the servers without copying any data to their local workstations. The result of the editing is stored in the server's media storage as an XML-based EDL and can be used for playback immediately without time-consuming rendering or copying large media-files back to servers. The play-back is managed using Broadcast-client software by executing play-lists in manual mode. Thanks to the SL NEO Media-storage technology, source files can be used for editing during recording or ingest process.

The SL NEO NLE Client (News CUT) provides a set of effects for audio and video tracks. Among others there are 2D video transformations, chroma keying, playback speed control and audio levels editor. It allows creating complex multi-track compositions on the Time-Line, adding X/V and Mix/Wipe transitions, adding voice-overs. Graphics layers may include text, banners, backgrounds, picture in picture with 2D transformations, semi-transparent animations.Rendering of the resulting EDLs together with audio/video effects and graphics is done at the server in real-time during playback process. However, the resulting video-clip may still be rendered to a media-file at a client-workstation. 

Play back system:

This system is used in production control room PCR for playing visuals including news footages, voice over, packages, titles etc. everything which is going to b broadcast through channel is firstly arranged on play back system through panel producer in production control room.  Adobe premiere or octopus software’s are used for this purpose, there may be one or two systems for the play back system if one is out of order then the other can be used in emergency.

Octopus software:

This software is used for making rundown on rundown production by rundown producer. It is used to line up news bulletin, telling the news with prompter and for connecting or coordinating with the panel team. It is also used for taking strips for Headlines, news strips, still, beepers and breaking graphics. This software help the rundown producer to made and organize the news bulletin in most organized form.
These software’s are used in the news making process depending upon their need and qualities varying from their functions. Here is list of equipments used in news room for news production

Equipments used in news making process:

One or so many cameras are used in news making process. They are operated by camera man. It is the main equipment because it is actually main organ because all the process is delivered to mass audience through this equipment. Various cameras are arranged in the studio varying on their quality and camera Lenz range.


Lights are very compulsory equipment because they illuminate our object/subject as well as the surroundings they are very important to give the natural and glowing look to our subjects. Usually used in whole studio and operated by light man and its assistance.

Audio console and microphones:

We need one or more audio consoles, along with sound control equipment, to manipulate the sounds we generate with microphones, audio recorders and players, and other devices. Audio console is usually used by panel producer to control and mix different audios. It is usually consisted of 34 to 36 channels. Microphones are operator.
An audio control room, with audio console, cart machines, turntable and/or CD player, reel to reel and/or cassette and/or DAT recorder and/or other digital recording and playback technology, and auxiliary audio enhancement equipment

Video console:

It is also known as video mixer. One or more video switchers, to select video sources, perform basic transitions between those sources, and to create special effects. It is usually used in panel production for video mixing it has link with all the cameras present                                in the studio and with its help we can easily moves from one camera to others without creating any blur. It is usually operated by technical director (TD).

  Tape recorders:

One or more videotape recorders, or other video recording technologies, in any of a number of formats, usually used by reporters


EFP (electronic field production) shooting and production equipment is used by reporters and it is usually used in news gathering because it is easily manageable and it have attached mike rather then other cameras

Floor monitors (video and audio):

Floor monitors are used for monitoring.

Intercom system:

An intercom system (with headset stations for floor directors) used by floor manager to coordinated with the director, producer and other crew.

Satellite monitoring:

Master control Room, aloted with bundles of equipments without which this whole TV program can't get on the air.  Anything which is going to be broadcast is gathered here from the panel production room and from here satellite monitoring it is transferred to satellite from here through boosters and cables it is broadcasted to the general audience.

Engineering department:

An engineering department to keep all of this running, and design and build new and improved facilities.
ü  in addition, your control room or control centre will have various program and preview monitors
ü  Electrical outlets for both regular AC and lighting equipment
ü  program audio speakers
ü  Time of day clock
ü  central VTR, with its various videotape machines
After discussing the equipments and software’s used in news process now I give u detailed description of news production. Let’s have a look on news making procedure.


First of all the procedure of news production starts from assignment desk.


Assignment desk is the place from where beat are assigned to the reporters or correspondents that are the first source of any channel...


There are some sources of the news channels from where they get the news. Few are discussed here.


Reporters are those people who work in the headquarter city of the channels where as correspondents are those who work in other cities and countries. They are usually paid by channels they provide news to channels. Reporters/correspondent sends their news and footages from far places with the help of FTP (FILE TRANSFER PROTOCOL).

B.    PRESS releases:

They are issued by either government or private institutions either sends by ISPR and DGPR are also one of the important source.

C.    Monitoring desk:

There are various screens on the monitoring desk watches national and international channels for updating news and try to sort out what is missing in their channel some news and footages are captured by other channels through monitoring.

D.    News Agencies:

News agencies are one of the important source .due to lack of resources channels hire news agencies channels avail services of news agencies like APP and REUTERS etc for news and footages.

News room:

Different News is gathered in the news room from various sources discussed above and then organized in the news room. News room is also known as city room. News editor along with other staff members work here to cheek and maintain the present news in the sequence wise order. Ticker Operator, assignment desk and monitoring desk are also part of news room. News editor select some important news from 1000 of news keeping in mind about the policy of news channels and their priorities .main part of the news is selected as the oc and headlines are made from the oc.
Then these selected news are transferred to NLE. NON LINEAR EDITER where NLE edit all the relative material related to news stories like packages, voice over’s, footages and sots and add graphics, logo and visuals. He use many software’s like adobe Photoshop, adobe premiere, final cut pro, avid, Sony Vegas pro. He has to edit the news according to the duration selected by the news editor then news with relative material is transferred to rundown production department with either white red or yellow color status.

 Rundown Production:

Rundown production is operates by the rundown producer. Rundown is actually reviewed of whole bulletin, for the various crew members with directions. This is easy for the crew .it list all different pieces of show in blocks.
 Rundown producer arrange rundown of news bulletin segment vise (National, international, Sports, Business, Weather and Entertainment) and decide which will be part of bulletin and where it will be placed.
Rundown producer go through the whole news story and have a look on all the relative material. He has to arrange news sequence wise and work on the news on yellow status because he has to transfer the news in green status. It has to overview all the work related to news. He transferred news along with relative materials like packages, v/o etc. NLE Department edits packages using Adobe Premiere Pro CS5 and CS6 ,Final Cut Pro, Sony Vegas Pro, Sony Sound Forge, and adobe Photoshop Software for Making Video Packages and their Treatment .done by NLE. He has to correct any mistake left by NLE, after previewing the whole news story and relative materials. Then he transfer news in form of rundown to PCR production control room with green color status.


PCR stands for production control room anything which is going to be broadcasted is under his duty. he has to arrange all the data on the play back system with the help of octopus software audios and videos are align on the it and he has to coordinate with all the crew and staff members and to check floor and studio arrangement , deals with camera man, anchors and others people which are responsible for news telecast .


Anchor starts the bulletin. News telecast is organized by using audio and video console.

Creative department:

During transition creative department try their level best to make presentation of your bulletin more impressive and persuasive. They made related tickers, logos, name bar, related cubes, 3D animation and strips.

Master control room:

News bulletin which is recorded is transfered to MCR . MCR has link with al the studios and cameras... everything which is going to be broadcasted first come here and from hereit is transmited through transmeter to satellite .from where with the help of cables and boosters they reached to the target audience.


In a nutshell, News making is not a simple and easy task. Struggle and coordination of whole team is behind it. Single mistake of anybody is going to put everyone in trouble. News channels struggles a lot for giving information to their general public. They try their level best to give new and interesting information to their audience sometimes on sacrifice of media ethics.

By: Ayesha Batool