The next film is ‘Rabies means death’. It starts with an establishing shot that sets the context of airports. Then a quick cut where there are a series of images with people bustling in a quick image. A weak child is shown to use a diegetic sound-originates from within the action itself. The point of view shots suggests what people are seeing in the airport. A close-up of the woman shows her guilt when she looks at the rabies poster. There was a medium shot then a zoom into the custom officer’s face and then an extreme close-up making her look guilty. A close-up of the cat is shown and then quick cuts of a series of images of the child and the poster. The voice-over repeats the message ‘Rabies means death’ to stick in the mind with the written caption laid over the poster on the screen.
The last one is ‘Rabies Outbreak’ which starts off with a low angle shot to get a good image of the dog. Then a high angle shot is focused on the subject to show it vulnerable, alone and in jeopardy. Another high angle shot allow us to see the animal context. Then the Medium Close Up of the lady and we hear her gasp as the dog approaches her. Pathos is trying to appeal to the emotional side. A quick zoom focuses onto the road sign in bold capitals which creates an emotional response with a stern voice-over. A zoom-out of another sign ends in a long shot with bold capitals.
Stubble Burning starts off with the initial shot of the news radio so it’s presented like a news report. Jimmy Savell, popular then who people trust shows ethos. Ethos is a celebrity endorsement. He uses useful slogans like ‘Burning straw comes under the law’ and ‘stay out of trouble with burning stubble’. The instructions are delivered in a famous media rule of 3’s which comes at ease. Doing something wrong comes first then something right and finally something wrong.
Broken Guns starts with an extreme-close up and then the establishing shot with a gun firing. A loud sound and then a quiet one with a serious voice-over of the sound of the hunters walking on the crackling, crunching grass builds up that sense of tension. In a series of shots the director shows horrifying effects of what the companion shouldn’t do. The extreme-close up of the barrel of the gun with an over the shoulder shot telling us what the man is seeing. Then a freeze-frame ends it to show emphasis. In the general election film, an opening shot of a postman with a voice-over tells us what to do. Then a lot of close-ups and morning shots show emphasis for the best time to vote. The point of view shot appeals to the electorate and audience. It is often a subtle device. A series of zooms ends for emphasis with a reassuring voice-over.
Pedestrian crossing uses humour to convey the serious message with Ken Dodd playing multiple roles. The motorist says ‘Proceed with Caution’ and uses the repetition technique with a close-up to make connection with the audience.
The chemistry between Ernie and Glenda is a hit to convey a message in Blood Donors. She’s conveying a trepidation of fear but we know the process isn’t terrifying. This is filmed in a documentary style. The first stage of her being pricked, Glenda is happy and links are good with an imagined friendship sparking one another. When it’s done, she dances and goes with Ernie for tea and biscuits. The dialogue is reassuring without having that authoritarian voice-over. The final message in bold applies to the audience when the two look at the camera. In Fire Doors, they use ethos too with Patsy and Peter and the media rule of in threes. In Door Chain, it’s uncertain who the audience is but it might target old age people which make it a confused message. Animation is used for humour with funny cartoons. The music is catchy with a voice-over. The director is an archetype to send the message across. The bold capital letters again convey the message.
The directors have used a vast number of techniques and methods to convey their messages from voice-overs to bold capitals and captions, different types of shots, ethos, pathos, humour, diegetic sounds, signs, animations and freeze frames. They used ethos to capture the audience’s attention especially children who trusted a voice-over artist called Cribbins in the ‘Ice Cream Van’ which I didn’t mention. He used basic and simple language which would appeal to them. They also trusted Jon Pertwee. The director used a word called ‘SPLINK’ which combines stop, look and think before crossing a road. Patsy Rowlands was in carryon films, Ernie wise, a comic entertainer and Glenda Jackson, a serious actress. Humour and animations were often linked together for the children and to convey a serious message. The directors used voice-overs and bold captions so it can stick into the mind and to give an instruction which is used well. The different angles of shots create a sense of movement, tension and show the consequences after the action. The diegetic sound also creates tension and the freeze frame creates emphasis. The director uses signs such as green symbolising ‘GO’ and the white cross turning into a tombstone to build up an image or idea. Overall, there are more techniques used in the serious PIF’s than the humorous PIF’s.
