Analyzing Corporate Video (Apple Recrutment)

 
 
  The Apple Recruiter corporate video commences with a varying range of camera shots firstly the use of a close up shot of the infinite loop sign, then cutting to a shot of apple offices entrance way inviting the viewer in. The video then cuts to a pull focus of signage on a door at duration 0:09 - 0:13 'Design UL Labs’ The camera moves from 'locked off shots' to hand-held becoming much more intimate and POV (point of view) as a guest inside the workplace. The creators of the video have used the varying camera techniques to great effect to keep the viewers attention & engrossing.

This particular corporate video makes a keen point to establish the wide variety of personnel and demographics (race, ethnicity or nationality) that Apple employ. Including British, North and South American, European and even those of eastern countries such as Chinese & Japanese are all represented. Cementing Apple as a large international; corporate employer should you have the technical qualities.

 When viewing this video it is apparent that Apple promote a very relaxed even in-formal environment to work in. Which I believe is purposeful by the creators. Choosing to interview and cast persons wearing casual attire, such as jeans and T-shirts; Rather than suits and ties for two reasons. Firstly I believe Apple wish to communicate to a much wider audience by representing their workplace as a relaxed and friendly environment. Making Apple a more desirable place to work.

 Secondly maximizing the wider viewing audiences identifiability to those in the video. Opposed to the authoritative suit, talking at you.

 
 The pacing of the video is very clever , keeping upbeat ensuring your interest as a viewer in the subjects and the subject matter contained within the piece. Using different and subtle Non-diagetic music 0:00 – 1:26, the second commencing from 1:27 – 2:42 and the third from 2:43 – 4:36. This use of music track which 'rubber bands'(peaks after dialogue and fades before)is highly conventional and sets the tone in corporate video. Often setting the pace of the piece and used to heighten atmosphere in this case complementing the sharp editing style and bright light colors. Cementing this idea as Apple both a very serious, very professional Corporation and with large ambitions in their values. But also bearing a light, playful and dynamic side which is infectious.