production schedules

Film theory narrative, genre and rerisentation recap

Theory- Andrew Goodwin and Intertextuality.

Intertextuality:

Intertextuality is a process best described as the consistent use of certain elements throughout media products in order to give the elements certain connotations within the genre. A good example of this would be the iconography of circular lensed glasses within rock  music (originally adopted by John Lennon and then Oasis)

 Intertextually is one aspect stemming from the concept of postmodernism which suggests that after modernism there is no new concepts left to be created and therefore meaning that meaning must be created through the use of repeated use of previously made assets.

Intertextual products allow the audience to understand the themes of a product by seeing elements that they are familiar with.

Andrew Goodwin (1992) - Dancing to distraction

In his theory book Goodwin suggested that there are 6 aspects that all music videos must contain in order to make them worth studying

1. Genre characteristics

• Mise en Scene (lighting, costume, diegetic and non diegetic sound.)

2. Relationship between the music and the visuals

• A music video is typically a montage and is therefore non continuity.  This is however not the case if the video has a narrative

3. Relationship between the lyrics and visuals

• What the artist is discussing is shown visually in the video.

4. Voyeurism and notion of looking/ screens within screens

• The pleasure of looking at something (Fetishism also see Laura Mulvey's Male Gaze theory)

5. Star image and brand

• The brand created via the look of the artist

6. Intertextuality to films and other texts.

The use of consistent aspects within the video to others

1. Genre Characteristics.

The concept of genre characteristics can be seen clearly in this music video as that the style of the video is one that is used consistently with the type of music being played (that being fast paced rock music.)

It is typical in these video to have well lit, low angle shots of the band playing the music within the video which connote power and control over the situation. This blends with the usually aggressive nature of the music at hand.
They all also use frequent jumpcuts to connote the chaos of the music being played as well as that it appears to be anxious.

The People in theses videos are all wearing casual clothes as to relate to their younger target audience well.












2. Relationship between the music and visuals.





In terms of showing a relationship between music and visuals this Music video (that being Do I Wanna Know by The Artic Monkeys) is more of a literary example. This videos early section represents the music being played with a sound wave This continues until 1:36 in the video where the relatively uninteresting sound wave is replaced with a more sophisticated animation (however the steps at 1:36 are still in time with the beat of the song)


3. Relationship between the lyrics and the video.

This music video is for a song about silence and the effects it has of the writer. To this end the video shows broken instruments and people who say nothing (in fact the only person seen to be making any noise at all.)

4. Voyeurism and notion of looking /screens within screens





this music video makes use of mirrors and glass to emphasise the presence of the star persona in the music video.

5. star image and brand.

6. Intertextuality to films and other texts.

informative promos

Informative promos 

 

  

1: Who do you think the target audience is?

This video is made to be informative and therefore will have no specific target audience dispite the people who live in the area where it will be distributed (in this case being Birmingham.) as well as the age of 18 or older. If the video was made to promote anything that was more specific then it would be made rto cater to that audience.

2: How are the audience addressed?

The people of Birmingham are targeted by having somebody from their city narrating the video as well as having the whole thing filmed there.

 3: What editing techniques are used?

  The video uses exclusively jump- cuts apart from the part where the people are told not to confer which is a shot reverse shot.

4: What defines this as an informaribe piece?
The video uses factsto inform the viewer and has no other objective.

Educatonal promos:

1: How does this rolls royce video differ to from the birmingham city council one in terms of adressing its audiance?


The audiances of these two romos are very different and therefore the two promosdo much different things to reach them. Prehaps the most notabe difference is the chose of narrator in both videos. In the birminghan city council video the narrator is clearly from birminghanm. Which is easily noticed from her regonal accent. This helps this promo appeal to the people of the city however the Rolls- Royce video uses a narrator who uses recived pronuciation in order to connote the up- market and ABC1 nature of products made by the company. As well as this the themes of the videos require them to be much differet. Firstly the rools-Royce video requires there to be computer generated reprisent`ation of the componants they are discussing while the birmingham city council video shown things that important in voting such as ballot papers, ballot boxes and poll cards.

2:  What similaritys are there between the two videos?


The two videos both seek to educate their vewers on a specific subject.  As well as this they both use 











1: Which is the most suitable for its target audiance?

Personally i feel that the video made by rolls- royce is more suitable for its target audiance for moliple reasons. Firstly the first video, while meant to hold the attention of first time voters (ages 18 - 22) it does nothing to enguage this audiance. The usic is too dull and the narrator does not appear to be interested in what they are talking about.


2. Which best fufils its purpose and how/ why?


I feel that there is more information in the City council promo however the lackluster aproch means that the audiance wot be able to learn as uch from it as the rolls- royce videos audiance will.















3:What are the major differences in approch?

The video

analysis of audio visual promos.

Select 2 film trailers, from separate genres, for each one analyse how it uses the following to create meaning and how  that engages the target audience:

•       titles and graphics

•       use of transitions

•       editing techniques (e.g. continuity and non-continuity)

•       narrative (e.g. structure)

•       performance (e.g. use of actors, performers)

•       use of non-diegetic sound (e.g. background music, incidental music)

•       use of diegetic sound (e.g. dialogue)

What kinds of images would you expect to see in a rap/ hip- hop video?

Expensive clothing
Expensive cars
Crime/ conflict/
aggression/ hyper masculinity


It is normal for  videos of this ature to project a rather partiarchal view of social (one where dominant men are in corol of everyone else

Subculture - A certain group of people who enjoy a particular subsection of culture. This can be seen in music with many people identifying with the codes and conventions to particular genres. for example the contrast can be seen in hip hop and heavy metal music. This shows how while the fans of both enjoy music it is not similar and does not contain the same messages.

Unit 15- Creating an A/ V promo.
Be able to identify the conventions of a audio visual genre.

Comparison of music videos:

Music video one:

The video focuses on the performers playing the music while also containing a loose story regarding the three characters we see interacting with each other (these being the lead singer of the band, the woman with white hair and he man wearing the red and black jacket.)
While both of the videos I have chosen are for song which centre around themes of sexuality I feel that this music video attempts to portray these themes in a far more thought provoking way than the other. The dancing of the women coinciding with the chorus of the song seems to parody the overtly sexual themes of music videos which contain similar themes.
The narrative of the video centres around the anxiety which the protagonist/ lead singer is experiencing. The apperahensiveness of the lead is shown to the viewer via the frantic crosscutting and other continuity techniques. editing as well as the characters body language which sows a lot of him covering his face, looking down and looking away from the audience who the band is supposedly performing to. This works directly against the idea of an ideal self as that it makes the viewer feel epithetic towards the subject instead of envious.
The video uses camera work a great deal to covay the themes that is attempting to portray. The video is attempting to create a persona around the band shown in it as that this was their firs ever music video. The use of wide shots of the band show the creation of this persona as well as this the video frequently employs close ups of the singer as that this shot is good at creating an atmosphere around human emotion (because a close up allows the vewer to see facial expression in far more detail.)





Music video two:


This video caters to the typical conventions of rap/ hi hop music videos containing men wearing expensive clothing and women dancing and wearing very Little. The two stars of the video (pitbull and ke$ha) are used to convey a ideal self/ ideal partner character to the reader. This is done by making them appear to be above a normal person (whether by virtue of their large wealth or sexual desirability.)
The women in the video are shown to be very submissive t the men, dancing for their enjoyment. This also connotes one of the large themes in the music videos of Hip hop/ rap songs which is the portrayal of a very patriarchal power structure between the people of in the video. This is very common in the music videos of this genre as that it appeals directly to the mainly young, male target audience.

Comparison of film trailers.

Trailer one: "Dunkirk"

Titles and graphics:

The trailer i have examined here uses many titiles and graphics in order to convay the tone of the film. 
All of the logos follow a consistant house style in order to fit the same style as the logo of the film itself. All of the text is overlayed with an image othe the beach with the horizon being in the centre. The use of a consistamt housestyle creates ssynergy within the trailer and  all of the other marketing. 
The content of the graphics show two well known film studios Syncopy and Warner Bros
A major selling point of this film is clearly the fact that it was directed by Christopher Nolan.This is shown in the fact that his name is given at the start as well as the names of some of the other films he has created. 
The titles also give a very basic overview of the story to the viewer that being "When 400,000 men couldn't get home -  Home came to them". This helps the viewer to understand what exactly s going on if they are unfamiliar with the story.

the tone of this trailer is very dark, taking advantage of low key lighting and many angled shots to emphasise the feelings of powerlessness which the characters are experiancing . I would say that the target audience for this film would be people in their mid to late teens and older who have an interest in history. The film's tone is convayed via the use of short shots which are transitioned in jump cuts. The trailer does not seem to follow any continus structure as that shots from many different parts of the film are used 
The narrative of the film is shown to be the story of the Dunkirk retreat a well known event in British history) however it is shown via the main protaganist's point of view.
The non digetic sound in this trailer is very interesting to me. While usually a trailer will feature an extract of the films soundtrack as well as sound effects during transitions to buid tension, this trailer uses a ticking noise which connotes the sense of impending doom that will likely be of prevolance In the main film. As well as this the sound of a ticking clock gradually becomes overpowered by some of the digetic sounds such as explosions and characters shouting. This emphisises the chaos of the war as well as the importance of time within the narritive which is also show with the line of dialouge "Every hour the enemy pushes closer."  

In conclusion I feel that this film attracts its target audiance through the use of its dark tone, setting of the story and ambiguity surrounding the final fate of the protaganist we were intoduced to.

Trailer two :The Emoji Movie"

Select 2 film trailers, from separate genres, for each one analyse how it uses the following to create meaning and how  that engages the target audience:

•       titles and graphics

•       use of transitions

•       editing techniques (e.g. continuity and non-continuity)

•       narrative (e.g. structure)

•       performance (e.g. use of actors, performers)

•       use of non-diegetic sound (e.g. background music, incidental music)

•       use of diegetic sound (e.g. dialogue)

This trailer  uses alarge amount of titles and graphics in order to establish its premise to the audince For example the title of the film appears at the begining and end of the trailer.

This trailer is very different to the Dunkirk one as that it is attempting to reach a much different target audience. Where the first trailer seems to be targeting people who are in their mid to late teens and older this one seems to be far more catered towards children. This is shown in the bright colours, uses of frantic crosscutting (in order to keep this audience interested) and use of a narrator in the first part o the video in order to set up the premise for the film.
The trailer begins with a short preview of the advertisement that is 5 seconds long and shows the main moment from the trailer (that being the main character failing to fulfil his purpose which begins the main narrative) as well as the title. This appeals to the main target audience as that the advertisements main distribution method was via youtube where adverts are stoppable after 5 seconds. Therefore the title in the beginning is justified to target the films audience.

Comparisons of "The Emoji Movie's" Trailer and "Dunkirk's"

As I have already stated throughout my analysis for both of these trailers