Unit 15: Audio Visual Promos: 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.