New Mooon! Textual Analysis

New Moon Trailer – Textual Analysis

What techniques does the trailer use to persuade the audience to go and watch the film?

The director uses many techniques to persuade the audience that this is a worth watching film. He gains his aim by the uses of sound, pace, and variety of themes. To begin with the sounds are very dramatic which instantly makes the audience alert and focused on the next scene. These sounds vary in the trailer as the director intends to make the important scenes stand out from all the rest. Secondly the pace of trailer is pretty quick, the purpose of that is to engage the audience as well as filling them up with as much information about the film- the quick pace connotes with building up tension. Thirdly the mixture of themes suggests the film genre which may motivate or encourage the audience to go and watch the movie. Themes such as Love, action, adventures, thrill, hatred, violence etc are present in the trailer.  

How is Gender presented in this trailer?

Women are no longer seen subordinate as they take part in action as well as dangerous events. This portrays women in a positive manner as they are shown powerful and competitive against men.  On the other hand men are shown to be violent and extroverts – which is their role in society or stereotype. Men are illustrated in a negative manner as they begin to exploit male behaviour through violent scenes.

What target audience would be attracted to this film?

Children are too young to see violence and thrill in this movie as well as elderly people becoming light hearted. Alternatively this suggests that “New Moon” is targeted at young adults who are capable of viewing these thrills.  According to my understanding of the film i would assume it’s targeted at 13+ (children become more mature – teenagers).

What Hollywood values can you identify in this trailer?

Summit Entertainment is the institution that presents new moon. They invest millions of dollars into movies because they know the consequence and respond of the audience which will be positive. Notice that half way between the trailer the director claims “from the worldwide bestsellers”.  This suggests that the director is confident about the success of this movie as he has experienced it in the past.  It also allows the audience to recognise the director which builds hid value in the market. The Hollywood industry will appreciate the appearance of women in this movie as they are presented stronger. This suggests that the director is going against the norms and values of the society however women are becoming more equal. This will increase the value of this film as we see something unexpected and positive from the female gender.

GHD Textual Analysis

GHD Textual Analysis

Codes and Convections

This ad uses many techniques to persuade the audience to purchase the GHD Straighter. The director illustrates the usefulness of this straighter by presenting what it’s capable of doing, for example curling hair as well as having it straight & silky. The imagery of beautiful hair will encourage the audience to purchase the product as they want to look good as well as meeting the “Esteem Needs” of Maslow’s Hierarchy. Straightens are portrayed as tools to attract men which is one the important factor in a women’s life. In addition the director shows the sexual benefit of purchasing this product, as men become easily influenced by the way girls look.

Representation

The purpose of this ad is to persuade women to purchase the product, and one of the ways in which the director targets his audience is by choosing the female gender to promote the straighter. Women are presented with negativity which gives an oppositional reading to the audience, due to the jealously, bitchy, and biblical references which is proven to be discriminative. Furthermore men who use straightens aren’t targeted in this ad as their shown to be sexual rather than concerned about their hair. Again this is discriminative against those men who do use straightens and are concerned about their hair styling.

Media Institutions

The media institutions have band this d due to the negative impact and discrimination is consists of. Violence is one of the key concepts in this ad, as two sisters begin to fight due to the GHD Straightens. This makes the product seem superior than humans which in unethical.  The director uses Biblical references to promote the product however the theme of Christianity and the black and white scene (shows traditions) offends the christen majority existing in our society. Finally the sexual scenes e.g. the kissing can reflect a negative impact on the children who’re watching TV as a daily routine. This is going against the norms and values of the society as kids begin to lose their childhood.

Audience

This brand appeals to the female audience as we all would know by now. However children and elderly people aren’t targeted as much because their either too young or too old to look attractive and sexual. According to my knowledge i would assume the product is targeted at girls above the age of 13- they’re teenagers and want to look good for the school boys.

50 Cent ad contraversy

 50 Cent Advert

The intension of this advert, featuring 50cent, is to promote Reebok.  50 Cent is a well known celebrity therefore people are easily persuaded to purchase products from this brand as they want to compete with the appearance 50cent is showing.

Furthermore the creator positions 50Cent from a lower angle which allows him to seem superior. Alternatively the audience will feel intimidated as the producer portrays them inferior because they don’t own Reebok products and as a result they’re encouraged to follow his style-centre image. The producer also uses a lot of violence – 50Cent is shot 9 times, which indicates that Reebok is a protective brand and immortal in some sense as the individual is still alive after being attacked.

 Sound Performance is dramatic, which enables the audience to engage as they’re kept in suspense which builds their interest towards 50 Cent and his actions – role in this advert. The continuous use of gun shots refer to violence which is the intentional reading the creator wants however this ideology is against the norms and values of society which caused this advert to be such a controversy. During the beginning of the advert there are continuous droplets of water, which transfer into blood. This scene is pictured with a close shot as the producer intends to give violent effect of blood dripping into a puddle. The instant screaming of a women and police siren connotates the matter of violent behaviour and reinforces the power of 50cent and his props. Furthermore there are echoes of the dripping blood which suggested that 50Cent is isolated within himself.  To include 50Cent belongs to a black ethnic group and they are labelled to be brave, fighters and negative to some extent. This could a reason for why the producer chose 50cent for this role as they are representing violence.                                                                                                                            Dull lighting is used during the course of the advert, to represent fear. However there is a sparkling light on the centre image which suggests that the individuals is fearless and he is protected by Reebok- giving the brand importance. Overall Reebok is labelled to be brave, protector, and in your favour ONLY if you follow their trends.

The theme of violence is key. However the media is shocked as the globalised brand – Reebok uses negativity to encourage their customers to purchase products. Their overall objective is to look bigger and better than the other brands therefore they use the Conspiracy Theory (when companies compete amongst each other to gain power and control).

This adds was banned due to the extreme cruelty it represented, this suggests that children were being affected as their childhood is exploited. However the media within itself had an oppositional reading as the wrong audience was attacked.                    Alternatively this implies that the advert was targeting teenagers or young adults who want to look bigger, as violence is a common matter amongst this age group   ( roughly 16- 35) rather kids aged 6 – 15.

Personally i believe that it was correct for ASA to banned this add as people were interpreting different media texts from this advert which alternatively could spread negativity. The ad is suggesting that your status will go greater due to the popularity of Reebok.  This will enables people to believe that they can rule the society as well as get shot and remain alive – people will no longer fear from being attacked as they assume they will survive.  However Reebok can also have a positive effect on the audience that are under achieving and feel inferior as people may gain confidence to stand up and feel equal to other members in society.  Shoes and jackets may be a source in which people can build a positive self image and indicate their standard of living.

Trailer Convections

Trailer Convections

Slum dog Millionaire:

The trailer begins with a voice claiming “who wants to be a millionaire”. Straight away the director has suggested the theme of the film and what the audience is going to view. Notice while this statement is made we hear a handful of clapping and wisling which is a sign of victory.

The director shocks the audience when they view “Jamal Milik is one question away from winning 20million rupees” on screen. This is impossible for a slum dog therefore the director cleverly uses the same style to question the audience the key to Jamal’s success by giving them 3 options.

A= he’s cheated   B= He’s lucky           C= He’s a genius

This allows the audience to judge Jamal’s character and ability. Suddenly we see the D option which states “It is Destiny”. This appears with a bright light which connotes that the film is relating back to destiny. This is another theme shown through the trailer. Notice during this scene we hear sudden loud noises which trigger the audience to relate their feelings to the film itself.  Some text is presenter larger in comparison to the rest to drag the audience’s attention. Words such as “Question and Closer” both relate to the show.

To His ONE TRUE LOVE, this text is presented in bold to suggest the theme of love. Images of his lover are present from childhood and present are shown which suggests she was his one and only- the audience is encourage to think about the loyalty.

Slogans are shown during the end of the trailer which shows the significances of this film. For example “A Bogart Hymn to life and a movie to celebrate”. This is written to promote the film. Unexpectedly the names of stars, directors and producers appear towards the end. The possible reason for this is that the director wants enough time to persuade the audience to go and watch the movie. Notice that both protagonists are new stars and aren’t recognised by the audience.

Trainspotting

The brand name appears before the trailer begins. “Poly gram film entertainment” this informs the audience as well as encouraging them to go and watch the movie as its been shown through a successful and known brand.

The background music is rock/band which suggests excitement.

The character talks about the choosing the main aspects if his life e.g. life, family, job, career. This suggests that the narrative is based upon a struggling character. Alternatively the audience can apply storyline to their life as struggling is a key factor in life.   Names od the characters are introduced while the director shows a quick snapshot of their acting. This allows the audience to analysis the quality of acting and whether it’s worth going to watch it. Notice that the 4^th character is introduced suddenly with a loud noise, this suggest his behaviour in the film which is violence and full of energy etc.

The director includes the name of his previous film which allows the audience to recognize the director as well as the quality work of Shallow Grave. This encourages the audience to go and view trainspotting as they will expect it to be good.  Notice that when the title appears we hear noises of trains and railways stations, the purpose of this is to reflect Trainspotting.

Overall i believe that Slum Dog Millionaire was a better as it contains all the main trailer convections which help produce an effective and persuasive trailer. The director avoids going into detail however he introduces the themes which allow the audience to decide whether they are the targeted as they may have different tastes- this can information can be conduct through Psychographic profile which was discovered by Young and Rubicam.  

Bladerunner

Bladerunner

The director of bladrunner uses a high collection of close up and extreme close-ups shots. This is to present the detail of the subject which contributes towards the narrative.  The closes ups of the face allows the audience to view the characters facial expressions (frightened) which helps build tension. Hence the blood confirms violence as well as suggesting danger.  There are extreme close ups of the “eyes” which show the fear the protagonist has of this death (allows us to sympathises with the character).

Most scenes are shot from a high angle. The purpose of this is to make certain things look superior. For example when the protagonist is hanging off the building, the other character is shown dominant as he has the authority to save his life. At this point the audience is tensed because their “hero” is presented to be helpless and inferior.

The music is very dramatic at times to give the audience a negative and shocking vibe. This is used to build excitement and tension as the music is being reflective to of the narrative. For example the loud footsteps of the character running show his urgency to escape from the surroundings as he’s worried about his safety.

The sound is diegetic. For example the sounds of rain hitting the ground are dietetic as this sound belongs to the scene. This specific sound creates misty weather which could be used to symbolise the protagonist’s feelings. The mood of the scene also changes; this is presented through the different music genres. For example, as the protagonist is hanging off the building, relaxing music is played on the piano which is non-diegetic as the scene if stressful. However as the 2^nd character releases the bird the sounds begin to seem diegetic, as the bird gains freedom.

The director uses pan to frame the scene. The purpose of this is to show surroundings of where the character s present and what key features are involved. Alternatively it allows the audience to follow the characters in the scene and their actions.

Contemporary Film Trailer - Harry Pottter

Contemporary Film Trailer

http://www.youtube.com/watch?v=_EC2tmFVNNE

Harry potter is an international film. It’s made 6 films so far and this is the 7^th one. In this trailer the protagonist is facing voldimolet, which is his biggest fear and danger. “Come to die” this quotation shocks the audience as they are told an unexpected narrative which will kill harry potter and eventually be the end. The audience is persuaded to go and watch this movie as the main protagonist is about to die. This will encourage many of the harry potter fans to go and watch the movie as they are interested in the in the story line.

Both men are portrayed powerful and competitive against each other’s powers, one for a negative cause and the other for positive. Their status in the film makes others seem inferior as the narrative is based upon the two male characters.

The film is based upon thrill and adventures which will mostly attract young adults who are interested in a bit of actions.  The trailer indicates a lot of violence which suggests that the film isn’t aimed at young kids.

The director uses Hollywood characteristics which contribute towards the success of the film as it contains all the modern demands. For example action, energy, unique storyline etc. This makes the film look superior in comparison to the old movies as there so much technology involved which motivates the audience to go and view the movie.

Kick Analysis

Kicks Trailer Analysis

During the course of the trailer there are different types of shots which leave a certain type of effect. At the beginning there are close up shots of the characters – main protagonist which introduces the faces the audience will continuously view. Furthermore there are medium and long shots which allows us to see the actions of the protagonists. For example when the girls are dancing and running around, the creator wants to show excitement and happiness. High angles are when you look up to something which gives the object a superior position. However low angles give a bird’s eye view which allows the objects or people to seem inferior as they are at a lower position from the audience.  For example when the female strangles the male character the producers has shot this scene from a low angles which allows us to view the full scenery and facial expression-also builds the importance of the scene as the audience is more focused.

The first scene in the trailer is a tilt. The creator slowly introduces the characters face and the picture in her hand. The impact of this slow motion scene keeps the audience in suspense as they become impatient to view the second scene. These scenes are known as an enigma codes.

The first scene has highlights of the colour red. This signifies danger and love, which is the theme of the movie as we would assume from viewing the trailer. During the course of the trailer the producer has sudden pauses to introduce a certain theme involved in the movie with a scene to support his/her text. The aim of this is to give intentional reading to the audience as they believe in what’s shown.  The body language is violent at most times of the trailer; this is presented through the aggressive facial expressions and actions of the protagonists. The sounds are digenetic as the scene supports the sound affects of the trailer. However there is also non-digenetic as the radio takes over the protagonist talking.  This interruption diverts our mind as we are focusing on the news presenter rather than the individual talking in the scene.

The genre is represented through the actions and sound affects performed by the characters. The themes varies as you see the Nichol stab “lees” name, this suggests her obsession as well as violence, there are also connotation of danger as the audience sees the blood.  The director shows romance during the first scene, the girls hand on the picture. Automatically the audience is encouraged to think about the character in the picture and how he relates to the film.

The narrative is non-liner, which suggests that the director is jumping around to show the different aspects in the film. He introduces this well by including subtitles in between the trailer. The director chooses to begin the trailer with disequilibrium, which is one of Tzventan Tadorow’s theory, which creates tension amongst the audience as they view negativity.

Harprit Kaur 12E