SELL: Promos provide income-generating opportunities as they help sell products (EG Music videos)
EDUCATE: Provide key information relevant to the product (TV Trailer creating awareness about a product)
ENTERTAIN: Important stage of building up excitement for a product (Film Trailers)
INFORM: Provide information to the target audience. (Film Trailers)
Mise-en-scene (everything on screen) choices help create verisimilitude (appearance of being real) for the audience:
- Location and set design: shows where set
- Iconography: something that shows representation (buildings, landmarks & objects)
- Costume & Makeup: items chosen for actors to represent them in a particular way.
- Lighting: create an atmosphere through lighting.
Camerawork- movement
- Tilt: imagine the camera is moving up and down
- Pan: Camera moves from side to side
- Tracking Shot: Moves alongside the subject who is being filmed.
- Dolly Zoom: Moving camera towards an object in a zoom.
Visual Effects: usually added in during postproduction, needs to be planned as the footage needs to suit the effects (animation, backgrounds, colour correction)
Use of CGI: computer generated images, filming using greenscreen.
Denotation: This is the literal meaning of what is in frame.
Connotation: Deeper meaning, what does it make you think of.
Significance and iconography: Physical representation of the genre. For example, in rap music videos the iconography of expensive cars and jewelry signify power and wealth.
Promotional Videos:
Film Trailer- Scream 5 Trailer
The 'Official Scream 5 Trailer' is made to 'inform' fans of horror and Scream about the most recent movie and to build up excitement ('entertain') for the product so that people are more likely to remember to go see it when the movie comes out. The trailer targets its horror and Scream fan audience by using common tropes that often appear in the genre such as fast paced editing that adds tension to the scenes. Mise en scene of blood and low-key lighting is used, this is typical of the genre and is what audiences expect to see. This means that they will be more likely to watch the film as it is a comfortable reassurance. An example of the trailer using fast pace editing to create tension/fear in the audience is in the opening scene where the shots rapidly switch between all the house locks becoming unlocked. This helps to generate fear in the audience as it connotes a rapidly approaching threat and the lack of safety the on screen character is now in as her her defence is ripped away from her. This technique is a common convention of horror trailers as it helps to put the audience on the edge of their seat as we feel helpless in watching the oncoming danger, this fulfils audience expectations of a horror trailer as it helps to advertise the tension the movie will deliver, allowing the audience to be excited for an effective horror movie.
Game Trailer- The Devil in Me
The 'The Devil In Me- Story Trailer' is a videogame trailer that is very narrative driven to give the audience an idea of what the game will be like and the basic story line of the game. The trailer is made to sell the product and to build excitement ('entertain') for the games release so that people are likely to spend money on it immediately and buy it at release. The target audience is fans of horror video games (roughly 17-25 year-olds) as it uses suspenseful music, a voice over and an eerie atmosphere to set the tone for what the game will be like. It creates this eerie atmosphere through the mise en scene of the visuals and the camera work. The mise en scene uses low-key lighting of the dimly-lit hallways and rooms. this creates a sense of mystique and allure as it creates the impression that anything could be hiding in the shadows of the unknown rooms, fulfilling the genre expectations of horror as it makes the audience feel uneasy, which is a visceral pleasure the audience expects to see in a trailer for a horror game. This is supported by the low angles of the rooms as the creepy environment towers over the audience. Creating an unseen threatening presence as the voice overs clue the viewer in on the plot of the game, effectively selling the setting and feeling that the game instills on the audience.
TV ident- BBC 1 'Hippos' ident
The purpose of the BBC's Hippos ident is to give an identity to the tv channel so that it sticks in the audiences' minds, so people are more likely to go back to the channel if they enjoyed watching it. TV idents also give the audience a break from TV programs and usually signifies the beginning or end of a break. It is family friendly and appeals to everyone as BBC 1 is a family friendly channel. It uses calm/relaxing imagery in its mise en scene such as using a low angle under the water as the hippos float upward gently. This relaxes the viewer and makes them feel at peace, this associates the relaxing feeling the viewer feels with the channel itself so that the channel becomes synonymous with tranquility in the viewers mind, making them more likely to watch. The camera work is also used in the way the hippos create a circle on perfectly in the centre of the shot. This was done by using the rule of thirds to perfectly frame them around the centre box. This also helps to relax the audience as it creates a visually satisfying image, furthermore making the audience feel engaged in the ident so that it becomes more memorable in their mind.
TV Show promo- House of the Dragon
The 'House of the Dragon Official Trailer' is a fantasy TV show trailer that is made to entertain fans and build up excitement for the shows release. This is due to it being a spin off show for one of the most influential and well known tv shows, 'Game of Thrones' so it has to live up to large expectations by using a trailer that delivers on the tense atmosphere of its predicessor. It also 'Informs' the audience on what the show will be about. Its target audience is people who enjoy fantasy shows which is shown through the use of fantasy imagery such as knights having sword battles and dragons. The trailer uses fire imagery in its mise en scene to connote the story advertised of a dangerous war for power beginning to grow. It uses fire as it has common connotations of uncontrollable danger and hatred, able to rapidly spread. This is shown in scenes with fire as the only source of low-key lighting as well as the action scenes where the dragons spread fire across the battlefield. This connotes the rising tension of the feud building up to a boiling point. This fulfils audience expectations as they expect the show to have a similar character driven tense atmosphere, the visuals showing this so that the audience feels comfortably reassured and can be excited for the shows release.
Music Video- 'Love Again'
Dua Lipa's 'Love Again' music video is made to sell the product and to make people want to stream it more. It appeals to a predominantly female, late teen to early adult audience as the song is about falling in love again after the fatigue of many relationships. To target this audience the music video carefully controls its visuals in the mise en scene by using outfits that appeal to the 'male gaze'. This is to show how after a while women feel objectified by the men, making it difficult to fall in love. However, it flips this on its head by having the men wear clown make up, instead giving the female target audience power as it frames the men as literal and figurative clowns for treating women this way. This appeals to the younger female target audience as it lets them know their feelings are valid, whilst also empowering them emotionally. This engages the audience in the video much more, making it more likely for audience to stream the music video.
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