P1: Explain the structure of identified audio-visual promos for different purposes
The Violators
Structure
The trailer begins with the companies that made the film, having there logo appear promoting their company. There are then establishing shots of the area, showing where the film is based in this case, Liverpool. Shots of the main character opening curtains and opening herself to the world this lets the audience know who the main character is, there emotions and her behaviour. We then see awards it has been nominated for showing the audience this is an award winning film.
The beginning part of the trailer shows us who the main character is, what she's going through. We also get an insight into her life, her age, family. Also it lets the audience understand the struggles she's going through, money, smoking, lack of family togetherness. We also get an introduction to other characters like her brother and a potential threat the shop keeper. In the middle section of the trailer the story follows her journey closer, more people she's met over the time. We see more of the shop keeper as he starts to get a bigger role. At the end it starts to get darker and we start realising that things are wrong and that she needs help. Audience Elements of the trailer can be seen as harmful to some people especially a younger audience so i believe this is aim at an older audience of 15 to 30. I believe this because elements like, alcohol, drugs and abuse is in this trailer so i know that its not aimed at any younger than 15, I don't believe that any older than 30 will like this kind of film because it's too violent and disturbing for an older audience. In terms of gender I feel like this film would appeal to both genders as men would stereotypically appeal to the violence and action where as females can relate to the main character and the trouble she has to deal with. I feel like working class people would relate to this film and may be going through a similar issue. However other class classes like upper class may enjoy it as they can sympathise with the characters. Purpose One main purpose of this trailer is to entertain which it does through the action within the film that keeps the audience engaged. Another thing that people will find entertaining is the narrative and the story-line because it is gripping and suspenseful which will make the audience want to keep watching. The film also informs and educates the viewer about the current issues with poverty within england and shows people how some people are living in bad conditions.
Fish Tank
Structure
The first thing the audience see is the film company ident. This company distributes the film so the audience can watch it.
The first shot of the trailer is an establishing shot, showing the audience straightaway where its based. Here we can see that the area is a little run down. Theres a lot of tower blocks of flats. The fence in the first shot on the right can symbolise that they are trapped in this run down area. The next sequence of shots start to show the character and her lifestyle. We also get an introduction to her family showing her single mum and her little sister.
Information about the awards they've won is the next image we see in the trailer, this tells the audience that this film is successful. We see shots of the main character leaving the estate and the audience start to see how badly run down it is and the poverty the girl lives in.
Some of the scenes within the trailer focus on dancing, this shows that it is one of the important topics of the film. The film was shot in chronological order like many other social realism films and the trailer reflects that by being in a linear narrative too so the story is straightforward. The trailer also uses words to narrative the trailer and help the audience understand the backstory of the main character.
Audience
The audience for a film like this would mainly be people who are interested in social realism films, with the messages of hardship displayed through narrative and visual connotations. The film is all about the coming of age so this would appeal to teenagers who are approaching adulthood, as they would be able to relate to the narrative within the story.
Purpose
One main purpose of the trailer is to entertain the audience by promoting the trailer in a positive way for the people to watch the full film. One entertaining aspect of the trailer is the dancing, Mia (the main character) want to be an urban dancer so the audience can be entertained by watching the dances as well as maybe wanting to be a dancer or are a dancer and enjoying watching others dancing. Another purpose for the trailer is to sell. The main reason for a trailer is to promote a film and make people want to watch the full movie and buy the DVD. Another purpose of the trailer is to educate the audience about what Mia is going through and what is happening in the story as well.
I, Daniel Blake
Structure
The first thing the audience see is an award. This straightaway shows the audience this is a success film. This is followed by the collaborators logos, such as the BBC Films. Over these visuals we hear a women with a northern accent explain that she is going to be carrying out a test abut employment. The northern accent is know as a symbol of poverty in such places like Liverpool. The first section introduces Daniel, the main character using audio as well as visuals to show the obstacles he is going through. The middle part of the trailer shows the main character's journey as he struggles to cope and fight for what is right. Near the end of the trailer, it shows the character's achievement in standing up for himself and where he is now. Social realism films have a linear narrative, making the structure of the trailer similar to the film.
Audience
This film I believe is aimed at an older audience than the previous trailers because this film focuses more on maturer topics like political views and financial struggles. Also younger audience members wouldn't relate to the employment or money struggles as much as adults. I think the trailer appeals to both genders and all social classes. Higher classes could sympathise with the characters, and start to understand the struggles they deal with. Working classes would be able to relate somewhat to the trailer's narrative.
Purpose
The main purpose of the trailer is to educate the audience on the struggles people are facing and how many people are not being helped within the job system. The humour within the trailer and the film is used to entertain the audience. The trailer informs the audience that the awards the film has won and which companies collaborated to be able to make the film. Also it informs the audience that the film is 'coming soon'.
Dizzee Rascal - Music Video
Structure
The first thing the audience see is the company logo. This straightaway tells the audience where the video is distributed from and who made it. The structure of the music video is similar to a story; it had a beginning, middle and end. It started with Dizzee and his friends looking like trouble but then it continues to the end where Dizzee, the police and the people in the neighbourhood came together. The main focus of the music video was of Dizzee and his friends as they were the ones that were being followed throughout the music video
Audience
The target audience is mainly fans of Dizzee Rascal who are interested in his music and videos. The music type is fairly niche however the music video has elements of humour that will appeal to everyone. Also the message portrayed in the videos will appeals to a wide audience. The music video has wide range of different people in it that will appeal to people of all ages and ethnicity.
Purpose
The purpose of the music video is to sell the product of their music. Another purpose is to entertain the viewers through the narrative as there are funny aspects that people will like. Another purpose of the video is to inform and educate the viewers about the important message of not judging people because of stereotypes and tehy way they look on the outside.
Evian on Your Body - Advert
Structure At the beginning of the advert we see an image of the logo and with a voice over saying "Lets observe the effects of Evian on your body". this makes the audience want to watch and see the effects. Throughout the advert there are shots of babies on roller-skates dancing and having fun. There are pausing in the advert to show the audience short screens that have facts about the water to inform the audience. Audience The audience for this advert is everyone mainly because its a fun and engaging video for everyone to enjoy. Also the narrative is very easy to understand. Also the product is suitable for everyone of all ages so the advert woukld appeal to a wide audience. Purpose The main purpose of the advert is to sell the product. To do this, they use the screens in between the dancing to teach the audience about the product stating ‘Naturally pure and mineral balanced water supports your body’s youth’. Another purpose is also to entertain the audience by showing fun and engaging clips of babies on rollerskates. I also believe the video is informing people on the benefits of drinking Evian, as the screens with the logo and writing is very informative and teaches the audience about the benefits.
M1: Analyse the different approaches used in the different promos
I, Daniel Blake - Trailer
Genre and the medium The genre of this film trailer is social- realism. Ways it meets this genre: Storyline: This is a main convention of a social realism film and is normally done to show the real issues in the world and hit them to send a message to the audience. This is done to also entertain the audience by making it very real and impactful for the character making the audience feel sorry for the character. An example is in 'This is England' where the themes were; racism, innocence, growth, politics, gangs and adulthood all told through a little boy's story.
Within 'I, Daniel Blake' it deals with welfare, job-seeking, benefits and friendship/togetherness.
Location: Commonly seen in social realism films is the location and setting they are in. Run down, dirty, poor, council estate, flats. These areas are used to emphasise the poverty and reality of the characters and the dark truth about some areas of britain. One example is the flats and council estate used in the film 'Fish Tank'.
Medium The medium of this audio visual is a trailer. Awards: This convention is used to excite the audience and tell them the film is good because it has won awards. This is used a lot in I, Daniel Blake trailer to sell the film. Text: This convention is used to inform the audience about release dates and ratings from different places. This is also to encourage the audience to watch the film because it has good reviews. Production techniques
Mise-en-scene Costume: The costumes in the trailer helped to represent the characters as working class. None of the main characters costumes in the trailer were high brand names or fancy. Some of the other people were wearing suits and job appropriate clothing like nurses and at the job centre.
Location: The locations in the trailer are mainly outside on the streets to show the poverty they are living in. In one scene you can see the main characters walking down an empty street with flats around them connoting that they are going to be trapped in the poor life forever without as job.
How is lighting used? The lighting is mainly natural to emphasise the realism of the film and the struggles the characters go through. Indoors the lighting is much darker like in the job centre connoting the negativity they give Daniel and others. In sad scenes the lighting is visibly dimmed to show how sad the character is and make the audience sympathise with them.
How is sound used? The trailer begins with dialogue that makes the audience think the women is talking to them and immediately are engaged. When the visuals are seen we start to hear soft incidental music under the dialogue to create a sad mood. As the music progresses its starts to get deeper highlighting on the depressing situation and the current aspect of the story where the characters are seen almost powerless. At the end of the trailer, the music is lighter as the shots start to get more positive connoting that they will be alright in the end.
Dizzee Rascal - Music Video
Genre and the medium The medium of this audio-visual is a music video. The genre is rap.
Rap - The genre is rap which is a fast term of signing. Commonly heard in rap music is slang and swear words. In Love this town the rapping is fast which is common in rapping. In the song you can hear slang being used by the rapper however there is no swearing which is unconventional for this genre.
Production techniques
Mise-en-scene Costume: The costume that is worn by the men in the video are very stereotypical of robbers, criminals and bad people with all black clothing, hoodies and balaclavas. This is done to make it seem as if they are going to do something back but actually do something good instead.
Actors: The people acting in the piece are all mixed ethnicities to show diversity as well as they are all male around the age of 20 typical gang age.
Location: The location is London, stated in the text on the screen. The area is run down and dirty shown through the dirty buses and shops as well as the streets have rubbish in them. This is done because it is meant to emphasise the fact they are cleaning and loving their town.
Lighting The lighting is mainly natural and dull to represent the city before they started cleaning it and making it a better place. The lighting is the same throughout until the end when a police officer through a smoke bomb at the gang. The colour starts as red which indicates to the audience there may be possible violence as red denotes danger however it changes to pink which connotes love and care. Sound In the music video the main sound is the song that is added over the top in post production however there is a sound effects of police sirens going off in the background, this is to show the audience that there is a potential riot happening.
Evian on Your Body - Advert
Genre and the medium The medium of this audio-visual is a TV advert. The genres is surreal and humorous.
Surreal - A surreal advert consists of an extreme storyline that is too extraordinary its unreal. This is evident in the Evian advert to be the case because they use CGI to make the baby bodies then put the heads on.
Humorous - The Evian advert is humorous because it using the surreal aspect to make it humorous. The fact the babies are on rollerskate and are dancing makes it funny for the viewer. A convention of humorous adverts are the surreal aspect as seen in other adverts like the Cadbury advert with the gorilla playing the drums.
Production techniques
Mise-en-scene Costume: The costume the babies are wearing are very simple and used so they don't distract the audience off the main topic of the advert. Also the babies have rollerskates on which are the main feature of the advert that make the audience laugh.
Props: A prop in this could be the stereo, which is obviously playing the music that keeps the audience engaged.
Setting/Location: The location is very bright and heavenly connoting the water being heavenly. The setting is most likely CGI.
Lighting The yellow tones in the light connote sun, happiness and joy, which will make the audience feel the same. Sound The main sound in the advert is the music which is upbeat and fun which draws attention to the advert as well as the dancing the babies are doing. The is also the sound effects of the rollerskates made with foley so what the babies are doing is clear. Theres also some baby noises that have been recorded to emphasise the surreal advert and make the audience laugh.
D1: Compare and contrast the messaging within these identifies promos
TV Advert - Evian (Baby Commercial) Analysis of the messages: representation, narrative meaning or specific connotations The main message in the advert is to keep your body's youth and be more outgoing. This is shown through the slogan on the screen stating 'Naturally pure and mineral balanced water supports your body's youth.' This is also shown through the visuals in the video as the only people in the video are babies implying that people should be as youthful as babies. It's also connotes being more outgoing as they are in a park symbolising they are much more free to do what they want and have fun.
Another message is that if you drink Evian, you will feel youthful and fun like the babies in the videos. This is shown at the very beginning when the text 'Let's observe the effect of Evian on your body' appears with a voiceover before we see babies dancing. The advert is telling the audience that Evian makes you feel free and young. This is also suggested at the end of the advert when the text 'Evian, Live young' again appears showing people that it makes you feel young.
The final message from advert is telling the audience how natural and pure Evian is. This is done by the slogan saying 'Naturally pure and mineral balanced water supports your body's youth.' This message is also clear as the advert is set outside in the park with the grass and tress which are all natural like Evian.
There is a wide range of representation in this advert as the babies are all different races and genders. This could have been done to appeal to a wider audience that sating that anyone can drink the water and feel young again.
Representation, Narrative meaning and Specific connotations in the use of lighting, costume, actors, sound, locations and editing
Lighting: Very bright with hints of yellowy, connoting happiness and sunshine.
Costume: All the babies are in white baby grows which symbolises the purity of the water.
Actors: All the actors in the advert are babies key to the humour and message of the advert. The babies are of different races and genders to appeal to everyone.
Sound: The main sound is an upbeat song to engage the audience, its a typical dance song encouraging the audience to be free and dance. We can also hear baby sounds and giggles, to make the advert more real as the babies wouldn't be quiet.
Locations: The green park is very colourful which connotes nature and youth which Evian is trying to promote with their product.
Editing: All the babies have had CGI done to them to make them do roller-skating. Text has been added to inform the audience about different things to know like whats in Evian and what does it do.