Textual analysis: Comparison of TV Adverts. (Levi 1985/ Reebok 2005)

An advertising agency is a company that solely works on promoting and marketing other businesses. The adverts are usually of an extremely high standard as it gives a different outlook on the business.

An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's produc

ts or services. (http://en.wikipedia.org/wiki/Advertising_agency)

At most companies, such as Nike, have their own in house advertising team. This consists of a team of people working for that company, creating thing such as posters, billboard advertisements, radio adverts etc. for the company.

Different advertising companies offer different services - preparation and placement, research services and production, a few; but they all have

the same purpose to sell your brand/product/company.

Three major advertising companies are Saatchi and Saatchi. Saatchi and Saatchi have worked on adverts such as the T-Mobile advert, Head and Shoulders and Cadbury - to main just a few. Next there is Leo Burnett - they have worked on adverts with Nike, Samsung and fiat. Another is BBDO - they have worked with clients such as Gillette, Braun.

However, the adverts have to pass certain standards these are set by the ASA. The ASA (advertising standards authority) is an independent company set up in order to make sure adverts is suitable for promotional uses and suitable for their time slots. It is supported by the committee of advertising practice (CAP) together they offer a set of codes, to which the adverts must meet, in order to protect the viewer/customer.

In 2005, two adverts were band by the ASA. The adverts - one 60 seconds long and one 30 seconds long - featured famous rapper 50 cent. Sat in a darkened room, the advert sounded sirens, gunshots and a rather disturbing question of, 'whom are you going to massacre next?’ the answer was a laugh. Some viewers complained as it promoted gun crime and contributed to the raising gun crime in certain parts of Britain. The rest said that it was influencing the minds of young people in order to make them think that gun crime is 'cool'.

The ASA said: 'The advertisements were

in breach of CAP (broadcast) TV Advertising standards Code Rules 6.1 (offense), 6.2 (violence and cruelty) and 7.3.1 (mental harm - children) and shoul

d not be shown again'

The advert was looked by the BACC and they claimed it had been a difficult decision to give the all clear to the advert. They added, it didn't promote gun crime, more the opposite; since 50 cent overcame the accusations that he was involved with gun crime. The advertiser retorted claiming it conveyed a message of right of freedom and individuality. Also, they  didn't make any emotional pain, the message was just merely meant to be;’ Gun crime isn't good nor does anything good come from it'. The advertiser took the complaints and acted up on them. Shortly after they decided not to broadcast the advert anymore. 

Another advert to be in trouble with the ASA is the Levi's advert. This advert could have been seen as offensive, as it could be seen as too sexual. Most parents would not want their child to turn on the TV and see a man stripping and think that this was normal.

The adverts were quite controversial buts that what made people talk about them - this is how they becomes such a success, although they were made in different time periods.

Throughout both adverts, the creators have used a range of lines of appeal. In the Reebok advert one of the few lines of appeal is rich aspiration life style this is because 50 cent, the star vehicle, is rich and therefore lives a rich lifestyle that people would want to aspire to.

The Levi's advert conveys self-importance and pride. This line of appeal works because the man, by stripping in the launderette, shows that he has a lot of self-confidence and by buying Levi's we too will gain great self-confidence.

It is clear that in both adverts factors of persuasion have been used. In the Reebok advert, the creators have used many different factors of persuasion such as star power - this makes the viewer feel that if they wear Reebok, they will be just like 50 cent, who lots of young people aspire to. In the Levi's advert, reward power has been used as if you buy Levi's you gain immense self-confidence.

The primary target audience for the Reebok advert is young people. This is due to the use of the star vehicle that is 50 cent - who appeals to young people because of his hip-hop genre of music. It would also be more aimed at males because of the sports wear range being advertised. However, in the Levi's advert the advert is promoting jeans therefore it has a wider target audience. Taking into consideration the music choice, a classic soul song and its location of setting in a launderette - where mainly adults go; it seems to be aimed at slightly older people - such as older teenagers and young 20's. Also, the attractive male model would appeal to men and women as men would aspire to be him and women would be attracted to him.

At the start of the Reebok advert there is an establishing shot -this gives the viewer an idea of where 50 cent was brought up and how he has come out a successful man. Also, it shows trainers over a wire at the top of the shot - the trainers are a signifier that, in American culture, connotes death. The rest of the shots are medium shots, this is to make the viewer think that he his superior and we should look up to him as a powerful man due to his rough bringing up and turning it around to create a successful career and luxurious life style. The advert has a high level of cultural verisimilitude as it lives up to the stereotype of an American 'Ghetto': the music, disused

warehouse, run down area is all signifiers that support the idea of cultural verisimilitude. In the Levi's advert, at the beginning, a close up shot of the car this is a signifier and connotes America in the 1980's therefore it sets the era and location. Also a lot of long shots are used. This is so the main focus is on the product - jeans, also, it shows off the model's body - this would attract men and women as the men would think he looks good and would aspire to be like him; the women would be attracted to him and would want a man to wear them. A close up is used when the man is taking the jeans off; this could be used to show the quality of the jeans, this could be seen as protractile or to show just how good you would look in these jeans and the confidence that you will gain. At the end a long shot shows a row of people, dressed, with him in the middle this makes him stand out and emphasizes the confidence gained from wearing Levi's.

There is a main music bed in both adverts, these help to add to the atmosphere.

In the Reebok advert, the music bed is a steady beat that is commonly associated with the hip-hop scene. On top of the beat a variety of audio signifiers have been used. This includes a gunshot which is a signifier and connotes that 50 cent was shot but survived. Also, there is tap dripping this is a signifier and could connote the dripping blood of 50 cent when he was shot. By using such audio signifiers this adds to the sinister theme of the advert. In the Levi's advert, there are no sound effects - it’s all about the song. The song is a classic fast paced song which starts with a cool baseline at the beginning and builds up to emphasize when he is taking his clothes off. The song fits the advert, as it is cool and soulful just like the product being advertised.

A voice over was used in the Reebok advert, it is 50 cents voice which is deep; this is a signifier and connotes an enigma. A news reporters voice can be heard towards the end asking the question, 'whom are you going to massacre next'. This adds emphasis to how famous he is as he gets interview by paparazzi. However, in the Levi's advert no voice over is used.

In the Reebok advert 50 cent is in lose sport type clothing this is a signifier

and connotes that Reebok is good enough for him so we think it must be a good brand. It could also connote his background and current job as a hip-hop artist these sort of clothes fit in with hip-hop culture. In the levis advert the male model is wearing Levi’s and a plain top; this is a signifier and connotes that by wearing a plain top all the attention will be on the jeans (the product). The model also looks cool, confident and comfy in him; this makes us want to be like him or attracted to him.

In both the adverts males are used. This is because, in the Reebok advert 50 cent is part of the hip hop genre - more likely to be an all male category - therefore this would promote the sportswear line to people who aspire to be like him. In the Levi’s advert, the male model's looks and confidence when wearing the jeans is very apparent. This would appeal to men as they would buy the jeans in order to feel like him: it would also appeal to women as they would be attracted to him and want their partner to look as good as he does and would buy the jeans.

Stereotypes are used in all adverts. In the Reebok advert 50 cent is seen as a hero due to the low camera angles making him look superior and his cool

and calm but striking presence in the advert. On the other hand, in the Levi’s advert the male model is seen asan urban man and an erotic male, this is due to him living in a city and walking in to a shop in the middle of a bust street. The erotic male is proven when he starts stripping and stands in front of everyone in his boxers.

In the Levi’s advert it contains cultural and historical codes such as; the solider, launderette and the car. These suggest that the advert was shot in between 1970 and 1980 during the Vietnam War and by the look of the car it is a clear give away. Cultural codes also run through the Reebok advert the shots taken on the streets and 50 cents clothes. These help the viewer understand what sort of genre of music he is, by the dirty 'ghetto' type neighborhood, the disused warehouse and the baggy clothing - it all reflect one music genre hip hop.

When putting the uses and gratification theory into the adverts only one or two of the uses could relate to each advert. In the Reebok advert personal relationships is relevant, as it would get people whom like that genre of music talking about the advert, therefore creating relationships about something in common. In the Levi’s advert it contains a level of diversion, it would distract people from their day-to-day routine and would offer a bit of escapism.

The adverts have a few things in common such as they both contain cultural codes and main characters. The purpose of the adverts were the same too, they were both created to sell a product however only the Levi’s one was successful. This was due to the male model and the way the advert attracts attention from both sexes and how people aspire to be him. The Reebok advert was banned due to being to violent, some of the messages in the advert were not suitable for younger viewers as they would believe that if they got shot 9 times they too would be a icon; this of course is ludicrous.

Self Reflection

pre-production advertising

introduction to advertising :)

reward power - gives the buyer some reward; shampoo - clean hair.

coercive power - makers the viewer feel

left out, bad parent; pampers - not a good mot

her.

referent power - is appealing to a specific a

udi

ence; facebook - teenager.

expert power - presented by an expert;

star power - associated with a celebrity; l'or

eal.

Who, what, why, where and when?

mid 20's, vw polo, that if you have a polo you

gain confidence, in between top gear :)

men, everything honda makes, it giv

es you hope, evening.

happy families - everyone wants to be belong

rich, luxurious lifestyles - aspirational

dreams and fantasy

successful romance and love

elite people or experts

glamorous places

successful careers

art, culture & history

nature & the natural world.

beautiful women - men and wom

en like looking at beautiful women, so the thinking goes: men admire them, women admire them, w

omen admire what makes the men admi

re them.

self importance & pride

comedy & humor

Guilt - are you doing the best you can for your children, dog, car, wife, husband, family etc.

childhood - can appeal to either nostalgi

a or to nurturing instincts.

the advert uses coercive power as it almost seduces you into buying the food, this makes the viewers food seem inadequate and they should by th

ere food instead. it also makes the food seems for p

eople with a rich luxurio

us lifestyle.

homework:

this advert would appeal to a dog owner and uses coercive power, it makes the dog owner feel guilty that they are not feeding their dog the same fo

od. it has been advertised like this as the dog food company is more likely to persuade the dog owner to buy the food. the advert shows t

he dog at home and it looks like a re

al person - this is called personification.

this would encourage the reader to buy the dog food

more as the dog would become more human like and it would love its owner more. the dog itself is extremely cute and i don't think anyone could re

fuse to give the dog exactly what it wants

- even-though it doesn't even know what it wants. the advert would be shown during women shows, such loose women and soaps. it also gives an

idea of a happy family, just the woman and

the dog

- this would show to women that they only need a dog and no-one else. the advert is aimed at women wh

o want to give their dog the best that they

can because their dog deserves it.

____________________________________________________________________

1. primary research

I have done some primary research as i want to create my own advert. i have collected my research in the form of a questionnaire - the re

sults are taken from a group of young people ages between 15 and 16. here are the results:

questionnaire:

1) would you prefer an advert to have a celebrity

in it?

no

no

yes

yes

yes

yes

yes

2) do you watch adverts?

yes

yes

no

yes

yes

yes

yes

3) what is your favorite advert at the mome

nt

, out of these?

bt

dental |||

andrex ||||

4) does music create an interest for you in

adverts?

yes

yes

yes

yes

yes

yes

yes

5) do tag lines appeal to you?

yes

yes

no

yes

yes

yes

yes

6) which genre do you find most memorable?

charity

narrative |

humor ||||||

Would you prefer an advert to have an celebrity in it?

Theses results show that a selection of people would rather have a celebrity in

an advert. When i make my advert i would include a celebrity, but it is a bit impossible.

Do tag lines appeal to you?

From these results it shows people do like tag lines, so when i make my ad

vert i will use a suitable tag line to appeal to the viewer.

Do you watch adverts?

This shows that more people do watch adverts this proves that by making a TV advert it will be seen by a lot of people.

Qualitative research

1. what type of characters do you prefer in adverts?

C: normal people

B: funny people

2. is music a main thing for you in adverts, what sort of music?

C: yes, indie

B: yes, sound effects

3. do you like tag lines and slogans, why?

C: yes, they appeal to me

B: not really, don't pay much attention

4. do you like to see celebrities, if so why?

C: no, they are full of themselves, puts off

B: no, it doesn't influence bakers decision any more

5. which adverts most appeal to you?

C: games adverts, music and games.

B: funny ones, make you feel good.

Ciaran Connolly, 15, Student.

Ciaran prefers normal people in an advert as it shows that the product is realistic and isn't over emphasized in the advert. Music makes a big impact on Ciaran; he would like to see more indie music on a variety of adverts. Ciaran really likes tag lines, they appeal to him. He doesn't like celebrities as they are over confident and they really put him off. As a boy, his favorite adverts are games adverts, this is due to the music and good tag lines.

Charlotte Baker, 15, Student.

Charlotte prefers funny people in adverts, such as the tetley tea advert. Music is a key thing to keeping charlottes attention and she loves little sound effects. Tag lines are not very important as she doesn't really pay attention to them. The use of star power does not influence Charlottes decision whether she buys a product. Charlottes favorite adverts are funny ones, as they make her feel good.

Sammie Farrar, 15, Student.

Sammie think that narrative adverts are the best, such as the BT ones, as it is an escapism from real life whilst watching adverts. She thinks that music is important, however, she think that music is not necessary if star power is used. Sammie likes the use of star power as she aspires to be like them. Sammie likes normal people and celebrities mixing in adverts - as its shows her how to be like them, this is a type of reward power. Sammie throughly enjoys tag lines as she think they are incredibly clever and they stick in her mind.

SECONDARY RESEARCH

In the Caesar Dog food advert we are able to fit parts of the Uses and Gratification theory into the advert as some people would be able to relate to waking up with a little white fluffy dog meaning they could personally identity with the situation. Lines of appeal run throughout the advert, there are three major ones; happy families - dogs are part of most peoples family; comedy and humor - it is funny to think of a dog eating at a table; self importance - as people pride themselves on looking after their dog.

Camera shots play a big part in the advert. A close up shot of dogs face is used this makes the dog look cute and it makes the viewer go ah. Next a establishing shot is able to set the scene of a happy home. - the colors in the home seem to be pink and purple therefore it is aimed at females. A medium shot then shows that they are both happy together. At the end a medium/long shot of dog sat at a table is used this is able to shows personification - which adds humor to the advert. Factors of persuasion also run throughout the advert; reward power is used as the advert conveys if you don't buy this dog food your not the best dog owner. Also, coercive power is used as the viewer feels compelled to buy the food so that the dog is happy.


In the honda advert lines of appeal are used such as; dreams and fantasy because its not the normal day rather something people dream of; glamourous places as he sees lots of beautiful places like the waterfall and elite people as only elite people would have enough money or aspiration to do such things. Reward power is used as a Honda can reach your star and complete your dreams. A dreams and fantasy theme runs throughout the advert as it is not normal be able to achieve all your dreams in one day using one brand of transport. The advert also focuses on glamourous places so everywhere the man travels its very pretty for example the waterfall towards the end, only certain people will have the opportunity to see that in their life time.

Mind map

Proposals

Idea 1)
Start on a close up of children and families this shows the happy families line of appeal, then change to long shots of lots of children having fun therefore using reward power to show that your children will be happy when they get to disneyland. in the middle use a establishing shot to show the full park, to see what they could be visiting, show it very full to make it seem exciting and fun. Finish by showing the main attraction, the disney castle with a dark background to make it seem really magical. For the music use a magical and fantasy track and use sound effects to make it seem even more of a magical place, this will attract little children, but also by using a dark background it would give a romantic feel to the place so it would also appeal to adults.

Idea 2)
Instead of making a normal advert showing the park and clichés of lots of happy families show that the happiness is real, not fake. This could be done by showing lots of 'holiday pictures'. Lot of different people wearing some sort of disney land clothing or even a sign with a memory written on it from their experience at disney land. It could even end with a slogan like 'make memories, visit disney land'. The sound could be quite slow and the slides fading into each other, but towards the end it could quicken up so that more people good be seen.

I have decided to go with my second idea because i think that it is very original and creative. Also, it would not only interest children it would appeal to parents as they would see the adult side of a disney land break and maybe it would be able to bring out a bit of jealousy out of children and adults as they want to make memories like the people they are watching. They would also be able to see that it is fun and exciting from real people.


Treatment

In my advert i will use a select few lines of appeal these will include guilt, happy families and dreams and fantasies. Each of these will trick the viewer into being more interested in disney land. Guilt will work because if a parent watches lots of people, with their great memories from disney land, with their child they will feel guilty as if they are not being a good parent because their child and them haven't got any of these memories. So, they are inclined to take their family to disney land. Happy families will always work because everyone wants to be part of a happy family and will do most things to make their family happy, so if a trip to disney land would help make their family happy, most people will consider looking into it. Also, it gives a real take on things so it would seem as if they were real families, this will help because if the family seems fake it would ruin the concept. Disney land is a magical place, so, dreams and fantasy has to be involved as that is what gets so many children interesting it. By using this line of appeal it will show that the magic on the other adverts does actually exist and then the child and adult are intrigued to see if it is true. For factors of persuasion, reward and coercive power will be used through the advert. Reward power will be used in the sense that if a trip to disney land is taken it will make the whole family happy and everything that they were worried about before would go away so it also gives a sense of escapism. Coercive power is used as if a trip to disney land is not taken then the whole family will suffer and they will never be able to make the magical memories that are free for the taking at disney land. I have chosen not to use a star vehicle because i wanted to make the experience seem real and by using a celebrity it would seem unrealistic.The camera shots that will be use will depend on the angle of the photo's taken because then the pictures seem real and like they come for actual families. The narrative for my advert will be multi strand as it is going to show lots of different people and their experiences, not just focusing on one family. The character in the advert will consist of a mixture of people, males and females, young and old; this is so that everyone will be able to feel comfortable thinking about going to disney land. They will not be stereotyped as then they wouldn't seem real, they will just be normal people. For the sound track it will be something soothing but equally magical, to link in with the disney land theme, it will be non diegetic as it will only be used to draw the viewer into the advert. A very short voice over will be used towards the end to state the slogan. The character will be dressed in whatever they wore at the time of the holiday photo, so that will most probably be quite casual so that they look like they are normal, their body language should connote happiness and that they are comfortable in their surroundings. According to the uses and gratification theory my advert would fall into diversion, this is because the pictures of other  people showing their memories would let the viewer escape to disney land and into other people's life's.

Storyboard

Regulation and control

The advert i create will have to pass certain standards these are set by the ASA. The ASA (advertising standards authority) is an independent company set up in order to make sure adverts is suitable for promotional uses and suitable for their time slots. It is supported by the committee of advertising practice (CAP) together they offer a set of codes, to which the adverts must meet, in order to protect the viewer/customer.


When making my advert i will consider rule, 5.1.1 No advertisement may directly or by implication mislead about any material fact or characteristic of a product or service.  
Any claims I make regarding the impact of the disney land advert could have on someone's family. I am unable to promise that Disney land will help the viewer create a much happier family permanently than any other holiday destination of its type or that it will definitely ensure that you end up going home with lots of of fantastic memory's that and have a good time. This shows that i am unable to just say anything to persuade everyone to go to disney land what is said will have to have some sort of factual evidence. As my advert is about disney land, which is quite magical, i will not suggest that any sort of magic does actually exist just the magic atmosphere about the place. Also, i will not state that disney land will solve family issues or solve any other problems. By not stating anything without reasonable evidence this will ensure that i will not mislead anyone. 


Marketing and production


When marketing the advert it could be shown on all channels but focusing on kids channels and family channels, such as ITV, BBC, Nickelodeon etc. It would be better on at a day time and possibly on at children's bed times as then the magic of disney land will stick in their minds. It could also be able to shown on disney land's own TV channels and on their website. 
Also, for another option, poster and billboards versions could be made up so that it could grab more people's attention. The target magazines would be female magazines such as 'Love it' and 'That's life' so that it appeal to families that could possibly be on a budget or it could be put into a children's magazine with a child with a disney character. It could have small adverts on social networking sites, but not a lot as the primary target audience is little children and they do not use social networking sites so it would only be used to capture parents attention. 

Pre-production: Music video

Textual analysis: Film trailers

The film company that produced the 'Karate Kid' is Columbia Pictures, which is owned by Sony pictures. The matrix was produced by 'Warner Brothers'. Both of these companies are part of the big six - meaning that they are both are out of the biggest production companies around.
Warner brothers was founded in 1918, they now own music labels, TV channels (HBO, CBS). although they have just joined with AOL (internet service provider) and it is now called, AOLTimeWarner. AOL - comes from the internet service provider, time - comes from a small film company that warner brought up, and warner - the original company. just these two mergers show vertical and horizontal integration.
Columbia pictures is owned by Sony. Sony was formed in 1989, it then proceeded to take over the film and television production company Columbia pictures Entertainment, which was previously owned by Coca Cola Company. The company was renamed Sony Pictures Entertainment in 1991. It owns a mass of electrical products, DVD's, games, books, music labels and TV channels. These also show vertical and horizontal integration.
Due to the karate kid being made in 1984, it would have been advertised on TV, it wouldn't be as regular as today. They would have, also, used billboards/posters and radio adverts.
However, the matrix was made in 1999, so regular TV adverts would be broadcasted, along with radio adverts on a variety of stations to try and attract the target audience. Billboards and posters would still be used but there wouldn't be that many as at a billboard, you can normally only get a glance, whereas on TV you are fully concentrating on the advert. The advantage the matrix had was that they were able to advertise online, this would reach everyone in the world. This is an advantage as from one advert they would have been attracting millions of people that see it. Also, it would have its own website, which would show (usually) the trailer, books, DVD/Blue ray DVD.
The matrix stars the famous actor Keanu Reeves, this is called celebrity endorsement, as they are also targeting people that might not want to see a sci - fi film but they might be convinced because he is in it and they like the films he stars in, this would have been an advantage for the matrix when it came to advertising as they could put his picture on the advert and everyone would recognize him.
Both, the matrix and the karate kid have a BBFC of 15 - this would suggest that no-one under the age of 15 should watch this as it could contain: strong violence, weapons, imitable techniques, sexual language/violence, drugs or horror. I think that this rating is suitable for the matrix as it does have some of the above features included. Although, comparing it with the karate kid - that doesn't really contain much of the above, but because it was created a while ago, at the time it would have probably be seen to have strong violence in, also, by being a 15 it would be able to attract its target audience; teenagers. It is important to certify films as otherwise if they are not appropriate for a younger audience it could frighten/disturb them.
The matrix and the karate kid, both have very appealing trailers, that attract the audience using lots of different techniques. Both the matrix and karate kid have show main characters these are signifiers and connote that, in the matrix, that Keanu could be the hero and the others around him are helpers. In the karate kid, Daniel, is seen to be the victim and Mr. Miyagi to be the hero who helps Daniel - who is also a protagonist overcome his bullies.
The locations used in the trailer are also signifiers. The setting of the karate kid, California, connotes the perfect place to go to school, with a beach nearby, music, teenagers and young families. This gives a high level of cultural verisimilitude, with its all American culture of cars, fighting, romance, this is what is expected of American culture. The location in the matrix advert connotes, an enigma due to it being dark also, due to the special effects used it is straight away seen to be a sci - fi genre. The matrix contain a high level of generic verisimilitude as it has futuristic technology, aliens and this idea of the ‘unknown’.
In the karate kid, the dress is a signifier and connotes good and bad, this is because the good, Daniel, is always seen in a white karate suit and the opposition is always in a black suit. However, in the matrix, most people are in black leather this connotes the future, mysterious and not normal, so it already gives us a sense of enigma as we wonder why they are dressed like that.
The trailers have been edited to make people interested in their film. The karate kid flows from scene to scene quite slowly this connotes a family film as it seems quite pleasant and it seems like a feel good film. Also, the graphics are plain and simple which once again connotes a feel good film as it makes it seem pleasant. The matrix, starts fast and mysterious, it flashes scenes in and out to a drum - that sounds like a heartbeat, and moments of darkness. This leaves you thinking and it immediately makes you think that it is a sci - fi due to the feeling of the unknown. The graphics used also add to this as it is white lettering which connotes technology and is white high key.
In the karate kid, sound is used in the form of music, voice over - which is a moderate level and speaks quite slow and low; effects, sound of character voices. In the matrix, sound is used in the form of music, voice over - which is low and is louder than the music level; sound effects and the sound of the characters voices.
Both the films have a multi strand narrative, this is one of the rare things that are the same in both films. The karate kid, has a closed narrative as it comes to a natural ending and the next films are of different stories: it also follows a chronological order, unlike the matrix. The matrix however, has a open narrative as it doesn’t come to natural end and it carries on into the sequel films.
The karate kid and the matrix fit into the uses and graphitization theory as they both give a sense of diversion - they let the audience get away from others thoughts and provides them with comfort and escapism from the real world
The audience would also be able to personally identify with the characters as most people have been bullied, like Daniel, and had their first real girlfriend, so this would make people more at ease or a possible solution to their problems when watching the film.
The karate kid and the matrix also use surveillance as they are both just ordinary people from the start.
In conclusion, it is clear how much technology has improved over the years as watching the two film trailers and the change in the picture quality and the quality of the effects, it seems that they have evolved over time from quite plain one’s, into one’s that leave you wanting and desiring to see that film.

Media Production and evaluation: Film trailers

The purpose of our video was to create a film trailer in the horror genre. I think that we achieved this though the camera shots, music and the effects used. 

The camera shots, we discussed more than anything else as we knew that this would be the how to portray our film properly. The music, cleverly, emphasized the horror genre of the trailer and built up tension throughout it. We didn’t use more than one soundtrack as the piece fitting throughout the trailer. Effects that we used during the editing process were also good, as it made our trailer to transform into a proper piece of work. 

AUIDENCE! 

Our film trailer portrayed negative messages, as it was a negative, dark trailer that is in the horror genre. Although, it did have one positive message in it: to attract the target audience. 

There could only be girls in our trailer as we had an all girl group. I tried to mask this with effect during the editing to try and blank out the faces so there could have been males in it to.  Ethnic groups were not necessary so we didn’t have any included in the trailer. 

Being in a school, it was hard to find the right spots for filming without it being obvious where we were. However, the locations were appropriate as the trailer is edited and manipulated the footage to make it seem to be somewhere that it isn’t. 

The music we used was called Spine Chiller. It was a quite eerie piece of music that slowly gathered tension and created a sense of enigma. The volume levels of the music had to be put to its highest all throughout the trailer, apart from when the voice over was on, it then had to be lowered so that the voice over could be heard clearly. Spine Chiller, which it literally is, fitted the mood perfectly, it fitted into our genre of horror and it made our trailer seem more mysterious.

The language used in the voice over was appropriate as the language was not technical or complicated. However, it was sophisticated and fitted the genre of the trailer. It added emphasis to the clips and it made them link together, but not too much that the viewer could completely make sense out of it. 

I believe that the film trailer looks realistic for the genre as it has the right music, a variety of effects and I believe that it would appeal to our target audience because of all the features included in the trailer.  

The levels of sounded had to be adjusted all the time to fit the camera shot and the voice over. The voice over volume levels did not have to be changed as the recoding device, Roland R-09HR Ediorl Voice Recorder, picked up our voices really well. We could not record the voice over in a classroom because of the amount of ambiance, so it was recorded in a little room with just two of us. Although, when the voice over had been uploaded I used Audacity to put effects on the voice to make it sound male and eerie to compliment the soundtrack. 

The camera work was relatively good. It wasn’t perfect as if given more time they could have been improved. However, a good range of camera shots were used such as close up’s, low angle’s, point of view shots. A variety of camera shots were used so that the target audience would stay interested and hopefully go and see the film, if it were to be produced. We improved nearly all of them, as we thought it would be better if we could see which shots would work better where. Some were a bit wobbly, but this was meant to happen, as it wouldn’t have looked right if everything was shot using a tripod, we did use a tripod sometimes though. 

When thinking about framing our characters we wanted them in a range of positions so they all wouldn’t be in the middle. We had some to one side and some in the middle; this helped the variety in the trailer. Even though our camera work isn’t perfect or as creative as it could have been, I believe that it works well and although it could be improved, it is still fit for purpose. 

An external microphone was not necessary as the only sound was the voice over which was recorded on the Roland R-09HR Ediorl Voice Recorder and the music was taken from a CD. 

The editing I thought was really good as it really made our filming fit the genre. Instead of the clips just joining together with nothing in between, transitions were set in between them. The same transitions was used throughout it was called fade out this, therefore, then made it look as if the clips were dissolved into each other. 

A lot of text was used throughout the trailer but the text alone wasn’t enough, so effects were also used. I used Bookman Old Style font, and the first two times we meet the text the two lines are drifting past each other; this effect is called Drifting. On the first title (1959) the font is the same although it does not drift, as it didn’t look quite right. In the end, a Fog effect was put over the text. The last time we meet the text with the title and the realise date I put a soft focus on the text so it would appear that it glows. With all the effects on the text, it really helps to stand out and be read.

Things that are typical of the horror genre are: eerie music, tension, suspense, people dying, shaky camera work and a high-speed chase. These listed things would be described as conventions of a horror genre. 

If the trailer had been made professional the music would have been on the same lines, so it still gave an eerie. Although, the technology would have better and professional actors would have been used. 

Professional filmmakers defiantly have and advantage over us. They have better: technology, equipment, actors, location, budget, personal, time and they are all fully trained and qualified to do that certain job. 

If we were a bigger company we would have had a bigger budget and therefore be able to get better camera’s and a large crew to help us get the exact right camera shots, etc. Also, the technology would be a lot better; we would have not stopped till we could get it perfect because we would have the time to do this. 

We did use a few features that a good narrative would have, these include, a good plot. Are plot line is quite complex and took a long time to show what are story line was about in our trailer. Enigma: our trailer had to have a certain limit of mystery involved in it as otherwise it wouldn’t have been a horror trailer. Equilibrium, our balance, was always not there as its purpose was not to be nice. Our heroes, the one running away, and villains, the one doing the chasing, are clear, so they contrast to tell a story. The film trailer is multi strand, so lots of different stories that are not being connected so the viewer would be intrigued. 

When making the film trailer, I learnt a lot of new skills. I improved my knowledge on how to use the cameras properly and used band new programs such as audacity.  This should help me when I make another project involving practical work. 

I think that I was a good team member because I really put so much effort into the editing process. I hope that they think that I am a good team member too, as I don’t want my efforts to be wasted. I did do some of the camera work and was involved in the film, but the editing I really enjoy so I did take charge, when I should have left some of it for Charlotte and Charlotte to do. Although, I did listen to their ideas and we discussed what would look good where. As a team, we didn’t argue. We listened to each other and had a clear mind of what we needed to do and what we wanted to achieve.    

To improve, if given more time, I think we would perfect the editing, make some of the camera shots better and look at the framing in some of the shots to see how it could be improved. Also, even though we did have quite a clear idea we would plan it in extreme detail. Instead of using a CD, we could true and make our own music to specifically fit our trailer. We could also cast people, to see who plays the best part in the trailer. 

Our film trailer is a promotional video so there is no need to promote it more. When think about distributing the trailer there are many different choices: telly, cinema, internet, (you tube etc) create its own website, myspace, facebook, viral advertising, outside advertising, posters, buses, billboards, channels on sci-fi and horror channel (because our primary target audience would already be watching these channels) and radio.

To comply with the laws we would suggest to OFCOM that due to its nature to put the trailer on after 9 o’clock after the watershed.  It does not break the OFCOM codes.  We were careful to make sure that we did not use any music that was copyright free. If we were to use music from the charts then we would have to seek permission from the record company and pay a certain fee to the MCPS website.