by Dana Abdelaitif

1. A2 Media Studies
Coursework
M.I.G.R.A.I.N
BY: Dana Abdelaitif

2. M.I.G.R.A.I.N – Meaning:
Stuart hall reception theory: This theory states that media texts are encoded by the producer meaning that whoever produces the text fills
the product with values and messages. The text is the decoded by the audience. Different spectators will decode the text in different ways, not
always in the way the producer intended. This means that messages in media texts are firstly encoded which is when the user is able to
comprehend the words or text whereas decode is when the user is able to understand the message in which the media is attempting to
portray.Stuart Hall states that text can be received in one of three ways: Dominant or preferred reading, Negotiated reading and oppositional
reading.The dominant or preferred is when the viewer, or audience member, is located within the dominant point of view. Negotiated view is
when the audience member, or receiver, is able to decode the senders message within the context of the dominant cultural and societal views.
Oppositional view is when the audience member is capable of decoding the message in the way it was intended to be decoded, but based on
their own societal beliefs, often sees another, unintended meaning within the message. For example: There was a pepsi commercial which
featured Kendall Jenner which got a lot of blackflash from the public, this is an example of stuart hall's reception theory because the audience
had an oppositional view meaning that what the audience have a different view and meaning compared to what the producer who made the
pepsi advert intended the audience to think.shows attractive young people holding milquetoast signs with nonspecific please like “Join the
conversation.” The protesters are uniformly smiling, laughing, clapping, hugging and high-fiving. In the ad’s climactic scene, a police officer
accepts a can of Pepsi from Kendall Jenner, a white woman, setting off raucous approval from the protesters and an appreciative grin from the
officer. Pepsi has to apologise for this advert since it had a lot of conservational feedback they tweeted “Pepsi was trying to project a global
message of unity, peace and understanding. Clearly we missed the mark, and we apologise. We did not
intend to make light of any serious issue. We are removing the content and halting any further rollout.
We also apologise for putting Kendall Jenner in this position.” The main feedback and hate the advert
was getting was because people felt like It was the opposite of their real-world experience of protesting
police brutality. In torrid criticism after the ad was posted, commentators on social media accused
Pepsi of appropriating imagery from serious protests to sell its product, while minimizing the danger
protesters encounter and the frustration they feel.

3. Rick Altman - Rick Altman is a professor of Cinema and Comparative Literature in the United States. He
has also publishes under his name Charles F. Altman. His theory developed by him suggests that audiences
can identify a particular genre through two different types of elements which are known as semantic and
syntactic elements. Firstly, Semantic elements are physical objects that the audience can see which
represent or indicates a certain genre. For example, if there are several gun displays in a film, the audience
may deduce that it is an action film, or if there is blood, the audience may deduce that the film is a horror film.
Semantic characteristics are often regarded as "obvious" genre markers. It's also about how characters are
portrayed (clothing, make-up, attitude, body language, and so on, as well as music) (tempo and pitch) It
contributes to the plot, for example. It all boils down to the products. Whereas syntactic elements aren't as
obvious, and they often represent feeling, themes and emotion that aren't so clear to establish. Syntactic is
the overarching framework, or arrangement, that explains everything about the character's relationship with
the setting/structure or plot in genres. He went on to expand his theory by including a realistic component, as
well as consideration of institutions and audiences – the impact of the real world on genre. Emotional themes
can be more difficult to recognize because they aren't easily represented because they aren't tangible
objects that can be touched or seen. A director, for example, can communicate syntactic elements through
colors, such as red, which represents love, or through dialogue between characters, which may be adapted
to communicate love. This will aid me in my preparation because if I am making a horror film, I can make
sure to include semantics such as blood, knives, or something else that can elicit fear, as well as the clothing
worn in the trailer and poster.

4. Ferdinand De Saussure - Ferdinand de Saussure (1857–1913), the founding figure of modern linguistics, made his mark on the field with a
book he published a month after his 21st birthday, in which he proposed a radical rethinking of the original system of vowels in Proto-Indo-
European. He argued that meaning is created inside language in the relations of difference between its parts. Particular concepts of interest
include: Semiotics: The study of signs. Semiotics is the theory and study of signs and symbols, especially as elements of language or other
systems of communication. He stated that a sign is made up of two parts, which is the signifier and the signified. The signifier is a connotation
which is any motion, gesture, image, sound, pattern or event that conveys meaning and communications. Signified is the concept that refers to
meaning it conveys. The common examples of semiotics are things like traffic signs, emojis, and emotions used in electronic communication,
and then there's logos and brands used by international corporations to sell us things. This will help me in my planning process because using
semiotics will help me know strategies i can use to attract my audiences to my poster or trailer by using signs and symbols and connotations to
bring meaning in every image and shot.

5. Technical codes
Technical codes: Technical codes are all the ways in which equipment is used to tell the story in a media text, for example the camera work
in a film. Symbolic codes show what is beneath the surface of what we see. For example, a character's actions show you how the character is
feeling. Camera angles, shots, sound and editing help create meaning which I will be going more into depth with.
Camera angles/shots: Shot sizes refer to how big or small the frame is in relation to the subject, here are the 4 most important shot sizes and
how they create meaning.
POV:
This is used when you want the viewer to see what the character is seeing or feel what they're feeling. It can be a static shot r you can
combine it with one of the camera motions that i will talk about more in the next slide. The audience sees the situation from the
character’s position. A point of view shot is a short film scene that shows what a character is looking at. It is usually established by being
positioned between a shot of a character looking at something, and a shot showing the character's reaction. The technique of POV is one
of the foundations of film editing. A point of view shot (also known as POV shot, first-person shot or a subjective camera) is a short film
scene that shows what a character (the subject) is looking at (represented through the camera). The technique of POV is one of the
foundations of film editing.
Close- up shot:
The close-up is one of the most commons shots used in cinemas t’s used when you want to highlight the facial features of your character
without any other distractions in the shot. A typical close-up shows the character’s face from their forehead to their chin. However, there's
room for some variation. An extreme close-up goes further, often showing nothing more than the character’s eyes. Think of a classic
Western in which two characters stare each other down before a duel. This shot draws the viewer’s attention to facial features and
expressions that would be lost in a wide shot.

6. Long shot:
A long shot is in some ways the opposite of a close-up. It shows the character’s entire body in frame, from their head to their toes. This
gives the viewer a better sense of the subject’s surroundings, and conveys information that would be lost in a close-up. Long shots are
used in action scenes, when it's important to see how the character is moving through his or her environment. You might cut from that
extreme close-up of your two dueling characters to a long shot that shows just how far they’re actually standing from each other, giving
the viewer a better perspective on the scene. One variation of this shot is an extreme long shot, in which the character is so far away
they’re nearly lost in the frame or obscured by their surroundings. Think of a character riding off into the sunset, getting smaller as they
get further away from the camera.
Medium shot:
The medium shot is somewhere between a close up and long shot. A typical medium shot shows the subject from their head to their
waist. It’s close enough that you can still see their face, while also including some of their body language. You might use this shot when a
character is carrying an object or pointing a gun. Or, if they’re sitting at a desk, you can show them writing in a book, while avoiding
wasting valuable screen space on their feet or their knees. It also useful for when a character is moving through the frame, since it
contains enough background information that the viewer doesn’t get disoriented.
Over the shoulder shot:
The over the shoulder shot is a camera angle used in film and television, where the camera is placed above the back of the shoulder and
head of a subject. This shot is most commonly used to present conversational back and forth between two subjects. An over-the-shoulder
shot (OTS) is a shot in which the camera is placed just behind an "off-screen" actor so that their shoulder is in the frame while you
capture the "on-screen" actor's coverage. It focuses the audience’s attention on one character. An over-the-shoulder shot is another
angle that can shift a viewer’s perception of the scene. A OTS shot is generally a close-up of another character’s face from “over the
shoulder” of another character and is used to convey conflict or confrontation. You could also use an OTS wide shot to show a character
looking out over a landscape or moving through an action sequence, when you don’t want to use a POV.
Single, two shot, three shot:
Another way to categorize a shot is by the number of people in the fram. A two shot is a type of shot in which the frame encompasses two
people. The subjects do not have to be next to each other, and there are many common two shots which have one subject in the
foreground and the other subject in the background.We call this a single shot, a two shot, or a three shot, depending on how many people
are in it. Typically, you'll combine this one of the other shot sizes we’ve already looked at. For example, you might use a two-shot close-
up for a scene of two characters kissing. Three characters in an office might call for a medium three shot.

7. Extreme close up:
The most intimate of all shots, the extreme close-up, goes beyond the standard close-up by focusing on a single feature. We may see a
drop of sweat drip down a subject’s check or the fear in a pair of eyes. Close-ups may be shot with macro lenses due to how close they
are to a subject. However they are shot, extreme close-ups allow us to get emotionally under the skin of our subjects. Example: An
elderly woman is photographed with her eyes in a tight frame. We can see the wrinkles in her skin and the blotches of time; her eyes
seem tired and watery. This extreme close-up establishes a stronger connection to our subject than any other shot.
Camera Angles: Once you've decided on a shot size you can add a bit more perspective to your shot by choosing an angle. The camera
angle can help you create a sense of fear, empathy, or disorientation in the viewer.
Low angle:
A low-angle shot adds some subjectivity to the scene. Instead of facing straight ahead, the camera looks up at the subject from a low
angle. This can make a character appear threatening, dominant, or in a position of power relative to another character. As with some of
the other shots we’ve looked at, you can vary the intensity of it. A slight low angle might be used to convey a sense of authority, such as a
teacher looking down at a student. An extreme low angle shot might be used to show a monster like Godzilla or King Kong bearing down
on other characters.
High angle shot:
The reverse of the low angle shot is the high angle shot, which creates the opposite impression, and makes the subject of the camera
seem small. For example, a shot from King Kong’s POV might point down from a higher angle to show how powerless the characters are
in relation to him. You can also take this to the extreme with a top angle or bird’s eye view. This shot looks down on the character from
above and can be used indoors or outdoors. For example, you might look down on your subject entering a church or stadium. Or, you
could use this to show your character running away from a helicopter, in which case it would be an aerial shot or a drone shot.
An establishing shot:
The An establishing shot is a shot in filmmaking or television that sets up the context for the scene ahead, designed to inform the
audience where the action will be taking place. It shows the relationship between people and objects, and establishes the scene's
geography. An establishing shot introduces new scenes and tells the viewer where and when the action is happening. Establishing shots
can also set up a point of view or help develop a character.

8. Dutch angle:
A Dutch angle is one of the most common ways to convey disorientation. For this shot, simply tilt the camera to one side so it isn’t level
with the horizon. You might use this shot to show the POV of a drunk character stumbling down the street, or in a horror movie to give the
impression that the walls of a haunted house are closing in.
Camera Movement: The third category that we’ll look at is camera motion or movement. Most of the shot sizes and angles we’ve look at
can be used as either static shots or moving shots. By adding motion to a scene, you can move between camera angles easily, sometimes
even within the same shot. Let’s look at 5 common camera movements here:
Pan or tilt:
The simplest camera movement is a pan or tilt. A pan is when you keep the camera in one place and turn it to the side, and a tilt is when
you turn it up or down. If your camera is on a tripod, then you can simply turn the head of the tripod, just as you would turn your head to
one side to get a new perspective on a scene. If a subject stands up, you can turn an eye-level shot into a low-angle by tilting the camera
up as they rise. A pan or tilt is also a good opportunity to experiment with speed. You could spend an entire minute slowly panning from
left to right to show off a room or a landscape, or you can do a whip pan, in which the movement happens so fast that it becomes a blur.
Eye level:
The most neutral camera angle is the eye level shot. The camera points straight ahead at about the same level as the subject’s face. This
is how you would shoot an interview scene if you wanted to maintain a sense of objectivity. The goal is to let the viewer follow the action
without manipulating their emotions. While it’s called “eye level,” it doesn’t have to be a shot of the character’s face. You can get an eye
level shot of an object by maintaining a neutral camera angle.
Dolly/crane shot:
The key to a pan or tilt is that the camera itself doesn’t move, so the viewer feels mostly like a spectator. If you want to move with a
subject and make the viewer feel like a part of the action, you can use a tracking shot, dolly shot, or crane shot. Typically, a tracking shot
moves sideways, a dolly shot moves forwards or backwards, and a crane shot moves up or down. Depending on your equipment, you
can use these movements separately, or combine them to move on multiple axes at once.

9. Zoom:
A zoom shot moves into or out of the frame by using a zoom lens rather than moving the camera. You can turn a medium shot into a
close up by slowly zooming in on a subject’s face as they deliver an emotional monologue. Or you can zoom out to reveal a character or
object that wasn’t previously in frame. A zoom can be slow and subtle so that the viewer barely notices it happening, or it can be more
obvious to give the shot a cinema verite style.
Random motion:
Random motion is used to create energy and intensity, particularly in an action scene. An example is “The Bourne Identity” in which the
camera bounces around so quickly that the subject of the scene isn’t even always framed in the shot. While random motion can be
effective in creating a sense of disorientation, sometimes it can be too effective, leaving viewers dizzy and confused.
360-degree motion:
The last type of motion that we’ll look at is 360-degree motion, in which the camera moves entirely around the subject of the shot. These
shots can be challenging to do on large film sets, because they require hiding the crew and equipment from view, but they’re more
common in the days of Steadicams and CGI. The Matrix used a special camera setup for its 360-degree fight scenes, but you can also
use a handheld camera or a drone.
Compound motion: The great thing about camera motion is that you don’t have to restrict it to one axis at a time. You can combine movements
to move in multiple dimensions at once and create more complex shots. Let’s look at two popular compound shots:
Dolly zoom:
The dolly zoom is used to create a sense of vertigo or unease. It was famously used in Alfred Hitchcock’s Vertigo and Steven Spielberg’s
Jaws. In this shot, the camera moves forward or backwards while the lens zooms in the opposite direction.
Single take:
A single take combines multiple movements, shot sizes, and angles into one extended shot. Rather that cutting from a long shot to a
close-up, for example, the camera might track, zoom, pan, and tilt between a variety of different shots. This can be the hardest to get
right, but it’s an effective way to orient viewers to a new environment, such as with the opening shot in Goodfellas. It can also lend a
theatrical feel to a movie, as in Birdman, which is made to appear like one very long shot.
https://youtu.be
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https://youtu.be/AIl
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10. Sound:
Non diegetic sound: Also called "actual sound" by some, is any sound that originates from a source within the video or film's world. It
can be either on-screen or off-screen, depending on its source of the sound. Non-diegetic sound, also known as "commentary sound,"
is audio whose source is neither visible on the screen nor has been implied in the action. This can include a narrator's commentary,
added sound effects or mood music in the background.
Diegetic sound: However, to tell a story and make viewers care, diegetic sound techniques are important. No matter whether you
produce a simple news story, documentary or commercial, sound is as important as the image. Good audio can sell any type of
program and creators should study the masters to learn to offer compelling sound. Just because a diegetic sound comes from the
world of story doesn’t mean it was recorded as the action happened. This is where post-production and sound design comes in. In
some scenes, the genuine diegetic sound may need to be punched up to create more excitement. Other times a line of dialog might be
muffled when recorded and needs to be re-recorded in post-production. This is called ADR, for automatic dialog replacement.Sound
techniques like these are very broad.
The difference: What is the Difference Between Diegetic Sound and Non-Diegetic Sound? Essentially, diegetic sound may take place
on screen or off-screen, whereas the non-diegetic sound is not taking place from within the frame, on the screen or off and is
represented as coming from an outside source. Diegetic and non-diegetic sounds are important tools to aid in telling a powerful story.
Great directors including Alfred Hitchcock, Orson Welles, Stanley Kubrick and Woody Allen all used them effectively, and have used
narration as a tool to mislead the viewer in their stories. Both diegetic and non-diegetic sounds can be used in the same project. This is
called trans-diegetic sound. Certain sounds may be represented as coming from the story world, while others may be represented as
coming from outside the story space. A story with diegetic and non-diegetic conventions can be used to create ambiguity (as in horror)
or to surprise the audience in a comedy.

11. Editing techniques:
Show me some examples of different editing techniques and how they create meaning.
Continuity editing: Continuity editing is the process, in film and video creation, of combining more-or-less related shots, or different
components cut from a single shot, into a sequence to direct the viewer's attention to a pre-existing consistency of story across both
time and physical location. Visual editing where shots are cut together in a clear and linear flow of uninterrupted action. This type of
cutting seeks to maintain a continuous sense of time and space.
Cross cut editing: Cross-cutting is an editing technique most often used in films to establish action occurring at the same time, and
usually in the same place. In a cross-cut, the camera will cut away from one action to another action, which can suggest the
simultaneity of these two actions but this is not always the case.
https://youtu.be/7c0B5lzBa0A
https://youtu.be/7yR-i82mb_o
Fade to black transiting editing: Fading to black is the smoothest dissolve transition there is. But it’s good for more than just
endings. This classic move can be used to change gradually until it is completely black As the hero rides into the sunset, the screen
fades to black.
https://youtu.be/F0_2ZFdB6Hk

12. Color representation:
Colors can have a strong effect on people both mentally and physically they can set a mood, attract attention or make a statement. By
learning the connotation behind each color you can create a powerful meaning if you learn how to use them effectively. The primary colors
are red, yellow and blue and the secondary are green orange and purple ( which are created by mixing two primary colors. Then there’s pink
which is a tertiary colour and black, white and grey. In this blog post I will be breaking down the connotation of each color with examples.
Symbolic codes:
Red: Red usually gives you a sense of danger because of the many danger signs that use red to make
up psychologically aware of it. Furthermore red is associated with the heat of energy, passion and love
(since roses are using given to your significant other to show your love for them). Red is such a bright
vibrate noticeable color which is why it’s used on most sale signs to attract customers.
Yellow: Yellow represents happiness since it relates to the sun, smiley faces and sunflowers which give
us as sense of positivity. It’s also another color that grabs your attention like red and orange. The bright
yellow light bulb above someone’s head pops up when they suddenly have a good idea which represents
the fact that yellow can unclog the thinking process, helping us to become more creative, even in finding
logical solutions.
Green: The majority of people think of nature when they think of green, this is because of plants, trees
and grass. Another thing that’s associated with green is action since the green light in traffic lights means
go. Green can also represent wealthy since a typical dollar sign is green.Green is also often seen as a
fourth colour on top of the primary red, yellow and blue (think Microsoft and Google), bringing a sense of
visual balance and, as a result, a soothing and relaxing influence. Famous brands that use different
shades of green include Starbucks, Spotify and Whole Foods Market.

13. Orange: Orange a secondary color, orange combines the heat of red with the joy of yellow. It attracts attention but not
as much as red, and is used for warning signs like traffic cones. It’s an energetic color that can bring to mind health
and intensity, given its obvious link to oranges and vitamin C. It’s a youthful color as well, bringing an element of fun
for example the kids channel nickelodeon.
Blue: Blue is a calming color that represents intelligence and responsibility. Blue is cool and relaxing like the ocean.
Light baby blue is peaceful, while dark blue can signify depth and power. It is the most popular color in the world, both
when it comes to personal preferences (for both genders) and business logos, for example twitter, facebook and
skype.
Purple: Purple usually represents royalty and luxury this is because purple dye was historically expensive, which
meant that only wealthy rulers could afford it, Queen Elizabeth I even forbade anyone outside of the royal family from
wearing it. Purple is also associated with religion and spirituality, since the ancient rulers were thought of as
descendants of the gods and the color holds a special meaning in religions including Catholicism, Judaism and
Buddhism.
Pink: It’s quite impossible to think of pink without thinking of femininity, romance or sensitivity.Its naturally sweet cute
and charming. Along with brown pink is least most common colour when it comes to logos. Typical uses of bright pink
include Barbie and Cosmopolitan, with their obvious target markets, and Baskin Robbins and Dunkin’ Donuts who aim
for the ‘sweet’ side of the colour.

14. Brown: Brown is a natural color, associated with the earth and also gives a sense of stability and support.
Given its link to the earth, brown brings to mind farming and agriculture and other outdoorsy activities. It also
gives a sense of friendliness and isn’t as popular when it comes to logos. Brown works well for chocolate
brands, for obvious reasons. You can also use brown to give the impression of a well-established heritage and
a sense of tradition.
Black: black can have negative connotations, it’s the colour of death, fear and grief. It’s more generally
associated with power and elegance when it comes to branding and marketing. Newspaper logos also tend to
be in black, given the historic black-and-white printing presses. It’s bold, powerful and a little mysterious and it
can be intimidating and unapproachable as well.
White: White represents innocence and purity. It can be very simple, clean and modern. It’s also the most
neutral color of all and can be quite non-descript as a base for other, more exciting, colors. Apple’s advertising
and packaging give a powerful illustration of how white can be used for a modern and minimalist aesthetic.
Health and beauty brands that want to convey an air of purity and natural ingredients will also tend to use white
in their packaging. It’s an obvious fit for wedding brands as well, given the traditional association with and white
wedding gowns.

15. Symbolic codes
Mise-en-scene: Mise en scene is the arrangement of scenery and stage properties in a play. Translated from French, it means "setting the stage"
but, in film analysis, the term mise en scene refers to everything in front of the camera, including the set design, lighting, and actors. It's the film's
visuals; meaning, all of the elements that appear on camera and their arrangement. Of course, many different factors contribute to the visuals – the
setting, decor, lighting, depth of space, and costumes and makeup, to name only a few – but together, they comprise the mise en scène.
Lighting: Lighting allows filmmakers to capture an image that clear. However, filmmakers want to do more than just create images, instead they
want to create scenes where the lighting itself adds mood and meaning. Different lighting styles can change the tone of a scene. There are just two
basic light sources used to create most lighting styles. The key light is the primary and brightest source of light, placed to the side of the camera and
pointed at the scene or subject. The fill light is a secondary light source used to balance out the key light and change the level of shadow. It is also
important to consider the following techniques and the atmosphere they create. High key lighting a powerful key light source is balanced with fill lights
to give us a brightly lit image with little or no shadows. In low key lighting setups the amount of fill lighting is minimized, helping to create shadows
and darker areas. Lighting techniques: Filmmakers can also use the following approaches: Gels, backlighting, silhouette, shadows, practical lighting
and available lighting. Gels are re coloured sheets or filters which can be fitted to lights in order to give them a new colour. These are often used in
horror and sci-fi films. Backlighting is when a light source is positioned behind a subject. This can be used to create an aura or rim around a person
or object. A Silhouette is when a person or object is backlit but no other illumination is provided and the image is exposed to create a solid shadow-
like image. Shadows are created when filmmakers position key lights behind objects. In classic crime films this approach is sometimes used to create
effects like the bars of a prison cell casting lines of shadow across an actor’s face. Practical lighting is a term used when the director and
cinematographer make use of light sources that are already present in the frame. So, for example, a scene being shot in an office building might use
its overhead fluorescent lighting as the main source of light. Available light is quite similar to practical lighting but here, whatever natural light is
present is used to light the scene. Film-makers often make inventive use of available light during the 'magic hour' - the term for the first or last hour of
daylight. During the magic hour, the sun’s light has a pleasing golden tint and generates long shadows.
High-key lighting low-key lighting

16. Props: A great filmmaker will use a prop to tell a story and motivate a character. A prop can help a character get from point A to point B or help
a character find what they’re looking for. Props make great tools for your actors to express themselves with. In the end, props are just objects.
But objects are things everyone can relate to. They are things we can hold ourselves, and when we see characters doing the same, it’s a mutual
experience that draws us into their experience. A good prop can represent a character, to the point where you can’t think about that object
without thinking about that character. It can sum up their internal struggles, or sum up their way of life, or give you a glimpse into their personality.
Examples of props that creates meaning
Facial expressions: Extreme close ups are used commonly to show the emotions on a characters facial expression. A facial expression
conveys an emotion that tells us about the character and the way they react to the situation. It may also tells us something about that situation,
for example if the character is very shocked and we can see it in their face, this probably means something unexpected just happened. A facial
expression can also convey the character’s true feelings. A character may be flattering another character verbally but a mocking eye-roll will
show the audience the character’s true emotion. An actor’s facial expression may reveal a subtext or deeper meaning that contradicts what they
say or do in the scene. Emotions are feelings and a mood is the state someone is in, related to that feeling. "I feel happy, therefore I am in a good
mood." These are what facial expressions mostly reveal.

17. Body language: A medium shot shows the waist and up of a characters body, however a long shot uses the whole body of an actor,
so you could say the the body language of a character is usually just shown in long shots. Body language is a type of a nonverbal
communication in which physical behaviors, as opposed to words, are used to express or convey the information. Such behavior
includes facial expressions, body posture, gestures, eye movement, touch and the use of space. Whether you’re aware of it or not,
when you interact with others, you’re continuously giving and receiving wordless signals. All of your nonverbal behavior, the gestures
you make, your posture, your tone of voice, how much eye contact you make, send strong messages. They can put people at ease,
build trust, and draw others towards you, or they can offend, confuse, and undermine what you’re trying to convey. These messages
don’t stop when you stop speaking either. Even when you’re silent, you’re still communicating nonverbally. In some instances, what
comes out of your mouth and what you communicate through your body language may be two totally different things. If you say one
thing, but your body language says something else, your listener will likely feel that you’re being dishonest. This helps the audience
understand the personality of the actor while they still communicating nonverbally.

18. M.I.G.R.A.I.N - Institutions
Media ownership is very important when it come to distributing and producing a movie, it's the process whereby progressively fewer individuals
or organisations control increasing share of the mass media. Being able to own a large part of the media will save costs and target a large
audience. These are also known as Conglomerates who are Usually multi-industry companies – i.e., a combination of multiple business entities
operating in entirely different industries under one corporate group, usually involving a parent company and many subsidiaries A large business
like Disney has a lot of media ownership since it owns a significantly large proportion of the film industry. Another big advantage of
conglomerates is the quality. As the conglomerate earns profit it gets distributed to all its outlets even if one of them is not performing well.
Disadvantages are that news coverage usually is in favour of the parent company. Disney is known to be a very large and powerful
conglomerate, this is because its bought its competitors through the years so ts become a monopoly and dominated its market, Disney also uses
a 360 degree statues to promote its products and services so that they can promote across all the sector that they own which will lead to more
sale. During the distribution process it will also be easier for a huge conglomerate such as Disney because the people will trust the production
label and will buy/view the product without a second thought. Being a huge conglomerate also gives you access to the best technology available
because you will be able to afford. However if you compare it to a movie like Before I fall , which had a small budget and most of the budget went
to advertising their movies using other brands platforms, because they're not like Disney and own several brands like ABC,ESPN ,Touchstone
Pictures, Marvel, Lucasfilm that they can use to advertise on.
Digital technology - Digital technology is the electronic tools, systems, devices and resources that generate, store or process data and anything
related to digital products, services, equipment and devices, as well as the use of technological convergence where a product can be accessed
through many devices. Well known examples include social media, online games, multimedia and mobile phones. Digital technology has
definitely developed throughout the years. Digital technology has not only improved the marketing and selling of the product, but also the quality
that the audience see. In the past movies were distributed on heavy and expensive film reels that deteriorated with each use, however now
movies can be shared easily and quickly.

19. M.I.G.R.A.I.N - Genre:
Steve Neale states that genres all contain for example repetition and difference, difference is essential to the genre. Neale states
that the film and it’s genre is defined by two things: 1. How much is conforms to its genre’s individual conventions and stereotypes
(A film must match the genre conventions to be identified as part of that genre) 2. How much a film subverts the genre conventions
and stereotypes (the film must subvert convention enough to be considered unique and not just a clone of an existing film). Neale
states that Hollywood’s generic regime performs two functions: To guarantee pleasure and meaning for the audience and to offset
financial risks of film production by providing collateral against innovation and difference. Popular cinema relies on audiences
finding pleasure in difference and repetition i.e. recognition of familiar elements and the way those elements are linked in an
unfamiliar way or the way that unfamiliar elements might be introduced. Genre is constituted by specific systems of expectations
and hypothesis which spectators bring with them to the cinema and which interact with the films themselves during the course of
the viewing process. To the film’s production team (producer, director, etc) genre provides a template. To the film’s distributors
genre provides assumptions about which audiences they should be marketing to. To the film’s audience genre identifies liked of
disliked formula and provides certain rules of engagement in terms of anticipation of enjoyment.
semantics and syntactics
The term Syntax refers to a grammatical structure whereas the term Semantics refers to the meaning of the vocabulary symbols arranged with
that structure. Semantics consists of the study of the relationships between symbols or signs such as words, phrases, sentences, and
discourses, and what these elements mean or stand in for (their dentition). The study of Syntax is the investigation of the rules, principles, and
processes which determine the structure of the sentences in human languages. Syntactic knowledge helps us figure out the meaning of a word
by using context which is usually a noun.

20. Tom Ryalls theory - Tom’s theory is that the types of conventions found in genres can be grouped into four different categories which are:
iconography , narrative, representations and ideologies. Tom Ryall contends that some genres such as horror, comedy or thrillers may be better
visualized considering they're effects. on the audience for example how they make the audience feel. Tom Ryall also provides a list of the
categories that he considers to be proper genres (westerns, gangster films, musicals, horror films, thrillers, comedies, melodramas and women
films). Steve Neale's said that , Genres are see as forms of textual codifications but between industry, text and subject. Tom Ryall agreed with
the idea of genre being "between industry, text and subject" and developed this model as a way of analysing genre , claiming that you cannot
watch a film without considering these elements. The picture below shows Tom Ryall's theory put into a diagram.

21. M.I.G.R.A.I.N - Representation
A media representation is no 100% accurate, it's a representation that has been constructed (refraction). Manuel alvarado was a
guatemalan born british academic, who specialised in media studies. Alvarado's theory states that ethnic minorities fall into the
following categories in movies and tv shows:
- The humorous (all of these actors are well known for playing the comedic character, for example eddie murphy and the indian
guy in big bang theory, ehtnic minorities are most of the time,
- The dangerous ( often black and hispanic characters are stereotypes as gang members, they struggle to find roles outside this
stereotype.
- The exotic (women of ethnic minorities are often used to be appealing to men since they are different they re exotic)
- The pitied (again ethnic minorities are often used to portray poverty) the green mile
It is important to understand alvarado's theory in relation to representation because men characters now automatically fit into these
categories due to stereotyping. These over - generalisations are used to help create meaning within a text, because the audience
automatically place them into these categories.

22. Bell Hooks theory: Bell hooks believes that lighter skinned women are considered more
desirable and fit better into the western ideology of beauty whereas black women are
objectified and sexualised especially in hip hop. This is represented in the film 'Mean Girls '
where there are a minority of races displayed on screen, it’s clearly evident that at the time
black woman were seen as less attractive, because of this they were rarely casted in films.
So ethnic women were seen as very interesting to people in society for being
underrepresented. we clearly see a pattern in many rom-com films as the main roles are
generally played by western women. Therefore, this constant representation of western
women will be normalized in society as the as the definition of beauty in films, this could
majorly influence people's ideologies and their perception of black women. However, the
media is slowly starting to not show black woman in a sexualised way and instead as the
main characters. For example the movie "Hidden Figures" which was made in 2016, tells
the story of the three Black mathematicians/engineers who helped NASA successfully
launch their first trip into space in the '60s.
Bell hooks also wrote a book called “Black Looks” in 1992, discussing the concept of colorism within
media and black communities across the United States. The concept of colorism is that lighter skinned
people are seen as more attractive and acceptable within mainstream society, we see this reflected
within media across all forums, whether it’s O.J Simpson being airbrushed within photoshop to make
him appear darker after his arrest or Beyonce attempting to be “white passing” early in her career.
Another word for this concept could be considered “white washing” characters within film who are
originally a darker tone or different race to be more appealing to mainstream audiences. This is done in
many movies such as

23. John Berger's theory: John Berger’s was based on the ways that the public view the piece which can vary depending on
the demographic of the audience. John Berger analyses how men and women are culturally represented. In the "ways of
seeing," he claims that representations of men and women in visual culture attract different "gazes," meaning different ways
in which they are looked at. John Berger's theory relates to Laura Mulvey's “male gaze theory” because, Berger suggests
that women purposely feed into the Male Gaze theory and use their femininity to their own advantage and to the advantage
of men. He also suggests that women use their femininity make themselves feel powerful since men are seen as the
dominant gender.

24. M.I.G.R.A.I.N - Audiences
The hypodermic needle theory - is a communication theory which states that everything the audiences watch or see on the media is
injected into their brains. This usually happens when to audiences that are seen as weak since they would easily be influenced by a
message. Today we still see party political broadcasts on television during elections. The hypodermic theory gives the media alt of power
in a democracy. For example In the 1930 in Nazi Germany films about world war 2 were used to inject propaganda ideas promoting the
Nazi cause to people in Germany.
Cultivation theory - suggests that repeated exposure to television over time can subtly ‘cultivates’ viewers’ perceptions of reality. George
Gerbner and Larry Gross theorised that TV is a medium of the socialisation of most people into standardised roles and behaviours.
Cultivation Theory suggests Television influences its audience to the extent that their world view and perceptions start reflecting what
they repeatedly see meaning TV is considered to contribute independently to the way people perceive social reality and will have an
effect on the audience’s attitudes and values. Long term exposure to violent media makes the audience less likely to be shocked by
violence. Being less shocked by violence the audience may then be more likely to behave violently. The criticism of this theory is that
screen violence is not the same as real violence. Many people have been exposed to screen murder and violence, but there is no
evidence at all that this has lead audiences to be less shocked by real killings and violence. For example Mean World Syndrome is an
assumption of cultivation theory, George Gerbner came up with the term to describe a phenomenon whereby violence related content in
television and film makes viewers believe that the world is more dangerous than it actually is. People who watch a lot of violent television
are more likely to believe that there are more murders etc. then there are in the real world.

25. Moral panic theory - Moral Panic occurs when someone or something is defined by the media as a threat to the values or interests of
society. The key moral panic theorist is Stanley Cohen. Cohen suggested in his 1972 book ‘Folk Devils and Moral Panics’ that a moral
panic occurs when “condition, episode, person or group of people emerges to become defined as a threat to societal values and
interests”. Stanley Cohen believes the media play an important role in enforcing moral panic, even by just reporting the news. In
Cohen’s view the media overreact or sensationalise aspects of behaviour which challenge social norms. The media’s representation
therefore then helps to define it, which can then lead to outsiders adopting and observing the behaviour based on the model they see
in the media. The moral panic depicted by the media fuels further unacceptable behaviour. In extreme cases moral panic creates mass
hysteria within society. The general public start to believe whatever is being reported on is occurring everywhere in society. Cohen
defined his five stages of moral panic as:
1. Something or someone is defined as a threat to values or interests
2. This threat is depicted in an easily recognisable form by the media
3. There is a rapid build-up of public concern
4. There is a response from authorities or opinion makers
5. The panic recedes or results in social changes

26. M.I.G.R.A.I.N - Ideology
MARXISM: Marxism is the political and economic belief that there is no social classes and that every person within the society works for a common good, and
class struggle is theoretically gone. The theory is that this will eliminate the social gap between the middle class and the working class, and this will eventually
lead to communism. The person who created this theory is Karl Marx. Marxism was founded in September 1844. Marxism was first publicly formulated in 1848,
by Karl Marx and Friedrich Engels, they began writing The Communist Manifesto (1848), based on the Engels' Principles of Communism. Six weeks later, they
published the 12,000-word pamphlet in February 1848. Engels and Marx shared the belief that at the basis of all history and social conflict is the struggle
between classes. The wealthier class, known as the bourgeoisie, were those who owned the means of production. and the poor class known as the proletariat is
known as the social class having no significant ownership of the means of production (factories, machines, land, mines, buildings, vehicles) and whose only
means of subsistence is to sell their labor power for a wage or salary. The weaknesses of marxism is that it tries to abolish religion, as it can be seen as placing
a superior roll over others, and marx felt like religion was used to control people. It negatively affects the educational system, marxist philosophy on education
sees economics lying at the root of human activity therefore they do not agree with the curriculum construction and examination system, neglecting children. It
limits opportunities for entrepreneurs as you are basically working for the government, limiting diversity. Finally, it can lead to communism which is believed to
lead society without anyone being motivated, lowering the economy.
The Marxist View of Family Functions: Marxists agree with the functionalist belief that families do have a function in society - however they disagree with what
those functions are, instead they believe that families: Are where each generation is socialised into accepting capitalism and its values. Bring up children to be
the next generation of workers are the main unit of consumption: meaning that families are the main buyers and consumers of capitalist goods. Making it hard
for workers to go on strike, as they would not be able to support their families if they did. Britney , Tupac and cardi b are example of marxist celebrities.

27. Capitalism: Capitalism is an economic system in which private individuals or businesses own capital goods. It is also and political
system in which a country's trade and industry is controlled by private owners. Some countries which are capitalists would be UAE,
New Zealand, Switzerland, etc. Capitalisms effects on media are that it doesn't provide all the pros and cons of the firm. It only shows
how capitalism makes money and not how effects things like the environment, pollution, harmful to standard of living. It Promotes a
culture of work and desire. The common perception of the communist culture is "participate in activities that appear beneficial to
you"Margaret Thatcher who was the former British PM was a pro-capitalist. Many of the British PM's have been capitalist - including
Winston Churchill.A capitalist society is based on the legal right to private property and the ability to pass on wealth to future
generations. Capitalists argue that a capitalist society is fair because you gain the rewards of your hard work. But, often people are
rich, simply because they inherit wealth or are born into a privileged class. Therefore, capitalist society not only fails to create equality
of outcome but also fails to provide equality of opportunity

28. Socialism: Socialism is a political and economic theory which believes that the means of making, moving and trading wealth should be
owned or controlled by workers. This means the money made belongs to the people who make the things, instead of a group of private
owners, so every person in the community has an equal share of the various elements of production.socialism was created to progress
the living situation of working class so that everyone was more equal for example a historical examples of socialist countries include
the former Soviet Union and Nazi Germany.Albert Einstein was widely known during his lifetime for his work with the theory of relativity
and physics in general. He was also an important peace activist, a believer in a very limited form of world government and a
socialist.Social media is the most crucial catalyst of contemporary socialism . Social media isn't just a tool for mobilizing people it can
also be used as a tool for politicizing them . It provides a platform for raising new kinds of political thinking & new forms of political
identity . an example of social media being utilized to spread socialism is through Twitter & instagram . The #Metoo movement had
gone viral on twitter a year ago ,the hashtag was popularized when an actress 'Alyssa Milano' urged victims of sexual abuse to share
their stories on Twitter in the wake of accusations of misconduct against Hollywood executive Harvey Weinstein. This movement
encouraged lots of prominent female celebrities & activists to speak out on the movement and empower women to share their personal
experiences . The famous actress & activist Emma Watson had also raised awareness on the movement through an interview with a
well-known magazine publication, teen vogue .this movement is very positive as it encourages freedom of speech and it sheds a light
on more issues.

29. Liberalism: liberalism is a political philosophy or worldview based and founded on ideas of liberty and equality. The
ideology liberalism has become more of a political stance in the media over the years, mostly impacting one of the biggest
sectors is in the world being news/journalism in digital and printed media, in which they can have the most power and
influence to spread their beliefs to reflect all over the world, for the drive of freedom for individual speech and stance. They
started with their effects on the media in the early 19th century caused by the rise of consumerism and of the middle class,
using strong public broadcasting to benefit it from it, spreading to as many as possible and growing a huge backing. The
effects caused by this with the media today has created many different liberal mediums like The guardian newspaper in the
UK, the Independent New York Times, the MSNBC which is owned NBC/Comcast showing media integration and then the
liberal democrats for the UK, all showing the same traits of promoting free speech but sometimes is said to show biased
nature. It provides individual freedom (freedom of speech/association), it fights for equality, believe in cultural diversity,
preserve human rights and promotes economic growth. It negatives are that its over dependence is high and sometimes
their could be cultural issues.

30. M.I.G.R.A.I.N - Narrative
Tzvetan Todorov’s Narrative Theory
Tzvetan Todorov had a theory that all narratives that begin with equilibrium and end with the equilibrium being restored. Here are the
steps Todorov believed all conventional stories follow: Equilibrium (everything is as it should be), Disruption (by an event),
Recognition of disruption, Attempts to repair disruption and Return to equilibrium. An example of equilibrium would be in the film ‘The
Conjuring’, the paranormal investigators trying to gather the information that the Perron family have faced against the spiritual demon
called Annabelle that possesses a creepy, beaten up doll. The disruption would be the doll tries to haunt and possess the mothers
that have tried to live in that house and get them to kill their children. This has effect on the Perron family and the investigators tries
to prevent this from happening to them. The recognition of disruption would be the investigators going to the estate and start to
experience all the weird and scary paranormal activities. The attempts to repair the disruption would be the paranormal investigators
gathering information to try and get the church to perform an exorcism to save the Perron family from evil. The return to equilibrium
would be the investigators thinking all evil is gone and bring back an artifact that they do not realise is possessed until next time.

31. Vladimir Propp’s Character Theory
Vladimir Propp’s character theory suggests that characters end up taking up a role of narrative called ‘Spheres of Action’. he proposed that there
are 7 different characters that are needed to make up a narrative: The Hero – the hero is used to try and restore equilibrium and is normally the
central focused character in the media text: Victim hero is the main attraction from the villain, Seeker hero is the one that helps the villains
victims. In The Conjuring, the two paranormal investigators would be the seeker heroes, since they are trying to help the endangered family
- The Villain – the villain is the character that creates the disruption in the narrative equilibrium
- The doll (Annabelle) would be villain that is trying to possess its victims to kill each other
- The Donor – the donor is the one that tries to aid the hero in their journey to restore disequilibrium
- The Helper – the helper is the one that would also aid the hero on their journey to restore equilibrium. They are normally portrayed as the
sidekick
- The Princess – the princess is normally a female, but can also be the primary victim of the villain and has to be rescued by the hero - In
this case the ‘princess’ would be the Perron family that are trying to escape the demonic doll
- The Dispatcher – the dispatcher is the one who sends the hero on a task or journey to restore the equilibrium - This would be the three
victims in the opening scene that had reached out to the paranormal investigators about the deranged doll
- The False Hero – the false hero is the character who seems to be good to the audience throughout the film until at the end turn out to be
bad

32. Roland Barthes - Roland Gérard Barthes was a French literary theorist, essayist, philosopher, critic, and semiotician.
Barthes's ideas explored a diverse range of fields and he influenced the development of many schools of theory, including
structuralism, semiotics, social theory, design theory, anthropology, and post-structuralism. When analyzing texts, Barthes makes a
distinction between a traditional work and what he calls “the Text.” He argues that traditional texts (works) render the reader passive
because the author has control of the narrative. Unlike the work, the Text enables the reader to actively engage in its production
because it is not restricted by conventions of genre, linearity, or author control. While written text is the primary communication
system that Barthes analyzes, his theories can be applied to various cultural forms such as photography, music, painting, and cultural
events.

33. Trailer Research:
•What is a trailer/teaser trailer? Why are they used? Trailers refer to short previews of a piece of content, such as a movie
trailer, which demonstrates scenes and the general plot and mood of a piece of media, in order to garner interest. This also
applies to trailers for television or radio shows or other online content like podcasts or vlogs. Generally, trailers will be matched
with other relevant content, such as a trailer for a fantasy movie appearing before a science fiction movie, or a trailer for a family
comedy appearing before a children's animated film. A trailer might also appear for self-promotion, such as content on the same
network or a trailer for the next episode of a series or sequel in a film franchise.
•How have trailers evolved over the years? While the trend of the melodramatic voice over trailer style was already tapering off
in 2008, it has now evolved into a montage of clips with dramatic music to match. The general trend has become to make the
trailer a short film in and of itself rather than an ad. Voice-over narration has been replaced with the characters’ actual dialogue
spliced together, title cards and high tempo music.
•How have movie trailers become more contemporary? One of the reasons as to how movie trailers have become more
contemporary is down to technology. Due to technology evolving over the years; trailers can now be viewed on a range of
different media platforms; for example, using smartphones. Another way trailers have become more contemporary is by using
social media. Social media is used to inform fans about updates, releases and anything else that is related. This then means
that social media would be used to create the hype of movies by posting the trailers on different social media platforms such as
Facebook where fans who have viewed the trailer are then able to press the ‘like’ button as well as share the trailer – making
more people aware of the new upcoming movie.

34. •What makes a good trailer? Movie trailers are marketing tools with the purpose of pitching upcoming films to potential audiences. A
good trailer is a multi-tasker: It should excite potential filmgoers while telling them what the film is about. What a trailer should do,
obviously, is pique the audience’s interest by giving a general look at the story. The issues we’re having now is that all the trailers are
beginning to look and feel the same.
•Are independent films up to the same standard as Conglomerates?
I would say they aren't because if i use the example of Disney and Before I fall, Disney i made by a conglomerates owning many
companies which helps it save costs when advertising and use these costs for other stuff like costumes and locations and expensive
equipment to film with making Disney films higher quality. Other independent filed like before i fall for example won't be able to afford
such a high budget which lowered there changes of having high quality filming with expensive equipment and also limits their location
ideas, if you compare disney, disney wasn't able to find the perfect location so they built it. Before I fall is not able to do something like
this and instead would have to make use of the location they have found. Another benefit that Disney has since its a conglomerates is
like i mentioned they own many other companies which they can use to save money and advertise on them which is something
independent companies may have to pay for giving them a competitive disadvantage.
•Why do films include movie posters?
The purpose of a poster is mainly to promote and advertise the film before its released in order to persuade its audience into the
theater to see the movie, or pay to watch it on any platform. Studios often print several posters that vary in size and content for various
domestic and international markets. They normally contain an image that's related to the film sometimes it helps give a sneak peak on
whos going to be in the film, a famous actor on the poster is common, because the film is trying to persuade a large amount of people
to watch it and when a well known actor is part of the poster it will definitely persuade their large fan base to buy a ticket.
•Why is it important to include branding across movie promotional packs?
The reason that its so important to include branding across movie promotional packs is because the main purpose of a movie
promotional pack is to advertise the movie which is why adding the brand onto the products is very important. Brands work with
movie production houses to include their products or mentions of their products in films as a means to subtly advertise them
to you. In addition to this, many companies also use these opportunities to increase brand awareness.

35. The three act structure represents the screenplay. It shows how the protagonist gets from the beginning of the narrative to the end,
showing any obstacles that they have overcome. Act 1, which is called the establishing part, establishes the character and situation
(usually something happening). Such as The Fast and the Furious (2001) we see Brian Spilner (Paul Walker) looking over his steering
wheel in the Mitsubishi Eclipse. His surroundings are shown as a drag racer and his situation is also revealed as he spins out of
control, exposing his weakness. Act 2, which is called the disturbance, includes some sort of conflict or issues arises and the character
undergoes change. We can see an example of act 2 In Fast and The Furious when the obstacle was the police who arrested him
meaning his goal of becoming friends with Dominic Toretto as the police are chasing him because he stole the truckload of DVD’s and
VCR’s. Lastly, Act 3 is the montage and usually a situation or a set of relationships undergoes development and usually some kind of
resolution, though some films are more ‘open’ in their endings. Not everything has to be neatly tied up at the end. A range of fast clips
from throughout the movie is usually edited together to tease the audience. An example for act 3 is Brian becoming
friends/acquaintance with Dominic as he lets him go this shows he has reached his goal while avoiding the police obstacle.
Trailer – 3 Act Structure:

36. Trailer analysis: Just Mercy
As you can see the trailer starts of with all the production names to help promote all the creators of the
movie shown on a simple black screen after that we are introduced to the first scenes where there's a
trend in grey white and simple plain colors. This could signify a gloomy and miserable life where things
aren't so bright and happy. We are also seeing a lot of the character played by ‘michael b jordan’ This
could be to showcase a highly famous celebrity which may attract many of his fan base to watch the
trailer or think highly of the movie. We are also introduced to another main character played by ‘Jamie
Foxx’ which is also very well known and will probably attract more people to watch the movie as well as
his fan base. Therefore both of them will target a very large audience group. Around 0:39 into the trailer
the names of these character show up on the screen again re assuring the audience who is featured on
this movie and also helps the trailer then transition into a more bright and happy setting. We can see this
in the screenshots below, we are introduced to bright colors like yellow and light blue which usually
signify positivity and intelligence making the audience understand that change has been made.
49 seconds in we are shown a ‘based on a true story’ title which usually attracts
audiences to watch the movie even more. The next couple of scenes continue to be
bright and showcase a trend in the colors yellow, light blue and orange, These
simple colours that may just be coming from the bright lighting may also relate to the
branding of the movie and signify justice has been served since that's what the
movie is about.
Lastly we are introduced to a title shot of the colours red, white and
blue and are put together to say ‘This is about all of us” red could
signify that through the process of justice they may be some
struggles on the way and evil people will pull you down, blue could
mean that the he has a lot of power and responsibility and the moain
color white could signify freedom a last. These colours may also be
part of their brand for this movie to help remember the movie when
seeing these colors.

37. Poster analysis: As we can see the background is bright and colorful filled
with colors such as orange and yellow which relate to the
trailer that also showcases a trend of these colours. This
may mean that these are the colors that just mercy has
chosen to represent as there brand. Looking more into
these colours Yellow represents happiness since it relates
to the sun, smiley faces and sunflowers which give us as
sense of positivity. It’s also another color that grabs your
attention like red and orange. The bright yellow light bulb
above someone’s head pops up when they suddenly have a
good idea which represents the fact that yellow can unclog
the thinking process, helping us to become more creative,
even in finding logical solutions. However in this movies
case we can see that yellow is being used to show positive
change and happiness at last. Orange, a secondary color,
combines the heat of red with the joy of yellow. It attracts
attention but not as much as red, and is used for warning
signs like traffic cones. Which means it could be used to
attract audiences by its colors to the poster.
faces from the movie to attract there fan bases. An example of this is Jamie Foxx which is shown in the background.
Him being a well known actor helps the movie target a larger audience and we can see that they have also out his
name in the poster along with michael b jordan. Jamie Foxx is part of there brand and is showcases in the trailer a lot
as well and the poster.
In the background we can see many different scenes from
the movies to give a sneak peak on what it's like for those
audiences who prefer to know more about the film to
convince them to watch it. It's also a way to show familiar
Michael B Jordan is used as the main
design for this poster which could mean that
the creators main purpose and aim was to
attract as many audiences through
showcasing this highly famous celebrity and
his loyal fan base. This is a good advertising
strategy that is used amongst many movie
producers and most movies are well known
because of there actors. Furthermore, a
facial expression conveys an emotion that
tells us about the character and the way
they react to the situation. It may also tells
us something about that situation, for
example if the character is very shocked
and we can see it in their face, this probably
means something unexpected just
happened. In this posters case we can see
that his his facial expression shows
determination and persistence, which could
be giving the audience a sneak peak on
what his character's personality is like in the
movie.

38. Website analysis: Just Mercy
Looking at the branding on the website now, we can see first of all “Just Mercy” is promoted on
the warner bros website already a very popular well known company helping ‘Just Mercy’ gain a
large audience attention. You can see that that the same color scheme is used as the poster and
the movie (the orange and yellow tone) this color helps represent their brand. Like I mentioned
before the color yellow represents joy, happiness and friendship but it can also represent betrayal
and optimism. In this case it represents friendship and strong bonds made in this movie which
lead to happiness and joy. The website used to promote this movie is warner bros which is the
producer of the movie, and as you can see if you scroll down on the website it gives the options
on where you can stream the movie (prime video, apple tv and google play etc) helping promote
the movie. Moreover, if you scroll down you can see information about the movie, this helps to let
the audience know more about the movie so that they can see if they want to watch it or not,
alongside another poster of the movie which feature the main character “michael b jordan” and
“Jamie Foxx” this can be a strategy they used to the promote the movie, since they are very
popular well known actors, this will attract there large fan base. Furthermore, if you scroll down
more there are clips of scenes from the movie, this helps promote the movie since the website is
adding all information the audience needs to know about the movie and see sneak peaks. Lastly,
it has a gallery showing pictures taken from the movie again giving the audience a sneak peak of
key scenes from the movies, and introducing us to other character in the movie again to target a
larger audience group by attracting their loyal fan bases. Overall the website is very well laid out
and aims for a more simple and straightforward advertising method, while still sticking to the color
themes and brand of the movie.

39. Trailer analysis: Hush
The trailer starts off with the production label to help promote who made the movie, it's vital to get a
professional company to carry out the trailer production process in order to produce a professional
looking clip which people will pay attention to. BH productions is also a very well known production
company that has produced popular movies like ‘Get Out’ ‘paranormal activity’ and ‘Split’ so as you
can see its popular for its well known horror movies which could attract many fan of these movies to
watch ‘Hush’ as well if they enjoyed there other movies. Another shot is shown of a title written ‘From
the director of OCULUS.’ Oculus is a popular horror movie which was released in 2013, the reason
this title is shown is not only to introduce us to who directed this movie but to also show his movies
he’s previously directed which may attract those who likes the movie ‘oculus’ putting all their trust in
him when watching this movie. Furthermore, 30 seconds into the trailer we are now introduced to the
setting and location, the area is mainly green and there is only a diegetic sound coming from the
nature of the setting. You can hear the birds chirping and the wind blowing the leaves and you can
mainly see green. The majority of people think of nature when they think of green, this is because of
plants, trees and grass. Another thing that’s associated with green is action since the green light in
traffic lights means go. Green can also represent wealthy since a typical dollar sign is green it’s also
often seen as a fourth colour on top of the primary red, yellow and blue, bringing a sense of visual
balance and, as a result, a soothing and relaxing influence. In this trailers case we can see that she
lives alone in this house could show her wealth and love for nature. We are then shown a title saying
‘she is alone’ to bring a more horror vibe into the trailer, and the diegetic sound has also stopped. The
background of the title is plain black and blacj usually signifies death.

40. Reflection:
How does knowing about the key concepts help you when beginning your journey to creating your own trailer/poster/website?
Understanding the key concepts in media really helps me understand the reason behind everything done in the media. Specifically why each race is always
represented the same character in movies, which I now know it’s due to the stereotypes in today's society which is further explained in bell hooks theory.
Moreover, it also helped me understand things from the audience's perspective in the sense of how they can be effects by the media for example the
cultivation theory, hypodermic theory, moral panic theory etc. Institutions is also something i have also learnt more about, the bigger condolmerance are able
to afford high quality and cheap advertising due to how powerful they are. The key concepts also helped me understand the connotations behind characters
actions and costumes in movies/shows. For example if I were to see a character always wearing bright yellow clothing it could signify that they are always a
bubbly positive and happy person. I can also understand them furthermore by th lighting surrounding them and the clos-up that show there facial
expressions. This will all help me implement this knowledge for when I'm creating my own trailer, poster and website.
Why is it important to understand the sense of branding with your work when you make your trailers/poster/website?
It’s important to understand the sense of branding because what i've taken from analysing both just mercy and ‘Hush’ is that they tend to make there
websites posters and trailer very similar by the color scheme and fonts used. This helps give them a brand so when you see orange and yellow and a simple
white font you will associate it with the movie ‘Just Mercy’ It also helps them to link each of the three together and not differentiate them, it also helps for
when they are making merchandise and promotional packs to continue this color scheme and specific font, so there brand is easily recognised. Which i will
be interpreting into my trailer poster and website making sure I don't differentiate them.
What do you think has been the most important thing you have learnt while researching trailers – which is going to help you the most?
Whilst researching trailers I learnt more about the 3 act structure which is something I'm planning to interpret into my trailer since it . I also learnt how
important it is to make a trailer as exciting as possible but not revealing too much since the purpose of a trailer is to attract them by giving in sneak peeks.
This will definitely help throughout my process of making a trailer.