In my A2 advanced portfolio I decided to create a trailer as my maintask accompanied with a film poster and a film magazine cover as myancillary tasks. The reasons I chose this was because I chose a similargenre of media and technology in my foundation portfolio andwanted to improve and develop my skills I had learnt in the yearprevious.• I decided on a promotion package for a new film so a trailer, amagazine cover and poster.
EvaluationQ1. IN WHAT WAYS DOES YOURMEDIA PRODUCT USE, DEVELOP ORCHALLENGE FORMS ANDCONVENTIONS OF REAL MEDIAPRODUCTS?
Typical conventions of a Film TrailerFrom my extensive research I realised that the most common forms and conventions in horror film trailers were:Sound• Horror trailers always use tense non-diegetic music throughout accompanied with discordant sounds and drums.The music usually starts of melodic and soft and then crescendo which in a sense increases with the terror.I decided to use the following track by called ‘Bring me To Life’ by Evanescence as this following the typicalconventions of horror trailer music. However, I developed the traditional conventionMise-en-scene• They always start using high-key lighting lulling the audience into a false sense of security as an optimistic atmosphere is implied. Theythen usually dramatically switch and use low-key lighting, fog, mist or any other gloomy element to make an eerie atmosphere andhave the audience on the edge of their seats. I decided to follow this typical convention in my trailer as I felt it was important in atrailers structure in gripping the audience in. I therefore felt it was vital to implement this technique into my own so I could hopefullycreate the same effect.• Horror trailers always use typical horror iconography such as blood, isolated houses and knives etc. I made use of all these typicalprops and settings so that my trailer was immediately recognisable to the audience.They always aim to build curiosity and anticipation by teasing the audience giving them little dialogue and just the main elements of the plot.• Horror trailers always speed up towards the end, show the climax (usually something that shocks the audience and then show imagesof despair.Editing• In my trailer, I frequently made use of the fade to black transition as this is vital in achieving the necessary tense I atmosphere thatdraw the audience in. I also used this effect in my trailer as it made the editing more easier as I was able to break up scenes and make itmore dramatic.Within the first minute and a half the trailer is lightBut as the speed is increased and the tension mounts the lightingis switched to low-key. I also implemented this technique in mytrailer…
Typical Conventions of a Film PosterFamousdirector/producerDominant ImageTitleWebsiteInstitution logoRelease dateBankable actor
My Film PosterDominant Image• The image always dominates the page allowing the audienceto focus on the most significant part of the poster. It acts asthe most powerful part in attracting an audience. I followedthis typical convention so that the character is in centralfocus by also situating in centre frame again reinforces thesignificance of her in the film’s plot.• The image always features a character who makes direct eyecontact with the reader building a relationship with themmaking them feel as if the poster is directed at them.• In terms of non-verbal communication, horror poster actorsalways have vacant, serious and shocking expressions ontheir faces is one creating an atmosphere of unease for thereader. I also followed this convention to make my dominantimage more effective.• Dominant images are almost always edited in post-production to emphasis specific features on a face andintensify the horror, I edited the image of my actress so thatshe now has unnatural looking eyes suggest a supernaturaltheme and link the poster more to the horror genre. This is acommon convention and clever marketing technique inhorror posters, it ensures that passers- by are drawn in bythe image and curious about the poster. I also edited it sothat the image was tinted red which links in with my colourscheme and immediately allows the reader to associate theposter with horror.• Actors are always framed in medium close up, close up andextreme close up shots. I followed this convention byframing my actor in a medium close up shot which allowsthe reader to see her non-verbal communication. I followedthe convention of a typical dark background which createsenigma and is typical of a horror poster which combinedwith the out of focus effect on the image creates a sense ofdisorientation within the reader• In terms of mise-en-scene , the low-key lighting contrastswith the along with the dark eyes and dark costume of theactress connotes something sinister. I ensured that thecostume the actress wore was black as this colour is almostalways used in the horror genre. It connotes seriousness,death and mystery.TitleTaglineDirectorDominant ImageWebsiteInstitution logoRelease Date QR Code
continued…Text• I followed typical conventions of horror poster text by using a only a minimal amount of information , it is always simple yeteffective. I decided to follow this because• The text is a bold and clear, allowing the poster’s vital information to be noticed at a distance. I kept the text simple , notincluding too much text allowing the image and title to speak for itself. The film’s institution ‘Twisted Pictures’ logo has beenplaced at the bottom, where you would find them on most film posters. This lets my reader aware of the institutions involvedand is a vital convention for a film poster. The text tends to follow the typical horror colour scheme of black, red and whitewhich would indicate immediately to the reader what type of genre this film belongs to.• I also decided to use the typical convention where posters use the words ‘Coming Soon’ as it creates a sense of enigma andencourages the audience to want to find out more about the film and it’s specific release date although it still indicates that itwill be available to watch in the near future.Title• In terms of typography, I have ensured the title is in a large bold eerie font that looks as if it would typically be used in thehorror genre. The fact that it is in the conventional colour red connotes blood, murder and danger, allowing the reader toinstantly associate this film with a negative plot filled of despair and terror.Tagline• The tagline ‘You’ll never trust another doctor again’ is effective as it is in direct address to the reader. The word ‘You’ll’ allowsthe reader to feel a sense of involvement and that the poster is directed to them encouraging them to want to watch the film.This mode of address is always used on posters. Also, the fact that it says that after watching the film you won’t trust yourdoctor implies that something is seriously wrong with the doctors in the film. Doctors are usually in positions of authority andtrust and are here too help so this pejorative association is enough to build reader curiosity as to why we will lose trust inthem. Also, the fact that it is coloured white and contrasts with the background, overlapped over the main image(conventional) allows it to be easily attractive and easily read.Website• I decided follow conventions by including a website in which readers would use to find out more about the film. This is vital inensuring audience anticipation. I developed this convention by also giving my readers a more up to date way of gaininginformation about the film.• decided to include a QR code because they are a new form of technology that allow iPhone and Android smartphone users(which are particularly prevalent in this day and age amongst young people) to scan the image and be directed to additionalinformation about the film. This is a quick and efficient way to learn more about the film being promoted as opposed to themore traditional way of browsing a website specific to the film. This particular technology is an example of synergy as itinvolves institutions and loads of various forms of other technology working together to produce a more effective product forthe audience. I also included this on the poster because it appeals to my teenage target audience who are much moretechnology savvy enabling the maximum audience reach.
I have learned from my research that…Layout• Dominant image as the central focus of poster• Title overlapping dominant image in centre bottom of poster• Institutional information at very bottom of poster- smaller fontTitle• -Have a large and bold or an eerie typography• - Almost always the colour red• -Always attractive so that it is noticed immediately by reader.Iconography• - Typical horror iconography such as blood, isolated houses and knives etc.Colour Scheme• The colours most commonly associated with horror posters are almost always red, black and white.Dominant Image• -Always dark and enigmatic• -Always direct eye contact with reader to draw them in• - Usually always of protagonists or antagonistsMode of address• Always quite formal language never colloquial• Always use the word ‘you’ as a form of direct address to draw in reader and make them feel targeted by the horror in the poster.Taglines• Horror film posters very often play on famous sayings and twist the meanings to draw the audience in. They aim to build curiosity andanticipation. For instance;• This tagline plays on the well-known saying ‘Dead and Gone’.• This tagline plays on the biblical quote ‘Love thy neighbour’Release Date• The release dates are often on a significant date which aims to target maximum audience reach or exploit public holidays or occasionsetc. They also often use ‘Coming Soon’ as this creates enigma and encourages the reader to want to research the film.
Typical conventions for a film magazineCoverlinePuffSkylineMastheadDatePull QuoteAnchorage TextBarcodeDominant Image
My Film MagazineMasthead• Firstly, my film poster makes use of the main magazine conventionwhich is the masthead. It consists of the words ’Total Horror‘ andis situated at the top of the page in the centre showing it’simportance. This is also the conventional position for a magazinesmasthead, I decided to situate it there as it makes it easier forpotential readers to immediately categorise it as a magazine.• I decided to follow typical conventions of a film magazine for mymasthead because it ensured that the masthead stood out andcould be seen from afar so that potential readers wouldimmediately aware of the brand name. I deliberately designed itin a large, bold typography and coloured it red which matches themagazine’s colour scheme. Consistency in a colour scheme isalways used in magazine front covers- especially bright colours asthey are more eye-catching.Dominant Image• The second convention I make use of in this media product is thedominant image. This is vital and is usually the second aspect of thecover the reader notices. Mine consists of a nurse, the antagonistof the film, who is situated in a mid-shot in center frame anddominates a great deal of the cover. I decided to follow thetraditonal convention of making image overlapped by themasthead showing its importance. She has direct eye contact withthe reader, although her eyes have been edited in post productionto look more scary and therefore link in with the horror genre. Theeye contact draws potential readers in making them feel targeted.In terms of her non-verbal communication, she is faintly smilingwith a evil look on her face which could be perceived as sadistic itcreates a sense of uneasiness in the reader. In terms of mise-en-scene, there is high-key lighting which sets the mood for thereader almost creating a sense of a clinical/ hospital like settinglinking in with the plot. I have challenged conventional ideas ofdominant images in the horror genre as they usually make use oflow-key lighting which gives it a more sinister feel. I decided to usethe opposite because high-key lighting creates a sense of optimism,it is almost giving my readers a sense of false hope. Also, thecharacter is dressed in a nurse costume which allows the reader tobe aware of who she is immediately without having watched thefilm. In terms of gender representation, she is given a stereotypicalgendered occupation which conforms to society’s norms thereforecreating giving the image a sense of verisimilitude.Anchorage Text• The anchorage text focuses on the interview inside the magazinewith the featured actress. It is made effective by a ‘pull quote’which is a quote that is pulled from the article to draw the reader’sattention to the main feature and encourage them to buy it. In thiscase, it says ‘There was a real ghost on set’. This shocks the readerand creates a sense of curiousity. The anchorage text is large andwhite, it overlaps and contrasts against the dominant image so thatit stand out. I decided to use this typical convention as a way offuther presuading portential readers to purchase my magazine. Thepull quote acts as a tease and bulds anticipation.MastheadSkylineDateDominant ImagePuffCoverlinePull QuoteBarcodeAnchorage TextWebsiteQR Code
continued…Coverlines• I decided to follow typical conventions of emphasising particular words and numbers in the coverlines to make my cover more attractive. Ideliberately emphasised the ’100′ and the ‘PLUS’ by making the typography larger and bolder typography , it also conforms with theconventional look of a film magazine.PuffI decided to follow typical conventions of a film magazine and having a puff on my cover because puffs are vital in encouraging the reader to buy themagazine as they entice them with free gifts and other incentives.