Aya ks5 media assessment (1)

A2 Media Studies
Coursework
Research and Planning
Name
Sarah Priestley
Highlighted in yellow = importance
Blue box = evaluation

M.I.G.R.A.I.N – Meaning:
Meaning is essentially how media can be read or interpreted and the way in which the producers want their media pieces to be conveyed to an
audience, this is extremely relevant to media texts as it shows not only the audiences but the producers how many different pieces of media
text can be seen and viewed in many different ways, this could also link to start hall and his theory of having three different ways of interpreting
media texts, such as the dominant reading which is how the producer wants the audience to view the media text, the oppositional reading
where the audience rejects the preferred reading and creates their own meaning for the text and finally the negotiated reading this is where
there is a compromise between the dominant and oppositional reading where the audience accepts the producers views but also come up with
their own ideas. For example looking at the movie the joker where he is locked up in a prison cell / mental institution, one reading could be
that he thought time had moved on and he was just talking about the events in the past ( which can be seen in the movie ), however in the film
he has lots of psychotic moments when he thinks he is speaking to people who are not really there so another interpretation could be that he
made the whole thing up and the scenario is all in his head and that’s what he perhaps wished he was like. This makes it evidently clear that
real life media texts can be interpreted many ways by the audience showing that it may not be the producer's intent, yet it helps them to see
different potential ideas when moving forward with their pieces. Another evident example which shows how some of the better movies are the
ones that are a little more interesting and get the audience talking as that leads to the two-step flow. Christopher Nolan purposely left the
ending up to the audience to decide which again shows how it may be their intent for different audience readings and more discussions about
the movie, sparking curiosity.
Meaning, however can also be conveyed in many different more ways than just through language and communication, semiotics which is the
study of signs also shows that different systems and structures can clearly still communicate ideas. The relationship between a sign and an
object to create a meaning can be see through many real media pieces, the signs are seen to represent an object in the mind of an interpreter
and the interpret refers to a sign that serves as the representation of an object. It investigates how meaning can be communicated rather than
just by language. These codes are and can be culturally determined and more so culturally specific, again being understood by some audiences
and not by others.
Furthermore, meaning is created through media language, that can be the mise-en scene which is setting, décor and props which can convey
naturalism, the time period, the atmosphere which could foreshadow events, it could have pathetic fallacy which can be used to create drama,
or tension. Body language and facial expressions can portray meaning by the characters status, their emotions and stereotypes looking at
Alvarado's theory of black stereotypes, using this makes it much clearer to the audience of who the characters are. Hair makeup and costume
shows characterization, again status, symbolism depending on the type of makeup used, it can portray meaning such as emotion which really
just keeps the atmosphere in the way of which the producers are intending to portray it such as using mascara running down an eye to show
unexpected sadness or grief or even anger, accentuating on emotions and making the messages and meanings much clearer.

Blocking and composition showing where the characters are stood, are they in the center to draw attention to them to
draw the audience to pay more attention to them over other characters. Is the spacing positive or negative in portraying
the desired meaning. Finally mise-en scene also portrays lighting which is important in showing shadow, looking at where
the light is directed to emphasize on the importance. The lighting can help show emotion as bright lights is more linked
and associated with happiness, it depends on the color symbolism. We can also look at the sound, where the source is,
diegetic or non-diegetic and why the producers have added it, to create an effect and make the meaning more evident, for
example adding eerie music to a scene which is already dark and scary can make it more scary and make the meaning
even more clear, it could be used to bring tension such as increasing or decreasing the speed of the music to create
a build-up. We can also look into the cinematography and the shots used such as wide shots, long shots and medium
shots or extreme close ups, these are all used to portray meaning, for example we would use an extreme close up on an
eye which could show a tear dropping to show sadness, making it easier for the audiences to see the message, the angles
are equally as important, are they low or high to show power or weakness. Camera movements such as pan or tracking to
follow someone, why are the producers following them and what is their intent to follow them, point of view, giving the
audience more empathy within the characters which help portray them better, the framing and the focus too as what is in
the background / foreground and the producers need to think about the focus used as it can be used to accentuate on
something to again make the message clear to the audience. Finally editing we can see continuity to keep the pace up,
keep tension rising, looking at how time can be stretched or condensed to make the scenes move fast or slow and the cuts
such as dissolves wipes or fades to show the meaning of time being passed.
M.I.G.R.A.I.N – Meaning: 2
Looking at the difference between technical and symbolic codes, codes are essentially systems of signs,
which create meaning such as signals when we drive as our brains automatically understand the meaning,
whereas technical codes are all the ways in which equipment and products arw used to tell a story, such as
the mise-en scene, sound, editing and shots. They all portray different meanings and effects.
Knowing and understanding the meaning of the concept of my coursework, will allow me to make it
evidently clearer as to what I am portraying and for the audiences to understand the meaning behind my
pieces

Textual Analysis
This is a medium long shot, it also appears to have somewhat of a high angle, this could be to
accentuate the fact that they are not as powerful as they think they are. The wide long shot
shows us the surroundings in which it appears to be in a middle eastern country as I can tell by
the sandy coloured background and the buildings do not look fully developed. In the mise-en
scene, the main characters walking towards the camera are wearing sunglasses, this could be to
potentially hide their identity as the movie is a James Bond movie therefore it could symbolize
importance of being in a very serious scenario, almost like they need to be hidden from someone
or something. They also be appearing to wearing plain colours such as the woman appears to be
wearing white which symbolises purity and calmness which could potentially contrast as she
clearly looks like she is in a rush and she is not calm. The woman also appears to be the only
female character in the crowd which could represent that the country she is in could be
discriminative towards women, accentuating the stereotype that it is not a fully developed
country – potentially a middle eastern country. I can also see that the buildings in the
surroundings are very compact and tight again linking to the theory that it is not a developed
country. In the mise-en scene I can also comprehend that it is crowded with men whom appear
to be a different race to the main characters, they also appear to be wearing rags and more
middle eastern style clothes, however the tones are very brown and sandy colours which could
furthermore emphasise how they are in a different country which makes the watcher understand
that they are in a different environment.
M.I.G.R.A.I.N – Meaning: 3

Have you justified why this is useful and how it will help you
with your planning? MEANING
As we know, meaning is how we can portray different ideologies, moods and emotions, through
the use of sounds, shots, editing and mise-en scene. Meaning will not only help when coming to
realise how the tone of the piece is meant to be conveyed, instead it helps.
This research with meaning has helped me with my planning as it has taught me how important
it is to add these features and to look into depth when planning a movie/trailer. This is because it
helps with the intended meaning be portrayed to my intended audience.
Knowing how to display meaning through M-E-S-S will help create tension, create the audience
to build up questions to what I'm producing, and to help engage them with what I want to
portray, whether it be horror, or thriller.
Meaning in itself is useful as it helps audience members understand in more detail and this
allows them to be more active with what is being portrayed, as a result ensuring they enjoy the
material they watch, ensuring loyalty to the film brand therefore as a result ensuring future
revenue for the company and for more success of the company.

M.I.G.R.A.I.N – Institutions:
Blocking and composition showing where the characters are stood, are they in the center to draw attention to them to draw the audience to pay
more attention to them over other characters. Is the spacing positive or negative in portraying the desired meaning. Finally mise-en scene also
portrays lighting which is important in showing shadow, looking at where the light is directed to emphasize on the importance. The lighting can
help show emotion as bright lights is more linked and associated with happiness, it depends on the color symbolism. We can also look at the
sound, where the source is, diegetic or non-diegetic and why the producers have added it, to create an effect and make the meaning more
evident, for example adding eerie music to a scene which is already dark and scary can make it more scary and make the meaning even more
clear, it could be used to bring tension such as increasing or decreasing the speed of the music to create a build-up. We can also look into the
cinematography and the shots used such as wide shots, long shots and medium shots or extreme close ups, these are all used to portray
meaning, for example we would use an extreme close up on an eye which could show a tear dropping to show sadness, making it easier for the
audiences to see the message, the angles are equally as important, are they low or high to show power or weakness. Camera movements such
as pan or tracking to follow someone, why are the producers following them and what is their intent to follow them, point of view, giving the
audience more empathy within the characters which help portray them better, the framing and the focus too as what is in the background /
foreground and the producers need to think about the focus used as it can be used to accentuate on something to again make the message clear
to the audience. Finally editing we can see continuity to keep the pace up, keep tension rising, looking at how time can be stretched or
condensed to make the scenes move fast or slow and the cuts such as dissolves wipes or fades to show the meaning of time being passed.
We can note disney, for example to have a sense of media imperialism, this is when they extend their power and influence through colonization
and other means, we can see they used imperalism in the movie Tarzan, the Jungle book and pocahontas. There is a sense of media imperialism
in the Jungle book as the film is an evolution from british to american imperialism, old to new, showing the changes in society and showing
young impressionable audiences this.

Furthermore different institutions have different ideology's and values, ideology's consist of a set of attitudes, beliefs and values help in
common by a group of people and culturally produced within a community to sustain a particular way of life. All media products can be seen to
have a very strong ideology to them and can be seen as it constructed within them, ideology’s a present in all media texts therefore it can be
further explored and seen by assessing the values and beliefs, we can come to question with what messages are being communicated by the
text, for example Marxists see values as representing dominance and keeping maintenance of power. We can see companies such as Disney
which is a conglomerates with such a huge power have the ability to portray any ideologies and with such young audiences such as children,
these ideas can be very dominant and children are much more able to take in those ideas for example we can see that Disney were challenging
the idea of women working at home with the movie ‘Mulan'. In today's movie making however , the work done within computers such as CGI is
just as important as the actual filming due to the huge proliferation of technology, producing and distributing pieces of media text has been
made much easier. If we look into the proliferation of the production and distribution of media pieces and films, we can see that in the 1920’s
there were painted backdrops, sepia films / silence, there was no sound but maybe some piano, the cameras were very heavy and did not move
making it hard to film more locations. In the 1950s there were bigger sets with painted backdrops and there was still black and white video, but
it was not with sound, making it much more pleasant for audiences. The cameras became slightly smaller making it somewhat easier to dolly.
The 1970s they used natural exterior sets as cameras were much easier to carry around, there was now color, with sound. Now in the modern
day and age we use Imax and smaller handheld cameras which make it much easier for consumers to be prosumers, we can also distribute now
through D-cinema which makes it easier and more accessible for cinemas
M.I.G.R.A.I.N – Institutions: 2

with your planning? INSTITUTIONS
As we know that different institutions have different ideology's and values, ideologies consist of a
set of attitudes, beliefs and values help in common by a group of people and culturally produced
within a community to sustain a particular way of life. This has helped me to understand that
every firm may have a different ideology they want to convey to a certain audience, therefore
this is very important as it needs to be portrayed to the correct audience, or there may be
confusion in relation to the Stuart hall theory, they may not receive the intended message,
furthermore showing me the importance that it has to be correct for the intended audience.
This will help me with my planning as it has showed me to carry a specific set of values to be
ethical and to have a small institution like our own, it shows me the huge competitive
disadvantages small firms have, and how large firms such as Disney or Pixar are monopolizing the
market, therefore having a small firm may be more difficult, although there is a huge risk of
failure, the chances of success within my movie is possible therefore including the business side
of media allows me to understand the logistics of how we will mauver the tasks.

M.I.G.R.A.I.N – Genre:
All media products can be categorized as being belonged to different genres, these genres can be divided into sub-genres which in an
essence determine the narrative content of what will happen within the film, for example horror tends to have a more scary aspect
whereas comedy will be more funny and appealing to younger audiences. These types of genres generate expectations within the audience
as audiences will somewhat know what to expect and know what the movie will generally be related to or about, genres are also used by
producers to structure media products as it gives producers more evidence from competition of what to add or to make it perhaps more
scary or more funny with the proliferation of technology we can add more aspects to films to make them better than competition, and
segmenting them into a genre makes it more evident as to what audiences find scary or funny etc.
Looking at genres there are many different genres, some examples are action, adventure, comedy, crime, documentary, science fiction,
thriller, romance, horror, drama, animation, fantasy and there are many more in which a movie can be divided into. Conjuring is an
example of a movie which can be seen to be classified into the genre horror. Genre theory is a collective term used to describe theoretical
approaches that are usually concerned with how similar situations generate typified responses.
A genre theorist called ‘Rick Altman’ has a theory which suggests there is no such thing as a pure genre anymore, this can also be seen as
contrasting with Chandlers theory where he says genre is progressing and will always be changing, whereas Rick Altman suggests more
that generic conventions do not exist anymore and suggests that they are tired of the same formula that Todorov's suggests which he says
how movies have an equilibrium, a disruption and then a resolution and it then gets fixed with a return or change to an equilibrium.
Altman suggests that genre is surviving due to ‘hyperutilization’, which is the idea or ideologies borrowing conventions from one and
making them harder to categories. Furthermore Altman argues that there are several pleasures that audiences use to fulfil:
Emotional pleasure, these are particularly significant when they generate a strong audience response.
Visceral pleasures, when a films stylistic construction causes physical effects on the audience.
Intellectual puzzles, these allow audiences to solve them and feel a sense of accomplishment such as movies which are murder mysteries
or documentaries.

with your planning? GENRE
Genre is very important when it comes to media analysis, this is because the desired audiences
are brough in through this method. The different genres allow consumers to choose what they
want to watch, making the produced material more specific towards their needs.
This will help me evidently with planning when it comes to my final piece in media as it will help
me come to a more concluded evaluation on the overall theme of my final piece. The genre as
we know can be divided into sub-genres which in an essence determine the narrative content of
what will happen within the film. This will help me create a stronger meaning as I can look at
other films with a similar genre, helping me look at the similar codes and conventions used,
making it more attractive to a potential target market. As a result ensuring consumer loyalty.

M.I.G.R.A.I.N – Representation:
Looking at representation, all media texts are a construction of reality, technical, symbolic and written
codes construct the representation and how audiences can gather what is being represented. Media
representations are not always 100% accurate, they are most likely re-presentations that have been
constructed. What is a stereotype? A stereotype is a mistaken idea of belief many people have about a
thing or a group that is based upon their physical appearances, they may be untrue or only partly true.
Stereotyping people is a type or prejudice because what is on the outside is considered a small part of
who the person is. Stereotypes are wildly circulated ideas or assumptions, which could perhaps even be
taken as derogative. People may be associated with a stereotype by behaving a certain way which can
be seen as similar ways of behaving which are intended to represent the entire group of those as a
whole. These thoughts of beliefs may or may not accurately reflect reality.
Stereotyping propagated by the media can go way beyond just gender stereotyping such as girls like
pink and boys like blue, it can go further into endless possibilities such as race, sexuality or even
culture.

Due to the media having a great influence on people's attitudes, the television and the internet can depict certain
social groups of specific types of people in unrealistic manners. There are many different types of stereotyping such as:
Men can be stereotyped for having strength, power and dominance and be being superior. However they can also be
seen as controlling, inappropriate, impulsive and childish. There are many ways in which the media can
portray men, but most media texts represent them with those main stereotypes.
Women can be stereotyped as being weak, pretty, gentle and soft. However other ways in which they can be
stereotyped is sexual objects, housewives and damsel in destress- or even less educated linking in with the dumb
blonde theory. Some people even mention the male gaze theory which is when women would be placed in scenes
without lines for the male gaze and to ultimately gain more views and money, the women are basically being
objectified.
Ethnicity can be stereotyped such as being poor, exotic, pitted or humorous and there is a theory by Alvarado that
'black' people can be split up into being dangerous, exotic, pitted or humorous and this theory can be seen in many
movies such as fast and furious where the character is funny, or shows such as black panther where they are seen as
exotic. However they can be portrayed as being in gangs, slaves and some relations to crime.
Young people such as teenagers are mostly stereotyped for being healthy, impulsive and happy, however in some
media texts, the young people can be seen as selfish and troublesome where they are out to cause problems and
drama. Furthermore some are seen as depressed to accentuate the reality of the show, and to be full of knowledge.
Old people can be seen in many different ways too, the stereotypes of being wise, kind and caring are very popular
however they can be portrayed as being useless, helpless and weak, lonely. This is to make the watcher feel sorrier
and more sympathetic towards the character.
M.I.G.R.A.I.N – Representation 2
Examples of stereotypes in media texts could be:
Lady and the tramp, the pair of Siamese cats who wreak in havoc in the
Lady's life are drawn in a very stereotypically Asian fashion, it
stereotypes them for acting like this to portray that ''all Asians are like this''.
Peter Pan by Disney's tale is of a boy who doesn't want to grow up is full of
Native American stereotypes by the song ''What makes the Red Man Red''.
Annie made in 1982 shows their mysterious and inexplicably bodyguard is
named Punjab which is a stereotypical reference to the Indian state and its
people, he is still not even played by an actor of an Indian descendent.

We can also see theorists who link to representation such as J. Gallardo Alvarado, similar to what Edward
said, Alvarado researched representations of black people in the mainstream media, he suggested that
there are only four different types or themes which can be represented for black people in the ‘western’
mainstream media, we can see the Humorous which are comedians such as Lenny Henry, the Exotic which
can be models such as Naomi Campbell, the Pitied such as representations of Africa such as those live aid
documentaries or advertisements, finally the Dangerous such as inner city gangs. Of course this can be
challenged against yet this is what representation can be in the media, with a constant stereotype some
institutions are comfortable with.
A symbol is a setting, object, character or event in a story that carries more than the literal meaning and
therefore represents something significant to understanding the further meaning of a work of literature.
In other words symbols always have the literal meaning and the figurative meaning which is what it could
represent or even connote. Conventional symbols usually have an agreed meaning such as red
representing love or romance, however there are many different perspectives as this can be contradicted
if you bring in the possibility that red could connote to anger and blood.
M.I.G.R.A.I.N – Representation: 3

Some colors and their symbol ( connotation ) are:
Red can represent anger, death or even love, romance.
Black could represent an ending, or confusion or perhaps a feeling of endlessness or
being lost as black is a dark color which young children could associate with being
afraid of, horror etc.
White could represent purity or cleanliness, or even new beginnings and starts. It could
also refer to being angelic or religious terms such as Christianity and Christ, however it
could also represent peace and trust.
Green could represent nature which could refer to freshness and purity, however green
could also connote to religious factors such as Adam and Eve. it could also connote to
good, excellence or go such as a green light however it could also refer to money and
wealth.
Yellow could represent sunlight, freshness and happiness. It could also connote to
being unsure or halfway there as the colour yellow is on a traffic light therefore it
is easier to associate the colors together.
Blue could connote to calmness or relaxation as the blue in water slowly moving can be
seen as very relaxed almost like a meditation. However the blue for water could also
further connote to being lost- cast away and isolation.
Pink could connote to femininity or girly colours, it could also connote to sexy and hot.
It could also refer to youth such as children or perhaps even represent young love.
Purple can be represented with royalty and wealth and very floral colours which can
connote with nature and natural beauty, however it could also represent weddings in
some cultures.
Brown could represent plain and boring and very simplistic. It could also connote to
being dirty or unclean or even have the possibility of representing nature such as soil,
wood etc.
Orange could represent sunlight and being bright and happy, it also has a sense of
warmth and comfort which could be nostalgic.
Gold could represent luxury or wealth or even someone of a high power or position.
M.I.G.R.A.I.N – Representation: 4

with your planning? REPRESENTATION
Looking at representation, all media texts are a construction of reality, technical, symbolic and
written codes construct the representation and how audiences can gather what is being
represented, this is very useful to me as it allows me to understand different potential ways in
which I can portray my desired meaning and message as a result making It more appealing.
This is useful and helpful towards planning my final piece as it has helped me to understand how
different colors represent different meanings, and how this is passively seen throughout an
audience. They allow people to make stereotypes and conclusions on how people are, therefore
making it easier to portray different characters, yet again we could always challenge these
stereotypes, it depends on the construction of my planning.
It will help with my final piece as it will help not only me, but my audience understand what I am
portraying in a much easier sense.

M.I.G.R.A.I.N – Audience:
Audiences are the group of individuals targeted by the producers of a real media piece, they
are the intended consumers. For all media producers they do need to assume who the
audience are by creating a target market, and this can be found out through four main
segments, which are demographics which are the income, age and gender of an audience, we
also need to know the location of where the intended product will be released, this means it
needs to be culturally sensitive, furthermore their psychographics which are hobbies and finally
their lifestyle, which is their level in the class system such as middle class or higher class.
Audiences can be easily effected by media texts and the nature of the texts all comes from
primary or secondary research for the target market. However sometimes the actual consumers
of a text may not always be those who the producers intended it to be aimed at which expands
the target market and audience. Ways in which audiences consume information from media
can be because of many different reasons, looking at the uses and gratification theory, this is an
approach which is to understand why and how people seek out specific media to satisfy their
needs. Bulmer and Katz’s uses and gratification theory proposes that media consumers
contribute and have a very prominent role within the media, the user has four different needs:
Diversion which is to escape their everyday life problems.
Personal relationships which means they use media for emotional and other interaction.
Personal identity which is reflecting themselves in texts, learning behaviors and values from
articles such as the Jeremy Kyle Show.
Surveillance which are articles or information which can be useful for living such as DIY shows.
This theory assumes that members of audiences are not passive and take a role in interpreting
and integrating media into their own life, the theory suggests that people use it to fill a void or
specific needs, therefore implying that the media needs to compete more to fill those needs.

We can also think about passive audiences, these audience members are people who do not
actively engage with a media text, they do not question the media text and accept the
message which is intended by the producers. There are two different audience theories to
explore, the first one being the hypodermic need it theory, this is when the suggested
message by the producer is directly received and accepted by the audience member, an
example of this is the 1938 broadcast of the war of the world which caused manic through
mass audiences. Another theory is the cultivation theory, by Gerbner, it states that the more
time people spend living in the media and watching media, they are more able to believe
that social reality alighns with the reality portrayed on the media, an example of this is
television messages about violence are more likely to be resonant to an individual who lives
in a city with with a high crime rate.
M.I.G.R.A.I.N – Audience 2:

The way audiences interpret media could also link to Stuart hall and his theory of
having three different ways of interpreting media texts, such as the dominant reading
which is how the producer wants the audience to view the media text, the oppositional
reading where the audience rejects the preferred reading and creates their own
meaning for the text and finally the negotiated reading this is where there is a
compromise between the dominant and oppositional reading where the audience
accepts the producers views but also come up with their own ideas.
M.I.G.R.A.I.N – Audience 2:

Audience
Theory
What is it?
This is how the producers and audience members engage with
each other.
Example of a movie/poster/event
(Explain in more detail)
Hypodermic
Needle
Theory
This is a theory about communication which suggests that
media messages are put directly into the brain of a passive
audience
-Messages are being injected into the audiences.
-Audience members are easily influenced.
There are two different types of audiences, passive and active:
PASSIVE > they do not question what they are watching they do
not think about it, instead they take in all the information and
''accept it''.
ACTIVE > they are much more opinionated and stronger willed
about their opinions, and due to things such as social media,
this had made it much more easier for audience members to
express on what they dislike within the media.
An example of the hypodermic needle
theory is:
In 1938, the now infamous radio
dramatization of the science fiction
novel ''war of the worlds'', was used
to heighten realism and dramatic
effects.
As audiences listened to it, they all
concluded that it was in fact a real
account of an invasion from mars,
they headed home and hid in attempt
to defend themselves from an attack,
which was never deemed to happen.
This again advocates that most
audiences receive information in the
same way.

Cultivation Th
eory
This analyses the relationship between producers and audience members,
created by George Gerbner.
He suggests this theory believes that the media has gradual effects on
audience members, and it helps feed into their 'reality'
To whom consumer a lot media, they help feed into their distorted view of
reality, this is such as feeding into things they agree with or disagree with.
And we allow it to change how we interact with people.
This again emphasizes on how media has power, and it can impact audience
members in positive but more-so negative ways.
An example of the cultivation theory is that,
looking in the media. If you do not like Donald
trump, you will more likely look at media
bashing Donald Trump, enforcing your ideas
of disliking trump, distorting your reality as
you come to believe this is how the media
views Trump, therefore this shows how
media can change your perspective as this
distorted reality assumes that everyone
dislikes trump, feeding into it.
Moral Panic Moral panic is defined as widespread anxiety or problems set to seen as
threaten the fabric of society, this can be either through media technology or
just basic newspapers.
Looking at this, one has to consider whether the material being produced in
the media is correct or not, needing evidential research.
An example of moral panic was
when Psychiatrist Dr Fredric Werthan, he
made a book called seduction and
innocence.
-Claimed that comic books are a danger
to children, and they are corrupt.
-During this period when he said this, comic
books were under outrage even though he
had no evidence to provide his point, there
was then an introduction of the comic book
code, which ensured there had to be
regulation of comic books. Over
essentially nothing.

with your planning? AUDIENCE
Understanding how audiences perceive and intake information is somewhat vital when
constructing a film, this is because the audience determine the success of the movie, catering to
your audineces needs are very important and the way they percieve and process the
information which is intended to be understood is very important, this is because looking at
different theorys such as the Stuart Hall theory, it can be understoodin different ways due to
peoples backgrounds, therefore as a result it is important to make the piece as clear as possible
depending on whether the target market is a niche market which is more specified to their
needs or whether it is a mass market, which in that case it has to be much less specific such as
disney movies.
Understanding this will help with my planning as it allows me to gain market research on
whether the audience is happy with the codes and conventions of our genre, with our meaning.
It essentially helped with making my final piece as aesthetically pleasing and comfortable to
watch.

M.I.G.R.A.I.N – Ideology:
Ideology's consist of a set of values, attitudes or beliefs which are held in common by a group of people
and are culturally produced within a community to sustain a way of life. Ideology is present in almost all
media texts, it can be explored by assessing the attitudes, beliefs and values embedded into a text. When
we look at for example Marxists, it means the race of power by distorting or misinterpreting the reality. A
set of beliefs or principles and especially one which is on more of a political system can have such a larger
influence on large populations of people for example socialists, capitalists of communists. Karl Marx
explained about the ideology of creating reality by bourgeoisie which means owners of production
against those who are proletariats.
There are also ideologies which are very dominant which are told to us very repeatedly by important
social institutions such as the law, or education.
In the media we can see prominently gatekeeping in a few countries which block wiki leaks and YouTube
videos with western ideologies such as in china, this is because some of the western ideologies are not
the same to those of in china therefore they seem to gate keep these ideology's in order to have control
over large populations.
Ideology is a system of meaning that helps define and explain the world and it makes valid judgements of
the world, they are ideas and values which people can hold, then there is ideological analysis which is the
study of media images sent about the nature and how it operates. Some can argue that Ideology defines
as to what is normal in society, with the more dominant ideology's such as Christianity etc.
Some examples of different ideologies will be in the next slides.

with your planning? IDEOLOGY
Looking at Ideology, this is very important whilst looking at our final piece for media, this is
because there are so many different audince members with such different ideas and different
idologies and I learnt how easy it is to portray those ideologies on younger and more
impressionable audience members. Targerting an audience with a clearer set view of their
ideologies will satisfy them much more, ensuring their loyalty to your brand, as a result reducin
the risk of failure.
This is very useful and very important when it comes to the final planning of our piece as we
need to ensure our ideologies used within the final piece is not seen as offensive, instead I hope
for it to be seen as positive and looking at audience members it somewhat links, as if the idology
is very niche in western parts of the world such as communism, choosing an ideology like this
may not be clear, and audience members may not understand the concept of it, therefore
advocating to me that with a clear idology makes it much easier for passive audiences to intake
information and to understand the storyline better.

M.I.G.R.A.I.N – Narrative:
Looking into narrative in MIGRAIN, media texts such as films and
advertisements will have a plot or storyline to achieve the desired effect to
the audience, the concept of having a narrative allows us to explore the
plot and storyline and how characters have been put together and how
those characters have been added to the concept of the storyline assessing
their importance. We use storylines and the concept of having a narrative
to keep the structure of a storyline constant and continuous, looking into
some narrative theorists:
Todorov is Bulgarian-French literary theorist and historian of ideas whose
concerns in dozens of books ranged from fantasy in fiction. Todorov's
narrative theory suggests that every story or piece of media text follows the
same five stages where it begins with a state of equilibrium, this is where
the storyline is calm, peaceful and in a original state , then it moves onto
there being a disruption, this is when the audience are aware that there is a
problem however the characters are unaware. It is a disruption of the calm
equilibrium; something moves out of place. It then moves into a recognition
of the problem, the characters in the story become aware that there is a
problem it then becomes a disruption of the characters as they realize the
problem. There is then an attempt to repair the disruption such as a battle,
chase or war, it can be anything depending on the storyline. Finally the
problem becomes resolved and there is a return to the natural equilibrium
and the storyline returns to normal or there is a restoration of an
equilibrium, the characters' lives may have permanently changed due to the
disruption.

An example of Todorov's narrative theory could be.
The equilibrium could be when there is normality and calmness, this is reflected in the music which is
usually an artist song which is popular amongst the audience to create a sense of normality such as the
movie 'The Purge', the sense of normality is everyone preparing for the purge which is an annual event.
The disruption is caused when the unknown character enters the house, this was not supposed to occur
and some of the characters are unaware which adds tension to the movie.
The recognition of the problem could be when the characters find out the potential murderer is in the
house this allows the audience to relax as they are no longer feeling as much tension as the audience
know they could try to find a resolution.
The attempt to repair the problem is when they hide in the rooms of the house and open the doors in
hope of the character leaving yet, it causes more of a dilemma, however moving towards the end the
characters build up the strength and kill the other intruders.
The return and restoration of the equilibrium is in-fact a restoration as they have changed as people, they
become more aware of what the 'Purge', they have lost characters such as family members which returns
to an equilibrium yet it is a restored one as it is not the same as it was before.
M.I.G.R.A.I.N – Narrative 2:

Vladimir Propp was a literacy critic and scholar from Russia. He was born on the
17th April 1895. Vladimir's theory suggests that there were seven main typical
types of characters in every story or film, these main characters were known as
the hero, villain, donor, dispatcher, the helper, false hero, and the princess and
her father.
The hero is the character that is often looking for something, who is on some
sort of a quest or mission to solve something, it can be either gender an example
could be Batman or another example could be the prince in Cinderella who saves
her from imprisonment and falls in love and marries her.
The villain is the character who stops the hero from succeeding, they will do
whatever it takes in their power to not let the hero win, for example Prince
charming in the movie Shrek tries to capture Fiona. Another example could be in
the movie Cinderella, the ugly stepsisters are the villains, as they force her to be
their slave and making her cook and clean for them.
The donor is the one who gives the hero something like an advantage or a special
power to help the hero, they help to complete the hero's quest. The mice Gus
and Jaq in the movie Cinderella are the donors as they are her best friends and
help her look and feel amazing for the ball.
The princess is used as a prize of a reward for the hero, the typical story is that
the hero is on a mission to get the princess to marry him, in Cinderella, she is
obviously the princess as she falls in love with the hero.
The princess's father is an authority figure who somewhat controls what the
princess does, they offer rewards to the hero, the rewards could be the princess
or valuable items. In Cinderella, the father died a tragic death.
The helper is the one that helps the hero or the other characters such as the
princess, they will either work alongside the hero with their mission or be
helping in another way. In Cinderella, the helper is the fairy godmother who
allows her to go to the ball and gives her a dress, carriage and shoes.
The false hero is the one that takes the credit for the hero's actions and tries to
marry the princess, they try to appear as a good character however the audience
knows this, and it is often proved wrong in the end. The ugly stepsisters are the
false hero's because they try to claim that the glass shoe is theirs so that the
prince will love them.
M.I.G.R.A.I.N – Narrative: 3

with your planning? NARRATIVE
Understanding the narrative theory will help with planning for my final piece as it can
help to understand a clearer message on how to construct a trailer and construct a
final piece, this gives me more knowledge on how to structure it and how to make it
more visually appealing to an audience such as Todorov's theory, it allows people to
be much more satisfied with how the storyline will be, giving people more of an
expectation of how it is meant to go.
This will help me when it comes to planning as it teaches me how to ensure maximum
consumer satisfaction, moving forward it teaches me about different theories such as
Propp and Todorov as it goes into detail on how they constructed these ideas, as a
result with more satisfied consumers means more loyal consumers, which leads to
brand loyalty and ensured growth and success.

Trailer Research:
•What is a trailer/teaser trailer? Why are they used?
A trailer is something which gives info for the film, uses media
language, beneficial as it draws in our attention, theatrical are
longer trailers which depict more of the movie whereas the teaser
trailers ones are shorter. Trailers essentially consist of a series of
selected shots from the film being advertised, the purpose of
them and why they are used is to attract an audience, the clips are
mainly drawn from the more exciting funny or interesting parts of
the film and are added but without revealing too much of the film
itself. Trailers are commercials for a feature film that will be
exhibited in the future at a cinema, the name ‘trailer’ itself is used
because they used to be at the end but then moved to the front,
nobody wanted to hang around therefore now it's at the front
people are forced to watch it at the front of movies. A trailer has
to achieve that in less than 2 minutes and 30 seconds, the
maximum length allowed by the MPAA. In a teaser trailer, the
producers are truing the tease the potential target audience
making them want to see more whereas the theatrical trailer
which is a more in-depth trailer specifically for those who take
particular interest into the movie. An example of a trailer is the
WIB ( woman in black ) trailer.

How have trailers evolved over the years?
In the 1980s, they would show a scene not multiple scenes, only focused on one aspect, there
was a speaker over the movie as there was a voiceover which didn't’t really give the movie
away yet now they use music and titles, the text narrates what happens. Back when
movie trailers were first used, they were more than intros, but as of now they are more what
the public look forward too than the movie itself. How movie trailers itself have changed and
the idea of using them has not changed, movies in the past used to give away much more
about the movie that it would actually spoil the film, looking at the movie cast away in 2000, it
reveals that he gets off the island. Spoiler free marketing is now more prominent within new
movie trailers. The first trailer appealed in 1919 for Marcus Lowe’s theatres showed a short
promotional film for an upcoming Broadway show, the idea got very popular and the media
blew up and started using these ideas, as already said trailers used to be at the end of films
but when they put it at the front of movies, it became a very successful marketing of
promotion method. The introduction of sound changed the film industry and had the same
effect on trailers. Most blockbuster movies in the 80s and 90s featured some form of
voiceover. Moving into 2010 there was a major shift with styles that use more titles and using
the famous inception noise such as Christopher Nolan’s 2010 sci-fi heist film. Filmmakers have
also changed to speed up the clips to make it match the sound, such as the trailer for Jumanji.
Trailer Research 2 :

How have movie trailers become more contemporary?
Contemporary defines as things that are happening at the same time or are
happening now, making things from the same time period. Movie trailers are
becoming more contemporary as if we look at the movie trailers Modern Love or
Godzilla these trailers are very contemporary as they are in the same day and age
as the time of release, they have become more contemporary in order to reach to
those audiences who will be able to relate to the situation and will be able to
understand the reality of the movie, looking at scary movies such as Godzilla, that
is contemporary as it attacks the modern world, this increases the scare factor for
the movie as it shows audiences the reality of how scary the movie can actually
be.

•What makes a good trailer?
A good trailer is like a good tease to the audience, showing some of
the movie but not revealing the more important aspects. It should
contain parts of the movie you should look forward . Trailers should
really follow the three-act structure as it ensures that it reveals some
of the movie, but not all of it. Trailers should also set up and establish
the basic premise, it should show where the main events happen, give
some background context as to where it is, or the time it is set in,
introducing some but not all of the main characters , introducing those
characters which are important but again not revealing too much
about them or their roles as it comes to the problem, the trailer could
show some of the problem, but not the whole issue, leaving it up to
the audiences imagination. Use titles rather than voice-overs as it
more difficult to watch and understand the movie with a voiceover,
rather use music such as soundtrack or score, with the correct choice
of music chosen, it can be used to your advantage and making it flow
well with the music with a constant sense of continuity. To summarise,
you need character, tone and setting with a genre and originality.
Further slide shows an example

Are independent films up to the same standard as Conglomerates?
In the filming industry, it is difficult to make progress and create films that get attention
unless you are already a large filming company ( a conglomerate ). Looking into smaller
institutions such as awesomeness films who developed the movie for Before I Fall, they had a
five million dollar budget in comparison to Beauty and the Beast which was produced by
Disney, a large conglomerate who had the budget of 254 million dollars, we can see that with
the budget difference comes much more options for beauty and the beast to make their
movie of a much higher standard. Giving them the availability of being able to use CGI which
they did, looking at both of their trailers Before I fall, there are voiceovers from the main
character at the beginning which talked to the audience, making them feel involved where we
can see the same in Beauty and the beast where we can see that they had the availability of
making their own score and added sound effects which immediately makes Beauty and the
Beasts trailer of a higher standard therefore making it evidently clear that independent films
may not be able to live up to the same standard of large conglomerates, even conglomerates
are more able to promote their film with more money they are able to promote in more
crowded and busy places such as 5-6pm on tv on a Friday or Saturday. Therefore in my
opinion, they are not up to the same standard.

Why do films include movie posters?
The purpose of a movie poster is to get more people interested online to see the movie
trailer to get them more attracted to the movie. Posters play a vital role as some
audience members may not have the availability of being able to watch a trailer
therefore seeing a quick movie poster grabs their attention, alerting them about the
movie. Some posters are used as a preview to the actual movie poster. For example
Beauty and the beast released four different posters showing the audience, as
conglomerates with their ability to do so, it makes more audiences attracted
and opens the potential target market, increasing their box office.

Why is it important to include branding across movie promotional packs?
Packaging is an integral marketing strategy to glamorize a product in order to
attract the consumers attention, many consumers judge a product by
its packaging therefore including branding and making a very strong and inducing
packaging will ensure the consumers will be satisfied, if the product works
well then it could perhaps promote consumer loyalty to the brand. Branding is
important not only because it makes it memorable to the consumer, but it
allows them to know what to expect from the company. Branding can include
advertising, customer advice and promotional merchandise. Some examples
below:

Trailer – 3 Act Structure:
Most trailers follow this structure, when looking at a theatrical one, which are the long
ones, we will notice more times than not that if follows the three act structure, the first
section is the establishment, where they set the characters, settings and make it clear to
the audience who they are. Then we can see a disturbance where there is issue or conflict
which is the main problem of the movie, this is to show the audience the main issue with
the problem but not revealing too much and finally towards the end of the trailer we can
see a montage when there is fast clips from the movie, showing the audience the main and
important clips but again not revealing too much about the film. No matter what genre is
being shown, it still follows this, such as in comedy when they invited the wrong person to
a wedding or losing a tape, when its an action the problem can be seen to be a bit more
serious such as seeing illegal trade.

TRAILER FOR WIB
Establishing, the main character and the main setting, they are
coming in a train to a new place, a new house could be 10 seconds
long it just shows whom the characters are and the location such as
in the movie it shows isolation, the house is significant, the
character talking to him shows importance as the character must be
important.
They are not in the house, the music changes and tension starts
misdeem scene shows its dark and stingy and the music changes
and as the music stops to be built and the problem was when he
was walking around a creepy house where the tape is spinning
around we see an eye, the eye brings the audience's attention,
the supernatural being.
Finally we see a very fast montage of lots of different cuts from
different aspects from the movie, back in the 80s that would have
been spoken but now it is not as it makes it easier to build tension.
Trailer – 3 Act Structure 2:

TRAILER FOR FANTASY ISLAND
Establishment:
Here in this shot we can see high toned happy music establishing the characters coming
onto the island, we can see different establishing shots showing the island and the house,
showing the importance of the island itself, we can also hear laughter in the background to
show how the island is supposed to be full of joy, foreshadowing danger as the audience
might know that there will be something bad as it can be too suspicious. We can also see
part of one of the characters' fantasies which makes the audience want to know more of
what could happen, grabbing their attention. We then see a soundtrack which is more
positive of a pop song, showing the younger audiences their fantasy, and how by watching
the movie they could get it.
Disturbance:
We can see for the disturbance the song fades away with the woman saying ‘’I
hope your ready’’, this is the disturbance as the characters soon find out that their fantasies
turn realistic and full of horror then the music proceeds to happen again, but we can see
it it the disturbance due to the music stopping, showing the audience that there is a big
problem, but not showing them the exact problem, making them want to see more.
Montage:
For this we can see a fast montage at the end of the trailer with fast transitions with a loud
eerie sound every time it transitions to build up more tension, the music begins to slow
down but with a more scary tone to show the audience that the movie is going to be scary.
We can see in the fast montage the words ‘’you deserve it’’ which automatically makes it
personal and scary.
Trailer – 3 Act Structure 3:

Analysis of Trailer 1:
TRAILER ANALYSIS ONEMOVIE NAME : Edge Of Seventeen
The trailer for the 2016s the edge of seventeen shows the typical conventions of a coming
of age, comedy / teen genre movie. I will be analysing the trailer taking into consideration
the three act rule which states that a movie trailer has three main aspects which is the
establishment, disruption and the montage towards the end of the movie. In the
establishment of the trailer yet before the main production titles in the movie appear we
can see that the trailer gives the audience a short clip from the movie where a young
teenage girl who turns out to be the main character enters the room diegetically saying
she wants to ‘kill herself’’,this is something which immediately catches the audience's
attention as trailers tend to play before the movie starts therefore not everybody will be
watching yet when she says this, it catches the audience's attention and allows them to
start the trailer. With the mise-en scene we can also take in that the setting /
establishment is in a school setting, promoting that the movie is more so aimed towards (
demographic ) teenagers who go to school as they can most likely relate much more to
the highschool lifestyle. We can also see that once the character said that she wanted to
‘’kill herself’’ the teacher was very bothered and also said he felt the same was because
she wouldn't leave him alone, this also shows the audience they have a very unsteady
relationship. This is helpful to use for the establishment as it shows the audience their
characters and how the teacher and the student have a very humorous relationship with
very relatable personalities. We can also see through the shots a shot reverse shot with
the character being at a medium close up which is used to illustrate their conversation,
this can be seen in many comedy films at a very fast pace to keep the sense of continuity,
it also makes it more clear of who the characters are as teachers are more prone to sit in
the desk, the shot reverse shot also allows the audience to see the background of the
school more and the type of clothes the character wears which is a blue coat, blue is more
of a masculine colour which in some audiences could be seen that she is a tomboy or
‘’different’’ than other typical american girls. We can also hear a non diegetic beat in the
background which fades away for a few seconds and then it jumps into the production tite,
this could be to show the audience that the trailer is about to begin and to ensure that their
attention is still set on the trailer.
target market of teenagers. We can also however hear non-diegetic music

In the next shot we can see the production titles of STX entertainment and
H. Brothers are well known companies producing many comedy films and
dramas for teens across the globe. STX is known for producing films of all
genres yet their most popular movie would be ‘Hustlers’, ‘The Boy’ or ‘Bad
Moms’, people who have watched these movies will also know that they
are of a high quality and the actors and storyline are very good and flow
well therefore they would assume this movie would be the same of
quality, it would also attract the audiences as they know that the sense of
comedy is funny and they know the movie is going to be good. Here
looking at the three act rule we are still looking at the establishment of the
movie as we can also hear a non-diegetic voiceover go over the
following movie clips, this shows us immediately that we are watching her
life from her perspective. Here we can see a medium close up of her point
of view shot from looking into the mirror, the mise-en scene denotes her as
a 13 year old girl going through puberty and comparing herself to an ugly
male character in a magazine, this makes the audience feel sympathy
towards her as we can somewhat understand her pain of growing up and
getting pimples, which makes her character more relatable for more
audiences, allowing them to have a greater understanding of the character
and her life as from the three act rule, the establishment is meant to show
purely who the actors are, where she lives and where the film will take
place which is all very evident within the opening sequence of the trailer.
The point of view shot also allows us to empathise with her as it's almost
like we are living from her perspective, therefore we want the trailer
to progress as we want to see something more positive happen. The
sound we can hear her diegetically saying it was clear what side she was
on referring to the fact that she will never be popular like her brother which
she introduced to the establishment, making it clearer that she isn't a
popular teenage girl, in fact the opposite which more members of the
audience will be able to relate to, reaching their targer demographic.

In the following shots we can still see that she formally introduces her
best friend and her brother, therefore these are characters which will be
important to the storyline of the movie, we can also see through again
shot reverse shots the main character looking at her ‘crush’ again
introducing another character who will be very important with the
storyline, this is still during the establishment of the trailer when looking
at the three act rule, introducing these into the trailer makes it clearer for
the audience to understand. Through the use of narration we can see
that the story revolves around her.
Moving onto the disruption in the three act rule, we can see the sound of
the non-diegetic score change to a slower pace sound as she loses her
best friend to her brother. This is a clear disruption as we can see the
actor diegetically say ‘’oh my god’’ allowing us as the audience to
understand that this was a surprise. In this shot it denotes a medium
close up of her best friend and her brother being very close together
showing an emotional connection. The mise-en scene still shows the
school setting which again makes it relatable to younger audiences but
also shows us that they are young, and make mistakes which gives the
audience a sense of hope for the main character, the editing are very
fast jump shots now as we can see more and more problems becoming
clear. We can see another problem invisible cut in the next shot where
the main actor says how her best friend ‘’turned into a completely
different person’’, showing how she has lost her best friend, we can see
the score becoming more fast with a louder sound as more problems
become evident in her life, it makes it more chaotic and gives the
audience a sense that the movie is very constant and crazy.The close up
of her next to a service station sat alone emphasises on how she is
alone with a non-diegetic voice over which transitions into another close
up of her in her mother's office is used to show how her mother is not
understanding which is another aspect of the disruption, all these
different problems being piled on one another creates the trailer to be
very chaotic and busy, setting up the audience for the movie to be just
the same, creating a sense of excitement. We can see further on in
these shots that her and her mother do not have a very good nor close
relationship furthermore advocating that she is alone and that she really
has nobody else to turn to. The mise-en scene however denotes her
mother as a working lady in an office which could enforce women
empowerment yet we do not see a father figure which could make it
relatable for those who do not have father figures in their life.

Moving onto the incoming titles we can see that there is a title showing ‘’ From
academy award winning producer James L. Brooks’’ which is used to draw in a
much wider potential target market who recognise his name and the work he has
done ‘Big ( 1988 )’’ which are older movies which may bring in older audiences who
may be interested to see what new work he has in stall. However the ‘Academy
award winning’’ strikes attention enough as some audience members may not know
who he is yet is still there to strike attention and allow audience members to
understand that the movie will be good. We can still see that in further shots there
are more titles, showing other films they have produced such as ‘The Simpsons’ or
‘Jerry Maguire’, this again shows audience members that the movie will be of an
exceptional quality.
Moving into further shots we can immediately hear a Beatles song non-diegetically
being played to help set a depressed and sorrowful tone in comparison to the much
more joyful tone being played before which shows the audience members that we
are heading towards the end of the trailer, it also shows through fast invisible cuts
that we are not at the montage section of the three act rule, this is where at the end
of the trailer we can see many fast clips from the movie being added, here we can
see some more establishing shots of future scenes such as the Carnival which
shows a high angle shot of the carnival which makes the audience immediately
connotate to her making her life better. However the montage shows much more
faster clips, here in this picture we can see a medium long show showing her
smiling, giving hope for the audience, the mise-en scene shows that she now has
her jacket zipped open, perhaps indicating that she is now a much more open
person and is in a much more joyful spirit than she was. The editing are very fast
invisible cut shots to keep an increased pace and to keep the sense of continuity
clear and to show the audience all aspects of the movie in the limited time they have
left, furthermore the sound we can hear a non-diegetic voiceover of the teacher who
in the beginning of the trailer seemed very selfish and it appeared that they had a
bad relationship was much closer to her now and they have a better relationship as
he says ‘’don't be afraid to put yourself out there’’ indicating that they have a better
relationship and showing the audience that things get better, it is also directly
indicating to the audience therefore it gives those audience members time to think
about their lives, making it much more personal to them.
The trailer comes to an end with a very iconic and unforgettable scene of her texting
her crush who was previously introduced in the trailer. This allows the audience
members to have something to expect and relate to when watching the movie, as
this gives them the opportunity to want to know his response to this. Furthermore the
trailer ends with their social media on the screen, making it more accessible for a
mass audience

Analysis of Poster 1:
This movie poster, the Edge Of Seventeen shows the overall
simplicity of the typical conventions of a comedy / teen
drama. We can note that the shallow focus for the
background clearly drags the audience's attention to the
main character, allowing them to see that this is the main
character.
Apart from the main title of the film, this poster does not have a lot
of text, we can see the main actors' names Hailee Steinfeld, Woody
Harrison and Kyra Sedwick, we can note that their second name is
highlighted in bold as audiences may be more used to seeing their
second names therefore more audiences can see who they are,
emphasising the need for them to watch the movie. We can
further note that Hailee Steinfeld is a popular actress such as
acting in the movie Pitch Perfect therefore sets the high-quality
standard for the movie they will watch, making more audiences
more likely to watch the movie. Reaching their wanted target
audience.
Here we can see there is a short sentence, rhetorical question at the top of the poster saying ''You're only young once... is it over yet?
Using words such as You're makes it much more personal to the audience and adding a rhetorical question like this doesn’t reveal too
much about the movie and grabs the attention of the audience as they want to know why its only over now when she is clearly a
teenager in the poster. Furthermore it is in black to contrast and stand out from the background colours, making it very noticeable for
the audience as we typically read from the top down therefore it entices them to want to read the rest of the poster in help of
answering the question.
The layout of the poster is A4 and is clearly portrait and we
can see that the main character has been placed directly into
the middle of the poster, drawing the eye towards her, we
can notice through the mise-en scene her body language
looks slumped over, almost as if something negative has
occurred, we can see that her clothes are typical clothes and
are casual for the typical American teenager, showing the
audience that she is normal maybe reaching to a larger
potential target market who have a similar style in clothes as
they may want to see how relatable they are to each other.
Furthermore we can note that she is looking up towards the
title You're only young once... is it over yet? Giving the idea
that she is thinking about it, perhaps the word over can link
to the trailer mentioning where she wishes her life was over.
We can notice that the background colour of the poster is an
autumn / orange, yellow colour. Yellow symbolises happiness
and orange can represent warmth therefore advocating that
this movie is not in the genre horror, or action instead it is in
the comedy genre with a teen, drama which is very innocent.
These colours show the audience that the movie is not scary,
and it is open for younger audiences to watch.
We can denote that the background is also a park, with trees
which has evidently been edited for a shallow focus, for the main
character to stand out. However the greenery and the aspect of
adding in a park shows that she is young, and that the movie is
again, for a younger audience as children tend to go to parks,
promoting the innocence of this movie which may result in more
people watching the movie as it does not look like a movie
children do not want to watch. The green grass colour symbolises
nature which could accentuate on how the movie is very
innocent and playful.
Here we can see that there is a black strip going across the lower section
of the poster, this covers the characters legs yet as it fitted perfectly as it
still shows the characters body. We can see that they chose the colour
black as it is bold and contrasts with the much lighter background. We can
see that it is a thick strip to include the title and the main actors' names,
this is the strip which drags the audience's attention to read as it is very
attention grabbing. Furthermore we can see that the main title is in the
colour orange, this is so that the colour of the background and the colour
of the title match, making the poster more synchronised and of a theme,
orange symbolises happiness which links to the genre of the movie being
a comedy. We can also note with the title that the words Edge and
Seventeen are highlighted in bold and are of a much larger font than the
other words, these are because the other words being 'the' and 'of' are
not as important as the others, it's like they added it so that the audience
have those two main words to remember to watch the movie. It also
makes the poster slightly more jumbled around and random, almost like
the characters life and the story that the movie promotes.
We can also note that the actors names are in the colour white on the
black strip, this is because white contrasts with black and allows it to
stand out, having it different to the colour of the main title makes it much
more easier for the audiences to navigate where they were looking at and
more easier to remember the title.
We can see that they mention the movie 'coming soon' showing
the audience that the movie has not yet been released,
furthermore advocating that the movie is new, highlighting the
quality and that the movie will be good . We can see that they
chose to place it at the bottom of the poster near the other
smaller insignificant things which could mean that the audience
may be likely to skip and not read it however they chose to use a
bold font and made it much more visible than the other
production titles at the bottom, allowing the audience to know
that the movie is new and of a good standard / quality.
The USP which is the unique selling point of this product can be
the rhetorical question used at the top, this is rarely used in
movie posters yet they used it to be very personal to the
audience and make them think about their life choices, making
them want to know if they are relatable to the character, perhaps
largening their potential target market. Another feature which
makes this poster stand out from competition could be the use of
the shallow focus, this again allows the audience to have a better
understanding on who the main character is and highlights her
importance as she isn't even looking at the camera she is giving
slumped over body movements letting the audience see that she
is the main character yet she is unaware of her power.
Looking at the bottom section of the poster, we can see that they
have added who it is produced by and who it is written and
directed by, they put this in a very small font as this is not what
the audiences intend on wanting to read, in fact they want to
know more about the movie itself, they put this underneath the
words coming soon so that the audience would naturally read it
yet it has been put in a smaller font making the audience read the
other larger titles instead as it is not as important, we can also see
they added STX entertainment, this is a very popular American
entertainment and media company producing movies such as Bad
Moms or I Feel Pretty therefore audiences who have watched
those movies will know the quality, and may be more induced to
watching it. We can also see H Brothers who are a Chinese-
corporation who are less insignificant, they pushed it towards the
other side as less audiences are to know about them.

Analysis of Social Media Page
1:INSTAGRAM
Firstly, we can immediately note there is a recognisable font used in
the logo, from the poster analysis this is the same font/ title that was
used, this makes it much more recognisable and easier for audience
members to know it that movie. Mirroring the same font with the
poster it creates a sense of branding. The colour orange used in the
title can symbolise warmth, happiness and youth which is essentially
what the movie is representing as this links to the typical conventions
for a teen drama, comedy movie. The use of the black background also
allows the font to stand out, again mirroring what was shown on the
poster and in the teaser trailer.
The username of the Instagram profile also has a tick,
showing authenticity, this is important for the movie industry as
social media is free and very easy to replicate and use false or
misleading information. By indicating its authenticity, it allows the
audience to know the information used is factual and reliable, feeling
safer.
Furthermore, we can also note that there is a hyper link placed in the
bio of the Instagram profile, this is also known by the two-step flow
and allows audiences to directly share or copy the link to their friends
or family, the hyperlink creates a connection between all social media
pages as it is official, informing those who may not have watched the
movie, the link is interactive and allows them to feel in power of what
they are deciding to watch, the link immediately takes the users to a
different website selling the movie saying ''own it on DVD and digital
now'', this is very direct to the audience and it gives the producers the
ability of being able to sell it to a larger potential target market as
social media is open to a mass market therefore larger potential target
market results in an increase in revenue / box office.
Looking at the profile picture into more detail, we can see that it says
95% by rotten tomato which is a famous company for rating movies,
this allows audience members who know what rotten tomato is to
understand that the movie must be of a high quality as it shows
audience members that It had been rated 95% which is very positive,
it alerts the audience members that the movie is of a high quality and
encourages them to watch it.
We can further see that there is a recurring theme of the social media
page using the colour orange, this colour somewhat symbolises the
movie as orange symbolises happiness and warmth therefore with
positive reinforcement it could accentuate the audiences need to
watch the movie, making them want to watch more
When we scroll down the Instagram social media page, we can
see that they use pictures from the movie to make funny and
relatable 'memes', these are very common amongst younger
teenage audiences as it promotes the movie to be relatable to
them, using pictures from the movie makes it interactive with the
audience as they are showing funny pictures from the movie
without revealing too much, encouraging those who are looking
at the Instagram page to watch the movie. All the posts help build
up a hype for the movie and it shows audience members the
comedic side to the film, accentuating how they can relate to
more audience members.
Throughout their social media page, we can also furthermore note
that the same font is used throughout, with the same white black
and orange theme colour, they used these colours to allow the
orange to stand out as mentioned what the colour orange
symbolises happiness and warmth, they spread positive
reinforcement which emphasises the audience to watch the
movie. We can also note that they used thick bold fonts, these are
because they are eye grabbing and catch the audience's attention
as when going through social media we tend to swipe at a fast
pace therefore using large fonts grabs their attention to inform
them with more information with how they should watch the
movie, advertising more information.
We can also see through the Instagram posts that the main actor
is constantly being promoted, this is because she is known as a
celebrity, therefore those audience members who know who she
is know the quality of the movies she has been in such as Pitch
Perfect, therefore encouraging them to watch the movie and
naturally associate the quality of being a high quality.
By indicating how many followers this page has, it gives the
audience members a very clear indication of how successful the
film is, with 22 thousand followers, it allows audience members to
naturally associate the movie of being a high quality, therefore
promoting more people to watch it as it is a very popular movie,
which is very good for marketing purposes as a result is likely to
increase the box office and revenue.
Looking again at the bio, we can see the quote ''You're only young
once, is it over yet? Again this is very personal to the audience
members who can potentially relate to going through a lot in
high-school, again this quote is used commonly though the trailer
and the movie posters therefore it is somewhat like a slogan, it is
used through branding as it is repetitive and very singular to the
movie itself therefore when audience members hear it they will
associate it with the movie.
Looking at the bio of the post, we can see the story
they created a bingo which is interactive and for
audience members to post on their social media,
essentially this is free marketing as it promotes their
brands at the bottom of the post, opening up their
potential target market.
The shop now hyperlink also gives us access
to their official movie page for below the line
fans who may take interest, it allows easy
access to their shop and allows them to
maximise revenue.

Branding:
Firstly, we can see a clear sense or branding across the
three different social media platforms such as Facebook,
Instagram and twitter by the clear repetitive use of the
profile picture, we can immediately note there is a
recognisable font used in the logo, from the poster analysis
this is the same font/ title that was used, this makes it
much more recognisable and easier for audience members
to know it that movie. Mirroring the same font with
the poster it creates a sense of branding. The colour orange
used in the title can symbolise warmth, happiness and
youth which is essentially what the movie is representing as
this links to the typical conventions for a teen drama,
comedy movie. The use of the black background also allows
the font to stand out, again mirroring what was shown on
the poster and in the teaser trailer.
We can see on the twitter page that they used one of the
official posters as a banner for the twitter page, this makes
the page much more recognisable and the audience
becomes aware that the pages are linked, it makes
audience members understand that if they had seen the
posters they will know what the movie is about.
Looking at the handles used for the social media pages we
can also clearly note that they have official ticks, this shows
authenticity across all social media pages therefore
audience members know that the information cannot be
falseified or wrong, having ticks makes consumers more
able to look onto the hyperlinks are more likely to go and
watch the movie. It also gives them the ability of being able
to control what is being posted, so audience members are
limited to not seeing spoilers which would stop them from
watching the movie.
We can see that for all the social media pages they used the
same fonts which were used on the movie posters and in
the teaser trailers, this is a clear sense of branding and
makes it easier for audience members to comprehend that
they are all linked, this makes the sense of branding much
more clearer as using the same font and mirroring them on
each page also allows audience members to know it is
authentic and official.
We can note that if there is not correct branding, it can
cause confusion within the audience, this means that
false information can be presented. They want to be
able to give the audience clues without revealing too
much of the movie. They want to be able to piece
together the clues.
We can see that there is a hyperlink in each bio for each
movie, this makes it more interactive for consumers to
be able to go onto the official web pages which show
the trailers and more such as merchandise. We can see
how they used different platforms to show the one
product by repetition of the same colours, and fonts
used.
We can see evidently that the same colours are being
repeated on the social media pages, these colours
are orange, white and black, the use of these colours
makes it clear to the audience to emphasise on
the orange colour furthermore as orange can represent
warmth, happiness and youth which is what is being
represented through colour symbolism. We can see that
the colour orange can be linked to the character and
this allows the audience to understand that as she
wears bright colours, relating to the typical codes and
conventions of a teen drama movie.
There also seems to be a repition of her being a very
typical teenage girl, this means that it targets those
audience members who can relate to her. Having this
repetition of being relatable with younger audience
members is shown very evidently across all their social
media platforms, and Instagram making an interactive
story for audience members to share shows their
branding is aimed towards younger audience members,
this sense of being a confused teenager could be
relatable, encouraging a larger mass market, potential
target market.

Analysis of Trailer 2:
Looking at this trailer analysis for the 2019 trailer Glass which shows the typical
conventions of a thriller, sci-fi. I will be analysing this trailer whilst also taking into
consideration the three act rule. Looking at the establishment for the movie trailer, we can
see our first actor, we can see a medium close up of Sarah Paulson as Dr Ellie Staple, a
new character in the film, here we can hear the diegetic sound of her saying ‘’it's amazing
to meet you’’ we can note that she doesn't specify who she was talking to which makes it
very personal to the audience as it also makes them wonder who she is talking to.’’It is
simply extraordinary’’ she continues to say which creates a sense of tension as now the
audience want to see what she is looking at, from her point of view. We can denote from
the mise-en scene that the background is very dark, exploring the possibility that she is in
danger or foreshadowing danger however it sets the dark and gloomy tone for the trailer.
The mise-en scene also shows body-language and in this medium close up shot we can
see that she looks worried, and scared which shows the power of what she is talking to,
or who she is talking to. Furthermore her white t-shirt could symbolise innocence, which
promotes to the audience that she is a good character, yet does not reveal too much
about herself. The next shot we can see through a fast invisible cut edit, this increases
the pace of the movie trailer, and takes it directly to the production titles. We can also
hear non-diegetic music begin to play which is a very low tone music, it makes it scary
yet it makes the movie trailer feel like it's moving faster and having an increased sense of
continuity, we can also see through the mise-en scene that the universal trailer has been
tinted with a slight colour of purple, this could symboise envy or power, yet it is really
there for one of the main characters Eilijah, as it is the colour he wears most often and it
makes it easier to portray his character. We can also take in that Universal Studios is a
very large conglomerate therefore using them as a production title emphasises on the
fact that the movie will be of a good quality, and as the audience will know this company,
it allows them to associate it with as said quality, and that it will be popular amongst
people therefore inducing them to watch it more.

Furthermore, looking at the three act rule, we can see that this part of the trailer is still showing the
establishment as here we can see a long shot which could have been taken with a drone to show how large it
is, this is showing the psychiatric hospital and the size of it highlights the importance of the characters and how
they are having such a massive effect on the whole psychiatric institution, we can see how this shot slowly
pans into the middle, showing how they want to reveal more about this institution in the trailer, but they cant,
again accentuating on the fact that it is dangerous. We can hear non-diegetically when the shot moves onto the
shot of the psychiatric institution, we can hear an almost piano key sound, with a huge echo to grab the
audience's attention, we can then hear a non-diegetic voiceover of Dr. Ellie Staple who introduces herself as a
psychiatrist who specialises in delusions, people who believe they are superheros.
We can furthermore see more establishing shots of the inside of the psychiatric hospital, we can see each
different shot of where each of the patients would be spending their time. From the mise-en scene we can see
that the rooms are very clinical, they have white walls and very small simple beds, to show how they will not be
getting help instead they are more so treated like the criminals they are. Through the mise-en scene we can
also see large metallic equipment in each room to accentuate on the danger they are and how they need all
this to help not only protect themselves but also other people. We can still hear the voice-over of the Dr
introducing herself and establishing who she is to make it clear to the audience why they are showing the
different shots of the rooms. For the sound, we can hear a low tone sound which sounds very eerie, showing
the audience that this movie will have a scare factor in it and that the audience should be prepared, we can
also hear non-diegetically a piano key being played when showing each room, a piano is a very old and
traditional instrument therefore this is used in movies which use the supernatural which makes a clear
reference to the audience that there may be supernatural or super beings in the movie, which there is. For the
editing we can see clear invisible cuts, this is just showing the establishment of the introduction of the trailer,
showing the rooms and showing how it is linked to being in a hospital, almost showing how they are broken
people.
Moving onto the following shots, we can still look at the establishment of the three act rule, as all the main
characters have not yet been fully introduced yet we can see that the non- diegetic music builds up to make it
sound very intense and then stops to create silence, to draw the audience’s attention to the fact that they are
now introducing the main characters. We can see through cinematics a long show showing the main characters
who are, on the left, Elijah who is known by Mr Glass. In the middle it’s Kevin Wendall Crumb and on the right
is David Dunn. Although in this shot, they do not tell us who they are, it is very clear that they are part of the
institution, and they need psychiatric help. The mise-en scene shows the purple blanket over on the character
to the left, this is to emphasise on the weakness he holds, and how he is so brittle and weak. We can all note
they are sat equally apart and this could be to symbolise how they are all equally as powerful. Looking further
into the mise-en scene there is only one main character who is cuffed and that is the guy who in the storyline is
not supposed to be evil, he is seen as the ‘hero’ so it creates confusion to the audience thinking is the woman a
good character? What are they really doing there? In this scene we can further note that Kevin starts to laugh
and becomes sat very feminine which contrasts to how he was sat with his arms crossed in a very masculine
position showing the audience that he has ‘Split’ characters to a different person which is his mental issue.
Audiences who watched the movie ‘Split’ will be able to associate this and it makes it clearer as to the storyline
of the film, this allows those who are loyal to the movie become more satisfied and might make others want to

Moving onto the next shot, we can see a very fast transition of an invisible cut shot to show the next title saying ‘From M. Night
Shyamalan. He is an American filmmaker and actor, he is known for making films with contemporary supernatural plots and twist
endings, therefore those who know who this man is will gain more excitement to watch the movie. The sound of this is a non-
diegetic score, it sounds very screechy and eerie and gives the trailer a somewhat horror-ish effect. This creates a very serious
tone, the screeching grabs the audience's attention as it alerts them something is coming, foreshadowing danger. Before the title
cuts, we can also hear a voice-over of the Dr. Ellie Staple, beginning to talk about how they have ‘’convinced themselves they
have extraordinary gifts..’’, this again sparks danger to the audience as they want to know what these gifts are however the trailer
does not reveal too much about what their ‘extraordinary’ powers are, making them want to watch the movie. Looking at the
mise-en scene of the font, we can see the font has the same purple tint to it that the Universal studios production title had, the
same colour creates a sort of theme and looking at colour representation theorists purple represents evil or envyness.
Moving onto the disruption of the three act rule, we can see a medium close up of the back of Dunn, in his security jacket. The
use of the medium close up reveals that he is in trouble with all the lights surrounding him, yet it does not reveal too much and it
creates tension within the audience as they want to know why he is in this situation. The mise-en scene shows the heavy pouring
rain which is supposed to resemble a scene in ‘Unbreakable’ where he saves children from a sadistic janitor. This immediately
lets the audience connotate him with good if they have watched the movie, and if he is deemed to be a good character, it allows
a train of thoughts to be processed about why is he getting in trouble, this is a clear disruption in the three act rule as it is a
disruption from an equilibrium looking at Todorov’s theory. He is getting in trouble when ideally he is supposed to be a good
character, after this shot we can see a montage of clips about Dunn from the movie, showing how he was the sole survivor of a
train wreck again linking back to the idea of there being a sense of supernaturalism. Making the audience question his
‘goodness’. We can see however that he can see through people as when he brushes across ‘Splits’ shoulder, he can see a
vision of him kidnapping these teenage girls, chained in a darkroom which is reminiscent of what the same character did to
Casey, Marcia and Claire in split. Now from the trailer we cant see whether Dunn did this on purpose or not to find Split as he is
a good character but we can see from in the trailer that he does eventually go and save the girls, with a non-diegetic voiceover of
Dr. Ellie Staple said if he believes he is a protector. We can see in the next few cuts after this, we can see that another main
character ‘Split’ is introduced and he is shown in the disruption of the film when he is seen again with a pan movement of a
medium long shot talking to those teenage girls chained up saying how the ‘ Beast ‘ is coming, this is a disruption as the beast is
dangerous and it alerts the audience danger will happen. We can see through the mise-en scene that it is very dark to symbolise
death and sadness which is shown very prominently through the movie therefore it comes across in the trailer with a very gloomy
tone, the editing are still very fast invisible cuts which are very fast which almost brings the montage aspect of the three act rule
to the disruption, yet it does not reveal too much. Furthermore concluding the disruption of the three act rule we can see the final
main character in the movie Elijah ended the disruption montage with a close up of his face, the mise-en scene shows him
wearing the colour purple which could accentuate on him being a very powerful character, if not the most powerful as we can see
constant aspects of purple being shown throughout looking at the fonts used etc. We can see through mise-en scene and his
body-language that he was smirking because of the Split character and he is happy that he knows he can do some damage,
which shows how he is evil, and this allows the audience to see that he is clearly not a good character. We can hear the sound
which is non-diegetic score over the shots to show how they are evil and to accentuate the danger they hold. After these shots
we can see that there is a black fade after it, with a voiceover of him talking and saying ‘yet it is true’ , this creates a sense of
fear to the trailer and brings it into reality as the audience wants to know what's true. It then follows with information about this
character saying how his bones are brittle which to me shows that he is a different type of powerful and maybe in some audience
readings it portrays his character to be weak or strong, but he is intellectually strong.

Moving into the montage aspect of the three act rule, we can see the sound which
is non-diegetic turns into more of a higher toned score, highlighting that there will
be good in the movie and showing the audience that there are some more positive
aspects to the movie, the sound becomes much more cinematic which creates a lot
of tension for the audience, here we can see many shots from the movie and an
important one which we can see here is an over the shoulder shot from the
characters from split, therefore those who have watched the movie will know who
she is, yet they can question deeply why she is there as she was one of the girls
who were kidnapped. We can see many different shots such as a shot denoting a
police officer holding a gun ready to shoot which shows there will be a lot of action
in the movie, however in comparison to the beginning of the trailer the non-diegetic
music overplaying turns much more lighter toned which shows how it is almost like
good against evil. Looking furthermore into the montage we can see a part of the
cities landscape which faded from the previous shot of being in a train station
showing to me how it will effect everyone, the mise-en scene still keeps the city
very dark and blue with lights to keep with the theme of the movie being very dark
and eerie. The sound is a non-diegetic voiceover of Eilijah saying how he wanted
the world to see they exist, therefore using a long shot of the city is very appropriate
to use as it shows a large area showing how these people will be affected, making
it more realistic for the audience. The montage section of the three act rule perfectly
shows the audience aspects of the movie without revealing too much.
Finally to conclude this trailer analysis, we can see that the speed of the clips
increase towards the build-up to show the title, showing the main actors fighting
and the ‘beast’ running on all hands and feet, this shows the audience how there
will be action and lots of different aspects of the film to look forward too with the
sound score increasing constantly to show the audience that the movie will be full
of all these different things. For the title we can see that someone asks who Eilijah
is and he said first name Mr, second name Glass which is when the title pops up
with a heavy cinematic sound effect to grab the audience's attention of the name so
it is memorable. The title fades into a black background with the tint of purple again
to show how he is evil and to create a sense of unknown fear, glass can be sharp
and dangerous yet it contrasts with the fact that he is intelligent.

Aya ks5 media assessment (1)

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