critical approaches for advertising production

1. Unit 6: critical approaches.
PR1: research Techniques in film.
Demographicscale
A millionairesandCEOs
B Businessowners
C1 white collarworkers
C2 blue collarworkers
D part time workers
E unemployedpeople,students,pensioners
Withinthe demographicscale the producers of the filmwanttospecifythe filmwithinthe
demographicscale todetermine whatkindof audience thatyouwouldpreferyouraudience tobe
whentheyrelease the film.
Quantitative research:whenyoureceiveresultsinnumberssuchaspercentagesinessaystoget
accurate resultsforthingssuchas filmsmusicandotherproducts
Qualitative research:whenyouconductinterviewswithpeople andgetcommentswhichgiveyou
solidwordedanswers.
Many of these researchtechniquesare widelyusedwithinmarketresearchinordertodetermine in
accuracy the type of audience
An example of quantitative researchwouldbe wouldbe achart such as a tallychart or a pie chart to
determine the rightresultsforthe essay thatis beingdone bythe audience.
An example of qualitative researchwouldbe aninterview withsomeonewhetheritbeingan
audience memberorsomeone whothe producersthinkwouldwanttosee the filmorTV show.
Mainstream
Captain Americacivil war
Many people wantedtowatchcivil wararoundthe worldwhichmade itextremelymainstreamand
it generatedexcitementforpeople whowerebothfansof the comicsand new viewersof the
franchise
Withthisfilm’srelease itsparkedexcitementforpeople all aroundthe worldwhichmade the
audience forthisfilmhuge whichbroughtitall the wayintothe mainstreammarket.
Here is a linktoa trailerforthe filmtowatch: https://youtu.be/dKrVegVI0Us

2. Deadpool
The anticipationforDeadpool washuge afteryearsof fanspleadingtheyfinallygotwhatthey
wantedandwhenthe firsttrailerwasreleasedthe hype washuge andDeadpool wasinstantlyshot
intothe mainstreamandafterit wasreleasedatcinemasitbecame the highestgrossingcomic
basedfilmof all time.
Here is a linktoa YouTube trailer: https://youtu.be/ZIM1HydF9UA
Star Wars the force awakens
Star Wars the force awakenswasone of if not the most anticipatedfilmof 2015 and it wentonto be
the most successful filmof 2015 makingmillionsof poundsatthe cinemasandevenwhenthe film
was announceditwasclearthat the filmwouldbe instantlybroughtintothe mainstream.With
manyof the long-time fansof the filmwouldwatchthe filmalongwithwaymore of the new
audience tothe franchise.
Here is a link toa YouTube trailer regarding this film:
https://youtu.be/2gCbnwavkKc

3. Alternative
Suicide squad
Suicide squadwasverypopulararoundthe countrybut the plotstructure for filmwasdifferent
comparedto manyotherfilmsitwas veryunique andnotmanypeople understooditsothe
audience forthisfilmwasa bitmore enclosedandthe audience wasmore made upof long-time
fansof the comicsor the charactersso it wasn’tmainstreambutitwasverypopularwithinthe
demographicscale. Whenitcame to ratingthe filmitwas due to the nature of the filmitwasrated
15 because of some of the scenesthatcontainedtorture scenesandscenesof violence
Here is a linktoa trailerwhichshowsyousome aspectsof the filmsuicide squad:
https://youtu.be/CmRih_VtVAs
Sausage party
Withthe release of sausage party, ithasgivenusa whole new perspective onthe animatedfilms
that we watchedgrowingupsuch as toystory and the lionking butthishas a whole new take onthe
animatedgenre andwiththisr ratedmovie whichisdefinitelynotforkidsreallywouldbe aimedat
21 year oldsandolderbecause of the nature of the filmwithitsstronglanguage andadulthumour.

4. Here is a link toa YouTube video: https://youtu.be/ReJOJR-DImU
Niche
A Niche filmiswhenthe audience groupthatwouldlike tosee the filmare veryselectedand
enclosedwhetherthe audience are hard-core fansof eitherthe actorsor the genre of the film
A goodexample forthiswouldbe the Metallicafilmwhichfollows the livesof eachone of the band
memberslivesandfollowsthe strugglesthattheygothroughas a band thiswouldbe purelyaimed
at fans of the band whichwouldlimitthe audience thatwouldwanttowatchthe film
Here is a linktoa videoonyoutube showingsome aspectsof the filmwithinatrailer.
https://youtu.be/2Z-g053X390
Audience profiling
Age:whatage youhave to be to see the film
Gender:whetheryourgendereffectsthe wayyoufeel towardsa filmormanyfilms
Socio-economicstatus:whatsocial backgroundyoucome from
Psychographics:whatthe personlikestodosuchas activitiesandhobbiesintheirdailylivesitalso
looksat the differentlifestylesandinterestsof thatindividual person.

5. Geodemographic:whereaboutyoulive inthe countryandwhatarea you are from
Sexual orientation:streamedtopeople of differentsexual orientationsuchasgayand lesbianand
othercommunitiesaroundthe world.
Regional identity:where youliveinthe world
The Gutenberg DesignPrinciple

6. Thisimage isof the mainoptical
orientationof youreyeswhenitcomes
to lookingata posteror a page of a book
or a magazine.
inthisposteryou can see manythings
that are tryingto representdifferent
aspectsof the filmandthere are certain
pointsinthe postertheywantto lookat
firstand thisisdue to the Gutenberg
designprinciplewhichisdrawingyour
eye to andthe firstthingsthatyour eyes
are drawnto whenyoufirstsee the anus
poster.
A prime exampleof thiswouldbe the mode of addressinthe posterandwhenyousee a character
lookingrightatyou itis directaddress tothe audience. Butthisposterdoesmanythingstomake
youwant to watch the filmbecause of itsfriendlypresentationthroughthe colourscheme andthe
letterwording.Andwiththisitalsoaddsinthe name of the maincharacter whichwill attractfans of
the franchise andotherswhohave heardof the character and wantto see the character inaction
What do theyconnote? The maincoloursthat are usedinthe posterare lightcolourssuch
as skyblue and beige toshowthe friendlynature of the filmandthe charactersthatare in it.
In the posterif youlookintothe texton the title youcan see an aliensymbol thatwasmade
famousinthe 1960s whenthe whole ideaof alienlife wasdiscussedandthiswasthe
numberone symbol thattheyusedtosignifythis.
The main figuresandobjectsthatwere usedinthe backgroundwere the secondarymain
characters inthe mainset of the filmwhichwasthe RV whichthe character’sdrive aroundin
the filmsowithit beinginthe posteritshowsa little bitof the plotof the story.
The posterthat is shownisprimarilyvisual showingthe bestpartsof the filmbeingthe
actors and the voicesthatstaredin the filmsothey wantedtoshow thisas muchas possible
withlittle textbuttextwasneededforthe title of the filmwhichwasclearlyshownonthe
top of the poster.
I thinkthat fromlookingatthe posterand seeingthe realismof the ital itwas clearthat the
filmwasmeantforan olderaudience butinalarge scale whichwentas far as 15 to 18 years
of age to keepthe age range fairbutprofitable whenitcame toaudienceswatchingthe film.
Giventhatthe aimof a filmposteristo getaudiencestogoand see the film- whatpersuasive
techniquesare used?The mainpersuasive techniques werethe showingof the cast inthe
backgroundmostof all SimonPeggwhoisverypopularinthe modernsocietyandthe fact that his
face was inthe farleftof the postermeant thattheywantedyouto see SimonPeggsface which
woulddrawmanypeople towatchit because of the most bankable character.

7. The referredgenre tothisfilmismostlycomedybutthere isalsodrama andfantasyelement
to it to make the filmmore unique
The main sellingpointforthisfilmwasSimonPeggwho’sface ispresentedinthe Primary
optical areaof the poster.
Whose quotes? Nothere are no visible quotesthatare usedinthe poster.
The main pleasuresare the characterssuchas SimonPeggand justthe lookof the main
character because he lookedcool,he lookedfunnyandyoujustknow fromlookingatthe
CGI character that youare goingto love the filmforthese characterregardlessof the plot.
The main attentionisthroughthe familiarfaces andthe humourthatis generatedwhenyou
see the poster.
the tagline ismainlyapun intendedbecause the factthe itimpliesclosesencounterisregardingto
alienlife andthe factthat theyusedthisisimplyinghumourforthe filmandthe characters
TRAILER ANALYSIS
The trailerthat I am goingto analyse isforBridgetJones’sBaby
Here is a link tothe trailer:https://youtu.be/mJsvmscPY9w
• Setting
The main settingforthe filmisinthe cityof Londonand occasionallysetinthe countryside
but onlybrief shotsof othersetsinthe filmwithinthe trailer.
• Character

8. The trailermainlyfollowsthe 3main charactersand showsbrief sceneswiththe supporting
cast but mainlyshowsshotsfromthe maincharactersand the story theyplayout.
• Narrative
The main narrative inthe trailerisdiegeticsoundthroughconversationsandgeneral sounds
withinLondonbutalsofollowsthe non-diegeticnarrative of the maincharacterthroughout
the trailer.
• Iconography withitbeingquite adownto earthrealitycomedyithadverylittle iconic
aspectsinthe trailerjustmainlythe charactersandwhat theyrepresenttothe audience asa
well-knowncharacter
• Style
The style of the filmismainlyaromanticcomedy butit isavoidingbecomingtooverthe top
and triestoremaina downto earth comedyforolderandyoungerviewerstowatch.
Bridget Jones’sbaby traileranalysis
whenthe filmwasfirstannounced
that itwas inproductionmany
people hadexpectationsonhow the
filmwasgoingto playoutbut they
alsowanteda filmthatendeda good
trilogyandleftusthankingthe
directorforthese filmsandwiththisI
thinkthe waythat the director
presentedthe filmwhenthe trailers
firsthitthe social mediareally
showedthe audience bothfansand
new comersto the franchise thatthe
endfor thisfranchise washere.
Afterwatchingthe film Ifeel like the
trailersthatI saw reallycapturedthe
crucial pointsinthe filmbutat the
same time didn’tspoil anythingforus
inthe outcome of the film.One of the
otherthingsthat the directorgot
rightwas that he didn’tshowall of the scenes that wouldmake youlaughinthe trailermakingthe
audience notlose the whole conceptthatthisfilmwasbuiltonwhichwastocatch youoff guard
withthe jokesbecause the whole comedicconceptthatthissortof filmridesonisthe spontaneous
comedy that wouldcome naturallywithinthe filmanditscharactersandif that whole conceptwas
ruinedandthe audience loose interestandthe bigconclusionforthe final filminthe franchise
wouldbe blandandpredictable butnone of the trailersdidthattheyjustmade youwant to watchit
withitsfuntone and the brief snapsof the jokesbutnotenoughto ruinthem.
So overall I really feel that the trailers for the film really did the film justice and when it came to
watching the film I felt that the trailers really captured the key moments to look for but you could

9. laugh from start to finish.
Bridget Jones Report
Intro
In thisdocumentIwill be goingthroughmysurveyandthe answersthatpeople gave me regarding
the viewingof the newfilmBridgetJones’sBabyandIam goingto be goingoverall the questions
and theiranswersandanalyse whatthe audience thoughtof the filmandwhethertheythoughtthe
filmwasworthseeingorif the filmliveduptothe hype that wasbroughttogetherto make thisfilm
and all of thiswill be coveredinthissurveyresultsanalysis.
The firstquestionwasregardingthe age
appropriationforthe filmandmostof the
surveyanswersreflectedthatthe most
appropriate age range for thisfilmhasto be
appropriate forages16 to 18 whichmeantthat
the filmmayhave had much contentthatmay
have beentooappropriate forevenyounger
teenagersandshouldbe restricteduptoa
certainpointbutnot enoughforthe audience
to be shortenedsothe filmwasnotbrought
downby the age of the audience thatwantsto
watch the filmoris interestedinwatchingthe
film.

10. ThisnextquestionthatIput on the mainway that
the audience foundoutaboutthe filmwasand
mostof the resultsshowedthatthe filmwasheavily
advertisedonthe social mediaandthe mainform
of social mediathatthisfilmwasadvertisedonwas
Facebookandfilmstudiosare findingbetterand
betterwaysinwhichto reach variousaudiences
and one of the bestwaysisto go online whichisthe
mainsource of viewinginthisdayinage and as
seenonthe evidence itworkedbecausemostof the
audience thatwatchedBridgetjonesheardabout
the filmonFacebook.
the nextcategoryfor thissurveywere the first
impressionsforthisfilmanddue tothe results
that were shownonthe surveyitshowedthat
manypeople whowatchedthe filmwere very
impressedwiththe way the filmturnedout
and thisshowsthatit exceededthe
expectationsof some of the peoplewhowere
not sure aboutwatchingthe filmandwiththis
the filmstudiosucceededinmakingafilmthat
wouldappeal topeople whowouldnotusually
go to see a film of thiscategorywhetherthey
don’tusuallygofor the filmsgenre of choice
or theyjustdon’tlike the franchise thatthe
filmisbasedwithandthe directorwouldsee
thisas a personal winforhimand his/orher
career.

11. In thiscategoryfor the surveyIwantedto get
intothe depthsof the audience andfindout
whatkindof fanof the filmtheywere
whethertheywere fansof the franchise fora
longtime or whetherthe audience in
questionare fairlynew tothe genre and
basedon the resultsthat I receiveditwas
drawnbetween
As youcan see inthe resultsforthe exitpoll manypeople
thoughtthat there wasnothingwrongor inappropriate about
the filmbutthat response canvary uponwhatkindof audience
iswatchingthe filmandthat is where Ireallywantedtogeta
variedresponse fromthe audiencethatIsentthe surveybut
the audience thatI sentto were predominantlythe younger
generationandasyou know the youngergenerationare very
acceptingoverthese typesof filmsthatare on the cinemathese
daysand it leadsme to guessthatthe audience thatsubmitted
stronglanguage musthave beenolderwithchildrenof their
ownwitha differentmind-settousas a generationandthat
neverchanges.
These are some of the questionswhichIthoughtwere crucial infindingoutwhatkindof people
were watchingthe filmandwhattheythoughtof it and the numberone thingthatI realizedwhile
doingthe surveywasthat no one dislikedthe filmeventhoughthe audience hadfree reignonliking
or dislikingafilmandit showedme thatthe filmthatthisdirectorhad createdhad wonovernot just
the fans butthe newcomersof the franchise andwiththat itwill broadenhis/herhorizonsforfuture
filmslike thisandnowwiththese results fromall the surveysandall the commentsthatthisdirector
isgoingto receive itwill give thembothinsightandmotivationforthe nextfilmthattheyplanon
making.

12. Once again here isa linkto the surveyif youwouldlike totake itor retake itif youae notsatisfied
withthe feedbackyougave:
https://www.surveymonkey.com/summary/kUl_2BhOoUwXpCLA26I0pdGBDa4IU9IdIHqGs_2FFoNL
MX25nwjpBRXdkKQQ7G1jLdkZ
Final Summary for Bridget Jones’s Baby
To summarize onthe whole document,Ifeel like the advertisingthatthe directorputintoplace for
Bridgetjoneswasverywell placedandtickedall the boxesforwhat she wastryingtoachieve which
was a veryfunnybutemotional atthe same time andthe waythat she presentedthisInthe trailers
implyingthatitwasgoingto be an hilariousfilmbutatthe same time it wouldbe emotional for
some because thisisan oldfranchise andpeople whohave watchedthisfranchise since the start
wouldfeel liketheyare losingsomethingspecial.The directorjumpsonthis opportunity andcreates
a final storywhichwouldleave the audience withasadbut gladendingtoone of the bestromantic
comedyfranchisesevermade