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Week 4 tv trailers form and conventions


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Week 4 tv trailers form and conventions

  1. 1. TV Trailers: Purpose, form and style Cartoon © Benrik Pitch
  2. 2. Key questions <ul><li>What is the purpose of a television trailer? </li></ul><ul><li>What information might they contain? </li></ul><ul><li>What do we actually expect to see/hear in them? </li></ul><ul><li>Where do we expect to see them? </li></ul><ul><li>How are they typically constructed? </li></ul>
  3. 3. 1. What is a television trailer and what is their purpose? <ul><ul><li>It’s an advert for a programme or series </li></ul></ul><ul><ul><li>It should persuade the audience to tune in </li></ul></ul><ul><ul><li>It’s job is to provide the audience with a ‘flavour’ of what is to come </li></ul></ul><ul><ul><li>It acts as a ‘promise’ to deliver more of the same – like a ‘contract’ with the audience </li></ul></ul><ul><ul><li>It raises questions and encourages the audience to want to know the answers </li></ul></ul><ul><ul><li>It sets up audience expectations </li></ul></ul><ul><ul><li>It should appeal to the appropriate audience </li></ul></ul>
  4. 4. 2. What information might a trailer contain? <ul><li>It should identify the genre, style and content of the show </li></ul><ul><li>It should introduce the characters, setting and theme </li></ul><ul><li>It should identify what is familiar about the show </li></ul><ul><li>It should identify the show’s USP </li></ul><ul><li>It should identify the scheduling – day, date, time </li></ul><ul><li>It should promote the brand and the channel </li></ul><ul><li>It should be clear who the target audience is </li></ul>
  5. 5. 3. What do we actually expect to see/hear in them? <ul><li>A variety of clips, often featuring moments of conflict, drama and comedy </li></ul><ul><li>Genre conventions </li></ul><ul><li>Music, sound effects and dialogue </li></ul><ul><li>Voice over </li></ul><ul><li>On screen text </li></ul><ul><li>Programme/series ident </li></ul><ul><li>Channel ident </li></ul>
  6. 6. 4. Where do we expect to see them? <ul><li>Trailers are scheduled to reach the widest possible audience </li></ul><ul><li>They will run between other programmes watched by the target audience </li></ul><ul><li>They will only be screened on channels owned by the same broadcaster </li></ul><ul><li>They are repeated regularly throughout a day/week </li></ul><ul><li>The advertising campaign may feature several different trailers during the build-up to the first episode </li></ul>
  7. 7. How are trailers typically constructed? <ul><li>Quite short – from 30 secs to 1 minute 30 secs </li></ul><ul><li>Range of shot types for variety </li></ul><ul><li>Clips are often broken up by cutaways to titles </li></ul><ul><li>Choppy, fast paced editing style (montage) </li></ul><ul><li>Pace and rhythm important </li></ul><ul><li>Feature the colours associated with the brand or channel </li></ul><ul><li>Typical 3 part structure – beginning, middle and end </li></ul><ul><li>Usually an open narrative </li></ul><ul><li>Similarities to adverts and music videos </li></ul>
  8. 8. A typical reality trailer narrative structure <ul><li>Part 1: Establish and introduce the situation, characters, overall theme. Sets </li></ul><ul><li>up the main conflict, and what needs to be done to achieve resolution. </li></ul><ul><li>Anticipation of what is to come, predictions, reactions. Will often include </li></ul><ul><li>information about the ‘prize’, and how much there is to lose. </li></ul><ul><li>Part 2: Clips of the situations faced along the way, both failures and </li></ul><ul><li>successes. Usually will start with one, then lead into the other. Talking heads </li></ul><ul><li>Included to show emotional responses to the situation. May include outside </li></ul><ul><li>commentary. </li></ul><ul><li>Part 3: Finishes with lots of unanswered questions, and reactions, followed by </li></ul><ul><li>the scheduling information which may be repeated in different ways – both </li></ul><ul><li>visual and verbal </li></ul>
  9. 9. Questions <ul><li>Time the overall sequence </li></ul><ul><li>Count the number of frame changes </li></ul><ul><li>How long do shots last? </li></ul><ul><li>What kinds of transitions are used? </li></ul><ul><li>What kind of branding is present? </li></ul><ul><li>Describe the narrative structure </li></ul><ul><li>How many long, mid or close-ups are used? </li></ul><ul><li>Describe the overall style of the trailer </li></ul><ul><li>Describe its overall appeal and effect </li></ul>