2. What are Codes and Conventions?
We use codes and conventions to describe the different elements to something.This can be
why each aspect is used, or what meaning it may have.
Codes can be broken down into two main categories:
1 –Technical Codes –These are all the ways in which equipment is used to tell the story in
media text.This can be the use of certain camera shots or angles, for example.
2 – Symbolic Codes –These show what is beneath the surface of the what we see, certain
actions that are made or signs that we see may be significant to the meaning of the specific
text.
A convention is a generally accepted way of doing something, a norm. For example, the
majority of the time, you would expect a movie to follow a standard chronological order, with
some possible flashbacks for additional information. However, QuentinTarantino is seen as
going against conventions as he starts movies with the endings, and then jumps back to the
beginning.This is one of the reasons that his directing has been so successful, he is able to
manipulate the audience in ways that are not found in many films.
4. Codes and Conventions ofTrailers
Trailers have many followed codes and conventions, and this is because movie promoters
feel as if they have achieved the easiest way to attract as many people to see a film as
possible, while giving them as much useful information as possible.
GENERICTRAILERS
1. Title –The title of the film will appear at least once throughout the trailer. Usually this
is withheld until the end of the trailer because the promoters want you to be hooked
onto the action and information that you had received throughout the trailer. It will
be bold, usually short, and easy to remember.The title, conventionally, has its own
screen, to limit the possible distractions surrounding it.
2. Institutions – Usually at the beginning of any trailer, we see a page of key information.
Part of the information is about the affiliated media institutions involved in the
investment and production of the film.The main ones areWarner Bros, MGM,
Paramount, Universal Studios and FOX.There are many others, especially found in
smaller sized productions and independent films, however, listed above are the more
common names of the industry.
5. 3. Release Date – In many trailers, the release date is shown to give the audience a
crucial bit of information.This is very important to let people know when they can see
it, and it allows people to organise when they will see it and who they will see it with.
The release date is usually one of the last things shown on a trailer, so that it sticks in
your mind. It may have additional effects that are used to trigger emotions or
connections in your head between it and the film, so that you are more likely to
remember it.
4. Dialogue/VoiceOver – It is seldom that both dialogue or a voiceover are not used in a
trailer. In the majority of trailers, a voiceover is used throughout the whole thing to
give the audience an opinion.They are also familiar with the clear, deep voice, which
gets the audience excited psychologically as they always associate the voice with an
entertaining trailer. Dialogue is used in a trailer for two main things, introducing
characters and plots or to entertain the audience with a funny joke or sarcastic
comment or phrase.
5. Reviews and Ratings – One of the main convention of a trailer that help an audience
come to the conclusion that they want to see the film is the reviews.Throughout a
trailer many 5-star reviews fade in and out of the screen, to give viewers the
information without intruding the flow of the clips. Sometimes, the ratings are all
shown on one slide at the end of the trailer, so that you can see them in quantity.
6. 6. Soundtrack – Sound is crucial to the audience as it is largely important in setting and
changing the mood and atmosphere of a scene. Music is also important in
determining the speed of the clip, and also builds the suspense of the audience. In
trailers, sometimes one song fades into (diagetic) and out of (non-diagetic) the scenes
to connect the whole thing together. Usually it can be orchestral music, which build
and builds to a climax and then it gets eerie.
7. Certification –This is always included in the clip, usually as a guide for people to watch
the film. Most of the time it is used as an indicator of the level of strong language,
adult themes or sex or violence throughout the film.Also it may make people more
likely to watch the film if they see 18 for a horror, rather than a PG-13, as this will tell
them that it is more realistic and scarier.
8. Information Page – Every trailer has a page which gives interested parties information
about legal aspects as well as producers, executives, investors, institutions, directors
and actors affiliated with the production of the film and the trademarks and copyright
information surrounding it. It usually shown for a very short duration, as for the
majority of viewers it is irrelevant and useless.
8. Codes and Conventions of Posters
1. Title –This is probably the single most important part of information needed to be
displayed on a poster.This is because it is an advertisement, to target specific
customers, as well as attract new business. It has to be concise and self-explanatory. It
is typically placed within the bottom 1/3 of the poster, as it should not block much of
the main image. It is usually bold, and contrasting to the colour of the poster,
however sometimes it is more based on creating an element of the film, such as blood
or colourful effect.
2. Main Image –The main image is the most important element of a movie poster. It
needs to either tell a small story about what the film contains or it needs to show the
protagonist and antagonist. Usually the background of the main image is used as the
background of the whole poster.There is limited text on the poster, so the image is
one of the key sources of information.The main image is usually a character, however
there are exceptions such asThe Conjuring.The lighting used on the character can
determine the way in which they are judged by the viewers. Also the angle from
which the image is taken from can give an idea of the amount of power or lack of the
main character may have. If it is a group shot, then the formation of the characters’
pose can be important in understanding relationships between them.
9. 3. Tagline –The tagline is an important phrase that people, if successful, will connect
with the movie. For example,The Dark Knight has the tagline ‘Why So Serious?’ as
The Joker is one of the most popular antagonist that will drive people to see the film.
The tagline needs to be short, concise and appropriate. It also needs to be non-
intrusive on the overall poster, unless it is a main aspect.
4. Casting – On a poster, usually the top 3-5 actors and actresses are named to draw in as
much attention as possible, as all of their fans will see the movie. Having the names of
the leading cast also helps to promote the quality of the film, as people will have seen
some of their other work.The director and executive producers are also listed, as an
addition reference of experience and quality assurance.
5. Social Media – Movies are becoming more and more connected with social networks
and ‘trending now’ is important for a blockbuster to succeed.They will have various
‘#’s and pages across a range of platforms to get as great a reach as possible.They
will be running campaigns and prize giving, along with updates from the producers, as
to the timings of the film.
6. Institutions – Logos andTrademarks are included on movie posters to show the
quality of the media text. It also allows people to know the standard of the film,
whether it’s a small independent company or a multimillion dollar blockbuster.The
audience will not specifically go out of their way to find out, but it is nice to have the
information as they can make an informed decision.
11. Codes and Conventions of Magazines
■ All magazines have a Masthead, which is usually uniform across every issue in terms of
colour, size, font and placement.This is to bring an identity to the magazine.
■ There is a main image, typically a midshot of someone recognizable, and the main
feature of the magazine. Usually the fonts match the colour of the image, to go along
with the overall theme of the magazine.
■ Another code of the magazine is that there is basic information around the cover, that
gives the audience information of what is included in each edition.
■ Colours used in each magazine are generally used to portray certain emotions. For
example, darker colours are used to show evil, crime, sadness and death, whereas
bright colours such as red and yellow are used to connote happiness, light and energy.
■ There is also additional information on every issue of a film magazine.There is a
barcode, the issue date, the issue number, the price and any other useful information.
This helps the audience catalogue, but is mostly used for the admin of both the
producers and retailers.
