Codes & Conventions

1. EVALUATION TASK
BY SALINA DANIEL

2. QUESTION 1:
IN WHAT WAYS DOES YOUR MEDIA PRODUCT USE, DEVELOP
OR CHALLENGE FORMS OF CODES AND CONVENTIONS OF
REAL MEDIA PRODUCTS?

3. INTRODUCTION
Firstly codes and conventions are very important when creating media text. Codes and convention give us
as media practitioners a starting point and a list of key characteristic to work with. This usually is done to
follow the patterns of an existing genre, and to also inspire and ignite creativity. In my case we made a
slasher film trailer, magazine front cover and poster. All these media text and footage required an
understanding, encompassing the appropriate set of codes and conventions to create a successful piece. A
popular technique we have used within our media text and footage is the ‘repetition and difference
technique’ the basic idea that several existing codes and conventions will be used and adopted within a
new media text while certain elements will differ in order to keep it ‘fresh’.

4. CODES & CONVENTIONS: POSTER
Firstly, when addressing the main image of our actual media piece and our inspirational poster we as media practitioners
have attempted to follow similar elements. This includes camera shots, the appearance of the antagonist, positioning as well
as body language and expression.
We decided to place our antagonist in the centre of the poster similarly to the ‘Friday the 13th’ poster. This is because itis
shown throughout many successful slasher posters as well as ‘Friday the 13th’ e.g. ‘Texas Chainsaw Massacre’. Following the
codes and conventions of this specific positioning of the antagonist is key because it represents the slasher genre, as we all
know the narrative revolves around a crazy killer therefore, the audience will be able to recognise the genre straight away.
Which is why it was important for us to follow this element of codes and conventions.
Similarly, the camera angle and shot has been taken at a low angle medium shot. This convention has been followed as it
represents the character and how he must be feared. A low angle shows that through making the antagonist look bigger than
he is, suggesting he is powerful and stronger. Following this convention was also essential in creating a successful poster as
it’s the basic elements of presenting a slasher genre film poster.
In terms of costume, further conventions have been followed by using dark costumes such as using a black hoodie similarly
to ‘Friday the 13th’ ragged puffy dark grey and black jacket. Alternatively, the main image of the antagonist is very
memorable through their signature mask. We gave our antagonist a mask also, following this convention was vital because a
slasher film is known for hiding the antagonists identity.
The text within our poster follow the codes and conventions by placing the title and the institutional information at the
bottom of the poster because the main image takes up the top of the main image therefore placing the text all at the bottom
seemed more of a professional position. In terms of fonts, I believe for our group was the most difficult aspect to carry out,
because it is the key thing that makes a poster look more professional. Even though, the title is conventional through using
the colour black and black blood splatter, the actual font may have been our weak point. However, through our feedback we
were given advice on how to make it look more professional for example using free transform on Photoshop to adjust the
size and shape while keeping the blood splatter which did make an improvement.
The use of colour is very significant in a way that black and grey were the main colours we decided to use because it is
realistic and slasher oriented.

5. CODES & CONVENTIONS: POSTER
As a media practitioner creating a slasher film poster me and my group felt that keeping some originality is
key to creating a successful horror film as it is just as crucial as following codes and conventions. Therefore, I
will be discussing certain codes and conventions we have chosen to challenge with reasoning. In terms of
the costume that was a major challenge to codes and conventions of slasher films. Choosing a black hoodie
and a black skull mask was challenging conventions of slasher because it hasn’t been done before. The
reason we have chosen to use a hoodie, is because it is relevant to today’s ‘fear’ traditional slasher films
such as ‘Friday the 13th’ and ‘Texas Chainsaw Massacre’ have traditionally only used masks as that was the
fear factor back then. However we are trying to make our slasher film more modern. Due to moral panics
from the media concerning ‘hoodies’ are an apparent threat to our society and is usually linked to juvenile
delinquency which is why we chose this piece of costume, in the hope they would make this link and relate
to the antagonist. Furthermore, the use of a black hoodie, rather than a ragged puffy jacket; the use of a
hoodie will be more relatable to teens in the city who are more likely to watch this rather than a middle
aged man. We want the antagonist to be relatable to our audience as this is what could intrigue them more.
The tagline within ‘Friday the 13th’ is placed at the top of the page, within our poster we decided not to
encompass a tagline as we wanted to give less clues away as possible. We felt that when Friday the 13th
gave away the location of where all the murders will happen takes away the thrill. When we see a dark
forest where no one dares to enter I feel that keeping the location unknown heightens the fear, therefore
we challenged this convention and chose to not input a tagline altogether. This way the audience can
research more about the film if they wanted to keep them up to date with the release date. Which then
links to the fact why we didn’t include a release date, instead we

6. CODES & CONVENTIONS: POSTER
We developed our mask in a unique way by using a black skull figure which gives more character to our antagonist. It suggests that he is
the face of death. We thought this was a good idea because every slasher has something unique about their antagonist whether its their
story their appearance or method of killing. We made sure to show that in our poster unlike Friday the 13th where it is hidden due to the
profile lighting.
In terms of location we developed the idea of the antagonists size by making it seem as he is just as big as the forest. This suggests that
he is something to be more feared of than the dark forest. Whereas with the Friday the 13th poster which inspired us it looks like the
antagonist lurks beneath the forest. We felt like we could have developed his in order to create a more authentic look.
Furthermore, in terms of Iconography we have challenged the convention of revealing the weapon the antagonists uses in the film. We
believe that the weapon is the main thing that makes a slasher film more jumpy and fearful, therefore the element of surprise of the
weapon will interest the audience to watch the trailer and find out.
Alternatively, the font we used was following the codes and conventions of a horror poster however we have developed it from our
inspirational poster Friday the 13th. We believe that most slasher film poster lines across words that look like cuts or anything to portray
the aftermath of the antagonists murder hunts. We chose to go with both blood splatter and line cuts to make it look as gruesome as
possible. Also, so that the weapon of choice is unlikely to be known.
In terms of developing from AS level this poster was a challenge due to the genre of horror being different to me and I believe that
learning the codes and conventions helped me greatly in understanding specific elements of mise-en-scene are used within the genre e.g.
using the black skull mask within a slasher poster.

7. CODES & CONVENTIONS: MAGAZINE
Part of our promotional package was to create a magazine front cover promoting our slasher film. We have
chosen to go for a professional styled magazine front cover with the inspiration of Empire and Total Film. We have
placed the masthead at the top of the page, this is a conventional layout of all magazines therefore it was
standard to follow this. Following this convention is clear because it is the actual name of the magazine therefore,
it must be bold and stay consistent throughout each issue in order for consumers to recognise the brand identity.
The brands identity can be shown through the colour, font, shape or size of the masthead to make a statement. I
believe it was important for us to follow these conventions as we were looking to go for a classic professional
magazine front cover. Also, with the inspiration of Empire Magazine a professional magazine company, helped us
to follow the basic guidelines and symbiotic links to follow.

8. CODES & CONVENTIONS: MAGAZINE
The skyline conventionally is placed above the masthead in a smaller size sometimes even in a different size and/or font in order to create
differentiation between each issue, so it looks like consumers have been given new and fresh information. Not every issue or magazine choose to
feature a skyline for many reasons e.g. it may disrupt the attention away the masthead. We developed codes and conventions of magazines we
have researched and added a skyline of our own. We believed it was a better idea to add a skyline because as a new magazine being published
the audience is going to need a lot of interesting information on the front to make them want to read it more better yet read it instead of their
favourite brand. Similarly, adding a puff was something we added onto our magazine front cover they popular amongst many magazine front
covers but not with our inspirational magazine Empire because they are more established and therefore don't need to claim ‘exclusive’ over
information. Our front cover has the puff positioned on the left hand side of the page in an oval shape. This splits up the text on the page, and
makes the magazine front cover look more visually appealing than all text. The main image has been presented at a medium close up. We decided
to use this conventional shot because is represents the genre well and looks more professional. Using a low angle to make the antagonist appear
more powerful and fearful is a convention we felt was essential to follow as all slasher horror films present their antagonist within the main image
as an anchorage to explain the meaning of what could be the narrative. The same costume and mask has been used on the magazine front cover
as it has been used throughout our promotional pack therefore creating a symbiotic link that our audience will recognise easily.
In terms of our sell lines we have placed them in conventional positions on the page which doesn’t disrupt the main image. We have used colours
such as mainly black and red which was to create a symbiotic link between all the media texts presented by our brand. The gold within the
magazine has been used to present its own house style. The use of the title ‘revolution’ has been chosen as we needed a powerful name we felt
will boost our brands popularity. By using the name ‘revolution’ it makes our brand seem new and fresh something different to whatever was
presented in the past. We used a similar font and size to our inspirational magazine empire as we believe that it looks more eye catching and
professional. Because our magazine will be a new brand following conventions from a world class magazine was important because they are also
our competitors therefore, going for a classic and conventional look was crucial.
The text used on the magazine front cover such as the sell lines, skyline and puff are all used as anchorage for the main image and the promotion
of the film ‘Deadwood Grove’. For example, under the main sell line it says ‘ the horror you wont forget’ this will allow the audience to recognise
the genre straight away. Furthermore, the main sell line being the name of the film is a convention we followed as it helps further promote the
film which makes the magazine more effective in promoting the brand. The positioning of the sell lines on the left hand third is another
conventional element and therefore the audience are more likely to buy the magazine as it is similar to what they usually read. A pug is usually
positioned at the bottom left hand side of the page. It consists of a barcode with the date of the issue and price. This is always placed furthest
away from the consumers attention in order to read the information presented on the front page first. Empire usually place their barcode on the
bottom left hand side of the page vertically so it doesn’t take up too much space. With Empire being a very successful film magazine placing the
price on the magazine is irrelevant because with their strong brand identity comes loyal customers who will always be willing to pay for the
magazine for their weekly/monthly fix. By sticking to conventions we also believe we will create a strong brand identity in order to gain more loyal
customers and therefore create more interest in our film.

9. When deciding on our main image of the magazine front cover, we made sure to not
only follow the conventions of the magazine layout but how the character would look
and be positioned on the front cover. Usually a magazine front cover will place the
main character of a film at a medium shot. When it comes to professional magazine
front covers it is a convention to use an original shot on the front cover rather than
taking a shot from a scene in the film. We decided to be professional and use an
original shot. This will allow the audience to believe that we have the connections to
big film makers to get them on the magazine and exclusives on them. Furthermore,
when presenting a slasher film on a magazine it they usually place the antagonist on
the front cover because they are considered the main character. We have followed
this convention for our audience to make links between the other pieces of the
promotional pack such as the film poster and trailer. Within this magazine front cover
it is very important that we kept the antagonists costume and mask the same rather
than wear his own clothes or ‘be himself’ because it wouldn’t represent the film and
the magazine is meant to promote the film and not the actor. For example, on Empire
magazine Leonardo DiCaprio would not be addressed by his real name but by the
name of his character and he would be in the costume of his character. These
conventions are very important in creating a effective front cover to successfully
make a symbiotic link between the other promotional pieces so the audience can
gain a growing interest when coming across all three pieces.
CODES & CONVENTIONS: MAGAZINE FRONT COVER

10. CODES & CONVENTIONS: TRAILER
For our main product, the trailer this was the most important aspect of our media promotional pack because this involved putting our
narrative into moving picture to attract our target audience. This meant that following codes and conventions of existing slasher trailers was
highly significant in creating an effective slasher trailer. Chronologically the trailer is the last thing to be released of our promotional pack
therefore will be the last thing on the audiences mind. We used this as a way of bringing our promotional pack together through symbiotic
links. For example, we used the same costume and mask for the antagonist as he is the main character and the face of our new film
‘Deadwood Grove’.
The main inspiration for our slasher trailer came from the film ‘Friday the 13th’. This encompasses a group of reckless teens who love to party
and break the rules. This narrative has been portrayed effectively through the trailer in which we have chosen to follow. This includes
presenting conventional characters such as the final girl who warns the rebels that their fun get away plan is a bad idea putting the audience
on edge and wanting to find out more. The protagonist usually a character the audience grows on because they can relate to her being the
responsible one of the group who is likely to beat the antagonist and get away e.g. in our trailer at the end the protagonist is fighting to open
the door of the car for survival which in the trailer was more hopeful than the rest. Other conventional characters such as the sacrificial lamb is
someone who will excite the audience and introducing this character is important because she mainly makes all the bad decisions and the
audience always wants to see those decisions. We have included all these aspects of the narrative but have only drip feed the audience of the
narrative to with hold from giving too much of the narrative. For example, not revealing who dies and who lives or placing us in the shoes of
the protagonist as she is always aware of what's going on whereas the reckless group are not.
The antagonist in the trailer is the most important character in the promotion of the film as he is the symbiotic link of our media promotional
pack. Using the same costume was just as significant as the audience will recognise him straight away because of the magazine front cover and
the poster. If we did choose to dress him differently this could confuse the audience and as a result loose interest in the film.

11. CODES & CONVENTIONS: TRAILER
Following codes and conventions in our trailer was more complex than our other pieces of media. This included following
conventional mise-en-scene, camera shot and movement, location, characters and the layout of trailers in a general format.
By researching codes and conventions from existing slasher trailers this helped me create an effective slasher trailer. For
example, camera was a significant element in creating this trailer and allowing the audience to view the trailer in a way we
want them to view it e.g. using the camera at a point of view shot of the antagonist watching the rebel teens puts the
audience on edge because they know what will happen whereas the rebel teens don’t. This has been used in many slasher
trailers and is a good way bringing the narrative to life.
Furthermore, using a pan for an establishing shot is a convention we used as it is a classic start to a slasher trailer. This was
effective and was inspired by the establishing shot in the Friday the 13th trailer.