The document discusses various theories related to soap operas and their promotional trailers, including the erosion of rationality theory, uses and gratifications theory, and effects theory. It analyzes several soap opera trailers from BBC and ITV based on their use of lighting, sound, mise-en-scene, and hermeneutic codes to intrigue audiences and draw them into upcoming storylines through mystery and drama. The document also discusses how soap operas fulfill viewers' needs for entertainment, escapism, social interaction, and emotional investment in characters.

1. There's a killer amongst them: EastEnders
Trailer - BBC One

2. The erosion of rationality theory
The erosion of rationality theory states that the mass media, driven by advertising, appeal to the
sensational, to images, to our dreams, and in doing so create a sense of a false world in which
commodities purchase happiness and in which social problems are resolved on the level of
emotion and the individual; at the same time we are rendered passive and reactive people who
are pleased to be entertained, thereby making us less competent members of a democracy, as a
democracy calls for an informed, rational populace.
The overdramatized soap trailer clearly displays this. Soaps in general want to show a real, ‘slice
of life’, and the trailer uses hermeneutic codes to engage the audience and pull them into the
story and the mystery.

3. Semiotics
The semantics of the whole trailer show a lot of everyday
mundane things but the eerie music, and low key, high
contrast lighting along with the slow motion camera shots
create an alternative reading and shows the ordinary to
be anything but making full use of hermeneutic codes to
engage the audience, after all the purpose of a trailer is to
capture an audience and make them want to watch the
programme.

4. Uses and Gratifications
People actively seek and use those media messages that they personally feel gives them
something. They use the media to get something they want. They feel gratification when they get
what they want.
Soaps use uses and gratifications theory to give some excitement and mystery in the audience’s
lives. As a viewer you become amerced in another world for 30 minutes 4 times a week and the
soap provides an alternative setting that is often more exciting and dramatic than the viewers
real world.
The trailer gives the audience a feel of mystery and wants to provoke thought and create
conversations. Eastenders are famous for creating ‘who done it?’, story lines.

5. The Tram Crash : Coronation
Street Trailer – ITV 1

6. Effects Theory
Effects theory states that consumers are ‘drugged’, ‘addicted’, or ‘hypnotised’.
In general soaps try to achieve this to reach high ratings, trailers like this one entice audiences
and get them excited about up coming story lines.
The floaty music and happy scenes lull the audience into a false sense of security then the flashes
of the fire station adds excitement. Hermeneutic codes are used to add mystery and essentially
Coronation Street wanted to create something that people will talk about and create a buzz
around.

7. Dennis McQuail (1987)
McQuail stated that consumers look for certain things in the media they watch. One is,
integration and social interaction. Which includes, gaining insight into other people’s lives,
identifying with other and as a substitute for real life. Soaps clearly provide all these things,
viewers enjoy the fact that characters are put into bad situations (as the trailer hints at). Viewers
also enjoy soaps usually simply because the characters lives are much more dramatic than their
own. This trailer is successful because viewers become emotionally invested in soap character
and ‘need’ to know what will happen to them.
McQuail also said viewers seek entertainment from the media, this includes; escapism, relaxation
and diversion. Soaps clearly fulfil these needs.

8. Hypodermic Needle
This suggests that the audience are completely passive and accepts the ideas and meanings the
text. Soaps are used as relaxation and are not meant to be complex. The Tram Crash trailer
although mysterious tells the audience what they need to know without much deeper thinking.
Soap viewers have come to expect dramatic story lines and therefore know that the happy scenes
the trailer portrays will not last.

9. Lighting and Sound
Lighting and sound is used to create a stark contrast between the two settings. The street scenes
are brightly lit and joyful music is playing over the clip. The actors also move very slowly showing
no sign of emergency or state of panic.
The fire station scenes are darker and the sounds are diegetic and loud. The actors and rushing
and the scene is very fast.

10. Series 9: Waterloo Road
trailer BBC 1

11. Unlike the previous trailers this is a trailer for a new serious instead of a new storyline. Therefore
the trailer is set out differently. This is more of a insight into the up coming series, this is because
waterloo road actually a soap but it is good example because the soap trailer we are producing is
for a new soap.
In this trailer there is a voice over introducing the
characters that are coming back.

12. The trailer doesn’t really hint at any storylines but is exciting for the audience
because the program is a comedy the advert adheres to these codes and
conventions by being bright and loud.

13. Judgement Day : Emmerdale
trailer ITV 1

14. Mise-En-Scene
This trail is called – Judgement day and tells the story of a character on trail. The dark storyline is mirrored in
the low key lighting and eerie music. The actors are wearing dark outfits and the scene is set at night. The
music is dark rock. The main character is walking down the street being judged by the other characters who are
standing at the side of him. This fits well with the name and the plot of the story.

15. Who Killed Lucy: Eastenders
trailer BBC 1

16. This is a different type of trailer. Unlike the first Eastenders advert I looked at which
was unseen footage, this trailer is made of actual programme footage. The trailer is
fast paced and exciting. Hermeneutic codes are used here by appearing to give the
viewer clues on who killed Lucy but actually not revealing anything. This is a technique
that producers use to keep the viewer interested yet not giving it away.
The mise-en-scene of this trailer shows a typical London square and the sort of people
that give in it. This goes back to McQuaids theory of giving the viewer a chance to
escape and see how ‘real life’ people would behave in difficult situations.

17. Once Upon A Weatherfield...Happy Emmerdale After : ITV soaps
trailer ITV

18. This again is a different type of trailer. It is not
just advertising a specific soap it is advertising
ITV’s two main soaps Coronation Street and
Emmerdale. The trailer shows the characters as
fairy tale characters, these people will be
recognisable to a viewer but that fact that
they’re dressed differently adds a separate air of
mystery.

19. Stock Characters
Stock characters are often used in soaps to make the storyline easier to follow as there can
sometime be several plots happening at one time, fairy-tales also do this.
The trailer shows what appears to
show a fairy tale kingdom but it is
actually just a set, this suggests that
the happy scenes are just a front for
something more dramatic that will
take place in the soaps.