1. Evaluation 2
How effective is the
combination of your main
product & ancillary texts?
2. As par t of m advanced por t f ol i o, I
y
had t o cr eat e a hor r or t r ai l er ,a
m agazi ne cover and f i l m post er t o
adver t i se m f i l m ‘B oody M y’.
y l ar
I w ed t o ensur e t hat com ned, m
ant bi y
t hr ee pr oduct s w e ef f ect i ve as
er
possi bl e, r eachi ng m t ar get audi ence
y
i n a w t hat w d per suade t hem t o
ay oul
w ch t he f i l m at t he ci nem
at a.
I n or der t o do so, I had t o consi der
t he quest i on; W hat i s needed t o m ake
m pr oduct s as ef f ect i ve as possi bl e?
y
3. What is needed?
I decided that my main focus was going to be upon
interplay, consistency and unity between the texts. My
products need to be easily linked by my target audience so
that the film is promoted to the highest level and is easily
memorable. I would have to ‘brand’ the film so that one
standard image could act as an icon for my product, rather
than having lots of different images, which may lead to
audience confusion. After researching the marketing
campaigns for various successful horror movies, I found
that they took a similar root. Magazine covers, posters and
the trailers were all extremely similar in terms of aesthetics
for example had similar colour schemes and font through
out.
4. ‘The Orphan’ Still image & poster
The same iconic image of the child ‘Esther’ is used , thus branding the film and
making it more memorable for the audience.
7. As a result of deciding that I wanted to ‘brand’ my
products, I realised that I would need a consistent
image motif much like that used in the orphan poster,
and trailer. This would involve one image being shown
consistently throughout the marketing campaign,
acting as the icon or symbol for the movie. I decided to
use the villain ‘Bloody Mary’ as the audience would
find it an extremely memorable identifier. I used
extremely similar images of Bloody Mary In the Poster
and Magazine. They also mirror a scene within my
Trailer, as shown in the previous slide. Using a
consistent image motif would also allow my three
products to show a sense of unity, making the film
look professional and put together.
9. In addition to a consistent image,
I also realised that a consistent
colour scheme was important to
ensure that the combination of
my main products and ancillary
texts were effective. I chose a
simple, conventional colour
scheme consisting of black, white
and red. Red, as it has obvious
connotations of danger and also
made the title of the film stand
out against the rest of the text.
Black and white because it shows
to the audience straight away
that the film is of a horror genre.
Although a colour scheme is only
a simple technique used, I think
it’s extremely effective in giving
the products a consistent feel of
horror, which can be identified in
each of them.
11. Combined with an effective colour scheme, a consistent font scheme can also work really
well. I decided to focus upon two fonts. One which reflects that of a typewriter, and
another that reflects blood (a common choice of font for gothic horrors). I think that using
the typewriter font throughout reflected the idea that my trailer was based upon an urban
legend and had connotations of a story being written. I used the blood font as I thought it
was bold and could reach out to a wider audience as it was used in some of the earlier
horror films. Using a font scheme heightens the appearance of the film in that it reinforces
the idea of branding, makes it look professional so that a consistent image of the film is
portrayed.
13. As my target audience is of a young age, they will seek thrill and tension when watching a
movie. One of their expectations from a horror film will be to find themselves feeling scared.
It’s important to gratify this need in the trailer and other products so that the audience will
feel as though the film will be fulfilling. As a result of this, I made sure that my products
challenged the viewer into watching the film, something that a young audience would find
enticing and entertaining. This is especially shown on my poster where there is a
recommendation from a prestigious magazine stating that the film is ‘utterly terrifying’.
Followed by an unmissable 18 certificate. This shows that the film is proud to be rated 18, as
it shows things not suitable for certain viewers, so a young audience would naturally be
intrigued. The ‘utterly terrifying’ quote certifies that they will be scared, the film is something
they will enjoy watching. The ‘Discover Bloody Mary for yourself’ also implies that the
audience are being challenged into watching the film.
15. • Overall, I feel that the combination of my main
product and ancillary tasks have been effective. I
believe that through the help of schemes,
consistent imagery and audience insight, I have
been able to structure my products so that they
are persuasive and professional. Although my
work will never be as good as that of professional
horror movies, I would have like to have tailored
my work more to my target audience specifically.
For example editing images so that they appeal to
them more. I have realised that interplay,
consistency and unity is key in creating effective
products which will entice the audience.
