The document discusses how directors use advertising techniques to appeal to target audiences for films. It provides an analysis of the advertising campaigns for the films Cinderella (2015) and Chappie (2015). For Cinderella, the target audience is identified as younger kids aged 10 and below. Elements like bright colors in Cinderella's dress, iconic objects like the glass slipper, and references to other popular princess films are used to appeal to this audience. Merchandise and synergies allowing kids to emulate the characters are also discussed. For Chappie, the target audience is identified as males, especially middle-aged men and young teens interested in sci-fi. Elements of the trailer that signal its

1. PR6
RelationshipsbetweenProducersandFilmAudiences:
Directorsdraw relationshipstowardsthe filmviewersbyusingcodesandconventionsintotheir
advertisementswhichattractsand appealstothe viewer. The codesdetermineuponwhatthe genre
of the filmisandwhoit’stargetedat, for example if anew recentlymade animatedfairytale film
whichiswell knownandpopularinthe past.Thenproducerswill putspecial itemsintotheir
advertisementswhichrelate tothe pastfilmandappealstothe audience,thatbeingmore of the
youngergenerationthose beingthe mostinterested. InthisassessmentIwill alsotalkaboutcodes
and conventions,anchorage,receptionandstartheoryandothertechniqueswhichare involvedin
advertisementstoappeal toitstargetaudience.
Task 1: Cinderella 2015
For task 1 I will be describingthe technical termsfromhow the directorusesadvertisingin
Cinderellatoappeal toitstarget audience. The filmisbasedonthe original fairy
tale/animatedfilmandhasbeenawell-knownclassicforyears.A brief
explanationof the filmisthataprincessisforcedto live withherstepmother
and stepsistersbecause herfatherhastogo away. All seemsnice atfirstuntil
Ella(Cinderella’sreal name) becomesaslave tohernew family; she thenlater
meetsa youngman (Prince Charming) whoinstantlyconnectswithher.Later
beinginvitedtothe local ball butunable togobecause of her motherand
sistersstrongenvyforhershe is lockedaway,butthenmeetsherfairygod
motherwhoismagical and producesa luxurygoldcarriage,a stunningdress
and loyal white horsesforhertogo to the ball in.It endswithCinderellafalling
inlove and rescuedbythe prince whoshe earliermetduringthe film.
Director: KennethBranagh
Initial release: March 13, 2015 (UnitedStates)
Producer: SimonKinberg,DavidBarronandAllisonShearmur
Distributor:WaltDisney Studiosmotionpictures
Budget:
The target audience:The advertisementforthisfilmusingthe posterisclearlyaimedatyoungerkids
roughlyfromthe age of 10 and below.Whenviewingoverthe posterthe use of brightcolours
mainlyinCinderella’sdressisagoodway to appeal tokidsthat thisis a fairytale basedfilmif they
didn’talreadyknow,alsothe dresscanrelate toother popular filmswhichinvolve princess’s for
example the movieFrozenwhichhasbeenabighitcan show reference inthisposter.
AlsoCinderellaisplayedbyagoodlooking woman, whoisobviousbecausethere notgoingtouse a
not sogood lookingactorto playthe role of a princess.The directoralsoputsinthe use of the glass
slipperandbeautifulbigblue dresswhichiseye catchingandisa massive relatable objecttowards
the fairytale classic.Thiscan also be knownas anchorage whendirectorsuse specificcoloursand
objectsintheiradvertisementswhichinstantlytell youit’sthattype of genre withoutanalysingthe
trailertofindout whattype of filmitis.

2. Codesandconventionsincludeuponthe wayCinderellaisdressedwhichisina brightcolourful blue
dress,whichrepresents thatthe filmwill be anothermagical happysadstorybuthappyending
princessmovie. Childrenwillthenbe drawntothisposterand laterconvince theirparentstospend
moneytowatch the newfilm,thisisone of the many waysthe filmmakersmakingmoneythrough
advertisingcampaigns.The posteralsoincludesadark skyinthe primaryoptical area(topright of
the background) whichisoddfor a happyfairytale basedfilm, sothe directorsdothisto show that
it’snot all a happystory anddark twistsoccur duringthe film.
The imagesshownabove were takenfromthe official Cinderella2015 traileronYouTube.I
screenshotall the keyscenesinthe trailerwhichshow targetaudience,forexample the scene from
where Cinderellameetsherfairygodmotherforthe firsttime and she useshermagic to create a
beautiful carriage,dressandshoesforCinderellatogoto the ball in. These benefits the trailerin the
kidswhothinkof Cinderellaasan idol figure willwanttosee the filmforthese fantasytype clips.
Alsothe material goodsusedinthe filmlike herdressandglassslippers whichare well knowniconic
objectsfromthe original fairytale will entice kidstowatchthe filmasthese itemsare whatyoung
girlsare into,usingthe latestmostpopularDisneyfilmof the centuryFrozenhasinfluencedkidsto
wantto grow up to be the animatedcharactersout of that filmanddirectorscan laterrelease
material goodsjustlike the glassslippersand the sparklydressforthe kidstobuy. Thisisknownas a
synergywhichiswayof makingprofitamongstthe filmmakingindustry,Synergiescanbe found
everywhere frommerchandise tosoldDVD’sbecause childrenwanttobe the Cinderella
doppelgangerandbywearingthe same clothingwouldmake themfeel likeaprincessof their own
and isa goodwayfor producersto make profitaswell aspromotingthe film.
Whenanalysingthe Advertisingcampaignforthe official traileronYouTube youcan see thatthey
involve all the starsinthe filme.g.Cinderella,The evil stepmum, Evil stepsisters,prince charming
and the Fairygodmother.The filmmakershowsthese actorsplaying theirrolesinthe filmto
describe startheory inthe film,theydothis for the audience whoaren’treallyinterestedinthe plot
and genre of the filmbut for the actors playingthe rolesbecause theycouldbe veryuniqueactors
whocomplete filmsandfanscouldpayto see the filmjustforthe actors roles.

3. The genre of the filmthatbeingfantasyitstargetedmore at the youngergenerationbrieflyaround
the ages of under15’s. This isblatantwhenviewingthe trailerdue tothe magicand costumeswhich
showthat it’smore of a child’sfilm,alsothe filmisbasedonthe classicfairytale sopeople would
alreadyknowwhatgenre type filmitalreadyis.
The audience hasbeentargetedbythe producerina way of instantlytellingthe audience what
range of people thisfilmisgenerallyaimedat.I.e.the use of magic,romance andfairytale humour
isan obviouswayof describingthe movie beingafantasyprincessfilmwhichismainlytargetedat
youngchildfemales. Withinthe trailerthe producerdoesn’twanttogive awaythe whole filmbutto
showa brief plotof the story whichwill grabthe viewers’attentionandinteresttopayand watch
the filmincinema.Asthe produceristargetingitat childrenthenthe childrenwillbegtheirparents
to go pay andsee the film,whichisa waythe producercan earnmoneyforthe parentsto pay their
childrenaswell asthemself’stowatcha filmwhichisblatantly notmade fortheircommoninterest
but forthe child’sendurance forthisfilm.Notonlythe producerstartsan advertisingcampaign
throughonline trailersandpostersasIhave discussed,butcanuse billboardsandcommercial strips
on the side of bussesforthe publictosee.Makingmoneyforthe producerscompanyisa big deal in
filmmakingandwithoutstartingmarketingcampaignsthe newsforthe movie the wordof the
upcomingfilmwouldbe distantandwill notmotivatepeople towatchthe filmwithoutabrief idea
on whatthe filmisgoingto be like.
Cinderellacouldbe aimedata mixedage,notlookingatthe plotand storyline butthe starswhoplay
the rolesinthese films.Whenviewingthe trailerforCinderellaInoticedahandful of Actorswho
have previousplayedrolesinaseveral of filmswhichmake the filmcompleteandmore entertaining
to watch.HelenaBonhamCarterplaysthe role of the fairygod mother,she hasstaredinmany
mixedgenre films,fromthe HarryPotterfranchise tomore twistfilmse.g.SweeneyTodd.People
wouldnotice thatshe playsthe role andthenbe interestedbythatactor beinga star in the film,
people notonly youngkidswouldbe excitedtosee thisfilmbutthe fansthatwill paytosee the film
justto see theiridolsplayagood part inthe film.
I readupon some of the commentsleftbypeople all overthe worldandthiscommentshowsthat
star theoryisa goodway topromote the directorsfilmincommercials.The shotsabove were taken
fromthe YouTube trailerforCinderellaandthe audience saythattheywouldpaytosee the filmjust
for the famousactors playingleadingroles.Alsoyoucansee that thispersonisn’tthe onlyone as
people are agreeingwithlikesforthe comment.

4. Part 2: Chappie
Part 2 I will be talkingaboutthe advertisingcampaignsthe directorshave
usedto promote the newfilmChappie,inthe advertstheyshow details
whichcan instantlytell the audience whoare interestedwhatthe filmis
brieflyabout,whatotherpreviousmoviesare similartoChappie andmostof
all the target audience Chappieisaimedat. Fromthe directorsof District9
and ElysiumthisSci-fi enthusiasticfilmmakerhascreatedanotherscientific
futuristicmovie.The plotof Chappie isbasicallyanew eraincivilisation,
where robotsare createdto keephumanssafe,butthe original mastermind
behindthe inventionof these robotswantedtobreakthe lawsof nature and
construct a bot whichcouldthink,touchandfeel justlike ahumanlife form.
But thisevolution of technologyisnonagreeabletothe worldscooperation
of robotsand theythinkthatChappie couldcause the endto mankind.Hugh
Jackmanstarring as the leaderof robotstakesforce to put destroys Chappie,
but Chappie trainsanddefendsforhissurvival.
Director: Neill Blomkamp
Initial release: March 16th
2015 (US)
Producer: SimonKinberg
Distributor: ColumbiaPictures
Budget: $49 million
Whenanalysingthe trailerforthe filmChappie itseasily noticeable thatit’sfromthe same directors
as district9, usingthe same alienequipmentandlocationthatbeingAfrica.Whenthe filmmakersof
Chappie forma trailertheyneedtoputisaspectswhichcan instantlyinformthe audience whatfilm
it isand whatrange of people wouldbe interestedtogosee thisfilm.WhenIwatchedthe trailerI
wouldthinkthatthe general targetaudience forthe filmwouldsimplybe the oneswhomost
enjoyedthe director’spreviousfilmse.g.Elysium/District9 or otherrelatable Sci-fi filmsfor
example iRobotisverysimilartoChappie because itincludeshelpingrobotsinafuture time on
earth.The people thatwouldwanttosee Chappie are the people whowouldmostenjoythesetypes
of films.Thinkingaboutage andgenderforthe filmIwouldmostlysaythat itstargetedmore at
malesi.e.middleagedmenandyoungteenslike myselfwouldbe commonlyknowntoenjoythis
filmmore thangirls and children.

5. WhenusingLaceysrepertoire of elementstoanalyse the trailerforChappie youcanidentifythe
followinglocation/Mise enscene,iconographyandanchorage.These elementsare usedtoinstantly
showthe viewerwhatisincludedinthe filmbefore payingtosee it,alsothe producerof the film
coulduse thisway to buildsuspense andmake the filmmore interestingsothatthe audience will go
see it.One thingI noticedinthe trailerforChappie wasthatthe firstclipswere the cityandcountry
whichthe filmisbased;Iresearchedthistofindout thatit was JohannesburginAfricawhichisthe
same countryas the producer’searlierfilmslike District9.Thiscouldalsobe shownas a code
because itrelatesbackto the previousfilms.The producerusesthismethodforthe peoplewhoare
verymuch fansof this certainproducer’sfilmsandif ithasreferencesbacktohispreviousfilmsthe
fanswill wantto see itfor thatreason.
Anotherwaythe producercan promote the filmusingcommercial techniquesisthrough
iconography.Thistype of Iconographyisincluded inthe trailerforChappie because there isalotof
Sci-fi andothertypesof futuristictechnology.Forexample the CGIusedtocreate the objectsforthe
filmDistrict9 will alsobe usedtocreate chappie because thisitthe producerswayto show iconic
elementsin hisfilms.District9 include alienrobotswhicharen’thumanlike andfuturisticandnow
inthe producersnewerfilmChappie the same type robotsare usedinsome scene.Thisshowsthatit
isthe producer’sfilmandthese iconicobjectswill interestthe audience if theyenjoyedthe previous
films.
District9 Robot (2009) Chappie Robot(2015)
The imagesabove are screenshotsfromthe trailersof bothfilms,asyoucan see bothalienrobots
are verysimilarbecause theyare made fromthe same producer.ThisobjectisIconicbecause it
showsthe similaraspectsof the filmandcan alsodetermine the genre towardsthe audience.
The audience hasbeentargetedbythe producer usingthese methodswhichIhave shownabove.
Alsomanypeople willsee the posterforChappie andwillgraspaspectsfromthatto findthe genre
of the film.Forexample inthe posterthe producerhasputthe mainkeyin the filmthatbeingthe
robot Chappie bigandcentral soits eye catchingforthe audience tosee.Havingthe robotthere
wouldinstantlytellthe audience the genre of filmit’sgoingtobe.The genre isSci-fi because
obviouslySci-fi filmsmainlycontainrobotandfuturistictechnology; alsothere iswaystoshow
locationinthe posterof the filmone beingthe cityinthe backgroundwhichisthe cityof
Johannesburgandalsothe stickersof the AfricanflagonChappiesarmshowsthat the filmhasbeen
filmedandproducedinAfrica.These waysthatthe producerdoesare to tell the audience whattype
of filmChappie isandwithoutthesekeyfeatureshiddenwithinthe posterandtraileritwouldbe
harderfor the audience toknowwhattype of filmitiswithoutactuallypayingtoview the film.

6. I have usedthe posterfor Chappie above toshow anchorage whichthe producerhasusedto
determine the genre tointerestthe audience.Firstof all the robotchappie isputinthe middle
whichislarge and easyto see,thisisalsoknownas the Axisof orientationwhichbasicallymeans
that the producerhas puthim there sothat the audience canclearlysee itfroma distance andis
alsoeye catchingfor the viewerswhoaren’tasinterestedinrobotSci-fi films.
The ways that the producerhas signifiedsettingsishiddenbutclearwithinthe poster;Inoticed
these stickerswhichare puton Chappiesarms.The producerdoesthistoshow settinginthe film
whichcan relate backthe producer’spreviousfilms.ForexampleElysiumandDistrict9 bothbighits
fromthe same directorwere filmedinthislocation,sothiswill instantlytell the audiencethatthe
filmwill be basedinAfricaandcan alsoshow that it’sone of the producer’sfilmswhichissimilarto
the last.
The settingcan alsobe shownfrom the titlesabove whichstatesthatthe filmChappieisfromthe
creatorsof ElysiumandDistrict9 andby havingthe cityin the bottomrighthand cornersignifies
that the filmisinthe same locationasthe two filmstoldabove.
AfricanFlagsto
symbolise locationand
setting.
Citywhichthe filmisbased
inbottomright hand
corner (The terminal area),
thisalsoshowslocation
and setting.
Chappie robotputbigand
central (Axisof orientation)
whichidentifiesgenre and
iconographyforthe audience to
see clearly.
Producer’spreviousfilms
whichare relevanttothe
newerfilm‘Chappie’.