British Flim- Slumdog Millionaire

Which trailer conventions are present and what is their effect on the audience?

One of the conventions used in this trailer is the use of dialogue, the trailer starts off with “welcome to who wants to be a millionaire” this immediately introduces the audience into the main narrative of the film. Dialogue is used to give an understanding of the film so the audience can have some kind of idea about the film. Another convention is the use of text in the trailer which makes the audience read it and raise enigma for example “Jamal Malik is one question away from winning 20 million rupees. How did he do it?” this makes the audience want to know whether he wins the money or not.

In addition at the beginning of the trailer you can see the four institutions/Distributors (Fox Searchlight, Warner Bro pictures, Pathe pictures and FILM)   promoting this film to for popularity as different distributors have different target audience. Also “Winner people’s choice award Toronto international film festival” this makes the audience wonder what’s so good about this film, which will make them, watch the film because of the awards they won. Quotes from popular newspapers like ‘Chicago Sun Times, THE WALL STREET JOURNAL, TIME’ persuades the audience to watch it because of the good reviews written by famous newspapers.

How does the trailer use media language (camera, mise-en-scene, editing, sound) to establish the film's genre?

Firstly the use of Non- diegetic sound builds tension; when the clock was ticking while he was answering questions, this creates tension as it makes the audience will they are the protagonist and waiting for a reply. And also the use of diegetic sound when the crowd start whistling and clapping showed the happy side of the film. Then the use of non diegetic sound at the end showed the romantic side of the film when the heroin and hero finally see each other. All these different types of sounds are used to establish the genre of the film to help the audience understand it.

Mise-en-scene is one of the key conventions used to represent the genre of the film. For example the use of colourful costume on the characters suggested the culture of the protagonist which some audience can relate to. Also most of the setting of the trailer was in a studio where the ‘who wants to be a millionaire?’ show is filmed. This indicates reality theme of this film.

Long takes were use to build up tension at the beginning and then the use of short takes were used to create suspense as slowing the climax was revealing. Editing was used to create certain effect and enhance the tension; transition and dissolve were used in the shots to create a flow to the trailer so the narrative can make sense to the audience.

Who is the target audience and how do you know?

The target audience for this film are Indians because almost all of the actors in the film are Indians therefore the audience can relate to them. They are more likely to belong in BC1C2D socio-economic group. In addition most of the target audience will be young couples aged from 19-26 as the story is about the young couple trying to find each other.

How effective do you think the trailer is in promoting the film? Why?

I think this trailer is quite effective as it didn’t give too much away, at the same time used key scenes from the film to make the audience want to watch the movie. It used sounds and editing to create certain tension and suspense to the trailer.

Untouchable

Suspense is when there’s a build up of tension to keep the audience involved and wanting know more by doing this it will make them watch the film till the end.

How is editing used to build suspense in the scene?

The scene starts off with a long shot with long takes, this makes the audience feel nervous, tense and anxious, this creates tension as they are waiting to know what’s going to happen next. The point of view shot shows the view point of the protagonist, which signifies what the protagonist is thinking and makes the audience relate to the character. The point of view shot from the people and the lady with a baby downstairs with shots a cross cutting between them to the clock , may signify that something significant going to happen at 12pm as the protagonist was waiting till the clock handle moves to 12. This creates suspense as the audience will be wondering what he’s going to do at 12pm.  While pulling the pram up the stairs he looks around this suggests that he’s looking for someone this creates tension as it makes the audience question who he’s looking for.

The length of the shots gets shorter as they start shooting, with cross cutting form the guys fighting to the pram falling down the stairs, this creates suspense because the audience will be wondering whether the baby going to get shot or not.  There many takes of the pram falling down the stairs in different angle and shots such as; low angle, high angle, extreme close up , long, medium shots by doing this, you get to see the pram in different angle which keeps the audience in track and waiting to see what’s going happen this creates suspense as the audience are  getting involve into the scene and feel as if they are there seeing the shots.

How is time 'expanded' through the use of editing as the pram falls down the steps?

Time is expanded using many types of editing. The use of crossing cutting makes the audience see both view of the scene so the audience will know what’s happening.  The shots get shorter at the end when the pram starts falling off to show each character’s expressions.  The use of slow motion when the pram start falling expanded the time this create tension as the audience waiting for the pram to fall or to be caught.

The use of editing to expand the time length of the scene is to make scene longer. As I mentioned before the use of shots and angles were put together to get the audience to see every angle and sot of the pram falling to create suspense to the audience.

New Moon Textual Analysis – cover work

What techniques does this trailer use to persuade an audience to see the film?

This trailer uses many techniques to persuade the audience to see the film. Firstly the use of diegetic sound creates tension and suspense which makes the audience wonder what going to happen next and would want to watch the film to see the climax. The use of short takes at the ending of the trailer and the background music together speeds up the trailer, this makes the audience intense and this will make this guess what’s going to happen in the next shot. The use of the character speaking gives little idea of the key scenes to the audience.  The use of the opera music also creates tension and shows a classical side of the trailer.

How is gender represented in this trailer?

Males were represented dominant; as there many violent scenes and they were mostly wearing black which connotes powerful. Both Edward and Jacob had special kind of power inside them, as Edward is vampire and Jacob is a werewolf. On the other hand Bella was represented as a young, innocent, new comer, different from others who don’t have any kind of power.

What target audience would be attracted to this film?

The target audience are teenagers aged between 12-19 years old and BC1C2 socio-economic group; who has an interest in fantasy films. And also the characters in the film are teenagers themselves, so many teenagers can relate to them in way. In addition each characters have their own fan group due to their appearance and talent therefore they will want to watch almost every film they act in.

What Hollywood values can you identify in this trailer?

You can identify Hollywood value in this trailer as one of the settings of a scene is in a high school, this shows the typical Hollywood values used to attract teens. And also the use of violence makes connote Hollywood values.

GHD Textual Analysis

Codes & Conventions of advertising: What techniques does the ad use to persuade the audience to purchase GHD straightener?

The advert used many codes and conventions of advertising to persuade the reader to purchase the GHD straightener. There were beautiful women using the straightener this makes them think if they use it they will become as beautiful as the women in the advert. Each woman in the advert had different hairstyle to show that you can create different hairstyles or different type of hair in one straightener ; also their looked very professional, this also tell the audience that you can get a celebrity or a salon look with just one hot tool which saves a lot of money and you can get creative.  Also the use of the narrator persuaded the audience more to buy the product.

Representation: How is gender represented in the ad?

In this advert, women were represented dominant, in control and negatively.  And men were represented alternatively, as they were used for sexual desire.  This will garb most women’s attention as they will like to be presented in dominant way.  They were also represented in a negative way as they dressed inappropriately, and fighting over the straigtener can make them look stupid and dum.

Media Institution: What issues of regulation and censorship does this ad raise and what does it tell us about the values of the channels on which it was broadcast?

Firstly, the use of the 10 commandant from the bible caused controversy mainly to the Christians; which almost degrading the religion.  The channel didn’t take any action to prevent this from getting noticed by the viewers

Audience On the basis of this ad, who does the GHD brand appeal to?

The GHD brand appeals to wide target audeience; females from the age of 17+ , who are interested in their appearance, femininity...Etc and the product is targeted at females who have different types of hair.  Its secoundary audience can be men, as 10% with short hair and long hair do use straignteners. They both target audience more likely to come under ABC1 socio-economic class.  They also  come under mainstreamers and succeeders category .

Harry Potter and the Deathly Hallows Trailer - MS VAN

Harry Potter and the Deathly Hallows Trailer

http://www.youtube.com/watch?v=_EC2tmFVNNE

Media Forms

The trailer used many techniques to engage and persuade the audience to watch the movie. The trailer begins with long shots just showing the characters face, when the character is talking. The background music starts with high tempo to shock the audience.  As the background music playing the shots was shown very rapidly to get the dramatic feeling. The use of opera in the background music is used to create a serious atmosphere and used to build tension.  The background music is stopped when one of the character, this is because to show the key scenes to the audience, which they will find interesting by doing this, it makes them want to watch the actual movie. This shows that they used editing (length of the shots), shots, sound, and key scenes from the movie to persuade the audience to watch the movie.

Media Representation

Men are represented powerful and dominant in this trailer. The main protagonist and the villain of the movie are both men.  Men were mostly seen in this trailer to link with the theme.

 Media Audience

I think the target audience for the trailer is more likely to be teenager’s; aged between, 13-18 (C2DE), who mostly belongs to the E category in socio- economic; mainly because the protagonist is a teenager, and the trailer is all about the protagonist, so the audience can relate to the character. Also the genre of the trailer shows that it is a fantasy and action film which is what teenagers like to watch.

Media Institution

 I think Hollywood Values and characteristics were shown in the trailer using violence.

 

Summary

Bebo's new soap is all product placement, no plot

The article is written by Anna Pickard who works for Guardian.  She talks about how teenagers are so into music these days. She talks about a 12 years old kid named Sam King; how he takes girls out for dinks...Etc.  She also talks about his sponsors such as Sony Ercission, virgin mobile ...etc.

The Critics Need a Reboot. The Internet Hasn't Led Us Into a New Dark Age.

This article is about internet, the writer goes on about blaming the internet for inaccurate information. And how its not as useful it should be to people. It also has biased opinions from other people e.g. Mark Baulein



Homework- Ms Wrigley

Firstly, the video starts by showing the woman with the saw in a low angle, which makes the woman look powerful also by looking at the mis-en-scene; she’s wearing white clothing this also could connote powerful.  The tempo of the sound suddenly started to increase using non-digenetic sound to create tension or a sudden shock to the audience. There was a use of non-diegetic on motorcycles.

High angle shots were used on the girl standing up looking up at the woman with the saw, to show the less importance or low status of her , comparing to the woman with the saw.  There were close up shots and was captured in the side ways of their faces to show that they are talking to each other and their connection between them.

Also when they were talking there were some extreme close ups on their lips and eyes to give out certain messages to the audience. Suddenly when the men start running there were certain close up and long shot to show their expressions as well as well as their clothing to symbolise message.  Non digectic sound was used when the men were running to enhance the noise and the tempo by doing this; it will build tension to the audience. Contrapuntal music was also used   when they were fighting to create some energy. Also, when they surrounded around her, there was a long shot with a tilt in the camera movement.

When they start fighting the camera shot continues with medium shot to focuses on their hand actions and facial expressions. Black and white colouring with low key light contrasting to probably stop the audience from viewing extreme violence as there was varies of scenes of blood being spilled and sprayed, which some viewers might find disturbing to watch.

Also while they were fighting there was of classic music in the background, which also shows the use of contrapuntal sound and also give an unserious atmosphere.  In addition, there’s also a use  of track camera movement, where the camera moves with the character non stop.

When they approached the blue room, the background music was quite and the characters were just staring  at each other, this creates suspense as the audience don’t know what’s happening  and will be wondering what’s going to happen next.  Also the blue connotes clam in contrast it may also connote cold which may indicate the characters personality.

Suddenly they start fighting again, where you can only see there shadows and they were captured in long shot.  Diegetic sounds were used, so you can hear them screaming and sound of the saw and also to show naturalistic.

Finally the protagonist was viewed in low angle and long shot to symbolise how powerful she is after fighting against those professionals.

To conclude the genre of his film is more like action, as there are so many fight scenes. Editing; for example the scenes moving so fast with transition effect to show a flow to the film and also to create tense atmosphere.

Homework- Ms Vander Sanden

What film genres are the most popular at present? Why do you think this is?

 Horror genre is one of the most popular genres at present, they mostly targets Adults from the age between  21-38. E.g. Saw. This is mainly because technologies have improved in the past years to create certain effects to entertain and excite the audience. Also considering the socio-economic class; almost anyone can afford to pay the cinema ticket or buy a DVD version of it.

What genres do you think were popular back in the 1930’s and 1940’s? Why?

Family, Historical, Comedy genres, exploitation, crime and gangster were the most popular genres of films back in 1930-1940; because they target variety of target audiences and specially made for family to watch it together.  For example Historical films were shown to educate or interest people with facts as many of them (back in the day) was still researching about the past.

Also Film-making was invented in 1986; producer came up with many different film genre to experiment, which will appeal more to the 20^th century target audience, and they probably enjoyed more than one film genres because it was new to them; whereas now the 21^st century audience already have watched varies of films with different genre and chosen one/two particular genre that interest and appeal to them the most.

http://www.filmsite.org/crimefilms.html

http://www.filmsite.org/30sintro.html

http://en.wikipedia.org/wiki/Exploitation_film

Media Homework (Ms Van Der Sanden)

50 Cent – Reebok advert

·       How does the ad glamorise violence?

This advert glamorises violence in many way using camera angles, sound types, shots, clothing...etc. Firstly, starting with the lighting of the advert; it was quite dark featuring grey sky and dark room which connotes sad, death, power, evil, strength, and old...Etc. Theses connotations may also link to violence.

Also, you can hear police/ambulance siren and screaming of a female; this signifies there’s a danger. In addition, words like are “shot 9 times”, “unstable condition” are been clearly stated in the video to glamorises violence and also links to 50 cent past. Moreover the mis-en-scene of the advert represent 50 cent as a gangster this refers to crime, convict, violence...etc. For example the clothing 50 cent was wearing represents a typical gangster.

Furthermore, there are many close up shots and long shots. Close up shots shows 50 cent’s face close up so the audience can see him properly.  And some long shots are used to feature what 50 cent is wearing and especially the Reebok Trainers.  Also 50 cent was shown using low angel which represents powerfulness and his high status.

In addition, the advert starts of with featuring a poor, unwelcoming, dirty street which indicates that this is the place where gangsters live this also links to 50 cent. Also the rain drops may connotes cold, sad, upset and etc. Whilst the people in the background talking , 50 cent counts very seriously almost with an anger on his face but after counting 50 cent laughs it off as if it’s joke this leaves the audience with clam atmosphere thinking more about the product ( trainers).Overall the use of these features I listed above encourages and glamorises violence to youngsters.

·       Why would a global company like Reebok glamorise violence in this way?

Reebok’s mainly featured 50 cent and mentioned him getting shot 9 times is to represent their target audience. As 50 Cent is many of the male teenager’s role model. They were trying to symbolise that wearing that trainers can make you look powerful, gangster and dominant which is what most male teenagers want to look like in this society.

Also Reebok stated in “ The Guardian” newspaper that the advert did not glorify violence but rather that “you can achieve by believing in yourself”  this shows that Reeboks ad wasn’t really meant to glamorise violence but trying to send key messages to the audience that wearing the Reebok trainers can make you achieve things that you can’t and also get away with it; like 50 cent surviving after getting shot 9 times.

·       Who is the target audience and how do you think they would be affected by the ideology of the ad?

The target audience for this advert is mainly black males aged between 13-19; they are more likely to come under E socio economic group as most of them are unemployed, or a student. This advert is targeted at British and American demographics; where 50 cent is well known.

50 cent is featured in this advert because as I mentioned before his most male teenagers, role model; (many of them want to rap like him) and also most of 50 cents raps are associated with violence and crime. He is also well known for his gangster style and this portrays dominant ideology for black males.

Therefore most of them would like to be represented in a dominant way rather than being a lawyer, doctor, or a police...etc which will represent them in an alternative way.  Featuring 50 cent in the advert will attract many black males to buy it because they want to be portrayed the same way as 50 cent.

·       My opinion:

When I first saw the advertisement, I didn’t really notice the use of violence until we discussed it in class.  Maybe because it wasn’t targeted at me or maybe I don’t know much about 50 cent; that why I didn’t pay attention to what they were saying in the background. At the end I thought its normal advert, advertising Reebok.

On the other hand, the males knew what exactly been said and been portrayed. The message was sent out clearly to the male teens. Which caused controversy.

Although 50% of the people watching this advert won’t understand it but still the majority of males can still get influenced by it, therefore I think this advert should be banned for causing controversy!

Cover Work- Ms Wrigley

Cover work

This trailer has a mixture of close up and medium shot to focus mainly into the characters facial expression and features; this will make the audience see the feelings and meaning of different features in a certain way. For example there are many close up shots featuring the character to face with eye-level angle.

The lighting is mostly dark in many of the shots in the trailer which connotes danger, death, evil, power, mystery...etc; this links to the genre (horror and adventures)of the trailer, which gives an idea of the movie to the audience.  The use of costume seems ordinary and casual, this iconographies older teenagers and young adults, aged between 19-25; this also shows age group for the target audience who will watch this movie. The body languages of the characters are mostly sexual.

I don’t really think it follows todorov’s theory; it’s more like introducing the audience to then to the climax of the movie to give a little idea of what’s going to happen; this engages the audience on other hand you can’t really tell if they used todorov’s theory there might be a clear long introduction about the audience in the movie instead of the trailer.

At the beginning there’s a use of Non-diegetic you ca n hear the girl singing (voice over) and at the end she sings again, this coveys the link to the end and the beginning so the audience can understand the concept more clearly.

There’s also a use of diegetic sound which complements with the actual situation and gives tense feeling the audience of not knowing what going to happen next.

Camparing Magazines

‘Nylon’ magazine used many techniques to appeal to their target audience for example Technical code is  used on the central image, as the image is a long shot to focus more into what the model ( Kristen Stewart) is wearing; which gives the target audience an idea of the latest trend and this may appeal to teenagers.

Also the background is white which brings all the focus into Kristen Stewart and what she’s wearing this may be another example of technical code. The lighting at the background emphasises the other features in the magazine.

In addition there are many symbolic codes, for example “357 reasons to get a new closet” this links to the central image as its main focus is to see the clothing of the model to appeal more to the target audience(females)  who’s interest on fashion, clothes...etc.

The use of ‘black’ and ‘pink’ symbolises the target audience because females like pink which gives a feminine side to the magazine. The black is used to stand out and can be purposely been used to link which Kirsten Stewart as her style and the movie she acted in (twilight) portrays her as someone who likes Black.

Also the Kirsten Stewart is the central image of the magazine to appeal to the teenagers and her fans.

Men’s fitness magazine is fitness magazine aimed at males aged between 16-40. The central image is in medium shot which makes the audience focus more into the man’s body more and his muscles which appeals to males who wants to  be like the man in the central image. Also the man in the central image has his body facing side wards to portray himself as ‘cool’ or as a ‘gangster’ or maybe the ideal looking men; this appeals more to the younger target audience because this may influences them to look like him.

In addition the light is very bright, which makes the target audience mainly focus at the central image and other features.

The use of ‘blue’, ‘red’ , and black symbolises their target audience favourite colours.

comparison

Nylon uses their target audience's interest for example Fashion to interpellate( attract) them to the magazine for example “357 reasons to get a new closet”  the fermale target audience will buy it beacause they may want to read that particaular article. Simarily, Men's fitness uses the same tactic to grab or interpellate thier audience by wrting an article on thier interest in this case, trying to keep in shape and lose weight "The burn fat lose fat diet"  this will make any men who wants to keep fit to buy the magazine.

Classwork - Flim Posters

Audience profile

'The Proposal' is a romantic comedy movie released in 2009.

Gender:(Young Female and Male) Young couples the movie's genre is romantic therefor it  addresses young couples.

Age:15-35 years old

Ethnicity- mostly targeted at white females and males as the actors are both white.

Socio-economic group-BC1C2E because both character in the movie work in a professional place which represents B social groups as they all work in a office. I chose c1 and c2 because they might find this movie romantic and funny wheras group A are more likely to like more informative movie.Finally E represents students as 50% of the target audience are students.

The background is in white which connotes pure, innocence , truth, ..etc this may connote the pure love between them, or maybe to make the central image stand out from the plain white black so everyone can forcus mainly on the images. In addition 'PROPOSAL' is in red which connotes Love, Romantic, passion..etc the use of red may show bring out the romanticness of the movie in the poster. Also the image protrays anternative ideology as the woman is presented as proposaling her love to the man this may symbolise to the audience the comedy part of the movie.

The stranger is a horror and thriller movie released in 2008.

Age- 21-40

Gender- Young couple, as the movie is about a young couple staying in for vacation.

Ethnicty- Mostly white

socio-economic group- ABC maybe E, as i mentioned before this movie is targeted at young couples doesnt really matter if they are in lower or higher class because its targeted at them indiviually.

Rubicam's psychographic profile must be an Explorer as the movie is abotu exploring the message behind it.

'the strangers' is presented with a white font which stands out fromt the dark background which connotes danger, death, evil, mystery..etc. The's a ghost or a 'stanger' behind the lady immediatly creates tension which shows that the movie is about horror. The central image shows the settign of the movie to getthe audience thinking.

Homework- Adverts banned by ASA

Fedirici Ice cream advert

This advert features a Young Nun getting concerived by the ice cream. The advert been banned after getting complains many Christians found it  very offensive to because it mocks the birth of Jesus.


Click here to see the advert

  Rimmel Magnif'eyes Mascara ad

This advert was banned after misleading ASA rules. In the advertisement Kate Moss's eyelashes were digitally enhanced which exaggerated the mascara's benefits. There were no information on the advert that Kate Moss's eyelashes were digital enhanced.

Click here to watch the advert

3G Iphone banned advert

This advertisement was banned by the ASA because it was misleading over the speeds that the smart phone can connect to the internet and download content. The advert claims that the the iphone can access the internet really fast, however after many complaints of the exagerattion of the phone; ASA banned the advert as it doesnt really prove the point.
Click here to watch the advert

HOMEWORK- Representation of dominant and alternative ideology

Alternative Ideology- Bride and Prejudice


synopsis

A Bollywood update of Jane Austen's classic tale, in which Mrs. Bakshi is eager to find suitable husbands for her four unmarried daughters. When the rich single gentlemen Balraj and Darcy come to visit, the Bakshis have high hopes, though circumstance and boorish opinions threaten to get in the way of romance.

Chaman Bakshi lives in Amritsar, India, with his wife, Manorama, and four daughters namely, Jaya, Lalita, Lakhi, and Maya. Manorama would like to get her daughters married to rich families so that they live comfortably. She is bitter because Chaman refuses to immigrate to London, England, when her brother wanted to sponsor them. She is pleased when she gets a proposal from the Bingley family for their son, Balraj. Balraj arrives with Caucasion friend, William Darcy, and gets to meet Jaya, and instantly likes her. They, along with William and Lalita, travel to Goa, where Lalita meets a young man named Johny Wickam. She likes Johny and invites him to their house. Manorama does not approve of William and Johny, and would prefer that Lalita marry Kohli from California. Then things take an unexpected turn, Balraj returns home; William offends Lalita; Kohli meets and marries Chandra Lamba; Lakhi is taken in by Johny Wickam. Quite upset at these turn of events, the Bakshis find consolation that they have been invited to Kohli's wedding and they travel to California, with a stopover in London, so that they can meet with Balraj. They find Balraj is not available, and is in New York. Disappointed they travel to California that's where William meets and proposes to Lalita. It is after this proposal that Lalita finds out why Balraj has broken contact with her family, and what William really thinks about India and the Bakshis, and it is these findings that will change her life forever.

'Bride and Prejudice' presents aternative ideology as it potrays a female protagonist from a tradionally indian family who hates a white american male for his wealth and status but later he proves her wrong and then she falls in love with him. There are certains issues are stated in the film for example another indian male who visits to india from america as the protagonist's fiance, he then admits that the reason he wants to marry a traditional indian girl is that she will do what she been asked to do and won't talk back..etc.

Alternative Ideology-  Precious

synopsis

Lee Daniels's "Precious: Based on the Novel "Push" by Sapphire" is a vibrant, honest and resoundingly hopeful film about the human capacity to grow and overcome.

Set in Harlem in 1987, it is the story of Claireece "Precious" Jones (Gabourey Sidibe), a sixteen-year-old African-American girl born into a life no one would want. She's pregnant for the second time by her absent father; at home, she must wait hand and foot on her mother (Mo'Nique), a poisonously angry woman who abuses her emotionally and physically. School is a place of chaos, and Precious has reached the ninth grade with good marks and an awful secret: she can neither read nor write.

Precious may sometimes be down, but she is never out. Beneath her impassive expression is a watchful, curious young woman with an inchoate but unshakeable sense that other possibilities exist for her. Threatened with expulsion, Precious is offered the chance to transfer to an alternative school, Each One/Teach One. Precious doesn’t know the meaning of "alternative," but her instincts tell her this is the chance she has been waiting for. In the literacy workshop taught by the patient yet firm Ms. Rain (Paula Patton), Precious begins a journey that will lead her from darkness, pain and powerlessness to light, love and self-determination.

'Percious' protrays aternative ideology because it represents a black female girl getting preganant and useless at everything. Also this shows the representation of a typical black girl. 

PLEASE READ: Sorry Ms Wrigley, I couldn't think of a film that represents dominant ideology thats why,  I did two flims that have alternative ideology instead.