P1: EXPLAIN THE STRUCTURE OF IDENTIFIED AUDIO-VISUAL PROMOS FOR DIFFERENT PURPOSES
H&M loves Coachella advert Here is an audio visual promo made for H&M, the purpose of this advert is purely to promote and sell their clothes to the audience. The style of clothes that the advert is promoting is what some people would call 'Coachella style', this is a edgy cool style of clothing which ties in with festival attire. Coachella is an annual music festival in California, located in the Inland Empire's Coachella Valley in the Colorado Desert. The advert is clearly set in a Desert location and the people in the advert are all wearing festival attire. All the people in this advert are young this is because the target audience of this advert are for younger people, H&M as a clothing company tailor their clothes to mostly teenagers and young adults this is through the design of clothes - not many older people would want to dress like this therefore the target audience is niche. The song in this advert is a well known song called 'California Dreaming' even though many people might think younger people wouldn't know this song due to the song being quite old the song in the advert is in fact a cover, which appeals to the target audience as the song sounds more modern.
How does this audio visual promo inform, educate, entertain and sell an intended product?
This audio visual promo informs the audience of clothes that they could wear with festival season arising. It does this by showcasing the clothes that H&M have to offer and having the people in the advert wear them, the people in the advert are all made to look stylish and they all look like they are having a good time which informs the audience if you look good you tend to feel good and have fun which is the message behind the advert.
The advert educates the audience about dressing for festivals, it gives off the persona that people who go to festivals dress stylishly and in a certain way, this is a selling technique as it makes the audience want to buy the clothes so that they fit in with everyone else.
The H&M loves Coachella advert entertains the audience because it shows a group of teenagers being independent, having fun and living the dream! A lot of teenagers want to go to Coachella but because it could be too expensive for them or too far away it tends to be a dream to go there, so the song and the acting within the advert entertain the audience as they can get a feel for what California is like.
The advert sells the intended product which is the clothes very well. It does this by collaborating with Coachella. Coachella is one of the most well known festivals to teenagers and young adults the reason for this is because its in California and has amazing acts which are acts that teenagers like. Most teenagers know that if you go to Coachella people dress a certain way and to fit in H&M are telling the audience to buy their clothes. Because this is a collaboration with Coachella it is almost as if the clothes have been approved by Coachella so teenagers are likely to fall into this marketing strategy.
How well do you think this audio visual promo achieved it purpose? I believe this advert fulfilled its purpose due to the persuasion techniques this advert gives off. The people in the advert look good in what they're wearing and they look like they are having fun which makes the audience want to buy the clothes from H&M. H&M are a typical teenage retail store, with affordable clothing and stores worldwide a lot of teenagers shop there so by them selling their clothes in collaboration with one of the most well known festivals inspires the audience to buy the clothes. This is a marketing technique is very common among clothing brands and stores because it is a very competitive business. Lastly, because there is no scene of the Coachella festival itself it makes it seem like you don't actually have to go to Coachella to wear these clothes and have as much fun as the people in the advert, I believe this is a very intelligent way of marketing the clothes because some may be put off the fact they aren't going to Coachella therefore can't wear the clothes therefore having the advert not actually in Coachella is a good way of reaching the purpose.
V Festival 2009 Advert
Here is an audio visual promo advert for V festival, the purpose of this advert is to inform people about V Festival and what its like but also for those who aren't going to be there the advert tells the audience that there will be live coverage on the TV. The advert promotes V Festival by showing people at the festival waking up in their tents and maybe feeling not too great but then as the day goes on they really start enjoying themselves. This is shown through different activities that the festival offers such as fairground rides. fun among friends, food, drink and most importantly the music. The advert is trying to prove to the audience that V Festival isn't just about the music, there are lots of other things you can do there. The reason they show other activities is to encourage more people to go just for the fun filled atmosphere it gives off rather than the music side of it. Even though this advert is primarily just to inform TV viewers that there will be live coverage of the festival, it also promotes the festival itself as its making people want to be there. The music in the advert is cleverly matched to the content of the advert, the song is called Sweet Disposition by The Temper Trap. The song starts off very quiet and as the advert goes on the music gets louder, this is a good way of promoting a festival as it shows that in the morning people aren't feeling too great but as the day goes on the festival makes people feel good about themselves as they're having fun.
How does this audio visual promo inform, educate, entertain and sell an intended product?
This audio visual promo made for V Festival informs the audience about the fact live coverage of the festival itself will be aired on 4Music which is a TV channel. As well as this it informs the audience of the festival itself as it sells the festival and its attributes to the audience.
This advert educates the audience on festival life, it shows people in the advert waking up and then their journey throughout the day. People who haven't been to a festival before will find this educational as its telling them what to expect.
This advert is entertaining as it shows a group of people living life, having fun and laughing. This advert is very light hearted and shows the fun side of a festival such as group of friends having fun, people wearing fancy dress etc.
This advert sells the intended product which is the festival and convincing the audience to watch the coverage if they aren't going to the festival. It sells the festival by showcasing the life at a festival including the good and bad parts but all in all there is a positive appeal and the audience would think it looked like fun. It also sells the live coverage because the advert shows the bands playing on stage and fans of the bands will want to see the live coverage if they aren't at the festival.
How well do you think this audio visual promo achieved it purpose? I think this audio visual promo achieved it purpose successfully because its selling two products within one advert which can be quite hard to do. The advert is selling the live coverage on 4Music but is also persuading people to go to the festival itself. Because 4Music are airing the live coverage they are also marketing the festival by these adverts so there is a joint venture between 4Music and V Festival in terms of marketing which is what makes the advert successful in what its selling.
Gloworm Festival Advert- Notts TV
Here is an audio visual promo advert for Gloworm Festival, Gloworm Festival is a child friendly and family festival in the East Midlands. The majority of people who go to this festival are families with young children therefore this advert is tailored towards parents of young children and children. The adverts purpose is simply to promote the festival to the audience, this advert is aired on a local TV channel (Notts TV) which is a regional TV channel and is where the festival is located. The advert creates interest amongst the audience as it states all the acts that will be at the festival, the kind of acts that are at the festival are acts such as Toploader which is a band most parents will recognise and then acts such as Peppa Pig which a child will automatically recognise. The advert is simple and plays a uplifting positive song with nature sound effects which indicates summer, the advert is very nature orientated which appeals to the audience and families as families like to encourage outdoor activities to their children.
How does this audio visual promo inform, educate, entertain and sell an intended product?
This audio visual promo informs the audience local to the festival that the Gloworm festival is a new upcoming festival catering for families. It also informs the audience of the acts being featured and visual element such as a picture of fairground rides to show there is more than just acts.
The advert educates the audience about the new festival, as its a new festival it is trying to sell itself to its local audience. The festival is sponsored by IKEA which is a big home store that most families would go to this could mean that vouchers for the festival or more information could be found in the local IKEA. The advert also gives the audience all of the social medias that the festival has so that the audience can buy tickets for the festival.
The advert entertains children, who are part of the target audience. It does this by using lots of colours. a uplifting song and nature such as a dragonfly. Children are used to seeing nature in TV shows as animals and nature are used a lot as children naturally respond to it better.
The advert sells the intended product which is the festival, it does this by addressing both acts that adults would be interested in seeing as well as acts that children would be interested in seeing. Therefore it attracts both members of the audience. It sells the product buy saying 'Buy your tickets today' at the end of the advert and then information about the social media and the official festival website where the audience can buy tickets.
How well do you think this audio visual promo achieved it purpose? I think the purpose of this advert is fully achieved by the simplistic way that the festival is advertised. Most families won't appeal to big busy festivals as they won't want to bring their young children along if its too overwhelming and busy, because the Gloworm Festival is so simply advertised it shows the audience that its a child friendly, local and small festival which is ideal for families especially with young children. Because the advert focuses mainly on what acts are going to be on, it cleverly sells this by stating both acts that would attract parents and then acts that would be suitable for children.
Mean Girls - Film trailer
Here is an audio visual promo for the Mean Girls film, this was the trailer they used to sell the film when it first came out and to encourage people to go and watch the film in the cinema. The target audience of this film are girls aged 13 to 20 therefore the advert shows the parts that will most likely attract this audience group to the film. The advert creates interest among girls, especially girls in school seeing as the film is essentially about Cady and her interactions with 'the plastics' (stuck up pretty girls) who are a stereotyped girl group that most high schools will have therefore most girls will be able to relate to Cady. The trailer is made up of sections of the film however they are smartly put together so that the trailer almost tells the story of the film without having to watch the whole thing, this technique is commonly used in trailers as it makes the audience want to see more of the film and find out everything that goes on therefore this advert meets its purpose of selling the film to the audience.
How does this audio visual promo inform, educate, entertain and sell an intended product?
This audio visual informs the audience of what the film Mean Girls will be about, which characters it is based on and where the film is set. This is informing to an audience as it informs them on what to expect in the film without giving away every detail, the trailer also helps the audience identify themselves by this I mean that the trailer is centered around a girl and shows her experience of moving to a new high school therefore it informs females aged 13 to 20 that they should watch this film and this film is for them because they'll be able to relate.
The audio visual trailer also informs girls about moving to a new high school and what to expect obviously this film isn't 100% serious or accurate but the target audience being girls aged 13 to 20 are either at high school or have finished therefore will be able to relate with the conversations within the film, the characters, the story lines and the setting.
This audio visual trailer for Mean Girls entertains an audience as it shows things that go on in a day-to-day high school as well as the type of groups and people you get in your everyday high school, an audience would find this entertaining as they can relate to the content. The trailer cleverly shows all of the parts to the film that an audience will be able to relate and respond with which entices the audience in to watch the whole film.
The Mean Girls trailer educates an audience about high school life, the type of people you get in high schools and the situations that go on. Most members of the audience will have already or be experiencing the issues that go on in the film therefore they will be able to relate however this film trailer would be educational towards people you get home schooled for example as they haven't experienced high school and this film gives a good feel for the type of scenarios that go on.
This audio visual sells the film Mean Girls as it shows all of the best and funniest scenes of the film as well as taking the audience through a story of Cady's experience, after the audience have watched the trailer they will want to know what happens next therefore they are encouraged to watch the full film. The trailer also sells the intended product of the whole film by ending the trailer on a funny scene as it doesn't show the audience what happens at the end of the film it keeps it on a cliffhanger which is more likely going to make the audience want to see the full movie to find out what happens.
How well do you think this audio visual promo achieved it purpose?
This audio visual promo for the film of Mean Girls achieved its purpose by tailoring the trailer to the intended target audience, the trailer follows Cady's journey moving to a new high school, the trailer features a lot of female characters and jokes that females would find funny. All of these situations that females could respond to and relate with are featured in the trailer which encourages them to watch the full film. The purpose of the trailer is to primarily sell the film therefore it needed to be tailored towards its target audience by showing the most iconic scenes of the movie and the main characters so that the audience get an understanding of what the film is about, who it is aimed at and whether they will be able to relate to it or not therefore having the trailer from Cady's perspective and showing the audience iconic moments in the film that are funny and can be related to sells the product so it achieves the purpose of the trailer.
Pretty Hurts Beyonce - Music video
Here is a audio visual music video for Beyonce's Pretty Hurts song which is about self-empowerment which discusses societies beauty standards and analyses female body image through the lyrics and visuals used in the music video. The song and music video show the negative effects of beauty expectations and how woman 'should' look, it does this by showing Beyonce looking confident on stage but the audience see what goes on behind closed doors seeing the pain women have to suffer to in order to be classed as 'beautiful' to the society, it then shows Beyonce leaving that life behind her and feeling beautiful and confident in who she really is. As Beyonce has a strong female following this song would appeal to many people but especially young teenage females who feel the pressure of this topic the most. The music video will be of interest to Beyonce's fan base but also many other people who could relate to this topic of not feeling accepted by society in terms of what 'beautiful' really means. The music video follows Beyonce's experience of this topic by showing multiple scenes of self empowerment.
How does this audio visual promo inform, educate, entertain and sell an intended product?
This music video informs the video of Beyonce's song but it also informs the audience on self-empowerment and loving yourself instead of felling like you have to conform to societies image of what 'beautiful' is. This is a serious topic and an issue that people battle with daily so this video is very meaningful and can really inform and help someone who may be going through the same feeling. It could also inform the audience that there is this feeling of society pressuring people to look a certain way as not everyone could be aware of it so this video helps show that and the emotions and feelings people go through because of it.
This music video is entertaining as it is playing a song, many people use music as a form of entertainment as they find it relaxing or they want to sing along or dance, people would find this music video entertaining as they could listen to it just as a song or sing along etc.
This music video educates an audience on how to deal with the societies vision of beautiful and what to do if you don't think you conform to that vision, it does this by showing Beyonce who is seen as a powerful female worldwide go through her issues to do with this but comes out better and learns to love herself through self-empowerment. This video is educational as it educates the audience on self-empowerment and what feeling it could achieve if you were to take it on yourself.
This audio visual music video helps sells the intended product of Beyonce's music as it shows that Beyonce's songs have key deep meaningful messages within them therefore an audience are more likely going to want to listen to her songs if they can relate or gain something other than the entertainment value out of them. It would have also made the audience aware of her song Pretty Hurts and people would have bought it or bought the album due to them liking the music and music video.
How well do you think this audio visual promo achieved it purpose?
I think this audio visual promo achieves its purpose very successfully as it benefits an audience on a deeper level than just on an entertainment value which is very hard to do when selling something. The purpose of the music video is to primarily sell the song and album of Beyonce but it also gives the audience something more than they came for from an educational point of view which a lot of audience members would have responded to and been encouraged to listen to Beyonce's music more often which again achieves the purpose of the video as its to sell her music.
M1: ANALYSE THE DIFFERENT APPROACHES USED IN THE IDENTIFIED PROMOS
Film Trailer - The Holiday
This is the film trailer for the film The Holiday starring Kate Winslet and Cameron Diaz as well as many other famous faces. This trailer was released to advertise the film when it was coming out in cinemas. Like any other film trailer this trailer is constructed by the use of key elements in the final product this includes an introduction of the main characters, snippets of certain scenes in the film that help tell the story, dialogue and background music. This trailer really provides a sense of what the final product will be like to the target audience which helps sell the film and make people want to watch it. Audience requirements The trailer gives the audience lots of clues as to what the genre of film is, in this case the genre of film is comedy and romance so therefore this audio visual trailer includes relevant scenes or dialogue that are relevant to the genre. Having genre related elements in the trailer helps an audience work out if the film is for them, audience members who like romance and comedy films will be able to identify that this is the film for them. Having identified the genre it is important to identify the specific target audience, the elements in the trailer must be put together in the best way to be able to appeal to the specific target audience and I feel like The Holiday trailer does this quite well. The Holiday trailer makes it quite obvious that the main characters are of a similar age, they are young adults in their 20s both main characters Iris and Amanda have successful jobs and nice lifestyles but both are unlucky in love. From this information, we can identify that the target audience are going to be those who relate or at least somewhat relate to find this film entertaining. The film definitely appeals to women and young women as they can find a comedic side to it and could have potentially have gone through similar situations therefore they really connect with the main characters. The audio visual advert for this film really appeals to this specific target audience through the elements within it, for example the start of the trailer starts with Amanda and her boyfriend going through a break up - most girls will be able to relate to this. The trailer also is very entertaining which is something that would appeal to the target audience as nothing is taken too seriously. Lastly, I believe that the two main characters (Amanda and Iris) who the trailer is centered around helps appeal to the target audience based on their individual characters and what we see of their personalities through the trailer.
Creation of the promo The creation of the promo is important when trying to sell a film to an audience, this trailer is created by using the camera to record elements which when combined into one and edited create meaning for the target audience.
The use of camera is the trailer is vital when trying to sell a product, the audience want to see different camera shots, movements and angles as it creates more meaning. At the beginning of the trailer the audience see a low angle shot of Amanda breaking up with her boyfriend, the low angle shot suggests that she is in authority of this break up and is very much in power as she is looking down on her boyfriend whilst she is stood on the balcony the shot then changes to close up shots of her face and then her boyfriends so that the audience can see the emotion and gain a sense of meaning. There are many other camera shots, movements and angles that create meaning throughout the trailer, another shot that I think creates meaning is (at 0.51) there is a wide angle shot that provides the audience with a sense of perspective as they can see where the action is taking place. I believe this shot is effective because the audience want to see where the action is taking place as it creates more meaning behind the story.
In terms of editing, the audio visual promo has been edited together to suit the audience requirements. One example is (at 0.48) it shows the two main characters chatting over the internet and the shot is of a computer screen which focuses on one of the characters replies which really gives off a sense of entertainment and also tells us a lot about that character. The trailer is edited together by spatial editing, an example of this is when (at 0.55) we see Iris in the car but we don't see her whole journey we just see a snippet before she gets to the location (at 1.01). This editing technique is very good for film trailers as the audience don't have to watch all a lot to gain an inkling of the story.
In terms of sound, the trailer includes both non diegetic sound which is the music and then diegetic sound which is the audible representation of the action visible to the audience e.g. car doors shutting. On top of this is the characters dialogue as well as a voice-over. All of these sound elements help sell the film to the audience as the audience can hear what the characters sound like, a voice-over which helps guide the trailer and music that just makes the trailer more fun and grabs the audiences attention. Lastly, in terms of lighting, props and costumes these are combined to create meaning in the audio-visual promo. The costumes in the advert are very identifiable to the location for example when Amanda is in LA she is wearing summer clothes because its hot where as when she goes to UK she's wrapped up in scarfs, coats and gloves. The costumes help set the scene within the trailer, the audience can see that the UK is clearly cold and snowy where as in LA its hot. Again props are used to identify the location the props used in the LA location are really expensive and high tech this is because LA is known for its money and wealthy people tend to live there where as in the cottage in the UK the props are very basic. The lighting is quite consistent throughout the trailer, there are no darker lit scenes aside from one when its shot during the evening but the lighting is still fairly bright.
Codes and conventions used The codes and conventions in this audio visual promo follow the codes and conventions of a standard film trailer, these are as follows;
Music and Voice overs A voice over is used in The Holiday trailer to guide the audience through the trailer. There is also background music which grabs the audiences attention and fits in with the genre of film.
Character introductions There is an introduction into the main characters as they are all seen in the trailer as well as introduced by the voice over and dialogue within the trailer.
Name captions For each character that is introduced in the trailer there is a name caption which tells the audience their name and where they're from for example it says 'Iris London, England' when her character is first shown .
Film production logos The universal and Columbia film production logos come up on during the start of the trailer.
Music promo - Cheat Codes ff. Fetty Wap & CVBZ - Feels Great This is a music promo video for the song Feels Great by Cheat Codes ft. Fetty Wap & CVBZ. The song is about feeling young with your whole life ahead of you as well as the idea of first high school loves. The music promo supports this message by the artists reminiscing they show this by doing all the things young people do. There are scenes of the artists riding motorbikes in a desert, being with pretty girls, having fun, playing with a cute dog and generally enjoying life.
Audience requirements This audio-visual music video creates awareness and promotes the artists involved work, the genre of music video this falls under is EDM (electric dance music) this is what Cheat Codes as the main artist focus on. There is also an element of hip hop as Fetty Wap is a hip hop artist. In terms of identifying the genre from just watching the promo I think it is quite obvious due to the selection of clothes worn by the artists, their accessories and the locations it is filmed in. Because the artists in the video are wearing stylish clothes with accessories such as sunglasses, necklaces and piercings as well as some have tattoos this is typical to the hip hop genre therefore the audience will be familiar to the genre. Having identified the genre all of the elements that are included in the music promo have to appeal to the target audience. The target audience are primarily those who listen to hip hop or EDM music, these tend to be younger people as the music tends to be loud and upbeat which appeals to younger people as it is seen a feel good music. The music promo appeals to the audience needs as it shows the artists having fun, reminiscing, being free to do what they want and a positive feeling which is how the audience may feel when listening to the song.
Creation of the promo The creation of the music promo is the most important part when trying to sell a music video to the audience, if the music video is good and implies a lot of positive feelings the audience will feel how the artists in the video are seen to be feeling. This is done through the use of camera to record elements to then be edited and combined to suit the song and fit in with the rhythm of the song. The creation aspects also create meaning, most music promos have a meaning as the song always has a hidden meaning so the music video that accompanies the song is basically showing the meaning by visual representation.
The use of camera in the music video is to help give the audience perspective on the location as well as the actions of the artists in the video. At the beginning of the trailer we see a wide angle shot of a desert with motorbikes travelling uphill, this shot not only gives the audience a perspective or location but gives the audience meaning of freedom and being free and young. There are many other camera shots, movements and angles that create meaning within the music promo, another shot that I think gives off a sense of meaning and really reiterates the meaning of this song is (at 0.55) the song shows a selection of close up shots of people dancing, motorbike tricks, a water fight, skateboarding and most importantly all the people in the advert are enjoying themselves and having fun. I think the close up shots are effective because they focus on the objects e.g. the motorbike that creates a sense of enjoyment for the person in the video.
In terms of editing as this is a music promo it follows the codes and conventions of editing a music video, this is achieved through rhythmic editing which is where all the shots are cut to match the rhythm of the soundtrack. This helps match the relationship of the visuals to the audio track to set pace for the filmed sequence as a whole.
In terms of sound because this is a music video the only sound apparent in the video is the backing track which is the song itself this is because the song is the most important element of the audio visual promo therefore it will feature prominently and won't be drowned out by too many other sounds. However, there are a few diegetic sounds for example at the beginning of the video the audience can hear the revs of the motorbikes as they're travelling up hill.
Lastly, in terms of lighting, props and costumes the music video uses these to the audiences advantage as they create further meaning behind the video. The costumes in this music promo are those that young people would be seen in, its casual but stylish attire that young people wear, because the artists in the video are wearing these outfits it also makes the audience find it easier to identify that this type of music is for them. In terms of lighting it stays quite consistent throughout the video however there are scenes when we see Fetty Wap (at 1.38) the lighting is dark. The reason for this is because he is projected onto a screen and is almost singing to the girl sitting watching, the dark light creates more meaning to this element within the audio visual promo.
Codes and conventions used The codes and conventions in this audio visual promo follow the codes and conventions of a standard music promo, these are as follows;
Style depending on genre There is a consistent style, the style is hip hop and EDM and the music video follows the style with all of the elements in the music promo as well as keeping to the general style of most hip hop and EDM music videos.
Lots of different camera shots Because this genre of music is tailored for younger people the more camera angles, movements and shots makes it more visually pleasing. It also matches the general quick rhythms of EDM music.
Editing Techniques It is apparent that the editing technique used in this music promo and nearly every music video is rhythmic editing which matches the shots with the rhythm of the song itself.
Sound (non diegetic and diegetic) Music is the most important element in a music promo and will feature prominently throughout the promo, it is also common for music promos to have diegetic sounds to help set the scene. This music promo has the song itself as well as a few diegetic sound effects to help set the scene.
Mis en Scene Costumes, props and lighting tend to fit in with the genre of music. In this case EDM and hip hop are seen as cool styles of music therefore the costumes of the people in the music promo tends to be stylish and on trend, the props tend to be props that are in and people have such as iPhones etc. The lighting depends on the story behind the song, usually lighting helps create meaning.
Stereotyping People in music videos tend to be very stereotyped on how they look and their race etc.
Channel 4 Ident: Tokyo
Here is a TV ident made for channel 4, its a short visual sequence that is played before the programmes on channel 4 begin which provides the audience with knowledge on the channel they are watching. TV idents like this one are designed to promote the TV channel and form brand identity. They almost always feature the channel's logo and are short enough to be played just before a programme begins.
Audience requirements The channel 4 Tokyo ident was constructed to create awareness of channel 4, even though the visual sequence isn't knowingly selling anything it is subtly selling channel 4 as a channel. Its purpose is to appear before the programmes on channel 4 begin, this is so the audience are aware they are watching channel 4 which subtly sells the channel to the audience. This ident has purely been designed for the audience of channel 4 so it appeals to them, if we dig deeper the core target audience of channel 4 is those aged 16-34 years. The elements of this ident have been combined to create an audio-visual product that appeals to this age range, the ident is very visually pleasing with it being filmed in Tokyo at night the lights and the buildings look very visually pleasing. The reason this appeals to the target audience is because its eye catching, people who are aged 16-34 years are those who maybe are more inclined to start exploring the world and visiting cities especially so having Tokyo be the location of the ident is appealing to the target audience.
Creation of the promo The creation of a TV ident is a key aspect of selling the proposed channel to the audience, if the ident is boring or basic the audience with subconsciously believe that the programmes on the channel are boring and dull. Having a visually pleasing but memorable ident is important as all of the TV channels are in competition with each other. The visual appeal of the ident is acheived through use of camera. use of sound and use of editing as well as mise-en-scene .
The use of camera in this ident for channel 4 is used by tracking shots mainly, these give the audience the feel its them walking around Tokyo as the shot is tracking the footage at the same pace and level of someone walking. This creates meaning to the audience as it almost makes them feel as so they are there and might encourage them to go to Tokyo and see it in real life but it also sells channel 4 as its channel 4 that are selling Tokyo to the audience therefore they might want to carry on watching programmes on channel 4 because they could be informative. A camera shot that shows meaning is (at 0.37) the camera shot zooms out to a low angle shot which feels like a persons perspective if they were there and looking up at the buildings although instead of seeing the buildings the shot focuses on the channel 4 logo which is made up from the lights and different signs.
The use of sound in this channel 4 ident is used to grab the audiences attention, if the audio visual promo had no sound elements then it wouldn't grab the audiences attention as much especially as it is an advert so the audience might not be taking interest as they are waiting to watch the programme. This ident uses both diegetic and non diegetic sound, firstly it uses non diegetic sound when it uses a background song. The background song is mellow and quiet but also very relaxing, I believe the reason of use of this song is to kind of let the audience know that the programme will be starting so get sitting comfortably. The ident also uses diegetic sound in sound effects, for example (at 0.03) we hear a bike bell ring which indicates Tokyo is a bust city and there are lots of people which appeals to the target audience as those aged 16-34 want to be in among in all and in busy places such as cities.
In terms of editing in this channel 4 ident the ident doesn't look like its been edited in any particular way because it is so short the ident can get away with just having a tracking shot and then it finishes. Obviously adjustments and editing techniques such as stabilization have been used but in terms of major editing techniques it hasn't been edited that technically.
Codes and conventions used The codes and conventions in this TV ident follow the codes and conventions of a standard TV ident used for promo, these are as follows;
Channel logo The channel logo is the main focus of this ident, the channel 4 logo appears at the end but is slowly formed b lights and signs to create a big channel logo for brand identity.
Simple The channel 4 Tokyo ident is very simple, its one camera shot tracking the city of Tokyo.
Short The ident is 45 seconds long which is short and can keep the audiences attention as its not too long.
How does the approach to the production of each audio-visual promo differ? The approach to the production of each audio visual promo is very different based on the fact they are completely different types of audio visual promos. Because I explored a TV ident, a film trailer and a music promo these are all made for very different purposes therefore the production approach is different. A TV ident is a short and simple visual sequence that lasts usually 30-50 seconds depending, they are usually made up from a few or fewer shots because they sell the product which is the TV channel by being simple. On the other hand, film trailers are made to sell a film. A feature film can be anywhere between 70 to 210 minutes long, whatever the length the trailer has to combine footage from the film to create a short 2-3 minute trailer. The footage used in the trailer are usually the most memorable shots of the film therefore a lot of thought has gone behind the production aspect of producing them. However, when exploring music promos these can vary from artist to artist as some artists like to keep their videos simple and others like a big production. All music promos are very targeted towards the audience that the music type is suited to, this is done through costume and props a lot because the audience can identify if the music is for them from costume. In conclusion from my research the production approach to all three types of audio visual promos are different due to their purpose and also their targeted audience.
D1: COMPARE AND CONTRAST THE MESSAGING WITHIN THESE IDENTIFIED PROMOS
How effectively does each audio-visual promo convey meaning to the audience? In terms of conveying meaning to the audience the audio-visual promos that I researched all did this very differently. To start with, the film trailer of The Holiday is about two lovelorn women who are trying to escape from their recent heartbreak so heartbreak and relationships are the main focus of the film. The trailer is effective as it shows snippets of the break up, for example at the start of the trailer we see Amanda standing on her balcony breaking up with her boyfriend who is standing below her on the ground. The shot used for this was a low angle shot looking up to Amanda, this was a really effective way of showing a break up because its most usually one person who is dictating the break up and the other is trying to fight to keep the relationship. Meaning is created here for the audience as they can almost relate or feel for Amanda going through this tough time. Meaning is conveyed effectively in this trailer in other ways too, another effective part of the trailer is (at 1.20) when Amanda is having a conversation with Graham, the audience can tell that she clearly is interested in him this is conveyed through the use of camera, it is a close up shot of both of the characters involved which makes the conversation more intimate and suggests that the characters like each other. Overall, I think meaning is created really effectively in The Holiday trailer and grips the audience.
In the music promo, meaning is conveyed in a different way. Songs always have meanings behind them and the music video that accompanies the song tends to show the meaning in more clear detail. In the Feels Great music video by Cheat Codes, Fetty Wap and CVBZ meaning is created through action within the video. The video shows people riding motorbikes in the middle of a desert, it shows an aspect of relationships, it shows being young by costume - all of the characters are dressed stylishly and it also shows that all of the people in the video are having fun and living life. Because this song is about being young, feeling great, having no worries and first teen loves this message is conveyed very well throughout the action in the video. In terms of camera use there is one shot that creates a lot of meaning this is (at 3.15) we see all of the fun stop and the three characters walk away into the distance. This shows that they are going back to normality, the reminiscing has now stopped and they have realised they are adults and they aren't young anymore. Overall, I think the music promo for Feels Great is effective and conveys meaning quite obviously to the audience.
In the TV ident for channel 4 meaning is created through visual elements, this is the case for most idents as they are short snippets just to sell the channel and make the audience aware of the channel they are watching. In this case, the visuals were in the city of Tokyo which is a very visually appealing city as its vibrant and edgy which is something that the target audience would appeal to. Meaning is conveyed through the shot, the shot is a simple tracking shot which almost makes the audience feel like they are there and walking around the city of Tokyo as its in the perspective of a person. Meaning is especially created when the channel 4 logo appears (at 0.36) because its a low angle shot which suggests the channel 4 logo is the most important part of the ident (which it is) but also draws attention to the channel 4 logo nicely. Overall, I think the channel 4 ident doesn't create obvious meaning but it sells channel 4 and appeals to its audience because of the incredible visuals.
Which of the three audio-visual promos is most effective and why? Out of the three audio-visual promos I have studied I believe that the The Holiday trailer is the most effective as it really sells the film and appeals to me personally. The reason it is effective for me is due to the comedic aspects of the trailer as well as the fact you can gain a more serious value from it, I think this is because I am the target audience therefore it is made to appeal to people like me. The way it is effective to the audience is because it uses a comedy approach to cover real life serious problems, it does this by the action of the characters within the film itself and using snippets of the main moments so that the audience can piece together the story in the trailer. Snippets in the trailer are effective because they show the meaning of heartbreak and wanting to escape along with the benefits of escaping e.g. finding a new love, these are shown in the snippets shown in the trailer which makes it effective to the audience as the audience get drawn in and want to watch the film.
What are the key similarities and differences between the three audio visual promos?
SIMILARITIES
Use of sound- All three promos use both diegetic and non diegetic sound to help sell the product.
Meaning- All three promos have a meaning behind them and use the elements of the promo to convey the meaning.
Purpose- All three promos have a purpose which is to sell something. The film trailer is selling the film, the music video is selling the song or album of the artist and the TV ident is selling channel 4 as a channel.
Audience needs- All three promos meet the audience needs of being entertaining and eye catching.
DIFFERENCES
Editing- All three promos have been edited differently, this is because they are different types of audio visual promos.
Use of camera- All three promos use different camera movements, angles and techniques to sell the product.
Genre- All three promos are different genres therefore have a different audience.
Mise-en-scene- All three promos have different locations, props, costumes and lighting.