Compare the impact and effectiveness of the promotional techniques of the film trailer and poster. (1000 words)

You need to focus on representation and institution

You need to show awareness of how producers seek to achieve synergy where a particular text can be seen to appear on different media platforms as a media-wide campaign-they way that they work together

You will need to COMPARE the ways the products promote themselves to the audience We are aiming for a mini essay format. For the higher grades of A+B you would avoid screen shots and write

confidently in essay format as below. You will not need screen grabs for this

Level 6 17–20 marks Candidates produce convincing and effective analyses of media texts. Media terminology is used extensively and effectively. The nature and impact of media representation is explored convincingly. There is a convincing and clear understanding and appreciation of institutional aspects of media production. Responses, including the explanation, are cogent and well structured with precise and accurate use of language and arguments clearly supported by evidence.

Level 5 13–16 marks Candidates produce good-quality analyses of media texts. They are able to use technical terminology with confidence. Candidates show a sound understanding of issues of media representation and institutional aspects of media production. Responses, including the explanation, are clear and well-organised with generally accurate use of language and evidence used to support points

Level 4 9–12 marks Candidates produce a solid analysis of media texts and are able to use appropriate technical terminology. Candidates demonstrate some understanding of representation and institutional aspects of media production. Responses, including the explanation, are well organised with reasonably accurate use of language and arguments are usually supported by evidence

Representation Institution This is what is being represented in the trailer and poster.

Is it typical of the genre? For example in a horror film are the women presented as weak?

How are the characters represented? Stereotyped or challenging representations?

Is it easy for example to identify for example good versus evil

How are the typical genre conventions represented?

What ideologies are represented in the product? For example in the dark knight it is often a corrupt city

How do the technical aspects reinforce these representations?

How do camera angles, shots and movements influence the messages being communicate

How do colour, layout, typography, cropping of image, tagline and inclusion/exclusion of actors’ names influence the messages being communicated?

In discussing Institutions you might say something about the advantages and disadvantages of the different media forms,

Understanding of your institution- the types of films that they create

How is the institution used in the product? Draw in fans? Reveal genre?

is it manipulated in any way? If so why?

Does it rely on audience awareness?

Does it play more of a role in one of the products?

Brand values

Audience demographic

How is a campaign created across different media platforms?

How is the institution representing: people, places ,Ideas

What are the ideologies that it is promoting?

Terminology Key conventions

ConnotesGenre conventionsRepresentationsMedia languageEnigma Institution

SoundVoice overInter titlesMise en scene- of main picture or trailer clipsRelease dateTaglineFilm title Narrative structure

Batman ‘The Dark Knight’Poster and Trailer analysis

Batman The Dark Knight was released in 2008, and its action packed, enigma filled plot pulled inaudiences around the globe. Marketing is the way the film sells itself through both posters andtrailers. To appreciate the full marketing of this film, I will be looking at the main poster and trailerused to sell it.

The genre of The Dark Knight poster is more of horror than action due to the denotation of TheJoker’s white face looming out of the shadows. This connotes something hiding in the shadows, andthe visceral reaction is fear, which is what horror films aim to give to the audience.

The title, ‘The Dark Knight’ gives an enigma. Most people associate the word ‘knight’ with a knight inshining armour, but by putting the word ‘dark’ in front, a twist is put on to the title.

This is because the villain is usually linked with the word ‘dark’. The title makes the audience question Batman’s role as the dark knight – is he a misunderstood hero or the villain? It could also be a play on words, as in dark night. People link dark nights with not being able to see, and with danger.

The institutions of this film are ‘Warner Bros’, ‘DC comics’ and ‘Legendary Pictures’. These are biginstitution names specialising in blockbusters and sci-fi. These give the audience a clue as to whatsort of film it will be. Fans of these institutions will be drawn to the film.

On the poster they are inconspicuous, perhaps implying that the film is bigger than these well known institutions.The colours and lighting on this poster are dim, with a lot of black, white and some red. The lowlighting and black makes The Joker’s white face stand out. White is often used to show the light sideof things and the hero, but it is the main colour used for The Joker, who is the villain. This sendsmixed signals to the audience, and creates an enigma. The red is the colour of blood, so this couldconnote violence.

The main image on this poster is The Joker. His face is central and in close-up. He is holding a jokercard with the Batman on. Although Batman’s stance is powerful, the card is held at a canted angle.All of this suggests a weaker character, one more in the background. This connotes that The Joker is

Clear and detailed introduction which references the promotional tools that they are looking at

Reference to the use of image and performance Impact of the technique on the audience

Awareness of how picture reveals the genre

Awareness of the impact of media language and the manipulation of the language and what it represents

Clear awareness of the impact of language and how it creates meaning for the audience

Introduction to the key concept of institution and the role it plays

Understanding the use of colour and what it REPRESENTS to the audience

This clearly highlights the idea about representations and highlights the idea that the representations that we expect is twisted. This goes against the conventions of the genre

in some way able to manipulate him.The Joker is represented as the villain as the thick, dark clown make-up he wears seems to be hidinghis face, and therefore his character. This makes the audience wary of him because his character isunfathomable and unpredictable.The poster is riddled with enigmas such as ‘why is Batman in a joker card?’ ‘Is he trapped in someway?’ The stereotypical image of an all-powerful hero is twisted as The Joker appears strong andBatman weaker. In the trailer the institutions are displayed. Warner Bros, Legendary Pictures & DC Comics fade inthrough a black background. They are all in silver and appear important.

There are several taglines woven throughout the trailer, all in The Joker’s dialogue(this againsuggests he is the main character). There is ‘why so serious?’, ‘Let’s put a smile on that face’ and ‘it’sall part of the plan’ said in cynical, threatening tones. The first two are said sarcastically, as a Joker isusually an image to make people laugh or smile, but in this film he has a terrifying image. The lasttagline implies that The Joker has a plan of some sort. This creates an enigma, as the audience wantto know what the ‘plan’ is.

The main images in this trailer are of chaos and fire. Other main images are skyscrapers, connoting acity setting. One main shot shows Batman stood on a skyscraper alone. This highlights thevulnerable, human side of his personality. The main images move quickly and in a non-chronologicalorder. This creates a disjointed feel.

It is hard to determine who is the hero or villain in the trailer. Whilst Batman is seen to be fighting heis more in the background. He is not presented as the traditional hero the audience expects.

BothBatman and Joker use the same weapons, and in one shot the diegetic dialogue from The Joker isheard, linking himself to Batman with the claim that they are both ‘outsiders’ and ‘freaks.’

Colours and lighting are dark and dim, adding to the mystery of shots. Batman himself is an enigma,always in the dark. The audience is given a feeling of uneasiness, and it creates a threateningatmosphere. More light is usually thrown on The Joker as there is usually fire around him, connoting

The student shows here an understanding of the difference between institutional impact used in the trailer and the poster. They could go on to discuss the change in the institutional logo and what that represents.

Clear understanding of the tagline convention used the impact that it has. There is also the idea that the story line/ plot is reveled through the jokers voice again representing his importance as a character in the film.

This representation might be different from what we would expect

This links into the idea of representation and good versus evil

Representation

There are clear links here with the idea that it is the techniques that are highlighting the representations of the characters.

Lighting /genre

chaos.

The genre of this trailer is action. It is fast-paced and full of explosions and chaos. It makes theaudience sit on the edge of their seats. I think that the trailer sells the film well. The action scenesget the adrenaline pumping and hook the audience.

The trailer leaves viewers on a cliff-hanger as to whether Batman will save the day or The Joker will come out on top.Overall, I think the trailer is the most effective at promoting ‘The Dark Knight’. It outlines the plotmore than the poster, and persuades the audience to go and see it through high-intensity actionscenes and enigmas. The poster on the other hand, although creating enigmas, gives no clue to aplot line, and therefore can’t hold attention for as long as the trailer.

928 words

the overall impact on the audience is highlighted as the representations in the trailer and poster are not what the audience expect. They go against audiences expectations.

There is a clear sense of evaluation here where they have summed up the impact and effectiveness of the promotional techniques of the film trailer and poster- exactly what the question asked them to do