Exemplar material gcse sheet

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 ,[object Object],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 communicateHow 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 valuesAudience demographicHow is a campaign created across different media platforms? How is the institution representing: people, places ,IdeasWhat 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’ Clear and detailed introduction which references the promotional tools that they are looking at Poster and Trailer analysis Batman The Dark Knight was released in 2008, and its action packed, enigma filled plot pulled in audiences around the globe. Marketing is the way the film sells itself through both posters and trailers. To appreciate the full marketing of this film, I will be looking at the main poster and trailer used to sell it. Awareness of how picture reveals the genre The genre of The Dark Knight poster is more of horror than action due to the denotation of The Joker’s white face looming out of the shadows. This connotes something hiding in the shadows, and the visceral reaction is fear, which is what horror films aim to give to the audience. Impact of the technique on the audience Reference to the use of image and performance The title, ‘The Dark Knight’ gives an enigma. Most people associate the word ‘knight’ with a knight in shining armour, but by putting the word ‘dark’ in front, a twist is put on to the title. Awareness of the impact of media language and the manipulation of the language and what it represents 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. Clear awareness of the impact of language and how it creates meaning for the audience The institutions of this film are ‘Warner Bros’, ‘DC comics’ and ‘Legendary Pictures’. These are big institution names specialising in blockbusters and sci-fi. These give the audience a clue as to what sort of film it will be. Fans of these institutions will be drawn to the film. Introduction to the key concept of institution and the role it plays Understanding the use of colour and what it REPRESENTS to the audience 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 low lighting and black makes The Joker’s white face stand out. White is often used to show the light side of things and the hero, but it is the main colour used for The Joker, who is the villain. This sends mixed signals to the audience, and creates an enigma. The red is the colour of blood, so this could connote violence. The main image on this poster is The Joker. His face is central and in close-up. He is holding a joker 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 card 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 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 hiding his face, and therefore his character. This makes the audience wary of him because his character is unfathomable and unpredictable. The poster is riddled with enigmas such as ‘why is Batman in a joker card?’ ‘Is he trapped in some way?’ The stereotypical image of an all-powerful hero is twisted as The Joker appears strong and Batman weaker. In the trailer the institutions are displayed. Warner Bros, Legendary Pictures & DC Comics fade in through a black background. They are all in silver and appear important. This representation might be different from what we would expect 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. There are several taglines woven throughout the trailer, all in The Joker’s dialogue(this again suggests he is the main character). There is ‘why so serious?’, ‘Let’s put a smile on that face’ and ‘it’s all part of the plan’ said in cynical, threatening tones. The first two are said sarcastically, as a Joker is usually an image to make people laugh or smile, but in this film he has a terrifying image. The last tagline implies that The Joker has a plan of some sort. This creates an enigma, as the audience want to know what the ‘plan’ is. The main images in this trailer are of chaos and fire. Other main images are skyscrapers, connoting a city setting. One main shot shows Batman stood on a skyscraper alone. This highlights the vulnerable, human side of his personality. The main images move quickly and in a non-chronological Representation order. This creates a disjointed feel. This links into the idea of representation and good versus evil It is hard to determine who is the hero or villain in the trailer. Whilst Batman is seen to be fighting he is 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 is heard, linking himself to Batman with the claim that they are both ‘outsiders’ and ‘freaks.’ Lighting /genre There are clear links here with the idea that it is the techniques that are highlighting the representations of the characters. 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 threatening atmosphere. More light is usually thrown on The Joker as there is usually fire around him, connoting chaos. The genre of this trailer is action. It is fast-paced and full of explosions and chaos. It makes the audience sit on the edge of their seats. I think that the trailer sells the film well. The action scenes get the adrenaline pumping and hook the audience. 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. 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 plot more than the poster, and persuades the audience to go and see it through high-intensity action scenes and enigmas. The poster on the other hand, although creating enigmas, gives no clue to a plot line, and therefore can’t hold attention for as long as the trailer. 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 928 words

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