Music Video
Purpose
I decided to use Michael Jacksons “Man in the Mirror” music video which I feel has an extremely powerful and direct message. The purpose of the video in my view is to entertain but also to make the audience stop and think, to open their eyes to global issues, so aims to both inform and educate through very clear visual imaginary and through the lyrics, the overall aim being to promote positive change and to encourage each person to take personal accountability. “Take a look at yourself and make a change,” “who am I to be blind,” I am starting with me the man in the mirror. These are all immensely powerful messages sent to evoke a response in the listener.
The video educates and informs the viewer by displaying major historical events such as homelessness, poverty, racial inequality, police violence and war. It goes on to display images of world leaders and other influential figures who have fought against inequality and oppression such as John Lennon, Nelson Mandela, Gandhi.
Who is the target audience?
The target audience is not just Michael Jacksons usual fans but every individual who is either effected by the highlighted issues or those who have the capacity to effect change. The issues raised in the video are global issues that effect a broad range of people of all ages, and he wanted the message to go beyond his normal audience.
How does it fit the genre/codes of convention?
Michael Jacksons music was produced at the height of the 80’s pop era, and whilst the song is still pop in style, the issues shown in the video are less pop focused and more documentary in nature. There are images of him performing and dancing on stage in front of his enormous audiences with his usual extravagant outfits, but it is clips of historical events with lots of black and white footage used to further emphasis the overall message.
Different Techniques used?
At the start of the music video the viewer sees lots of extremely negative image's ones of distress and poverty, then appears an image of a nuclear cloud, the music changes key and the images begin to show more hope and light. Ones of people rejoicing, embracing, Nelson Mandela being freed, pictures of the audience waving lights in a dark arena. Michael Jackson giving children gifts and walking with young children through the streets, they are holding coloured balloons laughing and smiling. This is in complete contrast to the images of the starving children at the start of the video barely clinging to life. I feel that whilst the video confronts such really challenging events it also aims to promote hope and happiness.
What techniques are used? Camerawork, Editing? Sound?
As much of this music video is sourced from other people's footage the camera work itself is difficult to analyse but it is edited in such a way that it combines both historical footage with that of Michael Jackson both as a performer but also in him visiting sick children in hospitals meeting world leaders. The editing combines the contrasting footage well which flows from one to the other and back without feeling disjointed. The sound used at the start of the video in more understated and reserved when negative images are being viewed but as the song progresses the key changes and it becomes faster and more upbeat as the images of positive change and hope begin to be shown. Mis-en scene within this video is displayed using strong close visual images of the people most effected by oppression. It shows them as they endure their suffering, depicting the raw emotions and feelings as it happens. The video does not attempt to recreate past events but displays them in all their horror to the audience which further helps to make a strong and lasting impression.
TV Show Promo
I decided to use Stranger Things as my example of TV promotion videos, as the amazing promotion of this series helped to secure its worldwide success and left its audience desperate for more!
Purpose
The purpose of the Stranger Things promotional trailers is obviously to attract the attention of as many people as possible as a means of pure entertainment. It does so by giving the audience clues and sneak insights into what is to come to draw them in and leave them wanting to learn more.
Target Audience
The promotional video is aimed at both young and old, the mystery and drama appeal’s more to a younger audience whereas the 80’s setting is nostalgic and familiar to an older audience.
Genre
The promotional trailer of stranger things links perfectly to the genre of fictional horror. It uses dark flashing images to depict a feeling of fear and mystery, whilst the music is enchanting and intense designed to draw you in. Much of the scenes are shown in black and red added to the intensity, the footage flips from hard hitting scary images to ones of the actors making one line, but leading statements all aimed at building interest and mystery. The scenery, clothing and props are all there to create a clear image of America in the 80, s from the chopper bikes to the snapback baseball caps, all giving a feel of stepping back in time.
What techniques are used? Camerawork, Editing? Sound?
The trailer shows short sharp clips of what is to come, recaps of past episodes, to refresh the memory and build anticipation and excitement. The online audio phrases used “something is coming” further draws the audience in, the date of the next series or episode in bold red text on an all-black background, there to remind you and imprint on your mind. The camera work showing the title Stranger Things with its lettering only been seen in parts, close to start then finally coming together as one with is played alongside the mystical beat of the sci fi style acoustic sound, which builds in intensely before fading away. The editing cleverly creates suspense giving the audience only a brief view of what will happen next, a window into the story which draws you in just enough but does not give the game away. The audio further creates fear and interest, some is just instrumental in other sections parts of scenes are heard and then what has become the iconic tune linked to the Stranger Things series is the song Running Up That Hill, by Kate Bush, with its haunting tones and 80’s pop vibes.
Film Trailer
I decided to focus on Rocky one of my all-time favourite movies. The purpose of this film is to entertain by telling the story of an uneducated mostly unemployed man living in Philadelphia in the 70’s who is struggling to get by and not to be drawn into working for local gangsters. The purpose of the film is to inspire and have belief that the underdog can succeed against all odds. So, it is a feel-good movie about an American hero.
Target Audience
The target market was potentially male, in that it depicts a struggling man living with few opportunities who becomes one men and boys may aspire to be. It does also feature a Rocky falling in the love and the support and care he and girlfriend Adrian have for each other which may also attract a female audience. I think it would appeal to most age ranges however there is obviously a lot of scenes of violence so the target market would not have been children.
Genre
The genre of the movie is action/romance which is captured well within the trailer at the start of the promo we see Rocky running through the streets littered with rubbish, we then see him being tempted by local criminals and then facing his first fight the music grows in intensely giving a feeling of passion and emotion, we then see him falling in love and the music becomes more gentle and romantic. It is a story of someone with few opportunities in life with no real direction to one of successful champion, a very typical feel good all American slightly cheesy movie.
What different techniques are used, camera work, editing, sound.
The trailer gives the viewer a good insight into the storyline without giving too much away. The music helps to build interest with the theme tune been played at different paces and levels to add to the effect whilst remaining consistent, giving greater impact. The editing goes from showing various scenes from the movie some with audio sound others played silently, these are punctuated with the bold block lettering simply stating ROCKY. The footage seems quite grainy, and I am unsure if that is the period when it was produced or a deliberate attempt to set the scene, giving an impression of poverty, struggle, giving the trailer quite an aged iconic feel.
Game/Animation Trailer
FIFA Game Trailer
I chose this example as this is a game I played from an early age and one that inspired me. I have used two different trailers that both promote the game but from different years but have a similar feel and message.
Purpose
The purpose of both trailers is to entertain, to draw players in by inspiring and capturing their imagination. The first is narrates the story, one of success and self-belief where anything is possible. The accent is one of a down to earth mid teen aged boys who seems friendly and relatable. He talks of “real life spirit", of “dreams becoming a reality” of inspiring generations to takes risks.
Target Audience
Such messages are aimed directly at young boys and men who all hold a dream of becoming the next David Beckham, this narrative encourages then to believe in the dream that through playing this game anything is possible. It ends with a one liner “welcome to the club,” this is aimed at making players feel part of something great something beyond their bedroom walls, an exclusive club where friends are made without the normal worries of socialising where anything could be possible. The second trailer similarly draws the player into believing they can be part of something special but shows imaging of both male and female playing competing alongside in each where gender has no boundaries. This shows men and women embracing and celebrating together and gives the message of “no limits” where contestants can “wear any colour,” this is not the reality but more reflective of the society we live in today. By pitching the promotional video in this way, the produces are aiming to better target all gender. This shows they have greater social awareness or are simply trying to broaden their target market.
Genre
The genre of FIFA is fictional video game, which it fulfils in the sense that the players are able to perform beyond what is normally humanly possible that their dialog is minimal that the money involved is not reflective of normal life, yet the whole marketing of the game leads the player to believe it is possible that they can build and lead a winning team to the final, that they can somehow influence the outcome. It offers aspiration and self-belief and with-it feelings of frustration and failure when it does not work out. So, the game produces are very successful in creating a world that feels real and draws people in again and again.
Different techniques used, camera work editing, sound.
The FIFA trailers as stated above used two quite different strategies to draw players in the first the voice of a down to earth relatable lad who you could believe is inviting you into the club that you are mates and together you can fulfil your football dreams together in a world where anything is possible. The second relies entirely on visual effects starting on the pitch and then zooming through the earth and down into the changing rooms. There are all the most famous players of all time you can see the coach guiding them giving them the team talk, that is you? Once back on the pitch you are playing the game first hand there for every touch every challenge, giving you an immersive experience as a player. Both approaches are very clever in their editing and approach, some first-hand images, some an outsider looking in but both equally captivating. The sound on both videos further enhancing the strong message of success, “I need to know now will you love me again” an upbeat team spirited tune setting the scene where dreams become reality.
TV Ident/Sting
For my TV Ident I decided to use channels 4’s relaunch promotion, focusing specifically on one theme that they used in a few different ways but to evoke the same feeling. This is the ident where they managed to deconstruct the previous Channel 4 logo using to create a metal giant.
The Purpose
The purpose of the ident is firstly to entertain but also to inform viewers about what channel 4 represent as a brand. The logo being transformed into human form as it were engaging in the real world is channels 4’s way of saying we are a relatable channel who live in the real world. The fact that the giant has a kind of fog horn as a voice, which helps to add humour and suggest channel 4 doesn’t take itself too seriously, but when the people in the promo become irritated shut their windows put earphones on maybe they are saying, not everyone will like us, or that we respect people have different opinions? In one video the giant can be seen playing with children reflective of channel 4’s support of youth? In another it is seen taking part in a wheelchair race, showing channel 4 are supportive of disability and difference. In another the giant carries a group of people to safety on the white cliffs of Dover. The people represent a cross section of society a Policeman, a Chef, a builder, different ages, and ethnicities, potentially trying to show channel 4 represents and is supportive of all types of people and communities. I suppose the aim is to improve public confidence in the brand, and to encourage them to watch and support channel 4 as a brand to gain more viewers.
Who is the target audience?
I would say the target market is all of society, in that the channel 4 ident tries to make the giant relatable to all, whether it’s a child playing football in the street running away after smashing a window, or someone living more rurally in the Derbyshire countryside, those facing disability or discrimination, those in need, people from all types of occupations it is trying to appeal to everyone on some level.
How does it fit the genre?
The genre is fictional entertainment which I feel is represented well in all the channel 4 idents. It is funny in parts, so entertaining whilst also addressing topics such as disability, cultural and ethical issues. It further entertains by telling a series of short stories which help to make the audience connect with the human like giant and in turn channel 4 as a brand too.
Different techniques used, camera work, editing, sound.
Within the ident a few strategies are used to draw the audience in firstly the logo taking on human form, making it more relatable, the fact that he is a bit silly makes you like the character who because of his kind acts seems warm and friendly. The fact that he is involved in real life situations makes him seem like he could exist in the real world. The scale of the giant figure one minutes stood in the street towering over the houses, is in contrast to him being almost lost in the middle of the sea, until the camera zooms in to reveal him carrying 30 people to safety, then stood shoulder high as they step off onto the fields above the white cliff of Dover. The channel 4 theme music is played throughout the ident which fixes in your mind without you even realising, the focus is still the giant and the story, but it is a clever marketing strategy to help the viewer link the theme music to the brand.
