LO1: Film Theory, Narrative, Genre, Representation Theory Recap

LO1: Starter - Intertextuality

Intertextuality is the relationship between texts - references another text - an aspect of post-modernism.

For example, the Simpons often reference other texts.

This is useful for audiences, as the connotations of intertextuality help the audience identify and understand what the product is about (for example by identifying genre), which is useful for promos as it means people are more likely to understand and watch/listen to it. In addition, people enjoy watching intertextual products as there is a comfortability to it - people understand it and so like it.


Andrew Goodwin (1992) - Dancing to Distraction

1. Genre characteristics
Images and visuals always appear in each genre

 Typcial of the hip hop genre, Candy Shop by 50 Cent features women in a sexualised position, wealth shown via jewelery and expensive cars, and both performance and narrative (although the latter is very loose).

2. Relationships between music and the visuals
Montage, non-continuity

The fast paced Irish-themed music fit perfectly in the visuals of the video - showing the night life of Galway, which was mentioned in the video. In addition, throughout the video imagery of things typical to Irish music were also shown, for example Irish dancing, violins, pubs etc.

3. Relationship between lyrics and visuals
What the artist says is being shown on screen

In this video, the lyrics talk about the struggles of a woman because of a man who is exploiting her, which is shown in this video. Although actions and lyrics aren't timed together, the general theme is shown via mise en scene and acting.

4. Voyeurism and notion of looking/screens within screens
Pleasure of looking at something - e.g. women at objects - going through doors, tunnels, cameras etc. Looking at mirrors, TVs, comuputers

Throughout the video, the artist is constantly looking into either a mirror or the camera, which is also often travelling down tunnels/corridors. This goes perhaps over the top, using some convention in every scene to stress the point of the video. This gets the point of the video across, that everyone can always see everything (connoted by the song name).

5. Star image and brand
Images represent the audience

Although at first the protagonist is shown to be weak, progressively through the video the character gets stronger (connoted via animal and nature imagery - natural strength). In addition, the confident body language and louder voice towards the end also shows this, and represents the audience it targets - young girls who also want to feel strong, which this imagery supports.

6. Intertextuality to films and other texts
Referencing other texts (homage, pastiche etc.)

Lady Gaga uses similar imagery to Madonna's music videos, for example using similar shots from 'Gils Gone Wild' in her music video. This can be seen as paying homage to an artist she thinks shes similar to, or on the other hand pasticheing a video as it can be seen as a more certain way to generate success and interest, as its a formula thats proven to work.

LO1: Birmingham City Council Informative Video + Rolls Royce Education Video Analysis

1. Who is the target audience?
18+ people who live in and around the Birmingham area who have not voted before/aren't registered to vote. This is because this video applies to all people who can vote in the Birmingham Council range, who aren't informed of how to vote.

2. How are the audience addressed?
A teacher-pupil mode of address was use. This is because the purpose of the video is to educate the audience, and this mode of address is effective in doing so effectively without appearing overly casual. The regional accent, in combination with a black woman guide, is effective as it makes the video relatable to more people, as well as not being intimidating to the audience.

3. What editing techniques are used?
No editing techniques were used in the video, to make the information clear and to not distract from the info being presented.

4. What defines this as an informative piece?
There is no entertainment or attempts at humour in the video, all images and dialogue is used for the sole purpose of informing the audience.



1. How does the Rolls video differ from Birmingham Council in terms of addressing its audience?
A more middle class male narrator with an RP accent is used in this video. This is because the company and brand of Rolls Royce is seen as prestigious and refined, and using an RP accent in place of a regional one is effective in connoting this. The narrator talks at you rather than to you, making the process seem more complex.
Also, graphics are used prominently in the video, explained below.

2. What similarities are there between the two promos?
Both videos are intended to tell the audience about something related to the organisation's interests.
Both also use music at the beginning and end.

3. What is different between each one, and why do you think this?
The Birmingham video was low budget and simple in production, while the Rolls Royce video uses more dramatic shots and angles, and animation to get their point across. This is because Rolls Royce has more money to spend on the video, and is explaining a more complex process which warrants more explanation via visual imagery, while they're also subtly promoting a brand which justifies dramatic shots which connotes the company is wealthy and professional.



1. Which video is most suitable for its target audience?
The Rolls Royce video, as it is both entertaining and informative which is appropriate for the topic.

2. Which best fulfils its purpose and how/why?
The Birmingham Council video, as it contains all the required information it needs to fulfil its task, and it shows this info clearly and without distraction.

3. What are the major differences in approach?
The Birmingham video uses no effects or graphics to enhance the info being shown, while the Rolls Royce Video does. The former video's narrator is intended to be friendly and approachable, while the latter is supposed to sound important and proper, which is due to the target audience.

LO1: Comparing Two Other AV Products

Game of Thrones (Season 5), HBO, the purpose is to entertain the audience and make a profit, the audience was 18 - 30 year old males, as they are the demographics most likely to want to watch an action/adventure/fantasy genre show.


Titles and Graphics

Throughout the trailer graphics and titles were used to create effect and to inform the audience. For example at 0:09, the title informs the audience of the new season of the show, which is connotes by the theme of the title - fantasy. This also creates effect and makes the trailer more entertaining, as all parts of the trailer add to the mood of the show as a whole.
However, other titles are also used to subtely tell the audience the general plot of the season. For example at 0:56, the title says 'Justice', connoting that the season is going to be based around this concept.
Titles were also used in the more traditional sense in the trailer, to tell the audience what the product is and who made it. For example, the name 'Game of Thrones is shown at 1:22, while the production company is shown at the end (1:59) to inform those more interested in the trailer who made it, as they would be most interested in the production company.

Use of Transitions

Fade to black was frequently used throughout the trailer to create effect, which it succeeded in doing. It gave the trailer a dramatic feel, cutting from scene to scene to connote darkness and mystery - the events in the trailer have unforeseen results etc. For example, a man drawing his sword at 0:11 before fading to black at 0:12 creates mystery around the action - who is he fighting, is he good or bad etc? In addition, a crossfade was used 1t 1:21 to transition between video and the main title  - 'Game of Thrones'. This connotes to the audience that both the scene shown and the video as a whole is closely connected to the title (which it is), and as this is only used once in the trailer, it creates importance around the cut and the title, making it more important.

Editing Techniques
J and L cuts and used frequently throughout, for example at 0:35 an L cut is used effectively. This is because it showed the characters in the dialogue but in a different scene, connoting who it was to the audience while still garnering dramatic effect.
Action was included heavily throughout, and as a result action matching was an effective way of creating a fast paced theme to the trailer. 1:46 - 1:52 is a good example of this, as the shot switches from different perspectives to show the statue's impact as effectively as possible, creating a more dramatic sequence.

Narrative

This trailer is primarily used as a compilation of interesting shots in the season instead of showing one or more scenes of a narrative. So although this trailer isn't completely focused on the narrative, it still uses techniques to create one. For example, using J and L cuts mentioned previously use dialogue (narration) to connect the scenes it goes over, hinting at events and stories in the season by how they're connected. This is also true for editing, as clean cuts are used to connect shots together that can be assumed to be in the same scene or scenario, and so create a narrative, while more advanced edits such as fade to blacks and dissolves are used to end 'scenes', which can also be seen as a form of crosscutting between separate events that could be happening simultaneously.

Performance

Using the most visually impressive scenes (and so providing visual pleasures, Altman 1999) was effective in this trailer, because it creates a compilation of attractive scenes which are effective in attracting the target audience to watch the season, as the demographics are very likely to be interested in action. For example, 1:10 - 1:12 shows a soldier getting killed, which is especially effective as it uses action matches and shaky camera movements to create pressure and a fast paced scene which makes the action appear more intense.

Use of Non-Diegetic Sound
Music was used all the way through the trailer, stopping and starting to allow dialogue and narration to be heard. This was effective in creating an appropriate mood for the trailer (as the music was rock but clearly had emotion in it, effectively summing up the trailer that had action and emotive scenes in it). This can be seen at 0:48, where the music dips out to play narration that transfers into dialogue, before music starts again. It draws attention to the words spoken, connoting the audience that those words are impactful to the season.
Sound effects were also used to enhance actions, especially violence. This choice is effective as action is a primary interest of a lot of the target audience, given the demographic's interests, so making the action as visceral as possible (Altman 1999) will succeed in attracting more people to watch the show and enjoy it.

Use of Diegetic Sound

As is common with narration in trailers, it often shifted between being diegetic and non-diegetic. For example at 0:48, the narration's source was revealed, making the point more impactful and dramatic, which is effective as the show's plot is connoted to revolve around that point.
Sounds of violence and action (e.g. war cries, sword fighting etc.) and dialogue were synchronised with the music to create a more meaningful trailer. This is characterised by fast, loud music joined with action and the sounds that go with it (1:01)  and quieter dips in the music with dialogue (0:37).

Modern Family (Season 5), ABC, the purpose is to entertain the audience and make a profit, the audience was families, 10 - 50 year olds of both genders, as they are the demographics most likely to want to watch a show about families, in the comedy genre, which shows its appropriate for a young audience.

Titles and Graphics

Contrary to the norm, a large percentage of this trailer is made up of titles. For example, at 0:01, where a title instantly states the date the program is returning. This was effective in informing tha audience as it use the house styles of the show in the title to denote to fans that it was that specific show. This allowed them to introdue the name later (0:04), informing the audience of all the important info very fast. This was continued at the end, 0:13, where a title showing all limportant info was shown (date, name, production company) to quickly inform the audience. As the trailer is very short, this fits the length effectively, being short and informative as opposed to long and entertaining.

Use of Transitions

The only transition used in the trailer was a clean cut, used to switch between both titles and a scene, and from scene to scene. As the trailer was simple and short, with the intention giving the appropriate information to watch the show, this is effective, as it allows the trailer to be short and fast, the style it aimed for.

Editing Techniques

Likewise, in order for the promo to be fast and efficient, editing techniques were limited. Crosscutting was used, showing different scenes with the same content (cast saying 'yes') to create a message. 

Narrative

As the trailer is designed to be short and informative, there is no narrative to the trailer. This is effective in getting all the aimed information across, as well as inserting one joke, to make an effective promo.

Performance

A compilation was used, cast saying 'yes', to combine the narration and acting to create a joke to show audience that its a comedy show, which was effective as this way easily gathered regardless of prior knowledge, making it effective at targeting a new audience for the show, as well as established fans.

Use of Non-Diegetic Sound

Narration was used to tell the audience the information on the screen, in order for the message to definitely be received, which is important as thats the aim of the promo. Music, inspirational and upbeat, was also used to connote to the audience what genre of TV this show belonged to, comedy, which was perceived perceived easily and effectively, adding to the other aspects of the trailer to create an overall message.
In addition, sound effects ('whooshing') was used when the titles were moving into place (for example (0:12) to create a more entertaining effect to the less interesting part of the trailer, making it more fun to watch and so more effective, as people are more likely to watch a trailer they were interested in.

Use of Diegetic Sound

The only diegetic sounds used the characters in the compilation's dialogue, which was used for comedic effect. as the rest of the promo was solely titles, this is appropriate.


Comparison

Titles and Graphics
Although both trailers use titles to show important information to the audience (0:09 and 0:04 respectively), for example what the show is called or the release date, Modern Family uses them far more extensively to Game of Thrones. MF uses trailers to show all vital information, with the accompanying video only used for comedy (and so not revealing the season's content), GOT uses scenes from the season and editing to connect events to show a rough outline to the audience of what the season is about.

Use of Transitions

LO1: Comparing Two Film Trailers

The Mummy, Universal Pictures, the purpose is to entertain the audience and make a profit, the audience was 12 - 30 year old males, as they are the demographics most likely to want to watch an action film.

Titles and Graphics

Only three titles are used in the whole trailer - , the Universal logo, one identifying Tom Cruise as the lead actor and one with the title of the film, The Mummy. A normal logo was used for Universal to show the audience who made the film, which is effective as it's a ;arge company with a large fan base, so the name encourages people to watch the film. The second one was used to use a famous name to attract attention to the film, gaining credibility from a well-known actor's name. This is also important to identify the shift of protagonist from the previous titles, where Brendan Fraiser was the lead, which helps to prevent confusion. The latter title is a standard trope in all trailers, identifying the name of the film to allow people to find out more about it, and to build excitement around the film.
The style of the two texts was appropriate for the style of the film, using a font that imitates ancient writing.

Use of Transitions

The standard transitions were used in this trailer for an action film. For example, cross cutting switched between points in the narrative of the film, explaining visually why events occured and how they did to give the audience the general premise of the film (showing the shift from disequilibrium to equilibrium - Todorov).
Normal cuts were also used in the film to show continuity in the first part of the trailer, where it shows a scene from a film. This is effective as it doesn't detract from the action at all, and shows a linear pace typical of a story.
Fade to blacks were used in the trailer to show dramatic effect, often used before a transition between parts in the film to connote the passage of time and shift from scenes, as well as create an ominous feeling for the film which is appropriate for a fantasy-based action film.

Editing Techniques

Action matches were used in the start of the trailer, showing an early scene in the film, to show the destruction of the plane and the effect it had on the passengers (including the protagonist).
J and L Cuts were used to create narration, shifting from diegetic to non-diegetic sound (2:06) to explain the plot of the film for the audience. This is effective in creating dramatic effect, as the narrator has a dramatic voice and the ominous dialogue is fitting for the images shown, creating a theme for the film.

Narrative

The first section of the film is purely an exert from the narrative of the film, showing an early scene where the shift in equilibrium occurs to denote to the audience whats happening, what the basis for the film's plot is. After this, parts of the narrative were shown in the trailer to show imporant/dramatic points in the film, which would attract the audience to watch as it invests them in the plot and shows eye-catching effects ie visceral pleasures (Altman 1999).

Performance
Large-scale destruction, fighting and other actions that denote action were used heavily throughout the trailer to show the audience that its an action film. As a result, there was little subtlety in the performance, instead relying on visceral pleasures (Altman 1999) instead of intellectual to overwhelm and excite the audience.
Smooth movement (camera on track) were used to set the scene - and therefore the tone of the following scenes. For example, the morgue scene was set up with this camera movement to connote mystery and suspense, not letting the audience know whats happening and so making any action in the scene shocking (this was especially effective as the protagonist being alive in the morgue is surprising from a narrative perspective).
Handheld camera movements were prevalent throughout the trailer, being used in most scenes regardless of content (i.e. action and non-action). This is a common convention of the action/adventure genre as handheld movements are more realistic and are similar to real vision. As a result, looking through this movement makes the action more real and makes the audience feel more connected to it - like they're really there, as a result making the action and visceral pleasures (Altman 1999) more effective.

Use of Non-Diegetic Sound
Dramatic music and sound effects were used throughout the trailer at different parts to highlight the action being shown, for example fast paced music was used in the plane crash, but only when there wasn't an important sound effects being played to show the audience what was happening. It gave a dramatic aspect to the trailer as the music is similar to music often found in action films, a common convention.
As well as this, incidental music was also used to show the tone of the scene to the audience before the action took place, preparing them for the action to come. An example of this is when the camera shows Tom Cruise in a morgue, a bell like sound chimes to indicate death or sadness, and when he wakes up a fast, harsh sound plays in conjunction with the actor's movements to show the confusion and otherworldly feelins he feels.
Narration is also used in a section of the film after the narrator is revealed, connoting to the audience that the audio comes from the scene in which they were shown. The deep, gravelly voice of the narrator paired with the action (especially the attacks on London, a city many are at least familiar with) connotes a sense of foreboding not only for the film but for the character. However, the video contrasts with this as he is assumed to be talking with the protagonists, creating confusion effective in showing a confusing 'grey' character.

Use of Diegetic Sound
The main diegetic sounds used in the trailer were sound effects, especially in the start and end of the trailer, where explosions, screams etc were shown to connote violence and distress as a result of the Mummy's actions. This is also a common trope of an action film, as similar events are common.
Talking was also used to explain to the audience important parts of the plot, the attitude of the characters towards certain things and their relationships with each other, which helps set up the film, makes the audience relate to characters, and shows stock characters - Tom Cruise as the protagonist, the woman seen in the beginning as the love interest etc. (Propp 1928).

Despicable Me 3, Illumination, the purpose of the film is to entertain and make a proit, the target audience are children (6-14) as they are most interested in animated childrens film.

Titles and Graphics

Logos and text of the companies who made the film were included at the beginning and end of the trailer to inform the audience, as the name of the companies are heavily connected to the film title, offering validity to the trailer and encouraging people to watch it as its an established company and franchise, which also applies to referring to Steve Carrell, a famous actor who has a following that will be more inclined to watch the film if they see his name in it.

Use of Transitions

There was only one transition other than a simple cut used in the trailer. This was a fade to black then fade up at the beginning of the trailer, after the titles/logos, the typical connotations of time passing being used to show the beginning of the narrative.

Simple jump cuts set the pace of the film in a roughly chronological order to the narrative, cutting faster and faster the further along it was in the narrative, as that is where the action occurred (i.e. the point of disequilibrium - resolution - Todorov). Although the pace increased, it still remained slow compared to action and thriller films, connoting that although there is action, it's primarily comedy and is still intended for children. This can be seen as limiting violence and its exposure to children, to avoid possibilities of 'copycat crimes'/cations (Adorno and Horkheimer - Hypodermic Syringe theory).

Editing Techniques

Insert shots were used for comic effect, for example cutting to a close up of the Rubix cube or keyboard gadget while being used to show the comical effect of such tools, which is connoted to be a primary aspect of the character, a common convention of children/comedy films.
J and L Cuts were used, for example at 2:05, to explain who the antagonist is, which is effective as it makes the premise and antagonist more clear for the child audience. It also allows more action to be shown in the trailer (making it more appealing) while still making sense and effectively denotes information to the audience.

Narrative

The whole trailer is an extended scene in the film, cut to include only the most interesting/ entertaining parts of the sequence to draw the audience in and encourage them to watch the film. This is also effective as it proves to the audience that instead of having comedy interspersed throughout, whole scenes can be entertaining, denoting that the film is funny overall. And it also avoids the common problem of revealing too much, as it only shows one scene, not just the 'highlights' of the film.
Also, the inclusion of an explanation of the antagonist and protagonists (clearly connoting and denoting who's who by dialogue and the actions they take) means the trailer is also applicable to the demographic that hasn't seen the previous titles in the franchise, using one scene to increase its potential audience dramatically. It makes both characters likeable in different ways, which is more common for films aimed at children.

Performance
The use of over the top actions (such as the bubblegum ball or the antagonist dancing) is common in children films as the slapstick comedy is effective in entertaining them, especially as they are less likely to understand more advanced comedy at such an age. As a result, overdone and unlikely events (such as Gru drifting past the window of the birthday) are used often both in the trailer and in the genre as a whole to ensure that children are entertained as much as possible, and to make sure that although there is violence, the results show that its comedy and clearly not realistic.
As this is an animated film, camera weren't used in its production. However, the shots used were still and movements smooth, which is similar to/copying cameras on tripods, tracks etc. This is a trope of animation films as a genre, as its easier from a production perspective to create still or smooth shots than it is to emulate handheld movement. However, this also works as its a children's film, because handheld movements can make a film disorienting, effective in other genres but can prove too intense or confusing for children.

Use of Non-Diegetic Sound

Music was used throughout the trailer, using one song to provide a motif for the villain, as the music is introduced as he is (Bad by Michael Jackson). In addition, the music was stopped when the video cut to other situations and characters, for example the base and the boss assessing the situation before sending Gru. This is effective in making a motif as it only appears when he's around, making clear connotations to the audience of the character's role in the film (as they song name is Bad', it indicates the villain) along with previous connotations to create a strong message.

Use of Diegetic Sound

Extreme foley sounds were used to create comic effect for the audience, for example using loud sounds of elastic snapping as the villain is getting prepared, which pairs with the extreme personality and representation of the character to create an effective message. In addition, this is typical in animated films and children films as it makes action clear and easy to follow.
Dialogue was also used to identify characters for the audience, especially those unfamiliar with the franchise. while also connoting to the audience their personality. For example, Gru's dialogue turns from friendly to annoyed quickly, connoting to the audience that while he's the protagonist, he has some negative personality quirks. This is also connoted through specific aspects of the dialogue, for example a monotone register along with a foreign accent (leading to extreme enunciations of words) leads to an a-typical protagonist.


Comparison

Titles and Graphics
Both trailers were similar in that they decided to not include a lot of titles and graphics in them. Both showed their logos, which is a convention of trailers as a whole as companies want people to know their work, and all because fans of that company are will be more inclined to see the film if they like who make it. Similarly, both films also used the names of their protagonists in titles to attract more people to watch the film, for similar reasons to above. However, this was also a choice in terms of content.

Use of Transitions
As both films rely on their visceral pleasures (Altman 1999) to entertain the audience, simple jump cuts and cuts were prevalent throughout the film to show as much action as possible in a short time. This was effective as both trailers effectively showed off important/impressive action in the films, for example 2:06 Mummy and 2:05 Despicable Me 3.

Editing Techniques
Although the former film is action and the latter is comedy, both chose to show the story and genre through the content. For example, in both trailers L-Cuts are used to create narration explaining the story (1:40 Mummy and 0:42 Despicable Me 3). This narration explains the antagonists and the goal of the protagonists (to stop the antagonist) easily and relatively subtlety.

Narrative
The two contrasting genres of the films (action and comedy) share a similar trait in that they both rely more on visceral pleasures (Altman 1999) instead of using an enticing plot (which is instead common in the drama genre). This is evident in the fact that there are obvious stock characters (Propp 1928) used in the trailers, with very little done to develop said characters into meaningful parts of the story. For example, protagonists are shown by the fact that they do the fighting (1:10 and 1:28), while the princess or love interest is shown by the fact that they're the primary female character who the protagonist obviously cares about (1:09 and 1:00).

Performance
Both films also used action as a main focal point for the trailer, although for different purposes. In the former, dramatic action and violence is used to generate interest for the audience as its an action film, and these aspects are tropes of action films, thus identifying it and making people want to watch it because of this. On the other hand, the latter uses action as slapstick comedy, which is common in children films as an effective way to quickly make the audience laugh. As a result, both trailers aim to show off this action by using complimentary music and minimal editing, but achieved entirely different effects.

Use of Non-Diegetic Sound
The Mummy film trailer relied on sound effects (e.g. at 1:20 and 1:23) to enhance the visual effects to create an overall dramatic effect. This is common in action films, as 'sensory overload' is used to create an overwhelming effect similar to the character's making them more relatable and so encouraging people to watch the film. Music was also used for this purpose, although to a lesser extent, creating an overall mood of excitement and danger instead of accurately enhancing certain parts. Conversely, Despicable Me 3 forgoes this, instead choosing music in the same way as The Mummy, to accentuate action. This is effective due to the fact that its an animated film, so the characters can move in sync with the music more accurately and consistently than live action films such as The Mummy. Also, as the common convention of featuring over the top characters also occurs in this film (with the antagonist), music is tailored specifically to that character, as opposed to The Mummy where general action music is used throughout.

Use of Diegetic Sound
As Despicable Me 3's trailer is an exert from the film - a full scene, it used dialogue to portray the opinions and attitudes of the characters (specifically the protagonist, as he is in the majority of the trailer), which is also used to identify which character is in which role and what the character is like. On the other hand, The Mummy uses compilations of action and plot to create an overall effect for the film. As a result, it doesn't focus on a scene for long, and instead opts to use L and J Cuts as well as narration to transition between diegetic and non-diegetic sound via dialogue and narration. However, as an action film, sound effects such as crashing (1:57, vehicles (2:00) and explosions (2:02) were used frequently to highlight action and create a theme.

LO1: Comparing Two Music Videos

In Da Club by 50 Cent, Philip Atwell, the purpose of the video is to entertain the audience and spread the song to gain a profit, the target audience is young men (16-32), black, in the C1C2D category as these are the deomgraphics the song represents as its similar the artist.

Titles and Graphics

Used a title, saying 'Somewhere' and other description, setting up the story of the music video and narrative without saying expressing specifics. The style of the text, looking like computer text often seen in sci fi or spy films, connotes to the reader that this is a secret facility, and the actions undertaken there are dubious, possiby illegal, which encourages the connotations of the culture.

Use of Transitions

In the intro - the narrative section setting up the rest of the video, fades are used to show a slow progression, as they're travelling in a large, open expanse.

In the rest of the video, simple cuts and cross cuts are used to show the narrative of the story - 50 Cent recovering, and scenes in clubs etc.

Editing Techniques

Cross cutting between different narratives - the club and a lab, is used to show the story through editing, rather than explaining it. This is used to not detract attention from the main focus and draw of the video, the music, which would be done by blatantly stating the plot via text or dialogue.

Narrative

Through an intro using titles, the narrative is explained as being an experiment in an 'Artist Development Centre', telling the audience that 50 Cent is 'developing'. After this, scenes such as 50 Cent doing various exercises, partying etc are shown, telling the viewer that in doing this he's progressing to be an artist - showing the audience what he/the culture thinks an artist should be like.

Performance

At various times in the video, interspersed in the 'training' section, 50 Cent looks at the camera to rap, breaking the fourth wall in the narrative. This breaks the narrative, showing that its a peformance, but the eye contact, closeness to the camera etc is important in making the artist feel real, human, while also following conventions of the genre (although this often entails narrative, cutting to a performance, then cutting back to the narrarive, not performance in the narrative).

Use of Non-Diegetic Sound

The only non-diegetic sound used in this video is the music, playing over the video/narrative of the video, which makes sense as a music video. Sound effects used for the text in the intro can also be considered non-diegetic, as the source isn't shown, and as there was no music playing at that time it fits into the video well.

Use of Diegetic Sound

Sounds of the car, the ambient noise of the surrounding etc were included in the intro to set the scene of the narrative, settting up the president that there will be a narrative throughout the video.
In addition, as 50 Cent performs multiple times throughout the video, the music shifts temporarily from non-diegetic to diegetic. This is also the case in the club, as it can be justified that the music comes from the club surrounding (however, the crosscutting from one point to another contrasts this).

Intertextuality
The intro sequence is directly influenced by spy and action films, with the themed text and establishing shot with a jeep in the desert all being directly taken from films of that genre.

Shape of You by Ed Sheeran, Anonymous Content, the purpose of the video is to entertain the audience and spread the song to gain a profit, the audience is primarily girls/women (12-24) in the ABC1 category as they are the genre most interested in the pop genre.

Titles and Graphics
Only at the end are titles used, being used as credits to tell the audience who was in the music video. This can be seen as to not detract from the narrative of the video, leaving the story up to the images etc.

Use of Transitions

Only cuts and cross cutting were used in the video. This was to create a clean narrative, not distracting from the music and video which are the main attractions, and as it's a story it obeys conventions by not using obvious editing (typical in other music videos). This is typical for the genre of music, relying on the video to create a story and narrative rather than having a performance-oriented video.

Editing Techniques

No obvious techniques were used in this video, instead, subtle editing such as colouring etc was used to help the story, giving it a cinematic look. This made the video more cinematic and added credibility and connotations of professionalism and pride to the video, making viewers more inclined to like and appreciate the video as its similar to films which are coloured similarly.

Narrative

There was a heavy reliance on narrative in this video, a story was shown developing throughout, taking the Todorov form - equilibrium, disequilibrium, resolution, equilibrium (although this is connoted by the resolution, not actively shown).

Performance

Typical of the genre, no performance was included in this video. As it has a heavy narrative focus, crosscutting to performance would take away from this, so instead the story was relied on to convey the narrative along with the song to show meaning.

Use of Non-Diegetic Sound

Apart from the obvious music, there is very little non-diegetic sound in the video, so to not distract from the music and narrarive that both demand attention. However, there was a short part before the fight where there was whooshing sound effect, taking over the music, to connote confusion and panic to the audience at the events of the story.

Use of Diegetic Sound
Diegetic sound is only used at the end, in the 'credits' section, to show comedy at the ineptidude of Ed Sheeran trying to stand up in a fat suit. The lack of dialogue, ambient noise and sound of actions is not ac common, the genre displays such sound often, however the choice to forgo any diegetic sound when playing the song connotes the importance of the video and the lyrics - not distracting from them.


Comparison

Titles and Graphics
50 Cent's video uses graphics much more than Ed Sheeran's, using text in the intro to set the scene of the plot, while no text was used in Sheerans's, instead relying on the connotations of the video to create a story. On the other hand, Shape of You includes credits and logos of the production company that made it, creating connotations that liken it more to a film that a music video, while In Da Club doesn't fo this. This is because Sheeran's video is much more reliant on plot and tells a story, while 50 Cent's is less reliant on this, splitting narrative with imagery equally.

Use of Transitions
As the former music video wants a narrative but doesn't focus on it, effects are used to create a more effective story while not sacrificing time which could be used for the song. As a result, fades are used in the intro to create effect (time passing) as well as making it seem more professional and similar to  a film, as they are commonly used in that setting. This was effective in creating effect for the narrative easily. On the other hand, no transition effects were used in the latter video. This is because it didn't want to detract from the narrative, which is fast paced, by using distracting effects. As a result, both videos used/didn't use effects differently to achieve similar goal, to enhance the narrative, that it did effectively.

Editing Techniques
Both videos chose to be more narrative oriented instead of performance, which effected the editing techniques used. As narrative is important to both, both forewent distracting or obvious editing techniques in favour of showing off the narrative. This is in stark contrast to performance videos, where fades, dissolves, wipes etc are used frequently to create effect. However, the choice was effective in that the narrative was a core focus to the two videos.

Narrative
Important to both music videos, narrative is achieved in the two by using simlar effects. In Da Club uses editing techniques as well as text to convey the meaning of their narrative, while Shape of You uses more typical imagery, creating a 'film' instead of cutting between scenes in a rough narrative as In Da Club does.

Performance
No performance was used in the second music video. However, the first video uses performance towards the second half of the video. This can be seen as combining the tropes of rap videos, such as partying, women, alcohol while performing (as this part took place in a club) while maintaining the narrative structure of the video. In contrast to this, no performance was used in Shape of You. This can be seen as capitalising on the lyrics of the video that make it so well known, using imagery to compliment this instead of performing that connotes relatively little in comparison.

Use of Non-Diegetic Sound
Only music and one sound effect was used in Shape of You, which is effective in not distracting from the lyrics and imagery which are the main draws of the video. However, the 'whooshing' sound effect was used at a critical story point, as well as a more visually entertaining point (3:56) which is effective in focussing on the point, which the whole narrative was leading up to. In comparison, only music was used in the main section of the video to show that music is the most important part of the production, while sound effects were used in the intro (specifically when test was being written) because this is common in action/spy films that also use this text. This is effective in making the video feel more authentic and film-like. So both videos used non-diegetic sound to highlight points which build on the narrative.

Use of Diegetic Sound
The very end of Sheeran's video, the credits, featured diegetic sound - the scene where Ed Sheeran is on the floor in the sumo suit (4:02). This is to build on the comedy of the scene by only using the sound of his struggle, connoting to the audience that he is alone without help, and making the video have a comedy aspect that appeals to viewers. This is similar to 50 Cent's video, where only in the intro was diegetic sound used, ambient sound in the desert. However, this was to build dramatic effect and make the film feel more professional - dramatic, while Shape of You was to show comedy.

Intertextuality

Starter: Hip Hop Video

Conventions of rap/hip hop videos:

Nudity
Cars
Groups of people
Bling
Weapons
Black guys
Drugs
Crime
Conflict/aggression
Hyper masculinity - msucles, physical dominace, extreme male stereotypes
Money

Patriarchy - Male in charge - Strong male figurehead (patriarch)
Matriarchy - Female in charge - Strong female figurehead (matriarch)


Subculture

Mods, rockers, goths etc.
Culture within a culture
A group who holds certain ideals

LO1: Understand the Purpose of Audio-Visual Promos - Task

Different purposes of AV Promos:

1. Entertain:

This film trailer is meant to entertain the target audience (12+ as it's a 12A rating, mainly males in the ABC1 demographics, as they are more likely to see action films), therefore encouraging them to see the full film. It is distribured on social media and the internet, being shared and shown as well as used as advertising to reach a wide audience, mainly of young people as they are more liely to use social media. Also, it was also distributed on TV and in cinemas before other films to target a specific audience, the people who watch similar products, who are more likely to be interested in the film and watch it. The varied non-diegetic music adjusted pace and genre to combine with action and narrative scenes (both using diegetic sound, mainly speaking and efects such as explosions) to create an effective theme and feeling throughout the film, making the audience feel connected with the film and characters. It also set the genre of the film - action with a focus on narrative and the steampunk genre, which attracts people with the film. The promo is long, 2 mins 11 secs, which shows its original purpose of being shown in cinemas, where only people who would be interested in the film will see it, and on social media where it has a similar draw.

2. Inform:

This animation targets the general population, specifically the ones that go abroad (making them more likely to be in the ABC1 category, as international travel was more expensive at the time). It was distributed on TV by the government to target a wide audience, in order to show as many people as possible who were at risk of the danger of rabies, they were sold to TV stations or distributed via diplomatic networks globally. The entertaining animation, the hands and shapes changing from one thing to the other seamlessly, with narration over the top, provides a simple message to the audience while also connecting the logo, shapes (ie the shados dog) etc with rabies, making the message more effective. The promo is short, only 20 seconds long, so to appear on TV, where it has to be short to avoid boredom of the audience who will as a result not listen to the advert. Also, the small size means it can be distributed easily, being able to fit into a variety of mediums with ease.

3. Educate:

This video is educating the audience about technology and social media in education. It's an educative promo targetting potential and current learners, as they are the ones most likely to use the information supplied in their learning. It is distributed online, both on Youtube and via social media such as Facebook and Twitter, by its producers, as the people aware of them are likely to want to use the information. Both interviews (live action) and animation was used to provide visual information, for example providing images and text to inform the audience. The audio, narration, was used to provide context to the images - the images added to and augmented the info provided, not the other way round. the promo is 1 min 20 secs long, appropriate as its long enough to inform and provide enough info to get their point across, while still being short enough to be watcher easily, and also provides just enough info to make the audience want to pursue the subject on their website etc.

4. Promote/advertise:

This promotional video's purpose is to advertise to the potential customers the perks of using their shop. The target audience of this promo are young-middle aged ABC1 people, as they are more likely to use the services of a shop like Staples compared to other demographics, and so they are encouraged to use this shop as to other competitors. It is mainly distributed on local TV and radiom broadcast, as although its a large brand the advert is specific to the store in a localised area. It would appear in advert breaks for local stations, such as local news channels, to appear to an appropriate audience (geodemographics). The realistic visuals, showing production of products in the shop, adds to the realistic message, with local people narrating and being interviewed to add to the theme.