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.