P1, M1, D1 - LO1 - Understand The Purpose of Audio Visual Promos

 Understand The Purpose of Audio-Visual Promos

MUSIC PROMO: INFORM, ENTERTAIN, SELL

Target Audience:

Age: 12 - 25

This is because the video is quite playful and youthful, as well as the members` ages are between the range.

Gender: Mostly female, but all

The group member are all girls, with the song sounding quite feminine and poppy as well.

Interest: K-POP, Coca-Cola

This is a collaboration of a K-POP group with Coca-Cola.

Location: Mainly Korea but global

This would be global since there are many K-Pop fans all over the world however it's mainly targeted in South Korea. Coca-Cola is global, since it is sold worldwide.

Ethnicity: All

Although the lyrics are in Korean and English, music has no language barrier, meaning anyone can listen to it.

The music video 'Zero by NewJeans is a collaboration with the company Coca-Cola, in the music platform 'Coke Studios'. The video promotes the catchy tune, which also helps promote the 'Coke Zero' product to the audience. NewJeans are a popular, emerging girl group, which fits in with Coke Studios` motive of boosting the growth of new artists to the world; with the help of popularising their products.

Code & Conventions:

In the video you can immediately see at the beginning that the logo "Coca-Cola Zero" is shown on a desk, with a sketchbook being placed down on top with the 'Coke Studios' logo as well. This clearly informs the viewers what the song is made for - in collaboration (synergy).

At around 00:13 we can see the song title 'Zero' displayed on the screen, and at 1:43 you can see a member picking out a bottle and can of the drink which shows that they are specifically promoting the 'Coke Zero'. The lyrics also take part as the chorus has a repetitive line of 'Coca-Cola Mashida' - which translates to 'Coca-Cola is tasty'.

Not only are they focusing on the advertising, they also heavily incorporate NewJean`s style of performance, with the fresh dancing and their classic nostalgic, mystical tone of the music video; successfully entertaining any new viewers and familiar fans.

At 1:02 we see a sudden pause to the pre-chorus, having the music video focus more on the narrative. Although it doesn`t explicitly link to the Coca-Cola advertising, it instead gives more focus towards how NewJean`s portray their music videos - symbolic and sentimental.

It then quickly changes back to the choreography, where the members are performing in a fun way, jumping around; emphasising how Coca-Cola is meant to be consumed around friends/family, as it is a fun drink.

At 1:25, and 1:27, there are editing techniques used to highlight the banging kick-drum in the instrumental - one being an upwards movement when a member waves their hand up; and two being general zoom-ins. This successfully creates more flair within the music video; keeping the audience entertained.

The lyrics in this music video aren`t solely focused on the 'Coke Zero', but rather about a boy crush. However, at 1:45, some of the lyrics could be perceived as describing the product; "But you got that super sweetness", "Liked you from the get-go", "'Zero' fear". 

The lyrics also connect with the narrative; as it is about each of the girls finding their way to the red door, and re-uniting with their member 'Haerin'. As they reach the door there are the lyrics singing, "I don`t ever want us to be apart" (seen at 2:15). This can refer to the boy crush, Haerin, and even the product itself in general. 

At 2:19, there is another cut-off with the song, as Haerin steps out of the red door and meets the girls, holding out a 'Coke Zero' can. As soon as the member 'Minji' grabs hold of it; fast-paced montage of scenes come forward for a few second, until it goes back to normal where 'Minji' is drinking the Coke; giving spotlight to the drink, reminding them of the purpose of this music video. 

Analysis:

The most effective convention going on in the music video would be the narrative. The whole cinematic storyline going on in the video keeps the audience engrossed, especially with the symbolism showing at times (the red door, the bus, etc). It begins with the members paired up together, apart from 'Haerin'. With 'Haerin', there are drawings on the wall, one containing a bus going into a tunnel, and a beach. She draws a red door on the beach drawing, and from then the members discover the red door manifesting everywhere; letting them know they need to go to the beach. They meet each other and go on the bus into a tunnel (from the drawing); meaning 'Haerin' planned for them to take this route. From then on, the girls reach the red door and finally unite with 'Haerin'; to which they then bond together and celebrate with fireworks. The unique span of events fascinates the viewers as they piece the narrative together.

The narrative compared to the technical features are quite contrasting. As when the narrative would be in focus, there`s quite dramatic editing - with slow-mos, flashes, montages, and more. Whereas when the choreography scenes come in, there is little, apparent editing displayed; apart from the zoom-ins which are a little more than subtle. The gracefulness of the narrative is what makes the music video so impactful, with the pausing of the music for the extra scenes and the use of 

FILM PROMO: INFORM, ENTERTAIN, SELL

Target Audience:

Age: 18 - 25

This is because the film has gore, violent imagery, swearing, sexual imagery; which is not appropriate for under 18`s.

Gender: All

There is no specific detail that shows it is limited to a certain gender; as there are both males

Interest: Folk horror, thriller, Sweden culture

This is because of the violent imagery and supernatural behaviour.

Location: Global

It is global since there is dubbed and subbed of the film.

Ethnicity: All but mainly Swedish

Any ethnicity is suitable since there are many characters which has different ethnicities and different backgrounds, but the film is based off of Sweden and its culture.

 

This trailer informs the viewers/fans of Ari Aster a sneak peek into what`s to come in the folk horror movie 'MIDSOMMAR'. It talks about the main character 'Dani' who is grieving from family loss, so to heal she goes joins her boyfriend and his friend group to Sweden, to participate and celebrate the festival 'MIDSOMMAR'. As the week goes by, they begin to experience strange rituals, betrayal and more. 

This twisted trailer shares a lot of symbolism and culture, entertaining the audience to be able to create theories and speculations as the film is made the way it has been created, which helps it trend for others to see. 

Codes & Conventions:

We can see in the beginning of the trailer, around 00:34 that Dani is grieving through family loss, signalling how vulnerable she is going to be throughout the film, as well as letting the audience know how she could easily fall into the dangers of Midsommar. At 00:40 we see a flawless transition from the house bathroom to an airplane bathroom; emphasising the endless trauma Dani is going through.

 From 1:00 onwards, we begin to see the colour white worn on the Swedish villagers. The colour white is associated with rebirth, and innocence - one that the people are feigning towards the new visitors. One could say they wear the colour to reinforce white supremacy; seeing as the villagers` races are all white. This effectively brings the audience on edge, waiting to see what twisted events lie ahead.

From 2:00 onwards, we begin to notice more cult-like practices/behaviour being shown; showing each of the characters being tricked, emotionally manipulated, and brought to their deaths. 

Analysis:

What makes the trailer so effective in promoting the film, is the constant emphasis of innocence and symbolism portrayed, which is quite disturbing. With the in-between scenes of text giving information on the film, we see at 1:15, it indicates how the film releases this summer (which would be quite unusual for a horror film to come out as it`s usually Halloween for most). Compellingly, this specific season to release the film brings the audience to feel as if they are within the film as well - as it is also based in the summer. The message of this film as a whole is the journey of emotionally healing through past traumas. This is effectively ensured in the view of Dani, the main character. Although this film is about healing; it is certainly not a healthy way of healing. 

TV PROMO: INFORM, EDUCATE, ENTERTAIN, SELL

Target Audience:

Age: 15 - 25

This is because the drama has bullying, suicide, violent imagery, sexual assault which cannot be shown to younger age.

Gender: All

Anyone can watch this drama, but the cast are mainly male, which might attract males more.

Interest: Military service, Korea, thriller

Location: Mainly Korea but global

This would be global since there are many K-drama fans all over the world however it's mainly targeted in South Korea.

Ethnicity: Mainly Korean, but all

Although the original language is in Korean, here is multiple languages for subbing and dubbing which caters to global audiences. 

This K-drama 'D.P' is a thrilling yet comedic series, adapted from a webtoon, portraying the mistreatment in the mandatory Korean military service, as well as deserter cases; which educates the viewers to know the truth and the reality of the military service. This is shown at 00:05, when the main character gets hit on the head, as well as from 00:10 to 00:13; we see a series of scenes showing violence towards soldiers. 

The trailer informs the viewers about the up-coming drama, attracting k-drama lovers and newcomers to indulge in the series. Due to the K-drama being part of Netflix, they are effectively selling the product.

Codes & Conventions:

The trailer begins straight-forward and serious, with the main character "Ahn Jun-Ho" introducing himself with soldier etiquette to his senior. This gives the audience an idea on who the main character is and how he will deal with the struggles of military service.

At 00:18 to 00:23, we see a contrast in two scenes, the first showing a deserter soldier looking to attempt suicide at a train station; to a scene where another character "Han Ho-Yul" is shown greeting the city 'Busan'. This contrast is intentionally used to bring a lighter mood towards the drama, showcasing it can also have a comedic side and also be 'sunshine and rainbows'. 

Multiple times, "D.P", "DESERTER PURSUIT" are constantly displayed throughout the trailer, whether it`s within dialogue, or in-between scenes; this reminds the audience what sector of the military the drama will be focused on, as well as giving them an idea on the adventures Jun-Ho will go through.

The jump-cuts between the thrilling scenes successfully excites the audience; in addition to emphasise towards the characters, as they have evidently gone through traumatic events. This can be supported with the final dialogue heard, speaking for all the deserters, "If he weren`t drafted, he wouldn`t have had to be a deserter". 

Analysis:

The portrayal of D.P in the trailer helps the audience understand the awareness of the struggles that surface to them. From 00:04 to 00:13, we see the violent imagery displayed, which shows a preview of the military service that will be explained further in the series. At 00:16, we see a backpack being dropped to the ground; signifying that there will be lots of travelling in different locations. Justice can be served for the deserted officers; as Jun-Ho and Ho-Yul go on countless missions to bring back said officers; discovering each of their backstories and what triggered them to make such a detrimental choice in the first place. The duo of Jun-Ho and Ho-Yul balance each other out as Jun-Ho is quite tense and serious; whereas, Ho-Yul is more comedic and loose with his behaviour, but still takes his job seriously. The dialogue, "If he weren`t drafted, he wouldn`t have to go AWOL"; emphasises the significance of the well-being of soldiers; and successfully reinforces the whole purpose of this series - the consequences of mistreating the innocent for your own personal gain.

GAME PROMO: INFORM, ENTERTAIN, SELL

Target Audience:

Age: 12 - 25

This is because the game contains slight violent imagery, horror and mild language, so players aged over 12 are appropriate to purchase and play the game.

Gender: All

Anyone can play the game, the main player is in first person so it doesn`t specify what gender they are.

Interest: FNAF franchise, horror, indie game

Location: Global

This would be global since there are many global fans, and the game doesn`t mention a specific location for the pizzeria.

Ethnicity: All

There is no sign of a specific ethnicity in the game.

This teaser shows the game franchise 'Five Nights at Freddy`s', where there is a new part of the series called 'Sister Location'. The beginning of the trailer shows quick sneak peeks of the past games in order, with the words "Fear, panic, dread, terror" said between the scenes. This invokes an exciting reaction to the familiar viewers, giving them nostalgia from the flashbacks, leaving them to be surprised by the different style of the newest game. 

Codes & Conventions:

From 00:28 to 00:56 there are glimpses of the new animatronics before showing the full view (shown at 1:00). The trailer tells the viewers (1:28) when the game will be released which emphasises the selling of the product. 

When showcasing the new animatronics, the text in the in-between cuts are glitching and warping; successfully conveying the hidden chaos that lies beneath the supposed calm exterior of the robots.

The slow build of spotlights inching towards the main star "Circus Baby" signify to the audience of her significance to the new game; leading them to create theories that will spread to the public, fortunately giving more recognition towards the game and its release as it trends.

The music towards the end gives a chilling tone to the audience, reinforcing the horror and suspense; especially with the sudden bang of the deeper notes at 1:26; as Circus Baby jump-scares the viewers. 

Analysis:

The use of presenting various flashbacks to the old games in the trailer signifies how the storyline of the franchise is going to continue, leaving fans to pick up the pieces of what is happening next. The clips are also used to re-instil the thrill that the audience familiarly experienced with the earlier releases. With the location being underground, this emphasises the horror aspect of the game, giving the audience an eerie location and idea of where more secrets may unfold. At 00:49, we see the text "Anger is restless" appear on the screen which stresses onto the narrative of the game; where the souls of the children trapped inside the animatronics are hungry for vengeance. 

ANIMATION PROMO: INFORM, ENTERTAIN, SELL

Target Audience:

Age: 12 - 25

This is because the game contains slight violent imagery, mild language, so parental supervision is advised when watching the film.

Gender: Mostly female, but all

Anyone can watch the film, but as the main character is a little girl, females may be more drawn to watch this.

Interest: Anime, Studio Ghibli, Japanese culture, supernatural

Location: Mainly Japan, but global

This is a Japanese film, therefore people of that ethnicity will be more interested to watch the film; however Studio Ghibli has gained worldwide attention, so others around the world will watch it as well.

Ethnicity: Mainly Japanese, but all

Although the film is based in Japan, anyone can watch it as there are multiple subbed and dubbed languages.

Spirited Away is a Japanese animated film and this trailer teases the chaoticness and supernatural, cultural aspects of the film. The trailer starts off quite fast-paced, showcasing the main character`s ("Chihiro") bewilderedness as she unknowingly steps into a new world, oblivious to what will occur later on; thus entertaining the audience to become curious. 

This informs the audience of how unusual the animation is to new eyes; However, fans of Studio Ghibli`s works are familiar with the fantasy, symbolic works that have been released. This helps sell the product more as fans will spread the word about the film and let others see the uniqueness.

Codes & Conventions:

At 00:31 we see a supernatural element of the film first introduced to audience, with the character`s ("Haku") abilities; as well as the shadow spirits being shown after as Chihiro tries to go back home.

The strange details of the animation are easily redeemed with the beautiful aesthetic expressed in scenes - shown at 00:50. This appeals to the audience as new viewers will become captivated by the art that Hayao Miyazaki brings to life.

At 1:25 and 1:35, there are sequences of in-between cuts, showing the words "Courage", and "Loyalty". This clearly depicts the symbolism that is upheld in the film. The audience will be moved by this detail as what looks like a kids film cuts more deeper than that.

Analysis:

The message of Spirited Away is to encourage the audience to face their fears head-on and to never succumb to greed when facing a struggle. As Chihiro struggles in being the only human in the other-world, and facing an obstacle ('No-Face'); we see how she battles loneliness, fear, greed; with her selflessness, courage, and loyalty. We can explicitly see these moments at 00:41, 1:21, 1:29, 1:38. The background music sounds quite heroic and orchestral; giving a strong response to the audience for them to feel the tone of animation. The audience would think that with such an art style, the film would be more innocent and more suitable for younger years; however the deeper messages, symbolism and slightly mature imagery shown tell otherwise. Nevertheless, the supernatural element of the film really brings together imagination/fantasy with a touch of realism.

TV IDENT: INFORM, ENTERTAIN

Target Audience:

Age: 0 - 7

This is because the channel is specifically aimed for quite young kids, with tv programmes that are playful and childish.

Gender: All

There is no sign of any specific gender in the Ident.

Interest: Children, learning, fun

Location: UK

This channel is only available in the UK, therefore those who live in the UK can watch this.

Ethnicity: All

There is no sign of a specific ethnicity in the game.

This TV Ident is for CBeebies. It shows the iconic CBeebies blob characters playing in the snow with pine trees in the background and Christmas music; informing everyone that this Ident is Christmas-themed. It entertains the children who may be watching, reminding them of the fun holiday and how playful one can be. 
At the end, there is a voiceover of kids chanting "CBeebies", while the logo of the channel and "BBC" appear at the center. Effectively, this informs the viewers that there will be a show coming up next.

Code & Conventions:

In the ident there are lots of sound effects used to fill in the space of the characters playing with each other. this helps the audience enjoy the playful, silly sounds more. 

The lively fun of the blobs throwing snow at each other, helps encourage the viewers to become active as well. As the audience are young kids, they are easily influenced by the activity shown; especially when the snow thrown at two blobs cause them to become a snowman (at around 00:08). These are creative ways to stimulate a positive reaction from the audience; to become curious and elevated.

Analysis:

The playfulness and holiday theme of the ident helps share what the channel represents to the audience. They are inclusive and celebrate holidays dearest to others. Especially with some part of the audience not able to celebrate Christmas (religious reasons, etc); the ident takes account of this by not having the full focus being on the specific holiday (only by sharing Christmas-themed music and pine trees); but by focusing on the stereotypical winter weather and the kids playing. This effectively keeps the audience from all backgrounds, able to relate and enjoy the ident freely. 

CONCLUDING PARAGRAPH:

Out of all the audio-visual promos I have analysed and went through, I feel that the film promo is the most effective. Throughout the trailer of Midsommar, there has been captures of symbolism and various conventions that cater to the audience. The message comes quite clear as the imperfect journey to healing is constantly reminded in the trailer; where the main character is seen suffering from time to time because of trauma and grief. The purpose of the film trailer is to not spoil too much, but also intrigue the viewers with enough evidence into what is going to occur in the film; with the unique cult concept. The trailer successfully grasps the audience`s attention and manipulates their emotions to empathise and feel misery, as Dani does.

However, I find the game promo (Sister Location) quite ineffective to the audience. As this trailer tends to more familiar fans, it would cause newcomers to become quite confused; and feel the need to have to consume the earlier games before taking part in this new release, even though it`s not necessary. There could`ve been more detailed scenes/editing to make the trailer more effective and attractive; as this one could`ve focused more on the gameplay instead of having a whole minute dedicated to gradually showcasing the animatronics. Although this trailer may catch the eyes of fans who are familiar with this franchise, it should`ve provided more for viewers who are not familiar; therefore increasing newcomers, and more of the audience become fans and consumers to the game as a whole.

Overall, both trailers did well to catch the audience`s attention in their own special way; both catering to their own kind of audience. However, I believe the best, most effective audio-visual promo is the film promo 'Midsommar' by Ari Aster.