Baby driver is a 2017 crime film directed by Edgar White, produced by Working Title Films, Big talk productions and Media Rights Capital. The intention of the promotional video is to make viewers aware of the upcoming film, this is aided along by the production company being well aware of conventions which are desirable to fans of this genre .The baby driver promo video holds many conventions of the crime/action genre, some of these are more obvious than others such as transitions which help us follow the fast paced storyline - there are many hard cuts within the trailer which indicate a changing of scene which shows the different elements to the film itself. There are also many tracking and panning shots throughout which connote action and the ever unfolding events, these will be seen in other film trailers of the same genre and will be noticed by fans. The storyline follows a young man (baby) who as a result of a car accident at a young age suffers from tinnitus and as a way of coping listens to music, as a result of this producers of this promotional video have used non digetic music to mimic what the character in the film would be hearing by playing this non digetic sounds behind dialogue for example. Things as simple as use of actors has made this trailer recognisable as part of the genre in particular how costumes have been used for example sunglasses to hide identity. In addition to this , there are transitions to graphics which have the names of the actors/actress' which in the background have sketches of props which hold connotations to the film such as a pair of sunglasses, tapes and records as the majority of the film focusses around music.
In this trailer Mise en Scene is used to convey meaning and draw in fans of the genre, the film although primarily crime has some romantic elements - in these sections we see a shift in lighting from low key to high key to connote happiness and romance as shown in the screenshots from the trailer itself. In scenes containing explicit crime, the lighting changes to 
The narrative of the film in some ways challenges conventions of the stereotypical crime/action film genre as the main character is intending to leave the lifestyle for a relationship with another character, in addition to this there is also a back story to the film which is quite emotional as to where the main character 'Baby' is involved in a car accident which leaves him permanently impaired. Stereotypically the lead character in this genre would be a Violent, Loud and potentially dangerous person , however here we have a young talented man who wants to escape a life of crime (which he only became involved with to deal with grief).
A trailer is the most effective way to advertise a film such as baby driver as it will reach a mass audience in a short period of time, honing in on those who are fans of the genre by using a variety of conventions but also by showing them something they haven't seen before (romance/action/crime). A trailer of this type can be advertised across multiple platforms and could potentially appeal to anybody over the age of 15 , the majority of the advertisement for this film was done across the social media platforms such as FACEBOOK , TWITTER & YOUTUBE as this is the most effective way to appeal to the younger demographic . The way this trailer has been distributed is different in comparison to say Adobe's online software tutorial as they are targeting completely different audiences - Adobe are aiming to appeal to a niche target audience of people with advanced knowledge of their softwares therefore have only published on web - this requires the end user to be capable of knowing what they are looking for and using the correct terminology to find it.
Film trailer 2
This promo is for Disney's Moana which came out in december of 2016, this film is aimed toward 3-10 year old children and this is reflected in the way the promo is constructed. Editing techniques such as fade to black and dissolves show passing of time and allow children to stay interested what with short attention spans - this also shows the passing of time which gives insight into how the film progresses through the life of the main character. This trailer was produced by Walt Disney animation Studios to promote the upcoming release of the childrens film and has been created as to appeal directly to the young target audience. From the opening scenes of the promo, bright colours and narration are seen/heard which will draw the attention of those watching - the explaination of events throughout the promo helps promote the storyline, into the video they also incorporate insert shots saying 'from the makers of Frozen and Zootopia' , using the logos for these two big films will further help the trailer appeal to both children and their families due to the reputable nature of the other two productions.
The purpose of this trailer is to entice a young target audience to come and see the film, by targetting the child directly rather than the parent, the advertisment relies on pester power which as stated before will be fulled by the fact that there are other known productions by this company which have become a global success.
Moana is BBFC rated PG which is reflected in the trailer showing only mild threat and minimal 'scary' scenes, throughout the trailer this is inferred upon when looking at the lighting used in the animation which shows the narrative form of events - from the beginning where there is a sense of disequilibrium there are darker scenes showing the protagonist whereas toward the end where there seems to be a restoration of order , bright colours return and high key lighting is used. This shows the audience how the story progresses and again shows relevance to age rating what with the inferance of some darker scenes.
This trailer plays the correct part into fitting into the childrens film genre by following some of the codes and conventions we expect to see, the majority of film trailers from this genre show the narrative in a way which is easily understood by a young audience (3-10) which is demonstrated in this one with the use of a narrator. In addition to this the music which is played behind the trailer suggests this idea of adventure which will be recognised by the audience.
A trailer is the most effective way of reaching the young demographic this film is aimed at due to the exposure they will get to it through television - Most families have a television set which comes with a variety of channels , should those include SKY or DISNEY channels, the child has more exposure due to the fact these broadcasting outlets are linked to the production. In addition to this, should a child be taken to watch a film in the cinema, it is likely that this advertisement would show up alongside the film they intended to see - this creates a form of cycle as to where a child watches a film and then becomes enlightened to the next one which is predicted to be popular with the same age/gender/demographic. The trailer will not only have been broadcasted on TV and Cinema, but also online which makes it susceptible to exposure for parents who may be interested in showing this to their child or sharing it with other parents via social networking sites- this will be done to compliment the other ways o advertising the film as to ensure maximum exposure. In comparison to this, Baby Driver , although still a film trailer was heavily marketed on social media rather than TV because of the rating it has been given through the BBFC - those old enough to have social networking sites legally are likely to be old enough to watch the film in cinemas and showing the trailer online is the most effective way of reaching them. Millions of people worldwide now have social networking profiles and sponsored adverts are one of the most prolific appearances on our timelines, these sponsored adverts are only displayed to people who are; Of the right age, following pages of other similar films and have friends who have liked the page (mutual interests).
The purpose of this trailer is to entice a young target audience to come and see the film, by targetting the child directly rather than the parent, the advertisment relies on pester power which as stated before will be fulled by the fact that there are other known productions by this company which have become a global success.
Moana is BBFC rated PG which is reflected in the trailer showing only mild threat and minimal 'scary' scenes, throughout the trailer this is inferred upon when looking at the lighting used in the animation which shows the narrative form of events - from the beginning where there is a sense of disequilibrium there are darker scenes showing the protagonist whereas toward the end where there seems to be a restoration of order , bright colours return and high key lighting is used. This shows the audience how the story progresses and again shows relevance to age rating what with the inferance of some darker scenes.
This trailer plays the correct part into fitting into the childrens film genre by following some of the codes and conventions we expect to see, the majority of film trailers from this genre show the narrative in a way which is easily understood by a young audience (3-10) which is demonstrated in this one with the use of a narrator. In addition to this the music which is played behind the trailer suggests this idea of adventure which will be recognised by the audience.
A trailer is the most effective way of reaching the young demographic this film is aimed at due to the exposure they will get to it through television - Most families have a television set which comes with a variety of channels , should those include SKY or DISNEY channels, the child has more exposure due to the fact these broadcasting outlets are linked to the production. In addition to this, should a child be taken to watch a film in the cinema, it is likely that this advertisement would show up alongside the film they intended to see - this creates a form of cycle as to where a child watches a film and then becomes enlightened to the next one which is predicted to be popular with the same age/gender/demographic. The trailer will not only have been broadcasted on TV and Cinema, but also online which makes it susceptible to exposure for parents who may be interested in showing this to their child or sharing it with other parents via social networking sites- this will be done to compliment the other ways o advertising the film as to ensure maximum exposure. In comparison to this, Baby Driver , although still a film trailer was heavily marketed on social media rather than TV because of the rating it has been given through the BBFC - those old enough to have social networking sites legally are likely to be old enough to watch the film in cinemas and showing the trailer online is the most effective way of reaching them. Millions of people worldwide now have social networking profiles and sponsored adverts are one of the most prolific appearances on our timelines, these sponsored adverts are only displayed to people who are; Of the right age, following pages of other similar films and have friends who have liked the page (mutual interests).
The name of the production company is incorporated into the video alongside the music which is coordinated, this reinforces the professionals that have created the clip and the importance of the artists when their names are projected into the video. Women in this music video do not have any vocal presence and are simply there to be seen, the fact they are dressed in little clothing is reflective of the genre and will appeal to the young male audience and could provide an ideal self for younger girls (wrongly) as they are desired by the males in the video. The song itself features many degrading terms which reinforce this idea of patriarchy. Mise en scene is used throughout the video to connote the luxury lifestyles that the artists are living, for example within the opening scene of the music video 'Beats' headphones have been used as a prop (product placement) which are seen to be quite a luxury brand due to the price which they retail for - this is also supported with the costumes the singers are wearing when brands such as nike and supreme are regularly appearing and the men in the video are clad in gold jewellery . The reason behind these choices in brands / costumes are to tell the audience that this is the lifestyle that comes alongside Hip-Hop music - Because Justin Bieber is a part of the collaboration there will be a high following of 16-24 year olds as generically this is the age group that would follow his music, by using these props and costumes the artists are showing younger people what life is like as a star - this in turn provides a ideal self/ partner which motivates this idea of money making and fame.
In some parts of the video, the music which relates can be seen as non diegetic sound as although the artists appear to be dancing- although at that moment they are not singing, the men are performing for the female characters within the video. The majority of the dancing done in the video is from the women who are heavily sexualised throughout, camera work suggests this objectification as we often see shots of women from behind rather than their faces, wearing little at all. All the men for the majority of the time asides from Justin Bieber are fully clothed, the women however are shown wearing small amounts of clothing or swimsuits and provide no vocal input for the entirety of the video - John Burger (1972) suggested a theory where men act (or sing in this case) and women appear which is exactly what we see within this music video - from this we can infer the women dancing in the video are there solely to attract a young male audience who aspire to be like the stars within the video and to give girls the impression that famous males find this type of woman attractive again relating to this ideal self/partner theory.
This music video was created with the intention of appealing to a young adult audience (16-24) which justifies the use of Mise en scene and characters throughout the production. Although there will be a clean version of the original song, the music video is uncensored therefore only really appropriate for those it is aimed at. To ensure the video is appropriate former watershed viewing on music TV, the producers of the video have ensured that there is no nudity which can be explicitly recognised by children - however the acting gestures which are explicitly promiscuous are identifiable by those old enough (16-24 year old males) to understand but not to those who are not. All sexual inferences are implied. A promotional video such as this targets a mass audience of young music lovers all over the world, it is expected that at some point you will have heard the song 'I'M THE ONE' given that it has been a number one record across the globe for numerous weeks - this form of media shows the stars which is what the young 16-24 year old demographic want to see, it also provides as said before uses and gratifications, in particular personal relationships/understanding as before. In comparison to this, the Adobe editing tutorial which promotes the use of its editing software PhotoShop, targets a niche audience through using specific photographic terms such as 'Double Exposure' and shows detailed sections of the editing software which makes it apparent that it is for those who understand image manipulation - Because the promo Is educational, the creators of it have taken the approach to make it short and snappy, this will encourage the viewer to intake the step by step information they are being given and limits the chance of them forgetting. This technique is also used amongst promotions aimed at children as they have short attention spans , this is shown clearly in the 'Moana' trailer what with the fast paced editing and short running time.
This music video from Beyonce relies upon the fact that the viewer already knows who she is by not including titles of her name, this plays to the idea that she is a strong, independent female which is continued throughout the clip. In the beginning of the music video there is non diegetic narration from Beyonce explaining how she adapted herself to appear more desirable to her husband, the actual video featuring the song 'Hold Up' is a form of realisation where she realises that there is nobody better than her which supplements her dominance and violence which wouldn't be stereotypically expected of a female. In contrast to the DJ Khaled video, there is a strong female presence in this video and few males - this helps with the idea of a matriarchal society.
The tracking shots show the importance of the artist and connotes power as the majority of shots are of a lower angle and have a shallow depth of field so she is constantly in focus - as part of this Mise en scene is used to support such as with the usage of costumes. Yellow has connotations of both happy and warning and in this case is reflective of the dangerous behaviour exhibited by the main star , props such as the bat are used to exentuate this and work alongside costumes to create meaning. At the beginning of the video there is an inserted section which gives depth to the storyline for the lyrics - this is shot in low key lighting which works well with the idea of repentance she is talking about within this short intro. This is done to contrast against the main song which shows the rise after the fall of the artists emotions , again this helps to show the feminist nature of the video. Once more costumes are used to support this as the material billows behind her which connotes power yet serves as a warning presumably towards men. This music video perfectly encaptures the ideas set forth by Goodwin (1992) and follows conventions of the R'n'B genre, there is a strong relationship between the music and visuals throughout, especially when the bat comes down on cars and the fire hydrant the beat drops on the song which gives exaggeration to the movement.
Chanel NO5 https://www.youtube.com/watch?v=iBBeY6wSYDE
Looking at this particular Chanel No5 advert we can denote that its main target audience is women, of NRS grouping C-A due to the expensive nature in which it is portrayed - However having prior knowledge on the NO5 scent, this advert is for the sole purpose of broadening that target audience due to the perfume generally being favoured by the more mature woman (40+) this is attained by using the younger model that may be more related to by a younger women. Chanel is what is classed as a luxury brand therefore is attempting to appeal to those with a bigger disposable income to purchase the fragrance. The adverts key message is that in order to live an affluent lifestyle such as the women in the TV advert and print products, then you must begin by buying more expensive perfume. The entirety of the advert shows an idyllic world where the woman is desired and lives an extravagant lifestyle which is what stereotypically women want for themselves and for their families and it is denoted that should you buy Chanel - you too may be able to live this life as far fetched as it might seem realistically. At the forefront of this advertising campaign is essentially the idea that they want you to want this perfume and by using different techniques and giving the advert sex appeal they have engaged their audience.
The fragrance is endorsed by Gisele Bunchen , a fashion model whom fits the brand well - she appears on all of the different advertising platforms particularly the advert where she is seen living in this grand house and working as a model (again reinforcing this idea of an ideal life ) which no doubt isn't that much different from her own life. This gives the audience someone to associate the brand to and more importantly the fragrance which she advertises especially seen as Chanel have many different celebrity endorsements for each fragrance. To look more in depth at this, we can connote that by using the young attractive model, the brand is Appealing more to the younger woman as it gives the desire to be like that person and live the life that they do as generally such luxuries may not be as desirable to the older woman, to be specific the beach house where the model is shown running up the beach in a small swimsuit is probable to seem distasteful.
Unfortunately at this present time it is common for young women to find being abnormally thin attractive therefore by using a well presented model again with what is considered to be the perfect body type, the brand is enticing a larger group of people to the fragrance for the sake of being related to the stereotypes this advert portrays. Although less obvious this advert could also appeal to men due to the strong male presence in this advertisement what with the singer and husband/boyfriend that is seemingly attracted to the model. This directs men towards other fragrances the brand and serves as a form of cross advertising as the general message carries throughout the different campaign. The soundtrack that goes along with this advertisement gains support from other people that may not be acquainted with the brand as much due to fact of it being so popular. 'The One That I Want' denotes that by purchasing this scent you will become wanted or more desirable to the type of man in the advert whom is seen in the media to be 'perfect' hence why Chanel chose two very attractive people to be associated with the brand.
This advertisement is longer than usual with a more cinematic approach which could be linked to the potential target audience
Educate (e.g. online software tutorials)
The abode creative cloud promo shows how to create a double exposure using adobe software, it is aimed toward a 16-24 ABC1 demographic which an firstly afford the software and also people of school/college age as it is likely that at this age they would be in need of tutorials. This promo has been distributed on the web as to aptly target their audience of people wanting to learn to use such softwares as it is likely due to age that they would search on the internet. The audio and visuals work together in the sense that the viewer can follow along the on screen instructions and see how different editing techniques can be done so that they are able to do it themselves. There is no dialouge to the step by step guide as this allows the viewer to concentrate on the steps and see which tools are being used - this is done well as they are enlarged for easy viewing. The lengnth of the educational promo is 1 minute, this shows the person viewing that the 'How To' is simple - should this be a lengthy video viewers may loose interest and as a result miss steps. Other promotional videos of this type are likely to have the commentary behind to help the viewer understand the process' which are being undertaken to create the edit, however here Adobe have challenged that convention and have decided to leave it with music instead - this suggests to me that due to the specialist software, the production team of this short promo see the target audience for this to be niche therefore those who watch will already have knowledge of different tools and how to adapt them to assist the editing of the image.
This type of promotional material is the best approach for appealing to the 16-24 professional as it requires a degree of research before actually finding it, the target audience is niche as not everybody has access to this type of software nor would they understand the specific tool names or photographic techniques and where to find them within the software. This would be found potentially on the social networking pages of the Adobe team or under their FAQs section, however will be most common on Video streaming sites such as Youtube as this is generally the first place you would go to find a tutorial. The fast paced nature of the promo is suitable for the audience that it is aimed at as it relies upon them knowing how to navigate the software, it is this time frame which also makes it suitable for social network sharing. This type of video may be present on social networking sites due to specific interests which you declare when setting up your own personal page, for example should you 'Like' another one of Adobe's software pages for updates and tutorials - this may arise as a suggestion for you . This proves the niche nature of the educational promo as it requires you to have some form of contact with this type of hobby and or other promotional material of its kind beforehand.
This is a stark contrast to say the music video starring Beyonce, 'Hold up' as she as an artist targets a mass audience of not only present day teenagers but those who were teenagers in 1997 when Beyonce made her debut as part of Destiny's Child who at the time were extremely successful. Both Beyonce and Jay Z are well known within the music industry therefore this long awaited release attracted a lot of attention from 16-36 year old primarily female audience however also stretched to younger pre teens 12+ as Beyonce is seen to be a positive role model for this age group. A music video doesn't aim to attract a niche audience like the educational promo as the sole purpose is to draw attention to the artist, this is shown again within the cinematic way the music video has been filmed - This specific video is noticeable for reasons that differ to say the 'I'm The One' promo by DJ Khaled as it strongly features around feminist themes which brings focus to the artist, this is suggested within the Mise - en - Scene within the production such as Fire and Water which symbolise the elements (likens this woman to a god like force).
