LO1: Understand the purpose of audio-visual promos resubmission.

P1- Explain the structure of identifies audio-visual promos for different purposes.
M1- Analyse the different approaches used in the identified promos.
D1- Compare and contrast the messaging within these identified promos.

The first type of audio-visual promo that I am going to look at is film trailers. Film trailers are created in order to promote an upcoming film, to encourage the audience to watch the film. Film trailers usually include the main characters, an outline of part of the plot, and one-liners that are made to encourage the target audience to watch the film.

One example of a film trailer is 'Jurassic World: Fallen Kingdom'; a film trailer for an action triller. Some important conventions of trailers including a voiceover that relates to the images on the screen, title screens with the film logo as well as more specific conventions to the genre like dramatic, significant music. The use of the drums beating and then increasing in tempo signifies how the action in this film will be tense as it mimics the heartbeat of the audience whilst they will be watching the film. The use of quickly cut action sequences makes the audience excited about the short snippets they see in the trailer as well as leaving them with questions about the short clips they have seen. These next few shots are particularly well placed for encouraging the audience to come and watch the film. In action genre film, the plot is usually based around the main protagonist and his goals that he is trying to accomplish. Right from the start of the trailer, the main protagonist's goal is easily seen "save the dinosaurs from an island that is about to explode". From the start of the trailer it is clear that in this film the dinosaurs are being represented as an endangered species that needs to be protected.

It can be seen as the dinosaurs are running away from the natural disaster that these animals will die if the protagonists don't help them. The reason for their demise being a natural disaster makes the dinosaurs the victims and therefore we sympathise with them. This changes who we see as to blame to the pain. The audience is forced to ask themselves whether the dinosaurs are the real antagonists of the film.  

The close-up of the protagonist looking incredibly intense out into the distance shows to the audience that firstly, this character is important in the film, and secondly that the film is going to have some intense moments in it.  

The low angle of this shot shows us that the erupting volcano is important and holds all the power. This tells the audience that the volcano is an important element of the film as the low angle makes the audience feel intimidated by its power. 

The use of explosions in the trailer show that the film is an action film. Explosions are a common theme in action films as they represent destruction and danger, common entities in action thrillers. The explosion reminds the audience that the characters are in danger which helps the audience emotionally invest in the characters and the film. 

Another example for a film trailer is 'Christopher Robin' which is a nostalgic adventure comedy. Important features include a a voiceover relating to the snippets of the film shown, similar to the Jurassic World trailer. As well this, it has title scenes (re)introducing the characters and telling the audience when the film is likely to be in cinemas. The trailer uses phrases like "The most beloved characters of all time" to encourage the audience to watch the film as they are reminded of its large fanbase and their childhood. The use of powerful music in a major key emphasises the nostalgic selling point of the film as its positive nature reminds the audience of their happy memorises. The film being a hybrid of two genres creates a unique situation that is found in most adventure comedies, including this one, where characters adventure to somewhere new to them. In this instance the inhabitants of the 100-Acre-Wood travel to London to find Christopher Robin. This creates lots of lighthearted comedy as London is very different from the 100-Acre-Wood and the etiquette is also different. In this film, adult men are represented as boring who have forgotten what it is like to be a child. This can be seen in the change of mannerisms between the dismissive adult Robin, to the Robin who interacts with Winnie-the-Pooh. He acts as if he is once more a child, and the lightheartedness stays with him from the encounter onwards throughout the rest of the film.   The use of the pathetic fallacy of the rain at the start of the trailer sets up the character arc for Christopher Robin. In this genre of film, the adult protagonist usually learns a lesson about how they have forgotten the importance of family or fun. The use of the pathetic fallacy of the miserable London rain sets up the idea that the adult Christopher Robin has forgotten what is really important.

The use of this wide shot of Christopher Robin running off into the distance with a red balloon signifies that he will remember what he had forgotten which gives hope the the audience, it also a signifier to the original cartoon. 

Trailers are different from other audio-visual promos as they are advertising films or television programmes rather than music videos. Trailers are usually a couple minutes long which is the same as a music video, but different to idents. The main difference between a trailer and a music video (apart from the medium of film and television instead of music) is that a song will only have one music video, whereas a film can have multiple different trailers coming out at various stages of the marketing campaign, all for the same film.

Another type of audio-visual promo is a music video. A music video is created in order to promote a new song by the artist. It is important that the genre of the music video is the same genre to the song (or that the genres work together if they are different). One example of a music video is Galway Girl by Ed Sheeran. The song is a folk pop song and the music video is the same. As it is a music video, therefore trying to promote the song, it is a feature of all music videos that all the audio is the song. Sometimes the music video features the artist singing their song. In this video, the artist is only visually singing this song for a few seconds at the beginning. In this film, the whole things is really jolly, and the Irish people that Ed Sheeran meets are mostly all represented as being really fun and lovely people. In the video the couple go to at least two different pubs and are therefore also being represented as being alcohol obsessed.
https://www.youtube.com/watch?v=87gWaABqGYs

Some of the conventions the music video has is the inclusion of the celebrity Saoirse Ronan. Music videos often include famous people as it encourages the audience to watch the video because of the star appeal.

 Another convention of music videos is dancing because dancing is one of the most common things that is done to music. In this video lots of the dancing is Irish dancing or folk dancing to fit with the genre of the music video and song being folk.

In order to fit with the genre of the song and music video, the music video was filmed in Ireland in lots of places that fit with both the genre and the theme of the song. The song is about meeting a girl and all the things they did and places they went that created their "perfect night". Places they filmed in to fit the theme included pubs and bars, as well as the streets of Galway. 

They also included places included in the song. For example when he sings "she beat me at darts.." the people in the video are playing darts. 

 Another example of a music video is the song 'Take On Me' by A-HA. 

https://www.youtube.com/watch?v=djV11Xbc914

This genre of this music video is pop. The music video echoes the song through; mimicking its upbeat nature, being artistic like the song, and being dramatic. All the way through the music video, what is being said is reflected by what is happening on screen. Throughout the music video, the genre of 'pop' is presented through the artistic style of the combination of animation and real life shots. The genre can also be shown through the instruments shown during the instrumental. In the music video, comic books are not represented as being uncool or nerdy as they usually are, the characters are interesting and the protagonist is wearing a leather jacket which is usually associated with cool people. As well as this it is the women who is reading the comic book, usually is is always boys who are the people who are shown reading comics. 

During this bit of the music video, when the hand comes out of the comic book, the lyrics are saying "Take me on" this is representing the man offering the women a chance to come with him. When he says "take me on" he is asking for her to give him a chance. 

When he sends her to safety he is says "I'll be coming for you anyway" which shows that he is going to follow her, and not leave her. 

Here he is saying "take on me" which suggests that he will get into a fight with these guys. This is mimicked by the menacing looking racers who are threatening them with tools. 

Here the internal conflict of the character thrashing around on the walls is represented in the words "Take on me" in English innocently meaning 'give me a chance' and the meaning in the artist's mother tongue of Norwegian where it translates to "touch me". The conflict of the two different translations and meanings is being reflected in the internal conflict of the cartoon man becoming real.   

                   
The main differences between a music video and other types of audio-visual promos are that the music video's audio track will always be the audio of the song that the audio-visual product is advertising. Music videos can come in various different shapes and styles and isn't constricted to any one style other than to have the song as the audio-track. This is what makes it different from trailer and an ident as they both have to stay within the constrictions of that particular type, for example, trailers must have title cards, or idents must introduce the show that it preludes. 

The third type of audio-visual promo is an ident. Idents are used to introduce what program is up next on a particular channel. Idents are usually a few seconds long and are related to the program created in some way. For example the BBC2 idents all have a similar theme of being about the animated robot '2'. Sometimes the ident is related to the show. This can be exemplified when the '2' is putting up Christmas decorations when the program is for a Christmas special. Most idents have a voiceover explaining what show is coming up next. The narrator is usually amusing and pleasing to listen to. If I was forced to say what genre these idents are, I would say a comedy. They include comedic conventions such as amusing narration and the object of the ident (the robotic '2') is often put into comedic situations such as being bounced like a ball. This kind of stupidity can be seen as amusing and therefore comedic genre. In this ident, robots are being represented as curious and harmless, this could be seen as controversial as there is a lot of fear about artificial intelligence becoming superior to their creators.

Another example of an ident is the channel 4 idents. These idents also all have a voiceover explaining what shows are coming up next. However they also have other features in common, this creates a universal theme making any channel 4 ident recognisable. These common features includes a moving camera and random objects aligning to create a large '4'. Channel 4 shows lots of drama shows, to echo this, the idents are also from the drama genre. However specific ident echoes whatever show the narrator is talking about. For example, when 'Star Trek Enterprise' was the next show, the ident was alien themed.

Throughout all the audio-visual promos, the main idea is to promote the product. This is done in different ways depending on the different product, however the motive remains the same. Throughout the audio-visual promos that I have analysed, it is clear that the genre is the same as whatever the product it is promoting. The music videos and the film trailers are a short time of 2-3 minutes each, however the idents are only a few seconds long each. Despite the different lengths in time, the same purpose of promotion is created.