P1: Explain the structure of identified audio-visual promos for different purposes
Music Video Example: 'All Time Low' by John Bellion The first audio-visual promo I looked at was a music video. I looked at 'All Time Low' by John Bellion. On first glance one would assume it to be a performance video because it is footage of him doing a show. However, only seconds into the video it becomes apparent that it is actually a concept music promo. The theme definitely conveys a sense of togetherness- even when you are at an ‘all time low’ there are always people around supporting you and what you are doing. The video seems to have a very simple structure of a beginning, middle and end. The video shows the journey of him performing, arriving at the venue, then performing, and then closing his performance with his fans cheering. The purpose of the video is to entertain and inform the audience by showing them how fun his concerts are and what they look like. It also shows the audience a sense of togetherness, so it could be interpreted as trying to teach a lesson on how we should enjoy one another’s company and just be happy around each other. The producers have used sound to create a sense of euphoria, creating a dream like atmosphere- giving off a feel good emotion to the audience. Lighting is kept reasonably simple, however this adds to the feeling that the sound creates. A few simple spotlights create a very dynamic feeling- it’s quite magical. The overall mise-en-scene creates (as we’ve) said before, a very euphoric atmosphere, and a general feel good emotion resonates due to all of the aspects working together. The editing is amazing in this video, for example there are a few shots that appear to be stills, the audience in the background, and John Bellion is the focal point. It makes it seem as if time has time as stopped, which once again adds to the magical feel of the song and video together. The overall message of the video is to let go and have fun.
Film Trailer Example: 'I Daniel Blake' (2016)
Straight away, the first thing that appears in this trailer, is an acknowledgement that this film has won an award at the Cannes Film Festival. This is a key element in regards to the structure, as by doing this it automatically raises the expectations of the audience, leading them to believe it will be a good film- thus they are more likely to think the film is great due to this preconception. After this, logos of the production teams and collaborators involved in the creation of the film come up on the screen; such as BFI and BBC Films. Both of which are huge widely known companies, which will impress the audience to know that they are the creators of this film.
When the actual film content starts, we know instantly that it is about employment and the benefit system, as Blake is being medically assessed to see if he is fit for work, or allegeable for benefits. This is very cleverly structured as the audience are made aware exactly of what the film is about within the first few seconds. Therefore they know exactly what to expect.
Advert example: Evian 'On your body'
The very first thing seen in this ad is the brand logo, instantly familiarising the audience and gaining their trust as they're watching a very well known, and trusted brand. Then follows some dialogue, "Let's observe the effects of Evian on your body"- this immediately entices the audience as they want to see these effects for themselves. The whole ad consists of shots of babies on roller-skates, mixed with flashes of factual info about the Evian water, which obviously informs the audience. I really don't see a specific target audience for the ad, as it is fun and entertaining for everyone and the narrative is very easy to understand. There is nothing offensive or explicit and so it is suitable for all ages, thus having a very wide audience. Like all adverts, the main purpose of this ad, is to sell the product. In order to do this they have (as I mentioned previously) screens flashing between the videography, educating us as the audience on the product. An example being: "Naturally pure and mineral balanced water supports your body’s youth". An added purposes of this ad is to also entertain, the CGI of babies skating is so funny and entertaining , and y doing this it gets everyone talking about the campaign.