Understanding Audio Visual Promos
Music Promo (Music Video) - Gorillaz El Manana Promo Video
Film Trailer - Once Upon a Time in Hollywood Official Trailer
Trailer for a TV Programme - The Last of Us HBO Teaser
Game/Animation Trailer - Deathloop Launch Trailer
TV Ident or Sting - ITV Café Ident
- Sell
- Educate
- Entertain
- Inform
Gorillaz El Manana Promo - (https://youtu.be/0s2aNlZXmcI?si=ju8RJWxFaPTLK3Vf)
This video was created to promote the upcoming song being released by Gorillaz named 'El Manana' to make people and pre-existing fans of Gorillaz aware of it; using their previous song 'Dirty Harry' in the background which fans will recognise whilst new people may become intrigued by the song and therefore, the new song being promoted. The video introduces the 'band members' to the audience through fast cuts, vibrant and flashing visuals within low-key lighting to connote the high energy but mature style of the band. The video educating new listeners about the band members, entertaining them via the quick cuts and backing track/incidental music, which informs the audience that Gorillaz are releasing a new song. These cuts are often cross cutting to each character in different locations at the same time in sync with the incidental music to signify the fast paced action and chaos which is conventional for music videos especially within the genre. That genre being alternative/indie/trip-hop; this is evident in the backing track. The target audience is teenagers 13-19; this is demonstrated by the characters shown in the video being of the same age range and the music the band plays/genre is something conventionally listened to/targeted for that age demographic. Both genders are appealed to by way of both male and female representations e.g. 2-D and Noodle whose casual but eccentric punk costumes signify the teenage demographic however, the main characters featured are predominantly men therefore, the promo is more likely to appeal to a male audience.
Once Upon a Time in Hollywood Trailer - (https://youtu.be/ELeMaP8EPAA?si=5uUxtQfuWLzTHeJB)
This trailer was made to promote and make audiences aware of the release of 'Once Upon a Time in Hollywood', this is done via showing the audience snippets of the film and a release window at the end of July 26th (2019). The trailer sells 'Once Upon a Time in Hollywood' by way of introducing the audience to the characters (and actors present) with an ensemble cast that are incredibly popular and have high reputations (Leonardo DiCaprio, Brad Pitt, Margot Robbie and Al Pacino), the director (Quentin Tarantino) is also advertised due to his high reputation. The film trailer denoting it's target demographic as 18-40 due to the cast within the film being of the same age range and the 60's contextual influence of the generation gap; this in conjunction with slight bad language to further denote the mature demographic. This including ABC1 background due to the costumes which include expensive suits and turtlenecks on the protagonist and other main characters. Both genders are represented by way of Margot Robbie and Leonardo DiCaprio however, the main target audience is males due to the main cast being primarily men. The trailer entertains the audience through the quick back and fourths between characters via shot-reverse-shot structures as the scenes cut at a fast pace in sync with the high tempo'd incidental (non-diegetic) soundtrack therefore, making it entertaining. The informative/educational aspect of the trailer relating to the context which the film is based off (the Charles Manson Murders) which the audience will learn about or interact to each other about due to the real word relation. These are conventional to the genre of drama due low angle shots of Brad Pitt punching people which is juxtaposed within a montage sequence of Leonardo DiCaprio's character (Rick) arguing with someone therefore, signifying confrontation. Additionally, audiences will find an ideal self (for females and younger audiences) via Margot Robbie and older audiences represented through Al Pacino. Additionally, the 60's influence is reflected through Margot Robbie's costume which represents Sharon Tate, evident in a turtleneck and mini-skirt (reflective of the zeitgeist of the 1960's). The audience can also be gratified through this by way of ideal self for female audiences. Audiences will also be reassured with Tarantino's iconic style of editing/shot types within the trailer such as Al Pacino mimicking firing a gun which cuts into Leonardo DiCaprio shooting a gun in a movie via montage.
The Last of Us HBO Season 1 Teaser - (https://youtu.be/EVyDWbsucRA?si=0H9ZOdj5OeapgxG3)
This is a teaser trailer which makes audiences aware of the series' existence: showing iconography that fans of The Last of Us game series will recognise such as the 'firefly' symbols, whilst intriguing newer audiences with recognizable actors in the current zeitgeist of A/V media like Pedro Pascal and Bella Ramsey (appealing to younger/teenage and older adult audiences of 15+ with both genders targeted by the male and female characters). This entertaining an audience via personal identity with characters that the audience can reflect an ideal self/partners onto. This furthered through younger (mainly female) audiences seeing ideal self in Ellie and older (male parents) seeing it in Joel. The series selling itself to the audience by way of the pre-established IP (The Last of Us), with the teaser engaging fans of the series; the teaser informing the audience that the series is releasing in 2023 on HBO Max. This also being the educational aspect of the teaser. The characters' costumes reflecting the audience in both ABC1 and C2DE via the (practical) worn, casual clothing. The conventions of action-adventure seen through the montage of Joel and Ellie venturing through the post-apocalyptic cities. This is in conjunction with the soundtrack which plays non-dietetically and syncs with the cuts in the montage; 'Alone and Forsaken' initially released in 1955 which therefore, gives appeal to an older demographic and signifies the disequilibrium/enigma due to its unorthodox placement in modern media.
ITV Café Ident - (https://youtu.be/3uqwlgUaFew?si=E6NdvvO9n9SWyqT4)
This Ident sells ITV to the audience by way of diverse representation which fills the PSB requirement to reflect Britain's diverse culture. This means that the various cultures around Britain will feel represented and therefore, watch ITV (this shown in the posters such as the Bollywood or a Japanese football ad) and this therefore, fitting the conventions for an ident. This entertains the audience by way of these posters being animated which makes the ad more visually interesting and captivating to the audience: as they're being informed that they are watching ITV1. The educational aspect being minute with that same representation, this furthered with a local business of 'Zeb's Café'. The target audience for this being the same as ITV1 with reality TV such as I'm a Celebrity Get Me Out of Here: 12-25, both genders being targeted and represented. Additionally, the ABC1 and C2DE audience is represented through men standing in a chip shop which doesn't signify the need for disposable income therefore, reflecting a C2DE audience and the similarity to what the viewer would do in real life, as the camera pans towards the posters.
Deathloop Launch Trailer - (https://youtu.be/8phmhAoxeIs?si=A0aH8OehrbQp62h4)
This trailer sells Deathloop to a teenage/adult 16-25+ audience with it's James Bond inspired backing track which syncs with the gameplay shown that features mature themes like death however, due to the game's art style, this death is in the vein of cartoon violence and can therefore, appeal to a slightly younger demographic. The trailer also informs and educates the audience that Deathloop is releasing onto PlayStation 5 (also selling PS5's) on September 14th 2021. The 18-25+ audience also verified by the characters which appear being of the same age range, both genders represented equally with the main characters of Colt and Julianna which are also POC's, allowing for representation and diversity, furthering the scale of audience. Additionally, this mature (18+ Pegi rating) audience can also be made evident by violent scenes such as a first person shot of a machete going into a person's head. This therefore, creates an ideal self for the audience; primarily evident in a low angle of Julianna to challenge female stereotypes through putting her in a position of power as she kills Colt. The non-diegetic music plays in sync with the cuts within the montage to create a fast pace with loud music to therefore, convey the conventions of the action genre. This is in conjunction with weapons like guns and manchettes to further create enigma and connote the action genre.
Comparison of Promotional Videos
Each trailer uses their own conventions of genre to create different messages which target different audiences; an example of this being the difference in how Deathloop entertains an audience compared to the ITV Café Ident which informs an audience instead. Deathloop's launch trailer entertains an audience through fast paced, high tempo, loud incidental music which syncs with the cuts within the montage as action scenes occur featuring violent imagery like guns and death to appeal to an older, mature audience and subsequently entertain them by appealing to them. However, the ITV ident informs an audience through its representations of the UK and its culture through its visual effects/editing techniques which convey the different cultures of Britain such as POC and Eastern culture in the posters. This being furthered via verisimilitude in a grounded café setting in the UK that audiences will be able to relate to, compared to the fictional setting in Deathloop. Furthermore, Deathloop succeeds in being a method for escapism in its detachment to reality compared to the ident and a series such as The Last of Us (teaser trailer) which base themselves in reality and therefore, can't offer the same escapism which the Deathloop trailer does. A similarity between all these products however, would be their ideal selves seen in their representations of the audience, the UK audience in the posters of the ident and location, challenging of stereotypes in the protagonist and antagonist as POC in Deathloop and Joel and Ellie with older male and younger female audiences with a realistic parent and child relationship. This therefore, entertains the audience and makes them successful in doing so despite others like Deathloop doing it more successfully than others such as the ident. The Last of Us is more effective in educating/informing an audience however due to it's realistic representations of people in a more mature setting which uses verisimilitude of realistic urban set pieces in ruin within low-key lighting to signify the genre of horror/thriller which appeals to a mature audience that The Last of Us is successful in entertaining their selected audience through this. This is also a different approach to entertaining the same age demographic as Deathloop in which both are effective at entertaining their audiences but The Last of Us is better at also educating/informing them via its real world connections (an outbreak of an infection which audiences would relate to the Covid-19 pandemic) which both furthers ideal self due to verisimilitude but loses the escapism seen in a product like Deathloop.
In Comparison, the Gorillaz promo is effective in entertaining and informing an audience through it's vibrant colours, shifting of high-low-key lighting, various representations of male, female and POC and cuts in a montage sequence which sync with the incidental music which uses its fast, high tempo and loudness. This signifies the punk/rock genre to inform the audience of the genre of their product and who it appeals to therefore, being effective in that and entertaining the audience in the process; ideal self present too in representations. In comparison to The Last of Us and Deathloop, each product is successful in these but each succeed further than the ident though this is due to difference in purpose therefore, requiring different approaches. Gorillaz unique approach being to inform their own genre's audience and entertain specifically them rather than the broader demographics of Deathloop and The Last of Us (which both primarily seek to entertain rather than inform or educate).
Once Upon a Time in Hollywood is similar to Deathloop in its trailer through informing the audience that the product exists, when it's releasing and on what platform; both being successful in their editing via on-screen text to convey this. Both are equally successful in their primary purpose of entertainment and are therefore, more successful at it than The Last of Us and Gorillaz promos (and ident) due to their purposes being to primarily entertain their audiences to sell their product, the informing only existing to finalize that so audiences that are interested know how to access the product. Once Upon a Time in Hollywood is similar to Deathloop through its 60's setting which reflects the zeitgeist of the period through high-key visuals, up-beat and loud incidental music which syncs with the montage and editing (such as the text which informs the audience that this is the 9th film from Tarentino, whose name helps to sell the product therefore, demonstrating Branston and Stafford's theory of how industries sell their products). However, Once Upon a Time in Hollywood is more successful in informing its audience due to these pieces of text and names attached to the product such as actors like Leonardo DiCaprio and Margot Robbie which allows for a better ideal self as audiences know these actors and will watch the movie to see them, this also furthering its entertainment and escapism value. Education in the portrayal of the Charles Manson murders and characters like Sharon Tate is also something which Once Upon a Time in Hollywood does more successfully than the other promotional videos.
Overall, Once Upon a Time in Hollywood is the most successful at achieving its purpose due to how it informs, educates and primarily entertains its target audience which is appeals to through its iconic cast that they can attach themselves to (male, female and older ABC1 audiences which have disposable income to see the film and are educated in the story it's based on).
