Analysis of intertextuality and binary opposites in a film and film trailer: The Holiday (2006)

My three case study films are Bridesmaids, The Holiday, and Vicky Christina Barcelona. They are all contrasting. For this analysis, I will study The Holiday.

Romantic comedies are not renowned for their intricate story telling, and often don't feature homage or references to other films or media products. However, we do sometimes find well known pieces of music featuring in films as oppose to original music pieces.

The Holiday, however, does have a sequence of intertextual references. It occurs in a scene perhaps three quarters of the way through the film, when two of the main characters (Iris played by Kate Winslet, and Miles played by Jack Black) visit a movie store. Jack Black's character holds up a variety of different films to show his friend, and either quotes them or sings the theme tune. An example of this is he sings the theme tune of "Jaws". This is a perfect example of intertextualtiy.

I will now go on to analyse binary opposites in the film. In order to do this, I have used my own knowledge of what happens after watching it, and I have watched the trailer.
The film is based around romance, and two couples falling in love. Therefore, the most obvious binary opposite is male and female. The film is structured around the binary opposite. The audience, through making assumptions, stereotypes males and females. The characters in this film are architypical, and fit into the stereotype or expectation that the audience have. For example, Cameron Diaz plays one of the two leading ladies. She is a stereotypical beautiful woman because she is interlligent (she runs her own film trailer company in the film), she is blonde, slim, and she has blue eyes. She is architypical and is the binary opposite to Jude Law who is perhaps a stereotypical man.

Contrasting nationalities is also a strong binary oppositie featured in this film. Half of the film is set in Los Angeles, USA. The other half is set in Surrey, UK. The characters portray strong stereotypical characteristics of what you would expect people from these areas to be like. The life styles represented are also competely contrasting. (In UK there is a small cottage and the weather is snowy. In LA there is a mansion with a pool, palm trees, and its sunny all the time). These backgrounds are binary opposites.

Poster Analysis for a film in my case study:




I am going to analysise the above poster. It is one of the official posters which advertises the 2011 film "Bridesmaids", and "Bridesmaids" is one of the three films I am studying for my case study part of the exam.

Firstly, I will analyse the colour scheme. The two main colours used in this poster are pink and white. This attracts the primary audience of woman, who are highly likely to enjoy this film. Woman stereotypically enjoy romantic comedies, but will also be able to relate to the characters. I will analyse the audience in more detail later on. Furthermore, the white used strongly links to the theme of weddings. It has connotations of purity, wedding dresses and bridal beauty. These are three strong features of the film. The pink contrasts to the white, making it stand out. The text and bridemaids dresses become noticeable and eye catching. This is a desirable quality in a film poster.

The layout of the poster can be analysed in much detail. It does not fit to the layout theory (where what is featured on the left  is the new, and what is on the right is the given.) Instead, the creators of this poster have used the idea that the text and images in the centre are the focal point of the poster. Once we have looked at this, we will then look at the detail further out: from the top left to top right, the bottom left to bottom right. The title has purposely been made to be very noticable. The colour, position and choice of font (which I will analyse later) enables this to happen. Below this are the main characters, and they are also a large focal point. Surrounding these two features are ratings given by other institutions such as Cosmopolitan magazine.
 
There is only one main image in this poster, and the camera angle which has been used is a long to medium shot. It shows the audience the whole of the picture, and the full legnth of the characters' bodies. It gives the audience a sense of perspective, yet still shows enough detail for the photograph to give information. (For example, we can see the expressions on the faces of the bride and bridesmaids which introduced us to the personalities and experiences of them).

The audience of this poster is likely to be those who enjoy film. Due to the film's genre, those who enjoy romance and comedy films will very much enjoy this film. Previously in this analysis I have looked at colours, camera angles and fonts etc, and from this information I believe that the primary audience is woman. The secondary audience would then be males- those likely to be watching the film with their wives/girlfriends/daughters etc. According to the uses and gratifications theory, the audience would be accessing this poster for surveilllance. It provides the audience with key information about the release of the film such as star ratings, release date, and BBFC rating (which for this particular film is 15). According to the classifation of employment, any classes from E and A would be able to access this poster. Not only is it online, but it would be featrued in magazines and even public places such as cinemas. This does not limit the audience of the film to a certain socio-economic class. The mise-en-scene used doesn't either. It is very vast.

Each  of the characters we see in the image are represented in a different way through their expressions and poses. This is reinforced in the film: each of the woman have very contrasting personalilites, family lives and backrgounds. Therefore, the poster introduces us to this. Going from left to right, the first character is represented to be tough and fiesty through her animus and masculine pose. Her dress is the most covering, suggesting many things about her character. The next character along is represented to eb the blonde "bimbo" type. She seems to be very interested in male attention through her suggestive pose. She is also the stereotypical blonde with long blonde hair and blue eyes. We then have a more sophisticated character. She has her hair tied up and is in a feminine classy postition. Annie is also represented to be fiesty from her pose. The bride seems relaxed and unaware which portrays her characters personalilty, and the final chaarcter also seems to be interested in male attention.

The institution behind this poster are the creators of the Bridesmaids motion picture film. From looking at the poster, I can immediately tell that they are wealthy. It is a very professional looking poster, which suggests that the institution are connected to the digital age. They have good design technology which has enabled them to create an effective finished piece of mainstream marketing. Another featuer in the poster which tells me that the institution are wealthy anf successful is the text which reads: "From the producer of Knocked Up and The 40 Year Old Virgin". This automatically tells the audience that members of the cast and crew have been involved in well known and successful projects previously. We know that the institution have the money, profits and funding to employ the very best in the business. Surely this will make it a good film and persuade the audience to watch it?! A final feature in the film that tells me the institution are wealthy adn successful is the use of ratings by other well known conmpanies. The institution obviously have strong links with other companies, and have created a film worthy enough to be applauded by large companies.

In conlcusion, this poster was created in order to market the film. In doing this, a strong links has been made between the two platforms of broadcast and print media. The link is advantageous for both the audience and the instituton. This poster has been designed in a very effective way, and it looks very professional. It is more than likely to attract a wider audience to the film.

Identify how media products from your case studies make links with other platforms, what are the reasons for these links? (32 marks)

The case studies which I have done large amounts of research on are the 2011 romantic comedy film “Bridesmaids”, and 2006 romantic comedy “The Holiday”. Films classed as broadcast media, but strong links have been made from this broadcast platform to the platforms of e-media and print.

I will first look at the various links made with e-media, using examples from my case studies. The first and most obvious link we can make is that both films have their own interactive official websites. Regarding the Bridesmaids official website more specifically, it has a range of features such as the chance to be introduced to all of the main characters; read the story; games and much more! For the audience, the main reason for this link is most probably either surveillance or social interaction (according to the uses and gratifications theory). It allows the broadcast to be transformed into a much larger brand, and provides the audience with somewhere to go for extra information and fun and games. Successful films need to be brands and well as just movies, and interactive official websites allow this to happen.

Secondly, my films link to e-media in terms of social networking. For example, Bridesmaids and The Holiday both have Facebook and Twitter pages. This is perfect for social interaction (uses and gratifications theory), and increases the films accessibility. It allows a larger target audience to be involved. All socio-economic classes use social networking, and so they can all access information about the film. It allows them to gage public opinion on what they have done, communicate with the audience, and improve their work. I can link this strongly to my case study of Bridesmaids. In the early stages of production, the film was predicted to be a ‘flop’. Critics and the target audience didn’t believe it would be anything special- they didn’t think it would be successful. This spurred the director to take to Twitter and gage opinion on what his perspective fans wanted. The feedback really helped, and saved the film! This is how important links between platforms can be to films.

Social networking can also be useful in other ways. Often, fan made twitter accounts exist, and I know this is the case for Bridesmaids. Fans of the film often either make accounts which tweet famous quotes from the film, or they create accounts for their favourite character. These are often created for comedy purposes. This link is incredibly useful for the film’s long term success, and these accounts are active and common for a much longer period of time that the film is at its peak in terms of box office of DVD sales. They constantly remind the target audience of the film, and help to enhance the brand for months or even years after the release. Whilst carrying out my research, I have found various examples. There are accounts called @BridesmaidsSay; @BridesmaidsTalk; @BridemaidsQuotes and so on, and all have vast amounts of followers which shows how far they have enabled the film to reach. @BridesmaidsQuotes for example is followed by over 27,000 Twitter users. Furthermore, Twitter trends have a significant effect on the films popularity- most often around the time of release. Many twitter trends are worldwide, and so audiences from many different countries can see this. It increases the films accessibility, and widens the audience which in turn, increases profits for the institution. At the time of the Bridesmaids release, there were many global trends such as “#Bridesmaids” and related trends.

Fan websites are often created and dedicated to films. They have become more and more popular over the years, and bring together audiences of the same interest. According to the uses and gratifications theory, they are accessed purely for diversion and social interaction.

A final link which can be made between the original platform of broadcast and the secondary platform of e-media is that videos are often produced by fans or critics to advertise the film. They can either be for comedy or critical purposes, and YouTube is often a massive player in their success. YouTube is a video websites used by people all across the world, from all socio-economic background. Videos can quickly become viral, and to persuade members of the public to view the film in question. An example I have found is a video posted by “FanReviews”. It reviews the film from an amateur critic’s point of view and provides the viewer with footage from the film. Not only are fan videos important, the target audience love to see hidden extras such as interviews with the cast and bloopers. These behind the scenes views help the audience to feel more connected with the film and the cast/crew. It provides them with an “insider’s view” of how the film was made, and it something very appealing to many people. Bloopers especially have a comedy aspect to them, and so they can quickly take off and become viral.

Links can also be made from broadcast to print media. Print is the oldest and most established media platform. Some people may say that it is quickly being over taken by e-media, but it is still very powerful. Products such as magazines and newspapers would fit into this category. Dedicated film magazines such as Total Film and Empire magazines maintain a strong link between the film itself and print media. This link is very important, and is often created by the magazines publishing reviews of films. Most popular films are reviewed in these magazines, and both of my case studies were. Total Film reviewed Bridesmaids in their magazine, as they did with The Holiday. Of Bridesmaids, they said that it is a “side splitting comedy that lifts the veil on any wedding’s unsung heroines”. When speaking of The Holiday they said the film is “mushy” and “formulaic”, but “offers exactly what woman want”. Therefore, through extensive research, I have learnt that these links that films have with print media can either “make or break” their success.

Not only as films reviewed in dedicated film magazine, the actors and actresses are often interviewed. The films which I have looked at for my case study both have the hybrid genre of romantic comedy. The actors and actresses which often feature in these films are admired and looked up to by the target audience, particularly the young and beautiful actresses. This is a perfect advertisement for the film, and by featuring (through interviews and photo shoots) in glossy magazines, the actresses paint a picture of the film. Readers can personally identify with the stars, and after reading the interview, and persuaded to watch the film. Kristen Wiig is the ‘leading lady’ in 2011 romantic comedy Bridesmaids. After the release of the film, she featured in Vogue magazine where she was photographed and interviewed. In this interview, and others like it, the actresses tend to exaggerate the brilliance of their time spent on set, and speak of how much woman will be able to relate to their work. Even if this is clichéd by now, it never fails to fill up a few more seats in the cinema. Those woman reading the magazines such as Vogue, Glamour or Company are likely to be independent career minded woman. These are exactly the type of woman that the institutions behind rom-coms want their primary audience to be. Therefore, this is the perfect link..

Not only have I found that films link to e-media and print, but there are links which occur within broadcast such as podcast reviews. They need this in order to gain publicity, even though they don’t actually choose to be reviewed. This shows lots is out of their hands, but is still just as important for them. A commonly listened to chain of podcast film reviews are those produced by Simon Mayo and Mark Kermode. Although not always positive reviews, they are a way of the public getting a taste of the new releases before they are viewed. This is definitely a positive link because they advertise the films very well.

A final link within broadcast is that soundtrack albums for the music featured on the film are often produced. Much work goes into the selection of the music which accompanies the film’s scenes, and unheard of music can often become very popular. This is why albums are produced. iTunes is a downloading service which very often sells all of these. Bridesmaids has an album for sale on iTunes called “Bridesmaids (Original Motion Picture Soundtrack)”. It is still for sale even though the film was released last year which shows again that these links keep the brand alive for much longer than you would first assume they would be. The album features 13 tracks and an array of artists.

In conclusion, the media products in my case studies make very strong link with a range of media platforms. These links are always very important. More often than not, they help to transform the film into a brand. The links which are made are sometimes out of the institutions hands (such as the creation of fan websites and the producing of podcast reviews), but this doesn’t mean they aren’t important. They are just as important as the links which are created by the institutions themselves (such as interactive websites).  Links that a film has between other media platforms can make or break a film, however, they often advertise, increase accessibility, and widen the audience which can only be positive.

PLAN FOR:

Identify how media products from your case study make links with other media platforms. What are the reasons for these links?

In your answer you should:
● consider possible links such as targeting audiences, promotion and revenue
generation
● support your answer with reference to a range of examples from three media
platforms. (32 marks)

My first product is the Bridesmaids film. My second product is The Holiday film.

1. Film is broadcast, but it makes links with e-media very strongly. Firstly it links to e-media in terms of its inetractive official website. For the audience, the reason for this link is probably either surveillance, diversion or social interaction (according to the uses and gratifications theory). It allows the broadcast product to be made into a larger brand, and it gives the target audience/fans somewhere to go for extra information, fun and games. Films need to be brands, and the official website ensures that this is possible.
2. Secondly, the broadcast (Bridesmaids film) links to e-media in terms of social networking. The film has both Twitter and Facebook pages. This is perfect for social inetraction (uses and gratifcations), and opens the film up to a wider range of people. All socio-economic classes use social networking, and so they can all access information about the film. Furthermore, linking broadcast to e-media is beneficial for the institution. It enables them to gage public opinion on their work, improve what they have done, and communicate with the audience. In the early stages of making Bridesmaids, the film was not expected to be a very big hit. It was expected to be 'just another comedy'. The director of the film took to Twitter, adn was able to communicate globally with the target audience. He was able to gain feedback and opinions which would help the film achieve what the fans wanted. The film was a great success. This shows that these links which have been created between platforms are beneficial to both the institution and the target audience. http://www.hollywoodreporter.com/news/bridesmaids-paul-feig-golden-globes-265027
3. Videos that the fans make can help the institution to advertise the film. For example, I previously posted one on the blog about Bridesmaids.
4. Fan made twitter accounts of quotes or certain characters for comedy purposes. There is a Twitter account made by fans which features tweets of quotes from the film. It is for comedy purposes but has carried on much longer than the film was in its peak.
5. Fan websites.
6. Some websites might have character profiles.
7. There are links which occur within broadcast such as podcast reviews. They need this in order to gain publicity, even though they dont actually choose to be reviewed. This shows lots is out of their hands, but is still just as important for them.
8. Twitter trends.
9. Magazines do reviews such as Total Film or Empire. Her is the link for the Total Film review of Bridemaids. I believe it was also published. http://www.totalfilm.com/reviews/cinema/bridesmaids. Here is the link for the Total Film review of The Holiday which is my second film product: http://www.totalfilm.com/reviews/cinema/the-holiday.
10. Actors and Actresses get inetrviewed in magazines through prepared interviews and photoshoots. Here is the link for a mgazine interveiw which main character and writer of Bridesmaids Kristen Wiig did with Vogue magazine: http://www.vogue.com/magazine/article/kristen-wiig-funny-business/#1.
11. Buy merchandise.
12. Marketing and actually make the audience go and do things such as on the website. (EXAMPLE)
13. Gaming- online games or separate games on consoles eg xbox. Harry Potter and James Bond have games for example. Look into this for Bridesmaids.
14. Album of the film soundtracks. They are often availble on music download services such as iTunes Spotify. iTunes also provide the option of being able to download films onto your iPod, iPhone or iPad. This provides the audience with lots of viewing freedom, and ensures that the brand will be more wide spread.

http://castroller.com/Podcasts/MarkKermodeAnd/2390642

Analysis of Google Chrome Advert (see previous post)- Cambridge Satchel Company

How does this advert engage the audience?

There are many techniques used in this advert for Google Chrome which mean that the audience are immediately engaged. The first is the choice of music- the music is non-diegetic sound. It is a very up-beat song and easy going song, creating a positive and lively atmosphere to the advert. This also suggests to the audience that Google Chrome is a positive technological innovation which boasts ease and efficiency. A second way which the advert engages the audience is through the focus of the mother and daughter relationship. The very first shot which we see is a mid-close up shot of a family photograph. It is a mother with her two children. This immediately means that mothers will be able to personally identify with the advert (uses and gratifications theory). It provides the audience with pleasures such as family values and love. This is continues throughout the advert: close to the beginning we also see a conversation conducted between mother and daughter on a social networking sight. They seem to have a positive relationship which engages the audience in their story. Thirdly, the audience is engaged in the advert through the telling of a story, and the comical elements included. We see shots of a dog walking over a new satchel, and the text: “Rupert’s not too sure!” We also see a shot of the kitchen, will is full of satchels! “How do I shift this lot?” is bound to make the audience smile, and we are engaged. We want to know the answer! The audience want to see the story unravel, and watch the company grow in success and popularity. Therefore, I believe one of the main ways the audience is engaged is through their involvement in the journey. A final technique which is used to engage the audience is the featuring of famous companies (ELLE magazine) and celebrities (Sophie Ellis-Bextor). They are recognisable people/brands, which draws the audience’s attention to the advert. The video works as a dual advertisement: it advertises The Cambridge Satchel Company, and Google Chrome also. The audience have two companies to learn about.

What is communicated about Google Chrome in this advert?

Much is communicated about Google Chrome in this advert. Firstly, it is communicated that Google Chrome can be an aid for success. The search engine is portrayed to be the main player in the “take off” of the Cambridge Satchel Company. The audience are persuaded to invest in Google Chrome, as they believe it will play a role in their success too. It is communicated to be a powerful browser: the individuality of the advert enhances its appeal. Furthermore, the narrative technique of condensing time has been used in this advert which enhances the effect of power and speed. We see weeks or months’ worth of development and work in the space of a couple of minutes. Secondly, still linking to the idea of Google Chrome being powerful and efficient, we can link Toderov’s narrative theory to what we see. The satchel designer is the hero, as she re-invents the satchel. However, Google Chrome is communicated to be the helper. The search engine helps the designer to make a success of her business, and we assume that the success would not have been made without it.  Finally, at the beginning of the advert we see Julie type into an email: “I used to love my satchel. Pity they don’t make them anymore”. This creates the idea from the offset that Google Chrome is improving the past, and can work to bring memories back to life. It suggests that nothing is ever lost with Google Chrome, and everything we love can always be saved. This links strongly to what many aspects of the internet aim to do, and communicates with the audience that Google Chrome want to enhance these features.

How is the internet represented in this advert?

In this advert, the internet is represented to have many qualities, but I believe the main one to be portrayed is its versatility. Many shots are included of many parts of the internet: Google maps, social networking, YouTube, email, search engines, creating a website. They all provide the audience with the reassurance that the internet can be used for many different things which all interlink. The whole creation of this company happened on the internet: from the first idea, to the satchels being noticed by magazines and fashion bloggers across the world. This represents the internet to be versatile, efficient, global and powerful. Secondly, the internet is represented for the first time to be open to everybody. Stereotypically, the younger generation are said to be those who are most technologically literate. Parents and the older generation are perceived to be less so. This advert completely changes this perspective. A parent takes complete advantage of the internet, and efficiently uses it to ensure her company takes off. Consequently, the internet is represented to be easy to use for everyone. It is universal.

Best Advert Analysis:

Article in the style of Cosmopolitan: Interview with Kristen Wiig

“Miss Wiig does it her way!”

It’s the first time we have met Kristen Wiig, and she seems delighted to see us. As the 32 year old blonde beauty enters Hollywood’s Chateau Marmount, she shrugs off her beige blazer to reveal a fitted white vest underneath. She tells us that “being Cosmo’s cover girl has been a lifelong dream. I’m so excited!” We tell her that we are excited too, and that she’s looking great. “I eat so much! Although I work out every so often, food is my weakness”, she confesses, opening the menu. “I’m completely comfortable with the way I look now, but I haven’t always been.” Could this new found confidence have been triggered by her new romance? “He makes me feel great, but I don’t need a man to tell me I’m beautiful. My friends do that for me!” We admire your attitude, Kristen.

Her greatest movie role yet!As much of a brilliant actress Kristen is in all the roles she’s played, we can’t deny she came out of her shell in her newest film Bridesmaids. We’re not even ashamed that the aeroplane scene made us cry with laughter. In Bridesmaids, out last summer which she co-wrote, Kristen plays the unlucky in love maid of honour, and she follows her BFF on her journey down the isle. It’s a role that plenty of actresses would have stayed right away from: funny, fearless and rule-breaking. But this didn’t faze Kristen. “I wanted a challenge, and from the moment I started writing the script, I knew that I wanted to play Annie. I was drawn to her because she’s real. She represents so many problems that real woman face, but she lives how she wants to and doesn’t apologise for it. She’s not perfect, and I loved that she is a completely changed woman at the end of the film.” And voila! Kristen has been catapulted into the spotlight, with woman everywhere falling into admiration. Who would’ve guessed it would be such a huge success? “I wanted this film to do big things. I wanted people to see it and ring up their best friend after, still laughing. But I never imagined it would be such a huge success in the box office. We had so much fun making it, all of us girls- any success would have been a big one.”

Her vows are to her BFF’s. According to her on-screen (and off-screen) best friend, Kristen has a definite wild streak. “During filming, we were sisters. But we also used to be brothers too and have crazy adventures. I always know that she’s gain for anything- especially a night out. Most people don’t realise that she’s quite edgy” says Maya Rudolf (who plays Lillian in Bridesmaids). “That has been a big part of our friendship. We argue like a married couple sometimes, but I always know she will drop whatever she’s doing for me. She has my back.” On asking Kristen her opinion, she completely agreed. “Your friends are such an important part of your life. They should be a priority for a girl! They’re always going to be there for you, but men might not. We make vows to our men, but the biggest vows we really make are to our best friends. I don’t know what I would do without mine”.

About the church bells. So we get that her girls are more of a priority to her than any relationship. But surely male company is important too? “Yes. It is. I can’t deny that. Although my relationships always seem to have been more about fun that forever if I’m honest.” We are sure ‘the one’ will be just around the corner!

So whilst many women Kristen’s age have caught the wedding-baby fever, Kristen is busy being an independent woman. She’s feisty, fearless and fun and nothing can take that away from her. One thing’s for sure- we will be first at the box office for our tickets for the Bridesmaids sequel! “Oh, I don’t know about that. It would be great, but we will have to see. No-one knows what’s round the corner. You just have to live for the moment.”

New and digital media offers media institutions different ways of reaching audiences.

Consider how and why media institutions are using these techniques. (48 marks)

The development of new and digital media means that institutions can reach audiences much more easily, and they can form a closer relationship with the groups of people they are targeting. There are many innovations which have allowed this to happen.

Firstly, in general, the internet has allowed institutions to interact with audiences. They can gain feedback about their creations, and realise what their target audience actually wants. A great example of this is as follows: the director of the 2011 film Bridesmaids took to Twitter during the filming period, after reports that his new film was just going to “another comedy film”- nothing special. The director was able to gain feedback from his target audience, and they were able to tell him what they wanted from the film. This way, when the film was released, it was tailored to the audience’s needs and became a great success.

This links to my next point of social networking. There are so many young people on the internet using social networking websites such as Facebook, Twitter and YouTube. This allows institutions to advertise on such websites, and target their marketing towards teens. Their product consequently reaches a much younger audience. The interactivity of these sights also allows the institution to directly communicate with the audience through comments and “likes”, and the audience feel much more powerful. They feel important- like a priority. There are examples for this point all around us, e.g.: down the side of any person’s Facebook homepage lies a strip of advertisements. A variety of companies advertise there, and use slogans such as “Attention ___ fans!” This draws the audience in and makes them feel included.

Another way which the audience can feel like a priority, and important to their favourite film (for example) is through fan sites. Email subscriptions have become more and more popular. It is possible for audiences to receive email newsletters from institutions for example. They can also follow fan groups on Twitter, or join a independent fan site.

Once audiences are signed up to fan sites, social networking sites, or email subscriptions, institutions have their details forever. This brings everyone so much closer, and helps institutions with new creations in the future.

Websites in general have become more interactive, not just social networking sites. I have researched the marketing of the film Bridesmaids, as previously mentioned, and their website is particularly good at creating a new type of relationship between company and viewer. For example, there are links to social networking sites which links to the point I previously made.

It isn’t just the institutions who gain from new and digital media. The audience gain massively. They have so much more freedom in how they access media. Companies like Love Film have brought this to life. They enable the viewer to have choice in what they watch: the audience is now much more active. A film is not just put in front of them. Furthermore, innovations such as ITV player and 4OD mean that audiences aren’t even restricted to the times they can watch film or television. Apps enable them to watch their chosen film, at a chosen time, on either the TV, computer, phone, iPad or iPod. There is so much more variety. The audience narrative has changed. They are now able to digest a very specific menu of films or television programmes which they are interested in.

Cosmo USA interview with Cameron Diaz for research for mine own article in this style.

'Do you believe that audiences have more power than the institutions that create the texts?'

'Do you believe that audiences have more power than the institutions that create the texts?'

·        Yes: Bridesmaids director took to twitter before the film was released to see what the target audience want.

·        If the audiences are in disagreement then the institution is automatically beaten and their product cannot go anyway- therefore, audiences have more power.

·   They also have the power to choose how they access certain media texts (eg internet or TV etc) and so this dictates which platform is the institution's primary platform.

Analysis of “Angels Share” Trailer:

The Angles Share is a film which was directed by Ken Loach in 2012, and it is described as a bitter sweet comedy. It is a low budget and independent film, which centres heavily on the representation and lives of a young lower/working class man.

After watching the trailer, I will firstly focus on the target audience. According to the Uses and Gratifications theory, I believe that the target audience are likely to access this media for surveillance (they will gain an insight and understanding into the lives of those lower down in social hierarchy), and for diversion (due to the nature of the product: film). It could also provide the viewer with personal identification in some cases, and some people will be able to relate to the story that is told, the maturing and coming of age of the main character. There are many pleasures that the audience will gain from viewing this trailer and furthermore the film, such as high emotion, identification, recognition, viewing a positive change, and personal relationships. Regarding a more specific demographic, I would say that those likely to view this could either be male or female (neither one stands out to be primary), they would most probably be from class E to C1 on the classification of employment, and they would probably have a very hard working life.

Regarding the institution of the film, I would say they are a very low budget institution. Although the trailer has been created professionally with evidence of good technology and links to the digital age, there are few special effects (SFX) which block busters and high budget have in their trailers. The actors and actresses shown are not commonly recognisable, which supports my previous point. The values and ideologies of the institution are most probably that the lower and working class should not be stereotyped. We see the positive changing and maturing of the main characters throughout this film, from a criminal to a man who just wants to be a good father. This shows the audience that not all those in the working/lower class are beyond help, and the institution wants to portray this.

From watching the trailer, there is much we can conclude about representations of class. The whole trailer focuses very heavily around the lives of the working and lower classes: the main characters are from these classes, and the locations which the scenes are shot in have connotations of these lower classes. They are strongly represented as being criminals. One of the first scenes we see is in a court room, where a young man is being sentenced to community service. From the outset, this portrays the class in question to be involved in criminal activity, and to be preoccupied by things they shouldn’t be.

I will finally focus on narrative and form. The music which is used in the trailer, a delicate instrumental, strongly dictates the narrative of the trailer. We see the opposite of what is suggested by the equilibrium theory. There is unrest at the beginning, but once the child is born, there is calm and happiness. There is a change in the music which helps the audience to feel this atmosphere. Towards the end, the music becomes much more upbeat again, as the decision has to be made about whether or not to go ahead with the money making scheme. The colours that have been used in the trailer are very unedited and natural, which shows the realism of the film. It is not a fake and untrue story: this is real life. I believe that the main character is the hero, and the princess is the baby, because the only reason the main character considers an illegal money making scheme is to help his baby and make a better life for him/her. The main character in the trailer is anima: although very strong, masculine, and powerful, we see points where more sensitive and caring sides to his personality are shown.

In conclusion, this trailer is very successful in advertising an honest and realistic film, and in attracting the appropriate audience.