Analysis of "The Only Way is Essex- Series 7" trailer:
"The Only Way is Essex" is a reality TV show based on the lives on people from Essex on ITV2. All of the trailers for each series of The Only Way is Essex (TOWIE) are quite similar, but I have chosen to analyse the one for series seven as it is the most recent and therefore current. In this analysis, I will look at the audience, form (colours, music and camera shots), genre/ codes and conventions, and institution.
From watching the trailer, I would say that the audience are most likely to be accessing this television programme for the purpose of diversion (according to the uses and gratifications theory). This is because for the time that the programme is on, the audience will become involved in someone else's life. The fact that these lives are real perhaps makes it even easier for the audience to become emotionally involved in the goings-on. I also believe the main purpose for accessing TOWIE is diversion because it shows many short clips of a desirable life style. We see the stars in beauty salons, at bars, and parties, in expensive looking appartments/houses, and going out for lunch. The audience will be diverted from their own lives, and want to be part of theirs. They may aspire to have this life style. Furthermore, I believe the audience may access this trailer for personal identification (if they can relate to the characters or they look up to them), or for social interaction. TOWIE is a widely spoken about programme, and is often featured on Twitter a lot. Regarding a demographic profile, those who are interested in this programme may be interested in the activites featured: going to parties, getting their hair or nails done, going out for lunch with their friends etc. They may also be interested in make up, fashion and looking good. This plays a huge part in the programme and the lifestyles we see. According to the classification of empolyment, I would say that the target audience for this programme and trailer would be those in classes E to C1 or B. I think that those in any higher classes than this are likely to enjoy alternative reality TV shows like "Made in Chelsea" as they will relate to the life style more. However, TOWIE is likely to attract lots of people from lots of classes for different reasons.
The sound used in this trailer is mainly diegetic, as it is mainly speech. We see the characters interacting with eachother in the short edited clips used: the sound is primarily used for comedic purposes. A lot of what the characters say is humerous, and this is likely to widen their target audience pool. The colours used in this trailer are quite articfially lighted throughout. Most of the colours in the shots are bright colours which represent fun, vibrancy and positivity. This is how the institution want the programme to be represented. There is also a lot of pink featured which has connotations of feminity, fashion, love and beauty. The camera shots used in this trailer are most often mid-close up shots of the characters faces as they speek. This technique is used to introduce the audience to the characters as much as they possibly can in this short one minute video. The shots are close enough to see emotion and facial details, but are far enough away to establish the scene. We see the location and where the characters are, which gives us a sense of the sort of thing we may see in the show. Furthermore, quick editing is used in order to show as many sides to the programme as possible in a minute. The trailer is fast paced to keep the audience interested, and the short scenes allow us to see a mixture of romance, comedy, gossip and arguements, along with all the locations.
The genre of this trailer is clearly reality TV, and there are various codes and conventions used which help to tell us this. There is a sense of comedy in this trailer, and realtiy TV shows are often portrayed to be funny. Also, there isn't a "cliff hanger" or set story line which will grip us and encourage us to watch it. This technique may have been used in a police drama, period drama or soap, but it isn't used in reality TV.
The institution behind this TV show is ITV2- they are a wealthy institution and very well known right across the UK. Their logo features in the bottom right hand corner of the screen throughout the advert which shows they are eager for the audience to recognise them as part of this show. The graphics and the overall finish of the advert is very professional which shows that the institution have the money to be able to invest in good technology. They are connected to the digital age. Also, at the end of the trailer we see text which says "The Only Way is Essex, Wednesday and Sunday at 10". Below this is the institution's web address. This shows that they want to be connected to their audience. The webiste is most likely to be interactive, which is a good marketing technique. They are adapting to the changing needs of their target audience in order to remain successful.
I will finally look at how 'Essex girls' are represnted in this trailer. They are wearing lots of make up and are dressed in a very feminine way. Essex girls are often stereotyped to be "fake" and not very intelligant. This trailer maintrains this stereotype to a certain extent with the fashion, locations and things which they say, but they do try and erase the stereotype also. The locations help to do this: they lunches and bars and church help to make them seem more sophisticated and classy. Overall, they are still represented as typical Essex girls which is very much part of the appeal to the programme. It represnts a different way of life.
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