P1 - Understand the purpose of audio-visual promos
Music promo
In this case the Skyfall music video was used to promote and sell the product Skyfall, and the artist Adele. The purpose was to sell the product. The visuals and music entertain the audience, since the music is sang by a very famous artist, it means they have a big following, and so does the 007 franchise. It allows the marketers to sell the product and get people to watch the film in the cinemas. By using a video instead of a blank video, it allows the audience to be more encouraged and engaged as they can watch the video to see what happens. Making the lyrics more meaningful as it could relate to something happening during the film. Overall, it allows the artist and the marketers to sell their product and to collect more awareness for the film. This could also bring new listeners towards Adele.
In this case the audience would mostly be Bond fans, varying of all genders and ages. Mostly from the UK. They would interested in action and adventure, so they would expect scenes of action. Being a professional music video, it would include codes and conventions, like video effects, music, singing, using a narrative, editing and lots of different camera angles and shots. Video effects can be shown in 0:10 when Bond is falling into the water. Singing and music is background noise from the artist. Bond is seen as dead, many camera angles are shown throughout the music video.
The music video connotes a message about Bond's life through the narrative and lyrics of the song, the music video just sums up his life as Bond. During the music video, it is shown that Bond is fighting for his country.
Trailer for film
The purpose of a Film trailer is to inform, educate and sell the product to the audience. Fast and furious is a action and adventure movie, about a team who wants to resolve problems they have between each other. The audience are often already aware of the fast and furious timeline and storyline.
The audience had been an age group of 16-35, mostly being a male dominated target audience, mostly a mixed ethnicity. The audience would be worldwide as the franchise is based across all countries to get more views. The interests of the audience would be cars, violence and action. The trailer would show things like the location, certain events in the movie and cars. Graphics, sound and subtitles are used to tell everyone the name of the movie. These traditions appeal and suit the demands of the audience since it tells them what the programme is about and when it will appear on theatres.
The film trailer connotes a message about the fast and furious timeline, and how it came from street racing to large issues like this. The large issues can be things like saving the world from dangerous viruses and issues. In this case the antagonist is launching things in space, causing the protagonist and his team to counter against that by launching a car into space.
Trailer for game
The marketing strategy for each game must include trailers. They present potential players with their very first glance into the plot, gameplay and design, and can make a lasting impact beyond the game's debut. The purpose would be to sell the product towards new and previous users. 23% of the audience is between the ages of 35 and 44, and 21% is over 44. Even while Call of Duty's primary target demographic is Millennials, it also draws both younger and older players. In other words, this game's target demographic spans a wide range of ages. Statistics on the top five nations by active daily participation are shown below. throughout the trailer there is a number of codes and conventions you would expect in a game trailer, fast edits and sound effects that are often heard in war. By using cutscenes, you would see from the game, it would give you a feel for the story and how the game feels.
- United States – 22.22%
- China – 5.85%
- United Kingdom – 4.71%
- Brazil – 4.61%
- Germany – 3.40%
Trailer for animations
Like all other movies, animation trailers are used to promote and sell the product, often to a younger audience.
As to study performed by IPSOS in the UAE, 68.5% of cinemagoers prefer viewing animation flicks – of which 71.6% are aged between 25-34 and 67.2% are aged 35+. Animation films give advertisers a platform to reach a wider audience because of its popularity across age groups and amazing results (in terms of box office receipts and admissions) during the past several years. Boys with interests in toys automobiles would be the target audience for the Cars movie. Being a universal film, ethnicity and geography would be present everywhere. The setting, specific movie events, and vehicles are all depicted in the trailer. The title of the movie is announced to everyone using graphics, sound, and subtitles. Since they inform people of the topic of the show and the day that it will air in theatres, these traditions appeal to and meet the needs of the audience. The needs of the young audience being; a number of funny scenes and maybe familiar faces. Funny scenes would allow the audience to want to watch the movie.
TV idents
This TV ident serves to tell the viewers about the station they are currently watching (BBC TWO). The narration used in the ident also lets viewers know what TV show is due to start up next. Therefore, the purpose of this ident is to also sell the product as the voiceover talks about the storyline of the next show and persuades the audience to keep watching.
BBC Two reached 50.9% of women in 2013–14, compared to 49.7% of males. When performance by age is compared between 2010–11 and 2013–14, children and adults between the ages of 16 and 34 have seen the biggest drops in BBC Two's weekly reach. The smallest decrease was seen in BBC Two's weekly audience among persons 55 and older.
In terms of technical attributes, messaging, and storyline, the music video, TV trailer, and TV ident differ slightly from one another. Numerous technical elements, including video effects, camera views and angles, editing, lighting, and sound effects and music, are displayed in the music video. A number of technical elements, including narration, camera angles, lighting, editing, and sound, are also demonstrated in the TV trailer. Given that it is just 30 seconds long, the TV Ident appears to have the least technological sophistication. It has music and a high camera viewpoint. An advantage with using a music promo video would be emotional appeal, with music being linked to a memory, fast and slow beats can have a different effect on your emotions and mood. The only disadvantage would be that it could be expensive to make the video, with the use of the props and actors. The advantage of film trailers would be that it allows viewers to know what to expect when they go and see the film, but the disadvantage would be that it may spoil too much of the plot, ruining the excitement and fun for the audience. The advantage of a games trailer is that it can attract new fans, allowing for more reach, however it can mislead people again - maybe end up hyping up the game and then the game maybe not as good. With an animation trailer, it allows for buzz around the film, however the trailers message may not be clear enough, which can end up misleading viewers. Lastly, with TV idents, they have a large amount of creative opportunities since they have a range of TV shows to make an ident for, however because of the small time frame it can be hard to impose their advertisement in the short time.
The message of the song video is about Bond and the difficulties he has faced. The TV ident only displays an animation, therefore it doesn't actually convey a significant message about the BBC. Additionally, there are distinctions in the tale. The music video tells Bond's story and recreates the many life stages that have happened to him. There doesn't appear to be a story in the TV ident. In the end, the music video would be the best as it clearly promotes the upcoming movie - Skyfall. Rather TV idents can be used to promote the TV channel and doesn't really promote the next tv program in a straight forward way.
