My Poster magazine and trailer all worked synergistically to
maintain a unique advertisement campaign. Although each one had a slight
difference which enabled my target audience to get an alternative insight into
my film, there are some features that remained consistent in order to make my
campaign recognisable
The easiest way I consistently created a relation between my
poster magazine and trailer was through maintaining the same colour scheme,
this being black and white as well as font design. This was something that
could be easily created in Photoshop as I had already designed the font colour
and style. I maintained this across all aspects of my advertisement campaign in
order enhance the recognisability of my campaign as a whole. And whilst the
simple black and white colour scheme used clearly underlines the simplistic
nature of my storyline it also mirrors the similar pattern seen in Central
intelligence as they too maintained a colour scheme throughout their marketing
campaign and as you can see here it differs just slightly as it uses a orange and black colour scheme.
With regards to the main image behind my poster and magazine front cover I
opted to take shot from outside the film as opposed to using a scene from the
film in order to give the audience an alternative perception of my film with my
teaser poster giving the audience a clear understanding of what they can expect
whilst my magazine gives the audience a behind the scenes and technical aspects
of my film. I considered the conventions of both my genre and put these into
place through my main image as my magazine clearly highlights an aspect of my
film which is evidently pranks, as when planning my image I decided that one of
the most stereotypical pranks is a cream pie to the face. So by emulating this
on my magazine the audience has a clear understanding of the contents within my
film but because I included Cover lines on my magazine the audience is
encouraged to delve deeper into the production behind my film. Alternatively my
poster offered limited information about my film besides a release date, some
of the key actors and the title of the film. I deliberately made a teaser
poster instead of a theatrical one as I wanted to leave as much to the
audience’s imagination as possible, and in terms my marketing campaign as a
whole this would’ve been released first so it was important that I only
included distinguishable information. Then as my marketing campaign progressed
my magazine would be released which would give the audience further insight
into my film as they approach the release of my film. Both my poster and
magazine focus on the two key characters within my film through each main
image. I did this in order to encourage the audience to question any potential
conflict or relation between the two as both pictures are different however
both are linked. Given that my poster is a picture of my main character taking
a video of someone, whilst my magazine is almost a shot reverse shot of this
moment as he is posing for the video.
Another way that my marketing campaign was a success is
through the representation of characters across my trailer, magazine and poster
which enabled me to give the audience a minor insight into my film within each
part. For example the representation in my trailer is used to show the characters
across the whole film and how they gradually change whilst the representation
within my Poster and magazine is used to give an alternative snapshot from my
film, which also helps me establish my genre. And in order to not give too much
information away the images used on my poster and magazine are not taken from
my film but as I said before they offer an insight into what the audience can
expect. However, despite these similar features of my campaign working
synergistically there is some level of uniqueness to each part. For example the
close up on both my poster and magazine is similar but the effect is different,
as my poster encourages the audience to question the enigmas on it. These being
why is he using a camera, why is he smiling. I also used direct address to
enhance the degree that my audience engage with my film. In contrast the close
up used on my magazine uses less enigmas and is more explanatory as a magazine
is expected to be. For this reason I wanted the representation on my poster to
have some relation and answer some questions that the audience may have, as
typically magazines offer behind the scenes information. So through the wording
on my magazine the audience will be encouraged to explore further the film
itself as well as its production.
The atmosphere created also conforms to the genre in the
sense that it creates an air of excitement and humour especially through my
image selection, as the situation as well as the stereotypical nature of the
prank that has been played on him invite the audience to consider if this style
of comedy is relevant throughout. Which in turn encourages them to watch the
trailer and then watch the film in the cinema. Despite the contents on my
magazine and poster in the sense that they reveal the actors involved, the
title of the film they do not however reflect the storyline. This enigma
encourages my audience to then watch the trailer, during which they can see a
broadened portrayal of my film. However the non-linear narrative in itself
imposes questions that the audience feel they need to answer, such as if they
ever end up being successful or if their friendship can last over the course of
their journey. By also referring to the storyline as “a mission” within my
trailer the audience considers the dramatic tone of the storyline.
However I would say that within all three parts of my
advertisement campaign there is not a clear sense of narrative, as although
there is a clear relationship between my poster magazine and trailer it is
difficult to establish the narrative through a still image especially when the
main image used is a still image not taken from a part of the film.
Despite this, I was able to establish a clear genre across
all three products, given that the mise en scene of both my poster and magazine
help contribute to this. For example on my poster and magazine there is a clear
sense of genre represented through the facial expression and appearance of
these products. If we look at my poster specifically as you can see the close
up of my main character is effectively used to convey my protagonist’s smile,
which in turn mirrors what the audience will be doing throughout my film. My
magazine also identifies the comedy genre through my use of genre conventions,
in the sense that I used a stereotypical prank this being a pie in the face to
highlight both a key concept of my film and to establish the comedy genre. As the audience immediately becomes aware of
the style of COMEDY.
Mise en Scene as I have briefly mentioned before played a
role in linking my Poster, magazine and trailer together, but it also combines
to create an enigma in the sense that my audience will question things such as
“Why is he aiming the camera at us” “Why is he smiling” or even for my magazine
the audience may question “Why has he got cream on his face” or “Who is he in
relation to the character on the poster” my ability to link my products
together was dependant on making the audience question things across my
product. For example, someone who has seen the poster, the product released
first in my advertisement campaign, and then looks at my trailer or magazine
will be intrigued to discover for themselves the enigmas that I have created.
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