Psycographics - Advertisements

MAINSTREAMERS

This is an advert about a company (ADT) that specialises in home security (alarms). In media terminology this advert is aimed at the catergory, mainstreamers from Young and Rubicams pyscographics. This is because mainstreamers normally seek security and conformist. Mainstreamers are usually the ones who need human warmth and avoid any risks therefore this advert is perfect for them.

ASPIRERS

This is an advert about a Rimmel mascara that gives extra long lashes. I think that this advert is aimed at the category, aspirers from Young and Rubicam's pyscographics as they seek status. Usually, aspirers are most likely to be younger people such as teens and young adults from ages 16-24. Aspirers are the ones who usually look at the packaging of a product rather than the product. They are also known as attention seekers.

SUCCEEDERS 

This is an advert about the new release of Microsoft Surface where a keyboard attachment is available. In my opinion this advert is aimed at the category, succeeders from Young and Rubicams, as they seek control.  It's a brand choice based on self-reward and quality which is what this group look for. A microsoft surface is a self rewarding product and of a higher quality. Also succeeders are in a much higher management so they will be able to afford the product. Additionally, they have strong goal and confidence.

RESIGNED

This is an advert about a chocolate bar made by the company, Cadbury. The advert was produced in the 1980's. I think this kind of advert would fit in with the category, resigned from Young and Rubicam, as not only the advert was made in 1980's but it attracts the elderly audience from ages 50+. Also, they are retired pensioners who like to stay at home and be domestic. 

EXPLORERS

This advert is about a car made by the company, Honda. This is aimed at the category, explorers from Young and Rubicam as they seek discovery. This also appeals to them because its something new. Who gets together a choir to make all the noises and sound effects a car makes? That is something totally unique which will grab the attention of explorers.

STUGGLERS

This advert is about playing bingo on the world wide web. I think this advert is aimed at the category, strugglers as people who are desperate for money always play bingo and have full hope that they may win. Strugglers are also people who are disorganised and have a low self esteem. If you noticed, in this advert, when they won £15, they seemed to be over excited about that. This clearly shows that they don't have the lifestyle as classes ABC1 have. Also seeking escape.

REFORMERS

This advert is to do with a whisky bottle called Jack Daniels. I think this advert is aimed at the category, reformer from Young and Rubicams, as people like these like to have a good time and have less restrictions of freedom. Also seeking enlightment.

Preliminary Exercise - Lovestruck

Action Film - Narrative Theories (Taken)

The film Taken, is a hybrid genre which has elements of action and thriller. This film was released in 2009. Seventeen year-old Kim is the pride and joy of her father Bryan Mills. Bryan is a retired agent who left the Central Intelligence Agency to be near Kim in California. Kim lives with her mother Lenore and her wealthy stepfather Stuart. Kim manages to convince her reluctant father to allow her to travel to Paris with her friend Amanda. When the girls arrive in Paris they share a cab with a stranger named Peter, and Amanda lets it slip that they are alone in Paris. Using this information an Albanian gang of human traffickers kidnaps the girls. Kim barely has time to call her father and give him information. Her father gets to speak briefly to one of the kidnappers and he promises to kill the kidnappers if they do not let his daughter go free. The kidnapper wishes him "good luck," so Bryan Mills travels to Paris to search for his daughter.

In terms of narrative, this film has many different theories that you can relate to. And this has influenced the producer of the film, Luc Besson to produce the film in a certain way following specific guidelines. For example, the storyline follows the narrative theory created by Todorov which is the point that in most great films there starts out with an equilibrium, (Kim's birthday, everyone's happy etc..) then a factor which disrupts the equilibrium (Kim travels to Paris and gets kidnapped) and finally a resolution or a new equilibrium (Bryan fights a lot of people to find his daughter and eventually he finds her and takes her back home). Taken follows this theory as at the start, there is a normal state of world where everyone is happy and contempt however the protagonist feels tensed over the fact that his daughter wants to go to Paris to follow a band tour. Once Kim arrives in Paris, Kim and Amanda are kidnapped by an Albanian gang, who get teenagers addicted to drugs in order to sell them on to other criminals (Saint Clair). This is the disequilibrium or the dilemma of the story. Throughout the film, there is a chain of events which take place between the protagonist and the villains which involves a substantial amount of conflict. Further on in the film, the protagonist conquers over the villains in the film as Todorov's theory confirms that there is a new equilibrium in the storyline and the characters seem to have learnt from the situations that have taken place. There is a now a new equilibrium which is almost like a resolution however is not the same as the first equilibrium. This is because the characters now live their lives differently to before and that they are much aware therefore being more careful in the future.

Every film also includes a protagonist; the main character of the film; enigma codes which control how much the audience know at a point in the film. This makes the audience more interested as they want to find out about more about the story. Taken includes a lot of this for example, an example of an action code is when the protagonist has doubts that his daughter will be safe in France alone with her friend. This is an action code as we as the audience can tell that this may be an important part which builds the narrative. The film as a whole keeps the audience guessing a lot hence why there are many enigma codes. Despite this, it doesn't create a lot of mystery in the film which allows the audience to engage into the films narrative. This narrative is made by Rolland Barthes.

The film also follows a linear pattern which means that it is in a chronological order of beginning, middle and end. It's done in this way due to the fact that its a big budget Hollywood action movie. 

Analysis of Two Media Productions

 

What Went Well (WWW):

• Firstly, some elements of mise en scene are demonstrated exceptionally well throughout the production. For example, costumes were used to make the female character look scary and this is a typical convention of the horror genre; the setting was effective. Additionally, the make-up was also done accordingly to connote the horror conventions. The type of lighting which was mainly used is low key lighting, as the concept of the production was to capture emotions and facial expressions. The audience are therefore able to feel the friction of the actors and the fright of them causing them to have a specific bond with the character by being able to relate with the characters.
• The genre of horror is portrayed brilliantly as most of the typical conventions are being used and has been shown through typical things such as props/ equipment. The props enhance the fact that the film is to do with reality and based on real life events. The use of future reading cards created a suspenseful and tense atmosphere as although there was hope in the characters, the audience had already had an idea that something negative was soon to come. This demonstrates the enigma codes as the audience know more then the characters do.
• The scenes are also very realistic and almost life like due to many reasons. One of these would be the costumes the characters have very cleverly chosen to wear. For example, the individual reading the future cards out is dressed in a traditional outfit, this also develops on her characteristics.

Even Better If (EBI):

• Compared to the other trailers Inner redemption was different and showed the genre of horror in a much different light then the others. However, the sounding through the trailer could have been improved as the music was much louder and their vocal projection was not loud enough for the microphones they were using therefore by either using a better microphone or increasing their voice projection the scenes could have been made much clearer and easier to understand.

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What Went Well (WWW):

• The cinematography throughout the trailer was clear and well structured. For example, close up shots are very often used these create enigma codes for the audience and also shows the exact facial expression of the characters. Through cinematography as the audience we also become aware of the body language even without seeing the facial expression or the surrounding the character may be in. 
• The mise-en-scene through out the trailer was excellent as they have used all props, make up, hair etc very well and effectively. Props such as themask is used exceedingly well as it connotes that there is a hidden identity beneath there whom does not wish to be revealed to the rest of the world.
• The sound and lighting was also very effective and well presented through out the trailer. As the sound had been added into the trailer it was non-diagetic. The sound was also parallel as it related well with the plot of the trailer and did not seem unusual for it to be played at any point. The lightingconnotes that the films genre is horror as the production team have usednatural light from the sky and although it is filmed during the night this works well as it creates the sense of suspense and fright for the audience. This is also mainly low-key lighting used as there are many shadows. 

Even Better If (EBI):

• Although the music sound was good the sound of the voice overand speech could have been clearer and easier to understand. Also the music being played was slightly to loud when there was speech and should have been lowered as this could have made the speech easier to understand.
• Also as natural light was used a lot, this made it hard for the facial expressions to be seen even if the shot was a close up therefore they could have used dime background lights in order to keep the same atmosphere and just make the expressions and movements easier for the audience to see.

Institutional Information - Fishtank

1. All the Institutions involved in the production of Fish Tank. List them with a summary of what their contribution to the film was. - BBC Films, UK Film Council, Kasander Film Company and ICF Films; ICF are commonly known for working with British Films also at a low budget.
2. Two other Independent British Film production companies – their “brand”, as well as current and previous productions - Coffee Films first came into being in 1996 as an underground collective of friends, artists and musicians living around Kent. Working with an array of cheap S-VHS and Hi-8 consumer camcorders and editing tape to tape the group made a wide range of largely experimental films and videos on zero-budgets. A little over 15 years later and Coffee Films is a well established British independent film production company which has screened worldwide, won critical acclaim and reached into seven figure budget film making. 

3. Out of the three Production Companies you have researched, which do you see as most successful and why? -  I believe BBC Films is the most successful as they have produced the most recent and successful British films/ programmes. BBC Films also work with international and UK distributors, producing around 8 films a year.

4. How much Fish Tank cost to produce (it’s budget). - To produce the film Fishtank cost rounded up to £3 million. 

5. Film budgets; find 5 films made for £5 million pounds or less. What types of films are feasible on this budget? - The Avengers (£220), Kidulthood, Adulthood, Anuvahood & Fish Tank. ; English and low budget films.

6. How was Fish Tank funded? - Fish tank was funded by the UK film council and BBC films.

7. Research one other way that British films are funded. Are there any similarities or differences? - British films are mainly funded by BFI, as they support film producers in the UK who are capable of making distinctive, creative and entertaining productions.

8. What is the target audience for Fish Tank? - The film Fish Tank is based around teenage drama's which could happen in a teenager's everyday life therefore its target audience is aimed at people at the age of 11 to 20.

9. Research the mainstream 16–25 youth cinema market and decide which 3 genres are most targeted at them and justify your decisions with your research. - The three most frequent genres which are aimed at the mainstream 16-15 youth cinema market are comedy, romance and horror films. This is mainly because 16-25 years of age is an younger target audience rather than an target audience such as the ages 30-45 and they therefore prefer to watch happy an funnier films as in today's society as for them, they are much more entertaining.16-25 years old people would rather watch romantic films as they are in the age of when they have a boyfriend/girlfriend and it is an appropriate genre which they both may enjoy rather than an action film. Horror films are also preferred as they usually feature teenage characters drawing this target audience in. Additionally teenagers and young adults enjoy having an adrenalin rush and being slightly frightened therefore they may watch horror films with friends or with other company as an form of entertainment.

10. Who is the main distributor of Fish Tank? - ICF, as they distribute interdependent films and documentaries.

11. What is the role of a film distributor? Are there any differences between distribution in the US and UK? -The role of an film distributor is to be an institution that gives the film a good reputation in order for the audience to watch the film; as it is the background of the institution which may appeal and attract individuals to watch the film. The difference between distribution in the US and UK is that US films are usually made at an higher budget and are therefore renown worldwide however, UK films are commonly made at an lower budget therefore are usually just known within the UK.

12. How was Fish Tank promoted (when it was released in 2009)? - Fish Tank was promoted at 62nd Cannes film festival in France, May 14, 2009.

13. Compare this with a big budget blockbuster. What are the main similarities and differences? - Big blockbuster films are promoted in bigger cities, and would have more fans as they show previews from their films they would also advertise it in the best way possible in order to attract the audience. They both advertise it however blockbuster films go mainstream attracting an larger audience. However smaller films would not be show cases a great amount, making audiences unknown of the film. 

14. How does the trailer for Fish Tank hook audiences into the narrative and pose questions that the film will answer? Identify 3 ways/techniques. -The fish tank trailer is effective and draws it's audience in by using montage editing and an variety of different shots. The lighting as well as the cinematography is also effective as low key lighting is use creating shadows which connotes darkness, fear and sadness. Through the trailer we see the main female characters point of view and the ways in which she reacts to the events she may be going through. As the audience the trailer indulges as well as confuses us as we are intrigued to find out more about what happens and about the events that follow what we have already seen. This trailer therefore creates enigma codes.

15. Analyse the trailers for 2 different films (from different genres). Are there any differences in the way they hook the audience into the narrative and pose questions that the film will answer? Identify at least 2 similarities and 2 differences. -

16. How does the trailer for Fish Tank balance plot and spectacle? - The trailer is memorable and draws the watchers (audience) in. The actions and speech of the main character are also memorable. As the main character is a female, this is different compared to other British films, therefore this draws the audience in even more and makes them what to watch the movie in order to find out more about the film, story line, plot etc.

17. How do the trailers for your other films balance plot and spectacle? Identify at least 2 similarities and 2 differences. -

18. Think about the certificate of Fish Tank (15 certificate). Research film certification and outline what is deemed acceptable for this certificate. What is the difference between a 15 certificate and an 18 certificate? - 

Film Review - Fishtank

The  film "Fish Tank" is all about the lifetsyle of a female teenager aged 15 (Katie Jarvis who plays the character Mia). She lives in an estate in Essex with her mother and younger sister. Mia doesn't really have a loving family who takes care of eachother but she has one where everyone screams and shouts at each other. Also, there is no positive communication skills. The film shows Mia's lifestlye and demonstrates that she is an aggressive teen with an ambition to succeed in the world of performing arts (Dancing) . Throughout the film, we also come to know that Mia has a secret relationship with her mother's boyfriend (Connor). This causes major complications in terms of her life and confusions in her head. As the film continues, the audience feels sympathetic towards her due to the situation that she is going through however as the film comes to an end, there is a bigger confusion in Mia's head which persuades her into doing a number of downsides. In my opinion, the director Andrea Arnold ; who is also the writer of the film; wrote and produced this film in order for people to visualize how their lives are and that these sorts of downfall events do take place in family's such as Mia's. It allows people to have a clue what's going on around the world and that there are people out there in similar positions. Despite this, I believe that story line wasn't thought of very much as it kept changing and developing throughout the film. There were also a lot of rhetorical questions leaving the viewers/audience confused and making them think more with what actually happened. Also, as a viewer of the film, I expected the main character, Mia, to make it through into dancing or she may be happier with her life however this was not present and she was contempt with just moving from Essex to Wales. But there was a change in behaviour with the mother and Mia. This was a huge twist as the mother and daughter never had got along with eachother. It was shown by the fact that they were dancing together.

The main character Mia; played by Katie Jarvis; was a really good actor in terms of the story line of the film and i felt that she suited the part very well. Despite the fact that she had not had any acting experience, she seemed to know very well about her role. Katie Jarvis plays the part well as it sends out a message to the audience which is that the moral of the film is survival and that children who are brought up in these lifestyles make do with what they have in life. Joanne, Mia's mother; played by Kierston Wareing; makes Mia's life miserable as she doesn't take care of her daughters the way a typical mother should. This demonstrates that Mia has no one in her life, not even her mother to look after her and take care of her. Joanne uses foul language towards Mia and does not always treat her in the right way. This portrays to the audience how some people's lifestyles are and there are people out there with similar everyday events so it's not as if this film has been completely made up, in fact it represents the lives of some rare teenagers which links to the name of this film, Fishtank. This is shown as fishes in a general tank are trapped just like how Mia is. No freedom, no money and no love.

The film is mainly aimed at the younger generation (ages 11-20) in order to make them realise and appreciate what they've inherited compared to others of the same age. It allows them, to have sympathy for the character about what condition they live in and how they are being treated. This may persuade the current younger generation to take action and help others out who are less fortunate. The main characters allow this to go ahead as Mia is a teenager who lives with her mother and younger sister in a council flat in Essex. It's not exactly a beautiful and luxury apartment nor does she have people around her that cares for her therefore it's showing two sides of a coin. The genre of the film also links to this point as it's not a fantasy film nor a fictional movie, in fact it's a drama and non-fiction therefore suggesting that this could happen in lives currently and may even happen.

Overall, the film "Fish Tank" is a film to make other teenagers in today's society of the same age as the main character (Mia), feel sympathy and therefore attempts to make them appreciate with what they have. Also it may result in the viewers wanting to help out others who suffer in the same way or make them less ungrateful in terms of what they possess. I personally disliked the story line of the film as this isn't my type of genre although it really opened my eyes. It's message is very strong which makes it pop out and open eyes of the viewers and audience.