P1, M1 and D1: The purposes, approaches and contrasts between different audio-visual promos

 

  L01: The purposes, approaches and contrasts between different audio-visual promos

 

   Advertise, promote, market- TV adverts HARIBO Tangfastics Advert 2021 – Weigh In TV advert and Ariana Grande - R.E.M. Fragrance Commercial (Official Video) - YouTube

     Inform- Movie trailers Avatar | Official Trailer (HD) | 20th Century FOX and MORBIUS - Official Trailer HD
   Educate- Roman Kemp Opens Up About the Difficulties Making "Our Silent Emergency" - YouTube 

  Entertain- Music videos Taylor Swift - Bad Blood ft. Kendrick Lamar - YouTube and Ariana Grande - thank u, next (Official Video) - YouTube

        

        HARIBO Tangfastics 2021- Weigh In advert

Haribo is a worldwide sweets company that was founded in 1920, Germany. They create gummy sweets. Haribo is trying to promote, market and advertise Haribo Tangfastics (their sweet and sour tasting gummies) using ATL (above the line) advertising. They have promoted/advertised Haribo Tangfastics to create awareness of the sweets and make a profit/money by selling more Haribo Tangfastics. UKHaribo broadcasted a short TV advert called "HARIBO Tangfastics 2021- Weigh In" targeted mainly towards children, but possibly adults who want to capture the same childlike feel and bring on nostalgia. You can find this advert on TV, YouTube and on their social media such as the HARIBO UK Twitter page. Because Haribo Tangfastics are targeted towards children, they are going to be in category E which is unemployed. They will be mainstreamers as Haribo is a well known and trusted brand, lots of children love Haribo.

The audio-visual promo starts with the crowd cheering, cameras clicking, most likely paparazzi. Lights are focused on the stage where the boxers are. This all happens in a wide camera shot (to show the scene), zooming in towards the boxers. The boxers (Oxley and Gorchov) are staring down each other in an extreme close up camera shot of their faces to show dominance before the match. They also did this so good photos could be taken about the match, for the press. This creates an intense and serious vibe for the beginning of the advert. There is a banner at the top of the stage with "World Heavyweight Championship Oxley vs Gorchov" on it in a sans serif masculine font. You can also see that this a championship boxing match as someone is holding a belt, you can only get one of these if you win the boxing championships, this is mise en scéne. You can see sponsors in the background. This is the hook of the advert as it lasts for 6 seconds. The hook interests and captures the attention of the viewers, lots of people like boxing and the advert looks different compared to other adverts that are more basic. 

 The press referee pulls out some Haribo Tangfastics. The press referee and the boxers sound like children when they talk. This relates to the target audience of children, Haribo uses a comedic advert so they would find this funny. The childlike speaking relieves the tension a little bit and shows that Haribo Tangfastics are light and playful and they are great to share. In addition, the change from a serious to light atmosphere symbolises how Haribo Tangfastics are great for any situation, for example if you have a disagreement with someone, Haribo Tangfastics will diffuse the situation. This is the educate section of the advert, they are talking about the Haribo Tangfastics and promoting the flavour and shapes "It's kind of sweet and sour". Furthermore, the boxers trash talk each other "The dummy will bounce on your head boing boing boing" "It's fizziness will explode you away" and they are showing some of the gummy shapes you can get in the Haribo Tangfastics. The press referee says "I just like sweeties" which relates to the target audience of kids and possibly adults that like sweets.

Towards the end, the boxers laugh together and the atmosphere is happy and relaxing. This is different compared to the beginning of the Haribo Tangfastics trailer which had a serious atmosphere. This Haribo audio-visual promo is fun and childlike, this may have been done because funny adverts are more memorable. The boxers and press referee represent how adults can like Haribo too. This does meet the purpose as it advertises Haribo Tangfastics and it reaches the target audience.

I can compare this informative Harribo Tangfastics advertisement with the Ariana Grande - R.E.M. Fragrance Commercial

Ariana Grande's R.E.M perfume is sweet scented, the stand is shaped like crystals with the perfume in the middle . The acrynm R.E.M stands for Rapid Eye Movement which is a phase we have when we sleep, this is also the name for one of Ariana Grande's songs.

The Ariana Grande R.E.M. Fragrence Commercial was directed by Olivier Lescot and produced by Collaborate Agency. This audio-visual promo is to advertise, promote, market the perfume, this advertisement was released on the 12th November 2020. I think the audience of this perfume are teenage girls to young women around the ages of 13-30 who are mainstreamers, like superheroes and Ariana Grande. This commercial was distributed on TV, YouTube and on Ariana Grande's social media pages.

 In the music video, Ariana Grande is wearing a space suit that look similar to the outfit she wears in her music video Break Free. The purple colour represents magic and escaping from reality which is what we do when we dream. The pink and purple colour scheme also fits with Ariana's brand and music identity. The space suit makes Ariana look like a superhero to show how powerful women are and the colours also represent femininity.

 

 The commercial is animated. This could symbolise how this is a dream and this isn't real as apposed to having real people and real settings. Dramatic music plays in the background. This animation makes the advertisement take conventions from a TV show and the storyline supports this. In the beginning of the advert, we see a wide camera shot of space as the camera zooms into a ship. The space theme of this audio-visual promo could be marketing how the R.E.M. perfume is out of this world and amazing. We also see broken pieces of machinery which foreshadows the robot enemies later on. A missing dog alert shows up on the ship, this shows how Ariana has to rescue her pet dog. Next we see Ariana Grande with her pet pig floating in the space ship as a full body shot; the camera pans around her. You can also see lots of pink crystals floating around Ariana which shows the has some sort of powers and this could also suggest that the R.E.M. fragrence will have you feel powerful. Ariana wakes up, looks as the planet then the video cuts to black and the music stops. This signifies a new part of the video.

 

We see lots of establishing shots as the a tracking camera movement is used when the spaceship flies to the planet. Ariana says "Piggy, what is this place?". Ariana follows the crystals.

Next you can see as a wide camera shot that her pet dog has been captured by robots. The dog shouts "IT'S A TRAP!" Ariana Grande and the robot fight in medium camera shots. The pig puts all the crystals together and we can see the R.E.M. perfume. This could resemble how R.E.M. is powerful and magic. The perfume shoots a fragrance that covers the planet and the robots turn good. Ariana rescues her pet dog Tolouse and they take a ship back.

 

The music gets slower and less action styled, Ariana says "Boy you're such a dream to me" which resembles how nice the perfume scent is. The spaceship flies into the camera and a graphic of the R.E.M. Ariana Grande shows on the screen futuristic fonts. This makes it clear the the audience that the advert is promoting the R.E.M. perfume.

 

The similarities of the Harribo Tangfastics 2021- Weigh In advert and the Ariana Grande - R.E.M. Fragrance Commercial are they both successfully promote their products. Both advertisements have some small narrative and they both show the product at the end of the advertisements. 

There are differences though such as the R.E.M. fragrance advertisement is animated to resemble a dream state whereas the Haribo Tangfastics advertisement uses real people enjoying the sweets.

 

Avatar Movie Trailer

 

Avatar is the most successful, highest-grossing movie of all time. It reclaimed itself as the highest grossing movie of all time when it had a re-release in China in 2021, surpassing Marvel's Avengers Endgame movie in profit. It was produced by 20th Century Fox  (known as 21st Century Fox now) and directed by James Cameron. The film trailer was shown as a TV advert and you can also find it on YouTube: "Avatar | Official Trailer (HD) | 20th Century FOX". This trailer informs everyone about the movie so they will know what Avatar is about. As a result, more people are likely to buy a ticket and go to watch it in the cinema, buy the movie or stream it. Avatar is a sci-fi fantasy film and it is has a large target audience of explorers and mainstreamers above the age of 13. Avatar could be classed as a family movie for older children and teenagers and lots of people have watched Avatar because it is popular. Explorers would also love this film as there are lots of fighting and action sequences which is the reason why it has a PG 13 age rating. You can watch avatar currently on Amazon Prime Video and Google Play Movies. The Avatar movie trailer is part of a multi-media advertising campaign- Avatar was also advertised on social media, they created film posters and action figures for the movie as well.

 At the beginning of the audio-visual promo/film trailer, the main character (Jake Sully) is introduced in an extreme closeup of his eyes. The music starts when his eyes open and he is seen in a wheelchair. The music is nice and calming and it makes us feel relaxed; we see Pandora as a wonderful planet. The music later on contrasts this. A spaceship is shown flying to Pandora and a helicopter, this shows how the film is set in the future and this is an example of mise-en-scène. Lots of technological props are used in the film and we see this in the film trailer.

 Troops run out of the spaceship as this is a military operation. Wide camera shots (to show the scenery of Pandora) are taken. This makes us feel like we are on this journey with the humans and we are on Pandora. The Navi are described as "An indigenous population called the Navi, and "they are very hard to kill". This starts to show the dark motives of the humans. The humans are trying to destroy Pandora to mine for rocks and minerals that are very profitable, they are going to war with the Navi over the land. This symbolises how greed can corrupt us in the real world, we will do anything for money. The music changes to be more fast paced, dramatic and alarming after this is mentioned, also when the text “On December 18^th” is shown in the trailer. The music changes to show how the atmosphere has changed to be more sinister. The fast paced music could be symbolising the bullets being shot later on and the war.

They introduce avatars and what they are (a combination of human and Navi DNA). Jake awakens as his avatar with the same extreme close-up camera shot of his eyes. This is the same as the beginning of the trailer but it also symbolises the fresh start for the character (it is a key moment in the movie) as he will have legs again and he changes teams to side with the Navi later, plus it shows the contrast from the beginning of the trailer. The explorers psychometric group would like this as they get to see what the Navi are and this is a new exciting experience.

 The music changes to be slower paced and Avatar Jake lands on Pandora with a gun. You can hear a scream in the background. The Navi are seen flying in the air on alien birds. The villain says, “Did you forget what team you’re playing for?” which hints to what happens in the film, Jake will help the Navi instead and help to save Pandora.

Machinery invades Pandora and you can see the Navi and the military fighting. Guns are shot, missiles are released, the environment is being destroyed such as the trees. The creatures on Avatar are fighting back. James Cameron’s name is shown on screen as he directed Avatar. Avatar Jake is seen jumping onto a bird creature in the last scene of the trailer. Explorers would be drawn to the action, fighting and war in the trailer and film. The dramatic music cuts to the fade out of the title Avatar, written and directed by James Cameron, December 18^th.

This meets the purpose: science fiction and fantasy is obvious from the spaceships, technology, machinery, Pandora the world and the Navi. Explorers would love the idea of seeing a new planet/world, the fast pace and action in the trailer. The general population is very successfully informed about the movie. The movie looks very interesting, and action packed from just the trailer and the music.

 You can compare the Avatar | Official Trailer (HD) | 20th Century FOX movie trailer that informs us about the movie Avatar, to the new upcoming informative film trailer of Morbius: MORBIUS - Official Trailer HD.

 The Morbius movie trailer is produced by Sony Pictures Entertainment, this audio-visual promo informs us about the upcoming Morbius movie and the trailer is distributed on YouTube, TV, social media and cinemas. The target audience for this film are Marvel and superhero fans, males and females around 15-50 years of age.

The trailer begins with the words "A new Marvel legend arrives. Morbius new trailer", this text shows on the beat of the music. This is a convention of movie trailers.  You can see clips of Morbius in between the text on the screen. The lighting is brighter in the beginning of the trailer towards the end to show how the character had good intentions and was a good person, however the trailer is dark after he gets bit by the bats to show how his vampire side is evil.  An establishing shot shows a helicopter flying in the air and someone steps out of the helicopter as a ground level camera shot. There is a high angle camera shot and we get told he is a doctor, his crutches change to him when he is younger walking with crutches to help us feel sorry for the character. "I should have died years ago, people all over the world have my disease", this tells us that the doctor is ill himself with an incurable disease. Michael cuts his hand and lots of bats swarm him in a close up. 

Comparing the Avatar and Morbius inform movie trailers you can see similarities such as the music cuts when a scene changes or when text shows in screen, they both have voiceovers and text throughout and show key moments in the story.

The differences in these inform movie trailers are due to the different genres of the films. The vibes are different with Avatar being a sci-fi fantasy film and Morbius being a dark action fantasy film.

 

 

 

 

 Roman Kemp Our Silent Emergency trailer

Roman Kemp is a celebrity, TV and radio host for Capital radio, he has also appeared on I'm a Celebrity... Get Me Out of Here! "Our Silent Emergency" is a documentary produced by Twofour and BBC 3. The Roman Kemp documentary educates us about the importance of mental health (especially for men), taking care of it and speaking up if we need help. In addition, he talks about helping friends and keeping in contact with them to help them with their mental health. He addresses suicide in the documentary and he talks about the suicide rates in men and why men don't speak up. The trailer shows clips of Roman Kemp talking about loosing Joe, how he feels about it and says “We set out to make a documentary and highlight the problems up and down the UK with male suicide particularly in young males”. This shows the educational purpose of the documentary through the trailer.

 The target audience for this documentary and trailer is for teenagers and young adults who are reformers (socially aware) and young males of any economic category. We know teenage boys and young men are the target audience because Roman Kemp (who is a young adult) is talking to male teenagers and other young adults about mental health and suicide. You can watch this documentary on BBC iPlayer on BBC 3. BBC is a Public Service Broadcaster and they are funded by TV licenses. The BBC has to inform, entertain and educate the population; Roman Kemp's documentary educates us.

 

Roman Kemp talks about the documentary in the trailer and shows short clips of it. The atmosphere is very serious, calm music is playing and the background is black and empty with just Roman Kemp on the screen because they want us to focus on what roman Kemp is saying and not the background. To begin with, Roman Kemp tells the audience the purpose of the documentary “I want people to watch this film so that they can be the hero to their friends that I felt like I wasn’t to mine” which clearly tells us we should watch it and it has an educational purpose. This phrase symbolises how many people will have felt like after loosing someone to suicide; this is relatable to some.

 Roman talks about how he lost Joe six months into the pandemic, he lost his colleague and best friend to suicide. You can see an image of them both in black and white. We usually use black and white in film and TV to represent the past and/or death or a serious/sad situation. This also shows the seriousness of the topics mental health and suicide, lots of people don't believe in mental health and don't see it as a serious thing, they dismiss it and joke about it.  He talks about Joe and what he was like. Roman talks about how the documentary was the first time he talked about the loss of Joe. A clip from the documentary is shown with Roman saying Joe is gone while sobbing. This shows the reality of suicides and how it effects others. After that in the trailer, Roman says "I used this film as my own therapy" and "The reality is the people that you leave behind". This educates us about suicide. Roman Kemp talks about the horrible and confusing feelings of sadness you have when someone close to you commits suicide "I don't want anyone to feel like this" and says that he needed to do something about this to raise awareness of suicide and mental health and try to prevent it from happening. This further links to the educational aspect and purpose of the documentary. 

 “We set out to make a documentary and highlight the problems up and down the UK with male suicide, particularly in young males” shows the target audience of young men. Another clip from the documentary where he talks to young men about losing their best friend. Young men in Reading talk about a "two are you okay" rule for mental health. They say the first okay is just in general and then they ask again for mental health and it gives the person chance to talk "but how are you actually doing?". “I hope people walk away from this and take that…” this sentence shows the purpose of the documentary and trailer to educate people and create positive change for mental health and remove stigma. There is another clip from the documentary where he reads that people are checking up on their friends. "People that don’t struggle with mental health need to check in with their friends" Roman says he wants to do his friend and everyone justice who have committed suicide and their loved ones. This trailer has a message to those who are struggling to seek help and don't end their life, this trailer and documentary may have saved lives. The trailer ends with the text BBC Three, Roman Kemp: Our Silent Emergency only on iPlayer across the screen.

This trailer does clearly show the educational purpose of the documentary and the target audience of younger people, particularly young men who don’t speak out about their mental health as suicide rates are statistically high for them.

 

Taylor Swift- Bad Blood ft. Kendrick Lamar music video

 

Taylor Swift's Bad Blood song has an amazing music video that is used to entertain people. The music video was directed by Joseph Kahn. Max Martin, Shellback and Taylor Swift produced the music video and Taylor Swift wrote the Bad Blood song with Max Martin, Kendrick Lamar and Shellback. The Bad Blood music video was released on the 17th May 2015, it won video of the year and best collaboration at the MTV music video awards.

 The music video is used to entertain people so they will watch the audio-visual promo and hear Bad Blood. Taylor Swift and her team will get more money and views because everyone will be watching/streaming the music video and listening to Bad Blood.

 The target audience for the Bad Blood music video is people who love superhero and action films, Marvel, fans of Taylor Swift and Kendrick Lamar. Female mainstreamers and explorers would like the music video as Taylor Swift and Kendrick Lamar are very popular artists. Explorers would like the fighting and the action in the music video. Young girls and women would be the target audience for this music video and no specific economic category. Lots of celebrities such as Zendaya and Selena Gomez also feature so their fans would like the music video too and lots of people will be talking about the music video because of the celebrities, therefore giving it more exposure.

At the beginning, the superheroes are fighting men (enemies) in an office and some very superhero sounding music is played while you can hear an alarm in the background. This shows female empowerment and is represents how women can be strong too, not just men. Arsyn kicks Catastrophe (Taylor Swift) out of the window to show a betrayal of friends, this is what the song is about. Everyone can relate to this as friends fall out and lots of people have been betrayed by a friend before. The target audience would enjoy this as Arsyn (Selena Gomez) is seen as the villain and the fighting would interest explorers. A point of view camera shot is taken from Catastrophe's view as she is falling out of the window after Arsyn pushed her and glass is flying around her. “A Joseph Kahn” film is also shown across the screen while she sings "' 'cause baby now we got Bad Blood", this is a great moment to start the song as Arsyn betrayed her. This happens in slow motion to symbolise how everything can change in a few moments and to get a surprised reaction out of the target audience.

 Catastrophe falls onto the car, “Produced by Taylor Swift” and “Bad blood” is shown on the screen. The "Bad Blood" text is in red to symbolise blood. It has slashes through the letters to represent swords and daggers which you would associate with war and anger.

  Throughout the music video, character names (played by celebrities) are shown with the camera zooming onto the characters. Catastrophe falls through the car into a high tech base in a medical machine. Catastrophe is shown suiting up in armour with the Trinity (Hailee Steinfeld) helping her. This shows how Catastrophe is ready for war and it demolishes the stereotype that women are innocent, fragile and need to be protected by men, we can fight our own fights.

Towards the middle we see other heroes (also played by celebrities like Hayley Williams and Ellie Goulding) who are angry and are ready for war or a fight. The truck camera shot moves as Catastrophe (Taylor Swift) walks down the hall and smashes through a wall. This shows her anger and also shows how powerful women are. We are then introduced to more superheroes and some fighting.

 Catastrophe fights in a boxing ring with Knockout (Karlie Kloss) which would interest explorers again as they would like action movies and fights. It then shifts to Catastrophe on a high-tech bike. Catastrophe is then shown with a stick of dynamite with the Headmistress (Cindy Crawford) and this happens at the bridge of the song. This relates to explorers and people who like action and superhero movies as this means there will be explosions. Towards the end when the chorus plays again, a huge explosion is shown in the background as the heroes power walk together in slow motion. This shows that when women stick together they can achieve anything. This takes place in a wide camera shot, however, the camera does change to an extreme close up a few times of Catastrophe's and Arsyn's faces as they are the main focus of the music video because of the betrayal. The villains power walk together too and the two sides meet up in the middle.  Missiles are flying everywhere to show how intense and angry they are. At the very last note, Arsyn and Catastrophe hit each other to show war. Nearly all of the characters are female which further relates to the target audience of women, most films and superhero films have a male lead.

 This music video/audio-visual promo does entertain people and it is very memorable; it is interesting and exciting to watch compared to most music videos and it gives a cinema vibe. The action and technology will draw explorers who like new experiences and would probably enjoy the action thrill. Mainstreamers would like this as superhero films are quite mainstream like Marvel and lots of people love Taylor Swift and her mainstream pop music. People who like action and thriller films would like this and kids would love it as Taylor Swift becomes one of the superheroes that they love on TV.

          You can compare this music video to the Ariana Grande - thank You, next (Official Video)

Ariana grande's Thank You Next is also a pop song music video used to entertain that released on the 30th November 2018, you can see that the music video draws on nostalgia from early 2000s famous movies so this video reaches Ariana Grande fans and mainstreamer movie pop music lovers (mainly females) between the ages of 8 and 22 years. This video was directed by Hannah Lux Davis, produced by Brandon Bonfigilo, edited by Hannah Lux Davis and Taylor Tracy Walsh, produced by London Alley, the executive producers were Brandon Bonfigilo, Luga Podesta and Andrew Lerois, finally the colourist is Bryan Smaller. This music video was shown and distributed on YouTube and TV (music channels such as 4Music).

The thank u, next music video entertains the audience like the Bad Blood music video. However, instead of having a clear narrative like superhero one from Bad Blood, thank u, next draws on movie nostalgia.

In the beginning of the thank you, next music video, you can see people talking about Ariana Grande in a medium close up shot while Ariana Grande's 7 rings song plays in the background. Ithis promotes Ariana's other new song. This scene is a movie reference to the early 2000s film Mean Girls, the students at high school talk about the rumors they have heard about the most popular but horrible girl in school Regina George. Throughout the music video the movie references make the music video more fun and interesting as they might have grown up loving these movies. In the thank you, next music video the camera slowly zooms in or out as the students talk rumors about Ariana Grande such as "Ariana broke off an engagment, so I found a guy to propose to me and I broke off an engagment". The origional actor for Aaron Samuels (Jonathan Benett) the love interest in the movie, says an iconic line Cady Heron (played by Lindsay Lohan) says in the film but about Ariana "Ariana Grande told me my my hair looks sexy pushed back. She's not wrong". Celebrities Colleen Balinger, Stephanie Drummond ( she played Bethany Byrd from the origional Mean Girls movie), Scott Nicholson, Gabi DeMartino and Troy Sivan are the celebrities in this talking in this scene. These celebrities throughout the music video are popular right now, this makes the target audience drawn to watching the music video just to see what other of their favourite celebrities are included. The screen cuts to black with the words Ariana Grande in thank u, next across the screen, the start of the song starts to play too. The text is pink, white and bold to fit the pink colour scheme you see in the video. They have used lots of mise en scéne throughout the entire music video such as the burn book scene below to draw on nostalgia.

 

 

Another reference to Mean Girls is made here with an overhead angle of the burn book labeled thank u, next. Ariana Grande starts singing in close up camera shots and we see her cutting and sticking photos in the book. The music video changes to the plastics in pink with Elizabeth Gilles playing Cady Heron, Jonathan Bennet replaying Aaron Samuels, Courtney Chipolone playing Gretchen Wieners and Alexia Luria playing Karen Smith. They walk down the high school halls as the camera pans to the left as a close up of their faces. Ariana Grande pushed Troy Sivan away from her like Regina George would in the movie. This all leads up to the chorus of the song.

The video flashes white to symbolise cameras (parents and school photographers will be taking photos or filming) as the chorus plays and the girls perform a dance similar to the Winter Concert Jingle Bell Rock dance from the original Mean Girls movie to the thank you next song as full camera shots and medium camera shots. Chris Jenner plays Regina George's mum while holding a camera filming the dance. The scene looks nearly identical to the original except you can see the song title thank you, next gold sign in place of the Winter Talent Show sign from the movie.

 

 

 

The video dips to black as the chorus ends and we see the movie references changing to the movie Bring It On. Bring It On is a cheerleading film where two high schools compete against each other to win the trophy. In this scene we see Matt Bennet and Ariana Grande acting out the toothbrush scene, this is a medium camera shot. We see a mixtape named to Ari, from Ari. This symbolises how the message of the song is self care. The chorus starts again as the cheerleaders jump in the air. We see full shots, medium shots, and low camera angles used in this scene. Ariana dances with the cheerleaders (Victoria MonEt, Tayla Parx) who are co-writers of the song. We see them wearing very similar cheerleading outfits to the movie. Patience Aquart, Nekai Johnson and Luz remigio all played rivals of the main character's cheerleading team in the origional Bring It On movie.

Here you can see a 13 Going On 30 movie reference. The dollhouse is a key prop from the movie and in this scene Ariana Grande is seen playing Jenna Rink near the end of the movie when she wishes she confessed her feelings for Matt instead of trying to be popular. The dollhouse is magic and takes her back to when she is younger. This scene has medium camera shots, an establishing shot, extreme close up shots of the rooms in the dollhouse. The pink magic powder swirls and covers the screen to transition to the next scenes of the music video.

Here you can see Legally Blonde movie references. A tracking shot is used as a black car pulls up. We can then see a pink shoe stepping out of the car as a ground level shot and Ariana Grande's dog Toulouse jumps out of the car. Ariana Grande is playing Elle Woods while dressed in pink like the character would. Close up shots and medium close up camera shots are used as Ariana walks down the path. The comedian actress Jennifer Coolidge once again plays Paulette. Over the shoulder camera shots are used as they talk to each other about guys like in the movie. In a full body shot, we can see Ariana Grande doing the famous bend and snap, the video then shows parts from every scene as the song ends and the music video fades to black.

Comparing Taylor Swift's Bad Blood music video to Ariana Grande's thank you, next music video, you can see some similarities and differences.

Both music videos have a similar target audience. They both contain celebrities that are relevant to the target audience and they are both pop songs. Both videos have the singers lip syncing some of their lyrics with a narrative or something happening in between which is the convention of music videos, this is a way to entertain audiences with the audio-visual promo.

There are also some obvious differences such as Bad Blood uses a superhero themed music video to reach the target audience whereas thank you, next uses references from popular movies to do the same. Ariana Grande's thank you next video contains more bright feminine colours such as pink whereas Taylor Swift's Bad Blood uses darker colours such as black and red to portray the themes of women empowerment and superheroes. The Bad Blood music video has more of a narrative with Catastrophe wants revenge for Arsyn betraying her and kicking her out of the window. The music video is about Catastrophe suiting up with her superhero friends to go and fight Arsyn. However, Ariana Grande's thank u, next music video only really focuses on bringing iconic scenes from famous movies such as Mean Girls, 13 Going on 30, Bring It On and Legally Blonde back to life, the video uses these scenes to make us feel nostalgic. Thank you, next focuses on self love and realising how your exes have shaped the person you are whereas Bad Blood focuses on revenge and female empowerment.

D1- Compare and contrast the messaging with the identified audio-visual promos

The Haribo Tangfastics 2021 weigh in advert promotes, markets and advertises Haribo Tangfastics. They successfully reach their child audience and mainstreamers with the advert. This advert is used to persuade people to buy the Haribo Tangfastics sweets product. 

What went well about this audio-visual promo: They have used child voices to reach a child target audience. The Haribo Tangfastics are also described "It's kind of sweet and sour" "It's fizziness will explode you away". This advertises the Haribo Tangfastics perfectly as they tell us what they are and what they taste like. Plus, they show what the Haribo Tangfastics sweets pack looks like at the end. The boxing situation could link to how the Haribo Tangfastics give a punch of flavour and this works well, plus including boxing in an advert is different.

However, the advert could be even better if they included children in the advert. Maybe they could have added children eating the Haribo Tangfastics at the end while watching the boxing.

I believe the Avatar | Official Trailer (HD) | 20th Century FOX is the most successful audio visual promo I have analysed in this report. The movie trailer is used to inform us about the Avatar movie and it is targeted towards explorers and mainstreamers over 13. The film trailer is used to make people want to buy and watch the movie.

What went well about this audio-visual promo: The movie trailer is very well put together and edited. The scenes fit the music beat, for example they have changed the scene based on the beat of the intense music at the end. The camera angles are amazing. In addition, the target audience is clearly met as they have included a lot of clips from the action scenes from the Avatar movie. I think the Avatar movie trailer is the most successful audio-visual promo I have analysed because it relates to the target audience, it is fun to watch and it is the highest grossing film of al time, the film trailer will have helped this massively. 

However, the movie trailer could be even better if they didn't give away the whole plot. For example, they gave away who the villain of the film is when they could have added mystery here. You know the basic plot for the movie already without actually seeing it.

The Roman Kemp Our Silent Emergency trailer educates us about mental health. They successfully reach their teenage boys target audience and reformers. This trailer educates us in general about mental health and suicide, but it also shows clips from the Roman Kemp Our silent Emergency documentary so we will further educate ourselves by watching the documentary.

What went well about this audio-visual promo: The trailer shows the best clips from the documentary and it educates the target audience. The atmosphere is serious with the background being black and Roman Kemp talking, the scene isn't changing all the time except for the clips. This is a positive as suicide and mental health is serious and it shows how they effect people. 

However, the trailer could be better if they added helplines at the end for anyone who is struggling and came across the trailer without watching the documentary. Plus, the trailer is very long (5 minutes) and not everyone will be interested in watching a five minute trailer. 

Taylor Swift's Bad Blood music video is used to entertain us. They reach the target audience of women/girls, explorers and mainstreamers who find celebrities interesting. The music video entertains us and it creates more profit for the artists and music label.

What went well about this audio-visual promo: The bad blood music video has a female cast and action scenes are used which relate to the target audience and shows female empowerment. Also the music video is very entertaining and it is like a short superhero film. Lots of celebrities are used in the music video which draws in the target audience and those who like the celebrities. Furthermore, the music video represents the song well. I think this is also the most successful audio-visual promo along with the Avatar movie trailer. This audio-visual promo won rewards and the music video is very entertaining.

Comparing Taylor Swift's Bad Blood music video to Avatar | Official Trailer (HD) | 20th Century FOX.

 The Bad Blood music video is used to entertain audiences whereas the Avatar movie trailer is used to inform audiences about the movie.

In the beginning of the Bad Blood music video, there is an establishing shot of a building as characters are fighting each other to show this is where this scene is set. This gives a cinematic feel to the audience, making them feel like they are watching a short film. However, the Avatar movie trailer starts with the green simple film rating screen and the producers of the film (20th century fox and Lightstorm). This shows how the Avatar trailer is informing audiences about the film while the short film style of the Bad Blood music video is entertaining us.

A Joseph Kahn film, produced by Taylor Swift and Bad Blood text is shows on the beat of the music to introduce the video and the text is red and silver to show how Arsyn stabbed Catastrophe in the back. Red represents anger, revenge and blood. The music video doesn't have much of a storyline except Catastrophe wants revenge from Arsyn and it is superhero themed, however in the Avatar movie trailer cinematic shots are used, lots of fade in and outs are used, they also use fade transitions in-between the next scenes in the trailer. There are voiceovers that tell the basic storyline of the film to inform the audience what the film is about, whereas the Bad Blood video is just a song with the characters mouthing the lyrics to entertain audiences with the song and the video and make them want to sing along. 

The Bad Blood music video has lots of camera shots, angles and movements, the scenes jump around pretty frequently and lots of visual effects are used such a explosions, technology.... This entertains the audience by showing them the scene from different angles to keep their attention, the video fits the pace of the song to make it more appealing. The Avatar movie trailer has special visual effects all throughout because this is a big film and they want to show the visual effects in the trailer to give the viewers more of a reason to go and watch the film when it releases. The Va'vi and the creatures are digitally created, they use special effects to create all this technology and lots of other things.

Here you can see that the Bad Blood music video draws on movie conventions when the characters walk in a line together in slow motion, this happens in a lot of movies. The Bad Blood music video doesn't have any dates, times or anything unlike the Avatar movie trailer. The music trailer also includes explosions and special effects to entertain audiences and they use celebrities to entertain audiences.

Text like "November 18th" zooms in on the screen to tell the audiences when they can watch the Avatar movie/when it is released, the Bad Blood music video doesn't have anything like this because it is just used to entertain us and not inform us about a product. In the Avatar movie trailer, the text is accompanied by a plain black screen to show how important the information is and for the film trailer to get the information across effectively. This makes the text easy to read and also makes it stand out. However, in Taylor Swift's Bad Blood music video, the text appears alongside the video to show how it is just a part of the entertainment, it is not that important. We also see "from James Cameron the director of" followed by famous movies text in the Avatar movie trailer. The text gives us information about when the film is releasing, who directed it, the movie title, while the voiceovers and snippets from the movie shows us the storyline. The text is blue and white to symbolise the colours of the Na'vi, the audience can read into this and say the Na'vi are important in the film. The blue and white can also represent nature, water is blue and clouds are white, this links to the film trailer when the humans destroy Pandora and the environment.

To conclude, the Taylor Swift Bad Blood music video is used to further market the song and create more revenue. They do this by entertaining the audiences with celebrities, a fun short film styled music video, lots of camera shots, angles and movements, visual effects and so on so the public will be talking about the song and the music video so they will both be trending. The Avatar movie trailer informs the target audience about the film using clear easy to read text to show important information, voiceovers to explain the storyline, visual effects, camera shots, angles and movements to show the world of Pandora. This is to market the film to the audience, deliver key information like a release date, and show parts of the movie to persuade them to buy a ticket and see the movie at the cinemas. Both of these audio-visual promos fulfill their purpose.

Comparing Haribo Tangfastics 2021 weigh in advert to the Roman Kemp opens up about the difficulties of making "Our Silent Emergency" trailer

The Roman Kemp Our Silent Emergency trailer is used to educate audiences about mental health whereas the Haribo Tangfastics 2021 weigh in advert is used to promote/market/advertise a product. The Haribo Tangfastics trailer is clearly based around the sweets product, the atmosphere is more lively and there is more colour. The Silent Emergency trailer is more dark, the text is white and in a simple easily readable font. This is so everyone can be educated around this topic and understand the text. The Haribo Tangfastics advertisement doesn't have any text but it does include an end graphic showing the Haribo Tanfastics product to advertise it whereas the Roman Kemp: Why I made 'Our Silent Emergency' tells people they can watch the mental health documentary and be educated on the topic.

In the Silent Emergency trailer, Roman Kemp is talking with a plain black background so we are focused on only him and what he says, we are not looking at the background. This shows how serious the topic is and how we should pay special attention to what he says. This is different to the Haribo Tangfastics advertisement because it uses a boxing arena background to draw attention to the advert and market the Haribo company as a fun and interesting brand so those who watch the advert will see the Haribo Tangfastics and associate them with fun times. The scene can also make us think that the Haribo Tangfastics product is a tasty punch of flavours and fizz. The Our Silent Emergency trailer doesn't use mise en scéne because the trailer is not used to entertain the audience or just market the documentary, they want to make sure they get their educational information across with no distractions. However, the Haribo Tangfastics advertisement uses scéne: There is a champion belt behind the boxer when he takes a Haribo Tangfastics, they are on a press stage with sponsors as the background, the posters on the left and right show the boxers and we infer they are going to participate in a boxing match against each other, the crowds are cheering at the sides and we hear them in the advert, the lights aren't super bright, the spotlights move and they use overhead lighting, the boxers are wearing boxing clothes they would wear before a fight and the word "vs" is shown on the poster above. This mise en scéne captures the attention of the audience because this advertisement looks interesting compared to other advertisements that are more simple and boring. 

 The Our Silent Emergency Trailer uses footage from the documentary and photos to educate others about the importance of mental health and to persuade them to watch the documentary and educate themselves further. However, the Tangfastics advertisement has nothing like this. The My Silent Emergency trailer doesn't have that many camera shots, angles and movements but they do have zoom onto the person who lost their life, Joe (this trailer is mostly Roman Kemp talking in medium close up shot of his face) compared to the Haribo Tangfastics advert. This is to show how serious the situation is, help the audience follow the simple camera shots and because the camera shots, angles and movements are not the main focus of the trailer but the information. However, the Haribo Tangfastics advert has snappy camera shots, angles and movements to show how the product diffuses the situation and even makes adults feel happier, this is all about the sweets. 

The Haribo Tangfastics advertisement also uses camera shots, angles and movements to show the Haribo Tangfastics product and the character's reaction to them. The advert does this by using medium camera shots with the Haribo Tangfastics product in the frame, the characters take one and we see their reaction to them as close up camera shots of their faces, the advertisement zooms into the Haribo Tangfastics products in the end to show they are the main focus of the advertisement and this is what they are advertising.

To conclude, the Roman Kemp opens up about the difficulties of making "Our Silent Emergency" trailer uses simplicity in every aspect (camera shots, angles movements for example) to educate the audience and give them information about the importance if mental health. The Haribo Tangfastics advertisement uses camera shots, angles and movements to show the product and advertise it. They are both very successful audio-visual promos.