Within both adverts for “The Only Way Is Essex” (TOWIE) Season three and my own created trailer “The Edge” there are features which are similar in each medium, but they also contain many different elements.
Both clips open with a non-digetic sound of a soundtrack but both contain different beats. However, the music used for each trailer portrays different meanings in order to capture their own target market. For example, in the “TOWIE” trailer the music used is ‘You Only Live Once’ by John Barry. This music has a slow, arithmetic beat and can be seen as sophisticated due to the sway that is used in the song. Combined with the images of the trailer such as characters Arg and Lydia living in a large house complete with butlers and cleaners the trailer provides the audience with a sense that this programme is about the luxury lives of the wealthy. Alternatively, within my trailer for “The Edge” an ‘up-beat’, fast track song is used. This is because it helps to connect and appeal to my young, teenage target audience due to it representing similar music which is used in popular night-clubs. Based on Lacan’s theory of mirroring, this can be seen as a useful tool as my audience will want to copy to mimic the characters lifestyles. Therefore, the audience is likely to accept this programme as a whole and desire to know and copy all aspects of the programme.
Another similarity between both trailers is that elements and wealth ideals are portrayed. For example, in “TOWIE” the use of grand mansions and highly recognisable brand Ferrari’s help to cement the idea of royalty, status and power. These characters within the programme are deemed to be popular and someone to admire due to their wealth. This again is useful to attracting and audience who is interested in this sort of lifestyle. In comparison, “The Edge” uses locations such as a modern, Italian décor styled restaurant. Although not as highly esteemed as the location of the expensive and glitzy restaurant in “TOWIE”, it still represents a higher level of wealth than the average person. This is further reinforced with high street brand labels such as Ralph Lauren as although not regarded as quite as high class, it is still a representation of wealth and money. Therefore both programmes can be seen to use the desire and appeal of status and glamour to attract their audience.
One difference between both trailers is the gender performance style used. This is because in “TOWIE” the initial two characters Arg and Lydia are shown to have equal status due to them both sharing the same wealth and enjoying the same luxury lifestyle. The audience is likely to interpret this in a positive way as the programme is aimed at both males and females so by representing both genders as equal a larger target market can be reached. However the end of the “TOWIE” trailer misogyny can be seen to be represented. This is because two beautiful women are used to cater for the males’ needs. This is known as hegemony from Gramsci, which describes the way in which messages are shaped and in this instance the usual ideals of the male/female roles which are portrayed throughout the media and generally throughout people’s lives are used. This allows the programme to relate to the beliefs and values of many peer groups as the gender performance of these women is labelled to be that of a sexual reference, which is reinforced by their ‘come to bed eyes’ and the fact that they appear to be falling at the men’s feet to perform their jobs. In addition, “The Edge” trailer can be seen to show misogyny. This is because the first initial shots show a lady in bed with a man’s t-shirt on. This can be seen to suggest that this male holds some sort of power over his women. This is further seen as the initial dialogue used in the programme suggests that a one night stand has occurred which further enhances the strength of the male character. As a result, this will help to attract a male audience as many will want to idolise this first character. Yet, although not shown in equal status the female audience will not be disregarded. This is because females are often attracted to story lines about attractive males too. Therefore, although both soaps use a different technique in gender portrayal, they are still used for the same aim; to appeal to the target market of both men and women.
Overall, both trailers use the media theories in their own necessary way to try and relate to their target audience. This is because although some techniques are used slightly differently, they are all used for the same aim which is to try and create an advert that represents the wants and ideals of the target market.
No comments:
Post a Comment