Framework media
- 1. Framework for analyzing marketing campaign products By Emma Niemann
- 3. Shot one In this image they have used an establishing shot to show the setting of the film, I think this shot is important as it shows how large the area is suggesting that the area is quite excluded and isolated. As the film is a horror/ thriller the lighting contrasts to the normal lighting conventions of a thriller due to the bright natural lighting. In the picture all you can see are trees showing there isn't a large population of people here making it a good setting for a thriller or horror genre as the characters will be seen as The sound includes diegetic sound, including the wind and birds in the background, creating musicality as the footage links to the sound heard.
- 4. Shot twoThey have now used a long shot to introduce the main setting for most of the films duration, the long shot shows the one and only house located into the forest which is a key convention for a thriller as the character becomes a target for the intruder. The lighting has now contrasted with the previous clip as they have now used low key lighting which creates more of a creepy atmosphere. This will start making the audience feel tense. The one car shown suggests that there is not many people living at this house, again highlighting the theme of vulnerability. The trees are covering the front of the house in this shot suggesting the theme of being trapped. The movements are very slow throughout the trailer at the beginning, with continuity editing making the footage seem more realistic this will effect the audience as it will draw them into the film creating a relationship with the characters and the audience. The sound is quiet at the beginning of the trailer mostly including diegetic sounds of the forest including wind and the birds chirping. The quiet ambience helps create a creepy eery atmosphere for the audience.
- 5. Shot Three This clip still shows the footage from the previous clip with titles over the top in a bold white font. The font states “she can not hear” this introduces a large part of the story line suggesting she is deaf, this creates a new type of vulnerability as she can not hear for any problems. Making the character deaf is one of the unique selling points as it makes the audience sympathies with the characters which creates a new type of a relationship. The white text is very bold and is easily seen as it contrasts the background shown. “hear” is shown in a bolder text which really engages the audience and helps emphasizes the plot of the film. Due to the little information it also leaves the audiences question unanswered on why she cannot hear making them want to find out. During this shot the camera is moving forward zooming into the footage while the titles overlay. This helps add effect to the feeling of being trapped suggesting the camera is the intruder coming closer to the house. The music has the same ambience of diegetic sound however there is a slight creak heard making the audience feel uneasy as it may suggest someone is lurking.
- 6. Shot four This shot is very similar to the other one shown, again the white text is very bold contrasting with the black background, Before showing this title the previous one stated “she is alone” and then added in the “not” this was very effective as a small change can create such tension which automatically makes the audience anxious as to what will happen. The sound becomes more intense when this title appears which is non diegetic. It is a slight “boom” type noise which is faint ands echoes which emphasizes the title suggesting there is someone lurking such as n intruder or murderer. The camera continues to zoom into the house this helps create tension as you don’t know what will be at the end of the clip as the audience is unsure what they are zooming into, making it unpredictable. We also learn that “she” is a female character which is usually seen in a thriller or horror films as stereotypically females are seen as weak and venerable compared to the male gender as they can be seen as fearful. “not alone” is also presented as a larger font which highlights the storyline of the female character being wanted or stalked upon by an intruder or someone she may know?
- 7. Shot five They have used a mid shot of the character laying on the sofa. The shot is effective as it shows different areas of mise en scene. There is a book shelf behind a lamp and a large cream sofa which makes it appear very homely. The way she is laying shows she feels very comfortable and relaxed however she is unaware of what is about to happen which is used to build up tension. They have once again used low key lighting to stick to the conventions of a horror and thriller genre. It also suggests that it is night time due to the dark areas in the house. Night time makes it harder to see an intruder lurking which creates the dramatic mysterious atmosphere which is important for this specific genre. The sound is very quiet but has this creepy eerie noise which is non diegetic which really creates the atmosphere. She is also looking on her laptop when she gets a message pop up which is diegetic sound. This intrigues the audience as they are unsure on who the message has been sent from.
- 8. Shot six The lighting is very dark in this scene to keep the identity hidden of the antagonist, The male character is also wearing a white mask which highlights the horror genre as the audience will be frightened as they do not know who it is; introducing the sense of the unknown. The camerawork has been used in a very simple way which has introduced the character but due to the dark lighting not much has been revealed. The mid shot used is effective as it allows us to see the white mask and his body allowing us to identify it is a male role. They have used no music and included no non diegetic sounds. You can hear her deep breathing showing the audience her fear as she is along and is unaware who the intruder is and what there motive is. The use of silence and just her breath being heard is very effective as this creates tension.
- 9. Shot seven This mid shot used is very effective as it has captured her facial expressions as she has seen the intruder. But her face seems like she is shocked almost as she may know the person, this leaves the audiences questions unanswered. Engaging them into the film. They have used diegetic sound of her breath being heard making the audience understand she is scared and feels vulnerable. While she runs forwards non diegetic sound is reintroduced and is very loud as she runs towards the door to close it its like a bang sound which is very dramatic.
- 10. Shot eight This mid shot is very effective as it allows the audience to see a girl being dragged and as it is a very fast clip it creates tension as the audience are unsure what happened and creates a dramatic atmosphere. The shot allows characters to be seen but the identity is still hidden this is also due to the low key lighting used suggesting it is late at night. They have used fast paced montage editing of different clips of the women trying to escape and the intruder coming after her. The short fast clips are a great way to make tension as it is not showing the full scene which is almost teasing the audience. The footage being shown also relates to the intense music being heard. In this scene they have included dramatic intense music which links well with the horror scenes being sho0wn. The music gets louder and louder which shows musicality as the montage editing links well with this. The music sounds like it is building up to something creating a veery dramatic atmosphere and makes the audience question what will happen next.
- 11. Shot nine For one of there last clips shown this one is very dramatic due to the non diegetic soundtrack being heard in the background which really enhances the title being shown; musicality. The bold white text has been repeated in this clip just like the beginning of the trailer, this reinforces the dramatic tense atmosphere of the film throughout. The bright white bold writing contrasted the black background showing vulnerability which links to the female character of the film. They have also used a fade in and out on the text which is different o the strong music being heard. There is a slight zoom also reinforcing the trapped feeling we are shown throughout the trailer and the film itself as being trapped is a key theme in a horror film.