Casino Royale trailer
The text is a trailer for the movie ‘Casino Royale’, which was made in 2006 by ‘Metro Goldwyn Mayer’ and the purpose of this trailer is to attract a vast audience to watch the movie, so this trailer is a informative trailer, as it lets the audience know that a new movie is coming out but it is also a promotional trailer on behalf of the institution, as they want to promote their movie into the media.
This trailer wastes no time with getting into the action and trying to get the narrative across to the audience so they know what the movie is all about, and the first shot is of James Bond walking out of an aeroplane and the colour is back and white to show simplicity amongst the movie but also the black and white creates a feeling of tension and curiosity amongst the audience. The sunglasses that are being worn by Bond are an accessory but also they bring an air of mystery to the movie and specifically to the character of James Bond, almost creating a veneer over the face of James Bond. The black fades in between the shots of the movie are there to bridge the gap between the different shots and are used to good affect with the colour of the fades being black, it creates yet more tension and curiosity amongst the audience.
In the trailer, James Bond’s clothes are all black, which portrays him as a very mysterious person within the movie, as this air of mystery is needed as this movie is the remake of the original Casino Royale which was made in 1967. This factor of the trailer would appeal to a wider audience as the historical factor of the movie would appeal directly to the older generation of the audience while the fact that this is a new Bond movie and also a remake of the original Casino Royale, would appeal and also attract a much more newer and younger audience within the public. There is a big contrast within the trailer and that contrast is within the colour of the trailer and at what moments the trailer changes from black and white to colour. In the first 30 seconds, the trailer is in black and white and the reason for doing this is to create and show the dark and mysterious side of James Bond as well as showing him killing other people, showing his more dark streak, whereas when the actual villain appears on the screen the picture becomes much more clearer and it changes into colour to show the good, saving the world side of Bond.
The settings in the trailer are a reflection upon one of the main target audiences that will be targeted, with all of the settings in the first half of the trailer being big, expensive and very exotic, which shows that one of the target audiences this movie will be aimed at will be the wealthier sector of the audience. The power and the money are further emphasized with the poker game which is going to be played with the villain; however in this case the battle between good and evil is in an unconventional way with their being a card game and not a big battle with fists.
The way in which the women in this movie are being represented is interesting as the stereotypical Bond Girl would be promiscuous and not intentionally provocative towards all of the male characters, however in this movie there is a mix between the women who are just being objectified as sex objects and between the women who are represented as strong and independent. A good example of both would be ‘M’ who remains the top lady in all of the Bond movies, as she is in control of the operations and the secret missions that happen and Vesper Lynd, who is represented as the perfect match for James Bond and is the only woman who can face him and challenge him. However, even though she is represented as his equal match, she still gets portrayed as being dominated and objectified during the movie, as she is told to walk in front of the players so they lose concentration, Bond using her as an object to use her looks to distract the other players. The representation in this movie differs from the representation in the other movies, as the women are being represented as more equal while the men are being objectified during the movie as well. In Dr No and Die another day, Halle Berry and Ursula Andress are involved in iconic scenes where they walk out of the water with bikini’s on, therefore being presented as sex objects, however in this movie, James Bond (Daniel Craig) is the person coming out of the water with nothing but skimpy clothes on being shown as a sex object, therefore showing the development in gender changes.
Monday, 12 January 2009
Sunday, 11 January 2009
1st timed essay
‘Lynx Touch’ advert
The ‘Lynx touch’ advert is a promotional and informative advert, which is used to inform the audience about the product and also encourages them to buy the product. ‘Lynx’ is a product which is specifically aimed at the male sector of the public and the adverts centre around that with their being mostly women in the adverts but only one man, showing the dominance the man has over the women.
This advert centres most of its editing and media language on the notion that ‘sex sells’ and that can be seen through a number of shots and through the mise-en-scene as well. The shots that are used in this advert are particularly noticeable when it comes to the representations of the different cast members starring in the advert. ‘Lynx’ being the institution of this advert and also the product being shown have chosen to show one man who is wearing lynx, which is not typical of a lynx advert, which normally follows Todorov’s theory of the equilibrium. Normally, there is a man who needs lynx and can’t get a woman, however when he sprays the lynx on, all of the women around him go crazy for him and he dominates them at the end. This advert is slightly different with the man walking in and the camera zooms into the faces and bodies of the women to show how they are getting affected by the product. The ideologies behind the advert have remained conservative, as the known narrative of a lynx advert is that for men, if you are wearing lynx you will get all of the women and if you’re not wearing lynx, you won’t get any women.
The setting of the advert is in an office cabin in what looks like the middle of nowhere, but there are women who are sitting at desks with papers and office material and this goes someway to confirm to the old stereotype of women and how some women were the sexy secretary type and were professional but they were also provocative and promiscuous. The women in this advert are represented in the same manner, with there being work going on but the camera zooms in the one woman’s collarbone and catches a bead of sweat dripping down and the woman here is being objectified as a sex object with her making sexual movements and sexual noises. This is a technique used by the institution which is designed to attract and appeal to their target audience, which is the male sector of the audience. Throughout the duration of this advert, the women are being objectified and the male audience are being attracted, so this advert is confirming to Laura Mulvey’s theory of the male gaze.
The music in the advert is also of a sexually teasing nature with the music being vey slow at the start and in the middle, which creates a sense of tension within the advert and within the audience. The music only changes right at the end when the man sits down on his chair and opens his book and the woman who is sitting opposite him, her buttons of her shirt start opening. This is another example of the notion that is being followed of ‘sex sells’ and this is the main shot that will attract the institutions target audience, the men who will be passive at this stage of the advert. One of the main reasons for the male audience to be passive is because of the advert using the hypodermic syringe model to good effect, as the are brainwashing the male brain an also putting in their brains the notion of without lynx, getting women just is not possible.
However, some members of the male sector of the audience will take an oppositional reading to this advert, as they may already have women so they will feel no need to use or purchase this product. The male dominating the women is an ideology which is shown right throughout the advert, shown by the man unzipping his case and the woman’s boots being unzipped, when the man adjusts the reception on the radio, one of the woman’s breast’s are becoming aroused, and this is the institution mediating the truth to make it seem as if with Lynx, women are at a man’s feet, which reflects the patriarchal society we live in.
The ‘Lynx touch’ advert is a promotional and informative advert, which is used to inform the audience about the product and also encourages them to buy the product. ‘Lynx’ is a product which is specifically aimed at the male sector of the public and the adverts centre around that with their being mostly women in the adverts but only one man, showing the dominance the man has over the women.
This advert centres most of its editing and media language on the notion that ‘sex sells’ and that can be seen through a number of shots and through the mise-en-scene as well. The shots that are used in this advert are particularly noticeable when it comes to the representations of the different cast members starring in the advert. ‘Lynx’ being the institution of this advert and also the product being shown have chosen to show one man who is wearing lynx, which is not typical of a lynx advert, which normally follows Todorov’s theory of the equilibrium. Normally, there is a man who needs lynx and can’t get a woman, however when he sprays the lynx on, all of the women around him go crazy for him and he dominates them at the end. This advert is slightly different with the man walking in and the camera zooms into the faces and bodies of the women to show how they are getting affected by the product. The ideologies behind the advert have remained conservative, as the known narrative of a lynx advert is that for men, if you are wearing lynx you will get all of the women and if you’re not wearing lynx, you won’t get any women.
The setting of the advert is in an office cabin in what looks like the middle of nowhere, but there are women who are sitting at desks with papers and office material and this goes someway to confirm to the old stereotype of women and how some women were the sexy secretary type and were professional but they were also provocative and promiscuous. The women in this advert are represented in the same manner, with there being work going on but the camera zooms in the one woman’s collarbone and catches a bead of sweat dripping down and the woman here is being objectified as a sex object with her making sexual movements and sexual noises. This is a technique used by the institution which is designed to attract and appeal to their target audience, which is the male sector of the audience. Throughout the duration of this advert, the women are being objectified and the male audience are being attracted, so this advert is confirming to Laura Mulvey’s theory of the male gaze.
The music in the advert is also of a sexually teasing nature with the music being vey slow at the start and in the middle, which creates a sense of tension within the advert and within the audience. The music only changes right at the end when the man sits down on his chair and opens his book and the woman who is sitting opposite him, her buttons of her shirt start opening. This is another example of the notion that is being followed of ‘sex sells’ and this is the main shot that will attract the institutions target audience, the men who will be passive at this stage of the advert. One of the main reasons for the male audience to be passive is because of the advert using the hypodermic syringe model to good effect, as the are brainwashing the male brain an also putting in their brains the notion of without lynx, getting women just is not possible.
However, some members of the male sector of the audience will take an oppositional reading to this advert, as they may already have women so they will feel no need to use or purchase this product. The male dominating the women is an ideology which is shown right throughout the advert, shown by the man unzipping his case and the woman’s boots being unzipped, when the man adjusts the reception on the radio, one of the woman’s breast’s are becoming aroused, and this is the institution mediating the truth to make it seem as if with Lynx, women are at a man’s feet, which reflects the patriarchal society we live in.
Subscribe to:
Posts (Atom)