1b) Media Language

1b) Audience

In terms of audience it was fundamental in the making of my media text. In order for the product to appeal to the audience the producer must take in to account the age, gender, social status and interests of a target audience and adjust it to make it appealing to them. For my A2 coursework I created a fantasy film called 'Legacy'. Classification of age appropriateness is important in audience identification. Most fantasy films are rated 12a or 15 often because of the action and violence, I chose to rate my film as a 12a as it complies with the conventions of a fantasy film.
The primary target audience is males aged between 12-18 generally of white ethnicity and from a C2 and above households, however as they are so young it is difficult to group them in a traditional social class. I envisage the target audience to be interested in specific competing products in the fantasy genre such as Lord of the Rings, The Hobbit and the Harry Potter franchise. Now of the USPs of my film trailer is to challenge the audiences generic expectations, I am interested in attracting a secondary target audience of females of the same demographic primarily through the sex appeal of the star vehicles.

The Uses and Gratification theory suggests that an audience consume particular texts in order to receive something from them. Bulmer and Katz identified course uses and gratifications as diversion (entertainment and escape from reality), surveillance (information), personal identity seeing yourself reflected in the text and learning new values and personal relationships, seeking emotional interaction and substituting media relationships for your own. In my coursework the consumer may gain diversion from my film trailer as the genre fantasy is about escapism from the real world. They would also have the personal relationships with the characters and share an emotion with the character for example in my film trailer when the protagonist is about to fight the villain the audience may feel fear and anxiousness similarly to what the character may be feeling. The audience may also feel the surveillance stage as they could get the message from the film trailer that you should always follow your instincts. However my audience will not feel the the 'personal identity' stage as it is an imaginary world and a fantasy film the audience will be unable to apply themselves the characters situation. 

The institution that I used for my film was Disney, this would automatically appeal to a separate audience in itself because of the Disney iconography. There would immediately be an attraction from audiences who are interested and have been to watch various other Disney productions, the audience that this icon would attract would vary in age as it could possible attract an older audience who have grown up watching Disney films and they would then share their interest in my film with their children or grandchildren the institution I have chosen would appeal to a range of audience members. 

Following the generic narrative conventions of a fantasy film was a necessity to make sure that the audience would be interested in the film and want to go to the cinema and see it, throughout the film trailer the speed increases a long with the volume. Which makes the trailer more action packed and exciting and to provoke emotion on the audience, if the audience feel excitement they will be attracted and if they already have an initial attraction due the fantasy genre it will just give them more reason to go and see the film. A long with the narrative conventions the soundscape and music that is included in the trailer will attract the audience because it is very genre specific and the audience will be attracted by the music and the way that it is applied to the trailer.

The special effects that have been used are proffesional and look very authentic, the special effects are an important part of attracting the audience having good effects will ensure that the audience will believe what is happening on screen, particularly with the older demographic of audience they will notice if the effects do not look realistic. 

Setting-
Costume
Performance-Authentic
HD filmography-crisp,
Excellent special effects-slow motion(framing, camera movement), panning shot, tracking shot, multiple, awe and wonder and fulfil the expectations of a blockbuster disney entertainment (tornado,
Representation- landscape and place, people (characters), disability(Bens face), no women- had a female lead but scenes interrupted and distracted from the attention on the narrative, story good/evil impending conflicts leading to face off an enormous climax, super generic

1b) Representation

1b) Genre

In terms of genre it was essential in both the AS and A2 media coursework and conforming with genre conventions. When creating my music magazine as part of my AS portfolio I found it was simpler to include the conventions of a magazine compared to a film trailer. However in A2 the skills that I had acquired during the AS had grown and I was aware of the research I had to conduct in order to know what the generic conventions were.
In AS I was more concerned with simply following the conventions of the genre and the generic rules. The brief was to create a music magazine, the genre of music that I chose was Indie. The conventions of a music magazine were; a large image, medium close up, use of iconography for image, masthead taking up the top third of the page, main headline in the centre of the page in a larger font than the other text, three to four colours in the colour palette, important text in the left hand side of the page (sweet spot).  I followed these conventions throughout my music magazine front cover to ensure that I conformed with the rules of the genre. In A2 I had developed my skills enough to be able to challenge some of the conventions of the fantasy genre which was the genre I chose for my film trailer.
The genre of my film trailer is fantasy, with a secondary audience of action. The conventions of a fantasy film are; interesting authentic setting, predominantly male lead roles, a love interest, an element of magic, the use of special effects. There is a difference between generic conventions of a genre and the audience expectation. Generic conventions are rules that are set in stone and are something that a film of a fantasy genre would expect however audience expect to see change and films that challenge the conventions (rules) that they are aware of. Steve Neales theory 'Genres are instances of difference and repetition; this is what pleasure for the audience is derived from'. As the audience are interested in the genre itself but like to see differences between different productions from the same genre. My film trailer follows the conventions mostly but I have tried to challenge the genre to interest the audience and so they see that their is something that hasn't been seen before. My film has two male leads which is expected as it is generic convention however I have not included a female love interest as this was my way of challenging the genre. By not including the female love interest the audience would not be expecting that to happen as fantasy story lines predominantly follow a slight love story that is incorporated throughout whereas I chose to not include that and focus on the action side of the genre.  David Buckinghams theory 'Genre is a constant process of negotiation and change' would apply as I have negotiated with the genre conventions and conformed with the majority of the conventions of a fantasy film however I then changed elements to make the film original in terms of genre.

identify generic conventions- Fantasy/action- Audience expectations (genre is a negotiation between producer/audience) RULES and EXPECTATIONS- contextual