Advertising and Marketing

Television Advert 'Pitch Perfect'  & Online 'Pitch Perfect' Adverts

Who is the target audience of both forms?

1. The television advert has a young target audience showing people from a young age in the film. The film focuses mainly on young people trying to become successful through singing which can also reach out to people who enjoy entertaining people. The audience is targeted through highlighting the story from the beginning which shows whats going to happen in the film so you know what you are getting from buying the ticket. there is use of music as another to highlight what the film's about using both diagetic and non-diagetic sound. 
2. The poster advert targets young girls and women through showing women standing bold in the poster implying that they are dominant people within the film. This type of advert would be used in a magazine which highlights what its about but not giving too much away. The audience is targeted through the use of big bold font and little detail other than highlighting when its released to show the audience need to see it to get their questions answered.

What devices/techniques, and technical and symbolic codes have been used to engage audiences?
1. In the trailer the mise-en-scene helps to engage audiences such as the use of the microphone to also help to imply what type of film this is. Because its set in a school it also helps to reach the target audience because it shows the situations people might have been in during their youth or now. The use of diagetic and non diagetic sound also helps to engage the audience and keep them interested in what the film is about and the diagetic and non diagetic sound also helps to emphasis the mise-en-scene in the trailer. The camera work used in this trailer were relevant to portraying the story of the film; medium shots, close up shots, long shots etc. Due to a certain amount of screen time you could understand who were the main characters within the film and get the audience to relate to them/their circumstances.
2. In the poster advert there is minimal mise-en-scene used and more focus on the character themselves how ever there is use of a prop such as the microphone which connotes more information about what the film is about. There is no need for any sound because the poster to speaks for itself through the use of big bold writing as stated above. The use of the long shot helps to show dominance and able to show what kind of person each girl is due to their clothing; the girl in the front wearing headphones is not wearing what girls typically wear and shows that she is possibly an outsider or chooses to be different. 
 

Analysis Genre and Narrative

1. From the use of a television advertisement the target audience are able to discover what kind of film 'Pitch Perfect' is. The trailer is straightforward as well as highlighting some funny moments which shows what type of film it is; Romantic Comedy. There is a clear linear structure; beginning, middle and end how there is a use of some narrative enigmas to tease the audience making them wanting to go to the cinema to discover what happens; does the girl choir win or are they beaten?

2. From the poster the target audience is able to discover that the film mainly focuses on women but no clear narrative is presented and very little is given which is said above. Furthermore because the poster is limited it means that there is no structure because it is not needed and is just reliant on narrative enigmas as a way to tease the audience; because of the poster the film is presented as a 'chick flick' attracting one type of audience. 

Analyse Issues of Representation  

The trailer:

•  Age: ranging from 16-24 (mainstream audience)
• Race and Ethnicity: There are 2 types of white people being presented; the 'posh' white people and the 'chavs'. The 'posh' people are well spoken and are well presented (smart clothing) whereas the 'chavs' are seen as lower class wearing minimal clothing (exposing themselves) and talk differently to the 'posh' people. There is also a black woman who is characterized as a guy before she takes of her hat creating a stereotype that black women look 'manly'.
• Social Class: Patronizing
• Gender: women are more dominant however men are seen as the alpha male
• Disability: there is no one highlighted in the trailer that appear to have a disability therefore there isn't really a contrast to the real world; only highlighting a fantasy high school and different from what would usually occur.
• The use of language in the trailer is very mainstream relating to the target audience as well as use of mainstream music. The representation of stereotypes is used in the trailer showing the types of women; post person being patronizing, the use of the dump fat blonde, the 'butch' black girl etc.

The poster:

• Age: ranging from 16-24 (mainstream audience)
• Race and Ethnicity: There are 2 types of white people being presented; the 'posh' white people and the 'chavs'. The posh people are well spoken and are well presented (smart clothing)
• Social Class: Patronizing
• Gender: women seen as the dominant character through their stance
• Disability: there is no one highlighted in the trailer that appear to have a disability