Genre

The distinctive textual properties of a genre typically listed by film and television theorists include:

• narrative - similar (sometimes formulaic) plots and structures, predictable situations, sequences, episodes, obstacles, conflicts and resolutions;
• characterization - similar types of characters (sometimes stereotypes), roles, personal qualities, motivations, goals, behaviour;
• basic themes, topics, subject matter (social, cultural, psychological, professional, political, sexual, moral), values and what Stanley Solomon refers to as recurrent 'patterns of meaning' (Solomon 1995: 456);
• setting - geographical and historical;
• iconography (echoing the narrative, characterization, themes and setting) - a familiar stock of images or motifs, the connotations of which have become fixed; primarily but not necessarily visual, including décor, costume and objects, certain 'typecast' performers (some of whom may have become 'icons'), familiar patterns of dialogue, characteristic music and sounds, and appropriate physical topography; and
• Filming techniques - stylistic or formal conventions of camerawork, lighting, sound-recording, use of colour, editing etc. (viewers are often less conscious of such conventions than of those relating to content).

              Some film genres tend to be defined primarily by their subject matter (e.g. detective films), some by their setting (e.g. the Western) and others by their narrative form (e.g. the musical).

Constructing the audience

Genres can be seen as involved in the construction of their readers. John Fiske sees genre as 'a means of constructing both the audience and the reading subject' (Fiske 1987, 114). Christine Gledhill argues that different genres 'produce different positioning of the subject... Genre specification can therefore be traced in the different functions of subjectivity each produces, and in their different modes of addressing the spectator' (Gledhill 1985, 64). And Steve Neale argues in relation to cinema that genre contributes to the regulation of desire, memory and expectation (Neale 1980, 55).
Tony Thwaites and his colleagues note that in many television crime dramas in the tradition of The Saint, Hart to Hart, and Murder, She Wrote,
Genteel or well-to-do private investigators work for the wealthy, solving crimes committed by characters whose social traits and behaviour patterns often type them as members of a 'criminal class'... The villains receive their just rewards not so much because they break the law, but because they are entirely distinct from the law-abiding bourgeoisie. This TV genre thus reproduces a hegemonic ideology about the individual in a class society. (Thwaiteset al. 1994, 158).
Mass media genres play a part in the construction of difference and identity, notably with regard to sexual difference and identity (Neale 1980, 56-62). Some film and television genres have traditionally been aimed primarily at, and stereotypically favoured by, either a male or a female audience. For instance, war films and westerns tend to be regarded as 'masculine' genres, whilst soap operas and musicals tend to be regarded as 'feminine' (which is not, of course, to say that audiences are homogeneous). However, few contemporary theorists would accept the extreme media determinism of the stance that audiences passively accept the preferred readings which may be built into texts for readers: most would stress that reading a text may also involve 'negotiation', opposition or even outright rejection.

Brainstorm

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Harry Potter - analysis of magazine cover

•They don’t have to show the whole name of the empire magazine because It is well established!

•The red title contrasts with the blue background.

•Shattered glass resembles  the fact that he has got problems and this also fits in with the writing ‘Friendships Shatter. Evil Unites’

•The colour of the text is chosen to contrast its background to make it easy to read.

•He is holding the wand out which means he has got the power

•He is scruffy and dirty which suggests his rough and adventurous lifestyle.

•‘our best preview issue ever!’ this interests the audience because they can feel more secure buying the magazine.

•The writing on the side of the magazine interests the readers because it highlights key information given in the magazine; sticking to  the topic of TV series and movies.

•The dark blue clouds in the background indicates some kind of danger and mystery; moreover the clothes that he is wearing blends into it which suggests that he plays a big part in the mystery and danger.

Batman - analysis of magazine cover

•The masthead is bold and the colour is chosen to make it stand out.

•The ‘joker’ is covering some of it which suggests that they are already well established and the audience would recognise the company with what is shown.

•The actor is sitting in the centre of the cover which shows he is the focus of attention and all the other information which is included in the magazine is placed around him.

•The position he is sitting in tells the audience that he is up to something , his cheeky smile and raised eye brow shows that he is cocky.

•His head and upper body is tilting forward towards the audience and his legs are spread apart which invites the audience into his game.

•His make up and clothes allows him to be recognised as the ‘joker’ who is a character in the actual movie which means the audience will know what film the magazine is featuring just by looking at the actor. This also allows the audience to feel as if they will learn more about the character when the read the magazine.

Wall Street - analysis of magazine cover

•Shia Labeouf is starring in the film so having him on the front cover allows the audience to recognise what the film it is.

•He is wearing a suit which brings out the formality in his character, although we know he is not a posh character because of his stylish hair and the suit is slightly casual.

•The plain white background directs all the attention on him.

•The writing on the side of the photo intrigues us with information of what the film is going to be about.

•The content of some of the information given links to the film; which will interest the readers who are already fans of the movie.

•The colour of the texts are chosen so it makes it easy to read.

• The masthead is big and bold although it is covered slightly by the model which suggests that the company is well established so the audience are given enough of the masthead to spot what company it is from. 

Evaluation of film posters.

After analysing three film posters of a similar genre, I have chosen the conventions that I will use in my film poster.

1. The title will be bold and be a contrasting colour to the background. Also, it will be positioned so it is easy to see.
2. The background picture will be off the leading character in my trailer. In a film poster the picture is most important because it excites the audience and gives them a taster of the characteristics of that character. Therefore it will be large and easy to see; the costume will also match the persona of the character. Finally, the picture will blend in with the background to show some kind of mystery. 
3. The poster will also include the names of the actors involved with the production. To blend together all of the texts on the page, the font and colour will be the same as title. 
4. To interest the audience further there will also be a short amount of text in relation to the film.
5. At the bottom of the poster there will also be information about the film such as; the directors name, the production company, the website address and the date of the release.

Inglorious Bastards - Analysis of Film Poster

•The background is red which resembles blood and gore which is a lot to do with the action in the film.

•The white background makes the red look more powerful.

•We can tell that Brad Pit is the leader of his group because he is in the centre of the picture and the other two who are dressed similarly are following him.

•They each are wearing dark and heavy clothing which reflects on their strong masculinity.

•They also have a weapon which suggests that they are a gang going after another group of people who believe in the opposite of what they do. Moreover their facial expressions look as if they are ready for some action.

•Their enemy is the man in the hat who is in the background covered in a streak of blood which tells the audience that these three men are after his blood.

•The man in the background is higher classed; this is shown through his uniform which suggests that he is high up in the army, working for the government.  We can not even see him in possession of a weapon, although the two women in front who look like they are guarding him are holding weapons. This allows him to be seen as a well protected man.

•The women also look very glamorous, higher classed and  attractive although the fact they are holding a small gun each, which looks as if it could be easily hidden makes them seem manipulative and cunning, which is also reflected in their facial expressions. This also suggests that they are using their looks as a weapon to lure men in.

•The pieces of writing are positioned making it easy to read and so the audience focuses on the picture first and then the writing.

•The writing used for the movie name, subheading and the cast list are all easy to read because of the bold font and the colours which is a contrast to their background. 

Salt - Analysis of film poster

•Only her face is shown, from the darkness, which could represent her dark and cold blooded character, also we cant even see her hair style, this shows that her character is secretive. 

•In this poster she is looking directly to the audience beating the stereotype of a weak women because it looks like she has a lot of independence just by looking at the poster.

•She has got masculine facial expressions, showing that she is tough and has a strong character

•The writing ‘who is salt?’ fits into the mysterious theme of the poster, because from the poster we can analyse some of the characteristics being put across but we do not actually know who she is because there is not much that we see of her.

•The font is white with a black background, keeping it simple and easy to read

•There is no date given but we know the film is being released in summer which teases the audience.

Wall Street - analysis of Film Poster

•From the title
and the previous Wall Street film we already know that it is going to be about business.

•Their clothes also represent this because they are dressed formally like business men, possibly working in an office. Which brings out the character’s lifestyles.

•They are standing besides each other as if they are working together. Although Michael is positioned to be higher then him which means he has more authority or more power.

•The background is grey that fades into black, this also helps to highlight the characters personalities; We can clearly see Shia Labeouf and his facial expressions although it fades into black and we can not see Michael Douglas’s full face. This makes his character more mysterious and he possibly has a dark side of his own.

•Their facial expressions are important as well, because it gives away something about their personality. Shia Lebeouf is looking directly towards the audience which shows that he is confident and a strong character. Also his facial expressions look serious and focused which reflects on his life and what he goes through in the film.

•On the other hand Michael Douglas looks like he is creasing his eye brows slightly which hints that his character is up to something.

•The colour of the font used to present the actors and the slogan fits in well because it is clear to see.

•The formal font used for the title also fits in well with the story. It is a font that a business newspaper would use which also reflects on the theme of the movie.

     The font used in the masthead of this newspaper is the same font used in the title of the film.

Evaluation of film trailers.

Conventions that need to be included in my trailer

1. To set the location of the production I will use an establishing shot
2. The production company will be shown at the beginning of my trailer
3. The trailer will start off by building up tension and setting the conflicts of the film. Moreover the fade in and fade out tool is used to show the different shots. Then when the trailer hits the halfway point there will be different clips which are full of action; this sets the genre and makes it look like there are a lot of things going on and the film is not boring.
4. When showing clips of action, the pace between the cuts should become faster.
5. The music that I will use will be intense yet mellow to begin within, but when the action begins I will include fast and up beat music.
6. In order for the actors to imitate their stereotypes I will supply them with appropriate clothing.
7. The actors are introduced towards the end of the trailer, using text.
8. To end the trailer the credits will be shown.

Salt- analysis of film trailer

•The first clip is of the production companies. ‘Columbia pictures’

•The music in the background has a lot of base and is supposed to add to the build up of the tension in the first part of the trailer.

•We hear a voice before we actually see the character.

•This all helps to create the intensive mood and we know that it is building up to something big which is about to happen.

•The first part of the trailer is particularly slow paced and it is edited using the fade in and fade out tool. The shots clips are also slightly lengthy to show the main characters and their personalities.

•The conflict has already been told at the start which gives the audience a clear indication on what the film is going to be about.

•Over the shoulder to shot to show important conversation which helps to reveal the conflict.

•This follows an establishing shot of San Francisco; setting the film in a busy and lively city environment.

•Headings are shown giving information on ‘Columbia pictures’ just when they have grabbed the audience’s attention.

•After a dramatic pause the pace suddenly builds up, music becomes powerful, and the pace between the cuts become fast giving a feel of panic.

•Whilst the fast paced scenes are going on they ask a question which reflects the theme of the movie. ‘ who is salt’ one word at  a time this shows that this question is in the heart of the action because of the way it has been represented.

•Font is 3D looking and the colour is silver with a black background. This makes it easier to read  and this is essential because we are shown the words for a few seconds.

•Dramatic paused used to put all the attention on Angelina Jolie then her name is shown.

•We know it is the end of the trailer when we see the credits and ‘coming soon’

James Bond Quantum Of Solace - analysis of film trailer.

•Shows the two production companies

•Clip of someone walking although we only see their footsteps which gives the mysterious feel.

•Adding to this the following scene is off the main character James bond, although the lights are dim so we cant see his face and this shows that he is a mysterious character and intrigues us.

•Intense music

•Slow fades in editing to show the main characters so we are introduced to them.

•The conflict has already been revealed indicating the style of film.

•Outbreaks of fast fighting scenes which keeps interrupting  James bond as he is walking calmly on the beach. This shows two contrasting characters, which shows there are two sides to him.

•After a dramatic pause the trailer breaks into short clips of fast paced editing which shows different scenes highlighting the action.

•The music is suited throughout the trailer focusing and matching the pace.

•The music begins to melt into the theme song which is very famous and builds audience awareness.

•Another dramatic pause in the heart of the action, which is presented  as a close up two shot of bond and a protagonist character at the bar which resembles his other smooth side, to his character.

•Then again the scene breaks out into a fast paced action. Which builds up to the ending which is James Bond at the end with a gun, an important shot highlighting his character.

•Credits are shown to end the trailer.

inception film trailer

•The music sets an intense mood from the beginning.

•Establishing shot shows a beach. There is also an injured man on the beach which shows that he is involved in the conflict.

•There is a voice over even before the actor is shown, and the voice sounds deep and firm which fits into the genre.

•Before we see any action we are told who the director is and anybody else who is well known and involved with the film.

•‘The director of dark knight’ tells the audience that the director has created hit films before, also the fans of ‘the dark knight’ will be intrigued to see if this film is as good.

•When showing clips of action, the pace between the cuts becomes faster.

•The music in the background is fast and strong to help build the tension.

•The trailer starts off building up tension and setting the conflicts of the film and when the trailer hits the halfway point their are different clips which are full of emotion or action; this makes it look like there are a lot of things going on and the film is not boring.

•Dramatic pause is also used in the trailer to highlight a key part of dialogue.

•This trailer ends with humor, after showing deep emotion and action which shows there is variation in the film which makes it more interesting.