Codes and Conventions of the Action Genre

Codes and Conventions of the Action genre:

•  12/15 certificate, maximising youth audiences
• Often hybridised with Sci Fi/Adventure/Romance
• Major Hollywood studio produced and distributed
• High production values including CGI FX. Fast paced editing
• Classic Hollywood 3 act narrative structure
• Predictable chain of events – cause and effect
• Single stranded, linear, closed narrative
• Dramatic non-diegetic sound
• More narrative action codes than enigma codes
• Clear binary oppositions
• Star Marketing: Audience identification/expectations    
• Romantic sub-plot, Humorous dialouge
• Relationships with new technology (youth audiences)
• Use of close up/Insert shots/High Key Lighting
• Dominant representation of gender: male/female action hero. 
• Mulvey’s male gaze contemporary female gaze can apply
• Propp’s theories applicable
• Uses and Gratifications theory can be mapped onto Action Films

Which of these codes and conventions do you see in the trailer?

'The Expendables' trailer is the full of action and as you can see has conformed to a lot of action genre conventions, highlighted above in green and explained below.

12/15 Certificate:
The age certificate of this movie is a 15, which suggests the film is likely to include an assortion of bad language, violence, and scenes not appropriate for younger ages. The film being 15+ means the viewers could be any ages then upwards, although it may attract action and adventure film fanatics who will enjoy the film based on the genre. 

Major Hollywood studio produced and distributed:
 'The Expendables' is produced by Lionsgate, a well known film distributor associated with major Hollywood studios. Automatically setting audience expectations to know the film will be commendable and a good watch. Lionsgate are known for producing lots of genre films however there reputation for action/thriller films is a good one, therefore 'The Expendables' will be released with this already built up, good reputation. 

High production values including CGI FX. Fast paced editing
The trailer itself reflects the high production values and costs which have gone into the production of the film. The explosions for one, show this and also represent the action genre as its a typical thing to happen. 

Predictable chain of events – cause and effect
Firstlym, we are presented with an equilibrium, shortly after the peace is disrupted, and near the end, order is restored as they re-create an equilibrium. This is Todrov's theory of narrative. The trailer shows this is true, mainly through the use of diegetic dialouge between the characters.

Single stranded, linear, closed narrative
The trailer doesn't show an obvious beginning, middle and end, although we would assume its in a linear order. If it had been of the thriller genre the snippets would have been sporadic to shock and unsettle the viewer- a typical convention.

Dramatic non-diegetic sound

A voice over by the famous 'voice of god' Don LaFontaine is used at the beginning of the trailer, it straight away brings intensity and builds suspense to the trailer, making the audience feel excited to watch it. The sudden sound of gun shots shocks the viewer and adds to the drama and foreshadows scenes of action. Fast paced music is matched to the jump cuts of snippets from the film, which is dramatic and powerful.

More narrative action codes than enigma codes
The narrative is quite straight forward, it doesn't leave much mystery for the audience, instead its all about the action and adventure.  

Clear binary oppositions

Binary opposites presented in the text through ethnicity. The Muslims are the villans and are portraying this through terrorism, which makes them immediately unlikable were as the white people are seen as the heros, doing bad things and being violent but to protect people. 

Star Marketing: Audience identification/expectations    
The trailer has cast their protagonists specifically, choosing actors who have been previously associated with the action genre. This will help create pre-representaions of roles within the film and also its likely to give the film higher credits before audiences have even watched it. Action fanatics are likely to pre-judge the film based on iconic actors and the parts they played in previous movies. Sylvester Stallone for instance, is an iconic for the action genre as he starred in 'Rocky'.

Relationships with new technology (youth audiences)
Younger audiences could view the technology used as fantasies due to it being unrealistic, the amount of guns and explosions is something they're only exposed to on technology, not real life.

Use of close up/Insert shots/High Key Lighting
Close ups are used to make the audience look at something in more detail and make it the central focus for the viewers gaze, for example, a close up of the text 'Expendables' on the motor bike. Close ups are used on the characters so we are more able to recognize them. Lighting is used to help with this because it highlights them so they appear as important, significant characters. During explosions, high key lighting is used a lot as the fire is bright and sometimes low key lighting is used because they want to create an eerie, creepy atmosphere.

Dominant representation of gender: male

The trailer mainly features male characters, this is because they're stereotypically the aggressive, violent, brave ones therefore they feature mainly in action films because that's what action films entail. The only female in the trailer, is shown as the damsel in distress, relying on the men to help her, portraying them as hero's and more superior. The shot of her is of her kissing a man, this presents her as merely a sexual object, making her weak and inferior.

Propp’s theories applicable

Propps theory does apply to the film and its made very obvious who plays what roles. There is however, more than one hero, but this makes the movie more exciting and could involve the audience more so they can make a preference as to who is their favorite. 

Uses and Gratifications theory can be mapped onto Action Films
The trailer presents us with a sense of escapism through the use of weapons and explosives, this is not something that people are exposed to in the real world on an everyday basis. The masculine figures of the film could also make the audience look up to them and aspire to be like them.

The Expendables Trailer Analysis

· At what point in the trailer are we told the name of the film? Why is this?

The whole trailer is 2 minutes 28 seconds long and at the point 2:15 we are shown the name of the film, 'The Expendables'. This is effective for it to be shown at the end as it means it'll be more fresh in our mind and memorable as its the last text overlay we see, if it had been at the beginning of the trailer, people would have likely forgotton it by the end.

· Why are we told who is starring in the film? How is this information given to

us?

Because certain actors have certain associations with roles or characteristics therefore if gives you an idea of there role within the film and what genre it is. There name pops up in a text over lay just after a snippet of the actor.

· What type of action from the film do we see?

The trailer is full of action from the first scene, theres lots of fighting and violence, this is reinforced by the use of props like guns  and the diegetic sound of shooting. Special effects are used and explosions happen.

· What clues does the music give us as to what type of film the trailer is

advertising?

The music varies in pace to set tension and then make the audience relax, this keeps them on the edge of there seat. The pace starts to quicken to build up tension then heroic music is played, to show changes and points in the narrative. From 1:32 it sounds like rock music is played, which is associated with violence, which helps set the tone and genre of the film. Its been made specifically for the video as the narrator talks over it and its not an already distinguished film. 

· What can you say about the voice of the person delivering the voiceover?

Why do you think this voice was chosen? What effect does it have?

Its a famous voice (Don Lafontaine) who is known as the 'Voice of God' presents him as all-knowing and mysterious, creating a sense of suspense for the audience and excitement as we know the voice of god narration is associated with many successful, amazing films. 

· How does the speed of what we see compare to watching a clip from a

film? Why is this? Does the speed alter through the trailer or stay the same?

The speed of the clip is fast paced, they want to fit in a vareity of quick snippets without giving too much away about the film, it also creates an exciting, intense atmopshere and the screen jumps from one shot to another, it keeps the audience engaged. 

· What information are we given in the very last frame of the trailer?

Convergence relating to Facebook, a popular social media used by a majority of people: 

The verb 'join' is effective as it engages the audience on a personal level as if its directly addressed just to them and this creates a one on one personal interaction with the viewer, making them more likely to go and check out the Facebook post. Its also an imperative sentence, which means it forms a command or request of joining, therefore this also makes people more likely to follow it out. The word 'Fan' puts whosoever reading it into a group, making them feel involved. The font of 'Facebook' is recognizable as its the usual text and colour of the logo therefore it will be familiar to people so they're more likely to use it. 

· Which is more effective in making you want to see the film, the poster or the

trailer? Why is this?

Personally, I feel a trailer has a bigger effect on me than a poster, down to the fact its often more gripping and creates a lasting memory in your head of the film, as it includes actual snippets from the full film. Moving images have a far better chance of catching our attention than looking at something which is still- a poster. 

· Where would you expect to see this trailer : 

a) before what films at the cinema ?

Other action films or ones of similar genres e.g maybe a thriller, adventure or horror film; because they would expect an audience of these genres, to be generalized in liking these types of films therefore they're targetting who it would most likely appeal too. 

b) before what TV programmes ?

It's likely it would be before programmes which attract a male audience, as stereotypically they're the ones that are more into this film genre, therefore they would try and attract them because they think it would have the most audience appeal. 

The Purpose of Film Trailers

Film trailers promote and advertise upcoming films, through a short video, using snippets from the full movie to fill up 2 and a half minutes max, making sure to include the critical components to create a representative trailer of the movie which appears worthwhile to watch. They're very important as they're used to engage, entice and attract the target demographic audience, furthermore, try and attract new demographics to get a wider audience appeal and therefore hit more sales. The time of day the trailer is played and where its advertised will be specific to the audience they're trying to attract.

What are typical features of a trailer?

Music- Sets the tone of the film, usually very telling as to what genre the film is by what music is playing. For instance horror movies will typically have spooky,eerie music. The music may be a known song or a specifically composed instrumental, it depdends on what atmosphere is trying to be created.

Quick cuts-These are used to excite the audience my jumping between snippets of the film, it also means the audience have to pay close attention because they might miss something.

Soundtrack/commentry/language - Overlaying the soundtrack is usually a combination of diegetic and non-diegetic sounds. Many trailers use a voiceover to narrate the trailer, if this isnt used, they might use a graphic commentry. The most famous voiceover, also known by 'the voice of god', is by Don Lafontaine, its recognised by many.

History of Movie Trailers...

Intertextuality in music videos

The Beasty Boys- Sabotage 

The Beasty boys presented us with a very 90's cop-like impression in their music video. This was through camera movements and editing as well as the mise en scene. This is done through a parody, 'a humorously exaggerated imitation', which creates a rebellious vibe and creates a purposeful image of the Beasty Boys as they daringly take the mick out of well-respected, authoritative figures within society. 

Red Hot Chili Peppers- Californication 

The Red Hot Chili Peppers takes an unusual approach by taking on a visual and narrative style as a video game.This immediately attracts the youthful, pop-rock audience as they feel familiarization of the use of media. 

Madonna- Vouge

Despite the title being 'Vouge', the name of the popular fashion magazine, Madonna has made references to Marilyn Monroe through visual appearance and art history. She wears a low cut white dress, an iconic white dress of Monroes, curly blonde hair, bold lips and flawless skin.

Madonna

Marilyn

Taylor Swift- Love Story Intertextuality

(In the 'Flipsnack' presenation, the quality is unreliable. Transcript for the introduction is here: The very popular play; Romeo and Juliet written by William Shakespeare is about a tragic romance.  Two young star-crossed lovers whose deaths ultimately reconcile their feuding families. I feel Taylor Swift has not only used intertextuality of this in the visuals of her video by copying famous scenes such as the balcony scene, but also strongly through the use of lyrics. In red I have highlighted all the lyrics which merge in with the narrative of Romeo and Juliet, there are many undeniable connections throughout the song, beginning with the major fact that Romeo and Juliet’s names are used in the songs narrative. The love is described as difficult but real, it’s well-known that Romeo and Juliet had true love which was made difficult because their families didn’t see eye to eye and this suits the tragic love appeal which Romeo and Juliet hold. It says how Romeo was warned to stay away from Juliet by her father and this links to the real story. It also mentions more than once, how it’s young love, this is first mentioned at the beginning at the song and last mentioned at the end, this shows it’s a significant part of the narrative as it’s the first thing we’re told and the last thing we hear- it’s a well-known fact Romeo and Juliet were young lovers. It has the same sense of mystery and secrecy of Romeo and Juliet’s story as the lovers have to sneak out to the garden to meet one another. This is further reinforced by the chorus ‘Romeo take me somewhere we can be alone’. As well as these lyrical connection there are also visuals which we will go on to look at.)

Intertextuality used in the film ‘Psycho’

What is Intertextuality...

Why is there intertextuality in music videos?

Many artists include intertextuality in their music videos to make precise and specific references to significant events, people or places. Some artists may do this to give their text a certain meaning or others might do it for popularity and through this give there own brand more recognition and credibility. Intertextuality in music videos is more obvious because the media they are merging with is more often than not well known to the audience and therefore easily recognizable. This means with the right circumstances and relevance it can be easy to incorporate intertextuality in a music video.