Target Audience - The target audience means who the produced is aimed at. This can be broken down by which gender, age range, their hobbies, where they live etc.
Mode of Address - How it speaks to you - the tone.
Oppositional Reading - What you are not supposed to think/feel about the product - GTA "GTA is evil and makes you violent" - Parents (they think this because they're not the target audience)
Not the target audience or someone who disagrees with the product.
Preferred Reading - Target audience agreeing with the product, feeling how the producer wants you to feel.
Generic Conventions - Star trek trailer met the generic conventions of the science fiction of what you expect to see.
Normal car/Slow mo dive/desert setting = Action film
Challenged the generic conventions of a sci-fi film - much more interesting to shake things up a little bit, you like to mix genres up so the audience stays interesting.
Star Trek Trailer Target Audience -
Comedy Fans - Cut of Simon Pegg close up 'it's exciting'
Sci-fi fans - Settings of Spaceships and special effects of Aliens
Men - Special effects of explosions and a woman took her costume removal bra is shown, close up of fist fights - stereotypically
Star Trek fans - Spock close up and the movement of the hand
Women - stereotypically - narrative of strong women/romance/actor takes top off
Psychographics -
Mainstreamers - Star trek recognisable brand
Explorers - Change
Star Trek fans might have an oppositional reading because they don't want to see new actors in a Star Trek film they love the original characters/actors.
Narrative Structures
- Narrative is storyline and structure
- Single strand (one plot line) - Linear storyline - the story happens in a straight line, things happen in order. If there is flashbacks in a film that means that it is non linear - it breaks the straight line of a story.
- Multi stranded (lots of characters with lots of different story lines, think Love Actually)
- Enigma Codes (puzzles we need the character to solve and keep us interested)
- Character Types (Hero, victim and villain)
- Flashbacks
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