Introduction
In order to capture the audience’s market, trailers and other ad campaigns were created by movie producers to highlight the best scenes of the film and make the anticipation of its excellence. The glimpse on the movie can only last for around one or two minutes but since it was meant to display the most inviting part of its whole, any viewer are expected to stay watching and follow the track to get the gist of it. Moreover, the trailers of the movie are intended to accomplish the capitalist purposes in the industry justifying that the art works, pieces and anything made for entertainment are subject for credits and returns.
If the audiences will be able to see the picture of the movie in a quick yet precise manner, they will also gain the option whether to make the participation in the movie or watch another. Twentieth century witnessed the sudden boom of the industry of film and so as the increase of ways in making all of them profitable. Trailers are invitations. And, movie makers and producers have the need to make quite the best one to get the response they long that will manifest in their earnings.
In this research we will try to see the rhetoric structure trailers using one movie preview. There will be an attempt to analyze the impact of the trailer to the viewers and what made them effective in bringing these. Let us try to examine the profound quality of this form of advertising in consideration of the genre, storyline and overall production and see the alignment of this with other advertising materials. Trailers as AdvertisementThroughout the decades, the creation of trailers had been evolving and so as the techniques in filmmaking yet it retained most of its features that relates them in some other form of advertisements.
They persuade the viewers by introducing the movie piece with the scenes that were carefully selected to show how it can stand out among other capitalistic and competitive works. If a scene is climactic, makers will choose to make it appear in a cut, providing the taste of excitement. It will also give some information about the casts who serve as the front liners for the movie and providers of the figure head for the entirety of the show. The most inherent quality of all the trailers is its ability to make the audience subjectively engaged with it.
An audience would make interpretation different from how the other audience will interpret it. This is particularly similar to what other advertising genre does in the social context.On the other hand, this form of advertising also has a big distinction considering that the product it offers is particularly complex with its dynamic approach requirements of assuring that the response of the audience will be enclosed to the expectation as what these people earned from the preview. These are cinematic texts but considered by Kernan that more than that, it is a status in Hollywood’s history.
It supports the long history of social spectatorship and in the way movies are distributed. The precise nature trailers and its functions within the actual context of the film varied slowly and gradually while trying to adapt to the preference of the audiences. All these changes and differences were happening in parallel to the simultaneous realization perhaps not as much as those by filmmakers but by the studios who are financing their efforts, that these trailers airing prior to the movie itself could not only generate publicity for the film but also, if cleverly packaged, contribute in creating returns quite apart from what it should had been.The movie chosen for this research is the classic Stephen Spielberg movie “JAWS”.
Film Analysis: Jaws (1975)Capturing the audiences of 1970’s, Jaws exuded the quality of a remarkable movie in terms of breakthroughs in taking horrifying creatures into picture. This movie is an adaptation of a novel of the same title about the fight of mankind against the nature. Brief SummaryLet us try to see how the advertising portion of the movie production reflects the product itself.Amity Island, with its beaches, is a paradise and a perfect summer getaway spot for tourists until the rise of the news about the attacks of a tiger shark.
Shark attack cases took life of several tourists and also killed the local economy.Chief Martin Brody, played by Roy Scheider, serves as the new police of Amity. He had dilemmas regarding telling the public about shark or made them aware about it considering the economic concern of the town mayor. They had been longing to close the beach to haunt the shark once and for all but since it was almost the fourth of July, a peak season for the arrival of tourists, the mayor had second thought about it.
Victimizing more than just tourist who are swimming in the resort but also boaters and fishermen off the beach, the haunting became intensive. Carried by the big boat named Orca, they tried to kill the shark using improvised weapons for catching a 25 feet long sea giant. At the end, they managed to kill the beast despite the hardship and multiple damages the crew and their vessel had. Quick Review of the movieThis story has the ability to make the suspense varied at some level across the film.
The movie setting is in a typical location valued depending during summer and most of us have experienced the ambience of this location. Beaches are everywhere and so as the number of locale where you can find vast area of water. The movie targeted this picture in the viewer’s mind to create an artificial sense of being present by the moment the scenes are being presented. It was able to give the terrifying feeling in the imagination about a beast that might be present while we are having fun during summer time or as we are playing on the surfaces of water.
This can only be possible with the hands of good craftsmen. The story already became a bestseller thus we can conclude that the story came from a very reliable writer. It was inspired by a true story and woven to make it suited in public audience appetite. Story telling is a crucial first part.
Cinematography must also be hailed for its outstanding design specially in showing the contrast during the opening scene. The lights were used to give emphasis on the background and the subjects such as the victims of the scavenger. The Trailer and Other Advertisement of the movieThere would be no doubt that the movie had an effective drive in inviting the people to watch it. When the movie was released in cinema, it was tagged as the highest grossing movie of all time by then (IMDB, 2010).
The trailer of this movie has the narration providing the idea of the greatness of the tiger shark’s quality. It was told that this specie had survived the process of evolution throughout centuries without change. This particular choice of statements for describing this animal gave the impression of how fierce is the beast we are dealing here. Strength of this animal paired with the uncertainty in the setting which is ocean that covers its depths and probable threats.
Added to that, the trailer gave the picture of a place we know or at least a place we are familiar with – a beach. There are other threats in the beach such as the possibility of being drowned but if this is the subject of a movie, it will lose the suspense and questions embedded in the depth of the sea water.The poster used for this movie also captivated the emotion of audiences. It showed the picture of the shark thrusting towards the surface of the ocean with the picture of tourists on it.
This will create a similar effect but in terms of disseminating of the knowledge about the movie, the poster could reach more people making it more effective compared to the movie trailer if we are talking about profitability. Conclusion‘Jaws’ is a breakthrough in the usage of visual effects in movies. That was where it was known. But, more than that, the total production of this movie is a breakthrough in the attempt to reach a wider range of audiences.
This was a must see movie of 1970’s and after the hit sequels, this only proved the prowess of its makers in highlighting and anticipating the excellence.
References
Brown, D. & Zanuck R. and Spielberg S.(1975). Jaws. USA. Universal StudioIMDB (n.d). Jaws(1975). Retrieved (June 1,2010) fromhttp://www.imdb.com/title/tt0073195/Kernan, L. (2004). Coming attractions: reading American movie trailers?. TX: University ofTexas Press
