1. What techniques are used to attract the target audience for this animated film?
The clip starts with a disruption as we can clearly see some of the characters are trapped in a dungeon. The dungeon is a typical location and is a symbolic and historical code that helps to anchor the genre, as fairytale.
In the dungeon we are introduced to a character who is clearly a villain and maybe the main antagonist. The dress code is very telling, the red and regal outfit is a signifier that could connote blood and power. The style of the outfit is a cultural code and connotes that the film is probably set in ancient Eygypt. The villain has a deep tone of voice and has very formal mode of address, again connoting that he is some kind of powerful, regal villain.
We are then introduced the villains helper, a bird that speaks. Personification is common in animated films and this technique suggests that the primary target audience is probably children.
The music bed in the opening scenes is non-diegetic and is both sinister and playful, this connotes that although the evil is at work, good times may be round the corner.
The lighting in the opening scenes is low key to help connote darkness and evil but saturated colours are used in the animation to create that bright exciting feel that animations made using CGI(computer generated imagery) often have.
We are then introduced to Alladin, who at this point can be seen as a damsel-in-distress but will of course become the hero, he is our main protaganist. A high angle shot of Alladin shows him cowering on the dungeon floor, this shot helps connote his helplesness and the following low angle shot of the man who opens the dungeon door, gives all the power to the huge villain.
Back in the original dungeon we are introduced to the princess and her helper, both common characters in a fairytale genre and both dressed in costumes that are again cultural and historical codes that help anchor the time and place.
The main antagonist then shows his magic abilities by flying across the room, this is a gesture code which anchors the genre as fairytale or fantasy and helps give the text a high level of generic versimilitude.
We are then introduced through a long shot to a sword, the sword is once again an historical code and the diegetic sound of the sword being sharpened is foreboding and makes the audience feel uneasy, all the time increasing the power of the disruption.
The narrative is multi-strand as aside from the issue of the battle of binary opposites, good versus evil, other narratives are apparent, such as the conscience of the bird, trust and romance.
The text satisfies our need for diversion(uses and gratification theory) and for some audience members, particularly children the characters and their plights may resonate very strongly, for example; trusting your friends, initial feelings of romance, being persuaded by evil, listening to your conscience. So on some level, the audiences need to be able to personally identify with the text is being satisfied.
Finally the characters and the themes have been chosen very carefully in order to allow its young primary target audience to create personal relationships, through discussing the film or even taking on character roles when indulging in creative play with their friends.
2. Create some ideas for your own animated film aimed at young children by completing the following tasks....
- Think of an appropriate title
- List the characters involved
- Create a storyboard that briefly explains the narrative of the film
- Explain your ideas for the film
Characters:
Harry the Hippo = Hero (Voice-over= Tom Hanks)
Terry Tortoise = Helper (Voice-over= Jack Black)
Henrietta Hippo = Damsel-in-distress ( Jennifer Aniston)
Hardy Hippo = Villain (Al Pacino)
Freddie finch and the finches = Villain's helpers (Lee Evans = Freddie)
Storyboard: Click to enlarge
Explanation of ideas:
My film will include the traditional equilibrium, as we are introduced to characters of Harry and Henrietta and will then enter into a disruption as the villains are introduced. The main antagonist is Hardy Hippo who is always trying to steal Henrietta as she is the famous princess Henrietta who is heir to the throne. Her Father is about to die, leaving her great wealth.
The disruption happens when Hardy and his helpers the evil finches hatch a plan to kidnapp Henrietta, however the resolution comes when Harry aided by his sidekick and helper terry the tortoise muscle in and save the day.
The voice-overs for the characters will be the people mentioned above, as they are star vehicles and would help attract both the primary target audience of children and the secondary target audience of adults.
The non-diegetic music bed for the fight scene will be fast paced and connote excitement and the locations will be set around a huge lake that is part of a jungle, the locations and inclusion of other animals will give the film a high level of generic verisimilitude.
Some of the characters will be the people of the local tribe, their dress will be important as it will be a cultural code that anchors the location of the film, their head dresses and spears being symbolic codes that make us think of Africa.
The genre of the film is family adventure and the characters will help anchor the genre. By using personification, including animals that can talk and using gesture codes that we associate with humans, the film will appeal to its target audience.
The narrative will be multi-strand as it will include various themes, including, love, honour, trust and flight.
A variety of camera shots will be used and to start with there will be plenty of low-angle shots of Hardy the Hippo, to show he is the villain and very powerful. A series of two-shots of Harry and Henrietta will be used to illustrate their blossoming romance. A variety of close-ups will also be used to show the funny facial expressions of Terry the tortoise who is always scared but too slow to get out of trouble.
The text satisfies our need for diversion (uses and gratification theory) and for some audience members, particularly children the characters and their plights may resonate very strongly, for example; trusting your friends, initial feelings of romance, being persuaded by evil, listening to your conscience. So on some level, the audiences need to be able to personally identify with the text is being satisfied.
Finally the characters and the themes have been chosen very carefully in order to allow its young primary target audience to create personal relationships, through discussing the film or even taking on character roles when indulging in creative play with their friends.
3. Chose one of the characters from the clip and explain how they might appeal to the target audience.
I have chosen to look at Harry the Hippo. Harry is the hero of the film, the protagonist, therefore the main character, the one that people remember.
Harry is created by using CGI and through the technique of personification, this makes Harry into a real person almost.Harry's facial expressions and gesture codes help connote a sense of safety and calmness he is funny and clumsy but brave and bold.
Harry is played by Tom Hanks, who is a star vehicle with a tone of voice is quite high and non-threatening, juxtaposed against the villain of the piece, the evil deep voiced Hardy (Al Pacino). Harry is quite cute and cuddly and would appeal to the young target audience.
The nature of Harry's adventures and the themes of the film would hopefully resonate with a young audience and young boys in particular may be able to personally identify with his plight.
The idea of growing up and the dangers you face in doing so will run very heavily through the film and and young people may be able to identify with this or indeed form personal relationships on the back of this film. Young people may play out scenes from the film or talk about their favourite parts with Harry in.
Harry would also appeal to the target audience through forms of merchandise, many young people may want to cuddle Harry up before they go to sleep or see him on their lunch box or wallpaper.
4. Animated films are very popular with children and families. How do organisations sell animated films to family audiences.
First of all the content of the film is very important, family orientated themes help to attract the target audience, stories of bravery, morality and truth, help attract families who want their children to learn certain values.
The narratives and scripts are also multi-layered, polysemic, so they appeal to both the primary and secondary target audiences creating a variety of preferred readings, including adult innuendos that children would not pick up on but also visual slap-stick comedy that children love.
The characters are also really important, as the voice-over is normally read by star-vehicles. This leads into the the uses and gratification theory, animated films satisfy our need in several different ways.
Diversion - because they are funny and emotional
Personal identity - we can identify with the plight of the characters
personal relationships - we form relationships by talking about our favourite, film, charcater, song etc.
All these needs that we have talked about in the uses and gratification theory are all then satisfied again and again once the film has been seen and has entered our psyche.
Once people have seen the film, the real marketing of families begins. Many of the multi-national organisations that create animated films are based in Hollywood and not only do these organisations own animated films studios, they also own many other forms of media.
For example, Warner Bros own, radio stations, TV stations, other film studios etc.
This allows them to promote their animated films through many different forms of media, through trailers, reviews, interviews with the voice-over stars etc; all broadcast through various channels that appeal to their specific target audience, for example on the looney tunes channel.
These organisations also have the ability to create masses of merchandise that appeals to family audiences. Massive companies like Warner Bros also own music labels, video game companies, board game creators and publishing companies, when companies buy out other companies in different areas, other than film, this is called vertical integration.
These huge companies then provide a huge range of merchandise to appeal to all the family and this merchandise is branded, so as soon as you see a certain colour, location, catchphrase or character emblazened across the duvet, lunch box, toy, tie, stationary, t-shirt, video game, poster, special edition DVD, bicycle, go-cart, Mcdonald's happy meal, packet of sweets, cuddly toy, fairground ride, CD, you know what film it is from, this is called media synergy.
Disney take this one step further and there is a theory called Disneyfication that suggests that Disney creates a sugar coated world that encourages us to buy into that 'happy feeling' and in turn buy their merchandise.
Disney even own huge theme parks where you can spend your entire holiday giving Disney money and then when you get home you can look back on that happy time and buy more Disney merchandise because that is what you need, to keep you happy!
Need to Know for Animated film....all 4 questions......
Signifiers and connotes
Historical/symbolic/cultural/dress codes
Camera Angles: Establishing/long/close-up/two-shot/tracking/high-angle/low-angle
Juxtaposition: old/new..... good/evil....formal/informal.......rich/poor......powerful/weak.
Mode of address: informal/formal.....direct/indirect
Enigmas
Music Beds + Diegetic/non-diegetic sound.
Propp: Hero/villain/helper/damsel-in-distress
Tordorov: Equilibrium/disruption/resolution
Uses and gratification theory
- Surveillance
- Diversion
- Personal Identity
- Personal Relationships
Type of animation: Anime/CGI
Themes/narrative: Love/bravery/morality/truth/good vs evil
multi-national organisations
voice-over stars
merchandise
vertical integration.
media synergy.
Possible Q1's......
What common conventions of animated film are apparent in the clip?
Choose two different types of sound from the clip and explain why they have been used.
Choose two of the following and explain how they are used in this clip
- Camera shots
- Music
- Dress
What techniques are used to attract the target audience for the animated film?
Possible Q2's.........
Plan an animated film aimed at teenagers
- Think of an appropriate name
- Write a brief summary of the main storyline
- Create a storyboard to explain your ideas
- Explain how you would market the film
- Suggest a title
- Explain your target audience and why you have chosen them
- Sketch two of the main characters and explain their role
- Explain some of the key selling points of the film
- Explain some of the problems you might face in producing the film.
What are the typical features of animated films that aimed at children?
Why are the themes of animated films important?
Why are animated films popular with families?
Possible Q4's
Briefly explain two ways in which animated films are marketed by film companies.
What strategies do film companies use to audiences to animated films?
Choose two of the following and explain why they are used when promoting animated films.
- Celebrities
- Music
- Merchandise
- Slogans
No comments:
Post a Comment