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Institutional logo

What is an institutional logo?

An institutional logo is an iconic symbol of a business and organisation which is easily identified by its target audience and consumers. Many big branded institutions have very iconic colours and symbols used in order to catch an audiences attention wherever they go therefore gaining a recognised brand image. Depending on the size of an institution and how big a business is, the vast mojority of businesses successfully obtain and keep  their instutional logo through having it heavily marketing among "media prone" areas such as iconic landmarks or sponsoring a highly attended event for exmaple. If an institutional logo is successful among its consumers then it is most likely to be recognised globally. Many media instututional logos intend to make their logos easy to read and understand that the product or service being issued is from a certain institution within seconds of visualising it. A great example can be shown through mass media instutitions such as: Warner Brothers, Lionsgate and Pixar.

Some examples of iconic intitutional logos:





Constructing our institutional logo for Unknown:

When constructing our institutional logo for our horror teaser trailer, we decided to draft and construct many different institutional logos (these can be viewed on the other students blogs) in order to see which logo would be best suited to our horror teaser trailer promoting all of the codes and conventions which we hope to convey. When choosing our ideal institutional logo we had all agreed that the message we wanted to convey to our target audience was: bloody, horror, death, violence and enigma. We had done this successfully by implementing codes and conventions associated with our genre such as dark colors and an enigmatic atmosphere being created. Below is my final institution logo which will promote our horror trailer called Unknown. It is evident that I have used the common codes and conventions associated with horror such as the colour red which connotes danger and blood, along with a signifier as being the bloody knife within the kitchen sink. These common conventions all raise enagmatic questions within the audience's minds as they want to know where these images may be seen within the film therefore creating demand for the movie upon release.

Horror moodboards

Todorov's narrative theory in relation to our horror film

Equilibrium:

-       Young fragile girl in house

-       Cooking food

-       Normal evening

-       Cold, misty, enigmatic atmosphere

-       Raining

-       Set in a normal neighborhood

Disruption of equilibrium by some action:

-       Slasher/ stalker is standing outside the house

-       Slasher/Stalker rings doorbell

-       Slasher/stalker and young girl have a confrontation

-       Numerous stalker related attacks and killings within the neighborhood involving young teenagers (very stereotypical within the hybrid movie type)

Recognition of disruption:

-       A series of stalker type killings within the neighborhood take place within the trailer

-       Speed and cut shots heighten the tension within the trailer 

-       Diagetic sounds such as screaming are evident and become louder

-       Police identify the antagonist as their number one suspect and combine together a mass search party in order to cap off the killings which are taking place

-       Frantic killings and stalker attacks begin taking place within the neighbourhood  

Attempt to repair disruption:

-       Evidence provided from within the trailer of shots of struggling between the antagonist and protagonist are shown to the audience in order to reinstate the normality within the neighborhood

-       Police begin to nail down evidence against an individual within the neighborhood who they feel is the stalker of the victims

-       Arrests and warrants are issued by the Police in order to track down the individual responsible

-       Friends and family members of the victims from the attacks begin to take extra precaution in order to prevent similar events taking place to themselves and others

Reinstatement of equilibrium:

-       Neighborhood retains its norm of togetherness and everyone now feels a lot safer

-       Police have now apprehended the stalker who killed the teenagers within the neighborhood

-       Less stalker related attacks occur within the film once the attacker was caught

Twist:

-       Where everyone situated within the neighborhood believes that normality is taking place, a young girl gets killed again and becomes the victim of another stalker attack

-       This will then lead a sequel being created of the film

Audience demography

Before media institutions release and promote a product, they must conduct market research about their audience whom they wish to target specifically. If this is not done successfully it could result in a poor demand and response rate upon the release of the promotional package thus resulting in a waste in resources and media institutions not meeting their company’s aims and objectives along with not satisfying and meeting the consumers demand.

There are different ways in which media institutions divide their audiences, this is called audience demography.

Genre and audiences:

1.       Audiences have certain expectations from the media

2.       Audiences tend to know what they like

3.       Audiences enjoy the familiarity of conventions

4.       They also like an element of surprise

5.       Audiences like to be able to define the media by genre

6.       Audiences use their knowledge of genre to help them make choices  

Horror trailer analysis 2

The film trailer which I have decided to analyse is called the Ring, which is an American psychological horror movie directed by Gore Verbinski and released in October 2002. The narrative of the movie consists of a woman who watches a tape which then puts a curse on her and she only has a week to try and break the curse. However the film takes a sudden twist when her son watches the film and now the woman’s motive is to not only save herself but her son from the terrifying curse. The film consists of many award winning actors who play the roles of; Rachael (Naomi Watts), Noah (Martin Henderson), and Anna Morgan (Shannon Cochran). 

The Codes and conventions/shot types and angles:

·         The first common convention visible to the audience within the trailer is the colour black. This colour connotes to the audience of that something dark and mysterious is going to occur within the movie. The darkness of the colour black also symbolises to the target audience of danger and death which is also a reoccurring theme throughout the film.  Lastly, black also creates enigma for the audience which ultimately attracts them and creates demand for the film upon its release.

·         Another convention which occurs throughout the trailer is the use of the close up shots. I believe that Gore Verbinski has incorporated these shot types due to the fact that having close up shots creates an uncomfortable atmosphere for the audience and it also allows the target audience to see the facial expressions created by the iconic figure within the shot frame. This shot is very effective in the horror type genre trailers as having close up shots for the audience to see creates excitement and creates demand for the movie as the audience would like to see why exactly the iconic actor/actress is feeling that type of emotion, which in most cases is fear.  

Editing:

·         Within the trailer, editing has been used to build up and heighten the tension created. As the trailer begins not much editing has been used as no jump shots or cut shots (common shots and editing types used to heighten tension within horror genres), are evident.

·         However, as the trailer begins to pick up pace, jump shots and cut shots become more frequent along with the timing of each shot also decreasing.

·         By using a variety of shot types and shot lengths, it speeds up the trailer and also makes the audience see less of the scenes which occur within the film. This creates enigma for the audience and ultimately makes them want to see what happens within the film.

·         As the trailer reaches its climax near the end, the soundtrack used also speeds up which builds up and emphasises the tension created which grabs the audience’s attention and creates demand for the movie. 

Sound:

·         The soundtrack used within the trailer consists of a voice over with some eerie music mellowing behind it. The reason why Gore Verbinski has decided to include this is to slowly build up the tension to the audience as by having the voice over immediately engages the audience’s attention. In addition, by having the eerie soundtrack playing it connotes enigma and suspense.

·         As the trailer continues, the eerie music begins to pick up pace and this also has a direct link with the cut shots shown within the trailer. This creates excitement for the audience along with the tension being created steadily increasing. 

 Mis-en-scene:

-         Within the trailer, the clothing worn on the iconic actors makes them easily identifiable to the audience what role they are going to play within the film.

·         The antagonist is dressed in dark black colours which connotes to the audience that this woman is dangerous and mysterious. In addition, due to the black and white colours used within the trailer, having the antagonist following the same colour theme makes the audience want to know who this woman is and what link she may have with the film.

·         The protagonist is dressed in neutral and natural colours which connotes to the audience that this woman is innocent and pure.

·         By having the lack of makeup put on the antagonist, it creates enigma among the audience as generally within many horror genres the antagonist is easily identifiable due to the heavy makeup used in order to connote some sort of danger is around this person. By having colours of black and white, it could mean that this female may be purely innocent.

 

 

URL:https://www.youtube.com/watch?v=TuH5FaUpFm4