There's a killer amongst them: EastEnders Trailer - BBC One

The erosion of rationality theory

The erosion of rationality theory states that the mass media, driven by advertising, appeal to the sensational, to images, to our dreams, and in doing so create a sense of a false world in which commodities purchase happiness and in which social problems are resolved on the level of emotion and the individual; at the same time we are rendered passive and reactive people who are pleased to be entertained, thereby making us less competent members of a democracy, as a democracy calls for an informed, rational populace.

The overdramatized soap trailer clearly displays this. Soaps in general want to show a real, ‘slice of life’, and the trailer uses hermeneutic codes to engage the audience and pull them into the story and the mystery.

Semiotics

The semantics of the whole trailer show a lot of everyday mundane things but the eerie music, and low key, high contrast lighting along with the slow motion camera shots create an alternative reading and shows the ordinary to be anything but making full use of hermeneutic codes to engage the audience, after all the purpose of a trailer is to capture an audience and make them want to watch the programme.

Uses and GratificationsPeople actively seek and use those media messages that they personally feel gives them something. They use the media to get something they want. They feel gratification when they get what they want.

Soaps use uses and gratifications theory to give some excitement and mystery in the audience’s lives. As a viewer you become amerced in another world for 30 minutes 4 times a week and the soap provides an alternative setting that is often more exciting and dramatic than the viewers real world.

The trailer gives the audience a feel of mystery and wants to provoke thought and create conversations. Eastenders are famous for creating ‘who done it?’, story lines.

The Tram Crash : Coronation Street Trailer – ITV 1

Effects Theory Effects theory states that consumers are ‘drugged’, ‘addicted’, or ‘hypnotised’. In general soaps try to achieve this to reach high ratings, trailers like this one entice audiences and get them excited about up coming story lines.

The floaty music and happy scenes lull the audience into a false sense of security then the flashes of the fire station adds excitement. Hermeneutic codes are used to add mystery and essentially Coronation Street wanted to create something that people will talk about and create a buzz around.

Dennis McQuail (1987)McQuail stated that consumers look for certain things in the media they watch. One is, integration and social interaction. Which includes, gaining insight into other people’s lives, identifying with other and as a substitute for real life. Soaps clearly provide all these things, viewers enjoy the fact that characters are put into bad situations (as the trailer hints at). Viewers also enjoy soaps usually simply because the characters lives are much more dramatic than their own. This trailer is successful because viewers become emotionally invested in soap character and ‘need’ to know what will happen to them.

McQuail also said viewers seek entertainment from the media, this includes; escapism, relaxation and diversion. Soaps clearly fulfil these needs.

Hypodermic NeedleThis suggests that the audience are completely passive and accepts the ideas and meanings the text. Soaps are used as relaxation and are not meant to be complex. The Tram Crash trailer although mysterious tells the audience what they need to know without much deeper thinking. Soap viewers have come to expect dramatic story lines and therefore know that the happy scenes the trailer portrays will not last.

Lighting and SoundLighting and sound is used to create a stark contrast between the two settings. The street scenes are brightly lit and joyful music is playing over the clip. The actors also move very slowly showing no sign of emergency or state of panic.

The fire station scenes are darker and the sounds are diegetic and loud. The actors and rushing and the scene is very fast.

Series 9: Waterloo Road trailer BBC 1

Unlike the previous trailers this is a trailer for a new serious instead of a new storyline. Therefore the trailer is set out differently. This is more of a insight into the up coming series, this is because waterloo road actually a soap but it is good example because the soap trailer we are producing is for a new soap.

In this trailer there is a voice over introducing the characters that are coming back.

The trailer doesn’t really hint at any storylines but is exciting for the audience because the program is a comedy the advert adheres to these codes and conventions by being bright and loud.

Judgement Day : Emmerdaletrailer ITV 1

Mise-En-SceneThis trail is called – Judgement day and tells the story of a character on trail. The dark storyline is mirrored in the low key lighting and eerie music. The actors are wearing dark outfits and the scene is set at night. The music is dark rock. The main character is walking down the street being judged by the other characters who are standing at the side of him. This fits well with the name and the plot of the story.

Who Killed Lucy: Eastenderstrailer BBC 1

This is a different type of trailer. Unlike the first Eastenders advert I looked at which was unseen footage, this trailer is made of actual programme footage. The trailer is fast paced and exciting. Hermeneutic codes are used here by appearing to give the viewer clues on who killed Lucy but actually not revealing anything. This is a technique that producers use to keep the viewer interested yet not giving it away.

The mise-en-scene of this trailer shows a typical London square and the sort of people that give in it. This goes back to McQuaids theory of giving the viewer a chance to escape and see how ‘real life’ people would behave in difficult situations.

Once Upon A Weatherfield...Happy Emmerdale After : ITV soaps trailer ITV

This again is a different type of trailer. It is not just advertising a specific soap it is advertising ITV’s two main soaps Coronation Street and Emmerdale. The trailer shows the characters as fairy tale characters, these people will be recognisable to a viewer but that fact that they’re dressed differently adds a separate air of mystery.

Stock Characters Stock characters are often used in soaps to make the storyline easier to follow as there can sometime be several plots happening at one time, fairy-tales also do this.

The trailer shows what appears to show a fairy tale kingdom but it is actually just a set, this suggests that the happy scenes are just a front for something more dramatic that will take place in the soaps.