2015
You are about to see the live-action trailer ‘Epic Night Out’ for ‘Call of Duty: Ghosts’, globally released via a range of media platforms on 5 November 2013. Made to promote Activision’s tenth instalment of its first-person shooter game franchise, the trailer follows four friends who embark on an action-packed adventure through a decimated Las Vegas of the future. It features a cameo appearance by Hollywood star Megan Fox, as well as the song on the soundtrack ‘I’m Gonna Live Till I Die’ by the famous American singer Frank Sinatra. “Even people who will never buy our game, I want them talking about our advertising and our product,” said Tim Ellis, Activision’s Chief Marketing Officer. “That is the way you build a cultural juggernaut that sustains itself year after year.” To date, ‘Call of Duty: Ghosts’ is the most played next-generation console game on both Sony’s PlayStation 4 and Microsoft’s Xbox One. On the Xbox One alone, there have been over 1 billion multiplayer matches played since the game’s launch.
Media Forms
How is camerawork used in the trailer to show the excitement of playing ‘Call of Duty: Ghosts’?
[12 marks]
Media Institutions
How are links with other brands and media products used in the trailer to promote ‘Call of Duty: Ghosts’? [12 marks]
Media Audiences
How does the trailer attempt to appeal to a male audience? [12 marks]
Media Representations
How is gun violence represented in the trailer? [12 marks]
2012
The enclosed insert shows a reproduction of the front page of i, launched on 26 October 2010 by Independent Print Limited, who claimed it to be ‘a new kind of newspaper’. According to its publishers, this national daily targets those of ‘all ages who want a comprehensive digest of the news in printed form’ and is ‘one of the world’s most interactive newspapers’, having a Facebook page, a Twitter profile, an iPhone app and an online reader panel.
Group managing director, Andrew Mullins, commented: ‘Quality newspapers provide a highly valuable audience for advertisers, but recently print circulations have been in decline and the average age of the audience has been increasing. We are creating a newspaper for the 21st century that is designed for people who have a thirst for information and entertainment in the limited time that they have available. i is a reader-led newspaper with broad reach and intelligence.’ i won a Platinum Award for ‘innovation and creativity’ at the 2011 Newspaper Awards. By July 2011, i had secured an estimated readership of over 368,000 of whom 70% were ABC1 and 40% were aged between 15 to 44 (National Readership Survey).
Media Forms
How is the front page designed to attract potential readers? (12 marks)
Media Audiences
What is the appeal of I’s content to its target readership? (12 marks)
Media Representations
How does the front page represent news to make it appear entertaining? (12 marks)
Media Institutions
How does i brand itself as a ‘new kind of newspaper’ in the age of online news? (12 marks)
2013
You are about to see Embrace Life, a British public information film made for the Sussex Safer Roads Partnership about the importance of wearing seat belts. The short film has become an international phenomenon, reaching 129 countries through social networking and video sharing sites, after it was launched on the internet in January 2010.
Highly praised for its visual and emotional impact, the film has scooped a range of awards worldwide. By December 2011, the film had over 14 million views on YouTube and a Facebook group, ‘This Ad Should be on TV’, had been created.
Executive Producer, Neil Hopkins, said that the film had originally been designed to be screened at local cinemas, on the Sussex Safer Roads Partnership website, and at local educational events. He added: ‘We never dreamed that the campaign would touch so many people.’
Media Institutions
How does the institution take an original and positive approach to road safety advertising? (12 marks)
Media Forms
How does mise-en-scène contribute to the impact of the film? (12 marks)
Media Representations
How is family represented in the film? (12 marks)
Media Audiences
Why does the film appeal to such a wide audience? (12 marks)
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