• Media Institutions: In what ways is the trailer typical of the video game industry?

The Institution of the Modern Warfare game aim was to contrast the concepts and technologies that have come into use from after the Second World War and the Korean war. As the MWF game is focused through and Xbox console, the connotations of this becomes more likely for people to be interested because of its popularity. However, the advertisement of the third Modern Warfare is used by the institution to allow the audiences to be informed and educated, whilst connoting a sense of escapism. As MWF is a popular game; the globe conveyed in the credits and screenshots could connote that the institution are trying to convey that they target a globalised audience from all different countries and ethnicities. This also links to the fact that the game is about war which impacts every one of us. This could then further connote that the institution are trying to include us within the game.  The MWF can also be conveyed as a popular game by the luminous writing it possesses throughout the trailer. The direct focus on this links to all three games which creates a sense of viral marketing within the lean-backwards media.

The general mise-en scene of the game is a method used within all three of the MWF games which connotes that the institution are trying to allow the audience to familiarize themselves with the game. The layout colours of the media product’s trailer consist of a luminous green and black, which is not only used through the advertising of all three games but enables the institution to hint to the hybridity genre of the game which consists of, war and adventure. As some of the media products shots are conveyed in a game form, not only informs and educates the audience of what the game will be like but also connotes that the institution are including the audience by letting them have a sneak peak of what the game will be like. Therefore, encouraging the audience to buy it.  An example of this is the point of view shot, aiming a gun at an antagonist, creates the sense of enigma and thrill as the audience have actually stepped into the game and taken control. Another example of this is the contrast and framing cut of the two screens as they split, conveying the “1^st player and 2^nd player”. This also allows the institution to convey a sense of social discussion between the fellow players and targeted audiences as they can play against each other.

The institution has also used forms of technology to convey the fact the modern media product that they are trying to sell. As the institutions are trying to convey the technology gives that have been made after the Second World War, they have used a variety of weapons such as rifles, knives and guns. These weapons not only connote that this game is targeting a higher demographic but also that the montage of clips involving explosions and the use of these technologies connote a sense of adventure. Whilst, allowing the targeted demographic to get a visual experience of what tgings would be like in war. Because of the fact that the setting/locations have been set in a vast amount of areas, suggest a sense of cultural soveignity of different parts of the world where theirs fighting, targeting a mainstream audience. This not only then brings the population together worldwide but the institution allows the audience to view different aspects of life. Guns, knife crime and explosions are what many audiences like to escape in, so by advertising through a lean-backward media, then will encourage particular targeted psychographics to consume the media product.

Also the fact that the game is set in America and was produced in America also connotes that the game will be successful as many American games are globally successful (Technological soverignity). This is shown through the American short dialogued speech, slightly anchoring the text where although it links to the game, theirs also elements that it’s trying to promote the other games is well.

• Media Audiences: Who does this text appeal to and what pleasures does it offer?

The media audience demographics target a primarily audience of young adolescent males (socio economic model of c1, c2, d,e). The reason for this is by the conventions that would find the explosions, destruction and use of technology far more interesting than a female audience.  The genre expectations and narrative pleasures would have been fulfilled as many male audiences like the enigma and thrill of destruction and guns, as it gives them a sense of power. This, therefore connotes that their part of a patriarchal society.

The use of soldiers, that are conveyed both as protagonist and antagonist also gives the male audience a feel of what it would be like to be in the war. Whilst, the older secondary male audience may have more experience with wars, enabling them to self-identify with the characters. Soldiers are conveyed very “manly” and “macho” as they are thriving to protect our country, which can be seen as the real manly job to go into (Aspirational audiences). This will then connote at promoting and giving the audience and insight of the real work done by the soildiers. This not only allows the audiences to self-identify with the characters but also allows them to be informed and educated about the war and what the people may have gone from. However, the fact that all the protagonists soldiers were white also sticks to the conventions of nationalistic and ethnicity ideologies of being one race. This the excludes other races, however, it doesn’t because of the use of different cultural settings conveyed which allows audiences to self- identify with them.

As they institution conveys the full impact of the wars, the medium shot of the age certified warning is used to make sure that a younger demographic is warned about watching the trailer. There are two connotations behind this. One, because the institution wants to convey the full impact of the trailer, promoting to a larger audiences. Secondly, because by putting an age certificate on the trailer, it is allowed to be shown during prime time or a after prime time so it can target a range of audiences at different times of the day.

The psychological pleasures, the male gaze will get from the game, especially as it gives the targeted demographic an insight of a taster and preview of the game will convey fetishization, encouraging them to go out and buy the lean-forward media. The game will also allow both domiant and oppositional readings of how war is conveyed within this animated media product. Whilst, also conveying the controversial subject of whether audiences should be consuming these types of fictional games because of the real life traumas this will cause.

Media Forms: What codes and conventions does the trailer use to establish the text’s genre?
Firsty, there is a variety of different shots used in this trailer to establish the text's genre of being a game trailer. An example of a shot used is point of view shot, this is 0.56 seconds into the game trailer. The character who is either in the army is targeting his villian (character types Vladmir prop). This specific shot connotes that the audiences are welcome to see this, however it can also establish the texts genre as it is forcing the audiences to see what is happenining as if they are actually killing the person. This can be a sense of entertainment when watched as a trailer as it makes the audiences look like they are participating. But it can also provide a sense of escapism when they actually purchase this product (Blumler and Katz-Uses and Gratification. The point fo view shot establishes the trailrs genre as mostly games have the audience seeing from someone else point of view either killing something or looking at something, this usually happens so the audiences can to be the hero/heroine. Another shot used is a established shot, this is used to establish the games genre of containing high octane scenes. An example of this is 0.57 seconds into the trailer there is a car being exploded this establishes the texts genre as it connotes what kind of things you can do in the game convincing the audiences to purchase the product.
Moreover, the trailer has used specific rock music as non-digetic sound to establish the texts genre. An example of this is 0.05 seconds into the advert till nearly the ending as a montage. The institution has used this music as if it is a casual relaxing game but it is not as tension is building up. Using this specific music establishes the texts genre as the music anchors the images as if one after the other different events are happening. Another example of sound used in this extract is diegetic sound ofgus, explosions and people suffering. This establishes the genre of a typical action game with a lot of violence as the audiences can identify from the noises of people suffering from being shot. An example of this is 0.33 seconds into the game trailer, there is a soldier with the prop- gun. He is about to kill the people but he gets shot himself. This connotes that this game contains some serious violence and killing which is not sutiable for all ages.
Moreover, another convention used in this extract is different camera movements to establish the texts genre. An example of a camera movement is 0.31 seconds in to the game trailer, the camera is moving as a pan from left to right filming the location of the scene. This establishes the texts genre as mostly games show off with the specific locations in the game to create a sense of excitement withing the audiences and so that when they are playing the game they can be entertained by lookin at the exotic locations (Uses and gratification-Blumler and Katz). Another convention used to establish the games genre is computer generated images. An example of this is e.g. the explosions. This wouldn't really happen in the real world but due to the development of new technology this has enabled institution to epand on their ideas and create unique things. However, the CGI used in this advert establishes the games genre of being a action with lots of fighting which connotes the genre.
Finally, the extract has used different colours to establish the texts genre. An example of this is 0.32 seconds into the advert. the green can connote nature and how they are fighting to save the world. However, an oppostional reading cna be that they are fighting for the land (Stuart Hall). Another colour used is white, this is 0.52 seconds into the trailer, the white can connote cold and how these naive people are being killed. However, the preffered reading is that they are actually fighting on the ice. This establishes the trailers genre as most games have different settings and weather to influences the audiences mood and to connote pathetic phallacy maybe.
Media Representations: How is war represented in the trailer?
Firstly, the war is represented as having villians and heroes fighting (Binary oppostion-Levi-Strauss). An example of this is towards the middle of the trailer- the point of view shot connotes that maybe we are the hero's trying to kill the villians who are destroying the country- This can also represent us as being patriots- fighing for our country which connotes that this trailer gives you a chance to be independant and fight for your rights maybe. Another way the war is being represented is beinf powerful and harmful. An example of this is through the dfferent explosions and weapons used. This can not only connote power but an oppostional reading (Stuart Hall) may say that it connotes nationalism as if people are fighitg for their country- strongest survives.
Morever, the use of weapons and artificial blood represents the was in the trailer as being targeted for specific age. An example of this is right at the bgeinning the audiences are informed (Uses and gratification- Blumler and Katz) that this game is too violent for certain people. However, another example that proves this is when the soldier is trying to aim to shoot but gets killled himself. Guns and weapons represent this trailer as being targeted over a specific age. It is also represented as a main weapon in the game, we can see this through the point of view shot as if the institution is forcing us to kill people. This represents the game again as being too violent for certain ages to purchase or play this. However, the different weapons can be indentfied with some audiences or soldiers as they may have uesd i or seen i before (Uses and gratification-Blumler and Katz.
Another way the war is being represented in this trailer is being very long and continued through different seasons. An example of this is firstly the exotic locatio fighting in a