Section B- Synergy

Film case study 

How is synergy used to attract audiences in your case study? 

For my case study, I have chosen 3 films in the Action Genre. The films are; The Avengers, The Green Hornet and Kick- Ass. All 3 products have elements of Action but one of them failed in the Box office. The budget was very low for The Green Hornet and so, it was not a successful film. The Avengers however, was a sensation because people were already excited to see it because of all the posters and teaser trailers that were released. People were also anxious at the fact that the superheroes in Avengers are well- known and audiences are fans of them. Kick- Ass was also a popular film because of it's humour and Action elements along with the Intertextuality of the Batman costume of one of the characters. The audience was able to recognise immediately what one of the characters would be like. 

In my case study, I have investigated the synergy of my core products that show similarities in colours, costumes, lighting etc. The codes and conventions in the poster for Avengers have been used to create synergy with the trailer and the official website as well. By using the same colours and costumes in all three platforms, it points out the superhero costumes so that each one can be identified. The 3 platforms also link in with each other by showing the audience how well the Action goes with the film. By showing us the weapons of the superheroes, we get a rough idea as to how the Action elements will be shown. Audiences are already quite familiar with the superheroes such as; Iron Man, Captain America, Thor, Hulk etc. and so they would become eager for this film. I have also discovered linked with Synergy that some parody posters and UGC (User Generated Content) has also been made. This also creates amusement for the audiences as they would want to know where the users had gotten this idea from and they would want to watch it.

The Avengers shows the characters individually in the teaser posters, trailers and even the website. The character Iron Man is played by Robert Downey Jr. who is very well- known as he has starred in the previous Iron Man films and so, his fans would also want to watch The Avengers because of his appearance in the film. By having Robert Downey Jr. play Iron Man in The Avengers also creates synergy between the previous Iron Man films and The Avengers posters and trailers. 

The producers of Kick Ass are also releasing Kick Ass 2 in August and they have already updated the Kick Ass 2 website which automatically gets fans of Kick Ass to become anxious in waiting for it's release. The costumes for both films. For The Greecn Hornet, it also uses synergy to create branding for the audience but because of the unsuccessful film, most people got put off of watching it and so it is not a very well- advertised film. The colours used in all three platforms in The Green Hornet contrast together creating quite a bit about what the film is about. By including the car in each platform the audience gets to know what this film is about and therefore creates interest. 

Overall, all 3 core products use synergy to create more attention towards the films. All core products are creating branding which in this case, if someone was to show a person anywhere around the world The Avengers without the Title of the film, they would automatically know who they are because of the advertising they have seen. However, most people would not be that aware of The Green Hornet because of it's low production value and so they would not know about this film. Kick Ass would also be known by many as a lot of online advertising has been done and audiences are aware of the new Kick Ass coming out soon. 

'Unlock The 007 In You' - Coke Zero advert

Analysing Coke Zero advert

Media forms

This advert uses a range of different techniques to promote Coke zero. The semiotic elements are used which combined together make a very purposeful advert. The advert uses diegetic sounds of the atmosphere and the opening of the coke bottles along with the sounds of the cars and trucks shown in the advert. Along with diegetic sounds, it uses non- diegetic as well which is of the James Bond soundtrack along with diegetic voices of the actors in this advert. The sounds combined together makes this advert appealing by having the actors sing out the tune of the 007 soundtrack. This makes the advert appealing by using a very famous and well- known soundtrack and have people singing it out to show the effect that Coke Zero gives off.

The advert starts off with a man holding a coke bottle and 3 or 4 men on a table with a woman. The man looks at the woman, smiles and takes a sip of Coke only to turn it over and find the 007 logo on the sticker. He then starts singing the soundtrack and the woman joins in. It is almost like a duel with the men and the main actor. The main actor then sees the woman going in the car with the man and he rushes out (still continuing to sing) and follow them. This advert uses very clear, calm colours which blend in with the atmosphere being warm and sunny. This advert uses mostly mid-shots to show the audience exactly what is happening and what the effects of Coke Zero might be.

There are also elements of humour in this advert for example; when the man goes by the fancy car, the audience expects him to get in it to save the girl but, there is a bike behind it. This would make the audience chuckle a bit as it is unusual for a 'James Bond like' man to get onto a bike and not the classy car. Another element is the fact that they are singing the tune as they go along which would create more entertainment for the audience. 

Media Audiences

The target audience for this advert would be mainly males because of the 007 promotion in the advert. However, because there is also a woman in the advert, it can preferably be targeted at young couples who are in love because, at the end of the advert the man and woman jump off the bridge and they are both holding coke bottles which they drink together. Women would be the secondary target audiences as they admire James Bond but men would be the preferred target audience because most men idolise him. This advert would persuade men and women (being the secondary target audience) to buy Coke Zero. This encourages the audience by persuing the idea that Coke Zero is a positive drink. Yet, despite the caffeine in it, the hypodermic needle theory affects the audience by coming across as a good drink that should be bought by many. By injecting this into the audience, their minds will automatically think that they would like the drink at that moment in time as the advert endulges the audience.

This advert uses a clever technique to make audiences think that by drinking Coke Zero, you will act like James Bond even though though this will not happen, the audience just consumes the media without thinking about what they are showing exactly. The audience just gets enticed into wanting a cold refreshing bottle of Coke Zero. This advert appeals to a large demography due to the reach of the brands. 

Media Institutions

Coke is a very big well-known brand and most people are aware of the sugar and caffeine that are in most Coke products but, this advert also encourages audiences to know that Coke Zero does not have sugar in. Coke's brand values are that they persuade audiences to drink their products even though they are high in sugar and caffeine which also causes people to become hyperactive. This institution sponsors Skyfall by including it in their broadcast product. Coca Cola and James Bond are one of the leading brands today going many years. They have come together to create a powerful media campaign to advertise their products.

Coke is trying to persue it's products in a positive way yet, people get injected with the hypodermic needle to think that by drinking Coke you will act like James Bond. Along with Coke being well- known, 007 (James Bond) is also very well- known and there is a promotion of James Bond Sky fall going on in the advert as well. This advert gets more attention by including James Bond themes in it as more viewers would be interested.

Media Representations

selling James Bond lifestyle- drink coke that happens.
The representations in this advert are shown very clearly as there is a representation of James Bond in this advert as well. The colours used in this advert represent a classy, rich environment. There is also a Coke Zero drink area with umbrellas which also shows importance of Coke. The lighting used in this advert is high key lighting to create a positive mood for the audience. The actors in this advert seem to be wearing quite formal clothes which represents the city they live in.

This advert is selling the lifestyle of James Bond by including Action elements and the music which makes the audience want to drink Coke and watch the film.

http://www.youtube.com/watch?v=Vtz4qL4-hNE