Distribution and Production Company, Lions Gates and CBS films are shown at the beginning of the trailer, which has an influence on the success of the film. To promote and advertise the film, 4 trailers have been released.
To establish the setting of a High school building a long shot is used with a diegetic sound of a school bell, creating a realistic atmosphere.
It’s clear to the target audience the narrative will consist of a high school experience from the main protagonist perspective, due to trailer conforming to a generic convention in a teen drama film.
Non-diegetic music with fast tempo creates a light atmosphere as a medium shot is used, to show three girls walking down the corridor. Additionally, the voiceover announces the release date of the film at the beginning of the trailer so it’s rememberable to the audience. The upright posture of the two girls on the left indicts confidence whereas the sloughed body language of the girl on the right shows she lacks in confidence. In compassion to the two girls on the right, the girl on the left is dressed more casual making her stand out. This implies she is the main protagonist and therefore will be targeted by popular kids.
The cameras flips to two girls approaching the 3 girls, the girl on the right conforms to cliché mean girl character, as she is portrayed as bitchy. She only invites the friends of the protagonist’s to her party, which highlights protagonist is unpopular and has low social standing. However, the friend rips her invitation and gives half to the protagonist, showing she is loyal and they have a strong friendship.
Establishing shot shows new location with caption in bright green front and swipe sound effect to add humor indicating, genre comedy/drama.
Caption shows disruption phase in the trailer by addressing the audiences “learn the four letter word”. The camera cuts to a setting, which has low-key lighting to show there is a party. A medium shot is used to introduce a male character, perhaps love interest, as he is good looking. Shot revers shot shows the conversation between them he addresses the protagonist as “DUFF”. Editing technique selective focus is used to show protagonist-confused and offended expression, suggesting she had never heard the word before. The acronym stands for Designated Ugly Fat Friend this engages the target audience, as they are aware and use slang.
Montage is used to show examples of the “DUFF” in various social groups to suggest she isn’t the only one. Later then cuts to a classroom where the male character explains she should feel offended by the word and then long shot show protagonist yelling at her friends for not telling her she is their “DUFF”. The tone of the protagonist's voice shows she is annoyed because her friends were not truthful however the friend’s expressions also seem confused by the term. To further show film is teen comedy a male teacher speaks informally “oh no I didn’t, yeah you did” this is done intentionally to inmate teens, adding humor.
The non-diegetic music is amplified to signify the protagonist will undergo change to not be the “DUFF”.
Protagonist reaches out to the male character and makes a deal, this may lead to them developing a relationship as they are spending more time together and getting closer. The male character conforms to stereotypical Jock, as he is masculine and muscle, which will attract the female audience watch.
There is a close-up shot of the female antagonist downgrading protagonist “people like you will never matter” implying she has a higher status. The male character shows his support and advises the protagonist not to listen to the mean girl.
To show equilibrium phase close-up shot is used to show the protagonist sticking up for her self. The trailer ends with the title of the film, release date, and website where the audience finds out more information.
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