2. Codes & Conventions of the Genre – AKA ‘Key Ingredients’ Chase scene(s) – on foot or in vehicles CGI/pyrotechnics (special visual effects) Fight scenes Characters: Hero/villain/love interest for hero/sidekick for hero (usually loveable/funny) (Propp) Stereotypical gender representations – men are ‘butch’, women are ‘eye candy’ (Mulvey) Stunts & Daring saves at the last minute Simple, closed narratives (Todorov) – easy to follow Hero usually on a Quest Heavily reliant on binary oppositions (Good vs Evil, Right vs Wrong, Hero vs Villain) Snappy dialogue & catch phrases ‘Ticking clock’ scenario – time limitations which create tension
6. The War of the Worlds on Film 4 at 3.30pm on Sunday
7.
8. Charlie’s Angels The Angels are the strong heroes but are sexy & use their bodies to get what they want. They are also controlled by Charlie – a man.
9.
10. Men – macho heroes Arnold Schwarzenegger in Conan the Barbarian and Commando Sylvester Stallone in Rambo
11. More ‘metrosexual’ heroes Spiderman – he cries Legolas (Orlando Bloom in Lord of the Rings) Bromance with Aragorn? Jack Sparrow – slightly camp and very goofy
12. Representation – Race, Ethnicity, Nationality, Disability Action Adventure is unfortunately renowned for being unfair to certain other demographics as well as stereotyping gender. This is particularly evident if you look at villains, who are often disabled, conventionally unattractive and/or ‘foreign’ (i.e. not American – there are many British villains in action films!). Often non-white American/British groups are not represented at all – consider the main characters in the Pirates of the Caribbean films.
15. Bald Bond - Bloefeld Robin Hood - Sir Godfrey Damodar in Dungeons and Dragons Pirates of the Caribbean – At World’s End – Sao Feng (with facial scar also) The Mummy Returns - High Priest Imhotep
16. Race Villains are often non-white or ‘foreigners’ in Hollywood Action Adventures. The Mummy - Egyptians Indiana Jones and the Temple of Doom – Indians and Raiders of the Lost Ark - Germans The Goonies – the Fratellis (Italian)
17. Race Asian (Chinese, Japanese etc) characters are often wise or skilled in martial arts (Karate Kid, Jackie Chan/Jet Li/ Bruce Lee films).
18. Negative representations of Race: The cowardly/incompetent black side kick Chris Tucker as Ruby Rap in The Fifth Element Snails in Dungeons and Dragons (Marlon Wayans)
21. Some films offer representations which are less stereotypical, or not stereotypical at all.
22.
23. Uses & Gratifications Surveillance – people feel better feeling that they know what is going on in the world around them. News and other non-fiction texts are often used to fulfil this need, although reality television and some fiction texts can also be used. Personal identity – allowing us to recognise aspects of our own character in the characters we see in the media, or to aspire to them. Soaps are often used here, as they aim to represent ‘real life’ and so are identifiable for real people. Personal relationships – using the media to enhance relationships with others or even forming a relationship with a media text. All media can be used for this, as they can be a shared experience which people can use as a talking point. Diversion – being entertained or immersing ourselves in a media text to be distracted from our real lives. Films are particularly popular for this, as they encourage total immersion in the world of the film.
24.
25.
26. The first teaser poster for the movie followed the same pattern that had been laid out with the previous movies by showing a skull adorned with pirate decorations, with various things hanging off the bandanna that’s wrapped around the forehead and decorations in its long beard as well as two swords crossed in back of it. Teaser Poster
27. Character posters were shortly thereafter released that featured up-close images of Captain Jack, Angelica, Blackbeard and Barbossa. Even the mermaids got their own one-sheet. Character posters
28. The next and final poster, a theatrical version, put Depp front and center on the one-sheet as he’s positioned standing in front of mermaids, burning pirate ships and more. This one is apparently designed to position Jack Sparrow as more of a hero instead of a conniving pirate since he looks like he’s readying to valiantly take on half the fleet, something that’s a bit unusual since the character is often more ready to hide behind something solid until he’s forced by circumstances to come out. Main Theatrical Poster
29. The first theatrical trailer featured an introduction from Jack Sparrow, which was later removed to give a shorter trailer. It was released in December 2010. May 20 was replaced by Coming Soon as this date got closer. Various shorter TV trailers were released immediately prior to the film’s release and whilst in cinemas. Trailers
30. The first section of content is “About”; “Videos” is up next and is especially well stocked, with trailers, TV spots, extended film clips and exclusive video featurettes that go into the movie’s plot and locations. There are even promotional videos for the Lego video game tie-ins. There’s information on who all the people in the movie are in the “Characters” section, stills from the film can be found in the “Gallery” while the “Games” section is about promoting the online multiplayer game, the console editions or other versions. “Products” also has information on the video games as well as other stuff you can buy and “Activities” has stuff you can interact with either online or in the real world by downloading and making yourself. The site finishes up with sections on “Community,” a place where you can check out Jack’s “Past Voyages” and more. Website
32. Lego released special sets to coincide with the release of the film. There was also a Lego Pirates of the Caribbean video game, with TV advert. Jewellery by Swarovski. Marketing - Merchandising
33. Online games & downloadable mobile phone goodies from promotional partner Verizon. Snacks & sweets. Nail polishes. Clothing.
34. Seat teamed up with Disney to sponsor the film with its new Alhambra family car. Marketing - Synergy
41. Binary Oppositions – Claude Levi Strauss says that all narratives contain conflict (e.g. good vs bad, man vs woman, heaven vs hell) and that we only fully understand one because of the existence of the other Closed narrative – where there is a definitive ending (all the loose ends are tied up) Open narrative – where the ending is left open, possibly for a sequel or for the audience to interpret for themselves Todorov – TvetzvanTodorov’s narrative theory says that all narratives follow a pattern of Equilibrium-Disruption-New Equilibrium (e.g. Harry Potter lives under the stairs-Hagrid comes and Harry is a wizard! He has to battle Lord Voldemort & wins-Harry is safe again but now lives at Hogwarts & has a very different life.) Propp– see separate slide
42.
43. the donor, who prepares and/or provides hero with magical agent
44. the helper, who assists, rescues, solves and/or transfigures the hero
45. the Princess, a sought-for person (and/or her father), who exists as a goal and often recognizes and marries hero and/or punishes villain
47. the hero, who departs on a search (seeker-hero), reacts to the donor and weds at end
48. the false hero (or antihero or usurper), who claims to be the hero, often seeking and reacting like a real hero (ie by trying to marry the princess)
