Forms and Conventions: TV Trailers

There are three possible options the exam board might use for a TV trailer.  These are:

• A trailer for a single TV show like this one
• A trailer for a TV channel featuring clips from multiple shows like this one
• A trailer for a particular service from a TV channel such as HD or 3D like this one

Conventions of a trailer for a single TV show

• A variety of clips often featuring moments of drama, conflict or comedy
• Non-diegetic sound such as music or a voice over to tie the whole thing together.  The voice over is often delivered by one of the characters.
• Diegetic sound such as dialogue
• The programme or series ident
• The channel ident
• On screen text giving key information such as the air date
• Generic conventions (similar to those discussed in previous blog on film trailers)

Revision Task 1:  Watch the trailer for Doctor Who and make notes on where each of the conventions listed above appear, giving examples (they may not all appear)

Revision Task 2:  Some modern TV shows break away from this traditional formula and create a TV trailer that features footage filmed especially for the trailer, rather than clips from the TV show itself.   These types of trailers are generally designed to intrigue the audience and leave them with questions, rather than to give them a taste of the show.  The trailers for Skins and Lost are two good examples of this.  Watch these trailers and make notes on how they encourage people to tune in.

Conventions of a trailer for a TV channel

• A broad variety of clips in a number of different genres that appeal to a wide number of different audiences
• Non-diegetic sound such as music or a voice over to tie the whole thing together
• Very little diegetic sound, since the clips are short and it’s likely to get confusing
• On screen text such as the names of the programmes
• The channel ident very prominently displayed
• Usually designed to advertise programmes for a particular season (e.g. “This summer on E4…”)

Revision Task 3:  Watch the trailer for BBC TV and make note on where each of the different conventions listed above appear.

Conventions of a trailer for a particular service

The trailer for a particular service is designed to showcase the benefits of subscribing, since there is usually a charge.  The most common ones are trailers for HD channels, and we are just starting to see trailers for 3D channels.  The problem with these types of trailers is that it is likely the audience does not currently have an HD or 3D enabled TV, so they can’t really show them what it looks like.  Therefore the advertisers have to find new ways of promoting the product.  Some common ones are:

• Use of a split screen to show a possible comparison in quality
• Showing the reaction of the consumer to this new technology
• Using an unusual or comedic concept to get the viewer on side
• Offering some kind of promotion or deal for subscribers

Revision Task 4:  Watch this example of a trailer for the HD service from the BBC.  What technique are they using to sell the product?

Exam Practise

Watch the trailer for a series called Life on the Discovery Channel.

Question:  How does the trailer use media language to engage the audience?

Make sure you consider:

• What type of trailer it is
• 
  How it uses the conventions of a TV trailer
• How it uses certain generic conventions such as those you would normally expect from an action movieHow it emphasises the different types of camera work used