Representation Analysis

H&M

This advertisement features very diverse groups of people. H&M chose to film people of different races, ethnicities, genders, sexualities and ages, as well as including different body sizes and disabilities. They decided to break stereotypes such as religion and etiquette and body hair, and in some cases reinforce those stereotypes to push their audience to be proud of who they are and what they want to do. Clothing is a way to express who you are, and in this ad H&M encourages everyone to wear what makes them feel good. 

"Close the loop" could positively affect the audience by making them feel empowered, giving them a better sense of confidence now that they feel represented and present in the media. This idea is supported by the message at the end saying that "there are no rules in fashion..." This could show very diverse groups of people that they are becoming increasingly more valid and supported in the media, while also advertising a good cause: recycling your clothes.

Axe Body Spray

This Axe commercial doesn't represent different groups of people and communities well. All of the women in the advertisement have the same fit body type and are wearing bikinis. There's the same black actor shown twice through out the entire advertisement, and the only male character in the ad is white, showing they have minimal diversity between their actors. The audience watching this commercial could be affected negatively. It could rub off on young men and women that aren't white, perhaps leading them to think that they are inferior or less attractive, and worst of all could lead young men to thinking that Axe is attractive in any way, let alone enough to attract hundreds of women in minimal clothing from every direction. 

Genre Research

Genre Conventions - Content

The aim of thriller films are to keep the audience alert and on the edge of their seats throughout the movie. To do this, the films need to induce strong feelings of excitement, anxiety, tension, suspense, fear and anticipation. The protagonist is usually set against a problem: an escape, mission or mystery that they need to solve. To achieve a well done thriller, make the protagonist multi-layered, providing depth and dynamic character traits, such as character development. This could also mean establishing the character's wants and fears. Creating reader empathy and concern will help to create suspense. Giving the readers a sense of impending danger and escalating tension is also helpful. Surprising the viewers by breaking character clichés and doing the opposite of what was expected can help aid in establishing anticipation. Using contrasting situations, or two unrelated things happening at once can create a sense of tension as well.

Genre Conventions - Production Techniques

Focusing on how each scene will affect the viewer in a thriller is very important. This means paying careful attention to editing, mise-en-scene, lighting, sound and camera techniques. Using suggestive camera angles or providing the viewers with information that the characters don't see helps to create anticipation. Quick edits and camera angle changes create increased feelings of fear and shock during significant scenes. Music, narrative and sound can create a high tension or an eerie silence. The most commonly used lighting techniques in the thriller genre are back lighting to give a sense of mystery and create silhouettes, and low key lighting to create a sinister tone. Colors used often in the thriller genre are red, dark blue and purple, black and white or neutral colors. 

Institutional Conventions - Marketing

Thrillers are often promoted online or through trailers. The trailers appeal to mystery and suspense, leaving the viewer wondering what's next. Leaving room for the viewer to think for themselves is helpful in accomplishing this as well. Keeping a sense of realism or authenticity can help connect the story or characters to the audience. Thrillers are also promoted via taglines. For example, when Jaws 2 came out they created the now popular tagline "Just when you thought it was safe to get back into the water." The target audience for these types of films are 15 to 21 year olds; this is because they're interested in the plot and enjoy feeling the suspense and mystery.

Film Sample 1 - A Quiet Place

A Quiet Place (2018) directed by John Krasinski embodies the thriller genre phenomenally well. A Quiet Place takes place in a world where mysterious creatures who hunt by detecting sound will kill anything that makes the slightest of noise, from a simple whisper to a footstep. A family must live in complete silence to survive, protecting each other while also trying to find a way to fight back. The movie has minimal dialogue and only diegetic sound as the protagonists use sign language throughout the film. This develops a sense of thrill and terror when there are any loud sounds that stand out. The tagline for A Quiet Place is "If they hear you, they will hunt you." Krasinski uses the color red to instill feelings of danger and death in the viewers, utilizing the nature around them and the color green to contrast with a sense of tranquility and hope.

Film Sample 2 - Get Out

Get Out (2017) directed by Jordan Peele embodies the thriller genre as well. A couple reach the "meet the parents" milestone of dating, and the girlfriend (Rose) invites her boyfriend (Chris) to stay at her parents' house upstate for the weekend. At first it seems that her parents' nervous attempts to accommodate him are due to them adjusting to their interracial relationship, but as the weekend progresses Chris discovers a series of truths he never would have imagined. Peele utilizes close ups to focus more intensely on the emotion of the characters and relies heavily on mise-en-scene, as most thriller films do. He uses color palettes specific to the theme of the movie, using red to signify danger and bloodshed, as well as blue to highlight the more psychological aspects of the film. 

More Thriller Samples

Split (2017) 

https://www.youtube.com/watch?v=84TouqfIsiI

Us (2019) 

https://www.youtube.com/watch?v=hNCmb-4oXJA

Psycho (1960)

https://www.youtube.com/watch?v=NG3-GlvKPcg

Jaws (2014)

https://www.youtube.com/watch?v=U1fu_sA7XhE

Crawl (2019)

https://www.youtube.com/watch?v=H6MLJG0RdDE