LO1:Comparison of how different promos create their meanings

In analysing 5 different promotional videos, I can confidently identify and compare elements and encoded media that are used specifically placed dependant on the aspect being advertised.
 In this music video created by the pop band Little Mix we are shown all the members in a male gaze perspective, e.g small silky pyjamas/bralets showing underneath.
This is specifically encoded into the music video promo due to the girls being shown as ideal selves to their audience, by showing them in such revealing clothes it conforms to pop music video conventions and creates a very clear star persona for the band as their representation is another key thing being advertised throughout the video.
This being a huge contrast to how Sainsbury's represented their protagonists throughout the video as their key promotion was on the food being shown, due to the narrative being set in the trenches of WW1 we are shown the actors very heavily wrapped up in coats and hats and their appearances aren't over-sexualised in anyway unlike Little Mix, instead the advert focuses on the storyline of them sharing food at Christmas, with insert close up shots of vintage chocolate bars that would be seen in the period its set in.
The two separate videos have very different target audiences that are aimed at throughout the advert, the Little Mix video is aimed at a very feminine and teenage audience this being denoted by activities the girls are doing e.g having a sleepover with pizza and dressing up, this being a very age appropriate night rather than showing the Little Mix going to a night club with alcoholic drinks. The target audience for Sainsburys is very contrasting to this young female audience Little Mix are appealing to, by having such an emotionally provocative advert in a historical set narrative this appeals to a much older older audience due to a very patriotic advert that would really resonate with an older generation who were much more affected by conflict or have a deeper understanding of the time its set in.
As well as this the shop Sainsbury's is a supermarket therefore its primary audience is adults who do weekly food shops therefore suggesting them having a medium to large disposable income, therefore a more sophisticated and historical advert would appeal to this demographic rather than a price mentioning advert on their cheap products like more C2DE supermarkets such as Aldi do.

Rihanna's Diamonds music video is another contrasting example of how promotional videos are encoded to promote certain products and aspects. Throughout Rihanna's video we see her in a very sultry perspective this being a similarity between both music videos including female artists. Unlike the Little Mix music video however Rihanna's video is more performance rather than narration with scenes involving diamond props, fire and violence, by her linking her song to this more adult themes e.g she has included a scene where she is rolling diamonds into a cigarette, it attracts an older audience that she is targeting in comparison to Little Mix's video.
In comparing the music video to a trailer, the clearest contrast is the strong narrative that the trailer constructs throughout due to it being a promotion for a film the trailer has included the best scenes and quick jump-cutting to demonstrate in this instance the action genre however it still has a clear narrative as a trailer as it needs to entice the audience to want to see the full story shown in the film. The music video however is trying to promote the song and the artist this is done by specific iconography and a large proportion of the video being the artist singing the lyrics of the song to demonstrate star persona, unlike this the trailer is trying to entice you into further being invested in the story and watch the film on release because of this it needs to have a big impact on the audience to make them excited for the release, this being achieved by the mise-en-scene, shot types and audio. As you can see above certain shots are shown through a sniper eye piece this demonstrating the danger the protagonist and well known character James Bond is in, this increasing the tension in the trailer making it more enticing for audience members due to the escapism it creates.

Similarly promotional videos for video games are very narrative driven as they show the audience the basic gameplay and storyline of the game, as you can see both Skyfall trailer and Red Dead Redemption trailer are both mainly based at men, this being shown by the hyper masculine representation of protagonists and the violence we are shown immediately, this is a key convention used to aim for a male based audience as this represents a very generic stereotype of how men are portrayed in media.
We see all women in the video game trailer as hyper sexualised and very useless in terms of game play, this is once again to attract that male audience that are known for playing violent video games.
Additionally both the video game and the Sainsbury's adverts are set in a period setting however the difference in demonstration of this shows the age and demographic they are separately targeting, in the Sainsbury's advert we see the soldiers being shown in a very realistic and period true setting however the cowboys that are shown in Red Dead Redemption are very exaggerated and not factual to the time era they're placed in however convincing enough to make the game enjoyable for the male teenage audience.
The biggest determinable factor in how a promotional video is created is what is being promoted and the primary target audience. In Rihanna's diamond music video she is targeting 16-25 females, this is shown by the ideal self she is portraying and the visuals e.g piles of diamonds, you can see its an older audience due to the violence included that is surrounding Rihanna in many scenes. The violence is a common theme between the Rihanna video, Skyfall trailer and Red Dead Redemption trailer this all being due to the common age of the audience and in terms of the trailers the male audience, the contrast between the 3 different promo is clear when violence is present in Rihanna's video she is not contributing to the confrontation but a witness this being a very conventional standpoint for females to take when violence is present due to them being inadvertently shown as a weaker gender.