Mad Max Fury Road & Under the Skin - Beth

1) Evaluate how the two trailers use the narrative techniques to encourage
the target audience to wait the films (8 marks)

The two trailers use narrative techniques to encourage the target

audience in different ways. The Under the Skin trailer is more enigma rich
than the Mad Max Fury Road trailer, which uses key action codes and
plenty of binary opposition. The Mad Max Fury Road trailer appeals to its
mass target audience of 15+ and individuals who enjoy action/apocalyptic
films, through binary opposition (Strauss). A conflict is established
immediately through the binary opposition of the fast paced car chase,
with the innocence of the audio of a trinket box, which connotes
innocence. The montage editing of sound and image also contributes to
the representation of the film as an action film, as this keeps the trailer
exciting and therefore, provides a hype for the film for audiences. This
action genre is also anchored by the audio code of the intense drums,
which constructs suspense. In addition, binary opposition is further used in
the intertitles, which anchor the verbal code of Oh what a lovely day.
The effect of this verbal code in a war and dystopian atmosphere provides
conflict and appeals to its target audience by being complex with this
binary opposition. Furthermore, the common narrative technique of
narration is used throughout the trailer. This provides context of the film
and therefore, appeals to the more mass and passive target audience.

The niche film, Under the Skin, is narrative enigma rich (Barthes) and
provides a complex plot, which is unconventional of a trailer. This anchors
the genre of the film, being a niche and arthouse film, not subverting to
typical film conventions. Binary opposition is used in the trailer between
the stark colours of black and white, close ups and long shots, and this
connotes the hybridity and subverted conventions of the film. This binary
opposition is anchored by the editing style, which displays juxtaposing
images, further presenting the trailer as enigma rich. This enigma engages
a sophisticated and active audience, the target audience for this niche
film. The film uses subversive imagery opposing gender roles, as she is
presented as the villain, and men are the victims, supplying further binary
opposition between the genders.

2) How is the representation of females constructed to appeal to its target

audience? You may also refer to other media products to support your
answer. (12 marks)

In Mad Max Fury Road, Infuriosa, played by Charlize Theron, is presented

as very androgynous. The visual codes of her short hair and combat
clothing present her as a warrior or soldier, and she adopts male
attributes, continuously fighting at the centre of the action. Therefore, she
is represented as powerful and equal to males, and very gender fluid, not
subverting to the typical gender roles or stereotypes women are confined
to in the media. This androgynous and empowered representation of
women is further anchored by the films poster, which features Charlize
Theron starring directly at the camera, a form of direct address. This
further presents her as in control and therefore, subverts typical media
stereotypes of women being sexualised (Medhurst), which is controversial
for a mass media audience.

Under the Skin also presents a subverted and unconventional

representation of women, appealing to its niche audience. The main
female is presented as a temptress and seductress, providing
empowerment to its female audience. This temptress identity is anchored
by the visual codes of the females black hair, connoting darkness, and red
lipstick, which connotes sexuality and seduction. These subverted gender
roles appeal to the niche audience, because they generally have more
liberal ideologies and will be more open to the fluidity of gender roles. This
fluidity of gender roles links to Judith Butlers Feminism theory, that
gender is not the result of biology, but is constructed and reinforced by
society through the media and culture. Rather than being a fixed attribute
to a person, gender should be seen as a fluid variable which shifts and
changes in different contexts and at different times

However, an opposite representation of females is presented in Fifty

Shades of Grey. In this, females are presented as submissive and
controlled by the males. Anastasia (the main character) is constantly
referred to as mine by Christian Grey, and therefore, this verbal code
presents her as his property and objectifies women. This therefore appeals
to the target mass audience as it is subjecting to typical and conventional
gender stereotypes.