Film Trailer as a Type of Audio-Visual Advertising: Common Characteristics, Variaties and Functions

Abstract

Research methodology. In the article there was applied a social communication approach to study film trailer as an audiovisual type of advertising. Such methods as analysis, synthesis and summarizing were used in order to conceptualize the notion “film trailer” and to give the charachteristics of its essence, as well as to define its communicational features and functions. The comparative method was to identify peculiar features of film trailers and suggest their classification based on the purpose of advertising.

Results. In the modern media studies it is the first attempt to analyze film trailer as a peculiar type of social communication technology. According to the classification of media texts by Herbert Marshall McLuhan, film trailer can be treated as a "hot" means of communication, the purpose of which is to stimulate the audience to watch the film. Combining the intellectual experience in advertising research with analysis of film trailer as a social communication phenomenon the scholars define its structural specifics and functions.

Novelty. The article represents the definition of the film trailer as a short advertising video, aimed at forming the interest of general audience to a certain audiovisual creative product, and encouraging the film to be viewed. In accordance with the types of the correlation between the film trailer content and the film itself there was proposed the classification of film trailers. The variety of modern film trailers is represented by three main type. The first one is a specific combination of film fragments, combined into a short discrete narrative. The second type is represented by the trailer that combines the fragments from the film with those which are not included into the film. The third type is a trailer which consists of video materials that were shot specially for being used with an advertising purpose. Depending on the promotion aim, the advertising can be classified as an informative, an imperative and an affirmative. As it was proved in the article, film trailer is a unique type of promotional text which combines the features of all the above mentioned advertising types. Besides, it is also characterized by the absence of spoilers.

Practical significance.

The results of this research can be used by those scholars who will study film trailers as a social communication phenomenon. Moreover, the article can be useful for those who teach the courses dealing with the theory of advertising, advertisement and advertising activity, advertising on TV.

Key words: Film Trailer, Audiovisual Advertising, Types of Film Trailer, Film Trailer Functions, Communication Features, Informative Advertising, Imperative Advertising, Affirmative Advertising, Absence of Spoilers.