Friday, 7 October 2016

The Matrix



Textual Analysis: The Matrix Opening Scene





Infamous for its use of modern day technology, intense action scenes and high speed chases. The Matrix aims to make its audience thrilled with adrenaline and exhilaration, it is the perfect examples of an action and adventure film. In this blog post I will be demonstrating how effects are created using the soundtrack, miser-en-scene, camerawork and editing. All these parts play a key role in perfecting the formula for a great action film.
Before I start the analysis please take notes of the following characters and their roles
There is the police who take up the role as the victims, Trinity, the heroine, is a women in all leather who fights and is being chased by the villains and the police. Finally there are The Agents who are three men dress in black suits with earpieces. They are cast as the villains. Trinity, the women is in danger as she has been caught spying on a certain person. However all plans fail as she finds out the line she is on is being monitored and hunted for spying. (This view explains the films use of heroes and villains)


Mise-en-Scene

The opening sequence makes use of lighting. More specifically, low key lighting, we as the audience are subject to the characters faces and shadows leaving lots of room for large areas of the screen. Suspense is the effect created from low key lighting. The audience is drawn even closer to the film as they cannot see anything visually. This also gives the impression that the setting of the opening scene is dangerous and that the heroine (Trinity) has to work in secrecy. An example of this element is scene in the first 47 seconds of the sequence when the police are the only ones with a source of lighting and as they work their way through cables they find trinity in a dark room doing something really suspicious.
 Image result for trinity chased by the agents
The second element of mise-on-scene is the costume. Trinity’s character is strong and attractive and her clothing is purposely all leather – which is tight and shiny to showcase her appearance and her role as the heroine. The rest of the cast (the villains) all wear the same outfits, appearance and have the same mannerisms as one another. This effect suggests that the Agents work as a group or organisation who carry out orders. An example of this is when the Agents arrive to scene of the supposed capture of Trinity, one of the agents converses with one of the policemen about how he gave him specific instructions to carry out the operation for his protection unfortunately the Agents take into their own hands to find justice.


Camerawork

Camerawork is a great example of giving effect to an action. An example of this is seen when the Agents arrive in their jet black car to the scene. The element used here is the crane shot. Crane shots are great for giving people especially in this scenario more authority and it makes the agents look more incriminating.
Another great example of Camerawork is seen with the bullet time shot during Trinity’s infamous aerial kick to defend herself against the police officers. This puts emphasis on the spectacle of the scene and almost gives Trinity the ability to have super human powers as the camera pans around her.


The tracking shot is used when Trinity is running away across top of the roof from the Agents in the foreground. This puts emphasis on her pace and movements and gives the audience the adrenaline of being chased.
The point of view shot from the prospective of the door as its being kicked down by the officer. Violence is the effect added as the door is being kicked
And last but not least Focus Pull is seen from ringing phone to trinity in the background. This effect is created to give the audience a close up of the ringing phone to show the importance of the person calling and information being transmitted. This creates a sense of urgency suggest that Trinity has to get to her location of safety.

Editing

The first example of editing is scene in the opening sequence. The use of vfx editing shows a series of codes along with the sound that the computer makes when which eventually spell the title of the film.  This gives the audience a feel for what the movie is about. It also gives the audience the impression that advance technology and intelligence will be demonstrated throughput the film.

When the agents converse with the lieutenant we notice as the audience that they speak in a slower pace to highlight their confidence  and calmness and the scene switches to trinity’s fight with the police inside the building which happens to go in a move  faster pace. These contrast one another as a change in editing pace from the agents outside nearing the building and the fight with Trinity reflects on the danger she is in and the action.

The second example uses a series of cross cuts from the scene with the trinity inside with cops and the arrival of the agents outside the building. The use of cross cutting helps create suspension for the audiences. In their minds they have information about what is going to happen based on the events occurring on the outside.


Soundtrack
The soundtrack consist of many aspects on creating effects of the opening scenes of the film.
The first aspect of it I would say is the use of eerie music and the sounds of footsteps of the cops walking closer and closer to Trinity’s location, trinity is unaware of their presences at first and then cocking of their guns adds an element of violence as we know someone has to get hurt in order for peace/restoration to occur. The effect of this causes the audience to listen closely and with care to the minor sounds which can appear to be quiet. These sounds adds on to the pace of the tension between the characters and the suspension of the audience who feel that Trinity will be caught out.

The uses of dialogue is an element in the film. An example of dialogue is used between the conversation between the police and the Agents. The main agent tries to explain to the police that it is for their own safety for the agents to deal with trinity. Unfortunately as I explained in the beginning of this essay. The police take the law into their own hands and take two units to help capture Trinity. The main Agent says “No Lieutenant, your man are already dead.” This gives the audience the impression that Trinity is a women who is a deadly component and that the agents are the only ones who can capture her as they have experience with that. They create suspense for the audience and make us wonder what will happen next.


Another element which helps create suspension is the use of music. This helps build up the tension of the chase sequence until the climax has been reached when trinity has decided and succeed to jump over the giant gap that only her and the agents can get over. The police were too cowardly to do so.  The suspension and excitement built from the chases emphasis her incredible feat over the wall. Again giving her super human powers.
 Image result for trinity chased by the agents

To conclude my essay, we have now explored that the soundtrack which uses sound effect, music and dialogue, mise-en-scene, editing and camerawork help emphasis and create effects of adrenaline and excitement for the audience watching. We now know that without these elements the movie loses its characteristics of being part of the action and adventure genre.

Thursday, 15 September 2016

In Sickness and In Health



It screams super strength. It enhances power. We’ve known it our entire lives. Who would’ve thought that a little orange bottle, filled till the brim with the greatest antidote to health; would survive a lifetime. With striking packaging, sporty adverts and bursting flavours, Lucozade continues to push against the current and swim in the pool of innovation.

                             

    In the Beginning there was illness

Lucozade was started by Thomas Beecham in the year 1927.  It was created as a source of energy made from glucose syrup for people who were ill. Fun fact: Lucozade is the first energy drink to be made. I guess many people were ill in the late 20s and early thirties there weren’t a lot of options for medication like we have now and Just like any other company Lucozade had a very cliché name for its self in its early days – Glucozade and judging by how quickly the company changed its name in its first two years shows me how they clearly got an advertising guru to help boost sales and amp up the spirits of the youth by instilling a new lingo for that time period.

  Its time for change, Its time for edge
Lucozode took notice of this and changed its entire concept. It went from a drink to heal the ill to a beverage that replaces lost energy and they couldn't have chosen someone better to endorse their product in that era(1982-85) too. Daley Thompson - he repreesented everything that the new age fantasized about. He was a healthy athlete, he was fast and most importantly, he was a winner. I guess that what Lucozade thought about when coming up for his advert (the edge) and most likely what they thought the new Lucozade image was about. Lucozade also introduced an early element into advertising - the act of using a celebrity  as a spokesperson for their product.



Lucozade took notice of this and changed its entire concept. It went from a drink to heal the ill to a beverage that replaces lost energy. And they couldn’t have chosen someone better to market their product in that era (1982-5) too. Daley Thompson – he represented everything that the new age fantasized about. He was a healthy athlete, he was fast and most importantly he was a winner. I guess that’s what Lucozade thought about when coming up for his advert (the edge) and most likely what they thought the new Lucozade image was about. Lucozade also introduced a new element into advertising - the act of using a celebrity as a spokesperson for their products


New age advertising 

lucozadesport/stillproduction.co.uk


2003 and Beyond

In the 1979 Lucozade releases an advert(Aids Recovery) depicting a young boy who has fallen ill and is longing to go play outside with his friends. So his mom decides to give him Lucozade. As seen in the Lucozade advert below. It was a good advert, except the audience at that time was much healthier and more interested/focused on the idea of sports and healthy living as it was hyped up intensely as more people gained interest in the Olympics and speed rather than getting sick and being in an unhealthy state.



Celebrity endorsements are essential to major brands like Lucozade as it means they can tap into a new market and make even more sales. It gives the audience the illusion that their role model is using the best product in that specific market and they really need to use it in order to be just like them. It works excellently with a younger generation who want to be exactly like their idol. This is seen on the newer adverts of the Lucozade bottle.


Since its revamping in the 90s Lucozade continues to be at the top of the bar in energy. It has opened its own sports science academy which aims to improve the average student life through sports. And it’s coincidental that their new product line slogan (Lucozade sports) and the aim of the sports academy align with one another. The product is used to enhance your sporting activity whereas the academy aims to improve people’s lives through sport. Another success for Lucozade is its introduction to a whole new range of exciting flavours.

Its now evident that lucozade is constantly challenging itself and continues to win in the sports energy industry. From Healing the sick to enhancing sport ability. Lucozade will always find a way to enhance itself and please the public eye and its loyal consumers.