Pre production

What lines of appeal is most important to you in adverts?

1. Comedy

2. Nostalgia

3. Happy Families

4. Beautiful Men/ Women or successful lifestyles. The most popular line of appeal is comedy. Therefore I should use some comedy in my advertisement.

Do you think taglines are important in TV advertising?

The majority of people preferred tag-lines in advertising as they tell you more information on the product they are trying to sell.

Do you like to see adverts that have a narrative?

People prefer adverts that have a narrative so they know about the advert fully. I will try to include this in my advert.

What is your favourite advert at the moment?

The most popular advert at the moment is the Guinness advert.

Do you like to see celebrities endorsing products in adverts?

People prefer celebrities endorsing products.

Extended Interviews - Qualitative research

I asked 2 people multiple questions associating their views on advertisements.

Danny Bradley, 18, Student

Danny likes to see characters that reflect real life rather than trying to create assumptions based around stereotype in order to sell a product. He also prefers adverts that have narratives as the message can be easily portrayed through story, it adds a sense of entertainment, rather than just blatant consumerism. He isn't keen of seeing celebrities on adverts and he likes adverts such as the Citroen advert with the dancing car. These types of adverts, he thinks, takes the norms of reality and bend it, which appeals to him and is more likely to buy him into the advert.

Beth, 15, Student

The characters she likes to see in adverts are real, working class people that also reflect real life. She doesn't like to see celebrities in adverts as they don't need the money or the advertisement to sell their product. A narrative is always good in an advert to help you get the gist of the story or understand what they are selling. Beth doesn't have any favourite adverts in particular but her favourite are real life, added with a bit of humor to get you interested in buying the product.

James Burkinshaw, 34, Teacher

James likes to see serious minded, attractive, successful career men and women. He likes adverts with a story because it helps to give me a sense of emotional engagement with the product. James doesn't like to see celebrities in adverts because he feels that celebrities are allready over exposed and don't believe that they use the products they advertise. He was a fan of the 1980's gold blend that was shot in the style of a soap opera.

Secondary Research

One of the successful TV campaigns at the minute is compare the meerkat advert. One line of appeal is comedy and humour, which appeals to people because it makes a tedious product seem engaging and funny. The factors in persuasion are mainly reward power because it is promising cheaper car insurance. The main characters are animated which gives the producers more freedom to create humour-the voice over is in a european accent which makes the advert even more unusual. The voice over also repeats 'compare the market' several times helping to lodge the brand name firmly in the minds of the customers.

Another successful advert is the Hovis tv ad. The lines of appeal are happy families and nostalgia because the advert takes you on a trip through Britain's past. The factor in persuasion is referent power because the advert might make people feel a sense of patriotism. The music bed changes throughout the advert to show the different eras that it covers and to demonstrate changes in mood, for example World war 2 has a soft and slow, orchestral music bed and the millenium celebrations have an upbeat guitar based bed. A voice over is used at the end of the advert with a northern accent which is a cultural code connoting that the bread is honest and traditional.

Pre production mind map ^

Proposals

Idea 1

The day in the life of a Coke Can. First few shots are of the cans being made in a christmassy elf factory. After they are finished they are sent to Santa which he takes in his Lorry and sends them to peoples houses. The camera angles used in this will be a panning shot through the factory, long shots to see the process and a close up of the can.

Idea 2

Coke cans are taken into a supermarket and are put onto the shelves. They are placed next to diet coke which the coke flirts with. ''Ive got a six-pack. Fancy some sugar?'' is one of the quotes for the advert. The coke is seen as the male and the diet coke is female. The ending shot is of the 2 cans with smaller coke cans classed as the 'babies' (coke 0).

Treatment

The lines of appeal that will feature in my campaign are 'comedy' and 'dream and fantasy'. This will be shown because the advert uses the product to act as a person. For dreams and fantasy, the Coca cola is shown to be coming alive.

The factors in persuasion that will feature reward power because if you buy the product you will have a 'fun' time. Also included in the advert is coercive power because I want my audience think they will miss out on the good times if they don't buy the product. Referent power is used also to appeal to children.

The primary target audience for the advert is all the family as its a product that everyone can enjoy.

There are a variety of camera angles. The first will be an establishing shot of the supermarket where the Coke goes into. The second will be a long shot of the Coke cans coming through the store doors. Throughout the advert there will be close ups of the products 'speaking' to other types of products in the store. Also there will be a close up of the Coke can at the end to show the colour and brand logo.

The narrative of the advert will be the coke entering the store with human priorities. Whilst on the shelf the coke 'chats up' the diet coke referring to the diet coke as female. Therefore the normal coke is male. The next shot is of the 2 drinks being mixed together in a glass. The final shot is of the glass with smaller Coke cans surrounding it. The cans will be diet and normal.

The music bed at the start of the advert when they go through the shop doors will be sort of upbeat rock music. The second scene with the 'female' can will change to romantic music.

Regulation & Control

ASA (Advertising Standards Authority)
The ASA is the independent body set up by the advertising industry and lay down the rules with the advertising codes. They support and commit to the advertising industry through the Committee of advertising practice (CAP) to the standards of the codes. The ASA regulates the content of advertisements and directs marketing in the UK. They stop any harmful or offensive content in the advertisements and also help reduce unwanted commercial mail through text messages, post and emails. For my advert, the ASA could class our advertisement as 'offensive' as we are implying that the coke cans are making sexual references, even though the scene would be very minor, this could affect some viewers feelings.

Marketing & Promotion

Because Coca-cola is such a famous brand, the advertising for it would be on TV, at any time as well as it would be classed as a family brand. It would most likely be on main channels like ITV1 and channel 4. Therefore the advert would be shown in between popular shows such as Coronation Street, X-factor, Britain's got talent etc. Our advert could also become viral and as it is a family brand, would be put onto social networking websites like Facebook, Twitter & Myspace.

Self reflection

Advertising

Production

An advertising agency plans and organizes advertisements and find customers for their products and services. Agencies are typically classified by the type of business they handle or the range of services they offer (e.g. media, creative or full service.) Advertising services prepare and place advertisments (e.g. commercials, billboards) and include the creating, planning and production. Saatchi & Saatchi created adverts for T-mobile, NSPCC, Cadburys and Visa. Leo Burnet created adverts for Mcdonalds, Samsung and Nike. The BBDC agency created Pepsi and Mercedes Benz advertisements.

The BBH is a British advertising agency that produced the Levi's Laundrette advert, Barclays, Itv advertisement and Barclay card.

The company NMI does not exist anymore as the meaning of the adverts they produced didn't really link with the product they were selling, such as the Reebok advert with the famous rapper, 50 Cent.

Regulation & Control

Mr T - violent, affensive to 'speed walkers'

Trident - very stereotypical, main guy made out to be an idiot.

Nike - could scare children.

ASA (Advertising Standards Authority)

The ASA is the independent body set up by the advertising industry and lay down the rules with the advertising codes. They support and commit to the advertising industry through the Committee of advertising practice (CAP) to the standards of the codes. The ASA regulates the content of advertisements and direct marketing in the UK. They stop any harmful or offensive content in the advertisements and also help reduce unwanted commercial mail through text messages, post and emails.

The advert for Reebok featuring 50 Cent wasn't banned as it didn't portray any violence or contain anything to suffer emotionally to. It was because 50 Cent was made to look like a famous 'cool' survivor from gun crime and the fact that the rapper sat there casually laughing which is seen unacceptable.

The Levi advert had many complaints about the nudity used as a man strips in a launderette. It was made in the 80's and would have been a big shock to the viewers in those days.

Marketing and Promotion

Even though the Reebok advert was banned it was still successful because the young male audience like the idea of rebellion and danger and the fact that it got banned would have made more talk about it so the advert would have become viral.

The Levi advert however was not banned but almost was, even though it was also a very successful advert. It had many complaints on the nudity involved but the advert was different and daring which made people interested. Within one year of the advert being aired, 50% of jeans sold across the world were Levi.

One of the lines of appeal used for the Reebok advert was self importance and pride. This was probably used to make the viewer feel proud of them self by using the slogan 'i am what i am' and if you wear Reebok then you will feel important.

However the Levi's advert also uses self importance and pride as if you wear Levi jeans then you will feel confident and look good as the male model used for the advert.

The reebok advert uses all sorts of camera angles but uses mostly close ups of 50 Cent. At the end of the advert there is a low-angle close up of the rapper which connotes power as it looks like he is looking down at us but it seems asif its saying if you buy Reebok then you will be at his level.

An advertising agency plans and organizes advertisements and find customers for their products and services. Agencies are typically classified by the type of business they handle or the range of services they offer (e.g. media, creative or full service.) Advertising services prepare and place advertisements (e.g. commercials, billboards) and include the creating, planning and production. Saatchi & Saatchi created adverts for T-mobile, NSPCC, Cadburys and Visa. Leo Burnet created adverts for Mcdonalds, Samsung and Nike, and the BBDC agency created Pepsi and Mercedes Benz advertisements.

Some advertising agencies are very successful such as the BBH is a British advertising agency, that produced the Levi's Launderette advert, Barclays, Itv advertisement and Barclay card.

However, companies like the NMI does not exist anymore as the meaning of the adverts they produced didn't really link with the product they were selling, such as the Reebok advert with the famous rapper, 50 Cent.

Regulation & Control

ASA (Advertising Standards Authority)
The ASA is the independent body set up by the advertising industry and lay down the rules with the advertising codes. They support and commit to the advertising industry through the Committee of advertising practice (CAP) to the standards of the codes. The ASA regulates the content of advertisements and directs marketing in the UK. They stop any harmful or offensive content in the advertisements and also help reduce unwanted commercial mail through text messages, post and emails.

The advert for Reebok featuring 50 Cent wasn't banned as it didn't portray any violence or contain anything to suffer emotionally to. It was banned because 50 Cent was made to look like a famous 'cool' survivor from gun crime and the fact that the rapper sat there casually laughing was seen unacceptable.

On the other hand the Levi advert had many complaints about the nudity used, as a man strips in a launderette. It was made in the 80's and would have been a big shock to the viewers in those days.

Marketing and Promotion

Even though the Reebok advert was banned it was still successful because the young male audience like the idea of rebellion and danger, so the fact that it got banned would have made more talk about it so the advert would have become viral.

The Levi advert however was not banned but almost was, even though it was also a very successful advert. It had many complaints on the nudity involved but the advert was different and daring which made people interested. Within one year of the advert being aired, 50% of jeans that sold across the world were Levi.

One of the lines of appeal used for the Reebok advert was self importance and pride. This was probably used to make the viewer feel proud of them self by using the slogan 'i am what i am' and if you wear Reebok then you will feel important.
However the Levi's advert also uses self importance and pride and if you wear Levi jeans then you will feel confident and look good as the male model used for the advert.

The reebok advert uses all sorts of camera angles but uses mostly close ups of 50 Cent. At the end of the advert there is a low-angle close up of the rapper which connotes power as he looks down at us but it seems asif its saying if you buy Reebok then you will be at his level.

The music bed for both adverts is Non-diegetic as the people in the advert can't hear it. On the other hand, the music bed in the reebok advert is quite dark to go with the story and the locations that are shot in the advert. The 'hip-hop' chart music appeal to its target audience and gives the advert more of a 'gangster' effect.

However the music used in the Levis advert is a famous 60's soul record so it can appeal to everyone The tempo of the music was quite faster than the first adverts so it matches the mans pace and it builds up as he undresses.

The sound fx used on the reebok advert gives you a better idea of what 50 Cent went through. At the start you can hear an ambulance which connotes danger and could link to 50 Cents attack. Throughout the advert there is a heartbeat which causes some tension as it relates again to 50 Cent. After he counts to 9, there is silence which creates tension to give you an insight as what 50 Cent felt, until the tension is broken as he laughs at the camera in a sort of sarcastic way.

Males are used in both adverts because the products are aimed at men. The male stereo types used in the adverts are Quiescent & Erotic. Quiescent is used for 50 Cent as he is being inactive which connotes he is having a 'quiet moment' in his life. For Levi he is stereo-typed as the erotic male as he is undressing and showing off his body.

50 Cent wears a bandanna which signifies he is a member of 'gang' culture and the fact that their are screams at the start of the advert and shoes hanging from an electricity wire suggests a crime ridden area or 'ghetto' which 50 Cent boasts he lives or used to come from.

However in the Levi advert it shows the historical culture by having a soldier outside the launderette and a 50's car driving past. The main character has a 50's hairdo and wears sunglasses which suggests he is 'cool'.

Both characters could be described as heroes as 50 Cent has become one of the top selling music artists and the man in the Levi advert is a hero as he breaks social convention by taking his trousers off.

For 50 Cent he could too be a damsel in distress other than a hero as he has been shot 9 times and has to suffer the memory of it.

Both adverts are similar as they include males modeling the product. They also rely on the music bed to fit with the theme/feeling of the adverts.

The Levi advert was quite successful even though it was nearly banned because of the nudity. The advert still achieved selling thousands of their product and now is a well known brand.

However the Reebok advert wasn't so successful as it had many complaints and eventually was banned. The story also had nothing to do with the product they were selling.

Radio Show Evaluation

Our radio show topic was theme parks. This went well as it’s almost the summer holidays and the fact that our end of year trip is Alton Towers.

We played a range of chart music including both genders. We didn’t get any requests for music, only the topic we were talking about.

We had quite a few technical issues to be honest. At the start of the show we didn’t know how to fade out music or control anything so all of the music and commercials started playing one after the other and we didn’t know how to stop it. There was also one part when we mentioned a song was coming up next and then a completely different song started to play but luckily changed it straight away and it didn’t really get noticed by the listeners.

Also it didn’t help when things were going wrong as people were panicking and weren’t acting calm therefore it made things even worse.

The topic we talked about was a bit difficult as there is only a certain amount of the topic that you could talk about otherwise it gets a bit repetitive. Basically about theme parks the only thing you can talk about them is the rides which obviously gets a bit boring after a while and then it created some pauses and we didn’t know what to say.

I learnt some new skills as how to work some of the technical work on the computer like fading out songs and putting commercials on etc. Also I learnt how to keep a conversation going and including as much detail as possible.

My strengths were talking and trying to keep the conversation going and my weakness was controlling the computer but after a while I picked up on it a bit.

I think I was a good team member because I tried my best in controlling everything and talking the most and bringing up as much conversation as possible.

A lot of people enjoyed our show when we picked it up from all the faults but everyone just found that part funny. We got a lot of comments whilst we was on the show as well, a lot of people emailed us and seemed to enjoy the show.

When I go on the radio in the future I need to practice the controls of basically controlling the whole show and having a calm manner.

Film Trailers

Film Trailer Evaluation

 

Purpose:

The film trailer that my group and me made was called ‘After Hours’.  We decided to make the genre of the film horror as we had a lot of ideas for it. The basic story line is about a girl who has been killed in her school by someone or something. The rest of the students start experiencing strange events happening in the school building and are trying to find out the rest of the story of the murder.

 

Audience:

The target audience for our film is 15+ as it has some mild gore and a lot of suspense. Also there are a few scenes with some strong language.

 

Representation issues:

I think our trailer showed mostly negative messages as we used screams and shocking scenes but some messages you could say were positive as the voice over mentioned ‘hope’ in the trailer as if the actress is going to survive.

Our film included both boys and girls because the actor was female and the voice over was male so it appealed to both target audiences.

We didn’t have any ethnic groups in our film as we stuck with the actors from our group for the film.

Our music included suspense and a sense of mystery. It sounded creepy and slow as well which went really well with our horror trailer. Also it went throughout the whole film and the pace was slow and towards the end it got faster which went really well with parts of the scenes.

The locations of the film was very appropriate as the story line was about a girl killed in her school so all of the shots are within the school grounds and the actors had their school uniform on as if they were being school students. We thought the uniforms connoted that they were young and vulnerable and they had bland colours but it didn’t really matter, as the whole film was black and white.

The language used in the trailer is appropriate for any audience; however, the actual film has some strong language, that’s why decided to have it as a 15.

The video looked realistic for the genre because it featured shocking scenes that included creeping about, running, screaming in most of the film, there was only two screams, at the start and in the ending scene. We used quite a bit of running as it connoted being chased after or being frightened.

Technical Issues:

The levels of music weren’t too loud or quiet but at times when the voice over spoke we lowered the volume. At the start the first voice over is a bit loud but for the rest of the film it’s just about right.

In part of the film we cut out my voice in one of the scenes. I only said ’hello’ but it made the scene really affective because it suggested that something or someone was there and I was calling out to feel brave and try and be aware of what it was, although without it, it still sounds good.

I think the camera work worked really well in all the scenes; especially in one of the scenes where there’s 2 people running up the stairs in the middle of the trailer and at the end where the main character get dragged into a room because it shows what part of how the girl gets caught by her murderer and creates tension so that you think what happens next but then obviously the trailer ends which I feel creates a good cliff hanger.

The trailer had quite a lot of variety to keep the audience interested as all the scenes were in different rooms/places of the school and we used interesting parts right at the start of the film with newspaper headlines of ‘girl murdered’.

We used some transitions in our trailer which were fade in fade out which made the scenes gently fade into the next one which makes the film gives it a sense of mystery as it doesn’t want to show all of the scene so it fades slowly to the next. We also made the film have an aged look to make it seem eerie. Some of the scenes go really well with the music like at the end as the title of the film appears with the date of the release; the music gets calmer and fades down.

The title was affective because it was quite large and bold; the text was also jagged and bloody to give it that scary affect.

 

Conventions/Narrative:

What I think was typical of this genre:

-The eerie music

-Screaming

-Running

-Shaking

-Shocks

 

In a professional product I think it would have features like the list above, which was from our trailer.

A professional product would have more of an advantage than us as they would have the right programs to use for special effects and they would also have professional actors and a range of actors to choose from. They also have money to buy equipment for the sets/scenes etc.

Our film had heroes, who were the students; the villain was the person/creature that killed the girl. The equilibrium was people finding out about the murder. The disruption was the students noticing weird things happening in the school and the resolution was when they found out why these things were happening and the killer of the girl.

I would regard our film as multi-strand as they’re not just trying to find out who killed the girl but they’re trying to find out why strange things are happening.

 

 

Own Performance/Self Evaluation:

 

Throughout making the film I learnt how to add music/sound to the video and how to use the cam recorder.

Our strengths I think was the music we used as every part of it went really well with the scenes. Also I think the acting was good and certain scenes with the camera angles and the shocking parts went really well together.

The weaknesses of the trailer were the parts when there was screaming as the audience found them too loud. I would also have made the voice over a bit more as it seemed a bit repetitive and should have used some sound clips from the film itself.

I think I was a good team member as I was the one who provided the screaming and most of the acting. Also I came up with some of the ideas for most of the scenes.

I was prepared to listen to my other members opinion because that then gave us all more ideas what to do and then came up with the best one.

 

 

Audience Feedback:

Positive

How the scene wit the actor’s eye opens. It was an extreme close up and had a sense of panic.

The choice of music was excellent.

Good use of effects, black and white, ghost trails etc.

Improvements

Make the screaming quieter.

Voice over should be less repetitive.                

Laws/Controls.

We have no problem with OFCOM, as none of the music we included was copy write. 

Textual Analysis - Film Poster

Media Exam – Comparing 2 Film Posters

Paper 1:

The Disney Corporation is the biggest media corporations in the world. They have made so many well known/successful animated films such as Bambi, Snow White, The lion King, The Sleeping Beauty and so on. Walt and Roy Disney founded the company as an animation studio in 1923. It’s one of the largest Hollywood studios and owner of eleven theme parks and several television networks including ESPN and ABC. Mickey Mouse serves as the official mascot of The Walt Disney Company.

2. DreamWorks Pictures is a major film studio in America that produces films, television programmes and video games. Its most successful film to date was Shrek 2. It has produced more than 10 films totalling more than $100 million each. In 2008 Dreamworks announced to end its partnership with paramount.

Regulation and Control

The BBFC (British Broadcasting Film Company) certifies films in the UK. It is an independent, non governmental body, which has classified cinema films since it was set up in 1912.

The criteria the BBFC need to look for in a film are:

Violence - if it's very strong and used throughout most of the film it will most likely be classed as an 18.

Nudity - If the film was a 12, nudity would have to be very mild and sexual content must be very brief and discreet.

Horror - Moderate threat is acceptable for 12 films but if it was an 18 it could be very strong. Other criteria include the main theme, sex, language Imitable techniques (Stunts, suicide, self harm etc) and drug use.

The motion picture production code also known as The Hays Code were the people who rated the films in the US. It started in 1930 and ended in 1968. The production code had 3 general principles:

1. No picture shall be produced that will lower the moral standards of those who see it. Hence the sympathy of the audience should never be thrown to the side of crime, wrongdoing, evil or sin.
   
2. Correct standards of life, subject only to the requirements of drama and entertainment, shall be presented.
   
3. Law, natural or human, shall not be ridiculed, nor shall sympathy be created for its violation.
   

Other provisions were used such as:

• Nakedness was prohibited
  
• The ridicule of religion was forbidden
  
• Murder scenes had to be filmed in a way that would discourage imitations in real life.

The ratings they use in American films are:

• G - All ages admitted, no sex, drugs, minimal violence and limited use of language.
  
• PG - Parental guidance suggested, may have mild violence and brief nudity.
  
• PG 13 - Material innapropriate to children under 13, may contain moderate language, some explicit nudity etc.
  
• R - restricted, A film with this rating requires a viewer under the age of 17 to have a parent or other adult guardian accompanying the viewer. May contain very strong language or strong sexual emphasis etc.
  
• NC17 - no children under 17, may contain very strong language and gore etc.

Advertising

These days you can advertise films in many different ways:

• Billboards
  
• Trailers
  
• Buses
  
• Websites
  
• Flyers
  
• Cinemas.
  

Advertisements in public for e.g. buses are also known as outdoor advertising.

In the film Shrek, all of the advertisement spaces listed above would have been used for marketing the film. On the other hand with Bambi advertisement would have been quite different. Bambi was released in 1942 and back then not many people had television so they're probably wouldn't have been any trailers. Billboards, posters and flyers could still be used in that time too so that doesn't change, but obviously computers weren't invented in those days so for Bambi less advertisement would have been used.

Over the years Bambi has been promoted more as you can buy merchandise such as costumes, posters and in the resort disney land paris/florida. Also they have modernized the film and released the dvd of it as when it first came out it would have been a video. In the disney store they still sell bambi merchandise such as teddies, pajamas, key rings, anything you can really think of.

The dress code in shrek is historic as they use cobble streets, castles and the outfit shrek wears looks as though its medieval (1700). Also the princess looks historic as she has a long dress and looks like a typical old fashioned or fairy tale princess. The castle and the type of characters anchors what type of film it is which is medieval fairy tale.

In the bambi poster it cant really give you an idea of what year it is set in but it gives you an idea of what type of film it is and who is the target audience. Sparkles are used as the border on the poster and this suggests that its going to be somewhat magical, girly and innocent. This shows that the target audience is children but it is perhaps mostly a girls film.

The gesture codes of both films are both quite happy. On Shrek all the characters are smiling even though theyre being attacked by a dragon behind them. But the fact that they are running and there is mythical creatures on the poster connotes that the film will be adventurous. This is the same for bambi as again theyre smiling but they look interested at the same time at this butterfly that has landed on bambi which could also suggest that the film will be adventurous and exploring new things.

The shrek poster has alot of binary opposites as the dragon is classed as bad and shrek, the princess and the donkey are good so it contains the theme of good vs evil. Also the fire that the dragon is breathing out could be seen as hell and the sky it contrasts with is heaven.

The Bambi poster doesnt really have any binary opposites except for brightness of the animals and their surroundings against a dark background which could show that there is some sort of evil involved in the film.

The Bambi poster seems to be the equilbrium as everything seems to be happy and nothing is disrupted, yet. However in the shrek poster, its the disruption as theyre in the middle of running away from a dragon. In posters the resolution (ending) can't be used as it will basically tell us how it ends or how everything ends up so posters have to either be the equilibrium or the disruption.

Both of the posters are long shots to get in the characters. Shrek is a low angle to make the characters look bigger to make them look powerful, whereas the Bambi poster looks as though the animals are being spied or looking down the barrel of a gun which suggests they're being hunted. Also the picture is indirect as they don't know we're looking at them. However shrek is direct as they are looking straight at you and are running right at you as well.

Alot of films that have personal identities which means they're are particular relationships or activitities between characters that can relate to other peoples in real life. Personal identity would feature in Shrek as he is rude, loud and enthusiastic so some of the younger male audience could identify with him.

Personal Relationships

Films and other type of media can also create relationships between people in real life as you speak about certain films, TV Programs etc that interest you and you can share that with someone else. Other media like socialising sites such as myspace and facebook, you can add friends and talk through the web and yet again share interests. These days this is one of the most modern, used ways of socialising.

Propps theory of the hero, villian and damsel in distress applies to Shrek as Shrek and the Donkey can be heros from saving the princess from the castle. The princess is the damsel in distress by being trapped in a tower in a castle.

Todrov's theory can also apply because the film has an equilibrium, disruption and a resolution. At the beginning of the film Shrek is living a normal day in his swamp. For the disruption his swamp gets invaded by fairytale creatures and has to rescue Princess Fiona to get his swamp back.

Pre production - Music Video