Get Smart Trailer Analysis

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For A2 media studies I have been conducting a semiotic analysis of the advertising trailer used for the spy ‘spoof’ film: Get Smart. The title in itself is a suggestion towards the premise of the film, with “smart” being the surname of the main protagonist, a deliberate, ironic choice of surname as the character possesses intellectual qualities that would not make him appear intelligent or “smart”. It is apparent that the character is promoted in his line of work, making him a secret agent, the title could also suggest towards the characters attempts to “get smart” as he adjusts to his new role, which comedy will arise from. The title is rendered in a bold, neon coloured font, this juxtaposes with a black background and is similar in style to other spy based films such as films in the 007 franchise, which the film is obviously trying to imitate in a deliberately comedic manner. The silver colour of the font connotes a technological feel, something which hints towards the hi-tech equipment the characters may use during the course of the film. This font is a typical convention of the genre of spy/action films. The trademark Warner Brother’s logo that is displayed at the beginning of the trailer is also notable as it is made up of bright, contrasting colours, such as sky blue and gold. This is significant as it reiterates the light tone of the film, and its aim to entertain in a light hearted way, as it is a comedy, it is apparent that the film distributors have decided to use a bright colour scheme to reflect the tone, which is something that would not be included in other genres such as the thriller genre. The main protagonist is established in a low angle shot, used to reflect his importance within the narrative. A low angle shot may also be used by the film makers to suggest the status that has been given to him, and emphasises his “moronic” facial expression, making it more comedic as it suggests that a person of his incompetence has been grated with a powerful position. The character is captured in a mid-shot to establish his comedic nature as attention is drawn to his facial expression, as it is central in the diegesis. A cut to a two shot of two antagonists is then displayed, where they are shown to be confused. Their confusion is emphasised with a transition from non-diegetic music to silence, which draws attention to their response. After the character is established, upbeat “mysterious” non-diegetic orchestrated music that is typical of the spy genre, is played non-shots of amusing and comedic events are shown in conjunction with this music, which establishes the movie as a parody. The music then changes to non-diegetic dramatic opera music that connotes chaos, comedic actions the character takes are shown in conjunction with this, to emphasise the fact that the main protagonist is not in complete control of his actions, which emphasises his incompetence. Action set pieces are displayed with typical conventions of the Action-comedy genre being displayed such diegetic explosions and combat, which is emphasised by exaggerated by punching sound effects, which are raised in volume to introduce an element of “slapstick comedy” to the violent actions. It is apparent that the film creators have designed the trailer to make it appeal to fans of the action-comedy hybrid genre. It is apparent that they have exaggerated the diegetic sounds of explosions and the sounds of punches and gunshots to emphasise this as an action-comedy genre film. It is apparent that the film has a USP in the sense that this is a “spy-spoof” action comedy film that has largely renowned “star” actors who will attract a mainstream audience to the film.