Characters - The characters can be both male and female, however the audience are made to feel more sympathetic towards the female characters. Such as in the posters where the woman is in danger in 'The Unborn' poster, however it is the man who is the evil character in the 'Dawn of the Dead' poster.
Audience - There are many different types of audience that suit a horror film, however from my reseach I have found they are mainly targeted at men. Most of the advertising is either using the male gaze and sexualising women such as again in 'The Unborn' poster, or it is showing men as superior such as in the 28 Weeks Later trailer where he is last man alive.
Settings - Setting vary thoughout the different products I have analyisied however they all seem to be places that would be classed as safe in real life. Such as in the Dawn of the Dead trailer which is based in a middle class american street, somewhere that the audience would not expect a horror situation to happen.
Style - The majority of the shots in the trailers, magazines and posters are close ups. This provides a very tight view of the situations meaning the audience do not get to see the full picture and therefore they would not understand fully what is happeneing which creates enigma. The style of the trailers mainly use shakeycam to build tension and to again disorientate the audience.
Iconography - Blood and wounds on the actors make up a lot of the shots, showing that blood has a very strong link to the horror genre. Such as in trailer for Dawn of the Dead with the woman laying on the ground and also in the image on the poster.
Narrative - The narrative for most of the horror trailers seem to be quite similar, the trailer starts off in a normal everyday situtation, that is not too out of the ordinary, such as in Dawn of the Dead where the girl is playing on her bike, or in 28 Days Later where the man is lying in a hospital bed. However the lengths of the shots shorten meaning that pace is built and then we see a demise of the characters.
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