THE SEMIOTIC STATUS OF MOVIE TRAILERS

10th WORLD CONGRESS OF SEMIOTICS
A CORUÑA, 2009

THE SEMIOTIC STATUS OF
MOVIE TRAILERS

Jon Dornaletetxe Ruiz

10th Word Congress of Semiotics
THE SEMIOTIC STATUS OF MOVIE TRAILERS

index

1. Background
2. History
3. Deﬁnition
4. Types of movie trailers
5. Conclusions

10th World Congress of Semiotics

1. Background


1. Background

- Lisa Kernan (U. Texas)
- Vinzenz Hediger (U. Ruhr)
- C. Daniela Maier (ABS Aarhus)
- Jon Dornaleteche (U. Valladolid)


1. Background

!

Historic
- C. Daniela Maier (ABS Aarhus)


1. Background

!

Historic
- C. Daniela Maier (ABS Aarhus) !

Semiotic


2. History

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2. A brief history of movie trailers

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3. Deﬁnition


3. Deﬁnition

trailer


3. Deﬁnition

MARKETING
TOOL

trailer


3. Deﬁnition

MOVIE
MARKET

MARKETING
TOOL

trailer


3. Deﬁnition

MOVIE
MARKET

MARKETING AROUSE
TOOL INTEREST

trailer


3. Deﬁnition

MOVIE
MARKET

MARKETING AROUSE
TOOL INTEREST

trailer

AUDIO-VISUAL
ADVERTISING


3. Deﬁnition

MOVIE
MARKET

MARKETING AROUSE
TOOL INTEREST

trailer

AUDIO-VISUAL AUDIO-VISUAL
ADVERTISING PRODUCTS


3. Deﬁnition

made with

AUDIO-VISUAL AUDIO-VISUAL
AD PRODUCT
of



types of trailers



types of trailers
CREATIVE
- original



types of trailers
CREATIVE
- original
CLIP
- complete



types of trailers
CREATIVE
- original
CLIP
STANDARD
- complete

THEATRICAL TEASER
- 2’00’’-2’30’’ - 40’’-1’20’’



types of trailers
CREATIVE
- original
CLIP
STANDARD
- complete

THEATRICAL TEASER
- 2’00’’-2’30’’ - Soundtrack - 40’’-1’20’’
- Voice over
- grid editing
- graphic art



types of trailers
CREATIVE
- original
CLIP MAKING OF
STANDARD
- complete - 2’30’’- 4’30’’

THEATRICAL TEASER
- 2’00’’-2’30’’ - Soundtrack - 40’’-1’20’’
- Voice over
- grid editing
- graphic art



types of trailers
CREATIVE TV
- original - 5’’-30’’
CLIP MAKING OF
STANDARD
- complete - 2’30’’- 4’30’’

THEATRICAL TEASER
- 2’00’’-2’30’’ - Soundtrack - 40’’-1’20’’
- Voice over
- grid editing
- graphic art



PRAGMATIC
SENSE
“RHETORIC STRATEGIES”



PRAGMATIC
SENSE

Diegetics
- story
- character
- genre (meta)



PRAGMATIC
SENSE

Diegetics Extra diegetics
- story - director
- character - actors
- genre (meta) - p. company
- critics
- genre



PRAGMATIC
SENSE

Diegetics Esthetics Extra diegetics
- story - editing - director
- character - graphics - actors
- genre (meta) - quality - p. company
- genre - critics
- genre



SEMIOTIC STATUS

S O

I



SEMIOTIC STATUS

Trailer S O
- Types
- Formats

I



SEMIOTIC STATUS

Trailer S O Movie
- Types - Diegesis
- Formats

I



SEMIOTIC STATUS

Trailer S O Movie
- Types - Diegesis
- Formats

I

relating schema
- Metonymic, analogic, metaphoric



CREATIVE TRAILER

Trailer S O Movie
- autonomous

I



CREATIVE TRAILER

Trailer S O Movie
- autonomous

I

Metaphoric, alegoric, analogical
“phoem, novel”



CLIP TRAILER

Trailer S O Movie
- compleat
part

I



CLIP TRAILER

Trailer S O Movie
- compleat
part

I

Metonymy, indexical
“ﬁrst chapter of a novel”



STANDARD TRAILER

Trailer S O Movie
- grid
editing

I



STANDARD TRAILER

Trailer S O Movie
- grid
editing

I

Creative Metonymy
“creative mixture of several parragraphs”

X Congreso Mundial de Semiótica, A Coruña 2009
EL STATUS SEMIÓTICO DEL TRAILER CINEMATOGRÁFICO


Movie

Trailer



Movie

Trailer TRANSTEXTUALITY
- Hypertextuality
- Paratextuality
- Metatextuality



Movie

Trailer TRANSTEXTUALITY
- Hypertextuality
CREATIVITY
- Paratextuality
CREDIBILITY
! - Metatextuality



MAKING OF

Trailer S O Movie
- behind
the scenes
- interviews
- actual material
of the movie I
Meta-metonymic
“interview with the author of a novel”
“watching the author writting”


5. CONCLUSIONS


5. Conclusions

Metonymy vs analogy


5. Conclusions

Metonymy vs analogy

indexicality vs iconicity


5. Conclusions

Metonymy vs analogy


Credibility vs creativity


5. Conclusions

Metonymy vs analogy


Credibility vs creativity

“CREATIVE METONYMY”


“Movie trailers are perfect
movies because they never let
you down”.

Jean-Luc Godard


www.apple.com/trailers

¡¡Thank you very much for
your attention!!

jon@hmca.uva.es
mimame@gmail.com

THE SEMIOTIC STATUS OF MOVIE TRAILERS

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