Genre is ‘a style or category of art, music, or literature.’ The main theorist is called Steven Neale, his theory is that all genres have their similarities and repetitions but what separates them is their differences. Neale sees genre as something that evolves over time, not just a set of fixed categories that use the same repertoire of elements. He believes that genre is a historic specificity, which means that different genres change over time. For instance, a sci-fi movie in the 1950s has changed drastically in comparison to modern day sci-fi movies. As genres are changing and as new additions are added to the body of similar texts, Neale refers to as the corpus. A hybridisation is when two genres are combined. For example, a rom-com or a sci-fi/western film.

Genre is defined by different codes and convections

you can also combine genres to create hybrid genres such as comedy drama which is a mix of comedy and drama

Steve Neale said genre is based on repetition and differences as genres have motifs which are repeated to depict the genre, but also differences so all media which covers the genre is not the same.

I’ve chosen Brief 3 to create two media products: three movie posters and three TikTok promotions for a ‘coming of age’ theme like Mean Girls. This brief piqued my interest because it combines poster designs and video editing, allowing me to explore both traditional and digital marketing techniques. It also offers a chance to learn more about filmmaking while reflecting how the film industry adapts to modern consumer trends. This dual approach allows me to explore how the film industry is adapting to modern trends and the evolving needs of consumers, particularly through digital platforms. 

The focus centres around a woman in a relationship, showcasing her emotions and transformation following a breakup. The media language used in the products will reflect these emotional shifts and connect with the viewers on a personal level, drawing on both visual and sounds to represent the protagonist’s journey. This will resonate with my target demographic 18-30 years old who are drawn to coming-of-age stories. To boost engagement, I’ll add third-party reviews and a star rating on the posters for credibility and curiosity. 

In the first poster, I will introduce the woman as confident, beautiful, dressed in a striking red dress, illuminated by red lighting to symbolise her passion and love. This powerful imagery reflects her emotional connection with her partner. 

The second poster shifts focus to the male character, showing him walking away into the distance. This image symbolises his decision to let go of the relationship, marking a significant turning point in the narrative. The poster signals a key change in the storyline and hinting at what’s to come. Additional cues, such as the film’s release date and awards, will provide context and build anticipation. 

The final poster highlights the protagonist’s transformation after the breakup, showing her as stronger and more mature. This poster emphasises her personal growth and newfound confidence, illustrating her healing process. Her evolved physical appearance symbolises the empowerment that comes with overcoming heartbreak. The coming-of-age theme is central here, as the story explores her journey of self-discovery and emotional growth. 

In addition to the posters, I will create TikTok videos designed to maximise reach and engagement across social media platforms. These videos will follow Todorov’s narrative theory, which outlines equilibrium, disruption, and a new equilibrium. By applying this structure, I will ensure my content has a clear and engaging storyline that resonates with viewers. To further enhance emotional impact, I will apply C.S. Peirce’s semiotic theory, using symbolic imagery, colour, and lighting to reflect different emotional states. For example, dark and muted tones will signify sadness, while brighter colours will symbolise hope and empowerment. The project’s title, The Woman in Shadow, highlights her transition from emotional vulnerability to newfound strength. 

Ultimately, the combination of posters and digital advertising will appeal to a wide audience, with social media playing a crucial role in engaging viewers and building connections. Through a blend of traditional and modern marketing techniques, I aim to create a memorable and impactful promotional campaign for the film.