Case Study - Fight Promo
Signs & Symbols
The most obvious and consistent use of symbols in the promo is the text appearing from flashing lights. These lights denote a number of things but primarily 'stardom'. The lights make the viewer think that what is being revealed is something iconic that should be taken note of. In addition to this it harkens to the flashing lights of cameras in the crowd, symbolising everyone watching. It also hints toward floodlights used in a majority of sports both indoors and outdoors so as to make the lighting balanced and fair. So from a simple image of a light the viewer things of a sporting event that is at night and/or indoors featuring superstars that everyone will be watching and this makes the viewer want to join in and watch along with everyone.
Sounds
The sound in the promo is broken up two-fold, it is used in voice over and in music. Firstly the voice over, the voices are echoed and enhanced to make what they say sound more dramatic and to punctuate the importance of each and every word. The music is played out like a film trailer, starting with dramatic pauses between low pitched bursts of sound. The music eventually reaches a crescendo and plays more consistently and at a quicker tempo making everything seem more exciting at the end.
Body Language
Body language isn't something deliberately chosen for the purpose of the advert but it is used predominantly. The fighters are constantly making themselves look big and intimidating but this is in an attempt to scare their opponent rather than to sell tickets or sales in any way - although, if both fighters are looking intimidating then it makes the prospective fight seem more exciting, thus making people want to pay to see it either by buying a ticket or purchasing a pay-per-view.