L - Language
I - Institution
I - Ideology
A - Audience
R - Representation
Language - The language is the narrative which appeals to the audience. This also involves the voice over or text which appears within the trailer. This may also include Cinematography, editing, sound, mise en scene, location and props to portray certain film genres.
Institution - The institution is the production company behind the initial film. Some examples of institutions are; Dreamworks, Universal, Walt Disney, MGM, 20th Centry Fox, Liongate, Paramount, Momentum and Warner Brothers.
Ideology - The ideology is the genre of the film that the trailer is presenting. Different types of film genre include; Horror, Thriller, Action, Comedy, Romantic Comedy, children's, Sci-Fi, Fantasy, Drama, Period Drama, Musical.
Audience - The audience depends on the genre of film. For example, children's films such as 'G-Force' has an age rating of 'U' which would typically be aimed at small children aging from 3 upwards where as a Horror film such as "Drag me to hell" has an age rating of '15' therefore the target audience for this film would be 15 plus.
Representation -The representation is the genre, stereotypes and conventions portrayed within a film and film trailer. For example, the 'dumb' blond in a Chick Flick or the slightly scary and creepy old lady in Horror movies.
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