Analysis Of Mitchell Sisters Trailer - Eastenders

The camera pans to a midshot of an older character, Mo, sitting in the pub about to take a sip of her wine but she lowers her glass slowly in shock, the camera then closes in on another older character, Shirley who was looking down and then her eyes move up slowly and suspiciously to the object of attention. The shock and suspicion on the characters' faces denotes that the object of attention is foreign and suspicious to them. The camera then closes in on a couple, Billy and Honey who are standing and Honey looks at Billy who shrugs his shoulders. The camera then closes in onto Minty and Gary, two men holding pints of beer in the middle of a crowd looking up intrigued to this new and foreign object that is confusing the locals. There is a dance song playing and the camera then closes in on two girls dancing and laughing in the crowd. Each character has been dressed up in party wear and there is a dance track playing loudly which implies that the trailer is aimed at a younger Category E audience.. The camera then closes back in on Billy and Honey who look confused and are still looking towards the new sight. Then back to Shirley who is looking suspicious, a red disco light spotlights Shirley’s face and this denotes that there is a party in the Queen Vic. The camera pans back to Mo who still looks confused and back to Gary and Minty who are smiling and then to the two dancing girls who are still laughing. The audience can now see a crowd around the centre of attention and the smiling and laughing characters seem to be part of the party and are enjoying themselves as opposed to the older confused characters which further attracts the younger Category E audience members.

The camera then pans to the bar which is lit with white ropes lights to a blonde woman in a red top with red lipstick. The red denotes sexiness and is used to attract male audience members from Category C1, C2, D and E. The song "the girls" by Calvin Harris starts and this suggests that the trailer is aimed at men as well as younger audience memebers because the song is about how Calvin Harris gets all the girls and likes all types of girls, this song accompanied with the seductive red top on the attractive blonde female which stands out with the dark bar and dance floor would be appealing to a male audience. The blonde female is dancing with a bottle in her hand and the audience can assume she is a new character and the trailer is advertising this. The camera then goes to a low angle of the blonde women, the low angle could be a key angle used in the male gaze theory where women are sexualised to appeal to a male audience. The blonde lady then reaches for a note in a customers hand and a Vegas style cha-ching non diegetic sound can be heard. There is a freezeframe as she grabs the money and the lighting on this freeze-frame is a neon blue shade which could connote how the character is new and cool and attracts to a new younger audience. The words "Ronnie Mitchell" are next to her on the screen which denotes her name to the audience and how she is part of the Mitchell family who own the pub. The title of the trailer is also called Mitchell Sisters, which the audience is now aware that Ronnie Mitchell is one of the Mitchell sisters. The use of the cha-ching is a positive sound which could not only be a cha-ching of the money she is now holding and making for the pub but also a cha-ching for the young audience and male audience who will be watching the show.

The next camera shot is of Ronnie under a spotlight dancing and having fun, which is used to reveal how fun the show will now be with her in, she is also pointing towards something which the camera now tracks as another blonde lady in a white cowgirl hat jumps up, as she jumps the camera then freezes and the words Roxy Mitchell appear. This denotes that she’s also part of the Mitchell family, the use of the white hat connotes her innocent but the cowgirl hat teamed with the neon orange vest top connotes a fun party girl image which attracts to a young audience. The dot on the "I" of Mitchell sparkles and a sparkle non diegetic sound is heard, the use of the sparkle and sound suggests she is new and also a dazzling object of desire for the audience. The two girls join the centre of the crowd and dance in the middle under the spotlight, the men are smiling and a point of view shot from the men reveals Roxy smiling at them. The characters in the crowd are all dancing and enjoying the party whereas the older characters on the outside are covering there eyes in shame. This suggests that the trailer is being specifically aimed at younger audiences. The trailer ends as the girls spray a fire extinguisher on the men who laugh and jeer and then are dancing together in the middle when the words "the square under new management" this highlights that the girls are new characters and connotes that they will cause controversy in the square. The Eastenders logo and BBC ident then appears on a black screen and the iconic duff duffs can be heard. The trailer is advertising how the two Mitchell sisters are now joining the show and the use of the party attracts a younger audience into watching the show. The trailer makes use of Laura Mulvey's Male Gaze Theory and the camera angles are shot as if from a male's perspective to sexualise the women.