Trailers as Multi-modal Texts

A trailer is a multi-modal text when it displays an array of different modes of communication in order to appeal to their target audience, and uses these modes to create meaning. Features that make a trailer multi-modal are: the use of sound effects, spoken language such as dialogue or a voice-over, moving images, music such as a soundtrack, and written text on-screen. These features, if used effectively, can work together to convey and reiterate meaning; in the table below I will be investigating how the trailer for Doctor Strange (2016) is multi-modal and therefore helps to do so.

TITLE OF FILM: Doctor Strange (2016)
FEATURES OF MULTIMODAL TEXT	DESCRIPTION OF FEATURE IN TRAILER	ANALYSIS OF IMPACT ON AUDIENCE
Written text on screen	Throughout the trailer there is on-screen text used to persuade the audience to see the film. Chronologically, these pieces of text are: (Studio Logo): MARVEL "THIS FALL" "OPEN YOUR MIND" CHANGE YOUR REALITY" (Title Card): MARVEL - DOCTOR STRANGE	In particular, the imperative phrases "Open your mind" and "change your reality" serve to excite the audience as they give clues about the nature and genre of the film. They imply that Mr. Strange, the protagonist, is someone who can manipulate the mind, and possibly, time. Additionally, the use of direct address ("your") makes the trailer more attention-grabbing, because it is inviting the audience to do these exciting things ("open your mind", etc).
Spoken language	The trailer begins with voice-overs from unknown characters who are addressing the protagonist: a man says in almost a whisper, "Steven Strange ... Might I offer you some advice? Forget everything you think you know." A woman then says, "You're a man looking at the world through a key-hole... You've spent your life trying to widen it. Your work saved the life of thousands. What if I told you that reality is one of many?". The woman saying this is revealed at 1:02 in the trailer, and we can see that she is acting as the protagonist's mentor. Besides this, the majority of spoken language in the trailer is dialogue, although at various points it becomes a voice-over when a different clip or shot is being shown, such as when an impressive visual of a room turning and re-constructing itself is shown and the protagonist asks, "Why are you doing this?", to which the woman from earlier replies, "There are other ways to save lives."	The spoken language in the trailer is mostly for the purpose of giving the shots and scenes being shown context and to ask the questions that the audience may be thinking- for example, when Dr. Strange asks the woman who appears to be training him, "Why are you doing this?". At the very end of the trailer the action seems to stop, and Dr. Strange says to his mentor, "Teach me". This gives the trailer a strong ending that clearly communicates the main plot of the film. Spoken language is also used in  to make it more enthralling and intriguing, such as when the mentor says in the first minute of the trailer, "What if I told you that reality is one of many?", a rhetorical question that suggests the film is of the fantasy and science fiction genres.
Moving images	The moving images in the trailer are very cinematic and impressive in how they make use of special effects: visuals are shown of people using their powers to do extraordinary actions, such as in the shot below when a room seems to twist and turn at a man's command: Or this moment where Dr. Strange has a literal out-of-body experience:	The moving images show the audience not only that it has a large budget and is likely a high-concept film, it has plenty of interesting plot points. Aside from the spoken language and on-screen texts that give context, the moving images keep the film fairly mysterious regarding which direction the film will take, as all we know is that the protagonist's cause is to use his new-found powers to save lives; the trailer doesn't seem to display a disruption to the narrative as yet. The cinematography consists of deep focus style shots and unusual perspectives to keep the trailer visually interesting and impressive.
Sound effects	The trailer is mostly absent of sound effects and instead concentrates on synchronising the soundtrack with clips being shown- for example, when Dr. Strange falls to the ground with a thud, but this sound is actually a sort of bass drop in the soundtrack. However, at 1:42, after the title card is shown and the main action of the trailer is over, the screen fades to black and the diegetic sound of footsteps can be heard. Dr. Strange, in a costume we can assume signifies his transition into a hero, is walking up some steps to a platform. The sound effects we can hear, most likely made by a foley artist, are his echoing footsteps and the rippling of his cape in the breeze.	After the initial lack of sound effects in the trailer, with the majority of the clips being muted with a soundtrack over the top, this sudden appearance of sound effects at the end of the trailer (the footsteps and the rippling of the protagonist's cape) gives an ominous vibe to the audience and may even have the effect of sending shivers down their spine- it makes the last moments of the trailer exciting, prompting the audience to eagerly anticipate the part of the film where Dr. Strange will make his transition.
Music	The soundtrack of the trailer consists of dramatic thuds, bass boosts and drops, and pulsing, incessant sounds. In particular, it starts with a shot of a mystery character underwater, and the soundtrack consists of a sound that is almost muffled, but gradually increases in volume.	The fact that the soundtrack first introduced gradually increases in volume could be interpreted as the sound that leads the audience in to the trailer and sets the tone for the rest. It sounds quite surreal and digital, possibly signifying the sci-fi or fantasy themes of the film.

To conclude, I think that the trailer for Doctor Strange is a good example of the ways in which a text can be multi-modal because it makes use of multiple techniques in order to excite and engage the audience, whether it is through on-screen text shown alongside a series of shots in order to clarify the action and plot, or through the use of a lack of sound effects for the majority of the trailer to make those at the very end more effective and have a larger impact; these multi-modal techniques in the trailer all work together and aim to create and convey meaning.