'Captain America: The Winter Soldier' trailer - including codes and conventions featuring representation

• Film Productions Logo  - at the 0:31 mark, there is the 'Marvel Studios' logo, which fans of other Marvel films such as Iron Man, Avengers Assemble, and Captain America: The First Avenger (which this film is a sequel to). A film productions logo gives the audience an idea of what type of film the audience is going to see, as the audience will see 'Marvel' they will expect Captain America: The Winter Soldier to be a superhero film, whereas if it included the PIXAR logo they would expect an animated family film.
• Film Title - 2:13 The film title is 'Captain America: The Winter Soldier', which is shown on top of Captain America's shield, a feature fans of the previous film and the crossover 'Avengers Assemble' will be familiar with. Obviously it is important for audiences to know the name of the film featured in the trailer so that they can actually see the film.
• Social Media - 2:24, there is a web address: 'facebook.com/marveluk' which shows that Marvel Studios uses social media when promoting their products, and as this film comes under the 'Marvel Cinematic Universe' amongst many others, it gives Marvel brand recognition. Social Media is used to encourage those who view the trailer to find out more information about the film. Social media is a great way for production companies to spread word of mouth about a film.
• Character Introductions - the trailer here establishes the two main characters 'Steve Rogers/ Captain America' and 'Natasha Romanoff/ Black Widow' and their relationship. The trailer begins with Romanoff suggesting that Rogers should get with a girl, and tries to set them up, this shows their relationship as non-romantic. It is always important for a film trailer to establish the identity of characters and their relationships. It is also important to show which actors are featured in the film, for example Scarlett Johansson is a hugely popular actress, and fans of her previous films including 'Lost in Translation', and the 'Horse Whisperer', several of the actors featured in this trailer have appeared in the previous Marvel Films: 'Iron Man 2', 'Captain America: The First Avenger', and 'Avengers Assemble'.
• Music and voice overs - at the beginning of this trailer, there is a guitar-led dramatic piece of music, which is to be expected from a summer blockbuster action film. This creates audience expectations through the soundtrack at what type of film the trailer is advertising, for example an upbeat indie-pop song is likely advertising a rom-com, and eerie-piano led music may be advertising a horror film. Although there is no voice-over in this trailer, voice-overs are commonly used to establish a narrative and a certain genre within film. For example a voice saying 'once upon a time' may bring connotations of fairytales, if the film is children's fantasy.
• Name captions - not included in this trailer are pieces of text that feature the name of some of the main people who worked on this film. Directors such as Tim Burton often use name captions as they have very specific styles of films, and audiences interested in those styles will want to go and see them, for example here is a name caption from the 2014 film 'Lucy'.
  
• Release Date - it is important for an audience to know when a film is released, so that they know when they can actually attend one of it's showings. 

Representation

• Gender - both females and males in this trailer are represented as being equal, in the beginning of the trailer Natasha Romanoff comments to Rogers "You know if you asked out Julie she'd probably say yes" her romantically detaching herself from Rogers shows that Romanoff does not feel dependant on men, which destroys one of the sexist expectations of females in action films. Romanoff is shown through close ups as a character of significance, which creates the idea that she is as strong willed as Rogers, Nick Fury and Sam Wilson. 
• Age - the older character trying to act in a paternalistic manner towards Rogers is shown through positioning as equal at 0:37, which creates the impression that both older and younger people are equal. The dialogue "Building a better World, sometimes means tearing the old one down." There is a cut to the older man standing more independently, this shows that it doesn't matter if an individual is older, if they continue with the new World and young people they will be accepted as equal. Usually older people are presented through the stereotype of them being weaker and less knowledgeable about the modern world, however the old person in this trailer exceeds that stereotype.