Inspiration and Idea Development.

The conventions used in this 'Phones 4 U' advert, are recognized by the vast audience and it forces the viewer to assume it's a horror film trailer. When in fact, after the antagonist confronts the protagonist, it's a simple mobile phone advertisement, and the company that invested in this advert, used a small budget in order to achieve the appropriate horror-genre semantics and conventions, such as dim lighting, dark and unclean setting, a simple and also unclean night gown for the antagonist to wear. The producers have made the genre in this advert easily recognizable by abiding by the rules of horror, with fast jump cuts in chase scenes and close up's on reactions etc, and the producer used these conventions, to then structure a narrative by abiding by the rules of simple horror syntactics, the main character first being unaware of the antagonists presence, then a pivotal point and change in the pace of the film where the protagonist is being chased, and then a abrupt and fast ending that then changes the tempo, and the two characters then confront each other.