- Opens with a shot of London - a recognizable city that therefore makes the audience relate to the film.
- Features many action shots, something the audience expect from the film. It fulfills the expectations of the rimary audience, who are fans of acion films.
- It entices fans of the previous films through recognizable characters and a clear color scheme that is associated with the first installment.
- Through featuring many shots of famous actors such as Channing Tatum and Halle Berry, the trailer is appealing to a secondary audience, which is people who are fans of these famous actors. For example, Channing Tatum is very popular with the female audience, and so this could attract females to the film who previously wouldn't have been interested in the film.
- The action scenes (e.g. when the character jumps from the taxi) clearly signify the action genre of the film.
- The film is about spies and being undercover. This is connoted through the voiceover, which mentions the Kingsman hideout being in a tailors, as well as through the high-tech gadgets on show (e.g. the umbrella weapon).
- The comedy element film to the film is signified through the quick and witty speech of the actors. The music also connotes this, as it is music that is no common of the action genre, therefore making the film seem quirky and funny.
Character & Representation
- The main character and the rest of the English characters are presented in suits and smart clothing. This presemts them as classy and sophisticated.
- The main character however has a different voice, one that is often assosciated with the working class. This suggests that he is a character who has a different background to the others, which is something we know from the first one.
- The American characters are portrayed in a stereotypical way - large coat and a cowboy hat. This makes them instantly recognisable as the American characters before they talk, and also higlights the difference in personalities and styles.
- Halle Berry's character is presented as the stereotypical tech genius, with a lab coat and glasses. This means that the audience can get a sense for what she is going to be like - they can make judgements.
Branding and Studio Identity
- Towards the beginning, the director is promoted to the audience, as he is famous from doing the first one. His name is Michael Vaughn. This will make people interested in the film if they liked the first one beacuse it is the same director.
- 20th century Fox is promoted through the gold colours throughout, the same colour as the Fox logo itself.
- IMAX is promoted at the end, showing it is a big film and also letting the audience know that they can watch this in IMAX.