For this prompt, I chose the trailer for the movie "Skyfall." This film was recently nominated for an academy award in sound design and it definitely earned that honor. I feel that this movie trailer exemplifies the importance of sound design in advertisement and movie trailers as a genre. Since the filmmakers have only a couple of minutes to sell you a two hour experience, they have to create anxiety, tension and suspense very quickly in this trailer. They rely heavily on their sound effort to give the abbreviated story some context and emotional impact.
Dialogue is used heavily in this trailer to give a sense of the type of events to come in the film. They don't want to give too much away, but they want the viewer to be intrigued. When "M" says, "you both know what's at stake here, take the bloody shot!" it establishes that time is of the essence and something important is happening. The next set of dialogue is the explanation of the basic premise of the movie, that a computer has been hacked into that has the names of all of the secret agents, and they've begun releasing them one by one. The choice for them to have that revelation narrated was very intentional, as this seemed to be the most effective way to quickly get that information to viewers.
Most of the sound effects in this clip are nonliteral, they are used primarily to establish a sense of urgency and suspense. All of the staccato chords hit in rhythm with the events on the screen and eventually build up to the suspenseful crescendo in the scene. These sound effects have an inner orientation function of establishing the mood of the film. As a trailer, they have an even larger responsibility to portray the overall mood of the film in the short period of time. Since the movie hits a suspenseful climax in the same way that the sound effects on this clip crescendo, they have obviously done a great job of recreating the energy of the film. The brief intermittent silence is used to intensify the inner orientation experience.
A few of the sound effects in this clip are literal and serve the function of outer orientation. The helicopter whirring, for example, gives us more information about the helicopter in flight and thus the surrounding environment. The various clicks of the guns throughout the trailer also remind the viewer of the environment that the characters are in, as well as the situation they've found themselves in. At the tail end of the clip, the literal sound effect of Bond lifting his pistol and taking a shot characterizes him. Without the actual gunshot sound, we wouldn't believe that he shot the gun, but we now know that Bond is the kind of guy who takes his shot and does not hesitate. He is a secret agent with a license to kill and the ending sound effect makes it apparent that he'll be using that privilege.