- Theory - where an idea is attached to someone (a name).
- Mediated - goes through the process of production and post production.
Film Trailers
Aristotle
In 350 BC Aristotle noticed that stories have a beginning, a middle and an end.
Feytag
In 1863, the German novelist Gustav Freytag published Die technik des dramas in which he outlined his pyramid structure for plot. Adapting Aristotle's basic triangle he added the idea of the plot complicating, introducing conflicts and building to a climax point, after which it falls away as the conflicts are worked out, the mysteries solved and finally left with a satisfactory resolution.

Exposition - the start of the story, the established situation before the story begins.
Rising Action - the series of complications, conflicts and layers of mystery that build towards the climax.
Climax - the turning point and the point of highest intensity emotionally or through action.
Falling Action - action following the climax and pieces of a jigsaw falling into place to solve the mysteries.
Resolution - any disruptions caused by the rising action are returned to a state of normalcy: mysteries are solved, and as far as possible the established order of the start is returned. Where it cannot be returned, justice is served.
EQUILIBRIUM ----> DISEQUILIBRIUM ----> EQUILIBRIUM