The settings shown in this trailer seem to be very typical of the horror genre - normal suburban neighborhoods which appear innocent - with most of the main horror action happening at night when it is dark. The main thing here which fits with almost every other horror film is of course the dark - the vast majority of the "Scary" scenes of horror films tend to be in a darker environment - perhaps because it connotes an element of the unknown, or maybe because the film would look stupid if trying to combine a scary scene with bright lighting.
The technical code used in the trailer is also very iconic to other horror film trailers, and partially the full films too. Examples of this would be the video sudden extreme close ups which appear to invade your personal space - usually with a sound effect edited in to create unsettling jumps, which is very iconic and typical of the horror genre.
The iconography of childhood innocence within Horror is also strongly portrayed within this trailer. This is known as a theory of "Binary Oppositions." Often in horror, things which are usually seen as innocent can be transformed into scary things - for example clowns, little girls singing, or Dolls. In this trailer, the Binary Opposition theory applies to the small girl, who seems to be some sort of Vampire who kills off the boys who are bullying her friend. Other typical Iconography from horror displayed in this trailer are things such as when you see blood on a door, and messages on walls.
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