2. WHY DOES BOND HAVE A LASTING
APPEAL TO AUDIENCES?
Why does Bond have a lasting appeal to audiences? With hyperbolic themes of action,
violence and romance, Bond can be said to provide escapism from mundane reality.
As the settings are generally unrealistic, Bond doesn’t run the risk of becoming ‘old
fashioned’, and contains a lasting appeal to its target audience. Over the years, the
protagonist has maintained his ‘star construction’ that Dyer refers to in his Star theory.
Dyer stated that a star image is constructed and marketed through signature moves,
motifs and clothing. Bond adheres to this.
He is shown typically in a clean cut suit and remains like that throughout the film
despite explosions and numerous shootings. This has also helped to prolong Bonds
appeal to modern audiences as this fulfils their need of expectations. A large majority
of people like to watch something and have an idea of what is coming. This desire is
expanded on in Todorov’s narrative theory that argues that most films and music videos
follow the same pattern. First, there is a state of equilibrium or calm, a disruption
follows and this is followed by a newly established equilibrium as the ‘problem’ is
solved. Only independent films subvert this idea which is why they only interest a niche
market. Bond is a commercial production and so has been made to meet audience’s
preferences. This is highlighted in Levi Strauss’s theory that centres on the use of
binary opposites in production.
This is shown in the use of a ‘hero’ (Bond) and a villain. Women also play a large part in
Bond, usually in a voyeuristic way. This appeals to a large percentage of it’s target
audience (presumably male) as the women are generally scantily clad and portrayed as
inferior to men. This would be an example of male gaze and ‘notions of looking’ that
says women are shown in a way most men would view as ‘ideal’. Bond’s character
image also fulfils the gratification ‘esteem and aspiration’ as some males may aspire to
be like him, because of the success he radiates in his movies, with women and
secularly.
