Semiotics In James Bond Movie Posters
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Semiotics In James Bond Movie Posters






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Semiotics In James Bond Movie Posters Presentation Transcript

    Ashvin George
    Gaurav Banerjee
    Gourav Sinha
    Lakshmi Madhavan
    Neha Vyas
    Ruchika Rathi
    Saloni Handa
    James Bond 007 is a fictional character created in 1953 by writer Ian Fleming, who featured him in twelve novels and two short story collections
    Longest running and most financially successful English language film franchise to date
    First movie made in 1962 - Dr. No
    The character of Bond has undergone several transformations, and so have his surroundings
    We attempt to unearth some of these changes in the life of this Secret Agent through a semiotic analysis of a few James Bond posters
  • 3.
  • 4. 1962
    SIGNIFIER : Immaculate dress, replete with bow tie
    SIGNIFIED : A well groomed individual, stylish to boot
    SIGNIFIER : Cigarette in one hand, smoking gun in the other, and a smirk on the face
    SIGNIFIED : A man who is the spitting image of machoism, intrepidity and self assuredness
    SIGNIFIER : Bond resting his elbow on one knee and leaning forward
    SIGNIFIED : Approachability of Bond as an individual, despite his hallowed 007 status
  • 5. SIGNIFIER : Four skimpily clad alluring women alongside Bond posing for the onlooker
    SIGNIFIED : The promise of sex and titillation in the movie, with an in your face sexuality exuded by the poster
    SIGNIFIER : The villain standing at an absolute corner of the poster in a rigid pose, dressed in complete white, looking away from the onlooker, and also being the only person in the poster who is not smiling
    SIGNIFIED : The detachment of the villain from the other normal individuals in the poster as well as most of humanity in general, with the villain lost in his own evil machinations
  • 6.
  • 7. 1963
    SIGNIFIER : The typical James Bond Pose
    SIGNIFIED : Readiness and the mixture of style and panache with alacrity
    SIGNIFIER : Focus on the seductiveness of the woman on Bond's right hand side, along with focus on the breasts in the fight on the bottom left corner
    SIGNIFIED : The promise of attractive women being used for sexual titillation yet again
  • 8. SIGNIFIER : The Hammer and Sickle sign in the word LOVE
    SIGNIFIED : The fight between capitalism and communism, with the usage in the word LOVE adding to the sardonic humour which is present in Bond movies
    SIGNIFIER : The belly dancer on the right
    SIGNIFIED : More exotic locales in the movie
    SIGNIFIER : The helicopter and the train in the background
    SIGNIFIED : More adventure and more action in the movie
  • 9.
  • 10. 1979
    SIGNIFIER : The space shuttle setting and people in space suits
    SIGNIFIED : An introduction to hi-tech gadgetry in Bond movies
    SIGNIFIER : The menacing individual with outstretched arms behind Bond
    SIGNIFIED : A growing sense of unpredictability along with the addition of more threats and menaces for Bond
    SIGNIFIER : The presence of one woman leaning against Bond while the other women are onlookers
    SIGNIFIED : A change in the concept of the Bond girl, with the Bond girl moving to a position of greater equality from being a damsel in distress
  • 11.
  • 12. 1995
    SIGNIFIER : Excessive use of gold, yellow and red in the colour palette
    SIGNIFIED : A larger than life picture, with the secret agent being reinvented yet again
    SIGNIFIER : Focus on the faces of the protagonists
    SIGNIFIED : A move away from the sexuality and sensuousness of Bond posters
    SIGNIFIER : Bond running
    SIGNIFIED : Tougher opposition stretching Bond to the limit
  • 13.
  • 14. 2002
    SIGNIFIER : The woman sitting in front of James Bond
    SIGNIFIED : A complete role reversal for the Bond girl, with the girl now taking centre stage and fighting alongside Bond as probably more than an equal
    SIGNIFIER : Greater presence of cars, skis and more depiction of action in the poster
    SIGNIFIED : Change from the older, more placid Bond who was less prone to intense physical exertion to an agent who relishes the idea of a good chase
  • 15.
  • 16. 2006
    SIGNIFIER : Greater shades of blue and grey in the colour palette
    SIGNIFIED : Shift from larger than life image to a more down to earth agent with more troubles and dangers in his life
    SIGNIFIER : Removal of the bow tie
    SIGNIFIED : More emphasis on function and less stress on style in terms of impeccable dressing
    SIGNIFIER : Bond's gaze not engaging the onlooker
    SIGNIFIED : A more purposeful and determined Bond
  • 17. SIGNIFIER : Bond not in a stationary pose in the poster
    SIGNIFIED : Bond is not playing to the gallery anymore, as his priority is his job and not the accolades
    SIGNIFIER : The woman looking at Bond and not at the audience
    SIGNIFIED : The relations formed are more personal, with the woman being an integral part of Bond's life and not a prop used to provide titillation to the audiences
  • 18.
  • 19. 2008
    SIGNIFIER : Almost black and white background
    SIGNIFIED : A more menacing look to the surroundings, with the old building in the background looking threatening at a distance
    SIGNIFIER : Bond's ready to shoot pose without the general self assured smile
    SIGNIFIED : A darker scenario, with Bond being stripped of the poise and calmness in the new surroundings
    SIGNIFIER : No female presence in the poster
    SIGNIFIED : Complete detachment from the earlier association of Bond with sex, with duty and efficiency taking over the core of Bond movies
    • We have seen Bond evolve with times as a character
    • 21. Even though Bond has retained his panache, the sense of style has become more realistic
    • 22. The role of the Bond girl has moved from being a sex object to an equal partner of Bond
    • 23. The Bond movies have also been highly political (From Russia With Love during cold war)
    • 24. The movies also have been a reflection of evolving technology