Semiotics In James Bond Movie Posters


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Semiotics In James Bond Movie Posters

  1. 1. SEMIOTICS IN JAMES BOND MOVIE POSTERS<br />Ashvin George<br />Gaurav Banerjee<br />Gourav Sinha<br />Lakshmi Madhavan<br />Neha Vyas<br />Ruchika Rathi <br />Saloni Handa<br />
  2. 2. INTRODUCTION<br />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<br />Longest running and most financially successful English language film franchise to date<br />First movie made in 1962 - Dr. No<br />The character of Bond has undergone several transformations, and so have his surroundings<br />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<br />
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  4. 4. 1962<br />SIGNIFIER : Immaculate dress, replete with bow tie<br />SIGNIFIED : A well groomed individual, stylish to boot<br />SIGNIFIER : Cigarette in one hand, smoking gun in the other, and a smirk on the face<br />SIGNIFIED : A man who is the spitting image of machoism, intrepidity and self assuredness<br />SIGNIFIER : Bond resting his elbow on one knee and leaning forward<br />SIGNIFIED : Approachability of Bond as an individual, despite his hallowed 007 status<br />
  5. 5. SIGNIFIER : Four skimpily clad alluring women alongside Bond posing for the onlooker<br />SIGNIFIED : The promise of sex and titillation in the movie, with an in your face sexuality exuded by the poster<br />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<br />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<br />
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  7. 7. 1963<br />SIGNIFIER : The typical James Bond Pose<br />SIGNIFIED : Readiness and the mixture of style and panache with alacrity<br />SIGNIFIER : Focus on the seductiveness of the woman on Bond&apos;s right hand side, along with focus on the breasts in the fight on the bottom left corner<br />SIGNIFIED : The promise of attractive women being used for sexual titillation yet again<br />
  8. 8. SIGNIFIER : The Hammer and Sickle sign in the word LOVE <br />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<br />SIGNIFIER : The belly dancer on the right<br />SIGNIFIED : More exotic locales in the movie<br />SIGNIFIER : The helicopter and the train in the background<br />SIGNIFIED : More adventure and more action in the movie<br />
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  10. 10. 1979<br />SIGNIFIER : The space shuttle setting and people in space suits<br />SIGNIFIED : An introduction to hi-tech gadgetry in Bond movies<br />SIGNIFIER : The menacing individual with outstretched arms behind Bond<br />SIGNIFIED : A growing sense of unpredictability along with the addition of more threats and menaces for Bond<br />SIGNIFIER : The presence of one woman leaning against Bond while the other women are onlookers<br />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<br />
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  12. 12. 1995<br />SIGNIFIER : Excessive use of gold, yellow and red in the colour palette<br />SIGNIFIED : A larger than life picture, with the secret agent being reinvented yet again<br />SIGNIFIER : Focus on the faces of the protagonists <br />SIGNIFIED : A move away from the sexuality and sensuousness of Bond posters<br />SIGNIFIER : Bond running<br />SIGNIFIED : Tougher opposition stretching Bond to the limit<br />
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  14. 14. 2002<br />SIGNIFIER : The woman sitting in front of James Bond<br />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<br />SIGNIFIER : Greater presence of cars, skis and more depiction of action in the poster<br />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<br />
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  16. 16. 2006<br />SIGNIFIER : Greater shades of blue and grey in the colour palette<br />SIGNIFIED : Shift from larger than life image to a more down to earth agent with more troubles and dangers in his life<br />SIGNIFIER : Removal of the bow tie<br />SIGNIFIED : More emphasis on function and less stress on style in terms of impeccable dressing<br />SIGNIFIER : Bond&apos;s gaze not engaging the onlooker<br />SIGNIFIED : A more purposeful and determined Bond <br />
  17. 17. SIGNIFIER : Bond not in a stationary pose in the poster<br />SIGNIFIED : Bond is not playing to the gallery anymore, as his priority is his job and not the accolades<br />SIGNIFIER : The woman looking at Bond and not at the audience<br />SIGNIFIED : The relations formed are more personal, with the woman being an integral part of Bond&apos;s life and not a prop used to provide titillation to the audiences<br />
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  19. 19. 2008<br />SIGNIFIER : Almost black and white background<br />SIGNIFIED : A more menacing look to the surroundings, with the old building in the background looking threatening at a distance<br />SIGNIFIER : Bond&apos;s ready to shoot pose without the general self assured smile<br />SIGNIFIED : A darker scenario, with Bond being stripped of the poise and calmness in the new surroundings<br />SIGNIFIER : No female presence in the poster<br />SIGNIFIED : Complete detachment from the earlier association of Bond with sex, with duty and efficiency taking over the core of Bond movies<br />
  20. 20. CONCLUSION<br /><ul><li> We have seen Bond evolve with times as a character
  21. 21. Even though Bond has retained his panache, the sense of style has become more realistic
  22. 22. The role of the Bond girl has moved from being a sex object to an equal partner of Bond
  23. 23. The Bond movies have also been highly political (From Russia With Love during cold war)
  24. 24. The movies also have been a reflection of evolving technology</li></li></ul><li>THANK YOU<br />