The DVD cover and film poster for the coming-of-age film Submarine construct representations of troubled youth through visual codes and narrative details. The marketing targets an audience interested in realistic portrayals of adolescence and 1980s Britain by employing genre conventions and nostalgia. As an independent film, Submarine relied on below-the-line advertising and word-of-mouth to build success, distributed by a company experienced in independent films.

1. Media Semiotic Film Poster
Analysis

2. The main colour used in this poster is
pink. It stands out the most. Even the
red colours have a slight pinkness to
them. This suggests that love is a key
theme throughout the film. The sky in
the poster is pink and it is behind the
main characters head. This means that
perhaps the main character has some
sort of romance in the film. The red car
has a pinkish colour to it.
The use of this red car suggests that
there is danger and action within the
film. This is reinforced by the red
and blue lines next to the car as well
as the lights in the cars behind the
red one.
This tells the audience that this is a
film about criminals, as red and blue
lights are an iconic sign as well as
indexical signifier (like the lines next
to the car) of the police. This, again,
informs the audience that the film is
about a crime.
Crime is reinforced by the gun being
held by Jon Hamm in the poster. This
gun is an indexical sign as it has
connotations of violence. There is
also another gun in the hand of Eiza
Gonzalez as well as tattooed onto
Jamie Foxx’s hand whilst he is making
the shape of a gun with his hand.
Reinforcing the idea that violence is
present throughout the entire movie
and informs the audience of the
genre of film.
There are also many other uses of semiotics within
this poster. For example each of the actors present
on the poster are an example of an iconic sign, as
they are all physical representations of the actors in
the form of the image. The signifier resembles the
signified. The names of the actors are also symbolic
of them, because the name of the actor is seen and
then associated with the actual person.
The use of their names on the poster can encourage
a larger audience to come and watch the film as they
recognise the names. Another symbolic sign is the
road sign saying ‘Atlanta’. This accompanied with the
iconic sign of the Atlanta skyline in the background
inform the audience of the setting in which the film
takes place.
The layout of the poster draws the audience’s
attention to the road and the cars. This may have
been done so that the audience know that this is a
movie about a getaway driver, and that cars and
driving are very important. It sets up a certain
expectation for the audience and tells them more
about the film.
The images of the cast tell you about the characters
as well as who is in the film. The audience sees that
the character ‘Baby’ has earphones in, which is a key
plot point within the film. Jon Hamm’s character is
holding a large gun, as is Eiza Gonzalez’s and Jamie
Foxx’s characters. This shows that they are criminals
and perhaps threats within the film. Kevin Spacey’s
character is wearing a suit, suggesting that he is more
empowered, as well as more professional like a
business man.
The text informs the audience of the films name, as
well as the director. Edgar Wright is a very well-
known director and has a very dedicated fan base, so
the inclusion of his name on the poster may be a way
of them marketing the film as it may lead to more
ticket sales. The text is also retro and almost a cheesy
generic action film text, looking like it would be on a
‘Bad Boys 2’ poster. However, it also reminds the
audience of a road, as it is similar to text that would
be present on a road.

3. UK
Polish

4. French
Portuguese
Chinese

5. German
French
Chinese

6. Strong Fallow Area
Primary Optical Area
Weak Fallow Area
Terminal Area
His eye contact with the
audience shows direct
mode of address. The
director has used this so
the audience can see
what the main character
might be feeling when
looking at his eyes and
face.
The actor in the film Matt Damon is
mostly known for starring in
blockbuster action films, making his
target audience for his films would
be male audience who are aged 16-
35 who like action films. This is why
Ridley Scott cast him as a main
character in this film to broaden the
audience.
Formal mode of address shown on the title of the film. The font is a light
grey/silver colour. The title font is quite sophisticated and seems quite
serious. This will attract a more serious and mature audience.
His face shows no
emotion, like a blank
stare. It’s very masculine
and shows no fear. This
represents the type of
audience for this film
being a male orientated
audience.
The film tag line is ‘BRING HIM
HOME’, which gives the idea of
how far away from home he
might be, and why he has a
vague look on his face. This
represents his genre of the
film, science fiction. The use of
the tag line and space suit, are
used together so the audience
understand the plot. The
audience for this film is
predominantly male, because
Matt Damon is in action films
which are usually targeted
towards men. A female
audience is drawn to watching
this film because of his looks,
which also broadens the
audience for the film.

7. Russian
French
Japanese
UK

8. Media Semiotic DVD Cover
Analysis

10. The central image draws the eye and demonstrates
the genre conventions of a ‘coming of age’ film
with the use of a young male.
The name of the film is enigmatic; the fact that the
young boy seems to be just peering over the
surface of the water, like a submarine gives clues
to the possible narrative.
The omission of settings on the poster suggests
the narrative focus will be his story and also
suggests the low production values of the film.
The visual code of expression, coupled with the
indirect mode of address, suggests his confusion.
The code of clothing of the school uniform further
reinforces the film’s sub-genre, suggesting that the
narrative will focus on issues surrounding the
young man featured. The clothing also suggests
that this is not set in the present.
The layout and design is simple, demonstrating the
conventions of a low-budget independent film;
this is reinforced by the lack of high-profile star
billing and the fact that the quotes are in a larger
font than the actor’s name.

11. The front cover of the DVD shows an image of the
central character and replicates the colour scheme of the
poster, suggesting they are from the same marketing
campaign.
The tag line gives clues to the narrative, and although it
is enigmatic, suggests there may also be some comedy
in the film.
This is further reinforced in the promotional blurb on the
back cover, which refers to the narrative and suggests
the areas of conflict and possible resolution provided by
the love interest within the film. It also highlights some
of the comedic potential of the film through the
characters’ introductions, for example ‘Jordana, a self-
professed pyromaniac’
An image of Jordana also features on the back cover along with
Oliver Tate. They both have an indirect mode of address and are
also not looking at each other, suggesting their quirky
relationship.
In some of the international versions of the DVD cover, other
thumbnails are included on the back cover giving clues to plot
situations from the film.
As this is a low-budget, independent film, the focus of the
marketing will usually be the sub-genre, the characters and the
narrative, as there are no high-profile stars to draw the attention
of the audience.
The DVD also includes a range of other conventional features,
including industry information, the production company logo and
the age certification.
MEDIA LANGUAGE

12. REPRESENTION
The DVD cover and the film poster construct representations of ‘troubled’
young people as the sub-genre is ‘coming of age’.
The visual codes of clothing, gesture and expression combined with the
narrative blurb reinforce the idea that these are more realistic
representations of youth than in other more mainstream films.
There is also the social and cultural representation of 1980s Britain.
The blurb suggests that issues related to the young people of the time will
be represented in the film. This is also suggested by the film’s tag line. These
issues are transferable to young people today, the target audience of the
film.

13. AUDIENCE
The language included on the film poster employs hyperbole to persuade an audience to go and see the film by offering
promises of pleasure, for example ‘hilarious and touching’, suggesting emotional engagement.
The idea for the film came from an existing book, therefore there was already an audience with knowledge of the narrative and
characters who would be interested in the film.
Setting the film in the 1980s, may attract a nostalgic audience who remember their own adolescence at the time.
This DVD is a ‘collector’s edition’ suggesting its exclusivity to the audience and attracting the fan base for this genre of film.
The ‘special features’ may also attract an audience to buy this particular edition of the DVD.
The music for the film was created by Alex Turner from the Artic Monkeys; this information is on the poster to suggest quality to
attract fans of the band. This is reinforced on the DVD cover and suggests the credibility of the director.

14. Submarine was made by the independent film company Warp Films, known for making innovative films including This is England (2008) and Four
Lions (2010).
Warp also has an independent record label as part of its extended company and there is evidence of horizontal integration as Alex Turner wrote
the soundtrack for Submarine.
Below-the-line advertising is an advertising strategy in which a product is promoted on platforms other than radio, TV, billboards, print and film.
Funding is often a problem for independent film companies, whose aim is to foster new talent and innovate ideas. Other smaller companies joined
together to ensure the success of the film, including Film 4 Productions, Film Agency for Wales and Red Hour Films.
Submarine was directed by Richard Ayoade and produced by Red Hour Films.
Submarine has won awards worldwide, including best screenplay at the 2011 BFI Awards. Richard Ayoade was nominated for a BAFTA for
outstanding debut by a British writer.
Much of the film’s success came from below the line and word of mouth advertising, and from its success at independent film festivals.
‘Optimum Releasing’ distributed the film in the UK; they have a lot of experience in releasing smaller, independent films.
INDUSTRY

15. The cover incorporates industry information, including the age certification and the film logo, indicating it is from an independent film
company.
The main image establishes the central characters and their positioning on the page creates an enigma regarding their relationship within
the film. The images are original and there is evidence that instruction has been given to the models about gesture, expression and clothing
in order to establish the representation.
The promotional blurb on the back cover gives a clear synopsis of the narrative, creates enigmas and suggests a conflict and possible
equilibrium.
The name of the film and the tag line give a clear indication of the film’s sub-genre and therefore appeals to a specific audience.
The absence of star names suggests that the actors are relatively unknown; a convention of an independent film and the focus is therefore
on the narrative.
The inclusion of the film company logo, Warp Film, further emphasizes that this is the product of an independent film company.
The expert criticism ‘Truly Thrilling’ is a marketing device and will persuade an audience to go and see the film.