Poster analysis for the film Tammy.

1. Tammy film poster Analysis

2. Does it contain standard poster
features?
The film poster uses a star name (Melissa McCarthy) as a USP.
Melissa McCarthy is a well known comedy actress, appearing in “The
Heat” and “Bridesmaids”, so her appearance on the poster connotes
comedy.
The tagline “She hit the road. The road hit back.” also connotes
comedy because it implies some form of slapstick in the film.
The credit block appears at the bottom of the poster.
The producer/director name isn’t mentioned on the poster or the
release date of the film.
The setting used is a diner, this social setting is a typical convention
of comedy films. It’s presence on the main film poster also
connotes that it’s an important part in the film.

3. What are the main colours used? What
do they connote?
There is a variety of bright colours used on the poster, this
suggests a feel-good or comedy film because the colours aren’t
oppressive or dark.
The red used on the title makes the title more bold and could
connote some danger, however because the film is comedy it is
more likely to be slapstick or dark comedy. The paper bag and the
prop in the characters hand (which appears to be a gun) also
connotes danger because they could be used for a robbery.
The bright yellow sign is used to bring the diner to the forefront of
the viewers mind, it shows that this could be an important location
in the film.
The character featured in the foreground of the images is wearing
darker colours compared to the rest of the poster, the darker colours
connote low wealth because people are more likely to wear brighter
and less slob-like clothing if they are richer.

4. What symbols are used? Does the
audience need foreknowledge to
decode them?
The paper bag that the character wears has appeared in the trailer,
the scene they were featured in was a robbery. The audience might
have needed to see the film trailer to make the link between that
and the props used on the poster.
The tagline also links to the film trailer because the trailer shows
the character going on a road trip with her grandmother, so the
audience may need to see the trailer to fully understand the
reference.

5. Are the messages primarily visual,
verbal or both?
Primarily the messages in the poster are verbal. The tagline is one
of the verbal messages in the poster, it connotes that the film may
feature some form of slapstick comedy because of a road trip.
The main visual message in the poster is the colours used. They
are generally bold and bright and draw attention to the poster,
the colours suggest that this is a comedy film because the colour
palette isn’t dark. The bright colours connote a feel-good film.

6. What are the main figures/ objects /
background?
All of the images used are represented photographically, which
suggests that the film takes place in the present and doesn’t feature
any exotic locations as we would expect these to be represented
graphically.
Another visual message we see is the clothing that Tammy wears, it
stands out and suggests that it’s key in the film. The fact that the
shirt has a design on it suggests it’s important because it grabs the
audiences attention.
The diner featured in the background uses bright colours like red
and yellow to draw the viewers focus on it, this shows that it’s
likely to be important in the film.
The main figure of the poster is Tammy, the main character. We see her
in the forefront of the image because the film will be centred around
her – she is key to the film and is presented at the front because she
needs to appeal to the audience in order for them to watch the film.
The main object featured on the poster is the fast food bags on
Tammy’s head and around her hand in the shape of a gun. The props
connote some sort of crime and because they are featured on the
main poster it suggests that it will be a main event in the film.

7. Who is the intended audience?
The intended audience appear to be fans of Melissa
McCarthy’s work because her name appears in bold on the
poster. It’s very prominent which suggests that her fans are
some of the main audience.
As the lead of the film, Tammy, is a woman one of the
intended audiences is likely to be women. A female lead is
more likely to appeal to women so they are possibly one of
the intended audiences.
Melissa McCarthy is known for her work in comedy, as her
name appears in bold at the top of the poster one of the
intended audiences are likely to be comedy fans as that is the
genre she is known for.

8. Poster Persuasive Devices
• What genre conventions are there?
• The diner featured in the background of the poster is a convention of the genre. Comedy films often take
place in social settings where the main character is likely to be embarrassed or humiliated in front of an
audience. The poster also uses natural lighting which is another convention used in comedy films because
it creates a realistic environment. The props used in the main poster, i.e. the gun, are also conventions of
comedy because the main character is likely to use objects which they could hurt themselves with, the
props are used for slapstick purposes. The facial expression Tammy uses on the poster also seems slightly
intimidating which could suggest confidence, comedy character often have traits that set them apart from
‘normal’ people – like overconfidence. The gestures she uses is also a convention of slapstick as those films
often use hand gestures as a part of physical comedy.
• Is a star used as a USP?
• Yes, Melissa McCarthy’s name has appeared in bold at the top of the poster. The fact that is grabs the
viewers attention shows that she is a USP of the film. This is likely to be because she has appeared in many
comedy films and having her name on the film poster would draw in fans of her work.

9. Poster Persuasive Devices.
• Are “expert witnesses” quoted?
• There are no quotes on the poster, however the film features a well known actress so the poster might not
have needed reviewer quotes to help sell the film.
• What pleasures are promised?
• The film promises comedy, the hints of slapstick and the appearance of Melissa McCarthy (who is well
known for humour) show that the film will be a comedy. Along with this, the comedy also promises the
audience a feel-good movie as it will make them laugh.
• How is attention gained?
• Attention is gained through a familiar face on the poster. McCarthy is well known for comedy, people will
recognise her as a comedy actress featuring in a film that is likely to be comedic. Humour is also used to
get attention, Tammy is wearing a food bag over her head and hand. This could be funny because she is
wearing what people would consider to be rubbish, her facial expression and hand gestures also add to
the physical comedy in the poster and connote slapstick humour.
• How does the tagline work?
• The tagline works because it is humorous, “She hit the road. The road hit back.” shows that it will be some
form of journey. The film is a comedy and this ‘journey’ is likely to be funny and this will intrigue an
audience. The road “hit back” suggests slapstick which makes more people want to watch the film as we
know Tammy will encounter, presumably funny, hardships.

10. Critical Evaluation
• Is it a good poster?
• Overall the poster is good because it’s use of colours and large fonts make it interesting to look at and easy
to read. The clearness of the title, tagline and actor make the poster bold and more interesting because
there is a lot to look at. There isn’t an overwhelming amount of objects in the poster, the simplicity of it
makes it more appealing because there are a few bold objects to grab the viewers attention. The poster
also uses conventions of the comedy genre – making it clear what sort of film it is and therefore attracting
fans of that genre.
• Does it communicate effectively with the audience?
• Yes because it conveys the genre clearly and also parts of the plotline, without revealing too much about
the film.
• Are there any alternative readings which might harm the marketing message?
• The gun used may connote violence to some people because (as it appears on the main poster) people
may think that violence is a key part of the film and may make them more reluctant to watch it.
• Is it offensive?
• There don’t appear to be any offensive messages on the poster or from the objects used in the poster, so
people aren’t likely to find it offensive.