Campaign Analysis for Logan

1. Leon Williams
Campaign Analysis for ‘Logan (2017)’
Teaser Posters
This was the first poster
release for the film Logan.
In the picture you can see
that a child is holding
Logan’s hand.
The image is mostly themed
in dark colours such as
black and grey. This can
suggest that the film may
have a dark backstory on
these characters for
instance.
This also builds
anticipation for the films
audience as they know that
it is the last film for
Logan as it isn’t titled X-
Men or anything related to
his association with them.
It is directly Logan himself. We can also determine this as
looking at his hand we can see he is aged.
The cut you can see along his thumb could also connote danger
and it could possibly mean that this child holding his hand is
causing Logan harm or affecting him in different ways (Creates
enigma’s and anticipation towards the film).
Teaser Trailers
https://www.youtube.com/watch?v=riPNhHj7drs
The first of the many teaser trailers for Logan was 1 minute
and 46 seconds long.
The trailer showed the audience an
insight of how the film was going
to be panned out. Due to the film
having comics based off it allowed
for audiences dedicated to the X-
Men franchise to be truly excited
and impatient for the film as the
film has been planned for many
years.

2. Leon Williams
Here you see Logan standing in a
very depressing atmosphere. You
also here actor Sir Patrick
Stewart voice over the sentence
“Logan, What did you do”. This
already connotes danger as we are
told that our protagonist Logan
has made a mistake.
Leading up to our next major shot
is the graveyard. This has been
used multiple times in X-men films
and usually symbolises that there
will be the death of somebody in
the film. As our protagonist Logan
is also very aged it could connote
that it could be the end for him
at some point is well.
We also see in this shot that Logan is drinking over the death
of somebody. This also allows us to know that his life has
taken a toll for the worst and that somebody important has
left him or rather he has been forgotten in the world.
Here we see Logan overlooking his
body in the mirror. There are
large sections of his body that
have been scared and damaged. This
can connote that he is not able to
fight as well as he used to or he
may not be able to regenerate his
tissues. We know of this ability
as in previous X-Men films we know
that Logan’s exo-skeleton is made of a metal alloy called
‘Adamantium’ in which his tissues can be healed overtime.
Because we see his tissues staying in this state it could mean
he is dying, age is getting to him or rather Logan has been
infected by something.
After a vast amount of shots we
are presented with a very
significant shot and we see
character Charles is now aged and
being held by Logan (In previous
films he was young and capable of
looking after himself). Compiling
this with the previous few scenes
we are shown Charles is being
looked after by Logan.
This could represent that Logan is
very depressed or in a very bad
state as Charles acted like a
father to Logan for most of his
life. To see Charles in this state
connotes that Logan is suffering
with the effects of aging.

3. Leon Williams
After the shots of Charles and
Logan the next significant shot is
this girl we see. This could be
the one seen in the first teaser
poster. This could symbolise she
is dangerous or is the reason
Logan’s life and surroundings may
be getting put in danger. This is
backed up when we hear a voice
over with Charles saying to Logan “She is very much like you”.
After music increases the trailers
intensity we see Logan’s team or
rather family figures in danger. The
next significant shot is the guns
being aimed at Charles’ head as he
is having a seizure (His seizure
stops all non-mutated humans from
moving or almost breathing from
happening in an area).
Here we are shown a shot with the
child Laura and Logan as he rests
on the lap. This could connote
that Logan is her father as they
bond together throughout the
entire film like father like
daughter.
The next sets of shots are viewings of Laura being restrained
and Logan’s aggressive reactions. We also see the antagonists
trying to take what seems to be Laura from them. These shots
are very significant as it connotes that Logan’s daughter is
dangerous or important.

4. Leon Williams
The last major shot of the
characters are after a fast paced
set of shots involving fast paced
edits of the typical fighting you
would see is this shot of the
child Laura holding Logan’s arm.
Because they are looking down it
could connote that somebody in
the film has died as they have
very depressing body language.
It can also suggest innocence as
they child may be dangerous but
she seems scared of whatever
scenario or state they are in.
These are typical traits of a
child and it is noticeable as she
is gripping Logan’s arm and
looking down which connotes she
could possibly be scared.
We also see Logan in the shot in a very bad state which could
connote that they have been in a lot of serious danger or
Logan has risked his life as there are blood stains over his
shirt and the girl is clean of blood and scars.
The final shot is the title LOGAN
in capitals.
This also represents purity and
innocence as ‘LOGAN’ is printed in
white.
This concludes the teaser trailer
for ‘LOGAN’.
Character Posters
The film ‘LOGAN’ had 2
character posters and a
merged version involving both
Logan and Laura. The two
separate ones were the exact
same however characters Laura
and Logan just swapped places.
Here we are presented with
Logan running while carrying
Laura his child.
The text LOGAN is in white which
represents purity and innocence in
the name therefore this connotes

5. Leon Williams
that the main characters Logan and Laura within the film are
innocent and protagonists.
Both of these posters here
have the exact same
background however they are
positioned in a different
angle of the background.
This lighting of each
background is different
which could connote that
possibly Laura is coming
out of the shadow more as
she is not well known
however Logan has mostly
been in spotlight for X-Men
films so this could connote
that Logan may discover
that there is a lot more to
Laura then he knows it.
Magazine Cover
Throughout the entire campaign Logan
seems to attract larger and larger
audiences as even as the film was
released.
EMPIRE was one of the first to have a
main cover for Logan on a magazine.
Typically we see the text ‘LOGAN’
again written in white in which once
again portrays him as innocent and
pure.
We can also see here that the
magazine is following Logan’s colour
scheme of yellow, white and black.
The only time this scheme didn’t
apply was the original poster in
which could connote that the director wanted to create
sympathy or maybe curiosity for Logan.
The idea that the colours of Empire are sticking to similar
colours of Logan’s colour scheme could also imply that Logan
is very important in the X-Men story (Their previous films) as
everything is based on this one character Logan.
Regardless though just like in a typical Empire magazine they
have constructed the texts of the magazine around Logan
himself to resemble his importance and significance within the
magazine to show he is the main selling point of Empire’s
current magazine.

6. Leon Williams
Therefore to conclude the campaign’s analysis for Logan it is
very successful that the director has managed to create an
individual theme and industry for Logan himself as everything
in the campaign involves Logan and everybody around him. Even
though we see significance of Laura and Charles it is only
because they are connected through the main protagonist which
is Logan.