Moine argues that it is disadvantageous to promote media as only belonging to a single genre, as this limits the potential target audience and reduces sales. By depicting a media text as a hybrid of multiple genres, more sales can be gained by appealing to a wider audience. The document then analyzes posters for Twilight, Friends with Benefits, and White House Down, noting how elements of each poster suggest combinations of genres to broaden their appeal to audiences.

1. Genre Theory
Moine (2008) ‘It is bad to ascribe a single
genre in promotion as it limits the target
audience’
By Adrian & Robson

2. Genre Theory
• Moine said that it was bad to only advertise as one genre
as you instantly limit your target audience which will
reduce sales massively. By promoting the media text as
a hybrid of multiple genres, you can gain lots more sales
than if you only advertised as one genre.

3. Twilight
• Twilight have dark colours in the poster,
hinting to the audience that it is a thriller with
mystery and suspense embedded. The
group of characters suggest to the audience
it will be a drama. The two characters stood
closer to the camera stand out more to the
audience as they are further forward. This
suggests they will be the two main
protagonists in the show and they might
even fall in love with each other. This
creates a romantic interest for the audience,
appealing to more audience members. This
show therefore is a combination of a
romantic genre, a thriller genre and a drama
genre.

4. Friends with Benefits
• This film poster clearly identifies the film
as a romantic comedy, or a rom-com. Mila
Kunis has a laughing smirk on her face
which shows that the poster isn't too
serious, but is funny. Justin Timberlake is
far from being all dressed up as his short
and tie is a complete mess. This shows
that the film isn’t just a romance film as it
combines elements of comedy in. The
poster’s conventions of two protagonists,
one male and one female, suggesting a
relationship between them. This is
heightened by the hand position of Mila
Kunis who’s hand is covering part of her
smile.

5. White House Down
• The poster for White House Down clearly
depicts the film as a action film. This is shown
by the use of lots of explosions, smoke, fire,
weapons and helicopters. The protagonist on
the left, played by Channing Tatum, is really
dirty due to what they’ve been doing. This
suggests that they have overcome a very
difficult and dangerous scenario. The poster
also gives the impression of a comedy due to
the two characters in the poster. They seem
like good friends who will fight for each others
life, creating drama for the audience, but also
have a funny side to their relationship with
each other.