This document provides guidance on analyzing film posters by discussing various concepts and techniques. It explains how to examine the connotations of images and words, the anchoring role of text, tone, target audience, representations, and effectiveness. Key areas to analyze include previous credits, quotes, stars, title design, color saturation, certificate, costumes, layout, and intertextual references. Examples of British film posters from different genres are also provided for reference.
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The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
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Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
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Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
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• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
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• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
3. Intro
In your analysis you need
to be able to apply a variety of
concepts. While widespread use of
Media Studies terminology is not
100% essential, your ability to
employ key terms such as
connotation or anchorage will
considerably enhance your work.
a. Connotation
Words, sounds and visual images have denotative or literal meanings. A dictionary
definition of ‘rose’ is likely to describe it as a flower, with a thorned stem, having a
variety of colours and emitting a pleasant scent.
In our culture, however, the rose has a large number of associated meanings, the
majority of which connect with ideas of romance: ‘My love is like a red, red rose’. Be
prepared to explore these associations or connotations as they are
likely to yield a good deal of insight into the preferred reading of your film poster
and magazine cover.
1: Film Poster1: Film Poster
4. 1: Film Poster1: Film Poster
b. Anchorage
A picture is worth a thousand words,
so the cliché goes. But rarely
do pictures appear without some
text, (whether spoken or written),
which serves to establish or anchor
an interpretation.
In a newspaper, sub editors will
apply headlines or captions to a
photograph; in a documentary, a
voiceover may serve a similar
function.
To highlight for yourself the
importance of anchorage, try
looking at pictures you’re thinking of
using for your poster or magazine
cover with, and without,
accompanying text, or with
Different text.
5. 1: Film Poster1: Film Poster
d. Intertextual
references
Note any visual or verbal
references to other media in the
text.
c. Tone and
register
What tone is being adopted?
Remember that in human
communication roughly 70% of the
message is through non-verbal
communication, 23% is tone and a
mere 7% is through the words
used.
Is the tone humorous, solemn,
laddish, coy, sentimental, or
what?
Register refers to the vocabulary,
style and grammar
used by speakers and writers
according to a certain situation.
There are thus degrees of formality:
bloke, man, guy, gentleman, geezer,
dude, blud or ma, mam, mum,
mummy, mother, mater.
6. 1: Film Poster1: Film Poster
e. Target audience
From what you can glean from the ideas
already listed, who in particular do you think
was the intended audience for your
particular text?
Your answer may refer to age, gender,
socioeconomic status, region or
nationality, sub-culture or even
personality type.
If you are
examining a poster, you ought
to consider the context – such
as genre & classification – for an
indication of target audience.
7. 1: Film Poster1: Film Poster
f. Representation
Consider the image or portrayal of groups in
society. Posters, by dint of limitations
of space, time and the need to make an
impact, tend to trade in simplifications.
Be prepared to discuss representations of,
gender, class, nationality, sexual orientation,
youth and age (the elderly, for example,
are often depicted negatively, if at all).
Close cousins of this are the concepts
ideology and values, which refer to
ideas about the way the world is
and ought to be.
At their most effective, ideologies assume
the status of commonsense, natural
explanations of the world.
Part of your job is to identify any social
assumptions contained in the texts
you are analysing.
8. 1: Film Poster1: Film Poster
g. Effect and effectiveness
To what extent does the poster achieve its purpose? Distributors will employ a
battery of market research techniques to measure the audience and market
response – from sales figures, surveys and focus group gatherings.
Film producers are likely to mount test screenings to test audience reaction. What
is your own response to your poster?
9. How to read a film (poster)
1. Previous credits? one of several film poster
conventions used as a form of guarantee and as a
means of prompting audience expectations.
2. Positive quote: another movie poster convention is to
use quotes from national newspapers with the same or
similar demographic or from respected critics. Failing that,
anyone who says something positive about the film can be
quoted. References to aspects of the film not referenced in
the poster can offer more detailed information about plot or
character or style e.g. balancing the hardness of a thriller’s
title and dominant images in the poster with reference to love
or humour?
10. How to read a film (poster)
3. The film’s star: You ought to be alert to the techniques used - technical
codes of photography would refer to aspects such as distance (close-up, long
shot, and so on), angle, focus, cropping, digital manipulation, use of lighting, and
so on; in moving images you may wish refer to editing, mise-en-scène or use of
camera. Discuss font style and layout.
4. The title: note position, size, colour
and font. As well as demanding
recognition, the font may suggest other
connotations.
5. Colour saturation: red has connotations of passion, anger,
Danger, love – other dominant colours blue, yellow, green etc connote
different things depending on context – cold, calm, cowardice, sunshine,
nature, jealousy…
11. How to read a film (poster)
6. Certificate 15?: a requirement
of the British Board of Film Classification
(BBFC) indicating that the film will include
moderate violence and swearing. What
might an 18 or 12A suggest about content?
7. Costume, props, iconography:
further help to establish setting and genre.
Gothic horror you’re after? Look for fangs,
bats, crucifixes, rats, coffins, black cloaks,
fog, dark nights, the moon, and a Victorian
or earlier setting…
8 ‘Intertextual references’: any
references to films in a similar
genre?
9 Credits: another convention of the film
poster – what do they tell us about the film?
12. Exemplar British Film Posters
Different Genres
Medium to Micro Budget
A2 Media Studies
Ancillary Tasks
18. Shifty (2009)
British Contemporary
Urban Thriller
Key art taken from film.
Use of bold colour
helps it stand out in a
crowded market
‘Kill Bill’ intertextual link?