The poster and trailer for The Dark Knight effectively promote the film through their use of representations and references to institutions. The poster represents The Joker as the main character through his central, looming image and twisted representations that subvert expectations. It also references the big institutions behind the film like Warner Bros. The trailer more clearly shows snippets of the plot and action scenes while also manipulating representations of Batman and The Joker to create an atmosphere of mystery and intrigue. Both promotional tools leave the audience with questions and an interest in finding out more, but the trailer is deemed more effective at grabbing attention and persuading viewers to see the film.