The document analyzes the poster for the horror film "The Conjuring". It summarizes: 1) The poster uses a serif font to set a retro, 1970s tone and larger text sizes emphasize the film title and release date. 2) The central image of a hanging noose on a leafless tree suggests death and curses the house in the background. 3) Dark, dull colors give an impression of lifelessness and isolation, setting the horror tone. White text stands out against the dark background and font. 4) An orderly layout with space emphasizes isolation, following horror conventions. Information like the directors' previous films entice audiences to watch.

1. Toby Ayres
Poster Analysis
Typography:
They use a serif font to create an old fashioned theme, this is
commonly used in horror films and also reflects the fact that
the film is set in the 1970s. The title is the largest text on the
page to show its importance then followed by the release
date; these two features are seen to be vital to the audience.
Image:
The image on the whole has strong connotations of death;
especially the noose hanging off of the tree, this suggests
that the house in the background is cursed by death. The
tree is leant over and has no leaves on it which ultimately says that there is no life.
Colour:
They use very limited, dark, dull colours which have connotations of lifelessness. This
gives the audience the impression that film will focus on death. They use the light sky in
order to contrast the dark colour of the font to make it stand out further on the poster
thus making it more appealing to the audience.
Layout:
The poster uses route of the eye to make an ordered visual experience to the audience.
It is an ordered layout with plenty of spare room. This extra space emphasises the
isolation of the setting which is conventional for the horror genre.
Language:
The language used on the poster is very informative which will entice the audience to go
and watch the film. On the poster it says ‘from the director of Saw and Insidious’, this is
used so that the audience can relate to these other successful films and believe that The
Conjuring will follow in their footsteps.

2. Toby Ayres
Conventions of Form:
The poster is quite informative; it gives details of the film title, its release date and
actors who feature in the film. This is all relevant information vital to the audience when
it comes to deciding on whether to watch the film or not. The poster is not over
cluttered so therefore the audience can focus on relevant images or information
included.
Conventions of Genre:
The poster includes an image of a wilting tree with a noose hanging from it, this image is
in the forefront of the image so will therefore stand out to audience. This has strong
connotations of death which is very conventional for horror films. The image also allows
us to establish the setting which is an isolated house, the audience can piece together a
rough idea of the theme of the film.

3. Toby Ayres
Typography:
They use a serif font which suggests that the film has a
reasonably modern context or even futuristic. They
use a consistent font style to convey this point. The
title of the film is in the largest font size so that the
audience can establish the name of the film.
Image:
The image is a close up, this is used to display and
emphasise the characters mask. Masks are props used
commonly in horror to de-humanise characters so
that they look paranormal or evil. The character now
looks more scary so therefore the audience can
establish the horror genre that the film offers.
Colour:
The poster uses very simple colours. The background colour is black to accentuate the
mask further on the poster to the audience. The colours contrast well also. The colour of
the text also contrasts well against the dark background, this increases the clarity of the
poster to the audience.
Layout:
The general layout of the page is quite ordered which is conventional for a film poster.
The image of the mask and the main body of text are separated on either side of the
page to make each feature stand out on the page. It also uses the route of the eye
technique to enhance features on the page and makes it look very presentable with a
clear, professional structure
Language:
The language used on the page gives clues to the general sub-genre of the horror. We
can establish the plot of the film. It also gives information of other successful films
created by the directors, the audience (horror fans) can then relate to these films and
increases the probability that they will watch this film as well.

4. Toby Ayres
Conventions of Form:
 One main image;
 Blocking bill;
 Title;
 Slogan;
 Release date;
 Logo of studios