Semiotic analysis
The first image you see is of an middle age man standing with his hand up. The image almost dominates the poster although taking up a small part of the poster. This is used to represent the hole motif of the movie - that although the main character is almost insignificant in comparison to the population, he can still make a difference. The man makes direct eye contact with the audience with allows for the audience to create a relationship with the character with makes them want to find out more about the character. The striking pose of his hand up and in a fist is a very empowering pose and and be associated with movements such as the black power movement. Although not being for the same cause the pose represents change for the better and making yourself heard. The character is caught mid stride as he walks of the camera's frame. This shows he cannot be contained by how media or society's view portrays him. The man is a very average looking man and could easily blend into society, which juxtaposes how he is presented as being an individual on the poster. This could be used to show that anyone / everyone can make a difference. His costume is very relatable and is typical clothing of the older working class. This shows the social class represented in the movie which allows the viewer to decide whether they would want to watch the movie. The man is seen standing alone which hints that we will follow him through his struggle to make change. The characters age also is use to target the target audience and shows that complex issues will be presented in the movie.
Behind the character it looks as if he leaves a trail of graffiti. Graffiti is usually associated with rebellion and shows how he is trying to make a statement. The way the graffiti is placed behind him show that wherever he goes he is striving for change and will do whatever it takes to achieve it even if it's illegal. This gives the audience more insight into the character showing he's passionate and rebellious but for right reasons.
The graffiti is the title of the movie ‘I, Daniel Blake’. The capitalised letters symbolism he is trying to make a statement and gives the representation of shouting which shows he is demanding. This is coupled with the ‘I,’ which is typically used in a formal way when making a declaration such as in court. This formal writing juxtaposes with the informality of the graffiti which symbolises that there will be plot twists within the movie. The graffiti is associated with vandalism and the working classes. This shows what social group will be represented and helps create an audience for the movie.
The dark and dingy setting shows the social realism of the movie. The background is a typical dirt wall which is found in the typical urban area. This is a very relatable setting and creates a relationship with the audience. This also reflects the budget of the movie. The movie will be shot in a urban area with no extravagant scenes. This is due to the low budget of around £2 million pounds.
On the wall, behind the man you can see an overwhelming amount of ratings from different sources. The large amount of ratings compared to other movies may be used to represent what the movie is about. The fact that everyone's opinions, free speech and that everyone should be heard. Furthermore the ratings are used as a marketing strategy to give the audience more confidence in paying to watch the movie. The basic font allows for the title of the movie to prevail and stand out. The ratings are in grey text colour with impactful words such as ‘scandaling’,’Emotional’ and ‘Touching the soul’ in a bright red. The red connotes passion and danger. These present recurring motif in the movie and compel the audience to ask questions such as why is the movie ‘scandaling’ and make them want to watch the movie. It also targets their target audience for 25 - 45 as these words such as ‘Emotional’ and ‘scandaling' don't appeal to the younger demographic.
The absence of a tagline could show that the tile is already impactful and speaks for itself.
There is a # at the bottom of the poster which allows for social media marketing and is used in the hopes people use the hashtag on social media. This is free marketing and allows people to share the movie. This has helped market the movie as there are over 500 posts using the hashtag on instagram alone.
Credits are given at the top of the poster and shows the Director, Ken Loach, and the Writer Paul Laverty. These are used to help create an audience for fans of these people. The credits are a light grey which doesn't stand out. This has been done to put focus on the film and its message.
The addition of the Palm D’Or CANNES 2016 winner award is used to market the movie as it makes the independant movie seem prestigious. This award in a film festival is great for independent films as many independent audience recognise them.
The audience will decide whether the film needs to be produced / watched through stuart hall's reception theory. They may take the preferred reading which is is that they see the need for a movie to represent the struggles of the working class and decide that they should go to see the movie. They may take the negotiated reading where they see the need for the movie and that it may help society but they will decide not to watch it. Or they may take the oppositional reading where they openly criticize the movie, they don't see the need to present the struggles of the working class in the media and choose not to watch the movie.
Comments
Post a Comment