Task Five: Magazine Advertisement

Single page poster for Guillermo Del Toro's 'Crimson Peak'.
Appeared in Issue 316 of Empire Magazine.
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

In order to analyse how product and audience are depicted and targeted in the world of media, I chose an advert from a magazine and investigated the connotations surrounding it. When looking at this film poster for upcoming gothic horror film 'Crimson Peak', I found that...

Colour

As is typical of gothic horror, colour forms a large part of the overall feel of the genre. This makes it highly prone to identifying key elements of character and plot. The primary colours in this poster are black, white and red, as is mainly seen in the colouring of the pictured characters costume. Mia Wasikowska (right) is clothed in a white nightdress, a paradoxical choice of colour as white can connote virginity, innocence and youth as well as a ghostly, decayed presence. This contradiction announces Wasikowska’s character as the virginal maiden of the film; a staple of the genre, but also that she is in danger as is suggested by the surrounding darkness. Jessica Chastain (left) is seen in red, a colour of love, anger and clearly blood as the colour’s seepage into Wasikowska’s dress implies. The colour is also seen in her lipstick and implies the character to either be murderous and deeply angry or just desperate to stand out and be noticed amongst her monochrome counterparts. Finally, Tom Hiddelston’s central yet subdued figured is clothed in black. This, along with the gold lettering, could represent the obvious wealth of the characters. However, it is more likely a representation of his mysterious nature as the character blends into the background which suggests him to be a darker presence in the film compared to the female characters. Resultantly, colour is an introduction of the audience to the characters (and character types) in an extremely obvious fashion. Howbeit, true gothic horror is a genre trying to make a comeback after a long hiatus. Therefore it can be interpreted that this completely typical use of colour is applied to inform a possibly ignorant audience and therefore attract anyone who can see the mystery in the characters- and genre- through it.

 

 

Image

 

The poster’s imaged is in the style of a nineteenth family portrait. This demonstrates both wealth and the time period of the film for the audience, but also advertises the film as having a strong family aspect, though this appears to be imperfect due to the positioning and appearance of the three central characters. The pointed framing of the image as well as the gloomy backdrop imply a ‘The Picture of Dorian Gray’ meets ‘The Woman in Black’ type scenario and setting whereas the positioning of the characters in the foreground with the light falling behind them suggests them to be the main focus of the film, as is common with gothic horror. Whilst setting is highly important in any horror film, the fact that you can see very little of the background further demonstrates the films focus on the human condition rather than the structure around them. Furthermore, the spiked nature of the frame around the heads of the characters suggests them to be the target of forces outside of themselves. As aforementioned, colour and costume is used the reflect the nature of the characters; another notable effect is that of the lighting. It appears the light source is on the right edge of the image, implying the characters to not be people of popular study. Meanwhile Wasikowska’s character is holding a candelabra, which implies a need to know more or investigative side to her which is mirrored in her only partially shadowed face. In comparison, Chastain’s illuminated face tells the audience that she is fully aware of her surroundings and the mystery that fuels the film. On the other hand, Tom Hiddleston is mostly in shadow which connotes his possible ignorance to the world around him. Meanwhile, the controlled position of his hand indicates his belief that he still has power and has yet to know the whole reality he is placed within. In continuation, the placement of moths and butterflies around the frame of the poster symbolise transition and beauty as well as the moth’s trait to find the light in the darkness. Overall the image seeks to inform the audience that the film is almost a journey of discovery for the characters which will excite the audience to the plot itself.

 

Font and Language

 

As is normal for film posters, there is very little writing. The stretched gold text at the bottom of the advert serves to provide the useful and needed information regarding the film whilst aiming to blend into the background. This is largely uneventful, with the exception being the final notice reading ‘Coming Soon’. Not telling the audience an exact date will force them to look further into the film and look out for any more promotional material to learn more. This increases both interest and excitement for the opening of the film in cinemas, subconsciously making the audience look forward to seeing it.

However, when looking at this poster for the first time you will see the image, followed by the title and tagline. Although Chastain’s dress does form a red, peak-like silhouette behind the title, it does little to explain the title. It could be the name of the setting in a ‘The Cabin in the Woods’ style or it could be a subtle description of the plot itself, possibly an indication of the journey or struggle of the characters in what is certain to be a bloody fashion. The mystery around the title along with the horror indicating tagline of ‘Beware’ will induce mild audience interest but its main aim is to be remembered. The rendered gold font is old fashioned and pointed, subtly suggesting the danger within the world of the film as well as its placement in history and the wealth of the characters. Nevertheless it is the large size of this text which makes it memorable and something the average passer-by would stop to at least glance over.

The rest of the text aims to interest specific groups of people. The first piece of language other than the title you see is that acclaiming the director, Guillermo Del Toro. Its placement and use of the word ‘acclaimed’ demonstrates that people who love the director or acclaim worthy films should be the primary audience, therefore it can be said the film isn’t built to be a blockbuster hit but rather a commendation worthy piece of art. The next text you would naturally read after this is the actors names. These, combined with the striking, portrait-esque image, target those actors particular fans, implying that the film is focused on them through image will further influence fan interest.