Analysis of moving image and print base ad- including theory

In the breath trailer specific conventions such as the visual codes are used to show the audience that they are promoting a horror film, for example the lighting is very minimal and we mainly see a pitch black house, this connotes to danger, which then results to the audiences being informed that it is scary. The breath trailer lighting to emphasis the jump scares, yet again this is to put the message across that this film will meet the audience’s expectations. The audience’s expectations for horror films are generally related to jump scares and tension therefore this trailer highlights this. The characters tend to wear dark clothing to convey a message that evil is presents and that they are bad people. The expressions of the characters tend to be serious otherwise the audience may be falsely led to believe that it is a comedy, this is important as it is the key giveaway for the genre. The film uses the iconography of the horror/thriller genre as we see guns and darkness, theses aspects are very well known for this genre, this means that the audience can easily associate this with the genre. The breath trailer uses jump scares as their promise of pleasure; this is because we mainly watch horrors to be scared. At the end of the trailer we see a picture of our main character with a red light cased over her face to connote danger and blood, moreover they use star billing which states the film is ”from the creators from the evil dead”. This will help to sell the film to people who liked the evil dead as it implies if you liked that film you will like this one.


The trailer uses audio codes to emphasis jump cares as it is part of promise of pleasure. In the background we here dramatic music which makes the audience feel on edge when there watching it , the sound effects tend to stop when it comes to a jumps scare. Additionally sound effects are used to exaggerate the gun shot noise; this alone is used as a jump scares as it dramatic. It is important for them to advertise this because the main selling point is the fact that is scary as people watch it to get an adrenaline rush meaning  rush therefore they need to highlight these elements so people know that these needs will be fulfilled when watching this film. 

The trailer uses Barthes semiotics theory, this theory discusses signs (form) and significations (meaning we attach). For example darkness in the Don’t Breathe trailer is the form but it has greater meaning this is know as the significations, this is the fact that the darkness connotes to danger and sinister themes. It is also used with weapons, so the form is the gun and the signification is violence and power, these are the meanings around the object.

Furthermore you could link this trailer with Gerbner theory of cultivation, this theory states that when one person sees a repetition of the same ideology linked to a group I then changes the audiences perception of this group. The Don’t Breathe trailer follows the stereotype of all working class people are criminals it is shown through the three main characters who play the role of burglars. As it follows this stereotype when people who see a limited variety of media see this it may become their perception of working class people. This links into Gauntlett theory of identity, this claims our identity is built up using tools from the media; therefore a working class person may become a criminal due to seeing this stereotype in the media.

print based

This print based advertising poster uses celebrity endorsement to attract a young audience, the model Gigi Hadid is a young females, in this case she is represented as a flawless women with amazing make-up. This is to sell the product as it implies if you use this makeup product you will look like this. The posters layout shows a split in half between the model and the product, this shows both of these elements are just as important in the campaign, both the product and model could be in unique selling point as it may show that this celebrity uses our product and that no other product has this effect to your lips. Additionally  the poster uses the colour blue which connotes to confidence, this is relative to this advert because it could imply this product will bring you confidence. The poster uses close-ups of her face to help sell the product, as she is showing the product in use, it also shows confidence. Furthermore, the advert uses iconography by using flowers, this mirrors nature and may highlight the fact the product will give you a natural look. Lastly, the promise of pleasure for this campaign is “truly sensational”, the product promises to give you a sensational look and will make you look amazing, this sells the product because it has positive connotations.


Halls representation theory links to this print base ad as the Maybelline ad uses stereotypes of femininity. The model is represented as an ideal women, she is wearing pink lipstick(sign) which connotes to feminine notions and confidence(codes). Furthermore she is represented as an ideal women as she has clear skin and is shown as a skinny female ,this reduces people as they may feel like they are not good enough because they do not look this particular way.

Additionally, the identity theory by Hall also relates to this poster. Firstly, the dominant way the producers want the audience to respond is by having the ideology that this model looks amazing and the lipstick looks really good. This is because they want to sell the product and need a positive message to be produce in order to do so. The negotiated ideology would be something along the lines of it looks ok but its not the best, this is because its a mutual comment its nor good or bad ,it wont affect the purpose. Lastly, the oppositional ideology is would be a negative comment ,for example, this product is rubbish i wouldn't buy this, this would affect the purpose of the ad posters as it would mot sell it.