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Introduction
Promotional posters for modern films are an important aspect of advertising campaigns since filmmakers use different attention-grabbing details in an attempt to attract as many viewers as possible and increase the box office. At the same time, while analyzing modern movie posters, one can notice that many of them have a similar compositional structure. Regarding the Marvel Cinematic Universe, the brand has already developed its personalized poster style, and the example of the upcoming mini-series “The Falcon and the Winter Soldier” proves this assumption (The Falcon and the Winter Soldier).
This image will be explored in terms of rhetorical analysis, including the assessments of the situation, strategies, and appeals. The superhero context touching upon the values of national security and patriotism conveys the typical compositional structure of the poster and is intended to awaken the feelings of pride and sympathy for the main characters.
Rhetorical Situation
The image is a typical Marvel poster, and specific details confirm this. The Disney studio that owns this poster aims to show the famous superheroes brutally since the target audience is mainly fans of action and dynamic films. The purpose is to demonstrate the key characters of the upcoming mini-series as the main protagonists. The context is standard for Marvel: the superheroes save the world from another global catastrophe, as evidenced by the destruction in the background, flying helicopters, and criminals in the lower part. In the colors of the US national flag, the poster evokes patriotic feelings and creates a holistic composition in which several bright tones are the main accents, and the rest is made in contrast.
From a design perspective, the characters’ increased proportions are chosen to make them stand out as the key objects, and the minor characters, including the main villain, are smaller. Not all the characters are on the poster due to this design, which is a constraint. The context of defending US interests is an exaggeration since the main action takes place in America, and this technique aims to influence the target audience.
Rhetorical Strategies
The image in question has characteristic compositional features that allow it to produce the desired effect. As mentioned earlier, the colors of the poster are made in a contrast ratio. On the right, the American flag is dominated by an accent of red, which makes the composition bright and intense. On the left, for contrast, grays dominate, and this applies not only to the background but also to objects. The criminals in the lower part are minimalistic so as not to divert the attention of the audience. The title of the mini-series on the right is highlighted in bright white font against a background of red and blue colors, and this is one of the features of Marvel products.
The layout of the poster allows talking about the key accents on which the creators focus the audience’s attention. In particular, while studying the image, any viewer will understand that the two main characters are protagonists, and their sideways glances speak of the tension and high responsibility assigned to them. Thus, the compositional strategy of this poster is not unique, which, nevertheless, makes it recognizable and understandable for the target audience.
Rhetorical Appeals
In relation to the poster for the upcoming mini-series, this image contains the classic elements of rhetorical appeals. The engagement of the audience is carried out through the methods that are typical of most modern film companies, including such a popular and well-known corporation as Marvel Studios. In addition to the aforementioned compositional elements, the poster uses ethos, pathos, and logos as traditional aspects of persuading.
The Marvel Studios logo on the poster is the company’s recognized brand and used as the ethos. The audience is well acquainted with the products of this film studio, which allows it to successfully attract the attention of the public. In addition, the poster features the Disney logo, which is also a recognized copyright mark of the world-famous media conglomerate. From the perspective of emotional impact, in the image, a number of elements are depicted, which are designed to realize the function of pathos. The tense setting and color contrast make the poster an individual piece of art and spark interest in the upcoming mini-series.
Finally, the element of logos is expressed through the juxtaposition of protagonists and antagonists in the image, which is a characteristic feature of superhero movies. When studying the poster, the viewer can highlight the features of the characters, even without knowing about their background and using only logic. As a result, the elements of rhetorical persuasion complement the context of impact on the target audience.
Conclusion
The rhetorical analysis of the considered poster highlights its basic compositional and semantic aspects, and the superhero context is designed to arouse sympathy for the main characters and pride complemented by patriotism. The factors of situation, impact strategies, and appeals reveal the key tools that the creators have put into this image. The traditional elements of creating advertising posters are combined with unique Marvel’s approaches, which is an additional incentive to attract the attention of the target audience.
Work Cited
“The Falcon and the Winter Soldier.” Disney. Web.
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