Connotations and denotations:
Once these horror and slasher film posters hit the box offices it will be evident to its consumers that this comes from a certain hybrid genre. Immediately we are struck by the both of these posters containing an iconic figure on it, low key lighting and having dark enigmatic colours surrounding the majority of the film posters. Through both these film posters immediately using an iconic figure shown, it connotes to the consumers of the target audience that these films will contain an element of enigma and possibly slasher type of scenes. Firstly, in reference to the iconic figure shown on the Scream 4 poster, the audience are held in suspense as they wish to know why there is a mask on the film poster and if there is an antagonist within the movie who is represented to the audience by wearing this identifiable mask. In relation to many horror films which appear within the genre the common convention is having an iconic figure on the front with a sense of mystery created, which in this sense is created and upheld by the mask seen. This convention is also upheld again and created by the mystery figure shown in the Exorcist poster. The audience cannot see any facial expressions on the character, however due to the way in which he is positioned and represented through his body language and proximity from the camera shot creates an element of mystery and suspense for the audience. The consumers from the target audience wish to know who this mystery figure is and if the connotations created through his body language such as mystery and spookiness are upheld within the film itself. In addition, another common convention within these horror posters and many posters within the slasher genre is the low key lighting used. In reference to the Scream 4 poster the low key lighting helps to maintain an enigmatic atmosphere and spookiness; again another common convention within this hybrid horror genre. For example, due to the way in which the lighting is positioned within the Scream 4 poster, it represents him as powerful and this is also the common denotations created within the Exorcist poster. The denotations being given off by the figure shown in the Scream poster due to the lighting being positioned from a low angle represent him/her as being superior and in power. The fact that the target audience can only see half of the antagonist’s face on the poster keeps an element of mystery as the audience wish to see the revelation of the whole mask. By having the lighting positioned from a low angle represents this individual as powerful also as the audience get the sense of being looked down upon making them also feel venerable. Furthermore, this feeling of vulnerability is shown by the victims within the movie therefore by having the audience made to feel in the same way gives them a sense of audience interactivity which therefore creates demand for the movie as a result in reference to the theory of Blumler and Katz.
Conventions on the posters:
Both of these horror posters contain many conventions which are commonly associated with their slasher and stalker hybrid genre. For example;
- The common convention which can be seen by the target audience is the uses of the colour black. The media institutions have deliberately used the dark primary colours in order to connote the common conventions which are seen within this genre type of film. The colour black connotes to the target audience; darkness, enigma, death and mystery therefore by having heavy uses of this colour on the front cover of the posters, it will appeal to the target audience as they wish to know why the colour black features so heavily and if the common conventions associated with the colour black will be evident within the movie itself. Furthermore, the colour black is also a constant code with many horror films as it heavily endorses and creates and enigmatic atmosphere along with being a consistently used convention by many media institutions.
- A conventional camera shot and angle has been used on both posters to appeal to the target audiences. For example, the Scream 4 poster contains a close up image of a mask which is heavily enigmatic and connotes the common conventions within a horror genre. The use of that particular camera shot makes the consumers to feel uncomfortable as this it is highly unusual to be that close to someone’s face unless within an aggressive manner. Therefore by Scream using it on their poster, it will ultimately result in demand being created for the movie as the audience wish to see who is actually behind the mask and why are they being represented in this manner on the front of the poster.
- The low camera angle used on the Scream 4 poster conveys and represents the masked antagonist as being in power and superior as the figure is being shown from the bottom up makes the consumers view him/her in this way therefore representing him as being with high importance and with dominating power.
- The wide shot used on the poster of The Exorcist shows a lone and shadowy figure positioned as viewing a house with its lights on. This is a common convention within the hybrid genre as it upholds the stereotype of mystery within these types of horror films. By having the lonesome figure stood there with his/her back facing towards the audience it creates enigma immediately as the audience wish to know who this figure is. In addition by having the lonesome figure stood and positioned directly outside a house gives the connotations of this figure being a stalker type of antagonist.
Non verbal language being created to the audience/camera angles:
Due to the position of some props and body language being represented to the consumers by the iconic figures used on the posters it creates demand for the horror movies and also connotes the common codes and conventions seen within this genre of movies.
- By having the camera angle shot from a low angle within the Scream 4 poster it represents to the audience that this iconic figure is an antagonist
- The low camera angle represents a sense of uneasiness for viewers of the poster as they wish to find out why the camera is in such an unconventional position
- The low camera angle represents the masked figure as having power and status as due to the way in which the camera is angled makes the audience have to look up almost therefore giving the masked figure a sense of status and hierarchy.
- The Exorcist connotes many non verbal language
- Due to the low key lighting used to illuminate the lonesome figure stood outside a house it represents the figure as being a stalker.
- Although there isn’t any verbal language used to state that the lonesome figure is a stalker, due to the body language being represented (the fact that the figure is looking directly into a house in an enigmatic way) shows that this figure is mysterious and possibly the antagonist
- The fact that there is a bright luminous light coming directly from the window and illuminating the stalker positioned outside the house conveys to the audience that this figure has some sort of significance with the room. Due to this film being within a horror genre, this could convey that this figure has returned with a vengeance and motive to kill or harm
Mis-en-scene and colours:
- By having both posters containing dark colours such as black being the primary colour it connotes to the audience a sense of enigma as the uses of the colour are being used to cover up some clues which may reveal some information about the film itself
- A great example of this can be seen within the Exorcist poster. The fact that the figure is being lit up but the consumers cannot see the facial features gives a sense of mystery to the audience as they wish to know who this figure is and why are they stood outside a house in this way
- Also, by having the colour black used, it covers up the identity of this stalker that is being represented to the audience
- By having the setting of the poster taking place within a neighbourhood which is evident due to the surroundings outside the houses represents an element of real life within the film. This will therefore create demand for the film upon its release in relation to Blumler and Katz’ theory of narrative
- The fact that one main colour consisting of dark primary colours connotes to the audience the elements and codes which may be evident within the horror films
- For example; the black used on the posters creates a sense of enigma and mystery. This is further heightened within the Scream 4 and Exorcist poster’s as the consumers cannot see the identity of the antagonist which is being represented on the front of the poster
- In relation to the Scream 4 poster, the type of colour used for the text connotes the common themes which may be portrayed within the film itself. For example red connotes to the audience that themes such as; blood, death and danger may be shown within the movie which is again another convention within horror movies therefore creating demand for the movie upon release. In addition, due to the intertidal being luminous in the colour red it immediately catches the consumer’s eyes and draws them in to see the movie.
