Coming Soon: A Semiotic Analysis of Selected

Horror Movie Posters

An Academic Paper presented to

DR. CLAUDETTE A. BALURAN
Faculty, DEFLLS

In Partial Fulfilment of the Requirements for the Course

ENGLISH 240 English in the Media

By:
LEOCIL G. BAES
AB English 4B

October 6, 2017
Introduction

Language is a media of communication used by people to interact with each other.

There are several media to communicate and one of them is by using advertising media. When
we say advertising we refer it to any kind of media used to inform people about something
important, which is normally intended to inform or influence one or more people in doing
something or buying a certain product and one of the divisions of advertising media is Movie
Poster.

Movie posters are still an incredibly important part of a films marketing technique and it
has a commercial purpose as medium to advertise a movie. They merge illustrations, lettering,
coloring and a clever layout to create a 'movie-at-a-glance' image to entice an audience into
seeing the film. They focus on visual elements such as, powerful photographs and graphics to
make posters attention grabbing and something the audience would want to see. These visual
elements can also give the audience an insight of the genre that will be portrayed throughout
the film.

Furthermore, posters use a set of imagery and symbols known as paradigm to convey
the message of their film to the audiences. Signs all have different connotations, the
connotation is the implied meaning behind the sign collectively a set of signs are more
commonly known as a syntagm connotations of signs can vary between cultures. Movie
posters use signs to create a syntagm for their movie, movie posters use more closed text
compared to more open text posters; the term open and closed text was coined by Umberto
Eco, open text leave more to the receivers imagination these are more abstract texts and can
be interpreted in multiple ways unlike closed texts that have only one message. Semiotics is
important because it can help us not to take reality for granted as something having a purely
objective existence which is independent of human interpretation. It teaches us that reality is a
system of signs.

Where Do Posters Appear?

According to Abbey et. al. (2011), film posters can appear in a range of places. Such as
on billboards in streets and along motorways, train stations and bus stops, on the sides of
buses, inside and outside cinemas, in magazines and on websites and many more places. These
places are all eye catching for example when driving down a motorway and stuck in traffic you
may draw eyes with a huge billboard with the poster of a new film advertised on the front. Or
when waiting for a train inside the tunnel posters can be pasted onto the tunnel walls. These
two are eye catching and alert the viewer. The places that posters appear are where viewers
can come in contact with them without realizing it. This optimizes the audience liable to see the
film as they have pre seen a poster which has alerted them of the film and in turn they could
mention it to friends who would then look out for the poster and continue the build-up of hype
for the new film.

As we all know, all posters use semiotics to communicate with the public and their
audiences and when we say semiotics we refer it to the study of signs (Chandler, 2002) and
symbols. Semiotics which originated in the work of the Swiss linguist, Ferdinand de Saussure
(1857-1913) and the American philosopher Charles Sanders Peirce (1839-1914) in the late 19th
Century is used to describe what signs are and how they function in a given context or
environment.

In this paper, the semiotic signs used in movie poster advertisement were analysed
using Barthes theory (1972) to build the meaning through denotation and connotation theory.
In semiotics, denotation and connotation are terms describing the relationship between the
signifier and its signified, and an analytic distinction is made between two types of signifieds:
a denotative signified and a connotative signified. Meaning includes both denotation and
connotation.

Denotation tends to be described as the definitional, 'literal', 'obvious' or 'common sense'

meaning of a sign. In the case of linguistic signs, the denotative meaning is what the dictionary
attempts to provide. For the art historian Erwin Panofsky, the denotation of a representational
visual image is what all viewers from any culture and at any time would recognize the image as
depicting. While, the term connotation on the other hand, is used to refer to the socio-cultural
and 'personal' associations of the sign which are typically related to the interpreter's class, age,
gender, ethnicity and so on. Signs are more open to interpretation in their connotations than
their denotations. Denotation is sometimes regarded as a digital code and connotation as
an analogue code (Wilden 1987, 224).

The denotative signs found in this paper are from the representation of visual and verbal
elements in the posters such as the title, tagline, and the image of women, gestures, and facial
expression, the image of an old doll, light switch and also colors. While connotation is used to
build the meaning behind each of denotative signs found in the movie posters such as the way
how the audience interpret what they see and what the elements of the poster really
symbolizes relating to the movie it advertise.

Thus, this paper focuses mainly on the analysis of selected horror movie posters with
the intention to examine what was in the poster why Filipinos tend to be attracted to watch the
movie even though they were able to see the posters only having no idea of what the movie is
all about and what it may offer to its viewers. Many Filipinos love horror films and everytime
they see a new horror movie poster they immediately read it and in an instant they can already
know if the movie is good or boring based on the elements the poster contains. Due to this, this
paper will study if what really is the function of the posters and what really is the symbolism
and meaning hidden behind the elements present in the posters why Filipinos or why many
people are excited to watch the movie.

Data Analysis and Discussion

For the purpose of this paper, the selected posters were downloaded online, and the
data were selected randomly. The selected horror movie/film posters were the following:

1. Dont Breathe
2. The Conjuring 2
3. Rings
4. Annabelle 2
5. Lights Out
Dont Breathe

Dont Breathe is directed by Fede Alvarez. The film is about the three friends (Dylan
Minnette, Jane Levy, and Daniel Zovatto) who plan to steal money for a blind mans house
(Stephen Lang) believing it would be quick and easy due to his disability. Little do they know
the man isnt as innocent as they think as he begins to defend his house throughout the film.

Figure 1: Poster of Dont Breathe

The poster above as you noticed has used colors black, white and a hint of red. The
color black and white denotes light and darkness, day and night. In the visible spectrum,
white reflects light and is a presence of all colors, but black absorbs light and is an absence of
color. These antithetical colors make us think of other things seen as extremes: good and evil,
honesty and lies which are classic traits for a horror movie poster. The hint of red on the other
hand, can be seen as the color of fire and blood. Usually, it symbolizes passion and love but, in
this poster this hint of red connotes that death and danger may arise within the film helping to
convey genre to the reader. The font used within the title of the film is highly effective as they
have used sharp lettering and they have also edited a slight shine which makes it more
attractive on the part of the audience.
 The poster above has obviously a purpose to entice the reader into watching the film.
This has been done through the extreme close up shot of eyes at the top of the page which has
been shot in low-key lighting to make the character seem even more threatening and horrific.
Also the way it is enlarged in comparison to the other image makes him seem god-like as well
as superior to the other characters suggesting he is powerful and dangerous giving the
message that the other three main characters need to be extra careful because they are bound
to face danger as well as death as they enter the haunted look like house where the blind man
lives.

The second image is of 3 other main characters with their back turned to the viewer.
The lighting used in their figures is quite dark which connotes mystery and the fact that the
identity of the characters are concealed and there is only a hint of how they look like can be
considered a teaser that attract more audiences making them even more curious to know what
the elements in the posters relate to the scenes in the actual film.

Also, we can notice above that the poster has used low- key lighting in the establishing
shot of the house making it look like a scary and a dangerous place for the characters to be
going to.

The Conjuring 2

The Conjuring 2 is a 2016 American horror film directed by James Wan.

Figure 2: Poster of Conjuring 2

 As you can notice, the image on the poster above dominates the entire page. It is image
of an old woman sitting in a rocking chair with her back facing towards the camera holding a
toy doll. The old woman is isolated in what looks like a dark, old and grimy room which looks
like the perfect horror setting. The fact that she is isolated gives the impression that people
want to stay away from her which may suggest there is something wrong with her, and it looks
creepy. Turning her face from the camera makes the audience assume that there must be
something wrong with her face and that she is hiding something, making her more mysterious
and at the same time scary.

Additionally, the creepy doll face which the woman is holding could be considered to be
the most eye-catching part of the image and the main focus of the poster. The dolls facial
expression is a smile, which outside of the horror genre would typically represent happiness,
however in this case its linked with the supernatural, because a toy doll is obviously not
supposed to be alive which makes the atmosphere very creepy and quite bone chilling. Also,
the doll looks as if it has turned its head, which is also very frightening because again, this is
not something a toy doll would normally do, which suggests it is not a normal regular doll it is
alive and it can do what humans can. The eyes of the doll are very piercing, and is directly
staring into the camera, making it look like it is staring right at the reader, which is a technique
commonly used by the horror genre in order to send shivers down your spine and to perhaps
invite the audience to watch the film.

The mise-en-scene in the image can be seen through the old woman's clothing, the
rocking chair and the doll. The woman is wearing all white, which would usually be a color used
to connote innocence, however in this case it has been used to connote the supernatural. The
doll that the woman is holding seems to be wearing similar clothing, which could mean that
there is a link between the two somehow. In addition to this, the rocking chair has been used
to connote antiquity and suggest that what is wrong may be ancient, and could be something
like a curse. Rocking chairs are quite commonly used in horror films.

The masthead is white, which in contrast to the black background, makes it stand out,
looks striking and is very eye-catching. The typography is also in bold, in capital letters and the
biggest font size compared to any other writing on the front cover, making it the main focus of
all the text and what attracts the most attention.

The background on this movie poster follows all of the typical codes and conventions of
a horror poster. It is dark and shadowed and uses a colour scheme consisting of dark colours,
clearly making it look like a horror because it is not light and happy; instead it is scary and
gloomy. When looking at the walls in the background, you can see that they look grimy, dirty
and seem to have some blood splatters. This connotes that either something scary is about to
happen, or that it is already happening. The walls also make the room look isolated and maybe
even small; making the woman looked trapped and lonely. The floor of the room looks as of it
could be concrete, perhaps giving the impression that they are in a basement, and makes the
scene look cold and spooky.

The colour schemes in this poster consist of greys, blacks and whites, which connote
sorrow and look evil. The colours are of low saturation and look lifeless. Unlike typical posters of
the horror genre, it does not use reds to connote blood and danger.
 This poster follows the codes of a typical film poster with the film information showing
the companies that were involved with the movie, social media sites and with the text that
reads Coming Soon. The film information has been used to show the audience what directors,
actors and producers etc have been involved in the making of the film. This is to target an
audience who may be fans of the people involved, as well as to inform the reader about the
people who were a part of the making of the film. The purpose of the film company logo being
shown is to show what companies the film belongs to, which may help to attract an audience of
being who enjoy the kind of content the company creates. The text saying Coming Soon in a
large font at the bottom is a typical convention of film posters and the aim of it is to essentially
create a hype for the film, excite the audience and make them anticipate its release (Rebecca
Sheeres, 2016).

Rings

Rings written by David Loucka, Jacob Aaron Estes and Akiva Goldsman is a 2017
American supernatural psychological horror film directed by as directed by F. Javier
Gutirrez. It is the third film in The Ring series and it takes place thirteen years after the
events of the 2002 film.

Figure 3: Poster of Rings

 The plot of the movie surrounds a girl who is trapped in and eventually comes out of a
well, so the title 'the ring' refers to this image of a ring of light around the top of a covered well,
seen from the inside.

The movie poster above has a simple layout, like insidious it is a supernatural horror
film. It withholds a lot of information, therefore creating enigma. Compared to most
conventional horror movie posters it contains considerably less features.
Everything in the poster is in clear sight of the viewer. The hint of emptiness adds to
the mystery of the movie and connotes the creepiness that the movie may bring to its viewers.

We can also observe from the poster that it has used writing very similar to a childs
hand writing for its title, The Ring. This connotes that children may be involved in the movie
which can be a typical theme for this genre. It could also be seen in the poster that there are
some faint lines of static, relating to the video tape to which the plot surrounds. This video tape
is rumoured to kill you after you watch it. The faint line static may symbolize fear, danger and
even death.

Annabelle

Annabelle 2 is a 2017 American supernatural horror film directed by David F.

Sandberg and written by Gary Dauberman. It is a prequel to 2014's Annabelle and the fourth
installment in The Conjuring series.

Figure 4: Poster of Annabelle

 The title of the film which is Annabelle is a name which is peculiar that connotes,
something different is going to happen.

An old female doll which has a blood drop coming from its eye is the main subject of the
poster. The use of female interprets innocence and being emotional, however the poster is
making it clear that this female doll is the antagonist by putting blood drop to its eye and an
image of being sinister and possessive.

This poster is very plain yet very powerful. It carries a strong message through the use
of colors and conventions. The only colors to be seen in the poster are black, red and neutral
colors which connotes pain, darkness and sorrow. Since there are not many colors used on the
poster, it gives of a creepy, spooky atmosphere.

The shadows in this poster, as you can see are very dark, almost as if the doll is being
looked over, or is looking at someone or something. While, the tear in the dolls eye is red
which connotes blood, danger and death, a stereotype of the horror genre, so making a doll
that is unable to do humanly things gives the audience something to think about.

The writing also consists of a largely red based color scheme. This also connotes blood
that can correlate to danger and death, which the audience will heavily link to the genre of
horror. The writing also has The Conjuring in large writing, this film is a very successful horror
film therefore this poster will catch the eye of fans of The Conjuring and will inspire them to
watch the movie because they know that the movie is good and is really worth watching. At the
bottom of the writing the poster has featured a hash tag, this giving the audience the idea that
the institution is aiming for a younger maybe teenage audience.

The writing of Annabelle is in scratched out writing as if written in blood which is very
sinister and horrifying. The writing is also in capital letters to show the importance and to
reinforce the title of the film so it could be more attractive in the eyes of the audience. The
colors of red and black are very dull and depressing emphasizing how threatening the movie is
which connotes danger and death.

Lights Out

Lights Out is a 2016 American supernatural horror film directed by David F. Sandberg in
his major directorial debut, produced by Lawrence Grey, James Wan and Eric Heisserer and was
written by Heisserer
 Figure 5: Poster of Lights Out

This poster is a really simple poster as it only consists of a light switch with tape
wrapped on it. It has a purpose to inform the end user of the movies name, date release and
publisher and distributor of the movie. We can tell from the main image and the title of the
movie that the movie is linked to lights being out as we can tell from the key image that the
laugh switch is cello taped down then the lights could be out. This shows the end-user that the
lights being off is a big theme of the movie as that may be the only time well be able to feel
chills on our spine.

The use of color is bright but has the scary element to it as it got shadows on each
corner dimming the lighting. It almost looks like night vision as its trying to represent the title
lights out. We can see the wall is quite cracked and not clean which is trying to represent fear
and is also some kind of representation of horror. This is very interesting as there are no
characters presented on the poster and its only just a light switch, which makes it more
interesting and gives the enigma of what it is trying to represent. And, since no characters are
involved the poster attracts more people to watch the film to satisfy their curiosity and to end
their excitement.

The poster has also used a very typical horror design in the text it used as all the writing
except the title is all serif, which is a representation of horror movie posters. The title is
however sans serif as we can see it looks very horror and typical for a supernatural horror
movie. It also gives it a change of design and makes it a lot more attracting. The text used is
quite clever as at the top it says from producer James Wan director of The Conjuring. This
makes it more attracting for the audience as the people who have already watched the
conjuring and really enjoyed it will have high hopes for this movie and will be excited to watch
this.

In addition, located at the bottom of the poster, we can see the marketing of the
director where it says David F. Sandberg. We can also observe that the publisher and
distributors are Warner Bros and New Line Cinema. This makes it a lot more attracting for the
end users because those who know David F. Sandberg will know that he is the director of the
movies Ladyboy and Annabelle 2. And since the audience know that Warner Bros and New Line
Cinema are well recognizable organizations and has an amazing reputation they will become
actually more interested to watch the movie for they know this movie will be good and that
they can assure that they will have no regrets after they watch it.

Conclusion

This paper reveals that the function of the sign in each movie poster is to illustrate and
guide the audience about the story of the film. The connotation is made based on the relation
of the movie poster and the story along the movies. As shown in the analysis the selected
horror movie posters has used low-lighting to disguise characters and to make them more
mysterious. All the selected posters has also used black, red and white color scheme to
emphasize mystery, death, danger and fear that each poster carries with them.

All selected horror movie posters are made in a portrait form which gives the viewer a
more powerful message, a better visual impact and an alarm on, an image out of the normal.

Also, based on the analysis it can be clearly observed that some of the selected posters
such as The Conjuring 2, Annabelle and Lights Out has put the name of their director, publisher
and distributor to attract a wider target audience and to encourage the audience to watch the
movie with an assurance that it is good and worth their money and time.

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