Symbolic Codes Technical Codes Written Codes

The word ‘love’ in the tagline is

The mise-en-scene shows a child
The low key lighting makes the juxtaposed with the main image on
clinging on to what the target
child appear to be very pale which this poster as it seems there is no love
audience will assume to be her
connotes neglect. between the two characters, only
mother.
fear.
‘Jessica Chastain’ written above the
The child looks sad and angry which
title is the only name printed on the
indicates there may be a lot more
The main colours on this poster are front of the poster, this probably
hidden behind the innocent child.
black, sepia and white. The black, means that she is the main character
She clings onto other dark figure like
which is a common convention of within the film, but she is also a well-
a child would to its mother, this
horror, connotes darkness, evil. known actress and this might engage
connotes that she may be in need for
the target audience to want to
love and protection.
watch the film as she stars in it.
The dark figure next to the child is The text at the top advertising that
assumed to be “MAMA”. She seems Guillermo del Toro, the director, is
Mama is half covered in the
extremely lifeless as her arms dangle another marketing strategy as the
shadow as she is lurking in the
down beside her body and her skin target audience will know what they
darkness.
as well as clothes are dirty and seem will be getting from this particular
worn out, again connoting neglect. director.
The header says that this movie is
The sepia connotes dirt, and makes
Mama stands in front of the child ‘presented by Guillermo Del Toro’
the image look old, this links to
illustrating a protective role, as all who is the creator of Pan’s Labyrinth.
horror as it gives a feel of it being
mothers do with their children. This may have been included to
ancient and evil.
attract fans of Pan’s Labyrinth.
The typography of the poster is a
The white colour look on the little
The moths eating away at Mama’s plain white font over the top of the
child connotes innocence
dress connote darkness and evil, as image. The white colouring could
however also creates a feeling of a
moths only come out at night. indicate innocence within the child
ghostly element.
but also a ghostly image which gives
the poster an unsettling edge.