the genre. The use of null colours, with no texture nor shade in
combination with the contrasting reds, whites and blacks suggests
conflict between two clear cut sides of a strife with the blood red
shade of the mans face emphasising this. There are also suggestions
of old vs new, again highlighted by the contrasting colour scheme of
the poster. The elder is seen as more powerful, due to the use of
puppet strings over the title of the film. Puppet strings are often shown
as signs of manipulation and power, both themes central in the film.
There are alternate posters for the film "The Godfather", one of which
showing a shaded character with a rose in his pocket. Of a similar
colour scheme and nature of this poster, we can also reference
the connotations of the rose in film. Showing passion and an
ability to love, but it is also commonly viewed that roses have a
more negative connotation, seen from their thorns. Again representative
of the film, something beautiful and powerful can also have a dark
side and being the only object of the colour, this darker side is
emphasised. Finally, the lack of clarity and definition of the
poster reflects the film itself, with hierarchy's of power constantly
being challenged.
The anchorage of this poster of "The Godfather" is of major importance
for a first time viewer of the film. Without it, one would imagine a comic
book, possibly of Marvel's darker section with the black and red dominating the poster.
With the text however one realises that the poster actually represents a film, shown through "Paramount Pictures
Presents" which not only shows the poster as advertising a film but also attempts to entice fans of the
production company Paramount to see the film. There are also connotations in the text of the poster,
with "The" godfather suggesting an unparalleled power, and a godfather which everyone knows about. The word "Godfather" itself has previous Mafia links and is reflected in the film, however it also suggests a link between the viewer and the
Godfather, enticing the reader further. Finally, the font of the poster title seems expressionistic yet
clean, again reflecting the contents of the film.
The tone of the poster, and in turn film, is a dark one. With the dominating colour being black there is a
negative and sinister tone suggested through the colour scheme. There are also suggestions of conflict
and blood through the blood red colour of the dominant figure in centre shot. There are also levels of
formality which are implied through the poster, as previously mentioned the use of "The" instead of "A"
or an alternate phrase suggests a familiarity and power which is unrivalled. Through the facial expression
and positioning of the man in centre shot, we can also see that the poster takes a dejected, solemn tone
which again is reflected in the colour scheme.
There are no intertextual references as such, however the "Paramount Pictures Presents" takes part of
the viewers focus away from the poster and to the production company. This becomes more and more
important in the two sequels of The Godfather as it links them to the previous films through title and production
company.
The target audience of the poster is relatively obvious. The dark, sinister use of black and red with the film
being an 18 itself closes the target audience off from the bottom end of the most typical film market (15-24) and
opens the film up to more adults, suggesting a maturity about the film and connoting themes which only the
elder generations can understand. It is also directed at a primarily male audience, with the person in the position
of power in both the title and poster being a man. It also sells itself to a fan of good film, with a minimal
poster suggesting the majority of the marketing to be done in hype around the film itself.
There are no obvious ideologies in the poster, simply due to the lack of character definition in the poster and the null
colours. Through knowing the film, one can suggest that through the lack of vibrancy and emotion in the poster the
gang/mob life is looked down upon as not always coming out on top, which is slightly emphasised through the facial
expression of the man on the poster.
JL
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