semiotics in james bond movie posters
DESCRIPTION
TRANSCRIPT
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SEMIOTICS IN JAMES BOND
MOVIE POSTERS
Ashvin GeorgeGaurav Banerjee
Gourav SinhaLakshmi Madhavan
Neha VyasRuchika Rathi Saloni Handa
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INTRODUCTION
• James Bond 007 is a fictional character created in 1953 by writer Ian Fleming, who featured him in twelve novels and two short story collections
• Longest running and most financially successful English language film franchise to date
• First movie made in 1962 - Dr. No
• The character of Bond has undergone several transformations, and so have his surroundings
• We attempt to unearth some of these changes in the life of this Secret Agent through a semiotic analysis of a few James Bond posters
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SIGNIFIER : Immaculate dress, replete with bow tieSIGNIFIED : A well groomed individual, stylish to boot
SIGNIFIER : Cigarette in one hand, smoking gun in the other, and a smirk on the faceSIGNIFIED : A man who is the spitting image of machoism, intrepidity and self assuredness
SIGNIFIER : Bond resting his elbow on one knee and leaning forwardSIGNIFIED : Approachability of Bond as an individual, despite his hallowed 007 status
1962
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SIGNIFIER : Four skimpily clad alluring women alongside Bond posing for the onlookerSIGNIFIED : The promise of sex and titillation in the movie, with an in your face sexuality exuded by the poster
SIGNIFIER : The villain standing at an absolute corner of the poster in a rigid pose, dressed in complete white, looking away from the onlooker, and also being the only person in the poster who is not smilingSIGNIFIED : The detachment of the villain from the other normal individuals in the poster as well as most of humanity in general, with the villain lost in his own evil machinations
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SIGNIFIER : The typical James Bond PoseSIGNIFIED : Readiness and the mixture of style and panache with alacrity
SIGNIFIER : Focus on the seductiveness of the woman on Bond's right hand side, along with focus on the breasts in the fight on the bottom left cornerSIGNIFIED : The promise of attractive women being used for sexual titillation yet again
1963
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SIGNIFIER : The Hammer and Sickle sign in the word LOVE SIGNIFIED : The fight between capitalism and communism, with the usage in the word LOVE adding to the sardonic humour which is present in Bond movies
SIGNIFIER : The belly dancer on the rightSIGNIFIED : More exotic locales in the movie
SIGNIFIER : The helicopter and the train in the backgroundSIGNIFIED : More adventure and more action in the movie
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1979SIGNIFIER : The space shuttle setting and people in space suitsSIGNIFIED : An introduction to hi-tech gadgetry in Bond movies
SIGNIFIER : The menacing individual with outstretched arms behind BondSIGNIFIED : A growing sense of unpredictability along with the addition of more threats and menaces for Bond
SIGNIFIER : The presence of one woman leaning against Bond while the other women are onlookersSIGNIFIED : A change in the concept of the Bond girl, with the Bond girl moving to a position of greater equality from being a damsel in distress
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1995
SIGNIFIER : Excessive use of gold, yellow and red in the colour paletteSIGNIFIED : A larger than life picture, with the secret agent being reinvented yet again
SIGNIFIER : Focus on the faces of the protagonists SIGNIFIED : A move away from the sexuality and sensuousness of Bond posters
SIGNIFIER : Bond runningSIGNIFIED : Tougher opposition stretching Bond to the limit
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2002
SIGNIFIER : The woman sitting in front of James BondSIGNIFIED : A complete role reversal for the Bond girl, with the girl now taking centre stage and fighting alongside Bond as probably more than an equal
SIGNIFIER : Greater presence of cars, skis and more depiction of action in the posterSIGNIFIED : Change from the older, more placid Bond who was less prone to intense physical exertion to an agent who relishes the idea of a good chase
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2006
SIGNIFIER : Greater shades of blue and grey in the colour paletteSIGNIFIED : Shift from larger than life image to a more down to earth agent with more troubles and dangers in his life
SIGNIFIER : Removal of the bow tieSIGNIFIED : More emphasis on function and less stress on style in terms of impeccable dressing
SIGNIFIER : Bond's gaze not engaging the onlookerSIGNIFIED : A more purposeful and determined Bond
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SIGNIFIER : Bond not in a stationary pose in the posterSIGNIFIED : Bond is not playing to the gallery anymore, as his priority is his job and not the accolades
SIGNIFIER : The woman looking at Bond and not at the audienceSIGNIFIED : The relations formed are more personal, with the woman being an integral part of Bond's life and not a prop used to provide titillation to the audiences
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2008
SIGNIFIER : Almost black and white backgroundSIGNIFIED : A more menacing look to the surroundings, with the old building in the background looking threatening at a distance
SIGNIFIER : Bond's ready to shoot pose without the general self assured smileSIGNIFIED : A darker scenario, with Bond being stripped of the poise and calmness in the new surroundings
SIGNIFIER : No female presence in the posterSIGNIFIED : Complete detachment from the earlier association of Bond with sex, with duty and efficiency taking over the core of Bond movies
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CONCLUSION
• We have seen Bond evolve with times as a character
•Even though Bond has retained his panache, the sense of style has become more realistic
•The role of the Bond girl has moved from being a sex object to an equal partner of Bond
• The Bond movies have also been highly political (From Russia With Love during cold war)
• The movies also have been a reflection of evolving technology
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THANK YOU