Representations (SA)

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  Bond is pictured 3 times and provides an image of masculinity that connotes skill, intelligence, and strength.
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  In the larger image Bond's posture is strong, relaxed and dominant. His facial expression is thoughtful and care-worn reflecting more temporary ideas of masculinity
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  In the smaller images, he's calm, skilled and determined while driving at speed. This is typical of a spy but he is not shown with a weapon which is atypical for masculine representations in spy thrillers.
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  Second most dominant character is also male. His size in the poster could reference the male-dominated nature of the franchise. Binary opposites can be applied as the protagonist and antagonist drive the narrative
• The use of key light and make-up on all three women shows them as beautiful which is what we would expect from a Hollywood blockbuster
• Two women on the poster are given guns suggesting danger but their posture connotes confidence
• Nomi's military costume and earpiece suggests her actions are central to the plot and not solely for male characters. Showing diversion in Hollywood from ‘Proppian princes/damsel in distress’ to represent women more equally for expectations of a modern mainstream audience
• The cast is predominantly white, typical of both Hollywood movies and the Bond franchise. Very few POC have been represented on Bond posters in the past and the majority have been cast as villains or 'Bond Girls.' Therefore a black woman taking the role of 007 is a significant piece of Hollywood and the franchise history.
• Safin, the centrally pictured villain, is played by Rami Malek, an American actor of Egyptian heritage. Bond villains typically stand in opposition to Bond not just morally but extending to ethnicity.
• There is a villain pictured in a parka jacket wearing a Japanese Noh mask, which are often used for ghostly or demonic characters in Japanese theatre
• The use of light on Bond's main image highlights his older age, constructing a representation of wisdom and experience. Most characters are represented as youthful in contrast and as a result less experienced and skilled.
• Ben Wishaw's Q and the representation of stereotypical 'geeks' or LGBTQIA+ characters can be evaluated
• Safin is represented as having facial scarring with disfigurement makeup that conforms to the historical (and widely criticised) Hollywood stereotype of villains having some form of physical difference.