Poster

• Color palette of the poster

  • Predominantly masculine - lots of whites, blues and blacks
• The James Bond franchise has a predominantly male target audience
• Familiar Bond logos and iconography


  • The double 07 logo appears prominently
• Daniel Craig


  The largest actor on the poster, reflecting his role as the central protagonist James Bond
• Rami Malek's character

  The second largest character, reflecting his role as the antagonist or villain
• Direct address to the audience from the characters


  • Helps to engage the audience
• James Bond's pose


  • His face is turned away from the camera, which is unusual for a film poster hero
• Multiple images of James Bond

  • Shown in different action poses and modes of transport
• Dr. Swann's character

  Appears twice on the poster, suggesting she is an important character
• Black female character holding a gun

  Her outfit is utilitarian and military, suggesting she is powerful and aggressive, challenging gender stereotypes
• Sexualized female character


  Wearing a revealing, sexy dress, potentially appealing to male audiences
• Representation of gender

  • Men are the two biggest characters, suggesting they are the most important
• Rami Malek's character

  Has facial disfigurements, a common shorthand for a villain, links to Alvarado's theory as he's of Egyptian ethnicity.
• Representation of a powerful black female character has received negative reactions from some audiences
• Previous Bond posters have been sexist and racist in their representations
• Representation of the black female character holding a gun


  Suggests she is involved in violence, potentially conforming to stereotypes
• Rami Malek's character


  His Middle Eastern heritage is potentially being represented as the villain, conforming to stereotypes
• Japanese-style mask worn by a character

  Represents people from Asian cultures as being "othered" or villainous
• Inclusion of a gay male character (Q)


  Reflects a more modern, diverse representation
• Character in a mask

  Adds a sense of enigma and mystery, potentially representing a villain