Film poster analysis - I am legend

The film poster of the horror 'I am legend' is used to tease the audience into wanting to see the film. This links to the theory of Blumer and Katz where the audience can escape from reality as he is the last man alive and there are zombies. At the top of the page is the star vehicles name 'Will Smith' which entices the target audience to come and see the film. The typography of his name is written in a simple style adopting white on a black background. This makes it easier for the audience to read as the bold white writing stands out. It should be noted that the star vehicles name is bigger than the title of the film. This suggests that the production company values Will Smith more than their actual film.

Underneath the star vehicles name is the tag line "The last man on earth is not alone". These words connote fear and shapes the mood and tone of the film. It also sets the narrative of the film by insinuating that there may be heroes and villains present in this story. These would be key characters from Propp's theory. The title of 'I am legend' is near the bottom of the page, which sticks to common conventions. The title is in a bold simple style text, which makes it easy for the audience to read. The title starts of small with each word getting. The word Legend is prominent making it stand out the most. The title is in a yellow/gold colour which connotes victory, it is also a unisex colour so it can represent both genders. The star vehicle is stood just above the title which connotes to the reader that he is the legend.

The background has been made by using Photoshop CGI. The darkness around the image connotes that the star vehicle is isolated/alone which relates to the film. The colour of the sky on the poster makes the audience uncertain on if it is dawn or dusk, this links to Barthes enigma codes. Will Smith's character could reinforce Alvrado's theory of coloured people are portrayed as being dangerous. Will could represent this as he has a gun in his hand. In the background of the image is a broken bridge which could represent there is no escape. Will Smiths character subverts Medhurst's theory. Medhurst quoted that the key characters are normally 'White middle class, straight males', which is subverted by Will being coloured.

At the bottom of the poster there are credits and production logos. This tells the reader who were involved of the creating of the film. This could lead the audience to research the production company and other films they have created.