The overall colors of this poster are brown and black. These colors are all dull colors, these colors such as brown and black, are often associated with sadness. All humans tend to be afraid of things that we are unable to see. For example, darkness, so its no surprise that the producers of this movie used these colors in their poster to create fear. This fear is easily used to show that this movie, “I am Legend” will be a horror movie.
The background colors seem shaded, and old. This may put the thought into the audience’s mind that the landscape has already been like this for a while, with no-one to maintain it.
The centre point of this poster seems to be Will Smith, named Robert Neville, and his dog. The clothes that he is wearing are appear to have a lot of dust on it. They also seem to be a little old, and worn down, which shows that he has been through quite a bit, and has had to protect himself. The cracks in the ground, which you may sometimes see in extremely hot and dry places, shows that this town may be in a extremely hot area. But Will Smith is still wearing a long sleeved jacket and trousers, as if to protect himself form the outside world. You can clearly see that he is also holding a gun in the poster. This gun seems to be an M4A1, which is gun that is widely used in the army. This shows that he could have had some military background, and has some skill in defending himself.
His outward appearance also comes into matter on what the audience takes from this poster. You can see that his head is slightly tilted downwards, this could mean that he could be tired, and has been through a lot. Although he seems tired, his expression is extremely determined. This relates how he is the last human being on earth, and how he needs to survive in this “living hell”. Another relation with the “tough guy” act, is that he has a shaved head. Although this is common with many African American men, some people may still relate this to being a tough.
Another main feature of the poster, is the dog. You can already tell that this was no simple dog. This particular breed of dog is commonly used by the police, which may show the audience that the dog had some fight in him. Just by how he isn’t on a leash, you can tell that this dog is trusted to follow him around. In the photo, the dog seems to be on lookout, which means that Robert Neville trusts his dog enough to treat him like another human being, watching his back, like a two man team, in an old fashioned movie.
The tag line and the background is probably the most revealing parts about this movie. “THE LAST MAN ON EARTH IS NOT ALONE” The first part of this tag line, “The last man on earth” shows that this is an apocalypse type movie, while the second part of the tag line, also the second line in the poster, “is not alone” shows the audience that whatever killed the rest of the human beings, did not kill them, like a disease.
Everything about the background shows the lack of humans in this particular city. The buildings the background look old and worn down, the skies were grey, and the port, was cracked, and with weeds sticking out of it. One more main points to show that this was a destroyed area is the bridge in the background. There are many stereotypical movies that show bridges collapsing, and one of the most famous bridges that like to collapse is the Golden Gate Bridge, in San Francisco. This gives the audience the impression that the movie will take place in San Francisco. Normally, in big cities such as San Francisco, there would be choppers and aircraft flying all over the place, scaring away most of the birds. But now that the city has become uninhabited, the birds in the sky are free to roam the skies. You can see a sunset in the background. This links to his determined expression, and the weapon he is carrying. It is implying to the audience that when the sun goes down, the infected come out, and his determined expression and his weapon are things that are things that show he needs to protect himself.
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