Film Poster Research - Raiders of the Lost Ark

The iconic whip, as well as a sword and gun, suggest that this is a film involving a lot of action and adventure, with the imagery of the Ark and temple bring in the idea of antiquities, archaeology and ancient civilisations. This is also suggested by the golden colouring of the poster (emanating from either Harrison Ford or the Ark), which suggests value to the artefacts and lends even more of the adventuring atmosphere. The numerous faces and their expressions connote various things about their characters, such as the 'damsel in distress' figure of the dark haired woman, or the shadowy ominous figure of the bespectacled nazi. These faces, the weaponry, the stance of Ford, the snake, the burning at the stake image, and the imagery of archaeology, all paint 'Raiders of the Lost Ark' as a proper, adventurous, thrilling outing.

'The Return of the Great Adventure' is an interesting strapline as it both suggests a harkening back to an older style of cinema, where adventurers and goodies vs baddies was more common, but also a new spin on the style, which could appeal to both older and younger audience. The title is reminiscent of an old comic book title or of a Douglas Fairbanks Jr film, as well as being exciting and intriguing, which links back to the idea of a 'revisiting' of the adventure genre.

Harrison Ford, with his buttoned down shirt, active stance, raised weapon, and Eastwood-esque headgear, is the classic adventure hero, fending off the heinous nazis with one hand back to protect both the story's heroine, and the Ark. The tone of the poster is thrilling and action packed with a lot to take in, whilst still retaining an emphasis on the characters and features of the film itself. The nazis are all straight-faced and solemn, a sense of formality surrounding them and contrasting with the not-altogether-groomed look that Ford is sporting, clearly painting him as the anarchic and free thinking hero to battle the authoritarian nazi antagonists. The tone of the poster is compliant as such, with a playful and fun spirit behind it that is combined with the thrilling and active imagery of adventure.

There is reference to the older genre of adventure films in the poster, and many of its hallmarks are drawn on. Obviously nazi and obviously middle eastern figures appear, a feature of the more conservative nature of earlier Hollywood cinema, and the poster's style of art and arrangement is distinctly evocative of film posters of that era. 

The film is obviously directed at a younger male audience, with the poster featuring stereotypical 'hero' and 'damsel' figures, and presenting a sense of morality that is simpler and more 'black and white'. The attractive female and aspirational male are obviously directed at a certain gender. In terms of age, the genre would traditionally appeal to younger consumers, although there is an attempt to be more 'catch all' in the revisiting of an older genre and the angle that that is directed in. 

In terms of representation, all but one of the figures appearing on the poster are men, all but two are white, and all but three are white men. The woman is in a submissive, frightened pose that depicts her as the 'damsel' figure who needs protecting by the manly Ford. The two middle eastern men on the poster are not central to the plot particularly and can thus be viewed as having been put in the poster as 'curiosities' to make the film seem more exotic or adventurous. This, paired with the depiction of the evil nazi German antagonists could give an air of xenophobia to the poster.

The poster is very effective at conveying genre and character through colours, figures, and imagery. It draws in a wide audience with promises of excitement and adventure whilst remaining a sophisticated and eye catching piece of advertising.

CM