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Film Posters

Our class has spent considerable time and focus on the elements of visual rhetoric so most of this blog post will not be groundbreaking information. Film posters have always interested me in how they function as an advertisement and still retain the artistic essence of the specific film they advertise. This combination proves to have very interesting results. If done with success, an effective movie poster will reflect on the thematic elements of a movie while engaging the viewer in terms of design and the textual information contained. Essentially, the poster should be a hint to what the film will be.

I have noticed that several techniques are commonly used depending on what the poster is trying to achieve in terms of resonance with a particular audience. The inclusion of a small catch line (which is done very often in commercially popular films) has the potential to reflect on the film while adding another dynamic to it. In the case of Jurassic Park, the catch line read, “an adventure 65 million years in the making”. This hints towards how the film will revolve around dinosaurs while adding a clever (and therefore engaging) element to the poster. Another technique in film posters that is often used is the inclusion of the symbol for a prestigious award within the film industry. This serves to establish ethos for the film as it shows great artistic achievement, and its mainly geared towards people who take a greater interest in movie culture. Another element that establishes ethos is the inclusion of the various talents that went into creating the movie. This usually includes the director, main actors, and the producing companies apart of it. Viewers get the instant opportunity to see if their favorites are included within the movie which also serves to engage them. These are the main techniques used in film posters that I have noticed but the medium (if I can call it that) is certainly not limited to them. Anyone know of any others?

These three posters all have an aesthetic that thematically coincides with the films they advertise while maintaining an engaging edge.

"I Am Very Real"

The following letter was written by the novelist Kurt Vonnegut in response to the news of his book Slaughterhouse-Five being burned by a school administrator named here as Mr. McCarthy. I felt that Vonnegut's thorough approach in his rhetoric was executed perfectly and that the manner in which it was done was inspiring. The reason why it was so inspiring is because he did not attempt to intensely defame the subject outright. Im sure Vonnegut was more than capable and ready to attack Mr. McCarthy with an unending stream of insults. Rather, he focused on the argument, rarely diverging from rational development of his points (remember: he's responding to a very irrational action). The civil manner in which the letter was written should serve as a framework for how all (or most) rhetorical arguments should be constructed. If he didn't choose to write in this fashion, the chance for Mr. McCarthy to change his opinions would have never arisen. 

I'm not saying that the letter didn't include any insults. "Ignorant", "fool", and "bad citizen" are insulting enough. I'm saying that Vonnegut seemed to keep his composure in the face of actions that contradicted his very being, which is very admirable and honest to the ideals of rhetoric. 

November 16, 1973

Dear Mr. McCarthy:

I am writing to you in your capacity as chairman of the Drake School Board. I am among those American writers whose books have been destroyed in the now famous furnace of your school.

Certain members of your community have suggested that my work is evil. This is extraordinarily insulting to me. The news from Drake indicates to me that books and writers are very unreal to you people. I am writing this letter to let you know how real I am.

I want you to know, too, that my publisher and I have done absolutely nothing to exploit the disgusting news from Drake. We are not clapping each other on the back, crowing about all the books we will sell because of the news. We have declined to go on television, have written no fiery letters to editorial pages, have granted no lengthy interviews. We are angered and sickened and saddened. And no copies of this letter have been sent to anybody else. You now hold the only copy in your hands. It is a strictly private letter from me to the people of Drake, who have done so much to damage my reputation in the eyes of their children and then in the eyes of the world. Do you have the courage and ordinary decency to show this letter to the people, or will it, too, be consigned to the fires of your furnace?


This section allows Vonnegut's ethos to shine as he informs Mr. McCarthy of his refrain from destroying his life in the face of society at large. It reveals his humility and further bolsters the soundness of his argument. 

I gather from what I read in the papers and hear on television that you imagine me, and some other writers, too, as being sort of ratlike people who enjoy making money from poisoning the minds of young people. I am in fact a large, strong person, fifty-one years old, who did a lot of farm work as a boy, who is good with tools. I have raised six children, three my own and three adopted. They have all turned out well. Two of them are farmers. I am a combat infantry veteran from World War II, and hold a Purple Heart. I have earned whatever I own by hard work. I have never been arrested or sued for anything. I am so much trusted with young people and by young people that I have served on the faculties of the University of Iowa, Harvard, and the City College of New York. Every year I receive at least a dozen invitations to be commencement speaker at colleges and high schools. My books are probably more widely used in schools than those of any other living American fiction writer.


This section represents another attempt at the building of ethos. Here he establishes his character as one of high merit and success in the eyes of the world.

If you were to bother to read my books, to behave as educated persons would, you would learn that they are not sexy, and do not argue in favor of wildness of any kind. They beg that people be kinder and more responsible than they often are. It is true that some of the characters speak coarsely. That is because people speak coarsely in real life. Especially soldiers and hardworking men speak coarsely, and even our most sheltered children know that. And we all know, too, that those words really don’t damage children much. They didn’t damage us when we were young. It was evil deeds and lying that hurt us.


This paragraph bolsters the logos of his argument by pointing out the irrationality in the actions of McCarthy. 

After I have said all this, I am sure you are still ready to respond, in effect, “Yes, yes–but it still remains our right and our responsibility to decide what books our children are going to be made to read in our community.” This is surely so. But it is also true that if you exercise that right and fulfill that responsibility in an ignorant, harsh, un-American manner, then people are entitled to call you bad citizens and fools. Even your own children are entitled to call you that.

This paragraph calls into question the character of McCarthy as Vonnegut directly questions the morality of his administrative behavior.

I read in the newspaper that your community is mystified by the outcry from all over the country about what you have done. Well, you have discovered that Drake is a part of American civilization, and your fellow Americans can’t stand it that you have behaved in such an uncivilized way. Perhaps you will learn from this that books are sacred to free men for very good reasons, and that wars have been fought against nations which hate books and burn them. If you are an American, you must allow all ideas to circulate freely in your community, not merely your own.


This paragraph is an appeal to pathos because Vonnegut calls into question McCarthy's existence as an American which would most likely serve to elicit a strong emotional response in the subject.

If you and your board are now determined to show that you in fact have wisdom and maturity when you exercise your powers over the eduction of your young, then you should acknowledge that it was a rotten lesson you taught young people in a free society when you denounced and then burned books–books you hadn’t even read. You should also resolve to expose your children to all sorts of opinions and information, in order that they will be better equipped to make decisions and to survive.

Again: you have insulted me, and I am a good citizen, and I am very real.

Kurt Vonnegut