1. The Guttenberg Design Principle
The Primary Optical Area
This shows the start of the
title in a deep red colour
which gives an image of
blood and just underneath
the head on view of the very
famous actor Liam Neeson.

2. Notes
Primary Optical Area
This shows the start of the title in a deep red colour which gives an image of blood, which is
very fitting to the name of the film. Also above the title Is the name of the very famous actor
Liam Neeson, so before you even recognise his face which is just below you’ve already been
hooked in my the stars name.
They have also decided to but the slogan ‘ People are afraid of all the wrong things’ this
gives you a insight to what the film is going to be like and lures you in wondering what its
about.
The Terminal Area
This area has the release date of the film, which is obviously the thing that the producers
want you to look at and plan for when you want to see this movie. In the background there
is a holy cross reflected in a red, bloodlike scene which shows that he’s in some sort of grave
yard again.
Strong Fallow Area
In this area we see the titles red colour fading into a deeper darker red, again symbolising
blood and death.
Weak Fallow Area
We see a gun in the stars hand which again gives us an image of death and action and
wondering what’s going to happen in this film. To find out why he has this gun and if he’s a
good or bad character.

4. Genre Codes and Conventions
The first codes and conventions we notice are the black and white, dark, gloomy colours of
the poster. It conveys the theme of the movie and with the splash of red in the title and
bottom of the picture it makes us think of death and action during the film which is clear
that this is a dark thriller.
Anchorage
The poster hooks us in firstly by the star Liam Neeson faces head on walking towards us.
This gets the audience excited and intrigued for what’s going to happen and for the famous
action stars new character.
Modes of Address