A Look At Film Media Based On Work By Oscar Wilde

A Look At Film Media Based On Work By Oscar Wilde - Rhys Wallett

When analysing the film poster shown above for the British film Dorian Gray released in 2009 (based on Oscar Wilde's The Picture Of Dorian Gray), we can infer how the producers have effectively used and juxtaposed from stereotypes of the fantasy/thriller genre Dorian Gray fits into.

Firstly, when looking at the visual codes such as layout and design, we can use the effective background shown to indicate target audiences, in which case is Englishmen, particularly those who reside in London. This is evident by how in the back of the wide shot, we can make out the shape of the infamous tower Big Ben which is commonly associated with London. This, therefore, tells us that the target audience is people who live in - or know a great deal about - English culture. This has been included, as the novel it is based off is set in Victorian London, and so they are referencing the novel and proves to Oscar Wilde fans they are sticking close to the novel, satisfying this audience expectation that Wilde fans would have. However, this is juxtaposed by the inside reference of Emily, who is the secondary character which the mise en scene shows her wearing a red dress which contrasts her father, Henry Wotton beside her, and both links to and juxtaposes the eponymous character, Dorian Gray as evident by the mise en scene of Dorian Gray, with the visual codes of costume highlighting his red scarf with matches with Emily's dress, but his black coat linking to Lord Henry Wotton. This is an inside reference which only proper Wilde fans would understand as in the novel, Lord Henry Wotton has no child and so an unaware audience would assume it is on par with the script, however, advanced Wilde fans would be able to recognise this is not the case.

Furthermore, we can prove the genre of Dorian Gray is fantasy/thriller by the layout on the other side, with the mise en scene showing a darkened, sinister fortress with a dragon sigil on a statue as the CVI for the fortress. This allows pragmatics of fear and horror to emanate from the poster and allows the film to be advertised as belonging to the thriller category. Plus, the star vehicle Ben Barnes also shows themes of thriller and macabre in numerous ways, the most blatant of which is in his mid shot with which the mise en scene shows his torso being flaked and singed away from him in a diagonal line across his torso. This is very intriguing as it is in itself, a visual metaphor for corruption and degradation, thus fitting in the category of horror, particularly the mental corruption commonly associated with the horror genre. This USP of the poster is so unique and effective however that it would not be foolish to argue that the deteriorating torso is the poster's 'hook' as it is in itself a virtual cliffhanger as their target audience would be intrigued to find out why he is corrupt, and how he becomes this degraded and broken. Plus, it's also interesting that they have called the movie Dorian Gray, unlike the novel it's based off called The Picture of Dorian Gray. This would have been made intentional as a Wilde fan (or an audience who would have read the infamous novel) would be aware that plot-wise, the majority of the plot revolves around Dorian Gray and his infamous picture, with which he trades his soul so that the picture of him will age, yet he will not. However, the producers and advertisers have decided to make absent any link, reference or suggestion towards his picture which will result in his demise. This, therefore, allows them to make a cliffhanger in itself, as their target audience would be literate lovers with an acceptable knowledge of Wilde's work who would generally be older, therefore the absence of any indication of a painting is effective, as this target audience will be curious as to whether or not they will adhere to the novel and revolve the novel around said picture (which they do but not nearly as much as the book would have intended.) and so will pay to watch it to see if the plot will match, they have used sheer curiosity for correct closure from the audience's behalf to sell their film product, which is a very unique and interesting selling gambit.

Star billing/ Star Vehiclising has also been used in this film poster which is evident by not only the eponymous character played by Ben Barnes, whom a large audience would be able to link to his previous infamous role as Prince Caspian in the hugely successful The Chronicles of Narnia: Prince Caspian  therefore, they have used the famous actor to allow audiences to recognise Ben Barnes and use their fond knowledge of Ben Barnes to assist in their decision to purchase entry to watch the movie.

In addition, star billing has also been used in the text that reads not only "Ben Barnes" but  "Colin Firth" as well in serif font above the title. Colin Firth has also been used as a marketing gambit as shown as a secondary image in the mid shot at the back, using direct mode of address. This has been effective as a typical British audience, especially the target audience explained above, would be aware of Colin Firth's numerous and famous works with examples being Nanny McPhee, Kingsman: The Secret Service and The Importance of Being Earnest which will be analysed below. The last example is especially important as Wilde fans of the same category would have assumedly watched the 2002 production of Wilde's infamous comedy The Importance of Being Earnest which also stars Colin Firth as the main character, therefore the decision to use Colin Firth in another film product based on Wilde's work will allow pre-roped Wilde fans who like Firth to be drawn in to this new movie released in 2009, therefore they have used the cast as an effective way of advertising.

Lastly, the absence of expert criticism in this film poster is more effective than if it was included as that in itself is a Mark of Quality. You could argue that the decision to leave out expert criticism means that the film is so good, you don't need to listen to other people's opinions due to the film being great anyway. Plus, while the movie is stand-alone and independent, it is in its own weird way, a 'sequel' of sorts to their 2002 movie The Importance of Being Earnest which is based off the same author, and so the fantastic reviews from that movie would be carried over to this new movie and therefore the mark of quality is that if you loved the first adaptation of Wilde's comedy, you'll also like this adaptation of Wilde's infamous horror and thriller The Picture of Dorian Gray. 

However, when we analyse the film trailer for the 2002 production of The Importance of Being Earnest, we can see that extremely juxtaposing techniques have been used effectively in this trailer and see how factors such as audience expectations, genre indications and Lexis have been used extremely different than that of Dorian Gray to promote Wilde's most famous comedy.

Firstly, we can infer target audience from this film trailer and I will argue that said target audience is late youth, middle-class audience who would be at least social demographic class A. The evidence

for such is how the voiceover tells us in the wide shot with Colin Firth using indirect mode of address in the low-angle shot of him staring at renaissance paintings by "And perfect manners", which is context to the plot and premise of the movie. This proves how the target audience would have a sense of aura about them as the target audience would adhere by and appreciate the morals portrayed in this advert, and as that links to wealth and decency, it would not be foolish to assume that the target audience would have access to money.

Further evidence can be shown in visual codes such as iconography in the advert when the title of the movie is revealed in salmon pink fancy cursive. This is effective as the cursive font is commonly associated with wealth and so the decision to use one of England's classiest fonts tells us that this movie would be intended to those of middle class and those who have had/ or are in expensive education. Age wise, you could argue how the target audience is wealthy 30 years old to the elderly with the narrator saying "But this isn't Jane Austen's England." as this joke would only be apparent to those who are highly educated in classical literature and can appreciate Jane Austen and her infamous novels, therefore the target audience would not be ideally youthful teenagers as they would stereotypically be aware of classicism and literature enough to appreciate the inter textual reference, instead those of considerable years of age will have had time to learn about said history.

When looking at genre indications, we can easily infer that The Importance of Being Earnest  is a comedy, in particular, Epigrammatic humour which is supported by when Algernon the insulting but clever declarative "The only way to behave to a woman is to make love to her if she's pretty and someone else if she's plain.". This sentence tells us that Epigrammatic humour has been effectively used in this film trailer as they are using witty statements about morals to invoke laughter from the audience's behalf, which is a very classy and reserved for of humour, way more austere than Juvenile humour for example. This can also link to audience expectation as their target audience would be similar to that of Dorian Gray: literate civilians who have moderate/advanced knowledge of  Oscar Wilde and his work and therefore as they would knowledgeable of the class and morals in Victorian England in which it is set, and further away of how The Importance of Being Earnest  is a satirical comedy, they would expect the movie to be a spoof of class, presentation and social views, therefore the use of said witty statement allows the audience expectation of the movie to be light-heartily classy is satisfied.

It can also be proven to be a comedy through the audio codes of the film trailer, as throughout the trailer we can hear a non-diegetic opera of sorts being played constantly, with the lead being a violin solo. As the song played is one of typical class and the music being enjoyable and happy, allows a more joyful sound to the trailer to be made which assists in telling the audience the obvious point that this movie product is comedic, and their 'promise of pleasure' is that you will get laughter, humour and satirical joy from this Epigrammatic satire, which is widely considered Oscar Wilde's masterpiece of a comedy.