James Bond Analysis

1313 words - 5 pages

Textual Analysis on James Bond Thunderball AdvertisementThunderball was released in 1965 and was the fourth spy film in the James Bond series after Dr. No, From Russia With Love and Goldfinger. By analysing the advertisement we can find semiotic codes identifying the characters true personalities and what the film is really about.The ad for 'Thunderball' is predominately focused on the sketch of five people in profile; James Bond, being the iconic sign, and four other un-named women. Although we can only see them surrounding Bond, we assume by their position and stance that sexual acts have, or are, going to take place. This is confirmed with a linguistic caption proclaiming ''Here comes the biggest Bond of all' the linguistic message anchors and fixes the floating chain of signifies in such a way to counter the terror of floating signs Barthes In Dyer, 1982: 130 At one level this message is referring to how this film is going to be the best one so far and that Sean Connery is the biggest and best actor for the part. But on another level there is a hidden narrative in this advertisement that is working along side the sketch off James Bonds Spear, which is being used as a phallic symbol. Therefore the signifier, 'Here comes the biggest bond of all' signified his 'manly hood' as well as the success of the film. 'The phallic symbol leads to the greatest instability of all for the male image. For the fact is that the penis isn't a patch on the phallus. They are all straining after what can hardly be achieved, the embodiment of the phallic mystique' Dyer 1997: 14. This quote suggests that the best way to attract a female audience is by achieving the embodiment of the phallus symbol, which can never be achieved. Women play an active part when watching James Bond and we are promised activity/action from the film. Women also strive to be with James Bond as he is seen to be the 'perfect' man in everyway.All four girls are wearing provocative outfits revealing their bodies, which instantly gives us knowledge of Bonds ideal women and insight into his womanising personality. The women's dress codes also show a male gaze; we as an audience are put into a masculine subject position to see the girls through the eyes of James Bond. Mulvey said 'In this traditional exhibitionist role women are simultaneously looked at and displayed, with their appearance coded for strong and visual erotic impact so they can be said to connote 'to-be-looked-at-ness' Dyer, R, 1982. This means the film has been used as an instrument of the male gaze, producing representations of women, the good life, and sexual fantasy from a male's point of view, Jonathan Schroeder. This grabs a male audiences attention as it foretells what the audience should expect to see in the movie. It also shows scopophilia, women acting as a source of pleasure to the men and the men using them for sexual stimulation. The producers use these negative gender roles towards women as an object to draw men in.With...

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