The Zodiac

Over 40 years ago a killer called the Zodiac went on a killing spree in California; in 2007 the story was made into a movie. This poster is all inclusive: it tells you a little bit about all of the movie’s aspects and the ad explains itself in several different ways. For a thorough analysis of it, a descriptive summary is needed, along with its rhetorical situation, and my personal opinion will be given.


To start off, the image has the Golden Gate Bridge and the city night sky line emerging out of the fog with the word, ZODIAC, glowing over the bridge. With the famous starring names at the top, this movie will apply to anyone who admires these actors such as Jake Gyllenhaal. The audience may also come from the admiration of the history of the Zodiac, the history of San Francisco itself, or possibly the directors past work that is listed at the bottom.


As the mood was set with the dark back drop, the movement of the eye is set upon the dimly lit path. This particular picture is most likely to be found at a movie theater at or above eye level. My eye begins at the bottom by picking up the red font at the bottom, then to the bridge’s lights, and then follows the red suspension cables of the bridge itself. By taking this trip up to the top of the poster, several things were learned. First, the movie hasn’t come out yet and that its directors have done other works that might work with one’s pathos. Half way up the bridge the title was seen, Zodiac. It hides in the mist with all capital letters. Despite the fog, the bright white letters jump off the page. Although the bridge has no relevance to the story, it symbolizes, along with the Transamerica Pyramid building, that the plot will take place in San Francisco.


I have been to San Francisco many times throughout my life and have a great appreciation for its history. One of the cities darker historical events that interest me is the story of the Zodiac. My first feelings upon observing this image are of dreariness and death. This is set off by the dark colors and its demoralizing view of what is traditionally seen as a beautiful sight. The Fog of what should be a majestic sight with the use of certain colors sets this poster off and uses ‘direction’ extremely well. It would do a great job of attracting future viewers due to its layout and use of pathos to its extensive audience.