The paper I felt most passionate about was the argumentative research paper. I really like how the paper assigned in this class asked for our opinions as opposed to the repeating of facts off the internet. I chose to discuss the skate park that was needed and built in my hometown of Nevada, Iowa. I then went on to discuss the outcome that went along with obtaining our desired skate park.
Indiana Jones: Classics Sell
“Indiana Jones is not a perfect hero, and his imperfections, I think, make the audience feel that, with a little more exercise and a little more courage, they could be just like him.” These were the words of producer Steven Spielberg (Indiana Jones). In the Indiana Jones series, Dr. Henry "Indiana" Walton Jones, Jr. is a fictional professor of archaeology and an adventurer. The 1981 action film Raiders of the Lost Ark, its prequel (1984, Indiana Jones and the Temple of Doom), and sequel (1989, Indiana Jones and the Last Crusade) ended up being his "last crusade" for over 18 years. At Cinemark Movies 12 in Ames, Iowa a banner is hung on the wall and reads, Indiana Jones and the Kingdom of the Crystal Skull as shown in Figure 1. This advertisement for the upcoming 2008 movie was strategically made by its marketing agents. This is best Figure 1: Indiana Jones banner inside the Movies 12 Lobby understood by giving its complete description, its use of ethos, pathos, logos, and the implied underlying worldview. For one to better comprehend this banner some prior knowledge of the previous movies would be beneficial.
The sign is simple and expects the viewer to have prior knowledge of Indiana Jones. Indy, played by Harrison Ford, was first introduced as a compulsive treasure hunter during the 1930s, with an alter ego of Doctor Jones. Doctor Jones was a respected archaeologist at a New England college (Barnett College). In the films he is portrayed as a well-liked, passionate history professor who, on the side, battles Nazis and evil cults. Even though none of these images are portrayed in the banner, this information is relevant due to the fact that this movie is a sequel and will refer back to past adventures.
The title of the motion picture is across the top of the banner in the trademark font that has been used in all of the previous Indiana Jones movies. The text is in all capitals with a red to yellow fade out along with a black shadow for a three dimensional effect. As usual, the familiar name starts with a larger font size with the letter “I.” Then the letters slowly decrease in font size as they progress to the right. The entire text reads, “Indiana Jones and the Kingdom of the Crystal Skull (May 22).” Harrison Ford stands between the title’s words: “Indiana” and “Jones”. He’s accompanied by a skull of flames behind him along with smaller skulls surrounding him. The layout and perspective of these images gives the impression that he is inside a cave. Furthermore, he is in his typical ragged tan outfit. Indy has his trademark 10-foot bullwhip along in hand. He wears his worn out hat and shows some chest hair in his button down shirt with his sleeves pulled up and his fist clenched. This gives Jones the appearance that he’s ready for anything.
This advertisement resides in the lobby of a movie theater. Here, the banner is working for a niche market: moviegoers. Everyone in the complex is there to see a movie, thus, their enjoyment of movies makes this sign appropriately placed. Not only is it in the lobby where Figure 2: Banner behind concession every customer must first walk through to get to their movie but the advertisement is dead center on the wall. The precise location of it is behind the concession stand hanging between the two price displays forming a perfection of unity and symmetry (see Figure 2). Now, as customers wait in line for snacks, they have nothing better to do but stare and talk about this advertisement hanging on the wall which by sheer chance goes with the color scheme already on the wall. One of the main topics that would most likely be discussed while waiting is the movie’s main actor, Harrison Ford.
Harrison Ford is an older well respected actor. His name has been in some of the most well known movies of the century; Star Wars being the most famous of them. The character of Indiana Jones has been featured in novels, comics, video games, and other media. The Indiana films were also created by a very famous producer: Spielberg. The credibility of these two men gives the banner an initial trust quality: ethos. This is most easily observed in Ford’s case due to the fact he traditionally plays the role of a ‘good guy.’ Viewers subconsciously assume he is a trustworthy person in real life as well. Spielberg’s trust is assumed due to his work record. He has made some of the most famous movies of the century and in doing so has worked with thousands of people. For such a successful career he would have to be well liked and trustworthy himself. The theater owner also seems to think the movie is to do well. This is derived from the fact that its placement is the best in the theater for advertisement.
The movie applies to almost all types of people. This is where pathos came into play. Some movies only apply to people of certain religions. In the series the films have involved multiple types of religious beliefs: from faithless mercenaries and Judaism (in Raiders), to Hinduism (in Doom), and to Christianity (in Crusade). In the Temple of Doom, chronologically the earliest of the films, Indiana is a mercenary searching for "fortune and glory." He has since overcome his mercenary nature and is expected to be played as an "older and wiser" character in the Crystal Skull. With such diversity of a character, vast groups of people can relate to him; therefore, increasing the possible audience.
The movie also relates to its intended audience due to logos with its large age bases. The larger the audience equals more possible income. Older generations can relate to an old actor still able to do heroic and brave things. People a little younger saw the originals in the theater and will more than likely want to see the last part of the series bringing their children like their parents did with them. Lastly, my generation will want to see it because we grew up on it as well. We saw it not in theaters but on DVDs or on television. This movie applies to every age group and movies that do that make the most money. This movie also fits into the new trend of remaking old movies, such as: Rambo, Rocky, and Live Free or Die Trying, with the older but original stars. All of these films were recent top selling block busters.
All in all, Doctor Jones is a hero here to save the world. Indiana is a good man ready to fight and triumph over evil which is an uncomplicated and honest premise. The simplicity of the movie’s theme is reflected by the simplicity of the banner. The compositional layout isn’t selling the movie’s plot, it’s selling its respected name and leading actor. It emphasizes its use of ethos with its history, pathos with its large audience, and logos with its proven selling ability. With that combination and the addition of its placement, this advertisement does its purpose exceptionally well.
Cited
"Indiana Jones." 10 March, 2008 22 Feb., 2008
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