GENERATION Y

by

This is the cover for the DVD and movie posters for the film, The Hangover. I found this picture online, but also own the DVD. The image is advertising the film and certain events that happened throughout its duration. This particular image also advertises a special version of the DVD (Unrated and Special Edition.

The apparent rough situation at the bottom of the ad indicates action and unexpected activities to take place. In order of this advertisement to play off of the title of the film, it needs to be positioned in the consumer’s mind, as a crazy night out.

This ad is gendered against the American male, making them look like wild men that cannot comprehend how to party responsibly. Also, the random assortment of animals combined with the tattered and beaten down cast, makes this ad powerful. This ad really relies on the generation Y crowd to be interested in drinking, partying, and craziness. The beaten up car and “killer funny” text further attempt to persuade its target market to buy into this generation Y themed filmed.

If you’re wondering who generation Y is watch this…

The middle-right quadrant of the screen represents Vegas. Anyone who has been to Las Vegas or seen a movie with LasVegas has seen that sign. Vegas represent trouble when portrayed through three 25 to 30 year old men. Las Vegas is a stereotypical (for good reason) location that represents gambling, drinking, and sex. This image is defiantly trying to pitch the idea about how crazy and funny this movie is.

The title is written in old neon sign fashion. This technique represents Las Vegas, the city of lights. The Unrated text appeals to the high school and college demographic in that the typical, 15 to 25 age group would most definitely pick an unrated version. The overall image is a good portrayal of the film, and would definitely rekindle some of the highpoints for someone who has seen it.

The background is blue sky; this makes the rugged situation at the bottom of the image a lot more noticeable. The blue sky also helps the contrastingred colored title and text throughout the image to pop. This forces the viewer to scan the entire image. The spacing of the image and the text allows for a complete view of the image, not just a quick glance.

The overall clothing the men are wearing in the picture is very tattered and dirty which leads the viewer to believe it’s caused by beatings and exhausting circumstances.The gentleman pointingto his tooth and standing very staggered, leads people to believe something happened to him that he was unhappy about. The other 2 men in the image look as thought they have been beat up. Also, the overall image combined with the title of the film, leads viewers mind to immediately assume that the characters had a crazy evening.

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