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Explain how the director presents the James Bond genre in the cinematic trailers for "Die Another Day"

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Explain how the director presents the James Bond genre in the cinematic trailers for "Die Another Day" In the cinematic trailers for "Die Another Day" the director, Lee Tamahori, has used a variety of codes and conventions that convey the typical Bond genre, whilst also updating it for the 21st century. I will be discussing these codes and conventions and how they represent this genre that has become a cult in the last 40 years. The props that appear in the trailers give the audience an indication of what the character's personalities and film genre. All of the trailers share props showing that James Bond has cutting edge technology; objects such as computers and gadgets give the impression that he is advanced and well prepared. In the first trailer, he is seen tackling the waves on a surfboard; this image of extreme sports appeals more to a younger audience. Traditionally in a Bond movie, the silhouettes of naked women appear at the beginning, however the first trailer sees a change in this as the modernisation of "Die Another Day" transforms them into dancing in 3D. These naked props signify that James Bond is a sexual character. The ithyphallic image of the ice gun in the first and last trailer symbolises that Bond is a cold hearted killer and the fire that blasts out represents passion, sex and danger. The loyal fans of James Bond will know that he is a cool and refined character; small objects that crop up in the trailers show this such as the cigar in his hand and the champagne glasses that add to the ice palace scene. The cigar also indicates that he is in Cuba - a tropical location. Whilst he is there he comes across Jinx who is carrying a knife in a pouch on her bikini belt - this shows that she is feisty and can defend herself. ...read more.


However, in the first trailer when Bond is seducing Miranda Frost, the scene is shot at eye level to make it seem interment and passionate when this time Bond is on top of the woman. No dialogue from "Die Another Day" is used in trailer 1; instead a husky, deep American voice-over provides the commentary at the start and finish. Even though James Bond is an English driven film, the typical cinematic American voice-over is what we expect to hear. The gravely style and masculine tone attracts a female audience but keeps the men interested because it is a tradition in film trailers. The four lines at the beginning could be interpreted as sexual innuendos whilst also engaging the audience. We are lead to believe that the voice over talks about Bond; "When danger becomes a temptation..." indicates his passion for danger and the thrill he gets from risky situations - and there have been many! The words also tie in with the ice-gun that only becomes clear when the image zooms out; "there's a surprise around every curve" which furthermore excites the audience. In the second trailer, dialogue that is also scattered with a few sexual innuendos and clich�s provides commentary. The first set of dialogue is not a traditional way of Bond introducing himself; he says in reply to Jinx "My friends call me James Bond. The final spoken words of the trailer are the all important reference to the film title; "So you live to die another day" which will interest the audience. Compared to the others, the third trailer has a lot more dialogue which gives a fuller outline to the plot and Bond genre for the American audience who may not be aware of it. It begins with a sequence of orders shouted in Korean which may interest the American audience more because of its war-like genre. After about 30 seconds, Bond says: "Got your attention" which could be interpreted as a cinematic joke after fooling the audience that it is a Vietnam War film. ...read more.


This is the case in "Die Another Day", however, the start of the film isn't all that stable but turns into the reason for resolving the evil plans of Gustav Graves. Levi Strauss said that narrative is based around conflict and he called them binary opposites. This theory of conflicts can be applied to the Bond genre; "Die Another Day" has the most obvious good versus evil opposition, East against West and week and strong amongst others. The 3 trailers are targeted at different audiences. Trailer 1 is for all audiences; it can be shown to families because it's not rude, there's no dialogue to allow any sexual innuendos and the sex scene is mild and very quick. Made in Britain, this trailer is also for the 007 fans because it shows a lot of stock events and Bond looking like a hero. The second trailer targets an adult audience because of its rude content in the form of dialogue as well as using a lot of male gaze. The third trailer is for an American audience. Because the Americans aren't as loyal to the James Bond brand, it tricks them at the start by making "Die Another Day" seem as though it is a Vietnam war film which will grab their interest. Typical things aren't used because they wouldn't mean anything and also some of the codes and conventions are broken. At first, Bond is made out to be a real victim whereas the other trailers didn't show this footage; as it continues he looks more like an action star which appeals more to an American audience. It is giving the film a fresh start; the words at the beginning - betrayed, captured and abandoned aren't what we would normally expect to see in a Bond trailer; they're quite harsh. It is a lot milder compared to the second trailer because the American audience aren't very interested in all the sexual innuendos. ?? ?? ?? ?? Joshua Pemberton 1 | Page ...read more.

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