I have chosen to look at Roland Barthes media language semiotics theory in relation to the 1990 'Pretty Woman' film poster, as the poster is able to reveal the main plot of the film without giving away spoilers and allows audiences to decode Barthes codes. His semiotics theory is the theory that within the media, texts communicate their meanings through the process of ’signification’, meaning that different codes are used to construct meaning.
For example, in the ’Pretty Woman’ film poster, the typography of the title being red and in an all-caps bold font is used as a semantic code, where additional meanings can be created, in which the use of colour red in the title can create the additional meaning of love and romance, which can hint to the audience what the film is about.
Another use of a semantic code in the poster is the fact that one of the main models in the poster is wearing a suit, which therefore connotes ideas of wealth and sophistication. However, the fact that he is wearing a suit contrasts the other main model who is found wearing more revealing clothes such as a mini skirt which may connote more carelessness and freedom may therefore create a symbolic code, as it represents and highlight the characters differences in clothes and potentially lives?
The film poster shows the two main characters posed back to back which may be a symbolic code of their partnership or relationship in the film, with Julia Roberts holding Richard Geres tie which may also be symbolic of her potential power and dominance over him and she holds his tie meaning she has control or confidence to do so.
The overall film and poster also largely references the 1964 song ‘Oh pretty woman’ by Roy Orbison which can be seen as a referential code as the title of both the song and film are ‘Pretty Woman’ and the films use of the song in a scene where Julia Roberts character undergoes a makeover, enhancing her beauty, which may also be a reference to the songs title/lyrics ‘pretty woman’.
The strapline of the poster ‘She walked off the street, into his life and stole his heart’ can also act as an enigma code, as it leads the audience to question what the copy means and how Julia Roberts character ‘stole his heart’, creating suspense and curiosity which therefore leads audiences to watch the film in order to find out.
Overall, the film poster supports Roland Barthes semiotics theory as different codes in the poster conform to the ideas that it holds a deeper meaning for the audience to decode to understand the poster and film.
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