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This honors thesis project combines the research of regional marketing trends in international film posters and game packaging designs with a creative application of that research. The thesis consists of 4 main sections. The first section includes background research on film poster marketing design approaches and summary of international guidelines for game packaging standards. The second part contains an analysis of selected global film posters from all genres leading up to Disney/Pixar movies, and also a few popular video game packaging designs. The research is then be applied to 3 designs based on regional trends in the largest hubs of digital design in Asia, Europe and the Americas. Lastly, a survey will be conducted with international contacts to identify if the trends were correctly identified and which designs they personally preferred. The background research on video games includes 3 interviews. Diane Fornasier the current Vice President of Marketing at Immersive Play, and former VP of Marketing at Maximum Games, Sony and Sega talks about the evolution of packaging and packaging trends. Tom Kalinske, the former CEO of Mattel, Sega and Leapfrog details the emergence of the ESRB board in America and of the rating boards and guidelines from Asia, Europe. Al Nilsen, the former Director of Global Marketing at Sega explains international marketing and the character development of Sonic the Hedgehog. The case studies examine some film posters of all genres and some of the most successful international Pixar film posters to compare and contrast the different design elements in different regions, along with any outlying observations that cannot necessarily be allocated to a specific trend. The findings from the case studies are applied towards creating three film poster designs based on the most remarkable trends in the Americas, Europe and Asia that were observed. All of the film posters exhibit successful methods of engaging and appealing to their audiences based on cultural norms and values. Finding Dory, a film with a strong global appeal that showcases different regional design elements was a suitable option for the design concept. This will not only help understand the basic rules of international marketing when it comes to digital art, but it will also help us identify cultural norms and values that most of us might not be aware of when it comes to what can be publicized or not and what appeals to different target audiences.
ContributorsAdivikolanu, Harika Sruthi (Author) / Dove-Viebahn, Aviva (Thesis director) / Viles, Rebecca (Committee member) / Department of Information Systems (Contributor) / W. P. Carey School of Business (Contributor) / School of Art (Contributor) / School of Arts, Media and Engineering (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
A posthuman figure like the female cyborg challenges traditional humanist feminism in ways that make room for theorizing new subjectivities and feminist epistemologies. Rather than support a traditional feminism that assumes common experiences within patriarchal society and erases differences among women, cyborg feminism moves beyond naturalism and essentialism to acknowledge complex, individual, and ever-changing identity. Three films, Fritz Lang’s Metropolis (1927), Ridley Scott’s Blade Runner (1982), and Alex Garland’s Ex Machina (2015), all offer such a vision of the female cyborg. In these films, the cyborg subject is a composite of machine and human—sometimes physical, dependent on the corporal mixing of flesh and machine, but just as often mental. Human sentiment, human memories, and human emotion merge with mechanical frames and electronic codes/coding to produce cyborgs. Importantly, every main cyborg in these films is coded as female. For each cyborg, a female body hosts preprogrammed sexuality and the emotions each creator thinks a woman should have, whether those are empathy, compassion, or submissiveness.
The cyborgs in these films, however, refuse to let categorizations like female, or even their status as human, alive, or real, restrict them so easily. As human-robot hybrids, cyborgs bridge identities that are assumed to be separate and often oppositional or mutually exclusive. Cyborgs reveal the structures and expectations reified in gender to suggest that something constructed can as easily be deconstructed. In doing so, they create loose ends that leave space for new understandings of both gender and technology. By viewing these films alongside critical theory, we can understand their cyborgs as subversive, hybrid characters. Accordingly, the cyborg as a figure subverts and fragments the coherency of narratives that present gender, technology, and identity in monolithic terms, not only helping us envision new possibilities but giving us the faculties to imagine them at all.
The cyborgs in these films, however, refuse to let categorizations like female, or even their status as human, alive, or real, restrict them so easily. As human-robot hybrids, cyborgs bridge identities that are assumed to be separate and often oppositional or mutually exclusive. Cyborgs reveal the structures and expectations reified in gender to suggest that something constructed can as easily be deconstructed. In doing so, they create loose ends that leave space for new understandings of both gender and technology. By viewing these films alongside critical theory, we can understand their cyborgs as subversive, hybrid characters. Accordingly, the cyborg as a figure subverts and fragments the coherency of narratives that present gender, technology, and identity in monolithic terms, not only helping us envision new possibilities but giving us the faculties to imagine them at all.
ContributorsMargolis, Madison Lawry (Author) / Dove-Viebahn, Aviva (Thesis director) / Miller, April (Committee member) / Department of English (Contributor, Contributor) / School of Film, Dance and Theatre (Contributor) / School of International Letters and Cultures (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05