The ad shows classic elements of a movie poster advertisement, it emphasises the title of the movie and the starring role of the film, using exciting and intriguing images as a back and foreground.
As stated above, the target audience is that of pre-teens (10-12 years old). This demographic possesses a desire to be seen as mature, this ad caters to this aspiration by placing a child of the same age as the group that is being targeted and portrays them in a role reminiscent of James Bond, a prestigious and thrilling position; in fact this ad makes the movie seem to be basically a James Bond Movie for kids, the tagline above the title is a perfect example of this ‘you’re never too young to die’. This makes Alex Rider the child that the target audience aspires to be, he is respected, he lives a life full of action, and he is attractive. The preteen audience would also be attracted to the movie because of its genre (action/thriller, spy subgenre), the life of a spy is seen as glamorous, and even appeals to an older audience (James Bond series for example).
The advert is made affective by techniques such as using vectors, reading paths and a salient object as well layering to create a foreground and background. The salient object in this image is Alex Rider himself, framed by the curved for and background edgings, he is coloured brightly so that he stands out from the muted background, and contrast is created by an illusion of light originating from behind the figure. Reading paths are created by the aforementioned framing of Alex Rider, as well as the obvious vector leading from the top right corner to the center figure, these lead the eye to the center and then to the title of the film. These techniques create emphasis on the main character, the theme of the movie and its title, making them the most prominent and therefore memorable features of the advertisement.
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