1. The target audience is established in various ways. The first giveaway is Danny Dyer, this actor stars in predominantly British films with a strong sense of realism and a clear presence of violence. This attracts young males who are fans of his other film. Furthermore, Nick Love has a massive cult following to his films, so his name is mentioned in the poster. Secondly, a peripheral audience is subtly established. Those older individuals who lived through and read about British criminals who moved to Spain to flee punishment. Those who found it interesting would be interested in seeing this film. The title and writing are in a very formal, plain but bold white font. This appears to simply be because this gives the biggest contrast to its royal blue background, therefore making the title stand out. The name of the film itself sets up an enigma code. We are aware that the film will be about a business, but most probably not in its most conventional meaning. Danny Dyer may very well be a business man, with his wife behind him in his swimming pool. But the most likely link is that this is an illegal business that generates large amounts of revenue- which is then spent on a lavish lifestyle. The immediate thought process is: young males, with an attractive lady, by a pool, who are very rich, own a business and carry shotguns must be caught up in the ‘drugs game’- their exotic setting only furthers this when we think of drug smuggling. The Business, Film Poster Instantly, the first thing that we notice on the poster is the sky blue throughout- this suggests summer, exotic settings and or a holiday. This is accompanied by the ‘suave’ looking actor (Danny Dyer) with sunglasses on in a swimming pool. On second glance, the actor in the background (Tamer Hassan) is holding a shotgun in an all white suit. This doesn’t carry the same connotations as the inviting swimming pool. Instead, this shouts gangster at us. The white suite, slick back hair, aviators, cocktail and appealing girl in a satin gown tells us eighties, but not the conventional eighties Britain. These are main giveaways that this film is an eighties gangster film.

2. Continued. Although ‘A Nick Love film’ is on the poster (and I have mentioned why) I am surprised it isn’t bigger and more noticeable, because of his cult following and the fact it gets his name out there. There is a great deal of empty space in the top right corner; this may be a better place for this line to be, or even the slogan to fill. Following on, the slogan ‘This firm will blow you away’ lets us know that this group is far from the norm. Again, like the word business, the word firm has a double meaning, it can mean a business, but it also refers to a group of young males out for trouble (most commonly used when describing football hooligans). This is another hint that this is a gangster film. The actor’s names are not a huge feature of the poster. They’re four fairly well known actors/ actress. They may not be in big print to maintain the natural feel of the poster, keeping continuity (ie, the one picture that runs throughout- it keeps the poster flowing into one tidy looking picture). This may also be why the slogan and the ‘A Nick Love film’ is not in big writing.