Posterized! The Magical Science of Marketing

First off, I apologize for my absence. Nearly a month has passed since my last “Posterized!” column.

Were you growing nostalgic for it? Or did you give in to nostalgia elsewhere, perhaps in front of the “J. Edgar” poster, as I saw many people do at the theater this weekend?

Like many posters of the '50s and '60s, this one entices moviegoers with bold, exaggerated colors that have more significance than you would initially think.

Silver, for example, is said to evoke science and prestige, so it is fitting for Leonardo DiCaprio to be bathed in it here, as he is portraying a man who embodied both — the first director of the FBI.

In addition to provoking patriotism, the red stripes behind him signify danger and passion, both of which are associated with the crime-fighting organization and the country to which it belongs. (By the way, red is considered by many marketing researchers to be the color of danger. It is also widely thought to have sexual connotations, and this film does reportedly explore J. Edgar’s homosexuality … but now I’m probably reaching beyond what the marketing executives intended.)

Above all, this poster evokes marketing of a time gone by, and anything quaint or familiar seems to draw attention these days. Hollywood, for the most part, has become a nostalgia factory, cranking out numerous sequels, remakes and “reboots” each year. And moviegoers are lining up for them all in droves.

Oddly enough, familiarity seems to stand out more than originality these days. For instance, take the poster for “The Rum Diary.”

It’s an amusing poster, for sure, but look at in comparison to the “J. Edgar” poster, which instantly screams of recognizable patriotism and black-and-white gravitas. I don’t know about you, but I’m drawn to the latter poster first. (To prove that my little psychological examination of colors in marketing isn't a load of hooey, take a look at the plane in the top left-hand corner of "The Rum Diary" poster. It's red! If that is not a sign of danger, I don't know what is. Also, yellow, the color of the the film's title below, is said to represent liveliness and energy, and this movie certainly seems to be imbued with both. So, you see, marketing is a science, people! If you don't believe me, check this out.)

The ideal poster, of course, as I've mentioned in all of these columns, is one that is both familiar and fresh. So keep your eyes peeled, folks, and let me know when you find it.

In the meantime, answer me this: In marketing, what do you value more highly -- recognizability or outlandish originality?