for “DR. NO” (1962) and “CASINO ROYALE” (2006) focusing on the representation of James Bond
The representation of James Bond has changed dramatically since 1962 with each film since then that was released, updated to match its new target audience. However “CASINO ROYALE” (2006) features the biggest contrast in the representation of James Bond from the 1st James Bond in “DR. NO” (1962). This increased change of representation is due course to the modern society; where “DR. NO” James Bond focuses on being the upper-class gentlemen because of the audience in 1962, and “CASINO ROYALE” is focused on the action as the target audience (which is the modern society) are attracted to it. Therefore the text in “CASINO ROYALE” is adapted to meet the 2006 audiences demand.
Since 1962, the society people live in has developed in all areas. Some of these changes are featured in “CASINO ROYALE” and portray that difference in representation. These changes include the roles of women, increased action and fighting, use of technology and many more. The trailers also contain a change in Mise-en-scene, music and way of advertising.
The development of the society is shown through the change in mise-en-scene in the 2 trailers. The change in settings and props in the 2 trailers and costumes/make-up/hair for James Bond, indicate visually how the representation of James Bond has changed since 1962 and is adapted to the 2006 audience. As it is mentioned before, the 1962 James Bond acts like the upper class gentlemen; wears suits, talks in a clear British accent, hair parted at the side, smart, neat, smokes, witty and spends most of the time talking in a poetic manner. Whereas the 2006 James Bond wears casual clothes for on duty, talks modern, shows no emotions, fearless, determined, fit and more risky, and spends most of the time fighting therefore the common ‘bad boy’. However both James Bond drink alcohol and carry guns. Both Bond characters appeal to the women of their era due to the mise-en-scene. This is because their looks and character are charismatic to the women and includes them part of the target audience. The institution of both James Bond films (Danvaq) have researched what sort of character is popular and desired within the audience and will fill the gap in the market; therefore had written the text in a way that will fascinate the audience. MGM had then put all the best moments of the film into the trailer; showing the desired character of James Bond and this representation gains audiences of both genders. This gratification will make the film attract a large audience causing a lot of to money to be made.
Civilian’s lifestyle was also completely different as the personality, beliefs and attitude of an individual was not how it was in 2006. Consequently the directors have then adapted the James Bond character in both films similar to how the target audience behaved. The 1962 James Bond acted like the upper class gentlemen so that the target audience can relate to the protagonist. The 2006 James Bond was expressed as the ‘action man’ who has no limits. The use of technology is one of the greatest changes that the civilisation has adapted to. In 2006, computers, mobiles, Internet, television were all part of the daily lives and jobs are created around them. Whereas in 1962, technology had just began, such as the washing machine.
Both trailers also include the latest technology and fashion used by the spy James Bond. “DR. NO” includes smoking, which was popular in 1962. However “CASINO ROYALE” trailer shows fast streamlined cars, trains, and aeroplanes. The purpose of including the latest technology in the films is that not only does it advertise the product, but it also advertises James Bond, therefore a cross media tie in. Both James Bond are presented as an iconic figure to their audience, therefore the (male) target audience will try to be like them. The audience...