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.
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