Comparing Gunning And Einstein Montage Of Attractions

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In Gunning’s theory, the term “attractions” comes from the young Sergei Mikhailovich Eisenstein and his attempt to find a new model and mode of analysis for the theater (Eisenstein, 1970).
In Gerould’s (Gerould, 1974) Einstein Montage of Attractions he states:

An attraction aggressively subjected the spectator to “sensual or psychological impact.” According to Eisenstein, theater should consist of a montage of such attractions, creating a relation to the spectator entirely different from his absorption in “illusory imitativeness.

When advertising a film it is important for the producers to create an image that makes the audience want to watch their film, therefore, I agree with Gunning and his relation to Eisenstein with the term “attraction”. Advertising is based around the fact that the spectator is aggressively subjected to “sensual or psychological impact”, especially when watching a trailer as those couple of minutes must create enough excitement that it draws the audience in.

I think you can decipher a film by the tag-line that the marketers have chosen. This tag-line is then used to advertise the film on posters and trailers in order to attract the audience. When looking at Avatar’s tag-line “Enter The World”, it is easy to understand why people were attracted to the idea of entering a new world and being a part of something innovative. When I first saw this poster (Fig. 1) I was drawn in by the use of bright colours and that I was unaware of what this new world,

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