Mad Max: Fury Road Rhetoric

Movie Trailers are a prime example of how an argument based on visual rhetoric can be used to reach an audience. The trailer released for George Miller's Mad Max: Fury Road embodies this practice. The trailer demonstrates an appeal to a wide range of audiences, from devout fans of the franchise to newer audiences just learning of the post apocalyptic protagonist. The connection to the audience stems from the trailer's focus on editing choices, color use and overall composition as tools of a visual rhetoric. The building of each visual element is also able to provide a glimpse into the central themes highlighted throughout the film. Overall, the employment of visual rhetoric within the trailer for Mad Max: Fury Road aids in establishing a connection to many audiences, while also uncovering brief glances into the themes focused upon within the film.

The approach of Fury Road's trailer shows close consideration to more than one audience.

For the newer audience, the trailer is able to follow common elements found within the action movie genre while also developing the basis for a plot that deals with much higher themes involving female leadership, slavery and cult-like religious practices. The introduction of Max played by Tom Hardy also allows for a sense of a new storyline, that still parallels the universe of the previous Mad Max films. On the other hand, the trailer is able to stick to the roots of the franchise by crafting a unique experience driven by tension and suspense that appeals to the fans of the original three films. Prop choices continue the appeal to returning fans as the vehicles within the trailer look similar to that of the second film, The Road Warrior. The observance of each audience serves as an important body for which the argument is developed through the use of visual

rhetoric.
Visual Rhetoric is featured throughout the trailer by means of editing choices, color use and general composition of each shot. The use of editing in the trailer supplements a sense of arising tension and suspense that is carried out by quick, short shots, shots involving fast, dynamic motion and shots that display the erratic nature of the cast of characters. Color also plays a strong role in the argument of the trailer as most of the scenes feature highly saturated and contrasting hues that help to evoke feelings in the audience that direct attention to the harsh grittiness and surreal unworldliness of the setting. Finally, the dramatic shifts in composition contribute to the scale of how dystopian the environment is perceived as. In all, the elements of visual rhetoric carry the argument in a manner that appeals to the audience, as each elements hints towards the central themes within the film.

In addition to the editing strategies used to keep the audience on edge, there are several themes highlighted that give a spin on a typical post apocalyptic story. The idea of a cult is presented as the trailer opens with Max being chased by a group of inhuman individuals. These individuals have human bodies while also having seemingly odd features throughout the trailer. The cult followers appear to be pale with no hair, while later on, what looks to be the leader appears with frizzy white hair and some sort of mask attached to his mouth. The use of visual rhetoric here is important as it introduces the antagonists in the film by giving a detailed glimpse of their physical appearance.
Another compelling element the trailer presents is a woman playing a leadership role in a post apocalyptic film. The trailer portrays a woman, who seems to have following of her own, rebel against the cult. Like Max, the woman and her followers appear to be trying to escape. You hear a woman saying, “We are not things, we are not things!” and the antagonist shouting, “I want them back in my property!” when referring to this group of women. This introduces the idea that this cult could be involved with slavery. Towards the climax of the trailer, Max and the leader of the group of women are seen uniting. The trailer plays out with Max and the group of women going to war with the cult. It closes with a cliffhanger as it previews the war with heavy weapons and vehicles as Max and the women fight to survive.
The strong use of visual rhetoric in the trailer for Mad Max: Fury Road helps draw in a wide audience by keeping viewers on edge with the use of gritty colors, quick camera shots, and intense action, all while previewing specific themes focused on within the film. The color and editing keep the audience engaged by focusing on the action in the movie, while the themes previewed throughout the trailer present the audience with a spin on a typical post apocalyptic action movie. The presence of a cult and group of women protagonists are crucial because they give the audience a sense of an original storyline. By combining the intense editing and profound themes, the visual rhetoric used effectively makes the trailer appealing to a wide variety of new and old audiences.