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LANGUAGE: The title has the word 'galaxy' in it which indicates that it is a sci-fi movie.  The tag-line, release date and billing block (information about the Director and the production company) all follow the expected codes and conventions of a film poster. The sub-genre for this film could be alien invasion or space because it is set in space (the galaxy) and also because the 5 heroes are fighting against an army of aliens to stop them invading the galaxy.

INSTITUTION:  The film was produced by Kevin Feige for Marvel Studios. He is also known for Iron man and the avengers. As it stands now, Guardians of the Galaxy has $770 million dollars worldwide, passing every other comic book movie released this year, Gunn’s lack of name recognition actually helped the film, giving it a cult movie feel with a Hollywood budget. Marvel are also responsible for producing toys, comics, backpacks, costumes and ect.

AUDIENCE: This looks like it would be targeted at an audience of mixed gender (although perhaps slightly more male). I think this movie is targeted at 7-18 year olds and young families. I think this age is appropriate because Marvel have created toys and comics mainly aimed at that age. 

REPRESENTATION: The focal picture shows 1 female  hero and 4 superior male hero's. The women is a mutant, i know this because she is green. 2 of the hero's are not even human like, one is a raccoon which is unusual for a sci-fi and the other is a type of mutant.