[Food, Inc. poster - cow in field with bar code across side, caption reads 'You'll never look at dinner the same way']
This is one of my favorite documentary posters. Documentaries often have trouble gaining audience viewership and revenue at the box office. Most people would rather see a summer blockbuster than a depressing documentary about the sad state of our food industry. Food, Inc. is one of the highest grossing documentaries and I think that their advertising approach helped get them there.
This photo does a great job of approaching a large audience and hooking them. Everyone eats, everyone has to buy food, therefore, their documentary about food was applicable to everyone.
The image's juxtaposition of nature and industry is eye catching and intriguing. It's tagline is mysterious and makes you wonder what secrets they will spill in the documentary. Curiosity is the driving force behind this poster, and it works.
In terms of the image itself, not only does it catch the viewer's attention, it also does an excellent job of summarizing the main problem shown throughout the film. Food is not natural anymore, everything is industrialized and made to work to benefit the industry, not the consumer. The designers of this poster get this across by taking a pastoral, natural scene and branding it with a harsh food barcode.
The emphasis is no longer on nutrition, animal happiness, or environment. The sole driving force behind the food industry is money.