"The elements and conventions of genre are always in play rather than simply being replayed." - Neale
. Iconography always present- blood, zombies, weapons, mutilation, ghosts.
. Setting - run down, isolated, dark, trapped in domestic area.
. Selling line relatable to plot of film.
. Text matches image and possibly reflects to the theme of the film.
. Characters - challenge eachother due to crisis
. The side characters are killed for the main character's survival.
. Subverts - Challenges horror genre key conventions
. Marketing & advertising:
. Relateable to both film and audience
. Connotations - usually culturally accepted
