多模态话语对比研究——以电影《梅兰芳》海报为例

A Multi-modal Discourse Analysis of Two Posters of Forever Enthralled

任何一种话语都不是以单模态的形式存在于社会中的，电影海报就是一种融合图像、文字于一体的多模态话语。基于Halliday的系统功能语言学和Kress＆Van Leeuwen的视觉语法，结合张德禄的多模态话语分析理论框架，对电影《梅兰芳》在中国、日本的宣传海报进行多模态对比研究，并探讨图像、文字模态间的关系，以及它们如何在特定语境下构建整体意义，以达到电影海报理想的宣传效果。

Any kind of discourse can not exist in a monomodal way, just as the film poster. It is a kind of muhimodal dis- course, which integrates modes of image, typography, color or spacial arrangement etc. Based on the theoretical framework of the visual grammar developed by Kress ＆Van Leeuwen, Halliday＇ s Systemic Fuctional Grammar, and Zhang Delu＇ s Synthetic Theoretical Framework for Muhimodal Discourse Analysis, this paper carries out detailed comparisons between two posters of Forever Enthralled. This paper tries to discover intermodal relations and the ways of different modes in interacting with each other to construct meaning effectively. Then this paper studies into successes and failures of two posters in multimodal transcription under Chinese and Japanese cultural backgrounds or contexts.