电影海报《小时代》的多模态语篇分析

Multimodal Discourse Analysis of Posters in the Film Tiny Times

电影海报是集图像、色彩等多种元素为一体的典型多模态语篇。文章运用Kress&Van Leeuwen的多模态语篇分析方法,从图像的再现意义、互动意义和构图意义来解读电影海报《小时代》,旨在探讨该海报中的文字、视觉、布局等多种符号资源是如何形成合力来共建完整的语篇,以此达到宣传电影和吸引观众的目的。

Film poster,a combination of images,color and other elements,is a typical multimodal discourse. This paper,by employing Kress Van Leeuwen＇s method of multimodal discourse analysis,appreciates the film poster Tiny Times from three basic meanings of visual images to reveal how the film posters achieve the most persuasive effects of advertising in constructing a complete discourse by using both language and visual signs. It is hoped that this study will shed light on the improvement of reader＇s ability to decode new media discourses.