多模态话语视角下电影海报沉浸传播符号研究

On the Immersive Communication Symbols of Film Posters from the Perspective of Multimodal Discourse

为了使进电影海报达到潜移默化地宣传作用,要对电影进行浓缩并诠释其精华。从多模态的再现意义、互动意义和构图意义三个方面分析,旨在探讨心画意匠的文字、形美悦目的图案、意美感心的色彩、动感渲染的摄影等符号作为电影海报沉浸传播的切入点,实现人的多重感官的沉浸体验。通过别具一格的创新、引人发笑的幽默、震撼人心的感染力、引人入胜的诱惑力和跌宕起伏的意境等策略能够提高海报质量,而沉浸传播能够促进电影海报的发展及完善。成功的电影海报不仅主题要简明扼要、设计形式新颖美观,还要具有强烈的艺术感染力。多模态话语有助于观众深入了解电影的主题及内涵,能够激发观众观看电影的兴趣,从而达到电影宣传的目的。

In order to make the poster to achieve the subtle publicity,the film should be condensed and its essence interpreted.By analyzing the meaning of representation,interaction and composition of multi-modal,this paper aims to discuss the characters of mind painting and artisan,the beautiful patterns of form,the colors of aesthetic feeling,the photography of dynamic rendering and other symbols for the immersive communication of film posters,so as to realize the immersive experience of multiple senses.The quality of posters can be improved by means of unique innovation,humor,shocking appeal,attractiveness and ups and downs of artistic conception,while immersive communication can promote their development and improvement.A successful movie poster has not only a concise theme,a novel and beautiful design form,but also a strong artistic appeal.Multimodal discourse helps the audience to have a deep understanding of the theme and connotation of the film,which can stimulate the audience’s interest in the film,so as to achieve the purpose of publicity.