多模态话语分析下的电影海报研究——以电影《芳华》为例

Study on Movie Posters Based on Multimodal Discourse Analysis——Taking Youth as an Example

电影海报是集图像、文字、字体、色彩于一体的多模态语篇。将克瑞斯和勒文的视觉语法作为理论框架,从再现意义、互动意义和构图意义,对《芳华》电影海报进行多模态话语分析,解读该海报语篇意义的构建,揭示多模态语篇中多种符号之间的互补关系,以及图像与文字相互作用构成多模态语篇意义的方法。分析和解读电影海报多模态意义能帮助读者理解电影的内涵,提高读者对多模态语篇的认知能力,为人们提供欣赏电影海报的新视角。

Movie poster is a multimodal discourse integrating image,text,font and color.Adopting Visual Grammar of Kress&Van Leeuwen as the theoretical framework,from the three perspectives of representational meaning,interactive meaning and compositional meaning,the study conducts a multimodal analysis of the movie poster of Youth,to achieve the establishment of meaning and the realization of publicity,thus validating the interactive and complementary relationship among symbols in multimodal discourse resource.It also reveals the method of constituting the multimodal discourse meaning through interaction of image and text.Analysis and interpretation of the composition of multimodal meaning not only help the readers deeply understand the connotation of the movie,but also help readers improve their cognition of multimodal discourse,provide people with a new perspective to appreciate movie posters.