《当幸福来敲门》海报的多模态文体分析

Multimodal Stylistic Analysis of the Poster The Pursuit of Happyness

在传统信息传递中语言使用者和研究者多关注文字模态,随着科技的发展,图像、颜色、排版、布局等非文字模态在意义表达中的作用也逐渐受到学者们的关注。事实上,日常生活中我们能高效理解信息、图像等非文字模态功不可没。该文基于韩立德的系统功能语法与Kress和Leeuwen的模态语法,以电影《当幸福来敲门》的宣传海报为例,探讨文字、图像、颜色、排版、布局等模态的前景化特征以及模态间关系对电影海报多模态文本整体构建的意义。作为多模态文体理论和模态语法的实践,期望该文能为多模态文体理论提供进一步验证,并为更多人对电影海报等文本的多模态识读提供有益参考。

In traditional format of information transmission,language users and researchers pay more attention to verbal mode.With the development of science and technology,the role of non-verbal modes,such as visual image,color,layout and typography in meaning expression and perceiving has gradually attracted scholars'attention.Actually,in our daily life mass information is frequently and effectively disseminated through such ono-verbal modes.Based on Halliday's systemic-functional grammar and the Kress and Leeuwen's grammar of visual image,this paper takes the movie poster of The Pursuit of Happyness as an example to discuss the foregrounded features of verbal mode,visual image,color,layout,typography and the relationship among various modes contained in the movie poster.This study illustrates what effect those different modes have in tackling meaning and how those modes and their inter-semiotic relations contribute to the overall meaning construction of the movie poster.This study aims to contribute to two major aspects.First,it is expected to add to the body of research concerning applying modal grammars.Second,it might provide useful reference for more people to read multimodal texts such as movie posters.However,in view of the inchoate grammar of visual image,color,layout and typography,the construction and application of multimodal grammar is worthy of further exploration.