视觉语法视角下电视剧《狂飙》宣传海报的多模态话语分析

A Multimodal Discourse Analysis of the Advertising Posters of the TV Drama “The Knockout” from the Perspective of Visual Grammar

电视剧海报是一种集图像、色彩、文字等多种模态于一体的传播载体,具有凝聚与宣传电视剧内容、吸引读者注意力、勾勒角色特征的作用,读者对海报非文字信息符号的阅读、理解过程,本质上是对多模态话语的解码过程。本研究将基于多模态话语理论,以Kress & Van Leeuwen的视觉语法为理论框架,从再现意义、互动意义及构图意义三个维度分析电视剧《狂飙》的宣传海报,试图探究该剧的宣传海报如何通过不同模态的相互作用来传达电视剧主题并实现宣传效果。

TV drama poster is a communication medium that integrates multiple modes such as images, colors, and text. It has the function of condensing and promoting TV drama content, attracting readers’ attention, and outlining character characteristics. The process of readers reading and understanding non-textual information symbols in posters is essentially the decoding process of multimodal dis-course. This study will be based on multimodal discourse theory, using Kress & Van Leeuwen’s vis-ual grammar as the theoretical framework, and analyze the promotional posters of the TV drama “The Knockout” from three dimensions: reproduction meaning, interactive meaning, and composi-tion meaning. The aim is to explore how the promotional posters of the drama convey the theme of the TV drama and achieve promotional effects through the interaction of different modalities.