作为一种典型的多模态符号系统,电影海报集合了图像、文字、色彩和构图等要素。电影制作者可以通过海报向观众传递电影的主题和情感基调,以实现良好的宣传效果,吸引观众观看并提高票房收入。文章以Kress和Van Leeuwen的视觉语法理论为...作为一种典型的多模态符号系统,电影海报集合了图像、文字、色彩和构图等要素。电影制作者可以通过海报向观众传递电影的主题和情感基调,以实现良好的宣传效果,吸引观众观看并提高票房收入。文章以Kress和Van Leeuwen的视觉语法理论为理论指导,从“再现意义”、“互动意义”和“构图意义”三个角度深入探讨了电影《永不妥协》海报中的主要视觉元素,并分析了不同符号资源之间的协同作用和意义传递方式。本研究旨在拓展电影海报在多模态背景下的研究视角,并进一步提高人们对电影海报的解读和欣赏能力。As a typical multimodal semiotic system, movie posters integrate elements such as images, texts, colors, and compositions. In this way, filmmakers can convey the theme and emotional tone of the film to the audience, achieving favorable promotional effects and attracting viewers as well as increasing box office revenue. Utilizing Kress and van Leeuwen’s Visual Grammar as a theoretical framework, this paper mainly discussed the major visual elements in the movie poster of “Erin Brockovich” from three perspectives: “representational meaning”, “interactive meaning” and “compositional meaning” and analyzed the confluence and ways of meaning transmission among different symbolic resources. This study aims to broaden the research perspective of movie posters in a multimodal context and further enhance people’s ability to interpret and appreciate them.展开更多
文摘作为一种典型的多模态符号系统,电影海报集合了图像、文字、色彩和构图等要素。电影制作者可以通过海报向观众传递电影的主题和情感基调,以实现良好的宣传效果,吸引观众观看并提高票房收入。文章以Kress和Van Leeuwen的视觉语法理论为理论指导,从“再现意义”、“互动意义”和“构图意义”三个角度深入探讨了电影《永不妥协》海报中的主要视觉元素,并分析了不同符号资源之间的协同作用和意义传递方式。本研究旨在拓展电影海报在多模态背景下的研究视角,并进一步提高人们对电影海报的解读和欣赏能力。As a typical multimodal semiotic system, movie posters integrate elements such as images, texts, colors, and compositions. In this way, filmmakers can convey the theme and emotional tone of the film to the audience, achieving favorable promotional effects and attracting viewers as well as increasing box office revenue. Utilizing Kress and van Leeuwen’s Visual Grammar as a theoretical framework, this paper mainly discussed the major visual elements in the movie poster of “Erin Brockovich” from three perspectives: “representational meaning”, “interactive meaning” and “compositional meaning” and analyzed the confluence and ways of meaning transmission among different symbolic resources. This study aims to broaden the research perspective of movie posters in a multimodal context and further enhance people’s ability to interpret and appreciate them.
