Interpretation of Movie Posters from the Perspective of Multimodal Discourse Analysis

Abstract

Given the remarkable development of multimedia and computer technology in the information age, the previous dominant role of language in mass media and communication is challenged by other semiotic resources such as image, sound and action. Accordingly, new grammars must be formulated to give a comprehensive account of the integrative meaning generated by the interaction of different modalities in discourse. The theory of multimodal discourse analysis (MDA), which is theoretically based on Systemic-Functional Linguistics, solves the problem to most degree. In the light of the grammar of visual design by Kress and van Leeuwen, this paper intends to formulate a model for MDA of movie posters. A qualitative and interpretative approach is used to hold an in-depth discussion which helps to testify the feasibility of this model and also to point out the key to the application of this model. The present study may not only enlarge the application area of Systemic-Functional Linguistics, but also fill in a gap in discourse analysis of movie posters.