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电影海报是宣传影片、提高票房收入的有力手段之一,主要通过文字、图像等多种模态建构意义。本文以系统功能语法基础上发展起来的多模态语篇分析为理论基础,运用Kress&van Leeuwen的多模态话语分析法,对暑期档热映的好莱坞科幻大片《环太平洋》的中国内地宣传海报进行解读。从图像的再现意义、互动意义和构图意义三个微观层面,以及文化语境、情境语境和媒体层面三个宏观层面进行分析,旨在进一步探讨电影海报是如何从言语符号和视觉符号的共同作用构建一个完整的语篇,并达到宣传电影和吸引观众的目的。
Movie posters are one of the powerful means to promote films and increase box office receipts, mainly through texts, images and other modalities. Based on the multi-modal discourse analysis developed on the basis of systematic functional grammar, this article uses Kress & van Leeuwen’s multi-modal discourse analysis method to carry out the propaganda poster for mainland China in the Hollywood science fiction block “Pacific Rim” Interpretation. This paper analyzes three aspects of the image reproduction, the meaning of interaction and the meaning of composition, as well as the three contexts of cultural context, situational context and media. The purpose of this article is to further explore how the movie posters are combined from verbal symbols and visual symbols The role of building a complete discourse, and to promote the movie and attract the audience’s purpose.