The Multimodal Meaning Making of a Malaysian Chinese Film Poster

DOI

10.2991/assehr.k.220504.240How to use a DOI?

Keywords

multimodality; film poster; visual grammar; meaning making

Abstract

Multimodal communication is prevalent in contemporary society. Film posters are multimodal discourses that combine both visual images and verbal texts to promote and advertise films. Drawing on social semiotics, the article conducts a multimodal discourse analysis of a Malaysian Chinese film poster titled The Journey (Yilu Youni). It first analyzes the representational, interactive, and compositional meanings of the images on the poster based on Kress and van Leeuwen’s visual grammar; and then examines the meanings of the verbal texts on the poster linguistically and typographically. The study shows both visual and verbal semiotic resources contribute to the meaning making of the film poster and designers should be aware of the specific context when employing different semiotic elements to make their film posters more attractive and effective.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Shuping Huang
PY  - 2022
DA  - 2022/06/01
TI  - The Multimodal Meaning Making of a Malaysian Chinese Film Poster
BT  - Proceedings of the 2022 8th International Conference on Humanities and Social Science Research (ICHSSR 2022)
PB  - Atlantis Press
SP  - 1332
EP  - 1335
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220504.240
DO  - 10.2991/assehr.k.220504.240
ID  - Huang2022
ER  -