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电影海报的多模态性可以利用图像、文字等进行表达。基于Kress&Van Leeuwen提出的多模态语篇分析理论,从文字、图象、色彩、字体等方面对《归来》电影海报进行分析,研究发现电影海报通过言语符号和视觉符号的共同作用来实现意义构建,达到宣传电影和吸引观众的目的。
Multimodal movie posters can use images, text and other expressions. Based on the theory of multimodal discourse analysis proposed by Kress & Van Leeuwen, this paper analyzes posters of returning movie posters from the aspects of texts, images, colors and fonts, and finds that film posters realize the construction of meaning through the cooperation of verbal symbols and visual symbols , To promote the movie and attract the audience’s purpose.