A Multimodal Analysis of The Movie Poster No more bets

Abstract

The traditional single text format is no longer sufficient to meet the needs of the public. Nowadays, many industries gradually use multimodal advertisements, and short videos to attract viewers' attention and to achieve commercial sales in order to promote new products. Posters are also one of the representatives of multimodal discourse to attract viewers’ attention to make the commercial sale. Multimodal analysis includes the analysis of text, images, video, audio, and other perspectives. The visual grammar proposed by Kress and Van Leeuwen has three major meanings: representational meaning, interpersonal meaning, and compositional meaning. Interpersonal meaning includes four aspects: contact, distance, modality, and perspective. This article takes the interpersonal meaning in visual grammar as the theoretical framework to make a detailed multimodal analysis of the poster of the recently popular movie No more bets.