A Multimodal Discourse Analysis of Advertisements and Movie Posters

Haohao Zhao

doi:10.54254/2753-7048/59/20241790

Research Article

Open access

Published on 31 July 2024

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Zhao,H. (2024). A Multimodal Discourse Analysis of Advertisements and Movie Posters. Lecture Notes in Education Psychology and Public Media,59,66-73.

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A Multimodal Discourse Analysis of Advertisements and Movie Posters

Haohao Zhao *^,1,

¹ Hangzhou Normal University

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2753-7048/59/20241790

Abstract

Multimodal discourse analysis, grounded in Halliday's Systemic Functional Grammar, has been widely applied in advertising, movie posters, and e-commerce. Studies often use Kress and Van Leeuwen's visual grammar to understand how images convey meaning. It will compare the multimodal theoretical analysis of movie posters and ads, focusing on textual, color, and layout modalities, as well as stylistic features and internal modalities. Additionally, we will explore enhancing user experience in advertisements through multimodal analysis, aiming to increase impact, expressiveness, user engagement, and precise placement.

Keywords

multimodal discourse, Halliday, advertisements, movie posters, Kress and Van Leeuwen

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Cite this article

Zhao,H. (2024). A Multimodal Discourse Analysis of Advertisements and Movie Posters. Lecture Notes in Education Psychology and Public Media,59,66-73.

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About volume

Volume title: Proceedings of the 5th International Conference on Education Innovation and Philosophical Inquiries

Conference website: https://www.iceipi.org/

ISBN：978-1-83558-571-9(Print) / 978-1-83558-572-6(Online)

Conference date: 12 July 2024

Editor：Mallen Enrique

Series: Lecture Notes in Education Psychology and Public Media

Volume number: Vol.59

ISSN：2753-7048(Print) / 2753-7056(Online)

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