Authors: Yunru Chen
The advancement of modern information technology is challenging the dominant role of language in mass media and communication. The study of discourse analysis goes beyond language itself by incorporating other semiotic resources such as image, sound and animation into its scope. Considering language as a social semiotic and meaning potential, Systemic-Functional Linguistics provides theoretical foundation for multimodal discourse analysis (MDA). In the light of the grammar of visual design by Kress and van Leeuwen, this paper intends to propose a model for MDA of movie posters. A qualitative and interpretative approach is adopted to have an insightful discussion which helps to testify the feasibility of the model and also to point out the key to the application of the model. The present study may not only enlarge the application area of Systemic-Functional Linguistics, but also fill in a gap in discourse analysis of movie posters.
multimodal discourse analysis, Systemic-Functional Linguistics, movie posters