中国武侠电影海报的多模态视觉语法分析

Multimodal Visual Grammar Analysis of Chinese Martial Arts Movie Posters

摘要: 电影海报是一部电影重要的宣传工具。它犹如一个窗口，向大众展示一部电影最具代表性的信息。它除了通过各种影像的组成传递电影故事的信息外，更重要的是吸引文化消费市场上的潜在观众。通过文字，图像与人物造型的构建使得每张电影海报都有其独特的视觉叙述模式。中国武侠电影海报作为一项典型的中国文化视觉符号有着独特的研究意义。通过应用语言学领域中的视觉语法框架，本文分析了四张经典的中国武侠电影海报，从中发现它们视觉意义的建构模式以及探讨它们为吸引潜在观众所采用的多模态语言以及图像图形的构建方式。

Abstract: As a major way of publicity of cinema, film poster is like a window showing core content of film story to attract potential audiences by using words, images and role styles in a single picture space. Poster of Chinese martial arts film, as one of typical Chinese cultural semiotics, is worth to be explored so as to find out how it creates visual meaning to express the theme of movie story and how it catches the attention of potential audiences. This paper applies visual grammar theoretical framework to analyze four posters of Chinese martial arts films in order to find out how do film posters construct their visual meanings and represent core information of Chinese martial arts films. Besides that, the paper also intends to understand how film posters realize the purpose of film promotion in the market of mass cultural consumption.