Multimodal Discourse Analysis Of Chinese Contemporary Film Posters

Content:The movie poster is a poster with a film of the painting and text combination, the picture composition the artistic performance of the movie theme, and with eye-catching title and the main actor, screenwriter, director, photography, art and other creative people name and studio name. The movie posters are often posted in the cinema, commercial downtown, parks, railway stations and other crowded downtown location. Like the business card of the film to the audience about the film titles, actors, story-rich film. Different periods poster covers a variety of performance, cultural characteristics, the style of the times, making the movie posters also has a very high commercial value and artistic value, while ornamental.Since the founding of the60years, the movie has been deeply welcome the people of one of the most important cultural form. Movie for the mainstream of the society value convey, spread modern culture, meet the public spirit entertainment demand and inheriting the fine tradition has played an inestimable role. The movie poster is accompanied by film derivative products, is the continuation of the movie content of another carrier. Chinese contemporary movie posters to follow the Chinese film together during this period experienced an important development. Chinese contemporary movie posters become a unique and beautiful landscape in Chinese film history.This article is mainly focusing on the movie poster creative since after the1949, therefore have a large collection of1949years after the movie posters. While studying the history of movie poster of this period, then divided this time period is into "17" years, the Cultural Revolution, the1980s and1990s and the new century, a total of four periods. As many as6000more than in the movie in the works according to the movie with time, the historical value and market value, select40movie posters of the works in the study. Previous studies on the movie poster above, commence from the design point of view, especially a lot of professional articles of the University of Art and Design. In addition, there are some critics on the appreciation correlative monographs such as Wu Guan ping "Film of the20th century". So we can find domestic scholars to study of movie posters from the function, often design and aesthetics Angle. Their research focus only on the image of movie posters, and ignored the language, don’t even say the language text and image studied together. The author selected the multi-modality discourse analysis of the theory of social semiotic analysis method. This method will be the visual image analysis placed in the society under the framework of semiotics, from the image of the three aspects of representation, interaction and composition symbol how one is to complete the meaning construction.This paper is broadly divided into three parts. The first part is an overview of the contemporary Chinese movie poster, the movie posters of historical origin, the function of the movie posters were discussed, understanding the development of the new Chinese film history the focus is once again from the perspective of movie posters, four periods of40movie posters are representative works with strong times. The second part is to adopt the ways of multi-modality discourse social semiotic interpretation of quantitative analysis of four periods of contemporary Chinese movie posters. From the three aspects of representation, interaction and composition in accordance with the multi-modality discourse analysis theory, the establishment of the quantitative analysis of operational standards, after the completion of a separate analysis of each period, the longitudinal comparative analysis of the four periods of data to arrive at a final quantitative analysis of the results, and for interpretation. The third part is the interpretation from the cultural point of view of development and change of Chinese contemporary movie posters. The author focus on the influence and role played by the political discourse and commercial discourse in the development of Chinese contemporary movie posters.The author has some research results in more limited circumstances, as widely as possible the poster image collection corresponding with text information. Using of multi-modality discourse analysis study of movie posters, past articles mostly for specific movie posters, case studies, the significance of the conclusions naturally goes without saying. And the author more for language scholars, film and television professional scholars paper rare. This as this article writing opened the research the opportunity of using this theory from the historical Angle longitudinal to interpret China’s movie posters. The author tries to work through the above research, try to use multi-modality discourse analysis of the methods and angle, and expand the Chinese movie poster art research point of view, to study film and television movie posters and theory research be helpful.