| With the advent of information age and the new media era,the way of cultural communication has changed greatly.In the past,text was the main way to communicate.But nowadays,people communicate with others in various ways.This change,therefore,leads the cultural transfer from verbal to the non-verbal communication,such as images,sounds and gestures.The Olympics,one of the global sporting events,provides an important opportunity for sports exchanges between countries,and sets a world stage for the economic and cultural communication in different countries.Meanwhile,the Olympics poster,selected by the Organizing Committee of the Olympic Games,is one of the most important cultural communication methods of the host country.It not only shows the local culture of the host country,but also promotes the Olympic spirits from different levels.This thesis selects the 85 posters of the Summer Olympic Games and the Winter Olympic Games from the website issued by the governments as the subjects.In order to conduct the multimodal discourse analysis based on Visual Grammar and ImageText Relation theory proposed by Kress & van Leeuwen and Martinec & Salway respectively,the methods including qualitative and quantitative methods are adopted.This study draws the following conclusions: 1)The designers often adopt action process and symbolic process to express the representational meaning.2)When it comes to expressing the meaning of interaction,the designers are more inclined to offer the information,using medium shot,frontal view,eye to eye angle and high modality,which will let the viewers fully understand the meanings of the posters.3)The information structure in posters is usually center-margin and high salience with the fact that important information is placed in the middle and secondary information is placed at the edge to convey the compositional meaning.4)In terms of image and text relation,it is found that the status of image and text is equal to express meaning.This research attempts to explore broader field of multimodal discourse analysis as well as test the feasibility and practicability of multimodal discourse analysis.It also intends to help viewers have a better understanding of the cultural meaning and Olympic spirits from the Olympic posters.Moreover,it is in the hope of providing certain insights and suggestions for poster designers,especially for sports events designers. |
