In recent years, the rise of multi-modal discourse analysis (MDA) has expanded traditional discourse analysis centered on language. Movie posters, as a typical mode of multi-modal discourse, encompass unique visual and aesthetic effects and facilitate coordinated interaction among multi-modal symbols. However, most prior studies have concentrated on textual analysis within the film posters. As a visual and graphic medium, movie posters require more systematic research from a multi-modal perspective. This paper, grounded in the theory of visual grammar, focuses on the Chinese film “No More Bets” movie poster, delving into the language and image modes of the poster. Through microscopic analysis of the movie poster, it is hoped that this paper can reveal macroscopic social phenomena embedded within, achieving a deeper level of promotional significance, and assisting audiences in better understanding and appreciating the film. In conclusion, the research identifies the use of language and visual symbols in movie posters as crucial elements in constructing the cinematic meaning of the film poster. Additionally, the movie poster may instill a sense of social responsibility and suggest a broader societal concern with ethics and morality.

Jiamin Zhao. A Multi-modal Discourse Analysis of the Film Poster No More Bets from the Perspective of Visual Grammar. Frontiers in Art Research (2023) Vol. 5, Issue 17: 72-78. https://doi.org/10.25236/FAR.2023.051713.

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