Jing Chen

Film posters, serving as a primary means of film promotion, typically incorporate the film title, names of leading actors, and captivating images. As such, they are regarded as typical multi-modal discourses that furnish crucial film-related information to the audience. Drawing upon Halliday’s systemic functional grammar and Kress, G. and Van Leeuwen’s visual grammar, this paper takes the Hong Kong released poster of No More Bets as a case in point to analyze the poster’s expressive meaning and its interaction with the audience. The analysis encompasses the multi-modal construction of the poster across five modalities: image, language, font, color, and layout, along with the cooperative relationships among these modalities.

Multi-modal stylistic analysis; systemic functional grammar; film poster

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