Xuepin Cui

Movie posters are a form of multimodal discourse that integrates image, text, color, and other semiotic resources. As a medium for film promotion, they not only serve commercial and aesthetic purposes but also convey ideologies and social meanings. Based on Kress and Van Leeuwen’s visual grammar, this study examines the Korean movie poster Parasite, with a focus on its representational meaning, interactive meaning, and compositional meaning. The aim is to explore how multimodal resources are strategically deployed to resonate with the audience and reflect the underlying social realities. This study contributes to multimodal discourse analysis by highlighting the effectiveness of visual grammar in analyzing visual communication.

movie poster; multimodal discourse; visual grammar; Parasite

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