The Multi-modal Discourse Analysis of the Movie Poster The Great Gatsby from the Perspective of Visual Grammar

In recent years, with the continuous expansion of the field of discourse analysis, the concept of multi-modal discourse analysis came into being. According to the multi-modal discourse analysis, Kress and Van Leeuwen proposed the novel theory—visual grammar. It includes three perspectives: representational meaning, interactive meaning, and compositional meaning. Based on the the multi-modal discourse analysis, the movie poster is a typical application object, demonstrating the close connection between linguistic symbols and non-linguistic symbols. Based on the theory of visual grammar, this paper conducts a multi-modal discourse analysis of the movie poster of The Great Gatsby. By deeply analyzing the movie poster, it can reveal the profound social phenomena and atmosphere hidden behind the movie, capturing the stories behind it and helping the audience better understand the meaning that the movie intends to convey. At the same time, it can also enhance the promotional effect and influence of the movie.