A Multimodal Discourse Analysis of Advertisements and Movie Posters

Multimodal discourse analysis, grounded in Halliday's Systemic Functional Grammar, has been widely applied in advertising, movie posters, and e-commerce. Studies often use Kress and Van Leeuwen's visual grammar to understand how images convey meaning. It will compare the multimodal theoretical analysis of movie posters and ads, focusing on textual, color, and layout modalities, as well as stylistic features and internal modalities. Additionally, we will explore enhancing user experience in advertisements through multimodal analysis, aiming to increase impact, expressiveness, user engagement, and precise placement.