INTERPRETATION OF MOVIE POSTER SHANG-CHI AND THE LEGEND OF THE TEN RINGS : A VISUAL GRAMMAR APPROACH

Behind the successful journey of movie screenings in cinemas, various
promotional techniques exist to attract audience enthusiasm. Movie posters are
one of them. The poster design illustrates the movie and provides various
information, such as the release date, movie cast, theme, setting, and genre of the
movie. Official movie poster of Shang-Chi and the Legend of the Ten Rings was
used as research data. The method of this study was visual research methodology.
This research analyzed what source of semiotic modes are represents and the
meaning describe from the design of poster. Pedagogy of Multiliteracies (1996)
was used to classify what arrangement of Multimodal consist in the poster design.
While Kress and van Leeuwen's Visual Grammar theory (2006) was applied to
read and interpret Representational Meaning, Interactive Meaning and
Compositional Meaning. The reseacher was found that Multimodal Discourse
Analysis consists of Visual Mode and Linguistic mode on the poster, also found
33 data collections related to three meanings from Visual Grammar analy