Mobile Ellipsis as a Brand Exposure Method on the Once Upon a Time... In Hollywood Movie Poster

Abstract

The aim of the article is to present syntax delimitation as a way to use the „Hollywood” brand on a chosen movie poster and to investigate the purpose of such syntactic measure. The conducted interdisciplinary analysis divides the message on the poster into an information segment and a graphic/artistic segment, presenting the internal content koherence throughout the entire poster. To determine the implicatures which reveal the message of the poster as a multimodal communication, one needs to refer to several semiotics systems and to various theoretical concepts. In the result of the conducted analysis one can formulate an answer to the question about the purpose of changing the official movie title on the marketing materials, at the same time revealing the usefulness of multiperspective semiotic research.

Keywords

• redundancy
• brand
• multimodal communication
• syntax
• movie poster
• colour semantics
• functions of language