AN ANALYSIS OF THE “HOSPITAL PLAYLIST 2” MOVIE POSTERS: A VISUAL GRAMMAR APPROACH

Abstract

In the present digital era, movie posters have gained increased significance; hence, it is crucial to understand the significance of each component in movie posters in effectively communicating the overarching message (Ashari & Rochmawati, 2022). Previous research in this field often focused solely on only one out of the three meanings proposed in the Visual Grammar framework, developed by Kress and van Leeuween in 1996 or centered around a few movie posters. To address these gaps, this study was conducted to analyze all three meanings proposed in the framework and expand the scope of analysis beyond a single poster in a movie. The researchers identified certain findings about creating effective movie posters via the application of the framework. From the results, it is recommended that visual promotion should be carefully analyzed for better audience engagement.