Global Communication of Traditional Chinese Culture through Film: A Multimodal Discourse Analysis of the Movie Posters of Ne Zha 2

DOI

10.2991/978-2-38476-511-9_54How to use a DOI?

Keywords

Chinese Animated Film; Chinese Culture; Movie Posters

Abstract

The Chinese animated film Ne Zha 2 has gained significant global attention. Based on the mythological rebel figure, the protagonist embodies defiance and individuality, resonating with contemporary audiences. This study examines 24 international posters of Ne Zha 2 using multimodal discourse analysis to investigate how traditional Chinese cultural elements are strategically incorporated into modern visual marketing. The analysis reveals how these posters facilitate cross-cultural communication and global promotion of Chinese cultural heritage. As promotional materials for a major Chinese animated film, these movie posters serve as effective tools for advancing the global dissemination of Chinese culture in the digital era.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yehan Yu
PY  - 2025
DA  - 2025/12/31
TI  - Global Communication of Traditional Chinese Culture through Film: A Multimodal Discourse Analysis of the Movie Posters of Ne Zha 2
BT  - Proceedings of the 7th International Conference on Literature, Art and Human Development (ICLAHD 2025)
PB  - Atlantis Press
SP  - 484
EP  - 490
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-511-9_54
DO  - 10.2991/978-2-38476-511-9_54
ID  - Yu2025
ER  -