Blurb:

This chapter investigates the multimodal interplay between visual and verbal semiotics of the particular discourse used in the campaign posters through addressing the following four points: 1) how the poster campaign developed and why it changed progressively; 2) the relation between these changes and the social impact of each single movie; 3) how the posters campaign was progressively affected by marketing targets; 4) how the market itself was affected by the development of the posters campaign.