Interactive Meaning in the Posters of Lý Hải’s Lật Mặt Film Series from the Perspective of Visual Grammar

Abstract

This article examines interactive meaning in the eight posters of Lý Hải’s Lật Mặt film series (2015–2025) based on Kress and van Leeuwen’s (2006) visual grammar framework. The study focuses on four parameters: gaze, social distance, angle, and modality, combining qualitative analysis with descriptive statistic methods. The findings show that demand gaze is dominant (62.5%), medium shot is the most common social distance (75%), frontal angle and eye-level perspective are prevalent (75% and 87.5%), while modality is evenly distributed between high and medium levels (50% each). These results indicate that the Lật Mặt posters maintain a relatively consistent model of visual interaction, while flexibly adjusting visual parameters according to genre and the emotional tone of each film. The article thus highlights the role of film posters as a strategic form of visual communication in contemporary Vietnamese cinema.