| With the linguistic turn in the 20 century, development of rhetoric is in the ascendant. Many scholars not only use the method of rhetoric to analyze the traditional art categories, and gradually began to study the young film art. Based on Feng's New Year Film for example, this paper starts to analysis the film language from the linguistics angle and analysis Feng discourse in Chinese contemporary mass culture from the rhetorical construction and reading angle, taking the rhetoric and the pragmatics theories as a foundation.Feng's New Year Film has formed a kind of phenomenon, a brand, even became a kind of popular consumption pattern in contemporary China movies. Of course, there are many reasons, but the most important thing is opened up a new discourse pattern, which not only displayed in the surface layer of form in language, and what is more important is to become a kind of special rhetorical coding of Feng's New Year Film and then the audience can read the connotation of Feng's New Year Film.Feng's New Year Film tries to explore their peculiar discourse modes in the mainstream discourse position. Seemingly it is gaming with the mainstream discourse, but in fact is moving to it in an unusual way. For the mainstream discourse seemingly unconditionally identity, but in fact is in a reflection of reverse way thinking. Essence of Feng's New Year Film lies in efforts to make to public affinity. This affinity is undoubtedly nominate power, which make Feng's New Year Film establish iteself securely in position with foreign film three points in weak Chinese film market. This paper will discuss the language symbols and non-linguistic sign narrative and describing function of the Feng's New Year Film and elevate the rhetorical reading of the text to the more micro level of discourse. Simultaneously, this paper thinks deeply about the ideology proposition. |
