Verbal and Visual Sign in Midsommar Movie Posters

Abstract

This study investigates the verbal and visual signs embedded in the promotional posters of Midsommar (2019), a psychological horror film directed by Ari Aster. Drawing on Dyer’s (1982) theory of visual signs, Saussure’s semiotic model of the signifier and signified, and Cerrato’s (2012) theory of color symbolism, the research analyzes how linguistic and visual elements work together to convey layered meanings. Using a descriptive qualitative approach, five official film posters were examined to identify how signs construct thematic messages and emotional tones. The findings reveal that the posters deliberately juxtapose serene imagery with unsettling symbols, creating a tension between aesthetic beauty and psychological horror. Verbal cues such as taglines and titles signal themes of ritual, trauma, and emotional transformation, while visual signs—such as costume, color palette, facial expressions, and symbolic objects—reinforce the film’s narrative of cultural disorientation and personal collapse. Color symbolism, particularly the use of red, blue, and white, plays a key role in evoking mood and implying deeper psychological and ritualistic meanings. Overall, this study demonstrates that Midsommar’s posters function not only as promotional tools but also as rich semiotic texts that foreshadow the film’s ideological and emotional content, offering insight into how horror and beauty can coexist within cinematic visual culture.