分析过程在平面广告中的运用——以一则雀巢咖啡的广告为例

Application of Analytical Process in Print Advertisements Illustrated by a Nescafe Coffee Print Advertisement

平面广告是由文案、图形、线条、色彩等诸多语言符号构成的多模态语篇。它传达信息简洁明了,能瞬间扣住人心,是广告的主要表现手段之一。从社会符号学视角出发,以多模态话语分析理论为基础,探讨分析过程在雀巢咖啡平面广告中的应用,强调分析过程能够制造强大的视觉冲击力,突出广告的主题,表达产品的特色和文化内涵,并有效辅助平面广告达到3I标准。

Print advertisement is a kind of multi-modal discourse which encompasses a wide range of semiotic resources such as text, drawing, line and color. As one of major advertising means, it is concise but compelling. From the perspective of social semiotics, taking the theory of multimodal discourse analysis as the theoretical foundation, this article explores the application of analytical process in a Nescafe coffee print advertisement, and emphasizes that analytical process can create powerful visual effect, highlights the theme of an advertisement, fully conveys the characteristics and cultural connotations of the product and thus effectively assists print advertisement in fulfilling 3I standard.