涉外机构标识的意义与机构使用标识的意图——多模态话语分析视角

The Meanings of the Signs and the Intention of the Sign-makers as Institutions:A Multimodal Discourse Analysis

本文以Kress和van Leeuwen提出的视觉语法理论为基础,对城市涉外机构的标识进行多模态话语分析,旨在揭示标识制作机构的使用意图。分析表明,经过标识的制作者对向量、接触、距离、视角、情态、信息值、显著性和框架等方面的加工,涉外机构的标识已不仅仅是再现意义、互动意义和构图意义的表达,也成为涉外机构表达其意图和建构其形象的资源。

Drawing on the Grammar of Visual Design proposed by Kress and van Leeuwen,this paper attempts at a multimodal discourse analysis of the signs of foreign-related institutions,with a purpose to reveal the intention of the sign-makers’use of these signs.By analysing the signs in terms of vector,contact,distance,perspective,modality,information value,salience and framing,the paper proposes that the sign-makers as institutions employ the representational meaning,interactive meaning and compositional meaning embodied in the signs to realize their intentions and construct their images.