摘要
数字化信息时代的到来使语篇世界日趋呈多模态化,应运而生的多模态语篇分析方法为由多种符号组成的语篇的分析提供了新的视角和有效途径。用韩礼德的系统功能语言学基础上发展起来的视觉图像分析语法框架分析一则宣传广告画中的互动意义的构建和体现,验证了系统功能语言学理论对分析带有图像的多模态广告语篇的可行性和可操作性。
Based on the theoretical framework of the visual communication grammar, which is developed by Kress ＆ van Leeuwen from Halliday＇ s systemic functional linguistics, this paper studies how the interactive meaning is construed in a poster. The aim of this study is to explore the possibilities of analyzing multimodal advertising discourse from a different perspective. The analysis in this paper shows that important interactive and interpersonal meanings can be identified from a multimodal perspective of discourse analysis.
出处
《四川外语学院学报》
北大核心
2007年第6期31-34,共4页
Journal of Sichuan International Studies University
基金
浙江省教育厅留学归国资助项目(2005)
宁波大学学科基金项目(XK200585)
关键词
多模态语篇
宣传广告画
互动意义
视觉交流
multimodal discourse
poster
meaning of interaction
visual communication
