语言与图像的协作——基于一则食品广告的多模态语篇分析

Cooperation between Language and Image——Multimodal Discourse Analysis of a Food Advertisement

传统的广告语篇分析基本上集中在语言分析,忽视非语言符号资源对语篇意义构建所起的作用,最近兴起的多模态语篇分析在很大程度上突破了这个局限。以Halliday的系统功能语言学以及Kress和van Leeuwen的视觉语法为理论框架,通过分析一则多模态广告语篇,发现语言与图像两套符号资源以其各自独特的方式,通过互相增强或补充形成合力,共同构建语篇整体意义并取得广告最佳的说服效果。

Traditional advertisement discourse analysis is restricted to language while ignoring the role of non-verbal semiotic resources in the meaning creation of a discourse.This problem can be solved by multimodal discourse analysis.Based on Hallidayan Systemic Functional Grammar and Kress van Leeuwen＇s Visual Grammar,this paper attempts to employ a multimodal analysis of a food advertisement to find out how visual and verbal components combine to create the integrated meaning and achieve the best persuasive effect.