多模态平面商业广告语篇的整体意义构建

The Construal of the Integrative Meaning of Multimodal Commercial Advertising Discourse

随着数字化时代的到来和多媒体技术的广泛应用,人们的交流方式逐渐地多模态化,话语分析的研究范围也随之由原来的单模态的文字扩展到包括图片、声音、颜色、影像等在内的多模态语言。本文以韩礼德系统功能语言学的三大功能为基础,以Kress和van Leeuwen创建的视觉语法为理论框架,从再现意义、互动意义和构成意义三个方面分析一则多模态平面商业广告,探讨多模态广告语篇的整体意义构建,从而验证多模态语篇中各种符号资源之间的互动和互补关系。

With the development of the digitalization and the application of the multimedia technology,communication between people is gradually multimodalized,which results in the fact that the research field of discourse analysis is extended from monolanguage to multimodal language encompassing picture,sound,color and video.This paper aims to study how the integrative meaning is construed in a multimodal advertisement based on the theoretical framework of the visual grammar,which is developed by Kress van Leeuwen from Halliday＇s systemic functional linguistics.The analysis shows that the integrative meaning can be constructed from the multimodal perspective.It is also found that there exists interactive and complementary relationship between different modes in the written commercial advertising discourse.