摘要
鉴于公益广告越来越受到媒体的关注,结合克瑞斯和勒文的视觉语法以及多模态话语分析理论,从再现意义、互动意义及构图意义解析中央电视台少儿频道的一则公益广告,证实该公益广告从图像位置、色彩搭配等模态转换方面存在一定的合理性和新颖度,并能对今后公益广告的设计模式和理念起到借鉴作用。
Public service advertisements attract more and more media attention.Based on the integration of multimodality theory and Kress and Leeuwen′s grammar theory of visual design,this paper analyzes one of public service advertisements provided by Children Channel of CCTV from the angle of representational meaning,interactive meaning and compositional meaning,and certifies that the picture color and position in it are appropriate and creative.Its great strengths will be used as reference to the design of public service advertisements in future.
出处
《兰州教育学院学报》
2011年第2期31-33,共3页
Journal of Lanzhou Institute of Education
关键词
多模态话语
社会符号学
公益广告
解析
multimodality
social semiotics
public service advertisement
analysis
