多模态视角下的商业广告语篇分析

An Multimodal Approach to the Commercial Advertising Discourse Analysis

商业广告语篇分析涉及到文字、声音、图像等多模态的探讨,多模态语篇分析方法能为其提供新的视角和有效途径。以韩礼德的系统功能为基础,多模态语法框架分析了一则商业广告语篇,探究广告设计者与读者协商以联盟读者,达到劝说和推广的目的,进而验证了多模态理论对分析商业广告语篇优越性。

Commercial advertising discourse involves the discussion of texts, audio files and video files as well, while the multimodal discourse analysis approach can provide a fresh perspective and an effective method for it. Under the theoretical framework of the muhimodal grammar evolved from Halliday＇s systemic functional linguistics, the paper probes into the modes used by the advertisement designers to negotiate and align with readers so as to persuade and advertise them, thus in turn proves the massive superiority of muhimodality theory in the analysis of advertising discourse.