房地产广告语篇中图像与观看者之间的互动意义

The Image-Audience Interactive Meaning in Multimodal Estate Advertising Discourses

互动意义是多模态理论中的一个分析框架,它和功能语法中的人际意义一样,体现了与交际对象的关系。本研究以Kress和Van Leeuwen创建的视觉语法为理论框架,通过对房地产广告的收集、分析和整理,结果发现,房地产广告语篇中图像与观看者之间是信息提供者和接收者之间的关系,并且社会关系疏远,但是图像提供者尽量塑造和观看者平等的权势关系,而且他们偏爱饱和的颜色,给观看者带来强烈的视觉冲击,留下更深刻的印象,影响观看者,使其采取行动,购买所广告的商品。

Interactive meaning, like interpersonal meaning in Systemic Functional Grammar, is one of the three analytical frames of visual grammar, indicating the relation with communicators. This paper, based on the theoretical framework of the visual grammar developed by Kress ＆ van Leeuwen, through collecting estate advertisements and analyzing data, finds out the image designers of the estate advertising discourses, the information providers, the information audience and the information receiver all are distantly related with each other. In addition, the designers, who deliberately create an equal relation with the audience, prefer to apply prominent bright colors of modal high value to creating a strong visual impact on the audience, influencing them to buy the estate products.