2014年南京青奥会会徽的多模态话语分析

Study of the Meaning of 2014 Nanjing Youth Olympic Games Emblem by Multimodal Discourse Analysis

随着社会的进步和数字化时代的到来,大众的人际交流方式和表达意义的形式不再以单一的纯文本释义而是呈现出多模态的趋势。2014年南京青奥会会徽整体布局简单、明快;会徽的色彩汇聚了11种鲜亮的颜色,让人觉得鲜艳明快,朝气蓬勃;会徽的文字分别由拼音、英语、阿拉伯数字三类组成;会徽的构图是上中下的总体结构。集结了多种符号信息的青奥会徽是典型的多模态有机体,它很好得诠释与传达了当今社会的复杂信息。

With the progress of our society and the coming of digital times, the forms and methods of interper- sonal communication have tended to be multimodal. Based on the muhimodal discourse analysis, and taking the emblem of 2014 Youth Olympic Games in Nanjing as an example, this paper attempts to reveal the func- tions that those various non-verbal facts such as images, different colors, etc, have in the expression of peo- ple＇s thoughts and meanings.