平面公益广告语篇的符际互补关系——以世界结核病日宣传海报为例

Intersemiotic Complementarity in Print Public Service Advertising Discourse——A Case Study of World Tuberculosis Day Poster

本文以Royce的符际互补理论为框架,以彭丽媛担任结核病防治形象大使的世界结核病日宣传海报为研究对象,分析该多模态语篇中文本模态和视觉模态在构建整体语篇意义时的不同作用和相互关系,旨在说明两种模态结合在一起比单独使用一种模态更有效。

According to Intersemiotic Tuberculosis Day in which Peng Li -yuan ual elements play their roles in meaning - Complementary theory, the paper analyses a propaganda poster of World serves as an image ambassador. The aim is to find out how verbal and vismaking in the muhimodal discourse and proves that it is more effective to use two modalities than using any one of them.