摘要
广告在人们生活中扮演着重要角色,对广告语篇进行的多模态分析也越来越受到语言学家的关注。笔者以一则商业广告为语料,从多模态和批评性话语分析两方面对广告语篇的图片和文字分别进行分析。本文揭示了语篇生成者是如何在特定的语境下,运用各种符号对受众进行潜意识的观念影响,以提高受众的批判性阅读能力。
This paper, based on Visual Grammar and Fairclough＇s three-dimensional conception of discourse, aims to reveal the ideologies embedded in business advertisement. It points out that discourse producer uses all kinds of symbols to manipulate people＇s values and attempts to shape people＇s lifestyles to some extent. Thus, it is necessary to improve viewers＇ capability of critical language reading.
