多模态话语分析研究——以一则公益广告为例

Research on Multimodal Discourse Analysis: Exemplified by a Public Service Advertisement

多模态话语分析认为话语分析不应只以自然语言为研究对象,还应关注图像、颜色、声音和动作等其他构成意义的符号系统。Kress&Leeuwen根据Halliday系统功能语法中的三大纯理功能,提出了第一个系统全面的视觉语法分析框架,从再现意义、互动意义和构图意义讨论多模态语篇图像的意义表达方式。通过深入分析可以得出结论:视觉语法对分析多模态语篇的图像意义具有很强的可行性和可操作性,它不仅拓展了多模态话语分析的领域,提高读者的话语识读能力,而且还可以帮助设计者科学地选择和协调各种模态,从而达到最佳设计效果。

Multimodal discourse analysis holds that discourse analysis should not only regard the natural language as the re- search object, but also pay attention to images, colors, sounds, actions and other symbol systems constructing meaning. Accord- ing to three metafunctions in Halliday＇s systemic functional grammar, Kress ＆ Leeuwen proposed the first systematic and comprehensive visual grammar analysis framework, and dis- cussed the meaning expression methods of multimodal discourse images from the meaning of reproduction, interaction and im- age-construction. Through a deep analysis we can conclude that visual grammar is of strong feasibility and operability to the image meaning of multimodal discourse, as it can not only expand the field of multimodal discourse analysis, improve readers＇ cognitive ability of discourse, but also help designers scientifically select and coordinate various modals, so as to achieve the best design effect.