多模态视角下华为宣传片的及物性特征分析

A Multimodal Approach to Transitivity Analysis of Huawei Publicity Film

通过构建华为宣传片多模态语料库,以华为宣传片中及物性系统的六个行为过程作为研究对象,重点探讨此宣传话语中各个模态所呈现的及物性特征。研究表明,及物性系统理论对于多模态经济类宣传话语的研究有可行性、有效性和适用性。物质过程是最主要的行为过程,关系过程用来体现企业的新理念,心理过程则表现企业和受众的心理预期。

This study used a self-built multimodal corpus of Huawei publicity film to investigate the six transitivity processes in Huawei publicity utterance to explore the transitivity features of each mode. It has proved the feasibility and applicability of transitivity theory for analyzing multimodal economic publicity utterance. Material process is the main process, relational process can interpret the new ideas of Huawei Company, and mental process can illustrate the mental expectations of both the company and the audience.