多模态平面公益广告话语的互动意义的构建

A multimodal discourse analysis of the interactive meaning in print public service advertisement

本研究基于韩礼德的系统功能语言学,选取不同主题的平面公益广告,对其互动意义进行多模态研究。传统上对平面公益广告进行单独的文字模态的研究或单独图像模态的研究,已不能对话语、特别是媒体话语进行深入全面的分析。本研究把平面公益广告的文字模态和图像模态作为一个整体来研究,并研究它们之间的关系。本研究试图发现平面公益广告的文字模态和图像模态是如何一起构建互动意义,从而达到劝说读者的效果。

Based on Halliday＇s SFL, this study takes different theme＇s print public service advertisement （PSA） as the object and makes the multimodal study of print PSA in terms of the interactive meaning. Traditional discourse analysis which analyzes PSA from its visual mode or verbal mode respectively could not analyze discourse deeply, especially for mass media discourse. This study takes the print PSA＇s visual mode and verbal mode as the whole one and tries to find the visual - verbal relation in constructing interactive meaning. Namely, this study tries to find out how the visual mode and verbal mode in print PSA work together to create interactive meaning and achieve its persuasive effects.