论汽车平面广告的多模态意义构建

Multimodal Meaning Construction of Automobile Print Advertisements

文章基于Kress&van Leeuwen构建的视觉语法体系,围绕收集到的部分汽车促销广告,对汽车平面广告中多模态意义构建过程进行了深入解读,其中包括视觉图像模态的意义构建过程,以及广告中文字印刷版式的意义潜势。研究进一步印证了广告创作者充分利用图像、色彩、版面设计等多模态资源实现了各自的再现、互动及构图三大功能,从而达到促销产品的目的。

Based on Kress ＆ van Leeuwen＇s system of visual grammar, this essay attempts to conduct a detailed analysis of the collected automobile advertisements-the fulfillment of the three functions of visual images, and the meaning potentials of color and typography in a multimodal text. It proves that creators of ads make full use of images, color and typography and other multimodal resources to perform the alterna- tive representative, interactive and compositional functions to promote their products.