宣传网页的多模态解读——以天津滨海开发区网站十大战役网页为例

Metaphorical Explanation of Publicity Multimodal Discourse——A Case Study of Binhai New Area Website

本文以社会符号学分析方法,从多角度深入分析天津滨海新区"十大战役"多模态政府宣传话语,发现宣传语篇中语言、图片、声音等多模态符号的社会功能和意义,以及多种符号模的共建,有助于建构整体意义,达到良好的宣传功能,以此来树立滨海新区公众形象。

Using the theories of multimodal discourse as a framework, analyzing the conceptual metaphor by retrieving the publicity discourse in Tianjin Binhai New Area Website and studying the metaphorical signs interpreted by verbal-visual signs in the multimodal discourse, the paper finds the interaction of verbal, visual and color signs does not only represent the social function and significance of the government propaganda website, but the complement of the three signs properly conveys the value and concept of the discourse producers.