英国电视公益广告态度意义多模态认知评价分析——以交通安全类电视公益广告语篇为例

Cognitive Appraisal Analysis of the Attitudes in Traffic Discourse of British Television Public Service Advertising

本文以评价理论为基础,以跨学科(社会符号学和认知心理学)构建起的视频语篇态度意义多模态分析系统为指导,借助多模态视频语篇分析软件(MMAV),对自建英国交通安全类电视公益广告语篇小型语料库进行了实证分析。研究发现,英国电视公益广告交通语篇呈SPS发展模式,即"情景设置—问题出现—方案提出"。从多模态态度资源的调配特征上看,态度诱发条件多为视觉资源;态度行为表达多以显性语言、声调和面部表情为主;态度意义评价以短暂的正面评价开篇,通过极端负面评价的反衬震撼观众心灵,最终以正面评价结篇,引领观众态度转变,从而实现良好的价值导向功能。

Based on the Appraisal Theory in SFG, guided by the multimodal analytical framework of attitudinal meaning (an interdisciplinary theoretical construction of social semiotics and cognitive psychology) in video discourse, the paper conducts a multimodal attitudinal analysis of the self-made mini corpus of the traffic discourses of British TV public service advertising by means of Multimodal Analysis Video (MMAV), a software used for multimodal discourse (video) analysis. The study reveals the SPS progressive pattern of the traffic discourse of British TV public service advertising: Situation-Problem-Solution. It argues, from the perspective of the choice and allocation of the multimodal attitudinal resources, the triggers of the attitudinal meaning mainly take the form of visual resources, and the attitudinal expressions frequently put priority on the verbal language, intonation and facial expressions. As far as the Attitudinal appraisal is concerned, the videos generally begin with pictures of positive appraisal, followed by the ones of extreme negative appraisal with disastrous traffic crashes shocking the audiences, and end with positive appraisal with some imaginary happy pictures or friendly traffic reminders. The whole process is full of dramatic conflicts and contrasts, with the high purpose of embedding the strong sensuous contrasts into the audience's minds, thus enabling them to change their attitudes initiatively.