基于多模态语境参数论的平面广告语篇整体意义构建

Integrated Meaning Construction of Printed Advertisement under Multi-modal Contextual Parameters Theory

文章在视觉语法和语境参数论基础上,构建了适用于分析多模态平面广告语篇整体意义的综合框架,并以哥伦比亚银行的一则广告为例具体分析。研究有助于拓展语境参数论的适用范围,弥补视觉语法分析中的不足,同时为平面多模态语篇的翻译和教学研究提供了新思路。

Based on visual grammar and contextual-parameters theory,this study constructs an analytical framework of the integral meaning of multimodal advertising discourse,and it takes a printed advertisement of Columbia Bank as an example.This study not only contributes to the research field of contextual-parameters theory,compensating the demerit of visual grammar,but also inspires a new research approach for the translation and teaching of multi-modal discourse.