视觉语法视角下城市宣传片的多模态话语分析

Multimodal Discourse Analysis of City Publicity Films From the Perspective of Visual Grammar

公益广告属于一种为社会提供免费服务的非营利宣传活动,它包含声音、文字、图片等多种模态符号,其语篇意义极为深刻。文章从视觉语法角度出发,着重研究“关爱老人”的公益广告《寄》,旨在分析多种符号在公益广告宣传片中的再现意义、互动意义和构图意义,挖掘其内涵与社会价值,多维度验证该宣传片的宣传初衷。

Public service advertisement is a non-profit advertising campaign that provides free services to the society.It contains various modes such as sound,text,picture,etc.,which has profound textual meaning.Based on the“caring for the elderly”series of public service ads as the research object,with Van Leeuwen visual grammar as the theoretical support,this paper analyzes the modes in the public service ads’representational meaning,interactive meaning and compositional meaning,and explores its connotations and social contribution,advocating fine social trends.