多元识读框架下视频广告的多模态意义构建——以央视“社会主义核心价值观”宣传广告为例

Multimodal Meaning Making of Video Advertisements under Multiliteracies Framework--Taking CCTV Socialist Core Values Public Service Advertisement as an Example

以“多元识读”理论中的五个意义功能为框架,通过分析央视“社会主义核心价值观”公益视频广告中的多模态符号,探讨如何在公益视频广告中利用多模态资源实施人文道德教育。研究发现,该视频广告运用声音、图片、图形、动画、文字等符号模态,突出和彰显了社会主义核心价值观的精神和内核,强调了在建设中国特色社会主义过程中公民必须恪守价值准则,只有达到这些价值观的要求,才能与中华民族的伟大复兴的中国梦相匹配,帮助青少年更好地理解和践行社会主义核心价值观,实现人文道德教育的目的。

Under the framework of the five functions of meaning in the theory of“multiliteracies”,by analyzing the multimodal symbols of socialist core values public service video advertisements in China Central Television(CCTV),this paper discusses how to use multimodal resources to implement the education of humanistic ethics by public service video advertisements.The research found that the video advertisement used sounds,pictures,graphics,animation,text and other symbolic modalities to highlight and demonstrate the spirit of the socialist core values,emphasizing that citizens must abide by the value guidelines in the process of building socialism with Chinese characteristics.Only by meeting the requirements of these values can we achieve the great rejuvenation of the Chinese nation.CCTV socialist core values public service advertisement helps young people better understand and practice socialist core values,and achieves the educational purpose of humanistic and moral.