公益广告多模态互动意义分析——以公益广告《老爸的谎言,你听得出来吗?》为例

Multi-modality Analysis of Public Service Advertisements——Taking the Public Service Advertisement Papa's Lie as an Example

人类进入信息时代,交流方式发生了巨大变化。传播声音的载体变得更加丰富,话语分析研究也由此进入了多模态话语分析的新阶段。对广告的研究很多,而对公益广告的研究却很少。该文以多模态话语分析为理论框架,主要分析图像符号,声音符号在公益广告中互动意义。这些符号不仅传达了信息,态度还表达了社会关系和情感。该文选取中央电视台公益广告"老爸的谎言,你听得出来吗?"为文本,揭示语篇的互动意义是怎样通过各种符号得以传达的。

With the advent of information age,people's communication mode is changing dramatically with the new media.The forms of spreading discourses becomes rich and colorful.Discourse analysis and research have developed into the new stage of multi-modality.The study of public service advertising has long been ignored by many scholars.In this paper,the multi modali-ty discourse analysis of image analysis is the theoretical framework,mainly analyzing images'and other symbols'interactive meaning in the public interest advertising discourse and expressing social relations,attitude,emotion,etc.This paper mainly ana-lyzes the four aspects of the contact,social distance,perspective and color (modality),and reveals how the interaction of dis-course can be realized through various means.