多模态视角下以青年为受众的商业广告语篇分析

Multimodal Discourse Analysis of Commercial Ads Targeted at the Youth

随着数字化信息时代的到来,商品经济迅猛发展。青年作为一个消费潜力巨大的群体,是企业推销产品的主要对象。该文以Halliday系统功能语法和Kresss&van Leeuven视觉语法为基础,结合青年群体的消费心理特征,从多模态的角度,对以青年为受众对象的商业广告进行探讨,分析该类广告的设计特点及如何结合青少年的特殊消费观来制定商业广告的宣传策略。

With the era of digital information coming, commodity economy develops rapidly. Youth, as a group having great potential for consumption, is the main object to be convinced to buy products. Based on Halliday's systemic functional grammar and Kresss & van Leeuven's visual grammar, this thesis shows how to utilize the multimodal discourse to analyze the characteristics of advertisements and how to formulate publicity strategy of advertisements according to the consumption view of the youth