中英公益广告构图意义多模态对比分析

Multimodal contrast analysis of Chinese and English public service advertising composition significance

现代广告通过语言、图像及色彩等多种模态与受众进行交流,传达创作者的艺术诉求及思想内涵。对于公益广告来说,其主要目的是提升公众对社会问题的认识程度,并改变公众对社会问题的看法、态度及行为,从而缓解或解决社会问题。中国和英国在公益广告上有着一定的差别,这会影响人们的识读能力,有必要对二者构图意义进行对比分析。本文从多模态理论和构图意义概述入手,以多模态为视角,从再现意义、互动意义和构图意义三个方面对比了分析了中英公益广告多模态构图意义。

Modern advertising communicates with audience through language, image and color and other modes, conveys creator's artistic appeal and ideological connotation. For public service advertising, the main purpose is to enhance public awareness of social issues, and change the public views on social issues, attitudes and behavior, thereby easing or solving social problems. Chinese and the UK have a certain difference in the advertisement, it will affect people's reading ability, it is necessary to analyze the meaning of composition of the two. This paper compares and analyzes the significance of multimodal composition of Chinese and English public service advertisements, from the perspective of multimodal theory and composition significance, from the perspective of multi modality, from three aspects of reproduction meaning, interactive meaning and composition meaning.