视觉语法视角下公益广告的解读——以一则感恩父母公益广告为例

An Interpretation of Public Service Advertising from the Perspective of Visual Grammar: Taking a Grateful Parents' Public Service Advertisement as an Example

本文以Kress和van Leeuwen的视觉语法为理论基础,以一则感恩父母的公益广告为具体语料进行分析,通过对该广告中的再现意义、互动意义、构图意义进行分析解读,旨在揭示公益广告是如何通过图像、文字、构图等手段进行意义解读,从而达到公益广告的宣传和和教育目的。

Based on the visual grammar of Kress and van Leeuwen, this paper takes a grateful parents' public service advertisement as the concrete corpus to analyze the meaning of reproduction, interaction and composition of the advertisement.The purpose of this paper is to reveal how public service advertisement can be interpreted by means of image, text, composition and so on, so as to achieve the purpose of propaganda and education of public service advertisement.