动态多模态语篇的互动意义构建——以关爱老人公益广告《打包篇》为例

The Construction of the Interactive Meaning of Dynamic Multimodal Discourse——A Case Study of the Public Service Advertisement Caring for the Elderly——Package

Kress和van Leeuwen创建的视觉语法是研究多模态语篇的重要方法,通过分析关爱老人公益广告《打包篇》的视觉图像的互动意义、语言的互动意义和视觉模式和语言模式的互动关系,探讨了视觉——语言模式是如何相互合作共同构建动态多模态语篇的框架下的互动意义,阐明把多模态语篇分析运用到动态语篇即电视公益广告中不仅扩展了多模态语篇分析的运用也表明了系统功能语法理论运用到动态多模态语篇的可行性。

This paper,based on the theoretical framework of Kress and van Leeuwen's Visual Grammar,was to analyze how the interactive meaning is construed in the public service advertisement Caring for the Elderly---Package.The data analysis is composed of three sections.The first one is concerned with the interacting meaning-construal in images in terms of visual contact,social distance,perspective and modality;the second one analyzes how the interactive meaning is realized in verbal language with respect to mood system and interpersonal system.The last part explores how the visual modes and the verbal modes cooperate to construct the interactive meaning in PSA discourse.Then the study reaches a conclusion that various modalities work together to realize the interactive meaning and serves as guidance for dynamic multimodal discourse design and appreciation.