动态公益广告多模态评价意义分析

Multimodal and Appraisal Analysis of Dynamic Public Service Advertisements

基于系统功能语言学的理论背景,Martin的评价理论和Kress&Van Leeuwen的视觉语法可结合应用于动态公益广告中的评价资源进行多模态话语分析,以此考察动态公益广告中的各种社会符号如何协同合作表达人际意义,联盟读者,调动观众的情感并进行价值导向;从语言学和社会符号学的角度讨论公益广告图文资源的意义相乘关系,从而进一步探讨其带给人们感动和鼓舞的原因。

Based on the Systematic Function Grammar, this paper aims to analyze the verbal and visual appraisal resources in dynamic public service advertisements by adopting the theoretical framework of appraisal system and visual grammar. The method of qualitative analysis will be employed to investigate how various social semiotics coordinate to express interpersonal meaning and how they align the audience so as to influence their attitude and affection. The relationship of ‘multiplying meaning’ between the verbal and visual appraisal resources will be discussed from the angle of linguistics and social semiotics in order to probe the reason why the audience are touched and inspired.