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本文以Royce的符际互补理论为基础,以央视“垃圾分类”公益广告为研究对象,分析多模态公益广告语篇中图像模态和语言模态在构建概念意义时的相互关系,说明多模态公益广告语篇概念意义的构成并不是各个模态概念意义的简单相加。事实上,图像模态与语言模态在表达概念意义时作用略有不同,但在语义层面具有一定的互补关系,如重复、近义、反义、上下义、搭配和部分-整体关系。在这种互补关系下,图像模态与语言模态建立了完整一致的概念意义。
This paper, based on Royce’s theory of interpersonal and complementary complementarity, takes CCTV “Garbage Classification ” public service ads as the research object, analyzes the interrelationship between image modalities and language modalities in the construction of conceptual meaning in multi-modal public service advertisement discourse, It is not a simple summation of the meanings of various modalities that the composition of conceptual meanings of multimodal public service advertising discourse is not illustrated. In fact, image modes and language modalities play a slightly different role in expressing conceptual meanings, but have some complementary relations at the semantic level, such as repetition, near meaning, antisense, up and down, collocation and part-whole relations. In this complementary relationship, the image modality and the language modality establish a complete and consistent conceptual meaning.