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作为宣传社会价值观与大众服务的有效形式之一,公益广告在倡导优秀的思想观念、发扬优良的社会风尚、推动社会的进步与发展等方面发挥了巨大的作用。随着科技的进步,媒体传播的方式亦比之前有较大的提升,语篇形式越来越多地呈现多模态化。本文以韩礼德的系统功能语言学发展而来的视觉语法为理论基础,从接触、距离和态度三个方面,探讨了一则公益广告中互动意义的构建和体现,通过分析得知多视觉语法对多模态语篇分析具有很强的可行性,从而提高读者的话语识读能力。
As one of the effective forms of publicizing social values and public services, public service advertisements play an enormous role in advocating good ideas, promoting good social habits and promoting social progress and development. With the progress of science and technology, the way of media dissemination has also been greatly improved than before, and the discourse forms have become more and more multimodal. Based on Halliday’s visual grammar, which is developed from system functional linguistics, this article explores the construction and manifestation of the interactive meaning in a public service advertisement from three aspects: contact, distance and attitude. By analyzing, Modal discourse analysis has strong feasibility, so as to improve the reader’s ability to read the discourse.