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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 theoretical background of system functional linguistics, Martin’s evaluation theory and Kress & Van Leeuwen’s visual grammar can be combined with the evaluation resources used in dynamic public service ads to analyze multi-modal discourse in order to examine how various social symbols in dynamic public service ads Collaboratively express interpersonal meaning, alliance readers, transfer the emotion of the audience and carry out the value orientation; discuss the meaning multiplication relationship of the public service advertisement graphic resources from the perspective of linguistics and social semiotics, so as to further explore the impact it brings to people the reason.