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包含音频、视频、三维立体动画的多模态已成为当今媒体主流。本文以系统功能语法理论的社会符号学多模态相关理论和Kress&van Leeuwen的视觉语法框架为基础,用多模态理论分析一则电视公益广告的语篇再现、互动、构成三大意义构建。旨在把各种模态符号进行整合,打破了以往从美学或文学批评角度研究动态语篇的局限,为广告语篇的赏析提供新视角,丰富语篇分析的方式,提高广告受众的多模态话语识读能力,为解读公益广告提供一个新的视角。
Multi-modalities that include audio, video, and 3D animations have become the mainstream of today’s media. Based on the multi-modal theory of social semiology and the visual grammatical framework of Kress & van Leeuwen, this paper analyzes the text reproduction and interaction of a TV public service advertisement using multi-modal theory to construct three major meanings. Aims to integrate all kinds of modal symbols and breaks the limitation of dynamic discourse study from the perspective of aesthetics or literary criticism in the past, provides a new perspective for the appreciation of advertising discourse, enriches the way of discourse analysis and improves the multi-mode State discourse reading ability, for the interpretation of public service ads to provide a new perspective.