公益广告的多模态解读—以汶川大地震的一幅公益广告为例 |
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引用本文: | 朱娟娟,刘宇红.公益广告的多模态解读—以汶川大地震的一幅公益广告为例[J].南昌高专学报,2009,24(6):67-69. |
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作者姓名: | 朱娟娟 刘宇红 |
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作者单位: | 1. 南京航空航天大学金城学院,江苏,南京,211156 2. 南京航空航天大学外国语学院,江苏,南京,210016 |
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基金项目: | 本文为南京航空航天大学金域学院教改项目资助,项目名称为:高素质应用型英语人才培养体系. |
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摘 要: | 以Halliday的功能语法理论为基础的社会符号学分析,将包括图像意义的多模式话语的意义分为再现、互动和构图等相互交织的三种情况。本文从韩礼德的以功能语法理论为基础的社会符号学出发,以汶川大地震时期一幅公益广告为例,用多模态来分析在广告语篇尤其是公益广告语篇再现、互动、构成三大意义的构建和体现。
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关 键 词: | 社会符号学 公益广告 多模态 |
An Analysis of Public Service Advertisement from a Multi-modal Perspective based on One Advertisement in Wenchuan Earthquake |
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Abstract: | Social semiotics, which is based on Halliday's systemic functional linguistics, analyzes the muhimodal discourse with images in terms of representational, interactional and compositional meanings. This paper analyzes a public service advertisement of WenChuan Earthquake from a multimodal perspective of discourse analysis, trying to study how the representational, interactional and compositional meanings are construed and embodied. |
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Keywords: | Social semiotics Public service advertisement Muhimodality |
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