摘要
广告的最终目的是为了表达信息并劝说观众购买产品,因此理解广告中劝说性的构建不仅对广告制作人来说有很大的意义,对大众来说也具有重要的意义。目前对于广告的研究越来越多,研究内容越来越丰富,这些研究也带给人们大量的实际意义。通过多模态的方法研究广告意义构建,通过多模态中的互动意义分析广告的劝说功能不可忽视,因此多模态对广告语篇意义构建至关重要。
The ultimate purpose of advertising is to express information and persuade viewers to purchase products. Therefore,understanding the persuasive construction of advertisements is of great significance not only to advertising producers but also to the general public. At present, there are more and more researches on advertising, and the research content is more and more abundant. These studies also bring a lot of practical significance to people. Through multi-modality research on the construction of advertisement significance, the persuasive function of advertising can not be ignored through the multi-modal interaction meaning. Therefore, multimodality is crucial for the construction of advertising discourse meaning.
作者
曹晨
CAO Chen(Shenyang Urban Construction University, Shenyang 110167, Chin)
出处
《价值工程》
2018年第26期213-214,共2页
Value Engineering
关键词
广告
多模态
分析
advertising
multimodality
analysis
