摘要
文章研究以Kress和Leeuwen的视觉语法分析理论为框架,从再现意义、互动意义和构图意义三个方面深度剖析了公益广告《我的爸爸是个骗子》的内涵,进一步证实了多模态手段能生动地再现主题,激发观众积极向上的情感,达到公益广告的目的。该研究成果有助于读者进一步提高对公益广告内涵的解读,丰富了广告语篇的研究维度,同时也为我国公益广告语篇的构建提供经验性借鉴。
Taking Kress and Leeuwen’s visual grammatical analysis theory as a framework to deeply analyze the connotation of the public service advertisement“My Dad is a liar”from three aspects:representational meaning,inter⁃active meaning and compositional meaning to prove that the multimodal mean helps to represent the theme,stimulates the audiences’positive emotions,and achieves the aim of the public service advertisements.The research results help readers to further improve their interpretation of PSA,enrich the research dimension of advertising discourse,and al⁃so provide empirical references for the construction of Chinese public service advertising discourse.
作者
李晓旭
Li Xiao-xu(College of Tourism and Culture,Yunnan University,Lijiang Yunnan 674100)
出处
《河西学院学报》
2020年第1期81-86,共6页
Journal of Hexi University
关键词
视觉语法
多模态
公益广告
语篇
Visual grammar
Multimodal
Public service advertisements
Discourse
