Evaluative Meaning Of Print Commercial Advertisement

The present study for multimodal mainly concentrated on the multimodality metaphor, cognition and multimodal and multimodal discourse analysis in teaching, and attached insufficient importance to the evaluative meaning and the relationship contained in visual resources in printed commercial advertisements. Print commercial advertisement, as an significant part of multimodal discourse, has long been studied only in the text level, namely advertising words, including the lexical, grammatical, stylistic, and social functions of language, however, language actually cooperates with image to create meaning, and exhibit the characteristics of the promoted commercial goods. As the biggest characteristic of print commercial advertisement lies in combining language to image, how to use image is of great importance to achieve the largest propaganda.In the past, linguistics usually apply the evaluation theory for the study of interpersonal meaning of language, rarely involved in the images, however, since images are an indispensable part of print commercial advertisements, it is of great significance to study the evaluative meaning contained in images.Therefore, this paper aims to study the realization of evaluative meaning as well as their relationship of language and visual images in the process of realization of interpersonal meaning in the print commercial advertisements while exploring the combination of multimodal discourse analysis and Appraisal Theory.This thesis, with the evaluation theory as its basic theoretical framework, combining the research results about the multimodal discourse analysis of the current domestic and foreign scholars, mainly visual grammar, makes a detailed analysis of 40 commercial advertisement, the purpose of which is to reveal how to realize the evaluative meaning of language and visual images as well as their characteristics and the relationship.The data selected in this thesis are all from some famous websites of foreign commercial product, for the reason that they have high popularity and authority as well as a large amount of readers, therefore, these advertisements are representative and random selected, which, to a large extent, reflects the objectivity of the research.Based on the fact that the purpose of this thesis is to explore interpersonal meaning of print commercial advertisement so as to enable the designers to reveal the information of commercial goods in a better way for a greater profit, the answers of the following questions are attempted to come to:(1) How is the number of three subsystems of Appraisal Theory in advertising language distributed?(2) How do verbal resources cooperate with image to generate interpersonal meaning in advertisements?(3) How do advertisement designers make use of the relation between verbal resources and image to achieve greater persuasion?The importance of this thesis mainly lies in:Theoretically, the application of appraisal theory is expanded for the reason that in the past Appraisal Theory is mainly applied for the analysis of evaluative meaning of the advertising text, interpretation of image resource is barely involved in. Secondly, and the range of commercial advertisements in multimodal discourse is widened. In practice, the audience of advertisements can fully grasp the characteristics of products, business purpose, in the meanwhile, advertising designers understand consumers’ psychology more accurately for achieving mutual benefit.