Commercial Advertising Discourse Analysis From The Perspective Of Multimodal Theory

With the continuous development of science and technology,commercial advertising is everywhere,which has become an vital part of our lives.We see more and more commercial advertising is also showing multiple modal,so the multiple-modal interpretation of commercial advertising is particularly important.This paper introduces the analysis of commercial advertising discourse from the perspective of multiple-modal,with systemic functional linguistics as the theoretical basis,the visual functional grammar as the basis,using the corpus of the qualitative research method and summarizing method method to test the applicability of multiple-modal analysis in commercial advertising discourse,aims to explore new ways and methods of analysis commercial multiple-modal discourse,and a variety of modes of commercial advertising discourse in the language and images is how to construct the significance of realizing the social function and purpose,so as to improve consumer appreciation of commercial advertising,correctly guide the consumer behavior,promote the positive development of commercial advertising industry,and provide inspiration about the related multiple-modal discourse for the future research and analysis.