Study On The Advertising Language From The Multimodal Perspective

In the information age the influence of mass media expanded increasingly, almost involve all areas of human social life. Due to the function of media and media form the influence of particularity, advertising language gradually become the "multimodal discourse" which setting words, sound, image, color in a body and constructing by a variety of symbols, and plays a variety of functions in the process of interpersonal communication with its unique language style and diversified expression form of language, audience needs to understand advertising message in the decoding process of these diverse symbols. Therefore, this paper try to explore advertising by multimodal perspective, through collection and transcription multimodal slogan, constructs "Advertising language repository", combined with the practical application of language, inspects the organizational structure of the advertising language and applied characteristics as a communication tool. At the same time, from the functional characteristics of advertising language and advertising language users’cognitive mechanisms perspective, study of the interaction and the overall effect of advertising language in phonetics, vocabulary, syntax, semantics, pragmatics and the elements with multiple comparison analysis methods, to explore the general rule and special expression of multimodal advertising, and to facilitate the audience understanding correctly and accepting reasonably.The thesis is divided into seven major parts.Introduction:mainly elaborates this paper’s theory research significance and application value, combing the study present situation of the multimodal advertising language, and introduces the research content and research methods.Chapter one:mainly analyzes the definition and background of multimodal discourse, expounds the theoretical basis and theoretical framework of this paper, and defining the related concepts of the advertising language.Chapter two:mainly studies the voice modality of the advertisement language system. This part firstly defines advertising voice modality, then analyzes that the advertising voice modality has the characteristics of the level and oblique tones interval, rhyme harmonious and unified, syllable symmetry, as well as the phonetic difference selection etc., and has the effect of extending narrative, transforming attitude, conveying information, and so on.Chapter three:mainly analyzes the text modality of the advertisement language system. This part is to explore and compare the use of words, phrases and sentences through a corpus-based approach and summarize their regularity.Chapter four:mainly explores the interaction between advertising language and other modality. This part suggests that language modality is the core of the advertising, picture and voice is addition to the advertising language. Advertising language and the picture are organic entities, and advertising language is closely related to the representational acoustics, which is an integral part of advertising.Chapter five:constructs a research model of advertising language under multimodal perspective and analyzes a multimodal advertising case.Conclusion:summarizes the the whole thesis and explains the importance of the research and imply some problem needed to research and explore in the future.The study of the advertising language from the multimodal perspective not only involves the use of the theories of linguistics, but also involves lots of related disciplines’knowledge such as marketing, design, advertising, communication, psychology. By using a large number of case analysis, this paper summarizes the main characteristics of advertising language and its social effect. The research is creative, practical and has some application and reference value.