| With the continuous improvement of discourse analysis, it has been found that the research and analysis of discourse is not sufficient from the aspect of language alone. The large part of discourse meaning is embodied in non-linguistic factors, such as tone, intonation, gesture, facial expression, PPT, environment factors, etc. Previous researches mainly focused on static multimodal discourses, but in recent years, with the development of multimedia technology, dynamic discourses like video text and hypertext have also been explored.This thesis studies the public service advertisement(PSA) Inheritance of Chopsticks in CCTV Spring Festival Gala in 2014. As a traditional culture element, chopsticks carry a deep emotion of the Chinese people, so the advertisement selects chopsticks as the theme and applies dynamic images, words and sound to transmit cultural information.The research methods are Case Study and Quantitative Research. The dominant method in this thesis is Case Study. The study aims at investigating and answering the following three research questions:(1) Can a theoretical framework of multimodal discourse analysis be built and is this framework effective?(2) How does each modality(auditory and visual) realize its meaning in Inheritance?(3) What is the relationship between auditory modality and visual modality?On the basis of Functional Grammar, Visual Grammar and the Relationship Between Different Modalities, the author designs a proposed theoretical framework for the analysis of dynamic public service advertisement. Inheritance lasts for 40 seconds, so the author cuts 10 images and analyzes them based on the proposed framework. In the last part of chapter four, the author discusses the effect of background music and other sound.The major findings of the research are:(1) The proposed theoretical framework is effective to analyze dynamic public service advertisement;(2) Each mode, visual mode, verbal mode and music, contributes to the meaning construction of the dynamic discourse;(3)Visual modality and auditory modality are complementary to each other, and background music and other sound are non-reinforced to visual modality. |
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