| Advertisement is a special discourse whose aim is to persuade the potential costumers to purchase the product it advertises. With the development of new technology and the prosperity of advertising industry, advertising has permeated in our life and played an indispensable role in promoting and prospering economy. Advertisement is a typical multimodal discourse with the involvement of image and language. In order to understand and appreciate how advertisers publicize their products, multimodal discourse analysis of the interpersonal meaning of the advertisement discourse is of great significance.Multimodal Discourse Analysis is the analysis of different semiotic modes including language, sound, color, etc. It is the extension of Systemic Functional Linguistic theory to other non-verbal semiotic resources. Different from traditional discourse analysis, multimodal discourse analysis pays more attention to the coordination of both dynamic and static resources. In recent years, it has become the trend which covers wide fields of discourse analysis like film, posters, advertisements, etc. The present research aims to investigate the construal of interpersonal meaning of multimodal discourse of print commercial advertisements, based on the theories of Systemic Functional Linguistics(SFL) and Visual Grammar(VG).Data of this study are collected from authoritative magazines or websites such as HAEPER’S BAZZAR, ELLE, MARIE CLAIRE, http://www.esteelauder.com/(the official website of ESTEELAUDER), http://www.biotherm-usa.com/(the official website of BIOTHERM) etc. With both qualitative and quantitative methods applied, the author of this paper collects 50 print commercial advertisements and aims at discovering how these advertisers use the verbal and visual resources and the interaction between different semiotic systems to interact with potential buyers and convince them to buy the products.The analysis in this thesis reveals that:(1) contact, social distance, perspective and modality of visual images in print commercial advertisements(PCAs) are perfectly designed to achieve the interactive meaning.(2) The verbal part which analyzed from mood, modality and person system plays an important role for constructing the interpersonal meaning of the whole image.(3) The visual and verbal system combined together to construct the interpersonal meaning of advertisement discourse. |
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