| The development of information technology has become an inevitable trend of social development. Modern people do not express the information simply by words. Their lives are surrounded by colors, sculptures, photographs, music and so on, and all these symbols are used to express the colorful life of people. In recent years, the exploring of the multimodal discourse analysis tends to boom, especially for Kress & Van Leeuwen’s mature work. In this work they created the visual grammar based upon Halliday’s systemic-functional grammar, and then guided by this visual grammar, they analyzed the photographs from representational meaning, interactive meaning and compositional meaning, and formed the framework of multimodal discourse analysis. Generally speaking, advertising is related to sounds, colors, picture animations and other symbols. World Cup advertisement of Brazil in 2014 catches up with the current era. Therefore, it belongs to multimodal discourse.Based on the theory of multimodal discourse analysis by Kress & Van Leeuwen, this research analyzes 2014 Brazil World Cup advertisements from a new perspective. In the first place, based on the ideational, interpersonal and textual function of Systemic-Functional grammar and the representational, interactive and compositional meaning, this thesis tries to build a multimodal discourse analysis framework to analyze World Cup advertising and explore the significance of the various modes in World Cup advertisement. Furthermore, guided by this proposed framework, we will select and interpret the typical advertisings through the representational, interpersonal and compositional meaning. By using this new framework to analyze the unique significance of the various modes in advertisement, the writer tries her best to further explore the effect and the meaning of modes in order to help the readers have a deep understanding of ads. It reflects the practice of multimodal discourse analysis and operational significance. Finally, according to the characteristics of advertising in each mode, the writer tries to explore the internal relations between the modes. It seems that there is no relationship between modes. Actually, they depend on each other and have an interdependent relationship, and these relationships have different roles in different context picture. This study is based on modal internal relations to explore how they act effectively to realize its real business purpose, and it reflects its unique significance of the multimodal discourse analysis. The results and the meanings of multimodal discourse analysis are presented in Chapter Four. This study not only strengthens the understanding of the multimodal discourse analysis, but also testifies the feasibility of this theory. It provides a new perspective to interpret the advertisements as well as broadens the viewer’s horizon. |
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