Research Of PSA Based On Multimodal Interactive Meaning

Kress& Van Leeuwen(1996) in systemic functional linguistics theory as the foundation, established the multimodal discourse analysis theory, and provides the theoretical basis and analysis method for the analysis of multi modal symbol system.Communication is the floorboard of information transmission, receipt or feedback activities through meaningful symbols, multimodal discourse analysis theory has great enlightening meaning for communication scholars and reference.The public service advertising is the common language of mankind, regardless of nationality, skin color, the public service advertising can dig out the human goodness and pure in common.The realization of communication and dissemination of results of the beauty concept, there is a great deal of contact with the Interactive Meaning in multimodal discourse analysis: the audience cognition, attitude and action dimension considerations based on advertising effect, is actually produced between the symbol and the audience of advertising communication interaction.Consider the symbols in the public interest in advertising communication and how to realize the interactive meaning contribute to a deeper understanding of the advertising effect and realization degree of mechanism, so as to improve the subjective initiative of people in the public service in the process of the advertisement dissemination.A large number of Foreign Linguistics Professional Background of the scholars have carried on the analysis of multimodal discourse interaction of significance in public service ads, as this study provides strong evidence "possibility". The communication professional background analysis on public service advertising scholars understood systematically studied Chinese thirty years from multimodal discourse, more of this study is the "innovative" provides space.Therefore, this paper starts from theory carding communication relevant theory and multimodal discourse studies, the choice of 2012 recently published "Chinese public service advertising Yearbook"(1986~2010) as the data source, the realization mechanism of combing the classical public service advertising in China in past years the interactive meaning, emphatically from the contact, social distance and attitude and modal aspects of image how torealize the interactive meaning and makes a detailed analysis of the significance, interactive TV public service advertising discourse in recent years, summarizes the interaction characteristics of public welfare advertisement in china.At the same time, due to lack of empirical research on multimodal discourse problem in our country, this paper in a descriptive study was conducted on the classic public service advertisement, audience survey from research and analysis of selected interaction degree far cases are experimental, public service advertising multimodal interactive meaning to explore the audience perspective, and practice to test the descriptive study.The study found that, the public service advertising master skillfully contact means to provide explicit information to the audience. Through social distance is chosen to switch between different social relations, to realize the interaction between AD participants and audience. By choosing a point of view that the advertisement designer’s subjective attitude, thus affecting the audience’s attitude. Color(modal) expression reflects the way the ground and persuade the audience to attract the attention of the audience. This paper hopes that through this research to enrich the studies on advertising discourse and hope this article in the actual application, improve people’s video public service advertising appreciation level.