| Along with the arrival of Internet Plus era,the combination of charity and internet has contributed to the generation of Online Fundraising Advertisement(OFA).As a new genre of Public Service Advertisements(PSAs),OFA is a typical multimodal discourse,which involves two main semiotic modes: image and text.Although OFA plays a prominent role in charity fundraising,it has never been studied from the perspective of multimodal discourse analysis.In order to enrich the research on OFAs in this field,the author will make a multimodal discourse analysis of interactive meaning in China OFAs.The purpose of this study is to find out how the interactive meanings in OFAs are achieved from the three aspects:visual mode,verbal mode and image-text relations.Of the 8385 completed OFAs from “Lejuan” program of the official website of Tencent Public Service,the top100 OFAs are chosen according to the number of donators ranging from the high to the low.Based on Visual Grammar,Brown and Levinson's Politeness Strategies as well as R.Martinec and A.Salways' s theory of Image-Text Relations,both qualitative and quantitative methods are adopted to make a multimodal discourse analysis of interactive meaning in the 100 OFAs.Major findings from the statistical analysis and detail case studies are listed as below:Firstly,from the visual mode: the interactive meanings are mainly achieved through contact,social distance and perspective.OFAs tend to use “offer” acts,close-up shot,frontal angle and eye-level angel to construct interactive meaning.Secondly,from the verbal mode: the interactive meanings are mainly achieved through Positive Politeness Strategies(PPSs),Off-record Politeness Strategies(ORPSs)and Negative Politeness Strategies(NPSs).The problem phase is presented through topic,where ORPSs are used to describe the problem the OFA has to combat,and PPSs are used to attend viewers' positive face and depict viewers as a caring person who might potentially be willing to donate money.The solution phase is presented through brief introduction,where a large number of redressive facework in the form of NPSs are adopted to persuade the viewers to give charitable donation.Lastly,in terms of image-text relations,the interactive meaning is mainly achieved through the complementary relation,next “image subordinating to text” relation.This study aims to find out how the interactive meanings in China OFAs are achieved,which is of theoretical and practical significance.Firstly,it enriches the study on OFAs theoretically by adopting Visual Grammar,Politeness Strategies and Image-Text Relations to make a multimodal discourse analysis of interactive meaning in China OFAs.Secondly,theproposed framework for the analysis of interactive meaning in OFAs can provide strong support for further studies in this field.Lastly,the present thesis can provide a useful reference for the design and application of OFAs.Besides,limitations of the thesis is presented,and suggestion for further research is also proposed. |
PDF Full Text Request