| Multimodal discourse is the kind of discourse that uses different semiotic symbols like language,sounds and images to express meaning.The Multimodal discourse analysis draws more and more attention from scholars.The present paper does a multimodal discourse analysis of print commercial advertisements and explores how interactive meaning is constructed both in text and image.On the basis of Systemic Functional Grammar and Visual Grammar,this thesis studies the realization of the interactive meaning through three questions:(1)How is the interpersonal meaning constructed through the verbal mode?(2)How is the interactive meaning constructed through the visual mode?(3)How do the visual and the verbal modes work together to achieve the best persuasive effects?Qualitative method is mainly used.More specifically,it first analyzes 50 advertisements in quantitative method,and then takes a case study in detail in qualitative method.According to the statistics and detailed case studies,there are some findings.Firstly,in terms of verbal mode,the declarative mood is the most commonly used to introduce information and provide suggestion;second and third person system play an important role in shortening the distance to realize interactive function.Secondly,in terms of visual mode,we can find that the number of offer is much more than the demand images,which means the advertiser wants to attract viewers through providing as detailed information as he can;most of pictures are taken from frontal angle and eye-eye angle with high color saturation,which expresses a kind of respect and equality to increase interaction.Thirdly,picture and text strengthen interaction together through two aspects:complementarity and consistency. |
PDF Full Text Request