| With the development of modern science and technology,the modes and media for people's communication have changed thoroughly.Language is not the only way for information communication,whereas other kinds of semiotic resources can be used to generate meaning,such as pictures,sound,colors and so on.Under the circumstances,multimodal discourse analysis(MDA for short)has appeared and become a hot issue in the linguistics field.Wei Qinhong(2009: 7)states that “multimodal discourse analysis is the analysis of several or all of the different semiotic modes in a text or communicative event.” Previous studies about MDA focused on static images,but in recent years,researchers have begun to study dynamic discourses.So far,public service advertisements(PSAs for short),as a kind of typical dynamic multimodal discourse,have been widely focused by scholars.In 2013,public service advertisement was firstly appeared in CCTV Spring Festival Gala,which drew much attention.Therefore,it is necessary and worthy for the scholars to study the PSA in CCTV Spring Festival Gala from the perspective of multimodal discourse analysis.Based on Systemic Functional Linguistics(SFL),Visual Grammar(VG)and the relation between different modalities,the thesis conducts a comprehensive dynamic multimodal discourse analysis of the PSA,Dream into the Hometown,in CCTV Spring Festival Gala in 2016.The present study aims to answer the following three questions.(1)How are the ideational function,the interpersonal function and the textual function conveyed in the speech(auditory modality)of the PSA,Dream into the Hometown?(2)How are the representational meaning,the interactive meaning and the compositional meaning constructed in the visual images(visual modality)of the PSA,Dream into the Hometown?(3)What is the relationship between the auditory modality and the visual modality in the PSA,Dream into the Hometown? Moreover,the author hopes that this study can push forward the more profound development on the field of MDA.In order to solve the research questions,both quantitative and qualitative methods are adopted in the present study to analyze the data.According to the related theories,the author puts forward a theoretical framework for the present study.The data source used in the present study is the PSA,Dream into the Hometown,in CCTV Spring Festival Gala in 2016.Firstly,the author uses daum potplay as the research instrument,and adopts the transcription method proposed by Zhang Delu to get the static images.Considering the purpose of the study,15 static pictures have been screened as the final research objects.And based on Systematic Functional Grammar,the author analyzes the three meta-functions in the verbal language of the PSA,which gets the distributions of different factors in each function.Then,the three meanings in visual images of the PSA should be analyzed from the perspective of Visual Grammar,in which we can get the distributions of different factors in every meaning.Finally,the author makes a brief analysis of background music,and studies the relationship between the auditory modality and the visual modality in the PSA.According to the data analysis and results discussion,the following conclusions have been found.(1)According to the analysis of the verbal mode in the PSA,we can conclude that the ideational meaning is conveyed by material process(52%),relational process(24%),mental process(14%),verbal process(5%)and behavioral process(5%).So we can find that the material process is applied for most times to make the language more appropriate,while the purpose of using the relational process is to emphasize the truth of the language.And the mental process is helpful to express the sincere emotion of the figures.The interpersonal meaning is conveyed by declarative mood(72%),imperative mood(17%),and interrogative mood(11%).So we can find that the declarative mood is used for most times in the speech to express the emotion of the figures,and make the distance between represented participants and viewers much closer.But the application of the imperative mood is to express the strong attitude of the figures.In the textual meaning,it is conveyed by topical theme(88%)and textual theme(12%).So we can conclude that the topical theme is applied to highlight the theme of the advertisement,but the usage of the textual theme is to present the development of the story.(2)Based on the analysis of the visual mode in 15 pictures from the PSA,we can find that in the representational meaning,it is constructed by action process(25%),reactional process(36%)and analytical process(39%).So we can say that in this advertisement,the narrative process and the conceptual process are both applied to construct the representational meaning.It presents the importance of the hometown.And the interactive meaning is constructed by offer contact(100%),close-up shot(73%),oblique and eye-level angles(100%)and high modality(100%).So we can say that the social distance,perspective and modality are all applied to present the close and equal relation between represented participants and viewers,and the truth of the story.In the compositional meaning,it is realized by center and margin structure(60%),salience(100%)and framing(100%).So we can conclude that the information value,salience and framing are all applied to embody the theme of the advertisement,and emphasize the meaning of the hometown for Chinese.(3)The relationship between the auditory modality and the visual modality in 15 pictures from the PSA is complementary.And the background music is reinforced to visual modality.In a word,the present thesis has made some contributions to enriching the theory and application of Multimodal Discourse Analysis.For the aspect of theory,the thesis expands the theory of multimodal discourse analysis.And it further verifies that Systemic Functional Linguistics and Visual Grammar can all be applied to analyze dynamic multimodal discourses.From the perspective of application,this thesis offers the viewers a new perspective of appreciating dynamic advertisements.However,the author finds some limitations existed in the thesis during the process of research.For example,some other kinds of semiotic resources are not studied.Therefore,the author proposes some suggestions for the further study. |
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