Multimodal Discourse Analysis Of The Meaning Of Network Soft Article In Real Estate

In the Internet age,network communication combines the characteristics and advantages of various media by virtue of its low cost,multimedia,hypertext and high openness.Internet soft text uses the Internet as a communication platform.In ternet soft text which mainly uses text as a carrier is actually a kind of advertise ment,but it is not as direct as a hard advertisement.It uses words,images,audio and animation modes to realize the meaning construction,which means that it is a unique advertising discourse structure.Moreover,it has played an important rol es in corporate image promotion,product marketing and sales,and brand building.With the development of the Internet and the popularity of mobile internet,the r eal estate advertising media has also changed.The content is gradually transforme d from the practical information of providing real estate to showing its cultural si gnificance,which is presented as a text composed of language and picture mode.Forms are therefore more readable and interesting.This paper analyzes the multimodal meaning construction in the soft text adv ertisement of real estate network,explores the meaning implied by the text and i mage modality,and analyzes how the pragmatic presupposition and image rhetoric meaning of the text achieve the persuasion effect of the advertisement.The full text is mainly divided into three parts:The first part is the analysis of the text of real estate online advertorials.A ccording to the analysis of the types of appeals in real estate advertisements,we c haracterize the real estate soft text advertisement as a combination of rational app eal and perceptual appeal.By analyzing the appeals of soft-text advertisements,this paper divides real estate soft-text advertisements into five types:emotion,image,suspense,science,and activity,and analyzes the lexical choice,sentence length and discourse cohesion,information structure and thematic structure of the five ty pes of advertorial advertisements.The second part is to use the visual grammar theory to analyze the meaning of the modality of the images in real estate advertising,including representational meaning,interactional meaning and compositional meaning.Among them,represent ational meaning includes narrative representation and conceptual representation.Inter actional meaning includes contact,social distance,attitude and modality.Compositio nal meaning includes information value,salience and framing.The third part discusses the language and image modality in this kind of the real estate advertising to achieve the advertising persuasion function.On the ling uistic level,it analyzes the four pragmatic presuppositions of cultural presuppositio n,emotional presupposition,state presupposition and value presupposition used in discourse;from image rhetoric including color rhetoric,image rhetoric and style r hetoric,analyzes the persuasion function of image modality in advertising.