A Study Of Chinese Moral TV Public Service Advertisements Based On Multimodal Discourse Analysis

TV public service advertisement(TV PSA)is a multimodal representation of language,images and sound.Previous researches on TV PSAs mainly focused on the characteristics of the language and images of advertisements,ignoring the dynamic nature of TV PSAs.Although multimodal discourse theory provides a new research perspective and interpretive methods for TV PSAs,the multimodal research on TV PSAs that truly combines language,images,and sound has not obtained enough attention.This thesis takes Chinese moral TV PSAs as the research objects,and adopts the qualitative research methods combining theoretical research and corpus analysis to conduct multimodal analysis on the language,images and background music of moral TV PSAs.In this thesis,the systemic functional linguistics is used to analyze language modal characteristics of moral advertisements,and the visual grammar is used to analyze visual modal characteristics of moral advertisements.On the basis of the analysis of language and image mode of advertisements,auditory mode analysis of TV PSAs is to be conducted based on background music analysis.The thesis aims to address the following specific research questions:(1)How are the three meta-functions of language in advertising communication realized in the verbal texts of moral TV PSAs?(2)How are the three meanings of visual grammar in advertising communication realized in the visual images of moral TV PSAs?(3)How do the verbal texts,visual images and background music of moral TV PSAs work together to complete the advertising communication?The samples selected in this thesis are all from the Works Library of National Excellent Radio and Television Public Service Advertisements,which is hosted by the official website of China Central Television(CCTV).In this thesis,moral TV PSAs are selected as the research objects.According to the statistics one by one,there are 70 moral TV PSAs in this database(up to May 24,2019).However,many of these TV PSAs are homogeneous.For the objectivity and validity of the research objects,the following principles are followed in the selection of case study objects.(1)advertising samples should have three semiotic modes:verbal texts,images and background music;(2)the advertising samples should have a relatively high click rate on the video website;(3)there should be differences in content or presentation between advertising samples;(4)the advertising samples should provide high-definition images for viewers to watch.Based on the above principles,the researcher crossed off advertisements with strong homogeneity,incompletion of three semiotic modes,and low picture quality,and finally obtained 12 advertising cases as research objectsThrough the detailed analysis of language,visual,auditory modes of the 12 selected moral TV PSAs.It is found that in the analysis of the language mode of Chinese moral TV PSAs,the advertising language use different sentence moods to realize the interpersonal function of language.The textual function of advertising language is realized by analyzing whether advertising clauses' theme is marked or unmarked.The ideational function of advertising language is realized by different advertising language processes.In the visual mode analysis of moral TV PSAs,advertising is presented in different ways.From the perspective of representational meaning,moral TV PSAs mainly present the advertising images through narrative representation.From the perspective of interactive meaning,the images of moral TV PSAs mainly belong to the "offer" images.From the point of view of compositional meaning,moral TV PSAs mainly present the advertising images through the dimension of center and margin and the salience of images.In accordance with the analysis of the auditory mode of moral TV PSAs,it is found that background music in Chinese moral TV PSAs are dominated by soft light music.With different topics of advertisements,the pitch and rhythm of background music changes with the shift of advertising images.In some advertising background music,not only pure music,but also specific sounds of people or things in the surroundings are added.In a word,from the multimodal analysis of the language mode,visual mode and auditory mode of moral TV PSAs,it shows that Chinese moral TV PSAs can directly and effectively convey correct values to audience through the coordination of language,images and background music,and help audience establish good behavior norms.It has made its own unique contribution to the construction of socialist spiritual civilization...