| Since 2013,the CCTV Spring Festival Gala has continuously inserted 25 TV public service advertisements.The Spring Festival Evening Public Service advertisement not only adds a festive atmosphere,but also has the functions of spreading correct values,guiding social morality,promoting national culture and spirit,and improving national cohesion and identity.This thesis takes the CCTV Spring Festival Evening Public Service advertisement as the research object,and uses the multi-modal discourse analysis perspective to analyze its language,rhetoric,meaning construction and aesthetic significance.This thesis is divided into four chapters:The first chapter is to analyze the institutional characteristics and media characteristics of the CCTV Spring Festival Evening Public Service advertisement in the current environment from the perspective of advertising discourse;then the definition of the current domestic multimodal discourse The study defines and combs,and explains the basis and advantages of CCTV Spring Festival Evening Public Service advertisement from the perspective of multimodal discourse.The second chapter analyzes the language texts of CCTV Spring Festival Evening Public Service advertisements by combining linguistics with film and television aesthetics,and analyzes the use of language and rhetoric in CCTV Spring Festival Evening Public Service advertisements.The analysis of language itself focuses on analyzing text,sound,and lens content;rhetoric analysis is the text design,sound application,and the body and rhythm of CCTV Spring Festival Evening Public Service.The third chapter mainly uses the visual grammar principle of Kriss and Van Lewen to analyze the meaning construction process of CCTV Spring Festival Evening Public Service advertisement from the perspectives of reappearance,interaction and composition.Representing the meaning of the relationship between the generation and construction of these relationships and the traditional culture of China from the communication,conceptual or relationship between characters,events and places in CCTV Spring Festival Evening Public Service advertisements and its importance for the current construction of socialist core values Value;interactive meaning analyzes the construction process of the relationship between image elements and viewers from the four perspectives of "contact","social distance","attitude" and "modality";the meaning of composition and the combination of composition elements and the way of constructing meaning Explore the layout,structure,and framework of the entire ad.The fourth chapter analyzes the aesthetic experience and aesthetic acceptance of CCTV's Spring Festival Evening Public Service advertisements in combination with the aesthetic significance of the modem aesthetic system,and analyzes the CCTV Spring Festival Evening's cognition based on the identity theory elements. |
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