A Multimodal Discourse Contrastive Analysis Of The Interaction Meaning Between Chinese And American Public Service Advertising

As an important tool for the construction of the social spiritual civilization,the public service advertising has developed to a prosperous stage.As a symbol carrier,the public service advertisement for film and television includes various modal symbols such as sight,hearing,and language.It is a more appropriate entry point to analyze the discourse of the public service advertisement from the theory of social semiotics.Since entering the era of image reading,It has positive meaning to study the visual grammar of images in PSAs and the interaction between image participants and their audiences.Due to the differences in Chinese and American cultures,the biases in the construction of interactive meanings of the film and television public service advertisements in this two countries are different.Comparing the similarities and differences between this two,It is very helpful to make understanding of the interaction meaning between public service advertisements of this two countries under the cultural context.This research is based on the theoretical framework of the interactive meaning of visual grammar in multimodal discourse analysis.It takes Chinese and American film and television public service advertising as the research object,and selects 60 representative public service advertisements from China and the United States as research samples,and translates them into static image,and using content analysis method,to study the commonalities and differences between the two in the interactive meaning.According to these research results,the research will give a corresponding explanation from different perspective.Through quantitative analysis,this article draws the following conclusions.The commonalities in the interactive meaning of public service advertising between China and the United States:They are mainly tend to adopt offer images,and most of the images tend to adopt individual distances;more horizontal shots are used in the images in order to construct a equality relation between participants and audiences.In the modality,both countries tend to use high-modality expressions to increase the audience's perception of authenticity and increase credibility of ad.In contrast,the difference between the two is that Chinese public service advertising images use more intimacy distances,while the America's prefer to use more distant personal distances to show the differences in constructing social relations;in a horizontal perspective,China has more use of strabismus,and the America will more use of square;in the color modality,the color modal value of American public service advertising is higher than China.In the end,according to the above findings,this paper believes that ad persuasion,visual persuade theory and cross-cultural dimension theory are the reasons for the above results.This study aims to expand the research scope of advertising discourse analysis and at the same time improve the image-making capabilities of advertising creators in practice.