Multimodal Discourse Analysis Of CCTV’s "Precise Poverty Alleviation" Series Of Public Welfare Advertisements

In recent years,multimodal research has been one of the research hotspots in the field of linguistics,and it has been widely used in various subject areas.The interdisciplinary research related to this has also become increasingly abundant.This article takes TV public service advertisements that integrate images,text,and sound as the research object,and selects66 "precision poverty alleviation" series public service advertisements launched by CCTV from September 1,2016 to September 1,2019 as the research corpus.Based on related theories such as functional linguistics,social semiotics,communication,advertising,etc.,interpret the meaning and interrelationship of the modal resources in this series of public service advertisements,and explore how each modal resource is constructed Realize the expression of the overall meaning of advertising,and then summarize the construction framework of the modal relationship in CCTV’s "Precision Poverty Alleviation" series of public service advertisements,with a view to further improving the interdisciplinary research of multi-modal theory and achieving the close integration of language research and real social life.Based on zhang delu’s dynamic multi-modal discourse analysis framework,this paper makes multi-modal interpretation of CCTV’s "targeted poverty alleviation" series of public service advertisements from three aspects of context,content and expression.The full text is divided into five parts:The first part introduces the domestic related research,mainly including multimodal discourse analysis,public welfare advertisement of multimodal research,summarizes the current research trends,and found that need to be further research space,then put forward the necessary of this research,and introduces related research theory and methods: mainly Halliday theory of systemic functional linguistics,visual grammar,intersemiotic complementary basis of linguistic theories,such as with film,advertising,communications and other related disciplines theory,by adopting the combination of qualitative and quantitative research methods.The second contains contextual analysis,mainly interpreting the "precision poverty alleviation" series of public service advertising texts from the two aspects of cultural context and situational context,and the research confirms the context to the text genre structure and the setting of modal resources There are certain influences that further illustrate the necessity of contextual analysis in multimodal discourse research.Part three is content analysis,mainly starting from the four stages of the CCTV "Precision Poverty Alleviation" series of public service advertising genre structure,setting three modalresources such as text,visual image,and sound in each stage of the advertising text Based on the quantitative statistics of the situation,the stage characteristics of each modality are analyzed and explained.The fourth part is the analysis of the expression layer,mainly covers two parts of the content.One is the interpretation of the modal meanings in the advertising discourse.Interpreting the meaning expression of textual modes from three perspectives: concept,interpersonal and textual meaning.Interpret the meaning expression of image modes from three aspects:representation,interaction and composition meaning.This paper analyzes the meaning of the sound modal system composed of background music,narration,character monologue,picture sound and so on in the series of public service advertisements from the aspects of concept,interpersonal relationship and discourse meaning,and summarizes the characteristics of the meaning expressed by the multi-modal system of the series of public service advertisements of "targeted poverty alleviation" of CCTV.The research shows that the text mode presents the information objectively and provides the information service truly,realizing the equalization of the text information value and the information significance degree.The image mode also reproduces the meaning of the image in the way of narrative and conceptual combination to realize the equal interpersonal relationship between the advertisement and the audience.The voice modality expresses its meaning through a series of real and objective voice resources,and the advantage of multi-modal resources in advertising discourse is highlighted by the rational use of the sound and picture cooperative relationship.Through this part of the analysis,it shows that the discourse content of "targeted poverty alleviation",a policy topic,is presented objectively by emphasizing emotion,morality and rational appeal.The second is the author’s preliminary study of the relationship between the modes in the advertising discourse,and the construction of a modal network composed of the relationship between text and text,the relationship between sound and text,the relationship between sound and painting.The fifth part summarizes the whole article and put forward the shortcomings and improvements.