多模态宣传语篇互动意义解析——以浦东机场网站图像库为例  

Analysis of the interactive meaning in the multimodal publicity discourse

作　　者：陈聪[1] 赵颖[1] 

机构地区：[1]天津科技大学外国语学院,天津300222

出　　处：《佳木斯教育学院学报》2013年第2期105-106,共2页Journal of Jiamusi Education Institute

基　　金：天津市哲学社会科学规划研究资助项目(阶段性研究成果之一);"多模态宣传语篇的社会符号学研究"(项目编号TJWY11-034)

摘　　要：本文从Kress和Van Leeuwen的视觉语法分析框架的互动意义理论入手,对浦东开发区机场网站图片库中的图片进行了解读和剖析;详尽阐述了多模态语篇中图像因素和受众"互动"的先天优势;验证了图像因素对合理构建浦东机场网站,充分宣传机场功能,树立机场鲜明形象不可替代的重要作用;揭示了视觉语法理论对分析网站宣传语篇的可操作性。From the perspective of interactive meaning in the visual grammar (Kress&Van Leeuwen), this paper analyzes the picture corpora of Pudong Airport web site. The author expatiate in detail the natural advantage“interaction”of the picture element with the audience in the multimodal discourse. The picture element has played an irreplaceable important role in the constitution of the web site of Pudong Airport. The picture element also helps the web site to propagate the airport functions and build the distinct image for the airport. This paper proves the feasibility of visual grammar for analyzing the publicity discourse of web site.

关 键 词：多模态宣传语篇 互动意义 视觉语法 

分 类 号：F713.8[经济管理—广告]