Multimodal Analysis to an English Advertisement——Beyonce’s Pepsi commercial  

作　　者：卢杨夏蒙 

机构地区：[1]西安医学院

出　　处：《校园英语》2017年第18期184-185,共2页English On Campus

摘　　要：In the context of globalization and with the development of modern multimedia technology, people receive messages not only through singular text mode but also via multimodal approaches. For example, images, sounds, videos and other modes which are more interactive have become mainstream ways of transmission, because they are more likely to attract and resonate with participants. The present study begins with this mainstream paradigm by outlining and demonstratinga multimodal text analysis that starts from the unit of social situation, to that of interactive type and the participants’ behavior of talking and doing. This paper is aim to make a concrete analysis of one of Pepsi’s advertisements called“Mirror” in its relation to the analytical approach multimodal analysis. Multimodal texts involve using different modes such as visual and verbal designs to present, to realize, and at times to contextualize social positions and relations.In the context of globalization and with the development of modern multimedia technology, people receive messages not only through singular text mode but also via multimodal approaches. For example, images, sounds, videos and other modes which are more interactive have become mainstream ways of transmission, because they are more likely to attract and resonate with participants. The present study begins with this mainstream paradigm by outlining and demonstrating a multimodal text analysis that starts from the unit of social situation, to that of interactive type and the participants’ behavior of talking and doing. This paper is aim to make a concrete analysis of one of Pepsi’s advertisements called "Mirror" in its relation to the analytical approach multimodal analysis. Multimodal texts involve using different modes such as visual and verbal designs to present, to realize, and at times to contextualize social positions and relations.

关 键 词：MULTIMODAL TEXT Pepsi DISCOURSE ANALYSIS denotative connotative 

分 类 号：TP317[自动化与计算机技术—计算机软件与理论]