多模态视觉语法下宣传画广告的语篇分析——以可口可乐饮料为例  

Discourse Analysis of Advertising Posters under Multimodal Visual Grammar—Taking Coca-Cola as an Example

作　　者：荀梦 

机构地区：[1]华中农业大学外国语学院,湖北 武汉

出　　处：《现代语言学》2024年第4期97-102,共6页Modern Linguistics

摘　　要：视觉语法的提出为多模态话语分析提供了理论依据。功能语言学语篇分析的多模态转向使多模态语篇分析成为语言学研究的热点之一。本文基于Kress & van Leeuwen的视觉分析理论框架,对可口可乐饮料1889年和2000年的宣传画广告进行多模态话语分析与对比,验证将多模态话语分析理论应用至传媒领域的可行性,以期促进多模态视觉语法的跨学科研究,进一步解释社会现象。Visual grammar provides a theoretical basis for multimodal discourse analysis. The multimodal vision in functional discourse analysis makes multimodal discourse analysis one of the hot topics. Based on the theoretical framework of Kress and van Leeuwen, this paper conducted multimodal discourse analysis between the advertising posters of Coca-Cola in 1889 and 2000 to verify the feasibility of applying multimodal discourse analysis theory to the field of media, and to promote the interdisciplinary research of multimodal visual grammar, hoping to further explain social phenomena.

关 键 词：多模态话语分析 视觉语法 广告语篇 

分 类 号：H31[语言文字—英语]