视觉语法视角下的英文公益广告多模态话语分析  

A Multimodal Discourse Analysis of English Public Service Announcements from the Perspective of Visual Grammar

作　　者：苏仑嘎 

机构地区：[1]内蒙古师范大学外国语学院 内蒙古 呼和浩特

出　　处：《现代语言学》2025年第2期261-271,共11页Modern Linguistics

摘　　要：在这个信息化和新媒体技术飞速发展的时代,公益广告不再以单一的文本形式呈现,由语言、图像、声音等多模态构成的视频广告,因其丰富的表现力、深刻的教育意义和广泛的受众接受度,正在成为越来越受欢迎的广告形式。有鉴于此,本文采用视觉语法作为理论框架,从再现意义、互动意义和构图意义对英文公益广告I Will Always Be Me进行深入分析,阐释视觉模态在意义的建构和表达中的方法和作用。通过研究发现,在视觉语法视角下,图像和色彩等符号和语言符号一样具有表达意义的功能。这项研究有助于公众深入理解广告如何通过多种符号来传达信息、激发情感、引导行为,并在社会文化中发挥其独特的作用。In this era of rapid development in information technology and new media, public service announcements are no longer presented in a singular textual form. And video advertisements are composed of multimodal elements such as language, images and sound, which are becoming increasingly popular due to their rich expressiveness, profound educational significance, and broad audience acceptance. Therefore, this paper adopts visual grammar as the theoretical framework to conduct an in-depth analysis of the English public service announcement I Will Always Be Me in terms of representational, interactive and compositional meaning. It elucidates the methods and roles of visual modality in the construction and expression of meaning. By analysis, it is found that semiotics such as images and colors has the same function of expressing meaning as language from the perspective of visual grammar. This study contributes to the public understanding of how advertisements convey information, evoke emotions, guide behavior, and play their unique role in socio-cultural contexts through various semiotics.

关 键 词：多模态话语分析 视觉语法 英文公益广告 

分 类 号：TP3[自动化与计算机技术—计算机科学与技术]