摘要
以Kress&van Leeuwen的视觉语法框架为基础,借鉴Baldry&Thibault建立的广告视频分析框架对中华人民共和国卫生部拍摄的预防艾滋病公益广告《温暖的家》进行多模态话语分析。通过对再现意义、互动意义、构图意义和声音符号体系的逐一解读,说明了公益广告是怎样通过图像、文字和声音实现表意功能,从而达到其宣传目的。
Taking Kress ＆ van Leeuwem ＇s visual grammar frame as the theoretical basis, this paper uses the advertisement video analy- sis frame established by Baldry ＆ Thibault to do multi - model discourse analysis of Chinese public service advertisement for preventing Aids - - -Warm Home. By analyzing the representation meaning, mutual meaning, composition meaning and sound semiotic system, it aims to explain how the public service advertisements achieve the publicity purpose by realizing the function of presenting meaning through picture, words and sound.
出处
《新余学院学报》
2014年第2期85-87,共3页
Journal of Xinyu University
关键词
多模态话语分析
视觉语法
广告视频分析框架
公益广告
《温暖的家》
multi -model discourse analysis
visual grammar
advertisement video analysis frame
public service advertisement
Warm Home
