摘要：

在互联网革命的背景下，多模态在生活中被广泛的应用。多模态使用的典型例子就是广告。广告信息表达有两种方式，语言形式和非语言形式。非语言模态通过图像、颜色、动作等模态传递信息，这些模态的使用对于广告更为重要。本文将对于广告中的非语言模态进行讨论分析。
基于商业广告是文字、图像和声音等多种符号的有机组合，本研究以视觉语法为理论框架，通过收集、整理、分析有关社会视觉语法的文献获得理论知识框架。通过创建50个商业广告的小型语料库分析广告中体现的再现意义、互动意义、构图意义，由此把多种模态结合起来进行深入的话语分析研究。
研究发现，Kress和vanLeeuwen构建的视觉语法理论中的再现意义，互动意义和构图意义均能从不同角度全面的解释广告语篇，这说明了广告拥有极强的多模态性。从理论意义来看，视觉语法理论在广告中的应用分析打破了以往从单一模态的语篇分析传统，这有利于全面的分析语篇内涵。从现实影响来看，此研究能帮助消费者理解广告的深层含义，也能给广告设计者在设计广告方面提供灵感。

关键词：商业广告；多模态话语分析；再现意义；互动意义；构图意义

Multi-modal Discourse Analysis of Commercial Advertisements from the Perspective of Visual Grammar

Abstract:

In the context of the Internet revolution, multimodal is widely used in daily life.A typical example of multimodal use is advertisement.There are two ways to express the information of advertisement, language form and non-verbal form.Non-verbal modes transmit information through images, colors,actions and other modes, and these modes sometimes is more efficient than advertisement. In this paper,we will discuss and analyze the non-verbal modes in advertising.
Based on the fact that commercial advertisement is the combination of words,images and sounds, this study takes visual grammar as the theoretical framework, and obtains the theoretical knowledge framework by collecting, sorting and analyzing the literature about visual grammar. Through building a small corpora of 50 commercial advertisements,this paper analyzes the reproductional meaning,interactive meaning and compositional meaning in these advertisements,in order to combine various modes to carry on the in-depth discourse analysis research.
It found that the reproduction,interaction and composition ofvisual grammar theory constructed by Kress and Vanleeuwen can explain the advertising discourse from different angles, which shows that advertising has a strong multimodality. Theoretically, Visual Grammer is used to analyze commercial advertisements, which breaks the tradition of discourse analysis from single modality,which is conducive to the comprehensive analysis of discourse connotations. Practically, this study can help consumers understand the deep meaning of advertising,and also can provide inspiration for advertising designers in the design of advertising.

Key words: commercial advertisement;multimodal discourse analysis;reproductional meaning;interactive meaning;compositional meaning