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.
以Gunther Kress和Theo van Leeuwen的视觉语法理论为分析框架,通过对南京旅游英文官网的案例研究,分析旅游网站多模态话语的再现意义、互动意义和构图意义。研究发现,南京旅游英文网站使用大量图片视觉符号资源构建意义,图片符号与文字符号协同作用,对观看者产生视觉上的冲击,达到良好的宣传效果。不足之处在于,叙事再现图片占比较低,人物参与者缺乏与观看者的正面接触,图片设计者多采用中、远镜头,虽客观呈现景物特点,但与观看者保持较为疏远的关系。建议网站丰富再现意义的类型,增加叙事再现的使用,增加参与者与观看者的正面接触;适当采取前景化、分割线等手段,借用近距离镜头将观看者代入到图片情境中。
随着科技和新媒体的快速发展,电影艺术进入了一个新纪元,色彩、声音和文本发挥着至关重要的作用。作为推广电影的关键元素,电影海报能够迅速吸引观众的注意力并传达电影信息。本文基于Kress 和 Van Leeuwen 提出的视觉语法理论框架,对电影《穿条纹睡衣的男孩》的海报进行了深入的多模态话语分析。通过对海报的详细审视,本研究不仅将视觉语法理论应用于多模态话语中,还揭示了电影旨在传达给观众的更深层含义。这为观众提供了新的视角,并为电影行业海报设计的研究提供了有价值的见解。
