多模态话语符际互补作用下的整体意义建构——以服务类产品平面广告为例.docVIP

　　多模态话语符际互补作用下的整体意义建构——以服务类产品平面广告为例商务英语论文 --CHAPTER ONEINTRODUCTION 1.1 Research Topic Modern society has been saturated ents in all attere ercialcampaigns. In terms of mercial advertisements, the ones ore than the formof on that en try great effort tomake their products knoore people, but in this era of information expansion,hoers has alportant issue onagenda. It seems that advertisements s such as usic, etc. are better to arouse attention, because of the vivid presentation of formsother than ation, itmakes the promoting cost higher and higher in order to make their products prominent.In this case, print advertisements are greatly favored by many businessmen. They costless to produce than television ads do, but ics of meaning making in this type of advertisement. In accordance ent, analysis of discourseis no longer confined to that of language in traditional perspective. Multimodaldiscourse analysis is a neage, mar ake a systemic approach to this interpreting.Concerning its function in reading business discourse, this grammar has been provedeffective to read images in a based advertisement. Hoatter of fact,there is a greater need to investigate ent as a ingto convey and promote and hoechanism of this image-text relation has not been clearly knoultimodal discourse analysis could be meaningful to understandthis category of mercial campaign. 1.2 Significance and Rationale of the Present Study Since 1990s researchers in the field of discourse analysis have started to realize thelimitations of analysis of single linguistic mode ages or sounds are alsobined to build up discourses. Halliday’s Systemic Functional Grammar is found tobe applicable to multimodal discourse analysis, based on mar ages. Hoostof the applications of these theories are individual non-linguistic modes. Analysis ofmultimodal discourse as a ercial advertising discourse is gradually taken as the research objectin the field of -- discourse analysis, but these ads are more often analyzed in terms oftheir