视觉环境下广告语篇的多模态分析-基于视觉语法-multimodal analysis of advertising discourse in visual environment - based on visual grammar.docx

i i Acknowledgements During the process of writing this thesis, I am thankful to those who have offered me generous supports. First and foremost, I’d like to give my sincere gratitude to my supervisor Professor Li Junru. His continuous support gives me motivation during the whole study. This thesis would not be finished without his enlightenment and guidance. He gives me advice before the study and when I finish the first edition, he revises the thesis carefully and gives me more valuable opinions and suggestions. Meanwhile I would like to particularly express my heartfelt thanks to Professor Chen Huifen who teaches me theories about pragmatics. Professor Hu Meizhu who enlightenes me in cross cultural communication and Professor Zhang Gaoyuan who teaches me how to write a formal thesis. I am much obliged to the students who help me to finish the questionnaire, without their generous and patient cooperation, I can’t get the data of the thesis. Finally my special gratitude goes to my family for their unswerving encouragement. ii ii Abstract With the development of technology and mass-media, the dominance of language is weakened and visual communication helps to deliver meaning in multimodal discourses. The traditional discourse analysis based on language is not enough now. New grammar is called by the new era in order to show the integrated meaning forming by various semiotics. Multimodal discourse analysis sprang up in 1990s and it was based on Halliday’s systemic functional grammar. Kress and van Leeuwen propose visual grammar derived from the systemic functional grammar. Based on ideational meaning, interpersonal meaning, and textual meaning, they propose representational meaning, interactive meaning, and compositional meaning. The print business advertisements have aroused the interests of many linguists and scholars. Before the flourishing of multimodal discourse analysis, the analyses of advertisements are based on language analysis, such as cohesion and cohere