重庆房地产平面广告的多模态话语分析——以《重庆晨报》为例-multimodal discourse analysis of chongqing real estate print advertisement —— taking chongqing morning post as an example.docxVIP

重庆房地产平面广告的多模态话语分析 重庆房地产平面广告的多模态话语分析——以《重庆晨报》为例 PAGE PAGE 5 Abstract Real estate industry as a pillar industry of China s national economy, the economy and culture on Chinese society has an important impact on the life of many people in the house owned by the largest commodity , but also people of the largest symbol of social status . With the real estate boom , real estate advertising as a propaganda tool in large numbers in all types of media , such as the agenda-setting camel affect public life . In order to achieve commercial purposes , real estate advertising will house as part of a social purpose and social processes to performance. Research on real estate advertising content and meaning construction process has considerable value. In this paper, real estate advertising, the Chongqing Morning News on billboards as the research object , in the theoretical framework of multi-modal discourse analysis , integrated communication theory , semiotics , sociology analyze . Multimodal discourse is the use of auditory, visual, tactile and other sensory , communicative through language, images, sounds , movements and other means and symbolic resources of the phenomenon. According to Chris , and Levin three metafunctions language created to reproduce the meaning, significance and composition interactive significance as the core content of the visual image analysis syntax for multi-modal discourse analysis provides a theoretical basis and method of analysis . In this paper, the basic point of the visual grammar were reviewed , and examines the research status Multimodal Discourse Analysis and real estate advertising in our country , in order to raise the research questions. This article corresponds to these questions three samples ads qualitative analysis, the formation process of reproduction in which the symbol system. Although with different formats in different types of real estate ads reproduction meaning, significance and composition interactive significance , but