对WWF的一则平面环保公益广告进行多模态话语分析

摘要

随着科技进步，多媒体的应用得到迅速发展，语篇形式日趋呈多模态化。该文以 Halliday 的系统功能语法、Kress &Van Leeuwen 的视觉语法为理论基础，以 WWF 的一则平面环保公益广告为例，从再现意义、互动意义、构图意义三个方面，对其进行多模态话语分析，揭示图像与文字共同作为社会符号的表意功能，从而达到环保公益广告的宣传目的，意在提高读者的多模态话语的识读能力。%Discourse is developed into multimodality, with the development of science and multimedia. This paper, based on Hal⁃liday’s Systemic Functional Grammar and Kress & Van Leeuwen’s Visual Grammar, is to analyze the public service advertise⁃ments of WWF on environmental protection from the aspects of representational meaning, interactive meaning and composition⁃al meaning. Based on the results, it will be found how images and words work together to create synergy effect and achieve the goal of PSA. The paper also aims to improve the readers’ability of analyzing images.