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电视广告是一种典型的由声音、图像、文字等多种符号模式共同构建意义,传递信息的多模态语篇。图像是构成电视广告多模态语篇的基本单位,对于整合符号资源,构建意义,以及传递广告意图起着至关重要的作用。本文以Kress和van Leeuwen提出的视觉语法为理论框架,对Adweek 2012年十佳广告之一Charlie Sheen进行多模态分析。通过对该电视广告中图像的再现、互动、构图意义的分析来探究电视广告中图像如何体现其元功能,从而构建意义。
Television advertising is a typical multi-modal discourse that constructs meaning and transmits information by multiple symbolic patterns such as voice, image and text. Image is the basic unit that forms the multimodal discourse of TV commercial, which plays an important role in integrating symbolic resources, constructing meaning and delivering advertisement intention. This article uses the visual grammar proposed by Kress and van Leeuwen as the theoretical framework to conduct a multi-modal analysis of Charlie Sheen, one of Adweek’s top ten commercials in 2012. Through the analysis of the image reproduction, interaction and composition in the television advertisement, this paper explores how the image in the TV advertisement can reflect its meta-function, and thus constructs the meaning.