本文以Kress & Van Leeuwen视觉图像的分析框架和系统功能语言学理论为依托,对一则环保公益广告的再现、互动和构图意义进行了详尽的分析,指出以多模态非线性方式出现的广告语篇中多种符号模态(如语言、色彩、图像、印刷体式等)之间相互作用、共建意义,证明了传统语篇分析模式的局限性,同时也体现出系统功能语法在对包含图像的广告语篇分析中具有较强的优越性。 Based on the analysis framework of Kress & Van Leeuwen visual image and the theory of system functional linguistics, this paper analyzes the reproduction, interaction and composition of an environmental public service advertisement in detail. It points out that the ad appearing in a multi-modal non-linear way Discourse in a variety of symbolic modalities (such as language, color, image, typography, etc.) between the interaction, build meaning, to prove the limitations of traditional discourse analysis mode, but also reflects the system function grammar in contains Image advertising discourse analysis has strong superiority.