Abstract
On the basis of Kress and van Leeuwen’s Visual Grammar based on Halliday’s Systemic Functional Linguistics, this study explores the interactive meaning in three public service advertisement multimodal discourses, adding evidence to the assumption that Systemic Functional Linguistics can be applied to the multimodal discourse analysis of public service advertisement in a feasible and operational manner.
Highlights
Nowadays, advertisements are increasingly penetrating into people's daily life, playing an increasingly important role
The first section is concerned with the interactive meaning in terms of the four elements of Visual Grammar (VG), namely, visual contact, social distance, perspective and modality; the second section analyzes how the interactive meaning is constructed in verbal language with respect to mood system and attitude system
There is some distinction in image representation, for example, in terms of visual contact, social distance, perspective and modality, the four aspects work together rather than separately to construct the interactive meaning
Summary
Advertisements are increasingly penetrating into people's daily life, playing an increasingly important role. Whether through traditional media tools, such as newspapers, books, letters, or modern media tools, such as television, computers, mobile phones or other network terminals, advertisements can be found anywhere at any time, as if advertising has become one of the indispensable elements of human society. Advertisement can be divided into two categories, namely, commercial advertisement and public service advertisement (PSA). The criteria for classifying the two types of advertisements are quite simple, that is, whether they are profit-oriented or not. From research in recent years, it can be seen that experts and scholars on advertising intend to set their research focus on commercial advertising, while research on PSA is comparatively less. Research perspectives need to be expanded in an all-round way, and research connotations need to be further explored
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