| 多模态视角下城市公益广告语篇研究 |
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| 引用本文： | 郭静.多模态视角下城市公益广告语篇研究[J].科教文汇,2013(29):70-71. |
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| 作者姓名： | 郭静 |
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| 作者单位： | 湖南城市学院,湖南益阳413000 |
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| 摘 要： | “多模态语篇”指的是除了文本之外，还带有图像、声音或者动作等符号系统的且通过多种符号系统之间的互动来实现意义的复合文本。本文把多模态研究应用到城市公益广告语篇中，阐述了城市公益广告语篇中语言和图像等符号模态是如何实现互动意义构建的。
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| 关 键 词： | 城市公益广告 多模态 语篇分析 |
Research on Urban Public Service Advertising from a Multimodal Perspective |
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| Authors: | Guo Jing |
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| Abstract: | ＂Muhimodal discourse＂ refers to the symbol system such as image, sound, or action or the compound text realizing the interaction meaning through a variety of symbol systems in addi- tion to text. This paper applies the muhimodal research to urban public welfare advertising, and expounds how is the semiotic mode such as the urban public welfare advertising language and image to realize the interaction meaning construction. |
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| Keywords: | urban public service ads muhimodal discourse anal- ysis |
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