Abstract

With the development of technology, new media has played more and more important role in the society. At the same time, the revolution of media has brought many new elements to the world. Image, sound, music and position etc. are the new elements for people to express themselves, so words are no longer the only way for communication. The traditional discourse analysis in the last decades focused on the static words. Thus, there are a lot of limitations in explanation of the meaning construction of multimodal discourse in the traditional discourse analysis. Under this background, the multimodal discourse analysis (MDA) arises as a new method of discourse analysis.
This thesis chooses a recent famous publicity film China’s National Image Publicity Film as its research object. Based on the theory of MDA, mainly the framework of visual grammar by Kress & van Leeuwen, this thesis attempts to analyze several shots chosen from the publicity film in the framework, and discuss how the producer uses two or more semiotic modes to construct meaning and what the visual impression is by showing various of semiotic modes. Meanwhile, some limitations in this film are pointed out and suggestions on the further study and publicity film production are also provided in order to make the application of the thoery of MDA more effective in the publicity film in the future.

Keywords: multimodal discourse analysis; visual grammar; social semiotics, publicity film

摘要

随着科技的发展，新兴媒体在社会中变得越来越重要。同时，这种革命性的进步给这个世界带来了很多新元素。图像，声音，音乐，位置等等，已经成为人们表达信息时的新方法，文字语言已经不再是人们交流的唯一方式。在过去的几十年，传统的话语分析只关注静态文字的研究。因此，传统的话语分析在解释多模态话语意义构建方面显出了极大的局限性。在这个背景下，多模态话语分析被发展成一种全新的话语分析方法。
这篇论文选取了最近有名的一部宣传片—中国国家形象宣传片，作为其研究对象。本文在多模态话语分析的理论上，主要通过Kress和 van Leeuwen的视觉语法框架，尝试选取该宣传片中的几个镜头，分析讨论影片制作者是如何运用多种不同的社会符号去构建意义，以及这种表达方式达到了什么样的视觉效果。同时，影片中的不足之处也被提及。为了未来的研究和宣传片制作对多模态话语分析理论更有效的应用，本文也给出了一些建议。

关键词：多模态话语分析；视觉语法；社会符号；宣传片