摘要

新兴的多模态话语分析超越了传统的词汇、句法、语篇层面的语言研究，进而涵盖了音频、图像、视频、PPT等多维话语载体。本文以会展产品推介书为研究对象。首先，论文对多模态话语分析的定义及研究现状进行了介绍，并根据会展产品推广的多模态形式确立了以视觉语法的再现和互动意义为主体的文体分析框架。其后，在该分析框架下具体分析会展推介的舞台背景、视频及PPT的再现和互动意义。从而验证了多模态理论对会展产品推广发布载体的文体分析的适用性。该研究表明，动态语篇在叙事中有着比静态语篇更大的优势。

关键词  产品推介书，多模态话语分析，再现意义，互动意义

Abstract

The newly-developed multimodal discourse analysis surpasses the traditional linguistic research of vocabulary, syntax and discourse and contains multi-dimensional discourse carriers, such as sound, image, video, PPT etc. Product launching text at exhibition is selected as research subject. Firstly, the definition of multimodal discourse analysis is defined and the research status is introduced. According to multimodal modes of product launching an analytical framework of the multimodal discourse analysis is made based on Visual Grammar’s representational meaning and interactive meaning. Under the framework, stage background, video demonstration and PPT in representational meaning and interactive meaning are analyzed in detail. The discussion of product launching release conferences mainly focuses on stage background, PPT and video demonstration. The present research testifies the applicability of the multimodal discourse analysis. The analysis shows that the dynamic discourses have more advantages than the static discourses in promoting narrations.

Keywords  product launching text, multimodal discourse analysis, representational meaning, interactive meaning

1  Introduction
For decades, the study orientation of linguistic field has been the text analysis and discourse analysis, which is concerned about only one type of recourses: the language. With the rapid development and application of computer science and technology, especially after the emergence of Internet, the way of communication has changed a lot, the text and discourse are not the only way to communicate, the color, sound, music, gesture, image and other nonverbal resources offer much richer sources. For example, the newspaper is not the only way we get information; the Internet will provide us with more vivid information by pictures and even videos. The modern classroom is no longer like the conventional class in which books and blackboards play the major role.