Research on Advertising Language from the Perspective of Multimodal Discourse Analysis

Abstract

In recent years, public service advertising at home and abroad is increasingly breaking through the traditional style of preaching and single, active in the public eye in more diverse forms. This paper takes foreign video public service advertisement Save Ralph as a case study on the basis of the visual grammar theory, analyzing the meaning of representation, interaction and composition in advertisements from a multi-modal perspective,discusses how to maximize the effect of public service advertising through multi-mode and provides a new perspective for the interpretation of public service advertising.