| Based on Kress and Van Leeuwen and Halliday’s theoretical basis respectively,the research analyzes the interactive meaning in TV public service advertisements. The research has studied both the verbal and visual parts and adopts qualitative and quantitative research for analysis. According to the qualitative study of analysis, the interactive meaning between the represented and interactive participants has produced by the combination of visual and verbal modes of images. As for the quantitative study of analysis, the frequencies of principles in visual grammar and systematic functional grammar have been concluded and analyzed. Various species of TV public service advertisements were studied in the light of contact, social distance and perspective to achieve the interactive meaning. The interpersonal meaning of verbal texts of fifteen samples was explained by mood, modality and person system.Under such circumstances, the visual images and verbal texts in collected TV public service advertisements can be cooperated and coordinated with each other to actualize the most effective influences on people’s attitudes and behaviors of public benefits and social responsibilities. |
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