| This study tries to investigate the interactive functions of the environmentalpublic service advertisement with theories of visual grammar and intertextuality. Itreveals the way how the interactive communication with readers via the use of verbaland visual semioses in the process of information. Besides, it attracts readers’ attentionand achieves emotional resonance, so as to pass persuasive information to readers. Thus,it is supposed to have implications for further studies on multimodal discourse analysis.The data of this thesis are collected from World Wildlife Fund (WWF). Theseenvironmental public service advertisements share the theme of “stopping globalwarmingâ€. Within the framework of Fairclough’s three-dimensional conception ofdiscourse combined with theories of visual grammar and intertextualiy, this thesisanalyzes the data in two dimensions: on the text practice level and on the discursivepractice level. This study tries to explore functions and influencing factors of interactivemeanings in environmental public service advertisements. Research findings indicatethat the multimodal environmental public service advertisements realize the interactivemeanings through contact, social distance and attitude between the discourse andreaders. By the plentiful use of the offered images, impersonal distance and eye-levelangle, it establishes a relatively equal relationship between the discourse and readers.Therefore, readers are more adapted to get involved into the depicted events so as torealize the interactive meanings. Besides, on the discursive practice level, quotation,allusion and presupposition are widely used to provide the background information ofthe environmental public service advertisements, which evokes the readers’ existentknowledge. Thus, it is appealing for the readers to grasp meanings of discourses. At last,discourses incline to adopt general concepts and objects to convey information, makingthem convenient to be interpreted.Based on detailed analyses of the environmental public service advertisements,this study reveals the methods of passing interactive meanings to readers withconsidering the influence of social and cultural factors. Besides, it illustrates thefeasibility and the explanatory power of Faiclough’s framework combined with theories of visual grammar and intertextuality in analyzing multimodal discourses. The ways ofexpression make implications of the interpretation and the design of multimodal publicservice advertisements. It is hoped that the investigation can enrich the choices ofmethods to promote readers’ appreciation in interpreting multimodal discourse analysisand realize the interactive communication between readers and the discourses. |
